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. I didn’t pitch it. Check out our services.].

B2B 106

B2B Leadership Marketing Blogging 106

Sword and the Script

FEBRUARY 26, 2019

Some time ago I pitched a reporter, who was looking for sources, on social media for a client. The pitch was about a study they had done. The interesting thing is, I had pitched her on that study by email already. Myth 2: Content marketing doesn’t yield credibility. Myth 3: You can’t pitch reporters with content.

Content Marketing 90

Content Marketing Marketing Pitching Survey 90

Cision

NOVEMBER 2, 2015

Last week, I attended MarketingProfs B2B Forum, a place specifically geared to educate business-to-business marketers. I decided to compile five of the best quotes from the forum for some B2B marketing inspiration. Many times we do ‘much of the same’ in our marketing campaigns. Register today!

B2B 120

B2B Marketing Content Marketing Technology 120

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

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. Planning is vital to successful pitching and one essential component is the humble editorial calendar. A successful PR campaign is a strategic one. Align the Team.

Pitching 308

Pitching Content Marketing Measurement Social Media 308

ImPRessions - Crenshaw Communications

NOVEMBER 4, 2020

For anyone who works in public relations, content still reigns supreme. An effective content marketing calendar will complement a PR campaign to help differentiate a brand and generate business growth. But can we say that for sponsored content ? What is sponsored content?

Advertising 334

Advertising Advertising B2B SEO 334

ImPRessions - Crenshaw Communications

OCTOBER 18, 2018

Here are some quick takeaways and observations based on experience with storytelling for B2B brands. New companies naturally want to make the brand story all about them, and a colorful narrative about a bootstrapped business can be a powerful media pitch in a PR campaign. It’s not about you. Tell, don’t sell.

Brand 173

Brand Branding Storytelling Video 173

Sword and the Script

DECEMBER 21, 2021

As anyone with even a slightly popular blog knows, ‘guest post pitching’ has gotten out of hand. 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. My B2B clients are more open to sponsored content.

Marketing 215

Marketing Content Marketing Social Media Employee 215

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

SEPTEMBER 5, 2017

This is instructive for one big reason: the brand isn’t the hero, the little boy (or perhaps arguably his father) is the hero. Too many brands miss this important point. For example, I was recently perusing a corporate B2B technology blog about an awards program a vendor had established. Give our services a try. Talk to Us!

Brand 72

Brand Branding B2B Exercises 72

Burrelles Fresh Ideas

MARCH 5, 2024

However, media pitching and media relations to secure earned media still dominate the industry. Earned media refers to attention and exposure that a brand receives organically, without direct payment or control over the content. Earned media is a PR tool for reaching additional audiences and building brand awareness.

Media 98

Media Nonprofit Pitching Analytics 98

Beyond PR

APRIL 26, 2018

Influencer marketing is an easy way to amplify your brand, right? To build a productive relationship with an influencer you first have to cut through the clutter so that your pitch is heard. To build a productive relationship with an influencer you first have to cut through the clutter so that your pitch is heard.

Pitching 69

Pitching How To Skype Video 69

Sword and the Script

MAY 16, 2020

2) Volume of PR pitches received. 48% of journalists responding to this survey said they get between 1-5 pitches a day; 18% get between 5-10; 12% get upwards of 10-20; and 13% get 20 plus pitches a day. 3) Best medium for PR pitches. 4) How long should pitches be? 2) Volume of PR pitches received.

Survey 170

Survey Media Relations Pitching Media 170

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

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

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.

Brand 60

Brand Branding Content Marketing Film 60

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. Questionable Advice; Big Invoices.

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. Alerts for topics relevant to a client’s business can make a big difference in securing quick wins and nailing ideas for proactive pitching. Social content is simple.

Pitching 136

Pitching Agency Tools Resources 136

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 111

Content Marketing Pitching Social Media Internal 111

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 65

Journalism Brand Branding Advertising 65

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 104

Survey Report Media B2B 104

ImPRessions - Crenshaw Communications

AUGUST 24, 2018

It’s rare for a program, particularly a B2B PR plan, to simply target potential customers. For example, direct-marketing will nearly always have an impact on demand generation, while PR affects brand visibility and reputation. It’s helpful to use the company’s marketing calendar as a guiding star when crafting the PR plan.

Writing 136

Writing How To Pitching Privacy 136

Contently - Strategy

OCTOBER 15, 2021

B2B companies always have to think a step ahead. Great content marketing has the power to do that. Today’s audiences come across so much mediocre content that looks and sounds the same. Lately, innovative marketing teams have been thinking beyond the standard blog post. Assess your marketing maturity?

B2B 85

B2B Content Marketing Trends Marketing 85

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

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

Contently - Strategy

JULY 24, 2019

We know that not every content marketer begins their program from scratch. If you’re a content marketer focused on growth rather than creation, you could be in any number of situations. You might have inherited a content program when you started a new job. Analyze your benchmarks and set new goals.

Strategy 111

Strategy Content Marketing Measurement SEO 111

Buzzstream

MAY 15, 2024

When ideating content to pitch for link building, the content needs to be appealing to those who can actually give you links (not just appealing to your readers.) When pitching, never lie. What happens if a client wants links but has no content to pitch? And so that’s a pitch you can do.

Google 71

Google SEO Tools Pitching 71

Beyond PR

MARCH 6, 2018

The digital and content revolution has empowered customers to seize control of their path to purchase, forcing brands to retire their sledgehammer marketing tactics. Today, brands must attract customers with high-quality content, impacting their target audience through an array of online channels.

Strategy 67

Strategy How To B2C Content Marketing 67

Sword and the Script

OCTOBER 10, 2023

71% of B2B marketing prospects are disappointed in the content they’ve traded their contact information to obtain at least some of the time, which leads to trust issues B2B marketing can hit the right target with the right message and still fall short of moving a sale along if the prospect doesn’t trust you.

B2B 141

B2B Case Study Survey Content Marketing 141

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. The PR Opportunity for Brands as Publishers Tinker with Journalism. How to Generate Media Referenceable B2B Customers with a Blog. Media Relations Ends; Content Marketing Begins. Of course, I jumped to make it happen.

Media Relations 79

Media Relations Media Content Marketing Corporate 79

Sword and the Script

JANUARY 3, 2023

Public relations professionals create and maintain a positive image for their organization, often through the use of marketing, branding, and communication strategies. Marketing efforts often involve paid advertising, and the goal is to reach as many people as possible in order to increase sales. It’s not a bad take.

Interviews 106

Interviews Publicity Technology Social Media 106

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 65

Study Marketing B2B Apparel 65

Sword and the Script

DECEMBER 26, 2023

To enhance empathy and connection with their teams and clients, organizations will foster employee brand ambassadors, highlight origin stories, show behind-the-scenes videos, and encourage user-generated content. Expanded brand collaboration “Partnership Paradise: 2024 will be the year of brand partnerships.

Writing 200

Writing Communications Marketing B2B 200

Contently - Strategy

OCTOBER 15, 2020

B2B companies always have to think a step ahead. Great content has the power to do that. Today’s audiences come across so much mediocre content that looks and sounds the same. Lately, innovative marketing teams have been thinking beyond the standard blog post. ” There are only 214 million for “b2b software.”

B2B 145

B2B Trends Video Course 145

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 70

Infographics Data Case Study Content Marketing 70

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. In addition, the public nature of blogging means your brand is behind those words, which matters in attributing sources.

Report 73

Report Media Survey Pitching 73

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 124

B2B Marketing Survey Software 124