Sword and the Script

JANUARY 3, 2017

Agencies know it, but they’re pushed to lower costs by CMOs that want to pretend cheaper is always possible and desirable. So, the agencies (as they’ve admitted to me) will blend some percentage of absolute crap sites into their digital target mixes to lower the official budget. And yet, there are problems. In one sense, it’s not new.

Journalism 61

Journalism Content Marketing Creativity Leadership 61

Stephen Waddington

MAY 23, 2018

The market for tools in PR is exploding. A crowdsourced exercise by the #AIinPR panel over the past few months has characterised more than 120 tools. The exercise was highly subjective – hence so is the analysis and interpretation of the data. I sought him out to lead this initiative when we set up the panel earlier this year.

Analysis 60

Analysis Technology Tools Exercises 60

Deirdre Breakenridge

APRIL 29, 2019

For many, media relations is just an exercise in exporting a spreadsheet of contacts and hitting the send button. 3) Augment media relations with content marketing. As I wrote for an IABC feature in Communication World , my epiphany with content came years ago, when a pitch I thought was timely and relevant fell on deaf ears.

Survey 377

Survey Media Relations Media Ethics 377

Cision

APRIL 6, 2016

The whole point of the exercise is to get closer to buyers. Conduct open ended focus group interviews with six to eight clients and prospects, and you will hit the heart of the matter in 30 minutes flat with real concerns, perceptions, opinions and suggestions. 3 Content Marketing Wins with Buyer Personas.

How To 120

How To Tools Exercises Viral 120

Sword and the Script

JANUARY 14, 2017

Messaging ought to be an exhausting mental exercise – and one that needs refreshing from time-to-time. If you get the message wrong, then the investment in marketing or communications could prove wasteful in the future. Trust Economy: Summaries to 4 Content Marketing Studies. 3) The Downfall of Clickbait, Finally.

B2B 60

B2B Pitching Survey Journalism 60

Frederik Vincx

DECEMBER 11, 2015

One of the big reasons that most agencies have not invested in reengineering their agency model is down to the money it has taken to do this (£500,000 by our last count) and also the lack of digital knowledge of most agency owners, who have grown up in a very traditional PR career. Raf Weverbergh , founder of PR agency FINN.

How To 60

How To Software System Employee 60

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 quit my job went to work at a PR agency.

Content Marketing 111

Content Marketing Mobile Google B2B 111