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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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Content Marketing and the 3 Stages of the Buying Cycle | Business 2 Community

Content Marketing and the 3 Stages of the Buying Cycle | Business 2 Community | Integrated Brand Communications | Scoop.it

Before you can understand how content marketing plays a role in the three stages of the B2B buying cycle, it’s important to make sure that you know exactly what content marketing is, and at what stage in the Internet Marketing process it needs to be used.

 

The simplest definition is that it is content that a business creates and shares in order to promote a service that they offer or a product that they want to sell. But in contrast with a typical advertisement that you might see on television, content marketing doesn’t have to directly mention the product, service, or even the company – at least in the earliest stages. Instead, the content should be designed to entertain or help people solve a problem. In this way, it serves the purpose of making businesses aware that there are solutions to issues they might be facing in addition to promoting your company as a thought leader.

 

Content that you find on social networks and in blogs, videos, white papers, articles, and case studies can all be considered forms of content marketing. When looking at the B2B buying cycle, it’s important to know the different stages and which kinds of content work best for each stage

Russ Merz, Ph.D.'s insight:

This article provides a useful planning framework.

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Effective Social Media Marketing Strategies Need a Powerful Content Plan | Business 2 Community

Effective Social Media Marketing Strategies Need a Powerful Content Plan | Business 2 Community | Integrated Brand Communications | Scoop.it

How do you decide what to write about? Does your blog have a content plan? Do  your social  media posts have some structure and relationship to your blog posts or your  other marketing programs? If  your answer to any of these questions is “no,” you are likely missing  opportunities to extend the reach of your marketing, to reinforce other  promotions and activities, and to encourage your audience to make connections to  your website, your blog, and other content you are producing. Effective social  media marketing strategies need a powerful content plan.

 

Whether you have an established audience or you are trying to build and  attract an audience, the people who read your posts will be more likely to  respond your calls to action if there is a clear connection between compelling  and helpful content and the action you want them to take. In addition, your  loyal audience is more likely to share your content with other people if you  demonstrate cohesion in your content across multiple platforms and formats.

 

Many small to mid-sized business owners find it easy to agree to these  statements in principle. Following a plan day after day becomes difficult for  many. Yet whether they find it easy or difficult to follow a content plan, a  great many people (marketers, business owners, social media managers) find it  difficult to conceive of a content plan that extends beyond the blog or the blog  and major content pieces, such as white papers, reports, case studies, e-books,  etc.

 

Read more at http://www.business2community.com/social-media/effective-social-media-marketing-strategies-need-a-powerful-content-plan-0468474#AMC5IxRO4qFYIrfp.99

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How to adjust to the new consumer journey - iMediaConnection.com

How to adjust to the new consumer journey - iMediaConnection.com | Integrated Brand Communications | Scoop.it

All too often marketers allow their strategies to be led by the performance of an individual channel: ROI for paid search vs. ROI for display vs. ROI of social media, etc. And all too often marketers are left with the same inability to really move the needle of success. The problem is that marketers are channel-centric in their measurement of marketing performance and optimization. Advertising no longer looks the way it did in the days of Don Draper. It's not as simple as coming up with a big creative idea, printing a magazine ad, erecting a billboard, broadcasting a commercial, and sitting back with a cigar to wait for the ad-induced mass consumption of a product. No, the advent and wide-spread adoption of internet connectivity, mobile technology, and social sharing has created countless disruptions to this once direct path.

 

The consumer decision journey is no longer as simple as seeing an advertisement and driving to the store. As a result, success can't be accurately measured in a linear fashion either. There are many conversions that go unaccounted for because marketers aren't paying attention to their customers' behaviors, which are becoming more varied just as you read this article. More technology equals an increased amount of ways your customer will interact with your brand.

 

Today's consumers are savvy, wary, and extremely aware of how they are being fed advertising. Consumers are more informed than ever, with product research and trusted user reviews available right at their fingertips. There's a whole lot happening in between seeing an ad and actually deciding to drive to a store or load up an online shopping cart.


Read more at http://www.imediaconnection.com/content/34074.asp#4dI3dmSA5iAJmOyt.99
Russ Merz, Ph.D.'s insight:

Provides a useful framework for budget allocation across the customer journey.

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