Tag: content marketing strategy

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!

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.

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