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Guest Post: How to Sell #Content #Marketing to Your Bosses

PR Expanded

Content marketing as a discipline is still relatively new, and it’s evolving into whatever we professional communicators and marketers say it is. How do you most effectively package your company’s unique value propositions and expertise, and deliver it to the market? But I’ve seen first-hand how content marketing can make a significant impact, especially to B2B organizations. So show them how content feeds the sales and marketing machine.

Survey Analysis: Competition in B2B Content Marketing Heats Up

Sword and the Script

B2B marketing has overwhelmingly adopted the concept of content marketing, according to the 2018 B2B Content Marketing Benchmarks, Budgets & Trends survey. That may mean content marketing is maturing, but that also means competition for an audience will heat up. In fact, 80% of all respondents, and 92% of the most successful content marketers, said their organization is focused on building an audience.

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Interview Series: CMO of UL Discusses How PR & Content Marketing Are Evolving in 2018


. Kathy Seegebrecht is SVP and Chief Marketing Officer for UL (Underwriters Laboratories). She joined UL in 2015 and is responsible for brand and marketing strategy, communications, public relations and crisis management, corporate social responsibility, events, customer experience, digital marketing and social media, as well as the marketing organization at large. Kathy has also worked in a variety of marketing and sales roles at Navistar and BP.

The 4 Engines You Need to Pull Off Content Marketing Successfully

Sword and the Script

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. To build an audience you have to get visitors to your content hub. One of the best examples of this comes from marketing automation vendors.

Content Marketing vs. Marketing Content: Analyst Firm Gartner Weighs In

Sword and the Script

The technology analyst firm Gartner recently weighed in on the difference between “content marketing” and “marketing content.”. Marketing content, according to Gartner, is “All content assets created by marketing teams.”. To borrow a phrase from 1980s-era marketing, content assets are more or less synonymous with the term marketing collateral. If one source doesn’t provide utility in content, another will.

Twilight of Web 2.0: An Era that Changed Marcom Forever [UML]

Sword and the Script

For the most marketers or communicators, this is a simple fact of modern maturity. This is one of the reasons that in some ways, marketing has gotten harder. Marketing today is dynamic and requires curiosity matched with continuous learning. Amazon is chock full of social media marketing books based on an organic effort – an opportunity that’s all but evaporated today. Web 2.0 And that’s the theme for this week’s Unscripted Marketing links [UML]. Web 2.0

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How the pandemic has revealed a need for new comms skills

PR Daily

McKinsey reported : Even before the current crisis, changing technologies and new ways of working were disrupting jobs and the skills employees need to do them. Using content marketing to help promote your business?

Change Agent Spotlight: Content Marketing Institute Leader Gives Inside Look at Model Inbound Approach

PR 20/20

These marketers aren't afraid to take risks to make an impact. In this spotlight, we’ve featured Cathy McPhillips ( @cmcphillips ), Vice President of Marketing at Content Marketing Institute ( @CMIContent ). Q&A with VP of Marketing at CMI.

LinkedIn Pulse: The Next Content Marketing Must-Have?


Not too long ago, you , as a marketer, signed in to LinkedIn to check your messages , catch up on an old colleague, and maybe update your new profile picture. Rebranding to “LinkedIn Pulse” in late 2013 , the app has quickly become a key part of making LinkedIn a content marketing machine. LinkedIn Pulse essentially analyzes what’s being written and aggregates content based on your industry, your connections and what you choose to follow on the network.

How to Research Industry Trends Hassle-Free

Shift Communications

The ability to tap into this knowledge can help inform owned, earned, and paid media of your organization’s PR and marketing efforts. In this post, we’ll explore numerous free tools readily accessible at our fingertips across the world-wide-web. If we are building out a content strategy for owned media, like a company blog, using content that pertains to trending topics is a way to take advantage of the increasing searches on Google. along with post content data.

Everything You Need to Know About the TPP (But Were Too Scared to Ask)


ISPs will be able to take down user-created content and websites — without needing any proof of wrongdoing — and may even have the power to cut users off from their services completely if they disagree with their internet activity. Consumers will have no choice but to comply and stay within the boundaries of the new police state that used to be known as the wide open web. Blog PR Agency Advice Thought Brand Story Content Marketing Strategy Storytelling Techniques

7 reasons why effective PR is more important than ever

PR Daily

Skilled practitioners can seize the moment, with help from technology for metrics and scale. Drastic changes in the media and cultural landscape have altered PR and marketing in recent years. consumers say they are suspicious of news content. Anyone who has managed a content marketing program understands high-quality, “evergreen” content can live for years, pushing up page rank and attracting traffic for a brand or business. Technology helps it scale.

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A Guide To Top Apps For PR Pros

ImPRessions - Crenshaw Communications

In the fast-paced climate of a PR agency, to-do lists are essential. For content marketers, Hubspot or a competitor is a must-have. It’s an effective content marketing platform for any industry but especially for PR people. From email marketing, blog optimization, to social media marketing, Hubspot offers a wide range of features to help content marketers. .

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How DOES Mobile Change The Brandscape?

Shift Communications

In the internet of a decade ago, users experienced brands primarily through web browsers. Content was differentiated purely within the browser and had little ability to leave that medium. Content on a smartphone or tablet is not restricted to the window of a specific app; it is free to take the form of push notifications, in-app displays, and apps themselves. In the PR and marketing space, we hear a lot of talk about how mobile devices change the “brandscape” as we know it.

7 Inspiring TED Talks Every Marketer Should Watch


But if you’re a busy CMO or a director of marketing, it’s important to make time for activities that will help you be better at your job. Amy Lockwood is a former marketer who now works in international development. Although donor agencies provide condoms to the DRC at low or no cost, only 3% of adults actually use them. It seems the agencies missed the mark when it comes to condom marketing. It’s a useful message for marketers everywhere.

What to Look For When Hiring a Performance-Driven Marketing Agency

PR 20/20

Editor's note: The following is an excerpt from The Marketing Performance Blueprint , and was also published on the HubSpot Agency Post. The marketing services industry is in a state of flux. As CMOs navigate the marketing talent gap , they are increasingly seeking performance-driven agency partners that are immersed in marketing technology and staffed with digital-savvy professionals. Marketing agencies often look and sound the same.

Facebook Notes and the Lazappalinari Cocktail: An SEO Test

Shift Communications

Formerly the domain of silly forwards and “25 things you didn’t know about me but will doom my political career if anyone finds out” content, Notes’ reboot appears sharply aimed at sites like Quartz and Medium. Everything from style to layout to font choices shouts the cloning of these other, more popular content sites. As with all things marketing, it depends on your goals. Vice President, Marketing Technology.

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Should you issue press releases to win at Google News?

Shift Communications

The measure may cost news publishers web traffic and risks misleading users, analysts said. This change doesn’t alter what Google thinks of your site; in fact, overdoing it may be counterproductive, because you’re helping to send web searchers to wire service websites rather than your site. Let’s see how you might measure this change’s impact on your marketing communications and see if this change has in any way benefitted you.

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The Old “New Media” and Marketing Tools with Novel Twists [UML]

Sword and the Script

Avid podcast listeners consume an average of five a week – listening for four hours and 10 minutes (chart nearby used with permission by The Marketing Companion ). Not only is this a significant amount of time – but it’s quality time and so marketing has joined the crowd. Podcasts may be the other last mile in marketing , that last little bit of undivided attention, during a commute or a workout. And that’s the theme for this week’s Unscripted Marketing links [UML].

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4 Ways to “Automate” Good Design with Canva

Shift Communications

For marketing and PR professionals, generating images for campaigns or any other needs can be a trying and expensive process. You can also search the web for free images – some photographers and artists make their work free to use. Marketing Coordinator. . The post 4 Ways to “Automate” Good Design with Canva appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.

How to Use Analytics to Build Your 2015 Marketing Plan

Shift Communications

As marketers, PR professionals, and advertisers begin to wind down the year (save for those in retail who are firing on all cylinders right now), one of the top things you’ll focus on in 2014 is reviewing the numbers. How do you use the data to make changes in your business and marketing that are meaningful in 2015? Let’s give you a strategy that’s centered around three questions that are the core of the Marketing DAIS : What happened?

Be more incredible

PR in High Definition

In the last decade, PR professionals have had their job roles extend from media relations masters to social media gurus, to SEO weavers, to paid media data analysts, to content marketing machines ? Being agency side, I can identify with Elastigirl. Read Web Curios by Imperica.

26 Thoughtful Marketing Predictions that Could Actually Happen in 2019 Across PR, Content, Digital, Social Media and Customer Success

Sword and the Script

As I’m wont to do at year’s end, I ask many brilliant marketing and PR types for their take on what might transpire over the next twelve months. This year, more than 20 professionals – real people that do real marketing and PR work every day – responded and with high-quality ideas that I found to be invigorating and thought-provoking. It’s a list worth perusing carefully because there are real gems in here from CMOs, agency leaders and many consummate professionals.

Ad Blockers: A Home Run (Or a Strike Out) For PR, Social and Content Marketing?


The near-collapse of much of US journalism employment and the seeming vulnerability of PR coincided with America’s top marketers who - smitten with digital advertising - diverted billions of dollars from their traditional ad budgets into online. Even today, a Google search on the words “Death of Public Relations” generates 108,000,000 results - including giddy articles titled “The Many Deaths of Public Relations,” “The Death of PR Agencies,” and “Corporate PR Is Dead.”

The Top 25 B2B Marketing Experts You Need to Follow Here.

B2B PR Sense

B2B marketing is constantly evolving, with new innovations and strategies that used correctly can stake your success. Along the social corridors of Twitter and LinkedIn you will find many experts -- including many of the top B2B marketers in the field. Why Follow B2B Marketers on Social Media? These are individuals who have their finger on the pulse of what’s new and hot in the world of B2B marketing strategy. We’ve assembled some of the best minds in modern marketing.

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Top 50 PR, Marketing & Social Media Podcasters to Follow


But why is podcasting important to PR and marketing professionals? Welcome to The #AskGaryVee show, where I answer your questions about marketing, social media, and entrepreneurship. Tools, tips and tactics on everything marketing and social media related. A podcast featuring discussions at the intersection of business, technology & culture hosted by Chris Saad and Brian Solis. SocialZoomFactor is a podcast created for business and marketing leaders.

How PR Tech Will Transform the PESO Model (& Your Life)


originally posted on MarTech advisor A quick glance at the marketing landscape confirms an abundance of technology and choices; in contrast, PR has lagged behind. And the biggest untapped opportunity, PR, is about to be disrupted with the same data-driven mindset as the rest of marketing. There are over 5,000 companies that want to change the way you run your marketing organization, and PR is not immune. Its technology-enabled workflow, certainty and measurement.

News planning, tools and workflow to build an editorial calendar

Stephen Waddington

The calendar is typically a working document managed by the PR team and its agencies and shared with the board or senior leadership team and operational areas of the organisation. The reality of modern media is that news stories are published to the web instantaneously.

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Are You Using These 33 Ways to Promote Your Content That Most Marketers Overlook?


The latest content marketing trend our PR agency is seeing is the move toward less content creation and more content promotion. Having counseled clients, such as GNP Company, The National Theatre for Children (NTC), PeopleNet and RBA, through content marketing campaigns, and developed a few of our own for the Maccabee agency, my team often hears that big sigh of relief after a piece of content is marked "final."

Digital advertisers seek transparency, Facebook fights content ruling, and PR faces a gender trust gap

PR Daily

For President Donald Trump, a miscalculation resulted in his tweet being struck down by Twitter’s content moderators. Go to the tweet this morning, and you will find a note from Twitter saying the copyright holder has asked for the content to be taken down. Here are today’s top stories: Ad group seeks to clean up digital ad market. Now a group of companies—comprising ad tech firms, ad agencies and publishers—is trying to clean things up.

7 Media Statistics from an Annual Survey of Reporters that Gives PR a Glimpse of their Mindset

Sword and the Script

For all those still complaining about search and social, now a decade beyond the advent of the so-called Web 2.0, It’s also a key reason why blogging and content marketing has become an important tool in the media relations toolkit. 6) Technology that will change reporting.

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6 crucial actions to take before releasing content

PR Daily

Are you getting everything you can from your content? A vast majority of marketers— 91 percent —reported this year that their organization does some form of content marketing already. If you’re in the minority that hasn’t yet invested in content, you’re probably either certain that content just doesn’t make sense for your business (you’ll come around), or you’re planning to make the investment soon.

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The Future of Social Media Isn’t Video – this is…

Norton's Notes

When was the last time you came across a marketing campaign without a video element? With the help of Instagram, the first visually focused social network (well apart from Flickr), video content seems to be taking over. According to this article , over 60% of marketers plan to increase their investment in video over the next year. Consumers expect daily, engaging, interactive content that can capture their attention without clicking an article link.

20 of the Coolest Marketing Conferences to Attend in 2020

PR 20/20

Marketing conferences have shaped my top team memories. To share the knowledge wealth, below is my list of the 20 coolest marketing events in 2020 (coming to a venue somewhere in the U.S.). Social Media Marketing World. Discover the best social media marketing techniques from the world’s top experts.”. Social Media Marketing World brings together the top experts from platforms that you’re trying to master. He loves to talk about marketing AI.).

Amid the Rapid Pace of Change, These 5 Fundamentals of PR are Still Essential

Sword and the Script

Almost all of them reported something new – new roles, new responsibilities, new technology, new, new, new. Each occupies a unique position in the market and more importantly, our expectation of the experience we will have in those stores. Earn word-of-mouth with guerrilla marketing.

12 of the Best Marketing Podcasts that Will Up Your Game in 2020

PR 20/20

You guessed it, they’re each an opportunity to become a more educated marketer and professional. ??????. And if you want to absorb marketing news and insight from industry leaders during your commute with a new podcast, we’ve got you covered with 12 of our team’s favorites.

30 jobs in the PR and marketing world

PR Daily

Well-written copy is an important element of successful PR efforts, especially with a continuing emphasis on brand journalism and content marketing. They’re also more likely to secure careers creating content for others. NewsCred bills itself as the world’s leading content marketing platform, and creates content for Pepsi, Pfizer, Dell, Diageo, Spotify and other brands in order to boost brand appeal and capture audience attention.

6 crucial actions to take before releasing content

PR Daily

Are you getting everything you can from your content? A vast majority of marketers— 91 percent —reported this year that their organization does some form of content marketing already. If you're in the minority that hasn't yet invested in content, you’re probably either certain that content just doesn't make sense for your business (you’ll come around), or you’re planning to make the investment soon. A Documented Content Strategy.

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42+ Artificial Intelligence Tools for Marketers

PR 20/20

This post originally appeared on the Marketing Artificial Intelligence Institute's blog. The Marketing AI Institute was created and is powered by PR 20/20. Marketers always have the same question when it comes to artificial intelligence: “How do I get started with AI?”.

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Influence or Popularity? Examining Influencer Marketing

Sword and the Script

Such traditional marketing examples – the influence of young people on consumer sales – demonstrates that influence in the sense of marketing is highly contextual and therefore difficult to universally define. Recently, KPS Digital, a marketing organization in the UK, named me to a list of the Top 100 Influencers in Content Marketing. Impact: The average social engagement per piece of content created by this influencer within this topic.”.