Monthly Archives: March 2015

What does Content Marketing actually mean for a business?

What does Content Marketing actually mean for a business?

by Ingrida Andrijauskaite

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Content marketing has recently become bigger than ever. Most companies are beginning to focus on the creation and publication of content for marketing purposes, with the objective of selling an idea rather than just a product or service. Due to this, marketing budgets are being actively reallocated in order to gain the best content marketing efforts for brand communications.

What is the Content Marketing?

In order to understand what content marketing truly means for a business, we should become familiar with the meaning of this term. The Content Marketing Institute from United States outlines that content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content. The main goal of this marketing mode is to attract and acquire a clearly defined audience, which means the objective of driving profitable customer action. [1]

Furthermore, content marketing is known as the creation and sharing of content for the purpose of promoting a product or service. The majority of marketing professionals are emphasizing that content plays an important role in B2B marketing strategies. Marketing professionals hold an opinion that businesses should deliver consistent and on-going valuable information to customers and highlight their responsible practices through content marketing. This can help long-term customer engagement and loyalty.

Content marketing can also contributes to an increase in sales, through quality content that allows customers to better understand the added value of a company’s service or product. This could help your company win a significant and appreciable position in the advertising & branding industry.

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How does the machine that drives Content Marketing work?

Creating the right message for the right time is the key element to excellent content marketing. A content marketing strategy starts to gain form when you begin to define the viewpoint and characteristics of buyers, and also determine the main questions which customers ask during buying process. After this, marketers and business stakeholders can decide which types of content marketing strategy are more suitable for communicating their brand to the public. Will you use infographics for your content marketing? Or perhaps blogs or video campaigns, or others?

Content marketing distinguishes three main types of content text for promoting your brand: images, videos and infographics. The content text of a content marketing strategy can be used for describing the company’s services or other company information. For this purpose images can be used to illustrate the location of the company’s offices or organizational structure.

However, videos are more suitable if you want to show an interesting movie of company’s experience and values, or present the value of your product and service, and its benefit to your customers. Infographics can be used as a graphic visual representations of a company’s information. Also, it can be used to present the growth achievements of a company’s business.

Why content marketing is beneficial for small business?

This is no secret: most small business do not have a large enough budget for more traditional advertising tools such as spots on national TV or large print campaigns. Content marketing campaigns can be executed through social media networks, company websites, blog etc. and therefore are an easier and less expensive tool for promoting your brand.

Most B2B small business marketers and stakeholders are using more actively social media content tactics rather than blogs or podcasting, because they believe it do be more effective. This also demonstrates that social media is currently one of the most popular content marketing tactics, being that social media provides your business with the power to engage your target audience and improve brand awareness.

In conclusion, content marketing helps you to sell your brand products or services through the right way, as well as avoid wasting time, financial sources and marketing efforts. This marketing strategy can provide your business with the best solution for presenting content-driven experiences, which are exciting and useful to your customers, and increases the understanding of your brand.

If you need an inspiration, listen to the speech of producer Kevin Spacey about the Storytelling in the Content Marketing:

[1] About Content Marketing more here: http://contentmarketinginstitute.com/what-is-content-marketing/

 

Outdoor advertising – an Effective Marketing Tool for your Business

Outdoor advertising –  an Effective Marketing Tool for your Business

by Ingrida Andrijauskaite

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Outdoor adversting goes as far back as the Egyptian era, when laws and treaties were publicized on tall stone obelisks. Also, ancient Greeks advertised the Olympic games on wooden columns along roadsides.

This type of advertising has changed over the centuries, but currently it is still considered as an effective form of communication. Nowadays, this advertising is known as the OOH Media, which means Outdoor advertising or Out-of-home advertising.

Outdoor advertising works very well for promoting company‘s services or products in specific geographic areas. The chanels that can be used for such advertising are: billboards, bus benches, or transit advertising, ect. All of these can be very effective not only for larger businesses, but especially, for the small-business owners.

Why OOH Media is an important tool for business?

Outdoor advertising is an effective marketing tool and is an integral element of an high-quality advertising campaign. Firstly, outdoor advertising provides readily available brand messages and images for a wider audience, since you are targeting people on the go. This trend of advertising has a great impact because it is usually the first form of adversting that potential clients see, and therefore it can influence their opinion or impression of your brand.

Secondly, outdoor advertising can combined with dynamic digital media marketing tools. This means that businesses can use interactive forms of brand promotion including images of 3D characters, virtual environments, or visual graphic design elements of a company’s identity such as logos, colors and ect.

Digital OOH Media can be placed on many different addressable places, for example on: backlit translits, LCDs, kiosks, bus stops, screens, and on other various banners.

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Shaun Gregory, CEO of Exterion Media said: “…We are committed to harnessing the digital opportunity and using increasingly available technology to create the experience the audience we are engaging with would expect. The only way we are going to achieve this is through collaboration, which is why I am hugely excited that so many major players in OOH are coming together to develop this industry standard for measuring DOOH (Digital Out-of-home advertising). The insights it will bring will only help us to provide a better experience for brands, agencies and consumers and accelerate the rapid growth of DOOH[1]

What is a Good Brand Message?

The majority of outdoor advertising professionals underscore that effective brand messages of OOH Media should be significantly eye catching to attract the attention of the customers. The advertising has to be sufficiently informative to let future customers know what you sell and why it is beneficial for them.

First impression is indeed the last impression: businesses never get a second chance to make a first impression, so all companies should endeavor to devote all important marketing tools to achieve the best results of their OOH Media campaign. It is also important to keep the message short since people don‘t have time to read or watch a long advertising message of a product.

Marketing professionals say that when the brand message looks irresistible, customers are interested to find out more details of the product and most of them often end up buying the product.

Present a realistic Brand message: it is essential to focus on the reality of brand messages and to use the relevant promotional tools for the brand advertising campaign. All businesses should  present to the public their social and ethical behaviour and provide it’s customers with reliable brand information, so that they do not feel cheated or misinformed about the company’s products or services.

So, be smart and innovative, engage the audience with your brand message, and win the market struggle with victory through OOH Media.

[1] More information here:

http://www.jcdecaux.com/en/Newsroom/Press-Releases/2015/Outdoor-media-owners-unite-to-develop-an-Audience-Measurement-system-for-Digital-Out-of-Home