content marketing

  • Doing content marketing cost effectively

    b2ap3 large Search Traffic Position Pie ChartContent marketing can be a very effective method to boost the visibility of an organization and strengthen business outcomes.  In a world in which specialization is an increasing fact of life, the terms and phraseology that may be common to one group is often gibberish to others. 'Content marketing' is an example by itself.  It's a term web, SEO and digital marketers will be familiar with but may mean nothing to people outside the communications and marketing field.  It basically means using content posted to the web to grow an organization's visibility and rank with search engines like Google, Bing, etc.  Acronyms are also often industry specific, so 'SEO' stands for 'Search Engine Optimization', which is getting web pages ranked as highly as possible by search engines.  Content marketing uses the specialized language common to an industry sector or service niche and turns it into an asset for web marketing, showcasing an organization's strengths and capabilities and why clients should do business with them.  

  • Making video work for content marketing

    b2ap3 large video content marketingBlogs are well-established as an effective means of content marketing, particularly if they are shared using other mechanisms.  They provide a range of advantages to organizations who wish to provide more information about their products and services, or their approach to corporate culture or social responsibility.  But multimedia capabilities of smartphones and simplifying of non-linear digital video editing has seen an explosion in the use of video.  Video can show rather than tell and if the producer has access to good imagery, can be far more vibrant than a text-based blog offering.  YouTube is now the #2 search engine and organizations need to develop a plan for integrating video into their content marketing.

    There are disadvantages to video content marketing that should be taken into account.  As sexy as a video may be, if it isn't found, it's irrelevant, and if its distribution isn't maximized, the cost/minute ROI ratio is high. 

  • Marketing speak made easy - explaining those abbreviations and acronyms

    b2ap3 large A A CAbbreviations and acronyms make our lives easier by packing a series of concepts or processes into a suitcase that is then easier to manage - but only if you know the term.  If you don't, you're being handed the equivalent of a communications dead weight.  Since much of the work we do is helping organizations and small businesses with communications change management and implementing communications programs internally, we watch our language.  Usually the concepts are easy to grasp once you understand the terminology, and at that point the abbreviations or acronym become a useful shortcut. Included in the table below are also some social media acronyms suggested by readers of this blog that have been prompted by Twitter's 140-character limit to pack more into that compressed method of messaging.  Click on the Read More for a table of acronyms and abbreviations and their explanation.

     

  • ROI of $1.3 billion

    Many community colleges have extremely limited communications budgets and personnel and have not invested in the capacity needed to provide communications and positioning that results in transformative economic development in their communities.  A project with which Integrated Media Strategies has been involved for the past four years shows how smart, sustained strategic communications can dramatically impact economic development in 21st Century job sectors. 

    The NC Advanced Manufacturing Alliance received an $18 million US DOL grant to upgrade equipment and curricula for specialized advanced manufacturing training at 10 community colleges in largely rural counties that had lost jobs to offshoring.  Integrated Media Strategies was brought on early in the project in 2011, and provided branding, marketing and communications support.  We developed a website and social media accounts and worked with college instructors and staff to sustainably create content in line with strategic positioning goals.

    In September of 2015, the return on investment (ROI) on the $18 million has been more than $1.3 billion in new capital investments and expansions in the counties the colleges serve and more 6,600 jobs created. 

 

 

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