5 Ways to Come Up With Contributed Article Topics (That Editors Actually Want)

By Bob Decker

In my last blog post, What Editors Really Want: Getting Your Technical Articles Published, I shared what decision makers at trade publications look for and what guidelines to follow to have the best chances of getting published. 

But at some point, you may have stalled out on this thought: “I get why contributed articles matter, but what would I even write about?”

If that’s where you are, you’re not stuck. You’re looking in the wrong place.

Because in the sensors and semiconductor industry, the best article ideas aren’t invented from scratch. They’re already sitting inside your company in conversations, documents, and day-to-day problem solving.

The key is knowing where to look and how to recognize a strong idea when you see one. Let’s walk through 5 of the most reliable sources that your customers want to read and publishers want to print.

1. Start with real engineering problems.

The strongest contributed articles almost always begin with real-world design challenges.

Think about the questions your customers are asking:

● “How do I manage thermal issues in a smaller footprint?”

● “Why is my signal degrading at higher speeds?”

● “What’s the best way to ensure reliability in harsh environments?”

These aren’t just support questions. They’re article ideas.

If one engineer has asked, many others are dealing with the same issue. And trade publications exist to help solve exactly those kinds of problems. A simple way to pressure-test an idea is: Would an engineer search for this? If the answer is yes, you’re on the right track.

2. Mine the content you’ve already created.

You likely don’t need to start from a completely blank page. Many contributed articles begin as something else:

● An application note

● A white paper

● A webinar or conference presentation

● Internal training materials

● Even a detailed email explanation

Contributed articles can stem from reshaping existing knowledge for a broader audience. For example, a dense white paper can often become a more accessible article by focusing on one specific problem and simplifying the explanation. A webinar can turn into an article by extracting the key teaching points and removing the presentation format.

If your engineers have already taken the time to explain something well, you’re closer than you think to having an article ready to publish.

3. Look at what your sales and applications teams hear every day.

Your sales pros and applications engineers are on the front lines. They hear objections, confusion, and edge cases that make them your best source of article ideas.

Pay attention to:

● Questions that come up repeatedly

● Misconceptions about how something works

● Situations where customers don’t know there’s a solution to a common problem

● Conversations that require a deeper explanation

Those moments often translate directly into strong tutorial-style articles. If your team has to explain something more than once, it’s probably worth writing down.

4. Pay attention to industry trends (and add your perspective).

Not every article has to be instructional. Some of the most engaging contributed articles offer a point of view or thought leadership that will add to your company’s credibility and authority.

Look at what’s changing in your space. Are there new standards or technologies? Has there been a shift in design priorities? How about supply chain challenges? What is the impact of AI on engineering workflows? Are there evolving expectations for performance or reliability?

Within those shifts, what are you seeing that others might not? And what have you learned from working with your customers that could be shared with the broader industry? You don’t need a groundbreaking opinion. You just need an informed one that’s based on real-world experience.

5. Use the “problem → why it matters → how to approach it” framework.

If you’re unsure whether an idea or existing content will work as a contributed article, run it through a simple structure:

● Problem: What challenge is the engineer facing?

● Why it matters: What happens if it’s not solved?

● Approach: What are the practical ways to address it?

If you can clearly answer those 3 questions, you likely have a strong article. This framework also helps you avoid one of the biggest pitfalls: drifting into promotion. When you stay focused on the problem and the solution, the article naturally remains helpful and editorial.

That’s where contributed articles start to work the way they’re supposed to: building authority, strengthening your reputation, and helping your expertise reach a wider audience.

You likely already have more article ideas than you think.

At Redpines, we help you uncover those ideas, shape them into strong technical stories, and place them with the editors who are actively looking for this kind of content. Because we’ve built long-standing relationships across the core technology trade press, we know what works and how to get it published.

If you’d like to talk through a few article ideas, give me a call at 415-409-0233.

What Editors Really Want: Getting Your Technical Articles Published

 By Bob Decker

In my last blog post, How to Build Authority (and Show Up in AI Answers), I shared that contributed articles are one of the most powerful tools you can use.

They’re a great way to earn editorial coverage in trade publications by providing real value for their engineer readers. We looked at how contributed articles work, where the content can come from, and why they matter more than ever.

Since then, a reader asked what editors expect when you’re submitting an article to them. So today, I’m answering that excellent question and letting you know what decision makers at trade publications look for and what guidelines to follow to have the best chances of getting published. Let’s get started. 

What do editors expect when you’re submitting an article?

Anytime you’re trying to get published, you’ve got to play by the rules of the publisher. Even more so when no money is exchanged, trade publications have clear expectations and they won’t publish your content if you don’t meet them. There are typically two factors editors require:

1. Exclusivity (for a limited time)

Most publications want content that has not already appeared on your website or in another magazine. Editors typically expect no prior publication even on your own website and certainly not on competitors’ websites. Often, the exclusivity window is short, and after a month or a few months, you’re welcome to publish the same article on your own blog, website, LinkedIn, or other locations, often with attribution. 

2. Helpful, not promotional

Editors expect informative content with general references to component types and limited brand-specific references. The more objective your article sounds, the more likely it is to be accepted. Ironically, this neutrality increases trust, which benefits your brand long-term.

One way you can make this work in your favor is writing about a product or feature on a product that only you provide. It doesn’t have to be all about you or your brand, but conveniently, your solution is the only one available. 

What are the structural guidelines for strong contributed articles?

Most electronics trade publications prefer:

● 800 to 1,200 words

● 2 or 3 graphics or figures (charts, graphs, diagrams, or images)

● A clear framework of presenting a problem and a solution

A strong article typically identifies a real engineering challenge that readers will want solutions to. Your article should explain why it matters, present practical guidance, and conclude with solutions — not a sales pitch.

Articles that open with a real-world design problem tend to perform well because they immediately connect with the reader’s experience. For example, engineers might be struggling with thermal management in compact designs, signal integrity at higher speeds, or component reliability in harsh environments. When your article starts by acknowledging a challenge engineers recognize, the rest of the article naturally engages readers and adds to your credibility.

It’s equally important to remember what doesn’t get published. Articles that read like product announcements, press releases, or datasheets are almost always rejected. Editors are not looking for marketing copy. If an article repeatedly names a specific product or focuses heavily on brand messaging, it quickly signals that the piece is promotional rather than editorial.

A good rule of thumb is that an engineer reading your article should come away with new understanding or practical insight, even if they never purchase anything from your company. When an article delivers that kind of value, editors are far more likely to see it as a contribution to their publication rather than an advertisement in disguise.

When you respect editorial guidelines, provide genuine technical insight, and structure your article around a clear problem and solution, editors are much more likely to publish your work. As a result, you’ll not only gain visibility in trusted industry publications, but also position your company as a knowledgeable partner that understands engineers’ real-world problems. Over time, that authority builds trust with readers, strengthens relationships with editors, and helps your expertise reach a wider audience.

Getting contributed articles published doesn’t have to be guesswork.

At Redpines, contributing editorial content is a key part of the PR strategies we provide our clients. Because we’ve developed long-standing relationships with editors across the core technology trade press, we know how to write technical stories, where different articles fit well, and how to position them for publication. 

If you’d like to explore how we could help get your expertise in front of the right readers, give me a call at 415-409-0233.

How to Build Authority (and Show Up in AI Answers)

By Bob Decker

Why publishing on your blog or social media alone is not enough these days

If you want engineers to see your company as a trusted expert, contributed articles are one of the most powerful tools you can use.

In the sensors and semiconductor industry, public relations isn’t just about press releases. It’s also about earning editorial coverage in the trade publications engineers rely on for product research, design guidance, and industry trends.

Unlike advertising, this kind of visibility doesn’t come from paying for space. It comes from providing real value. Let’s take a closer look at how contributed articles work, and why they matter more than ever.

What is a contributed article?

A contributed article is longer-form editorial content published by an independent trade publication at no charge. No advertising dollars change hands. Instead of promoting a specific product, the focus is on solving a design challenge, explaining a technical concept, interpreting an industry trend, or sharing practical engineering insight.

Trade publications exist to help engineers make better decisions. If your article does that, editors are often happy to publish it. 

“But why not just publish on our own blog and LinkedIn or other social media?” you ask. And you absolutely should publish technical content on your own site and social channels. But publishing in a respected trade magazine adds something your website alone cannot provide: independent authority. 

Appearing in the editorial pages of a trusted publication reinforces your expertise in a way that self-published content cannot. 

This dynamic has become even more important in the age of generative AI. AI systems tend to favor authoritative editorial sources when constructing responses. Independent trade publications carry significantly more weight than vendor websites in that process. Earned media coverage serves as a powerful validation signal. AI tools are remarkably good at distinguishing between advertising and editorial content, and they prioritize the latter.

If you want your company’s expertise reflected in search results and AI-generated answers, contributed articles are one of the most effective avenues available.

There are two types of contributed articles that work best:

1. Tutorial Articles: Help Engineers Solve a Problem

Tutorial articles are practical and educational. Their purpose is to help engineers understand how to apply a component or technology correctly and confidently. For example, they might explore topics such as understanding differences between component types, how to design miniature optical switching solutions, or managing power integrity in high-density layouts.

Yes, your company likely manufactures the components being discussed. But the focus should be on the design challenge and the technical considerations, not on why your specific part is superior. If an article reads like a datasheet or a product brochure, it won’t get published. If it reads like a helpful engineering guide, there’s a good chance it will.

2. Thought Leadership Articles: Share Perspective

Not every contributed article has to teach a step-by-step solution. Some of the most impactful pieces offer insight and perspective. A thought leadership article might examine emerging trends in power electronics, supply chain resilience in semiconductor manufacturing, sustainability pressures in component design, or the influence of AI-driven tools on hardware architecture.

These articles don’t need to present groundbreaking research. They simply need to offer informed observation. Engineers value thoughtful analysis that helps them anticipate where the core technologies industry is heading and how that direction might affect their designs.

Where Do Contributed Articles Come From?

By now you may be thinking, “This all sounds great, but it’s going to require a lot of time and effort to put contributed articles together and get them published.” But you likely already have more article material than you realize.

A contributed article often begins as something else. It may start as an application note written to explain a specific use case. Sometimes the foundation is content prepared for a webinar or a conference presentation. In other cases, internal engineering documentation or technical training materials provide the seed of an idea.

When technical teams are already creating useful educational content, the opportunity is there. The shift is less about inventing something new and more about reframing existing knowledge for a broader audience. With a little bit of editing and a focus on solving real-world design problems, materials your engineers are already producing can become strong editorial content for trade publications.

So now that you know what contributed articles are, where they come from, and why you should make them a part of your overall marketing strategy, in my next post, we’ll discuss what editors at trade publications are looking for, and how to maximize your investment of time and effort to have the best chances of getting published. 

Until then, did you know that getting contributed articles published is a part of the PR strategy we provide? 

At Redpines, we have long-standing relationships with publications in the core technology industry, and can connect your content with the right editors to get you published. To talk about the services we can provide you, please reach out to me by phone at 415-409-0233.

From Target List to Real Engagement: Turning ABM Strategy into Action

By Bob Decker

We’ve been focusing on account-based marketing (ABM) in recent blog posts. If you haven’t read part 1, about what ABM is, or part 2, about why ABM works at both ends of the funnel, start there before continuing with this post. 

Most ABM conversations start with building a target account list. And that’s important, but it’s also where many ABM strategies quietly stall.

Identifying the right semiconductor manufacturers, OEMs, or system integrators is only the first step. The real value of ABM shows up when those accounts begin to engage – when engineers respond to a white paper you’ve produced, procurement asks for follow-up details, or an executive agrees to a first call.

This gap, between conceiving a strategy and actually executing it, is where ABM succeeds (or doesn’t).

Consider a company selling specialized MEMS sensors to the industrial automation and medical device markets. On paper, the target list looks solid: Tier 1 OEMs, systems integrators, and a handful of global manufacturers. But if every one of those accounts receives the same messaging, the same emails, and the same generic “request a demo” call to action, ABM quickly turns into traditional marketing with a smaller audience.

Effective ABM moves beyond selecting a target account and focuses on how you can be most relevant to that account. Here are a few examples: 

• A design engineer evaluating sensor accuracy and environmental tolerance needs application-level content – white papers, performance comparisons, or integration notes – that will convince him or her that your specialized sensors meet their specific requirements.

• A procurement manager cares about supply continuity, lead times, and pricing stability, so your outreach should include clear information on manufacturing capacity, second-source strategies, lifecycle commitments, and predictable pricing models that reduce risk and simplify vendor approval.

• A product manager or VP of engineering is thinking about roadmap alignment, long-term availability, and risk mitigation, which makes executive-level messaging, technology roadmaps, and examples of long-term customer partnerships far more effective than detailed product specs alone.

Turning a target list into real engagement means building touchpoints that reflect those realities. That might include a short technical brief shared by sales, a LinkedIn ad aimed only at engineers inside a specific company, or an executive-level perspective piece that positions your company as a stable, long-term partner, rather than just a component vendor.

ABM works when each interaction feels intentional. When prospects feel like your outreach reflects an understanding of their role, their constraints, and their priorities, engagement follows naturally.

At Redpines, we help core technology companies bridge the gap between marketing and comms planning and execution. With the right structure and focus, ABM becomes less about running campaigns—and more about starting the right conversations with the accounts that matter most.

If your marketing feels like it’s stuck at the list-building stage, let’s talk. We can help you turn strategy into action that drives engagement. Reach out to me by phone at 415-409-0233 to start the conversation. 

Marcom Brief: Why ABM Works at Both Ends of the Funnel

 By Bob Decker 

The other day a colleague asked me whether account-based marketing (ABM) was primarily a "top of funnel" type of tactic for reaching out to customers — in other words, a way of getting on their radars and growing some name recognition — rather than a way to generate an immediate sale.

The answer is that ABM works very well in both situations and it's a technique that lets you work opposite ends of the funnel simultaneously with separate and distinct messaging streams tailored to specific roles within the target organization.

Imagine, for example, that your target is a multinational digital communications technology conglomerate corporation and you're selling a commodity type of component that's essential to one of their key products. Probably upper management isn't going to be interested in hearing about this particular device no matter how superior your product is compared to the competition. But they might very well be interested to read a thought leadership piece from one of your executives that demonstrates that you understand the challenges they face and what kind of company they'd like to partner with as a supplier and why you're that kind of company more than your competitors. And, in fact, even if you can just get them to read the headline, and associate it with your company, that can be enough to make a positive impression.

The great thing about ABM is that you can be having this high-level conversation with the C-suite while you're also having a nuts and bolts conversation with the purchasing team that's needing to figure out how to manage costs and/or ensure an uninterrupted supply of a key component. In this case a very specific, product-level conversation is called for — and ABM is very good at making that happen as well.

At Redpines, we help technology companies translate complex products and markets into marketing strategies that generate measurable growth. One approach we’ve found especially effective—when done with focus and technical fluency—is account-based marketing (ABM).

If your team is ready to go beyond broad awareness campaigns and start targeting the customers who truly matter, we can help. From strategy to execution, we’ll work with you to build an ABM program that aligns with your market realities, supports your sales team, and delivers real traction.

Curious about how ABM could work for your business? Give me a call at 415-409-0233 and let’s discuss the possibilities.

Marcom Brief: Account-Based Marketing for Core Tech Companies: A Smarter Path to Growth

 by Bob Decker

For core technology companies—those building the sensors, silicon, systems, and software that power today’s innovations—the usual B2B marketing playbook doesn’t always cut it. Long sales cycles, complex buying committees, and highly technical value propositions demand a more focused approach.

That’s where Account-Based Marketing (ABM) comes in.

ABM flips the traditional funnel. Instead of broadcasting your message to a broad audience and hoping for the right leads to surface, ABM starts by identifying the right accounts—the ones that matter most to your growth—and then builds highly targeted, personalized campaigns to engage them.

For companies selling specialized technologies—whether it’s embedded sensing, power electronics, industrial automation, or advanced materials—ABM provides a smarter way to:

● Zero in on high-potential customers

● Deliver messaging aligned with technical decision-maker needs

● Align sales and marketing around shared goals

● Create stronger, more relevant touchpoints across the buyer journey

What Makes ABM Different from Traditional Marketing?

Traditional marketing casts a wide net and hopes the right fish will swim into it. ABM is more like spear fishing. It’s a targeted approach where you and your sales team collaborate to identify and pursue high-value accounts with the highest revenue potential or strategic importance. 

Your content and campaigns are customized for each target account, often down to the individual stakeholder level. Your outreach happens across multiple touchpoints – email, social media, digital ads, events, direct mail, you name it – to reach decision-makers at different levels of the organization. You're meeting prospects where they are with highly targeted tactics.

While ABM is often more effective than traditional marketing, there’s no promise it will be easier. ABM demands close coordination between your sales and marketing teams to ensure consistent messaging, timing, and outreach strategies. 

With that said, ABM often outperforms traditional marketing in terms of a higher ROI, more engagement, and a shorter sales cycle. 

Your Step-by-Step ABM Blueprint

Want to give ABM a try? Here's how to build an ABM strategy that works:

Step 1: Identify Your Target Accounts – Start by looking at accounts based on revenue potential or strategic value to your business. Ask yourself: If you could only work with 5, 15, or 50 companies for the next year, which ones would move the needle most?

Step 2: Map Key Stakeholders – Take time to understand the buying committee and influencers within each account. If, for example, that includes engineers, procurement, finance, and C-level executives, each has different concerns and speaks a different language.

Step 3: Develop Personalized Content – Create materials tailored to specific pain points and roles. Your content for a semiconductor company's design engineer should feel completely different from what you show their finance director.

Step 4: Launch Multi-Channel Campaigns – Coordinate your touchpoints across email, social, paid ads, and sales outreach. These might include:

● Custom landing pages or microsites for specific accounts

● Personalized emails from sales and marketing

● Targeted LinkedIn ads for a company-specific audiences

● Executive-level outreach with tailored messaging

● Content or case studies when applicable

● Events or webinars exclusively for selected accounts

Step 5: Measure and Optimize – Track engagement and influence, then refine your strategy. Look beyond opens and clicks to focus on meeting requests, proposal invitations, and actual pipeline progression.

At Redpines, we specialize in helping core technology companies like yours execute marketing that actually moves the needle. We’ve seen how ABM can drive real results—when it's done with precision, deep technical understanding, and seamless coordination between sales and marketing.

If you're wondering whether ABM is right for your company, or how to get started, let’s talk. We’ll help you design an ABM program that fits your market, your team, and your goals—without overcomplicating the process.

Ready to explore what ABM could look like for your business? Reach out to me by phone at 415-409-0233 to start the conversation. 

Toolbox: All Your Trade Show Resources All in One Place

Got trade shows coming up? Wondering what you need to do to get people to stop and notice your booth when they’re walking the show floor? Or maybe you’re curious about how you can get the most out of your marketing before, during, and after the show?

At Redpines, we prepare our clients for shows each year. So we have more than a few tricks up our sleeves to make shows and other industry events easier and more successful. 

Now, we’ve compiled our trade show resources in one place to make it easy to find what you need. Visit the new Trade Show Resources page on the Redpines website to find:

● Press Coverage Playbook: See exactly how to prepare for and conduct press meetings that result in meaningful coverage. 

● Stand-Out Strategies: See affordable, proven tactics to make your booth the one everyone wants to stop by.

● Trade Show Video Guide: Find out how to create videos that not only capture attention on the show floor but continue generating leads long after the event ends.

● Your Complete Trade Show Marketing & Communications Checklist: Take control of your trade show preparation with a comprehensive timeline that ensures nothing falls through the cracks.

● Speaking Success Blueprint: Secure those coveted speaking slots that position you as an industry leader.

Anytime you’ve got a show on the horizon and you’re looking to ease the stress and challenges that often arise around industry events, keep this resource page in mind. 

Marcom brief: Don’t miss out on video! Get The Redpines Video Tip Sheet.

By Bob Decker

Have you dragged your heels on making videos a part of your marketing strategy because you’ve assumed it will require equipment you don’t have to make it look professional?

Videos on LinkedIn, YouTube, and other social channels are increasingly a requirement for a complete, up-to-date marketing approach. So if you’re not posting videos, you’re missing out. But there’s no need to post nothing at all!

At Redpines, we put together a how-to guide so you can offer polished videos with just a smart phone or computer and a few inexpensive accessories. These are the same tips and tricks we offer our clients when we’re helping them shoot videos at trade shows and at the office. Now you can put them into practice to make videos a key part of your marketing.

You’ll find out how to: 

● Shoot videos at a trade show with you as director

● Capture video in an office using Zoom with you as a speaker

● Prepare any speaker to talk confidently on camera

● Round up the easy-to-find equipment you’ll need 

● Set up the shot and your space to appear professional and visually appealing

Download The Redpines Video Tip Sheet now.  

Video is a great way to extend the PR and marketing benefits of your presence at trade shows long after the show ends. 

Want help shooting videos at your next event? At Redpines, we take the stress out of video and deliver finished products that result in more engagement. To talk about the services we can provide you, please reach out to me by phone at 415-409-0233.

Marcom Brief: The New Rules for Social Media - What to Know in 2025

By Bob Decker

Stuck in a social media rut?

When was the last time you evaluated your social media strategy? Have you made any changes to the channels you're posting to regularly or what types of content you’re sharing?

If it has been a while since you have taken a good, hard look at your social media game plan, now is a great time to reevaluate. 

Here are six rules that may have changed since the last time you considered what you’re posting and where:

1. Don’t go it alone.

Whatever the size of your company, be sure more than one person is authorized as an administrator on each of your social media channels. For example, on LinkedIn, a couple of people other than the social media manager should be designated as an Admin on your company’s account. The same goes for other people having the login information for your X account, as well as any other channels where you have a presence.

2. Involve everyone on your team.

It used to be that many companies’ IT departments blocked access to social media channels on your company’s computers. If that’s still the policy, it’s time to change that or you risk losing an opportunity to turn employees into vocal brand advocates.

Ask everyone in your company to like or follow your business page on all social media channels that you run, and encourage them to share company news with their friends and followers.

Find out who in your company likes to take pictures or videos and incentivize them to participate in your social media outreach. Encourage them to share interesting insights from trade shows, and anything else that makes your company look like a cool place to work that’s full of smart people. Reward employees who contribute posts by giving them a photo credit in the caption and maybe a small reward for each post you use.

3. Set guardrails. 

If you’re delegating social media tasks within your organization or to an agency, be sure to have a decision tree in place that sets rules for how everything from events to customer questions to outright attacks will be handled. Set clear expectations about approvals for posts. 

Be open to what employees will share in their role as brand representatives, but also set the guardrails in advance for what kind of posts are acceptable or not. 

4. Use an editorial calendar.

Set a goal for how often you want to post to your social media channels. Once a week is good if you haven’t had a policy up until this point. Then create a document where Column A is dates and Column B is what your posts are going to be about on that date. Column C should be the call to action for each post. 

Try to plan ahead for six or seven weeks. Be sure the editorial calendar gets looked at regularly by putting it on the agenda of a recurring meeting.

Are you suddenly in charge of social media for your company? Wondering where to start? Need a plan? Get your social media checklist: 5 Simple Tips to Get Your Social Media Channels Up and Running.

5. Videos rule the day.

Posts with a photo or video consistently get more engagement than just words, and posts with short videos get the most engagement of all. When it comes to videos, keep it short and sweet. Completion rates drop off sharply for videos longer than 60 seconds.  

6. Don’t overthink it.

Do you struggle to come up with enough to post on social media? Here are some easy post ideas that get great engagement. With all of these, make sure they are authentic and focused on WIIFM (what’s in it for me?) to keep followers engaged:

• Trade shows where you’re exhibiting make a great photo and video opportunity. People love “behind the scenes” looks at booth set up or tech checks.
• Share anything you’ve changed, improved, or added to in your products or services.
• If you’ve added anything to your website like blog posts, case studies, and guides, pass it on.
• When new people join your team, share their photos and a quick bio.
• Post press coverage about your company. Be sure to tag the publication writing about you. It’s good manners to give them credit – and they will be more likely to post about you again in the future. 
• Company events like an annual picnic or holiday party are a surprisingly great photo and video opportunity. Anything that makes your company look fun!
• Wish your customers safe and happy celebrations before major holidays.
• Let your customers do the talking. It’s one of the best ways to be authentic and attract more prospects like them.

Here’s a bonus seventh tip: Do you have pixels embedded into your website code for your social media channels like Facebook and LinkedIn? If not, you’re missing a big opportunity to engage with the people you care about the most. Retargeting those prospects is a set-it-and-forget-it way to stay top of mind for potential buyers. 

Are you tired of feeding the social media beast with engaging content week after week? Are you unsure of which social channels make the most sense for your business? Would you like to try retargeting ads, but you have no clue where to start?

At Redpines, we help our clients with overall social strategy, daily posting, getting started, and everything in between. Please reach out to me by phone at 415-409-0233 if you’d like to find out more.

 

Marcom Brief: Frequently Asked Questions About Talking to the Press at Your Next Trade Show

Including what you need to know to feel at ease during press meetings

By Bob Decker

Every year in the lead up to NAB, IBC, Sensors Converge, and other annual trade shows, clients and friends in the industry ask us at Redpines how to get the most out of their interactions with the media at the show.

It’s smart that you want to know what to expect when meeting up with the press , what information editors really want in order to write about your company, and when is the right time (and when is too late) to reach out to editors. It’s all in an effort to get the best media coverage possible.

That’s why we put together an FAQ guide answering your most common questions, including:

● Why should you meet with the press at all?

● How can you handle last minute press needs like product launches leading up to a show?

● What can you do to calm the anxiety about meeting live with an editor?

● What can you say to people who just aren't convinced of the value of meeting with the press? 

You'll find out everything you need to know in order to feel comfortable during press meetings and to ensure they are worth your while, resulting in positive coverage for your company. 

Want the FAQ that will make it easier to talk to the press on the show floor? Get your copy now.  

Do you have too many tasks for your next trade show? Does media coverage often take a back seat?

Bringing in experts like Redpines can take a load of work off your shoulders in the busy lead up to trade shows, as well as optimize your opportunities to interact with the press, which will result in better coverage.

Would you like to take any PR tasks off your plate before your most important trade shows? To talk about the services we can provide you, please reach out to me by phone at 415-409-0233.

Showcasing Success: How Redpines Helped Javelin Stand Out at Sensors Converge

By Bob Decker

From Day 1, Redpines has been helping our clients get more successful results from exhibiting at trade shows. At this year's Sensors Converge Expo in Santa Clara, we were quite honored to have two clients exhibiting on the show floor—Posifa Technologies and Javelin ASIC Devices. Posifa exhibits at Sensors most years while 2024 was Javelin's first time at the show. 

That said, Javelin's management team is no newcomer to Sensors Converge or Silicon Valley. Steve Dreyer and Bob Frostholm are two of the Valley's most enduring veterans—not just because they're smart but because people like working with them.

That's the message we focused on in creating the Javelin website earlier this year and it's the message that we wanted the Sensors Converge booth to convey with equal clarity. Fortunately, the same Javelin customer who agreed to provide an endorsement on the Javelin homepage — Robin Jakiela of Mirion Technologies — reiterated her generosity in allowing us to repeat part of the same statement on the Sensors booth backdrop. So instead of merely telling people that Javelin is great to work with, we could show it, with authentic words and the warmth of a human face.

As the centerpiece of a minimalist booth that looked bigger than its 10 x 10 space, the backdrop sourced from an online backdrop company delivered exactly the message client hoped for at a price point of about 10% of the cost of a 2-day booth rental from a Silicon Valley booth builder. 

We can't wait to help Javelin be successful at its next trade show and we can't wait to help you as well. To learn more about the full menu of services that Redpines offers around trade shows, please leave me a voicemail at (415) 409-0233 and I'll be happy to brief you on how we can make your next event a standout success.

Toolbox: Do You Have Trade Show Anxiety? (Your Complete Trade Show Marketing & Communications Checklist)

By Bob Decker

It’s 2:00 AM. It’s pitch black outside. All is quiet, except the drumming between your ears. You should be sleeping. 

Instead, your mind is going in circles listing off all of the tiny things that could slip through the cracks. You’re thinking about the details no one knows but you. You’re looking to foresee any potential problems before they happen.

The cause of this anxiety is the next trade show on the calendar. Whether you’re preparing for NAB, IBC, InfoComm, Sensors, or one of the other shows that take place each year, you’re not alone if you find yourself under immense pressure in the lead up to the event. 

Everyone experiences stress in anticipation of major trade shows because you have invested so much time, effort, and budget into everything going perfectly. Plus, a great deal is riding on the outcome because the reason you invest in the trade show is the number of deals you can start or secure there. 

That’s why I’ve put together a complete list of every marketing and communications task you have to do starting one year before a show and continuing during a show and even after. 

By following this list, you can eliminate much of the tension and anxiety you experience because it will allow you to anticipate everything you need to think about for a successful trade show. 

Before reading the list, you should know that the single greatest stress-reducer you can put into practice is working with an agency that has expertise in both your industry and trade show marketing and communications. Dundee Hills Group agencies, including Redpines, provide each and every one of the services on this checklist for our clients, easing the load of the trade shows where they exhibit.

Here’s Your Complete Trade Show Checklist:

 

6 to 12 months in advance of the show:

● Begin full show campaign plan

● Pitch possible speaking opportunities and paper presentations

● Create, proofread, format, and submit presentation abstracts 

● Propose ancillary and/or co-located events

● Submit show-related award nominations

● Prepare the trade show participation budget

● Plan product roadmap 

● Create overall theme and visual treatment

3 to 6 months in advance of the show:

● Identify, prepare, and submit for relevant award opportunities

● Complete exhibitor profile on the trade show website

● Submit content for the show dailies

● Design ads and create advertising plan

● Create strategy and budget for press events, such as a press conference or dinner

● Make press conference room reservations

 

1 to 3 months in advance of the show: 

● Media:

○ Organize press events, including invitations, managing RSVPs, catering, and creating and editing the presentation 

○ Identify editorial opportunities specifically aimed at the event

○ Place and write contributed articles on trends, thought leadership, etc.

○ Develop a show preview

○ Create sponsored content for show dailies and other trade press

● Digital marketing:

○ Produce show landing page

○ Design and schedule a social media campaign

○ Organize and offer a pre-show webinar

○ Write and send an e-mail campaign inviting prospects to visit your booth

○ Produce short videos to generate show leads 

○ Reach out to targeted leads one-on-one to schedule meetings at your booth

○ Create digital media that can be on display at the booth

○ Write and design tailored articles or reports

● Print:

○ Coordinate with stand builder 

○ Create sales collateral 

○ Design booth graphics

○ Specify vendor and order booth graphics

○ Specify vendor and order printed handouts

○ Final proofing of all printed graphics

 

1 month or less in advance of the show:

● Review, edit, proofread, and format final paper, booth presentations, and/or slides

● Create virtual tour of the booth 

● Manage booth staff training

● Design slide deck presentation to go on monitors at the booth

● Strategize pre-show video scripting

● Media: 

○ Conduct pre-show one-on-one briefings of editors

○ Provide staff media training, including how to present at a press conference and talk with editors in one-on-ones at the booth

○ Prepare press kit 

○ Create look-books with pictures of editors and a schedule of meetings

○ Offer calendar invitations for press meetings

○ Send press releases about exhibiting at the show, new products, customer announcements, etc.

○ Write and edit press briefings and talking points

 

During the show:

● Staff the booth, press room, lounge, and/or meeting rooms

● Set up the booth

● Troubleshoot booth technology

● Provide final proofing of all changeable graphics (such as lettering) being done on site

● Post on social channels from the show floor

● Host editor meetings

● Record and/or photograph award presentation and booth events

● Take video on the booth to use for follow-up social media and your website

● Coordinate and lead dealer and distributor meetings 

● Launch text-from-stage campaign during the show to capture leads

● Follow up with booth visitors during the show

 

Within 1 month after the show:

● Send follow-up e-mail campaigns to booth visitors 

● Conduct post-show performance assessment and reporting

● Manage editorial follow up such as writing thank you notes, sending press requested materials, and arranging interviews for upcoming features

Having read through the list, would you like to take any of these tasks off your plate in the lead up to your most important trade shows? 

Dundee Hills Group agencies can offer you every one of these services, removing your biggest stressors with expertise and key contacts within your industry. If you’d like to talk about a package of services we can provide you, please reach out to me by phone at 415-409-0233.

Toolbox: Unlock the Potential of Contributed Articles in Your Marketing Plan

By Bob Decker

I was recently invited by the marcom manager at one of the world’s best established sensor manufacturers to have a Zoom conversation with his team about contributed articles for trade magazines, which is the topic of a marcom brief I put together several months ago.

“What I’m interested in hearing you talk about isn’t so much about how to do contributed articles, but why,” he said. “It would be useful for my team to have your insights on why contributed articles are worthwhile.”

This set me thinking in a new direction, the result was a conversation that covered a lot of different ground from the marcom brief I'd written a few months earlier. At some point I'll revise that document and make it available here, but for now wanted to share with you a few insights that people thought were valuable.

1. Contributed articles are most useful at the top of the sales / marketing funnel. 

They take time to read. They tend to address general questions about various technologies rather than "Whose product should I buy right now?" So it's unrealistic to expect that someone will read your article and then place an order five minutes later. That said, articles (and many other types of long form content) are a great way to let customer know that 1) you're in a given business, 2) you have expertise that can help them solve a problem now or at some point in the future, and 3) you know how to be helpful.

2. A corollary to the preceding point is that contributed articles are best used to promote products that are still relatively new but that have been around long enough that you know well how they'll work in the real world and hopefully you can give some real examples of how they're solving problems for your customers. 

Using a contributed article specifically to promote a new product usually isn't a great idea since most publications don't want free editorial to be used this way and you'll be compelled to refer to your new solution in cryptic language that stops short of identifying what it is and where to buy it. Of course, a contributed article doesn't absolutely need to talk about a specific product at all to build your credibility as someone who understands what challenges your customers are facing. 

3. Paid contributed articles that are indistinguishable from the unpaid kind, i.e. which don't have ADVERTORIAL warnings plastered all over them, are a thing to be open-minded about. 

While you may not want to pay for magazine "coverage," that might be the only choice depending on your industry or which geographical market you're targeting. Besides the guarantee that something will actually get published where you want it to be, paid editorial provides the incentive to get the darn article written. You'll be given a firm deadline by the magazine and if you miss it, you lose the money you paid to get it published.

I could go on and on about this topic! But what I'd really like is to talk with you directly about how Redpines can help you create and promote several types of long-form content, including contributed articles. To request a call, just E-mail me at bob.decker[at]redpinesgroup.com, or go ahead and dial 415 409-0233.

Marcom Brief: Increase Visibility and Engagement: How To Take Center Stage

 By Bob Decker

Speaking appearances at industry conferences are great opportunities to put yourself and your company before a highly informed audience that has actually paid money to hear what you have to say. 

In addition to providing the catalyst for content creation that we all need, the benefits speaking appearances provide are quite significant – from boosting your company’s visibility to giving you the opportunity to interact in a “live” and meaningful way with a group of people who are truly motivated to hear from you.

Unfortunately, the process of actually securing a presentation slot at a prestigious event can often be long and arduous. So, to help you and your company take center stage, I’ve put together the following checklist that outlines the important steps in securing a speaking appearance and maximizing its impact:

Download this simple guide to find out how and when to submit a winning speaking proposal.

If you need even more motivation, Redpines – and our years of experience helping companies deliver their messages more effectively – is here to guide you through the process outlined in the checklist. For a free consultation, please reach out to me at +1 415-409-0233.

Marcom Brief: Maximize Your Impact: Key Tips for Writing & Placing Effective Trade Magazine Articles

 By Bob Decker

Even in today's fast-paced marketing world, writing articles for trade magazines remains a timeless and effective strategy for showcasing your expertise and helping to stand out from the crowd. 

When your name appears in a respected publication from the likes of Aspencore or Future, it's about more than making a mark; it elevates you to a leading, authoritative position. And such recognition offers a level of trust and authenticity that money simply can't buy.

But there's more to writing for these publications than just gaining credibility. In this digital era, search engine optimization (SEO) is key. A well-placed article on a renowned magazine's website can turbocharge your SEO, often more than a flurry of keywords on your own website. And improved SEO is just the beginning. 

These articles can then be used as enriched content for blogs, social platforms, and digital marketing initiatives. This approach not only extends the content's reach, but also allows you to foster a valuable relationship with the magazine. Even the sales team feels the ripple effect, as they can use these pieces to demonstrate their expertise to potential customers.

However, as the boundary between genuine content and advertising begins to blur, it has become essential to differentiate between helpful content and paid promotions. Non-promotional articles – those that magazines offer for free – meet strict standards. 

They're not just sales pitches; they're designed to help readers tackle intricate problems. For example, instead of just pushing a product, such an article might delve deep into the nuances of designing a state-of-the-art DC/DC converter or crafting an IoT edge node.

To sum it up, including well-crafted articles in your marketing strategy is a great way to build trust, boost online visibility, and enhance your reputation within the industry. To help you achieve results like these, I've put together my top seven tips for placing articles that don't just get noticed but leave a lasting impression with readers. So, dive in now to unlock the true potential of this invaluable marketing strategy. 

Marcom Short: Your Annual Reminder to Update and Check the Security of Your Website and IT Systems

By Bob Decker

Just as you need to check the batteries on your smoke detectors annually, there are checks and updates you need to do on your computer, website, and other IT infrastructure. 

For example, when was the last time you checked each of the domains you own?

I recently spoke with Teresa Hardy from New Media-Designs, giving you an annual reminder of what to check for to ensure you won’t lose any valuable data, assets, or security. The new year is a perfect time to get these tasks done, or you could tie them to tax season or Daylight Savings time changes if you live in the US.  

Watch the 5-minute Marcom Short. >>

Here’s a list of the updates and checks we mentioned in the quick video:

• Does your computer operating system need updates?
• Are there software and/or applications you use that require updating?
• Check website plugins that need updating.
• For the subscription services and SAAS you pay for monthly, are you still using them? Are they useful? Are you getting a return on your investment?
• Do you have access to your Google analytics? 
• How about your hosting account? 
• Are all of the domains you own still working? I shared a story about one of his domains and how you might not even know if a domain switch takes place. 
• Make sure your data is backed up daily by either 2 different cloud backups, or an external drive that backs up regularly plus a cloud backup.
• Check to make sure your website is being automatically backed up regularly too. 

 

Are you inconsistent or out-of-date on doing these regular checks and backups for your website? Is this one of those things that never gets crossed off your long to do list? 

Give me a call at 415-409-0233 so you can start off 2024 with confidence that you are set and protected against losing your valuable data and security. 

Marcom Short: Why You Need Impactful Backlinks to Improve Your Website SEO & How to Get Them

By Bob Decker

If you’re not satisfied with your current standing on search engine results, at least part of the problem can be attributed to insufficient backlinks. 

Luckily, more high-quality backlinks are also the solution. 

Are you familiar with backlinks? They are links on someone else's website that point back to your website. But not all backlinks are created equal. 

I sat down recently with Teresa Hardy from New Media-Designs to do a deep dive on SEO backlinks, and how you can get more of the most impactful kind for improving your standing in search engine results, which is authoritative backlinks. 

Watch the 4-minute Marcom Short >>

Examples of authoritative backlinks that improve your website SEO are trade press, conference websites, and YouTube videos. We explain how to get more of each of those types, and what they will do to improve your overall marketing. 

Posting a video or contributing an article to a trade magazine is going to help raise your standing in SEO results because it's authoritative. And you don't necessarily have to have a new product story for that. You can also talk in general about how you would go about solving a common problem for your prospects. 

Do you want to know more about how to get more authoritative backlinks and boost your SEO in general? Give me a call at 415-409-0233 for a simple SEO audit and specific actions that can get you more backlinks. 

Marcom Short: The Alternative to Typical SEO Services That You Ought to Consider: the SEO Audit

 By Bob Decker

A lot of people think the only way to improve SEO is to agree to long, drawn out, month after month services forever.

If you’ve thought so, it’s understandable because that’s all that many SEO providers offer. It’s enough to scare you away from even trying to improve your organic search traffic. 

But the good news is that there's another option: a one-time SEO audit. A quick audit is like periodic maintenance on your car. It doesn’t have to be endless to make a lasting impact on your website’s performance. 

A smart SEO audit will check to see if your content is properly aligned with what people are searching for, as well as take a look “under the hood” to make sure your website is structured correctly. 

I recently chatted with Teresa Hardy from New Media-Designs about how to have a more layered approach to SEO rather than a one-size-fits-all monthly contract.

Watch the latest Marcom Short from Teresa & Bob. >>

Teresa talked about how to place abstracts of pages with good content that are relevant to your target audience so that search engines find them, and then create as many backlinks as you can in places potential customers will see them. 

And I spoke about my speciality, which is having great content on your website and updating it regularly. It’s a good way to improve your SEO, and it's also what actual human visitors want to see when they visit your site. 

Would you like to find out if the content on your website is attracting your target audience? Or if a one-time SEO audit would be a smart investment in the future of your web traffic? Call me to get started at 415-409-0233.

Marcom Short: What You Can Do Now To Avoid Website Crashes And Security Breaches

By Bob Decker

Are you aware your website could be vulnerable to a crash or security breach? It might not even be your fault, as a website that starts off secure may not stay that way as time goes on.

To ensure that your site is safe and secure, it’s critical that it stays updated. And if it won’t update, that could mean your web host has outdated servers preventing the important updates you need. Scary stuff!

If you rely on your website for your business, you can’t afford to stay with a host that neglects to update their servers, putting your website at risk because it’s out of date.

Recently, I spoke with Teresa Hardy from New Media-Designs about web hosting considerations for optimal security, and she told me a story about a client who ran into this very problem, and how she helped bring them back to safety.

Watch this Marcom Short from Teresa and me to see for yourself >>

The last thing you need is to have to deal with a security breach or website crash because you weren’t even aware your site was vulnerable. 

If your website has been around a few years, you may be using a host with outdated servers, and your site may be at risk. To get the help you need to check up on this important security consideration, give me a call at 415 409-0233.

It’s worth making the time now to see if you need to take preventative measures before it’s too late.

Craft: The Redpines Press Meeting Checklist

By Bob Decker

Wherever you might be in the multiple ecosystems that Redpines works in, chances are you've got a big trade show coming up next month. Perhaps it's IBC . . . or The Battery Show . . . or electronica India. (We'll have clients at all of them.) If it's a while since you've done press meetings at one of those shows, you're not alone. A lot of companies got out of the habit in 2020-22. 

But now it's time to jump back in. There's many ways Redpines can help — from setting up press appointments to creating content for your media outreach — but one that's completely free is our press meeting checklist. It takes only a few minutes to read, but even if you've already thought of all the same points we have, you'll get the peace of mind that comes from knowing that there's nothing major you've forgotten. To get your copy, just click on the cover image. And don't hesitate to reach out if you have questions that the checklist doesn't answer. I'd love to hear from you.