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?
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.
Big brands often pave the way in marketing and smaller companies try to ride the wave or emulate on a smaller scale. However, recently there have been examples of marketing initiatives executed on by big brands that are easy for a small brand to replicate and build upon. The Gap Styld.by campaign is a great example, as is Neiman Marcus’ outreach for a fashion photographer at SXSW. But, let’s try it with Comic-Con.
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?
Stacy DeBroff, CEO of Mom Central Consulting, on how companies should approach amateur influencers and what that can mean to their bottom line.
Andrew Davis explains how one company spent $52,000 to convert just one brand advocate with their recent television campaign.
Bernie Borges, SEO expert and author of Marketing 2.0, on how content marketing can work in the Business to Business arena.
David Meerman Scott, author of Real-Time Marketing and PR (featuring Tippingpoint Labs) talks about strategies for publishing a successful eBook.
Andrew Davis, Chief Strategy Officer at Tippingpoint Labs, explains how your dot com relates to the rest of the web.
Joe Pulizzi, founder of content marketing blog Junta42, talks about strategies for publishing a successful eBook.
Andrew Davis, Chief Strategy Officer at Tippingpoint Labs, explains the importance of finding your niche using the phenomenon of Fish TV.
Andrew Davis, Chief Strategy Officer for Tippingpoint Labs, talks about why it sucks that CMOs use web traffic data to determine their success online.
Diane Hessan, President & CEO of Communispace tells Tippingpoint Labs how online interaction can lead to offline action.
Andrew Davis, Chief Strategy Officer for Tippingpoint Labs, answers the question “Why should I just be giving away my great content for free?”
Andrew Davis, Chief Strategy Officer for Tippingpoint Labs, answers the question: “Does online content marketing work for B2B companies as well as B2C companies?”
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.
I’ll be honest, it’s not always easy to convince VPs and CMOs that digital content marketing is much more effective than mass reach ad spends. It can be daunting to reverse the course of traditional thinking. However, if you’re armed with real-world examples, you’ll probably be more successful.
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.
It’s hard to believe that it’s been 18 years since Bruce Springsteen lamented that there were “57 channels and nothing on.” Back in 1992 when the song was released, such a huge cable lineup was unfathomable, and the frustration he experienced trying to navigate the sudden increase of content caused the Boss to write that he bought a .44 magnum to blow away his television– Elvis style.
Today, when you consider the explosion of content online, 57 channels seem as limiting as choosing between french fries or mashed potatoes. Consider the statistics offered by social media think tank, Socialnomics.
* You Tube hosts more than 100 million videos.
* Users post 153 articles to Wikipedia per hour.
* There are over 200 million blogs and more than 54% of bloggers post new content or tweet daily.
* Hulu went from 63 million streams to 373 million total streams in one year.
* Facebook users share more than 1.5 million pieces of content every day.
That’s a lot of content, too much to navigate on your own. So how will one navigate content online? The same way we do offline world– we’ll get referrals.
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.
If you’re creating great content, there’s no point in trying to trick people into consuming it. Distraction is one type of attention, while engagement is quite another.
Your most targeted promotion will be directly through your personal network. Interpersonal content promotion is more likely to result in a conversation through comments or an e-mail exchange. You may even invite contacts to participate.
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.
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.
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.
You’ve probably noticed that the TippingpointLabs.com interface has changed. This current deployment is part of our perpetual makeover. Please let us know what you think by commenting below. Design, navigation, user experience, feature enhancements, whatever tickles your fancy. Or comment on where the … Continued
The big three are scrambling to supply services that address this newest evolution. PR and Advertising are offering interactive. Interactive is claiming that advertising is dead. All are offering social media.
Microsoft has spent a reported $100 million to launch their new ‘decision engine’ Bing. I can appreciate their desire to go big with this product launch, but in the process they really dropped the ball on some great opportunities (and some alternatives). Yes, I am talking about the basics of content marketing.
Eighty percent of you business is going to come from twenty percent of your customers. So concentrate on quality traffic. Don’t invest in attracting everybody to your site with SEM or affiliate marketing, invest in cultivating lower volumes with higher engagement.
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.
You have a marketing story to tell. You’ve created valuable content. You’ve repurposed it into various formats, and you’ve exercised the foresight to create quality assets that you can repurpose infinitely. Now give it away.
Creating valuable content is vital in marketing online today. But when you’re putting all this content out there without substantial feedback, how do you know if it’s valuable?
Anyone who’s met me in the last six months has heard about 12seconds.tv. I’ve also been writing about it recently, here and here. I was intrigued on Friday when I heard that 12seconds debuted a new functionality designed to push video ads to Twitter and elsewhere. After checking out the functionality and watching some of the ads, I’m slightly disappointed.
I read a wonderful article this morning in Mass High Tech magazine. The author, Denise de Murcie a former journalist and now brand manager, wrote a piece in the February 6th issue of the magazine entitled The Lines are Blurring Between Branding and Journalism.