Integrated Brand Communications
35.8K views | +16 today
Follow
Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
Your new post is loading...
Your new post is loading...
Scooped by Russ Merz, Ph.D.
Scoop.it!

Creativity Drives Business Success

Creativity Drives Business Success | Integrated Brand Communications | Scoop.it

For years, business leaders have focused on things like employee productivity, process efficiency and workforce planning as the key success drivers for their companies. But over the past few years, the mindset has shifted. Leading companies recognize the importance of another key success driver – the need to infuse creativity into all aspects of business– from strategy and culture, to innovation and customer engagement.

Adobe and Forrester recently conducted a study that found that creative companies – those that encourage creative perspective, practices, and culture – outperform in both revenue growth and market share. 58% of respondents from creative companies said their revenues have strong growth (10%+ year-over-year), vs. only 20% of less-creative firms. And creative companies are 50% more likely to report a commanding market leadership position over competitors.

At the same time, over 61% believe they are working for companies that do not invest in the culture, people, processes or platforms that inspire greater creativity. So how do companies who are at a creative deficit begin adopting a more creative mindset? How do they infuse it into the culture? And how do they make it a part of their programs and practices?

Russ Merz, Ph.D.'s insight:

An interesting article by Adobe highlighting the major findings from a recent research study that examined the market performance of self reported "creative" companies--the "creative dividend". They also suggest five key implications from their interpretation of the results.  

 

Of course, as with any research that relies solely on self reported data--how valid is it. At the end of the day it probably raises more questions than it answers from a brand strategy perspective.

more...
Norval Oswald's curator insight, October 2, 2014 10:40 PM

Drive business success - encourage creativity ... 

Scooped by Russ Merz, Ph.D.
Scoop.it!

Creating content of integrity in the age of the customer

Creating content of integrity in the age of the customer | Integrated Brand Communications | Scoop.it

The combination of understanding the modern day purchase funnel and facilitating a comprehensive content marketing strategy is the key to building brand loyalty in the age of the customer.

 

Being heard in the noisy age of the customer equals engagement opportunity, and engagement leads to conversion.

 

Marketers want various goals out of a content marketing strategy, such as; awareness, retention, acquisition and lead generation, but all digital roads lead to Rome and Rome is revenue. So what is there to understand and where do we start?

 

Content marketing has been around for centuries, the company Jell-O in America were giving away free cookbooks 100 years ago to increase engagement and loyalty.

 

In some ways it’s unfortunate that buzz topics like content marketing get moved into a silo when they should naturally be part of the entire marketing mix. In this situation, content marketing should be the underlying principle for digital strategy. 

Russ Merz, Ph.D.'s insight:

Good overview of the channel, platform and touchpoint combinations that form the various options in the content marketing landscape.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

What is Quality Content and How to Help Your Clients Create It

What is Quality Content and How to Help Your Clients Create It | Integrated Brand Communications | Scoop.it

We all know how essential quality website content is. However, continually producing content that meets high quality standards while still meeting performance goals can become an overwhelming challenge when working with clients who haven’t yet jumped on the content marketing bandwagon.

Here are three major problems that must be overcome before your clients can create content that not only captures attention, but also holds that attention and uses this engagement to convert customers. 

An unclear definition of quality: If I had a dime for every blog post that advised firms to create quality content, I could outspend the federal government. But, if I had a dime for every post that defines quality content and clearly explains how  to create it… well, I’d have trouble affording a daily cup of coffee. If we don’t understand what quality is, how can we produce it?Content indifference: For the vast majority of small and midsize firms, it’s all they can do to keep up with the day-to-day work flow. Few have the luxury of on-staff writers. On top of that, many such firms are sales-driven, so coaxing a marketing story out of them can be like pulling teeth — and at times, more painful.Poor content creation processes: Agencies like to complain about clients in regard to this point; but truth be told, we don’t always do a very good job of helping clients through the content production process.

Our agency has been working hard on our own efforts to overcome these barriers to quality, so here I’ll share what we’ve learned, as well as a few techniques that have been helping us improve our results.

Russ Merz, Ph.D.'s insight:

Excellent guidelines for the development of content that will help build the brand. The definition of quality content is very useful and often hard to find in the many articles about content marketing.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Crash Course in Content Marketing: 12 Lessons From a Brand Publisher | Business 2 Community

Crash Course in Content Marketing: 12 Lessons From a Brand Publisher | Business 2 Community | Integrated Brand Communications | Scoop.it

When I started my career in digital marketing in 2009, “content” and “marketing” were not seen as synonymous words or practices. Sure, they had reasons to get along and like each other, but their Facebook relationship status would have likely been “it’s complicated.”

 

Fast forward to today and the status of content and marketing has escalated to read “in a relationship” in our news feeds. It seems the popular couple is everywhere with massive conferences and cover stories devoted to its lure and attraction. Just ask any marketer how times they’ve heard “content is king” in the last 6 months whether content marketing is the latest buzzword de jour.

 

There is no doubt content marketing is shaking up the marketing world, forcing CMOs to re-think and shift their resources to create newsrooms, content labs and postions such as Chief Content Officer and Content Strategist.


Read more at http://www.business2community.com/content-marketing/crash-course-in-content-marketing-12-lessons-from-a-brand-publisher-0463647#j1cpYfm3oGvJA7Du.99

Russ Merz, Ph.D.'s insight:

Great tutorial using Intel iQ case study as example.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

The Big Idea. Dead or Alive?

A lecture for an introductory creative class. I think it's a good thing to learn some history and have a frame of reference about how we got where we are today. This frames up the Big Idea from the days of Ogilvy and Lois to how creative ideas have and need to evolve.

Russ Merz, Ph.D.'s insight:

A very useful review of the history and evolution of the #creative  "big idea" in #advertising.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Transform Your Team into Epic Content Creators: 6 Steps | Business 2 Community

Transform Your Team into Epic Content Creators: 6 Steps | Business 2 Community | Integrated Brand Communications | Scoop.it

Content marketers who want to be successful today face one major obstacle: scaling high-quality content production. Outsourcing the volume of content you need can be expensive to produce and difficult to manage, while relying on your marketing department to output several high-quality blog posts a week can lead to quality issues and burnout.

 

However, you may be sitting on a goldmine of epic content just waiting to be harnessed: your internal workforce. There is no substitute for the knowledge of subject-matter experts within your organization, but the challenge is transforming them into prolific writers. If you are serious about instituting a successful company-wide blogging initiative, here is a guide to help you get started.

 


Read more at http://www.business2community.com/content-marketing/transform-your-team-into-epic-content-creators-6-steps-0455740#Suw5MgX0bGj5oJew.99

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

5 Rules for Writing “Likeable” Online Content | Business 2 Community

5 Rules for Writing “Likeable” Online Content | Business 2 Community | Integrated Brand Communications | Scoop.it

Since there is a lot of information out there about how written content for use online should be presented, I figured I would touch upon some rules that should be adhered to when actually creating written content that people want to read, like and share. Follow these five rules when creating content that is not only fun to read, but also popular with your fans, followers and customers.


The 5 Rules Every Content Writer Must Follow


Read more at http://www.business2community.com/content-marketing/5-rules-for-writing-likeable-online-content-0457190#tZlPBIrJhP5JqMMz.99

Russ Merz, Ph.D.'s insight:

Some real useful insights presented in this article.

more...
No comment yet.