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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38 B2B Content Marketing Case Studies for 2016

38 B2B Content Marketing Case Studies for 2016 | Integrated Brand Communications |
There was a popular article on TechCrunch recently claiming marketers in the inbound and content marketing space have no idea what they are doing and don’t
Russ Merz, Ph.D.'s insight:
Looking for some good B2B content marketing examples? Here are 38 case studies that should work!
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GE Brings Good Content to Life - Digiday

GE Brings Good Content to Life - Digiday | Integrated Brand Communications |

The 130-year-old brand has shaped its content strategy around innovation and experimentation.


March 14 was just another day for most people. But for a certain type of math nerd, it was Pi Day, when at 1:59 p.m., the clock reads 3:14:59. Most brands wouldn’t bat an eye, but for GE this was a call to arms. At exactly 1:59, it sent out 314 pies to random tweeters using the GE-created #PiDay hashtag. GE also ran a post on BuzzFeed, “25 Geeky Math Jokes to Celebrate Pi Day,” and used its one of its own blogs and Twitter feed to celebrate pi.


The event was par for the course for GE, which has quietly become an unlikely leader in the trend of brands as content creators. GE isn’t Nike or Apple, after all. It’s a massively vast and complex multinational conglomerate – one that makes everything from aircraft engines to lightbulbs to medical equipment – so it has little choice but to follow the dictum of content marketing: talk about things people care about, not yourself.

Russ Merz, Ph.D.'s curator insight, August 7, 2013 2:56 PM

Good #casestudy example of how a #brand can use #socialmedia and #content to build #brand connections.

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9 Tips for Professional Service Firms to Maximize their Website Content | Business 2 Community

9 Tips for Professional Service Firms to Maximize their Website Content | Business 2 Community | Integrated Brand Communications |

Many professional service firms forget to leverage one of their greatest marketing assets: their intellectual property. Your ideas, stories and even methodologies are the single best way to differentiate your firm.


Many firms are willing to invest in thought leadership campaigns. But, in order to maximize that investment, you need to design the right “home base” to show those assets off.


Your website content should be a compelling invitation to clients, alumni and targets. Take a look at your current site with this “thought leadership management” checklist in mind:


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How Headlines Can Help Your Online Content Find its Audience: 3 Tips

How Headlines Can Help Your Online Content Find its Audience: 3 Tips | Integrated Brand Communications |

No words are more important in your content marketing than your headlines. No matter how wonderful the online content, if the headline isn't right, it's not going to attract the readership it deserves.


To help you write better headlines, here are three lessons I’ve learned throughout my career, which has spanned both traditional marketing copy and editorial content creation.

Russ Merz, Ph.D.'s insight:

Useful guidelines from a copywriting veteran for crafting headlines to help brand content attract attention.

Maryse Rebillot's curator insight, May 26, 2014 2:48 PM

How to draw your audience's attention to your content ?  Now, let's try the tips!

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Why Content Gets Shared: Content Marketing Social Mentions Study

Why Content Gets Shared: Content Marketing Social Mentions Study | Integrated Brand Communications |
Content Marketing 101 "Wow you create a lot of content," a friend said at lunch yesterday. I felt the need to apologize (again). "I love Internet marketing,

Via Martin (Marty) Smith
Martin (Marty) Smith's curator insight, July 12, 2013 11:36 AM

Why Content Gets Shared
Turns out our gut instincts about content marketing are correct. The TOOLS we use and the content we curate and create make a difference in the amount and velocity of our social shares.

Tools such as and your blog are indispensible say the results from a 30 day in depth view of @ScentTrail mentions on Topsy. Type of content also matters.

Infographics, SEO and my trusty ScentTrail Daily generate the most mentions. Friends also matter.

#4 on the mentions list is group tweets from friends with thanks or best wishes for the weekend. Staying connected and sharing are critical to successful content marketing.

Interesting bottom line is a confirmation of what all content marketers know to be true. Confirmation of the fact that content gets shared is in the numbers. I don't curate or create 30 pieces of content a day (well not on most days lol) and I've certainly NEVER created 66 (most mentions in a single day in this study.

These numbers confirm what we know - content gets shared and explains what types of content is most likely to generate shares and what tools to use to promote shares.

Brian Yanish -'s curator insight, July 13, 2013 4:34 AM

Marty thanks for sharing this study. In the world of online social sharing we need to rethink of the role as content providers. 

My thoughts on how old content media producers need to evolve.

Interesting to see how newspapers, tv and radio are starting to figure out the "value added" model of internet marketing.  People will pay for digital content, and the great thing for the publishers is the low cost of distribution. Online marketers have done it for years using micro websites with targeted content and now apps. I don't see why a newspapers,etc. should be any different.


The way I see it is the newspaper and their website should be the teaser to the value added content. Right now it's like they tell the story and move on, then cry the blues, no one will pay us for our content. Now if they extended the content or partnered with someone (eg health or fitness) for value added content people would pay. 


The newspapers, tv, etc, need to become the advertiser of the content, instead of depending on advertisers to support the media.

They have a reader base that many bloggers would love to have, but they need to rethink the connections they make with the reader.

Martin (Marty) Smith's comment, July 13, 2013 12:23 PM
Great analysis by Brian. I go even a step further in Saving The News&Observer and suggest that newspapers become part of their own rehabilitation by embracing the CROWD in real time by throwing off their "we are here to guide you" ethos. The editorial-centric model is over. Brian's idea about promotion-centric is a good one, but I want more. I want these organization deep in the weeds on things so WEB marketing they can't NOT understand how DIFFERENT life is and will always be from that magic time when a newspaper could take down a President, we could only watch 4 TV channels and exciting programming was a show about a boy named Beaver :). M
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Content Marketing's Definitive Formula [graphic]

Content Marketing's Definitive Formula [graphic] | Integrated Brand Communications |
Content Marketing has been remarkably exposed over marketers’ activities the last couple of years. However, companies seem to struggle upon the development

Via Martin (Marty) Smith, Russ Merz, Ph.D.
Russ Merz, Ph.D.'s curator insight, March 23, 2013 1:19 PM

The tricky part is step #3--"Identifying Topic and Message". The rest is pretty standard tactical planning procedure.

Esther L's comment, March 24, 2013 1:15 PM
Step #3 is the tricky one but also the most interesting to marketers. That's were the good marketers knowledge of the product, the customer, analysis and results interpretation comes into place.
Mike Ellsworth's curator insight, March 24, 2013 8:16 PM

I think the most important step in this formula is the one most often ignored: 

Step 2. Determine Objectives.