Sword and the Script

JULY 31, 2018

In this era of marketing, we should add a fifth reason: 5) To buy an audience. Businesses rent audiences all the time with advertising. At its core, advertising is selling access to an audience another business built and owns. When done properly , it becomes its own channel and powerful addition to the marketing mix.

Publicity 60

Publicity Software Government Content Marketing 60

Sword and the Script

JANUARY 3, 2023

Public relations professionals create and maintain a positive image for their organization, often through the use of marketing, branding, and communication strategies. Marketing is focused on promoting a product or service in order to sell it. Marketing can also involve market research, product development, and branding.

Interviews 100

Interviews Publicity Technology Social Media 100

Sword and the Script

JULY 20, 2021

Some B2B tech companies, especially in early stages, are eager to make a splash in their respective markets. They’re raring to go with branded content about who they are and promotional materials about what makes their product great. Your audience should always be at the center of all of your marketing strategies and tactics.

B2B 177

B2B Company Marketing SEO 177

Cision

APRIL 7, 2015

If content marketing is about connecting with consumers and driving engagement, video is a tactic that must be employed. Native advertising shows similar growth for many of the same reasons. Native ads, like sponsored content at “The Onion” or BuzzFeed, don’t disrupt the viewing experience. It shows no signs of slowing.

Video 120

Video YouTube Mobile Advertising 120

ImPRessions - Crenshaw Communications

DECEMBER 21, 2016

PR and CX go hand in hand, since it’s PR’s role to burnish a brand reputation and the job can only be done when the customer experience lives up to expectations. We’ve seen how powerful real-time marketing is for consumer brands that are active on social channels. B2B content will become more customized.

B2B 120

B2B Customer Service Software Technology 120

Onclusive

DECEMBER 17, 2018

Author Intelligence helps PR, communication, and content marketing teams understand how to connect with those authors in the most meaningful way by providing a detailed profile of each author, including their publication activity, social amplification, and social sentiment.

Analytics 150

Analytics Data Big Data Technology 150

PR 20/20

MARCH 12, 2019

The Marketing AI Institute was created and is powered by PR 20/20. No matter what content you write or what stories your brand tells, there’s a good chance a machine can help you do it better. Content marketing activities dominated the list of highest-rated use cases for AI in marketing.

Content Marketing 40

Content Marketing Company System Marketing 40

Sword and the Script

SEPTEMBER 11, 2018

The imperative here is to focus on the audience needs, not what a business or brand wants to say. Whether a business has defined it’s positioning or not, every brand has one. Salesforce positioned itself as the antidote to software as it brought predictable pricing and short-circuited premise software implementations.

Software 99

Software Comparison Measurement Content Marketing 99

Contently - Strategy

FEBRUARY 22, 2023

Video is now the main way people consume content online. Much of that video content is pure entertainment , but consumers are itching for branded videos. In response, brands are investing more in video marketing content than ever to meet such strong engagement and potential ROI.

Video 132

Video Strategy Marketing Instagram 132

Sword and the Script

APRIL 11, 2020

The long-term sales opportunity of marketing now “We are seeing a lot of short-term, reactionary behaviors in response to the virus,” wrote Nancy Smith in a contribution to AdAge. She’s the CEO of Analytics Partners , a marketing analytics software and consulting company.

Study 94

Study Marketing Survey SEO 94

Cision

JANUARY 2, 2018

Facebook has gained a reputation for being a marketing shortcut of sorts; its ads have an average click-through rate of.9 It’s also known for helping increase consumers’ engagement with brands, given Facebook’s 183 million daily users. Next, ensure your brand has a fully developed content roadmap.

Facebook 0

Facebook Marketing Journalism Creativity 0

PR 20/20

SEPTEMBER 17, 2019

Marketers will likely gravitate toward tracks including: Advertising and brand experience. The premier gathering of digital marketers on planet Earth!”. If you’re a marketer, surely you thought ‘yes, please’ to at least two of those categories. Topically, this event covers a lot of ground. Media and journalism.

Conference 97

Conference Marketing Case Study Content Marketing 97

PR 20/20

OCTOBER 11, 2018

HubSpot develops cloud-based, inbound marketing software that allows businesses to transform the way that they market online. BrightEdge is a global leader in SEO and content performance marketing that blends search intent discovery, optimized content creation, and performance measurement into one integrated solution.

Tools 71

Tools Marketing Enterprise Software 71

Cision

NOVEMBER 22, 2016

Our Customers Market for Us. Thank goodness the days of push marketing are behind us. Today’s customers are actively telling their social circle about brands they love, which makes our work easier. If you have some budget, you can play around with different tools like press releases , content marketing and advertising.

Marketing 120

Marketing Analytics Television Tools 120

Cision

JUNE 6, 2017

This post is an excerpt from the e-book, Listen: 5 Social Audiences Brands Can’t Afford to Ignore. . Digital marketing success is fueled by creating great content and building a targeted audience, but there’s a third piece missing from that equation—ignition. It comes from the transmission of content.

Marketing 239

Marketing Television Handbook Web 239

Sword and the Script

JUNE 14, 2016

There’s a handful of headlines emerging discussing plans to shake up marketing from an investment to drive profit , to the mechanism of profit : “Mondelez will focus on forming media partnerships to acquire, develop and distribute content that will promote its so-called “power brands” like Oreo cookies and Trident gum.

Marketing 60

Marketing Conference Software B2B 60

Sword and the Script

MARCH 1, 2022

Cision adds sponsored content feature to PR Newswire – pitches it as “guaranteed editorial”; Meltwater Beats Earnings; TrueScope Raises $6.2 It’s doing this through a partnership with an adtech company called Nativo, which as the brand name suggests, is a native advertising platform. Million and Eyes the U.S.

Software 121

Software Case Study Advertising Advertising 121

ImPRessions - Crenshaw Communications

DECEMBER 15, 2017

And PR teams have had to be more vigilant than ever to provide guidance that will keep a brand in good stead. Firms blur lines across advertising, marketing, social media, event planning, content creation and more. Reputation management – more 24/7 than ever. Good news, bad news, fake news – it never stops.

YouTube 136

YouTube Training Video Survey 136

Waxing UnLyrical

APRIL 12, 2018

As an example, he used the goal of producing 2,000 downloads that equate to marketing soft leads for sales. He said, “This goal should be shared across the entire marketing/communications department. It’s not a content marketing goal or a PR goal. Content marketing, yes. It’s a multi-department goal.”.

Media Relations 85

Media Relations Advertising Advertising Content Marketing 85

Sword and the Script

FEBRUARY 11, 2017

So too has the improved capacity to update podcast subscriptions over wi-fi — and without the hassle of syncing a mobile device with desktop software. And that’s the theme for this week’s Unscripted Marketing links [UML]. 1) Marketing Audibles for Audio Search. 3) Big Business is Where Good Software Goes to Die.

Tools 60

Tools Pinterest Marketing Media 60

Sword and the Script

DECEMBER 30, 2017

6) 4 Big Media Trends that have Upended PR and Marketing. The consumerization of IT was notable because if forced business software vendors to up their game. Similarly, digital trends have forced marketing and PR to change how they do things. 7) How B2B Marketing Can Get More out of Trade Shows. But we can’t.

Blogging 73

Blogging B2B Content Marketing Trade Shows 73

Sword and the Script

MAY 13, 2017

Program effectiveness depends on so many variables such as the context , content, cost, industry, reach, return, trust and the more subjective attributes of quality and value. FTC warning letters aside , can brands really buy influence? Isn’t that sort of like buying an advertisement with an ego? 1) How to choose influencers.

Strategy 77

Strategy Marketing Measurement B2B 77

Sword and the Script

OCTOBER 15, 2016

The copy I bought of David Ogilvy’s “ Confessions of an Advertising Man ” roughly 15 years ago was used. Despite the book’s age and the fact it was written by an advertiser, I was amazed at how relevant was to my day-to-day work. Don’t miss these related posts: Marketing vs. Machine: Are the Bots Coming for Your Job?

Advertising 60

Advertising Advertising Print Interviews 60

Sword and the Script

DECEMBER 26, 2023

Against that backdrop, I’ve organized this year’s prediction roundup into the following categories: Predictions that have little or nothing to do with AI; Predictions that express caution about AI; Predictions that are enthusiastic about AI; Predictions from PR software executives; and One prediction from ChatGPT.

Writing 194

Writing Communications Marketing B2B 194

PR Fuel

MARCH 8, 2021

Having your brand featured in a major media publication can mean thousands of dollars in sales. Writing press releases helps businesses develop their brand and build lasting relationships with journalists. When they are combined with content marketing and SEO, press releases form a powerful part of your digital marketing strategy.

Writing 52

Writing Software SEO Advertising 52

PR 20/20

NOVEMBER 30, 2022

Is your organization missing key pieces of the marketing tech stack that could impact performance? For example, online chat software is ideal for engaging with site visitors, answering questions, and capturing leads. Have we created a content marketing editorial calendar that defines our strategy on content production and publishing?

Marketing 52

Marketing Technology Internal International 52

PR 20/20

MAY 8, 2019

Brands will need to become more human with greater resources dedicated to listening, relationship building, ethics, empathy, creativity, culture and community. AI should make us better people, professionals and brands. More Intelligent” Marketing Automation. Ideas are organized by marketing category (e.g. Are you ready?

Agency 84

Agency Enterprise Technology Analytics 84

PR 20/20

JULY 6, 2020

Inbound Marketing : Learn inbound marketing techniques that range from content creation to social promotion to converting and nurturing leads and beyond. By the end of this certification course, you’ll be well on your way to building your inbound marketing strategy.

Training 72

Training How To Course Software 72

Sword and the Script

DECEMBER 10, 2016

Where will marketing invest that budget? The survey showed the top three categories in 2016 marketing spend were web, digital commerce and digital advertising. of revenue will be allocated to marketing budgets to drive growth in 2017. Influencer Relations: Magic Middle vs. the A-List. We are great at both!

Marketing 60

Marketing Survey B2B Study 60

Sword and the Script

JULY 2, 2019

At the beginning of every new month, I take a look back and the news and notes stemming from the software developers that make tools for PR pros. As I’ve pointed out over and over, this has, in part, contributed the need for PR to get serious about *true* content marketing. Here we go…. g) Do Execs Know What PR Is?

Trends 60

Trends Media Report Technology 60

Cision

OCTOBER 19, 2017

Having a library ensures that we’re all working together to make our brand better known for a specific set of search terms and keywords. Establishing the keywords that your audience uses to find brands like yours can help sales staff use a vocabulary that parallels your online marketing messaging. Start by Asking: Who Are We?

Brand 208

Brand Branding How To SEO 208

Sword and the Script

DECEMBER 20, 2022

be the year that some SaaS vendor figures out how to manage and market B2B influencer marketing at scale. There are several platforms out there to simplify and manage B2C influencer marketing, such as Paladin, Heepsy, HypeAuditor, and InBeat. But B2B influencer marketing works completely differently.

Marketing 190

Marketing Content Marketing Data Social Media 190

Sword and the Script

MAY 8, 2018

This is slightly lower than the overall survey response, where marketers say they spend 12% of budget on social media and expect it to increase to 20.5% Brand awareness accounts for about half of that activity (45.6%), followed by customer acquisition (32.6%) and brand promotions such as contests (29%). over the next five years.

Survey 62

Survey B2B Marketing Mobile 62

Sword and the Script

OCTOBER 17, 2017

While it centers on the marketing of law firms, there are several parallels the B2B technology community struggles with as well, including: “drop the formalities and legalese to humanize”. love awards and accolades” which are an “elaborate scheme to sell advertising”. For the most part, effective marketing isn’t taught in law schools.

Marketing 69

Marketing Ethics Interviews Meeting 69

Sword and the Script

OCTOBER 31, 2017

Everyone is doing content marketing these days. In fact, some 80% of respondents say they are doing content marketing according to 2017 survey data. You can also think about these in stages of content marketing maturity, though I’d caution, you never done with any given stage. Analyze, but experiment.

Engineering 62

Engineering Content Marketing Marketing Analytics 62

Sword and the Script

AUGUST 13, 2019

A subsidiary of the private equity firm GTCR subsidiary, called Blue Canyon , makes a public offer of 775 million in Swedish Krona (SEK) to for a majority stake in Cision, a provider of PR software and services such as, media monitoring, media list building, distribution and analysis. Now imagine that world, but in software.

Technology 12

Technology Software Company Marketing 12

Sword and the Script

OCTOBER 8, 2019

In fact, you must publish content in order for it to be indexed and returned in response to search. That’s the gist of a piece Michael Brenner wrote for the Content Marketing Institute last week titled The Best Reason to Do Content Marketing? b) Integrated marketing. b) Integrated marketing.

Content Marketing 82

Content Marketing Marketing Comparison Measurement 82