Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Are Your Content Channels Working Together? 8 Steps To Find Out

Are Your Content Channels Working Together? 8 Steps To Find Out | Integrated Brand Communications | Scoop.it

Look at any brand today and you’ll probably see a steady output of digital content, from videos to websites to microsites to social media campaigns. At this point in the digital age, most companies have gotten the message: content is king and digital, social and mobile are the most popular parts of its kingdom.

 

Yet many brands feel so pressured to generate digital material that they fail to step back and assess the overall impact. While assets should ideally work together to promote one consistent brand presence, they often end up disconnected in both messaging and brand feel. The result is diluted brand potency.

 

Even marketers who consider themselves on top of their digital game can fall prey to this. Having a team of experienced writers, designers and strategists is great, but the fast-paced world of digital content creation means it’s easy to miss flaws like duplicate content or inconsistent terminology. The best way to ensure your brand’s content and messaging are on point: a content audit.

 

As processes go, this kind of audit might not feel as exciting as unleashing a hot new campaign — but it’s an integral process that will keep your digital presence fresh, dynamic and on message.

Whether you’re embarking on your first content audit or your hundredth, here are eight items that should be on every auditor’s checklist.

Russ Merz, Ph.D.'s insight:

Content marketing guidelines for #brand managers to ensure synergy across channels.

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From Broadcast to Unicast: Quick, Easy Steps to Engage Your Customers via Social

From Broadcast to Unicast: Quick, Easy Steps to Engage Your Customers via Social | Integrated Brand Communications | Scoop.it

Customer Relationships - Moving from one-size-fits-all broadcasting to highly targeted communications that are personalized and timely, and in the consumers' preferred channel... that's the proven path to marketing success in today's world.

 

Social marketing is no longer solely about having a Facebook page or a  Twitter account. It's about creating rich opportunities (contests, communities,  polls, games, and other approaches) for fans to engage with the brand—and, by  doing so, attracting the fans' circle of friends to the brand as well.

 

By taking engagement to the next level, marketers can advance their social  media strategy and grow their marketing database, making the transition from  broadcast to unicast, and making that one-to-one connection with the  customer.

 

Of the 1 billion-plus Facebook users, 584 million are daily users. Of the 517  million twitter users, over 140 million are active at least monthly. In the  course of 60 seconds, there are 695,000 Facebook status updates and over 98,000  tweets.

 

With such numbers, marketers who fail to take advantage of social engagement  opportunities will see customers shift to more socially aware competitors.

 

By engaging social customers and prospects with interactive  activities, companies can create considerable brand loyalty, increase their fan  base, grow their direct marketing database dramatically, and generate greater  revenue.

 

Read more: http://www.marketingprofs.com/articles/2013/10678/from-broadcast-to-unicast-quick-easy-steps-to-engage-your-customers-via-social#ixzz2S9QQvfj5

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