(78%) of respondents to the Linqia survey reported that influencer content either outperforms their brand-created content (51%) or matches it (27%) in performance. However, the big challenge is still measurement and showing ROI. According to this survey, 75% say they struggle to measure the results. This could be because of the preference for engagement metrics rather … [Read more...]
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 marketers are prioritizing earned … [Read more...]
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 something that you think is awful But there are several indicators that can tell … [Read more...]
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 as a result of the … [Read more...]
The State of PR Measurement
At the PR News Measurement conference last week in Washington DC I was disappointed to discover that 70 percent of the attendees surveyed prior to the event had not heard of the Barcelona Principles. To see if this was an isolated number from one group, I decided to survey the PR pros who have opted-in to get my Digital PR Tips newsletter each week. The number was better, … [Read more...]
