Category: Writing

4 Ways To Ruin Your Brand’s Podcast

4 Ways To Ruin Your Brand’s Podcast

In the piece on CMO.com below, Imprint’s Andy Seibert offers his take on how to avoid the most common problems with branded podcasts.

Podcasts are still-yes, still- having their moment. More than a third of Americans have listened to a podcast, and avid users consume six hours a day. With this sort of listenership and the ever-rising interest in new ways to connect with consumers, it’s no surprise that brands are publishing their own original audio content, too.

Read More at CMO.com

Imprint wins BIG at Content Marketing Awards

Imprint wins BIG at Content Marketing Awards

As an update to the original news about Imprint’s client work recognitons on July 23rd, Imprint was also named a finalist for “Agency of the Year,” one of the four top prizes at the 2015 Content Marketing Awards. Winners will be announced and celebrated at Content Marketing World, taking place on September 10th in Cleveland, Ohio.

Imprint’s work with Fidelity Investments and T. Rowe Price and Fidelity were recognized as either winner or finalist in the 2015 Content Marketing Awards. Specifically, the work for Fidelity’s Quarterly Market Update was named winner for “Best News Series or Program.” T. Rowe Price’s Investor Magazine took home two finalist mentions for “Best Integrated Program (Print/Digital Integration)” and “Best Feature Article – Print or Digital.” This year’s competition received 1,200 entries and were judged by an esteemed panel, including executives from IAB, NewsCred, Hubspot, and LinkedIn.  More details on the winners can be found here.

Unpacking Print’s Luxurious Future – Folio:

Unpacking Print’s Luxurious Future – Folio:

Our Take

Creating unique events is key in engaging the affluent consumer and there is no better content experience than enjoying a beautiful print magazine. Consider the important and unique role of print in your content distribution strategy.

 

As much as digital media has gone through turbulent times in the past few years, it is print that has more often been considered the endangered species of publishing. With declining circulations and subscription rates, there is no doubt that print has been on the front lines of a battle to stay relevant to the consumer.

Read More at Foliomag

Connecting with Consumers through Content

Connecting with Consumers through Content

 

Recently released research from Ad Age and The Content Council confirms what most of us know: the growth of content marketing is explosive. Currently 23% of overall marketing budgets, content marketing is predicted to be 33% two years from now. And the biggest challenge reported? Creating engaging content. Which is particularly applicable for the financial services industry. Recently, the Financial Communication Society focused on Content Marketing at their annual Education Summit. With speakers and panelists from Goldman Sachs, Vanguard, GE, SAP, PIMCO, Duff & Phelps, and Aberdeen Asset Management, the event produced some great advice applicable across content marketing – mostly agnostic of industry. For content strategist looking to expand on their existing strategies, here are some of the key takeaways from the day:

  1. Trade value for time. When a person commits to following your brand, they are doing so voluntarily. Typically, there is nothing incentivized about that action. Content marketers need to keep in mind the expectations that their followers and brand-loyalists have for their ‘relationship’ with the brand. Marketers and brands cannot half-commit to a content initiative, but must make sure it is sustainable. Companies must create value and provide that to consumers in return for their time.
  2. The power and path of the breadcrumb. One of the biggest struggles for financial services companies is re-imagining long-form content into visually appealing pieces that are easy for readers to digest. To separate from competitors, the education and guidance presented by these financial brands must have personality, be accessible across platforms, and use storytelling to frame their messages. The best way to do this: visual elements like infographics. With tons of whitepapers circulating constantly, you want consumers to be able to digest the same information but quicker. Doing so will make it easier for customers to follow the breadcrumbs to the desired purchase/action, instead of having to navigate through endless content to find the intended action.
  3. Back to basics. There are a couple key points that all companies, whether financial or not, should strive to employ in their content marketing strategies.
    • Have a point of view. Customers are loyal to brands because they want to hear what you have to say. Take advantage of this and have a well-informed opinion about topics that are important to them.
    • Center your content releases around events and other important announcements. Consumer’s minds are most open to attaching to new ideas at these times.
    • Finally, tell a story. Storytelling resonates with consumers everywhere. If you have a good story to tell with universal themes, you can customize messaging as necessary.

Keeping customers and consumers engaged with your brand is key to success. When you create a sense of loyalty and a relationship with them, they will look to your brand for advice and guidance. Take advantage of these opportunities and write YOUR own brand story through content marketing.

Don’t Cue Print’s Swan Song Yet – Folio:

Don’t Cue Print’s Swan Song Yet – Folio:

Our Take

Even in this mobile first world, print still plays a critical role in acheiving certain marketing objectives and reaching specific, valuable audiences.

 

In Words Onscreen: The Fate of Reading in a Digital World, American University linguist Naomi S. Baron describes a phenomenon I’ve noted for some time-that younger readers, in Baron’s case university students, increasingly prefer print.

Read More at Foliomag

Why digital natives prefer reading in print. Yes, you read that right.

Why digital natives prefer reading in print. Yes, you read that right.

Our Take

You’d expect colleage-age students to prefer studying something on a computer, tablet or phone rather than actual paper. Not so, says this study.  Readers tend to skim on screens, distraction is inevitable and comprehension suffers. So besides creating a shiny app to explain your sophisticated story you might want to consider producing a good old-fashioned book or magazine.

 

Frank Schembari loves books – printed books. He loves how they smell. He loves scribbling in the margins, underlining interesting sentences, folding a page corner to mark his place. Schembari is not a retiree who sips tea at Politics and Prose or some other bookstore.

Read More at Washington Post

There is no “One Size Fits All” For Content Marketing

There is no “One Size Fits All” For Content Marketing

Our Take

Cookie cutter content marketing formula’s might be appropriate to get small brands in the game but sustainable, scaleble success requires a unique content marketing strategy that maps to your brand’s personality. One that truely allows your brand DNA to be expressed and can be optimized over time.

 

Here’s the truth: one of the worst pieces of advice for marketers is that there is a formula for successful content marketing. I know, for many of you out there, this doesn’t sound right and you might be preparing to personally slaughter me. But before you do that…hear me out.

Read More at Forbes

Creating Content for Print Publications & Digital Media

Creating Content for Print Publications & Digital Media

Our Take

All content should be developed with holistic multichannel distribution in mind. Not just print and digital but experiential (events or place based environments) should also be taken into account to ensure consistency of brand. Only with holistic planning can each channel posess it’s own unique nuanced approach while delivering synergy.

 

Is your website really generating as many engagements as possible? Even if you’re confident in your approach to SEO, content, UI, and social media, there is still a key area of value that few brands ever fully use.

Read More at Business 2 Community

General Electric Planning Television Series Covering Science and Tech

General Electric Planning Television Series Covering Science and Tech

Our Take

Case study showing long form is not dead in branded content – both print and video. Keep reading for until the end for this great quote from GE’s CMO –  “Sure it’s a risk,” she acknowledged. “Good content has to be risky.”

 

In an age when viewers increasingly fast-forward past television commercials on their DVRs or bypass most advertisements altogether by streaming the programs, companies are constantly looking for new ways to reach consumers. General Electric is the latest to experiment, with the help of big-name movie producers and directors.

Read More at The New York Times

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