Contently - Strategy

MAY 9, 2024

Writing a white paper is the heavyweight bout of content creation. And just like boxing, crafting a white paper requires strategy, finesse, and a game plan. Execute it well and your white paper can position your brand as an industry champion who’s adept at addressing your customers’ needs.

Writing 110

Writing Case Study Study Brand 110

Cision

JUNE 16, 2015

It frustrates me when people tell me their marketing or PR isn’t working. If you don’t know what you want to happen as a result of your marketing or PR, how can you get upset when it doesn’t happen? So What Do I Need to Measure? Modernize your PR measurement with our free tip sheet. Want more accurate PR measurement?

Measurement 120

Measurement Software Nonprofit Analytics 120

Sword and the Script

FEBRUARY 2, 2022

It doesn’t happen often, but we’ve seen software companies in the PR space run this play before. Innodata, the parent company of the soon-to-be-formed Agility PR Solutions swooped in an bought the publication in bankruptcy. In any case, both of these were “audience buys” and proved to be savvy PR, content marketing and SEO moves.

SEO 132

SEO Content Marketing Marketing Software 132

ImPRessions - Crenshaw Communications

NOVEMBER 6, 2018

In this age of short attention spans, it may seem counter-intuitive to champion long-form content for PR and marketing. Although longer content like books, white papers, podcasts, eBooks, and video can take more time and effort than shorter bites, and it demands greater depth and creativity, it can prove very effective.

Case Study 178

Case Study SEO Film Video 178

ImPRessions - Crenshaw Communications

JUNE 18, 2019

“Strategy” is an overused word, but in public relations or marketing, it’s a key to success. Maybe the company has weathered some bad PR and it’s looking for a reputation lift. It’s also important that tactics are flexible and can be changed as the competitive environment or market trends dictate.

Strategy 220

Strategy Measurement Advertising Advertising 220

Cision

OCTOBER 6, 2016

The data brands have collected from these interactions has allowed marketers to fine-tune their marketing tactics, and how they talk to their customers. But here’s the thing: Marketing budgets are increasingly shifting to focus on content marketing and other efforts that can show a concrete return-on-investment.

Media Relations 331

Media Relations Newspapers Measurement Social Media 331

ImPRessions - Crenshaw Communications

DECEMBER 11, 2020

For B2B clients like those we represent, it can include the topics and suggested resources for bylined articles, blog posts, social media posts, digital video, and longer-form content like white papers, among other elements. If news items aren’t planned carefully, the company’s announcements may not get the attention they deserve.

How To 259

How To Social Media Product Launch Construction 259

Cision

NOVEMBER 10, 2015

But B2B businesses aren’t changing the way they plan and shape their marketing strategy quickly enough, and are left feeling the effects of staying behind the times. In fact, 47 percent of B2B marketers close less than four percent of marketing-generated leads. Get our recent white paper today! Measure to Learn.

Nonprofit 120

Nonprofit Marketing B2B Crisis 120

Cision

OCTOBER 27, 2016

Much has been talked about regarding the importance of marketing personalization and a 1:1 approach. We have used this philosophy in our own marketing efforts at Cision and PR Newswire, and it has significantly improved the effectiveness of our marketing programs. Let me explain. that have to be coordinated.

Marketing 120

Marketing Financial Strategy Analytics 120

Sword and the Script

OCTOBER 22, 2019

October is typically a time of year with special urgency for many in marketing. To that end, I’ve poured over two surveys and re-visited a third to see what the wisdom the marketing crowds had to say about 2020 marketing budgets. 16% on marketing analytics. 16% on marketing analytics. “As of revenue to 10.5%

Marketing 65

Marketing Survey Study B2B 65

Cision

JULY 2, 2015

Data measurement is the only way to ensure your business succeeds now and in the future. But as companies start to integrate more involved social media marketing strategies, the number of digital touch points increases, complicating the once simple customer journey and creating more data to analyze and understand. Data is money.

Data-Driven PR 120

Data-Driven PR Measurement Data Creativity 120

Cision

DECEMBER 29, 2015

Anne Carton is a small business consultant, digital marketing expert and blogger working with Designhill , the world’s largest online graphic design marketplace. Quite obviously, the competition on the web has become fierce, forcing businesses and content marketers to become more creative than ever before in their content endeavors.

Content Marketing 120

Content Marketing Trends Marketing Storytelling 120

Deirdre Breakenridge

JUNE 12, 2018

He’ll review how to distill and disseminate the key points of your research including journal articles, abstracts, case studies, white papers, presentations, reports, or book chapters to external audiences. He’ll also share tips on how to maximize results, align outreach with organizational goals, and measure success.

Communications 150

Communications How To Case Study Community 150

Sword and the Script

FEBRUARY 14, 2017

For example, I once worked for a company that found visitors that engaged the blog were 50% more likely to make a purchase. At another company, the blog was a touch point on a sales cycle for roughly one-third of enterprise deals with an average selling price in excess of seven digits. Components to Effectively Measure a B2B Blog.

B2B 67

B2B Measurement Blogging Community 67

Sword and the Script

JANUARY 19, 2021

Vendors are giving us reason to be optimistic about public relations technology – from AI that will predict your pitching success to more tangible PR measurement and attribution. Years ago, I had the opportunity to be a PR director for a publicly-traded company that developed and sold software to the PR market. Did you know?

Technology 169

Technology Publicity Software Pitching 169

Sword and the Script

APRIL 29, 2017

is reportedly aiming to shave $2 billion from its marketing budget over the next five years. According to AdAge , the cuts are part of a larger effort to reduce $10 billion from across the company. Second, when you cut marketing, you convey to customers and competitors you’ve given up on growth.

Marketing 68

Marketing Measurement Content Marketing Survey 68

Cision

NOVEMBER 11, 2016

Marijane Funess, a director at Crenshaw Communications for the past six years, pioneers a communications company uniquely positioned at the intersection of design and technology. As new markets keep reaching out and needing PR representation, her team is ready to jump in. As each new entrant comes on the market, there is skepticism.

Communications 253

Communications Data Local Survey 253

Solo PR Pro

SEPTEMBER 12, 2017

In today’s market, the lines are blurred between many disciplines and clients no longer care about labels or functions but solving a problem. Added to this murky market is the debate about the value of media relations, a service which far too many believe encompasses the scope of the public relations practice.

Measurement 49

Measurement Report Analytics Google 49

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.” It’s not about you, your company or products. 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

Beyond PR

MAY 17, 2016

In the PR and marketing industry, we can witness kaizen being practiced more and more often. As we explore in the white paper Defining the Metrics that Will Demonstrate ROI , new tools have made it easier to measure the precise impact of our efforts and optimize content creation and promotion. Content optimization.

Content Marketing 74

Content Marketing How To Marketing Analytics 74

Sword and the Script

OCTOBER 24, 2017

That’s my take on some of the data from the 2018 Chief Marketer B2B lead gen report. Analysis: B2B marketing must develop its market. A different study that Chief Marketer reported found B2B organizations are slow to follow up with leads. These are the metrics B2B lead gen measure. 25% say cost of new leads.

B2B 64

B2B Report Marketing Survey 64

Cision

SEPTEMBER 28, 2015

In a recent AdAge profile , Laundry Service CEO Jason Stein describes the huge opportunity that influencers offer to marketers, communications professionals and brands: There is a major convergence between influencers, brands and publishers, and the ones who are really successful are all three of these things.”

Marketing 120

Marketing Groups Journalism Social Media 120

Cision

JULY 8, 2015

catches up with international card payment security measures, many U.S. consumers are frustrated with the decision to go with chip-and-signature security measures. Check out our latest white paper today! New security measures cannot work properly until the technology can be used as intended. As the U.S.

Retail 120

Retail Travel Mobile Technology 120

PRSay

DECEMBER 15, 2017

Emphasize projects where you had a measurable impact on your organization. Network outside your company. Learn more about a specific area such as content marketing or big data by attending a local Meetup If you don’t see a Meetup meeting on a topic that you’d like to know more about, then start one yourself.

Nonprofit 160

Nonprofit Local LinkedIn Big Data 160

Sword and the Script

OCTOBER 27, 2015

Content marketing is blending the functions of marketing and sales to the extent, marketing has lost its focus on creating demand. That’s my take after listening to Tom Webster evolve a concept over couple of podcasts on The Marketing Companion and finally rendered in a more polished format on Mark W. by Frank Strong.

Content Marketing 60

Content Marketing Marketing Measurement Writing 60

Cision

MARCH 30, 2015

Matt Heinz of Heinz Marketing writes that it is helpful to determine your “go-to” sources at the outset of your content curation planning: “Identify a core set of sources you can count on for both consistently good content as well as a variety of sources of similarly-themed content. Get our free PR tech white paper now!

Google 120

Google Measurement Content Marketing Engineering 120

Shift Communications

AUGUST 25, 2017

From blog posts to white papers, most companies create some form of owned content but not all are utilizing it to its fullest potential – or even know how it performs on its own. Marketers, PR Pros, and Advertisers are in a daily battle to remove opinion from decision making and tactical execution. Owned content.

Data 92

Data SEO Guidelines Advertising 92

Shift Communications

MARCH 17, 2015

In my last post , I covered what for me was a particularly egregious misuse of marketing technology, when a bot promoted a white paper with “Fear and Loathing” in the title on the 10 th anniversary of the suicide of Hunter S. Most of all, for me, lazy marketing, is, at the end of the day, lazy PR.

Data-Driven PR 60

Data-Driven PR Data Technology Print 60

Critical Mention

MARCH 13, 2019

Throughout his career, Anthony has helped people in a wide variety of industries and markets think through and overcome their biggest business challenges. We had the chance to get Anthony’s insights into the world of sales and marketing and how they’re interconnected. How do you define their relationship today?

Interviews 65

Interviews B2B Measurement Blogging 65

Sword and the Script

NOVEMBER 18, 2017

Infographics remain high on the marketing list of tactics. 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. This trails traditional stables including case studies, videos and white papers.

Infographics 68

Infographics Data Case Study Content Marketing 68

Cision

MARCH 17, 2016

In this interview, he discusses what the agency has planned for its newest client Haufe, how he measures success and why employees are key to improving a brand’s communication. Learn how with Cision’s free white paper! Haufe is an incredibly unique HR and talent management company out of Germany. Rapid Fire Round.

Employee 120

Employee Agency Meeting Strategy 120

Sword and the Script

MAY 7, 2019

It commands about 90% of the market share. Media coverage brings an element of third-party credibility that other forms of marketing cannot. I like to use domain authority , which was invented by an SEO software company called Moz. The marketing and PR space is highly competitive. 2) Backlinks are third-party validation.

Google 133

Google Banking Engineering Web 133

Cision

MAY 20, 2015

In 2014, the use of video content among B2Bs jumped 8 percent , meaning nearly three in five businesses have integrated video into their content marketing strategy. If you have a skeleton company but still want to produce video, perhaps the initial solve is to build a library using phone-generated video. Why wouldn’t they?

Video 120

Video YouTube Content Marketing Film 120

Cision

MAY 29, 2015

And when measuring PR, even if your metrics are primarily output metrics, you’re doing math. PR measurement guru, Shonali Burke, sums it up nicely: “I think many [PR] pros think ‘differential calculus’ or other complicated functions when they hear ‘Math’. Want to do PR measurement better? Think PR doesn’t “do math”?

Engineering 120

Engineering Measurement Analytics Sports 120

Cision

NOVEMBER 20, 2015

Each delved into how social intelligence can help you listen to conversations online to benefit your brand’s customer service, marketing, product development, sales and PR initiatives. Measurement. Learn how with Cision’s free white paper! Pauline Chow , a data scientist at Clique Inc., Knowledge of its audience.

Media 120

Media Social Media Community Measurement 120

Sword and the Script

NOVEMBER 1, 2016

Such traditional marketing examples – the influence of young people on consumer sales – demonstrates that influence in the sense of marketing is highly contextual and therefore difficult to universally define. Recently, KPS Digital, a marketing organization in the UK, named me to a list of the Top 100 Influencers in Content Marketing.

Marketing 60

Marketing Study Survey Content Marketing 60

Beyond PR

AUGUST 10, 2016

PR teams are being called on to report similar metrics as their marketing counterparts and show how they’re driving growth and impact on the bottom line. First, in most organizations, marketing has the lion’s share of the budget and the coolest toys (read: their marketing tech stack). View our White Paper!)

Company 40

Company Case Study How To Product Launch 40