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Priorities of B2B Marketing: Owned, Shared, Earned, Paid – in that Order

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27 Apr 2021
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Frank Strong, MA, MBA
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If the PESO model had a drawback, I think it’s the order of things. I know, I know, it’s got a circular shape in there that’s suggestive of integration, but I’ve never been able to get past the order of...
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B2B Marketing: When You Finally Achieve Thought Leadership, Don’t Let it Slip Away

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20 Apr 2021
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Frank Strong, MA, MBA
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True thought leadership is hard to achieve, not because it’s hard, but because some in B2B just can’t get out of their own way. Even those that achieve it…let it slip through their fingers with talent turnover. I got a...
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Trust: Business Tops Media and Government in Ethics and Competence, Finds Survey

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16 Feb 2021
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Frank Strong, MA, MBA
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The annual Edelman Trust Barometer found business is trusted more than government, media and NGOs; this presents an opportunity to build trust through content Businesses are increasingly viewed as more ethical and competent than government, media and non-governmental organizations (NGOs)....
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Can B2B Build Credibility with Content Marketing?

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17 Nov 2020
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Frank Strong, MA, MBA
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Diligence and accuracy in owned media publishing allows B2B to foster a relationship with a subscribed audience and build credibility for the organization in the process One of the occasional critiques of content marketing I hear from PR professionals is...
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6 Reasons B2B Marketers are Unsatisfied with their Own Content

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10 Nov 2020
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Frank Strong, MA, MBA
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B2B marketers say too much work, too few resources and too much interference forces them to choose between quality and completion Most B2B marketers aren’t thrilled with their own content. According to a survey by Radix Communications, “68% of B2B...
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The News May Be Recycling Much of its Content; Implications for PR and Content Marketing

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22 Oct 2020
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Frank Strong, MA, MBA
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0 Comment
Amid layoffs and closures stemming from the pandemic, news organizations are republishing political content leaving less time and space for business news Survey data shows media relations keeps getting harder, but now there’s a new analysis of content being published...
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Legal Tech News: Content Marketing Tips for Bona Fide Success

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15 Oct 2020
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Frank Strong, MA, MBA
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Legal technology (legal tech) is a vertical market in which I specialize from a marketing and PR perspective. If you’re not in legal, it might sound dull – I used to think so too – but today I can assure...
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Blogging isn’t Sexy but Done Well It Drives B2B Marketing Results [Study]

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13 Oct 2020
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Frank Strong, MA, MBA
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0 Comment
The most effective blogs in B2B marketing tend to publish longer posts, more frequently, with visuals, paid distribution and analytical measurement Blogging doesn’t have the appeal that voice search, personalization or influencer marketing do in B2B marketing, but when it’s...
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The Enduring Characteristics of Winning B2B Content Marketing Programs

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08 Oct 2020
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Frank Strong, MA, MBA
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0 Comment
Effective B2B content marketing programs have a documented strategy, build a subscription audience and use metrics to inform decisions What separates successful B2B content marketing programs from those that underperform? Some of the answers are found on page four of...
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Half of B2B Tech Marketing Prospects Consume 11 or More Pieces of Vendor Content

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10 Sep 2020
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Frank Strong, MA, MBA
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0 Comment
A survey by Spiceworks Ziff Davis found B2B tech marketing prospects say they consume 11 or more pieces of vendor content Pieces of content. Consumption. There are unpolished phrases the marketing community kicks around to describe the outsized role content...
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About Sword and the Script Media, LLC

Based in Atlanta, Georgia, Sword and the Script Media, LLC is veteran-owned public relations agency immersed in the business-to-business (B2B) marketplace. We focus on process-driven programs for PR, marketing and social media. A defining difference comes down to our approach – that marketing ought to have utility. This is because marketing that helps, sells better than marketing that hypes.

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