White Papers

 Sometimes you just need some help finding the path to marketing success. Vocus guides provide experience-based insights into the day-to-day management of marketing, social media and PR campaigns.

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The State of Public Relations 2014

The State of Public Relations 2014

Some online voices would have you believe digital and social media are transforming public relations, but is that really true?

Vocus and Market Connections teamed to survey of 325 marketing and PR pros and discovered several myths and trends impacting the PR industry. The report will show you how only half of the industry has adapted digital content and SEO tactics, why social is becoming increasingly important to media relations, and top concerns facing industry communicators.

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The State of Marketing 2014

The State of Marketing 2014

The digital world is in flux and marketing myths run rampant. What digital technologies do marketers really trust to build profitable campaigns?

The State of Marketing 2014 report will show you how marketing automation helps improve ROI while meeting business objectives, the surprising state of content marketing strategy in the industry and how events fuse traditional and digital tactics together for added ROI.

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Measure and Maximize PR Impact

Measure and Maximize PR Impact

PR pros face mounting pressure to show how their efforts impact the bottom line. But how can you capture the ROI?

Vocus' Measure and Maximize PR Impact guide will help you define the metrics that matter and present them to key stakeholders, establish PR measurement standards and deliver better results, use monitoring to respond to real-time trends, and measure, test, improve and maximize PR impact across all channels.

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Take Control of Your Data and Build Better Lead Paths

Take Control of Your Data and Build Better Lead Paths

Big data is an ally, not a monster under your bed. Take control of it to gain insights into how to build lead paths that increase sales, shorten sales cycles and create more loyal customers.

This free Vocus guide will help you use data to define better lead paths, talk to the right prospects at the right place and time, leverage marketing automation to strength customer journeys and build customer personas and lead paths.

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How to Beat Content Marketing Overload

How to Beat Content Marketing Overload

Your customers are inundated with content. Sooner or later, this overload of information competing for limited attention will overwhelm them and bottom out ill-prepared marketing strategies.

Stand out now and in the future with tactics from Vocus' 'How to Beat Content Marketing Overload' guide. It will show you how to capture attention using a variety of media, make your idea stick with transmedia storytelling, and increase brand awareness through seamless offline and online experiences.

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Social Media Marketing & PR Cheat Sheets

Social Media Marketing & PR Cheat Sheets

Every day a new piece of content emerges with best practices for Facebook, Twitter and the rest. But which tactics are most effective? Get your social media cheat sheets!

Our cheat sheets show you tips and tricks for Facebook, YouTube, Pinterest and seven other social networks essential to social media marketing and PR success. Stand out with visuals. Increase brand awareness. Choose the right network for your message. And reach your target audience.

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The Marketer’s Guide to Social Media 2014

The Marketer’s Guide to Social Media 2014

Need a social media upgrade? This guide will help you bring attention to your content, boost your social presence with paid media, tie social efforts to the bottom line and more.

Facebook isn’t dead; new social networks appear daily; and visual media is the common language. So where should you invest your time and money and what tactics will help you achieve the greatest ROI? Our guide includes insights from Ekaterina Walter, Jason Falls and Michael Stelzner that will take you through the most pivotal social media marketing trends and show you how to leverage them to deploy winning campaigns.

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Boost Your Bottom Line With Social Good: The Case for Cause Marketing

Boost Your Bottom Line With Social Good: The Case for Cause Marketing

Increasingly, consumers demand socially-conscious corporate citizens. That makes cause marketing a lucrative option for brands.

A recent survey shows that 91 percent of global consumers will switch brands to one associated with a good cause given comparable price and quality. Learn the right way to do cause marketing from start through execution with our free eBook.

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Branding Rules: 14 Brand Secrets from Industry Experts

Branding Rules: 14 Brand Secrets from Industry Experts

Ready to master the art of branding? We compiled advice from 14 well-known and respected marketers and authors.

See what experts like Chris Brogan, Scott Monty, Laura Ries and the American Red Cross branding team had to say. Their answers, illustrated by Gapingvoid's Hugh MacLeod, provide timeless advice to guide your business's branding efforts

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State of the Media Report 2014

State of the Media Report 2014

The media evolved rapidly in 2013. Don’t let your PR strategy fall behind the times. Here’s how you can keep up with the changes.

Newspapers chose iPhones over high-resolution cameras, reporters embraced social media in a new way, paywalls provided a revenue boost, and Amazon CEO Jeff Bezos bought The Washington Post. But what does that mean for your 2014 PR strategy?

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The Comprehensive Guide to Native Advertising

The Comprehensive Guide to Native Advertising

Everybody is talking about native advertising - in fact, so many people are talking that it’s difficult to navigate the many articles on the topic.

Vocus delivers everything you need to know to determine if sponsored content is the right fit for your media mix. We'll help you integrate sponsored content into lead conversion cycles, identify native advertising opportunities, build and test a native ads program and follow FTC regulations.

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Do Marketing Automation Better

Do Marketing Automation Better

Marketing automation is the future, but 85% of companies report they don’t get all they can from it. Get the keys to unlocking its full potential.

Despite typical revenue increases of 10% in six months, most businesses stop short of achieving automation's full potential. Vocus will take you to the next level. Get strategic and unlock huge ROI by identifying KPIs based on your lead flow, building effective campaigns with content based on buyer personas, and using data to optimize faster and automate better.

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Mastering Mobile Marketing

Mastering Mobile Marketing

Your customers use and demand mobile. Of U.S. consumers, 125 million have smartphones and 50 million have tablets. Mobile marketing isn’t a trend, and you need to get it right.

Our mobile marketing guide will help you develop mobile strategies that deliver lead gen results, send targeted messaging to prospects and customers, create aligned mobile campaigns and more!

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The Google+ Guide

The Google+ Guide

The world’s second biggest social network is about to change the online marketing landscape. Get your business ready for Google+.

The world’s second biggest social network is about to change the online marketing landscape. Download our Google+ Guide for everything you need to know in a step-by-step format, from setting up your page to engaging better and measuring success.

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A Guide to Marketing in 2014

A Guide to Marketing in 2014

Planning your 2014 digital marketing mix? Make the right choices with expert advice from leading marketers and brands.

It’s planning season and the pressure is on. How will you make the right choices for your 2014 digital marketing mix? Written with a team of digital marketing’s foremost technologists and innovators, our guide explains 2014’s key trends, what they mean for you, and how to make them work with your brand’s strategy.

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How to Measure Social Media

How to Measure Social Media

Want to really get ahead in social media? For best results, learn to analyze, track and report your social ROI.

Want to really get ahead in social media? For best results, learn to analyze, track and report your social ROI. Discover how to track and measure all the way from engagement to final sale with tips and tactics from experts including Marshall Sponder, Christopher Penn and Google’s Justin Cutroni.

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How to Content Market (Better Than the Competition)

How to Content Market (Better Than the Competition)

Content marketing is this year’s hot trend and it’s getting crowded. Our guide helps you cut through the noise and generate real results.

Content marketing is this year’s hot trend and it’s getting crowded. Our guide helps you cut through the noise and generate real results. This guide gives you eight checklists for creating content that stands out and delivers value to customers. Download it to elevate your campaigns above the “me too” content crowd, integrate content with social and search to connect better, and create integrated experiences that engage and delight.

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Where It’s At: The Local Marketing Guide

Where It’s At: The Local Marketing Guide

Local customers are looking for your business right now. Connect with them before your competitors do, using effective social, search, email and PR tactics.

Local customers are looking for your business right now. Connect with them before your competitors do. Our local marketing guide delivers the strategies and tactics you need to drive customers to your business, including local search and listings management, social media community building, targeted email campaigns, and local media and blogger relations.

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A Marketer’s Guide to the New Facebook 2014

A Marketer’s Guide to the New Facebook 2014

Delivering real business results with Facebook can be tough. This guide helps you navigate the new features, tactics and best practices you need to succeed in 2014.

Brands are crowding in, users expect more, and marketers struggle to keep up. We interviewed Facebook staff and leading marketing experts to bring you the Marketer’s Guide to the New Facebook 2014. Download this essential guide to deliver targeted campaigns, optimize for mobile and stay on the cutting edge with new features.

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LinkedIn Marketing: A Guide

LinkedIn Marketing: A Guide

You already know LinkedIn as the social network for professionals. Now, put LinkedIn to work as part of your marketing strategy.

Our LinkedIn marketing guide will show you how to use the social network to become a respected source of ideas, attract buyers by optimizing your company page and integrate LinkedIn into your overall marketing strategy.

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State of the Media Report 2013

State of the Media Report 2013

Social media changed the game for reporters, publications, news consumers and PR pros. See how the role of social media has expanded and what it means for PR.

Vocus surveyed journalists on a range of activities from social media research to pitching preferences. Understand better how media professionals use social media so you can keep your PR strategy on the cutting edge.

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15 Ideas to Grow with Digital Marketing

15 Ideas to Grow with Digital Marketing

Take your business to the next level with these online marketing tactics and tools.

Until recently, most small and medium-sized businesses could survive—and, in some circumstances, thrive—without investing much time or money into marketing. A typical small business owner might place a few newspaper ads, attend some trade shows, or send direct mail with coupons or discounts to incentivize new business. Tactics like email marketing, social networking, search engine optimization, and large-scale public relations, however, were left to the big boys with the big budgets.

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Buying Signals Guide

Buying Signals Guide

When social media users express a need for your product or service, engaging can yield the biggest social media results.

Buying Signals are 2013’s big social media marketing opportunity. Tweets and posts can signal people who could really use your product or service. When nurtured, they become genuine leads and sales for your business. But they’re useless unless you understand how to use them. Vocus has created a guide with MarketingProfs to help you cultivate new customers using Buying Signals. From finding prospects to engaging them, our Buying Signals guide shows you how to mine Twitter, which tools to use, and how to convert a buying signal into a sale.

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10 Key Metrics for Marketing Success in 2013

10 Key Metrics for Marketing Success in 2013

Planning your 2013 marketing strategy? Don’t use guesswork when last year’s figures can show you the way.

The right metrics can pinpoint your strengths and weaknesses, indicate the tactics you need to improve, and help you align your campaigns with your company’s goals. But which metrics are the right ones? A modern marketing campaign yields plenty of figures, not all of which are created equal. This can disrupt your planning unless you know what you’re looking for. We’ve created a guide to 10 key metrics that give you an all-round view of your 2012 performance, and where to go from here. As well as a guide to the numbers, you’ll also find the tips and tactical advice to turn up your performance in each area this year.

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2012 State of the Media

2012 State of the Media

The media industry is changing fast.  And that’s great news-as long as you understand what’s going on.

Compiled by the experts of the Vocus Media Research Team, the report explains the latest media developments and how you can work with them to get your message out there. If you're a PR pro or marketer, it's all the insight you need to perfect your media strategy for 2012, including what's happening in newspapers, magazines, TV and radio; who's thriving, who's closing, and what it means for you; and what type of stories and content reporters are looking for.

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Facebook Timeline: A Guide for Businesses!

Facebook Timeline: A Guide for Businesses!

In March 2012, Facebook rolled out its Timeline to brand pages. The opportunities Timeline offers your business are huge.

You can tell your company's whole story. Excitement aside, though, many businesses are nervous. This guide covers everything you need to know.

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15 Content Marketing Nuggets

15 Content Marketing Nuggets

Create content worth looking for with this collection of golden tips from the experts.

See what Joe Chernov, Ann Handly, Scott Stratten and Adam Singer have to say about Content Marketing.

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Analyzing the Impact of Social Media: From Twitter to Facebook

Analyzing the Impact of Social Media: From Twitter to Facebook

Engaging and monitoring the new world of social media are the big first steps, but once you’ve jumped in, how do you evaluate and measure the impact and success of these new efforts?

With the explosion in social media, public relations has become an integral tool to generate interest not just among journalists but consumers, investors and other key stakeholders.

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Ten (and a Half) Great SM Successes

Ten (and a Half) Great SM Successes

Vocus brings you a collection of social media success stories that rewrite the book on how organizations can engage their audiences online.

At Vocus, we embrace social media. All businesses should – even if they’re just using it to listen to their customers. Some organizations, however, are doing more than just listening and talking. They’re being creative; they’re using the power and reach of social media to engage their audiences in projects that go way beyond monitoring, reputation management and online coupons. You won’t find a formula for success here, or a prescribed process – but you might find inspiration in these snapshots of brands who dared to be a little bit different.

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Integrated Marketing and PR

Integrated Marketing and PR

Re-emerging Trend in 2010: Integrating Marketing and PR

Learn why PR professionals must develop a mix of skills to shape and implement new communication strategies to reach new breeds of information consumers through social media channels.

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Influencer Grudge Match: Lady Gaga versus Bono!

Influencer Grudge Match: Lady Gaga versus Bono!

What Makes an Influencer: a Survey by Vocus and Brian Solis

Vocus teamed up with Brian Solis to answer a burning question - what makes an online influencer? From August 25, 2010 to September 10, 2010, we surveyed 739 marketing and communications professionals on their perceptions of online influence - and the results have cast a fascinating light on this trickiest of social media debates.

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Catching a Bigger Audience with Online Content

Catching a Bigger Audience with Online Content

A Guide to turning your news into online content that grabs attention, creates buzz and takes on a life of its own.

People are paying less attention to established media voices. When they want information, they go online to seek it out for themselves with search and social media. Concerned as a marketer? don't be says Lee Odden. You can catch their attention by providing the information they need and helping them find it.

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25 Tips for Social Media Success, Part 2

25 Tips for Social Media Success, Part 2

A two-part toolbox of expert tips, tactics and nuggets of wisdom for winning social media followers and keeping them engaged.

Here's your second installment of how to win, connect with and keep more followers and fans than you thought possible.

Connect with Vocus.