Sword and the Script

OCTOBER 3, 2017

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.

Content Marketing 64

Content Marketing B2B Survey Analysis 64

Waxing UnLyrical

NOVEMBER 30, 2018

Did you know that 47% of B2B marketers and 34% of B2C marketers don’t measure content marketing ROI? And one of the main reasons is that they find it difficult to measure. Another reason why marketers don’t measure content marketing ROI is that they simply don’t know how to do it.

Content Marketing 76

Content Marketing Measurement Marketing SEO 76

Contently - Strategy

FEBRUARY 18, 2020

When we talk about content marketing ROI, we often ignore one of the biggest opportunities in front of us: sales enablement. As I wrote about in this Ask a Content Strategist column , content marketers have a tendency to stop thinking about ROI after lead generation. The Hidden ROI of Content Marketing Platforms.

Content Marketing 117

Content Marketing Case Study Marketing B2B 117

Polaris

DECEMBER 9, 2014

The Content Marketing Institute (CMI) and MarketingProfs recently released their latest joint study on the use of content in the marketing mix: B2C Content Marketing, 2015 Benchmarks, Budgets and Trends—North America. Email marketing clearly deserves to be near the top of the list. I certainly was.

B2C 194

B2C Content Marketing Study Trends 194

Sword and the Script

SEPTEMBER 28, 2022

B2B marketing should take a little slice of the display ad budget and invest in media relations, genuine content marketing (not marketing content) and paid distribution of related assets from both . Numbers like these from eMarketer make my head explode: “US B2B display ad spending on LinkedIn will total $3.01

B2B 88

B2B Marketing LinkedIn Content Marketing 88

5W PR

MARCH 2, 2020

Marketers who are successful in connecting with their target audiences would also attest to that, but is it happening? Content Marketing Institute recently weighed in on the matter by sharing results of its research of folks who work at B2B and B2C companies. Content Marketing. Why the contrast?

Content Marketing 97

Content Marketing Marketing B2C Exercises 97

Stephen Waddington

FEBRUARY 24, 2020

Brand journalism is seldom done well by B2B organisations. Gay Flashman suggests that B2B organisations should become publishers to engage with customers and prospects. Her new book Powerful B2B Content was published earlier this month by Kogan Page. Gay Flashman has answers in her new book.

B2B 88

B2B Journalism Case Study Storytelling 88

Sword and the Script

APRIL 20, 2021

True thought leadership is hard to achieve, not because it’s hard, but because some in B2B just can’t get out of their own way. She works for a B2B tech company that “doesn’t believe marketing” but she knows they need it desperately. A blog with B2B sales attribution. The results were clear and measurable.

B2B 105

B2B Leadership Marketing Blogging 105

Sword and the Script

FEBRUARY 2, 2022

In any case, both of these were “audience buys” and proved to be savvy PR, content marketing and SEO moves. First, B2B companies spend roughly $150 for every email they collect. Most of these come from registering for one-off gated content like white papers and webinars – these assets are expensive to create and promote.

SEO 130

SEO Content Marketing Marketing Software 130

Sword and the Script

JUNE 13, 2017

The recent commentary on content marketing by Gartner Research may have given B2B tech marketers motivation to reconsider the concept. Every B2B tech marketer is familiar with the analyst firm because of the implication the four corners of one certain magical graphical quad chart can have on a short list of vendors.

Content Marketing 77

Content Marketing Marketing B2B Analytics 77

Critical Mention

APRIL 5, 2019

Without great content, you lessen your chance of generating leads and conversions. Simply put, content marketing is an effective way to generate and nurture leads, as well as keep your brand relevant in today’s digital world. What is content marketing? Choose your content distribution channels.

Content Marketing 75

Content Marketing Marketing Crisis Communications SEO 75

Deirdre Breakenridge

FEBRUARY 23, 2015

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? Focus on the content. Play to their ego.

Content Marketing 150

Content Marketing Marketing How To Leadership 150

Contently - Strategy

OCTOBER 18, 2022

Content marketers often have difficulty getting executive buy-in for customer research. Not all companies have heavy pennies for product marketing—meaning content marketers are expected to do the humungous task of audience research on their own, along with their other responsibilities. Lack of buy-in.

B2B 94

B2B Company Survey Enterprise 94

Flack's Revenge

NOVEMBER 29, 2017

Then, I met Mark Traphagen , who participated in my panel on branding and thought leadership at the Social Tools Summit in October (where he won a Social Guru award). On the face of it, the idea of using video for B2B marketing in 2017 might not seem that groundbreaking. He agreed; see the Q and A below.

Video 153

Video B2B Film Marketing 153

ImPRessions - Crenshaw Communications

MARCH 11, 2021

That starts with planning earned and branded content around the schedules of target publications, as well as key dates, milestone events, and industry happenings. Though they’re typically created for advertising purposes, edcals give a PR team a topic guide for creation of press releases, blog posts and content marketing.

Pitching 308

Pitching Content Marketing Measurement Social Media 308

Sword and the Script

DECEMBER 20, 2016

Here are my predictions for PR , content marketing and social media ; one each. In 2017, PR professionals will be increasingly viewed as strategic business advisors championing integrated communications across the silos of digital marketing, PR and social media. PR is the Best Kept Secret in Effective Content Marketing.

Content Marketing 60

Content Marketing Social Media Marketing Media 60

5W PR

DECEMBER 19, 2023

In the dynamic world of media and marketing, creating a PR stunt that captures attention and aligns with your brand’s values and marketing goals is a high-wire act of creativity and strategy. When executed successfully, it can skyrocket brand awareness, generate buzz on social media, and even make headlines.

How To 78

How To Ethics Measurement Creativity 78

Sword and the Script

JULY 19, 2016

Marketers are reporting better results stemming from content marketing. That’s according to a recent survey published by Ascend2 titled 2016 State of Content Marketing Survey Summary Report. Click Here to Subscribe to Sword and the Script by Email.

Survey 60

Survey Content Marketing Marketing B2B 60

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

The Proactive Report

SEPTEMBER 10, 2014

This new report shows relative 2014 media coverage for ten top business-to-business (B2B) tech brands – Amazon, Cisco, Dell, EMC, Google, HP, IBM, Intel, Microsoft, and Oracle. One click on the top line report drills down to share of voice for each brand in each of the top five B2B tech topics. com/technovision.

Report 133

Report Big Data Brand Branding 133

Contently - Strategy

JANUARY 24, 2022

Both personal and professional resolutions have one thing in common: in order to stand a chance at success, they need to include measurable goals and a plan-of-action. In the digital era, more and more companies are relying on data analytics software for their content analytics.

Case Study 80

Case Study Study Brand Branding 80

Sword and the Script

NOVEMBER 22, 2016

If you’re not using Facebook ads because you don’t think they work in B2B marketing , then you are among thin ranks. Several surveys reviewed by eMarketer suggest social media advertising continues to advance – and Facebook is often voted the most effective paid platform – even for B2B. req.) – by Regalix found.

B2B 60

B2B Facebook Marketing Social Media 60

Cision

OCTOBER 4, 2017

This post, however, is aimed to put visual content on the pedestal. As you look through an interrogative lens — analyzing brands, consumers and the media’s relationship with multimedia, it’s easy to see that visual content is the engine that steers the narrative. Visual Content Impacts Your Performance.

How To 282

How To Storytelling B2C Measurement 282

Sword and the Script

DECEMBER 21, 2021

This means PR pros will need to figure out how to have their clients mentioned in these outlets and learn how to measure their success.”. Now more than ever, brands are understanding the importance of building trust and being transparent with their audiences, not to mention the value of clear communication. PR grows more in demand.

Marketing 214

Marketing Content Marketing Social Media Employee 214

Sword and the Script

MAY 6, 2017

That’s according to new YouGov survey ( PDF results ) as reported by Ayaz Nanji for MarketingProfs : Are Ads Adjacent to Offensive Content Viewed as Endorsing That Content? Your Marketing Predecessor was Probably a Hot Mess [UML]. PR, Social Media and the Imperative of Content Marketing [UML].

Measurement 66

Measurement Marketing Survey Advertising 66

Burrelles Fresh Ideas

MARCH 5, 2024

A 2023 Edelman study found that the responsibilities of corporate communications teams are increasing in less traditional areas like digital and social media (72%), monitoring, measurement & analytics (68%), social listening (67%), and audience insights (31%). Find out how we simplify monitoring and measurement for brands and agencies.

Media 97

Media Nonprofit Pitching Analytics 97

Cision

APRIL 7, 2015

Content marketing is a crucial piece of content strategies. As technology becomes ever-present, content strategies should include video, podcasts, games, comics, events and more. Social media, e-newsletters, articles on owned websites and blogs make up the four most used content marketing tactics.

B2C 120

B2C Content Marketing B2B Mobile 120

Sword and the Script

FEBRUARY 16, 2021

That’s measured by asking respondents to rate trust on a nine-point scale from “distrust” to “neutral” to “trust.” Keep your content marketing separate and distinct. This blog is just a clever cover story for a boutique and savvy marketing and PR consultancy serving B2B tech. emphasis mine ]. Did you know?

Government 136

Government Survey Ethics Media 136

Sword and the Script

MAY 8, 2018

This latest survey polled 362 senior marketers and I’ve culled through the 95-page report to review the data from B2B product segment and the technology vertical, which are the markets I serve. Here are five points I think are relevant for B2B marketing leaders. 1) Marketers anticipate budget growth.

Survey 62

Survey B2B Marketing Mobile 62

Sword and the Script

DECEMBER 4, 2018

The statistics selected can be grouped are heavily weighted along the following topics: Statistics about – or for – the CMO ; Statistics about digital and B2B marketing ; Statistics about PR or media relations ; and. Statistics about content marketing. 2) The marketing budget as a percentage of revenue.

Survey 103

Survey Marketing B2B Content Marketing 103

Prohibition

FEBRUARY 13, 2020

Only 5% of all branded content online content gets 90% of consumer engagements, so standing out from the crowd and ensuring campaigns and convert has never been more important – or more difficult. Without a clear definition of the ultimate aim of your marketing campaign, it’s impossible to be able to measure the results.

Measurement 62

Measurement Marketing SEO B2C 62

Sword and the Script

MAY 11, 2019

PR measurement can be a bit like a self-fulfilling prophecy. On one hand, it gets dinged for a lack of measurement. On the other hand, measuring some PR activities, like earned media , is far more challenging than other forms of marketing and communications. 1) Earned media is sales enablement. a) Results may vary.

Study 138

Study Media Relations Media Measurement 138

The Proactive Report

JULY 23, 2017

A new report from BrightEdge reveals that although marketers at B2C and B2B Fortune 500 brands recognize the AI, voice and hyper-local revolution is here, most are not yet planning to adapt their marketing strategies to these new ideas. IMPROVE YOUR CONTENT STRATEGY. Altimeter ).

Strategy 149

Strategy SEO B2C Engineering 149

ImPRessions - Crenshaw Communications

JULY 6, 2016

Breaking through with quality material will become more difficult as content marketing approaches a saturation point. As PR measurement guru Katie Paine puts it, “The people brands are trying to reach simply will ignore everything most companies spew.”. Thought leadership isn’t just for B2B brands.

SEO 204

SEO Analytics Measurement B2B 204

Prohibition

DECEMBER 30, 2018

Gone are the days of LinkedIn as merely a networking site, it is now a content platform bursting with professionals and brands eager to share their thoughts and insights. But when using LinkedIn for a B2B marketing campaign, where do you start? What are sponsored content ads on LinkedIn?

LinkedIn 67

LinkedIn B2B How To Marketing 67

Sword and the Script

FEBRUARY 15, 2020

1) Improving CX is the best way to distinguish your brand. The top way marketers say they can distinguish their brands this year is by improving the customer experience (CX). That’s according to the State of Branding Report 2020 by Bynder. Content production to grow 25%. “58% 12% said increasing market share.

Study 78

Study Marketing Brand Branding 78

Onclusive

FEBRUARY 9, 2021

A strong PR agency that aligns with and understands your business can be an invaluable strategic adviser and resource for your brand in this endeavor. However, not all brand and PR agency relationships are created equal. That said, not every organization should hire a PR agency.

Agency 195

Agency Strategy Communications How To 195