Sword and the Script

JUNE 9, 2015

“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. Yet the paper also surfaces the underlying driver of the shift to content marketing.

Content Marketing 60

Content Marketing Employee Marketing Viral 60

Sword and the Script

JULY 9, 2016

And that gets to the core of the point here – this is about the psychology of more in marketing: more content , more followers, and more leads. 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?

Content Marketing 68

Content Marketing Social Media Marketing Media 68

Cision

FEBRUARY 4, 2016

Content marketing has evolved, but only 38 percent of B2C marketers consider their strategy to be effective in boosting the bottom line. So what part of the new state of content marketing is most challenging? To keep your hub organized, separate your content by type (white papers, blog posts, news releases, etc.),

B2C 120

B2C Crisis Communications Content Marketing Engineering 120

Cision

JANUARY 5, 2016

Gone are the days of pushing your brand’s message to your audience through traditional advertising. Cision’s white paper, “ Brand Journalism: From Awareness to Lead Generation ,” offers insights on building a successful brand journalism program and a look at the brands that are already doing it well. Build Awareness.

Journalism 120

Journalism Brand Branding Storytelling 120

5W PR

FEBRUARY 17, 2020

Other effective forms of owned media could include white papers, presentations, e-Books or other forms of brand-controlled content. Marketing through email, newsletters, or any other direct to consumer or direct-to-list operations also falls under owned media, because the brand controls the content being sent.

Media 103

Media Print Advertising Advertising 103

Sword and the Script

OCTOBER 22, 2019

October is typically a time of year with special urgency for many in marketing. To that end, I’ve poured over two surveys and re-visited a third to see what the wisdom the marketing crowds had to say about 2020 marketing budgets. 16% on marketing analytics. 16% on marketing analytics. “As of revenue to 10.5%

Marketing 65

Marketing Survey Study B2B 65

Cision

OCTOBER 6, 2016

The data brands have collected from these interactions has allowed marketers to fine-tune their marketing tactics, and how they talk to their customers. But here’s the thing: Marketing budgets are increasingly shifting to focus on content marketing and other efforts that can show a concrete return-on-investment.

Media Relations 331

Media Relations Newspapers Measurement Social Media 331

Sword and the Script

FEBRUARY 16, 2021

Employers are more believable than government, media reporters with named sources, major corporations, media reports with anonymous sources, advertising and “my social media.”. Keep your content marketing separate and distinct. Don’t mash case studies, white papers, webinars, press releases and blog posts together.

Government 136

Government Survey Ethics Media 136

5W PR

JUNE 27, 2022

In the last couple of years, the tools and software in the advertising industry have been rapidly evolving to the point where companies can now utilize a large number of platforms to create highly targeted ad campaigns that are completely automated. Consumer Focused.

Company 88

Company Strategy Publicity Advertising 88

Beyond PR

AUGUST 9, 2016

As a content marketer, I’m always on the lookout for whatever edge will improve my content’s reach. But with so many other brands also using content marketing, the task can seem Sisyphean at times. And the benefits go beyond building awareness for your content.

Content Marketing 40

Content Marketing Marketing SEO Web 40

Cision

OCTOBER 29, 2015

While ad blocking software has been around for years, concern about ad blocking has become one of the hottest topics in advertising and marketing this year, especially for mobile advertising. Some advertisers and website owners believe that ad blocking by consumers is at best freeloading and at worst, it’s theft.

Trends 120

Trends Software Advertising Advertising 120

Cision

APRIL 2, 2015

Inbound or content marketing became a top priority for Internet marketing. Because content and the incredible amount of social media posts used to promoted suffer from over-messaged sales pitches. Want to create standout content? Read our free “How to Beat Content Marketing Overload” white paper now!

Content Marketing 120

Content Marketing Corporate Social Media Internal 120

Beyond PR

AUGUST 3, 2016

And, as our white paper Expanding Engagement & Inspiring Action with Your Next Product Launch explores, an opportunity to establish your company as a credible industry influencer. The strength of this relationship depends on products that make customers’ lives easier and content that shows them how. Another challenge?

Content Marketing 40

Content Marketing Marketing Product Launch Analytics 40

Cision

APRIL 6, 2016

They’re bombarded every day with content, advertisements and information. Digital Marketing at LEWIS Pulse, you need to understand your audience’s unique needs and reach them in new and unexpected ways. What’s the biggest lesson about marketing you’ve learned throughout your career? So how can you set your brand apart?

Employee 120

Employee Storytelling Content Marketing Leadership 120

Cision

APRIL 7, 2015

If content marketing is about connecting with consumers and driving engagement, video is a tactic that must be employed. Native advertising shows similar growth for many of the same reasons. Native ads, like sponsored content at “The Onion” or BuzzFeed, don’t disrupt the viewing experience. It shows no signs of slowing.

Video 120

Video YouTube Mobile Advertising 120

Cision

FEBRUARY 25, 2016

Today’s constant flow of content is creating a problem for Fortune 500 companies. Yet, only 37 percent of marketers say they have a documented content marketing strategy. These fall into two categories – paid, which includes promoted social posts and native advertising, and organic, which includes social and email.

Pinterest 120

Pinterest Enterprise Strategy Advertising 120

Cision

DECEMBER 12, 2015

Do the marketing tools and tactics you use actually keep your brand top of mind? It may be time to say out with the old (traditional TV advertising) and in with the new (brand journalism). A brand journalism program, like any marketing strategy, must include goals, metrics and outlined measurement tactics. Want proof?

Journalism 120

Journalism Brand Branding Writing 120

Sword and the Script

JANUARY 19, 2021

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. While I’ve primarily done B2B tech work over my 20-year career – and strive to be diligent in becoming knowledgeable about a market and products – it’s not quite the same as being an end-user or SME.

Technology 167

Technology Publicity Software Pitching 167

Contently - Strategy

SEPTEMBER 10, 2020

Kerel Cooper is not your average SVP of Marketing. In 2018, he and his good friend Erik Requidan started The Minority Report Podcast to create a platform where people of color, women, and LGBTQ individuals in marketing could tell their stories and have candid conversations. Disclosure: LiveIntent is a Contently customer.).

Brand 71

Brand Branding Marketing Facebook 71

Beyond PR

MARCH 6, 2018

Considering the culmination of traditional advertisements (newspaper, TV, radio and billboards) and digital advertisements (banner ads, pop-ups and sponsored posts), how many advertisements a day do you think you’re exposed to? Annoyed and overwhelmed, consumers are fed up with intrusive advertising and sales tactics.

Strategy 67

Strategy How To B2C Content Marketing 67

Beyond PR

MAY 4, 2016

The same can be said for the marketing and PR industries, as we find ourselves challenged by the impact of buyer 2.0. The sales pitch and advertisements ruled the day. Our white paper Understanding How Buyer 2.0 Buyers favor what PR firms and departments can best deliver—informative, story-driven content,” it reads.

Content Marketing 40

Content Marketing Marketing Strategy Resources 40

Marketwired

APRIL 21, 2016

When you think of content marketing today, the traditional way you see it in the marketplace is as a blog post, white paper, video, or some other piece of easily sharable digital content that can help you make your purchasing decisions. Hamburger Helper didn’t really advertise or force the mixtape on people.

Viral 100

Viral Guidelines Social Media Groups 100

Cision

SEPTEMBER 15, 2015

“Contrary to everything you are taught as marketers, don’t tell the story. Click here for a free white paper filled with Periscope and Meerkat best practices! People share content either when they are angry/afriad or when they are happy/ amazed – Stephen Voltz #INBOUND15 pic.twitter.com/7NBccNWxPQ.

Viral 120

Viral Video YouTube Examples 120

MaccaPR

DECEMBER 10, 2014

If the world of SEO, inbound marketing, optimized content and landing pages thrills you as a marketer, then the following interview with Clint Danks is going to be your cup of Lipton. How did the ThinkSEM agency come to focus on search engine marketing and landing pages? Well, I was sorely mistaken.

SEO 98

SEO Interviews Blogging Engineering 98

Beyond PR

NOVEMBER 8, 2016

This has marketers scrambling to address the biggest communications question of the day: How trusted is our brand? Word of mouth and third-party mentions are seeing a revolution in the marketing space like never before. ET to: Uncover how earned media is the next revolution for effective word of mouth marketing.

Media 40

Media Consumer Analytics LinkedIn 40

Cision

APRIL 24, 2015

The term “content marketing” casts a wide net when it comes to ways to promote and publicize a brand or organization. It can include social media, tip sheets, and emails, as well as paid promotions like native advertising and promoted posts on social platforms. Want to stand out with content?

Community 120

Community Mobile Blogging Publicity 120

Cision

SEPTEMBER 23, 2015

This post will review a number of tangible opportunities to measure PR beyond traditional media impressions and advertising equivalencies (AVEs) with the goal of empowering you to feel confident and creative the next time you’re asked about measurement. Learn how with Cision’s free white paper!

Measurement 120

Measurement Comparison Analytics Nonprofit 120

Sword and the Script

JANUARY 3, 2017

He has also been a marketer and accepts an occasional commission for business writing. His experience sitting on both sides of the table, and a conceivably comparable pressure for clicks, has given him a balanced and long-term perspective on business communications and marketing. 2) What hasn’t changed in marketing ? .

Journalism 61

Journalism Content Marketing Creativity Leadership 61

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. This is a good example of integrated marketing.

B2B 67

B2B Measurement Blogging Community 67

Journalistics

SEPTEMBER 10, 2021

Brands have never cared more about content marketing. It is the hot topic for 2013, as brands look to leverage great content to expand their reach, drive more engagement or improve their search engine rankings – to name a few. Before we called it content marketing, we called it marketing communications.

Content Marketing 52

Content Marketing Marketing Analytics Resources 52

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 62

Engineering Content Marketing Marketing Analytics 62

Cision

AUGUST 31, 2015

Despite the advertised novelty of these apps, Meerkat and Periscope are simply the latest iteration of live-streaming video apps. Here’s the blasphemous part of this post: some of the older live-video platforms may be more appropriate for communication professionals and marketers than the most buzzed-about apps.

Video 120

Video Mobile YouTube Enterprise 120

Shift Communications

OCTOBER 20, 2014

If you need an acid test for compelling content, show it to a literate child at bedtime. Offer to read them a white paper or press release, listen to a webinar, show them an infographic. Vice President, Marketing Technology. Advertising Content Marketing Marketing Press Release Public Relations'

Content Marketing 167

Content Marketing Marketing Storytelling B2B 167

Onclusive

MARCH 21, 2018

In December 2009, Forrester defined what it called the three new media options for interactive marketers: “paid, earned and owned.” Earned media had traditionally been the responsibility of public relations, while paid and owned media had been part of the marketing mandate. Was it a function of PR? Its own function?

Storytelling 281

Storytelling Media Infographics Advertising 281

Communications Conversations

MARCH 1, 2016

That is, there’s no chance they will sign up for your white paper, add their name to your enewsletter list, or ask for more info about your product or service? Less is the new more when it comes to social content–largely, due to social advertising trends, which I’ve written about before.

Brand 60

Brand Branding Strategy Media 60

PR 20/20

FEBRUARY 21, 2017

As content marketing continues to evolve, businesses across the globe have adopted it at a rapid pace. So what’s predicted to become of content marketing this year? Forbes ( @Forbes ) describes content marketing as a digital trend that is evolving fast , which means companies must jump on the bandwagon ASAP.

Content Marketing 65

Content Marketing Trends Marketing Mobile 65

Sword and the Script

SEPTEMBER 10, 2020

A survey by Spiceworks Ziff Davis found B2B tech marketing prospects say they consume 11 or more piece of vendor content Pieces of content. There are unpolished phrases the marketing community kicks around to describe the outsized role content marketing has in the sales cycle. Consumption.

B2B 111

B2B Consumer Marketing Survey 111