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Posts from the ‘Branding’ Category

Contently – How to Solve the 5 Most Common Brand Awareness Problems

 

 

 

By Felicity Blance

January 29, 2019

When you’re thirsty, do you order a soda or ask for a Coke? If you have a cold, do you ask for a tissue or a Kleenex? Sometimes a product gets so popular that the brand name becomes synonymous with whatever it’s selling. This is brand awareness in action.

Brand awareness can seem like a vague force that’s hard to measure. But just because it’s trickier to track than a sale or a conversion doesn’t mean spreading awareness is without value. Building your brand through top-of-funnel content establishes a connection with a new audience. It can even change the way the existing audience perceives you.

Without that awareness foundation, it’s harder to achieve other goals down the marketing funnel. Why would someone buy something from you if they have no idea who you are?

At Contently, we wanted to get a better understanding of the biggest brand awareness challenges, so we turned to our own customers to find out more. When we set down to review the data, the same few challenges popped up over and over. Here’s how you can address them before they hurt your marketing efforts.

See full story: http://ow.ly/yXrB30nx2UK

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MarketingProfs – A Brand Storytelling Framework From Rudolph the Red-Nosed Reindeer

 

 

 

By Ann Handley
December 20, 2018

The beloved American children’s classic Rudolph the Red-Nosed Reindeer was published in 1939 by the Montgomery Ward department store. So it’s tempting to think of it—like Campbell’s Green Bean Casserole—as yet another lasting piece of seasonal content marketing.

Except Rudolph is so much more than that. Journalist Roy Peter Clark looks at what he learned about writing and storytelling from Rudolph. When we look at it through a marketing lens, too, it’s also a handy framework for telling our own brand stories.

(Of course, you can also look it through a woke 2018 lens, because the story of an adolescent deer who was shamed and bullied until he had something everyone wanted is problematic, when you think about it. But that’s a story for another website.)

First, a quick recap of the plot for those who don’t know the story (or those who need a refresh):

  1. Rudolph is a young buck born in the North Pole with an unusual superpower/value proposition: a glowing red nose. He’s mocked by his peers; his flight coach casts him out of the squad; his parents are ashamed. Only a hot young doe named Clarice shows him any kindness.
  2. Then one foggy Christmas Eve, the fog as thick as pea soup threatens to ground Santa. As a cranky Santa delivers his plan to cancel Christmas, he’s annoyed by the glow of Rudolph’s bright nose. At which point he realizes that Rudolph is the perfect lead for his reindeer sleigh team.
  3. “You in?” Santa asks. “Sure,” Rudolph says. He saves Christmas for Santa and for children worldwide.
  4. Rudolph becomes the celebrated hero and gets a song, animated TV special, movie, franchise deal, and verified Instagram account. (Just kidding about that last one.)

There are other details, but that’s the gist. So… what’s that have to do with marketing?

Well, let’s break it down.

See full story: http://ow.ly/FlQG30n3SlY

MarketingProfs – New and Exciting Ways Brands Are Using AI on Social Media

 

 

 

By Paul Herman
November 26, 2018

Artificial intelligence (AI) may not take down the human race like it does in the movies, but it is primed to change the world as we know it. The true impact of AI has yet to be felt, but it’s no longer just movie magic… it’s reality.

There are real implications and benefits to its use, and marketing will be one of the many disciplines affected the most: 47% of companies agree that those who don’t invest in AI are at risk of being pushed out by competitors, according to Forbes Insights.

For Marketing, this evolving technology will open doors for automating processes and delivering more personalized experiences across platforms—including ones we haven’t even dreamed of yet.

Fully 60% of enterprise marketers said they plan to use AI in their content marketing this year, and 32% said marketing technologies must integrate AI into their workflow, according to a recent report from martech company BrightEdge. They voiced that AI would help them gain a better understanding of their customers, increase productivity and save time, and create better performing content.

See full story: http://ow.ly/GRl330mMdd7

Forbes – How To Give Your Business A Social Media Makeover For The Year Ahead

 

 

 

By Adrian Fisher

February 13, 2018

Today, having a social media presence is as important as having an informative website. Many companies have increased customer engagement and even generated new leads by regularly posting engaging and educational content across their social media platforms. However, it can take a lot of time and creativity to maintain several engaging social media platforms at once. So how can you improve your company’s social media presence?

No matter which platform you use, the No. 1 tip to remember for maintaining a social media presence for your business is to be consistent. For example, if you usually post pictures on Instagram three times a week, don’t suddenly drop off the map or starting posting twice a day.

If your social media presence has been inconsistent recently or has just fallen off your radar altogether, here are five tips to refresh your company’s social media for the new year.

See Full Story: http://ow.ly/eNWz30ipd8h

Content Marketing Institute – 4 Unconventional Ways to Promote Blog Content on Social Media

 

 

 

 

By David Zheng

February 5, 2018

Remember when you could write an amazing blog post, paste the link with a featured image, and hit share on social to see your web traffic grow?

The same old content promotion tactics don’t work anymore. With organic reach rapidly declining on social media, you need new ways to effectively promote blog content without paying for it.

In this post, I’ll walk you through four effective and unconventional ways to promote your blog content on social media without paying for it.

Let’s jump right in.

See Full Story: http://ow.ly/pZu930idDRL