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Dear <<First Name>>:
Are we our own toughest critics?
A survey by Deloitte of 575 C-Suite executives finds CMO peers give marketing leaders better grades than they give themselves.
It’s the top story in this edition of the Monthly Scripts and I wrote about that study and two more here.
Yours in marketing and communications,
Frank Strong
The Must-Read Articles
Every month I peruse hundreds of articles about marketing and public relations. At the month’s end, I do some marketing Jedi analytics to identify those that are “must-reads.”
Marketing
1) What 575 C-Level Executives Really Think About CMOs (HBR) Most C-suite executives rate CMOs’ performance more highly than CMOs themselves do.
2) What's in a name: do brands need a CMO? (Econsultancy) "the complexity of marketing in the digital age means...it’s increasingly difficult for brands to find a single person who has the expertise...to handle all aspects of its marketing activities."
3) Verizon CMO: brands should take stands on issues that relate to their businesses (AdAge) Let’s put an emphasis on related to their business.
Public Relations
4) Why CEOs Surround M&A Announcements with Unrelated Good News (HBR) “Impression offsetting.”
5) Does correcting misinformation strengthen people’s beliefs in false claims? (Institute for Public Relations) “A 'backfire' effect may be rarer than researchers previously thought. A backfire effect means facts and corrections to misinformation may strengthen beliefs in false claims.”
6) A reading list on purpose and corporate activism (Jo Detavernier) A comprehensive reading list about brands and politics including books, media, academics and -surveys.
7) Page Global Study: CCO Anxieties Rise As Responsibilities Expand (Holmes Report) The organization's first global CCO survey reveals that chief communicators are under increasing pressure to keep up with constant business changes.
8) Why PR and Legal Need to Work Closely Together Before Crisis Strikes (PR News) “Attorneys are tasked with protecting the company from often enormous litigation costs in the wake of a crisis situation. PR pros are trying to mend the company’s reputation by getting out quick responses and often some kind of apology.”
Content Marketing
9) How Repurposing Your Old Content Brings New Life and New Traffic (Duct Tape) “If you go through all the trouble of creating content in the first place, why not get as much mileage out of it as possible?”
10) How Marketers Would Spend Additional Content Budget (MarketingProfs) In essence, they’d spend it on channel diversity, paid distribution and quality creative.
11) 16 Content Promotion Platforms To Increase Your Blog’s Traffic (Blogging Wizard) “It’s a common misconception with new bloggers that once you publish a blog post, that’s it, you’re done.”
Creativity
12) Survey: Growing content demands add pressure on marketing to improve cross-functional collaboration (Martech Today) “We’re creating more content, but communicating less.” Also, see this study.
13) 70 Metrics Creatives Say Creative Teams Should Use to Measure Efficiency (InSource) “...increasingly important as in-house creative teams grow larger.” [Disclosure: inMotionNow is a client]
14) A Study of 597 Logos Shows Which Kind Is Most Effective (HBR) "descriptive logos more favorably impact consumers’ brand perceptions than nondescriptive ones, and are more likely to improve brand performance."
15) Creativity is the big differentiator for brands, says IAG CMO Brent Smart (The Drum) “CMO’s have a big power on whether big ideas get in the hands of customers or not.”
Social Media
16) How B2B Tech Marketing on Twitter is Changing (Webequity) “Less than a quarter of B2B software companies understand brand monitoring.”
17) Twitter Unveils Agency Playbook for Marketers, Ad Agencies and Social Media Managers (Adweek) “The social network highlights campaign best practices.”
Technology
18) Tech Vendor Vs. In-House: Which One’s Right For Your Brand? (CMO.com) “[The process of] reviewing vendors can also be productive because it challenges a brand to really articulate their needs.”
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Recent Posts from Sword and the Script
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Contributions and Mentions from Around the Web
Here are some of the third-party sites we’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.
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Frank Strong, MA, MBA
Founder & President
Sword and the Script Media, LLC
www.swordandthescript.com
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