Sword and the Script

FEBRUARY 17, 2015

Thought leadership is usually associated with top-of-the-funnel as far as marketing outcomes are concerned, but there’s evidence to suggest it meets the needs of existing customers. 3 Reasons to Include Customers in a B2B Content Program. Marketing content marketing customer service word of mouth'

B2B 60

B2B Leadership Customer Service Content Marketing 60

Sword and the Script

AUGUST 20, 2016

For all the sophisticated visual representations of the buyer’s journey – Venn diagrams, inverted funnels and figure-eight models – the net result of these meetings often boils down to increasing the volume of email marketing or spending more on PPC. It’s been a trend in content marketing too.

Content Marketing 60

Content Marketing Marketing B2B Small Business 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

Shift Communications

OCTOBER 24, 2017

Offer to meet with them to brainstorm on the types of recipes/content that tend to drive the most eyeballs and engagement for them. You may be surprised that these reporters are actively looking to fill content on an ongoing basis, and will be amenable to accepting rolling recipe submissions across seasons. Alan Marcus.

Content Marketing 74

Content Marketing Marketing Google Trends 74

PR 20/20

SEPTEMBER 28, 2016

Seth Godin would argue that content marketing is the “ only marketing left.” Michael Brenner said , “It is the hottest trend in marketing because it is the biggest gap between what buyers want and brands produce.”. The best content programs are performance-driven; they connect tactics to organizational end goals.

Content Marketing 40

Content Marketing Marketing How To Leadership 40

Sword and the Script

OCTOBER 11, 2022

The internal meetings and communications that on-staff comms people have to do prevents them from having the time and focus required to write and edit the content marketing and thought leadership.”. When I was on the in-house side, many internal meetings just added to the already very long to-do list I had.

Agency 141

Agency B2C B2B Survey 141

Waxing UnLyrical

MAY 18, 2015

Building thought leadership is one of the primary reasons companies engage in PR, so that’s our editorial theme this month (in case you hadn’t noticed). So, how do you start building thought leadership in your organization? The Best Way to Measure Thought Leadership. Have a look-see.

Leadership 40

Leadership Insurance Insurance Community 40

Sword and the Script

SEPTEMBER 8, 2020

B2B thought leadership drives perceptions, trust and sales A survey of 3,000+ business executives by Edelman and LinkedIn connected B2B thought leadership to trust and sales. 89% of decision-makers say thought leadership “can be effective in enhancing their perceptions of an organization.”

Survey 95

Survey Industry Leadership Study 95

PR 20/20

SEPTEMBER 21, 2016

Content Marketing World or as others may know it, #CMWorld , is an incredible event for marketers, journalists and techies from across the globe to gather and share niche content knowledge. We have to get people to take action, and break through the immense volume of content. Long Form Content for the Win at REI.

Content Marketing 40

Content Marketing Marketing B2B Video 40

Burrelles Fresh Ideas

AUGUST 8, 2023

As AI continues to advance and permeate various industries, marketers and communicators must adapt their strategies to leverage its power effectively. Amidst this transformative era, one fundamental aspect remains unchanged: the critical role of content marketing.

Communications 52

Communications Marketing Analytics Resources 52

Polaris

DECEMBER 14, 2014

Most useful offline reference resource: Epic Content Marketing by Joe Pulizzi. Joe Pulizzi, the godfather of content marketing, wrote this book in 2014. It’s an instant classic that helps us achieve improved results while marketing less by doing “epic content marketing.” 2 Kathi Kruse.

Marketing 251

Marketing Resources Content Marketing Leadership 251

Burrelles Fresh Ideas

DECEMBER 5, 2023

Lack of Leadership Communication Leadership plays a crucial role in setting the tone for internal communications. To overcome this barrier, organizations need to prioritize leadership communication training, ensuring that leaders at all levels are equipped with the skills to convey their messages clearly and inspire their teams.

Internal 95

Internal International Communications Employee 95

Flack's Revenge

AUGUST 1, 2018

Content curation had been championed as a way to up the pace of content marketing by riding OPC (other people’s content), and to boost thought leadership, by commenting on others’ thoughts when you didn’t have an original idea. It’s not that I’m out of touch. These are different times.

Content Marketing 149

Content Marketing Privacy Government Web 149

Contently - Strategy

JULY 12, 2021

“Investment banking is just glorified content marketing.” This makes sense; compliance approvals for content marketing are a notorious challenge in the industry. However, we saw a shift on that front in our 2021 report on the state of finance content. Change happens a lot faster once leadership gets involved.

Financial 109

Financial Banking How To Marketing 109

Critical Mention

OCTOBER 14, 2018

In a world inundated with B2B and B2C content, striking that sweet spot between staying relevant and standing out can be a challenge. Distill thought leadership into these easy steps, and your track to the podium will be clearer than ever: Step 1: Research, research, research. What’s in AdWeek today? What about Wired or TechCrunch ?

Leadership 68

Leadership B2C Trends Content Marketing 68

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. Dynamic content and regulations. Jack of all trades.

Communications 122

Communications Crisis Internal International 122

Cision

JUNE 27, 2017

In theory, you know that content marketing is an instrumental component of your brand’s marketing strategy. As a business owner or company executive, you understand that you have great potential to leverage thought leadership through content. Provide Feedback on the Process.

Writing 217

Writing Content Marketing Blogging Meeting 217

Cision

NOVEMBER 14, 2017

At your first meeting, get input from this team on the following topics.You may be surprised at how varied the answers are from each team member. If you are leveraging different channels for your various marketing campaigns, it’s important to rope in each one as part of the earned media analysis. What Matters to Our Brand?

Measurement 166

Measurement Strategy Media Analytics 166

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. Then, I’m going to use that as a launching pad for a speech at Content Marketing World.

Exercises 198

Exercises Google Writing Blogging 198

wiredPRworks

APRIL 20, 2022

About The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly. Get your copy of The New Rules of Marketing and PR. How did they meet? Connect with David Meerman Scott. Facebook [link]. Instagram [link]. Twitter [link].

Marketing 118

Marketing Social Media Trends Instagram 118

Contently - Strategy

JULY 28, 2021

According to Malissa Mackenzie, director of creative services at CarMax, the turning point was gaining support from the company’s senior leadership. Immediately, the leadership team bought in. “We pull in CarMax data to make sure that our Contently writers can incorporate a CarMax perspective into those topics specifically.”

SEO 103

SEO Automotive YouTube Video 103

Rock the Status Quo

SEPTEMBER 16, 2014

They engaged me to help with their rebranding, evaluating the digital expertise of their staff and leadership team, and re-packaging products and services they offer to clients. They wanted transformation from a mostly link building shop into a content marketing agency. Ahhh, if only it is that easy.

Agency 164

Agency SEO Training Analysis 164

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

Sword and the Script

JANUARY 31, 2017

The popup, the slide-in, the call-to-action have paradoxically become both central to, and the bane of, marketing. See these related posts: 7 Takeaways from Mindful Social Media Marketing [Book Review]. Viral Marketing: The Hope, Hype and Helplessness. The Psychology of More in Content Marketing and Social Media [UML].

Marketing 60

Marketing Web Viral Social Media 60

Sword and the Script

AUGUST 26, 2014

Generally, an entire marketing organization is focused on that one event. Executive leadership expects an announcement to be made. ——————————————————— Related content: 6 Creative PR Ideas for Blended Media.

Trade Shows 119

Trade Shows Conference Pitching Meeting 119

Sword and the Script

MARCH 11, 2017

See these related posts: 10 Leadership Tips for 1:1 Meetings with Employees. The Old “New Media” and Marketing Tools with Novel Twists [UML]. 2) Is your brand investing in the right content? and Lord & Taylor were sanctioned in 2016 for social media campaigns that didn’t meet disclosure requirements.”.

Tools 68

Tools Marketing Advertising Advertising 68

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

Sword and the Script

DECEMBER 30, 2017

This post provides metrics to track, but better yet presents them in a framework you can adapt to meet the needs of your organization. 5) Finding Leads: 6 Takes from the 2018 Chief Marketer B2B Lead Gen Report. 2) 3 Studies that Challenge Marketing Assumptions [UML]. 6) Can you Profit Directly from Content Marketing?

Blogging 72

Blogging B2B Content Marketing Trade Shows 72

Prohibition

FEBRUARY 14, 2023

Strategies used in tech PR include thought leadership, social media management, strategic partnerships and community engagement, content marketing, media relations , and influencer marketing. They can analyse the market, identify opportunities and develop a strategy that will help you reach your objectives.

Strategy 62

Strategy Brand Branding Technology 62

Sword and the Script

AUGUST 19, 2017

1) CMO job responsibilities and leadership attributes. When it comes leadership attributes , “it is strategic thinking that most marketers (86%) believe is imperative.”. That’s according to the “ Anatomy of a Leader ” study by the Marketing Week , which was reported by senior writer Charlotte Rogers. “In Fletcher wrote.

Leadership 62

Leadership Study Analytics Survey 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. Public companies can use video for corporate storytelling and investor education by adding video to their earnings calls and shareholder meetings.

Video 116

Video Communications Strategy Product Launch 116

Sword and the Script

JANUARY 8, 2019

Marketing also has purse strings that can be creatively – and ethically – spent to appease a specific rep with the right reference. You certainly need the sales leadership on board with a reference program, but marketing has to drive it, or it will fade away. 1) Soft interviews on your company blog.

B2B 77

B2B Media eBook Interviews 77

Communications Conversations

SEPTEMBER 15, 2020

But the best part: Anna’s one of the absolute loveliest people you’ll ever meet. Kristina was doing content strategy before it was even a thing (at least, in the modern-day content marketing sense). So, in many ways, those of us who any sort of content marketing should be thanking Kristina for paving the way!

Agency 78

Agency Trends Social Media Local 78

Prohibition

NOVEMBER 23, 2022

Video has taken the world of marketing by storm over recent years. From a content perspective – video is king! It can be used to convey brand messages, promote a new product or service, share thought leadership from a key spokesperson – the possibilities are endless. Where is the video going to be distributed to?

Video 62

Video Corporate Marketing B2B 62

Flack's Revenge

DECEMBER 5, 2017

I’ve known Lin Pophal for years through her work as a writer for eContent , HR Executive , and others; have pitched her client stories and my own thought leadership topics (I’m in her eContent story on content curation tools ). Media outlets competing for eyeballs will need to meet that demand for higher levels of quality.

Pitching 174

Pitching Journalism Video Advertising 174

Sword and the Script

AUGUST 25, 2020

That’s what military leadership is – action in the absence of orders. Start by suggesting the idea in your team meetings or mention it in your check-ins with your boss. It might even be a good idea to seed this with peers and build consensus before suggesting it in a team meeting (this is the secret to winning in corporate politics).

Marketing 86

Marketing Guidelines Social Media Conference 86

Sword and the Script

OCTOBER 13, 2018

That’s the price of leadership. When Matt Cutts was doing his video series, I used to joke that his words were parsed up like a transcript from the last Fed meeting on interest rates. If you enjoyed this post, you might also like: Content Marketing: Don’t Make Home Improvements to Rental Property. Google and Trust.

Google 72

Google Privacy YouTube Data 72