News & Updates

News and Perspectives from Integrated Media Strategies

 

b2ap3 large 20 social media iconsMany organizations which Integrated Media Strategies has helped know they need a plan to get set up their social media, but aren't sure where to start, or even why, other than everybody else seems to be doing it.  Social media for B2B makes good business sense, particularly when allied with content marketing. Content marketing is a marketing approach that uses the online content for marketing and social media provides a powerful mechanism for distribution and discovery that extends the visibility of your website.  It can also be highly cost-effective.

But many companies and organizations, both large and small, don’t know where to start when trying to build a social media presence.  Assisting organizations set up and successfully manage the content workflows for effective social media use is something Integrated Media Strategies does. Here are some pointers.

Integrated Media Strategies was contracted to develop a site for the life sciences management and commercialization startup, Bellwether Lifesciences.  The company's specialties cover the fields of life sciences commercialization, technology transfer for both start ups and large companies, training, consulting, higher education - industry alliances, investments and private equity. 

Turnaround on the 100+ page site from start to completion was four weeks.  Services provided by Integrated Media Strategies included working closely with the company on developing a site plan.  This ensured site navigation to the broad array of expertise they provide was kept simple, while simultaneously ensuring key areas of business were front and center. 

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. 

b2ap3 large 3WAY 1In the course of the hundreds of formation skydiving jumps I did and competing at two national championships, I learned a few lessons that I now apply professionally in business communications.  For people who's only exposure to skydiving is the movie 'Point Break', it may come as a surprise that it's not like that at all.  Don't expect to exit an aircraft and 'naturally' get it right.  Skydivers proportionately spend a lot of time preparing for jumps to get them right - to stack the odds in favor of getting a complex 3D maneuver come together and work.  Because screwing up has real and immediate consequences, skydivers have developed simple, easy-to-remember best practices that have given the sport a good track record for safety despite the inherent risk.  These best practices translate effectively to crisis communications. 

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.  

b2ap3 large Process pix 10North Carolina's biotechnology industry is a success story, built on 30 years of steady support for its development. It is ranked as the third-largest cluster of biotech, pharma and life sciences companies in the U.S., following only California and Massachusetts. It generates almost $60 billion a year. But in the early 2000's, biomanufacturing and biopharmaceutical companies in the state were facing difficulties. The state's capability to train sufficient numbers of workers with the specialized skills and knowledge needed to work in complex, highly-regulated biopharmaceutical manufacturing environments was limited. Companies were poaching each other's workers, driving up the cost of business and limiting the companies' ability to expand. This also negatively impacted companies that had a patent clock ticking down. These workforce challenges were costing billions.  The post below outlines how the team at Integrated Media Strategies played a key role in addressing this challenge and helping North Carolina to grow its economy. 

 

 

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