Companies looking to outsource the creation of content may be wondering: Should we open up bidding to content marketing agencies or offer the work to our usual ad agency?
Both agencies are crucial for attracting customers, but each has specific strengths. According to the Content Marketing Institute, “most ad agencies aren’t built for consistent, long-form content creation and distribution.”
What has your content done for you lately? Creating content that builds and sustains customer relationships is a real challenge, as indicated by a recent study conducted by Forrester Research, the Business Marketing Association and the Online Marketing Institute. The study, which surveyed 113 senior marketers to gauge their “content development sophistication and maturity,” found […]
Does your content engage customers, or simply broadcast at them one-way? According to Forbes columnist Christine Comaford, one of the most costly mistakes content marketers make is not getting their audience involved. Failing to have a conversation with customers is a surefire way to “wreck” return on investment, wrote Comaford.
When you think about companies with great advertising over the years, Coca-Cola is likely to come to mind. The behemoth brand sells 1.8 billion servings of the drink every day, is recognized the world over, and is available in the majority of countries across the globe.
Plans seem to be falling out of fashion in our modern-day life, considered stodgier and less adventurous than alternatives like “playing it by ear” and “winging it.” At this risk of sounding curmudgeonly (which, OK, we kind of are, but in a hip, everything-vintage-is-cool way), a little planning never hurt anyone.