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.

Brand 174

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 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

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 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.

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 188

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.

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.

Build 257

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.

Brand 146

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.

Video 191

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!

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.

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

Brand 189

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 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.

Design 203

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.

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

Brand 269

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.

Brand 192

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.

Brand 278

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?

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.

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.

Brand 156

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

Brand 249

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.

Build 129

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.

Brand 114

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 CEOs can restore their company brand trust

Biznology

So what can a CEO do to surmount these huge challenges of partisanship and brand trust? The essence of good branding is all about creating a strong emotional bond with customers, and in today’s world, this includes employees, investors and other stakeholders.

Trust 137

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.

Brand 138

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.

Brand 205

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

Has Content Marketing Made Branding Obsolete?

The Point

Confession: as a died-in-the-wool direct marketer, I am a branding cynic. My general attitude towards branding is summed up in the old maxim: “Branding is what your agency calls your campaign when they can’t measure it.”. Now that’s not to say that a brand isn’t real, for some.

Brand 218

The resurgence of values-based branding for restoring trust

Biznology

The scary decline of trust in all facets of our society has created a new challenge for brands: how can brands overcome the growing skepticism and lack of credibility caused by this distrust to authentically relate to their customers?

Trust 165

How to Create Content that Generates Brand Awareness and Helps You Reach More Leads

Act-On

Here are a few tips of how to create content to improve brand awareness and reach more leads. Brand Marketing Lead GenerationDo you want to improve your marketing ROI?

Help 130

10 Digital Marketing Tricks Used By Famous Business Brands

Marketing Insider Group

The post 10 Digital Marketing Tricks Used By Famous Business Brands appeared first on Marketing Insider Group. Content MarketingThere is no doubt that digital marketing or online marketing is crucial when it comes to the success of any business no matter what industry you are in.

Brand 271

How a brand audit could revitalize the Democratic party

Biznology

Maybe it should re-brand itself? This situation is similar to the challenges many brands face during their life cycle when their appeal becomes stale or irrelevant. Target audience – The question of relevance and appeal starts with the potential voters for the Democratic Party brand.

Brand 168

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.

How Putin’s brand inspires Trump

Biznology

But will Putin’s authoritative brand image have any impact on Trump’s political behavior? In any case, this comparison also provides a case study of how similar leadership brands may not generate the same results because of a different context and target audience.

Brand 165

How Great Brand Stories Connect You with Your Customers

Marketing Insider Group

When your brand uses storytelling to convey a message, it bypasses the head […]. The post How Great Brand Stories Connect You with Your Customers appeared first on Marketing Insider Group. Content MarketingStories are all about the emotional connection they build.

Brand 224

How storytelling can shape the corporate brand and culture

Biznology

So what can storytelling do to improve communications, process our changing world, and especially help shape a corporate brand and culture? Vibrant leaders now recognize that storytelling can create an emotional connection, which is the heart of good branding.

How purposeful branding is driving millennials and social entrepreneurship

Biznology

A key driver for this trend is the emerging values of millennials and purposeful branding. More and more, consumers are buying brands not just for what it does, but also what a brand or the parent company stands for–e.g.

Brand 165