Cision

JANUARY 3, 2018

Speculation runs rampant, but likely part of the cause of the budget crunch is the fact that it’s so difficult to measure results from content marketing. Know that there are tools that solve the content and earned media measurement challenge. Challenge #4: Disconnect Between Content and Real-World Behavior.

Measurement 225

Measurement Tools eBook Analytics 225

The Resolution Blog

OCTOBER 4, 2019

Within the PR and advertising industries, there’s often talk about the PESO model (paid, earned, shared, and owned media). The Ability to Measure Sets Paid and Editorial Apart On paper, the glaring difference between paid and editorial PR is that one is paid, which means that placement is guaranteed.

Advertising 120

Advertising Advertising Measurement Storytelling 120

Sword and the Script

FEBRUARY 14, 2017

The first measure came from a business with a marketing automation system implemented. The second measure was largely a manual effort: going back through the deals closed at the end of the year and identifying which ones had downloaded gated for content featured on the blog. 1) Measures of Visibility.

B2B 69

B2B Measurement Blogging Community 69

Sword and the Script

OCTOBER 13, 2020

The most effective blogs in B2B marketing tend to publish longer posts, more frequently, with visuals, paid distribution and analytical measurement Blogging doesn’t have the appeal that voice search, personalization or influencer marketing do in B2B marketing, but when it’s done right, it’s surely effective, according to a new study.

B2B 157

B2B Study Blogging Marketing 157

Prohibition

AUGUST 25, 2023

Digital marketing encompasses a wide range of strategies and tactics aimed at promoting products and services through digital channels. These channels include websites, search engines, social media platforms, email marketing, and online advertising. Ready to make your retail brand a success?

Retail 62

Retail Marketing Analytics Social Media 62

PR 20/20

OCTOBER 9, 2018

In this spotlight, we’ve featured Cathy McPhillips ( @cmcphillips ), Vice President of Marketing at Content Marketing Institute ( @CMIContent ). I oversee this, and also focus on strategy, paid advertising and event marketing. Because of this, we don’t have that traditional sales/marketing funnel.

Content Marketing 61

Content Marketing Marketing eBook Nonprofit 61

Sword and the Script

MAY 11, 2019

PR measurement can be a bit like a self-fulfilling prophecy. On one hand, it gets dinged for a lack of measurement. On the other hand, measuring some PR activities, like earned media , is far more challenging than other forms of marketing and communications. Why Content Marketing and Public Relations Need Each Other.

Study 146

Study Media Relations Media Measurement 146

Sword and the Script

JANUARY 3, 2023

We interviewed ChatGPT about public relations and while it does well with high-level questions, it becomes repetitive when those questions were more nuanced; the system says it is “unlikely” that it “or any other AI system will fully replace public relations (PR) professionals”. How is public relations measured?

Interviews 106

Interviews Publicity Technology Social Media 106

Beyond PR

NOVEMBER 28, 2017

Is there a way to truly measure the performance of earned media, or is it just a pipe dream? We’ve been talking about earned media — from both the journalist and influencer marketing perspectives — and how it’s critical that improved metrics and measurement by used to better prove effectiveness. It’s pretty slick.

Video 72

Video Media System Measurement 72

Waxing UnLyrical

AUGUST 7, 2015

If you’ve bought into that, then how do you find smarter ways to measure authoritative content? So when the nature of authoritative content is changing so dramatically, how you measure the success of your content has to change as well. So how do you now measure the validity of this content?

Measurement 40

Measurement System Blogging Facebook 40

Sword and the Script

JANUARY 19, 2021

Vendors are giving us reason to be optimistic about public relations technology – from AI that will predict your pitching success to more tangible PR measurement and attribution. Years ago, I had the opportunity to be a PR director for a publicly-traded company that developed and sold software to the PR market.

Technology 170

Technology Publicity Software Pitching 170

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

Beyond PR

JANUARY 4, 2018

Speculation runs rampant, but likely part of the cause of the budget crunch is the fact that it’s so difficult to measure results from content marketing. Know that there are tools that solve the content and earned media measurement challenge. Challenge #4: Disconnect Between Content and Real-World Behavior.

Measurement 75

Measurement Tools Journalism Content Marketing 75

Sword and the Script

SEPTEMBER 10, 2016

It’s hard to measure but there’s negative consequences for not doing it.”. The point this comment gets after — I believe — is that businesses hold some aspects of marketing – PR, social media and content marketing – to a higher standard. Marketing automation can take it even further.

Marketing 60

Marketing Measurement B2B Content Marketing 60

Sword and the Script

OCTOBER 25, 2022

I have colleagues who also layer on Trello and other content management systems as well. Lines between what constitutes PR and content marketing continue to blur. More and more, I see comms positions advertised as comms + (fundraising, design, content development, etc.”. Pressure on measurement.

Communications 128

Communications Crisis Internal International 128

ReimaginePR

JUNE 6, 2016

This goal is specific, measurable, and most importantly, attainable. To do this, decide what you’ll be measuring first. As you can see, these measurements will depend entirely on your main objective. By creating this system, you’ll find it so much easier to figure out what to post each time. 8: Paid Advertising.

Social Media 120

Social Media Media Instagram Advertising 120

Sword and the Script

SEPTEMBER 26, 2017

Social media sites dislike external links because it takes people away from the platform which disrupts the advertising business model. Build repeatable systems and sustainable processes. Whether organic or paid, you’ve got to have a rent-to-own engine in place if you want to get measurable value out of social media.

Social Media 119

Social Media Brand Branding Media 119

Sword and the Script

SEPTEMBER 6, 2016

I think non-PR folks sometimes think of it like advertising or marketing where you can “pay to play” and see relatively immediate, measurable results. In addition, we (as an industry) are just now truly figuring out how we should measure our results rather than comparing our value to advertising (AVEs, ugh).

Measurement 60

Measurement Course Advertising Advertising 60

Sword and the Script

JUNE 10, 2017

The annual Internet Trends Report by Mary Meeker is itself a prime example of content marketing – and one executed by the venture capital firm Kleiner Perkins. Pay to Play: Why PR and Marketing Should Care About Net Neutrality [UML]. Basic, Advanced and Bridge Building: Boldness in Content Marketing [UML].

Trends 87

Trends Marketing Mobile Web 87

Waxing UnLyrical

MARCH 31, 2019

If you are fortunate enough to work in a larger organization that deploys an enterprise-wide AI system like Lucy or Albert, then you can expect to see deep insights about your stakeholders and the content you are using. Newer AI tools deployed by influencer marketing firms are taking engagement measurement a step further.

Analytics 65

Analytics Data Pinterest System 65

Sword and the Script

NOVEMBER 29, 2022

3 statistics from the newest B2B Content Marketing Benchmarks, Budgets, and Trends report shows the “subscribed audience” is missing from most content marketing efforts. I had a chance to be a judge for the annual content marketing awards hosted by the Content Marketing Institute (CMI) this year.

Content Marketing 131

Content Marketing B2B Marketing eBook 131

Waxing UnLyrical

DECEMBER 14, 2016

Source: Nielsen Global Trust in Advertising Survey. The key is measurement. One of the biggest selling points of digital/social marketing is that it can be measured. You can track customers right from your advertising efforts to where they make the purchase. Outcomes as we discussed, are clearly measurable.

Employee 40

Employee Measurement Social Media Product Launch 40

Sword and the Script

APRIL 2, 2019

It mirrors a trend that’s already underway in PR’s sibling departments in marketing and advertising. For example, there have been numerous surveys and a pile of anecdotal evidence that CMOs are bringing more marketing work in-house. Who do you see advertising on those pages? 2) Be proactive in delivering value.

Agency 99

Agency Trends Marketing Survey 99

PR 20/20

NOVEMBER 30, 2022

To make any marketing campaign successful, you must understand the goals, pain points, influencers, and preferences of each target buyer persona your company is targeting. Have we created a content marketing editorial calendar that defines our strategy on content production and publishing? Measurable. Performance.

Marketing 52

Marketing Technology Internal International 52

Sword and the Script

JANUARY 3, 2017

Like the famous Rolls Royce advertisement: ‘At 60 miles per hour the loudest sound was the ticking of the electric clock.’ I suspect many of the award winners wouldn’t hold up if their effectiveness was tested and measured. 4) What is your assessment of this trend toward content marketing ? “In In one sense, it’s not new.

Journalism 62

Journalism Content Marketing Creativity Leadership 62

MaccaPR

JUNE 1, 2016

This format is the result of an intersection of news and content marketing, a completely unprecedented space in the media landscape in which online users are perusing articles, sending snaps and sharing memes that often are riddled with brand messaging. See more details of the case study here.

Brand 48

Brand Branding Storytelling Healthcare 48

Sword and the Script

DECEMBER 26, 2023

There’s no written playbook for navigating the PR challenges likely to arise, and smart marketers and comms pros will trust their judgment and past experiences in guiding strategy and providing counsel. Marketing investment was redirected towards demand generation (content marketing, paid media) as startups looked for deal flow.

Writing 200

Writing Communications Marketing B2B 200

Sword and the Script

JULY 2, 2019

Chat systems have certainly seen adoption rate grow to the extent some see them as a way to replace gated content. As I’ve pointed out over and over, this has, in part, contributed the need for PR to get serious about *true* content marketing. d) 10 Sure Shot Tips to Turn Brand Advocates into Marketers via Mention.

Trends 60

Trends Media Report Technology 60

PR 20/20

MAY 12, 2016

Large enterprises commonly look for niche expertise in core digital disciplines such as content marketing, paid search, SEO, social media monitoring, and analytics to complement internal marketing teams. The industry will be redefined by marketing agencies that are more nimble, tech savvy, open, and collaborative.

Agency 40

Agency Marketing Financial System 40

PR 20/20

OCTOBER 12, 2017

Robert Rose and I just launched our combined sixth book, Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit , at Content Marketing World this September. Combined, this book, Killing Marketing , is our sixth such effort. .” – mostly credited to Mark Twain.

Marketing 53

Marketing Enterprise Print Film 53

Prohibition

AUGUST 23, 2023

Nowadays, consumers are constantly bombarded with advertisements and marketing collateral, creating a congested market. This is where influencer marketing plays a pivotal role in the industry. Traditional forms of advertising often feel intrusive and lack the personal touch that influencer marketing provides.

Retail 62

Retail Marketing Advertising Advertising 62

Sword and the Script

JULY 16, 2016

If you peruse enough surveys covering the challenges of marketing , you begin to see that three common themes among the findings: budget, ROI and production. There is never enough budget, the pressure and time necessary to measure ROI is ever more pressing and yet production is expected to rise. Marketing Budget Predictability.

Content Marketing 60

Content Marketing B2B Marketing Trends 60

Sword and the Script

AUGUST 5, 2014

There’s an old saying in advertising that half of the budget is wasted, but marketers don’t know which half. Today, there are enough analytical tools today to avoid wasting half of the marketing spend. PR Measurement Isn’t Quite the Same. 5 PR Metrics Categories for Organizing Measurement. by Frank Strong.

Measurement 120

Measurement Analytics Tools SEO 120

Contently - Strategy

SEPTEMBER 21, 2018

Content marketing isn’t just a constant stream of advertisements. However, with such a crowded market, it’s tempting to buy a bunch of different products that offer the latest bells and whistles for topics like personalization, artificial intelligence, and machine learning.

Content Marketing 111

Content Marketing Print Analysis Data 111

Sword and the Script

JANUARY 1, 2019

Here are the posts readers read the most in 2018 – as measured by readers clicks. Businesses are compelled to build systems for taking that message directly to a target audience. That so few are paying attention to this means it’s a real opportunity for an entrepreneurial CMO with bona fide content marketing chops.

Content Marketing 60

Content Marketing Survey B2B Google 60

Sword and the Script

JANUARY 20, 2015

Marketers disagree on needs and metrics – but appear to be doubling down on s ocial media advertising and mobile marketing. That’s according to the new 2015 State of Marketing Report which Salesforce recently published. If you like your job in marketing, revenue is the right metric. .

Marketing 60

Marketing Mobile Survey Advertising 60

Contently - Strategy

DECEMBER 4, 2018

When you map all of your content marketing to the funnel, things get trickier. Most content marketers, unlike sales reps, usually shy away from promotional ad copy that could scare their audience away. What is the content marketing sales funnel? They also know Contently gave that information to them.

Case Study 111

Case Study Marketing Study Content Marketing 111