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Frank Strong
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Father. PR pro. SCUBA Diver. Skydiver. US Soldier (Ret.) Go Pats!
Father. PR pro. SCUBA Diver. Skydiver. US Soldier (Ret.) Go Pats!

1,451 followers
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What do you do with news or earned media once you have it?

1) Share the news with your company.

2) Post it to the online newsroom

3) Surgically weave it into blog posts

4) Share the content on social media (organic)

5) Pay to promote it on social media (paid)

6) Pitch the story to an industry newsletter

7) Share with industry forums and peer groups

8) Lead nurturing for sales

9) Physical reprints and direct mail

10) Bring a printed copy to your next tradeshow

11) Cite the story in new business presentations

12) Go earn another story

#PR #publicrelations #mediarelations

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A few weeks ago, we published results to a survey of 263 respondents – Should Brands Take a Public Stand on Politics? It wasn’t just the title of the survey, it was also the central question – and accordingly, it was followed by the question “Why?”

We received 73 open-ended responses in total (19-yes, 35-no, 19-unsure). A word cloud of the responses is nearby – the larger the word, the more frequently it was used – and below is a representative sample of verbatim comments received.

#branding #politics
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Cybereason recognized that the professionals doing the work of protecting organizations and defending the enterprise simply don’t get enough credit. So, the company took to the idea of creating a documentary called the “The Defender” that flipped this on its head.

While there are some voices belonging to the company in the documentary, there is no selling. Instead, the documentary makes the market – customers and prospective customers – the hero in the film, as it walks the audience through four high profile breaches.

#b2bmarketing
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Most respondents say brands should stay clear of politics.

Nearly half (49%) of overall respondents said brands should not weigh in on political issues. However, it’s not a majority because about one-third said they believe brands should get involved, while another 22% were unsure. Sentiment analysis around this question suggests context matters.
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The poll of hundreds of U.S. adults finds that younger consumers want bolder stances on social issues, but companies risk alienating half their customer base by taking a public position.
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Respondents seemed more willing to put aside their political differences for higher quality, more convenience or better price.

#PR #publicrelations
New Study: Should Brands Take a Public Stand on Politics?

- 49% said no; 29% said yes and 22% were unsure (read "it depends").

But it's not a majority in any direction and the details matter.

- Younger people, ages 18-29, were more likely to say brands should take political sides publicly (56%). The older the respondent, the more likely they were to stay brands should abstain from politics.

- If the brand takes a position with which they disagree – 53% were less likely to make a purchase and 40% were indifferent.

- A cross-tab analysis of this question by gender shows women are more likely than men to take action against a brand that takes a political position with which they disagree.

And there's more -- summary in the post along with a report embedded from SlideShare (which is freely available for download -- no registration required).

#marketing #branding #brands #politics
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Another Monthly Scripts is away...

When the Government Hires a Chief Content Officer [Monthly Scripts] -

The 10 best #marketing and #PR articles out of hundreds we've reviewed from the last 30 days.

https://mailchi.mp/654179f3ea62/atlanta-hires-a-chief-content-officer-monthly-scripts
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Sales: We need more case studies.

Marketing: Yes, we agree. Can you point us to a reference?

Sales: </>

next quarter

Sales: We need more case studies.

* * *

This is an ancient problem in B2B and it's bubbling up in survey data:

"Well-researched personas can help teams create successful content; however, too few content marketers are actually talking with customers to understand their needs (42%).”

Why? The account management model. Generally, AM's don't want to give up a chip for whatever marketing needs when they might need it later for a sales reference.

Who can blame them? It shows that all the business sores that fester around lead scoring and routing really means the alignment of sales and marketing has to happen much further upstream.

This is a leadership issue, deserving of an SLA, new incentives, and metrics on a monthly dashboard for all to see.

#b2bmarketing #contentmarketing
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What are the biggest mistakes you see businesses make in selecting and implementing marketing automation software?

BY: Let’s be clear, each platform has its pros and cons. One of the biggest reasons I was able to accept my position at Marketo was because of the experience I had with different platforms. With that said I think the biggest mistake is not truly understanding how the marketing automation tool integrates with the CRM.

Data integrity can truly make or break a campaign and not taking the time to standardize the process is a huge mistake. I get that it can be a nightmare and very time consuming but it’s worse to encounter technology limitations once started because of the lack of attention.
You’ve got a background in marketing automation, what effect have tools like Marketo, Eloqua and Pardot on digital marketing?

BY: For starters, they have made it simpler to launch campaigns. An aspect that is often overlooked with these tools is the ability to really create a personalized one-to-one experience on a mass scale. I mean, many talk about this but stop at just including a name for a very general email. Those that spend the additional time and resources to personalize the email and landing page with person specific and product interest-specific content really see better conversion numbers.

Marketing automation isn’t an auto-pilot type function as most companies would like it to be. It has to work within itself but also needs to be tied into other initiatives from a setup and measurement perspective.
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You’ve got a background in marketing automation, what effect have tools like Marketo, Eloqua and Pardot on digital marketing?

BY: For starters, they have made it simpler to launch campaigns. An aspect that is often overlooked with these tools is the ability to really create a personalized one-to-one experience on a mass scale. I mean, many talk about this but stop at just including a name for a very general email. Those that spend the additional time and resources to personalize the email and landing page with person specific and product interest-specific content really see better conversion numbers.

Marketing automation isn’t an auto-pilot type function as most companies would like it to be. It has to work within itself but also needs to be tied into other initiatives from a setup and measurement perspective.
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