Iliyana's Blog

Content Marketing Isn't The Future, It's The Present

[fa icon="calendar'] 14-Feb-2017 09:00:00 / by Martina Stričak posted in Inbound Marketing

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This is a guest post by Martina Stričak from Point Visible. 

Can you believe it, it's 2017 and content is still the king? Some things never change!

You know what they say – if something is good, why change it? No matter how much marketers are trying to find other ways to promote services or products, it all always comes down to creating great content.

As time goes by and different things become popular and less popular, content marketing is going through changes as well, but it's always here.

Over the last few years, a vast majority of marketers, both B2B and B2C, stated that content marketing is a major part of their general marketing strategy and budget for the upcoming year. In fact, for 2017, ¾ of marketers said they will invest more in content marketing than in 2016. There has to be something in it, right?

Well, there definitely is. With increased number of various apps and extensions that are made to block „traditional“ online ads (like banners and pop ups), content marketing has become a go-to way of promoting a product or a service.

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The Agency-Client Relationship is Broken

[fa icon="calendar'] 07-Feb-2017 08:30:00 / by Iliyana Stareva posted in Agencies

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2017 or not, the agency-client war still persists. 

Agencies want to be responsible for more, marketers don't trust them to let them. 

That's the major finding in a recent study done in the US but I think it's quite relevant for the rest of the world as well.  

Marketers at clients complain that agencies lack technical and data-savvy teams who can work on their accounts and that too many agencies still haven't transitioned from old media to new, lacking the expertise clients need in the digital age. 

Agencies, on the other hand, say that clients are unwilling to become true partners by taking work in-house that really should be done by the agency team and so showing a disrespectful unwillingness to commit to quality work. 

If you look at the comments below, you'll see how the language both parties use is rather judgemental and certainly doesn't show that they see the other counterpart as a partner: 

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The Future of PR Measurement: Aligning with Sales

[fa icon="calendar'] 31-Jan-2017 08:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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“Measuring the effectiveness of PR has proved almost as elusive as finding the Holy Grail.”

That's a quote by John Pavlik I found in an extensive paper on PR metrics while researching this whole PR measurement drama lately. 

Through this research, I've found that there have been a number of frameworks and tools to get PR people to measure their results. None of them have been adopted, though. 

According to the 2016 Global Communications Report from the Holmes Report,current measurement models are still alarmingly focused on measures of outputs – such as total reach or total impressions – rather than on business outcomes. Social media measurement is equally unsophisticated.

These metrics don't really tell you anything unless you can very specifically tie them back to how they've boosted your bottom line. It's because they are looking at it from the wrong, broken perspective because these are outputs, not outcomes. Business owners and CEOs want the real numbers, they want actual proof of ROI (Return on Investment) which often is increase in sales because it's tangible. 

ROI, however, has always been difficult to show with PR.

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The 2017 Visual Content Marketing Statistics You Can't Miss

[fa icon="calendar'] 24-Jan-2017 08:30:00 / by Iliyana Stareva posted in Inbound Marketing

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By 2017, video content will represent 74% of all internet traffic.

I can't say that I'm surprised. 

Visual content was the biggest marketing trend for me for 2016. There were a lot of people and businesses jumping on it, particularly on the use of video or social networks that support videos and cool visuals such as Snapchat and Instagram. 

We've heard a lot about video during INBOUND16 as well where visuals and video were prominent more or less in every talk. 

Venngage went a step further and gathered the insights from marketing people about visual trends and put the results into a handy infographic that I want to show you today. (Disclaimer: I took part in the survey too.)

Here are some of the most interesting findings: 

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Content: The Glue Between Inbound and PR

[fa icon="calendar'] 17-Jan-2017 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound Marketing, Inbound PR

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When I started working on the Inbound PR concept, my initial thought was that PR pros are really great at content creation and storytelling but they were pretty bad at measurement. I remember that from my days working in the industry.

On the other hand, inbound marketing people are well versed in data and numbers - this is what I saw from working with hundreds of agencies as a consultant at HubSpot. 

Then I decided to dig into the two disciplines. 

What's Public Relations? 

As per definition, public relations is the strategic communication process that builds mutually beneficial relationships between an organisation and its publics. This comes from the Public Relations Society of America (PRSA) which is the leading PR organisation in the world.

The Chartered Institute of Public Relations (CIPR) in the UK – the other leading PR body – argues that:

"Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics."

As you can see from the definitions, PR is all about reputation and engaging in meaningful relationships with various publics.

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