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PR Daily
JANUARY 17, 2020
If you want your marketing campaigns to work, you’d better be ready to work. Brainstorming, content creation, publishing and distribution all take forethought and planning. That and measuring your campaign’s effectiveness. Social media content metrics.
Onclusive
MARCH 18, 2019
Producing quality content can be a challenge, but, even when you create that content, how do you know how impactful it actually is and whether it makes a difference for your brand? Traditional PR measurement methods may give us a view into how popular certain content is, but not how it drives engagement, sales or brand reputation in the marketplace. How to establish benchmarks for your PR and content marketing efforts.
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PR Daily
JULY 29, 2019
How are you measuring your success? Consider these content essentials. No one is perfect, but the following five practices could be digging a grave for your content strategy. The point of content marketing is to earn the trust of your readers. However, there’s a way to show off your brand without being overly promotional and irritating your audience. Those are the kinds of topics your content should be addressing. You’re not measuring your efforts.
Sword and the Script
MARCH 24, 2015
As a metric for content marketing, pageviews are flawed according to a white paper – Why Content Marketers Are Using All the Wrong Metrics – published by Contently. The company provides the combination of a talent marketplace and content marketing software to manage projects and campaigns. The paper traces the use of pageveiws for measurement to online advertising, where CPM, or cost per thousand pageviews, became standard for advertising fees.
ReimaginePR
APRIL 30, 2016
Every day, I see brands diverting money and time into content, and then just throwing it out into the wind with a wish and a prayer. Diverting valuable assets into “content marketing” without any real idea of how it works or what it will accomplish. Delusional brands, on the other hand, are rarely rewarded for diverting assets with no plan beyond blind faith. Sadly, as content marketers we don’t have ghostly voices telling us what to do.
Contently - Strategy
OCTOBER 20, 2021
The good news: There are a lot of content marketing resources out there. The bad news: There are a lot of content marketing resources out there. Heading into 2022, everyone wants to up their content game. How to Measure Content ROI in 10 Steps.
Contently - Strategy
JULY 27, 2020
Every marketing leader on earth needs to focus on developing their team’s content muscle if they want to thrive. In-person events make up over 20 percent of B2B marketing budgets on average, and upwards of 50 percent inside many organizations. Content Strategy.
Onclusive
NOVEMBER 29, 2017
The TOP PR and Content Marketing Conferences 2018. If you’re in search of PR and content marketing conferences to attend in 2018, AirPR has pulled together a definitive list of the best and the brightest. Take a look, and hopefully we’ll see you at one of these PR or marketing conferences in 2018. Intelligent Content Conference (ICC). Content Marketing Conference. Content Marketing World.
The Proactive Report
DECEMBER 4, 2018
The Need for a Documented Content Strategy. Only 37 percent of US companies have a documented content strategy. Not according to the 65 percent of brands who say that their success with content marketing is a direct result of a documented strategy. A complete content marketing strategy starts with research, not setting goals. You also need to know what content you have now, what’s working and what’s not.
Contently - Strategy
NOVEMBER 3, 2021
This piece originally appeared on Contently’s The Freelance Creative. When it comes to freelance content marketing , however, the parameters are often less clear. When a brand is behind a story, there’s bias involved. Fact-Checking appeared first on Contently.
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? But I’ve seen first-hand how content marketing can make a significant impact, especially to B2B organizations. So show them how content feeds the sales and marketing machine.
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PR Daily
JANUARY 3, 2019
We have heard the drumbeat of the importance of content marketing for years. Long before it was labeled “content marketing,” communications pros were using it in client work. Yet, with heightened focus (and more dollars spent) on content marketing these days, many pros are doubling down and ensuring that they have a masterful grasp on what is needed to create and sustain successful content marketing programs.
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. Following is a list of 15 content marketing metrics that you should measure: 1. Content marketing and SEO go hand in hand.
PR Daily
OCTOBER 16, 2020
Historically, radio has been a tried and true channel for advertisers, so it’s natural that brands would venture into podcasts as they becomes a larger slice of the audio pie. But as more brands jump into the podcast space they’re asking how they measure results and efficiency.
Cision
APRIL 20, 2015
If you’re developing digital content in any capacity, you’ve probably run across some of the following advice: Develop a content strategy. Write “good” content. You could develop a content marketing strategy , but that doesn’t mean that it will be a good strategy, or that it is related to the corporate goals in any meaningful way. You could develop content to entertain and never sell, but what if people really want to buy from you?
Onclusive
JANUARY 10, 2018
With the explosion of Artificial Intelligence (AI) technologies, an increased focus from the C-suite on business- and metrics-driven KPIs, and a new trend toward Growth PR , PR & content marketing measurement is changing – radically and rapidly. We asked experts from across marketing and PR to share their predictions on where the industry is going in 2018. There is such wide disparity in measurement today.
Prohibition
MARCH 16, 2021
We don’t need to sell you on the benefits of content marketing. If you didn’t believe it can drive sales, amplify brand awareness, build brand credibility and supercharge your SEO, then you wouldn’t be reading this would you? Content and channel audit.
Sword and the Script
MARCH 31, 2020
Buyers were taking in content before talking to sales even before the Coronavirus hit; now is a great time to double down on content marketing Today is the last day of the first quarter of 2020. Be mindful of your content, your tone, and your cadence.
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. Most of these come from registering for one-off gated content like white papers and webinars – these assets are expensive to create and promote.
PR Daily
MAY 2, 2019
Content creation is a long game, requires heavy investment and dedication, and might not provide immediate results. When it comes to content marketing, patience is a must-have. If you’re embarking on a content marketing strategy and expecting to see a ton of leads flood your site after you publish your very first blog post, then your expectations are way out of whack. Content marketing is a long-term strategy. Content Marketing
Onclusive
APRIL 9, 2019
The acquisition brings together AirPR’s industry-leading communications measurement solution with Ozmotik’s content marketing and analytics offering, creating a unified platform for companies to discover their most valuable earned media and to deliver it to its intended audience at scale. Measuring Reader Engagement and Brand Impact. This is the holy grail of communications measurement and creates direct alignment with other marketing and advertising channels.
Onclusive
OCTOBER 26, 2017
CMI’s Robert Rose discusses the challenges and benefits of building an integrated measurement plan. Truly creating a comprehensive integrated communications and marketing measurement plan is a challenge for virtually every brand and company. Rose explained, “The convergence that we’re seeing with content, influencers, PR, and marketing is such an important part of our business. Integrated content & marketing measurement pyramid.
Critical Mention
JUNE 19, 2019
Did you know that over 60% of businesses don’t have a documented content marketing strategy according to CMI and MarketingProfs? Without a plan, you risk all of your content efforts going to waste. We have 10 steps on how to create your next content marketing plan: What exactly is content marketing? Whether you’re just starting or a seasoned pro, we have 10 steps to create a successful content marketing plan: 1.
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. While many of the findings are predictable—the most successful content marketers have a documented strategy—there are certainly some surprises. Email marketing clearly deserves to be near the top of the list.
Sword and the Script
JUNE 9, 2015
The biggest challenge is that we are moving from an industry that could create one amazing commercial to reach consumers to an ecosystem with a diversified channel structure,” according to Mike Scafidi , marketing operations with PepsiCo. His commentary was presented in a white paper titled The Future of Content co-produced by The Content Counsel and an AdAge team that writes sponsored content for brands. Frictionless content. by Frank Strong.
Onclusive
JANUARY 25, 2019
PR and content marketing are rapidly evolving with new access to data and insights, new methods of measurement and more channels to reach your audience than ever. Attending conferences can not only be an effective way to sharpen your skills, but can provide you with lots of networking with other PR and marketing pros navigating our evolving industry. Content Marketing World. Content Marketing Conference.
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. And the tech analyst firm called content marketing the future of marketing. Content marketing values: utility over hype.
Onclusive
JANUARY 31, 2018
At the New PR Conference hosted by AirPR Software in San Francisco, discussion swirled around ‘New PR’ and an evolution of public relations, including PR’s place in the greater marketing mix. Marketing and communication expert and author Andy Cunningham spoke about how to create a company’s positioning and branding as the foundation for success in the New PR. To be successful in the New PR is to identify the intersection of positioning and content marketing.
PR Daily
SEPTEMBER 15, 2020
With access to millions of real transactions and other Edmunds data, Edmunds’ expert analysts developed insights into how consumer shopping behavior has been altered during COVID as well as other market trends in the automotive industry.
PR Daily
JANUARY 10, 2022
From taking a stand on social issues to addressing environmental responsibility, a company’s purpose strategy is the backbone of what builds brand trust. There’s no substitute for solid data when building a messaging strategy—and communicating your brand purpose is no exception.
Sword and the Script
OCTOBER 8, 2019
Organizations that publish content with answers to those questions have a solid chance of showing up in a search page with potential answers. In fact, you must publish content in order for it to be indexed and returned in response to search. That’s the gist of a piece Michael Brenner wrote for the Content Marketing Institute last week titled The Best Reason to Do Content Marketing? b) Integrated marketing. Here are three easy measures.
PR Daily
FEBRUARY 1, 2019
Repurposing content, livestreaming, and embracing SEO and metrics should be key elements of your efforts in 2019. The new year brings new opportunities to create content that shines. As you launch into 2019, consider turning over a new leaf with your content marketing efforts. A lot of small-business owners get hung up on content volume —and though it’s important to be consistent in your content development, remember that quality matters more than quantity.
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.
Cision
MAY 19, 2015
This post was inspired by our free “ Outside-The-Box Content Marketing for PR ” white paper. Not long ago, we had a blog post that described five outside-the-box content marketing ideas. Here are five more outside-the-box content marketing ideas that will take the results of your content creation to the next level. Many brands with successful apps focus on either fun or, as Jay Baer calls it, “ youtility.”
Sword and the Script
APRIL 8, 2017
You can’t tell – even digitally savvy marketers can’t tell – the difference between “content” and “ads” anymore. Why would any publication accept a story pitch, aside from respecting its readership, if they know another brand will pay for the same space? The future of earned media will be reserved for only the sexiest of brands, and preferably those with a budget for sponsored posts. 1) Marketing content vs. content marketing.
5W PR
NOVEMBER 19, 2021
Content marketing is not a novel phenomenon and has been used as a marketing tool by PR executives for years. Following is a guide which will eliminate the disconnected messages, bewildering tones, and general chaos of PR marketing content produced by a business. .
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. The study found the vast majority of the 219 respondents to the June 2016 survey were fairly upbeat on content marketing effectiveness. Marketing: Investment, Cost or Profit Center? Marketing Curiosity: The Cliff Notes to 5 Recent Surveys.
Cision
JANUARY 5, 2016
Content is a lot like football–the ball must keep progressing, otherwise it’s just a bunch of huddles. Consider using these five, expert-recommended, forward-moving content rules and strategies as this year’s NFL playoffs begin: 1. Often an overlooked (or procrastinated) step in the marketing discipline, the crafting of buyer personas helps a business more precisely target its budget and efforts. Businesses and brands need to think like publishers or brand journalists.
Prohibition
OCTOBER 28, 2019
In today’s ever-crowding market, it’s becoming increasingly difficult for brands to stand out: with 3.5billion Google searches happening each and every day, and only 5% of all branded content getting the lion’s share of consumer engagement, marketers need to consider tactics with longevity, and this is where a kick-ass content marketing strategy comes into play. The ultimate content marketing goal.
Sword and the Script
APRIL 24, 2018
This compounding effect is analogous to some aspects of content marketing , especially in audience growth. It’s important to note in this context, content marketing means something very specific : developing useful and relevant content consistently over time, on an owned media platform, in order to attract and grow an audience. It’s a long-term and strategic approach to marketing that grows and achieves results in a way that can be likened to investing.
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