Thought Leadership vs. Content Marketing

5W PR

Businesses looking to increase brand awareness are already familiar with the popularity of thought leadership when it comes to their marketing tactics. The same thing goes for content marketing, which is frequently praised for creating more leads compared to other strategies.

How to Win at Content Marketing During a Pandemic

B2B PR Sense

But what does that mean for your content marketing, thought leadership and personal branding strategies? Can you continue your content marketing during a pandemic? And how can you not just "get by" but excel with your content marketing strategy during this time? Why Your Content Marketing Shouldn't Grind to a Halt. Content is still in high demand. How to Stand Out with Content Marketing During a Pandemic.

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5 brands that struggle to connect with millennial consumers

PR Daily

They ruled their market segments for decades, perennially famous household names, but one of today’s most coveted markets—millennials—just isn’t interested in these brands. That disinterest is creating opportunities in markets that other up-and-coming brands can take advantage of.

3 ways brands can support consumers’ mental well-being

PR Daily

While true that mental health is an ongoing struggle and not a one-size-fits all-solution, marketers have an opportunity to provide offerings to support those in need during this time. Start by actively listening and applying consumer feedback to your marketing initiatives and campaigns.

Report: 2020 leaves its mark on the PR industry

PR Daily

Consumers report a strong desire to return to restaurants and theaters: ( Image via USC ). The post Report: 2020 leaves its mark on the PR industry appeared first on PR Daily. Branding Content Marketing Crisis Communications Marketing Media Relations PR Industry Research Snapshot The Workplace Visual & Video Communications Writing & Editing

3 Ways Patient Advocates Can Boost Your Healthcare Content Marketing

Contently - Strategy

Let’s look at the three biggest ways that patient advocacy can transform healthcare content. It ensures that healthcare content is rooted in specifics that marketing teams may not be able to come up with on their own.

7 Highlights From Day One of Content Marketing World

Cision

What happens when you place all of the world’s top content marketers in one place? In its fifth year, Content Marketing World brings over 3,500 people from over 50 countries together and covers topics ranging from tools and technology to optimization to the future of content marketing. Attendees are inundated with knowledge, advice and interesting thoughts from the industry’s top thought leaders – but not without having a little fun, too.

Consumer brands must tap technology to stay relevant post-pandemic

PR Daily

Traditional brand experiences are being replaced by virtual interactions and activations—but consumers desires haven’t changed. Six years later and Maven is continuing to adapt to remain an essential fixture in the daily life of consumers during the COVID-19 crisis when women are facing at-home, “DIY pregnancies” and new parents are being forced to go it alone. Consumers continue to prioritize human-led, personal service and authentic experiences.

Scale Content Marketing: Employees are the Secret

Sword and the Script

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.

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. 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.

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5 Incredible Examples of Content Marketing From Banks and the Finance Industry

Contently - Strategy

When asked to recall your favorite online content, you probably don’t think about stuff made by banks. Unless, of course, your job is to make content for a bank. That’s not a knock on finance content at all, by the way. Believe it or not, the caution with which consumers approach money actually makes finance content into fertile ground for creativity. On average, it takes a consumer 7 points of contact to feel they have a relationship with a brand.

Better vs. New: How Content Marketers Can Reset Their Priorities

Contently - Strategy

If there’s one thing every content marketer loves, it’s the grind. I was high on the grind myself recently, fresh out of Uberflip’s stellar Conex conference and sitting in Cleveland for Content Marketing World , typing so fast my laptop was (almost) billowing smoke. Marketers don’t slow down. If a sales team’s motto is Always Be Closing , the marketing team’s motto is Always Be Creating.

5 More Outside-The-Box Content Marketing Ideas

Cision

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. Want even more content marketing tips? Best Practices Featured Content Marketing

State of Healthcare Content Marketing: 5 Trends Transforming the Industry

Contently - Strategy

” Good medicine, like good content, comes down to trust and results. But the rise of digital health content has complicated the way people think about healthcare. So it’s never been easier to search and find health content online. Yet that same content can be incorrect, promotional, contradictory, or overly complex. More importantly, what should doctors, hospitals, insurers, and healthcare companies do to improve the state of healthcare content online?

33 Statistics Summarizing the Year in Public Relations, Content Marketing, Social Media and SEO

Sword and the Script

First, I think data provides a wide canvas of the happenings in the industry. It’s good to know where and how other marketers are finding success. We are after all forever students of marketing. In the continuing effort to put a bow on content this year, I went back through each of 80 posts published this year pulling out interesting statistics and linking back to the original piece. Those categories are: Content marketing statistics.

Does Your Content Marketing Strategy Tell a Data-Driven Story?

Cision

Content marketing boils down to one simple question: what story is your brand telling? According to CMI’s 2015 Benchmark Report , 55 percent of B2B marketers plan to increase their content marketing budget in the next 12 months—essentially, pouring more money into telling their brands’ stories. Indeed, the same benchmark report shows the top challenge facing B2B marketers today is producing engaging content. Want to create standout content?

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? Another reason why marketers don’t measure content marketing ROI is that they simply don’t know how to do it. The solution to these challenges is identifying the right metrics to measure the ROI of your content marketing and using tools to track these metrics. Content marketing and SEO go hand in hand.

What lies ahead in 2020? Predictions from 20 industry experts

PR Daily

As we in communications and marketing look ahead to 2020, what can we expect? In 2020, you’ll see a lot more ‘content cameos’ where bloggers include quotes from experts in articles. Bloggers will feel like they’re on the cutting edge of organic influencer marketing. Those who do this are likely to reap benefits, in content quality, in social reach, and to their networks/relationships. For a long time, marketing got beat up by the business for not being data-driven.

Walmart walks back guns stance, content marketers stay loyal to text, and Forever 21 sued over Ariana Grande ‘lookalike’

PR Daily

Companies and their leaders are expected these days to weigh in on issues that affect their consumers—and brand managers won’t get away with avoiding relevant topics. For content marketers in 2019, the written word is still the king. In a report from HubSpot , content creators say they will mostly focus on written content. Video is still important but less valuable than other channels, including email marketing.

The evolution of PR through content marketing

PR Daily

Brands are answering the call to create more value for customers and their community by publishing their own news and editorial content. As companies adopt a publisher model of content and media creation, many are surpassing the reach and influence of traditional publications in their industry. Some great examples of popular content hubs include Intel IQ , Target’s Bulls Eye View , Adobe’s CMO.com and Dell’s Power More (Dell is a client of mine). Social Content.

How content marketing has changed PR

PR Daily

Whether it’s media relations, brand journalism or managing corporate communications, content has always played an essential part of effective PR efforts. However, PR pros that don’t sharpen their skills for content strategy, development and measurement are quickly left behind as the future of digital PR evolves. That connectivity enables consumers and brand managers to create, consume, publish, interact and transact anywhere, at anytime. TopRank Online Marketing.

Survey Analysis: Competition in B2B Content Marketing Heats Up

Sword and the Script

B2B marketing has overwhelmingly adopted the concept of content marketing, according to the 2018 B2B Content Marketing Benchmarks, Budgets & Trends survey. That may mean content marketing is maturing, but that also means competition for an audience will heat up. In fact, 80% of all respondents, and 92% of the most successful content marketers, said their organization is focused on building an audience.

How the PR industry has changed in the past 25 years

PR Daily

He is president and CEO of PAN Communications, an integrated marketing and PR firm with nearly $25 million in revenue, stemming from six straight years of double-digit revenue growth. But after the dot.com boom and the digital transformation our industry has experienced in the past two decades, we’ve expanded into more of an integrated marketing approach. How do you conduct business differently in the various markets you serve, and what are the unifying aspects? .

18 Content Marketing Resources for Proven Results in 2019

Tribe Builder Media

Why is it that content marketing is touted as one of the best online marketing strategies for business exposure? OK, that’s great, but exactly how do you go about perfecting the art of content marketing ? Content marketing resources… lots and lots of resources —that’s how! 18 Popular Content Marketing, Statistic, and Thought Leadership Resources for Proven Results in 2019. ? Content Marketing Idea Resources.

Consumer trends that will help communicators in 2020

PR Daily

PR pros and marketers must keep tabs on what makes established and potential customers tick, the stimuli that motivate them, and how their habits and preferences are evolving. . In 2020, PR professionals will see the further evolution of the “woke” and informed consumer. . Consumers do not expect companies to be perfect (yet), but they must be on the road to improvement. . Sustainability: Brands first, then consumers. Branding Content Marketing Marketing PR

Content marketing is changing with every passing second – A discussion

Waxing UnLyrical

In today’s hi-tech, fast-moving, cluttered digital world, content marketing is one of the most practical, effective and useful marketing strategies to date. It’s an essential aspect of today’s digital marketing landscape. With 70% of internet users saying they’d prefer to learn through content rather than ads (as per Shonaliburke.com), don’t pass off content marketing as just a buzzword just yet.

The Relationships You Must Commit to for Content Marketing Success

Cision

With just one statistic, Joe Pulizzi delivered a stark wake-up call to this year’s Content Marketing World attendees. When we asked global enterprise marketers how committed they are to their content marketing approach, 20 percent said they’re fully committed,” said Joe during Day 1’s welcome address. It’s not necessarily about content or technology, he explained in his keynote. Users create 20 times more content than what the LEGO brand creates.

Can you Profit Directly from Content Marketing? Proceed with Caution

Sword and the Script

Regular readers know I bought into the concept of “ content marketing ” many years ago. It was in effect the coining of a term that characterized a strategy my team and I was already working on across traditional PR, digital marketing and social media. This idea is being promoted in a new book and recently I wrote a glowing review of Killing Marketing. The authors have documented case studies used to support the notion of profitable content marketing.

5 roles influencers play in content marketing

PR Daily

[Editor’s note: “Influencer” has become a ubiquitous—and often nebulous—term describing anything from a celebrity with a huge Twitter following to a subject expert who can exert substantial change within a given industry. The terms “influencer marketing” and “content marketing” frequently overlap. Marketers and communicators understand they must create great content that’s shareable, yet they’re far from using it to ensure a campaign’s success.

Big Brands: Content Marketing isn’t a Campaign, It’s a Culture

Sword and the Script

Content marketing is the new branding. Content marketing *is* PR. Content marketing is the new buyer’s journey. But for the vast majority of marketers, especially in large organizations, content marketing is still a new concept, it’s still seeping into the culture. Four Brands that are Becoming Content Publishers. 6 Keys to Content Marketing for Big Brands. by Frank Strong. Every company is a media company.

Why content marketers must be active on social media

PR Daily

Whether you’re stuck figuring out what to say, how to say it or where to post it, the ins and outs of social media can be overwhelming, expensive and time-consuming. However, if you’re practicing content marketing , social media must be part of your strategy. The success of your content marketing strategy depends on how well you’re able to get what you’ve created in front of the right people at the right time. Stick to high-quality content.

Content Marketing and the Future of Sales Enablement

Contently - Strategy

At Contently, we talk about the audience a lot. Audience, in this case, usually refers to the outside world—the group of people who read, watch, and listen to your content. If your content resonates, you’ll be able to build a relationship with the right people who can buy your product. Brands create content for investors, analysts, job candidates, the press, etc. Some marketers create a lot of great content but don’t always communicate that to sellers.

6 tools to make your holiday content marketing strategy festive

PR Daily

The holidays are a busy time for content marketers. Even if you’ve already come up with a killer strategy full of interesting seasonal content for the holidays, you must produce timely content along with this traditional holiday content in order to succeed. Before you go out to purchase a new program to add awesome up-to-date content your 2015 holiday strategy, check out these six tools and tips below that can help you work better with what you already have: 1.

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Google’s AI search may improve content marketing efforts

PR Daily

Google is shifting its search to an artificial intelligence system called RankBrain, and it’s certain to have profound implications for search engine marketers. This is a good thing for consumers for obvious reasons. It’s a good thing for marketers that do good work because consumers will find your site when they should. Nothing really changes for marketers looking to get their content ranked highly in Google search.

Google 131

Study: What content do industry leaders consume?

PR Daily

Your content is only as important as the person who reads it. That means many content creators are looking to attract high-level executives with the decision-making power to buy services or change an organization’s trajectory. from Greentarget , a strategic PR firm, and the Zeughauser Group, researchers asked more than 100 executives where they found content and what kinds of stories made them engage. Only 17 percent say social media is a valuable source for their industry.

4 reasons why brand managers should embrace content marketing

PR Daily

Not sure if content marketing is right for your business? As one of the few marketing strategies with very little up front cost and the potential for high ROI, I highly encourage you to rethink your stance. Seth Godin famously said, “Content marketing is the only marketing left," and for good reason. Creating your own content provides your business with a variety of untapped opportunities to increase sales.

Why PR Pros Need to Own Content Marketing

Cision

The Content Marketing Institute defines content marketing as “owning, as opposed to renting, media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.”. So while it is a marketing process, content marketing isn’t just for marketers. It’s more than an inbound marketing tool. Featured Trends Content Marketing

5 moments when it’s time to double down on content marketing

PR Daily

Content creation is a tactic that requires constant attention, but it can be easy to let your efforts slide. There are so many reasons to put off making content marketing a priority. The best time to start content marketing was yesterday, but the second-best time is now. It’s not too late to change your company’s future positioning in the market using content. You’re expanding your target market. Content Marketing Marketing

What to Know Before Creating a Content Marketing Strategy

Cision

This post is based on our white paper “ Outside-The-Box Content Marketing for PR.” ” A week into 2014, Mark Schaefer published a blog post that questioned whether content marketing – which he termed “the hottest marketing trend around” – was a sustainable strategy for businesses. He coined “ content shock ” and argued that though more and more businesses give away more and more content, people have only finite time to consume it.

Content marketing – it’s not just content for contents sake

Prohibition

Consider the changing shape of the comms industry, and you will undoubtedly come across the phrase ‘content marketing’. Content has become the ‘buzz word’ for the industry – whether you specialise in SEO, digital marketing or indeed more traditional avenues such as online advertising and PR. But what does content mean? At the risk of teaching you to suck eggs, content is – in a nutshell – what makes the communications industry go round.