Catapult PR Shares Elements of Strategic Narrative Marketing for Category Leadership and Stronger Company Messaging

‘Strategic Narrative Marketing’ elevates company positioning and messaging to help B2B organizations become category winners through their industry narrative BOULDER, Colo., June 12, 2019 — Catapult PR-IR (www.catapultpr-ir.com), a high-tech public relations and Strategic Narrative Marketing agency, today released the four elements for building a strategic narrative focused on industry megatrends, insights, vision and category definition. The four elements help companies discover their narrative for the industry so they can tell a story that is

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Strategic Narrative

Four Lessons Learned From Strategic Narrative Marketing

It has been a couple of years since we (Catapult) formally launched Strategic Narrative Marketing. What a roller coaster ride it has been to introduce something totally new to the PR market! If one thing is clear today- it’s that Strategic Narrative Marketing is our true differentiator as a PR firm. Along with our journey, we’ve had the opportunity to refine and adapt Strategic Narrative Marketing. If you’re new here, Strategic Narrative Marketing is an

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Market Leadership

The DevOps Industry Narrative Journey

Narrative leads every industry forward. For the software industry, two major movements — driven by narrative — has led to the rise of Agile, and more recently, DevOps, from concept to mainstream practice. From the Agile Manifesto (Feb., 2001) and Marc Andreessen’s famed 2011 WSJ column “Why Software is Eating the World,” to the much used motto “Building Better Software Faster,” narrative stories have helped lead both practitioners and vendors alike to collective benefit. Last

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Top Quotes on PR and Narrative from Catapult

In a previous blog, I shared some tips on what I learned from my first couple of weeks in the PR industry. One thing I learned after joining the Catapult team is that, “Tips from co-workers are the best… if a co-worker gives you any information on how to make your time more productive or to make others in the office happier, take it. Many of my co-workers at Catapult have helped me with this.” Shouldn’t

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Market Leadership

Strategic Narrative and Category Building are Front and Center for CEOs

Messaging and positioning are more than just marketing’s priorities These last few years I’ve seen Catapult go in and help organizations create strategic narrative messaging and execute PR efforts that lead markets and create new categories. In that time, I’ve noticed some patterns in the way that organizations 1) realize they need help with telling their story, 2) reach out to third parties to gain an outside perspective and, 3) involve executive leadership to implement

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Market Leadership

Anchor Your B2B Content Strategy with a Strategic Narrative

Your content is only as good as your content marketing strategy. Evidence supports this theory in the Content Marketing Institute’s 2018 B2B Content Marketing Benchmarks, Budgets and Trends report. According to the report, 91 percent of respondents use content marketing. However, similar to previous years’ reports, it’s the organizations with documented content marketing strategies who report higher levels of content marketing success. Yet, only 37 percent of respondents have a documented strategy. A top reason is

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Strategic Narrative

Achieve Strategic Company Alignment with a Strategic Narrative

Every business leader wants their company to be strategically aligned. It creates unity among teams and delivers a consistent, clear message of who the company is and what it stands for. Unfortunately, achieving this sort of alignment from the top down and across every facet of the organization is complicated because a lot of companies struggle with their positioning and messaging. What is strategic business alignment? Jonathan Trevor and Barry Varcoe do a great job

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strategic narrative
Market Leadership

Why You Shouldn’t Leave it up to the Industry Analysts to Define and Claim Your Market Category

If you are in the tech space, you are familiar with all the industry research firms who tout their worth and value when it comes to defining who your company is and where you fit within their various market categories. Companies pay a LOT of money to get on analysts’ radar screens and utilize their advice and services. There’s nothing really wrong with this approach. There is definitely certain value you get out of paid

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Market Leadership

Dear CMO, What’s Makes a Tasty Marketing Recipe?

There is no one correct way to make my favorite dish of all time – macaroni and cheese. With a plethora of options — from cheese selection to noodle type, in addition to different cooking methods involving butter, eggs or cream — the beautiful thing about making “mac and cheese” is that no matter what ingredients you use, the combination of pasta and cheese usually tastes good no matter what (though there are still ways

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Market Leadership

Time for CEOs to do Some Spring Cleaning

And Strategic Narrative Marketing is Blooming. . . Ahhh, Springtime. The grass is starting to turn green, the birds are chirping, and tulips and daffodils are popping up through the dirt to greet the sun. You’re probably even thinking about golf, vacations and scheduling a few outings with your friends and family. That’s the familiar narrative we are all accustomed to when we think about Spring. Now, apply that to what your company does each

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umbrella_blog
Strategic Narrative

Introducing the Strategic Narrative Assessment

Today we are excited to announce the launch of our Strategic Narrative Assessment that is now available on Catapult’s new and improved homepage. The assessment looks at a company’s core messaging and offers feedback and a scorecard detailing how it translates to the market, stacks up to competitors and addresses industry mega-trends and leadership. And, it’s completely free of charge! Here’s what our co-founder Terri Douglas shared about the assessment: “Strategic Narrative Marketing helps companies change

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Market Leadership

Narrative Spotlight: How Apple Dominated the Resolution Conversation with Retina Display

Catapult has recently been shining the spotlight on companies that understand how to lead the market by creating industry narratives and vision. These are companies that have hit the narrative mark. This means their communications follow the principles of Strategic Narrative Marketing. We started with a post on Patagonia, outdoor adventure retailer, and its move over the last couple of years to take a political stance and align the company around advocacy for public lands.

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Market Leadership

Selfless Marketing is a Thing (Let me Explain …)

Believe it or not, a company’s messaging does not have to be self-centered. Stay with me for a moment and let me explain what I mean. I know, I know the very word “marketing” means promoting and selling. So how can marketing be selfless? Isn’t the purpose of marketing always to increase the bottom line? Shouldn’t a B2B company focus on advertising and promoting its solutions? Sure, those activities matter and good marketing will end

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Uncategorized

Boost Your Content Pipeline with an Industry Narrative in 2018

As we dive into a New Year, many of us face the challenge of realigning our efforts to reach new goals over the next 12 months. If content is your specialty, you’ve probably crafted a new content marketing plan and have built (or are in the process of building) a 2018 content calendar. You might even have a documented strategy for content — but is your content supported by a narrative that delivers a unique

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Strategic Narrative

It’s Budget Time. . . .

And you know what that means. Looking at what you spent last year and seeing what worked, what didn’t (and why) Investigating ways to streamline resources, budget, yet get more impact Seeing where to invest to ‘move the needle’ so your organization/company can get more sales, be acquired, raise more money Let’s be honest. It’s stressful. Boards want justification for the money you (your company) spent and why. Investors want the same, but, they want

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stranger things in PR
Strategic Narrative

“Stranger Things” in Public Relations

Public relations can expose some interesting, challenging and even spooky situations. Oftentimes, PR professionals can feel lost when it comes to delivering (and measuring) results for their clientele. Unless specific goals and key performance indicators are set and understood from the start, trouble can arise. Additionally, the call to quantify public relations’ value for the boardroom can seem never-ending. Many are even starting to eliminate some (or all) of the PR line item from budgets

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Strategic Narrative

The More You Give, the More You Get

I generally find that the saying “the more you give the more you get” holds true when applied in life and business. In life, the rewards of giving are more intangible and somewhat spiritual – feeling good inside, aligned and centered, and riding the wave of a positive force. It’s more of a karma thing. But what about in business? How much should you give and share with the market, even competitors? When I look

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Strategic Narrative

Join our Webinar: Finding Your Narrative in a Crowded Content World

We are teaming up with Chief Marketer to present a webinar on our new messaging approach – Strategic Narrative Marketing. Join us to learn how to create industry-level messaging that is 100 percent unique, helps align organizations toward a higher, singular cause, and serves to lead the advancement and success of the overall industry. This approach can be leveraged to drive content development, social media, and general PR/marketing. “Finding Your Narrative in a Crowded Content World,” will

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Strategic Narrative

Strategic Narrative Marketing 101: What is a ‘Messaging Space?’

We (Catapult PR) talk a lot about our unique approach to positioning and messaging called Strategic Narrative Marketing (SNM). The approach defies traditional company-centric messaging because it challenges a company to look at messaging from a higher-level and focus on the industry. When this is done correctly, the company has an opportunity to be more strategic and develop a narrative that is unique, compelling and actually means something to the industry. When we share tips

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Market Leadership

Strategically Targeting Analysts as Key Influencers: AR is a Two-Way Street

Analyst relations (AR) and public relations are usually closely paired within the marketing functions of today’s businesses. At Catapult, we run AR programs for most of our clients, in addition to PR. This makes sense because in some ways, analysts function like journalists—although more technical, specialized and usually with prior firsthand industry experience. Analysts formally report on the movements they see within particular markets. They evaluate and review vendors, provide recommendations and forecast future growth

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Market Leadership

Social Media Marketing World: The Future of Social Marketing

A few weeks ago I had the opportunity to attend Social Media Marketing World 2017 (SMMW) in sunny San Diego. Coming into the conference as an intermediate member of the social media world, I was excited to learn a lot. And, boy, did I learn! The conference covered just about every corner of social media marketing, including tracks specifically dedicated to blogging, vlogging, Instagram, Twitter, Facebook, analytics and more. With more than 100 sessions lead

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Strategic Narrative

How to Turn Industry Misperceptions into Education Opportunities

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]Turning lemons into lemonade is a skill that any PR or marketing agency should have. At the end of the day, any press is good press, right? As professionals in the lemonade-making business, the answer is yes – and no: ‘yes’ because press presents opportunities; ‘no’ because if you fail to capitalize on negative press – or a misperception being perpetuated – the effects are typically not positive. For

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Thought Leadership

Why B2B Executives Need to Engage on LinkedIn

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]LinkedIn is the number one social media platform used by CEOs today and there are many reasons why. As the branded “professional” social network, LinkedIn differs from Facebook or Twitter in that it is a digital resume. It’s not a place to share baby pictures or invite friends to your birthday party, it’s a tool for growing one’s professional career. Many leaders in the business world are using LinkedIn

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Market Leadership

Strategic Narrative Marketing from Launch to Adoption | Part 12

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]Strategic Narrative Marketing (SNM) is a new approach to company positioning and messaging. If you’ve been tracking along with our blog series, you probably have a decent grasp on what it’s all about (newcomers – start with Part 1). You’ve learned how to truly think and act like a leader in your industry and perhaps you are considering developing and launching a market category or framework for your organization.

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strategic narrative
Market Leadership

Your Strategic Narrative | Part 9

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]If strategic narrative you’ve followed along with our Strategic Narrative Marketing blog series, you’ve learned about this new industry approach that was developed by Catapult PR to help companies lead markets, stand apart from their competitors, and have something meaningful to say in crowded content spaces. Recently we transitioned from the “what” to the “how.” We covered the basics of conducting a discovery session to unwrap a Strategic Narrative

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strategic narrative
Market Leadership

Crafting Your Strategic Narrative Statement | Part 8

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]To continue our ongoing series on “Strategic Narrative Development: Elements of Success,” we’ll take a look this week at actually creating a strategic narrative statement. Last week, we discussed the elements most important to conducting a workshop and developing a category: gathering the right people, thinking at an industry level, using the workshop for discovery and not to answer questions, and to hold an extensive discussion that allows the

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strategic narrative
Market Leadership

Five Ways to Get More Value from your PR Firm

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]After you’ve selected a PR firm to help your organization define and share a strategic narrative with the world, you need to make sure you get the most value for every PR dollar spent. The success of a PR initiative is not completely dependent on the agency, however. While a good agency knows how to work around unique quirks or challenges a client brings to the table, there are

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strategic narrative
Market Leadership

Strategic Narrative Development: Elements of Success |Part 7

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]In our previous Strategic Narrative Marketing Series post, we discussed the value of conducting a discovery workshop to uncover raw, honest insights into your company’s view and vision for the industry. Without having any experience, these discovery sessions can be difficult to conduct and it’s easy to fall off course. We highly recommend looking into an expert third party to conduct the workshop for you. But, if you are

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strategic narrative
Market Leadership

Differentiating Yourself From the Crowd Without Fake News

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]The more we look around the current tech landscape, the more we see examples of just how important a strategic narrative is in differentiating yourself from the crowd. Take, for instance, the latest controversy surrounding Facebook and its “fake news” problem. Facebook has long positioned itself as a data collection company masquerading as a social networking organization. However, with its move into live broadcasting and, apparently, news curation, it’s

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Strategic Narrative
Market Leadership

The DevOps Enterprise Summit San Francisco Was Everything We Hoped For and More!

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]We (Catapult PR) just returned from an action-packed three days at the 2016 DevOps Enterprise Summit San Francisco (DOES16) where 1,300 DevOps luminaries, business leaders and practitioners united to unpack current DevOps trends and predictions, share success stories and collaborate for the betterment of Dev and Ops practices at large, complex organizations. The conference featured a jam-packed schedule including speakers from some of the world’s biggest brands, such as

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Strategic Narrative
Market Leadership

Strategic Narrative Marketing: Core Tenets of an Industry Narrative | Part 5

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]Today we are diving into Part 5 of our Strategic Narrative Marketing Blog series. To guide you through this new, unique approach to company messaging and strategy, we’ve broken down the key pillars of what makes up a marketing-based Strategic Narrative. Our aim is twofold: 1) help those of us in charge of “messaging” create a more industry level industry narrative and, 2) provide a guide that is open

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strategic narrative marketing
Market Leadership

Get to Know the Mind Behind, “A Practical Guide to Strategic Narrative Marketing”

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]A few weeks ago we announced a new book by Catapult co-founder and principal, Guy Murrel. The book, “A Practical Guide to Strategic Narrative Marketing,” is a brief ‘how-to’ guide for those looking to lead their market and stand apart from competitors while embracing a new messaging strategy. I asked Guy a few questions this week to get his perspective on what Strategic Narrative Marketing is and what it

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strategic narrative
Market Leadership

Strategic Narrative Themes: Creating Messaging that is New and Meaningful | Part 4

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]For the past several weeks we have been writing about key Strategic Narrative Marketing practices on our Catapult blog. We’ve looked at how you can find your company’s voice, think higher than a mission statement, and guide strategic direction with a strategic narrative. Today we look at creating entirely unique strategic narrative spaces and themes. What, exactly, do we mean by that? Let’s start with the common understand that

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Strategic Narrative
Market Leadership

5 Ways Strategic Narratives Guide Strategic Direction | Part 3

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]A common catchphrase emanating from boardrooms these days is, “we need a new narrative.” With business landscapes changing quickly – from the advent of new technologies, global competition, evolving customer behaviors and more – it’s no longer enough to say, “we make widgets” or, simply, “our services are the best.” As a leader, you want a powerful narrative that inspires employees, excites partners, entices customers and engages influencers. A

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Strategic Narrative
Market Leadership

Drop Your Mission Statement, Pick Up a Strategic Narrative | Part 2

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]We all have that “one” friend. The one we dread inviting over for dinner or out to brunch because we know all they will do is talk about themselves. While we wait for a natural pause to interject our own thoughts, we begin to lose interest in what they are saying and perhaps begin daydreaming, watching the final cares we have drift away. Think of this friend as the

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Find your voice
Market Leadership

Find Your Voice with Strategic Narrative Marketing | Part 1

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]How loud is your company’s voice? No matter the industry, I’d be willing to bet that the vast majority of us are seeing heavy saturation when it comes to online publishing and content marketing. The noise has its advantages and disadvantages. While you have the opportunity to disrupt the marketplace on platforms that can reach big audiences through PR and marketing, you might find it difficult to make an

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Catapult 17 years
Market Leadership

Cheers to 17 Years for Catapult in the high-tech PR trenches!

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]Today Catapult PR is celebrating 17 years as a boutique public relations firm in the high-tech B2B market. Since 1999, this agency has ridden the highs and lows of the tech industry. We’ve helped numerous companies lead markets, build and own categories and, in many instances, get purchased or lead to successful IPOs. Over the years, we’ve become a leader in developing our clients’ strategic narratives; increasing their visibility

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Lead your market
Market Leadership

Is your marketing content helping you lead your market?

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]Whether you are a content or digital marketer, branding guru, PR professional or C-level executive, the content you put out there matters. You probably want your content to be seen. You might even want your content to be strong enough to secure leads and engage your audience. If all those things are true, I’m willing to bet that you want to be recognized in your industry as a leader.

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Market Leadership

Three Reasons CEOs Need an Industry Strategic Narrative

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]Every great company benefits from clear vision and leadership. The dynamics of an organization’s culture is set at the top, and it is the job of every CEO to connect and inspire people to effectively move toward a common strategic goal. Here are 3 reasons why every CEO should have a strategic narrative that outlines the current state of the industry, vision for the category and role the organization

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