Tag: brands

10 Secrets to Content Marketing Success for Financial Brands

10 Secrets to Content Marketing Success for Financial Brands

The Imprint team is delighted that the Gramercy Institute named us one of the financial sector’s Top Agencies for 2018.

We were especially thrilled to take part in a round table discussion with our peers, where each agency was asked to name one key driver to success in marketing for financial brands. Here are my takeaways.

1. Reuse content

You’ve got reams of content by now and, let’s face it, some pieces could use a face-lift. So don’t keep producing new content unless there’s a clear purpose; optimize what you have first. Focus on repackaging, transforming and enhancing evergreen content so it’s visually engaging, snappier, and optimized for social sharing.

2. Aim for the white space

Figure out what makes your brand stand out. Define what’s different about you, and your unique point of view. Also make sure your solutions and insights are relevant and useful to your customers and clients.

3. Have a purpose

Define how you are helping your customers and clients, as well as the value you’re providing. This can be emotional support, practical help, advice, information, guidance or data – ­or a combination of all of those things.

4. It’s human to human

We can all get caught up in discussing B2B strategies or B2C campaigns, but it’s always H2H – human to human. You’re talking with people. And people respond best to conversations, so you need to listen.

5. Collaborate

Of course your agencies are vendors, but they’re also partners. They’re full of fresh ideas and expertise, and they want your business to be successful—that’s why you hired them. So involve your external teams in every stage of your program from ideation to implementation.

6. Try new things

Don’t be afraid of pushing against brand guidelines. Take risks and innovate. Your audience, whether B2B or B2C, is expecting to see new formats and approaches to brand story telling. Fortune favors the brave.

7. Confront your internal hurdles around social media

You need to be where your customers and clients are having conversations. And that’s often on social channels—not a website. We’re in a highly regulated industry, but all brands need to get to grips with the compliance and approval obstacles that prevent them from taking true advantage of social media’s opportunities. You need to tie social into content development process and also plan for some spontaneity.

8. Create an emotional connection

People want interaction on social media, so leverage that. Be personal, warm, and informal and you’ll create a dialogue that will be incredibly valuable both to you and your customer or client. Ensure your content makes sense to your audience’s life or business.

9. Inspire action

Give your audience a way to respond to your content—and not only through a 1-800 number or an email address. Ensure your audience will want to share and comment on your content.

10. Be strategic not tactical

Every piece of content you create or repackage should be built around a goal, a target audience, a customer journey and a message that supports, builds and brings to life your brand’s business.

 

To the teams at:

 

Congratulations! We’re proud to be part of such a smart, thoughtful and committed industry. Thanks for your insight. Here’s to a successful, strategic and engaging year of financial content marketing.

How Big Brands Hook Viewers with Emotional Content: 4 Takeaways for Video Marketers

How Big Brands Hook Viewers with Emotional Content: 4 Takeaways for Video Marketers

Our Take:

As we all know video is the hot topic these days when it comes to content marketing. So many brands are trying to reach audiences through video content. Reelseo explores the how-to’s in hooking and engaging your audience through tapping into the human experience and figuring out the balance between logic and emotion.

 

Read More at Reelseo

Instagram Gives Brands Instant Access to Ad Campaign Data

Instagram Gives Brands Instant Access to Ad Campaign Data

Our Take

Another update for Intagram-loving brands… Now they can access their campaign data immediately, giving them the ability to manage their content in real-time. Why is this so important — well previously, advertising brands had to wait for the Gram to deliver the reports to them — now they are at their finger tips. Does this mean in influx of content coming our way? While this is a benefit to brands, will it hinder involvement and support from inidivudal Instagram users?

 

Brands are about to get a lot more help with their Instagram campaigns. For the first time, the photo-sharing service is giving its advertisers instant access to data about how well their posts are performing. The data sharing represents Instagram’s first self-serve tools for advertisers to manage their activity on the platform.

Read More at Ad Week

Power of Video In Content Marketing: Part 1

Power of Video In Content Marketing: Part 1

By Jocelyn Murray

Have your favorite brands started getting more involved with social media? Are they asking their customers to participate in the creation of videos or campaigns? This is not be a surprise given the simultaneous evolution of content marketing and technology over the last five years. Slowly but surely, more and more brands are taking to the web to create their own videos – on YouTube, Vine or Instagram, for example – to engage and encourage customers to participate with their brand.

Why is this important? Nielsen recently the statistic that 64% of marketers expect video to dominate their marketing strategy in the near future. With YouTube reaching over one billion unique visitors a month, the connection seems intuitive. And, as new channels of distribution and sharing develop, the various avenues for marketers to use videos in their strategy continue to grow and expand. In the first part of this two part series, learn how connecting through the human element and personalization can drive engagement with brand customers.

Brands are human, too.

Increasingly, brand loyalists want to know that their favorite brands and companies are aware of the things that they hold important and have the same values. It is crucial for brands to always consider their audience in order to create content that is relevant to them. Through the use of videos, companies are able to show their human side – how customers use their products, how these products are improving the lives of customers – instead of constantly pushing products in a sales way.

Embrace consumer-created content.

There are many types of video strategies that companies can employ to engage their customers. Tutorials, testimonials and Q&A’s are great ways to connect with consumers in an emotion, visual and personal way. However, one of the most popular ways that brands are using videos to engage is through user-generated content. Since videos are able to be created easily (and inexpensively) on mobile devices just as they are with professional equipment, many brands are encouraging users to document their experience with a particular product or service.

With companies inviting the audience into the brand experience, consumers are mobilized and thus engaged to create their own content, which allows for a multi-dimensional experience with the brand. Not only are they spending more time interacting with the brand, but they feel as though the brand truly cares about their opinions and experiences

Through videos, brands are able to reach their consumers in more personal ways using emotional connections to encourage participation. However, the video creation is just the beginning… tune in for part two of this series to learn the importance of strategy in marketing video series to existing and potential consumers!

 

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