How Creative, Agile and Metrics can Sing in Marketing Harmony [UML]
Years ago, I spoke to a CMO that said, “I don’t invest in anything I can’t directly measure.” At that time, that basically limited him to email and search advertising. Limited is the operative word, because while measurements are important,... Read More
Compounding Returns: 5 Financial Analogies that Explain Good Content Marketing
The idea behind long-term investing is straightforward: put a percentage of your earnings aside consistently over time and leave it alone. This allows interest, dividends and other capitals gains to be re-invested again and again so that it grows with... Read More
3 Studies that Challenge Marketing Assumptions [UML]
Assumptions are akin to a heuristic – an imperfect method of decision making that’s “good enough” and saves time. When assumptions are right, everything goes smoothly. But when they are wrong, the rest can go horribly wrong. Assumptions are essential... Read More
The 4 Engines You Need to Pull Off Content Marketing Successfully
Everyone is doing content marketing these days. In fact, some 80% of respondents say they are doing content marketing according to 2017 survey data. Yet I worry about some of the efforts I’ve seen or heard about. This is because... Read More
Why Consistency in Content Marketing Matters
Consistency in content marketing is so important because everything else follows. If you are consistent, you are committed. If you are committed, you have someone dedicated. If you have someone dedicated, you build a process. If you have a process,... Read More
Influencer Marketing: Choosing Influencers, Strategies and Metrics [UML]
There are so many variables to influencer marketing, it’s really hard to generalize advice. Program effectiveness depends on so many variables such as the context, content, cost, industry, reach, return, trust and the more subjective attributes of quality and value.... Read More
![Context in Marketing Campaigns Mediums and Measurements [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/05/Context-in-Marketing-Campaigns-Mediums-and-Measurements-UML.jpg)
Context in Marketing Campaigns, Mediums and Measurements [UML]
Ask a veteran marketer how marketing has changed in the last decade and many comments will center on output. Certainly, the mechanism by which we send messages has evolved dramatically, but so too has the way audiences receive messages. Today,... Read More
![Revenue Attribution and Proving Value in Marketing [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/04/Revenue-Attribution-and-Proving-Value-in-Marketing-UML.jpg)
Revenue Attribution and Proving Value in Marketing [UML]
Consumer packaged goods giant Procter & Gamble Co. is reportedly aiming to shave $2 billion from its marketing budget over the next five years. According to AdAge, the cuts are part of a larger effort to reduce $10 billion from... Read More
PR, Social Media and the Imperative of Content Marketing [UML]
For a time, social media worked organically. Then it didn’t. Long thinkers pushed paid social as a “rent-to-own” strategy. It’s still brilliant…but there’s an expiration date on it now. Why? You can’t tell – even digitally savvy marketers can’t tell... Read More
B2B Blog Metrics: 4 Effective Categories to Measure Success
Businesses that engage corporate blogging with professionalism and process can boost visibility, grow a community, and ultimately, have a meaningful influence on sales. For example, I once worked for a company that found visitors that engaged the blog were 50%... Read More
