Author: Paul Roetzer

Paul Roetzer (@paulroetzer) is founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency; author of The Marketing Performance Blueprint (Wiley, 2014) and The Marketing Agency Blueprint (Wiley, 2012); and creator of Marketing Score, a free marketing assessment app. Roetzer frequently speaks on the topics of agency management, content marketing, inbound marketing, marketing measurement and performance, public relations, social media, and strategy.

By paul-roetzer published June 10, 2014

8 Ways Public Relations Can Fuel Successful Content Marketing

fingers holding 2 light bulbs-one litAfter months of planning, research, writing, and design, your new B2B research report is set to launch.Continue Reading

By paul-roetzer published January 9, 2014

15 Ways Marketing Automation Can Maximize Your Content’s ROI

businessman holding laptop-tablet-smartphone-automationIn order to realize your performance potential, and maximize your content marketing return on investment (ROI), you’re going to need the right marketing technology.

Marketing automation has the ability to expand the value and impact of your content, capture lead intelligence, improve lead-to-sale conversion rates, drive repeat purchasing, and enhance the overall customer experience. Continue Reading

By paul-roetzer published December 11, 2013

Mapping the Next Frontier in Brand Storytelling

beyond storytellingWhat happens when we are all artists, all storytellers, all flooding the ever-expanding array of digital and traditional channels with our brand content and calls to action?

Does content marketing — which promised to level the marketing playing field — regress into the inevitable battle of budgets?

Will success come down to who can hire the best writers, outsource to the top agencies, and buy the most sponsored content to generate the greatest number of impressions? Continue Reading

By paul-roetzer published November 4, 2013

How to Build A Scorecard to Measure Content Marketing Effectiveness

marketing funnelMeasurement matters now more than ever.

Marketing technology advances have made it easier and more affordable to connect activities to outcomes, but marketers are largely dropping the ball when it comes to monitoring, reporting, and improving performance.

Adobe’s Digital Distress study, which surveyed more than 1,000 marketers, found 76 percent of marketers believe measurement is important, though only 29 percent believe they are doing it well. Continue Reading