Sword and the Script

JANUARY 21, 2025

That provides me with different tools to think about work problems and break them down in different ways to solve them; I think it stokes creativity. Weekly writing If you are reading this you know I produce a weekly blog post. I started this blog in early 2009 after coming home from an overseas deployment. And I have.

Google 157

Google Course Survey YouTube 157

Deirdre Breakenridge

JULY 3, 2015

But there’s plenty of quality work in the B2B realm as well. B2B voices, on the other hand, are generally plainer and more understated. In the B2B space, most calls to action try to get audience and community members to visit a website to read a blog post, download a collateral item or sign up for something.

B2B 150

B2B Social Media Consumer B2C 150

Deirdre Breakenridge

JULY 3, 2015

But there’s plenty of quality work in the B2B realm as well. B2B voices, on the other hand, are generally plainer and more understated. In the B2B space, most calls to action try to get audience and community members to visit a website to read a blog post, download a collateral item or sign up for something.

B2B 150

B2B Social Media Consumer B2C 150

Sword and the Script

NOVEMBER 10, 2020

B2B marketers say too much work, too few resources and too much interference forces them to choose between quality and completion. Most B2B marketers aren’t thrilled with their own content. According to a survey by Radix Communications , “68% of B2B marketers are not proud of their own content.”. Check out our services.

B2B 175

B2B Marketing Survey Case Study 175

ImPRessions - Crenshaw Communications

NOVEMBER 9, 2021

In B2B PR , earned media and content naturally go together — or at least, they should. By packaging it into creative infographics, PR teams can gain additional legs for data that would otherwise go unused or underleveraged. They may find their way into the occasional short blog post for the company site.

Content Marketing 309

Content Marketing Case Study Marketing Data 309

ImPRessions - Crenshaw Communications

JANUARY 11, 2023

AI has been promoted as a tool to automate repetitive tasks, freeing us to engage in the strategy and creative work involved in a typical PR engagement. I’ve played around with ChatGPT; in fact, I asked it to write this blog post to see how useful it is for first-draft content. But the latest iteration promises much more.

Tools 353

Tools Trends Creativity Web 353

Sword and the Script

DECEMBER 28, 2022

Every year I read and write about dozens of reports on B2B marketing and PR. Trusted sources of B2B information. What sources of information do B2B buyers trust? Read more: “Skepticism” is the “New Normal;” Survey Finds B2B Tech Has Trust Issues. B2B prospects want published pricing. Start there at first.

B2B 148

B2B Marketing Survey Software 148

Barokas

MARCH 23, 2018

Rather, my opponent in this debate didn’t understand the value of Instagram for a B2B company, and while I understood her rationale, I didn’t agree with her conclusion. Still, it’s a huge challenge for B2B brands to figure out what content to post on Instagram. A unique content angle touts creativity. MailChimp, 73.2k

Instagram 128

Instagram B2B Company Creativity 128

Contently - Strategy

OCTOBER 15, 2020

B2B companies always have to think a step ahead. Lately, innovative marketing teams have been thinking beyond the standard blog post. Lately, innovative marketing teams have been thinking beyond the standard blog post. Interactive Tools Give Brands a Creative Edge—and Empower Buyers. Want to test your site speed?

B2B 143

B2B Trends Video Course 143

Sword and the Script

FEBRUARY 12, 2019

Writers that report success with blogging share the following characteristics: They are more likely to write longer or more in-depth content; They tend to spend six or more hours writing a post; They are 2.5 It’s important for readers to keep in mind my world view is heavily filtered from the perspective of B2B marketing and PR.

Blogging 127

Blogging Survey B2B Analysis 127

Sword and the Script

NOVEMBER 19, 2024

That’s according to a new report by a creative consulting shop called Prophet. The sample was about evenly split between B2B and B2C. The company polled 300 marketers North American marketers with annual budgets of $10 million or more – and then conducted qualitative interviews with 30 of them.

Study 148

Study Branding Brand Marketing 148

Flack's Revenge

NOVEMBER 29, 2017

Through this collaboration I learned of Stone Temple’s very creative use of video. On the face of it, the idea of using video for B2B marketing in 2017 might not seem that groundbreaking. I had to learn more, and asked Mark if he’d entertain some questions for the blog. How do you make the topic fun and interesting?

Video 153

Video B2B Film Marketing 153

Sword and the Script

OCTOBER 23, 2018

B2B organizations that find content marketing effective are committed to these programs. Nearly all of the most successful B2B content marketers (90%) prioritize the audience’s informational needs over their sales/promotional message, compared with 56% of the least successful.”. The publication rhythm is reliable.

Content Marketing 118

Content Marketing B2B Study Marketing 118

5W PR

JANUARY 12, 2024

Creative Ideas to Generate Leads for Your B2B Business In the realm of B2B marketing, the challenge often lies in finding creative and effective ways to generate leads. Unlike B2C (business-to-consumer) marketing, where the focus is on individual consumers, B2B marketing strategies target businesses and organizations.

B2B 78

B2B Creativity Case Study B2C 78

ImPRessions - Crenshaw Communications

AUGUST 29, 2022

As B2B PR pros, we’re always looking for creative ways to tell a story. The art of the follow up can be its own blog post. We look to secure an article or segment that not only hits priority message points, but appears in an influential publication relevant to the company’s business. Follow up, but know when it’s time to stop.

How To 321

How To Media Report Pitching 321

ImPRessions - Crenshaw Communications

MARCH 23, 2022

This includes material like past PR coverage, product spec sheets, blog posts, preferred talk tracks, conference and award wins, executive bios, and marketing calendars, just to name a few. Moreover, it allows agency teams to expand their knowledge around particular categories that lead to creative pitch ideas. Be curious.

Agency 310

Agency Meeting B2B Conference 310

ImPRessions - Crenshaw Communications

DECEMBER 11, 2020

For B2B clients like those we represent, it can include the topics and suggested resources for bylined articles, blog posts, social media posts, digital video, and longer-form content like white papers, among other elements. Refresh with formal creative sessions. Include client quotes or thoughts.

How To 259

How To Social Media Product Launch Construction 259

5W PR

MARCH 24, 2022

Companies in the B2B industry can bring new life to their content with the help of digital storytelling. There are plenty of opportunities for B2B businesses to utilize digital storytelling, given the amount of consumer engagement in the industry, as well as the consumer research that many companies have been executing.

Storytelling 88

Storytelling B2B Branding Brand 88

Sword and the Script

NOVEMBER 6, 2018

Creativity and risky marketing efforts don’t always find receptive purse strings in B2B, but it could well be the only thing left in “a sea of sameness.”. The Smell of Popcorn with a B2B Movie. Repurpose Your Best B2B Content. See these related posts: How B2B Marketing Can Get More out of Trade Shows.

B2B 75

B2B Creativity Film Trade Shows 75

ImPRessions - Crenshaw Communications

OCTOBER 5, 2021

And there are certain B2B tech sectors, like cybersecurity, where reactive media pitching is often a large and important program component. Because news moves quickly, the pressure is on to develop a creative, well-packaged message that provides an original, relevant angle. Are you fast enough?

Trends 293

Trends Pitching Agency B2B 293

Sword and the Script

APRIL 25, 2017

In person events like trade shows and conferences usually rank high on the list of priorities for B2B marketing organizations. For example, the most recent B2B lead generation report by Chief Marketer listed live events as the second top source of leads. Most of these ideas are good substance for blog posts and social media.

Trade Shows 100

Trade Shows B2B Conference Marketing 100

Cision

DECEMBER 5, 2017

Blog Posts. Yes, I’m talking about blogging. Blogging is no longer an experimental trend that might be a waste of time. No, there is overwhelming evidence that shows maintaining a blog yields business results. Brands who blog have more indexed web pages, which boosts SEO. You’re doing it. She’s doing it.

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

Cision

NOVEMBER 13, 2017

Creativity will win the day. I’ve had the most success from Facebook because of how some blog posts are written (news style). For my #B2B clients, I say @LinkedIn and sometimes @Twitter. FB is less important for B2B, in general. A2: #280characters doesn’t have to mean a long block of text. CisionChat [link].

Content Marketing 0

Content Marketing Social Media Marketing Media 0

ImPRessions - Crenshaw Communications

NOVEMBER 6, 2018

Although longer content like books, white papers, podcasts, eBooks, and video can take more time and effort than shorter bites, and it demands greater depth and creativity, it can prove very effective. Content like blogs and opinion pieces allow a CEO to show depth and personality, which helps build a distinct personal brand.

Case Study 178

Case Study SEO Film Video 178

ImPRessions - Crenshaw Communications

OCTOBER 30, 2019

This is particularly successful in B2B PR campaigns, where the sales cycle is long and the products complex. Branded content like bylined articles and blog posts offer multiple benefits. Storytelling is also important for B2B companies where the product is complicated or the industry changes quickly.

Storytelling 233

Storytelling Education Software LinkedIn 233

Sword and the Script

MARCH 28, 2017

However, for many B2B marketing organizations, obtaining publicly referenceable customers willing to speak to the press is an insurmountable challenge. Sometimes this is also self-inflicted: B2B sales with an account management model adds a layer of complexity. A simple way to do this is to request an interview for a corporate blog.

B2B 60

B2B Blogging How To Media 60

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. I have seen firsthand in my own analysis – across many B2B tech press releases – that readership has fallen precipitously. If you want blogs, you don’t want press releases.

Study 162

Study Media Relations Media B2B 162

ImPRessions - Crenshaw Communications

JANUARY 3, 2024

This year, our PR team published dozens of blog posts, sharing PR insights and unpacking trends from a variety of perspectives. Here’s a countdown of the five Crenshaw blog posts that have attracted the most attention throughout 2023. They’re based on the experience and direct observation from people at all staff levels.

Construction 182

Construction Storytelling Tools B2B 182

5W PR

OCTOBER 22, 2024

Navigating Signal Loss and AI’s Consumer Impact While AI took center stage from a B2B and marketer perspective, there’s still uncertainty from the consumer side. It’s a tool designed to eliminate tedious tasks, freeing up time for creativity and strategic thinking executed by real members of real teams.

Retail 78

Retail Privacy Advertising Advertising 78

Sword and the Script

DECEMBER 30, 2017

The news cycle was faster, social media was hitting the early majority in the Geoffrey Moore sense, and blogs…blogs were everywhere. We started a blog for our employer, a startup in the IT operations space. Some of the newer and smaller startups that had been blogging for a while ran circles around us.

Blogging 82

Blogging B2B Content Marketing Trade Shows 82

ImPRessions - Crenshaw Communications

MARCH 11, 2021

It’s like an unsung hero of the public relations world — not flashy or creative, but vital to a robust media placement schedule. Though they’re typically created for advertising purposes, edcals give a PR team a topic guide for creation of press releases, blog posts and content marketing. What is an editorial calendar?

Pitching 308

Pitching Content Marketing Measurement Social Media 308

Rock the Status Quo

NOVEMBER 12, 2014

It doesn’t even matter if your client is b2b or b2c – getting creative with out-of-the-box thinking opens the door to a never-ending supply of relevant media opportunities. Are there trade publications, e-zines and blogs related to those industries with short publication cycles for their online platforms?

Real Estate 195

Real Estate Pitching B2C Fashion 195

Sword and the Script

JANUARY 8, 2019

Media references tend to take a back seat to the mad pace that is often B2B marketing. In addition, the account management model many B2B shops follow means marketing has to lobby an enterprise account manager (AM) who would really prefer not to spend a favor asking for something that doesn’t advance a specific deal.

B2B 82

B2B Media eBook Interviews 82

Sword and the Script

DECEMBER 16, 2021

88% of PR pros say creativity is critical for businesses to recover from the pandemic – and other public relations statistics summarizing 2021 . Every year this blog pours over dozens of public relations surveys and breaks down the findings. PR places a premium on creativity in Covid era. We didn’t get here through convention.

Publicity 175

Publicity Survey Pitching Creativity 175

Shift Communications

NOVEMBER 12, 2014

It’s not every workplace that you can be talking bylines or B2B strategy one minute and Beyoncé or Tom Brady the next – needless to say, the water cooler/kegerator conversation never fails to impress. Google Analytics Blog. WordStream Blog. SHIFT Blog. Christopher Penn’s Blog. Todd Defren’s “PR Squared” Blog.

Knowledge Base 141

Knowledge Base Blogging B2B Agency 141

MaccaPR

DECEMBER 10, 2014

Here’s an example of what we do, for the industrial side of Red Wing Shoes : it relies on ThinkSEM to help generate B2B leads for its outside sales force across the country. You invest a lot of time in your ThinkSEM blog , chiefly written by your wife and co-owner Sarah Danks and PR staffer Kayla Hollatz – it’s a fun read.

SEO 98

SEO Interviews Blogging Engineering 98