Manufacturers of premium products are important to our economy in so many ways. Not only do they design and build essential components, parts, devices, machines, vehicles and more, but their production in itself represents economic health. Where there is creativity there is invention and where invention meets investment and demand, differentiated products solve big problems. Premium means proprietary. And with proprietary design and build comes a very special story behind each manufactured good. Why does it exist? What does it solve? How does it work and why is it better than a cheaper substitute?
Content Marketing correlates directly with SEO
When it comes to digital marketing, many of us have a tendency to see things in black and white, technical SEO and heuristic based Content. The truth of the matter is, the best results come from a healthy combination of the two. Content and SEO are the ying and yang of a great web presence.
The first thing to keep in mind when thinking about the term Search Engine Optimization, is what are your customers/prospects actually looking for? The single best way to gain traction with Google is to simply be the best answer to a question. How is ice-cream made? What are good cloud solutions for logistics companies? Should my team invest in a new project management platform?
Somehow, the vast variety and scope of information created and published online has been condemned to reductive summary in the vacuous designation "content." We may be stuck with the word. Ubiquitous usage of the term has too deeply embedded itself into the culture and practices surrounding the production and consumption of online work.
Marketers know all-too-well that successful content strategy requires the ability to engage a target audience. Engaging a single audiences in is challenging enough. But brands often target markets in multiple verticals. As a result, Marketers commonly grapple with greater challenges:
The Value of Infographics in B2B Marketing
Infographics have emerged in status from powerful option to essential strategy. Consider the stats:
- According to Hubspot, "blog articles that included infographics generated an average of 178% more inbound links and 72% more views than all other posts."
- Demand for infographics has increased 800% in the past year.
- Infographics are liked and shared on social media 3X more than other any other type of content. -MassPlanner
The most powerful infographics do more than simply present information; they can telegraph a complex story in simple visual terms to a broad range of audiences in creative and engaging ways.
Shakespeare's Juliet famously argues that names don't matter: "What's in a name? A rose by any other name would smell as sweet." In other words, calling a rose by any other name--whether a "dandelion" or "doughnut"--won't change the way the flower effects our sense of smell. Juliet's line presents a classic take on the arbitrary character of names. Names are nothing more than human inventions that refer to real things. As such, names obviously don't change the reality of things themselves. It's common sense.
Then again, what we call a "dollar bill" is more than a piece of paper. The Mona Lisa is much more than a bunch oil paint smeared on an old canvas. While names are aribitrary, they are not trivial. Things are things, but names and labels shape how we experience the meaning of these things. I don't know about roses, but a car by another name can be in fact feel much sweeter.
So what's in a Brand? A lot.
"Don’t Make Your Sales Team Run Marathons on Milk Duds."
Let me explain. See, I had this kind of absurdly anxious nightmare. Our firm was in some kind of Olympic race—but not really The Olympics. (You know how dreams are.) Anyway, we were sending our sales team out to run a marathon. For some reason, I said, "they can't run on an empty stomach." Then the sales team looked at me. Somehow, I realized I was in charge of the food. Then I gave them each a Milk Dud. That’s right—a Milk Dud, the odd little chocolate-caramel candies in the yellow box. Except I didn’t give them a box of Milk Duds--just a Milk Dud, singular. They looked confused and disappointed. I felt guilty and anxious. Then we lost the marathon.
Small is Tall: Marketing in a Nutshell
Yeah yeah--small, tall, whatever. Just give me the caffeine.
We all know that clever little "disruptor": Some sneaky marketing genius at Starbucks decided that their small coffee would be known as a "tall"--a shift in diction that happens to earn about twice as much for the comparably sized "small" cup of coffee at McDonalds.
Words matter. What's the difference between a hotel and a motel? Sometimes--maybe often--just a letter and about $50 a night. And there you have it: Marketing in a nutshell.
How to Differentiate Your Brand Voice: Some Essential Tips
When it comes to authentic branding, whatever else you do, I highly recommend NOT referring to your brand’s “value proposition” as a “quality solution.”