Audience identification is the essential first step for all marketing and communications
The first step in any effective marketing or communications program is audience identification. Audience identification is the process of understanding an audience – their hopes, fears, motivations, influences, questions, problems and aspirations and the language they use to express all...Read More
Youth will be served: 3 Signs B2B needs to revamp social media marketing
Studies show B2B buyers are getting younger and want to engage with companies on social media; B2B marketers are finding social media supports both leads and revenue About one-third of respondents find new products and hear about brands for the...Read More
Under-Recognized Value of PR is Keeping a Business out of a Bad Spot
Taking in a wide view of the landscape is one of the under-recognized benefits of PR Among martial arts, Brazilian Jiu-Jitsu is among the most cerebral. It’s as much an exercise in problem-solving as it is an exhibition of physical...Read More
An “Interview” with ChatGPT: What is Public Relations? How has PR Changed? Will Artificial Intelligence Replace Comms Pros?
We interviewed ChatGPT about public relations and while it does well with high-level questions, it becomes repetitive when those questions were more nuanced; the system says it is “unlikely” that it “or any other AI system will fully replace public...Read More
The Battle for Trust: 18 Comms, PR and B2B Marketing Stats Summarizing 2022
Communicators found their influence grew with executives, even as the functions they performed evolved in 2022; PR and marketing alike battled to win trust amid clutter, noise and skepticism Every year I read and write about dozens of reports on...Read More
Survey Says Successful Bloggers Do these 5 Things Differently
Successful bloggers invest more time in writing, write longer posts (1,000+ words), publish new blog posts more frequently, cite third parties, and use images and visuals “When I pulled up our data, I had one big takeaway: we put too...Read More
PR measurement. PR measurement. PR measurement. The 10 Most Common Ways Comms Pros are Measuring PR
About half of comms pros say they track web traffic, impression and placements for PR measurement, but such metrics point out the direction of success rather than conclusive Commetric came out this week with its “PR Measurement Twitter Influencer Index.”...Read More
B2B Marketing Statistics and Notes from 7 Recent Reports
Buyers of B2B software want published pricing: according to a study by McKinsey, 68% want prices published online without negotiation (and other useful B2B marketing statistics) Regular readers know I frequently dive into surveys and studies about B2B marketing, sales...Read More
The 6 Top B2B Content Formats Buyers Find Most Valuable
Research reports, cases studies and webinars are among the content formats B2B executives say are most helpful to them when researching a purchase Nearly three-quarters (72%) of B2B buyers say they consume three or more pieces of content before engaging...Read More
Twitter Offers Advantages in PR for B2B Brands Willing to Put in the Effort
A survey of 2,500 journalists finds Twitter is still their favorite social media network – here are time tested PR tips for B2B to earn some traction on the platform It’s no secret that media relations gets harder every year....Read More
