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
![Metrics in Crisis Comms Marketing and Social Media [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/01/Metrics-in-Crisis-Comms-Marketing-and-Social-Media-UML.jpg)
Metrics in Crisis Comms, Marketing and Social Media [UML]
The way I see it there are two key challenges with measurement in marketing – and both are human. First, metrics can be gamed. Ask any digital savvy marketer to drive more clicks or more webinar registrants and they certainly can. ... Read More
![Confidence in Analytics Reporting Referral Spam and Trust in Data [UML]](https://www.swordandthescript.com/wp-content/uploads/2016/12/Confidence-in-Analytics-Reporting-Referral-Spam-and-Trust-in-Data-UML.jpg)
Confidence in Analytics: Reporting, Referral Spam and Trust in Data [UML]
The push for better measurement in marketing and PR has been something of a groundswell over the last decade. Indications of success and key performance indicators (KPIs) have come a long way toward suggesting whether marketing is on the right... Read More
A Simple Measure of Marketing Many Businesses Miss
How did you hear about us? The answer to that simple question can provide tremendous insight as to what marketing investments, strategies and tactics are yielding results. While many businesses don’t ask this question, they do ask so many other... Read More
Marketing ROI: You Can’t Buy a Beer with an MQL [UML]
“What’s the ROI of putting your pants on every day?” asked Scott Monty in a modestly famous quip. “It’s hard to measure but there’s negative consequences for not doing it.” The point this comment gets after — I believe —... Read More
![Trust and the Unlikely Reinvention of Advertising [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/03/Trust-and-the-Unlikely-Reinvention-of-Advertising-UML-150x150.jpg)
