Stern + Associates

MAY 6, 2024

I started my professional journey as a writing and language arts tutor with a degree in education, discovering my passion for digital marketing by implementing content marketing and SEO best practices to grow my business—catching the marketing bug and never looking back. What value does digital marketing bring to sharing a brand’s story?

Strategy 71

Strategy Marketing SEO B2B 71

PR in High Definition

DECEMBER 17, 2020

With every crisis comes creativity, new thinking and differing outlooks on life, and so I wanted to share some of our best pieces of content. Unrestricted creative thinking in an ever more restricted world. In this casebook , Christian highlights some of the unsung heroes in the B2B world.

Reputation 133

Reputation Creativity Crisis Employee 133

Sword and the Script

JANUARY 8, 2019

Media references tend to take a back seat to the mad pace that is often B2B marketing. In addition, the account management model many B2B shops follow means marketing has to lobby an enterprise account manager (AM) who would really prefer not to spend a favor asking for something that doesn’t advance a specific deal.

B2B 79

B2B Media eBook Interviews 79

ImPRessions - Crenshaw Communications

OCTOBER 11, 2018

Good public relations can be an essential way for a brand to stand out from the pack, especially in the B2B/ technology sector. Instead, the PR agency or team should work with leadership to commit to a strict definition of the brand voice — and it should come from a place of authenticity. Write the book on it.

Branding 196

Branding Brand Reddit B2B 196

Sword and the Script

MARCH 16, 2021

About 65% of respondents come from B2B companies, including both product and services organizations. A client of mine produces an annual survey of creatives and marketers which had a similar finding in this area. It’s a little lower among B2B product companies at 10% – and a little higher among B2B services companies at 16%.

Survey 152

Survey Marketing B2B Comparison 152

Barokas

MAY 31, 2019

Campaigns must be simultaneously creative, strategic and measurable. Half of B2B marketers say producing content consistently is a top marketing challenge (Content Marketing Institute) and 65 percent have trouble producing engaging content (Zazzle Media). Your approach must spread across earned, owned and paid channels.

Case Study 100

Case Study B2B Resources Web 100

Sword and the Script

JULY 24, 2018

In my experience doing this, and I’ve done it for a long time in many different B2B environments, here’s where things usually fall apart. Research shows B2B organizations spend an average of $150 for every email address they capture. The Aesthetics of Text: Writing Readable Blog Posts. 1) You don’t have a subscription mechanism.

Content Marketing 64

Content Marketing B2B Marketing Exercises 64

Sword and the Script

DECEMBER 26, 2023

High demand for experienced communicators “Corporate communications professionals will continue to advance into top organizational leadership roles as their unrivaled combination of business strategy and stakeholder insight continues to become more essential. Something similar has happened in B2B marketing over the last 20 years.

Writing 194

Writing Communications Marketing B2B 194

ImPRessions - Crenshaw Communications

NOVEMBER 6, 2018

Although longer content like books, white papers, podcasts, eBooks, and video can take more time and effort than shorter bites, and it demands greater depth and creativity, it can prove very effective. Authoring a weekly blog allows a leader to write in her own voice – which becomes part of the voice of the brand.

Case Study 178

Case Study SEO Film Video 178

Sword and the Script

AUGUST 14, 2018

Also, see these related posts: How to Generate Media Referenceable B2B Customers with a Blog. 10 Fundamentals for Successful B2B Media Interviews. No one wants to write a story few people read, and many people, fortunately, or unfortunately, get their news on social media. 5) Factually accuracy over speed of reporting.

Survey 102

Survey Report Media B2B 102

wiredPRworks

MAY 23, 2022

Before I looked at the other entries, I decided to write up a Top 10 Ways to Quickly Become a LinkedIn Expert entry that won second place, and became a popular post on Wired PR Works. Get recommended as an expert resource by asking those who value your insights to write a recommendation that promotes you [and them!].

LinkedIn 52

LinkedIn How To B2B Social Media 52

Sword and the Script

DECEMBER 21, 2021

I believe when people write predictions, they aren’t just saying what they think will happen but revealing a reflection of sorts. So, my prediction for 2022 is that those PR practitioners with stand-out skills like stellar writing ability and a proven track record of success will have unlimited career opportunities.

Marketing 215

Marketing Content Marketing Social Media Employee 215

ImPRessions - Crenshaw Communications

MAY 15, 2017

Most new hires will get broad exposure to the range of essential PR skills, from writing to research, to media outreach, and their work may touch several different PR sectors, from financial to fashion. A chance to show creative flair. . The smaller the agency environment, the greater the variety is likely to be.

Skype 147

Skype Agency Meeting Software 147

Sword and the Script

AUGUST 20, 2016

There may well be a disconnect between strategy and execution in B2B marketing. It seems to me B2B spends a lot of time perusing whatever tactics are on sale at the discount store. B2B marketers seem to think that buying content by the pound and then throwing it at Google is the path to scale. But it is not.

Content Marketing 60

Content Marketing Marketing B2B Small Business 60

Sword and the Script

JANUARY 3, 2023

ChatGPT seems to miss emerging themes if there isn’t a wide body of writing already on a topic. Creativity: PR practitioners must be able to think creatively and come up with new and innovative ideas for campaigns and projects. Some may see irony in an AI system that writes reasonably well suggesting writing is a top skill.

Interviews 100

Interviews Publicity Technology Social Media 100

Sword and the Script

JUNE 18, 2019

In the B2B technology world, which is the lenses through which I example things, I’ve found PR usually reports to marketing – but supports the whole business – when a company is small or young. 10) “Write and create content for internal and external audiences about my company.”. 12) “Write for businesses.”.

Employee 150

Employee Print Writing Survey 150

Rock the Status Quo

DECEMBER 10, 2015

Get Creative With WHO You Pitch. Each of these markets have association blogs and trade vertical publications, all ripe for pitching and hungry for free bylines, since they typically don’t have editorial staff to write content. Do they have women leadership? Put on that creative storyteller hat and let ‘er rip.

Pitching 100

Pitching Real Estate Banking How To 100

Sword and the Script

DECEMBER 30, 2017

Not long after that I started this blog and began writing. Unquestionably, B2B blogging, as a topic, re-emerged as hot. A Data-Driven Answer for B2B]. 4) B2B Blog Metrics: 4 Effective Categories to Measure Success. 5) Finding Leads: 6 Takes from the 2018 Chief Marketer B2B Lead Gen Report. And it’s about time.

Blogging 73

Blogging B2B Content Marketing Trade Shows 73

Shift Communications

DECEMBER 14, 2016

You’ll also want to be cognizant of any upcoming changes in company leadership. When it comes to healthcare (and most B2B business for that matter), decision makers want evidence that the solution can deliver on its claims. Can you prove what you do?

Publicity 60

Publicity Healthcare Case Study B2B 60

Sword and the Script

AUGUST 19, 2017

Yet on the other, businesses want more CMO creativity , personalization, and customer engagement, which are things that are hard to scale successfully. 1) CMO job responsibilities and leadership attributes. When it comes leadership attributes , “it is strategic thinking that most marketers (86%) believe is imperative.”.

Leadership 62

Leadership Study Analytics Survey 62

ImPRessions - Crenshaw Communications

APRIL 14, 2017

This drilling down helped succinctly define the need for a higher percentage of consumer press with a healthy dose of B2B tech, a strategic approach we all agreed upon. Once the consensus is there and put in writing, the team can more easily craft a roadmap with reasonable expectations. Use disciplined messaging.

How To 136

How To Case Study Meeting Examples 136

Sword and the Script

SEPTEMBER 24, 2016

The Struggle is Real in B2B Content Marketing [UML]. Does your B2B PR machine bring creative ideas? Security rests in creativity he writes: “In simple terms, we can divide all activities in the world into things that are ‘repeatable’ and those that are ‘creative.’ Don’t miss these related posts: .

Marketing 60

Marketing Creativity B2B Ethics 60

Ethical Voices

DECEMBER 18, 2023

I’ve worked almost entirely with B2B tech clients with a handful of exceptions. I like helping B2B tech companies with really arcane technology tell stories that people care about. How long have we been writing press releases, calling somebody the leading provider of X. I really like telling stories. I agree with you.

Ethics 105

Ethics Data Training Agency 105

Sword and the Script

MARCH 7, 2017

The B2B Advantages of Working with a Boutique PR Firm. At the time of this writing, the 2016 data presented in the graphics included with the 2017 PRWeek story conflict with the numbers originally reported a year ago. Is your PR agency bring creative ideas to the table? Arts/Entertainment: $82,500. Education: $75,000.

Survey 73

Survey Corporate Comparison Financial 73

Beyond PR

MARCH 6, 2018

Practiced by virtually all B2B and B2C organizations, content has quickly evolved into one of marketing’s staples. Every year, the Content Marketing Institute publishes research surrounding the state of content marketing for B2B and B2C organizations. 88 percent value creativity and craft in content creation.

Strategy 67

Strategy How To B2C Content Marketing 67

Mindful Marketing

DECEMBER 17, 2015

For our latest Masters in Marketing interview, we talked with Wendy Marx, an award-winning public relations and marketing communications executive who helps B2B companies and executives become well-known brands. She blogs on public relations and marketing leadership issues for Fast Company. Producing an eBook on B2B marketing and PR.

Communications 50

Communications Marketing Internal International 50

ImPRessions - Crenshaw Communications

MARCH 31, 2017

Feeling creative? In routine sessions participants may come unprepared or be reluctant to share, relying on others to do the heavy creative lifting. In B2B PR, a strong point of view on an industry problem, a compelling vision for the future, or a prediction can be winning thought leadership ideas, with the right packaging.

Airlines 120

Airlines Exercises Fashion Print 120

Waxing UnLyrical

AUGUST 2, 2018

That means you need to write messaging that’s completely client-concentric. The next time you write marketing copy: Use “you” instead of “we”. Write like you talk. LinkedIn is better for B2B companies that publish thought leadership articles and get recommendations. Image: Twenty20 via Pexels, Creative Commons CC0.

Content Marketing 49

Content Marketing Marketing Brand Branding 49

Contently - Strategy

SEPTEMBER 10, 2020

One thing that’s important to note, especially as a B2B marketer, is that some of these tactics are good externally and internally. And we’re certainly going to leverage the great writing resources that we have at Contently to help us with that. I agree with that so much. “What’d you find interesting?

Brand 118

Brand Branding Marketing Facebook 118

Sword and the Script

JANUARY 10, 2017

Don’t miss these posts: B2B Customers Want Thought Leadership. In fact, when the survey data was segmented by professional bloggers, it found the pros were nearly 70% “more likely to write posts of 1,000 words or more.”. Is your PR agency bring creative ideas to the table? Lackluster Consistency and Frequency.

Survey 60

Survey Blogging Corporate Analytics 60

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. But B2B influencer marketing works completely differently.

Marketing 190

Marketing Content Marketing Data Social Media 190

Sword and the Script

FEBRUARY 6, 2018

Technical expertise is particularly relevant to the B2B technology space. Features and benefits look good on a creative brief, but people still want to do business with other people they know, like and trust. Communication builds trust and it’s a function of leadership. 61% trust academic experts. Nobody wants to be duped.

Content Marketing 69

Content Marketing Marketing Journalism Financial 69

Sword and the Script

AUGUST 25, 2015

It’s not impossible to catch up, but it is harder, because there are so many nuances both to the art and science of content – from writing for the web and headlines to incorporating visual media, basic SEO skills and distribution – that add up to a competitive advantage. My experience tells me content is probably having a far greater impact.

Survey 60

Survey Content Marketing Report Corporate 60

ImPRessions - Crenshaw Communications

JULY 10, 2019

But according to the 2018 USC Annenberg Center for Public Relations Global Communications Report , writing is the skill most valued by PR recruiters. Successful PR people tend to be good writers; yet even more impressive than the quality of good PR writing is its versatility. Bylined articles. Am I boring you?

Case Study 231

Case Study Writing Pitching SEO 231

Sword and the Script

OCTOBER 23, 2018

B2B organizations that find content marketing effective are committed to these programs. These organizations have a content marketing plan in writing. The experience of writing and pitching content intended for editorial contacts makes content marketing instinctive. The publication rhythm is reliable.

Content Marketing 108

Content Marketing B2B Study Marketing 108

Sword and the Script

AUGUST 1, 2023

The second is an enhancement to its AI Writing Assistant, first unveiled a couple of months ago. That assistant helps to write social media content but now includes an integration to DALL-E. This is the first time I’ve seen a PR software company introduce generative AI focused on creative content, like images. Fair enough.

Software 123

Software Pitching Ethics Privacy 123

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 86

Trade Shows B2B Conference Marketing 86