Sword and the Script

JANUARY 16, 2018

You cannot run content marketing like a campaign. You can, however, run campaigns inside a content marketing program. Campaigns are how every marketer is trained to think. a webinar with third-party expert, and a tiny pitch at the end. a webinar with third-party expert, and a tiny pitch at the end.

Content Marketing 91

Content Marketing Marketing B2B Engineering 91

Burrelles Fresh Ideas

MARCH 5, 2024

However, media pitching and media relations to secure earned media still dominate the industry. The Public Relations Global Network (PRGN) and member agency Buchanan Public Relations released ‘ The State of Earned Media 2023 ’ report a few months ago. This has made it more challenging to pitch stories successfully.

Media 97

Media Nonprofit Pitching Analytics 97

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. 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. Did you know?

Technology 169

Technology Publicity Software Pitching 169

Sword and the Script

OCTOBER 24, 2017

The biggest challenge in B2B lead generation underscores the biggest challenge in B2B lead generation: it might lead some to overlook the fact lead generation campaigns don’t work in isolation for long. That’s my take on some of the data from the 2018 Chief Marketer B2B lead gen report. 51% say finding leads that convert.

B2B 64

B2B Report Marketing Survey 64

Sword and the Script

DECEMBER 21, 2021

As anyone with even a slightly popular blog knows, ‘guest post pitching’ has gotten out of hand. This year, we’ve seen brands and agencies alike trying – and struggling – to find and hire strong PR pros. My B2B clients are more open to sponsored content. You’ll find my own prognostication at the very bottom.

Marketing 214

Marketing Content Marketing Social Media Employee 214

Sword and the Script

SEPTEMBER 27, 2016

As the then director of communications for a B2B software business, my little budget was under constant pressure – and I had a hard time reconciling that cost with the value. Hiring a Solo PR Firm for B2B. The next agency we hired was a solo PR firm specializing in B2B – a one-person shop. 2) Agility of a Small PR Agency.

B2B 60

B2B Corporate Agency Creativity 60

ImPRessions - Crenshaw Communications

AUGUST 26, 2019

Any public relations agency today needs nearly instant resources — from details on media preferences to data that informs our pitches and programs. There’s only so much time to spend on routine work like monitoring and measuring, yet these tasks are extremely important to any ongoing PR agency-client relationship.

Pitching 136

Pitching Tools Agency Resources 136

Sword and the Script

MARCH 28, 2017

You’ve spent weeks or months pitching a key reporter. However, for many B2B marketing organizations, obtaining publicly referenceable customers willing to speak to the press is an insurmountable challenge. Sometimes this is also self-inflicted: B2B sales with an account management model adds a layer of complexity.

B2B 60

B2B Blogging How To Media 60

Beyond PR

APRIL 26, 2018

To build a productive relationship with an influencer you first have to cut through the clutter so that your pitch is heard. In addition, as a proprietor of Convince and Convert, we’ve got a large digital marketing education and advice company, I know a lot about good and bad influencer pitches. Do you work for the agency?

Pitching 69

Pitching How To Skype Video 69

Sword and the Script

NOVEMBER 20, 2018

Creating good content is just half the content marketing equation. The other half is content distribution. First, for many marketers, so much effort is poured into the creation that distribution becomes an afterthought. Read more: How To Promote Your Blog With 107 Content Promotion Tactics.

Content Marketing 110

Content Marketing Pitching Social Media Internal 110

Deirdre Breakenridge

APRIL 10, 2017

There’s nothing like a grueling weekend spent unsuccessfully following up on pitches for coverage of a client’s innovative, disruptive, and ground-breaking new technology release to make you start daydreaming of starting your own firm. Others of us knock contributed content out of the park or have a deep network of B2B broadcast contacts.

Travel 281

Travel Technology Conference LinkedIn 281

ImPRessions - Crenshaw Communications

AUGUST 24, 2018

It’s rare for a program, particularly a B2B PR plan, to simply target potential customers. To determine which marketing assets could become useful for the PR plan, see this earlier post on how PR and content marketing work together. The themes will guide pitch angles, content development, and thought leadership strategy.

Writing 136

Writing How To Pitching Privacy 136

Sword and the Script

SEPTEMBER 8, 2020

B2B thought leadership drives perceptions, trust and sales A survey of 3,000+ business executives by Edelman and LinkedIn connected B2B thought leadership to trust and sales. More: The 3 Characteristics of Effective Thought Leadership in B2B Marketing 3. Content marketing and media relations need each other.

Survey 95

Survey Industry Leadership Study 95

Sword and the Script

AUGUST 14, 2018

It’s also a key reason why blogging and content marketing has become an important tool in the media relations toolkit. Also, see these related posts: How to Generate Media Referenceable B2B Customers with a Blog. 10 Fundamentals for Successful B2B Media Interviews. A good place to start is with your own content.

Survey 102

Survey Report Media B2B 102

Landis PR

JUNE 27, 2022

My career started 35 years ago at a PR agency that specialized in the luxury lifestyle sector. And now I’m happily back at an agency, working with environmental and healthcare clients. While I absolutely love working with journalists to develop and shape a story, I really ( really ) hate pitching. Can you believe it?

Healthcare 52

Healthcare Exercises Pitching Sports 52

Sword and the Script

SEPTEMBER 5, 2017

For example, I was recently perusing a corporate B2B technology blog about an awards program a vendor had established. Whether your job is to writing advertisements, pitching reporters, or creating good content, make your customer the hero. Can your agency bring big ideas and execute? Give our services a try. Talk to Us!

Brand 70

Brand Branding B2B Exercises 70

Sword and the Script

JANUARY 27, 2015

It’s one thing to pitch an eBook, but it’s a well-executed marketing initiative to exemplify the very concepts described in the eBook during the process of pitching it. Valuing Content Changes the Context. Click here for screen shot of the clever content marketing details ). Content Marketing *is* PR.

Pitching 60

Pitching eBook Advertising Advertising 60

Sword and the Script

MARCH 27, 2018

As it’s noted in the analysis around the full report , “While publishers have made gains with paid digital subscriptions, content studios and native advertising, the last decade has been widely one marked with cuts to editorial staff.”. Most of my experience in media relations comes from a B2B technology perspective. The alternative?

Media Relations 75

Media Relations Media Trade Shows Journalism 75

Sword and the Script

OCTOBER 8, 2016

It’s the fourth point that stands out in my mind because the email marketing industry is riddled with lessons for PR. For example, I’d venture MailChimp , a vendor based in my adopted hometown of Atlanta, used email to pitch the New York Times on this feature: MailChimp and the Un-Silicon Valley Way to Make It as a Start-Up.

Marketing 114

Marketing Pitching Survey Study 114

Sword and the Script

JULY 10, 2018

A while back a reporter I had been pitching threw me what I thought was an unexpected softball. How to Generate Media Referenceable B2B Customers with a Blog. Media Relations Ends; Content Marketing Begins. This content marketing stuff isn’t just word games and semantics. I sent it off and waited patiently.

Media Relations 74

Media Relations Media Content Marketing Corporate 74

Sword and the Script

NOVEMBER 26, 2016

In an age of ad blocking, brands have to transition away from solely sponsoring or being associated with the content their customers or prospects want or need. Instead, brands have to also produce the desired content. 1) The Parallel between Product Placement and Content Marketing. It’s well worth a read as well.

Brand 60

Brand Branding Content Marketing Film 60

Sword and the Script

JANUARY 3, 2023

Public affairs: This involves working with government officials and agencies to shape public policy and advocate on behalf of an organization.”. If anything, AI tool that writes will make creative writing more important, because when everyone has the same tools to write content, it will all sound the same.

Interviews 99

Interviews Publicity Technology Social Media 99

Sword and the Script

OCTOBER 22, 2019

16% on marketing analytics. The full report shows some nuance between agency and in-house respondents (graphic and summary by Marketing Charts here and here ). 3 Recommendations for B2B Marketing Budgets. I suggest thinking about distributing existing content elsewhere. 66% said newspapers.

Marketing 65

Marketing Survey Study B2B 65

Sword and the Script

NOVEMBER 11, 2017

Indeed, the pendulum seems to have swung that way according to survey data reviewed by Marketing Charts: B2B Marketers Shift Priorities From Generating Leads to Converting Them. It later added: “…as B2B marketers prioritize conversions over demand generation, more this year use customers and deals as their primary metric.”.

Study 64

Study Marketing B2B Apparel 64

Sword and the Script

NOVEMBER 18, 2017

We see infographics in content marketing survey results as well. The data puts infographics in the top five types of content created by B2B marketing shops. When marketers start mashing several data sets together in this fashion, it’s not only junk data, but could very well be misleading information.

Infographics 68

Infographics Data Case Study Content Marketing 68

Sword and the Script

APRIL 11, 2017

A pitch is certainly a staple way of getting the word out, but email inboxes are crowded. This is because good content earns your company a spot in the search index, which studies show reporters check for sources. How to Generate Media Referenceable B2B Customers with a Blog. 2) Email still the preferred pitching channel.

Report 71

Report Media Survey Pitching 71

Sword and the Script

AUGUST 15, 2017

I was pitching a story that involved a product that competed with a product his corporate stakeholders commercialized. Don’t miss these related posts: The Shocking Beef about Feeding the Content Monster. The Future of Marketing Looks More like Public Relations. Why Content Marketing and Public Relations Need Each Other.

Journalism 64

Journalism Brand Branding Advertising 64

Norton's Notes

SEPTEMBER 3, 2015

This week I have been talking to Heather Baker the editor of the award-winning B2B PR Blog and founder of B2B PR consultancy TopLine Comms. Content marketing (including PR) that impacts the bottom line (for B2B companies). Get your agency or team to commit to delivering against them. Toe dipping.

Interviews 28

Interviews B2B Blogging Real Estate 28

Sword and the Script

DECEMBER 26, 2023

This year, we saw in-house teams get downsized and agency budgets get reduced. Marketing investment was redirected towards demand generation (content marketing, paid media) as startups looked for deal flow. Something similar has happened in B2B marketing over the last 20 years. Audiences know the difference.

Writing 192

Writing Communications Marketing B2B 192

The Resolution Blog

JANUARY 8, 2018

What if what we know in marketing is holding us back? When I left comms agency work for PR technology I felt I had to unlearn many of the techniques I’d built up over 13 years. Why Owned Media is Key to an Effective PR Plan We know that content is important in PR now but can we explain why? It’s free, why not give it a go now?

Tools 136

Tools Publicity SEO Measurement 136

Sword and the Script

OCTOBER 23, 2018

B2B organizations that find content marketing effective are committed to these programs. These organizations have a content marketing plan in writing. Those are among the top-level findings from an annual survey of content marketers by the Content Marketing Institute and Marketing Profs.

Content Marketing 107

Content Marketing B2B Study Marketing 107

Sword and the Script

APRIL 10, 2018

In turn, I put together a pitch with a link and reached out to reporters I thought would be interested. Why Content Marketing and Public Relations Need Each Other. In today’s prove-everything-in-marketing-has-value-before-you-do-it , this is sheer insanity. Need a PR agency that can both bring ideas and execute on them?

Engineering 71

Engineering Content Marketing Analysis B2B 71

Beyond PR

JUNE 14, 2018

Although leading a PR agency as CEO will always have its fair share of surprises, a member of his team came back from a meeting with a client a few years ago with some particularly ominous feedback. Tisch agrees, describing Argyle’s approach as one of “narrowcasting” and tailoring a pitch. Argyle didn’t just change its name, of course.

Pitching 45

Pitching Content Marketing Ethics Course 45

Sword and the Script

DECEMBER 28, 2022

Communicators found their influence grew with executives, even as the functions they performed evolved in 2022; PR and marketing alike battled to win trust amid clutter, noise and skepticism. Every year I read and write about dozens of reports on B2B marketing and PR. Trusted sources of B2B information.

B2B 116

B2B Marketing Survey Software 116

Sword and the Script

APRIL 22, 2017

Research for PR Pros on B2B Messaging, Pitches and Clickbait [UML]. How to Get the B2B Marketing Persona Right [UML]. 2) Words matter in marketing strategies. Is your agency bringing strategic insights to the table? This means double-checking your work – including emails – for “readability and meaning.”.

Writing 62

Writing B2B Analytics Reputation 62

Sword and the Script

DECEMBER 22, 2020

Content marketing statistics from 2020. Marketing Statistics from 2020. Effective marketers focus on the long term. B2B marketers that outperform peers are more likely to devote 40% or more of their marketing budget to long-term goals, according to a survey of 450 respondents.

Survey 176

Survey Marketing B2B Study 176

Sword and the Script

FEBRUARY 11, 2017

Graphic used with permission from The Marketing Companion, a podcast with a co-host employed by Edison Research; see link nearby. 1) Marketing Audibles for Audio Search. Audio in marketing doesn’t just mean podcasts writes David Kirkpatrick for Marketing Dive – The call for audio content marketing gets louder.

Tools 60

Tools Pinterest Marketing Media 60