Content Marketing is the New Conference and Trade Show During Quarantine [UML]
There’s an opportunity for content marketing as audiences become fatigued with Coronavirus news and marketers reallocate live event funding One of the goals of content marketing is attracting an audience of likely buyers to your web properties and giving them...Read More
The 3 Characteristics of Effective Thought Leadership in B2B Marketing
A study by Edelman and LinkedIn connects B2B thought leadership to trust and sales; and what it takes to be effective Effective thought leadership content is a staple of B2B marketing. And it should be – because thought leadership builds...Read More
3 Studies to Help You Keep Your Marketing Budget and Fend Off Reactionary Cuts [UML]
You can’t control the constraints imposed by the Coronavirus, but you can make a case to keep your marketing budget It’s a challenging time to be a marketer. You’ve got more constraints than ever. Examples? First, there’s a clear need...Read More
What is Storytelling? Why Does Storytelling Work? What are Good Examples? [UML]
The company has survived a tumultuous period: turnover in customers, pressure from investors, layoffs and bad press. Somehow, by grit and will, the founders and executive team had pulled the company through. Today, employees were happy, customers were plentiful, and...Read More
![Benchmarks for Content Marketing Blogging and Webinars [UML]](https://www.swordandthescript.com/wp-content/uploads/2019/11/Benchmarks-for-Content-Marketing-Blogging-and-Webinars-UML.jpg)
3 Studies with Benchmarks for Content Marketing, Blogging and Webinars [UML]
Whether you are tallying up your results for the end of the year, or planning programs for the next year, benchmarks provide context for companions. Benchmarks give us a sense of how well we are resourced and what sort of...Read More
6 Benchmarks from a Survey of CMOs through the Lenses of B2B Marketing
Another edition of the bi-annual survey of CMOs published by Christine Moorman, a professor at the business school at Duke University, was published at the end of August. I’ve read and written about the survey since about 2013 and have...Read More
Martech is NOT Marketing; Long Live Marketing
Marketing technology (martech) is not marketing. Not any more than, a CRM database is customer service. Or consider these comparisons: Graphic design software is not creativity. Enterprise search is not knowledge management. A press release is not public relations. A...Read More
These Cliff Notes to 19 Email Marketing Studies will Give You a Quick but Thorough View of Current Email Marketing Benchmarks and Statistics
“In 2009, The Wall Street Journal published an article claiming that email was dead. Ironically, it was the most emailed article of the day.” Source: Marketo, The Definitive Guide to Engaging Email Marketing (2013). Twice in a week, I found...Read More
The Case For and Against Gated Content and Registration Pages
Marketing is sometimes like politics. Two people can read the same report and draw different conclusions. Typically, those conclusions support whatever you believed before reading it. It’s a bit like that with gated content. Marketers tend to be for it...Read More
Breaking Down Current Trends in Influencer Marketing: 6 Takeaways from a Global Survey by Talkwalker
Influencer marketing has been around a while, but it’s largely shuffled along as an experiment. For a savvy company with smart relationship driven marketers, there’s an opportunity to cut through a very big problem today: noise and clutter. I define...Read More
![The Most Interesting Announcements from PR Tech Vendors in 2019 [PR Tech Sum]](https://www.swordandthescript.com/wp-content/uploads/2019/12/The-Most-Interesting-Announcements-from-PR-Tech-Vendors-in-2019-PR-Tech-Sum-150x150.jpg)
