Marketing experts shared invaluable insights about how to market in turbulent
times through the effective use of content online, in print, and in person.
Custom publishing has gone from being an ancillary, add on component of
marketing strategies to becoming a vital ingredient. Why? Because content
marketing is so important to an increasing number of marketers and companies
of all sizes. Therefore, creating custom content is no longer a nice to-do,
if you have the money. Rather, it has become an absolute must-do as part of
an integrated content marketing strategy.
The strategic importance of content marketing, and of its first cousin,
social media, was front and center at this year's Custom Content Conference.
Here are 8 great takeaways that I brought home with me from the conference:
1) Savvy small businesses can replace much, if not all of their traditional
Local newspapers and business-to-business publications face similar
challenges as drastic drops in ad revenue drive equally drastic drops in
relevant and compelling content. But for newspapers, ad revenue declines
are exacerbated because the highly profitable classified advertising sections
have almost disappeared as readers flock to the Internet. Moreover,
business-to-business magazines that are well positioned still offer uniquely
valuable niche content that helps readers succeed. Their readers still count
on them. That’s not so true for our local dailies.
I believe that the... (more)
A Company That Gets It on so Many Levels Minimizes Traditional Marketing
I was surprised, but not too surprised, to learn from a friend and colleague,
David Drickhamer, that the famous maker of ergonomic chairs spent almost no
money on traditional advertising.
Herman Miller tends to be well ahead of the curve on almost every business
front. After all, this is a company that was into sustainability before it
was cool–and before Al Gore was invented global warming (or was that the
Internet?). Back in 1984, they stopped using Rosewood when they determined it
was an e... (more)
Even a micro business can use video effectively to communicate with its
But, as we amateur carpenters know, you can wind up with a mess instead of a
masterpiece unless you understand how to use a potentially powerful tool
well. In that spirit we’re happy to can share with you six terrific
tips for using video successfully from talented Southwest Florida
professional, Kathy Saenz.
We recently caught up with Kathy, who is Neighborhood America’s corporate
communications manager, for a brief interview on the best ways to communicate
with video. Kathy’s unique ba... (more)
Social Media on Ulitzer
Social media marketing is a trend, not a fad. But, most small to
medium-sized businesses have yet to participate fully and enthusiastically.
We have just written about a powerful new research study that paints a
picture of how thousands of smart companies are already benefiting from the
inclusion of social media. What’s clear from that research is that when
we evaluate social media, we are not talking about the marketing longevity
equivalent of the hula hoop or the Lambada.
Social media marketing is here to stay. Because you want your organization
to b... (more)