Amplified Content Marketing

by Michael Stuart

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What’s Your Story?

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Brand storytelling is an art and a science, and in today’s world it had better be highly strategic.

Storytelling should convey not only what a company does, but who it is, and why—as well as tap into the emotions of its readers all at the same time. 

Five steps to help tell your story

1: Authentic

Storytelling should convey who you are as a company and not only focus on what you do. Improving your brand’s story involves tapping into the power of emotions and connecting with your consumers on a personal level. Be authentic. Make your readers feel something. Feelings cultivate brand affinity.

  • Loyal customers are willing to stick with a brand even if presented with meaningful and available alternatives if they feel an emotional connection. Strong emotional connections to retailers result in 32% more store visits and 46% more money spent, according to a recent Gallup poll.
  • There are seven emotions that result in stronger sales through increased customer connections, fear, frustration, hope, excitement, anger, fear of missing out, and desire to be first. If you can tell your story in a way that makes the consumer connect with one of these feelings, a sale may be imminent.

 

2: Take a Stand

Make your storytelling demonstrate that you have a clear understanding of trends and current issues happening in your consumers’ world.

  • Quickly State the Problem: Today’s consumers are bombarded with messages; statistics show brands have eight seconds to get a consumer’s attention. If your message doesn’t resonate immediately, you’ve lost. Win your consumers over by demonstrating that you understand their challenges and can provide a solution.
  • Be Timely: What is top of mind today? Review and analyze current headlines and social trends to make connections whenever and wherever possible with your brand. Demonstrating this level of knowledge is a convincing way to engage consumers.
  • Share Your Mission: Define your brand responsibility in society. What is your corporate mission? What issues does your brand stand behind and how do you support those causes? Create communications that share the work you’re doing and publicize it via print, online, and social channels.
  • Take a Stand: Consumers are loyal to brands with a conscience and respond favorably to companies who own their truth.

 

3: Technology

Technology should be at the heart of all your storytelling efforts. From initial concept to optimizing keywords, technology can amplify your brand message across all channels. However, technology for technology’s sake is an endless road. To achieve maximum results, your technology investment in brand storytelling should include: Ease of Use: The ability to host multiple web pages, images, and conversations simultaneously, managed with a platform that lets you publish content and respond to consumer comments quickly and easily, is essential. Distribution Across Channels: Your brand needs a solution that allows you to publish across any channel. Consumers want to hear from brands where and when they want, so if you aren’t delivering your message on their desired device at the time they want it, your brand isn’t maintaining consistent user experience. Measurement Tools: Successful marketers understand the importance of analyzing how and where content is consumed. A key to your success is adjusting content accordingly when measurement tools report that certain communications are underperforming.

 

4: Change

Marketers and content contributors have to master different channels and content as new devices are introduced. Each channel comes with its own set of rules for display experiences and mastering those techniques is essential. Make sure that the quality of your communications doesn’t diminish when published across various channels. Don’t be afraid to try new forms of content. The written word is just one of many ways brands are creating emotional connections with consumers. Videos and images can also be powerful communication tools that resonate.

5: Stats

Your brand story is always a work in progress and it’s important to measure the success/reach of each component to discover which topics, types, and channels perform best. Pay attention to all the specifics you can: bounce rates, social metrics, conversions, leads, etc. Are you analyzing things like the number of visits, sessions, channel-specific traffic, and any other metrics that are important to your particular business?

You have a big opportunity to inspire consumers through effective storytelling and complementing this with the right technology is key to success. Implementing these tips will help you build stronger consumer relationships and increase engagement.

Source: econtentmag.com

What’s Your Story?

Curated by

Brand storytelling is an art and a science, and in today’s world, it had better be highly strategic.
 
Storytelling should convey not only what a company does, but who it is, and why—as well as tap into the emotions of its readers all at the same time.
 
 
 
Five steps to help tell your story
 

#1: Authentic

Storytelling should convey who you are as a company and not only focus on what you do. Improving your brand’s story involves tapping into the power of emotions and connecting with your consumers on a personal level. Be authentic. Make your readers feel something. Feelings cultivate brand affinity.
 
  • Loyal customers are willing to stick with a brand even if presented with meaningful and available alternatives if they feel an emotional connection. Strong emotional connections to retailers result in 32% more store visits and 46% more money spent, according to a recent Gallup poll.
  • There are seven emotions that result in stronger sales through increased customer connections, fear, frustration, hope, excitement, anger, fear of missing out, and desire to be first. If you can tell your story in a way that makes the consumer connect with one of these feelings, a sale may be imminent.
 
 

#2: Take a Stand

Make your storytelling demonstrate that you have a clear understanding of trends and current issues happening in your consumers’ world.
 
  • Quickly State the Problem: Today’s consumers are bombarded with messages; statistics show brands have eight seconds to get a consumer’s attention. If your message doesn’t resonate immediately, you’ve lost. Win your consumers over by demonstrating that you understand their challenges and can provide a solution.
  • Be Timely: What is top of mind today? Review and analyze current headlines and social trends to make connections whenever and wherever possible with your brand. Demonstrating this level of knowledge is a convincing way to engage consumers.
  • Share Your Mission: Define your brand responsibility in society. What is your corporate mission? What issues does your brand stand behind and how do you support those causes? Create communications that share the work you’re doing and publicize it via print, online, and social channels.
  • Take a Stand: Consumers are loyal to brands with a conscience and respond favorably to companies who own their truth.
 

#3: Technology

Technology should be at the heart of all your storytelling efforts. From initial concept to optimizing keywords, technology can amplify your brand message across all channels. However, technology for technology sake is an endless road. To achieve maximum results, your technology investment in brand storytelling should include:
Ease of Use: The ability to host multiple web pages, images, and conversations simultaneously, managed with a platform that lets you publish content and respond to consumer comments quickly and easily, is essential.
Distribution Across Channels: Your brand needs a solution that allows you to publish across any channel. Consumers want to hear from brands where and when they want, so if you aren’t delivering your message on their desired device at the time they want it, your brand isn’t maintaining a consistent user experience.
Measurement Tools: Successful marketers understand the importance of analyzing how and where content is consumed. A key to your success is adjusting content accordingly when measurement tools report that certain communications are underperforming.

 
 

#4: Change

Marketers and content contributors have to master different channels and content as new devices are introduced. Each channel comes with its own set of rules for display experiences and mastering those techniques is essential. Make sure that the quality of your communications doesn’t diminish when published across various channels.
Don’t be afraid to try new forms of content. The written word is just one of many ways brands are creating emotional connections with consumers. Videos and images can also be powerful communication tools that resonate.
 
 
 

#5: Stats

Your brand story is always a work in progress and it’s important to measure the success/reach of each component to discover which topics, types, and channels perform best. Pay attention to all the specifics you can: bounce rates, social metrics, conversions, leads, etc. Are you analyzing things like number of visits, sessions, channel-specific traffic and any other metrics that are important to your particular business?

 

You have a big opportunity to inspire consumers through effective storytelling and complementing this with the right technology is key to success. Implementing these tips will help you build stronger consumer relationships and increase engagement.
 
Source: econtentmag.com

Artificial Intelligence For Marketing

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Artificial Intelligence For Marketing

The ways that businesses operate today is not the same as 30 years’ ago. Today, businesses operate based off data-driven reasoning. With that, one of the most effective means to generate revenue growth is through marketing. Now, if a company wants to take their success to new heights, they need to begin using AI for marketing. Here are five reasons behind how AI marketing can transform your marketing efforts.


Artificial intelligence marketing provides a set of tools and techniques that enable behavioral targeting.
  • Behavioral targeting comprises a range of technologies and techniques used by online website brands, publishers and advertisers aimed at increasing the effectiveness of marketing and advertising using user web-browsing behavior information. In particular, “behavioral targeting uses information collected from an individual’s web-browsing behavior (e.g., the pages that they have visited or searched) to select advertisements to display”. This activity extends to behavioral marketing by using that same browsing behavior to prompt relevant email and onsite messaging to users and consumers.
  • When a consumer visits a web site, the pages they visit, the amount of time they view each page, the links they click on, the searches they make, and the things that they interact with, allow sites to collect that data, and other factors, to create a ‘profile’ that links to that visitor’s web browser. As a result, site publishers can use this data to create defined audience segments based upon visitors that have similar profiles.
  • When visitors return to a specific site or a network of sites using the same web browser, those profiles can be used to allow marketers and advertisers to position their online ads and messaging in front of those visitors who exhibit a greater level of interest and intent for the products and services being offered. Behavioral targeting has emerged as one of the main technologies used to increase the efficiency and profits of digital marketing and advertisements, as media providers are able to provide individual users with highly relevant advertisements.
  • On the theory that properly targeted ads and messaging will fetch more consumer interest, publishers can charge a premium for behaviorally targeted ads and marketers can achieve
  • Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics or contextual web page content (list of Facebook’s “Detailed Targeting” options). Many practitioners also refer to this process as “audience targeting”.
Major advantages of Behavioral marketing are that it will help in reaching surfers with affinity, reach surfers that were not exposed to a media campaign, contact surfers close to conversion and in reconnecting with prospects or customers.
Other uses for using AI with Marketing :
Reference Links:

Three steps to great Influencer Marketing

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Influencer marketing delivers results with a great ROI, yet many small businesses don’t know how to proceed.

The two main areas of your marketing strategy that work in sync with influencer marketing are content and social media. Content A lot of influencer marketing campaigns will involve creating content in partnership with an influencer. This may mean creating something together or one of you creating content for the other’s platform. Social Media Most campaigns also have a heavy social media component. Influencer campaigns often involve them sharing certain content or participating in a campaign, such as using its branded hashtag.
1: Identify the Right Influencer
Most marketers find the biggest challenge is to identify the right influencer(s) for their brand.
Identifying the Right Influencer
Favorite tool BuzzSumo provides a list of influencer(s) with stats to showcase the content and level of influence.
KPIs | Use the right metrics to find the best influencers
  • Relevance – Does the influencer have a voice with your audience?
  • Content – Can the influencer create authentic and engaging content to promote your brand? Can you provide content?
  • Engagement – Can the influencer effectively engage their audience?

2: Measuring ROI
Keep track of the content each influencer creates for your brand. Analyze reach, views, clicks, engagement, and conversions. Define performance metrics that measure the ROI of your campaigns and understand which results influencers drive.

3: Engaging Influencers
it’s challenging to communicate with all the influencers you want to reach out to. Research the best influencers and find out what their values are, then how they interact with their followers.


Connect and engage influencers with the right content
Monitor influencer activity and understand influencer interests. The right influencer marketing tools can help.
Sources: Business2community and Econsultancy

Top 12 Landing Page Benefits

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A landing page is a webpage made to convert visitors to customers by a specific marketing campaign. Landing Pages increase the conversion rates of campaigns run in online medians like: Display networks, Social Media, Content Marketing and Email Marketing



Top 12 Landing Page Benefits

  1. Customization Landing Pages allows you emphasize different aspects of your offer to targeted audience segments.
  2. Focus Simplify navigation to guide visitors to a desired response.
  3. Efficiency Use more efficient language on Landing Pages with a clear call to action.
  4. Branding Use a noticeable and easy to remember domain to communicates the name of the product or its benefits.
  5. Control Use tools to manage campaigns and Landing Pages that integrate into your workflow and CRM with an API hub like Zapier.
  6. Focus on Keywords Multiply the presence of your company in the search results with keyword specific domains.
  7. Agility You create Landing Page A/B tests to gauge effectiveness and incrementally improve results over time.
  8. Flexible Continuously improve landing pages based on the results of A/B tests.
  9. ROI The ROI of your campaign increases with conversion rate.
  10. Cost building a landing page it is a low cost simple task today and it is easy to justify the cost
  11. Personalization Adapt marketing campaigns for a specific products, promotions or services.
  12. Lead Generation Ask for more information over time to personalize future content and promotions.