B2C Content Marketing Trends: Key Findings from the 2015 Study

Polaris

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. What else does the study reveal about B2C content marketing trends?

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Measurement, Analytics a Hot Skill

The Proactive Report

Just this last week there were several articles in the news about the value of measurement and analytics. Deliver measurement and reporting of results and optimization plans and communicate this to a cross-functional team. The PR Measurement course launches April 4, 2018.

15 Metrics You Should Measure in Content Marketing

Waxing UnLyrical

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. Following is a list of 15 content marketing metrics that you should measure: 1.

How to Measure the Results of B2B Influencer Marketing

B2B PR Sense

Can you measure the results of your influencer marketing program? Does lack of effective measurement hold you back from embracing influencer marketing as a tool in your campaigns? Contrast that with B2C businesses where up to 48% have an influencer program.

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#measurePR, Die Hard and Squirrels

Waxing UnLyrical

Here’s a peek: On the differences between B2B and B2C measurement: A1: Both need meaningful KPIs (key performance indicators) but B2B side usually needs more direct alignment w/ business goals #measurepr. Happy reading, and happy measuring!

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Report: 47 percent of content marketers struggle to measure ROI

PR Daily

Most B2C marketers use content marketing (86 percent), and 60 percent said that their organizations are highly committed to using the strategy—the same amount as in 2016. Not knowing how to measure (26 percent) and finding measurement too time-consuming (25 percent) are also issues.

How to Measure The True Value of PR

Beyond PR

This blog post explains how a transformational technology, Cision Impact , provides PR professionals with data that accurately measure the impact of earned media and its value to the business. Cision Impact: True Measurement of Earned Media Value .

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The Conundrum of Measuring PR Value

TrendKite

PR pros never had an easy time measuring PR value but it used to be just as hard for advertisers and marketers to prove their worth as well. Digital PR Drives Online Purchases (B2C) & Goal Conversions (B2B) : Most people start their buying journey online. The last point was more a summary of the first 3 points than a thought all its own and brings me back to the original thought; the conundrum of measuring PR Value and how to deliver ROI based PR reporting.

Performance Storytelling: Norton Lifelock CMO, Ty Shay, Provides a Roadmap

Onclusive

Norton Lifelock’s CMO Ty Shay recently keynoted AirPR’s Growth PR Conference and shared a roadmap for success in this new era of media, marketing, communications and measurement. . Transparency in Marketing Measurement. Shay uses the B2C packaged goods industry as an example of how marketing has evolved: “In B2C marketing, I think there was a phase where consumer packaged goods companies were selling to retailers. Tell a Measurably Better Story.

5 Important B2B Content Strategy Lessons That Will Shape How You Use Social Media

B2B PR Sense

The powerful content marketing gurus at Hubspot and BuzzSumo have joined forces to conduct research into what works and what doesn’t in B2B and B2C content. Their report delves into the nature of B2B versus B2C content, and provides insight into what works best on social media for each one.

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Q&A with Steve Cox, VP of PR at Sodexo

Cision

Q: How do you measure “share of voice”? Steve: While we recognize there are a number of ways, with increasing levels of sophistication associated to measure share of voice, at Sodexo we use a very basic ‘brand mention’ method to establish our baseline.

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What’s hindering your content marketing efforts?

PR Daily

The 2017 State of Healthcare Content Marketing , TrueNorth Custom surveyed mostly B2C health care firms, as did DamoDigital in. Of the B2C health care firms polled, 69 percent say they already are engaging in content marketing and 17 percent plan to start creating content in 2017.

3 Key Trends Influencing the Future of Communications

PRSay

Better Data and Measurement Tools. Having an integrated technology and analytics infrastructure in place to measure the ROI of your communication efforts is critical for optimizing performance and driving business growth. *This article was provided by Cision , a PRSA partner.

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Study by Nielson Underscores the Importance of Earned Media

TrendKite

Nielsen is a global information and measurement company with leading market positions in consumer information, television and other media measurement, online intelligence and mobile measurement.

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Our Top 10: The Best B2B PR Posts of the Year

B2B PR Sense

From measurement to influencer engagement and social media, tools can make your job easier and help you keep up with the top PR trends. To make it extra useful, we've separated our list into categories, including tools for email marketing, content creation, and measurement.

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5 B2B Social Media Best Practices That Will Up Your Marketing Game

B2B PR Sense

In the past, many businesses have assumed that B2B and B2C are two different animals where social media is concerned. In reality, though, B2B social media best practices require a B2C approach. In the B2B industry, it's imperative to measure the results of your efforts.

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What to Know Before Creating a Content Marketing Strategy

Cision

The most successful B2B and B2C communicators of today have adopted these new ideas with open arms, quickly adopting new tactics. Producing content consistently” and “measuring content effectiveness” rank as the second and third most daunting challenges, respectively.

Infographic: What trends signal a bright future for content marketing?

PR Daily

For B2C marketers, PointVisible argues there is room for organizations to rise above the competition: While 60 percent of B2C marketers are extremely/very committed to content marketing, only 38 percent have a content marketing strategy in place.

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How to Succeed in Public Relations & Spark Change for 2018

B2B PR Sense

PR Measurement is the Top Concern. The challenge of PR measurement has been growing on the horizon for the past few years and is reaching a fever pitch. In fact, out of all the issues facing the PR industry, 63% surveyed cited measurement as their number one challenge.

8 Misleading Myths About B2B PR in Social Media -- Obliterated!

B2B PR Sense

Myth #1: You Can't Measure Results on Social Media. This myth was probably born out of the beginning stages of social media, when it was just starting to be utilized in the B2C sector. The success of any business - B2B or B2C -- lies in building strong relationships.

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White Paper: Want Content Success? Think Outside the Box!

Cision

Consider the following from the Content Marketing Institute’s B2C and B2B reports: 70 percent of B2B marketers and 69 percent of B2C marketers create more content than a year ago. B2B and B2C marketers want to learn more about measurement, automation, video and visual storytelling.

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The 5 Influencer Marketing Strategy Mistakes You Need to Avoid

B2B PR Sense

Because as humans, we like to measure our progress and work toward a goal. Measuring Influence by Audience Size. While B2C brands were the earliest adopters of influencer marketing tactics, it's foolish to think that B2B brands can't enjoy similar success.

Facebook View Metrics Decline Suddenly

Shift Communications

In a statement to the various marketing publications, Facebook announced that it was changing how its measurement algorithm calculated post views to match how it calculates ad views. Sharing rates on Facebook – word of mouth – for B2B and B2C brands is averaging 0.01%.

4 Questions to Kickstart Your Influencer Marketing

Cision

During their Influence by the Numbers: The Science Behind Influencer Marketing webinar, they explored targeting and outreach best practices, the difference between paid and owned strategies and the best measurement practices to prove success. What are you measuring? “I

What a Duck Can Do For “Social” Media Relations

Waxing UnLyrical

Each year we measure our success on whether YESS achieves its fundraising goal. Using the Social PR Virtuoso method of measurement, we were able to see that we exceeded our goals with social media reach and earned quality coverage from our media efforts. Guest Post by Dawn Buzynski.

How to Craft a B2B Strategy That Will Deliver Killer PR Results

B2B PR Sense

Measure results. Measure the Results. Take the time to periodically measure your results against your goals. You could measure: How many press releases you distributed. 12 Expert Guides to PR Measurement.

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#PRGoals For 2017

ImPRessions - Crenshaw Communications

We will apply rigor to outcomes measurement. Although there will always be clients who want to know AVEs (advertising value equivalency ) because it allows them to place a dollar value on the PR budget, there are better ways to measure the PR investment.

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How to Use Multimedia For Better PR Campaigns

Cision

Journalists are no longer measured by the quality of their work; they are measured by the effectiveness of their work. Similar to communications professionals, reporters are measured by data and metrics such as: How much traffic did the story drive?

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Breaching 140: Who’s Using Twitter’s 280 Characters?

Shift Communications

Of all the industries using the new format, B2C financial services – banking and retail investment brands – are using the most characters in the new format.

4 Ways to Connect With Customers Through Content

Cision

In fact, only 38 percent of B2C marketers believe their organization’s content marketing program is effective. Measurement is key. Set up measurable goals and analyze whether or not your content is helping you achieve them.

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Study: Consumers engage with only half of brand content

PR Daily

According to the study: For B2C industries, consumers only engage with 20 percent of content on average. Content marketing continues to be seen as leading edge by many pros, but how effective is it? According to one study, the answer is a resounding “somewhat.”.

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2018 Predictions: Consumer PR Edition

Shift Communications

From a B2C public relations perspective, here are two trends that stand out as attention-worthy: integration across the board and the ability to take a stand. It’s hard to believe that 2017 has come and gone.

4 steps to boost PR campaigns with social media influencers

PR Daily

B2B influencers look much different than B2C influencers, creating different types of content and using separate social media platforms. Craft the right content and measure for your goals.

How to Create a Content Marketing Plan

Critical Mention

Once you set your goals, you can set KPIs to measure your content’s success. This involves testing your content and measuring its success. Measure your results. The most crucial factor in content marketing is to measure your results.

PR Goal-Setting For 2018

ImPRessions - Crenshaw Communications

Whether a brand needs B2B or B2C PR next year, the steps to manage the process are similar. A good plan starts with a full accounting of the past year’s PR initiatives and their success when measured by established KPIs.

Why Companies Should Be Training All Employees to Use Social Media

Cision

LinkedIn is most useful for B2B companies; Facebook is most useful for B2C; and Twitter falls somewhere in between. If a company’s marketing team actively uses UTM codes when distributing content, they can easily measure the effect of training employees on social media has had on their KPIs.

How to Build a Successful B2B Influencer Marketing Strategy

B2B PR Sense

Many times these are the easy metrics -- simply set up a landing page to use with your influencer marketing campaign and measure how much specific traffic or purchases you get from your investment. Even if your definition of success is less tangible, you can still find ways to measure it.

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5 Amazing Facts You Must Know About Facebook Advertising

Cision

This is a measure of the number of people who will see your post in their NewsFeed without any paid placement. And it isn’t just for B2C.

#CreativePR: Tools That Give You An Edge

Marketwired

To grab the attention of your target audience (which could be B2B or B2C, and in any industry) you need to make your message super compelling in order to stand out from the noise and clutter. This is post 2 of our 5-part #CreativePR blog series.

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Top Tips To Prioritize PR Spending

ImPRessions - Crenshaw Communications

Some of the findings were expected; respondents mentioned the blending of marketing and PR responsibilities, as well as the pressure to measure outcomes. Then, allocate a reasonable budget for measurement.

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