Sword and the Script

JUNE 27, 2017

What does it take to implement content marketing effectively in a B2B organization? It’s not an easy question to answer broadly because: a) every team has its own dynamics; b) every organization has constraints and limitations, and c) every vertical market has its own unique characteristics. 1) Hands on marketing leadership.

Content Marketing 68

Content Marketing B2B Marketing Leadership 68

Sword and the Script

FEBRUARY 16, 2021

I’d venture stepped up internal communications following the pandemic had a lot to do with these numbers. This data reflects an international sentiment felt around the world. Keep your content marketing separate and distinct. Don’t mash case studies, white papers, webinars, press releases and blog posts together.

Government 138

Government Survey Ethics Media 138

Sword and the Script

JULY 24, 2018

There’s are several industry organizations that field annual surveys about content marketing and they are gearing up. Last year, the data overwhelmingly found every business says they are doing content marketing. This year, I predict satisfaction with content marketing will slide and many won’t understand why.

Content Marketing 63

Content Marketing B2B Marketing Exercises 63

5W PR

MARCH 18, 2023

To do this, companies should be utilizing online marketing strategies such as search engine optimization (SEO) , content marketing, social media, and email campaigns. Internal communication Corporate brands should also focus on internal communication.

Company 88

Company Corporate Product Launch Internal 88

Sword and the Script

OCTOBER 25, 2022

The role has required expansion of the previous need to be a generalist who is knowledgeable on business topics, to being one who can effectively take on a business leadership role where needed.”. Lines between what constitutes PR and content marketing continue to blur. More internal comms. More internal comms.

Communications 122

Communications Crisis Internal International 122

Cision

NOVEMBER 30, 2017

When you invite internal and external subject matter experts to contribute to your content marketing program, it’s important to have guidelines for them to follow. The less time you need to spend editing content and following up with contributors, the more time you have for strategy and optimization.

How To 177

How To Guidelines Content Marketing Video 177

Barokas

MAY 31, 2019

Content must be on-brand and consistent, without being overtly promotional or repetitive. Half of B2B marketers say producing content consistently is a top marketing challenge (Content Marketing Institute) and 65 percent have trouble producing engaging content (Zazzle Media). It’s a tall order.

Case Study 100

Case Study B2B Resources Web 100

Sword and the Script

JUNE 9, 2020

Send it around internally. Internal sharing pulls double duty: When the next catastrophe hits, and the leadership takes out the budget hatchet , again, they don’t want to cut yours because they understand the outsized-value you deliver to the business. That’s what content marketing is all about. Repurpose it.

Media Relations 111

Media Relations Media Survey Pitching 111

Sword and the Script

NOVEMBER 14, 2023

The top problem in content creation probably comes from the fact that too many B2B marketers haven’t had a single conversation with a customer Most B2B marketers (57%) say creating the right content for their audience is their top content creation challenge in content marketing.

Content Marketing 182

Content Marketing B2B Marketing How To 182

Burrelles Fresh Ideas

APRIL 16, 2024

Effective B2B influence often involves a blend of professional influencers, industry experts, internal advocates, and trusted experts such as your customers. Instead, effectively reaching the right audience at crucial touchpoints has become an art form, requiring a distinct skill set and a deep understanding of marketing strategies.

B2B 93

B2B Marketing Measurement Social Media 93

Beyond PR

AUGUST 3, 2016

There are times when product managers and content marketers don’t see eye to eye. Feedback about an internal process not working. If a last minute marketing request comes in (for instance, this senior marketing manager asking Alexa to contribute to a blog post), expectations may need to be set and a middle ground found.

Content Marketing 40

Content Marketing Marketing Product Launch Analytics 40

wiredPRworks

APRIL 20, 2022

In 2007, David mentioned my fledgling blog wiredPRworks in his book, “ The New Rules of Marketing and PR.”. In a stroke of marketing brilliance, David included over 160 bloggers/contributors in the first edition. With future vision, Barbara began publishing her top-ranked blog, wiredPRworks, in 2006. Facebook [link].

Marketing 118

Marketing Social Media Trends Instagram 118

Cision

APRIL 18, 2017

Owned media is content you create on a platform you own, such as your company’s website or blog. Unfortunately, many organizations take a “publish it and they will come” approach to their content. Go to your website or your internal server/Dropbox/Google Drive and grab your most recent frequently asked questions sheet.

Exercises 198

Exercises Google Writing Blogging 198

Cision

NOVEMBER 15, 2016

Here are three others: Executive thought leadership; Influencer marketing; and. Contributor marketing. Executive Thought Leadership. Thought leadership” is one of those terms that makes marketers roll their eyes. Influencer Marketing. digital) and ‘dot-photos’ (.photos) photos) to name a few.

Trends 120

Trends Leadership Small Business Analytics 120

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. based reporters said, “ensuring content is 100 percent accurate is the most important” in their organization.

Survey 102

Survey Report Media B2B 102

PR 20/20

NOVEMBER 30, 2022

So, how can teams pinpoint what went wrong and redirect marketing energy? As Paul Roetzer ( @paulroetzer ) states in Chapter 8 of The Marketing Performance Blueprint : “Every marketing plan should start with an honest internal marketing assessment. Define goals for blogging and overall content production.

Marketing 52

Marketing Technology Internal International 52

Onclusive

DECEMBER 17, 2018

The financing will fuel investment in engineering, data science and product development and accelerate the expansion of the company’s international footprint. Pereg Ventures, along with all three of the company’s largest existing institutional investors, Wildcat Ventures, Storm Ventures, and Correlation Ventures, participated in the round.

Analytics 150

Analytics Data Big Data Technology 150

Deirdre Breakenridge

JANUARY 7, 2016

Content marketing will be more than just a trend to watch in 2016. Creating and distributing consistent and relevant content is considered a proven strategic marketing approach that attracts and retains an audience and drives customers to action. Here is my Q&A with Lisa Davis, Director, Marketing, at Marketwired.

Survey 90

Survey Marketing Content Marketing Measurement 90

Sword and the Script

JANUARY 3, 2023

Internal communications: PR practitioners may also be responsible for communicating with employees and stakeholders within an organization. Gini Dietrich: Gini Dietrich is the founder and CEO of Arment Dietrich, a PR and content marketing firm. Should companies hire public relations people internally?

Interviews 99

Interviews Publicity Technology Social Media 99

Sword and the Script

NOVEMBER 12, 2016

Additional recommended reading: The Buyer’s Journey and Why Content Marketing is a Thing. B2B Customers Want Thought Leadership. Proof of B2B Marketing Value Does Not Start with the Competition. Additional recommended reading: 3 Very Different Ideas for Aligning Sales and Marketing [UML].

B2B 115

B2B Marketing How To Survey 115

PR 20/20

SEPTEMBER 29, 2020

At the end of 2016, we decided to share what we were learning, leveraging HubSpot to launch the Marketing Artificial Intelligence (AI) Institute. Early posts on Marketing AI Institute’s blog. The Solution: Content Strategy That Drives Growth. Building a media property starts with market fit.

Case Study 92

Case Study Study Brand Branding 92

PR in High Definition

DECEMBER 17, 2020

In this playbook , Charlotte explores the challenges that leadership have faced throughout COVID-19 when it comes to communicating to employees and what organisations can do to unify the workforce following a period of sudden change.A must-read for any internal comms departments! Employee communications after sudden transformation.

Reputation 133

Reputation Creativity Crisis Employee 133

Deirdre Breakenridge

APRIL 17, 2017

The site has 5,000 agencies and consultant profiles in areas including crisis communications, public relations, internal communications, government affairs, investor relations, content marketing, social media, SEO, website development, photography, and video. See more articles on our Insights Blog.

Measurement 247

Measurement Communications Banking Crisis Communications 247

Buzzstream

MAY 2, 2024

Resources Mentioned: Glenn Allsopp’s article on who controls search Cyrus Shepard’s Study on Internal Linking Nate’s LinkedIn Nate’s Twitter Main Takeaways 1. Internal linking is one of the least appreciated jobs in SEO. You don’t want to use the exact same anchor text on every internal link. Positional is now live!

Internal 62

Internal International Insurance Insurance 62

PRSay

NOVEMBER 5, 2018

Video not only adds context and tells an engaging visual story, but it also can help to humanize a brand and company leadership. Multimedia can be seamlessly embedded into press releases, blogs and webpages to help companies provide an immersive and information-rich experience for media, investors, customers and other influencers.

Video 117

Video Communications Strategy Product Launch 117

PR 20/20

SEPTEMBER 17, 2019

“The premier gathering of digital marketers on planet Earth!”. Traffic & Conversion Summit 2020 will feature seven tracks including: big ideas, agencies only, digital retailers, digital advertisers, content marketers, conversational marketers and growth hackers. Digital Sales & Marketing World.

Conference 97

Conference Marketing Case Study Content Marketing 97

Contently - Strategy

SEPTEMBER 10, 2020

What role has content marketing played for you at LiveIntent? It’s huge for us and plays a key role in our marketing strategy. It’s a lot of what we do on the marketing side. We leverage our weekly marketing and product marketing newsletters as the main vehicles to distribute the content.

Brand 71

Brand Branding Marketing Facebook 71

Prohibition

FEBRUARY 14, 2023

It involves developing relationships with tech journalists, bloggers and influencers , as well as leveraging online channels like social media, blogs and other digital platforms. Tech PR also involves securing media coverage and amplifying content through storytelling to reach the right target audience.

Strategy 62

Strategy Brand Branding Technology 62

PR 20/20

NOVEMBER 20, 2018

For starters, create a list of existing audience segments within your database, including blog subscribers and social followers, among others. Your team might choose to do your own internal hackathon. Ensure you invite people from multiple internal teams who wouldn’t typically work together.

Strategy 62

Strategy Marketing Internal International 62

The Hoffman Agency

JUNE 4, 2019

And public relations agencies have been forced to rethink the way they work with their partners and clients to help them find the best way to generate and proliferate their content. A way to get around this is to alert them about informative thought leadership on the company’s blog.

Media 34

Media Content Marketing Company Agency 34

Sword and the Script

MAY 1, 2018

Don’t miss these related posts: Where and How B2B Marketing Generates Leads it Likes [Study]. 3 Studies that Challenge Marketing Assumptions [UML]. B2B Customers Want Thought Leadership. If you enjoyed this post, you might also like: B2B Marketing Underestimates Effects of Thought Leadership on Sales, Study Finds.

B2B 62

B2B Marketing Survey Study 62

Sword and the Script

DECEMBER 20, 2022

“Data and the use of data will become the great divide between marketers producing content and content marketing. Those companies that can take data, do a deep dive, and understand what the data tells them will see more success in achieving their goals from content than those who look at simple analytics.

Marketing 189

Marketing Content Marketing Data Social Media 189

Contently - Strategy

NOVEMBER 14, 2018

Like other companies that have mastered content marketing, Dollar Shave Club had a clear mission, audience research, a unique voice, and high-quality storytelling. Content marketers in all industries can learn from these examples. They’ll cover: Brand Awareness & Thought Leadership. A model for success.

Leadership 93

Leadership Brand Branding How To 93

PR News

DECEMBER 3, 2018

The post Top 10 Public Relations Trends for Those Paying Attention (Plus, One Call to Action) appeared first on PR News Blog. During a panel I moderated recently on the future of PR, this topic was discussed at length, and underlying it was a decades-old trope about what PR really is. Will it be called PR 10 years from… Continued.

Trends 133

Trends Publicity Blogging Crisis Management 133

Prohibition

DECEMBER 9, 2021

Your business probably has multiple communications channels that you use regularly – website, blog, social media platforms, Make sure you use each of them to push out your statements and updates to your crisis until the issue has settled. Create a long-term content marketing campaign – for effective reputation management.

Crisis 62

Crisis Crisis Management Reputation Crisis Communications 62

Sword and the Script

DECEMBER 26, 2017

Those categories are: Content marketing statistics. Social media marketing statistics. Marketing measurement statistics. Search marketing and SEO statistics. Content Marketing Statistics. 1) How long should a blog post be? 2) Content marketing supports lead nurturing.

Content Marketing 123

Content Marketing SEO Social Media Marketing 123

PR in High Definition

JUNE 27, 2017

Or a customer could be hesitant and needs gentle nudges through thought leadership content to be further convinced and move further down the sales funnel. Good marketing and sales alignment goes all the way down the funnel from top to bottom. How much internal dialogue happens between the sales team and marketing?

Google 48

Google Leadership Social Media Reputation 48