Brand content
5 views | +0 today
Follow
Your new post is loading...
Your new post is loading...
Scooped by George Wright Theohari
Scoop.it!

Why Creating Content That Consumers Want Isn't Enough

Why Creating Content That Consumers Want Isn't Enough | Brand content | Scoop.it
Today's consumers are staring at an invitation avalanche, with every company asking for "likes," "follows," clicks, and attention. So cutting through the hype and creating content that consumers wa...
George Wright Theohari's insight:

'You ust market your marketing!'

more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

A Seamless Content Marketing Process for a Highly Regulated Industry

A Seamless Content Marketing Process for a Highly Regulated Industry | Brand content | Scoop.it
Time is a universal challenge for content marketers, but some industries have more constraints. Find out how sales, marketing, and compliance team members for financial management company Invesco w...
more...
No comment yet.
Rescooped by George Wright Theohari from The MarTech Digest
Scoop.it!

Content Marketing is the Alchemy of Intent | Research with Results: a blog from the Aberdeen Group

Content Marketing is the Alchemy of Intent | Research with Results: a blog from the Aberdeen Group | Brand content | Scoop.it

Key excerpt (with our bold)...

 

This means that the part of the mission that used to belong almost exclusively to sales is now shared between marketing and sales, with more and more of the responsibility shifted to marketing. That mission is to shape the buyer’s vision.

 

Beyond the intuitively clear sense of what a buyer’s vision is, it’s created by a set of assumptions about both the challenge the prospect is trying to solve and the critical capabilities that are necessary to solve that challenge. There are sales methodologies built around shaping the buyer’s journey. But if the bulk of the decision journey doesn’t happen with sales, then sales has a narrower than ever window in which to do this hard work.  

 

This is largely what content marketing is all about — vision shaping through information. It’s for this reason that I call content marketing “the alchemy of intent”. A big part of vision shaping is framing the challenge or even identifying a challenge the prospect didn’t know they had, a “latent need” in the vernacular. Content marketing is about using various media to turn both latent and blatant need into an intent to buy, transforming it into a sellable need.

 


Via marketingIO
more...
marketingIO's curator insight, June 18, 2013 8:48 AM

Without a doubt the most insightful bit of writing we've seen in quite a long time. Nailed it. This is EXACTLY the role of content marketing vis-a-vis the sales process, and anything less than that for the B2B marketer is irresponsible.


  • See the article at blogs.aberdeen.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
Scooped by George Wright Theohari
Scoop.it!

Crowdsourced content: what brands are learning from media publishers - The Guardian (blog)

Crowdsourced content: what brands are learning from media publishers - The Guardian (blog) | Brand content | Scoop.it
The Guardian (blog) Crowdsourced content: what brands are learning from media publishers The Guardian (blog) The Innovations in Newspapers World Report that was presented at the World Editors Forum discusses the importance of interactive...
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

Contently Introduces Magazine to Cover Content Marketing | Adweek

Contently Introduces Magazine to Cover Content Marketing | Adweek | Brand content | Scoop.it
Contently is launching an online magazine focused on the very topic the company cares about most: content marketing. The publication, which went live Tuesday morning, is called the Content Strategist, and Contently wants ...
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

Why Smart Brands Are Breaking the First Rule of Content Marketing

Why Smart Brands Are Breaking the First Rule of Content Marketing | Brand content | Scoop.it
Don't talk about the brand -- if you do, the theory goes, you'll drive consumers away. But what about the people who are interested in your brand?
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

Outsource Content Writing For Fresh, Hot Ideas

Outsource Content Writing For Fresh, Hot Ideas | Brand content | Scoop.it
Trying to do business online is frequently exhausting. See how outsource content writing can help! (It's getting Hot up in here! Is your website on fire?
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

Pinterest Network Helps Brands Pin More Content | Adweek

Pinterest Network Helps Brands Pin More Content | Adweek | Brand content | Scoop.it
Pingage, a Pinterest-focused marketing startup, has changed its name to Ahalogy and is announcing a pins-based platform called Content Network. "We recommend 15 to 20 [Pinterest] pins per day," Bob Gilbreath, president ...
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

Content Publishing for Brands Changes Traditional Marketing

Content Publishing for Brands Changes Traditional Marketing | Brand content | Scoop.it
When the biggest brands in the world turn to Content Publishing versus relying on traditional marketing what does it mean for the rest of us?
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

Why content marketing is a “do-over” for social media

Why content marketing is a “do-over” for social media | Brand content | Scoop.it
Content marketing gives us another chance to re-gain our focus and achieve what social media marketing should have been doing all along.
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

"Everything else is just advertising". Or is it? Welcome to brand journalism...

"Everything else is just advertising". Or is it? Welcome to brand journalism... | Brand content | Scoop.it
Is it ok to write for a fashion brand – or any brand for that matter – and still call yourself a journalist? A profile of former Esquire editor Jeremy Langmead in The Independent prompted a follow-...
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

A content case study: Kickers by Christopher Shannon

A content case study: Kickers by Christopher Shannon | Brand content | Scoop.it
If you want to see the power of exclusive, shareable brand content in action look no further than our most recent digital campaign with Kickers UK – showcasing their collaboration with fashion desi...
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

What brand marketers can learn about social gaming from Game of Thrones

What brand marketers can learn about social gaming from Game of Thrones | Brand content | Scoop.it
As the dust settles on the series finale of Game of Thrones, and we all try to come to terms with the events of the Red Wedding in our own way, perhaps it would be helpful to focus on the positives...
more...
No comment yet.
Rescooped by George Wright Theohari from Inbound marketing, social and SEO
Scoop.it!

The New Rules Of SEO: Quality Content Gets A Lead Role In The Hunt For Search Engine Relevance

The New Rules Of SEO: Quality Content Gets A Lead Role In The Hunt For Search Engine Relevance | Brand content | Scoop.it
B2B marketers walk a fine line when it comes to search engine optimization (SEO) tactics.

Via James A Smith MCIM
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

How We Should Be Judging Branded Content and Entertainment ...

How We Should Be Judging Branded Content and Entertainment ... | Brand content | Scoop.it
Branded content and entertainment should be simple: produce a content property inspired by a brand, and delight an audience with its entertainment value or usefulness. It works for brands like Red Bull and Unilever, just as it ...
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

Content Marketing Tips for Tech Brands: Attract New Business in Three Simple ... - Huffington Post

Content Marketing Tips for Tech Brands: Attract New Business in Three Simple ... - Huffington Post | Brand content | Scoop.it
Content Marketing Tips for Tech Brands: Attract New Business in Three Simple ...
Huffington Post
Next, it leverages their social consumer base, encouraging them to create on-brand, promotional content.
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

Branded Mobile Content Apps | Social Media Today

Branded Mobile Content Apps | Social Media Today | Brand content | Scoop.it
Content marketing is nothing new to brands, but there have been a few companies who have taken it to the next level through their digital efforts.
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

What Journalists Can Learn From Content Marketers: Q&A With Erin ...

What Journalists Can Learn From Content Marketers: Q&A With Erin ... | Brand content | Scoop.it
Technology creates new ways to "surface data, explain information, distribute content and engage readers," says Erin Scottberg, who spoke with The Content Strategist about the changing content marketing space.
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

Why Content Should Always Align with Brand Sales Goals

Why Content Should Always Align with Brand Sales Goals | Brand content | Scoop.it
"Brands often lack structure around content creation," says Suzanne Baran. "Buy-in is often a challenge, and the process is rarely collaborative."
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

State of Content Marketing in 2013 - Technorati

State of Content Marketing in 2013 - Technorati | Brand content | Scoop.it
State of Content Marketing in 2013
Technorati
... 68% of consumers spend time reading content from brands they are interested in.
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

The Power of Influence in Content Marketing

The Power of Influence in Content Marketing | Brand content | Scoop.it
With 2.5 quintillion bytes of data created every day, marketers are challenged to stand out amongst the sheer volume of information confronting their target (The Power of Influence in Content Marketing http://t.co/qQAKlBGqdv...
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

Instagram video for brands: 'The 15-second format is killer' - The Guardian

Instagram video for brands: 'The 15-second format is killer' - The Guardian | Brand content | Scoop.it
The Guardian Instagram video for brands: 'The 15-second format is killer' The Guardian "Instagram's emphasis on control means you can delete cuts, create longer videos and choose your thumbnail for more beautiful, considered content – brands can...
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

Financial marketers discuss content marketing at rooftop event Special - DigitalJournal.com

Financial marketers discuss content marketing at rooftop event Special - DigitalJournal.com | Brand content | Scoop.it
Financial marketers discuss content marketing at rooftop event Special
DigitalJournal.com
The weather complied for the Financial Communications Society's Case Studies in Multi-Channel Content Marketing panel on Tuesday night.
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

Why more brands – big and small – will be fuelling up on content in 2013

Why more brands – big and small – will be fuelling up on content in 2013 | Brand content | Scoop.it
Quality, cross-channel content is increasingly being recognised as the most effective way of creating meaningful relationships between brands and consumers (and as a powerful tool for internal comm...
more...
No comment yet.
Scooped by George Wright Theohari
Scoop.it!

The doggie dichotomy: How Hush Puppies got blogging so wrong, and microblogging so right

The doggie dichotomy: How Hush Puppies got blogging so wrong, and microblogging so right | Brand content | Scoop.it
Hush Puppies is a perennial presence on the British high street. They've been producing sharply styled shoes since the 1960s and in that time they have held on tight to their rock and roll heritage...
more...
No comment yet.