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Taylor Radey

Taylor Radey is the director of marketing and a senior consultant at PR 20/20. She joined the agency in April 2013 with a background in digital and content marketing. She is a 2009 graduate of the E.W. Scripps School of Journalism at Ohio University, where she received a Bachelor of Science in Journalism, with a focus in public relations. Full bio.
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Recent Posts

Editor's note: This post was originally published in May 2013, and was updated in August 2017 per latest best practices and data. 

Why do we need a blog? What is the ROI of social? What if we get sued? I want to review this before it’s published. Who will own this?  

Sound familiar?

At times, working in a marketing department can feel like being on trial. You’re constantly defending programs, proving value, fighting for dollars.

HubSpot’s 2017 State of Inbound Marketing annual report asked marketing teams about their top challenges. While only 7% cite executive sponsorship as their paramount challenge, 40% indicated that the most common challenge—proving ROI—points to a crucial need to drum up and perpetuate internal support.

My own experiences echo these findings. The primary reason I’ve seen inbound marketing programs get squashed is not lack of resources, lack of data or lack of success, but lack of buy-in. 

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“The marketing industry is moving too fast to internalize everything.” — Paul Roetzer, The Marketing Performance Blueprint 

In spite of having more channels, more technology and more data than ever before, marketers are still struggling to make, and measure, an impact on the bottom line. Obsessive planning is all too often mistaken for strategy, leaving teams dutifully following checklists that are leading them nowhere.

Instead, a rapidly shifting landscape requires an equally agile response. The solution? The Marketing Growth HackathonTM.

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Update: This offer has expired. To access exclusive templates that compliment The Marketing Performance Blueprint, download the Performance Pack Plus.

Are you struggling to recruit and train a modern marketing team? Drive digital marketing transformation in your organization? Adapt more quickly to an exploding marketing technology landscape? Create a connected customer experience? Prove marketing ROI to the executive team?

If you answered yes to any or all of the above, you're not alone.

In The Marketing Performance Blueprint, Paul Roetzer outlined many of the challenges facing marketers today, and what it takes to overcome industry-wide gaps in talent, technology and strategy. But understanding is only the first step—after all, "High performers differentiate by doing, not planning."

That's why, for a limited time, we're offering a collection of exclusive resources with bulk purchases of The Marketing Performance Blueprint. Packages are available for 5, 10, 25, 50, 100, 300 and 500 copies. 

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The year is drawing to a close, which for many marketers means it’s the perfect time to clean out the inbox, tackle that reading list, and set shiny new goals for 2016.

So curl up by the fire—or in your cubicle—and enjoy the must-reads on PR 20/20’s blog.

How did we select them?

In short, you did. We pulled posts with the highest pageviews in 2015, excluding any posts with an average time on page less than two minutes. After all, we’re looking for the most read posts—not the most clicked titles.

Note: If you’re curious which posts were most successful in garnering clicks (on search engines and social media), check out Sandie Young’s (@sandiemyoung) “How to Write More Clickable Headlines in 3 Easy Steps.”

The Most Popular PR 20/20 Posts in 2015

According to our readers, here are our 15 most popular posts in 2015. Enjoy!

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“HubSpot is at the intersection of technology and philosophy.” — Dharmesh Shah, co-founder and CTO, HubSpot

Dharmesh (@dharmesh) opened his INBOUND 2015 keynote with co-founder Brian Halligan (@bhalligan) with this simple truth. I couldn’t agree more—that the company is at this crossroads, and that its technology is inexplicably tied to the ideology, practices and desires of its users.

Taking it a step further, I’d argue that in the case of the Boston-based SaaS company with more than 13,000 customers worldwide, its product is a direct reflection of the behaviors and preferences of consumers today.

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This is the first in a series of university spotlights, highlighting how higher education is bridging the marketing talent gap. 

90% of the world’s data has been created in the last two years. — IBM

For the first time in history, marketers have comprehensive, real-time insight into the buyer journey. As consumers, our actions can be tracked, plotted and aggregated to an unprecedented degree. Open APIs enable integrations with the click of a button, connecting data points across devices. Sophisticated advertising platforms and contextual content make it truly possible to deliver the right message, to the right person, at the right time.  

And yet, marketers are underprepared, and underperforming. Possibly one of the greatest deficiencies in the marketing skillset is that of data analysis. With innumerable data points and a rapidly expanding technology toolkit, marketers struggle to integrate systems, interpret data and pivot strategy based on performance. 

Marketers that began their careers yesterday are not prepared for the realities of today. And higher education is burdened with preparing future marketers for the uncertainties of tomorrow. Fortunately, universities across the country are up to the challenge. 

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Owned, earned and paid media may be converging, but that doesn’t mean marketers should ignore the distinct differences between the three.

Owned content is your foundation. It exists on your website, blog, social media channels and emails. It’s consumed by your newsletter recipients, subscribers and email lists.

At PR 20/20, owned content is often part of builder campaigns: long-term efforts that create the necessary platform on which you will develop your brand, differentiate from competitors, and expand your reach and influence. It also presents the most flexibility and control. In other words, it’s the perfect place to fine-tune your inbound strategy. 

Below, I outline easily overlooked ways that owned content can be used to fuel inbound marketing campaigns. 

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The following is a guest post by Lauren Jung. Lauren is the co-founder of, an influencer marketing platform that enables brands and agencies to connect with the most relevant influencers. You can connect with her on Twitter or LinkedIn.

When brands and PR pros dive into the influencer marketing game, finding the right bloggers to partner with is key. From my own experience, people usually head on over to Google and search for influencers related to their industry. The more savvy marketers might use an influencer marketing platform to narrow down to the bloggers they feel are a good fit for their brand. Oftentimes though, they look for bloggers that have at least 10,000 followers across every social media platform. Any blogger with a smaller audience than their sought-after follower count is not even a consideration in their books. 

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Below is a guest post by John Wieber (@johnwieber). John is Partner at WebMoves. He has 13+ years experience in web development, ecommerce, and internet marketing. He has been actively involved in the internet marketing efforts of more then 100 websites in some of the most competitive industries online. You can reach John on Twitter (@webmoves_net), LinkedIn or Google+

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Following is a guest post by Roger C. Parker. Roger is a lifelong content marketer and frequent contributor to the Content Marketing Institute Blog. He learned content marketing in the take-no-prisoners world of retail advertising. He then wrote several bestselling marketing and design books. He’s worked with firms ranging from startups to Apple Computer, HP, Microsoft and Yamaha. Contact him at or follow @rogercparker

A successful, sustainable content marketing program requires teamwork, rather than isolated “star power.”

Often, the success of an organization’s content marketing program rests on a single individual. With good intentions, a firm hires an individual with strong creative credentials, but fails to provide the resources and structure needed to create a team.

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