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Digital Transformation & Content Marketing Technology

Contently - Strategy

In 2020, many businesses transitioned to digital-first strategies, including increased spend on digital advertising. The content marketing landscape is changing… and fast. Content Marketing Technology: A New Way Forward.

We Should Measure Content Marketing by Relationships

Sword and the Script

As a metric for content marketing, pageviews are flawed according to a white paper – Why Content Marketers Are Using All the Wrong Metrics – published by Contently. The company provides the combination of a talent marketplace and content marketing software to manage projects and campaigns. The paper traces the use of pageveiws for measurement to online advertising, where CPM, or cost per thousand pageviews, became standard for advertising fees.

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Podcast measurement essentials

PR Daily

As the evolution of podcasts has occurred, advertisers have taken notice. Historically, radio has been a tried and true channel for advertisers, so it’s natural that brands would venture into podcasts as they becomes a larger slice of the audio pie.

4 changes in advertising that communicators should know

PR Daily

With COVID-19 disruption, an election year and a growing desire for privacy and security on the side of consumers, here’s what PR pros should consider about the changing marketing landscape. Privacy, trust and transparency are starting to dominate the advertising landscape.

3 steps to choosing between native advertising and content marketing

PR Daily

A fight is brewing in the world of marketing when it comes to brand budget dollars: How do you choose between native advertising and content marketing? Brands must wade through a plethora of information to decide what is best for them. Define a goal and how you will measure success. Ask yourself if you’re aiming for brand awareness and impressions, or audience engagement. Remember, your content is only as good as the people who see it.

11 Content Marketing Mistakes to Avoid

Cision

If you’re developing digital content in any capacity, you’ve probably run across some of the following advice: Develop a content strategy. Write “good” content. You could develop a content marketing strategy , but that doesn’t mean that it will be a good strategy, or that it is related to the corporate goals in any meaningful way. You could develop content to entertain and never sell, but what if people really want to buy from you?

Content Marketing: Is Now a Good Time to Double Down? [Coronavirus]

Sword and the Script

Buyers were taking in content before talking to sales even before the Coronavirus hit; now is a great time to double down on content marketing Today is the last day of the first quarter of 2020. Be mindful of your content, your tone, and your cadence.

Scale Content Marketing: Employees are the Secret

Sword and the Script

The biggest challenge is that we are moving from an industry that could create one amazing commercial to reach consumers to an ecosystem with a diversified channel structure,” according to Mike Scafidi , marketing operations with PepsiCo. His commentary was presented in a white paper titled The Future of Content co-produced by The Content Counsel and an AdAge team that writes sponsored content for brands. Frictionless content. by Frank Strong.

3 Comparative Metrics if Organic Search is Your Raison D’etre for Content Marketing

Sword and the Script

Organizations that publish content with answers to those questions have a solid chance of showing up in a search page with potential answers. 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. Here are three easy measures.

5 More Outside-The-Box Content Marketing Ideas

Cision

This post was inspired by our free “ Outside-The-Box Content Marketing for PR ” white paper. Not long ago, we had a blog post that described five outside-the-box content marketing ideas. Here are five more outside-the-box content marketing ideas that will take the results of your content creation to the next level. Many brands with successful apps focus on either fun or, as Jay Baer calls it, “ youtility.” Native Advertising.

33 Statistics Summarizing the Year in Public Relations, Content Marketing, Social Media and SEO

Sword and the Script

It’s good to know where and how other marketers are finding success. We are after all forever students of marketing. In the continuing effort to put a bow on content this year, I went back through each of 80 posts published this year pulling out interesting statistics and linking back to the original piece. Those categories are: Content marketing statistics. Social media marketing statistics. Paid media and advertising statistics.

9 Content Snacks from the Story of Content Marketing

Sword and the Script

The best way to excel at content marketing is to “be the story.” ” That’s according to the new documentary by the Content Marketing Institute : The Story of Content. The film, which runs a little more than 40 minutes, explores what content marketing is, its history and why it’s different. It does so through a who’s who list of interviews and case studies from brands big and small. The end of interruption marketing. “So

Livestreaming, Pokemon Go & Branded Content: Marketing Trends to Stay on Top of

Cision

As frequently as marketing changes, it’s important to stay ahead of the curve as much as possible. Here are three marketing trends you need to be aware of as we head into the final quarter of the year. With heavy hitters like Buzzfeed and the Denver Broncos using Facebook Live , it’s clear that this tool has marketing clout. But what’s been really interesting is Pokemon Go’s marketing potential for local businesses.

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8 essentials for bolstering your content marketing

PR Daily

Content marketing may be a current buzzword, but it isn’t a new concept. Smart marketers figured out how to produce content their customers value as early as 1895, when John Deere published a high-quality magazine ( Outbrain ) to help farmers become more effective and more profitable. Today, audiences are savvier and more connected than ever, prompting an explosion of content across channels and segments. They don’t make it part of their marketing DNA.

How content marketing has changed PR

PR Daily

Whether it’s media relations, brand journalism or managing corporate communications, content has always played an essential part of effective PR efforts. However, PR pros that don’t sharpen their skills for content strategy, development and measurement are quickly left behind as the future of digital PR evolves. That connectivity enables consumers and brand managers to create, consume, publish, interact and transact anywhere, at anytime.

Brands make Earth Day pledge to measure emissions, social media content falls short on accessibility, and NBC condemns anti-BLM email

PR Daily

Also remember that, though the standards of communication your brand sets in various markets may differ, your stakeholders remain globally connected. Brands make Earth Day pledge to measure emissions. MEASURED THOUGHTS.

What’s hindering your content marketing efforts?

PR Daily

How are health care marketers handling content strategy, and which key issues keep them from delivering engaging communications? Tandem surveys found that content marketing has become mainstream for health care organizations. The 2017 State of Healthcare Content Marketing , TrueNorth Custom surveyed mostly B2C health care firms, as did DamoDigital in. Content Marketing and the Battle for Attention. Why are marketers creating content?

B2C 88

Simple Content Marketing Framework

Shift Communications

Content marketing isn’t a panacea. For one thing, you need to re-measure its effectiveness frequently, if you don’t already automate the process of measurement. More important, however, is that content marketing can hit diminishing returns very quickly, in a phenomenon first described by marketing expert Mark W. Earlier this year, Mark Schaefer proposed the idea of what he calls content shock. Put simply, everyone is creating content.

9 Content Marketing Trends That Will Rule The Roost In 2016

Cision

Anne Carton is a small business consultant, digital marketing expert and blogger working with Designhill , the world’s largest online graphic design marketplace. With more and more businesses across verticals and industries creating content, people have become desensitized towards brand content. People now look for and essentially demand content that gets them involved, creating a more personalized and memorable experience. Episodic Content .

Avoid these 11 content marketing mishaps

PR Daily

If you're developing digital content in any capacity, you've probably run across some of the following advice: Develop a content strategy. Write "good" content. You could develop a content marketing strategy , but that doesn't mean that it will be a good strategy, or that it is related to your corporate goals. You could develop content to entertain and never sell, but what if people really. When editing, you're too focused on optimizing content.

The 4 Engines You Need to Pull Off Content Marketing Successfully

Sword and the Script

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. To build an audience you have to get visitors to your content hub. One of the best examples of this comes from marketing automation vendors.

Control And The Marketing Ventriloquist: How To Improve Your PR And Advertising Performance Simultaneously

Onclusive

In my previous article on marketing ventriloquism , I made the case for marketers talking through voices other than their own and explained that most marketers tend to rely on advertising because of a need for perceived control.

4 Ways to Measure Podcasting Success

Cision

Currently, brands like Acura, GE, Delta Airlines, Lexus and Prudential have shown confidence in the platform by purchasing advertising, but to keep its advertisers Slate will have to show the true performance of its podcasts. Podcasts are a tricky medium to quantify, but that doesn’t mean your brand should avoid metrics altogether. Downloads is one of the few numbers podcasters keep tabs on, but it shouldn’t be the end-all be-all of your measurement strategy.

Buzzfeed and Twitter seek to turbo-charge content marketing

PR Daily

Content marketing and social media sharing are trends that have become cemented in the day-to-day lives of brand managers, but that doesn’t mean they won’t evolve. Two recent announcements seek to make the processes more effective for the growing number of PR, marketing and social media pros moving to online campaigns. recently introduced Pound, a technology that tracks a piece of content’s spread across social media platforms.

How important is YouTube for brand marketing in 2020?

PR Daily

Will your message be able to stand out in a saturated content environment? Net advertising revenues have grown to unprecedented levels: Source. Here are a few reasons why your brand needs a YouTube channel: 1. The post How important is YouTube for brand marketing in 2020?

3 marketing trends that will define 2021

PR Daily

After speaking to over 200 brand leaders, on industry insider offers his view on what will be the trends to watch for the year ahead. Marketers largely started last year from a place of strength with bigger budgets and confident growth strategies. Less advertising, more brand building.

Trends 165

Survey Finds Tough Grades on B2B Content Marketing

Sword and the Script

If content marketing was a self-evaluated college class, marketers would give themselves a “C.” That’s my sense after reading the new B2B Content Marketing 2016 Benchmarks, Budgets and Trends – North America report. The annual report is a joint effort between MarketingProfs and the Content Marketing Institute. Now in its sixth year, the report is derived from a survey of 1,521 North American B2B marketers. Content Marketing Effectiveness.

Survey 123

The Struggle is Real in B2B Content Marketing [UML]

Sword and the Script

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. What marketers can and should do is lobby for budget predictability. Measuring Marketing Returns.

B2B 83

4 ways to measure brand journalism results

PR Daily

For decades, impressions and advertising value were the staples of PR measurement. Brand journalism , in which businesses discover and create their own news content, can help an organization achieve its PR objectives. This is the single mandate: Put your goals and measurement techniques in place before starting your campaign. Here are four options to consider when assessing results from your brand journalism content: 1. Traditional PR measurement.

Cruise lines embrace CDC restrictions amid government fight, P&G works to overcome Apple’s privacy measures, and eBay removes auction for art made in Japanese internment camp

PR Daily

Take care to preserve your brand reputation by framing any position around the wellbeing of your internal and external stakeholders. Google Ads is offering a new experimental video feature that will allow brands to test and compare different video strategies to refine their campaigns.

How brands attract social media users, Intel CEO addresses chip production woes, and Starbucks dismisses claims of anti-union intimidation

PR Daily

Also: Little Caesars looks to cast its next commercial with TikTok contest, Sinclair acknowledges ransomware attack, TikTok launches audio marketing tools and more. MEASURED THOUGHTS.

Microsoft buys Activision Blizzard, audiences expect brands to acknowledge crises, and mobile providers limit 5G near airports

PR Daily

The soda brand launched its grant program in 2020 as a response to the uptick in outdoor recreation during the pandemic as outdoor organizations struggled with declines in funding. MEASURED THOUGHTS. Seriously, this is insane given their target market.

Mobile 107

Google’s Mother’s Day salute, Souplantation permanently closes, and only 4% of consumers demand a halt in advertising

PR Daily

It’s a fun way to encourage engagement with social media users without shouting PR or marketing messages. Google’s efforts are an example of the virtual offerings and messages many brand managers shared for Mother’s Day, as many consumers celebrated while also sheltering in place.

5 Amazing Facts You Must Know About Facebook Advertising

Cision

As a content marketer, you spend tremendous time and money to create content – be it brand awareness, thought leadership or lead generation pieces. Instead, we must now actively push our content out to our intended audience. Not only that, the average Facebook users logs on 15 times a day and spends 20 minutes browsing, watching videos and interacting with relevant and interesting content! Facebook makes money by selling advertising.

United Airlines celebrates employee vaccination numbers, how viral content can hurt your brand, and Blizzard Activision settles EEOC lawsuit

PR Daily

The post ends with a mention of International Coffee Day by sharing various promotions in its markets around the world. MEASURED THOUGHTS. One day later, the company also unveiled new initiatives designed to help advertisers earn more revenue on the platform.

Tesla denies discrimination allegations, travel brands fail to win over Black travelers and Unilever hints at Ben & Jerry’s return to Israel

PR Daily

” OpenTable’s list demonstrates how a brand can tell a story using its accumulated user data, tying into the upcoming holiday to get headlines. MEASURED THOUGHTS. To build universal trust, travel brands must prove their commitment to inclusivity.”.

Travel 104

Making marketing more measurable – the hacks that ensure your campaigns convert

Prohibition

The world of marketing looks very different from what it once was. Only 5% of all branded content online content gets 90% of consumer engagements, so standing out from the crowd and ensuring campaigns and convert has never been more important – or more difficult.

B2C 62

20 PR Measurements Beyond Impressions & AVEs for Sales Value

Cision

As public relations professionals, we know that PR measurement is essential to the success of our campaigns, budgets and client relationships. We attend webinars, dabble with Google Analytics and follow the latest blogs to learn how to move from traditional to relevant measurement. If you still secretly dread questions about how to measure PR or if you feel in over your head at times, don’t lose hope. PR measurement is not only a science — it’s an art.

3 ways to secure more money for content marketing

PR Daily

Unique, compelling content has long been a scarce and valuable online commodity. Consumers, brands, software companies and even search engines have created a booming industry around creating, organizing, consuming, sharing and measuring content. With the wide adoption of social media and the maturation of email, sales and marketing automation platforms, content is more important than ever before. Content marketing budgets increase with industry growth.

Thousands of brands’ ads found on sites with COVID-19 misinformation, Facebook labels UK climate change posts, and job listing language leads to museum’s leadership change

PR Daily

The videos cost $75 each and are a clever way to boost revenue during COVID-19, while also strengthening brand awareness and engagement. The decision appears to be the most restrictive move Facebook has ever taken against content publishers. MEASURED THOUGHTS.