Is print dead? Perhaps we are simply witnessing a Darwinian evolution of the print species. The question is, what strategy makes a publication survive and can it be adopted by the weaker?
Brands are learning now that to connect with consumers, they must publish content. Some are really pushing that concept and have become media powerhouses.
When brands band together, multidimensional stories emerge. Each brand needs to understand what it brings to the main story and to its more focused story. Strong partnerships create efficiencies. A brand gets more bang for the buck and garners a more engaged audience by letting consumers choose to see what they want to see behind the curtain.
Many brands have been creating content and have an arsenal on various social media platforms. Those brands should now be looking to evolve that content or the platforms on which it resides to maximize the investment and realize its potential.
Blogger and brand relationships can be tricky to navigate. Oftentimes brands choose to sample products and donate items to bloggers for feedback, reviews, exposure — only to find that nothing comes of it or that the response was not favorable. Bloggers want to remain editorially sound, which means that brands looking to crate meaningful relationships with bloggers need to have a definitive strategy and dedicated resources who are focused, disciplined, and track against concrete goals. Recently I’ve seen a few examples of how blogger and brand relationships have evolved and become more meaningful initiatives.
As a first-time attendee of the International Home + Housewares Show in Chicago, I was immediately enthralled by the breadth of offering from inventive manufacturers looking to build diverse product offerings at retail.
Consumers spend a lot of money when buying a home, so how can brands get into their consideration set right from the beginning of a home build or purchase project?
Pintrest.com is generating a lot of interest and has even been sited as a leading traffic generator to retail sites, surpassing Google+ and growing at leaps and bounds. If it is the new coveted platform for gathering images based around topics of interest, then why did Tiffany’s decide not to use it for their “What Makes True Love” campaign but rather relay on their own platform?
Andrew Davis, Chief Strategy Officer for Tippingpoint Labs, answers the question: “What’s the difference between content strategy and content marketing?”
Taking the concept of a white paper to a whole new level, eBooks are a great medium for sharing complex thoughts, processes, or ideologies in an exciting and engaging format.
It can be very tempting to share what you think is important, but you can’t force a story to be consumed by the masses.
Andrew Davis, Chief Strategy Officer for Tippingpoint Labs, answers the question: “How can I make my content more relevant to my target audience?”
Tippingpoint Labs is featured in David Meerman Scott’s latest book: Real Time Marketing & PR. A while back, we interviewed him about the value of producing high quality, relevant, and frequent content online.
One great way to build relationships is not by knocking on doors but, rather, by opening your own. Reach out to the people you want to build relationships with and involve them in the creation of content that speaks to them and to their audience.
CHALLENGE: Position Tippingpoint Labs as a thought leader in the new media space. SOLUTION: Write a controversial post about competing sites with growing popularity. Going out on a limb is occasionally fruitful.
Recently, we’ve been exploring the notion of Media Modality — the idea that different media entail different ways of reading and processing information. Any reader or processor of information is going to approach various media with different expectations. They will also think differently about the information they process.
In order to market in a medium you need to speak its lingo. Below, I’ve broken learning the lingo down into 5 easy-to-follow steps.
The democratization of knowledge is a real phenomenon — thanks to the internet. Your company should be playing on this field in a big way. You should be mining your entire workforce for content and promotion. Don’t close your employees off from social media, empower them to do social media right.
The fact that the audience of the internet is referred to as “users” shows how interactive the medium is. With this in mind, user-generated content and user interaction contribute greatly to the overall engagement and retention of visitors and potential customers.
We were recently asked how we would craft an online content strategy if we only had 40 hours a month to do it. It’s an interesting idea. The most important thing is identify, identify, identify.
Qwest has a dedicated team at socialmedia.qwest.com — not at TalktoQwest.com where it should at least also be — whose mission, according to the CEO is “Listening to and understanding our customers so completely that we deliver a total customer experience that exceeds expectations.”
What does this crack team of social media experts do? They listen and understand.
Social media sites are growing. Content is being created, and consumed, at an incredible rate. Attention spans are short, and if the beast doesn’t like what’s on offer, it will move on. Only the best content will be remembered. How do you give it what it wants?
Bill Cosby, Michael J. Fox, and Ted Danson turned NBC into a powerhouse during the ’80s with their Thursday night lineup. The Cosby Show at 8PM, Family Ties at 8:30PM, and Cheers at 9PM became a regular staple in homes across the country. The ratings were huge and it got television executives talking about a phenomenon where the audience would expect shows at a certain time and they would rearrange their schedules around them in order to tune in. They called it “Appointment Television.” The most loyal of fans would make a habit out of watching the shows because they knew when and where to
This week on The Tipping Point podcast we strike out in a new direction and experiment with a new format. Traveling to Las Vegas with Andrew Davis, on vacation with Eric Sagalyn, and into the past with Jim Cosco. Featured: Zappos Headquarters; an interview with Eric Sagalyn on Twitter, WordPress, user experience, daddy blogging and more; and John Quincy Adams on Twitter (Readings by David Cutler from Eat Media and Jason Tarre)
Ask these five questions as you consider working with any social media ‘expert’ — the answers will give you the necessary insight to judge any social media strategy.
Indium Corp.’s corporate blogging strategy is extremely effective because it provides highly targeted, valuable content to potential customers in their very niche industry. By understanding Indium’s customers, marketing communications director Rick Short has developed a comprehensive social media campaign that’s producing great content and even better results.
Today’s social media strategies are heavy on the social and light on the media. It’s mostly about getting on a site and getting followers. Or responding to every mention of your company. It’s only a fraction of the overall picture of what social media ought to be.
Whether you’re a social media agency or not, your company should be producing content that reflects your goals and supports your claims. Period.
There is so much well-produced video online today that people’s expectations are high. You don’t want to be the Cable Access Channel to your competitors’ MTV.
Telling a great story does you little good if people don’t read it, watch it, or listen to it. Make your content more reader-friendly and get more action on your content.
Satisfying your audience’s appetite for your content can be as simple as following these three basic guidelines:
Today, we’re focusing neither on the value of Twitter nor what you can do with it. Instead, let’s take a look at how you should be using it for maxium efficiency.
As Twitter is in the escalation phase, you shouldn’t be spending a lot of time thinking about it or using it. You should only be spending 15% of your time marketing on all escalation-phase platforms combined.
The Galilean Model is a conceptual framework for understanding your brand’s place in the internet as a whole. Search is at the center of the web and you have to participate outside of your dotcom to engage consumers.
By creating something that will resonate with your consumer-base, you hook them in. By enabling and making it easy for them to share it, you build links and drive traffic. This is the process that SEO attempts to mimic.
If you are spending money on SEM/SEO and focused on traffic targets rather than conversion rates — STOP. Gone are the days when you could expect to drive hordes of traffic to a landing page and hope that something would happen. No matter how you look at it, if you want sales to increase, you have to get rolling with content experimentation.
The art of storytelling has been around since the dawn of humankind for good reason — people love to be engaged and entertained. The essence of good content often falls back on a good story. Keep these five hallmarks of good stories in mind the next time you set out to produce effective content.
Smart marketers should perk up and recognize another indicator of shifting consumer behavior. Empowered digital consumers are going around, not through, major brands. Sellsumers are highly engaged, savvy content creators changing the marketplace.
Once you have a strategy nailed down, you need a content creation process or, as we call it, a Content Engine. The Content Engine equates to the actual tactics employed in carrying out your overall strategy — it’s the way you plan, coordinate and generate your content.