Sword and the Script

MARCH 26, 2024

Thought leadership benefits B2B marketing in so many ways – awareness, consideration and even customer retention – but it can have adverse effects when it’s under-resourced and turns out to be light on substance The social media platform LinkedIn and the PR firm Edelman routinely team up to conduct surveys.

Leadership 129

Leadership B2B Study Survey 129

PR 20/20

MAY 19, 2020

The following is an excerpt from Joe’s new book, Corona Marketing: What Marketing Professionals Need to Do Now to Survive the Crisis. It includes 13 strategies marketers need to employ now. Download it free today. Contact Content Creators Out of a Job. So we initiated a twofold plan. Where do you find them?

Writing 72

Writing Brand Branding Construction 72

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. I sure have.

Content Marketing 60

Content Marketing Marketing Measurement Writing 60

Waxing UnLyrical

AUGUST 2, 2018

The best way to stand out from the noisy crowd is by employing a few tricks of the content marketing trade. As you work on your content marketing strategy, keep these in mind: Talk to your audience, not at them. That means you need to write messaging that’s completely client-concentric. Write like you talk.

Content Marketing 49

Content Marketing Marketing Brand Branding 49

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.

Content Marketing 60

Content Marketing Measurement Marketing Analytics 60

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

Cision

DECEMBER 18, 2017

With so many moving pieces and parts in your content and social media marketing strategy, it can be challenging to stay on top of it all. But with one key tool, you can not only plan your marketing approach far in advance but also take advantage of specific times of year when certain campaigns will thrive.

How To 0

How To Content Marketing Conference Analytics 0

Polaris

DECEMBER 8, 2015

When it comes to writing, lawyers are notoriously loquacious. Lawyers are the first to admit their writing is ridiculously wordy,” Kate told me in a phone conversation. “If Erickson told me she recently improved her own business writing. Improve Your Business Writing Skills for the Digital Age.

Writing 100

Writing Resources Marketing Communications 100

Cision

SEPTEMBER 21, 2016

There’s a misconception that marketing a business is always time-consuming. If you know where to put your efforts, it’s completely possible to handle the essential marketing tactics in five hours or less a week. Then set up a series of emails that will follow that initial download email. Share her content. Social Media.

Marketing 120

Marketing Comparison eBook Social Media 120

Beyond PR

AUGUST 9, 2016

As a content marketer, I’m always on the lookout for whatever edge will improve my content’s reach. But with so many other brands also using content marketing, the task can seem Sisyphean at times. And the benefits go beyond building awareness for your content. Full-Text Syndication.

Content Marketing 40

Content Marketing Marketing SEO Web 40

PR 20/20

SEPTEMBER 29, 2022

C ontrary to many marketers’ beliefs, B2B (business to business) content doesn’t have to be boring. Creative content should be a key element of your marketing strategy as it has the power to build trust, gain new customers, and convert them to leads. Take legal writing, for example. In fact, it shouldn’t be.

B2B 61

B2B Creativity Content Marketing Measurement 61

Beyond PR

SEPTEMBER 8, 2016

If you’re only partially committed to creating and distributing content, Content Marketing Institute founder Joe Pulizzi would rather you do no content marketing at all. This may not have been the message Content Marketing World attendees were expecting to hear during Joe’s welcome address.

Content Marketing 40

Content Marketing Marketing Customer Service Airlines 40

Cision

JUNE 6, 2017

Digital marketing success is fueled by creating great content and building a targeted audience, but there’s a third piece missing from that equation—ignition. Your content has no value unless it “moves,” unless people see it, engage with it, and actively share it. It comes from the transmission of content. Not anymore.

Marketing 239

Marketing Television Handbook Web 239

Contently - Strategy

AUGUST 1, 2019

I write reminders on the backs of my hands. And of course, I use a content calendar while working at Contently, using our very own platform. But the dirty secret of content marketing is that creating a content calendar is much harder than it seems. All my life, no one has ever called me organized or neat.

Content Marketing 84

Content Marketing Course Leadership Strategy 84

Beyond PR

MARCH 18, 2016

It’s up to brand managers and marketers to pinpoint what makes that identity unique and play to those strengths. Depending on your brand’s expertise, planning content around the holidays and other seasonal events can be a great way to newsjack topics that naturally align with your vision. Every brand has an identity.

Content Marketing 40

Content Marketing How To Marketing Case Study 40

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

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

Cision

OCTOBER 14, 2016

You’ve been chugging right along with your marketing campaigns, and for a while, they were working. Your campaigns likely aren’t doing poorly across all marketing channels, so it’s important to get to the bottom of which specifically aren’t netting you results. Look at the marketing campaigns you have that have netted positive results.

Marketing 120

Marketing How To Measurement Analytics 120

Prohibition

FEBRUARY 13, 2020

The world of marketing looks very different from what it once was. We’re now seeing investment in digital marketing overtaking investment in traditional marketing at a rapidly increasing rate, with Britain being the largest online advertising market in Europe, and predictions that almost two-thirds of UK ad spend will be online by 2020.

Measurement 62

Measurement Marketing SEO B2C 62

Sword and the Script

APRIL 29, 2017

is reportedly aiming to shave $2 billion from its marketing budget over the next five years. Second, when you cut marketing, you convey to customers and competitors you’ve given up on growth. To that end, it’s really hard to sell more if you stop talking to your market. 1) The challenge of attributing revenue to content.

Marketing 68

Marketing Measurement Content Marketing Survey 68

ReimaginePR

OCTOBER 3, 2016

If you’re looking for an easy, but sure way, to define yourself as an expert in your field, here’s my advice: write an ebook. Let’s talk about why an ebook is an essential element for your content marketing strategy, and how to create and promote one for maximum effect. you may wonder. Click Here. Start Here. Outline Your eBook.

eBook 219

eBook How To Writing Community 219

Cision

APRIL 18, 2017

If you already have a list of vetted keywords from your marketing team to work from, skip ahead to step two. If not, complete the following exercise: Write down all of the questions you are asked in new business—aka sales—meetings. Write down all of the questions your customer service department is asked.

Exercises 198

Exercises Google Writing Blogging 198

Contently - Strategy

SEPTEMBER 10, 2020

Kerel Cooper is not your average SVP of Marketing. In 2018, he and his good friend Erik Requidan started The Minority Report Podcast to create a platform where people of color, women, and LGBTQ individuals in marketing could tell their stories and have candid conversations. Disclosure: LiveIntent is a Contently customer.).

Brand 71

Brand Branding Marketing Facebook 71

Cision

APRIL 25, 2015

You can, and should, write a press release and send it to your targeted media group to drum up publicity. Want to stand out with standout content? Get our free “Outside-The-Box Content Marketing for PR” white paper now! Measurement can often be the toughest part of any content marketing campaign.

Film 120

Film Content Marketing Analytics Measurement 120

Sword and the Script

MAY 13, 2017

There are so many variables to influencer marketing , it’s really hard to generalize advice. Program effectiveness depends on so many variables such as the context , content, cost, industry, reach, return, trust and the more subjective attributes of quality and value. Examining Influencer Marketing .

Strategy 76

Strategy Marketing Measurement B2B 76

Beyond PR

JULY 27, 2016

Communications is one of those disciplines that touches pretty much all aspects of a business: thought-leadership, branding, media relations, reputation management, earned media, social media, content marketing, lead generation and so much more. Pay attention to these 12 things when writing a press release for your demand gen content.

Writing 40

Writing SEO Web Content Marketing 40

Sword and the Script

JANUARY 19, 2021

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. While I’ve primarily done B2B tech work over my 20-year career – and strive to be diligent in becoming knowledgeable about a market and products – it’s not quite the same as being an end-user or SME.

Technology 169

Technology Publicity Software Pitching 169

Critical Mention

DECEMBER 10, 2021

Updated design changes have been made for expanded mentions within the Standalone Pages where users can view clips and generate downloads. Location and Designated Market Area (DMA) data in the Critical Mention Media Contact Database is now powered by Google. Senior Marketing Manager, Critical Mention. Until next time!

Radio 116

Radio Instagram Analytics Mobile 116

PR 20/20

JANUARY 15, 2019

New year, same marketing program? If the “same old, same old” mentality applies to your marketing goals and campaigns in 2019, it’s time to take a step back and evaluate how important success is to you. Without a refreshed outlook and adoption of current marketing trends and technologies, you can’t expect to outperform last year.

Trends 57

Trends Marketing Software Video 57

Beyond PR

DECEMBER 19, 2017

With so many moving pieces and parts in your content and social media marketing strategy, it can be challenging to stay on top of it all. But with one key tool, you can not only plan your marketing approach far in advance but also take advantage of specific times of year when certain campaigns will thrive.

How To 75

How To Content Marketing Conference Analytics 75

Sword and the Script

NOVEMBER 29, 2022

3 statistics from the newest B2B Content Marketing Benchmarks, Budgets, and Trends report shows the “subscribed audience” is missing from most content marketing efforts. I had a chance to be a judge for the annual content marketing awards hosted by the Content Marketing Institute (CMI) this year.

Content Marketing 122

Content Marketing B2B Marketing eBook 122

Cision

SEPTEMBER 26, 2016

If left to my own devices I write in a passive voice, I habitually use compound sentences, and my vocabulary choice is less than ideal (humblebrag – I use too many syllables). On a weekly basis, I get a platform to the communications and marketing communities and need to write effectively for them.

Tools 120

Tools How To SEO Writing 120

Cision

JULY 6, 2017

For those unfamiliar with marketing speak, this process is known as collecting leads. Leads help you better understand how many people are interested in your information, and tell you some specifics that may help you produce better future content for your engaged audience. Literally write it out as clear as day: “FREE STUFF!

Blogging 168

Blogging How To Privacy Mobile 168

Polaris

MAY 19, 2015

A landing page is a webpage that encourages visitors to your site to download a digital offer (an eBook, tip sheet or white paper) or sign up for a free trial, a webinar or an e-newsletter—all in exchange for leaving their contact information. Explain how to download (or register) for the offer. 3: Write a Compelling Headline.

eBook 100

eBook Newspapers Writing Print 100

PR 20/20

MAY 22, 2018

That world may be fictional, but doublethink is real—and it’s destroying your content creation efforts. Content marketers (like any content creators) are in danger of doublethinking their way to a practice more insidious than plagiarism: patchwriting. And it demands a relentless commitment to producing incredible content.

Content Marketing 79

Content Marketing Writing Tools eBook 79

PR 20/20

DECEMBER 14, 2022

This is a common question we hear as an inbound marketing agency. Editing content is not only okay—it’s preferred. In fact, this blog post you’re reading right now will likely become a content edit in a year or two. Great, so how do I know if a post is worthy of being a content edit?”. Our answer?

SEO 52

SEO Google Engineering eBook 52

Cision

NOVEMBER 15, 2016

Here are three others: Executive thought leadership; Influencer marketing; and. Contributor marketing. Thought leadership” is one of those terms that makes marketers roll their eyes. Influencer Marketing. This means, if you don’t have a strong influencer marketing program set for 2017, you will be way behind.

Trends 120

Trends Leadership Small Business Analytics 120