Posted by
Tony Quin on May 9th, 2013 at 7:45 am
I don’t pretend to be a savvy shopper, but when I dive wallet-first into the clearance section at The Gap, I tend to stock up on accessories in my favorite color — black. Why? It’s a universal truth that black goes with everything.
So does branded journalism. In the words of veteran digital content guru Ann Handley, “Content is the new black.”
Handley is right, branded journalism (also known as brand journalism or branded content) has caught on like a wildfire this year. From Tory Burch’s fantastic branded blog to Mint.com’s MintLife section, brands realize the value of consumer-facing content like articles, photos or videos, and are rushing to create some with the company name on it.
Why? For a lot of the reasons we discussed in the first post in this series and mainly because consumers are demanding it. As brands become more accessible to fans through social media, people want more from brands than their products and services. So much so, even Twitter is looking to hire a Head of News. That leads us to branded journalism.
But branded journalism breaks the natural order of business that advertisers, journalists and businesses have subscribed to for decades. This makes some people nervous, traditionalists... Read more
Tags: brand, branded journalism, branding, content, content marketing, content strategy, creative, marketing, online marketing, Strategy
Posted in Creative Best Practices | No Comments »
To produce strong SEO results and happy clients, focus your SEO efforts on traffic and conversions, not rank.
Tags: content marketing, content strategy, Digital Marketing, marketing, online marketing, Search, search engine marketing, search engine optimization, sem, seo, seo services, social media marketing, social media strategy, web presence optimization
Posted in Search, Social Media, Web Analytics | No Comments »
Posted by
Tony Quin on April 3rd, 2013 at 8:03 am
For brands, the need for journalistic content stems from growing branded communities in social spaces. As brands and consumers engage in more personal conversations via social, consumers simply demand more from them.
Tags: brand, branding, content, content marketing, content strategy, creative, journalism, online marketing, Strategy
Posted in Opinions | 1 Comment »
Step 4 of digital strategy is optimization, the ongoing process of improving your relevance, targeting and campaign quality to get the most out of every dollar spent.
Tags: brolik, content marketing, content strategy, Digital Marketing, facebook marketing, Facebook strategy, jason brewer, online advertising, online marketing
Posted in Media Planning & Buying | No Comments »
Toyota’s mass recalls demonstrate how using digital to address issues head-on helps lessen negative brand perceptions.
2012 could be dubbed the ‘Year of the Recall’ for the auto industry with various automakers calling back more than 14 million cars in 12 months for inspections and repairs involving safety issues. For perspective, nearly 14.5 million cars and light trucks were sold last year. The number of cars sold versus those recalled was a near wash by year’s end.
And it was recently announced that Toyota plans to settle an estimated $1.3 billion in class action claims involving sudden, unintended acceleration first reported in 2009 in certain Toyota, Scion and Lexus vehicles. The anticipated settlement would be the largest payout by any auto company, ever.
What’s interesting about 2012 is that in spite of widespread safety issues, auto shopper interest saw negligible impact. In fact, year-end sales were 13 percent better than 2011 and the best we’ve seen in the past five years.
So, what’s going on here?
Maybe it’s a recovering economy or a testament to the loyalty of certain car shoppers who, despite all odds, remain steadfastly devoted to a particular brand. Or, perhaps it’s consumer indifference, which has adapted over time to safety issues... Read more
Tags: branding, Digital Marketing, mobile marketing, online marketing, Social Media, social media strategy
Posted in Opinions, Social Media | No Comments »
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