Business owners have a decision to make when it comes to website marketing: do it in-house or farm it out to a content strategy vendor. The most important determinant for this choice is the quality of the content that will be created. After all, your brand’s very worth will be impacted by the content you use to engage customers, position your products and services, and create a brand “voice.”
If your content marketing strategy isn’t documented, getting buy-in from stakeholders will be pretty difficult. Gaining team collaboration around the strategy and measuring its effectiveness will be tricky as well. What are you waiting for? Without a documented strategy for your custom content, your 2016 successes must have been hit-or-miss at best. Continue reading →
Everything users do on their smartphones and tablets leaves a digital footprint. Savvy marketers are collecting that information to benefit their customers and prospects and, hence, their brands. Such opportunities are expanding exponentially these days as the mobile audience surpasses the desktop audience, now representing 65 percent and 35 percent, respectively, of all digital media time. Continue reading →
Marketers have a couple major hurdles to overcome: generating traffic and leads, and proving the ROI of marketing activities. According to a HubSpot survey of 4,500 marketing and sales professionals, these were the top two challenges agreed upon by 65 percent and 43 percent of respondents.
To address these challenges, successful companies are turning to marketing automation (MA) software, which is also known in some quarters, aptly, as “lead generation software.” While MA is certainly a boon to marketers—helping them to shorten the sales cycle and close deals more quickly—it is only as good as the content it supports. Continue reading →
What happens to a business when its preeminent product becomes passe? Just ask Playboy founder and editor-in-chief Hugh Hefner. The 90-year-old magazine magnate agreed to stop publishing images of naked women—Playboy’s claim to fame—with the March 2016 issue of the 62-year-old publication, which debuted in 1953 with Marilyn Monroe on the cover.
What caused Hef to change his tune? As the Internet evolved and pornographic images became freely available, the magazine known the world over for its provocative photos was forced to undergo a redesign. The content was simply no longer relevant, having lost out to the Web in shock value, commercial value and cultural significance. Continue reading →
By now many of us have been doing content marketing long enough that we’ve made plenty of mistakes along the way. But they do say that mistakes have value, right? Our successful moments can at least partially be attributed to the fact that we’ve had less successful ones first—and they’ve ultimately helped us become better at what we do.
What is good content? You know it; you’ve been lucky enough to read it most of your life. I believe it consists of three primary characteristics: It is engaging, fulfilling and strengthens relationships. Today’s leading content marketers incorporate these attributes into their brand messaging to drive consumer interest in their products and services. Otherwise, they’d be missing opportunities to connect with key targets in a meaningful way. And I couldn’t help but note that these same characteristics brought to bear in the bedroom would lead to successful outcomes there as well. Continue reading →
Dear Content Doctor: I was recently hired to join the marketing department of a reputable, well-established organization in my hometown. When I accepted the position, it was with the understanding that marketing would be enabled to do its job with the full cooperation of the C-suite. I believed that any company of note in today’s day and time would understand the need to leverage forward-thinking marketing strategies to get a leg up on the competition.
You’ve heard it before: The best way to attract new customers and strengthen relationships with existing ones is by connecting with them in a deeply human way. Often, though, establishing a human connection via digital mediums presents a challenging task for marketers. After all, the Web creates a barrier between you and your audience. Unique, personalized stories that resonate with your audience work to diminish this obstacle, and help to create meaningful customer relationships.
Before we begin discussing strategy and highlighting great examples of brand storytelling, let’s talk about what not to do. “Brand storytelling” might make you think this will serve as a great platform to share your brand’s unique story. While this is certainly important, it is not what brand storytelling is about. Rather, this content marketing strategy is about telling the stories of your consumers so they can feel more connected to your brand.