Content marketing has only a loose definition; some think of it as informational content added to a website to improve search ranking, others see it as a way to drive traffic to a website from social.
Going a little further, many brands select a content niche that often has little direct relation to their products. Creating content like this often isn’t enough; at this stage, content marketing moves into sponsorship, patronage, charity, brand association and media ownership on a scale most brands only dream of.
So who is taking content to the next level, and what scale are we talking about?
Forget the message or single big idea, it may be rhythm that is the key to a consistent marketing experience.
Marc Shillum is a UX designer for a company called Method and last week he came to the Punch strand of our Festival of Marketing to discuss his theory regarding the effectiveness of considering brand as a fluid rhythmical customer experience.
Branding is both an art and a science and it's a living, breathing discipline that’s always changing. We can’t take a class, get a degree, and sit back on our laurels and say we’re brand “experts”. Even those of us who have been successfully making a living for a long time in building and managing brands need to stay on our toes.
That’s because we live in a world where there are unprecedented changes in technology, social media and consumer macro trends, and all of these have an impact on the way we create strong brands that engage our consumers.
The good news is there has never been a more exciting time to be a digital marketer. The bad news is that it’s never been more challenging.
That’s why if you’re going to be in the game, you’ve got to play to win and commit to continual learning.
One of the key characteristics of brands that are launched by entrepreneurs is that they leverage the personal passion and history of the founder. It’s hard to think of Starbucks without thinking of Howard Schultz, Zappo’s without Tony Hsieh or Virgin without Richard Branson.
Each of these founders has spent time building their businesses but also paying attention to their own brands and building up a reputation for credibility and expertise that goes beyond any one individual business venture. Many entrepreneurs tend to be serial entrepreneurs; they get involved in more than one venture.
Personal branding is particularly important here as odds are some of your ideas will be successful and some won’t. But you want people to continue to invest (time, energy, money) in you as an individual.
Let’s not kid ourselves: creating a brand can be complicated. (If you’re reading this, you likely know firsthand how complicated.) Not only do you need to decide what your brand stands for, what you want to provide consumers and how to convey your brand promise, you must identify who you want to use your product.
This is one of the most important decisions you can make. After all, brands are relationships, and like romantic relationships you need to make sure there are two mutually interested parties. You don't want to get into an unrequited love situation where no one is interested in what you are offering. This can be a very cold, lonely, and ultimately very unprofitable situation to be in. Healthy relationships involve two interested and equally committed parties. Unhealthy ones don’t – and rarely last long.
Australia dominated the Digital Asia Awards this month, bringing home more trophies than any other country involved. New Zealand also did incredibly well, tying for fourth place in the final trophy tally.
The Digital Asia Awards, organised by Lions Festival and Haymarket Media Asia, are a celebration of the best that Asia’s digital marketing industry has to offer.
This year the event was held as part of a two-day Digital Asia Festival in Beijing, allowing over 300 members of the digital industry to come together, share inspiration and network.
Starbucks has come a long way since it’s first Seattle store in 1971. So it makes sense that last year it decided to task its brand team with redesigning the logo.
Steve Murray, Content Manager of Brand Strategy and Expression at Starbucks, worked as lead writer on the team that spent hours, weeks and months creating a new logo and brand identity for Starbucks and he shared what they did at Starbucks to a full room of retail marketers at the recent shop.org conference.
But how do you improve and simplify a logo that is only made of four parts and one basic colour? And why was it important to do so?
The noise around social media in Australia appears to be increasingly amplified by marketers and clearly continues to be a hot topic.
There are also snippets of data emerging that explore this large and complex digital arena, but one of the questions that seems to be asked is why consumers choose to engage or associate themselves with brands in the social space.
So, in association with Toluna, Econsultancy surveyed more than a thousand Australian consumers, in an effort to explore what attracts users to a specific brand or company on social media platforms.
US internet retailers are more likely than their UK counterparts to target Brazilian and Chinese markets in the next year.
However, all agree that use of social media networks and website translations are fundamentally important tools for making progress into international e-commerce markets.
After attending two events, most recently the IRCE in Chicago, USA and the IRX in Birmingham, UK back in March, I found several crucial differences in the way that companies in the US and UK were approaching the various international retail markets.
Bob Garfield, editor of Ad Age and host of NPR's "On the Media," took to the stage at the Brite Conference at the Columbia Business School to speak about the human element that is needed in digital marketing today.
For more than 300 years, we were in the product era and from 1965 to now, it is the era of the consumer. But how is social media changing the standard of what was the standard of trust?