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Measuring the Impact of Your Content - On Every Marketer's Wish List

Posted by Mark Nardone on Jun 21, 2017 12:51 PM

What is the Number One Challenge for Marketers?

It’s measuring performance.

Each year, PAN surveys more than 100 marketers in order to share best practices and areas of opportunities when developing content marketing strategies in today’s digital world. Similar to our last four years of data, we identified several new challenges that are facing marketers today in our 2017 Content Fitness Report.

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Topics: Services

How to Use Big Data and Analytics to Improve Your Content

Posted by PAN Communications on Jun 7, 2017 1:31 PM

“Without big data analytics, companies are blind and deaf, wandering out onto the web like deer on a freeway.” Geoffrey Moore, author and marketing consultant

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Topics: Services

Audience Behavior Stats to Help You Crush Social Media Marketing

Posted by Jen Bonney on May 24, 2017 1:56 PM

Social media is changing at a rapid pace - from platform updates to new algorithm changes and technologies. It's becoming increasingly difficult to predict how, when, where or even if, your content will be consumed. The key is to start analyzing the behavior and actions of your audience. Know where your audience is, what they need, and what you can do to help them. By targeting your audience more effectively you will ultimitely better relationships with your prospects and buyers. These social media stats from Wordstream will help you get started.

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Topics: Services

What Powers Your Content? Visuals from Creative Services

Posted by Jen Bonney on May 11, 2017 12:24 PM

You’ve created a brand. You’ve even crafted thoughtful content that projects the right message. Or does it? Does your target audience want to read witty blogs or serious tech-speak? Would creative animation, GIFs, or shareable images have more impact? Does your audience primarily use handheld mobile devices or a stationary desktop?

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Topics: Services

How to Creatively Promote a Company Anniversary

Posted by Lauren Winer on Apr 12, 2017 2:22 PM

Your company is turning 25 next year and needs some PR around the anniversary, but a momentum release doesn’t quite cut it.  Without any concrete news timing with the anniversary, how else can you promote this milestone? Reaching out to editors close to the company and social media posts announcing the anniversary may seem like a given, but that’s just scratching the surface.

Source: pexels.com used under CC license.

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Topics: Services

How to Utilize Social Media Integration Across Your PR Strategies

Posted by PAN Communications on Mar 29, 2017 12:53 PM

The goal of any marketing, PR or social media campaign is to expand your reach, promote your brand and continue to lead your buyer personas down the path to purchase. However, as social media channels and the digital ecosystem have evolved, measuring success has become increasingly challenging. Now, more than ever, marketing, PR and social media can’t evolve without an integrated growth strategy. The first step in any successful campaign is knowing your ideal audience and creating meaningful content to engage with them.

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Topics: Services

The 3 Hottest Topics in PR Research

Posted by Sasha Dookhoo on Mar 28, 2017 12:46 PM

The International Public Relations Research Conference (IPRRC) 2017 was held in Orlando, FL earlier this month to support socially-beneficial public relations research that increases understanding and builds relationships. Now in its twentieth year, IPRRC has become one of the top events to share innovative PR research and participate in active discussions with academia and practitioners about the nature of the industry. Previously held in Miami, the event has now been moved to Orlando – just a few blocks from PAN Southeast – and saw its largest number of scholar and PR professional attendees.

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Topics: Thought Leadership, Services

What is the Role of Content in the Customer Decision Journey?

Posted by PAN Communications on Mar 9, 2017 3:20 PM

Good content resonates with the reader or viewer because it fits with their goals or general interest. Great content maps to their desire, emotions, and journey, delivering an outcome that will build advocacy and drive engagement mapped to revenue. In other words, content can be the “path to purpose” for the customer.

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Topics: Services

How to Build a B2B Influencer Relations Program

Posted by Kate Connors on Mar 7, 2017 1:08 PM

This past weekend, I traveled to Savannah, Georgia for a quick escape from the seemingly endless Boston winter. Before traveling, I read up on Savannah travel recommendations and gathered advice from my colleague Sasha Dookhoo. One Savannah lunch spot, Mrs. Wilkes Dining Room, immediately caught my eye. Why? Obama ate there when he visited the city and there are YouTube videos of him raving about the meal. This interaction exemplifies the value of business-to-consumer (B2C) influencer relations: a well-known public figure recommending a restaurant, which ultimately entices consumers like me to visit.

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Topics: Services

Why Every CMO Should Be Leveraging PR Across Integrated Marketing

Posted by PAN Communications on Feb 22, 2017 1:44 PM
As 2017 kicks off, we are looking ahead and working to further integrate PR and marketing strategies. Evaluating past successes, learning from mistakes, and taking stock of the rapidly changing landscape are important for any brand that’s striving to expand their reach. The need to create an omni-channel marketing strategy and to consolidate messaging is at the crux of all brand activities.

We’ve already discussed what we see as the Biggest Inbound Marketing Trends Shaping Up 2017. Below are five key ingredients for a successful integrated marketing and PR program that should be top-of-mind with all CMOs.

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Topics: Services

How to Incorporate AI into your Communications Strategy

Posted by Kate Connors on Feb 16, 2017 4:07 PM

Mention the name Tom Brady at any sports bar in America, and every last person will know just who he is. And patrons on every stool will have an opinion about whether he’s the greatest ever or overrated. The same thing happens when you mention Artificial Intelligence (AI) in a room full of enterprise technology executives. A recent survey of C-level executives from Rage Frameworks found that “eighty-two percent of research participants stated that their organizations would be using AI in 2017 and 11 percent of participants are strongly considering it.” Just like Brady, the past, present (and future?) Super Bowl MVP, it’s pretty safe to assume that AI is trending – big time.

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Topics: Services, Industry Expertise

End of Year Evaluation: Is PR & Marketing Integration a 2017 Priority?

Posted by Mark Nardone on Nov 29, 2016 4:32 PM

What’s needed to continue your brand’s success? A perfect time to evaluate and prioritize your 2017 marketing and PR objectives?

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Topics: Services

Using Conversation to Increase Engagement on Social Media

Posted by Jen Bonney on Nov 8, 2016 2:30 PM

Conversations are happening all day long, all over social media. Millions of these conversations are about brands, products and services. Social media is all about social interaction. Brands should not be afraid to talk, share, educate and ask questions. Look at social media as a way to make your brand human, establish trust and build lasting relationships with your audience. If consumers like the people behind the brand, they will like the brand. Be authentic, be social and be friendly. According to Forrester, people engage with 11.4 pieces of content before making a purchase. Give your audience value they can’t get anywhere else. Give them the incentive they need to click, buy and become brand advocates.

Are you thinking, “It seems kind of creepy when a brand butts in on my private conversations on social media. I don’t want to seem creepy.” Below are a few ways for brands to join the fun on social media.
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Topics: Services

What do Bento Boxes, Harley Quinn and Donald Trump have in common?

Posted by Marissa Fellows & Sarah Gruzca on Oct 31, 2016 3:43 PM

Happy Halloween from PAN! We're busting out the Jack O'Lanterns and David Pumpkins costumes around the office today to celebrate. And, more importantly, we're taking a look at all of the online conversations about the holiday to see what spooky trends we'll find. What did we uncover? 

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Topics: Services

Influencer Relations: It’s All About the Personal Touch

Posted by Matt Stallknecht on Oct 19, 2016 12:00 PM

Influencer relations is a sector of the PR industry that has grown in stature in recent years due to the proliferation of digital and social media. In the old days, PR practitioners had only two real choices if they wanted to get a message out: find a spokesperson within the company who can speak to the topic, or pray that a journalist would pick the topic up via a pitch or press release.

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Topics: Thought Leadership, Services

5 Tips for Using Snapchat for Social Media Marketing

Posted by Olivia Beckwith on Oct 11, 2016 9:00 AM

Unsurprisingly, Snapchat is one of the fastest growing networks for consumers and businesses alike. Recent statistics have shown that Snapchat has roughly 100 million daily active users worldwide, 8 million mobile videos are viewed per day on the platform, and that the app is the most popular social media channel among teenagers and young adults in the United States.

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Topics: Services

Using Visuals to Increase Engagement on Social Media

Posted by Jen Bonney on Oct 6, 2016 12:00 PM

I recently shared a post called 5 Simple Ways to Increase Engagement on Social Media where I discussed using visuals, contests, surveys, conversations and targeted content to get consumers talking about your brand. How does all of that talking translate to sales? Posting consistent, relevant content will get you engagement. Engagement sparks conversation. Conversation builds trust. Trust gets you sales. It’s not fast or easy, but it is worth the effort.

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Topics: Services

Making Sense of the Latest MARCA Development

Posted by Ally Andrew on Oct 3, 2016 12:00 PM

Over the past few months, there has been a lot of chatter in the media about the Medicare Access and CHIP Reauthorization Act (MARCA). The new policy makes three important changes to how Medicare pays those who care for Medicare beneficiaries, including ending the Sustainable Growth Rate (SGR) formula, creating a new framework for rewarding providers and consolidating existing quality reporting programs into one. With these changes, providers need to select a system to link quality to payments in the form of Merit-Based Incentive Payment System (MIPS) and Advanced Alternative Payment Models (APMs).

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Topics: Services, Industry Expertise

Fireside Chat with Digital Health Disruptor Michael Batista, CEO & Founder of Quantified Care

Posted by Nikki Festa on Sep 27, 2016 12:00 PM

The digital health market is expected to reach $233 billion by 2020, and while the biggest driver is said to be mhealth (see our interview with Mory Bahar, President & CEO of Personal Remedies on his predictions for the mhealth industry), data will be providing payers and providers the answers they need to improve healthcare at the clinical level. As we get closer to tonight’s event, we can’t help but wonder how the mobile phone has come so far in such a short period of time while we’re still trying to crack the digital health code. This is a theme recently highlighted at the Powering Precision Health Summit and tackled in today’s fireside chat with Michael Batista, CEO & Founder of Quantified Care.

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Topics: Services, Industry Expertise

PAN Communications’ Healthcare Practice Reports Live from Powering Precision Health Summit; Sits Down with Health 2.0 Start-up

Posted by Nikki Festa on Sep 26, 2016 2:16 PM

Earlier this month, Governor Charlie Baker of the Commonwealth of Massachusetts issued a proclamation declaring “Precision Health Awareness Week” to be observed September 26-30, 2016. Kicking off this week, PAN’s Healthcare practice is reporting from the inaugural Powering Precision Health 2016 summit, which was started by Kevin Hrusovsky, CEO and executive chairman of Quanterix. Especially since this is a PAN client, we are excited to hear firsthand from researchers, scientists, physicians and innovators who are all highlighting innovative research on new biomarkers that are transforming healthcare into personalized medicine.

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Topics: Services, Industry Expertise

Insight from Experts: The "Connection Economy" with Ted Rubin

Posted by Mark Nardone on Sep 22, 2016 12:51 PM

Mark Nardone, EVP at PAN Communications speaks with Ted Rubin who is a leading Social Marketing Strategist, Keynote Speaker, Brand Evangelist and Acting CMO of Brand Innovators. Watch the video or read the transcript below as they discuss the connection economy, employee advocacy and how brands are relating to their customers.

Interested in learning more? Check out other sections from the conversation here: Insight from Experts: The Empowered Customer with Ted Rubin.

 

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Topics: Services

Why this Year Was Different for Artificial Intelligence

Posted by Dana Hershman on Sep 12, 2016 12:30 PM

Most people would be surprised to know that the idea of "Artificial Intelligence" has been around for nearly 60 years, with the term being coined in 1956 at a conference held at Dartmouth College. This is pretty interesting, especially because just in the last year, AI has been talked about more than any other time. In fact, we PR pros think it is THE buzzword of 2016.

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Topics: Services, Industry Expertise

The Drug Pricing Debate Takes Center Stage in the Media as November Nears

Posted by Kathryn McMahon on Sep 1, 2016 1:34 PM

These days, you don’t have to be a healthcare expert to be aware that drug pricing has been at the center stage of public debate. Sparked by controversy surrounding price hikes by companies such as Valeant Pharmaceuticals and Mylan, news and analysis of drug pricing has dominated the headlines of The New York Times, The Wall Street Journal and many more publications in 2016. In response, pharmaceutical companies have justified prices based on the steep amount they have to spend on research and development. A 2014 study by Tufts Center for the Study of Drug Development estimated that it costs $2.6 billion to get a drug approved. 

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Topics: Services

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