Experimenting with the Marketing Campaign – The Pulse on Marketing

March 28, 2013 by

Marketers have a big challenge as technology advances push content into new territories.  How do you prove that the campaign worked?  Carol Ann Faber, Director of Continuity Products for NFPA, has an answer to that question in a way that never creates a failure.  Experiment!  By experimenting with a campaign, no matter what the outcome a marketer will always learn.

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Discover the latest marketing news, strategies, and case studies from the best and brightest in the web community for digital communications. The Pulse on Marketing airs live First and Third Tuesday of the Month at 11 a.m. Eastern Time only on The Pulse Network.

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Filed Under: Content Marketing 360, The Pulse on Marketing, The Pulse on Marketing Show Tagged With: , , , ,

Social Media Advertising – Where Do Agencies Fit In?

May 14, 2012 by

When a company decides to run a social media marketing campaign, one of the most important factors to success is telling an authentic story.  But can an outside agency engage in an authentic manner when creating your social media content?

At the end of the day, social media allows companies to engage in one-to-one marketing on a mass level, and a company needs to have a clear story and a clear strategy in order to effectively communicate on social channels with its fans.  Great content drives deep connections, and authenticity is vital for creating that content.  So where in the social media strategy does an agency fit in?

In this video, we discuss the role of agencies when your company is marketing through social media.

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To watch the rest of this series, check out the playlist on YouTube.  You can also connect on Twitter with Tyler Pyburn and Nick Saber.

Filed Under: Content Marketing 360, The Pulse on Marketing Tagged With: , , ,

Creating Content For Events — How Brands Can Use Events

April 12, 2012 by

Companies don’t need to spend millions of dollars on event production to generate interest and engagement.  While maintaining a presence at face-to-face events is important, having a plan around your digital content creation at an event can help brands use events to maximize engagement for a minimal cost.

At the 2012 International Consumer Electronics Show TPN teamed up with Kodak to create three full days of content with Kodak executives, Product Demonstrations and Industry Analysts.  Brands can engage in so many different ways by pulling the audience in to the conversation and including them in the content creation at or after an event.  Genuine conversations about how to work with the consumer can go a long way toward reinforcing the authenticity of your brand.

In the video below, we talk about the content development strategy TPN and Kodak used at CES 2012, and how you can use some of those strategies to drive engagement for your own brand at an event.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.

Filed Under: Digital Leaders Tagged With: , , , , , , ,

Creating Content For Events — Face To Face Events

April 4, 2012 by

While the way we think about events has shifted dramatically to include virtual events, there is still tremendous opportunity to create content around face-to-face events.

Leading up to a face-to-face event, content creation can be used to create buzz and excitement about the upcoming event by showcasing primary players and ideas that will be featured at the event.  During a conference, shifting technologies have changed the landscape of live video production to allow content creation to happen live over the web right from the floor of an event.  Finally, once a face-to-face event wraps-up, you can make the great content from that event live on forever.

In this video, we provide specific examples of how The Pulse Network has approached the challenge of digital content creation before, during and after face-to-face events.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.

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Creating Content For Events – An Introduction

April 2, 2012 by

Events, both face-to-face and virtual, are opportunities to create content and drive conversation.  No matter what type of event you’re planning, there are three basic steps for you to categorize your content creation surrounding that event:

  • Promotion
  • Production
  • Post-Game

Using events to create content all starts with the mindset that anything can be an event if you frame it correctly.  Whether it’s something as small as a minor company announcement or something as large as a trade show, it’s an opportunity to create conversations.

In this video, we give an introduction to the concept of live event production and how it can coincide with your digital content creation strategy.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.

Filed Under: General Tagged With: , , , , , ,

Social And Broadcast Media – Shifting Technologies

March 2, 2012 by

In the past, broadcast media had innumerable barriers to entry, first and foremost with high costs for equipment.  Now, HD Video Production technology is shifting on a daily basis, and every individual, not to mention business, has the ability to become a broadcaster.

So how should you take advantage of new, cost-effective technology to make creating great content a reality?  It’s as simple as jumping right in.  In this video, we discuss why it’s vital to jump right in to digital content creation, and why waiting around will only get you left behind.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, and head over to the IMS website to learn more about IMS NYC 2012.

Filed Under: Digital Leaders Tagged With: , , , , ,

Getting Started with Web Content Marketing, Part 5: A Summary

December 28, 2011 by

Web content marketing is so much more than just search engine optimized content that people don’t mind looking at either.

Developing an effective content marketing strategy is all about creating great content focused on a specific target audience.  The goal of a good internet marketing strategy should be to reach your audience across platforms, and as we discussed earlier in this series, video is quickly becoming the best way to ensure that people can find your content anywhere, anytime.

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Did you miss any of this discussion?  Watch the rest of the series on web content marketing, or follow Tyler Pyburn and Butch Stearns on Twitter.

Filed Under: The Pulse on Marketing Tagged With: , , , , ,

Getting Started with Web Content Marketing, Part 3: Why Video?

December 22, 2011 by

There are plenty of different ways to develop your content marketing strategy, but if you’re not producing video content as a part of your package, you’re missing out.

Online video consumption is increasing at astronomical rates.  As Neilsen Wire points out, the rate of web video consumption is jumping at a rate of nearly 50% a year.  Beyond that, YouTube now ranks as the second most popular search engine on the web.  If you’re looking for social media SEO, creating video content is a great way to maximize your efforts.

In this video, we’ll dive deeper and explain more reasons video should be part of your web content marketing plan.

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Want more?  Watch the rest of the series on web content marketing, or follow Tyler Pyburn and Butch Stearns on Twitter.

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Getting Started with Web Content Marketing, Part 1: An Overview

December 19, 2011 by

Every company building an online marketing strategy is looking to create great content that is going to be appealing to both search engines and real people alike.

Unfortunately, it’s not as simple as throwing content against the wall and seeing what sticks.  Every company needs to develop a digital strategy around their content marketing with the goal not just of getting page views, but of getting the correct people to click on the content you create. In the following video, I discuss the general principles behind developing digital content that that works.

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Want more?  Watch the rest of the series on web content marketing, or follow Tyler Pyburn and Butch Stearns on Twitter.

Filed Under: The Pulse on Marketing Tagged With: , , , , , ,