While everyone is trying to predict the next big thing in the ever-changing digital landscape, we believe that one thing will always stay relevant: Great content that resonates with your target audience and caters to their needs.
Whether you are briefing an internal team, or an external agency, whatever the campaign type ‐ email, advertising, or indeed telemarketing ‐ a good brief is one of the most important success factors.
Having good years of experience in Marketing Communication, Brand Management, Digital Marketing, Events and exhibitions, Marketing budget and strategy, Vendor management. Altogether 10 years of vast work experience in creative agencies and brand side helped me to gain more knowledge and skill set to my domain. Though this period have planned, designed and executed many campaigns which helped brand to put a strong identity in the market.
My work portfolio will give you a glimpse of my capabilities & potentials and dedication towards my work.
The kind of ads that can make your targeted consumers salivate and dream of taking a bite of your food product right away.
Just creating a digital ad to sell your product is not enough anymore.
When an average internet user is served over 1700 digital banner ads per month, the task of grabbing people’s attention and leaving an impression on them becomes highly tough.
How does a food brand hope to get noticed in an environment like that?
What if you’re a new business? How do you hope to compete with other existing products and brands? Many new food businesses find themselves struggling in this sea of cut-throat digital competition to get heard, seen and loved.
Marketing Communications Integrating Offline and Online with Social MediaHarshvardhan Saini
Marketing Communications Integrating Offline and Online with Social Media
PART TWO Communications Tools 263
12 Selling, sales management and key account management 265
Introduction 266
Managing the sales force 270
Extending the sales force 273
Advantages and disadvantages 278
Summary 278
References and further reading 279
Further information 279
13 Advertising online and offline 281
Introduction 282
New advertising 283
Managing an advertising campaign 289
Case study 13.1: T-Mobile 300
Case study 13.2: HEA drug education 304
Advantages and disadvantages 308
References and further reading 308
Further information 309
14 Publicity and public relations – online and offline 311
Introduction 312
New and old PR tools 317
Advantages and disadvantages of PR 328
Case study 14.1: Virgin Mobile’s new tariff 334
Case study 14.2: Meet the Stars in a Muzu.TV intimate environment 337
Advantages and disadvantages summary 338
References and further reading 339
Further information 339
15 Sponsorship – online and offline 341
Introduction 342
New and old sponsorship tools 343
Managing a sponsorship programme 345
Advantages and disadvantages of sponsorship 349
Case study 15.1: TSB’s Roy of the Rovers 352
Advantages and disadvantages summary 353
References and further reading 354
Further information 355
16 Sales promotions – online and offline 357
Introduction 358
New sales promotions 361
Managing a sales promotion 364
Case study 16.1: The V&A digital art promotion 370
Case study 16.2: Rap anti-knife campaign 371
Case study 16.3: Muzu.TV film soundtrack promotion 374
Advantages and disadvantages 376
References and further reading 377
Further information 377
18 Exhibitions – online and offline 401
Introduction 402
Managing exhibitions 402
12 reasons for poor performance 410
Case study 18.1: Sedgwick at RIMS Monte Carlo 410
Advantages and disadvantages 412
References and further reading 413
Further information 413
20 Packaging 425
Introduction 426
The designer’s tools 429
The packaging design process 435
Case study 20.1: Brand range development in India 438
Advantages and disadvantages 441
References and further reading 442
While everyone is trying to predict the next big thing in the ever-changing digital landscape, we believe that one thing will always stay relevant: Great content that resonates with your target audience and caters to their needs.
Whether you are briefing an internal team, or an external agency, whatever the campaign type ‐ email, advertising, or indeed telemarketing ‐ a good brief is one of the most important success factors.
Having good years of experience in Marketing Communication, Brand Management, Digital Marketing, Events and exhibitions, Marketing budget and strategy, Vendor management. Altogether 10 years of vast work experience in creative agencies and brand side helped me to gain more knowledge and skill set to my domain. Though this period have planned, designed and executed many campaigns which helped brand to put a strong identity in the market.
My work portfolio will give you a glimpse of my capabilities & potentials and dedication towards my work.
The kind of ads that can make your targeted consumers salivate and dream of taking a bite of your food product right away.
Just creating a digital ad to sell your product is not enough anymore.
When an average internet user is served over 1700 digital banner ads per month, the task of grabbing people’s attention and leaving an impression on them becomes highly tough.
How does a food brand hope to get noticed in an environment like that?
What if you’re a new business? How do you hope to compete with other existing products and brands? Many new food businesses find themselves struggling in this sea of cut-throat digital competition to get heard, seen and loved.
Marketing Communications Integrating Offline and Online with Social MediaHarshvardhan Saini
Marketing Communications Integrating Offline and Online with Social Media
PART TWO Communications Tools 263
12 Selling, sales management and key account management 265
Introduction 266
Managing the sales force 270
Extending the sales force 273
Advantages and disadvantages 278
Summary 278
References and further reading 279
Further information 279
13 Advertising online and offline 281
Introduction 282
New advertising 283
Managing an advertising campaign 289
Case study 13.1: T-Mobile 300
Case study 13.2: HEA drug education 304
Advantages and disadvantages 308
References and further reading 308
Further information 309
14 Publicity and public relations – online and offline 311
Introduction 312
New and old PR tools 317
Advantages and disadvantages of PR 328
Case study 14.1: Virgin Mobile’s new tariff 334
Case study 14.2: Meet the Stars in a Muzu.TV intimate environment 337
Advantages and disadvantages summary 338
References and further reading 339
Further information 339
15 Sponsorship – online and offline 341
Introduction 342
New and old sponsorship tools 343
Managing a sponsorship programme 345
Advantages and disadvantages of sponsorship 349
Case study 15.1: TSB’s Roy of the Rovers 352
Advantages and disadvantages summary 353
References and further reading 354
Further information 355
16 Sales promotions – online and offline 357
Introduction 358
New sales promotions 361
Managing a sales promotion 364
Case study 16.1: The V&A digital art promotion 370
Case study 16.2: Rap anti-knife campaign 371
Case study 16.3: Muzu.TV film soundtrack promotion 374
Advantages and disadvantages 376
References and further reading 377
Further information 377
18 Exhibitions – online and offline 401
Introduction 402
Managing exhibitions 402
12 reasons for poor performance 410
Case study 18.1: Sedgwick at RIMS Monte Carlo 410
Advantages and disadvantages 412
References and further reading 413
Further information 413
20 Packaging 425
Introduction 426
The designer’s tools 429
The packaging design process 435
Case study 20.1: Brand range development in India 438
Advantages and disadvantages 441
References and further reading 442
How to properly brief your agency by JJ Nonis Hacking DigitalJude Jefferson Nonis
This is just a little basic deck on why Client's should write a proper brief to their Agency. A proper brief will help agencies understand and create better strategies & creative for brands.
Content marketing is a marketing strategy. It is focused on the creation and distribution of valuable content with the purpose of attracting and retaining a specific, targeted audience. It builds interest in your brand and develops relationships and trust with your audience. But understanding what content marketing is doesn’t necessarily help you launch a content marketing effort. In our latest presentation, we map out the six steps you can take to launch a content marketing initiative.
Marketing is essential for non-profit
organisations, as much as it is for a profitable
business. Indeed, Marketing can help a nonprofit
organisation to promote your
fundraising event, encourage donation or
attract volunteers. The biggest challenge is to
do more with less, using savvy
communications techniques, both offline and
online.
Marketing and Sales alignment is paramount for success with any organization. Learn to create synergy between your teams for maximum impact for your sales. Revenue generation is the objective any effective marketing campaign, so aligning with your sales efforts will lead to a success and sustainability.
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasSmartBug Media
Personas are the anchor or any inbound or content marketing campaign. With this guide you will learn 75 questions to accelerate and refine your persona develop, and you help you start marketing smarter.....faster!
This Social Media Survival Guide will give you the tools you need to make smart content marketing decisions as your brand explores the diverse social media landscape. This collection of expert insights, advice, and brand examples outlines the unique characteristics of each channel, helps you identify which platforms and practices are likely to work best for your particular business goals, and offers creative inspiration to ignite more successful and sustainable conversations with your target audience. Read on for an in-depth discussion on 12 of the top social media platforms content marketers are using right now.
Here's the truth, the majority of marketers FAILat content marketing. Don't believe us, data shows the overwhelming amount of companies openly admit that their content marketing is not meeting their expectations.
Our presentation shares content marketing "do's" and "don'ts" and how content strategy is the foundation for successful content marketing.
How to properly brief your agency by JJ Nonis Hacking DigitalJude Jefferson Nonis
This is just a little basic deck on why Client's should write a proper brief to their Agency. A proper brief will help agencies understand and create better strategies & creative for brands.
Content marketing is a marketing strategy. It is focused on the creation and distribution of valuable content with the purpose of attracting and retaining a specific, targeted audience. It builds interest in your brand and develops relationships and trust with your audience. But understanding what content marketing is doesn’t necessarily help you launch a content marketing effort. In our latest presentation, we map out the six steps you can take to launch a content marketing initiative.
Marketing is essential for non-profit
organisations, as much as it is for a profitable
business. Indeed, Marketing can help a nonprofit
organisation to promote your
fundraising event, encourage donation or
attract volunteers. The biggest challenge is to
do more with less, using savvy
communications techniques, both offline and
online.
Marketing and Sales alignment is paramount for success with any organization. Learn to create synergy between your teams for maximum impact for your sales. Revenue generation is the objective any effective marketing campaign, so aligning with your sales efforts will lead to a success and sustainability.
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasSmartBug Media
Personas are the anchor or any inbound or content marketing campaign. With this guide you will learn 75 questions to accelerate and refine your persona develop, and you help you start marketing smarter.....faster!
This Social Media Survival Guide will give you the tools you need to make smart content marketing decisions as your brand explores the diverse social media landscape. This collection of expert insights, advice, and brand examples outlines the unique characteristics of each channel, helps you identify which platforms and practices are likely to work best for your particular business goals, and offers creative inspiration to ignite more successful and sustainable conversations with your target audience. Read on for an in-depth discussion on 12 of the top social media platforms content marketers are using right now.
Here's the truth, the majority of marketers FAILat content marketing. Don't believe us, data shows the overwhelming amount of companies openly admit that their content marketing is not meeting their expectations.
Our presentation shares content marketing "do's" and "don'ts" and how content strategy is the foundation for successful content marketing.
This is my made up video game company presentation for one of my challenges at my school. Let me know what y'all think and how it is. I know...I should've added music!
Virtual law firms can enable small law firms to grow quickly and compete effectively against large law firms.
In this free webinar, learn about:
- What constitutes a virtual law firm;
- Common structures of virtual law firms;
- Benefits and issues that arise from virtual practice;
- The technology that makes virtual law firms possible.
The Golden Age of Gaming: Games for GrownupsMarti Fuerst
Webinar presented for WebJunction with John Pappas about board games in libraries - we discussed social interaction, game types, game mechanics, game groups, and gave our top five picks. The archive can be found here: http://www.webjunction.org/events/webjunction/golden-age-of-gaming.html
Deschutes Land Trust Nature Night: Oregon's Dragonflies and Damselflies by Ce...DesLandTrust
With evocative common names such as leaftail, jewelwing, and sprite, and more threatening nicknames like “Devil’s darning needle” and “horse stinger”, dragonflies and damselflies have long captured the human imagination. However, there is still much to be learned at the scientific level about these colorful, fierce, and fascinating insects. Join entomologist Celeste Searles Mazzacano for an exploration of dragonfly and damselfly ecology, life history, and conservation, with a focus on the species that inhabit Oregon’s rivers and wetlands. Discover the important roles they play in aquatic food chains, the threats they face, and their intriguing behaviors, such as the large annual migrations.
Videos played in the presentation:
Dragonfly metamorphosis video from David Attenborough: http://www.spike.com/video-clips/1zq3or/life-in-the-undergrowth-dragonfly
Dragonfly larvae hunting video from Nature Up Close: https://www.youtube.com/watch?v=r-k-iG9d1go
Feb 26 NISO Training Thursday
Crafting a Scientific Data Management Plan
About the Training
Addressing a data management plan for the first time can be an intimidating exercise. Join NISO for a hands-on workshop that will guide you through the elements of creating a data management plan, including gathering necessary information, identifying needed resources, and navigating potential pitfalls. Participants explore the important components of a data management plan and critique excerpts of sample plans provided by the instructors.
This session is meant to be a guided, step-by-step session that will follow the February 18 NISO Virtual Conference, Scientific Data Management: Caring for Your Institution and its Intellectual Wealth.
About the Instructors
Kiyomi D. Deards, MSLIS, Assistant Professor, University of Nebraska-Lincoln Libraries
Jennifer Thoegersen, Data Curation Librarian, University of Nebraska-Lincoln Libraries
These slides are presented to assist RWU Law students find print and electronic resources in both transactional and litigation practice with specific focus on court rules, forms, and jury instructions.
Think about your law firm. What if one day you discover that your phone system has malfunctioned, resulting in one-third of your new client calls not coming through. Acceptable? Of course not. Yet this is precisely what is happening to many law firms when it comes to optimizing their websites for today’s legal consumers. Potential clients are increasingly performing searches on mobile devices for attorneys in their local areas – known as “local-mobile searches.”
According to data from more than 10,000 FindLaw sites, 31 percent of web traffic now comes to law firm websites through mobile search. This new FindLaw white paper takes an in-depth look at how legal consumers are searching in the new local-mobile world.
Developing a marketing communications plan using the SOSTAC model | Growing P...Brent Spilkin
Developing a marketing communications plan using the SOSTAC model
For traditional or digital campaigns this user friendly tool will help you create and measure a successful plan.
Learn the essentials of building a documented content marketing strategy, from our Co-Founder and Chief Content Officer, Debbie Williams. Set goals and KPIs, develop buyer personas and an SEO plan, and map editorial content ideas to your buyer's journey. Filled with data, insights, and dozens of ideas for generating content ideas that will deliver results. www.sproutcontent.com
We utilized this presentation during the marketing strategy workshop for local business owners and entrepreneurs, but I can work for anyone. Here are some of the points you will learn:
- What’s a marketing plan and why do you need one?
- What’s the difference between a marketing strategy and a marketing plan?
- Finding the right marketing tools and channels that would work for you.
- How to start building a small business marketing plan.
A quick presentation for startup teams willing to experiment with new marketing tools.
Teams who are trying to sell to B2B need to implement scalable ways to sell to their clients. Inbound Marketing is entirely based on content creation and allows team to create a process to generate more qualified leads.
In this presentation you'll find some explanation on how to implement inbound quickly and what are the needs for your team.
My name is Aziz Morsly - you can contact me @azizmorsly
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
Need help planning your marketing communications? This guide was prepared for precisely that task by the senior strategists at LOOMIS, the country's leading challenger brand advertising agency. Want help with the process? Just give us a call at (972) 331-7000. Otherwise, we hope you find this to be a useful tool for your own planning efforts.
Good luck!
Mike Sullivan
President, LOOMIS
What Skills do B2B Marketers Need to be Truly Effective in 2014?Klaxon
Presentation delivered by Andy Bargery of Klaxon at a conference in London called The Evidence, March 2014.
The conference was organised by B2B Marketing Magazine and revolved around entries into the B2B Marketing Awards in 2013. This presentation was based on the submissions to those awards.
It's back! Content Marketing World's annual conference ebook featuring a large number of our incredible speakers offering their insights on content marketing, how to level up and advance, how best to amplify your message and so much more. Check out what your favorite content marketers have to say on these topics and also meet some new faces to CMWorld. CMWorld 2018 is going to be epic - be sure to join us there! Game On!
The Complete Guide to Create an Effective Digital Marketing Strategy.pdfVidyaMandir5
"The Complete Guide to digital marketing strategy. Learn how to define your goals, identify your customer personas, and select the right growth channels."
Marketing for Startup: 14 Things You Shouldn't MissLukas Obdrzalek
I focused on 3 topics
- What should you know when setting up your marketing
- How you should build your marketing team
- How you should choose your agency and how to work with it
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
1. 1
The Essentials of a
Documented Content Marketing Strategy:
36 QUESTIONS TO ANSWER
2. 2
Why does a documented content
marketing strategy matter?
The majority of content marketers don’t have a documented content marketing strategy.
What difference does a documented content strategy make? According to Content Marketing
Institute/MarketingProfs content marketing research, marketers with a documented
content strategy are:
Far more likely to consider themselves effective at content marketing
Far less challenged with every aspect of content marketing
Generally more likely to consider themselves more effective with every tactic and social
media channel
Able to justify a higher percentage of the marketing budget to be spent on content marketing
So, what does a documented content marketing strategy include?
There is no “template” for a content marketing strategy,
because how much and in what format you need to
document your strategy is unique to your business. For
small and limited content marketing initiatives, we’ve seen
success from simply walking through the process and not
documenting much at all (although our research shows
that a larger percentage of smaller organizations have a
documented content marketing strategy as compared to
their larger peers). In other larger organizations or initiatives,
documenting everything and adding mapping or even
separate executive summaries can make sense.
Regardless of the format you use, this document will walk you through the steps you need to
follow and the questions you need to ask as you create your content marketing strategy.
As a starting place,
The CMI Content
Marketing Framework:
7 Building Blocks to
Success, walks you
through the seven
common elements of
a successful content
marketing strategy.
3. 3
Checklist: Possible Questions
to Answer in Your Documented
Content Marketing Strategy
Business Plan for Innovation
❑ What challenges are we trying to solve?
❑ What is our dream outcome with this process?
❑ What is the risk if we fail?
❑ Whose unique perspectives do we want to involve? If internal, what permissions do we need
from their managers to participate?
❑ What is our budget?
❑ How often do we want to produce deliverables?
❑ If life or business issues get in the way, how can we push a “big red button” without
disbanding the idea of the business plan?
❑ How will we execute each experimental idea, and how long will we give it to work?
Business Case for Content Marketing
❑ What is the need? What do we hope to accomplish with our content marketing?
❑ How big of a need is it? Do we have a big enough audience to justify a plan?
❑ What is the business model? How does it work? What do we have to do?
❑ What is our differentiating value? Why is this more important than other things we are
spending time on?
❑ What are the risks? What’s in our way of success – or what happens if we fail?
Persona Development and Content Mapping
❑ What are the details of each of our personas?
❑ What does our sales funnel look like?
❑ What does the customer’s buying cycle look like?
❑ What content do we need to create based on the engagement cycle?
❑ What is the customer context?
4. 4
Our Brand Story
❑ What does our marketing look like? Where are our competitors situated? What is the reality
for our customers? Why do they currently identify with our brand?
❑ What would the world look like if we could realize the Big Hairy Audacious Goal (BHAG) that
we set out for our brand? What is the “call to adventure” for our product?
❑ Why hasn’t this been done?
❑ Who will provide guidance for our brand as it makes this journey?
❑ What is our new idea? How will we lead our audience into this unknown with us?
❑ Who will our brand align with to help us move forward? Who will be the naysayers? What
challenges can we plan for?
❑ What will our brand ultimately achieve?
❑ Once our brand has changed, how will we show that differentiation?
❑ What ambush could – or will – our brand face now that it is different? How will we continue
to move on?
Channel Plan
❑ What do we already have that helps us tell this story (e.g., an existing Web page, blog, etc.)?
❑ What must change for us to tell this story (e.g., do we need to add a blog; do we need to
create or revisit our social Web strategy?)
❑ What must stop (if anything) for us to tell this story (e.g., do we need to stop using Facebook
and divert our energy to a blog?)
❑ What are the objectives for each channel as they relate to the engagement cycle?
❑ How will we map each channel to our story?
❑ What are our specific goals for each channel?
❑ Which channels apply to which persona(s)? (Note: You may want multiple accounts on the
same social network to address different personas.)
❑ How/who will manage the content and conversation on each channel?
❑ What is the velocity, tone, desired action and structure for the content on each channel?
5. 5
Business plan for innovation
When introducing an innovative process like content marketing, you may need to build the
business case for innovation. Why? Because it’s quite simply getting the permission to fail. There
is no way to prove return on investment (ROI) before you innovate because, by definition, it
hasn’t been proven before.
This plan may seem a bit counterintuitive, but building a structured process for innovation is
more than gathering a new group in a conference room and throwing sticky notes on a wall
(although that’s fun). Consider building a structure and plan for your innovation.
Here are the questions the plan should include:
● What challenges are you trying to solve?
● What is your dream outcome with this process?
● What is the risk if you fail?
● Whose unique perspectives do you want to involve? If internal, what permissions do you need
from their managers to participate?
● What is your budget?
● How often do you want to produce deliverables?
● If life or business issues get in the way, how can you push a “big red button” without
disbanding the idea of the business plan?
● How will you execute each experimental idea, and how long will you give it to work?
6. 6
Business CASE FOR CONTENT MARKETING
Once your organization has agreed to experiment, the next step is building the business plan for
content marketing. Content marketing is so new for most organizations – and tends to involve so
many different parts of the business – that it’s often difficult to identify the “hard benefits”
or “numbers” that are going to really drive business value.
It’s important to note: The business case is not ROI. Trying to pin ROI on content marketing
is a bit like asking, “What’s the ROI on your telephone system?”
Like any good business plan, the business case for content marketing answers five
questions succinctly:
What is the need? What do you hope to
accomplish with your content marketing?
Goals include things such as brand awareness or
reinforcement, lead conversion and nurturing, and
customer conversion.
How big of a need is it? Do you have a big
enough audience to justify a plan?
● Can you use content marketing to ease an
existing pain point or to enhance your existing
marketing successfully?
● Is this opportunity big enough to warrant
spending your time and/or your money on?
If so, by how much?
While those with a
documented content
strategy are less
challenged with every
aspect of content
marketing, those without
a content strategy are
far more challenged with
getting executive buy-in,
which is a key roadblock
to content marketing
success. Creating a
business case is key to
getting buy-in.
7. 7
What is the business model? How does it work? What do we have to do?
● What is the scope of your initial content marketing plan?
● What is the team you will need to address that scope?
● How will this affect your existing content marketing efforts?
What is your differentiating value? Why is this more important than other things
you are spending time on?
● Can you expect a lift in an existing program?
● Is there something that you are no longer doing (or that you should no longer be doing) that
you can shift people/budget from?
● Are there programs that content marketing can help feed (e.g., your SEO-optimized site)?
● What is your budget for failure?
What are the risks? What’s in your way of success – or what happens if you fail?
● What are the possible sources and impacts of the content marketing risk on achieving the
goals you have set?
● What can you control? And what can you do to minimize the possibility of these things
occurring?
● Will your risk mitigation plans increase the costs and/or return of your plan?
8. 8
Persona development
and content mapping
Do you really know WHO your customers are? The first thing you need to understand is that
personas are NOT demographics. Demographics are simply attributes of a population
(e.g., age, gender, race).
You need to start thinking about your buyers as people – alive and different and separated by
their behaviors — rather than identifying them by their demographics. Of course, these people
will represent “segments” (or groups) of your consumers — but they are nonetheless individuals
you can identify and service.
Follow these steps so you can better understand who your audience members are and what
questions they have.
Develop your personas
While we believe that you can – and perhaps should – go through a comprehensive buyer
persona and content-mapping exercise, many times this is not feasible. However, figuring out
WHO you are talking to is vitally important — as is walking through a buyer persona exercise.
You will need one persona for every distinct group to which you are marketing. In other words, if
a person goes through a different buying cycle, he or she is a different persona.
What do you need to know about these people? The easiest way to think about this
is to answer the following questions:
● Who is this person?
● What is his or her need? (This is NOT why they need your product.)
● Why should she care about you?
● What unique value proposition (UVP) do you offer this persona?
9. 9
Create the engagement cycle
The engagement cycle is a defined process your audience members go through as you help
them increasingly engage with your brand. You use it to map content to both sales and a
consumer engagement process to help deliver the right conversation at the right time.
Just as in real life when you meet someone, determining what you want to say
to a persona is a combination of two things:
● Content: What do you want to say?
● Context: What is the best time and place to start the conversation?
The sales process
To start, you need to define your sales process, which is how you watch your consumer proceed
through your marketing and sales efforts. Regardless of what you call each step, this is how you
identify customers who:
● Know nothing about you
● Know something about you (lead)
● Are interested in what you have to offer (subscriber)
● Compare you to other solutions (prospect)
● Do what you want them to do (buyer)
Once you have your funnel mapped out, you then build out your content segmentation, which is
a matrix of your personas and your sales funnel. Once you have your grid, start filling in the cells
with your existing or new content items. A primary benefit of this exercise is that it often points
to where your content marketing is either very light or very heavy.
Jeremy,
IT Director
White Paper 1
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Our Blog
ROI
Calculator
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Case Study 1
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Case Study 3
Cheryl, CFO White Paper 3
Interview w/
CEO
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SALES CONTACT LEADS QUALIFIED FINALIST VERBAL
PERSONAS
Content Segmentation Grid
10. 10
The buying process
Next, you need to map out how
your customers buy from you, or,
once they have bought, what you
want them to do next. A sample
buying cycle may look something
like the illustration. Note that
this is not a linear process and
consumers typically jump in and
out of the orbits as they move
closer in. But, as the consumer
moves closer to the center of
gravity, what he or she wants
becomes more focused as well.
Buying Process
Purchase Decision
RFI’s Pricing Vendor
Information Search
Awareness
Short List
Competitive Alternatives
Regardless of where your content is in the buying process or what
persona you are targeting, it needs to do one thing: Support your
content marketing mission statement. The why must come before
the what. This seems obvious, but most marketers have no mission
statement or core strategy behind the content they develop.
11. 11
The engagement cycle
Once your sales and buying processes are defined, you next overlay them to get a better view of
the content that you have – and that which you need. This piece is designed to help you deliver
the most relevant content to the most relevant persona at the most relevant time.
Note: You do not need to map content to this extent, and you certainly don’t need to develop
content segmentation grids for every product or process. However, for key segments, you may
want to consider these questions:
● In what language should we produce this content?
● In what device context will this content be consumed (device, interface channel)?
● Why will people want this content through this channel?
● What do we hope they will do with this content?
PERSONAS
Content Segmentation With Buying Cycle Highlighted
Buying
Cycle
Awareness &
Education
Information
Search
Vendor
RFI Vendor
Information
Make the
Purchase
Decision
Alternative
Searches
Short List of
Vendors
Contract
Jeremy,
IT Director
White Paper 1
White Paper 2
Our Blog
ROI
Calculator
Webinar
Case Study 1
Case Study 2
Case Study 3
Cheryl, CFO White Paper 3
Interview w/
CEO
ROI
Calculator
SALES CONTACT LEADS QUALIFIED FINALIST VERBAL
12. 12
YOUR BRAND STORY
Your next step is to determine your pillars of content, which in essence, are the stories you want
to tell. While this sounds great in theory, the tricky part for many companies is determining how
to develop these stories in the first place.
There are no hard-and-fast rules for developing your brand’s stories, but you can go back and
look at classic storytelling and structure as a helpful map to guide you. In Managing Content
Marketing, we adapted Christopher Volger’s hero’s journey into 10 steps for developing your
content marketing brand journey.
Please note that this is a framework rather than a “to do” list or template. The structure is meant
to help you to develop a way to TELL the story or maybe to discover what is missing from the
existing story. It’s not a TEMPLATE for the story. This is an important distinction because your
story will be unique to you, your brand, and the experience you are trying to create.
The conventional market
What does your marketing look like? Where are the competitors situated? What is the reality for
your customers? Why do they currently identify with your brand?
The challenge
What would the world look like if you could realize your Big Hairy Audacious Goal (BHAG) that you
set out for your brand? What is the call to adventure for your product?
The rejection of the challenge
Why hasn’t this been done?
The appointment of the sage
Who will provide guidance for your brand as it makes this journey?
Crossing the unfamiliar
What is your new idea? How will you lead your audience into this unknown with you?
13. 13
Map the road of challenges
With whom will your brand align to help you move forward? Who will be the naysayers?
What challenges can you plan for?
The final challenge
What will your brand ultimately achieve?
Looking back
Once your brand has changed, how will you show that differentiation?
The final renewal
What ambush could – or will – your brand face now that it is different? How will you continue to
move on?
Celebration
This is you realizing your dream.
Learn more about
Brand Storytelling:
10 Steps to Start Your
Content Marketing
Hero’s Journey.
Content Marketing Brand Hero’s Journey
14. 14
Content marketing channel plan
Thus far, you have identified your personas, developed your pillars of content, and segmented
your content into both your personas’ buying cycles and your internal sales cycles. Now it’s time
to choose how you are going to “place” that content. What channels are you going to use to
distribute your content?
To answer this question, you have to consider the CONTEXT in which your audience will view the
content and then use that to alter the content accordingly.
There are seven basic considerations for developing a content marketing channel plan.
Situational analysis
● What do we already have that helps us tell this story (e.g., an existing Web page, blog, etc.)?
● What must change for us to tell this story (e.g., do we need to add a blog; do we need to
create or revisit our social Web strategy?)
● What must stop (if anything) for us to tell this story (e.g., do we need to stop using Facebook
and divert our energy to a blog?)
Channel objectives
● What are the objectives for each channel as they relate to the engagement cycle?
Content plan
● How will you map each channel to your story?
Metrics
● What are your specific goals for each channel?
Personas addressed
● Which channels apply to which persona(s)? (Note: You may want multiple accounts on the
same social network to address different personas.)
15. 15
Content management process
● How/who will manage the content and conversation on each channel?
Editorial plan
● What is the velocity, tone, desired action and structure for the content on each channel?
Channel Name Structure Tone Desired Action
Main Corporate Site
News Section -
250-Word Blurbs
announcing new items
Professional
Click to blog
(all phases)
Product Micro Site
(New Blog)
Blog with 500-750
word posts
Casual/
conversational
Subscribe Phase 1 -
Add “White paper
download Phase 2”
Blog Main Corporate Blog
Cross Linking -
Making sure existing
posts are linking into
new Micro site
N/A Link to blog posts
Sales Twitter Channel
@Sales
Conversational
Friendly - Focused on
being our “broadcast”
platform and online
conversation.
Add to existing Twitter
content.
Click through to blog
posts. RT’s of our infor-
mation.
CRM Twitter Channel
@CRM
N/A N/A N/A
LinkedIn New LinkedIn Group
Asking questions to
generate conversation
Follow and join group
on LinkedIn -
Click through to blog
A Very Simple Channel Plan
To see a simple channel plan and more details about each step, view creating your content
marketing channel plan.
16. 16
CONCLUSION
Your documented content marketing strategy is not something to develop and put aside, but
rather it is a “living” document that should be referred to and adapted as your consumers’ needs
and the market changes. As mentioned in the introduction, what you need to document and
the format you use will depend on the needs of your business. But, by working through these
questions, you will certainly get a better sense of the content you need to create (and what you
don’t need) so you can better prioritize — and create epic content.
And, of course, your job does not end there. Once you have your strategy, you need to execute.
Consider the next two steps:
The global editorial calendar
The global editorial calendar is an aggregation of your channel plan and actually looks at content
production as well as the editorial schedule. It can take many forms, although its final realization
will be tied closely to your process.
The resource plan (occassionally)
This is a common document when your content marketing strategy is performed as a brand new
initiative. After you’ve defined your strategy, completed your persona development, identified your
story, and mapped your channels, you’ll find there are a large number of tasks to be completed. You’ll
need to assign resources for these tasks – and in many cases, it may affect your timeline or budget.
To get more details of these plans, read the definitive guide, Managing Content Marketing.
About Content Marketing Institute:
Content Marketing Institute (CMI) is the leading global content marketing education and training
organization. CMI teaches enterprise brands how to attract and retain customers through compelling,
multi-channel storytelling. CMI’s Content Marketing World, the largest content marketing-focused
event, is held every September, and Content Marketing World Sydney, every March. CMI also produces
the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing
research for some of the best-known brands in the world. CMI is a 2012 and 2013 Inc. 500 company.
Learn more about how to develop a content marketing strategy at http://contentmarketinginstitute.
com/developing-a-strategy.