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. This blog is just a cover story for an incredible marketing and PR agency serving B2B tech. Did you know? Check out our services.].

Technology 169

Technology Publicity Software Pitching 169

Cision

MARCH 17, 2016

Ed James, president/PR at Anthemic Agency, stresses the importance of understanding a brand’s needs to create a successful PR strategy. In this interview, he discusses what the agency has planned for its newest client Haufe, how he measures success and why employees are key to improving a brand’s communication.

Employee 120

Employee Agency Meeting Strategy 120

Cision

NOVEMBER 11, 2016

Having to switch gears so often was a great prelude to broader agency work where we work on various clients from 3D printing to beer. Crenshaw Communications recently was named as the agency to represent Wearsafe labs. In the near future, I do see an increase in measurement, metrics, and quantifying value.

Communications 253

Communications Data Local Survey 253

Deirdre Breakenridge

FEBRUARY 23, 2015

If you don’t have a plan for measuring and proving the value of your efforts, and growing that value over time, your pitch is dead on arrival. Jason founded the agency in 2012 to help organizations propel themselves forward using the entire spectrum of public relations. Focus on the content. Set the agenda. We’d love to hear from you….

Content Marketing 150

Content Marketing Marketing How To Leadership 150

Sword and the Script

OCTOBER 22, 2019

The full report shows some nuance between agency and in-house respondents (graphic and summary by Marketing Charts here and here ). 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. 66% said newspapers.

Marketing 65

Marketing Survey Study B2B 65

Waxing UnLyrical

MARCH 11, 2015

“If you can’t measure it, you can’t manage it.” Odds are that you’ve heard someone say that PR can’t be quantified, or social media ROI can’t be measured, or that a media impression or social post generated an advertising value equivalent (AVE) of hundreds of thousands (or millions) of dollars.

Measurement 40

Measurement How To Analytics Customer Service 40

Shift Communications

MARCH 17, 2015

In my last post , I covered what for me was a particularly egregious misuse of marketing technology, when a bot promoted a white paper with “Fear and Loathing” in the title on the 10 th anniversary of the suicide of Hunter S. And yep, I do think it’s possible to resonate if it’s just white paper you’re peddling.

Data-Driven PR 60

Data-Driven PR Data Technology Print 60

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. How can all of this be measured and analyzed? Owned content. SHIFT has the solution: SCALE. Don’t just hope for success, calculate it! Roman Greco.

Data 92

Data SEO Guidelines Advertising 92

Sword and the Script

MAY 7, 2019

So, all things considered, DA is a pretty good measure of quality, in my experience. Visitors traveling to your site through a referral link is a measurable behavioral change and an outcome. Do they download an asset, like a white paper? Need a PR agency partner with digital savvy? Do they subscribe? Talk to Us !

Google 134

Google Banking Engineering Web 134

Sword and the Script

NOVEMBER 18, 2017

This trails traditional stables including case studies, videos and white papers. Typically, this is better used in newsletters, white papers and eBooks. It’s not a perfect measure, but it’s a solid educated guess. Can your agency bring big ideas and execute? But Those Troubled Infographics. Talk to Us !

Infographics 68

Infographics Data Case Study Content Marketing 68

Communications Conversations

OCTOBER 13, 2014

Consultants, agencies, thought leaders, bloggers. Figure out what content you have within your organization that you’re NOT using (white papers, employee profiles on the intranet, etc.). From there, we talked about the following steps: * How to resource your content (in-house vs. agency vs. solo consultant vs. robots). *

Strategy 120

Strategy How To Guidelines Advertising 120

Waxing UnLyrical

MAY 15, 2018

If they’re not currently engaged with an agency, most communicators have either had an agency relationship in their past or can look forward to having one in the future. When it comes to hiring an outside agency, 54% said they brought an agency on board when they needed an extra set of hands. The Latest & Greatest.

Survey 74

Survey Industry Communications Corporate 74

Sword and the Script

APRIL 29, 2017

Marketing Charts , whose graphic is presented nearby, noted in an analysis of the survey that other studies also typically find these channels are among the most difficult to measure. Similarly, an often overlooked but simple way to start measuring content results is to systematically ask, “How did you hear about us?”.

Marketing 68

Marketing Measurement Content Marketing Survey 68

ReimaginePR

MAY 16, 2016

If you can measure it, you can manage it.”. That’s when I knew I had to start measuring metrics. According to this great article in Forbes , “Measuring something gives you the information you need in order to make sure you actually achieve what you set out to do.”. White paper or ebook downloads. Click Here. “If

Analytics 136

Analytics eBook Measurement Google 136

Cision

MAY 20, 2015

Recently, PR News Group’s Matthew Schwartz spoke on our webinar “ Film School: How to Use Video for PR ,” which discussed best practices for everything from creation and distribution to platform customization and measurement. Click here for our free “Outside-The-Box Content Marketing for PR” white paper!

Video 120

Video YouTube Content Marketing Film 120

Shift Communications

FEBRUARY 3, 2015

As communications becomes more digital, more quantified, and more data-driven, the pressure is on for pros to be as comfortable with data collection, metrics and measurement as they are at writing and creativity. Her team receives the data and then releases a study or white paper detailing any notable trends in her client’s industry.

Data-Driven PR 60

Data-Driven PR Data Software Analysis 60

Sword and the Script

JULY 9, 2016

Perhaps time-on-page is a better digital analytical measure than the volume of sessions or visitors. Perhaps there’s a better way to nurture or otherwise engage the chap who registered to downloaded a white paper than three ( and often more) touches by sales within 24 hours. Sure we have more content, but it’s it resonating?

Content Marketing 69

Content Marketing Social Media Marketing Media 69

Sword and the Script

JUNE 13, 2017

B2B Blog Metrics: 4 Effective Categories to Measure Success. Can your agency bring big ideas – and execute them? How Long Should a Blog Post Be? [A A Data-Driven Answer for B2B]. Stage 3: Bargaining. Give our services a try. Talk to Us!

Content Marketing 78

Content Marketing Marketing B2B Analytics 78

Sword and the Script

OCTOBER 24, 2017

These are the metrics B2B lead gen measure. Here are the lead generation metrics the survey says B2B marketers are measuring: 52% say cost of conversion. A PPC campaign might get you an email address but it takes a whole bunch of touches in between – blogs, emails, webinars, white papers, PR, sales calls – to close the deal.

B2B 64

B2B Report Marketing Survey 64

Sword and the Script

FEBRUARY 18, 2017

It also merits pointing out, these are early measurements; perhaps the results improve with time. B2B Blog Metrics: 4 Effective Categories to Measure Success. Second, aim to nurture rather than make a hard sell; in B2B marketing that means pitching quality content, like reports, white papers and webinars. Talk to Us!

B2B 67

B2B Marketing Advertising Advertising 67

Beyond PR

APRIL 20, 2016

As Melissa Toso writes in How to Prove Your PR’s ROI with the Right Reporting , “Members of the C-suite, agency clients and other stakeholders all want to know whether the money, time and energy that went into a campaign changed consumer behavior and, more importantly, generated profit.”. Representation of Brand Message. “On

Report 40

Report Media Television Radio 40

Beyond PR

AUGUST 10, 2016

View our White Paper!) The agency used a multimedia news release to house and promote their client’s press kit and product visuals. The views and downloads that each asset earned helped the agency determine which resources appealed to Pivotal’s target audience. Preorder now! Don’t overlook sales opportunities.

Company 40

Company Case Study How To Product Launch 40

Beyond PR

AUGUST 2, 2016

In the case of a press release handled by a public relations, marketing or investor relations agency on a company’s behalf, the source will be the firm’s client. Discover how editorial expertise, a strong distribution network, and accurate press release measurement will help your brand reach your target audiences. Not necessarily.

How To 40

How To Brand Branding Guidelines 40

Sword and the Script

NOVEMBER 1, 2016

The answer – and the title for a white paper accompanying the study – Influencer Grudge Match: Lady Gaga versus Bono! – To that end, at the time, Brian Solis offered this working definition: “Influence is the ability to cause desirable and measurable actions and outcomes.”. She’s my daughter and she just turned six. Consistent.

Marketing 60

Marketing Study Survey Content Marketing 60

Sword and the Script

JANUARY 3, 2017

Agencies know it, but they’re pushed to lower costs by CMOs that want to pretend cheaper is always possible and desirable. So, the agencies (as they’ve admitted to me) will blend some percentage of absolute crap sites into their digital target mixes to lower the official budget. And yet, there are problems. In one sense, it’s not new.

Journalism 61

Journalism Content Marketing Creativity Leadership 61

Sword and the Script

DECEMBER 28, 2022

The survey listed 16 possible formats and here’s how the most valuable format stacked up: 43% said research or survey reports; 40% said case studies; 40% said webinars; 37% said B2B media and news; 34% said white papers; and. Why clients hire agencies, consultants and freelancers: an extra pair of hands. PR measurement.

B2B 117

B2B Marketing Survey Software 117

Waxing UnLyrical

NOVEMBER 9, 2016

Take for example the first sentence from this PRWeek article by David Blecken, February 9, 2015 (ya, going on two years old now), where he quotes Lou Hoffman of The Hoffman Agency. ” Today, policing can be found through the organizations that are measuring the paid, earned, shared, and owned results of their public relations efforts.

Storytelling 87

Storytelling Measurement Ethics Web 87

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. Reasons for Hiring or Firing an Outside Agency. Understanding why agencies get fired is just as important as why they get hired. 5) planning and strategy (37%).

Survey 99

Survey Media Relations Corporate Communications 99

5W PR

NOVEMBER 19, 2021

White papers, webinars, infographics, and case studies are also widely used. Measuring ROI of Content Marketing. Meanwhile, when it comes to content marketing, the measurement of return on investment (ROI) is more important than ever. . Measuring and Managing Data Points. Which Data Points to Track.

Content Marketing 148

Content Marketing Marketing Measurement Data 148

Stuart Bruce

SEPTEMBER 14, 2015

The Public Relations Consultants Association (PRCA) has revealed the findings of its Digital PR Report 2015, with insights across the following key areas: In-house budgeting for blogger outreach continues to grow and PR agencies increasingly entrusted with this work. Unfortunately, it’s also where many agencies PR are weak.

Digital PR 60

Digital PR Training Report Social Media 60

Beyond PR

MAY 12, 2016

When working with clients to create engaging content, PR agencies must navigate a number of personal, emotional and habitual obstacles. Inspired storytelling and strong visuals can help today’s agencies start conversations, interest media and hook new customers for their clients. The goal may be clear, but the path treacherous.

Agency 40

Agency Real Estate Film Video 40

Cision

AUGUST 26, 2015

Digital Marketing Agency. Co-CEO of V3 Broadsuite, a marketing agency specialising in the digital space. Skill up your brain w/ Marketing White Belt: Basics of Digital Marketing: [link] pic.twitter.com/4HqL4LZWiS — Christopher Penn (@cspenn) March 13, 2015. Click here for our free live-streaming white paper!

Social Media 120

Social Media Twitter Media Nonprofit 120

Sword and the Script

MARCH 19, 2018

Those were press releases (34%), white papers (35%) and award programs (39%). For any agency – marketing, advertising, PR, creative or otherwise – the message behind the data is pretty clear: clients value results not your awards. Top reasons to hire or fire a PR agency. Additional Findings from the JOTW Survey.

Survey 72

Survey Trends Communications Storytelling 72

PR 20/20

NOVEMBER 29, 2022

>> Related read: Point Pricing: The Story of How We (Finally) Eliminated Hours from Marketing Agency Pricing. Content (ebooks, white papers). Projects have tasks, hours (or a related measure of effort to complete), and goals. Step 4: Build a marketing scorecard. Digital marketing properties (mobile apps, websites).

Marketing 52

Marketing Analytics eBook System 52

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? Volume of work. Are influencers important to PR success?

Survey 92

Survey Journalism Study Pitching 92

Sword and the Script

OCTOBER 31, 2017

Banner ads, embedded demo videos, and white paper CTAs are all appropriate for a sidebar and other white space. Certainly, referral traffic can be measured, but the biggest value is in search. Engine 4: Measure, iterate, and improve over time. Can your agency bring big ideas and execute? Reporting on data.

Engineering 62

Engineering Content Marketing Marketing Analytics 62

MaccaPR

AUGUST 20, 2014

I recently joined our agency’s VP Jean Hill in delivering a workshop on the data-driven science behind social media before more than 50 marketing executives for a Fortune 100 client. But our clients and agency quickly learned that generating followers, likes, video views and downloads was only half the battle.

Social Media 97

Social Media Media YouTube Facebook 97