Public Relations & Social Marketing Insight

A cliche of modern discussion in social marketing is to focus upon ROI and how elusive it can be. We’ve been exploring the topic ourselves plenty recently.

Although we firmly encourage the use of social data to measure the performance of a business – facilitating better decision making and indicating the return on different investments – what about the return on social activity itself?

In 2013 Coca Cola famously revealed that the brand was unable to find a direct link between social activity and short-term sales, a position that was later clarified when its President of Strategic Marketing, Wendy Clark, underlined the importance of social media’s ability to enhance marketplace impact, consumer engagement, brand love and brand value....

Executives want to know a marketing strategy’s expected ROI before they commit money and resources to it. But content is a different animal than other marketing initiatives. It doesn’t produce impressive short-term results; it bolsters long-term profits. Once a content marketing strategy proves its worth, executives feel more confident investing in it. The challenge is convincing them to take the initial plunge.

Here are six selling points you can use to persuade your company leaders that content marketing will go the distance for your brand

According to Meeker’s 2014 Internet Trends Report, the average article reaches half of its total social referrals within 6.5 hours on Twitter and 9 hours on Facebook.

In other words, content grows old quickly, and communicators have only a fleeting moment to make a memorable brand impression on audiences scrolling through an endless stream of information on their newsfeeds.  

Amy Binder, owner and CEO at RFBinder Partners joined PR Newswire’s Senior Vice President of marketing, Ken Wincko, for an exclusive roundtable discussion on the growing impact of visual communications in integrated campaigns. The conversation explored various case studies and successful tactics that brands should incorporate into their visual storytelling strategies....