Free White Paper! Measure PR Using Multi-Touch Attribution


Measurement is crucial to finding success now and in the future. But as companies integrate more involved social media marketing strategies, the number of digital touch points increases, complicating the customer journey and creating more data to analyze and understand. Consequently, marketers and PR professionals should reassess how they measure PR. Measure the impact of one channel on another. Want to become a measurement master?

White Paper: Want Content Success? Think Outside the Box!


Content marketing is a crucial piece of content strategies. A successful content strategy in 2015 and beyond will include brands differentiating themselves by thinking outside the traditional content marketing box. Consider the following from the Content Marketing Institute’s B2C and B2B reports: 70 percent of B2B marketers and 69 percent of B2C marketers create more content than a year ago. Content marketing doesn’t have a one-size-fits-all solution.

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Free White Paper! Give Your Story Legs


Cision’s new white paper, “ The 3 Stages of Expanding Your Content’s Reach: Creation, Distribution and Amplification ,” provides a detailed guide to help you create a truly great piece of content and extend its lifespan by distributing it to the right audiences in the right ways. Here’s a glimpse at what to consider when building out, or improving, your content marketing strategy: Let Goals and Audiences Guide The Way. Guesswork should not guide a content marketing strategy.

We Should Measure Content Marketing by Relationships

Sword and the Script

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. The white paper calls the pageview a “superficial impression of how people behave on the web.” 3 Idealist Content Marketing Metrics. by Frank Strong.

PR Measurement: How is Communications Proving Value?

Sword and the Script

A study shows PR and communications can improve measurement with a little more effort; here’s a look at the metrics most commonly cited Measurement and proving value is the top challenge facing PR and communications , according to the 3 rd annual JOTW Communications Survey for 2020.

PR Measurement: 10 Important Metrics That You Need to Monitor

B2B PR Sense

PR measurement has been a bugaboo of the PR industry for years. Why do PR professionals need to show measurable results now? But when surveyed, 82% of marketers report that they have no way to evaluate the return they receive on PR. Does this mean that PR is impossible to measure? Numerous benefits accrue from active PR measurement. How to Measure PR. Before you begin to think about measurement, it's important to outline your key goals.

Your 5-Step Plan to Modern PR Measurement


Today, PR professionals and practitioners believe measurement should provide concrete data on how well you can engage with influencers on social media, communicate stories to reporters and more. Align your brand’s PR strategy with long-term business objectives by following this five-step plan for modern PR measurement. If you are entering a new market, for example, it would be wise to focus on awareness. Get even more PR measurement tips? Want to master PR measurement?

6 reasons your content marketing program is struggling

PR Daily

It all comes down to strategy, calls to action and an effective measurement program. Content marketing has emerged as one of the most effective ways for organizations to communicate with their key audiences. It’s a marketer’s dream, right? Define how you will measure success.

4 Things to Measure in Your PR


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 I guide people toward reasonable goals and then show them what to measure so they know that their press releases were actually a success, despite the lack of fame that resulted. So What Do I Need to Measure? Modernize your PR measurement with our free tip sheet.

10 measurement essentials for PR

PR Daily

Measurement has been a bugaboo of the PR industry for years. This doesn’t mean PR is impossible to measure. Measure your rank in Google regularly. Take your top 10 keywords, and measure your position quarterly. Is it a gated offer, such as an e-book or white paper? You can use email marketing software, such as MailChimp , to measure email addresses and their sources.

20 PR Measurements Beyond Impressions & AVEs for Sales Value


As public relations professionals, we know that PR measurement is essential to the success of our campaigns, budgets and client relationships. We attend webinars, dabble with Google Analytics and follow the latest blogs to learn how to move from traditional to relevant measurement. If you still secretly dread questions about how to measure PR or if you feel in over your head at times, don’t lose hope. PR measurement is not only a science — it’s an art.

6 meaty content marketing metrics to monitor

PR Daily

Are your content marketing efforts accomplishing anything substantial? How are you measuring the weight and worth of your efforts? There are multitudes of statistics you can glean from your marketing platform or from Google Analytics. However, go beyond measuring mere “open rate,” which doesn’t tell you much. There are several ways to measure and capture leads. The post 6 meaty content marketing metrics to monitor appeared first on PR Daily.

Can You Measure ROI To The Dollar?


With so much new technology at their fingertips, marketers can reach audiences in ways past generations never dreamt of doing. According to Forrester , half of B2B marketers have trouble attributing their work to revenue results. They either lack the skills needed to get the job done, or put their trust in oversimplified products claiming to measure efforts with perfect accuracy. Need a measurement makeover? Best Practices Featured PR measurement

B2B Blog Metrics: 4 Effective Categories to Measure Success

Sword and the Script

The first measure came from a business with a marketing automation system implemented. The second measure was largely a manual effort: going back through the deals closed at the end of the year and identifying which ones had downloaded gated for content featured on the blog. I’m convinced marketing automation would have been enlightening. There are few tactics in B2B marketing that lead to such direct effects. Components to Effectively Measure a B2B Blog.

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6 keys to successful social media measurement

PR Daily

Social media measurement tools enable marketers to determine which tactics work best. Marketers use measurement to track their progress and contribute to meeting their organization’s overall goals. Without measurement, marketers often rely on their gut feelings instead of data. Once you begin tracking your data, your marketing tactics will have more meaning. is the chief marketing officer of CyberAlert, a media monitoring and measurement service.

Tips for successful digital marketing measurement

PR Daily

Sixty percent of social media marketers say measuring social media's ROI is their biggest challenge. Only 21 percent of content marketers say they successfully measure ROI, and just half of all social media marketers say data inform their organizations' social media strategies. by Constant Contact, indicate that measurement is still a major challenge for marketers. Here are a few: Email marketing metrics: Click-through rate.

10 PR measurement predictions for 2015

PR Daily

The PR and social media measurement industry is going through some exciting times, and you''ve probably read plenty of review-of-the-past-year articles, (including mine: The Measurement Industry''s Evil Empire? ). 2015 will be a boom year for the independent public relations and social media monitoring and/or measurement companies that remain standing. Social media listening tools, media monitoring and influence measurement must dovetail.

4 ways to misinterpret your measurement

PR Daily

It''s no different with manipulating measurement data. FREE White Paper: Learn to measure your communication efforts, align PR objectives to business goals, and prove your value within your organization.]. a great paper. If you are launch into a mature market, but your competitor was the first brand to market there and had to educate the audience as well as promote its products, that''s not a fair comparison, either.

How to Improve Your B2B Content Marketing

B2B PR Sense

B2B content marketing has become a mainstay in many businesses. The same can be said of content marketing. With that in mind, let's examine content marketing as a whole and see what common mistakes people make and how to address them. The experts over at Marketing Profs and Content Marketing Institute have joined together in a recent study, entitled, B2B Content Marketing 2020: Benchmarks, Budgets and Trends. Create an Email Marketing Strategy.

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B2B Marketers Focused on Long Term Tend to Outperform the Competition

Sword and the Script

B2B marketers that outperform peers are more likely to devote 40% or more of their marketing budget to long-term goals Good things really do come to those who wait. All said, the number of those committed to long-term thinking in marketing has dwindled.

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How to Develop Meaningful PR Measurement

Waxing UnLyrical

“If you can’t measure it, you can’t manage it.” Odds are that you’ve heard someone say that PR can’t be quantified, or social media ROI can’t be measured, or that a media impression or social post generated an advertising value equivalent (AVE) of hundreds of thousands (or millions) of dollars. All of these statements are correct in their limited context, but are also misstatements meant to reconcile the difficulty of communications measurement.

Why PR measurement is broken, and how to fix it

PR Daily

In 2010, 225 of the best minds in PR measurement met in Barcelona and brought the Barcelona Principles down from the mountaintop. These principles recognized the system was broken and established a new, standardized way for communications professionals to measure the efficacy of PR campaigns, shifting the focus of measurement from output to outcome. The flurry of white papers and op-eds on the subject hasn’t changed anything.

5 tools to help PR pros measure storytelling efforts

PR Daily

Though media relations and other PR strategies have always contained elements of storytelling, the rise of content marketing and brand journalism means communicators must craft tales that their audiences want to read if they want to stay relevant and gain public favor. However, like many traditional PR strategies, measuring the impact and success of storytelling campaigns can seem an insurmountable task. Google Analytics is a vital tool for measuring storytelling efforts.

Getting Your PR Measurement Program in Shape for 2016

Shift Communications

Both in-house and agency marketing teams will be defending the year’s work, planning for 2016 and securing (or hopefully expanding!) Unfortunately there is no silver bullet measurement tool. Have a great but technical white paper? This helps you measure how a campaign or individual piece of content performs. Check out our PR measurement tool. It’s a measurement dashboard from our own Chris Penn that you can download and use now for the low price of $44.

3 signs you should invest in PR measurement tools

PR Daily

Not all PR tactics directly affect the bottom line, but if you don''t have measurement tools and dashboards in place, the questions that clients and managers commonly ask could indicate that it''s well past time to start. Here are a few questions you''re likely to hear if you don''t have a measurement plan: 1. Earned media—the coverage you obtain through effective public relations efforts—is notoriously difficult to measure. is a marketing analyst.

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Guest Post: How to Sell #Content #Marketing to Your Bosses

PR Expanded

Content marketing as a discipline is still relatively new, and it’s evolving into whatever we professional communicators and marketers say it is. How do you most effectively package your company’s unique value propositions and expertise, and deliver it to the market? But I’ve seen first-hand how content marketing can make a significant impact, especially to B2B organizations. So show them how content feeds the sales and marketing machine.

PR, Social Media and the Imperative of Content Marketing [UML]

Sword and the Script

You can’t tell – even digitally savvy marketers can’t tell – the difference between “content” and “ads” anymore. This is why content marketing is the theme for this week’s Unscripted Marketing links [UML]. 1) Marketing content vs. content marketing. What is the difference between content and content marketing? 2) Trust, reliable sources and B2B content marketing. For a time, social media worked organically.

Revenue Attribution and Proving Value in Marketing [UML]

Sword and the Script

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. Instead of taking a hatchet to the budget, I’d suggest P&G re-allocate some of that ridiculous spend in display and programmatic ads into content marketing and PR.

Changing How We Measure and Report What We Do

Solo PR Pro

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. We argue about the relevancy or shrinking media market ad nauseam. New: The lead ad that we ran resulted in 300 downloads of our product white paper.

2020 Marketing Budget Planning: Here’s How Marketers Say Spending is Shaping Up

Sword and the Script

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. The consulting and tech analyst firm polled 340 marketing executives across the US and UK for its study. 16% on marketing analytics. “As The biannual survey queried 341 senior marketers about an array of topics including budget.

In Content Marketing, Marketers Might be Losing Their Way

Sword and the Script

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. Shaefer’s {grow}: The dangerous confusion of sales and content marketing. If sales are down, marketing gets fired. If leads are down marketing gets fired.

What’s hindering your content marketing efforts?

PR Daily

How are health care marketers handling content strategy, and which key issues keep them from delivering engaging communications? Tandem surveys found that content marketing has become mainstream for health care organizations. The 2017 State of Healthcare Content Marketing , TrueNorth Custom surveyed mostly B2C health care firms, as did DamoDigital in. Content Marketing and the Battle for Attention. Why are marketers creating content?

3 Cases Studies of Augmented Reality in B2B Marketing [UML]

Sword and the Script

As the landscape stands today, I tend to be more bullish on augmented reality (AR) than virtual reality (VR) in B2B marketing. That fits more readily into the modern marketing and sales dynamic, which is still highly dependent on conversations and relationships. This week’s Unscripted Marketing links [UML] reviews three case studies of AR in B2B organizations. This is also an important point because marketing technology is only useful if people actually use it.

The 5 Stages of Content Marketing Grief

Sword and the Script

The recent commentary on content marketing by Gartner Research may have given B2B tech marketers motivation to reconsider the concept. Every B2B tech marketer is familiar with the analyst firm because of the implication the four corners of one certain magical graphical quad chart can have on a short list of vendors. And the tech analyst firm called content marketing the future of marketing. Content marketing values: utility over hype.

The New Marketing Mandate for the Advocacy Era


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. In many cases, they are sending out disparate messages to buyers via their own departments (communications, marketing, sales, etc.) How are you measuring your programs?

4 Marketing Tactics B2Bs Can Swipe From Nonprofits


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. Leads don’t grow on trees, and success certainly doesn’t spring forth from winging a marketing strategy. Only 30 percent of B2B companies say their content marketing is effective. Measure to Learn.

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. by Frank Strong.

The 4 Engines You Need to Pull Off Content Marketing Successfully

Sword and the Script

Everyone is doing content marketing these days. In fact, some 80% of respondents say they are doing content marketing according to 2017 survey data. You can also think about these in stages of content marketing maturity, though I’d caution, you never done with any given stage. One of the best examples of this comes from marketing automation vendors. Analytics are an important part of a content marketing program. Similarly, content marketing is not going away.

5 More Outside-The-Box Content Marketing Ideas


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? Native ads, like everything else in content marketing, aren’t one size fits all.

Influence or Popularity? Examining Influencer Marketing

Sword and the Script

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. I’d like to believe even the occasional reader can sense the passionate for content marketing on these pages.