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

I like to fancy that every article in this newsletter is a “must-read” but this month there are two that are especially worth your while. 

The first link is to a fascinating presentation on the evolution of SEO that should be a “lunch and learn” session for everyone in marketing or PR.

The second link goes is an honest look at digital ads that may cause you to reconsider how you use these.

That leads us to 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. 


1. Links. Earning links becomes table stakes at some point, and engagement becomes the ranking factor to focus on (Moz

2. Behind digital ads. “Today, I can answer the question about why organic gets all the clicks, yet ads get all the investment: incentives.” (Sparktoro)

Leadership and the CMO

3. Social CXO? Survey of 11,000 in finance circles finds business leaders must be more accessible on social media (PRovoke)

4. How to think differently. “When you redefine a problem, you reinvent your relationship with it.” (Leadership Freak)

C-Suite Scorecard. How a creative team built an executive scorecard to demonstrate their value to the c-suite (Martech Zone) [disclosure: client]


5. Lingering volatility. 8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger (Marketing Dive

6. Trendspotting. Skim through a dozen marketing trend pieces from Adobe, Gartner, Deloitte and other big brands (Steve Waddington)

B2B Marketing

7. Help not hype. “B2B blogs that create education content receive 52% more organic traffic than those that mainly publish content about their company.” (Backlinko)

8. Top of the funnel. “If Warren Buffett was a B2B marketer, where would he invest his capital? We’ll tell you where: at the very top of the funnel. In fact, that’s precisely what Warren Buffett does, buying stakes in famous brands like Coca-Cola, Geico and Apple.” (Marketing Week

9. Target renewal.  53% consider other vendors at renewal (Marketing Profs)

10. Privacy. B2B businesses more likely to keep third-party ad-tracking secrets from customers (MediaPost

11. B2B gets younger. "B2B decision-makers are a younger generation takes their seat at the table." (Marketing Charts)

12. Help them help you. The most favorable outcomes result when the salesperson engages in high levels of both customer advocacy and seller advocacy. (Marketing News by the AMA

Public Relations

13. Influence. The top influencers in PR (BuzzSumo)

14. Messaging. How to build a messaging platform (Business2Community)

15. Magical. 7 brands that pulled off PR miracles in an uncertain year (Muck Rack

16. Press releases. How much does press release distribution cost? [and other FAQs] (Sword and the Script)

17. Business and politics. PR and media professionals weigh in on the inaugural speech and what it could mean for communications (Ragan

Content Marketing

18. Be helpful. “B2B blogs that create education content receive 52% more organic traffic than those that mainly publish content about their company.” (Backlinko)

19. Datelines are help search. Contrary to popular SEO advice, adding dates appears to be good for search. (Search Pilot

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Experience: UX & CX

20. Conversion. “The average landing page conversion rate across all industries is 9.7%.” (HubSpot


21. Space to be creative. Bestselling author Martin Lindstrom says brands should “Cut Zoom calls in half” to give creatives space to be creative (The Drum)

22. Constraints drive creativity. Creativity thrives during difficult times when the answers aren’t obvious and the problems are complicated. (Campaign Live


23. Playing with fire? “Despite the potential risks, some brands aren’t pausing their campaigns. Some marketers are citing that their ads are apolitical, while others hope that their positive messaging will be a breath of fresh air for their audiences.” (Search Engine Land


24. Buy an audience. Adweek acquires Social Media Week (Adweek


25. Nail the basics. 21 SEO tips for 2021 (Moz

26. Google knows. Buying used domains for SEO is like buying a used car. (SEO Roundtable

Social Media

27. Lurid notions. "the algorithms feed us incrementally more lurid notions of our own predispositions and connect us ever more closely with others who share them." (Campaign Live)

28. Organic performance. A perspective on how to get the most out of organic social media (Social Media Today)

29. LinkedIn best practices. Proven techniques for marketers (Social Media Examiner

30. Social spend. Marketers plan to speed more with YouTube, Google, Instagram, TikTok and Facebook (Marketing Charts

Marketing & PR Technology

31. Tech innovation. 8 innovations in public relations technology to watch (Sword and the Script

32. Summary of PR tech news. Meltwater lists on a Swedish stock exchange; startup Propel hits 50 customers; Vetted launches – it’s like HARO or ProfNet with no pitching (Sword and the Script

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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.  

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

Frank Strong, MA, MBA
Founder & President
Sword and the Script Media, LLC
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