Posts Tagged ‘Marketing Strategy’

Audiences and the Content Marketing Pyramid

In our last couple of blog posts, you’ve been helping your niece build a content marketing strategy for her lemonade stand. You told her about the Content Marketing Pyramid and how to complete it. The next time you see her, you ask if the Content Marketing Pyramid has helped her sell lemonade. She sounds less than confident. “I really like the pyramid. I know exactly what I need to do now. But sometimes people don’t listen to me about my lemonade! Why don’t they care about my lemonade?” Your niece has adopted a “marketing mentality.” For most types of marketing, this mentality helps craft the right content. But in content marketing, marketers need to think less like a salesman and more like a publisher. This mindset is called the “editorial mentality.” This is a marketing mentality: You design your content to fulfill a specific content marketing goal, because your content communicates different ideas or desired action. This is an editorial mentality: You tailor your content to reach a specific audience, because your audience has different wants and needs. “So I […]

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Building the Content Marketing Pyramid, Part 2

(This is the second post about the Content Marketing Pyramid, as part of our Content Marketing 101 series.) Last week we identified the top five content marketing goals but only focused on the first two, brand awareness and lead generation. They form the foundation of the Content Marketing Pyramid. You don’t want to stop at the foundation. You want your content marketing efforts to have a point – literally. Consumer engagement, customer loyalty, and thought leadership are the layers that give your Content Marketing Pyramid shape and purpose. Remember your niece’s business venture selling lemonade? You helped her use content marketing to raise awareness about her lemonade stand and find some potential customers to target with personalized offers and information. “I sold lemonade today! I’m done now, right?” she asks. “Not even close!” you say. “How will you make sure your lemonade really meets your customers’ needs? How will you get people to come back to your lemonade stand every time they’re thirsty? How will you convince people who don’t even like lemonade to buy from you?” “I don’t know! […]

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Building the Content Marketing Pyramid, Part 1

Running a company blog or social media account sounds easy at first, but over time it can cause an existential crisis – especially if your audience won’t engage with you. You have to take a step back and figure out why you’re working hard to create better content. Are you incorporating your content marketing goals into each content decision you make? And are you working toward the right goal for your brand? We’ve identified the top five goals for using content marketing: brand awareness, lead generation, consumer engagement, customer loyalty, and thought leadership. Most brands use content marketing to increase awareness and leads. Some brands worry about engagement. Only a few brands focus on loyalty and thought leadership. Over time, content marketing can help your brand achieve all five goals. Think of these goals forming a pyramid: Before you can achieve customer loyalty and thought leadership, you must build a foundational layer of brand awareness. Those terms carry a lot of meaning for marketers and salespeople, but we want to unpack each goal and consider what they really mean in […]

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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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How a Shop Vac beat James Bond

I spent three days at the media circus surrounding the New York International Auto Show last week. The night before I attended the official media days, I got a few sneak peeks at some exciting products. One event probably cost tens of thousands to put on. One event cost well into the multiple millions to execute. Yet, their social media impact was decidedly different.

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