The Gong Blog

Marketing KPIs for earned, owned and paid

Performance data for specific channels will help you gauge how engaged your audience is, based on the type of action they’re taking. However, tracking, analyzing and reporting marketing campaign success can be tricky. There’s a wealth of data you can pull from your website, blog and social channels. So instead of leaving your team to guess which metrics are important, use these KPIs as a guide for earned, owned and paid content. Paid social media metrics Social advertising platforms have become increasingly informative. Marketers can be as general or specific as they choose targeting audiences on most social platforms. To …

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Inspiring Fresh Content for Your Clients

You know your organization or brand should be pushing out content to your audience and followers, but getting over the hurdle of what to post can be a challenge. We’ve talked about generating content for Twitter, but let’s take a step back and see how you can generate ideas that can be used across all of your platforms. Role Play First, think of the adage about putting yourself in someone else’s shoes.  That is typically a healthy exercise as you contemplate what the audience you are trying to reach wants to read or what problems they are trying to solve.  …

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How to make your media advisories (and events) more social media-friendly

Does your team regularly distribute media advisories? If so, make sure they’re incorporating social media when pulling together info. I love a good media advisory. Done well, it should communicate to journalists what to expect at an event, the types of video and audio that will be available, the on-site spokespersons and other relevant logistics. This is done through the five basic journalistic elements: Who, What, When, Where and Why. Because social media is such an integral part of the communication strategy for newsrooms, don’t forget to communicate about relevant hashtags or handles. If a journalist covers your event, whether …

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Creating content that converts

Content marketing has been around for ages and its accelerated growth and use especially in the last few years shows that it’s not going anywhere anytime soon. 89 percent of Americans use the internet to find new products and services and research potential purchases. The way consumers shop today differs vastly than they did even just 10 years ago. They are no longer swayed by overt, aggressive sales and advertising tactics—instead today’s buyers (both b2b and b2c) prefer to do the research and decide for themselves which vendor they want to go with. All of this discussion points to the …

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Content Fundamentals: Finesse These Elements on your Digital Platforms

Your marketing team is putting in a lot of creativity, strategy and effort into making sure your company’s content marketing plan is as effective as possible. But, are they following simple best practices that will ensure content from your company will stand out from the rest? Here are a few best practices to share with your marketing team, broken down by platform, that will help them keep content user and search engine friendly, reach target audiences and generate more leads. Whether your team is aiming to capture more leads through offers or raise awareness at the top of the funnel …

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The Business Case for Strategy Before Tactics

“We talkin’ about tactics. Not a strategy. Not a strategy. Not a strategy. We talkin’ about tactics.” – Allen Iverson (OK, maybe not an exactly transcription of what he said.) One of my favorite YouTube clips is Allen Iverson’s infamous press conference where he bemoans the criticism directed at him over missing practice. His point, the games are what really matter, but people are obsessing over the wrong thing. While this metaphor certainly isn’t entirely transferable, many companies fall victim to a similar trap – jumping to tactics before identifying a clear strategy. It’s understandable. Tactics are easier to understand. …

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Getting Your News Out: Alternatives to a Traditional Press Release

So you’re sitting in a conference room talking about an announcement your company needs to make, you say, “We need a press release!” Wheels are set in motion, someone on the team takes on the assignment, and now your team is crafting something to send to media before you’ve even decided if it’s the right approach. News releases were once the go-to tool for PR professionals needing to share news about their client or organization. In today’s media landscape though, things have changed. News releases still have a role, but they aren’t always the best method for getting the word …

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The Consumer PR Survey is (Almost) Dead

The Associated Press recently added a new section on polls and surveys. The guidance is focused on political polling and explains in a blog post, “The new chapter, available immediately to AP Stylebook Online subscribers, leads with longstanding guidance that the mere existence of a poll is not enough to make news.” While the new chapter is focused on political polling – PR practitioners should keep this guidance in mind when considering consumer surveys for media relations outreach. You know the one. Seeking media attention, a company commissions research through a telephone or Internet firm to poll 1,000+ Americans and …

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Debating Media Relations and Content Marketing

There’s a recurring debate in Fredrik Backman’s endearing book, A Man Called Ove, in which the title character and his best friend lock horns over the supremacy of one Swedish car manufacturer over the other. This Volvo vs. Saab rivalry reminds me of the ongoing debate between PR practitioners who subscribe to our traditional strategies of media relations and the more progressive proponents of content marketing. Of course, if you have a two-car garage, and budget is not an issue, the easy answer is to go with both. But that is not always the case, and so we often have …

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Avoid these common mistakes when capturing video for social media

Not every video you post on your social channels needs to have Oscar-worthy production values. Sometimes you need to move more quickly—and spend less money—than you can when using a professional videographer. But even for smartphone video quickly captured in the field, you can take a few steps to improve the final quality of your videos. Here are a few quick tips for capturing better video in situations where it doesn’t make sense to hire an external videographer. Standing too far away There’s a phrase you’ll find in photography circles that applies equally well to video: Zoom with your feet. …

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