Category Archive for: Tools

shultz hour

The Shultz Hour

In April, David Leonhardt at the New York Times wrote a column about the need to take a Shultz hour. For those unfamiliar, it comes from George Shultz, who was the Secretary of State under President Reagan. The concept is to carve out one hour a week to sit undisturbed with a pen and paper…

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content marketing strategy

Prevent Keyword Cannibalization in Your Content Marketing Strategy with this Excel Tool

If you’ve been writing blogs as part of your content marketing strategy, you probably have a long list of focus keywords you’ve already used. When expanding your content marketing plan, you’ll come up with another long list of potential keywords to generate additional content around. It can be hard to keep track of both lists,…

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How to choose a martech stack

How to Choose a Marketing Technology Stack, Part 1 of 7: Introduction

We were asked recently, …Would love your thoughts on the base marketing tech stack for a consumer company. Assuming Marketing Automation, Email, CMS…what else? At first glance, this seems like a fairly cut-and-dried question. What marketing technologies should consumer companies be using? Of course, while the question is direct and succinct, we know from Scott…

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Excel Series

EXCEL SERIES: How to Avoid Temporary DIV/0! Errors with the Excel IF Function

A #DIV/0! error occurs when you have a formula that involves a zero as the divisor. You can’t divide by zero, so excel shoots back an error. Now your spreadsheet looks messy – fight back with the Excel If Function. The #DIV/0! error can be a frustrating occurrence, especially if the cell is only a…

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B2B Tech PR

Using Google Analytics to Inform your B2B Tech PR Program

You may have noticed already that we talk a lot about data-driven PR at SHIFT. It’s not just a topic on our blog, it’s a concept we are encouraged to prioritize in every facet of our PR strategies. We’ve discussed on this blog before how to use a data-driven approach to drafting a pitch, but…

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stay productive

How To Stay Productive In the Summer: Remote Edition

Picture this: The sun is hot. The days are long. You breathe in the ocean air as the beach beckons you. Summer is here and it feels oh-so-good … … then your desk phone rings and snaps you out of your summer daze. A harsh reminder that you’re still at work for another few hours…

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Excel Series for PR Pros

EXCEL SERIES: How to Combine Media Lists Using VLOOKUP in Excel

As a PR pro, Excel is probably your friend. But what happens if your media lists have information in one tab that you really need in another? Don’t go calling the intern just yet. This is where VLOOKUP comes into play. Let’s say in addition to your master list of targets, you also have separate…

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What is Marketing Technology?

Marketing technology. You’ve heard the term in presentations. You’ve seen it in industry news. It’s changing marketing forever. But you still may be left wondering, “What IS marketing technology?” In short: Marketing met IT and marketing technology is their offspring. Let’s examine the corporate strategic landscape to understand what marketing technology is. In the chart…

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Reverse Engineering: It’s for PR Pros, Too

Reverse engineering: the process of extracting knowledge or design information from anything man-made and reproducing it or reproducing anything based on the extracted information. The process often involves disassembling something and analyzing its components and workings in detail. –Wikipedia Ever wonder why a pitch you shipped out to 5, 10, or even more reporters garnered little or no response? How about…

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PR and the Google Customer Journey to Online Purchase

In 2015, Google released its Customer Journey to Online Purchase insights tool and there was much rejoicing. Marketers and communicators found great value in Google’s generic models for how customers made decisions with marketing inputs. However, many were concerned that its overly broad models – “business and industrial”, for example – could mean a B2B…

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