The Importance of Content Marketing and Branding for Internet Advertising
Internet Marketing for Web 2.0 The Importance of Content Marketing & Branding
What Exactly is Branding? <ul><li>To make it simple, branding is the process of giving a product an identity that is meaningful and easy for the customer to recognize. </li></ul><ul><li>Without branding, advertising will not be successful in generating a positive outcome no matter what the advantages are to the customer. </li></ul><ul><li>Branding is the first step that a company needs to solve in order to create a corporate identity. </li></ul>
Examples of Effective Branding <ul><li>Delta </li></ul><ul><li>Emirates Sky Cargo </li></ul><ul><li>SouthAfrica.net </li></ul><ul><li>Cirque du Soleil </li></ul>
Delta Airlines <ul><li>Delta is using high-impact descriptor, “Jetsetter,” as a Unique Value Proposition (“UVP”), playing on our fantasies of being part of that social class. </li></ul><ul><li>This advertisement makes its point simply, and they are marketing their content rather than just creating an ad to market their business. </li></ul>
Emirates Sky Cargo <ul><li>Emirates Sky Cargo creates their brand with the phrase “Leading-Edge Cargo Solutions.” </li></ul><ul><li>When you click their banner on the affiliate sites and Search Engines, they direct the user straight to a landing page that offers their potential customers, a UVP, which is that they operate over 160 weekly flights to 10 Indian destinations. </li></ul>Banner Advertisement Landing Page
SouthAfrica.Net <ul><li>In their print campaign they enticed the reader with exotic images of South Africa. In addition to the advertisement being very creative, they also asked you to “discover a land of infinite surprises.” The branding strategy of the advertisement is clear in that they state that the “best part of Africa is its heart and its people.” That definitely motivates the customer and by doing this, they are creating a sense of identity. </li></ul>Note: I have been scouring the Internet for their last print campaign, because I absolutely loved it! Alas, many sites change their content quite frequency, which overall is a great habit for Internet Marketing, so I shouldn’t complain.
Cirque du Soleil <ul><li>Cirque de Soleil put together a great print and online campaign for Corteo for their Winter performances in Miami, FL expressly targeting corporate clients. </li></ul>In both campaigns, Cirque du Soleil positioned itself as the “Executive-Class Event that is worthy of a standing ovation.” This is very good branding because it recognizes that the tickets are costly, but they are also explaining why the tickets are so costly.
What is Content Marketing for the Internet? <ul><li>Content marketing is anything that you do that creates content – on your properties and off of your properties, even offline. </li></ul><ul><li>For instance, if you write advertorial and purchase space in your local newspaper to drive traffic to your web site, that is content marketing. </li></ul>
What is the best way to conduct Internet Marketing Campaigns? <ul><li>The best way to conduct content marketing campaigns is to take your best content and repackage it creatively. </li></ul><ul><li>If you are a new web business, then just get creative with your content . Make it valuable content that will benefit readers even if they do not do business with you or visit your web site. It is also imperative that the content is optimized for search engines. </li></ul>