Cision

DECEMBER 5, 2017

You have two options: Promote through paid media (pay-per-click advertisements & sponsored posts). Nearly 100 percent of B2B buyers want content with more input from industry thought leaders, and white papers fulfill your target audience’s desire. Promote via earned media (media coverage & social mentions).

Infographics 235

Infographics Case Study Content Marketing Video 235

Presspage

JANUARY 23, 2024

Our new campaign is based on a white paper that gives PR and communications professionals a guide to building a digital PR ecosystem. The message will reach professionals in the targeted countries via electronic direct mail (EDM) and multimedia advertising, including videos and carousel ads. Connect with your team.

Software 78

Software Internal International Digital PR 78

ImPRessions - Crenshaw Communications

OCTOBER 20, 2021

B2B buyers looking for the best SaaS solution, for example, will review all collateral and communications, including analyst reviews, online explainer videos, customer reviews, case studies, white papers, etc. Awards wins can be another credible weapon to keep a company’s product or solution in the highest consideration set.

B2B 295

B2B Industry Company Case Study 295

ImPRessions - Crenshaw Communications

JULY 14, 2021

A fundamental impacts of well-conceived PR program is differentiating from the competition; impact that advertising and marketing cannot do with the same potency. The content can nearly always be purposed for multiple PR tactics, from media pitching to white paper and blog content.

B2B 334

B2B Company Case Study Conference 334

Prohibition

OCTOBER 2, 2023

Tom is award winning international B2B specialist, Editor, and Director of Sticky Tactics, a data-driven digital marketing and advertising consultancy focused on real ROI. Advertising, for instance, can provide quick returns but these tend to evaporate once the campaign ends.

B2B 77

B2B Trends Strategy Marketing 77

Sword and the Script

MAY 21, 2024

Top channels include search (13.6%), social advertising (12.2%) and digital display advertising (10.7%). These are usually rolled out with a white paper or manifesto – mapping the introduction of a new technologies. According to the survey: “Digital dominates a growing share of paid media spend, taking 57.1%

Agency 108

Agency Survey B2B Media 108

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

Cision

FEBRUARY 4, 2016

To keep your hub organized, separate your content by type (white papers, blog posts, news releases, etc.), Get our free white paper for a six-step plan! Paid spokes include sponsored posts and native advertising. A blog post, for example, might include a call to action for a related white paper.

B2C 120

B2C Crisis Communications Content Marketing Engineering 120

ImPRessions - Crenshaw Communications

MAY 22, 2018

They’re platforms for idea-sharing, networking, recruiting, and advertising. B2B can leverage trade outlet coverage by repurposing it into owned media, as well as in case studies, white papers, webinars, and pitches to bigger outlets. Trade pubs are a community network. You get the best of both worlds.

Pitching 168

Pitching Real Estate B2B Journalism 168

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. Paid media is any way the brand purchases advertising, marketing, or messaging space, whether it’s in print, online, digital or broadcast.

Media 103

Media Print Advertising Advertising 103

Ishmael's Corner

APRIL 14, 2015

Will Advertising Disappear? This response on revenue generation particularly caught my attention: “The Economist has taken the view that advertising is nice, and we’ll certainly take money where we can get it, but we’re pretty much expecting it to go away. But essentially it’s not straightforward display advertising.

Advertising 60

Advertising Advertising Storytelling Journalism 60

ImPRessions - Crenshaw Communications

JUNE 18, 2019

A compelling piece of branded content like a white paper or op-ed article can get a prospective customer into the purchase funnel, where he is then wooed through drip marketing messages, for example. Or maybe a prospect is already in the system and he comes across a particularly convincing testimonial in a trade publication.

Strategy 220

Strategy Measurement Advertising Advertising 220

Cision

MAY 5, 2015

Advertising value equivalency once was the gold standard in showing the impact of media impressions, but it has since been surpassed by more concrete and accurate metrics. Get our free white paper now! Three in five executives don’t fully understand PR’s role and capabilities. Why then would they invest more in it? Don’t delay!

Measurement 120

Measurement Advertising Advertising Data 120

Cision

OCTOBER 6, 2016

In PR, paid media is social media advertising, sponsored content, and email marketing. Download Cision’s white paper The Earned Media Domino Effect and learn how to coordinate content that drives conversations across channels. What is an Integrated PESO Model? Paid Media. Earned Media.

Media Relations 331

Media Relations Newspapers Measurement Social Media 331

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

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.

Company 88

Company Strategy Publicity Advertising 88

Cision

MAY 19, 2015

This post was inspired by our free “ Outside-The-Box Content Marketing for PR ” white paper. Click here for our free “Outside-The-Box Content Marketing for PR” white paper! Native Advertising. Native advertising is proving to be more effective and less disruptive than traditional ads.

Content Marketing 120

Content Marketing Marketing Apparel Mobile 120

ImPRessions - Crenshaw Communications

SEPTEMBER 13, 2018

A company’s sales and marketing teams should consider PR as a lead-generation tool that can work in tandem with business development and paid advertising. Public relations isn’t just for publicity, awareness, and reputation management. Here are some things to consider when planning your next campaign. PR as a lead generation machine.

SEO 125

SEO Case Study Conference Retail 125

Cision

JUNE 5, 2015

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Advertising value equivalencies (AVEs) and hits aren’t the metrics you want to rely on when measuring PR. ” – John Wanamaker. Could you imagine reporting the same thing about your PR efforts to your boss?

Resources 120

Resources Measurement Advertising Advertising 120

ImPRessions - Crenshaw Communications

APRIL 26, 2016

It is PR’s job to fill the space with “constant content” such as byline articles, lifestyle surveys, white papers and blog posts. PR is least effective at: Substituting for advertising. When they want to achieve third-party, unbiased editorial coverage, (that can’t be bought) they seek PR.

Print 120

Print Advertising Advertising Survey 120

Sword and the Script

APRIL 2, 2024

It grew eventually into a tech-based email list that was free for users with an advertising model. Vocus eliminated the ad model and started to replace Shankman’s ads with white paper and webinar promos. The founding HARO was founded by Peter Shankman in 2008 as a Facebook group for journalists in need of sources.

Reddit 177

Reddit Software B2B Technology 177

Shift Communications

OCTOBER 20, 2014

Offer to read them a white paper or press release, listen to a webinar, show them an infographic. Advertising Content Marketing Marketing Press Release Public Relations' What do they want you to read? Designed by Sarah Muscarella. If you need an acid test for compelling content, show it to a literate child at bedtime.

Content Marketing 167

Content Marketing Marketing Storytelling B2B 167

Shift Communications

JUNE 19, 2017

Marketers, advertisers, and public relations professionals are ill-informed and ill-equipped to manage the largest change in data and privacy in the last 20 years: GDPR. An EU citizen visits a Canadian company’s website and fills out a form for a white paper download. GDPR stands to impact advertising companies most of all.

Publicity 163

Publicity Marketing Privacy Advertising 163

Cision

JUNE 9, 2015

For a while, advertising value equivalency (AVE) was a must-have PR metric. Click here for a free white paper that shows you how! Modern PR practices evolve to adapt to changes happening in the digital world. But now, PR professionals are kicking AVE and other soft metrics to the curb. Want to master PR measurement?

Measurement 120

Measurement Customer Service Data Education 120

Business Wire

FEBRUARY 2, 2018

Increase your budgets with FB Advertising It is no secret that Facebook is a giant advertising network and that this move was designed to not only make users happier, but to increase Facebook’s overall revenues where brands must pay to garner eyeballs on their content. Implementation Tip! Not sure how to start this?

Facebook 178

Facebook Community Advertising Advertising 178

Cision

JULY 14, 2015

The worlds of public relations and advertising have merged to form integrated marketing. The result is advertisements and corporate communication so clever that they lead to earned/free media expanding the circulation for free. Click here for our free content marketing white paper! Case Studies. Join this gym.

Advertising 120

Advertising Advertising Content Marketing Case Study 120

Beyond PR

NOVEMBER 9, 2016

Product collateral, email, social media, demo videos, advertising, press releases and events are all common product marketing tactics. But what about thought leadership content like blog posts and white papers? The call to action in the other two posts focused on a white paper published around the product launch.

Product Launch 85

Product Launch How To Leadership Analytics 85

Sword and the Script

MARCH 24, 2015

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 white paper calls the pageview a “superficial impression of how people behave on the web.” Why Pageviews are a Weak Metric? Average finish.

Content Marketing 60

Content Marketing Measurement Marketing Analytics 60

ImPRessions - Crenshaw Communications

JUNE 7, 2019

As opposed to paying for advertising, PR pros earn media coverage by pitching stories reporters want to write, and readers want to see. In the weeds – Particularly in the world of high-tech PR, it is easy to get trapped deep in the details when writing PR content like a byline, white paper, or a media pitch.

Agency 192

Agency Internal International Pitching 192

ImPRessions - Crenshaw Communications

JUNE 20, 2018

Relatively simple items like white papers, explainer videos, bylined articles, and op-ed pieces can help educate prospects in a less commercial and more credible way than advertising or SEM. Perception lags reality. Maybe you’ve added services or expanded into new areas, but not enough customers realize it.

Education 178

Education B2B Employee Crisis 178

Cision

FEBRUARY 25, 2016

These fall into two categories – paid, which includes promoted social posts and native advertising, and organic, which includes social and email. Create consistent messaging.

Pinterest 120

Pinterest Enterprise Strategy Advertising 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

Cision

APRIL 21, 2015

No advertising, no paid placement beats the simplicity of word-of-mouth marketing (WOMM). As a society, we’ve moved away from letting advertising dictate our desires. Get our free “Build & Evangelize Community With Word-Of-Mouth Marketing” white paper now! Let’s think about that for a moment.

Marketing 120

Marketing How To Employee Advertising 120

ImPRessions - Crenshaw Communications

JUNE 10, 2016

As more brands forego traditional advertising but increase overall PR spend, communications partners need to be integrally involved with brand culture, messaging, sales strategy and the industry landscape. For a real dash of schadenfreude, check out these examples of what not to do. Brand perception audits. Long-form content.

Media Relations 120

Media Relations Agency Media Training Training 120

Cision

JUNE 23, 2015

That goes for press releases as well as social media, advertising, blogging, et cetera. Click here for a free white paper that shows how! Use this list as your guide to what you should expect with press release distribution. Increased Brand Awareness. The more places your brand is mentioned, the more people know about it.

Writing 120

Writing Social Media Tools Advertising 120

Presspage

NOVEMBER 6, 2017

What you should NOT do when describing your PR success in quantitative terms, is use the well-known but highly criticized Advertising Value Equivalencies (AVE). Putting a dollar value on media coverage and using it to compare with advertising costs is problematic for a number of reasons.

Measurement 97

Measurement Comparison Advertising Advertising 97

Sword and the Script

OCTOBER 22, 2019

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. 16% on marketing analytics. “As 66% said newspapers.

Marketing 66

Marketing Survey Study B2B 66