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

A sea of sameness. That’s becoming a common description of the marketing landscape.  It’s especially true for B2B tech companies.

Why?

We all have the same tools. We have similar data. We put too much faith in what our competitors are doing. 

What’s left? Creativity. 

It’s not a call to throw data out the window. Not at all. But we do need more creativity. 

There’s a thought provoking piece of McKinsey this month that is the featured story in this edition of the Monthly Scripts.    

Yours in all things marcom,
Frank Strong

PS:  Have you taken the annual JOTW Communications Survey yet? If you work or with PR or communications professionals please do!  Here’s the link: https://www.surveymonkey.com/r/XHX2HRG 

The Monthly Must-Read Articles

Every month I peruse hundreds of articles about marketing and public relations. Near the end of the month I analyze those metrics with technology and human intuition to find the most important stories you should read.

Featured

1) Are you asking enough from your design leaders? (McKinsey) “Companies that excel at design grow revenues and shareholder returns at nearly twice the rate of their industry peers. So why aren’t more companies joining their ranks?”

Leadership and the CMO

2) Google’s director of talent explains how to write a killer résumé (Fast Company) Google got 3.3 million resumes last year and a *human* read every single one.  No bots. "we still rely on humans for hiring—it’s the most important thing we do.”

3) CMO Jeanniey Mullen on the Four CMO Types and Why She's a Hybrid (eMarketer) The four types: brand, data driven, hybrid and creative. 

Marketing

4) Trust is the key to increasing engagement on your website in 2020 (Bulldog Reporter) The “top five features that build their confidence towards a website” include social media activity, trust seals, security, address and phone number, and design.”

5) Customer Retention’s A Top Priority for Subscription Businesses (Marketing Charts) “9 in 10 B2B and B2C subscription businesses put customer retention at a higher (62%) or equal (31%) level of priority than...acquisition.”

6) To What Extent Are Large Companies Outsourcing Marketing Services? (Marketing Charts) It’s 40-50% on pretty much everything. 

Public Relations

7) Getting on the same page about storytelling  (Muck Rack) “Research shows that 50% of B2B buyers are more likely to buy if they can connect emotionally with your brand, according to research by Google in partnership with Motista and CEB.”

8) The Holmes Report Rebrands As PRovoke (Provoke) “When I launched The Holmes Report in January of 2000, it was a one-man brand in terms of content production,” says founder and chair Paul Holmes. “It made sense to put my name on it, because it was a publication that reflected exclusively my beliefs, my priorities, and my news values.”

Content Marketing

9) Why the value of ‘snackable content’ to B2B marketing is a myth (Jo Detavernier) Data analysis -- not a survey -- shows long form content gets more links and shares. 

10) Only 24% Marketers Believe AI has a Positive Impact on Marketing, Reports Bynder (Martech Advisor) “58 percent of marketers plan to create at least 25 percent more content this year, relative to last year”

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Email Marketing 

11) Creatives Count -- And They're Taking On New Tasks, Survey Finds (Media Post) “Duke Habernickel, late founder of Haband (a seller of inexpensive pants) famously wrote DR ads filled with grammatical errors and misspellings. And they pulled and pulled.” [client disclosure]

Creativity

12) Creative Is Data Too (Association of National Advertisers) “This data can help marketers at each stage of the creative workflow — if they have a centralized way to organize, manage, and maintain control of their assets.”

13) Top 5 challenges facing today's creative teams (Campaign Live US) “Speed at which teams are expected to work is the biggest challenge facing creatives, according to a study.” [client disclosure]

Search and SEO

14) TechTarget cites technical SEO issues as reason for 25% decline in Google traffic (Search Engine Land) “Unpaid traffic represented 94% of overall traffic...it is one of the main reasons that we operate at 76% gross margin…[but] Google’s November algorithm seemed to treat our registration-protected content and our base of older content differently, resulting in a 25%.”

Social Media

15) The Era of Antisocial Social Media (Harvard Business Review) “when you look at who is — and more importantly, who is not — driving the growth and popularity of social platforms, a key demographic appears to be somewhat in retreat: young people.”

16) LinkedIn Sales Navigator adds features to streamline workflows (Martech Today) “LinkedIn rolled out several new features for Sales Navigator on Wednesday to make it easier to add leads from the sales prospecting platform to Salesforce”

17) 7 types of LinkedIn requests (Marketoonist) Cartoon.

18) Sixteen Years of Facebook: A Marketing Evolution Story (Martech Advisor) A look at the features and controversies the company has faced over the years. 

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Around the Web

Here are some of the third-party sites I’ve been fortunate to contribute to over the last month or so.


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About Us
Sword and the Script Media, LLC is a certified veteran-owned public relations agency immersed in the business-to-business (B2B) marketplace. We focus on building consistent, 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.  

About Us | LeadershipServices  

Questions, comments or suggestions? Send ‘em.  I’d enjoy hearing from you. 

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