Sword and the Script

JUNE 26, 2018

While that’s not nearly as large as other segments of marketing spend (TV advertising is ~$70 billion ), podcasts continue to grow, slowly but steadily. In turn, this has opened what is perhaps the final market for attention: my hypothesis is that podcasts are different because the listening audience truly pays attention.

Marketing 86

Marketing B2B Interviews Content Marketing 86

Onclusive

SEPTEMBER 20, 2017

MarTech forever changed the way that marketers work, what they report as success and how they do their jobs. CMOs and CEOs are starting to ask: Why can’t PR be measured and attributed the way that marketing efforts can? Truly understanding the customer journey from PR through to sale is a tough challenge that few technologies provide.

Analytics 170

Analytics Measurement Data Technology 170

Contently - Strategy

JANUARY 26, 2023

The good news is that many companies have already cracked the thought leadership code using strategies that content marketers can emulate. ” Thought Leadership vs. Content Marketing At face value, thought leadership and content marketing look similar. It should work hand in hand with other content marketing initiatives.

Leadership 145

Leadership Content Marketing Healthcare Google 145

Shift Communications

DECEMBER 1, 2014

As many of us in the marketing and communications world begin to plan for the next year, one of the most important things you can do in your own planning is to understand the differences among vision, mission, and strategy. Once you have that understanding, everything about your marketing and communications will improve dramatically.

Strategy 157

Strategy Airlines Exercises Corporate 157

5W PR

JULY 15, 2020

A media kit, also referred to as a press kit, is a pre-packaged set of marketing materials that promote a person, business, or cause. An Apple media kit from 1993 even included physical slides showcasing their newest technologies. it can exercise some control over who chooses to write about and how they portray the brand.

How To 176

How To Media Guidelines Pitching 176

Sword and the Script

AUGUST 14, 2018

It’s also a key reason why blogging and content marketing has become an important tool in the media relations toolkit. Comment: Content marketers should borrow this hint from reporters in their own work. 6) Technology that will change reporting. 26% said “better and cheaper video production technology;”.

Survey 102

Survey Report Media B2B 102

Stephen Waddington

MAY 2, 2020

There’s the technology issue. I won’t be learning Mandarin or writing a book during lockdown. People out and about taking their daily exercise have created hundreds of pebble stacks on our local beach in Whitley Bay. I’m writing on my blog more than ever. Amanda writes about recovery from the crisis.

Transportation 84

Transportation Government Community Facebook 84

Sword and the Script

SEPTEMBER 5, 2017

A young boy imagines himself Darth Vader and moves through his home attempting to use “The Force” on various objects – an exercise bike, a doll, and a dog, for example. For example, I was recently perusing a corporate B2B technology blog about an awards program a vendor had established. The company is trying to make its brand the hero.

Brand 71

Brand Branding B2B Exercises 71

PR 20/20

DECEMBER 6, 2016

Editor's Note: This post was originally published on Marketing Artificial Intelligence Institute (MAII), a new community for modern marketers created and powered by PR 20/20. Artificial intelligence technologies are advancing rapidly, to the point where the Associated Press now has machines writing full earnings reports.

Content Marketing 40

Content Marketing Marketing System Technology 40

PR 20/20

FEBRUARY 7, 2019

Some marketers aren’t afraid to take a risk on new ideas, push leadership on new technology or champion an entirely new methodology. These marketers aren't afraid to take risks to make an impact. Read on to see how Ellie has helped to build marketing programs from startup to scale-up. We call these people change agents.

Marketing 74

Marketing SEO Trade Shows Technology 74

The Resolution Blog

AUGUST 1, 2019

It’s a strange feeling when you watch the people you care about opening a pandora’s box of knowledge in your world of data, targeting, marketing, and technology. Over my 17 years in PR, SEO, digital marketing and now software services I’ve picked up a lot of knowledge in digital communications. It was a good exercise.

Ethics 120

Ethics Publicity Data SEO 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

Cision

AUGUST 3, 2016

Much as marketers and brand managers realized as the Internet gained currency that they couldn’t (or shouldn’t) treat digital and print communications the same, now digital channels have a great many slices (Facebook ≠ Instagram ≠ Twitter, etc). Brand attributes, far from an academic exercise, inform how you write, design, speak and tweet.

System 120

System Newspapers Technology Brand 120

Landis PR

AUGUST 23, 2021

Drilling down even further, we cover everything from warehousing and distribution to transportation, sustainability, procurement, risk mitigation, software, technologies and workforce development. When I was little, I always wanted to write for People magazine. Reading, exercising, gardening or spending time with my family.

Meeting 69

Meeting Media B2B Transportation 69

Sword and the Script

JULY 14, 2015

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. 6 Keys to Content Marketing for Big Brands.

Content Marketing 60

Content Marketing Brand Branding Marketing 60

Stephen Waddington

MAY 23, 2018

A new report published by the CIPR examines how much of what we do in public relations is threatened by technology. It examines the impact of technology and specifically AI on public relations practice. Technology is impacting PR in a variety of ways, including the simplification of tasks; listening and monitoring; and automation.

Analysis 60

Analysis Technology Tools Exercises 60

Sword and the Script

APRIL 16, 2019

The exercise of getting a release through reviews and approvals can take longer than does the process of writing one. Yet when PR pros were asked an optional question about which communications technology vendors they viewed as most familiar and favorable, the press release vendors came out at top of the list of top 10.

Survey 72

Survey Technology Corporate Financial 72

Cision

NOVEMBER 16, 2015

Segmentation is an important aspect of any communication or marketing plan, but it is equally important that segmentation is measured and refined. Michael Lynn of Cornell University proposes that t he maturity of a market may play an important role in segmentation as well. Reassess technology. Revisit your segmentation.

Measurement 120

Measurement Resources Technology Examples 120

Scott Public Relations

JUNE 26, 2020

It’s an exercise in futility. Zuckerberg has said that he doesn’t think people want a technology company to police the content they receive. Twitter is beginning to exercise these responsibilities. With accountability, public figures are responsible for the truth, or lack of truth, in what they say, write, and publish.

Healthcare 52

Healthcare Insurance Insurance Social Media 52

Sword and the Script

DECEMBER 24, 2016

In fact, those analytics are a principle influence on the three articles I recommend each week for the Unscripted Marketing links roundup. What follows below are the top 10 articles I shared on Twitter – out of 3,306 posts in 2016 – which provides something of a snapshot of the marketing trends over the year. Select the date range.

Twitter 60

Twitter How To B2B Analytics 60

Cision

AUGUST 9, 2016

I joined the journalism classes writing news articles for the college news website and began studying public relations for my degree. Working at newspapers for a few years taught me to always consider the audience when you’re writing. But I find enjoyment in testing new technologies and exploring new trends.

Crisis 0

Crisis Reputation Study Social Media 0

Stephen Waddington

JUNE 9, 2017

Planning: social media listening, data and insight – the use of data within public relations campaigns driven by a burgeoning third party tool market is a growing area of practice for 56% of respondents. Writing is a core public relations skill. This exercise is no different with 94% of respondents citing is as important.

Publicity 111

Publicity Survey Measurement Community 111

Waxing UnLyrical

DECEMBER 21, 2018

You need to plan, then write your strategy based on these findings. This is a group exercise for an internal team working for a client. This could be … the competition, a trend, a technological breakthrough, a consumer mindset, or internal issues. So they both got it! How do you get it and finally get there?

Strategy 88

Strategy Analysis Small Business Measurement 88

Mindful Marketing

JANUARY 29, 2023

by David Hagenbuch - professor of marketing at Messiah University - ​author of Honorable Influence - founder of Mindful Marketing Ill-intentioned people can invent some very unscrupulous schemes when they put their minds to it, e.g., Volkswagen’s infamous defeat device that intentionally tricked auto emission tests.

Ethics 98

Ethics Guidelines Fashion Transportation 98

Ethical Voices

DECEMBER 18, 2023

I like helping B2B tech companies with really arcane technology tell stories that people care about. It’s funny because I look back at the 22-year-old me, I think the very first difficult press release I had to write was something about pricing in SAP. It was a great exercise very early in my career. I agree with you.

Ethics 105

Ethics Data Training Agency 105

Cision

JULY 29, 2015

Kerry O’Shea Gorgone , host of MarketingProfs’ Marketing Smarts podcast , recently sat down with us to answer a few questions on how to build a podcasting strategy and give us a glimpse at what she’ll cover at her Cision webinar. Q: Why is podcasting valuable for brands’ marketing strategies? Is it strictly content marketing?

Interviews 120

Interviews Comparison Video Exercises 120

Journalistics

JANUARY 24, 2016

In this age of content marketing we’re living in, it seems like every organization is blogging in hopes of capturing some inbound marketing magic (you can thank HubSpot for that). In survey after survey about content marketing, it’s pretty consistent that 40-60% of organizations don’t have a written content strategy.

Blogging 69

Blogging Strategy How To Writing 69

Stephen Waddington

FEBRUARY 12, 2019

A n essay about the impact of the internet on corporate communication, marketing and public relations over the past 20 years. It disintermediates all previous forms of media enabling anyone to become a publisher; and it creates the opportunity for communities to form around an organisation, topic or issue, creating communities and markets.

Publicity 79

Publicity Community Pinterest Reputation 79

PR 20/20

JUNE 9, 2020

In 2016, we launched the Marketing AI Institute : a content hub that explores the current and future potential of AI, machine learning, deep learning, and cognitive computing to transform marketing. We used this exercise to define our new messaging—zeroing in on how we wanted to communicate an evolving story through the new website.

Web 60

Web Internal International Storytelling 60

Critical Mention

NOVEMBER 5, 2018

Nearly 230 years ago in 1789, American citizens first exercised their right to vote in the United States’ first presidential election. He stresses that Hamilton County Clerk of Courts needs modern technology and a full-time housing court. When she’s not writing you can find her at music festivals, hiking or snowboarding.

Policies 64

Policies Film Exercises Viral 64

Sword and the Script

JANUARY 3, 2017

He has also been a marketer and accepts an occasional commission for business writing. His experience sitting on both sides of the table, and a conceivably comparable pressure for clicks, has given him a balanced and long-term perspective on business communications and marketing. 2) What hasn’t changed in marketing ? .

Journalism 61

Journalism Content Marketing Creativity Leadership 61

Cision

DECEMBER 14, 2016

Jes Stiles of Search Engine Journal writes that “Facebook Messenger is the most attractive platform on which to run bots for marketers…due to 1 billion monthly active users, payment, and advertiser integration, as well as a healthy developer ecosystem.”

Facebook 120

Facebook How To Customer Service Wikipedia 120

Karen Freberg

AUGUST 15, 2017

As professors, we have to make sure we are giving our students the most updated information out there so they are prepared to be marketable in the industry for their internships and jobs. Some of the exercises I wrote about for Hootsuite can also be applied and adapted today with some of the changes we have seen with some of the platforms.

Social Media 69

Social Media Media Resources Education 69

Sword and the Script

FEBRUARY 10, 2018

And so the curious case of creativity as a skill or a talent is the theme for this week’s Unscripted Marketing links [UML] roundup. 3 Studies that Challenge Marketing Assumptions [UML]. The machines are coming for our marketing jobs. 1) Creativity as a skill to be lost. 2) How we might get our creativity back.

Creativity 66

Creativity Analytics Study Exercises 66

Sword and the Script

SEPTEMBER 2, 2014

Steve has long been a believer “content marketing” even before the phrase gained the popularity it has today. The content marketing hype-cycle helped alert those asleep at the wheel that this was a requirement for doing business in an information (Google) age. I joined as vice president of marketing. Axcient was born.

Content Marketing 112

Content Marketing Mobile Google B2B 112

Shift Communications

JANUARY 19, 2016

When we exercise our courage, we know it. I believed influencer takeovers of social media accounts worked better as a social media marketing tactic than normal organic social posting. I would have walked away believing influencer marketing, despite being a clear marketing trend for 2016, was a lie. We feel it in our gut.

Data 60

Data Exercises Analytics Social Media 60

ZudePR

MARCH 22, 2018

Have you always aspired to write a book? 1 The Seed is Planted #2 Doing the Research #3 Getting the Self-Publishing Mindset #4 What the Hell am I Going to Write About? #5 In 2014, I spent the entire year obsessed with SEO and digital marketing. *By a first-time (self-publishing) author. Table of Contents. #1 Hold on a Minute.

Writing 83

Writing Google Blogging Exercises 83