Sword and the Script

MAY 6, 2017

Your Marketing Predecessor was Probably a Hot Mess [UML]. PR, Social Media and the Imperative of Content Marketing [UML]. A new study by eMarketer demonstrates just how distracted we are becoming: US Adults Now Spend 12 Hours 7 Minutes a Day Consuming Media. 3) Context in measurements.

Measurement 66

Measurement Marketing Survey Advertising 66

Sword and the Script

NOVEMBER 11, 2017

If a publisher is looking at pageviews and bounce rates, they are definitely measuring it all wrong.”. Marketers often assume that bounced visits are inherently bad, when from a publisher, or content marketing perspective, bounce rates could be good: a visitor searched for an answer and your page answered it quickly.

Study 65

Study Marketing B2B Apparel 65

Sword and the Script

JULY 9, 2016

As a result, marketing finds itself on the hamster wheel of more, without ever slowing to consider or stopping to analyze the impact. Sure we have more content, but it’s it resonating? Perhaps time-on-page is a better digital analytical measure than the volume of sessions or visitors. Engagement.

Content Marketing 69

Content Marketing Social Media Marketing Media 69

Sword and the Script

AUGUST 17, 2019

Yes, according to the study: “Over 58% of consumers say they at least sometimes trust what a company says about itself on its owned channels more than what a reporter says about that company in a news article.”. So, given the results which one is better – PR or content marketing ? Is owned media trustworthy?

Study 61

Study Survey B2B Advertising 61

Sword and the Script

SEPTEMBER 28, 2022

B2B marketing should take a little slice of the display ad budget and invest in media relations, genuine content marketing (not marketing content) and paid distribution of related assets from both . For example, a study – data analysis from one adtech company puts the CTR rate of LinkedIn ads at.67%.

B2B 90

B2B Marketing LinkedIn Content Marketing 90

Sword and the Script

DECEMBER 21, 2021

“We are going to see more journalists build their own paid content channels – with or without backing from media outlets. This means PR pros will need to figure out how to have their clients mentioned in these outlets and learn how to measure their success.”. Eventually, and thankfully, DEI will be expected and not a marketing point.

Marketing 215

Marketing Content Marketing Social Media Employee 215

PR 20/20

SEPTEMBER 28, 2016

Seth Godin would argue that content marketing is the “ only marketing left.” Michael Brenner said , “It is the hottest trend in marketing because it is the biggest gap between what buyers want and brands produce.”. Changing consumer behavior. Turning action into measurable outcomes. Don’t believe me?

Content Marketing 40

Content Marketing Marketing How To Leadership 40

5W PR

MAY 6, 2020

For many marketers, the product, pricing and order pages are critical and indeed they are. But the About Us page is also important because that’s where more than half the respondents to a recent survey by KoMarketing, a social/content marketing firm, said they visit. The key focus should always be about the consumer.

Survey 88

Survey Storytelling Consumer Analysis 88

Sword and the Script

DECEMBER 4, 2018

of studies and surveys – some of which I had a hand in producing – dissecting the results and connecting dots where it looks appropriate. As we close in on the year’s end, I looked back over these marketing and PR statistics in an effort to surface those points that in some way, shape or form, help to summarize 2018 as a year.

Survey 104

Survey Marketing B2B Content Marketing 104

The Proactive Report

JULY 23, 2017

This lack of forward thinking puts brands at risk of failing to meet the rising expectations of their consumers. It’s winner-takes-all in the post mobile world and marketing departments are adapting to changing consumer behavior.” IMPROVE YOUR CONTENT STRATEGY. CONTENT STRATEGY AS A COMPETENCY.

Strategy 149

Strategy SEO B2C Engineering 149

Cision

NOVEMBER 12, 2015

Marketers are starting to realize the power of video in today’s noisy landscape and are incorporating video into their content marketing strategies at a steadily increasing rate. Worldwide 52 percent of marketing professionals think video content provides the best ROI and is the best way to reach millennials.

Video 120

Video Strategy Marketing YouTube 120

Waxing UnLyrical

JULY 13, 2016

“If you can’t measure it, you can’t manage it.” ~ Peter Drucker. But I am smart enough to realize that a company’s marketing, advertising and public relations efforts—my efforts—have a direct and attributable effect to the bottom line of my company. THAT you can measure against. Find a way to measure engagement instead.

Measurement 40

Measurement Advertising Advertising Enterprise 40

Beyond PR

MAY 17, 2016

In the PR and marketing industry, we can witness kaizen being practiced more and more often. As we explore in the white paper Defining the Metrics that Will Demonstrate ROI , new tools have made it easier to measure the precise impact of our efforts and optimize content creation and promotion.

Content Marketing 74

Content Marketing How To Marketing Analytics 74

Deirdre Breakenridge

JANUARY 7, 2016

Content marketing will be more than just a trend to watch in 2016. Creating and distributing consistent and relevant content is considered a proven strategic marketing approach that attracts and retains an audience and drives customers to action. Here is my Q&A with Lisa Davis, Director, Marketing, at Marketwired.

Survey 90

Survey Marketing Content Marketing Measurement 90

Cision

NOVEMBER 30, 2017

When you invite internal and external subject matter experts to contribute to your content marketing program, it’s important to have guidelines for them to follow. The less time you need to spend editing content and following up with contributors, the more time you have for strategy and optimization. increase brand awareness.

How To 177

How To Guidelines Content Marketing Video 177

ImPRessions - Crenshaw Communications

JANUARY 5, 2017

The study’s participants named leadership attributes like “courage, innovation, managing through ambiguity, developing talent, and contributing to strategy” as critical to their positions, which are wielding greater clout among C-level executives within the organization. Everything is measurable and measured.

Trends 124

Trends SEO Leadership Print 124

Barokas

MAY 31, 2019

Campaigns must be simultaneously creative, strategic and measurable. Content must be on-brand and consistent, without being overtly promotional or repetitive. Whitepapers : The heart of content marketing, whitepapers are important for awareness building , product positioning, lead generation and customer support.

Case Study 100

Case Study B2B Resources Web 100

PR 20/20

JANUARY 17, 2023

And, thanks to digital, the modern consumer is in complete control of the buyer journey. It's a new age for marketing. The traditional funnel needs to account for the digital, tech-savvy consumer; hence, its evolution. These touch points (web pages) should provide the most substantial content pieces. a great sales tool).

Strategy 52

Strategy How To Technology B2B 52

The Resolution Blog

JANUARY 8, 2018

Check out this interview to begin to improve your measurement today. All models are wrong, but some are useful… Orin Puniello, part Ketchum Global Research & Analytics team shares why some PR measurement models will never tell you the whole truth. Could just one metric measure PR? A standard in article scoring?

Tools 136

Tools Publicity Measurement SEO 136

Sword and the Script

FEBRUARY 13, 2018

Although visuals are important, the aesthetics of the text itself can influence how many people consume content and how long they spend engaged with it. Other readers liked these related posts: B2B Blog Metrics: 4 Effective Categories to Measure Success. The 4 Engines You Need to Pull Off Content Marketing Successfully.

Writing 60

Writing Blogging Content Marketing Web 60

Barokas

AUGUST 1, 2019

Understanding that the competition for reader attention is fiercer than ever, these companies are turning to content to connect with audiences. The Clutch 2018 Content Marketing Survey reported that an overwhelming majority of B2B audiences (88 percent) consume business-related content online at least once a week.

B2B 60

B2B Survey Case Study Enterprise 60

Sword and the Script

APRIL 29, 2017

Consumer packaged goods giant Procter & Gamble Co. is reportedly aiming to shave $2 billion from its marketing budget over the next five years. To that end, it’s really hard to sell more if you stop talking to your market. And that’s the theme for this week’s Unscripted Marketing links [UML].

Marketing 68

Marketing Measurement Content Marketing Survey 68

Cision

JUNE 6, 2017

A focus on understanding how and why your content moves is not just a strategic priority, it’s an economic priority: A study by The New York Times showed that 85 percent of the people who shared content said they better understood the product and the company. It comes from the transmission of content.

Marketing 239

Marketing Television Handbook Web 239

Barokas

DECEMBER 19, 2019

Earlier this year, Onclusive released a study based on analysis of more than 2 billion pieces of editorial content between 2018 and 2018, which revealed that the percentage of authors contributing to mass media is down 11 percent. Pew Research reported a 25 percent drop in newsroom employment from 2008 to 2018.

Marketing 78

Marketing Employee Trends Study 78

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. Podcast monitoring.

Technology 170

Technology Publicity Software Pitching 170

Polaris

DECEMBER 18, 2014

New social media platforms will launch while existing platforms evolve and change—likely in a way that’s disadvantageous to marketers unless they invest in paid media. The lines between public relations, social media, content marketing—and every other marketing discipline—will continue to blur. How do we measure results?

Trends 135

Trends Marketing Pinterest Social Media 135

PRSay

DECEMBER 15, 2017

According to a recent Gallup study, 51 percent of currently employed adults in the United States say they are searching for a new job or watching for new job opportunities. Emphasize projects where you had a measurable impact on your organization. Make sure it’s two pages or less. Network outside your company.

Nonprofit 160

Nonprofit Local LinkedIn Big Data 160

PR in High Definition

APRIL 25, 2022

Researchers in Denmark studied a range of media types; from movie ticket purchasing habits, popular books, Tweets, as well as Wikipedia attention time. It seems obvious, but the simplicity of the beginning, middle and end with challenges addressed by solutions, is just the way our brains like to consume.

Wikipedia 62

Wikipedia Viral Reputation Internal 62

Critical Mention

JANUARY 9, 2019

Reaching out to people that are more likely to be receptive to your brand is more cost efficient, less time consuming and more sustainable in the long run. Data drives marketing. To be a successful marketer, you must be able to measure your strategies. SEO goes mobile.

Trends 108

Trends Marketing Mobile YouTube 108

Sword and the Script

OCTOBER 22, 2019

There’s no shortage of opinions on how the budget should be allocated – I offer some views on this at the bottom of this post – but what I thought would be really helpful is reviewing some benchmarks from studies. The consulting and tech analyst firm polled 340 marketing executives across the US and UK for its study.

Marketing 66

Marketing Survey Study B2B 66

Sword and the Script

NOVEMBER 1, 2016

Yet people like her influence consumer spending to the tune of $1.2 Such traditional marketing examples – the influence of young people on consumer sales – demonstrates that influence in the sense of marketing is highly contextual and therefore difficult to universally define. A List of Top Influencers.

Marketing 60

Marketing Study Survey Content Marketing 60

5W PR

NOVEMBER 19, 2021

Content marketing is not a novel phenomenon and has been used as a marketing tool by PR executives for years. Following is a guide which will eliminate the disconnected messages, bewildering tones, and general chaos of PR marketing content produced by a business. . Creating Content.

Content Marketing 148

Content Marketing Marketing Measurement Data 148

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

PR 20/20

NOVEMBER 30, 2022

Studies show that only 23 percent of employees feel they receive the right amount of recognition for their work, while only 19 percent of managers say recognition is a priority at their workplace. Have we created a content marketing editorial calendar that defines our strategy on content production and publishing?

Marketing 52

Marketing Technology Internal International 52

Contently - Strategy

MAY 7, 2020

When you’re working in a larger organization that has dozens, hundreds, or even thousands of employees, you can develop a brilliant content marketing strategy that will absolutely delight your customers. But, if you fail to make an internal case for your content, your plan will never get the buy-in or budget it needs to succeed.

Content Marketing 145

Content Marketing Marketing Case Study Internal 145

Contently - Strategy

MARCH 11, 2024

From TikTok tutorials offering snappy investment strategies to in-depth podcasts revealing the secrets of wealth management, today’s consumers have no shortage of financial content. So, what should content marketing for financial services look like in 2024? In that regard, content is hugely important.

Financial 52

Financial Content Marketing Marketing How To 52

Waxing UnLyrical

MAY 15, 2018

“Look, corporate communicators have done so much, with so little, for so long, they can practically do anything with nothing, so we know this has been a ‘thing’ for a while,” noted Sword and the Script Media, LLC Founder Frank Strong, the primary architect of the study. Measurement is always tricky and always has been.

Survey 74

Survey Industry Communications Corporate 74