Aug 16 2016
Digital channels are bursting with content. And while a consumer brand can stand out using funny Snapchat influencers or easy-to-consume short videos, B2B audiences are looking for more. An instigator of a purchase needs information that shows how the solution will improve their quality of work, the efficiency of their process, etc.
They also need information that proves value to every stakeholder who checks off the purchase and will evaluate the instigator on its success. It’s especially true for B2B technology companies. The person who begins the purchase process could have a dozen stakeholders with different specialties and interests.
The growth of content marketing has largely been thanks to the need for so much information in making business decisions. But often customers are given a blog or article that reads like a product page. They’re left to interpret the reason to buy.
A B2B company’s audience needs more valuable information before committing to a product or service. So to help them see the value and show it to others, content marketing can be there to provide useful, supported content that’s relevant to the audience and drives towards some definable goal.
That’s a lot to unpack, but two integral aspects are
Jul 15 2016
Click. Shhhft. Ahhh. Now that’s the sound of summer. Whether it’s a beer, soda, seltzer or water, that sound evokes a sense of ease in the dead of summer. The same can be said for a scoop of mint chocolate chip ice cream or a cool bite from a refreshing salad on a hot, sunny day.
These visceral consumer experiences are ones that our favorite brands strive to incite in the crowded marketing landscape that is summer. But for a brand whose sales heavily depend on this season, it’s even more critical to set it apart from all the others.
With this in mind, I looked at seasonal brands with core summer businesses that are breaking out of the mold this season, as well as their keys to success for marketers.