branding

Branding strategies are essential for every business and often for individuals too.  What is a “brand”?  A brand is the picture of your company formed in the mind of customers and potential customers.  Too many mistake a logo for a brand. We present articles on brand strategies and tactics here.

Five Key Aspects to Consider for Killer Content Strategy Creation

Content strategy is a critical component to the success of your online marketing strategy. This blog post is the first in a series of articles where we will discuss successful content strategy tips for the modern marketer of the future. 


Content Strategy Creation

We all know high-quality content is key for success, but what good is this content without a proper strategy in place?

Content is the key element to every online marketing activity. From social media and paid advertising, to blog marketing, email marketing, and SEO – all of these online marketing activities require high quality content in order to produce results. In fact, Demand Metric conducted a study that shows an amazing 78 percent of Chief Marketing Officers (CMOs) believe custom content is the future of digital marketing.

However, high quality content marketing is only one piece of this intricate marketing equation. In the ever-evolving world of online marketing, a business needs to conduct significant research and focus on the development and execution of a winning content strategy to reach its goals.

We would like to introduce you to five key aspects you need to consider when creating a killer content strategy for success. Each one of the following aspects will be expanded upon in individual blog posts to follow.

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Branding Strategy for Content Marketers

I met two authors, one a branding expert, and the other a social media consultant at the Content Marketing Strategies Conference 2013 where I spoke about marketing with Google+ (link to my slides).  I read both their books and had a chance to pull out some key take-aways for you on the plane ride home.  In this post we’ll look at some key insights about branding strategy for content marketers.

First up is Maria Ross (I’ll be back with notes about Social Media tactics and a related book next week), a branding expert and consultant who has written a book at once both accessible and thoughtful.  Maria owns Red Slice, a brand and messaging consultancy, and her book, “Branding Basics for Small Business” delivers on the subtitle’s promise to help you learn “how to create an irresistible brand on any budget”.  I’ll give you a list of key take-aways and tell you an insight Maria gave at the conference, but first a question:  As you look at the following business page “cover” image for our client, Provider Advantage, on Google+, can you tell clearly what their “brand” on that social venue might be?

Revenue360 on Google Plus

Above is the “cover” image for our client, Provider Advantage, on Google+. For this business page, we have chosen to feature it’s flagship software product logo — Revenue360.

Branding Basics by Maria RossIf you answered either “Revenue360” or “Provider Advantage”, you are only partially right. An actual brand is (more…)

Internet Marketing Principles of the Mad Men: Part I

Back  in the day, giants like Leo Burnett, David Ogilvy and William Bernbach blazed a creative trail that made imaginative magic out of printed paper. What can they teach us that may be applied to internet marketing today?

So what makes for a great print advertisment (and what does that have to do with internet marketing principles anyway?)

Some years ago, Philip Sawyer, then of Roper Starch Wordwide, prepared a gem called The Ten Priciples of Effective Print Advertising. In short his principles were/are: (more…)