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How PR Can Own the Content Marketing Budget

Posted by Robb Henshaw on Oct 29, 2014 3:58:34 PM

As the primary storytellers in your organization, it would make sense that PR executives would own the strategy and the budget for their company’s content marketing initiatives. Why, then, is that so rarely the case? According to the Content Marketing Institute (CMI), the ownership of the content marketing function still lies overwhelmingly in the hands of marketing, not PR. But the CMI also reported in its 2014 survey that only 42 percent of content marketers feel like their programs are effective.

This presents a significant opportunity for PR professionals to add value to their brands and organizations and take control of a budget that 60 percent of organizations plan to boost in 2015, per CMI.

Read the complete article from our VP of Marketing, Robb Henshaw, which appeared here on PR News. 

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Topics: Content Marketing

Content Promotion vs. Clickbait: How to Avoid Destroying Trust & Traffic

Posted by Robb Henshaw on Oct 22, 2014 3:38:00 PM

Alright folks – it’s time for someone to say it. Your content promotion strategy is probably dependent on clickbait, and nobody likes it. In fact, everyone hates it, and it is ruining the online experience for all of us.

As content marketers, we all know how critical content promotion is. Just because you write it doesn’t mean that they will read it. Getting people’s eyes onto our content has become such a big industry that Relevance needed to create a “Content Promotion Ecosystem” to map out all of the tools available to help content marketers do their job.

But there’s a dark secret lurking in the content promotion industry. Actually, it’s not even a secret – everyone knows it, but they simply don’t like to talk about it:  Most of the tactics used to promote content today are pure, unadulterated click-bait.

Read the full post from our VP of Marketing, Robb Henshaw, which originally appeared on

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Topics: Content Marketing

Mix Content Types for Successful Content Marketing

Posted by Peyman Nilforoush on Oct 15, 2014 3:45:00 PM

As marketers, we’re acutely aware that there is more content being produced today than ever before — with the rate of content productiondoubling each year. Content marketing has progressed from buzzword to doctrine in many organizations, despite the fear, uncertainty and doubt surrounding “content shock” — the highly debated idea that too much content is being produced, and that consumers are becoming too overwhelmed to engage in it.

And let’s face it: If you’re reading this article, chances are you’re already a content marketing convert. We may all be riding the same wave, but as the CMI and MarketingProf’s annualB2B Content Marketing Trends Report shows, only 42 percent of us who have embraced content marketing feel like we are being effective. And when you consider that the same report shows that only 44 percent of marketers have a content marketing strategy, the reason why our efforts we feel so ineffective becomes clear.

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Topics: Content Marketing

Influence vs. Expertise – What Actually Matters?

Posted by Robb Henshaw on Oct 8, 2014 3:34:00 PM

As I’ve shared before, research from Nielsen confirms that consumers rely on content from trusted, third-party experts more than branded content and user reviews when learning about new products and making purchase decisions.

Notice that the Nielsen study specifically calls out the value of experts, not influencers. And why is that? Because Nielsen wanted to focus on what actually moves the needle with consumers (what gets them to act), and influencers – despite the hype around influencer marketing – do not drive action.

Let’s break down the different between influence and expertise for a moment.

Read the full post from our VP of Marketing, Robb Henshaw, which originally appeared on 

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Topics: Content Marketing

People Trust Experts More Than They Trust Your Brand

Posted by Robb Henshaw on Oct 1, 2014 3:28:00 PM

Raise your hand if you’ve ever produced a piece of content – whether it was a video, a blog post, a white paper, etc. – that just didn’t get any traction at all. You spent a lot of time (and money) producing the content, and it was a great, customer-focused piece – but it just didn’t get any views and didn’t generate any traffic or leads.

Believe me, we’ve all been there.

And even when our content failures are few and far between, overall, most of us who oversee content marketing feel like we’re not succeeding. As the CMI and MarketingProf’s annual B2B Content Marketing Trends Report shows, only 42 percent of marketers feel like we are being effective at content marketing.

Read the rest of this article from our VP of Marketing, which first appeared on 

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Topics: Content Marketing

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Talking About the Role of Experts in Your Marketing Mix

People Trust Experts More Than Brands

If we take off our marketing hats and think about how we - as consumers - make decisions, there is one universal truth: we trust what experts have to say about a brand (or its products) more than what the brands say about themselves. On this blog we explore:

  • The role of experts in our decision-making processes
  • The evolution of content marketing and native advertising
  • How marketers can leverage expert opinions in their marketing mix for greater impact

Got questions? Please ask! We encourage an open dialogue on best practices that can help move the industry forward.