Tag: content marketing

Unveiling the PR and Marketing Trends Shaping 2024

As 2023 draws to a close, we’d like to take a step back and look forward into what the new year will bring for companies looking to market their businesses to potential customers. It seems that change happens faster with every year that passes, and 2024 will be no different. Today, let’s unravel the curtain on three cutting-edge trends and a bonus tip that are propelling savvy marketers into the limelight of 2024. From the power of micro-influencers to the art of crafting 3D stories with data, we’re diving deep into the strategies that will make companies the true champions of the marketing game. 

Trend Alert #1: Micro-Influencers Rule the Scene 

Gone are the days of mega influencers dominating the spotlight. In 2024, marketers will be tapping into the power of micro-influencers—real people with real influence in niche communities. These folks have established themselves as experts in their respective areas with years of quality thought leadership content. Authenticity is the name of the game, and micro-influencers bring that personal touch that resonates with their dedicated followers.

Trend Alert #2: Storytelling in 3D—Data-Driven and Dazzling 

In 2024, storytelling isn’t just about words; it’s about data-driven narratives that paint a vivid picture. In the new year, marketers will be leveraging analytics to craft compelling stories that captivate audiences. Imagine infographics, interactive charts, and dynamic visuals—all telling a story that sparks engagement and leaves a lasting impression. Interactive content is going to be a big player. People love engaging with content rather than just passively consuming it. Think polls, quizzes, and AR experiences—they’re the real MVPs.

Trend Alert #3: Community-Centric Campaigns 

Marketers are shifting their focus toward creating meaningful connections. Whether it’s through local events, online forums, or social media groups, fostering a sense of community around a brand is becoming the secret sauce for success.

Bonus Tip: The Rise of Virtual Experiences 

In a world where digital is king, marketers are mastering the art of virtual experiences. From virtual product launches to interactive webinars, creating immersive online experiences is the new norm. It’s not just about showcasing a product; it’s about giving your audience an unforgettable digital journey.

So, there you have it—three trends and a bonus tip that marketing professionals are riding into 2024. We hope you can use these tips to make the very best of the new year. But if you need a helping hand, don’t be afraid to reach out!

Showcasing the Power of Social Media: The Stanley Tumbler Viral Video Story

Recently, a Stanley tumbler and a car fire became the catalyst for a viral marketing phenomenon. 

On November 15, a TikTok user shared a video depicting her car engulfed in flames. Despite the car being a total loss, her Stanley tumbler not only remained unscathed but still held ice! The video swiftly went viral, accumulating over 84 million views.

Stanley president Terence Reilly leveraged the unexpected situation by stitching the video and surprising the user with more Stanley tumblers, as well as offering to replace her car. This response garnered over 32 million views in just a few days, transforming it into a heartwarming narrative of the season.

The comment section overflowed with admiration for the brand, as TikTok users expressed sentiments like:

“This is amazing, definitely getting a Stanley now!”

“They stepped up, that’s incredible. I’m definitely getting a Stanley now.”

“Do I really need a Stanley? Probably not. Will I buy one on principle? Absolutely.”

While the circumstances of this marketing incident were unique, Stanley’s knack for virality is not unprecedented. With a legacy spanning over a century, the brand was initially known for its rugged outdoor products. However, a shift occurred in 2017 with the introduction of the Quencher Tumbler.

Recognizing an opportunity, The Buy Guide founders collaborated with Stanley on a wholesale arrangement, marketing the tumblers specifically to women. The initial success led to a sold-out inventory, prompting Stanley to reintroduce the Quenchers on its official site in 2020. This relaunch featured more color options and a deliberate influencer marketing strategy aimed at attracting a female customer base. Influencers played a pivotal role by sharing links to the new tumblers, introducing the brand to a fresh audience unfamiliar with its outdoorsy origins.

Safe to say… it worked.

The New York Times reported on the quick sellouts, affirming the effectiveness of Stanley’s social media strategy. Since then, the brand has consistently leveraged its social media prowess in generating momentum and virality, to frequently experiencing sold-out product releases.

This viral incident underscores the immense power of social media marketing in shaping a brand’s narrative and cultivating consumer loyalty. This exemplifies how social media platforms can amplify brand stories and create a direct connection with the audience. In an age where information travels at the speed of a click, brands can harness the potential of social media to not only navigate unforeseen challenges, but also to showcase their values and commitment to customer satisfaction. The ability to engage with consumers in real-time, showcase authenticity, and capitalize on user-generated content has become a cornerstone of successful digital marketing strategies, transforming online platforms into dynamic spaces for brand storytelling and community building. Stanley’s journey from an outdoor gear legacy to a viral sensation is a testament to the transformative impact that strategic social media marketing can have on brand perception and market reach.

A Beginner’s Guide to Content Marketing

Many business leaders make the mistake of relying solely on advertising and/ or direct sales to secure leads. These tried-and-true methods certainly have their place, but if they’re your company’s only form of customer outreach, then you could be leaving a lot on the table. 

Today there are new channels and media to not only distribute your message, but engage and interact with potential customers, all while building relationships and establishing your brand. And while it’s a bit more work up front, content marketing comes at a fraction of the traditional cost for running ads or hiring additional salespeople. 

Defining content marketing

What is content marketing? Well, it’s a form of marketing in which you create, publish and distribute content to attract, engage, and retain customers. Content is everything from blog posts to white papers and eBooks to videos—basically anything that helps people learn about your company.

The term “content” has become so overused that sometimes it seems like every company is doing some kind of “content marketing.” But the truth is that there are only a few types of companies who can actually benefit from this strategy. First off, if your customers don’t already know who you are or why they should use your product or service (which will be addressed later), then chances are good that they won’t care about what kind of content you’re creating for them. You must have some brand visibility before even considering investing in content creation and distribution. So if no one knows who you are yet…it might be better left alone until later when things change for the better (and hopefully sooner). If this is the case, some traditional PR might be the more logical first step. 

What are the goals of content marketing?

In addition to the obvious ones—to build your brand and generate leads, grow your business and increase sales—you might be surprised to learn how content marketing can help you differentiate yourself from competitors.

It’s a fact that people trust recommendations much more than advertising. So if you want to stand out from other brands, consider creating helpful or entertaining content that gets shared by fans on social media. This way, customers can see that other people are getting value out of what you’re selling (and hopefully share it with their friends).

How to develop a content marketing strategy

To develop a content marketing strategy, you must first understand your buyer’s journey. This is the process that leads people who have never heard of you to become customers for life. Buyers’ journeys can be broken down into three main steps:

  • Awareness (What do they know about me?)
  • Consideration (Are they interested in using my services or products?)
  • Conversion/Purchase

Content marketing tactics

When executing a content marketing strategy, businesses often rely on a mix of written, graphical and video media to disseminate their messaging. These typically include:  

  • Blog posts
  • E-newsletters
  • Videos
  • Infographics
  • Social media posts

Measurement and evaluation

It’s not enough to just create great content. You have to track how it performs, and use that data to improve your strategy as you go along.

Measurement is key to success with content marketing, but what exactly do you measure?

The answer depends on your goals and objectives, but some basic metrics are useful for tracking the performance of all types of content:

  • Traffic: How much attention did your latest blog post or video get? How many visitors came from social media channels? This is a good place to start if you’re looking at overall performance of a piece of content—it’ll give you an idea of whether people are clicking through and reading/watching what they’re supposed to be reading/watching. Short-term traffic spikes can also be useful indicators that something went viral within the target audience (or outside it).
  • Conversions: Did any readers take action after consuming your latest blog post or video? If so, did they visit another page on your website after reading/watching it—and how many times did they return over the next few weeks or months? This metric is closely tied into SEM (search engine marketing) strategies like AdWords advertising campaigns because it shows how successful paid ads were at driving traffic toward certain pages on your site. You might also see conversions if someone filled out a form asking for more information about services offered by your company; this could lead directly into further engagement down the road (e-mail newsletters and other forms of direct marketing).

Resources for content marketers

Content marketing is a skill that can be learned and refined, but it helps to have some guidance along the way. Here are some useful resources for content marketers:

  • [The Content Strategist](http://thecontentstrategist.com/)
  • [Copyblogger](https://www.copyblogger.com/) – blog by Brian Clark, founder of Copyblogger Media
  • [Contently](https://contently.com/) – choose this if you’re looking for an agency/service provider

Developing your own content marketing strategy

You’re probably wondering: “What are some of the most important things I can do to develop a content marketing strategy and execute on it?”

Well, let us tell you. Content marketing is a way for companies to build trust with customers, generate leads and establish themselves as an authority in their industry. It is not just writing blog posts or creating videos. It’s not just creating infographics or social media posts either!

It’s all of these things and more—a comprehensive strategy that encompasses any type of digital asset that builds relevance between your business and its target audience over time through consistent delivery of valuable information (e.g., case studies).

Conclusion

Content marketing is a powerful tool, and we hope you’re well on your way to mastering it. It can be difficult to get started with content marketing, but if you follow the steps above and use the resources we provided, you’ll be off to a great start. And if you need a hand, don’t be afraid to reach out!

Four Commitments to Create a Great Content Loyalty Strategy

A great Content Strategy is not a sprint to the finish line; it’s a marathon. You cannot turn it on and off as you redirect resources to other company initiatives.

A great Content Strategy is not a sprint to the finish line; it’s a marathon. You cannot turn it on and off as you redirect resources to other company initiatives. It is a continuous dialogue between your brand and your customers. Think of it as a relationship that must be continuously nurtured.  To be successful, you must commit your organization.

Commitment #1

Every content strategy professes to build brand loyalty with existing customers. So why are the majority of companies engaged in content marketing focused on top-of-funnel goals like demand gen and brand awareness? According to Accenture Research, 66% of consumers spend more on brands to which they feel loyal. Commit to the goals of your content strategy and stay focused. Do not become distracted by requests from sales for leads. A lead gen strategy is not a loyalty strategy.

Commitment #2

Truly commit to the loyalty strategy. Reports show that marketers committed to using a long-term content strategy were 63% more likely to reach their goal of building customer loyalty. Your best new business opportunity is with your existing loyal customers and the word-of-mouth (WOM) they with generate on social platforms.

Commitment #3

Get comfortable using metrics to improve your work. Access to campaign metrics through platforms like Supermetrics, Google Data studio, and others will provide the data. However, it’s up to you to slice and dice the data for your application. To improve the effectiveness of your content strategy with metrics, be clear on your big picture goals. Make sure you are measuring things that indicated you are reaching your goals. Track performance against these KPIs every month. Create a spreadsheet that tracks marketing goals and KPIs. Regularly review your plan for gathering performance information and who will be responsible for collecting and reporting this data.

Commitment #4

Focus on loyalty. Educate your customers to nurture loyalty. Fill the informational needs of your audience with entertaining content.  Use social media stories, video and blogs to create your brand voice. By focusing on your customer, their wants and needs, your brand will become clear with your customers.

A History of Storytelling

Storytelling is an essential component of the human experience. Rob Dietrich shares a history of storytelling from caves to epic poems to modern technology.

Storytelling has always been an essential component of the human experience. Humans have an innate desire to tell and listen to stories. A child asks her parent for a story before bedtime. A teacher tells his students a story to help make a lesson stick. Friends share advice by summarizing past experiences with each other. Stories entertain and educate us. They help us relive the past and prepare for the future.

From Caves to Epic Poems

The first example we have of human storytelling is on the walls of caves in Chauvet, France. In 1994, archeologists discovered paintings that depict various animals- deer, lions, wooly mammoths- as well as the eruption of a volcano. Researchers believe the inhabitants of the cave valued these illustrated stories so highly that they considered them to have sacred or magic properties. Carbon dating places these illustrations around 36,000 years old.

The ancient Egyptians took storytelling to the next level. Their hieroglyphic language, a series of pictographic symbols, is widely considered to be history’s first example of a written language. Developed around 5,000 years ago, this writing system allowed them to communicate more detailed ideas. Decoding this alphabet revealed ancient Egyptian stories about life at the time, beliefs about the afterlife, kings, wars and plague. The stories also revealed the evolving complexities of storytelling, such as humor and satire.

Around 2,700 years ago, Homer united the ancient Greeks with his epic poems the Iliad and the Odyssey. These stories were recorded and distributed to the surrounding city-states, and have been credited for establishing the Greek culture. It is highly likely that this was the first time humans realized the fantastic power contained by a good story!

“If I have seen a little further it is by standing on the shoulders of giants.” – Isaac Newton

Storytelling Meets Technology

As history progressed, humans took and improved upon the stories written by the generations before them. The ways and types, along with the manner of telling stories became numerous. Shakespeare captured the imagination of the masses with his plays. In 1556 the first newspaper was published in Venice, covering the economic, political and military happenings of the time. Improvements in printing press technology and the spread of community theater allowed a wider circulation of stories and ideas. Then the 20th century arrived bringing the radio, movies, and TV. These media opened up a whole new world of ways to tell and share stories, removing any barriers that lack of education and an inability to read previously put forth. Then, of course, came the Internet and the digital age of storytelling and idea sharing.

While the complexity, styles, manners, and themes have changed over history, storytelling has been around since the first prehistoric humans were able to point and grunt. Whether they’re creating a culture and unifying a nation or lulling a child to sleep, never underestimate the power of a well-told story.

Want some help telling your story? We can help!

When You’re a Marketing Team of One

When you’re a marketing team of one, things get more complicated. Things like schedules and strategies and goals can quickly get usurped for the latest marketing fire unless you’re able to get ahead of the rest of the organization. I should know –  I was a marketing team of one for a good chunk of my career before joining the O’Keeffe tribe.

Here are the top five things I wish I’d known early in my career as a marketing team of one.

  1. Documentation is your best friend.

It sounds like a no-brainer, right? Document things. Easy peasy. But when you’re a team of one, you’re likely juggling priorities across the business and, depending on the history of the organization, and who you report to, you may be dealing with conflicting ideas on how you should move forward.

Hence documentation.

It’s more than just a recap of emails after meetings (although those are essential). Think about how you can best communicate your strategy and your wins across the business. Would a monthly report help? How about a note breaking down wins via email with a why it matters summary? Find ways to bring your leadership and the rest of your organization along on this magical marketing journey with you.

  1. Stay connected within the marketing community.

As a marketing team of one, you will likely be the only person who gets excited when a significant client tweets at you or when you double your open rate on that biweekly email send. Find your local marketing community and make nerdy friends. Sometimes a lunch spent talking segmentation is the boost you need to push out your new content strategy. Your local AMA is an excellent resource for this, but so are Meetups, user groups, and events or conferences.

Make friends, and you’ll always have someone to call to celebrate a big victory or talk you off a ledge when Salesforce breaks.

  1. Keep a roadmap.

Depending on the nature of your organization and whether you’re setting the long-term strategy, you’ll need to keep an eye on your initiatives. Sometimes you’ll be working through a tough time with your sales team, and you’ll need a way to refocus on what’s next. Your roadmap will be your strategic marketing bible and help you cut through priorities. It’s easy to get overwhelmed as a team of one. Being able to reference that roadmap can help your leadership stay focused on where you can make the most impact.

  1. Do the math.

Let’s face it: pulling your monthly analytics isn’t a high priority when you’re managing a giant marketing strategy. But it’s also the one thing that will help you see the light at the end of the long, complicated white paper you’re writing. Being able to see your progress is hugely motivating, and that process of continual optimization isn’t possible without a historical perspective on your efforts. It’ll also save you if you ever want to find a new home because showing concrete results is the best way to land your next gig.

  1. Find time to get creative.

When all of the pressure rests on your marketing shoulders, it’s easy to stay head down and ignore the outside world. You’re just trying to knock out this week’s social posts – there isn’t time for nerding out with a whiteboard and reviewing your personas. The single best way to stop stress and burnout is to stay creative and engaged in your work. Make the time to develop new strategies, review fun ideas, and learn skills that help set you apart. It keeps your brain fresh and your marketing strategy even fresher.

Being a marketing team of one isn’t easy. I’d wager that it’s one of the hardest roles to fill as a marketer. That kind of ownership and responsibility can be insanely fun if you’re able to ride through competing priorities, times of loneliness as you long for a team, and all those conversations explaining just what exactly you do to the rest of the organization.

Did you read this and think, gosh, I wish I had a marketing buddy like the O’Keeffe tribe? We’d love to work with you and help you tell your story. Send us a quick message and let’s talk.

Why Companies Need B2B Content

Businesses in every industry have valuable stories to tell about their products and services. However, many are not utilizing the power of content, and their stories aren’t being heard. I believe it is important that companies incorporate content marketing into their lead generation and sales processes to give customers the information they really want. So, why is content important for B2B businesses? I’ve put together a list of my top reasons.

Quality content builds credibility and authority

Consistent, quality content can help establish your company as a leader in your industry. By writing thought leadership pieces, you are proving your expertise to those who might need your services. Gaining that credibility and authority is important when it comes to strengthening your relationship with current customers, as well as attracting the attention of new ones. The more you write and publish, the simpler it will be for you to convince your target audience that you are an expert in the business subject you’re promoting and selling. Your thought leadership de-risks their buying process.

Buyers are always looking for helpful content

According to LinkedIn, 79 percent of small businesses say that industry specific news and articles are the most valuable pieces of content they look for on social media. 79 percent! This illustrates that companies are out there reading and looking for answers. It’s important that your company is part of the conversation.

The B2B buying journey can take some time

The buying journey for B2B companies can often take much longer than it does for B2C companies. This is because you are building a relationship with your potential customers, rather than asking for a simple transaction. Because the process can often take some time, it is important to stay in touch with prospects throughout their journey. Helpful and relevant content acts as a great touchpoint and provides a way to initiate discussions and ensure loyal follow-up. It also doesn’t hurt that 74% of B2B buyers choose a vendor that’s first to help them with useful content, according to LinkedIn.

Google recognizes quality content

A high SEO ranking is the cherry on top of producing quality material. Marketing is a great way to promote your brand and reach new customers, as well as get recognized by Google, who will award your efforts with a good ranking. You just have to make sure you are publishing quality content consistently. However, while it can be tempting to write purely for SEO purposes, always be sure to focus on writing compelling content about the things your target audience would be most interested in. There is no downside to optimizing your content for SEO, but don’t lose sight of your primary goals when you create and deliver content.

Every B2B company has a story to tell and an audience to share it with, whether it is current clients, prospective clients or industry colleagues. Providing and publishing relevant content can make a major difference in creating a rewarding customer relationship. B2B businesses are embracing the benefits of content each day and are seeing direct results. Make sure your company doesn’t miss out on opportunities that content marketing can provide.