Cision

DECEMBER 5, 2017

You have two options: Promote through paid media (pay-per-click advertisements & sponsored posts). Nearly 100 percent of B2B buyers want content with more input from industry thought leaders, and white papers fulfill your target audience’s desire. Promote via earned media (media coverage & social mentions).

Infographics 235

Infographics Case Study Content Marketing Video 235

Onclusive

AUGUST 22, 2019

Ever since Regis McKenna published The Regis Touch , high-tech marketing executives have known that their earned media (PR, for those of us antiquated enough to use that term) has far more credibility and impact than advertising, especially in B2B markets where purchase decisions are reviewed by multiple parties before a transaction is approved.

Communications 199

Communications Marketing B2C Advertising 199

ImPRessions - Crenshaw Communications

JULY 14, 2021

A fundamental impacts of well-conceived PR program is differentiating from the competition; impact that advertising and marketing cannot do with the same potency. The content can nearly always be purposed for multiple PR tactics, from media pitching to white paper and blog content.

B2B 334

B2B Company Case Study Conference 334

ImPRessions - Crenshaw Communications

SEPTEMBER 13, 2018

A company’s sales and marketing teams should consider PR as a lead-generation tool that can work in tandem with business development and paid advertising. Public relations isn’t just for publicity, awareness, and reputation management. Here are some things to consider when planning your next campaign. PR as a lead generation machine.

SEO 125

SEO Case Study Conference Retail 125

ImPRessions - Crenshaw Communications

OCTOBER 20, 2021

B2B buyers looking for the best SaaS solution, for example, will review all collateral and communications, including analyst reviews, online explainer videos, customer reviews, case studies, white papers, etc. Awards wins can be another credible weapon to keep a company’s product or solution in the highest consideration set.

B2B 295

B2B Industry Company Case Study 295

Shift Communications

OCTOBER 20, 2014

Offer to read them a white paper or press release, listen to a webinar, show them an infographic. Advertising Content Marketing Marketing Press Release Public Relations' What do they want you to read? Designed by Sarah Muscarella. If you need an acid test for compelling content, show it to a literate child at bedtime.

Content Marketing 167

Content Marketing Marketing Storytelling B2B 167

ImPRessions - Crenshaw Communications

JUNE 18, 2019

A compelling piece of branded content like a white paper or op-ed article can get a prospective customer into the purchase funnel, where he is then wooed through drip marketing messages, for example. Or maybe a prospect is already in the system and he comes across a particularly convincing testimonial in a trade publication.

Strategy 220

Strategy Measurement Advertising Advertising 220

ImPRessions - Crenshaw Communications

MAY 22, 2018

They’re platforms for idea-sharing, networking, recruiting, and advertising. B2B can leverage trade outlet coverage by repurposing it into owned media, as well as in case studies, white papers, webinars, and pitches to bigger outlets. Trade pubs are a community network. You get the best of both worlds.

Pitching 168

Pitching Real Estate B2B Journalism 168

Cision

JANUARY 5, 2016

Gone are the days of pushing your brand’s message to your audience through traditional advertising. Cision’s white paper, “ Brand Journalism: From Awareness to Lead Generation ,” offers insights on building a successful brand journalism program and a look at the brands that are already doing it well. Build Awareness.

Journalism 120

Journalism Brand Branding Storytelling 120

Cision

FEBRUARY 4, 2016

To keep your hub organized, separate your content by type (white papers, blog posts, news releases, etc.), Get our free white paper for a six-step plan! Paid spokes include sponsored posts and native advertising. A blog post, for example, might include a call to action for a related white paper.

B2C 120

B2C Crisis Communications Content Marketing Engineering 120

Cision

MAY 5, 2015

Advertising value equivalency once was the gold standard in showing the impact of media impressions, but it has since been surpassed by more concrete and accurate metrics. Get our free white paper now! Three in five executives don’t fully understand PR’s role and capabilities. Why then would they invest more in it? Don’t delay!

Measurement 120

Measurement Advertising Advertising Data 120

ImPRessions - Crenshaw Communications

JUNE 28, 2017

In fact, it’s at its best when a company or brand is truly innovative, or a category creator – think Starbucks, which relied on its own storefronts, and plenty of earned media coverage, rather than advertising in its early years. Or consider today’s innovators – brands like Casper, Uber, and Amazon.

Publicity 255

Publicity Storytelling Automotive Software 255

Cision

MAY 19, 2015

This post was inspired by our free “ Outside-The-Box Content Marketing for PR ” white paper. Click here for our free “Outside-The-Box Content Marketing for PR” white paper! Native Advertising. Native advertising is proving to be more effective and less disruptive than traditional ads.

Content Marketing 120

Content Marketing Marketing Apparel Mobile 120

Cision

OCTOBER 29, 2015

While ad blocking software has been around for years, concern about ad blocking has become one of the hottest topics in advertising and marketing this year, especially for mobile advertising. Some advertisers and website owners believe that ad blocking by consumers is at best freeloading and at worst, it’s theft.

Trends 120

Trends Software Advertising Advertising 120

Cision

JUNE 5, 2015

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Advertising value equivalencies (AVEs) and hits aren’t the metrics you want to rely on when measuring PR. ” – John Wanamaker. Could you imagine reporting the same thing about your PR efforts to your boss?

Resources 120

Resources Measurement Advertising Advertising 120

Cision

NOVEMBER 11, 2016

As marketing and advertising becomes more data-driven and trackable, PR professionals will also be expected to deliver the same kind of metrics and attribution. In the near future, I do see an increase in measurement, metrics, and quantifying value. In the age of data insights nothing will escape the reach of precise measurement tools.

Communications 253

Communications Data Local Survey 253

Business Wire

FEBRUARY 2, 2018

Increase your budgets with FB Advertising It is no secret that Facebook is a giant advertising network and that this move was designed to not only make users happier, but to increase Facebook’s overall revenues where brands must pay to garner eyeballs on their content. Implementation Tip! Not sure how to start this?

Facebook 181

Facebook Community Advertising Advertising 181

ImPRessions - Crenshaw Communications

JUNE 20, 2018

Relatively simple items like white papers, explainer videos, bylined articles, and op-ed pieces can help educate prospects in a less commercial and more credible way than advertising or SEM. Perception lags reality. Maybe you’ve added services or expanded into new areas, but not enough customers realize it.

Education 178

Education B2B Employee Crisis 178

ImPRessions - Crenshaw Communications

APRIL 26, 2016

It is PR’s job to fill the space with “constant content” such as byline articles, lifestyle surveys, white papers and blog posts. PR is least effective at: Substituting for advertising. When they want to achieve third-party, unbiased editorial coverage, (that can’t be bought) they seek PR.

Print 120

Print Advertising Advertising Survey 120

ImPRessions - Crenshaw Communications

JUNE 7, 2019

As opposed to paying for advertising, PR pros earn media coverage by pitching stories reporters want to write, and readers want to see. In the weeds – Particularly in the world of high-tech PR, it is easy to get trapped deep in the details when writing PR content like a byline, white paper, or a media pitch.

Agency 192

Agency Internal International Pitching 192

Cision

JUNE 9, 2015

For a while, advertising value equivalency (AVE) was a must-have PR metric. Click here for a free white paper that shows you how! Modern PR practices evolve to adapt to changes happening in the digital world. But now, PR professionals are kicking AVE and other soft metrics to the curb. Want to master PR measurement?

Measurement 120

Measurement Customer Service Data Education 120

Cision

APRIL 21, 2015

No advertising, no paid placement beats the simplicity of word-of-mouth marketing (WOMM). As a society, we’ve moved away from letting advertising dictate our desires. Get our free “Build & Evangelize Community With Word-Of-Mouth Marketing” white paper now! Let’s think about that for a moment.

Marketing 120

Marketing How To Employee Advertising 120

Cision

FEBRUARY 25, 2016

These fall into two categories – paid, which includes promoted social posts and native advertising, and organic, which includes social and email. Create consistent messaging.

Pinterest 120

Pinterest Enterprise Strategy Advertising 120

Cision

JUNE 23, 2015

That goes for press releases as well as social media, advertising, blogging, et cetera. Click here for a free white paper that shows how! Use this list as your guide to what you should expect with press release distribution. Increased Brand Awareness. The more places your brand is mentioned, the more people know about it.

Writing 120

Writing Social Media Tools Advertising 120

5W PR

FEBRUARY 17, 2020

Other effective forms of owned media could include white papers, presentations, e-Books or other forms of brand-controlled content. Paid media is any way the brand purchases advertising, marketing, or messaging space, whether it’s in print, online, digital or broadcast.

Media 103

Media Print Advertising Advertising 103

Cision

APRIL 7, 2015

Native advertising shows similar growth for many of the same reasons. Native video advertising builds on the premises found with video and native advertising. Native video advertising builds on the premises found with video and native advertising. Augment owned content with native video advertising.

Video 120

Video YouTube Mobile Advertising 120

Cision

APRIL 2, 2015

Read our free “How to Beat Content Marketing Overload” white paper now! (No It does not matter how many followers it may have or the amount of native advertising a company purchases. Want to create standout content? No sign up!). Social Still Revolves Around People.

Content Marketing 120

Content Marketing Corporate Social Media Internal 120

Ishmael's Corner

APRIL 14, 2015

Will Advertising Disappear? This response on revenue generation particularly caught my attention: “The Economist has taken the view that advertising is nice, and we’ll certainly take money where we can get it, but we’re pretty much expecting it to go away. But essentially it’s not straightforward display advertising.

Advertising 60

Advertising Advertising Storytelling Journalism 60

ImPRessions - Crenshaw Communications

JUNE 10, 2016

As more brands forego traditional advertising but increase overall PR spend, communications partners need to be integrally involved with brand culture, messaging, sales strategy and the industry landscape. For a real dash of schadenfreude, check out these examples of what not to do. Brand perception audits. Long-form content.

Media Relations 120

Media Relations Agency Media Training Media 120

Cision

DECEMBER 12, 2015

It may be time to say out with the old (traditional TV advertising) and in with the new (brand journalism). Current events could make for great examples in evergreen content, like white papers or tip sheets, down the line. Do the marketing tools and tactics you use actually keep your brand top of mind? Want proof?

Journalism 120

Journalism Brand Branding Writing 120

Cision

SEPTEMBER 15, 2015

Click here for a free white paper filled with Periscope and Meerkat best practices! With 94 percent of viewers skipping online advertisements, it’s important to follow these four rules to grab people’s attention and help your content go viral. ” Trying to live stream video? Be Unforgettable.

Viral 120

Viral Video YouTube Examples 120

Communications Conversations

OCTOBER 13, 2014

Figure out what content you have within your organization that you’re NOT using (white papers, employee profiles on the intranet, etc.). What’s working now–and what isn’t? Look at your data–I mean, REALLY look at it (and ANALYZE it). And then ask yourself: “What is our organization’s mission?”

Strategy 120

Strategy How To Guidelines Advertising 120

Beyond PR

NOVEMBER 9, 2016

Product collateral, email, social media, demo videos, advertising, press releases and events are all common product marketing tactics. But what about thought leadership content like blog posts and white papers? The call to action in the other two posts focused on a white paper published around the product launch.

Product Launch 85

Product Launch How To Leadership Analytics 85

Cision

NOVEMBER 24, 2015

Changing media habits coupled with massive pushes in ad blocking, including iOS9 ( TechCrunch ), are increasing the importance of organic content and native advertising. Consumer habits and generational preferences are pushing toward an increased use of PR over advertising. Get Cision’s free white paper now!

Pitching 120

Pitching How To Instagram YouTube 120

Cision

DECEMBER 29, 2015

Learn how to build a brand journalism program with Cision’s free white paper! And if you’re really looking forward to standing out in the ever-so-competitive market, do yourself a favor and get Cision’s free white paper – A Roadmap to Multimedia Storytelling. . Want to deliver valuable content in 2016?

Content Marketing 120

Content Marketing Trends Marketing Storytelling 120

Cision

OCTOBER 27, 2016

As I explore in my new white paper Master the Mix: Amplify Your Campaigns Results with Earned Media , consumers are becoming increasingly resistant to advertising and losing confidence in brands which decreases the effectiveness of owned media. And you can’t just invest in paid advertising.

Marketing 120

Marketing Financial Analytics Strategy 120

Cision

DECEMBER 11, 2015

Anything that was published before 1923 is fair game for marketers, advertisers or PR professionals to use in campaigns, whether the content is used, copied or modified. Read Cision’s free white paper today! That’s the year that determines what’s already considered public domain.

Telecommunications 120

Telecommunications Training Reputation Mobile 120