Posts Tagged ‘Content Trends’

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IMN Shares Insights From Inspiring #IFA2015

By on February 27, 2015   /   Content Marketing, Franchise   /   Comments Off on IMN Shares Insights From Inspiring #IFA2015

Recently, IMN attended the International Franchise Association’s 2015 Convention (Feb. 15-18). The convention represented hundreds of franchises from around the world. IMN’s mission at #IFA2015? To connect with franchisors and discuss technologies and strategies to help them better connect with consumers. Mark Born, sales manager for IMN’s Banking, Financial Services, and Franchise solutions, noted franchisors have similar concerns with their digital marketing efforts as their counterparts in the automotive industry might: “Digital marketing—and the results it can drive—is at the forefront of minds in the franchise industry. It’s becoming more and more apparent that a ‘spray and pray’ approach to digital marketing is no longer effective. Many franchisors now are looking to content marketing as a solution for personalized, segmented digital marketing that drives profitable customer action.” Want to know more about the IFA convention? Check out IMN’s news release. Sneak Peek: New Blog Series for Franchises In light of Mark’s discovery, we want to dedicate our next blog series to you, dear franchisors and franchisees. One of IMN’s strengths as a company is how we apply our knowledge of […]

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Content Marketing 101: 3 Strategies for Delivering Better Content

By on October 23, 2014   /   Content Marketing, Featured   /   Comments Off on Content Marketing 101: 3 Strategies for Delivering Better Content

Search “content marketing” on Google and you’ll get nearly 19 million results. Article topics range from definitions and examples to industry trends and tools. The number of choices and options available are overwhelming. Every day we help marketers from a variety of industries. We know a “one size fits all” content marketing program doesn’t exist. So we’ve broken down the top three strategies content marketers use to deliver better content to help you find the best strategy for your brand.   Create content         If your mind buzzes with new ideas and you love to collaborate with creative people, you probably want to try creating content for your brand. After all, digital tools and technology have made it easier than ever before to write, publish, and share content with an audience. But to create better content, you need to keep a few things in mind: Define your audience. Imagine this scenario: You ask a friend for details about his daughter’s birthday party. But he only wants to talk about the great deal he got on the birthday […]

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Content Marketing 101: Champions of Better Content

By on October 16, 2014   /   Content Marketing, Featured   /   Comments Off on Content Marketing 101: Champions of Better Content

Successful content marketers know that better content requires hard work, smart strategy, and creative ideas. They’re focused on the editorial mission, not sales. Above all, they have an attitude of service to their audience. It’s not easy to be successful in content marketing. In fact, only 20 percent of respondents in our Annual Content Marketing Survey think their current content marketing efforts position them as a thought leader in their industry. Respondents widely believe content marketing is important, and nearly half think they need to improve their efforts to truly be a thought leader. Previously we identified some big obstacles content marketers face in executing successful content marketing programs. Now we’ve gathered some of our favorite fighters in the battle to produce better content. Let these “Content Marketing Champions” inspire and challenge your current content marketing efforts.   Volvo: The Epic Split Last November, Volvo released a YouTube video starring Jean-Claude Van Damme and the “stability and precision of Volvo Dynamic Steering.” Van Damme didn’t talk about steering – he did “the most epic of splits” while straddling two Volvo […]

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Content Marketing 101: What Are Obstacles to Better Content?

By on October 9, 2014   /   Content Marketing, Featured   /   Comments Off on Content Marketing 101: What Are Obstacles to Better Content?

You know content marketing is important for your brand’s message to be heard above the digital noise. You know your peers and competitors are using it. But do you know what’s keeping your efforts from producing better content? Last week, we said content marketing doesn’t look or feel like marketing because it sells your brand as a better source of information than your competitor. This week we’re going to look at some of the biggest obstacles identified by respondents in our Third Annual Content Marketing Survey. No Strategy in Sight Right now, more than 30 percent of our respondents don’t have a content marketing program. They treat content marketing like a short-term tactic by “winging it” every day. They don’t plan their content marketing efforts and they don’t measure those efforts. They can’t monitor or grow long-term customer engagement because they won’t create a long-term strategy. Budget Woes and Worries Half of respondents want to spend more money on content marketing, but they don’t have the money. Worse, they might spend the money they do have on traditional marketing tactics that […]

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Content Marketing 101: What Is Better Content?

By on October 2, 2014   /   Content Marketing, Featured   /   Comments Off on Content Marketing 101: What Is Better Content?

Content marketing is marketing that doesn’t look or feel like marketing. It doesn’t sell a product or a service. It sells your brand as a relevant, helpful, and trustworthy source of information to a consumer. So how does it work? Content marketers find, research, write, edit, and design content that is meaningful to consumers. If consumers value a brand’s content, they may change their beliefs about a topic, share the content with their friends, or seek out more content produced by that brand. Or they may do all three. Content marketing fosters brand recognition and trust to turn disinterested consumers into brand advocates in the long-term. It’s the best way to build a positive relationship between a consumer and a brand. Though content marketing serves an end goal, it is not a “quick fix, get rich” solution. It takes time to build and maintain relationships with consumers. When we surveyed marketers from a variety of industries for our annual Content Marketing Survey, we found that content marketing is a medium to high priority for 76 percent of marketers. But only […]

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