Posts Tagged ‘online marketing’
Thursday, October 20th, 2016
Content 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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Tags: CMI, content marketing, Content Marketing Institute, copywriting, digital marketing, effective content marketing, Joe Pulizzi, online marketing, writing content
Posted in Content Marketing | No Comments »
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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Tags: content curation, content management, content marketing, copywriting, digital marketing, high value content, online marketing, writing great copy
Posted in Content Marketing | No Comments »
Friday, September 9th, 2016
Ten to fifteen years ago, the advice to be given to a small business owner regarding an online presence may well have been, “you should have a website.” Today, it’s rare to find a business of any size without a website; however, that only means it’s harder to stand out among the crowd. Having a website is no longer in and of itself a sign of an established, sophisticated business. That website has to be designed to ensure brand consistency as well as prospect and customer engagement.
Here are some strategies to outshine your competitors in the digital environment. (more…)
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Tags: Contently, digital marketing, marketing content, online marketing, web sites, website best practices, websites
Posted in Internet Marketing, Marketing Communication, Web Sites | No Comments »
Tuesday, August 23rd, 2016
David Meerman Scott, a well-known marketing strategist, coined the term “newsjacking,” which he describes as “the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.” He’s even written an ebook on the topic: Newsjacking: How to Inject Your Ideas Into a Breaking News Story and Generate Tons of Media Coverage.
The concept makes sense, and we all know that a great way to gain relevance online is by leveraging hot topics and news items that are beginning to trend-but it’s a competitive, and fast-moving, field. How do content marketers stay on top of the relevant trends and news in their industries to ensure they’re curating and communicating fresh, engaging content? (more…)
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Tags: Advertising, content curation, David Meerman Scott, digital marketing, Marketing, media relations, newsjacking, online marketing, SEO, Social Media
Posted in Content Marketing, Journalism, Marketing and Branding, Publishing | No Comments »
Tuesday, April 26th, 2016
Native ads—ads that reside seamlessly within content, giving the appearance of editorial material—have become increasingly prevalent as consumer adoption of mobile technology has skyrocketed. These ads can take many forms, and marketers are always in search of the next new thing that will enable them to cut through the clutter to deliver an experience that not only will be different, but also will resonate with their audiences and, ultimately, drive sales. At least that’s the goal. (more…)
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Tags: content marketing, corporate communications, digital, digital advertising, MARCOM, native advertising, online marketing
Posted in Advertising, Content Marketing, Internet Marketing, Marketing and Branding, Strategic Communications | No Comments »
Tuesday, April 5th, 2016
Online marketing is a crowded arena. Just check out Internet Live Stats to get an idea of the massive amounts of blog posts, websites, tweets, etc. It’s hard to stand out in the crowd, but every once in a while, some gem emerges that catches the attention of the masses and forms part of the collective consciousness. In other words, something goes viral. But how does that happen? (more…)
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Tags: content marketing, digital marketing, going viral, Marketing, online marketing, viral content, viral marketing
Posted in Blogging, Content Marketing, Internet Marketing, Marketing and Branding, Media Relations/PR, PR and Media Relations, Social Media | No Comments »
Thursday, March 17th, 2016
In our recent blog post about the best ways to use Twitter for small businesses, we mentioned several uses of Twitter beyond pure advertising:
• Research
• Content curation
• Sharing Information with key target audiences
• Keeping an ear to the ground
Harvard Business Review (HBR) recently published an article titled “50 Companies That Get Twitter — and 50 That Don’t.” The article looked at a use of Twitter that is an important element of the pure advertising we choose not to focus on, and yet has a much broader usefulness: (more…)
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Tags: customer communications, customer engagement, digital marketing, marketing online, online marketing, Social Media, twitter, using social media
Posted in Content Marketing, Internet Marketing, Marketing and Branding, Social Media | 2 Comments »
Thursday, January 28th, 2016
In a recent blog post we discussed the great potential inherent in the oft-overlooked marketing strategy of direct mail. We discussed how direct mail has a more personal feeling and how it can grab the recipient’s attention more effectively than an email, which may be ignored or filtered into junk mail or spam folders. Hopefully we converted some skeptics.
Now we’d like to take a deeper dive to look at specific tips and tricks for making direct mailing campaigns work for your organization, something covered in greater depth in our book “Direct Mail in the Digital Age.” (more…)
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Tags: content management, digital marketing, direct mail marketing, Direct Marketing, online marketing
Posted in Business Development, Content Marketing, Customer Communication, Direct Marketing, Internet Marketing, Marketing and Branding, Marketing Communication | No Comments »
Tuesday, January 26th, 2016
We recently received an inquiry from a physician regarding ways to develop and manage his online brand, and it seemed like a good time to take a look at brand building tips for online brands for professionals in general. Whether you’re a physician, an attorney, an accountant, a business consultant or any other type of service professional, your business’ brand is necessarily tied closely to your own personal brand. We wrote extensively on this topic as it relates to the legal profession in “Business Development and Marketing for Lawyers”; however, the concepts are applicable to any profession. (more…)
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Tags: brand audit, brand building, Brand Management, building a brand presence, digital marketing, marketing online, online marketing, social media marketing, your service brand
Posted in Business Development, Content Marketing, Customer Communication, Internet Marketing, Marketing and Branding, Marketing Communication, PR and Media Relations, Social Media | No Comments »
Tuesday, January 12th, 2016
In the age of social media, search engine optimization and email, it might sound crazy to suggest anyone think of including direct mail in their marketing strategy, but that’s just what we’re about to suggest. And, yes, by mail we mean paper mail delivered by a United States postal worker. (more…)
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Tags: direct mail, direct mail marketing, Direct Marketing, email marketing, online marketing, traditional direct mail, traditional marketing
Posted in Direct Marketing, Marketing, Marketing and Branding, Marketing Communication, Strategic Communications | 2 Comments »
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