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Here are the top new trends that are accelerating change in the practice of public relations and challenging old-timers as we move into 2017. If PR is all about content, it stands to reason that PR and SEO must work together, and that PR professionals should have more than a passing familiarity with SEO and web analytics.
The TOP PR and ContentMarketing Conferences 2018. If you’re in search of PR and contentmarketing conferences to attend in 2018, AirPR has pulled together a definitive list of the best and the brightest. Finalists will be announced for 2018 on December 6, 2017. Intelligent Content Conference (ICC).
2017 was quite a year for marketing and PR professionals. Earned media has become increasingly important with 89 percent of marketing/communications professionals saying they use it to support the demand generation goal of driving brand awareness. How Cision® Impact Measures Earned Media. Top 10 U.S. Radio Stations.
PR coverage has typically been measured by media outlet audience size. This method of measurement does not tie back to business objectives and these softer metrics often do not resonate with the C-Suite. The MarTech and AdTech revolutions have forever changed the way marketers work and measure their success.
The April #measurePR chat fell the Thursday before Tax Day, so Shonali invited some of PR’s best financial communications pros with measurement advice for everyone—from those just starting out to seasoned pros. measurePR pic.twitter.com/XqP6zgpQTi. — @Serena (@Serena) April 13, 2017. Keosha (@Keosha) April 13, 2017.
Those categories are: Contentmarketing statistics. Social media marketing statistics. Marketingmeasurement statistics. Search marketing and SEO statistics. And here we go…here are the benchmarks from 2017. ContentMarketing Statistics. 2) Contentmarketing supports lead nurturing.
Did you, like me, spend the holidays thinking about what you’d like to accomplish in 2017? Sometimes, despite our very best efforts to write down our goals, we tend to skip over creating a documented PR content strategy. Why are these two factors so important in your content’s success? This is a significant missed opportunity.
Fortunately, there are several new studies that have been published about contentmarketing, blogging and webinars that provide solid benchmarks. 1) Contentmarketing benchmarks. MarketingProfs and the ContentMarketing Institute published their 10 th Annual B2B Marketing report with benchmarks, budgets and trends.
As consumers gravitate towards multimedia content — multimedia is also the driving force behind the content the media publishes. In our 2017 State of the Media Report , we learned that 71 percent of journalists “always or often” use multimedia in their stories. Visual Content Impacts Your Performance.
In 2017, I shared a stage at Collision Conference with Alicia Hatch, the CMO of Deloitte Digital, when she captured the biggest problem plaguing most marketing teams. ” Over the past few years, I’ve found that this problem plagues most organizations when it comes to content strategy. That promise was flawed.
Fast forward to 2017, the search engines have become even smarter. Enter content discovery! Marketers are now keen on making brand content discoverable to ensure better awareness and traffic. Here are some quick tips that will help marketers present the most relevant content in front of their targeted audience: 1.
The October #measurePR Twitter chat focused on the issue of gender bias in advertising and how measurement of gender bias can affect PR. She is on the team behind the Gender Equality Measure (GEM™), created jointly by ABX and the National Advertisers (ANA) Alliance for Family Entertainment (AFE)’s #SeeHer team.
In Cision’s 2017 Global Comms Report: Challenges and Trends , we talked to communications professionals around the world to understand the issues they face. Speculation runs rampant, but likely part of the cause of the budget crunch is the fact that it’s so difficult to measure results from contentmarketing.
That’s where your contentmarketing efforts come into to play. On top of crafting compelling content, the most prominent challenge is driving engagement from targeted audiences. According to HubSpot’s 2017 State of Inbound, the top challenge marketing faces is generating more traffic and leads.
The 7 Best Performing Blog Posts in 2017. The measure of “best” in this case is unique page views. What is clearer was the sort of topics that attracted readers in 2017. 2) 2017 PR Salary Survey Suggests Demand for Talent Tightening. 3) The Future of Marketing Looks More like Public Relations. The answer depends.
Here are my predictions for PR , contentmarketing and social media ; one each. 1) Predictions for PR in 2017. In 2017, PR professionals will be increasingly viewed as strategic business advisors championing integrated communications across the silos of digital marketing, PR and social media.
There are 45 pages in the PDF version of the 2017 Benchmarks, Budgets, and Trends—North America report this year. Overall, the study found roughly one-fifth (22%) of 1,102 B2B marketers based in North America that answered the annual survey described their contentmarketing as “extremely successful” or “very successful.”
In fact, time-on-page grew by 16% this year, which I’ve come to believe is a useful measure of quality. 3) The Facebook Frozen Frog and Fodder for ContentMarketing. PR is the best-kept secret in contentmarketing. 5) 11 Shrewd PR and Marketing Predictions You Can Bank On. A lot of B2B content goes unused.
“We are going to see more journalists build their own paid content channels – with or without backing from media outlets. This means PR pros will need to figure out how to have their clients mentioned in these outlets and learn how to measure their success.”. 2020: 30 Pragmatic Marketing and PR Predictions for 2020.
Everyone is doing contentmarketing these days. In fact, some 80% of respondents say they are doing contentmarketing according to 2017 survey data. You can also think about these in stages of contentmarketing maturity, though I’d caution, you never done with any given stage.
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.
Businesses will increase investments in marketing for the third year in a row according to the Gartner CMO Spend Survey for 2016- 2017. Sixty-five percent of marketing leaders said they plan to increase their spending on digital advertising, with 23% expecting a significant increase and 42% anticipating a slight increase.”.
Marketing ranked sixth, which I’d have guessed would have ranked higher. The company published its findings in an impressive 60-page report called the 2017 State of the Blogging Industry. A Simple Measure of Marketing Many Businesses Miss. ContentMarketing: Don’t Make Home Improvements to Rental Property.
PR, influencer outreach, contentmarketing, link-builders, social and digital marketing set-ups are all winning communications briefs. With better measurement. New communication lines Marketing directors put their budget where they can see a return. How can PR agencies compete?
In 2017, I shared a stage at Collision Conference with Alicia Hatch, the CMO of Deloitte Digital, when she captured the biggest problem plaguing most marketing teams. ” Over the past few years, I’ve found that this problem plagues most organizations when it comes to content strategy. That promise was flawed.
“Data and the use of data will become the great divide between marketers producing content and contentmarketing. Those companies that can take data, do a deep dive, and understand what the data tells them will see more success in achieving their goals from content than those who look at simple analytics.
.” Content has become an integral part of the success of your PR and marketing efforts and several studies show that the planning and implementation of a content strategy is high on the list of priorities for 2017. 64% of marketers identify developing a comprehensive content strategy as a top challenge.(
The statistics selected can be grouped are heavily weighted along the following topics: Statistics about – or for – the CMO ; Statistics about digital and B2B marketing ; Statistics about PR or media relations ; and. Statistics about contentmarketing. Read more: How Creative, Agile and Metrics can Sing in Marketing Harmony.
There’s no written playbook for navigating the PR challenges likely to arise, and smart marketers and comms pros will trust their judgment and past experiences in guiding strategy and providing counsel. Marketing investment was redirected towards demand generation (contentmarketing, paid media) as startups looked for deal flow.
Bezos could see in 1997 Amazon would be selling anything you could buy at a Walmart in 2017. It’s why, as noted in the March 2017 edition of the Monthly Scripts newsletter , Sir Martin Sorrell, who leads what is perhaps the largest marketing services enterprise in the world, fears not Google or Facebook – but Amazon.
Other readers liked these related posts: Does Blockchain Really Have Marketing Potential? Why You Can Run a Campaign Inside ContentMarketing, but Not the Other Way. They used AR to communicate their complex design, measurement and visualization technologies in their annual report to investors. Further, Ms.
I wanted to spend a little time on the latter, because badly set objectives are one sure-fire way to make sure 2017 continually beats you with a (metaphorical) stick. Measuring the effectiveness of PR is always a tricky topic, but pointing your campaign in the right direction is crucial. One Direction.
The March #measurePR chat was the day following the 2017 recognition of International Women’s Day , so Shonali had some of the PR measurement world’s female superstars as her guests on the chat this month. I saw a lot of PR pros spinning wheels b/c they couldn’t measure effectively #measurepr. Aly Saxe (@Aly_Saxe) March 9, 2017.
Just as people dislike clickbait headlines and photos, it will test people’s patience to have the primary image in your gallery disparate from the rest of the content within the post. That said, I guarantee someone is already posting bait-and-switch content for Instagram collections (#sad).
These habits are applicable to corporate blogging where a blog is a central platform in a contentmarketing strategy. Don’t miss these related posts: B2B Blog Metrics: 4 Effective Categories to Measure Success. The 4 Engines You Need to Pull Off ContentMarketing Successfully. 2) How long should a blog post be?
On the face of it, the idea of using video for B2B marketing in 2017 might not seem that groundbreaking. By 2014 it was obvious that video was the rising star of contentmarketing. Through this collaboration I learned of Stone Temple’s very creative use of video. How do you make the topic fun and interesting?
In Cision’s 2017 Global Comms Report: Challenges and Trends , we talked to communications professionals around the world to understand the issues they face. Speculation runs rampant, but likely part of the cause of the budget crunch is the fact that it’s so difficult to measure results from contentmarketing.
By a measure of their own assessment , “journalists perceive they are now struggling to maintain the public’s trust.” That’s according to the 2017 State of the Media Report by Cision , which surveyed some 1,500 journalists in the U.S. The Cision report says the findings align with the 2017 Edelman Trust Barometer.
We see infographics in contentmarketing survey results as well. The data puts infographics in the top five types of content created by B2B marketing shops. When marketers start mashing several data sets together in this fashion, it’s not only junk data, but could very well be misleading information. Talk to Us !
Seventy-five percent of communications professionals believe the industry must do a better job of measuring impact and proving value. It’s downright scary that a majority of senior executives do not know whether there was any real-world behavior created by contentmarketing and earned media. Enter Impact. But it is doable.
It’s hard to believe that 2017 has come and gone. We need to integrate consumer clients into trending conversations, valuable insights into our pitches and data into how we’re benchmarking best practices and measuring success. Now we turn to the new year and think about impending industry evolutions and how to get ahead of them.
The report noted in observation: “Fifty-eight percent of respondents cited engagement as a big challenge, compared to 35 percent in our 2017 survey. Analysis: B2B marketing must develop its market. These are the metrics B2B lead gen measure. What Does It Take to Implement ContentMarketing Effectively in B2B?
WooPitch (@WooPitch) March 30, 2017. In what could be deemed an intersection in time and the beginning of a period of transition in PR – the rise of contentmarketing and the fall of press releases – UBM would acquire the ContentMarketing Institute for $17.6 7) March 27, 2017 : Bulletin Intelligence.
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