Sword and the Script

6 Pragmatic Content Marketing Predictions for 2015



5 Pragmatic Content Marketing Predictions-top

The Content Marketing Institute (CMI) is out with its annual list of content marketing predictions. The organization published its list in a blog post yesterday titled 60 Content Marketing Predictions for 2015.

It’s hard to believe CMI has been publishing predictions on “content marketing” for seven years because it doesn’t feel that long, perhaps serves to underscore the important role of data.  While my own writing on these very pages often laments how far we have to go – one thing that struck me in reading through this year’s predictions was the realization of just how far we’ve come.

It is perhaps, the beauty of paradox: it is nearly impossible to look forward without in some way, shape, or form, reflecting on the past. Read More…

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Good Customer Service is Good Marketing



Good Customer Service is Good Marketing

When customers have great experiences with businesses something magical happens:  They tell other people.  In this way customers are a little bit like money in that it usually takes some to make some more.

For a couple years now, and perhaps longer, my sister and brother-in-law have purchased a subscription to the Cellars Wine Club as a Christmas gift for me.  Each month the company ships out two bottles of wine – with an accompanying one page summary of each wine describing the origins and making of the wine being shipped.  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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Content Marketing *is* PR



by Frank Strong

Content Marketing is PR

Some of the conclusions drawn from a recent study — The Role of Content in the Consumer Decision Making Process – are missing the mark from my perspective.  

One finding from the study:

A brand new in-lab study by Nielsen, commissioned by inPowered, shows that expert content—credible, third-party articles (earned media)—is the most effective source of information in impacting consumers along all stages of the purchase process across product categories. More specifically, when measured against owned media (branded content) it showed that earned media is 80 percent more effective at the bottom-of-the-funnel or purchase consideration stage, 80 percent more effective at the middle-of-the-funnel or affinity stage, and 38 percent more effective at the top-of-the-funnel or familiarity stage.

Based on that data, the conclusion is: PR is more effective than content marketing. Read More…

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Why We Can’t Just be PR Pros Anymore



by Frank Strong

Why-we-cant-just-be-PRs-anymore

Have you heard of Moz, the company formerly known as SEOMoz?  It’s a marketing vendor that is pretty unique in several respects.

The company is rare among vendors in that it’s genuinely interested in solving marketers’ problems. Moz has great products some of which are free. It’s a vendor that does a lot of good for the marketing community at large.  Finally, Moz is really strategic about it’s marketing.

It amazes me the company hasn’t long been acquired for a premium price.

Moz has long appealed to SEOs.  In many ways this has pigeon-holed the company into that corner of the market, and in my opinion, prevents it from penetrating the larger marketing landscape.  This despite the fact it’s products are quite useful to a range of marketing functions, including PR. Read More…

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