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Content Marketing and Technical Content Development Tips

Challenges of Technical Content Development

Because we work primarily with high tech companies whose differentiation is their technology, sometimes at the hair-splitting level, we wade in the sea of technical content every day. For the non-engineer, -mathematician, or -scientist, a content marketing strategy seems like a fool's game. A variety of literature suggests approaches to engage employees and to get the most from your high tech company’s technical staff to help develop the excellent content that marketers use to generate qualified leads. There are some very good suggestions, but here’s the rub:

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Topics: Business Insights, Content Development

Content Marketing: What makes good video? (And why should you care?)


Video: A Mighty Medium

There’s no denying that the growth of online video has become a major marketing consideration in the past few years. In December 2013, 188.2 million people in the U.S. watched 52.4 billion online content videos (comScore), and the number of online video users is expected to reach 1.5 billion by 2016 (Cisco). More than half of executives look for more information after seeing a product or service in a video (Forbes), and 57 percent of consumers say that product videos make them more confident in a purchase (MediaPost).

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Topics: Inbound Marketing, Marketing Mix, Marketing Strategy, Social Media, Content Development

Social Content Marketing: How to prepare for a Google+ Hangout on Air


Hangouts without the Hang-ups 

Google’s live webcasting tool, Hangouts on Air, can be a great resource for businesses looking to grow their social marketing strategy. It puts faces to your company name, and lets customers get to know your brand in a more personal way. Especially for technical companies, Hangouts on Air can provide an interactive platform for explaining difficult theoretical topics or application questions, while helping to establish your knowledge and credibility.

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Topics: Marketing Mix, Marketing Strategy, Social Media, Content Development

18 Months with HubSpot Inbound Marketing: Lessons Learned

Since becoming a HubSpot certified partner 18 months ago, a lot has changed. We’veHubSpot certified partner migrated our site to the HubSpot Content Management System (CMS), started a blog, and gotten a lot more serious about social media. We’ve created several content offers and downloads, implemented Calls to Action (CTA) throughout our site, built landing pages for each offer or CTA, integrated our email marketing with HubSpot, and set up lead nurturing emails (HubSpot calls them workflows because you can automate other things beyond triggering an email). We’ve also gotten used to looking at analytics more frequently and using the results to guide content development, SEO, and in many ways overall company strategy.

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Topics: Inbound Marketing, Marketing Mix, Social Media, Content Development, SEO, HubSpot

Marketing Metrics - Tracking the Impact of Not Provided

Shifting Marketing Metrics?

Have you noticed that you have less organic search data available? In early February, we highlighted the impact of secure search on our organic search data in 2012. Approximately 31% of our organic search results were "(not provided)". This result means that people are accessing your site via secure search, which prevents you from seeing the search terms they used to find you. 

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Topics: Business Insights, Content Development, Marketing Metrics, SEO

Writing Content for SEO & The Impact of Secure Search

The Changing Landscape of Organic Search

If you’ve been paying attention to the headlines over the past year or so, businesses, marketing agencies, SEO practitioners, and other online marketing enthusiasts predict that keyword research as we know it (or knew it), is rapidly diminishing in effectiveness. Keyword research has been the SEO go-to source for website optimization.

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Topics: Inbound Marketing, Content Development, Marketing Metrics, SEO

5 Questions to Answer for Effective Content Marketing

What is Quality Content?

There has been considerable buzz lately about the importance of creating quality content as a way to attract and qualify online sales leads. The idea is that through online engagement, in which you share best practices and tips for your particular expertise, for example, you attract higher quality leads. But what kinds of content are considered “quality”, and is more necessarily better?

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Topics: Lead Generation, Marketing Strategy, Social Media, Content Development

PLS Launch Solutions Boosts Writing & B2B Social Media Services

Welcome, Katie Steelman

Katie Steelman, Social Media ExpertKatie Steelman joins PLS as our new marketing writer and social media specialist. As customers recognize that great content attracts prospects through the web, PLS is providing full content development services including public relations, articles, white papers, video scripts, blog and social media content, ebooks, etc.

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Topics: Company News, Social Media, Content Development