Tagged 'content strategy'

Legal concepts every social media marketer should know: Part III — Use of third-party images, graphics, and content

Posted by Fernando Bohorquez Jr. on September 11th, 2013 at 6:00 am

This post is co-authored by Alan M. Pate.
It’s often said that imitation is the sincerest form of flattery. But when it comes to running an online marketing campaign or social media site, imitating (or straight-up copying) other peoples’ content can be the quickest way to an expensive lawsuit. In this third installment of “Legal concepts every social media marketer should know”, we’ll run down the best practices for digital marketers using third-party content in their campaigns. Chances are, whether it’s your website design, the models in your ads, or even the code in your mobile app, somewhere, somehow, your campaign may include content licensed or purchased from a third-party. A little knowledge of the common pitfalls in using third-party content can go a long way in ensuring your campaign doesn’t get derailed by a lawsuit or the threat of one. Be sure to also check-out “Legal concepts every social media marketer should know: Part I -Consumer Privacy" and “Part II: Rules of the Road for Online Advertising” and stay tuned for the last installment on user-genrated content.
Part Three: Use of Third-Party Images, Graphics, and Content
Word to the wise – if you think dealing with legal is a pain,... Read more

Great content requires strategy and organization

Posted by Denise Yohn on September 9th, 2013 at 12:56 pm

The speakers at the session, "Organizing for Content," at the 2013 iMedia Brand Summit, showed how companies can ensure they develop and distribute great content.

5 Ways Technology Eases Car-Buying Anxiety

Posted by Nick Matarazzo on August 22nd, 2013 at 9:33 am

For me, walking the car lot on a Saturday is nearly as fun as a day at the golf course. The shoptalk is great, I get to take something for a spin, and even if I don’t come out with the exact score (or price) I had in mind, I walk away with a sense of satisfaction. But, for many, the thought of having to negotiate one-on-one can be intimidating, and can turn the thrill of buying a new car into pure anxiety.
Choosing what to buy—make, model, trim, and a seemingly endless number of options like warranties and infotainment—is only the first step. Once the vehicle and options are selected, the real research begins: What is a fair, good, or great price—and how do I get it?
Here at Jumpstart Automotive Group, we found that 69% of shoppers listed price as a top criteria when deciding to purchase—making it the second-most important factor behind safety and reliability. This mindset is hardwired into consumers across categories—from apparel to appliances—but price is especially integral to the car-buying process, primarily due to the level of investment and the lengthy duration of ownership.
And I think there is added pressure to get a good deal... Read more

10 Ways to Know Your B2B Buyers Deeply Using the Buyer Persona Canvas

Posted by Tony Zambito on July 23rd, 2013 at 5:30 am

Getting in alignment with buyers today is no easy feat.  Every time there is a quarterly review, a pipeline review, and just any kind of review – there is the lingering wish to know more about your buyers.
Insight into buyers is harder to come by.  The business world has been flipped upside down when it comes to the buyer-seller relationship.  I believe it is a good thing.  It is good for business, good for sellers, and good for buyers.  What we all are striving for is the common good of getting to know each other more deeply.
In my article, What is a Buyer Persona?  Why the Original Definition Still Matters to B2B, I covered the foundations of buyer persona development.  To know today’s B2B buyers more deeply involves the use of qualitative contextual inquiry.  Which has served the fields of social science, qualitative research, and journalism very well.  It can serve B2B Marketing and Sales very well also.
Strategic Management
Buyer persona development is an exercise in formulating customer and buyer strategies.  To formulate strategies requires informed knowledge about your customers and buyers.  One way to characterize buyer persona development is to call it a strategic modeling initiative.  An initiative every level... Read more

How to Utilize YouTube's Partner Program

Posted by Tony Quin on July 10th, 2013 at 9:41 am

With Google’s announcement at Cannes Lions that it’s expanding its partner program to include advertisers, it is reinforcing the importance of creating content specifically for the YouTube community rather than just re-purposing ads created for TV.