On the limited value of branded content

Biznology

Those who have read our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing know we approach the problem of content marketing head on. None of them could understand why we were promoting the practice of content marketing when it is so fraught with failure.

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6 Tips To Differentiate Your Brand Using Content Marketing

Marketing Insider Group

Good content marketing is imperative for distinguishing your brand and positioning yourself as an intellectual leader. It can be hard to keep your ideas fresh all the time, especially because your competitors are going to be turning out content as well. Content Marketing

Brand Storytelling, Defined

Marketing Insider Group

Brand storytelling is gaining momentum in the marketing world, and with good reason. The post Brand Storytelling, Defined appeared first on Marketing Insider Group. Marketing Strategy Content Marketing Storytelling

7 Ways to Reboot Your Brand’s Content Marketing Strategy

Marketing Insider Group

Content is a great way for a brand to demonstrate their relevance, personality, and value. Your content marketing strategy will often need some tweaking, or all out revamping, to remain effective. Here are seven ways to reboot your brand’s content marketing strategy.

How B2B Marketing is Changing in 2018

increasing brand awareness—hardly surprising, as these two objectives lead in studies year-after- year. But following closely behind is the desire to improve content marketing efforts. Because content. Content-related challenges. and brand awareness.

6 Tips to Differentiate Your Brand Using Content Marketing

Marketing Insider Group

Good content marketing is imperative for distinguishing your brand and positioning yourself as an intellectual leader. It can be hard to keep your ideas fresh all the time, especially because your competitors are going to be turning out content as well. Content Marketing

Branded Content, Native Ads, or Content Marketing?

Content Marketing Institute

Understanding the differences among content marketing, branded content, and native advertising can help you make a better business case for each and optimize your chance for success. Continue reading → The post Branded Content, Native Ads, or Content Marketing?

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How to Optimize Content Marketing for an Ecommerce Retail Brand

Marketing Insider Group

When you think of businesses that could benefit the most from long-form content marketing, retail ecommerce brands aren’t generally the first that come to mind. Longer content posts have nine-times higher […]. Content Marketing eCommerce Retail

How Content Drives Brand-Trust

inPowered

According to the Content Marketing Institute, on average, it takes six to eight online content touches from a brand for a consumer to become a customer. Each time a consumer is exposed to a brand’s content (owned, earned or paid) that person becomes more familiar with the brand. Of course, this is assuming the content is good/helpful. That’s precisely why we do content marketing today and why many companies started to do it last decade.

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How to Improve Your Content Marketing with Digital Branding

ScribbleLive

Content marketing has become one of the most prominent techniques used by brands to attract, educate, and convert an audience. While content marketing is a powerful and proven technique alone, you can combine content marketing and digital branding to achieve greater results. How are Content Marketing and Digital Branding Complementary? Content marketing and digital branding are complementary because each technique enhances the aims of the other.

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Your Recipe for Inbound Success

Speaker: Jen Spencer, VP Sales and Marketing, SmartBug Media

Join Jen Spencer, VP of Smartbug Media, as she discusses how to grow an inbound strategy and framework in your organization to attract leads and establish your brand. And the best part is, it can apply to content for all stages of your funnel!

Why You Need to Share Your Brand’s Story

Marketing Insider Group

The post Why You Need to Share Your Brand’s Story appeared first on Marketing Insider Group. Content MarketingImagine that you’re on a first date. Okay, we know it can be a little nerve-wracking, but stay with us.

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7 Ways to Reboot Your Brand’s Content Marketing Strategy

Marketing Insider Group

Content is a great way for a brand to demonstrate their relevance, personality, and value. Your content marketing strategy will often need some tweaking, or all out revamping, to remain effective. Here are seven ways to reboot your brand’s content marketing strategy.

Brand 198

3 Proven Ways to Boost Share Numbers on Branded Content

Marketing Insider Group

When customers are introduced to a brand or product because a peer shared their content, they are five times more likely to convert into a customer themselves, and 56% of consumers say that seeing a branded post from a friend impacts their decision to purchase. Content Marketin

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Branded content just another shade of fake news?

Biznology

Better still blogging by brands? A great deal of what we now call “content marketing” can be traced back to basic business blogging where a brand built audiences by attracting informed search to valuable, relevant content. Remember blogging for business?

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How to Grab Attention with Audience Intelligence

Speaker: Michael Brito, EVP, Zeno Group

By understanding not just the readers of your content, but also the "vocal minority" and the influencers at play, you can develop a strategy to sustainably create attention-getting - and more effective - marketing campaigns. How to utilize branded journalism to stand out from the clutter.

Five Brand Building Tips for B2B Businesses

Webbiquity

Building a great brand is the holy grail of marketing. A memorable brand is self-propelling and can grow a business to dizzying heights. Consider the brand value of companies like Apple, Whole Foods, and BMW. It enables them to trust your brand and do business with you.

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How to Develop a Brand Voice You Can Live With

Act-On

If you read a piece of your company’s content out loud at a conference – with no introduction, and no attribution ‒ would the audience recognize it as yours? That’s the ultimate test of a brand “voice.”. It’s particularly important in content marketing.

How customer values are transforming brands today

Biznology

Brands are under attack today from many sources, most often triggered by activists on social media. They are demanding brands take a stand on controversial socioeconomic and political issues that are getting more attention with our divisive politics today.

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The 32 Top Consumer Content Marketing Brands

Marketing Insider Group

93% – that’s how many organizations said they rely on content marketing for brand building and demand generation this year according to the Content Marketing Institute. Which content marketing brands have rocked the boat and set the example? Content Marketing

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7 Key Insights from the "How B2B Marketing is Changing" Report

Speaker: Tom Pick, Independent B2B Digital Marketing Consultant

Content marketing, for example, is widely viewed as the most effective lead generation tactic and area for additional spending in the coming year. How to stand out from the crowd when EVERYONE is doing content marketing. How to embrace new channels for brand and audience building.

Move From Branded Content To A Content Brand

Marketing Insider Group

Our most recent Future of Marketing interview explained Nick Kellet’s suggestion that we focus more on our Customer’s Brand than on our own. What do you see happening in Content Marketing today? Hell, even your e-mail database is a content subscription opportunity.

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Should brands take a public stand on social or political issues?

Biznology

Traditionally brands rarely get involved in social or political issues. But today consumers want to know what brands stand for on such issues. Can a brand use this platform for proactively turning a negative into a positive? So, should a brand take a public stance?

Brand 203

How to Use Video Marketing to Tell Your Brand Story

Marketing Insider Group

Brand stories, according to a recent article by the American Marketing Association “build stakeholder affinity and influence action” Not just any brand stories, though. A brand story must intrigue potential clients to be effective.

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The importance of branding to content marketing

Biznology

Few marketers doubt the importance of a strong brand for a firm’s success. But a lot of marketers think about their brands in fewer dimensions than they ought to. Your brand is the way you make your audience feel. . Designers and branding specialists know this.

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Rebooting your Strategic Content and Communications: A Formula for an Evolved Enterprise

Speaker: Mat Zucker, Partner, Prophet

Content is a B2B brand’s currency to demonstrate relevance and, with emerging channels and interfaces like chat and voice, it’s bringing brands closer to their customers. The engine underneath is training, governance and a modern content and communications organization.

How To Create A Content Brand

Marketing Insider Group

Thanks to the explosion and the proven value of content marketing, it seems like every brand these days has its own publishing house and an elaborate content marketing strategy to boot. Barneys: Provide exclusive content. Content Marketing

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What brands and consumers get from long vs. short form content

Biznology

My long-overdue sequel seeks to address the complexity of content as a searchable, educational, and/or motivational tool for branding when strategy calls for a marketing “pull.” Do we expect the consumers of product driven content to evaluate ethics and objectivity?

The emerging challenges for managing brand risk

Biznology

Last year was a watershed year for business and our society, where rising populism, Trump’s polarizing accusations, and various socio-economic trends have made the topic of “brand risk” a top priority concern for every marketer. The content most worrisome for such associations was hate speech.

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The 2018 Branded Twitter Awards

Contently

A hub for media professionals, meme creators, and brands with all kinds of clever, irreverent, informational, and poignant personas. In case you missed any, we decided to round them up, superlative-style, in this year’s Branded Tweet Awards. Ah, Twitter.

How to Balance Design for Brand and Demand

Marketing Insider Group

If you sit in the marketing world, there is a good chance that your role has you primarily focused on building out a brand or in some way driving more demand. Eloquently exuding a great brand and driving demand, and the measurable business results that follow, are both important.

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How to Build Brand Awareness & Thought Leadership

Contently

By 2017, he’d built a billion-dollar brand. It established Dollar Shave Club as a funny, irreverent, bold, and most importantly, helpful brand. Brands love to talk about going viral; Dubin actually did it. Content marketers in all industries can learn from these examples.

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How social media is changing what brands stand for

Biznology

Brands are being pulled into battles on what they stand for, willingly and unwillingly, on both social and traditional media. It was also a way to “humanize” their brands, creating a distinct brand personality.

How to Create a Content Marketing Strategy with Brand Personality

Marketing Insider Group

What makes a brand’s content distinctive? If you take a look at some of the organizations with the most successful content marketing strategies, from startups to global businesses, the best of the best are the ones that properly reflect the unique personality of their brand. Sephora’s use of user-generated content – their Beauty Insider Community is impressive […]. Content Marketing

What If Brands Stopped Thinking “Content” & Started Thinking Something Else?

Marketing Insider Group

Ah, “content.” Just saying “content” brings to mind a hollow shell, a container. The post What If Brands Stopped Thinking “Content” & Started Thinking Something Else? Content MarketingThe Tupperware of the internet.

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How to Solve the 5 Most Common Brand Awareness Problems

Contently

Sometimes a product gets so popular that the brand name becomes synonymous with whatever it’s selling. This is brand awareness in action. Brand awareness can seem like a vague force that’s hard to measure. When your content ranks low on search.

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How to Find Your Brand’s Story

Contently

Charlie Jones, president and founder of Brand Intersection Group, has spent his career combating a widespread, fundamental misunderstanding of brand stories. “People will say, ‘we need branding work,’ and then they begin the conversation talking about color schemes.

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What Brands Wish Content Writers Knew

nDash

It doesn’t, however, work for content writers. Anything that doesn’t further the brand’s goals just takes up space. And brands aren’t going to pay you to fill up their blog with a whole lot of nothing. What brands wish content writers knew.

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Ask a Content Strategist: How Can You Show The Impact Content Has on Your Brand?

Contently

How do you articulate the value of creative content to show that stories have an impact on your brand. But it gets a little easier when you remember something: Content marketing only impacts a brand because it helps build stronger relationships with customers or potential customers.

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JW Marriott Ditches Commercials And Experiments With Branded Content

Marketing Insider Group

The post JW Marriott Ditches Commercials And Experiments With Branded Content appeared first on Marketing Insider Group. Content MarketingIs advertising dying? Gabe Leydon, CEO of one of the world’s largest gaming companies Machine Zone, seems to believe so.