Why is the PESO model essential to PR? [guest post]
Public relations is like a puzzle; paid, earned, shared and owned media each serve as a piece, working together to create one complete and effective communication strategy The PESO Model consists of four different communication channels: paid, earned, shared...Read More
Study demonstrates that a trusted brand is a prerequisite for organic and paid search
You can flood the market with paid search ads or dump money into SEO to rank on page one, but if you want people to click, you need them to trust you; the way you build trust is by building...Read More
Study says influencers that turn off social media comments aren’t very influential
This B2B marketing pitfall risks wasting your spend on influencers – and may have implications for social advertising, email marketing and even internal communications The use of influencers is on the rise in B2B marketing. Influencer marketing is like advertising...Read More
CMO spending on paid media soars at the expense of talent, tech and agencies
Gartner survey shows how B2B marketing leaders divvy up ‘anemic’ marketing budgets, which are at the lowest levels in four years If it feels like your marketing budget is tight, you are not alone. Marketing budgets are at their lowest...Read More
The Basic Benefits and Drawbacks of Owned, Shared, Earned, and Paid Media
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...Read More
Better Ways to Spend a Little Slice of the B2B Marketing Budget Designated for Display Ads
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:...Read More
The Volume and Variety of Communications Work is Shifting, Finds 5th Annual Survey of Comms Pros
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...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
Why PR Needs to Get Over its Strong Aversion to Sponsored Content
Media relations has been getting harder for ages and PR need to think differently about the tools available to get the message across, including sponsored content A while back I was having trouble reaching one reporter for a client. I’ve...Read More
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
