Everywhere you turn people want to talk about content marketing. What platform are you using, what content are you pushing, what channels are you leveraging and what is the right cadence of distribution are all questions content marketers are thinking about every day to position their product one step closer to their prospective consumers. As consumer marketing gets more and more targeted and sophisticated, the right content strategy is a critical element across any marketing plan.

If 2015 was about getting your feet wet, 2016 is about creating a strategy and operationalizing it in order to drive real results. But if you read the numbers you will see that while everyone is now doing it, they don’t know if they are being successful or even what success looks like. So here are some recommendations to think about as you are sitting down to determine if you are approaching your content marketing properly:

1. Know your audience. We all think we know our customers, but how much data or research do you really have into their preferences? Do you understand why they have engaged or bought your products in the past and why they may again? Are you analyzing all of the data at your fingertips (Google Analytics, email marketing metrics, social metrics, brand sentiment, premium content downloads. Etc.) Knowing your audience is the most critical first step in launching an effective content marketing strategy to turn prospects into buyers.

2. Know the Journey of Your Buyers. As you move your customers through a traditional funnel (awareness, consideration, conversion, advocacy), what content is most critical at each step to keep them progressing? Is your message resonating with them? Are you materials up to snuff? Are your prospects seeing your product or brand in the most consistent, effective manner across every potential channel?

3. Create and document your plan. Doing content marketing by feel is not smart. Create a plan which outlines your target, your messages, your channels, and your calendar or cadence of activities. Each week when you huddle as a team it is much easier to make sure everyone is doing their assigned roles and progressing the program. Clearly you will want to course correct as your review the metrics, but starting with a solid plan can keep you one step ahead of your prospective customers.

4. Measure, Evaluate and Evolve. The more you look at the numbers, discuss what they mean, and make sure everyone on your team understands the impact of their actions, the better your program will become. A weekly review, even if for 15 minutes, can you a long way to ensure that you don’t get too far off course over the course of a month or quarter.

5. Take some Risks. Sure, everyone will want to use traditional channels (social, web, sponsored, etc.), but moving out of your comfort zone to try a channel where you have not spent time or money in the past can be effective.

6. Combine Paid and Earned Efforts for Content Distribution. The best content in the world will fall flat without distribution to an engaged audience. Unless you are a well-known consumer brand with a large following, leveraging paid channels including social networks and search are critical for an effective program.

7. What She Said. Engage influencers to amplify content marketing efforts. In today’s consumer marketing world the opinion and recommendations of influencers can go a long way and deliver the same impact as a great media article.

These recommendations can help you hone your content marketing strategy for 2016. The less prepared you are to succeed, the less your chances for driving real success with content marketing.

Successful digital campaigns need to connect to its audience while simultaneously getting the company’s message across.  Digital marketers spend a huge amount of time analyzing their target market and audience before building a campaign and crafting an implementation strategy for seamless execution.  Here are five tips to help your company create a successful digital campaign.

1. Know your personas. Personas are fictional characters representing a company’s potential customers.  Each persona has its own role, goals, challenges, company, job, skills, preferences, and so forth.  Understanding your personas and building a detailed profile for each is a key step in creating an effective digital campaign.
2. Analyze your competitors. Keep an eye on the public-facing marketing efforts of your competitors to understand how they are targeting their consumers.  By gaining a better understanding of your competition, it provides insight to how you should position yourself in the market to stay ahead of the competition.
3. Optimize your SEO. Understand the keywords your personas are searching for on search engines and integrate those keywords in your digital campaign’s SEO strategy.  Optimize the meta data of your campaign by integrating your target keywords in your campaign’s title, content, meta description, URL, and image alt text.
4. Set an offer strategy. Once your digital campaign has successfully captured a consumer’s attention, you need an offer strategy to draw them in.  A common approach is through the promotion of gated premium content.  Understanding the content that appeals to each of your personas will direct the premium content offer that should be tailored for each.  A complete profile for each persona will guide a company’s content creation and fill any gaps in its content offerings.
5. Create a lead strategy. Although generating leads is the goal of a digital campaign, it is not the end goal.  An internal strategy needs to be in place to continuously inform and engage a lead, whether through email or other mediums, with the end goal of transition a lead to an eventual customer.

A successful digital campaign requires a significant amount of planning before it can be built, tested, and implemented.  Developing an adept understand of the market environment alongside a solid SEO and content strategy are the key factors to launching a successful digital campaign.

Looking for best in class digital marketing?  Contact us.

Rebranding is not to be taken lightly. It demands a commitment of time, energy and resources to be successful. There are many things a company should consider and analyze before the decision to rebrand is made.  As the world grows increasingly digital, more and more aspects of people’s lives are affected by the instantaneous nature of information. This needs to factor in to the direction the brand needs to take. The accessibility of information at people’s finger tips has changed the mindset of consumers, posing significant challenges:

Where are your consumers?  It is difficult nowadays to find someone who does not own a smartphone with the ability to access the internet anytime and anywhere.  As consumers spend more time on smaller screens, companies must optimize all aspects of their websites and platforms to perform on these devices— or risk hurting their brand with hard-to-read and poorly-rendered webpages.  Companies either need to rebrand and keep up with the times or risk becoming obsolete.

Are you targeting effectively?  With the rise of the digital age is the emergence of social media platforms and numerous new ways for a company to reach the people they would like to target.  Each new medium requires a different strategy to navigate and not all companies are equipped to immediately do so.  A company’s current messaging and image may not have the ability to capture the attention of its target audience.  These obstacles are a clear sign that a company needs to revamp its brand to maintain a strong market presence.

How flexible is your current brand?  A company’s graphics and visuals must be scalable and adapt to different mediums.  Brand assets in the modern era are used for web, mobile, print assets, social media, icons, and the list goes on.  All these elements must be taken into consideration starting at the core of a brand’s design for the company to grow along with its consumer base.  When a company is unable to effectively utilize its brand in new mediums, a brand redesign is needed before the company falls too far behind.

As the digital age brings new challenges, it also brings new opportunities.  An increasingly responsive world may cause initial difficultly for a company adjusting to adapt, but by rebranding doors are opened for the new brand to reach its target audience like never before.

Looking for agency help?  Contact us

It has been a tremendous first half of the year for Bluetext across many fronts. We have won many exciting new projects, landed some very interesting clients, added some awesome staff, and taken on and won against some stiff competition.

In the last three weeks alone we were named public sector PR agency of record for two of the most recognized technology companies in the country, one on each coast.

For each of these two companies, the public sector is a critical market for their growth as each has technology that is in high demand across the Government. Interestingly, each company has a corporate agency which provided little support across the public sector, and each indicated that their agency did not focus on or “get” the public sector.

We get the public sector. We know how to effectively market and communicate in this market. And we know how to craft a PR campaign that is impactful to make noise and move the needle. Here are five recommendations to consider when thinking about your public sector PR program:
1. Get Creative. Product announcements don’t garner much coverage unless you are a massive company or it is a major breakthrough. But leveraging a trend in the market to talk about how your product can drive mission effectiveness can be a subtle but smart way to let your audience know about your new product or solution.

2. Government-ize the message. Take the product and solution announcements coming out of corporate and look at the messages that will resonate in this market. We know the public sector buyer is unique, therefore the message needs to be relevant and directed.

3. Make Your Content Consumable. Create listicles and snackables that can be shared easily across a wide variety of mediums.

4. Be Present and Relevant. Make sure your thought leaders are trained and ready to deliver a strong message. Many companies are competing for limited ink. The right PR team and the right message can go a long way.

5. Find the References. Sure, it is hard to get a Government customer to speak with a reporter about how they are using your technology. But if you approach them in a more subtle way to jointly pursue an award or speaking opportunity it can provide a great way to put your customers in the spotlight and begin the process of finding out how reference-able they really are.

If the public sector is an important market for your company and you are not garnering the right type of attention give us a call. We would love to talk about how we can deliver a campaign with impact…that is what we do best.

Top branding firms focus on a variety of factors when rebranding a company.  A brand refresh is a large undertaking that involves individuals at all levels in an organization to successfully implement.  With the aid of a branding firm, the process can be smoother than expected.  Here are 5 more things top branding firms to consider when rebranding your company:

What is your company’s reputation in the market?  A company’s reputation can precede it in the market place and form impressions in the consumer’s mind even before they have exposure with your brand.  If your company has less than a positive reputation within the market place, rebranding will provide you the opportunity to start anew with a clean slate.

Are you planning to expand your business abroad?  There are many adjustments for a company to take their business into the global markets, and a rebrand may be necessary for a company to ensure they appeal to consumers in the global markets past cultural and social lines.  Top branding firms are experts in helping companies navigate this tricky terrain to achieve growth in international business ventures.

Has there been a drastic change in executive leadership?  A change in a company’s top leadership positions may cause enough organizational changes that the current brand no longer resonates with the company’s new direction.  Rebranding the company becomes necessary for the company to maintain a cohesive voice and image.

Is there the need to further develop a corporate identity? As a company grows and develops overtime, the preliminary guidelines set for the brand at the beginning may no longer be strong enough to define the brand as a whole.  Without a standardized visual style or extended color palette for example, the company’s corporate identity quickly becomes muddled.  Top branding firms set disciplined brand guidelines to ensure uniformity company wide.

Has there been a change of company ownership?  When a merger or acquisition occurs, or if a company shifts from private to pubic, there is the immediate move to rebrand the firm.  In the case of a merger or acquisition, rebranding fully integrates the new portions of business under one corporate identity to maintain uniformity in the market.  When a company shifts from private to public ownership, the company now must comply with legal requirements and top branding firms can be a key player in aiding this transition.

A brand refresh is more often than not a necessary marketing strategy as a company grows and undergoes changes.  Top branding firms aid companies of all industries in making this critical change and continuing achieving success in their respective markets.

Looking for agency help?  Contact us

There are many factors top branding agencies focus on when rebranding a company.  Typically, companies rebrand every 7-10 years but what motivates them to do so?  Rebranding often involves choosing a new standardized color palette, a new logo, a new voice, and even a new name.  Company dynamics shift to embody the new image and it can be challenging for everyone involved.  Here are the 5 things top branding agencies to consider when rebranding your company:

How does your brand stack up to the competition? When placed next to your competitors, how does your company measure up?  Do you appear modern and cutting edge?  Or do you appear outdated and in need of an upgrade?  Visuals aren’t everything, but the first impression a potential customer has of your brand may be a lasting one and ultimately sway their decision in a saturated marketplace.

Are you reaching your target audience?  Companies utilize different strategies to appeal to different consumer groups.  What appeals to millennials may not capture the attention of older generations.  If your company’s goal is to reposition itself in the marketplace to win over a new consumer base, a brand refresh from a top branding agency may just be what your organization needs to reach its goals.

How are the markets changing?  Technological advancements have caused major shifts in many industries that have required companies to adapt quickly.  The rapid pace of digitizing society has meant companies need to keep up with the times or find themselves left behind.  Top branding agencies specialize in positioning their clients for success by implementing best practices in the digital space.

How has your company grown?  As companies evolve and increase the offerings of their goods and services in different sectors of the market, the original brand may no longer resonate with its diversified consumer base.  Such disconnect between the brand and its offerings may begin affecting the company’s marketing efforts of outlier products or services.  Top branding agencies work with clients in such growth dilemmas to find cohesiveness in their organizations and create a new corporate visual identity to tie everything under one brand.

Are there inconsistencies within your company?  Are there many different versions of consumer-facing assets used within the company?  Is the company voice disconnected from one product or service to another?  Are consumers unaware two of your products or services are offered by the same company?  If so, rebranding may be a necessary strategy to help both the consumer and company connect the dots of a fragmented brand.

A company rebrand from a top branding agency is more than just aesthetics.  A fresh new look and feel is noticed by consumers and works as a strategy to bring more cohesion to the company while simultaneously drawing attention from the market.

Looking for agency help?  Contact us

In the arena of top marketing firms, data-driven marketing seems like the key buzzword of the past few years. In fact, it’s no passing fade. Leveraging analytics to reach target customers has become a key component of any successful digital campaign. According to a recent survey by the Global Alliance of Data-Driven Marketing Associations, employing a data-driven approach has become the backbone to just about any campaign or messaging—whether it’s targeting the right audience, or even predicting potential success. And as marketing technology continues to make inroads across the industry, it’s should not be surprising that more businesses want to take a data-driven approach to their marketing.

The use of data to improve the effectiveness of marketing, and to measure it, is virtually universal these days. In fact, a recent study found that the number of marketers who still don’t use data are now just one in 10. In addition, even more complex data techniques, such as integration of third-party data and cross-channel measurement, were found to be widely used.

The survey found that more than nearly 80 percent of advertising and marketing professionals are now using data-driven techniques to maintain customer databases, measure campaign results across multiple marketing channels, and segment their data for proper targeting. Again, for those of at the top digital marketing agencies, this finding makes perfect sense. Marketing automation platforms, when configured properly, can easily deliver this type of feedback, and those platforms have been aggressively showcasing these capabilities.

The survey, which targeted both advertising and marketing executives from a wide variety of industries, notes a clear shift in spending patterns. The survey respondents reported a strong expectation that spending on data-driven efforts would continue to rise. Nearly two-thirds of the respondents said their spending on data analytics for marketing would rise, while only seven percent said they expected a decline in spending the coming year.

While data-driven marketing is not quite yet a flawless solution, that’s not unexpected for a relatively new approach that relies on new technologies, data-driven marketing isn’t a perfect solution, at least not yet. A recent analysis from Square Root found a challenge for many companies is gathering the type of high-quality data that is necessary to optimize results. Data analysts are searching to find more effective ways to collect, manage and understand data. Forty-four percent of the survey respondents reported that they were still using outdated tools. A similar amount believed they could make decisions without in-depth data. According to the survey, over a quarter of respondents cited other time wasters from data source overkill to bad numbers. Square Root’s study, in particular, found more than half of data professionals felt they could use better training, closely followed by another 49% who desired more user-friendly or updated data tools.

But chief marketing officers and other executives wouldn’t be making these investments if they didn’t think they deliver results. They recognize the benefits to the bottom line.

Want help delivering a data-driven marketing program that delivers clear results? Give us a call and see how Bluetext can help.

The battle is in full force on who wins and who loses in the new world of streaming content. It’s not just about consumers who want more choices and are not happy with the bundled offerings they now pay for. The impact extends to advertising, the cable wars and the mega-digital platforms – Facebook, Google, Amazon, Netflicks, Instagram, YouTube and others. To help navigate these uncharted waters, I recently appeared on “Boom Bust: Unplugged,” on the RT Network, to discuss the evolution of TV, the rise of streaming content, and the battles within the communications sector.

The caption that accompanied the interview sums it all up: “Who wins in the world of digital media? We dig into the world of digital advertising, streaming, cable, YouTube, Facebook, Google and more. Guest Jason Siegel from Bluetext helps make sense of it all.   Are digital ads pushing out traditional cable ad-spots? Will streaming devour cable or will cable providers avoid being swallowed whole by this digital onslaught?”

Streaming vs Cable: Who Wins? BoomBust w/Jason Siegel Chief Digital Offer of Bluetext from Bluetext on Vimeo.

The interview delivers my view of the ongoing competition that is the result of streaming adoption, and why I believe that in the world of passive content, the trends are like a pendulum swinging back and forth for the business involved. How will the “Proprietary-Content-Only” platforms such as HBO GO fare against the “Hybrid-of-Proprietary-and-Licensed Content” plays like Netflix? Watch the video, then share your views with us. I would love to know what you think, and who the winners and losers will be!

Contact me to discuss this, or if you want to learn how Bluetext can help execute your brand’s digital strategy.

If your digital marketing agency team doesn’t have a SMAC roadmap, you may find your company drifting off-course in 2017 and beyond. Here’s brief refresher course on SMAC.

Social Media

Social Media continues to evolve.   Platforms rise and fall by the year vs the decades of old.   Some new trends we see emerging that we see potentially continuing to gain momentum.
1. Snap’s Evolution Will Result in Interesting New Opportunities.
2. Twitter Fatigue Will Worsen.
3. Users Will Crave More Vicarious Experiences.
4. New Areas of Communication Will Emerge.

Mobile

Mobile devices are the cornerstone of how new business is being built and legacy businesses are reinventing themselves. Mobile devices allow users to constantly update their profile, stay aware of deals and promotions, and track locations and buying habits by virtue of connecting to various wireless signals and near-field communication (NFC) devices.

Some new trends we see emerging that we see potentially continuing to gain momentum.
1. Consumers redefine purchase boundaries; mobile marketing, brand partnerships deepen
2. Department stores, mobile marketing partners tackle the ‘Amazon Effect’
3. Programmatic accelerates: brands, tech, marketing continue to invest
4. Next-generation creative, video redefine mobile engagements

Analytics

As databases have grown larger and processors and memory have become capable of chewing through hundreds of millions of records in a short time, we have begun to see how analytics can do more than just track clicks. Analytics can establish links between entities and make intelligent predictions about customer behavior based on knowledge a system has about a customer — knowledge that has been informed by social networking.

To keep up with the explosion in Big Data, companies and corporations are beginning to invest in BI projects and more and more sophisticated analytics infrastructure.  Some new trends we see emerging that we see potentially continuing to gain momentum.
1. Multi-channel Attribution
2. Focus on ‘Return on Analytics Investment
3. Monetization of Data
4. Exciting new players in the MarTech arena to complement the core analytic platforms

Cloud

The cloud element of SMAC refers to the capability a business has to spin up vast amounts of capacity that are paid for by the minute or hour. Businesses do not need to spend millions of dollars building another data warehouse – they simply rent it from a cloud provider, do their work and turn it off. When the business environment changes, they simply spin up another cluster in the cloud, pay another few hundred dollars and continue building insights.

Some new trends we see emerging that we see potentially continuing to gain momentum.

1. Artificial intelligence (AI) will make personalization a reality in 2017.
2. Self-service will be the new normal.
3. Enhancing the Buyer Journey
4. Google Tag Manager and other granular analytics modules being the norm
With buyer sophistication growing daily, marketers need to deliver increasingly smarter strategies and campaigns. Are you taking the time to measure how your efforts are working and think about how you might enhance your efforts, or do you find yourself quickly moving from one campaign to the next?

Need help with your SMAC TALK?  Contact the digital marketing gurus at Bluetext.

As one of the leading digital marketing agencies in Washington, we get called in by a variety of prospective clients to discuss their needs. These clients are corporations selling to business, selling to government, or selling to consumers, and even associations and other industry organizations with unique audiences. Invariably they hone in on their target audience and want to see recent examples of work we have done for similar clients with similar targets. In other words, if they are selling directly to consumers, they want to see consumer case studies.

The more work we do across different industries and types of clients the more I am convinced that the question people should be asking is not have you done something similar for another client, but what are examples where you combined your creativity and ability to drive a unique message into a specific market. Let’s face it… a business buyer has a lot of similarities to a typical consumer buyer and the lines have blurred. They do a lot of research on their own, they want to read the reviews and see what other like-minded people think of the product or service, and they expect to engage with your brand in a unique, differentiated manner in order to take action. While the channels to reach them may be different and therefore the message needs to be able to translate easily, they want to be wowed with your product or service and they want to make sure you are addressing their needs.

Business and consumer buyers react to a strong message, delivered with impact in a creative way. They require multiple interactions. They are smart. They expect you to speak to them.

Now don’t get me wrong – consumer buyers are traditionally more emotional than business buyers, and business buying cycles are generally longer. I could write a similar post about the differences between the two. But as the world of marketing evolves and buyers have the power in their hands, the lines are clearly blurring.

So the next time you ask your agency for similar examples of client projects, maybe the better question to ask is “what examples can you share to demonstrate your passion and creativity to address a unique challenge.” The way the agency responds to this question, no matter their previous expertise or client projects, should go a long way in helping you decide on an agency partner.