Brand Strategy

/Brand Strategy

Sponsored Content vs. Branded Content – They’re the Same, Right?

Despite common misconceptions, sponsored content and branded content are not interchangeable terms. Each marketing tool produces different results and has defining characteristics—namely, who the content is produced by and where the content is published. While both forms of content can be valuable additions to your content marketing strategy, understanding the following five differences between the two will allow you to pinpoint which form best caters to your needs. 1. Where the content is published Sponsored content takes the shape of its environment, whether that be a newspaper, magazine, video, blog or social media platform. For example, The New York Times publishes [...]

By | 2017-11-27T14:44:49+00:00 November 27th, 2017|Categories: Brand Strategy, Content Marketing, Digital Marketing|

Branding Techniques for Unsexy B2B Businesses

So, your business isn’t selling the next hot consumer product, isn’t based in a big city and isn’t scaling up rapidly. The office doesn’t have a ping-pong table, or cereal bar or a CEO flaunting a hoodie. Regardless of whether you provide financial services or manufacture widgets, that’s not an excuse for bland or dormant branding. The grit and skill needed to thrive in business isn’t enough to elevate your brand above the sea of competitors offering similar services at similar costs. Especially in unsexy, B2B industries, branding can differentiate a business. Yet, B2B businesses are the biggest offenders of [...]

By | 2017-10-10T15:02:00+00:00 October 10th, 2017|Categories: Brand Strategy|Tags: , , |

5 Steps to Gain Executive Buy-In for Your Content Marketing Strategy

Having management support is crucial for your content marketing strategy. Without it, you’ll find yourself running into barriers that will certainly impede the success of your marketing efforts. These hurdles may make it challenging for you to: Secure a budget and resources Get cooperation from internal partners to provide information Gain enough runway to experiment, learn from mistakes and make improvements Ensure company influencers will share and promote content To avoid these corporate roadblocks and secure executive buy-in, you should present your content marketing initiative in a strategic way. For this, you will need to embrace your inner salesman. Here [...]

The Long and Short of Creating Short-Form Video

Short-form video is an excellent marketing tool that helps you connect with your customers on a more personal level, while delivering all the information they need in 60 seconds or less. By 2020, video is expected to account for 79% of global internet traffic, which means there’s no better time to start producing marketing videos than now. In order to create greater awareness for your products and services, generate new leads and retain existing customers, you’ll need to be able to quickly produce short-form videos. In this post, we’ll discuss what equipment and knowledge you should have to produce quality [...]

6 Tactics Your Content Marketing Strategy is Missing

But as many businesses are hastily jumping on the bandwagon as a quick way to increase traffic and sales, their content marketing strategies are often lacking several critical elements: 1. Getting to Know Your Target Audience One of the first, and most important, steps to creating a sold content marketing strategy is defining your target audience. A great way to do this is by creating a persona, which is a composite of who you are targeting. It may include such things as job title, job function, primary job needs/challenges, gender and education level. With personas, businesses can more strategically [...]

By | 2017-01-23T18:30:32+00:00 September 3rd, 2016|Categories: Brand Strategy, Digital Marketing|

Three Tips for Creating a Powerful Brand Strategy

A company’s brand is much more than its name, logo, colors and tagline. It’s the promise you make to your customers and a representation of the day-to-day interactions of your business. For example, Apple Inc., one of the world’s largest companies, has a branding strategy that focuses on simplicity and the removal of complexity from people’s lives. Branding is very important to a business, as the process aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. An effective brand strategy gives an entity an edge in competitive markets. Strong branding can [...]

By | 2016-11-17T14:29:45+00:00 June 17th, 2015|Categories: Brand Strategy|

Four Tips for Rocking Your Next Event

Last week’s 30th Annual Rock and Roll Hall of Fame induction ceremony brought together a slew of musical talents to celebrate the induction of prominent musicians and bands such as Ringo Starr, Joan Jett and Green Day. With big-name celebrities, live performances and a rocking venue, it’s easy to feel intimidated by such large-scale, highly anticipated events. But planning a successful, star-studded event is more feasible than you might think. Here are four tips on how to rock your next event: 1. Determine a Specific Objective Any successful event requires a specific objective, whether it’s launching a new product, [...]

By | 2016-11-17T14:29:34+00:00 April 28th, 2015|Categories: Brand Strategy, Marketing Communication, Media Relations|