Sword and the Script

5 Categories of PR Metrics Pros Should Measure



by Frank Strong

5 Categories of Measurement for PR Pros Should MeasureThere’s an old saying in advertising that half of the budget is wasted, but marketers don’t know which half. Today, there are enough analytical tools today to avoid wasting half of the marketing spend.

The demand for measuring effectiveness in marketing is on the rise too, according to an eMarketer report titled, Execs to Marketers: Show Me the Metrics.  The report combined data from two surveys issued by three different organizations.  Read More…

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Infographic: A Short History of the Selfie



by Frank Strong

Short History of the Selfie

On a recent flight to visit family, I gave my 3-year-old my iPhone for entertainment.  She’s got a page on the phone devoted specifically to apps and games just for her (I highly recommend the PBS app).  She’s been able to navigate her way around the phone since she became strong enough to hold it.

She didn’t play games however and I was surprised to discover she had learned a new skill:  The art of the selfie. Instead of navigating to her game page, she turned the camera on and snapped about 50 photos just like this one in just a minute or two. Read More…

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Small Business Negative Reviews are a Gift; Here’s What to Do



by Frank Strong

Small Business Negative Reviews are a Gift

She was unhappy with a small businesses service, so she left a negative review.  She gave the business two stars in Google.

The business owner was outraged by the review. “You will be hearing from our attorney,” he allegedly wrote in response.

And there, in just a few paragraphs, one negative review went from zero to sixty in a game of chicken that isn’t likely to benefit the business.  It’s generally not a good idea fight with customers, let alone angry ones, and it’s downright dismal to do it in public.

Sure, such a public debate might draw attention, but it’s certainly not desirable attention. Even if a case winds up in court and the small business wins, it still loses.  It’s called the Streisand Effect, which The Economist sums up as follows: Read More…

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Corporate America Invoking Theft of Time



by Frank Strong

Corporate America Invoking Theft of Time

Dr. Seuss once asked, “How did it get late so soon?”

People invented the concept of time, and yet our perceptions vary by personality and culture.  For example, I can assure you firsthand, the notion of time in the Middle East is very different than on the streets of New York City.  One study of security cameras from a restaurant comparing customer interactions from today, to those of 10 years ago is a remarkable record of how our sense of time has changed.

The major end items that suck our time like black hole are easy to identify: Inefficient meetings, needless “reply all” emails and the fruitless endeavor of interruption marketing. This is partly why content marketing has earned a reputation beyond mere novelty:  Content is currency brands barter in exchange for a few moments of attention…of time. Read More…

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The Buyers Journey and Why Content Marketing is a Thing



by Frank Strong

The Buyer’s Journey is why Content Marketing is a Thing

In January 2013, I was licensed to skydive.  For a variety of very good reasons, it had taken me roughly 10 months to complete the accelerated freefall (AFF) course at Skydive Orange.

As newly licensed skydiver, I needed to think about buying my own gear.  While rental equipment is available, every jump will cost roughly double, there’s always a chance the dropzone (DZ) will need that gear for other AFF students and by design, it’s intended to meet a variety of sizes; it’s not fitted well.

I wasn’t about to rush into buying gear either. It’s expensive and if a skydiver makes a mistake ordering gear, the chances are good it’s going to be an expensive mistake. Read More…

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The 5 Major PR steps to the Declaration of Independence



by Frank Strong

The 5 Major PR steps to the Declaration of Independence

We often think of the Declaration of Independence as a singular event, the starting point for the war that would ensue over the better part of a decade.

As it is history, if it is the record of life, the details are never quite as clean cut and there were a series of actions, including many with a public communications component, the played out over many years leading up to the Declaration of Independence.

Though I use the word PR in the headline of this post, public relations isn’t the right word given the grass roots and decentralized inertia.  Propaganda might have been more accurate then, but the meaning today has dwindled to mean drivel. There is clearly a communications component to several of these actions – here are five that stand out in my mind:

1. Message. “No taxation without representation,” was the colonial zeitgeist. It represented several decades – from 1740 on – of discontent with the policies of the crown to fund European wars through colonial taxation.  The gripe? The colonies, first founded by people who sought to escape repression, had no influence over the creation, governance or implementation of these taxes. For a time, the French and Indian Wars united the king and his colonist against a common enemy. A junior officer in the Virginia Militia, a young George Washington, would learn valuable warfare lessons he’d draw on as the commanding general of a revolutionary army. Read More…

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Infographic: Sales Struggle with Marketing Content Deluge



by Frank Strong

Sales Struggle with Marketing Content Deluge-header

These particular posts didn’t have many social shares and yet the analytics demonstrated someone had been looking at them.  The traffic was noticeable.

Generally I’ve found – both on personal professional sites – that for every social share, there are three visitors. So why were there so many page views on these particular posts?

With just a little more thought, the catalyst became obvious.  The sales team had found these posts and were emailing them to customers and prospects as a touch point. Read More…

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8 Epic Takeaways from Joe Pulizzi’s Epic Content Marketing



by Frank Strong

8 Epic Takeaways from Joe Pulizzi Epic Content Marketing

There are a lot of business books that claim to have something for everyone – from beginner to expert.  Epic Content Marketing, by Joe Pulizzi, is one of the few that fulfills that promise.

Recently I finished his book, and as it is with many books I consume these days, I listened to the audio version – all 8.5 hours of it – over the course of several long drives. It was well worth the time invested and I’d recommend it to anyone in marketing, if you consume one book by year’s end, make Epic Content Marketing that book.

Pulizzi says he first started using the phrase “content marketing” in 2001 when working for a custom publisher.  Few marketing executives had an interest in “custom publishing” but the term content marketing seemed to resonate. Read More…

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Is LinkedIn Becoming a Spam Paradise?



by Frank Strong

reelSEO linkedin

When Grant Crowell received four LinkedIn messages in a single week pitching Mark Robertson’s ReelSEO video summit, he was fed up.

It was the same message sent four different times, from three different people, including Greg Jarboe, co-founder of the marketing firm SEO-PR.

“LinkedIn is about making real connections,” he said in a message complaining to ReelSEO posted to Twitter.

The response to that complaint from the official ReelSEO Twitter handle was dismissive, “Opt out – it’s that simple.” Read More…

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Improve Marketing ROI 700% with this One Weird Trick!



by Frank Strong

One wierd trick morpheus
There’s one weird trick that can solve all of your marketing problems. It’s a magic bullet that’s so incredibly effective, it’s amazing that more people don’t know about it.

Marketing agencies HATE this psychologist!

After more than 10 years of rigorous study, a psychologist has discovered how you can improve marketing:

  • Create massive awareness
  • Drive astronomical traffic
  • Develop thousands of leads
  • Convert more 80% of your leads

It requires no upfront investment, very little effort and you’ll start converting leads to sales in a week.  Best of all it is absolutely guaranteed. Click this link now to find out this amazing secret. Read More…

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