earned media sales funnel

Earned Media Outperforms Paid in Demand Gen

  According to a recent Demand Gen study B2B marketers are looking for new ways to drive demand, increase brand awareness and bring more prospective customers into the funnel.  Earned media is growing more and more appealing to these companies, as the price of paid efforts increases. Working with Cision, Demand Gen found that 79% of […]

Online PR

Eyes Open. Tired Awake Young Man

Why Monitoring Brand Mentions Matters

  Back in the 1980s research showed that when someone had a bad experience with your brand they were likely to tell 35 people.  Now a negative mention online can reach millions in a flash.  If you’re smart, and you have a monitoring system in place, you can catch the negative content the moment it happens […]

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New PR Measurement Tactics

September is Measurement Month. The Barcelona Principles of Measurement for PR clearly indicate  that we need new PR measurement tactics to show results.  Although reach and impressions are important – the customer journey does start with awareness –  we have to move beyond those initial  numbers and look for behaviors in our audiences that happen […]

Content Marketing

how to grow your business with a website

Make Your Website a Tool to Grow Your Business

    There are 28.8 million small businesses in the US, which account for 99.7% of US businesses. (Source: SBA Gov 2016)  Just over half of them (54%) have a website. (Hard to imagine why the other half don’t!)  There are thousands of web design companies out there offering to make or update your site. If your company has […]

how to measure content effectiveness

How to Measure the Quality of Your Content

  A while ago I posted a video by Rand Fishkin on how to create 10X content- content that is 10X better than your competitors.  So how do you know if your efforts are working?  Can you measure the quality of your content? The quality of writing and visuals is very subjective.  I may love […]

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PR Tech Tools

The Rise of Social Media Customer Care

There is no doubt that social media is a part of our lives today – and, as such, social media has to be a big part of every company’s marketing plan. But don’t just use it as a broadcast channel.  Your customers expect you to be active and responsive on social media.  It is all […]

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Learn to Measure What Matters

  September is AMEC’s Global Measurement Month with many events around the world focused on PR measurement.  The kick-off event was held in Hong Kong and addressed the touchy subject of AVE’s.  (Advertising Equivalency Values, where you measure the value of your media coverage by calculating how much an equivalent advertisement would cost.)  The event […]