Category: Strategy

How to Become Agency of the Year

How to Become Agency of the Year

 

2017 was an amazing year for Imprint. We had been nominated as Small Content Marketing Agency of the Year by CMA three times, and winning last September on our fourth consecutive nomination put a real spring in our step. Among other accolades, we were just named to Gramercy Institute’s Top 12 Financial Agencies for 2018.

To date, there have been over 50 awards for our clients and ourselves, and we haven’t yet reached our fifth year anniversary!

What’s the thread to creating the winning work? Some Imprint team members weigh in with six tips:

 

  • Tap the best of others

I think one of the strong suits of the team here is collaboration. There’s a real team effort in strategy and optimization, not the traditional silos that you see in other agencies.

– Brendan Burke, strategy @Imprint_Brendan

 

  • Don’t settle for cookie cutter

There is no one-size-fits-all approach to our work. Our content programs are strategic and highly tailored to the needs to our clients and their audiences. From scheduling and process, to editorial and creative, everything we do is customized to deliver the best end results for our clients. We push our clients out of their comfort zones and encourage them to try new formats and approaches that we believe can strategically help them reach their goals.

– Kim Papa, editorial @Imprint_KimP

 

  • Get your hands dirty

We combine strategy and creativity with roll-up-your-sleeves-and-get-it-done delivery.

– Meg Staknis, strategy 

 

  • Look outwards, not inwards

We’re laser-focused on our clients and on their business. We’re focused on their markets, their challenges, their audiences and the opportunities that content provides to create relationships and deliver results. We’re always looking at the bigger picture, the trends and technologies that will make our work as resonant, effective and innovative as possible.

– Duncan Milne, strategy @ContentDuncan

 

  • Be audience-first

Our work embodies the perspective of the audience. Always.

– Ashley Brenner, design @Imprint_AshleyB

 

  • Speak up!

The Imprint team is not afraid to question the norm, to voice an opinion.

– Ken Williams, business development @Imprint_KenW

5 Essential Content Marketing Ideas for 2018

5 Essential Content Marketing Ideas for 2018

A New Year can be a new beginning. Some people make resolutions, while others just reflect on the past. The Imprint team is all about looking ahead, and we’ve compiled five ideas to incorporate into your fresh thinking for 2018.

1. Stay nimble, stay ahead

Make 2018 all about testing, reading results and switching up your approach based on what you find. For example, when it comes to social, don’t just rely on organic engagement. Make sure you are testing paid promotion and leveraging influencers. You can be tactical using A/B testing on the fundamentals, and strategic by testing on new platforms, if your audiences are there.

2. Break the B2B mold

For years we’ve been moving our clients away from traditional B2B company talk and toward having a conversation with the audience that’s true to who they are: people.

3. Make it real

To exhibit expertise, brands create white papers. To drive engagement? Brands should tell stories, create a narrative and make their content relatable.

4. Use data wisely

In the age of Big Data, content marketers need to be thoughtful about the use of data in their programs. The key question to ask: what is the desired outcome of the use of data? Look at a customer’s journey through the sales funnel, and use data to serve up relevant content to increase engagement, if possible, at every interaction. In terms of showing personalization, we recommend layering that on more as the client moves deeper in the funnel.

5. Choose quality over quantity

Content marketing continues to become more complex, sophisticated and messy. Make sure that you are not creating new content just for the sake of creating it. Refresh and reimagine wherever possible and focus new content creation efforts on what you need to engage your key targeted audiences.

We’re starting the New Year off with renewed energy and ready to kick 2018 into high gear!

4 Essential Steps for Creating an Effective Journey Map

4 Essential Steps for Creating an Effective Journey Map

We recently headed out to a mutual fund marketing conference at Morningstar’s Chicago headquarters to lead a roundtable on customer journey mapping. It was a great discussion about why having a journey map—and in particular a digital journey map—is so important.  The participants were not shy about sharing the challenges they and their brands are facing.

During the session, we shared what the Imprint team has found to be the four essential steps to creating an effective map, with the objectives to drive a better experience for the customer and smarter decisions for the brand.

1. Define your goal

The first thing you should do is envision the end of the journey. What actions do you ultimately want your customer to take? Consider what you feel will help get them there.

2. Create personas

But don’t overcomplicate the number of journeys. Aim for five to eight total. Too many personas increases complexity in content creation.

3. Look at a “day in the life” of your customer

Think about what they’re doing, where they are and how they feel. Look to understand where pain points are within the current user journey and where there are new opportunities.

4. Create the map

As with personas, simplicity is key. Limit to the number of steps that can effectively be managed and don’t try to put equal emphasis on every step. Moments where there are calls to action should take priority.

As content marketing and creating custom content becomes more complex, having the core foundations for a program is essential.  And knowing your audience and understanding their journeys is key.

What You Can Learn from Russia’s Content Marketing

What You Can Learn from Russia’s Content Marketing

If you’re on Facebook, there is a good chance you’ve been exposed to a post produced by Russian-backed agents. Exploring Russian’s influence on the 2016 U.S. Presidential elections, Facebook has reported that the Russians reached 126 million Americans on its network.

You might be angry, you may need to see more evidence. But one thing is clear—it’s a classic case study of content marketing.

Let’s review the five steps Russia took to master content marketing:

  1. Know your audience and segments. Russia was able to read the divide that was happening between major political parties, and within the parties.
  2. Understand the message that needs to be told in order to resonate. What are the issues that were motivating segments? From feeling the Bern to being with Her, there was much emotion to navigate.
  3. Create content that drives action. In this case, the messages were overwhelmingly controversial and hateful―and unfortunately well done for the strategy.
  4. Be smart and strategic with targeted distribution. The Russians were able to use social platforms to target specific states, groups and individuals.
  5. Effectively spend and measure. While the budget wasn’t large, it showed just how much impact a $100,000 toward media can have.

The Russians may have influenced our elections, but they definitely stole content marketing.

Content Marketing Agency of the Year: Thank You

Content Marketing Agency of the Year: Thank You

It was our fourth nomination, and it turns out this was our year.  At the 2017 Content Marketing World conference, run by the Content Marketing Institute, Imprint was named “Content Marketing Agency of the Year” (<100 employees).  It was truly a surprise!  We were in great company, as the five other nominees seem to do really interesting work.

Our clients are amazing, and they are the thread to why we were honored with this award.

  • They push us to think differently. Our clients want us to respect the past, but not be hindered by legacy.  We make sure their brand is clearly infused in the work so even the most common of concepts stand out and can be owned.
  • We relentlessly focus on a client’s audience.  It’s not just asking the why that is important, but really the for who.  Because when you concentrate on what audiences need and want, you don’t really need to justify why content is created.
  • They trust us. We value quality over quantity and are measurement obsessed.

We’re committed to bringing our clients excellence and drive for results.  But at this moment, we’re taking a breath and saying, thank you!

CC 17: Four Tips to Win a Content Marketing Award

CC 17: Four Tips to Win a Content Marketing Award

The number of content marketing award programs are growing, as are the number of submissions per category.  And submissions aren’t inexpensive!  So if you have ever submitted a project for an award – or if you are planning to – you may want to listen to this podcast.  Two of Imprint’s analysts outline four of their key tips to better your chances of winning the award you want.

Intro music Golden Sunrise by Josh Woodward // CC BY

The Call for Audio Content Marketing Gets Louder

The Call for Audio Content Marketing Gets Louder

In the piece below from MarketingDive.com, Imprint Managing Partner Andy Seibert offers his insights regarding audio content, and how content marketers can best make use of it (if they should use it at all).

Branded podcasts helped spark a new craze for audio content marketing, but they’re hardly alone in the space anymore. Home digital assistants like Amazon Echo and Google Home, along with other IoT offerings including smart cars, are opening up new audio possibilities for brands.

Read More at www.marketingdive.com

CC 16: MFEA STAR Awards Series: Brian Smith and Elizabeth Hastert

CC 16: MFEA STAR Awards Series: Brian Smith and Elizabeth Hastert

As part of our ongoing MFEA STAR Award series, Brian Smith shares with us some insight into the Smith Group, their Management of the MFEA organization, and the important role the organization plays in serving the digital marketing and technology needs of Asset Management firm members.  Elizabeth Hastert joins to discuss the role of social – and how they use their channels to amplify the organization’s messaging.

The Mutual Fund Education Alliance (MFEA) has been honoring communication leaders in the mutual fund industry for two decades through the STAR Awards program.

Intro music Golden Sunrise by Josh Woodward // CC BY

 

 

CC 15: MFEA STAR Awards Series: Kimber Lintz

CC 15: MFEA STAR Awards Series: Kimber Lintz

As part of our ongoing MFEA STAR Award series, we speak to Kimber Lintz, as she provides a historical view of the Star Awards, a deeper look at what went into this year’s awards, and some insight as to what is coming down the pike for the year to come.

The Mutual Fund Education Alliance (MFEA) has been honoring communication leaders in the mutual fund industry for two decades through the STAR Awards program.

Intro music Golden Sunrise by Josh Woodward // CC BY

Processing...
Thank you! Your subscription has been confirmed. You'll hear from us soon.
Get Our Latest Insights.
ErrorHere

Curated By Logo