Brand storytelling is the latest craze in content marketing. Forget that storytelling has been around since the beginning of time...it’s a craze, OK! Most businesses slap their story on their “Abou...
Via Karen Dietz
Ever need a simple template to rework your business card idea? Look no further than this set of 10 free business card mockup templates made for digital and print design! The cards are split into separate PSD files which have a front and back design. All of the fonts are open source and free to download with font links included for each card. And they’re super easy to update using any version of Adobe Photoshop.
Listen in to Guy Kawasaki, best-selling author and chief evangelist at Canva, as he teams up with the "best social media person" he's ever met, Peg Fitzpatrick, to offer The Art of Social Media: Power Tips for Power Users, the one essential guide you need to get the most bang for your time, effort, and money.
Guy and Peg present a bottom-up strategy to produce a focused, thorough, and compelling presence on the most popular social media platforms
Content promotion is an important part of the content marketing strategy puzzle, yet many new and fledging bloggers or content creators think that once the content is out there, readers will naturally come.
The truth is a little harder than that. Great content creation is nothing without a backend strategy to promote it after it has been published. After all, Van Gogh could have created his masterpieces, but if they were kept hidden in an attic his entire life and beyond, we never would have found out about his great work. Promoting digital content is much the same.
Another year and more questions facing B2B Marketing Leaders. We are faced with a rapidly changing digital economy and evolving buyer behaviors. Challenging the best plans and intentions drawn up for 2015. Each year begets a new set of questions, which confront B2B organizations and B2B Marketing Leaders.
Let us take a look at 7 very pressing questions:
Sheriffs have accused Google’s Waze traffic app of being a stalking app and called for alerts that indicate when police are nearby to be switched off, reports The Guardian.
In 2013, Google acquired Waze, which combines GPS navigation with a social community, for $966 million. It offers free real-time traffic guidance and warnings about issues including congestion, car accidents, speed traps, traffic cameras, construction work, potholes and unsafe weather.
Marketing myths are not necessarily lies. They are simply the beliefs to which we subscribe or buy into.
Our human tendency is to believe what we choose to believe. Faith usually trumps actual or empirical truth.
True or not, real or imagined, what we choose to believe can empower, inspire, or provide hope and security. In this way, myths can become highly valued.
Something exciting is happening with business communications over the Internet these days.There is a growing convergence of text and images. If a picture is worth a thousand words, then a picture with three words on it is worth 3000 words.
I won’t get into the mechanics of it – this is not a tutorial – but I would like to review three different approaches to image-text (or text-images, if you prefer) and look at how you might choose one or more approaches for your website or blog.
The three approaches we will look at are:
- Image titles
- Infographic summaries
- Message mini-posters
I bet you didn’t think you’d need marketing skills when you joined the learning and development industry. No worries, we’re here to help. Ultimately, both marketers and learning professionals want their audiences to take some specific action. Whether you're trying to sell a product or convince an employee to use a new skill, you're trying to persuade someone to do something.
In this webinar we’ll provide:
• An overview of the implementation process of a new online learning platform
• How to develop a marketing strategy
• How to develop target audiences
• How to create a marketing plan
• Marketing methods and techniques that keep your employees engaged
The idea of content marketing can be daunting. Being responsible for creating high quality content that actively engages your customers and prospects can sometimes seem overwhelming. But there’s hope! Here are nine content marketing hacks to ease the burden and help you excel.
Fresh collection of business logo designs from 2015 for inspiration. I hope you will enjoy the concept and ideas of these creative logos. All logo design are only available for inspiration. Corporate identity or Branding is all about creating a logo design and in building up the brand value is essentially best done by a graphic designer who is adept in creating images keeping the color schemes, and the artistic value of the image that represents the brand as well as the organizations. When designing a new logo, it should be done in such a way that the customer is able to recollect and recognize the logo design.
It’s no secret that social media is a great and leading traffic source for many businesses but not everyone is getting it right.
This is the reason why Gary Vaynerchuk, in his talks, constantly makes a case about using social media as a native story telling platform and not the distribution channel.
Despite the rise of other social networking sites such as the image-rich Pinterest and Instagram, Facebook remains by far the biggest player, with 1.23 billion users worldwide. So it’s important to make the most of your Facebook presence, and the great news is that jewelry marketers, with their access to stylish images, have already got great content to share. But there’s more to building a Facebook profile than just posting up photos; you need to engage, post your content at the right time, and be able to share the information that your followers want to know.
Scammers are earning advertising revenue by spreading click-fraud malware Tubrosa, which sends compromised computers to their YouTube videos.
A new Click-fraud malware campaign aimed at earning money by using the victim’s machine to view YouTube videos and benefits from ads embedded in them.
The malicious campaign, discovered by experts at Symantec, has targeted users around the world for months by serving a malware dubbed Tubrosa. The click-fraud threat Trojan Tubrosa is composed by two modules, one that is delivered via spear-phishing emails and a second one that is downloaded and run by the first component.
“A few weeks ago, we noticed a two-component click-fraud malware (detected as Trojan.Tubrosa) taking advantage of the YouTube Partner Program. The attackers compromise victims’ computers with the malware and use them to artificially inflate their YouTube video views. This allows the scammers to take advantage of the YouTube Partner Program validation process and monetize their fraudulent activity.” states a blog post published by Symantec.
‘Do your work and do not think about the result’- This line does not work anymore in today’s world. One of the main reasons that low budget films do not become box office hits is because of the lack of promotion. Whether it is a movie or your company, you need to follow strict and fruitful marketing strategies to climb the stairs and reach the top.
Are You Ahead or Behind the Curve?
Looking ahead to 2015, brands that are going to find greater success with their ongoing digital marketing efforts will be the ones who have a strategic vision and plan for implementing content marketing. If you are not already experimenting with processes and workflow, performing tests and trials, documenting best practices, and quantifying results, you may be already behind the curve.
Content marketing promises to be a preferred content distribution model to better engage and influence target audiences at every step in the consumer journey. It is not an isolated tactic reserved for a single piece of content or campaign; rather it should be viewed as a critical and sustaining component within an overall content strategy and integrated digital marketing effort.
As consumer fatigue and information overload continues to escalate, studies have shown connected consumers today are tuning out much more frequently and glazing over brand marketing using an instant gratification filter. In increasing numbers, what we are finding is consumers are demonstrating they have little patience with brands who do not deliver valuable, relevant and consistent content to meet their needs.
According to recent findings from the CMO Council, as much as 90% of consumers now find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them.
The impact has been significant. Aging one-to-many and static content delivery models are no longer seen as effective, which has forced many organizations to rethink the role of content relative to consumer influence.
For many organizations, content marketing offers a better strategic direction. Delivering fresh, dynamic content aligns to changing consumer consumption habits with the benefit of creating greater brand relevancy for attracting new customers and reinforcing existing relationships through enhanced brand experiences.
In the years ahead, companies who are successful delivering content with higher degrees of consumer relevancy and value will be in a much better position to build and reinforce customer relationships; brands that do not will risk obsolescence.
Building a Strategy
As with all marketing efforts, strategy should come before tactics. Content marketing is no exception. Where many companies fall short with content marketing is typically “a leap first and look later” approach without applying enough strategic foresight to clearly understand why they need it, who they need to target, and how they will benefit.
Unfortunately, more times than not this leads to the effort being considered ineffective over a short period of time even before the initiative really gets started.
Content marketing requires a purpose and a target to be successful. It also requires a clear vision for how it will be executed and a business case for internal stakeholders so that organizations can adequately apply sufficient resources and budgets to make a proper commitment and investment.
So where should you start? If you are considering implementing a content marketing strategy, before you produce a single piece of content you may want to consider the following steps to define your strategic direction. The amount of investment you make in this planning process will be a major determinant for the level of success you may realize.
1. Purpose & Objectives
Content marketing requires a purpose.
Begin with defining your objectives mapped to your organizational needs based on your current situation. Do you have a need for lift in brand awareness, website traffic, consumer engagements, lead generation, customer loyalty, or conversions? Do your SEO rankings need to improve with more inbound links? Or, maybe would it be helpful to be considered as an industry thought leader?
Objectives can be as unique as the organization itself. A review of your digital marketing efforts measured against underlying business and marketing goals will help you align real-time performance needs to your objectives.
2. Target Audiences
Once you have some clear objectives defined, the next step should be to define who will benefit.
If you haven’t already done so, you will need to contextually profile your target audiences with an emphasis placed on needs and interests. Apply as many filters as possible to categorize audiences into groups using broad segmentation, micro-targeting and personalization techniques.
Start by using a broad segmentation filter and work backwards to refine the categories into more specific consumer profile groups based on deeper levels of personalized needs and interests. As your target audiences begin to take shape and their characteristics become more evident, you should be able to better determine what types of branded content may best influence and resonate with your audiences.
3. The User Experience
Based on the target profiles created, the added step of wireframing the user experience will help you understand distribution priorities for your content marketing efforts. This process should analyze all digital touch points where dynamic content delivery makes sense and where it should be applied.
The analysis should also identify how the content should be developed and delivered at each stage of the consumer journey and at each touch point using target audience profile filters.
The primary questions you should seek to answer in this wireframing exercise should include:
Where does content offer value in the consumer journey?How can content be applied for each target profile?Where can better brand experiences be created?How should content be delivered at each touch point?And, where can the effort be scaled and leveraged?4. Content Needs
Once you have a better understanding of your objectives, target audiences and the user experience, you can now start to think about the content.
The overriding objective for content marketing should be to distribute a steady stream of fresh, consistent content to targeted audiences across all digital touch points that will shape consumer opinions and influence consumer actions to impact business goals.
This will require developing a deep understanding of what type of content will appeal and resonate with each of your target audience profiles. To understand your content needs, outline your proposed content and editorial directions along with channel use, content type and the anticipated volume needed for a consistent and sustainable effort mapped to the user experience.
As this work comes together, your editorial directions can seek to inform, teach, inspire, entertain, or persuade. Individual pieces of content can take the form of articles, blog posts, infographics, e-newsletters, videos, cartoon drawings, animations, tutorials, podcasts, presentations and more.
The key to content marketing is to deliver relevance and perceived value. There will always be a fine line for what is perceived as relevant and valued. Many times it will come down to individual views and personal opinions, where one person may consider a single piece of content as simply promotional, and another person may see it with intrinsic value based on personal interests.
However, the principal goal should be to provide as much value as possible whenever content is delivered to influence the largest number of people within the target audience it was intended. Your content and editorial directions should reflect this.
5. Content Acquisition
As your content needs are identified, the next step will be to determine how content will be developed or acquired. Branded content isn't always original content. Content itself can be developed or acquired through three primary means. Obviously, original “owned” content is the core component in a content marketing strategy and is essential to the overall effort.
However, to provide economies of scale for balancing resources and costs, curation and aggregation techniques are often used to supplement original content. Both approaches can be used to support the overall brand effort with top-of-funnel engagements to attract and appeal to larger audiences who may not be current customers.
It should be pointed out that content curation and content aggregation is not the same thing. Curation is actually a subset of aggregation.
Content curation adds commentary and opinions to third party content to provide unique insights to establish a thought leadership position in a specific niche.Content aggregation supplements the content strategy by sourcing, cataloging and publishing third party content without commentary or added insights to provide more information on a specific business niche or topic.
Both content curation and content aggregation are vital strategic elements of content marketing. When done correctly, they create a powerful digital experience, providing valuable content to users while still expressing a brand’s core values.
Organizations routinely leverage all three components as a comprehensive publishing platform. Whether content used in the content marketing effort is original, curated or aggregated, you will need to decide how best to balance the approach to sustain your overall effort.
6. Resource Allocation
One of the last major considerations in the strategic planning process and for making a business case may be the most difficult. From the insights gathered up to this point, you will need to review the required investments in staff, resources and budgets. Based on the proposed levels for organizational adoption, the following questions should be answered.
What impact will this have on your current infrastructure?Will there be a need to add skill sets, headcount, or a dedicated team?Will there be a need for outside vendor assistance?Will the effort require specialized tools and systems?Will the current budget support the overall forecasted expense?
As you consider these final questions to determine whether there’s a business case to be made for implementing content marketing, keep in mind content marketing is not a one-fit-all concept. The levels of commitment and the approaches applied can vary based on individual organizational needs.
Moving From Strategy to Execution
If you've been successful in developing a strategy and validating a business case, you should now be ready to begin putting systems in place and building a team. Once implementation starts, your content marketing effort should continually evolve through experimentation with processes and workflow, performing tests and trials, documenting best practices, and quantifying results.
If you stay the course and follow your vision, best practices and execution efficiencies will be developed over time, which ultimately will lead to greater influence with your target audiences.
Today, more and more organizations are now adding content marketing to their marketing toolbox. The stage has been set for worldwide adoption and the discussion surrounding content marketing is not likely to abate any time soon.
Whether you choose to be ahead or behind the curve of adoption is your own decision. But there is one reality. Consumer fatigue and information overload is not a myth. It’s a fact. If your content doesn't immediately address consumer’s needs, they will in increasing numbers quickly dismiss it and move on to something else.