Sword and the Script

We Should Measure Content Marketing by Relationships



by Frank Strong

3 Ideal Content Marketing Metrics

As a metric for content marketing, pageviews are flawed according to a white paper – Why Content Marketers Are Using All the Wrong Metrics – published by Contently.  The company provides the combination of a talent marketplace and content marketing software to manage projects and campaigns.

The white paper calls the pageview a “superficial impression of how people behave on the web.” It also labels the click “its evil queen.”

For 20 years, the media and marketing world has been beholden to the pageview, a deeply flawed metric that only captures the most superficial impression of how people behave on the web.

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The Volume of Bad PR Pitches is Out of Control



by Frank Strong

The Volume of Bad PR Pitches is Out of Control

For the first ten years of my career, I thought noisy posts from journalists complaining about PR pitches were merely self-aggrandizement.

Oh, how fun it is to be so loved.  Everyone wants to be in your column or article. Slow news day, eh?

I’ve always worked hard at understanding a reporter’s coverage and sending good pitches.  As a result, I chalked up bad pitches to one or two lazy PR people (or worse, intentionally manipulative).

My views have changed. Read More…

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4 Less Glamourous Duties of the Public Relations Profession



by Frank Strong

4 Less Glamourous Duties of a PR Pro

“We’ve done so much, with so little, for so long, we can do anything with nothing.”

It’s a maxim, borrowed from the Marines, that fits neatly in the daily grind of public relations because while it’s the last function to get a line item on a budget – PR is the first to get a call when things start heading south.

it takes three times as long to get a press release approved as it does to write a first draft

Here’s a look behind the scenes at four less glamorous duties of the public relations profession:  Read More…

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McKinsey: 5 Factors Driving a New Golden Age of Marketing



by Frank Strong

New Golden Age of Marketing

McKinsey & Company gave marketing organizations a nudge in February when it published an article on its site titled:  The dawn of marketing’s new golden age.

In context, the management consulting firm says advances in technology are propelling marketing into a new era that is reminiscent of Madison Avenue’s glory days. Mad Men may come to mind for culture, but what McKinsey says heralded that golden age was “a happy marriage of advertising and technology.”

Globally, marketing investments total something approaching $1 trillion which is an astronomical amount of money.  As a benchmark, in 1960 US advertising spending totaled $12 billion according to AdAge.  In more recent years, marketing has spent some $2 billion on word-of-mouth, $10 billion on PR, $60 billion in TV ads and about $160 billion on direct marketing according to industry studies (while we are counting, we waste 2 billion hours in meetings each year). Read More…

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Study: Marketing Budgets Take Aim at Digital, Social and Mobile



by Frank Strong

Study  Marketing Budgets Take Aim at Digital Social and Mobile

Marketers are more optimistic about the economy, expect marketing budgets to increase and will spend more on digital, social media and marketing analytics.

That’s according to a new survey of 288 senior marketing executives – the CMO Survey – conducted by Duke University’s Fuqua School of Business.  The survey was conducted in conjunction with the American Marketing Association and McKinsey & Co; Duke has run this survey twice a year since 2008.

Economy Smiles at Marketing

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B2B Customers Want Thought Leadership



by Frank Strong

B2B Customers Want Content and Thought Leadership - head

Thought leadership is usually associated with top-of-the-funnel as far as marketing outcomes are concerned, but there’s evidence to suggest it meets the needs of existing customers.

According to an eMarketer report – Don’t Forget About B2B Tech Buyers Post-Purchase –  some 80% of B2B survey respondents are looking for thought leadership content after a purchase. Indeed, 41% said this was “very important” while just 2% couldn’t care less. Read More…

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3 Easy Questions that Trip Up Media Interviews



3 Easy Questions that Trip Up Media Interviews

As the saying goes, it’s the little things that kill, and the little things can derail or trip up an interview with the media.

Media interviews are more important because they are hard to come by these days. Many reporters, even those associated with trade publications, are often required to publish upwards of six stories per day. Some can have even more. That doesn’t leave much time for examining a topic in depth.

Any PRs that blog on a consistent basis will have a special appreciation with the demands placed on members of the media.  When we do earn interest in an interview, it’s an event that can strengthen or weaken a PRs credibility in providing relevant and useful sources. Read More…

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A PR Firm’s Excellent Pitch for Paid, Earned, Owned and Shared



A PR Firm Excellent Pitch for Paid Earned Owned and Shared

It’s one thing to pitch an eBook, but it’s a well-executed marketing initiative to exemplify the very concepts described in the eBook during the process of pitching it.

That’s my take on a marketing campaign that Shift Communications is running to promote an eBook: Paid Earned Owned Shared: The Media Recipe for Audience Conversion. Read More…

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5 Takeaways from the Salesforce State of Marketing



5 Takeaways from the Salesforce State of Marketing

Marketers disagree on needs and metrics – but appear to be doubling down on social media advertising and mobile marketing. That’s according to the new 2015 State of Marketing Report which Salesforce recently published.

The company that coined the term “marketing cloud” conducted the survey online in October and November 2015 and earned responses from 5,053 marketers around the globe. The report published in January 2015 is the second annual report – which provides benchmarks for understanding shifts in perception. Read More…

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The Marketing Value of Twitter Centers on Earned Media



The Marketing Value of Twitter Centers on Earned Media

Twitter made a number of advertising product (or inventory) announcements recently including a plan to sell ads on other websites. In a CMO round up, Wall Street Journal advertising reporter Steven Perlberg summed it up like this:

…Twitter has made the case that there is a large audience of people who see its content around the Web, but who aren’t actually registered to use the social media service. This is one of the arguments the company has played up to soothe the once-besotted investors worried about its growth prospects. But now, Twitter is readying plans to bring in dollars from those viewers: it wants to sell ads on the streams of tweets within other publishers’ apps and websites…

Certainly Twitter has a good case – there is undoubtedly a sizable audience that lurks on Twitter – and measuring the outcome of such visibility is challenging.  However the pursuit to “soothe the once-besotted investors” by showcasing what amounts to reach drowns out one of the things that makes Twitter so different from any other social ad option (especially Facebook):  It combines earned and paid. Read More…

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