Posts Tagged ‘content marketing’

Best Practices in Using Live Streaming Video

Sunday, April 30th, 2017

8970947 - illuminated light bulb in a row of dim ones concept for creativity, innovation and solutionVideo has long been touted as a must-do in content marketing, particularly in a business-to-consumer (B2C) environment. Many marketers have used video to capture special moments; showcase products, services, and personnel; and provide how-to instruction of various types. One need only look to the tremendous popularity of YouTube to discern that video communication is something consumers crave. But, can video work in the business-to-business environment? Social media channels, videographers and content marketers are betting the answer is a resounding “YES”! (more…)

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Building Up Your Expert Status Through Strategic Communications

Thursday, March 9th, 2017

Credibility is crucial for marketing efforts, whether B2B or B2C. Just as a consumer needs to be able to trust the business selling a product or service, business partnerships need to be built on trust as well. A great way to build this credibility is to be seen as an expert on a particular subject or in a particular field. A world-renowned heart surgeon who spends time as a medical professor, for example, is likely to be much sought after by those in need of heart surgery. The difference is personal branding. (more…)

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They Hate Your Ads! Creating Marketing Communications That Resonate

Tuesday, March 7th, 2017

41559931 – advertising word cloud, business concept

AJ Agrawal recently wrote an article for Forbes titled “Inbound Marketing: How To Advertise To People Who Hate Ads.” Agrawal correctly notes that successful marketing “all comes down to one principle. People don’t like to be sold to.” What do they want? They want to be helped to by. “In other words, you are a shopping assistant not a greasy car salesperson,” says Agrawal.

Agrawal offers three strategies for marketers to get their message across to those who hate ads. (more…)

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How Often, and When, Should You Post on Social Media?

Wednesday, February 15th, 2017

Social media bubblesAt Strategic Communications, we are strong advocates for social media marketing. The challenge faced by many businesses — particularly smaller organizations without a sophisticated marketing department with the ability to conduct focused market research — is that it’s not always easy to tell how those efforts contribute to growing revenue. Consequently, it’s hard to know just how much social media marketing to do.

We feel strongly that some presence is generally better than no presence. However, what is the marginal benefit of posting five tweets per day instead of four? (more…)

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The New Extended Life of Super Bowl Commercials

Tuesday, February 14th, 2017

football in foreground for super bowlIn the world of advertising, perhaps no event is as highly touted as the Super Bowl — or at least its commercials. According to the National Retail Federation (NRF), nearly 190 million were expected to tune into the Super Bowl this year, making the four-hour event a prime venue for advertisers. And unlike most events where many viewers use modern technology to fast-forward through annoying advertisements, Super Bowl advertisers have an eager audience. In fact, the NRF reports that 17.7 percent — about 43 million people — say the commercials are the primary reason they watch the game. All that access comes at a price, of course. (more…)

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Are You Having a Tough Time Fighting for Marketing Talent?

Tuesday, January 24th, 2017

 

How quickly things change! Just a few short years ago, it seemed as if the bottom had fallen out for marketing talent-including writers, graphic designers, videographers, and more. In a declining economy, marketing budgets are often the first to feel the pain. But companies have actively looked for less expensive and more cost-effective ways to get the word out about their products and services. Additionally, Google has tinkered with its algorithms to provide SEO rewards to those who can supply rich, varied, and original content on a regular basis. And so, demand for talent has outstripped supply.

The competition for marketing talent is heating up. (more…)

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Best Practices in Making Social (Media) Connections

Tuesday, January 17th, 2017

We often think of social media as the revolutionary communication tool for reaching a wide range of consumers in the modern marketing environment — and for good reason. It’s a phenomenal tool for inexpensively and intimately communicating with enormous audiences and potential markets. But some commentators point out that the focus on the business-to-consumer benefits of social media might be overshadowing important opportunities for business-to-business relationship building. (more…)

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A Look Back at Our Marketing Predictions for 2016: How Did We Do?

Tuesday, January 3rd, 2017

world-futuristic

Last January, we made some predictions about marketing trends for the year. We thought we’d take some time to revisit those predictions and see how we fared. We took a look back to see how accurate our marketing forecast was. We actually did quite well!

So what were our specific predictions and how do they mesh with the year in marketing? (more…)

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Get These Two Things Right For Effective Content Marketing

Thursday, October 20th, 2016

content marketing, writing content, writing, copywriting, Content Marketing Institute, CMI, Joe PulizziContent marketing has been a hot topic in recent years, and it’s an area Strategic Communications has been engaged in for some time. We have written about and given presentations on content marketing frequently, most frequently for EContent Magazine.  This June, we gave a presentation on strategic content marketing at the International Association of Business Communicators (IABC) annual international conference in New Orleans.

As we talk with others about content marketing, we’re often surprised that many mistakenly think of content marketing as a business-to-consumer strategy; however, it’s also an important tool for business-to-business (B2B) strategy as well.

So, what exactly is content marketing? (more…)

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Driving Results Through High-Value Content

Tuesday, October 18th, 2016

 Recently, we did a presentation on strategic content marketing for the 2016 International Association of Business Communicators (IABC) International Conference, and we thought the continued and growing interest in the subject bears further discussion, especially for entrepreneurs.

Many entrepreneurs may have heard the term content marketing without much context or elaboration. The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” (more…)

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