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. Components to Effectively Measure a B2B Blog.

B2B 67

B2B Measurement Blogging Community 67

Sword and the Script

MARCH 19, 2018

A new survey of primarily corporate communications professionals identified the hottest trends and tactics in PR – and perhaps those that aren’t so hot too. The Data Story on the Hottest PR Trends. While the survey covers a broad range of concerns in PR – the findings on trends and tactics are of a keen personal interest to me.

Survey 72

Survey Trends Communications Storytelling 72

Cision

DECEMBER 12, 2015

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. Do the marketing tools and tactics you use actually keep your brand top of mind? Want proof?

Journalism 120

Journalism Brand Branding Writing 120

Shift Communications

AUGUST 25, 2017

From blog posts to white papers, most companies create some form of owned content but not all are utilizing it to its fullest potential – or even know how it performs on its own. Marketers, PR Pros, and Advertisers are in a daily battle to remove opinion from decision making and tactical execution. Owned content. The Solution.

Data 92

Data SEO Guidelines Advertising 92

Sword and the Script

MARCH 10, 2019

It’s a trend that mirrors similar patterns seen broadly in the marketing for the last several years, where CMOs have slashed agencies in favor of in-house teams. If the in-house trend continues to develop in PR, the agencies that will be best positioned to grow are those that execute well or maintain some specialized capabilities.

Survey 99

Survey Media Relations Corporate Communications 99

Sword and the Script

OCTOBER 22, 2019

Budget Trends by Kantar Media. I suspect, given the company Kantar keeps, the survey sample is heavily weighted towards advertisers, but still, the thinking is useful. Often B2B marketers will use these to send white papers and pitch webinars but again thought leadership content is a good option here. 66% said newspapers.

Marketing 66

Marketing Survey Study B2B 66

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. Podcasts are increasingly part of that trend. It was an interesting job, particularly from a B2B tech PR perspective. Podcast monitoring.

Technology 170

Technology Publicity Software Pitching 170

Cision

NOVEMBER 30, 2015

Black Friday 2015 has come and gone, and one trend dominated all others: more and more people are purchasing online rather than shopping at brink-and-mortar retailers. This trend isn’t particularly surprising, but it gives the Friday after Thanksgiving a bit of an identity crisis. Get our free white paper!

Social Media 120

Social Media Facebook Print Advertising 120

Cision

NOVEMBER 11, 2016

What trends do you see growing? In the near future, I do see an increase in measurement, metrics, and quantifying value. In the age of data insights nothing will escape the reach of precise measurement tools. How do you envision the future of PR and communication? We feel the nuts and bolts of the industry won’t change.

Communications 253

Communications Data Local Survey 253

Cision

OCTOBER 27, 2016

As I explore in my new white paper Master the Mix: Amplify Your Campaigns Results with Earned Media , consumers are becoming increasingly resistant to advertising and losing confidence in brands which decreases the effectiveness of owned media. How are you measuring your programs?

Marketing 120

Marketing Financial Strategy Analytics 120

Sword and the Script

APRIL 27, 2019

65% of journalists said audience metrics have changed the way they evaluate stories”; additionally, “43% of journalists globally reported their organization’s primary measure of success for their content is readership or viewers.”. How do you measure influencer marketing results? 2% said “personal safety and security issues.”.

Survey 93

Survey Journalism Study Pitching 93

Beyond PR

DECEMBER 5, 2017

You have two options: Promote through paid media (pay-per-click advertisements & sponsored posts). Blogging is no longer an experimental trend that might be a waste of time. Nearly 100 percent of B2B buyers want content with more input from industry thought leaders, and white papers fulfill your target audience’s desire.

Infographics 72

Infographics Case Study Video Survey 72

Sword and the Script

JUNE 9, 2015

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. From micro-trends to the micro-moments that add up to trends, marketing today amounts to a wide variety of small opportunities across a diverse set of unique channels.

Content Marketing 60

Content Marketing Employee Marketing Viral 60

Sword and the Script

OCTOBER 6, 2015

That’s my sense after reading the new B2B Content Marketing 2016 Benchmarks, Budgets and Trends – North America report. In terms of effectiveness, the top five tactics included in-person events (75%), webinars (66%), case studies (65%), white papers (63%) and videos (62%). Content Marketing Goals and Measures.

Content Marketing 60

Content Marketing Survey B2B Marketing 60

Cision

AUGUST 26, 2015

As Cision’s social media manager, I use top 50 and top 100 lists for three purposes: To follow individuals who will help me stay in the loop when new trends and statistics emerge within my industry. Social is branding, but unlike traditional advertising—it’s more human. Click here for our free live-streaming white paper!

Social Media 120

Social Media Twitter Media Nonprofit 120

Shift Communications

MAY 14, 2015

We’re constantly pushing clients and prospects to embrace elements such as Google Analytics, Twitter advertising, measurement beyond pure clicks and the like. Using a variety of tools like Ghostery and BuiltWith, I took a look at the advertising and analytics tools these companies use on their sites.

B2B 60

B2B Marketing Construction Analytics 60

Beyond PR

MARCH 17, 2016

Budget-friendly tip: Social media advertising can be as affordable or expensive as you make it. Content types that can spread your message to new audiences include blog posts, white papers, instructional how-to videos and press releases. Follow her at @prnsmallbiz for tweets about small business marketing trends. .

Marketing 40

Marketing Small Business Web Nonprofit 40

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. Measurement is mutually beneficial,” stresses Alexa. Look for opportunities to collaborate on strategy, content creation, measurement and more.

Content Marketing 40

Content Marketing Marketing Product Launch Analytics 40

Sword and the Script

JANUARY 3, 2017

Like the famous Rolls Royce advertisement: ‘At 60 miles per hour the loudest sound was the ticking of the electric clock.’ I suspect many of the award winners wouldn’t hold up if their effectiveness was tested and measured. 4) What is your assessment of this trend toward content marketing ? “In In one sense, it’s not new.

Journalism 61

Journalism Content Marketing Creativity Leadership 61

Cision

MAY 21, 2015

Learn their approach to strategy, operations, measurement, staffing and more. Jaffe Juice is an industry thought leader and author of Life after the 30-second spot, Joseph Jaffe’s unshackled, uncensored and uninhibited dialogue on the subjects of new marketing, advertising and creativity. 20) Mack Collier. Managing The Gray.

Social Media 120

Social Media Marketing Pinterest Media 120

Beyond PR

AUGUST 4, 2016

Social media makes it easier to uncover customer trends and pain points, competitive intelligence and new business. Be conscious of trending topics in your industry or current events that may impact your tweeting. Instagram only allows links in a post when it’s a paid advertisement. Measurement tools only go back 30 days.

Social Media 40

Social Media Pinterest Media Marketing 40