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

MAY 6, 2017

The context in which marketing messages are presented influences audience perception. That’s according to new YouGov survey ( PDF results ) as reported by Ayaz Nanji for MarketingProfs : Are Ads Adjacent to Offensive Content Viewed as Endorsing That Content? Your Marketing Predecessor was Probably a Hot Mess [UML].

Measurement 66

Measurement Marketing Survey Advertising 66

Sword and the Script

JULY 9, 2016

This only serves to feed egos, presents the illusion of influence and advances the covet. 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? 3) Why I’m Killing the Marketing Qualified Lead.

Content Marketing 69

Content Marketing Social Media Marketing Media 69

Sword and the Script

MAY 11, 2019

PR measurement can be a bit like a self-fulfilling prophecy. On one hand, it gets dinged for a lack of measurement. On the other hand, measuring some PR activities, like earned media , is far more challenging than other forms of marketing and communications. Why Content Marketing and Public Relations Need Each Other.

Study 140

Study Media Relations Media Measurement 140

Cision

APRIL 7, 2015

Content marketing is a crucial piece of content strategies. As technology becomes ever-present, content strategies should include video, podcasts, games, comics, events and more. Social media, e-newsletters, articles on owned websites and blogs make up the four most used content marketing tactics.

B2C 120

B2C Content Marketing B2B Mobile 120

Sword and the Script

FEBRUARY 16, 2021

The annual Edelman Trust Barometer found business is trusted more than government, media and NGOs; this presents an opportunity to build trust through content. That’s measured by asking respondents to rate trust on a nine-point scale from “distrust” to “neutral” to “trust.” 57% are neutral about trust in NGOs.

Government 139

Government Survey Ethics Media 139

Waxing UnLyrical

OCTOBER 17, 2019

Unlike online advertising or organic search, where you know what content people clicked and what they did on your site afterward, traffic from PR activities is much harder to identify and track. Google Analytics has an amazing amount of information in it, but often people get overwhelmed by the sheer volume of data it presents.

Measurement 69

Measurement Analytics Google Advertising 69

PR 20/20

OCTOBER 9, 2018

In this spotlight, we’ve featured Cathy McPhillips ( @cmcphillips ), Vice President of Marketing at Content Marketing Institute ( @CMIContent ). I oversee this, and also focus on strategy, paid advertising and event marketing. Because of this, we don’t have that traditional sales/marketing funnel.

Content Marketing 61

Content Marketing Marketing eBook Nonprofit 61

Sword and the Script

DECEMBER 10, 2019

It’s important to point out, while I did try to group some predictions centered on common topics, there’s no order of merit to the presentation. And now on with the marketing and PR predictions for 2020. 1) Marketing embraces sustainability. “The Sean Callahan , Senior Manager, Content Marketing | LinkedIn.

Marketing 101

Marketing Content Marketing Advertising Advertising 101

Cision

DECEMBER 5, 2017

That’s where your content marketing efforts come into to play. On top of crafting compelling content, the most prominent challenge is driving engagement from targeted audiences. According to HubSpot’s 2017 State of Inbound, the top challenge marketing faces is generating more traffic and leads. That’s a lot.

Infographics 235

Infographics Case Study Content Marketing Video 235

Cision

APRIL 25, 2016

This realization can sometimes be problematic for communication professionals and marketers who are overwhelmed by constantly morphing ad choices. What I appreciate about Facebook’s outlook on advertising is that their insight is helpful regardless of the size of your business.

Facebook 120

Facebook Advertising Advertising Measurement 120

5W PR

NOVEMBER 5, 2018

On top of that, an integrated campaign ensures messaging remains consistent across multiple platforms like social media, print media, advertising and internal communications. For PR professionals, integrating marketing and PR requires some additional skills that marketing professionals use every day. Social Media Marketing.

Marketing 68

Marketing Analysis Content Marketing Social Media 68

Cision

MAY 29, 2017

Content discovery, helps people weed out irrelevant and unimportant information. The next question is how can brands, publishers and advertisers benefit from content discovery? How Content Discovery Helps Brands, Publishers and Advertisers. There are high chances that the content gets lost in the deluge.

How To 129

How To Content Marketing Engineering Advertising 129

Sword and the Script

DECEMBER 20, 2022

“Data and the use of data will become the great divide between marketers producing content and content marketing. Those companies that can take data, do a deep dive, and understand what the data tells them will see more success in achieving their goals from content than those who look at simple analytics.

Marketing 190

Marketing Content Marketing Data Social Media 190

Contently - Strategy

SEPTEMBER 27, 2023

In a digital age where audience behaviors shift with each new trend and technological advance, it’s paramount for marketers to introduce their content campaigns directly into the spaces where their target audiences are most engaged. Now, content marketing boundaries are stretching far beyond these traditional confines.

Content Marketing 52

Content Marketing Storytelling Technology Fashion 52

Sword and the Script

JANUARY 3, 2023

The goal of PR is to present an organization or individual in the best possible light, and to build and maintain a positive reputation.”. Both PR and marketing are concerned with promoting an organization or individual, but they go about it in different ways. Marketing is focused on promoting a product or service in order to sell it.

Interviews 100

Interviews Publicity Technology Social Media 100

Cision

MAY 4, 2015

We’re excited to realize the next step in our ongoing mission to innovate the content marketing, social and PR spaces with the release of two new products: the Cision PR Edition and Cision Social Edition. Keep teams informed with regularly scheduled, presentation-ready reports. Content Optimization Insights.

Social Media 120

Social Media Analytics Enterprise Content Marketing 120

Cision

OCTOBER 26, 2016

With that being said, while I can’t give a full recap of every presentation and speech given at this year’s PRSA conference, I can share with you some of my favorite highlights. Building Content that Has Value Beyond Likes, Comments and Clicks. Presenter: Steve Radick, VP, Director of PR, Brunner. Sponsored Content 2.0:

Conference 120

Conference Internal International Data 120

PR 20/20

SEPTEMBER 17, 2019

Marketers will likely gravitate toward tracks including: Advertising and brand experience. Traffic & Conversion Summit 2020 will feature seven tracks including: big ideas, agencies only, digital retailers, digital advertisers, content marketers, conversational marketers and growth hackers. Tech industry.

Conference 97

Conference Marketing Case Study Content Marketing 97

Sword and the Script

APRIL 11, 2020

We have more studies, more data and more experience both in designing and measuring marketing and marketing in a downturn. And that’s the theme for this week’s Unscripted Marketing Links [UML]. Indeed, paid search is the channel for which the largest share (24%) of advertisers are retaining or even increasing budgets.”

Study 94

Study Marketing Survey SEO 94

Cision

APRIL 18, 2017

Then, I’m going to use that as a launching pad for a speech at Content Marketing World. I’ll create a Slideshare of my presentation and upload it. You want to place contributed content that links back to the content you’ve spent the last few months creating and publishing. Your work isn’t done yet.

Exercises 198

Exercises Google Writing Blogging 198

Cision

JANUARY 2, 2018

The authentic content consumers are actually interested in is barely seeing the light of day, meaning she and her company are losing out on the free research and development that comes from customer feedback. Owned media, like content marketing, may be more of a long-term game, but that doesn’t mean the game isn’t worth playing.

Facebook 0

Facebook Marketing Journalism Creativity 0

Sword and the Script

AUGUST 17, 2019

And that’s the theme for this week’s Unscripted Marketing Links (UML). As it is on the occasional Saturday, I pick three links that are worthy of your time, wrap them in a discussion, and present them here for your perusal. Digital marketing spend tallied up at around $629 billion in the US in 2018. What is PR?

Study 61

Study Survey B2B Advertising 61

Sword and the Script

MARCH 1, 2022

Cision adds sponsored content feature to PR Newswire – pitches it as “guaranteed editorial”; Meltwater Beats Earnings; TrueScope Raises $6.2 It’s doing this through a partnership with an adtech company called Nativo, which as the brand name suggests, is a native advertising platform. Million and Eyes the U.S.

Software 121

Software Case Study Advertising Advertising 121

Sword and the Script

OCTOBER 15, 2019

When you do advertise, don’t just rely on one link and single tweet. I have observed there is always a certain volume of suspect likes in response to Facebook ads, the platform sends a lot of self-serving “alerts” and its advertising tool is clunky and slow. You can effectively measure the cost-per-click as compared to other sources.

B2B 79

B2B Facebook Advertising Advertising 79

Sword and the Script

DECEMBER 30, 2017

The measure of “best” in this case is unique page views. 4) B2B Blog Metrics: 4 Effective Categories to Measure Success. This post provides metrics to track, but better yet presents them in a framework you can adapt to meet the needs of your organization. Last year an advertising spot during the Super Bowl cost $5 million.

Blogging 73

Blogging B2B Content Marketing Trade Shows 73

Burrelles Fresh Ideas

SEPTEMBER 19, 2023

A PR team should distinguish which content suits a specific audience, such as video presentations for investors, product demos for journalists, and explainer videos for general audiences. #4. When media outlets, industry blogs, or influencers feature the brand or link to its content, it improves the brand’s domain authority.

Video 109

Video Marketing SEO Social Media 109

Sword and the Script

OCTOBER 22, 2019

16% on marketing analytics. “As As organic reach on social platforms plummets to zero, and confidence in influencer marketing is challenged, paid media presents more pros than cons for CMOs,” according to Gartner analyst Ewan McIntyre. I suggest thinking about distributing existing content elsewhere.

Marketing 66

Marketing Survey Study B2B 66

PR Fuel

MARCH 17, 2020

Most people focus on three main areas when trying to promote their business: advertising, content marketing , and public relations. A Costly Strategy: Advertising. Advertising is probably the most obvious way to bring attention to your business. Advertising uses targeting and persuasion to get its job done.

Publicity 67

Publicity Small Business Advertising Advertising 67

Landis PR

DECEMBER 4, 2023

Content creation is merely experiencing the next wave of its evolution. That means, as content marketers, we must learn how, and when, to effectively leverage AI-assisted content within our marketing strategies.

Marketing 59

Marketing Content Marketing Storytelling B2B 59

Sword and the Script

FEBRUARY 15, 2020

As I’m wont to do on the occasional Saturday, I’ve picked out three, reviewed them carefully and present some of the findings in this roundup series that I call the Unscripted Marketing Links. 43% of respondents said growing brand awareness was their top concern; measurement followed next at a distant 24%. Talk to Us !

Study 78

Study Marketing Brand Branding 78

Sword and the Script

DECEMBER 12, 2017

Eighteen people responded with some solid predictions that I’m very pleased to present. Here we go…20 insightful PR and marketing predictions for 2018 follows below. 6) Finding a content marketing niche. 11) Sales and marketing alignment. Sales is driven and measured by one metric, closed business – revenue.

Marketing 104

Marketing Content Marketing Crisis Management Data 104

Sword and the Script

APRIL 27, 2019

In the last few weeks I’ve stumbled upon a hat trick of studies that can help you do that – and it’s the common denominator for this week’s Unscripted Marketing Links (UML). How do you measure influencer marketing results? Dispelling 6 Myths PR Sometimes has about Content Marketing. Volume of work.

Survey 93

Survey Journalism Study Pitching 93

Sword and the Script

DECEMBER 11, 2018

There’s something in here for every discipline of marketing – be it strategy, PR, content marketing, SEO, digital, social media, customer marketing, and so much more. The list here is presented in alphabetical order by the first name and is not intended to convey any sense of ranking – every entry is important.

Social Media 93

Social Media Marketing Media Creativity 93

Sword and the Script

JUNE 10, 2017

The annual Internet Trends Report by Mary Meeker is itself a prime example of content marketing – and one executed by the venture capital firm Kleiner Perkins. Pay to Play: Why PR and Marketing Should Care About Net Neutrality [UML]. Basic, Advanced and Bridge Building: Boldness in Content Marketing [UML].

Trends 87

Trends Marketing Mobile Web 87

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

Cision

APRIL 18, 2016

E-Commerce/Advertising Improvements – Changes that give businesses opportunities to spend more money on Facebook as an advertising and eCommerce platform. Analytics Improvements – Changes that give communication pros and marketers better information on Facebook interactions and customer segments.

Facebook 0

Facebook Mobile Analytics Advertising 0