Sword and the Script

MAY 7, 2024

I wrote a prediction last December for the Content Marketing Institute – and I think that’s the answer. Highlights included: There are more and more queries every day and the service has gain some 17,000 subscribers in just a couple of weeks; Using generative AI to pitch HERO queries is forbidden.

Software 85

Software Pitching Technology B2B 85

Cision

NOVEMBER 2, 2015

Last week, I attended MarketingProfs B2B Forum, a place specifically geared to educate business-to-business marketers. I decided to compile five of the best quotes from the forum for some B2B marketing inspiration. It’s no secret Hubspot is one of the greatest content creators in the marketing space.

B2B 120

B2B Marketing Content Marketing Technology 120

Sword and the Script

FEBRUARY 26, 2019

Some time ago I pitched a reporter, who was looking for sources, on social media for a client. The pitch was about a study they had done. The interesting thing is, I had pitched her on that study by email already. Myth 2: Content marketing doesn’t yield credibility. Myth 3: You can’t pitch reporters with content.

Content Marketing 89

Content Marketing Marketing Pitching Survey 89

Deirdre Breakenridge

FEBRUARY 23, 2015

Content marketing as a discipline is still relatively new, and it’s evolving into whatever we professional communicators and marketers say it is. How do you most effectively package your company’s unique value propositions and expertise, and deliver it to the market? Focus on the content. Play to their ego.

Content Marketing 150

Content Marketing Marketing How To Leadership 150

Sword and the Script

DECEMBER 13, 2022

Many of the top-performing posts are from the monthly roundup post on the PR and comms technology software vendors. That roundup, and some of the reviews I’ve written, stem from the observation that the trade publications in PR don’t consistently cover technology. The 6 Top B2B Content Formats Buyers Find Most Valuable.

Blogging 158

Blogging B2B Software SEO 158

Sword and the Script

DECEMBER 22, 2020

Content marketing statistics from 2020. Marketing Statistics from 2020. Effective marketers focus on the long term. B2B marketers that outperform peers are more likely to devote 40% or more of their marketing budget to long-term goals, according to a survey of 450 respondents.

Survey 177

Survey Marketing B2B Study 177

Sword and the Script

FEBRUARY 29, 2020

Most of what I did wasn’t a secret: I read what reporters wrote before pitching, developed subject lines that got my emails opened, and use a strong lede in all my pitches. There was one aspect of my success that was different: I wrote long pitches. Too many marketers believe that short content outperforms long form.

Content Marketing 78

Content Marketing Study Analysis Marketing 78

Sword and the Script

FEBRUARY 6, 2018

In reviewing the study, I think it has implications for business in public relations and content marketing. Technical expertise is particularly relevant to the B2B technology space. Even those with long tenures in technology – CIOs and CTOs for example – need expertise in the niches. 61% trust academic experts.

Content Marketing 69

Content Marketing Marketing Journalism Financial 69

Landis PR

JULY 31, 2023

Now, more than a half century since the birth of artificial intelligence, mass interest and adoption of the technology has accelerated in recent months, thanks to publicly available software like ChatGPT and Character.ai. But you’re still going to need to review the content and adjust accordingly. You have to ask it to be succinct.

Communications 97

Communications Marketing Pitching Technology 97

Sword and the Script

APRIL 25, 2017

In person events like trade shows and conferences usually rank high on the list of priorities for B2B marketing organizations. For example, the most recent B2B lead generation report by Chief Marketer listed live events as the second top source of leads. 12 Ways to Leverage Your Existing Investment in B2B Webinars.

Trade Shows 85

Trade Shows B2B Conference Marketing 85

ImPRessions - Crenshaw Communications

JUNE 21, 2018

For many B2B technology brands, data is not only a business asset, but a PR tool. What we call a “data bureau” – the ongoing release of fresh and relevant information as part of a B2B PR program – can generate strong media interest in the absence of hard news. Data-driven PR drives marketing engagement.

Storytelling 189

Storytelling Data Data-Driven PR Infographics 189

Sword and the Script

OCTOBER 24, 2017

The biggest challenge in B2B lead generation underscores the biggest challenge in B2B lead generation: it might lead some to overlook the fact lead generation campaigns don’t work in isolation for long. That’s my take on some of the data from the 2018 Chief Marketer B2B lead gen report. 51% say finding leads that convert.

B2B 64

B2B Report Marketing Survey 64

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 63

Engineering Content Marketing Marketing Analytics 63

Sword and the Script

MARCH 3, 2020

This is your monthly summary of all the news out of the PR technology community. For reference, here’s a list of PR technology companies I’m watching. >>> Looking for a B2B tech PR with expertise and execution? Signal AI announced the launch of AIQ , the AI technology behind the company’s media monitoring platform.

Pitching 78

Pitching Instagram Survey Data 78

Sword and the Script

DECEMBER 20, 2022

And, given the vast amount of time I pour into writing about PR technology , I’m really pleased with the long list of contributions from the PR technology vendor community. be the year that some SaaS vendor figures out how to manage and market B2B influencer marketing at scale.

Marketing 192

Marketing Content Marketing Data Social Media 192

Flack's Revenge

FEBRUARY 12, 2020

The growth in content marketing and paid media options add to the confusion. Publication titles include “SuperbCrew,” “CIO Applications,” “CIOReview,” “Analytics Insights,” “Technology Headlines,” “Beyond Exclamation,” “Aspioneer,” “Market Exclusive” and “Industry Era.” Some think that traditional PR is a waste of money.

Content Marketing 194

Content Marketing B2B Analytics Agency 194

Deirdre Breakenridge

APRIL 10, 2017

There’s nothing like a grueling weekend spent unsuccessfully following up on pitches for coverage of a client’s innovative, disruptive, and ground-breaking new technology release to make you start daydreaming of starting your own firm. Are you comfortable pitching yourself and your skills?

Travel 281

Travel Technology Conference LinkedIn 281

Onclusive

SEPTEMBER 13, 2017

What smart marketers learned using MarTech and Marketing automation was that their online videos, ads, and email marketing campaigns perform better when integrated with a strong, holistic PR and content marketing strategy. Digital communications attracts and engages customers: What is the New PR? Think again.

Measurement 231

Measurement Data-Driven PR Survey Storytelling 231

Sword and the Script

AUGUST 14, 2018

It’s also a key reason why blogging and content marketing has become an important tool in the media relations toolkit. Also, see these related posts: How to Generate Media Referenceable B2B Customers with a Blog. 10 Fundamentals for Successful B2B Media Interviews. 6) Technology that will change reporting.

Survey 102

Survey Report Media B2B 102

ImPRessions - Crenshaw Communications

FEBRUARY 22, 2018

Building competitive advantage using PR programs comprised of media relations , reputation management , brand positioning , and content marketing can help a young tech company achieve prominence. For an early-stage technology business, differentiation can be everything. It’s not enough to just pitch stories anymore.

Storytelling 226

Storytelling Reputation Technology Content Marketing 226

Sword and the Script

MARCH 28, 2017

You’ve spent weeks or months pitching a key reporter. Usually, speaking to other prospects about a solution, or talking with a technology analyst that won’t name names in a report, is manageable. Sometimes this is also self-inflicted: B2B sales with an account management model adds a layer of complexity. Then your heart sinks.

B2B 60

B2B Blogging How To Media 60

Sword and the Script

JULY 14, 2015

Content marketing is the new branding. Content marketing *is* PR. Content marketing is the new buyer’s journey. But for the vast majority of marketers, especially in large organizations, content marketing is still a new concept, it’s still seeping into the culture. Almost passé.

Content Marketing 60

Content Marketing Brand Branding Marketing 60

Sword and the Script

DECEMBER 13, 2016

Webinars have long been a staple of B2B marketing. For example, ON24 , which provides technology for hosting webinars, says these online presentations are a top lead generation tactic. Below are 12 ideas on precisely how to drive better results from your B2B marketing webinars. Webinars are the #1 lead gen tactic.

B2B 60

B2B Infographics Interviews eBook 60

Onclusive

FEBRUARY 9, 2021

Or, if your company has a very specific communications need, such as deep product expertise or a niched B2B network in your sector, it may be optimal for you to build an experienced and well-connected in-house team that is integrated with the day-to-day operations of your business. technology, CPG, financial services, etc.)—make

Agency 195

Agency Strategy Communications How To 195

Sword and the Script

SEPTEMBER 5, 2017

For example, I was recently perusing a corporate B2B technology blog about an awards program a vendor had established. The point of which was to recognize customers for doing great things with their technology. If you enjoyed this post, you might also like: What Does It Take to Implement Content Marketing Effectively in B2B?

Brand 70

Brand Branding B2B Exercises 70

Sword and the Script

DECEMBER 15, 2020

Marketing be nimble. Rather than having year-long editorial calendars for opportunities and content, marketing and communications professionals are will have to work in a much more agile, phased approach: creating evergreen content per quarter and making room for ‘rapid-response’ type communications based on what 2021 might throw at us.

Marketing 170

Marketing Employee Content Marketing Training 170

Sword and the Script

JANUARY 3, 2023

“Here are a few skills that can help you be successful in public relations: Strong writing skills: PR practitioners must be able to write clearly and effectively in order to craft press releases, pitch stories to journalists, and develop social media content. And in B2B marketing it already does.

Interviews 101

Interviews Publicity Technology Social Media 101

Sword and the Script

JUNE 26, 2018

I’ve concluded the litmus test for this show is finding interviewees with a good idea about a trendy topic in marketing. She also has the occasional author too: Embrace Revenue Responsibility With ‘Full Funnel Marketing’: Author Matt Heinz. What Does It Take to Implement Content Marketing Effectively in B2B?

Marketing 86

Marketing B2B Interviews Content Marketing 86

Sword and the Script

OCTOBER 8, 2016

It’s the fourth point that stands out in my mind because the email marketing industry is riddled with lessons for PR. For example, I’d venture MailChimp , a vendor based in my adopted hometown of Atlanta, used email to pitch the New York Times on this feature: MailChimp and the Un-Silicon Valley Way to Make It as a Start-Up.

Marketing 114

Marketing Pitching Survey Study 114

ImPRessions - Crenshaw Communications

AUGUST 26, 2019

Any public relations agency today needs nearly instant resources — from details on media preferences to data that informs our pitches and programs. Alerts for topics relevant to a client’s business can make a big difference in securing quick wins and nailing ideas for proactive pitching.

Pitching 136

Pitching Agency Tools Resources 136

Sword and the Script

JULY 18, 2017

Consumer technology has had a serious impact on expectations for business software. The colloquial phrase for this trend is the “consumerization of information technology.” The colloquial phrase for this trend is the “consumerization of information technology.” 12 Ways to Leverage Your Existing Investment in B2B Webinars.

Trends 75

Trends Marketing Software Media 75

Sword and the Script

FEBRUARY 28, 2017

The popular technology news site TechCrunch recently announced it was curtailing contributed content. It will stop considering unsolicited pitches from the public in favor of invitation-only contributions. See these related posts: Marketing Strategy: The Looming Knowledge Crisis. A Data-Driven Answer for B2B].

Leadership 60

Leadership B2B Pitching Technology 60

Sword and the Script

DECEMBER 11, 2018

This year, more than 20 professionals – real people that do real marketing and PR work every day – responded and with high-quality ideas that I found to be invigorating and thought-provoking. 19) Movie franchise approach to content marketing outpaces the newsroom model. More content marketers will get frequency right.

Social Media 93

Social Media Marketing Media Creativity 93

Sword and the Script

APRIL 27, 2019

A deluge of pitches. “75% 75% of journalists say fewer than a quarter of the pitches they receive are relevant or useful.”. The industry is already geared to sex up stories to land coverage – news by definition covers anomalies – and the ante for pitching angles that are more outrageous gets higher and higher.

Survey 93

Survey Journalism Study Pitching 93

Sword and the Script

MARCH 27, 2018

As it’s noted in the analysis around the full report , “While publishers have made gains with paid digital subscriptions, content studios and native advertising, the last decade has been widely one marked with cuts to editorial staff.”. Most of my experience in media relations comes from a B2B technology perspective.

Media Relations 76

Media Relations Media Trade Shows Journalism 76

Contently - Strategy

OCTOBER 15, 2021

B2B companies always have to think a step ahead. Great content marketing has the power to do that. Today’s audiences come across so much mediocre content that looks and sounds the same. On Google, there are 260 million search results for “b2b technology.”

B2B 85

B2B Content Marketing Trends Marketing 85

Sword and the Script

OCTOBER 10, 2023

71% of B2B marketing prospects are disappointed in the content they’ve traded their contact information to obtain at least some of the time, which leads to trust issues B2B marketing can hit the right target with the right message and still fall short of moving a sale along if the prospect doesn’t trust you.

B2B 135

B2B Case Study Survey Content Marketing 135