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The Basic Benefits and Drawbacks of Owned, Shared, Earned, and Paid Media

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24 Jan 2023
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Frank Strong, MA, MBA
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Understanding the unique characteristics of owned, shared, earned and paid media helps marketing and communications professionals consider how to weave these together to best execute an overall strategy A couple years ago, a startup founder and CEO approached me about...
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Better Ways to Spend a Little Slice of the B2B Marketing Budget Designated for Display Ads

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27 Sep 2022
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Frank Strong, MA, MBA
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B2B marketing should take a little slice of the display ad budget and invest in media relations, genuine content marketing (not marketing content) and paid distribution of related assets from both  Numbers like these from eMarketer make my head explode:...
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The volume of comms work has grown and changed. More than three-quarters of respondents (78%) say the volume of work has increased – and one in three say it’s increased significantly.

The Volume and Variety of Communications Work is Shifting, Finds 5th Annual Survey of Comms Pros

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01 Aug 2022
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Frank Strong, MA, MBA
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More than three-quarters of respondents (78%) say the volume of work has increased – and one in three say it’s increased significantly. The type of work has also changed with 90% reporting it’s changed at least some while 50% saying...
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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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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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An Eclectic but Intriguing Mix of 32 Statistics that Sum Up PR and Marketing in 2019 (1)

An Eclectic but Intriguing Mix of 32 Statistics that Summarize Public Relations and Marketing in 2019

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24 Dec 2019
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Frank Strong, MA, MBA
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I review a lot of marketing studies and surveys – and write about the one I think will be helpful for readers. For the last few years, I go back through every post and pull out the most interesting statistics...
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Pragmatic Marketing and PR Predictions for 2020

30 Pragmatic Marketing and PR Predictions for 2020

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10 Dec 2019
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Frank Strong, MA, MBA
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Predictions reflect facts, experience, and often a bit of hope for the future. Even pessimistic predictions are hopeful. It’s as if by saying it out loud, we’ll ward off an undesirable outcome. As I’ve done in recent years, I’ve asked...
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The Incredible and Longstanding Value of a Backlink for PR with Digitally Savvy

The Longstanding Value of a Backlink for Digitally Savvy PR

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07 May 2019
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Frank Strong, MA, MBA
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A long time ago, Google was the first search engine to truly recognize the value of links. A backlink was essentially one site suggesting another is worth visiting. It would prove to be an input for a better way of...
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5 Fundamentals of PR are Still Essential

Amid the Rapid Pace of Change, These 5 Fundamentals of PR are Still Essential

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11 Sep 2018
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Frank Strong, MA, MBA
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Two is the new five. When people ask what will happen in the next five years, the chances are, whatever it is, will happen in just two. A client of one of my clients said that at a seminar and...
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Pubs Pushing PR to Native Ads is Another Reason to Build Your Own Audience

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28 Aug 2018
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Frank Strong, MA, MBA
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0 Comment
For a long time, the venerable contributed article has been a mechanism for surfacing new or big ideas. These ideas were usually of the variety that deserved attention but perhaps not beat coverage. You can’t buy good ideas, and for...
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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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