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.
Our concept of brandscaping encourages complementary brands to unite in order to amortize content creation costs and realize greater reach through multiple points of distribution. What about the companies that produce a varied assortment of products, like Unilever or P&G? … Continued
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.
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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?”
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.
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.
What do you want to accomplish with your next microsite? Can you accomplish the same goals with lower risk by using an established channel first?
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
In Pay no attention to that man behind the curtain, we discussed the trend of creating behind-the-scenes content, and we cited some great examples, including Ford’s CEO using Twitter, the making of a commercial for Sony Bravia, and Nokia’s conversations … Continued
Consumers are curious, and their appetite for content is insatiable. Feed them more than just your most polished and practiced marketing communications. Pull back the curtain.
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.
Whether you’re a social media agency or not, your company should be producing content that reflects your goals and supports your claims. Period.
While Twitter and Time Magazine hail Twitter as the next big thing in social media, I think that not only is this premature, it might be just plain wrong. There are already signs that attrition is on the rise at Twitter as users struggle to find value in the content.
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.
Twitter is most certainly a sensation – is it a fad? Who knows… but it’s intriguing.
Each month on The Tipping Point we pick a theme for our podcasts. So in our May podcasts, we took a good look at Twitter. We didn’t cover what it is or what it does – there’s plenty of that out there. Instead, we dove deep to bring you: May in the Twitterverse.
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.
Hundreds of channels but there’s nothing on
The site began as a social experiment in something co-founder (and namesake) Justin Kan referred to as Lifecasting or broadcasting his life live on the web, 24/7. That experiment lasted a few months and the site has come a long way from this. After adding hundreds of lifecast channels the site was opened up to the public in late 2007 moved on from experimentation and entered gestation phase.
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?
As a strategist at an online content marketing agency I’m constantly asked to recommend the most effective online distribution channels. Unfortunately, there’s been no easy way to answer this question. However, over the next couple of posts, I hope to … Continued
As part of Tippingpoint’s Online Content Marketing strategy, we’ve keyed in on defining valuable content. For each distribution channel (YouTube.com or Flickr.com) or web platform (blog, photostream, e-zine, email newsletter), we define valuable content as the creation and distribution of … Continued
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