Priorities of B2B Marketing: Owned, Shared, Earned, Paid – in that Order
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...Read More
How 2,400 Journalists Use Social Media for Reporting [And Why PR Should Get Serious about Social]
Journalists say Twitter is the most valuable social media platform and they spend a lot of time there; if you want to improve media relations you should invest more time there too Business efforts on social media tends come in...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
30 Pragmatic Marketing and PR Predictions for 2020
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...Read More
Two Reasons PR Needs to Budget a Little Paid Social Budget
About 18% of PR pros would invest in social media next year if money weren’t an issue. That’s according to a poll by PR Daily of about 300 communications pros (hat tip Arik Hanson). The survey doesn’t get into how...Read More
Paid Social Media as Surround Sound in B2B Marketing; Off Script No. 39: Betsy Hindman of the Hindman Company
When you think enterprise sales, it’s probably not Disney that comes to mind. Yet that’s what she did – and she managed a book of business worth somewhere north of $180 million. While the brand and the stint in sales...Read More
26+ Thoughtful Marketing Predictions that Could Actually Happen in 2019 Across PR, Content, Digital, Social Media and Customer Success
Prediction posts have their critics that often rightly cite hyperbole and nonsense – but this post isn’t one of those by any stretch. Instead, what you’ll find here are well-considered ideas that equal parts analysis and aspiration. As I’m wont...Read More
Pubs Pushing PR to Native Ads is Another Reason to Build Your Own Audience
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...Read More
12 Things You Should do to Amplify a Media Mention Once You’ve Earned It
What you do with a mention in the media is every bit as important as getting it in the first place. Several studies suggest businesses plan to invest in public relations in 2018. Specifically, media relations, or earned media, is...Read More
![Earned Media Poised for New Prominence in 2018 [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/12/Earned-Media-Poised-for-New-Prominence-in-2018-UML.jpg)
Earned Media Poised for New Prominence Several Studies Find [UML]
If there’s one theme that plagued digital advertising throughout 2017, it was controversy. Fraud, questionable metrics, and brand safety to name a few. It amazes me that one of the big debates in programmatic is how many seconds of video...Read More
