Sword and the Script

MAY 11, 2019

A tech PR firm recently published a study that showed promising effects media relations can have on the sales cycle for B2B marketing organizations. The study suggests “momentum” releases were the highest performing, followed by partnerships, new hires, products and award announcements. 1) Earned media is sales enablement.

Study 162

Study Media Relations Media B2B 162

Contently - Strategy

OCTOBER 29, 2024

Adobe Experience Cloud features myriad customer-generated case studies. When I searched for case studies for the Document Cloud product in the financial service industry, I was met with three hyper-relevant testimonials without having to waste time scrolling through case studies that may not apply to my search terms.

B2B 98

B2B Brand Branding Case Study 98

ImPRessions - Crenshaw Communications

NOVEMBER 4, 2020

For anyone who works in public relations, content still reigns supreme. An effective content marketing calendar will complement a PR campaign to help differentiate a brand and generate business growth. Sponsored content is often confused with native advertising , but it’s actually a subset of it.

Advertising 334

Advertising Advertising B2B SEO 334

Sword and the Script

JANUARY 21, 2020

One of the biggest mistakes I see in content marketing is when organizations and businesses do not treat it like a distinct channel. This boxes your approach to content marketing into a corner and removes options. >>> Related: Why Content Marketing and Public Relations Need Each Other.

Content Marketing 130

Content Marketing How To Marketing Leadership 130

Sword and the Script

JULY 28, 2020

Content marketing is about the audience. The same dynamic applies to content marketing too. >>> Looking for a consulting partner with the content chops to build a sound strategy and execute? The Content Marketing Shortcut: M&A There is a short cut: buy the audience through an M&A transaction.

Content Marketing 114

Content Marketing Marketing B2B Advertising 114

Contently - Strategy

OCTOBER 5, 2020

The internet was new at the time, and the media and marketing industries expected websites to be a utopia for advertising. “The rest of advertising had been ruined and dammit, we weren’t going to let that happen this time.” Depending on your study of choice, click-through rates clock in around 0.2

Advertising 133

Advertising Advertising Real Estate Travel 133

Cision

OCTOBER 4, 2017

To understand the impact of multimedia, we must acknowledge the fact that content is everywhere and there is no way to escape it. When you pair the 24/7 news cycle with always-on connectivity, you get consumers overwhelmed by a perpetual stream of content. To make an impact, content needs to shine. Create more visual content.

How To 282

How To Storytelling B2C Measurement 282

Sword and the Script

MAY 10, 2016

Studies like this are boiled down to oversimplified conclusions cast in a headline. As a result, the refrain “content marketing is better than advertising” is bounced around the marketing echo chamber. Though a seasoned PR professional, I am also a serious advocate of content marketing. Native ads?

Content Marketing 60

Content Marketing Advertising Advertising Marketing 60

Cision

DECEMBER 5, 2017

That’s where your content marketing 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. Case Studies.

Infographics 235

Infographics Case Study Content Marketing Video 235

The Proactive Report

JULY 4, 2014

So yes, Facebook has once again tweaked their News Feed algorithm and your organic content is reaching fewer fans. In 2012 Facebook said content would reach, on average, 16% of fans. Early in 2014 studies showed that it had dropped dramatically. If your content is being seen by only 2 or 3% of your fans, what’s the point?

Facebook 226

Facebook Analytics Video Advertising 226

Sword and the Script

JANUARY 21, 2025

Most of the social media platforms have courses you can take on their advertising products. Even if you dont manage Facebook ads, for example, taking the course will help you to be a better cross-functional collaborator with your peers in marketing. Typically, I like to dive into trends and industry studies and reports.

Google 157

Google Course Survey YouTube 157

PR 20/20

FEBRUARY 20, 2023

That's where inbound marketing and content marketing relate. Think of them as the smooth talkers of the marketing world—using engaging content and helpful information to attract and win over potential customers. What is content marketing? Some examples of content marketing include: Infographics.

Content Marketing 82

Content Marketing Marketing eBook Case Study 82

ImPRessions - Crenshaw Communications

JANUARY 24, 2018

Yet PR doesn’t always command the same respect as other disciplines, like advertising or direct-mail. As Greg Galant of MuckRack once observed , the advertising business is linked with iconic characters like Don Draper of “Mad Men,” while public relations is more likely to evoke Samantha Jones.

Journalism 185

Journalism Advertising Advertising SEO 185

B2B PR Sense

JANUARY 5, 2018

When it comes down to it, PR can be far less expensive than advertising and offer more benefits. Handpicked Related Content. Myth #4: PR is just advertising. PR goes way beyond advertising. When you boil it down, advertising is paid visibility while PR is earned visibility. Content marketing.

Crisis Management 238

Crisis Management B2B Reputation Advertising 238

Sword and the Script

APRIL 30, 2024

If you read my posts, they are all about surveys and studies and I checked the sources (i.e. As it turns out the source is a study commissioned by LinkedIn and completed by John Dawes , a professor of Marketing at the Ehrenberg-Bass Institute for Marketing Science , which is part of the University of South Australia.

B2B 159

B2B Marketing Advertising Advertising 159

Sword and the Script

OCTOBER 8, 2019

In fact, you must publish content in order for it to be indexed and returned in response to search. That’s the gist of a piece Michael Brenner wrote for the Content Marketing Institute last week titled The Best Reason to Do Content Marketing? b) Integrated marketing. b) Integrated marketing.

Content Marketing 86

Content Marketing Marketing Comparison Measurement 86

Sword and the Script

AUGUST 13, 2024

Should you advertise against your competitors? Concur owned 65% of the market, Brex was entering – they positioned themselves on the same level. Concur owned 65% of the market, Brex was entering – they positioned themselves on the same level. Today there isn’t a marketer in B2B that isn’t familiar with HubSpot.

Creativity 103

Creativity B2B Examples Marketing 103

Sword and the Script

APRIL 11, 2020

As I look out across my peers in B2B marketing , for many of us, this is our third trip to recession rodeo – after the dot-com bust and financial crisis of 2008. We have more studies, more data and more experience both in designing and measuring marketing and marketing in a downturn. What sort of studies?

Study 97

Study Marketing Survey SEO 97

5W PR

MARCH 8, 2025

Share insights from recent events and engage with other speakers’ content. Creating High-Impact Content Content marketing establishes authority and keeps you visible between speaking engagements. According to Nielsen research, 92% of consumers trust recommendations from peers over traditional advertising.

Brand 78

Brand Branding LinkedIn Case Study 78

Sword and the Script

FEBRUARY 6, 2018

I study organizational persuasion for a living and I knew this was not bona fide journalism. One of the most significant findings from the study was that media is now the least trusted institution. While 65% of people obtain news this way, trust in platforms declined 11 points in this year’s study.

Content Marketing 80

Content Marketing Marketing Journalism Financial 80

Sword and the Script

FEBRUARY 16, 2021

The study polled 33,000 respondents in 28 countries. According to the Edelman study, 75% of respondents globally trust their employer. Employers are more believable than government, media reporters with named sources, major corporations, media reports with anonymous sources, advertising and “my social media.”.

Government 152

Government Survey Ethics Media 152

Sword and the Script

JULY 9, 2016

She cites Arnaud Legout , who co-authored the research in her piece about the study: “People are more willing to share an article than read it. ” Also see: Social Sharing Study: Likes, Beget More Likes. If you enjoyed this post, you might also like: Is Content Marketing Better than Advertising?

Content Marketing 84

Content Marketing Social Media Marketing Media 84

Sword and the Script

DECEMBER 21, 2021

It’s good news for contextual advertising companies, who have already started reaping the benefits of marketing’s ‘identity crisis.’ It will boost tactics like contextual advertising, email marketing, and social commerce and could even usher in a new era of creative marketing and PR strategies. Fast-vertising.

Marketing 216

Marketing Content Marketing Social Media Employee 216

Inbound PR

SEPTEMBER 4, 2019

The Content Marketing Institute released a new study into content marketing services for agencies. The research looked into: How many agencies have embraced content marketing as a service offering? How long have they been offering content marketing services? Now to the research.

Content Marketing 63

Content Marketing Agency Marketing Advertising 63

Cision

OCTOBER 10, 2017

Write long form content: Quite simply, the more text and information you have on your website, the more likely your targeted audience is to find your content and share it. Check out this monster case study from AccessDirect. Influencer Distribution. It has also recruited them to host events. .

Strategy 251

Strategy Case Study Instagram Print 251

Beyond PR

DECEMBER 21, 2017

According to research from Content Marketing Institute, 65 percent of businesses using content marketing have experienced an increase in ROI compared to a year ago. For content marketers, this is good news — as it indicates that content marketing is still as effective as it has always been.

Content Marketing 75

Content Marketing Marketing SEO Engineering 75

Cision

JUNE 6, 2017

A focus on understanding how and why your content moves is not just a strategic priority, it’s an economic priority: A study by The New York Times showed that 85 percent of the people who shared content said they better understood the product and the company. It comes from the transmission of content.

Marketing 239

Marketing Television Handbook Web 239

Sword and the Script

OCTOBER 6, 2015

If content marketing was a self-evaluated college class, marketers would give themselves a “C.” That’s my sense after reading the new B2B Content Marketing 2016 Benchmarks, Budgets and Trends – North America report. The annual report is a joint effort between MarketingProfs and the Content Marketing Institute.

Content Marketing 60

Content Marketing Survey B2B Marketing 60

Sword and the Script

APRIL 1, 2017

Use PR to build a brand and advertising to defend it. The point of that philosophy used to be that, while you can build a brand with advertising, it’s very expensive. But marketing is anything but stagnant. More recently, fake news has laid the groundwork for a new-found trust in advertising. 1) In advertising, we trust.

Advertising 67

Advertising Advertising Print Study 67

Sword and the Script

OCTOBER 31, 2017

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. Analyze, but experiment.

Engineering 68

Engineering Content Marketing Marketing Analytics 68

Stuart Bruce

SEPTEMBER 23, 2015

Content marketing is one of the hottest topics in marketing communications and public relations. This new 44 minute documentary film from the Content Marketing Institute explores the evolution of content marketing through case studies of brands that successfully use it such as Kraft, John Deere, Marriott and inevitably Red Bull.

Film 60

Film Content Marketing Case Study Marketing 60

Prowly

FEBRUARY 26, 2025

Case study: Duolingo's unhinged TikTok digital PR content There's not a single chance you haven't heard about their brand image. Unconventional, yet humorous, they've created viral content that resonated with audiences far beyond traditional PR. Try Prowly free for seven days - no credit card needed.

Digital PR 104

Digital PR Case Study SEO Measurement 104

Sword and the Script

DECEMBER 5, 2017

Regular readers know I bought into the concept of “ content marketing ” many years ago. It was in effect the coining of a term that characterized a strategy my team and I was already working on across traditional PR, digital marketing and social media. 3 Studies that Challenge Marketing Assumptions.

Content Marketing 69

Content Marketing Case Study Marketing Conference 69

Sword and the Script

JUNE 9, 2015

The top challenges and goals identified in the survey – producing quality content consumers find engaging – are consistent with other content marketing studies. Yet the paper also surfaces the underlying driver of the shift to content marketing. The Secret to Scale is Employees. Drop “going viral” as a goal.

Content Marketing 60

Content Marketing Employee Marketing Viral 60

Sword and the Script

SEPTEMBER 29, 2015

The best way to excel at content marketing is to “be the story.” ” That’s according to the new documentary by the Content Marketing Institute : The Story of Content. The film, which runs a little more than 40 minutes, explores what content marketing is, its history and why it’s different.

Content Marketing 60

Content Marketing Marketing Agriculture Newspapers 60

Sword and the Script

MAY 20, 2017

A new survey of 2,400 B2B marketers suggests content marketing is the top priority this year – and by a wide margin. According to Marketing Charts , 37% of the respondents cited content marketing as the most important initiative. And that’s the theme for this week’s Unscripted Marketing links [UML].

Content Marketing 68

Content Marketing Marketing Real Estate B2B 68

Sword and the Script

DECEMBER 10, 2019

5) Marketers will slow down. The Internet moves at breakneck speed, but that doesn’t mean that we as marketers have to do the same. We can measure the initial impacts of marketing and advertising efforts almost immediately, but that doesn’t mean we should. 7) Larger investments in SDRs and product marketing.

Marketing 129

Marketing Content Marketing Advertising Advertising 129