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Weekly Scripts:  Vetted links across PR and marketing. 
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Dear  <<First Name>>:

Before we get to the monthly newsletter, can I ask you for a small favor?

If you work in PR or comms, please consider taking the JOTW Strategic Communications Survey this year. The data we gather from the survey responses will both benefit, and be shared freely with, the community.

This year marks the fourth year that I’ve had the good fortune of teaming up with Ned Lundquist, who has published the “Job of the Week” email newsletter for 20 some years. It’s a great (free) resource if you are looking for a job, or are looking to fill a position. 

A link to the survey is the “top story” in this edition of the Monthly Scripts.    

Yours in marketing and communications,
Frank Strong

PS: Looking for an agency partner with the content chops to build a sound strategy and execute? Give our services a try.

The Must-Read Articles

Every month I peruse hundreds of articles about marketing and public relations. Near the month’s end, I analyze those metrics with technology and human judgment to find the most important stories. 

Featured

1) Please take this survey: The 4th Annual JOTW Strategic Communications Survey for 2021 

Note: We will select three lucky participants who complete the survey to receive Amazon gift cards: One $100 gift card; One $50 gift card; One $25 gift card.

Leadership and the CMO

2) Problem-solving vs. problem identification. “...when your team is overly focused on finding problems instead of solving them, it can be detrimental to productivity and morale.” (HBR

Marketing

3) Long-term ROI. "Economists estimated that Red Bull derived $6 billion in value from the Stratos project in the form of exposure." (The Generalist

4) Think simple. Sometimes we overthink marketing. It doesn't have to be hard. (Mark Schaefer)

5) Honesty in marketing. “69% of customers do not trust advertisements, and 71% do not trust sponsored ads on social media, according to a nationwide poll.” (Marketing Profs

B2B Marketing

6) Influencing buyers. Survey finds the top three ways B2B buyers say you can influence their decision making are 1) lead discovery of wants and needs 2) show how to solve a problem 3) listening (Marketing Charts

7) No light switch for thought leadership. If there’s one lesson B2B marketing needs to drive home to the business, it’s that thought leadership can’t just be turned on and off. When and if your business is able to achieve some semblance of thought leadership, don’t let it slip away. (Sword and the Script)

Public Relations

8) Brands speaking out. How companies can avoid getting burned when taking on hot-button issues (PRWeek

9) Brands that don’t take ‘my stand’. “boycotting outweighs buycotting, implying that political brand communication is a risky strategy." (Communication Research

10) "Confirm The Reality; Sell The Vision." 5 public relations strategies for mergers and acquisitions (Washington Technology)

11) Media relations basics. Earned media tips from reporters (Spin Sucks

12) Reporters love Twitter. A survey of 2,400 journalists found Twitter is the most valuable social media platform and they spend a lot of time there; if you want to improve media relations you should invest more time there too. (Sword and the Script

13) Talent wars likely to intensify. A new survey shows employment in the communication industry trending upward this year. While three-quarters of those surveyed said headcount was reduced in 2020, 63 percent said their companies plan to expand staff this year. (PR News

Content Marketing

14) Consistency in content marketing is everything. Consistent, high-quality, and engaging content impacts audience decision-making more than any other technique. (HubSpot

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Experience: UX, CX and Creativity

15) Don’t talk to your customers in that tone! You look creative, but you sound like a bank (UX Collective

16) Simple is better: How to structure your web page or email for maximum conversion (Marketing Sherpa

Media

17) There are fewer podcasts than you think. “Out of the two million titles reflected in Apple Podcasts (and similar results from Podcast Index), a remarkable 26% have produced just a single episode. ” (Amplifi)

SEO & SEM

18) Ranking factor myths. Website age, pogo-stickig and unlinked mentions are not ranking factors (Search Engine Journal) [keep in mind this is one person’s educated opinion - nobody really knows except Google]

Social Media

19) Social media growth stalls for many platforms. “With the exception of YouTube and Reddit, most [social media] platforms show little growth since 2019.” (Pew Research)  

Marketing & PR Technology

20) Summary of PR technology new. SEMrush goes IPO; Meltwater acquires Linkfluence; G2 names best media monitoring solutions; Critical Mention adds GA integration; Vetted is generally availability. (Sword and the Script

Measurement  & Analytics

21) Better than NPS scores. Product analytics is surpassing net promoters scores as a measure of customer experience (CX) (Bulldog Reporter

22) Outcomes vs. metrics. “As marketers, we have to be careful not to settle for campaign metrics … we have to push for business outcomes.” (Marketoonist

23) Sentiment analysis begins to “get” context. Natural language processing (NLP) is getting better at understanding context, says Dr. Tim Furche of Meltwater. This can help PR assess sentiment in large volumes of content. (Sword and the Script)  

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Need expert help with Marketing and PR? 

Sword and the Script Media, LLC is a verified veteran-owned public relations agency immersed in the B2B tech marketplace. We focus on building sustainable and process-driven programs for PR, content marketing and social media. A defining difference comes down to our approach – that marketing ought to have utility. This is because marketing that helps, sells better than marketing that hypes.  

Useful links: About Us | Leadership |  Services | Contact

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Questions, comments or suggestions? Send ‘em.  I’d like to hear from you! 

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Frank Strong, MA, MBA
Founder & President
Sword and the Script Media, LLC
www.swordandthescript.com
PR | Content Marketing | Social Media
LinkedIn | Twitter | Facebook 

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