It’s no secret that advertisers are constantly looking for new ways to share content and engage consumers. In addition to creating valuable content for their readers, advertisers are trying to find ways to incorporate content into platforms and sites their consumers are already visiting regularly, but not in the form of a banner ad.

Imagine yourself scrolling through your Facebook feed. Have you ever noticed posts by brands that look exactly like your friend’s posts?

If you answered yes, then you’ve been exposed to native advertising. These types of ads are shared as posts rather than banner ads or commercials, which allows advertisers to seamlessly integrate their content into the feeds their consumers already subscribed to.

Although native advertising strays away from traditional mass media messaging, it leverages your brand as a thought leader and provides your consumers with relevant content they actually care to read.

Social platforms are a great place to integrate native advertising, but partnerships with leading news sites are another interesting option. One example of this was the Game of Thrones quiz created by Buzzfeed and HBO. Although it doesn’t scream “advertising,” the strategic campaign engaged consumers while promoting the show.

Whether your brand shares interesting content on social media or creates quirky quizzes on popular websites, one thing is key: relevancy. Your consumers are actively searching for content that not only appeals to their interests, but also matters to them at that particular moment in time. Now we’re not saying you need to be a mind reader here, but stay ahead of your audience by crafting content that appeals to current news, culture and entertainment.

What’s your go-to marketing strategy? Have you dabbled in native advertising?

 

 

 

As early proponents of content marketing, we have been pleased to see it take its place not only among other required tactics but actually replacing some, as more and more organizations are sharing their knowledge to build reputation, business and loyalty.

Think about it on a personal level: Do you blitz past TV ads? Do you remember what that last pop-up was selling? Are you internally wired to be turned off by the hard sell? Do you just love to talk to telemarketers?

If you answered yes, no, yes and no, join the crowd.

This phenomenon has led both B-to-B and B-to-C marketers to look for new ways to cut through the noise. Enter content marketing.

As defined by the Content Marketing Institute (CMI), this marketing technique involves the creation and distribution of “valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

This content can be white papers, how-to videos, case studies, technical reports, etc., in which companies show and share their expertise.

Content marketing’s strength is that it is non-interruptive. Rather than being assaulted with sales pitches, prospects and customers are given access to useful information. The more times they find or receive that information under your name, the more likely they are to remember you.

As noted by CMI, quality content is part of all forms of marketing, shaping social media, Pay Per Click and SEO strategies; driving inbound traffic and leads; and serving as the foundation of successful public relations efforts based on issues of interest to potential buyers.

If you’re not a believer as yet, consider these survey results from Roper Public Affairs, which reports that:

– 80 percent of business decision makers prefer to get company information in a series of articles versus an advertisement.

– 70 percent say content marketing makes them feel closer to the sponsoring company.

– 60 percent say that company content helps them make better product decisions.

We firmly believe that content marketing is the wave of the future (and present, for that matter).

Will you ride it to success or be left behind?

 

At Next-Mark, our work is all about our clients. We focus on four key characteristics (the four C’s) to give our clients the best possible experience:

1. Collaboration. We don’t just see you as a client, we see you as a partner. We want work with you to do what’s best for your brand and we value your participation every step of the way. According to an article I read on PR Daily recently, active participation from both ends creates a collaborative and positive working relationship.

2. Communication. On that note, we believe in keeping an open line of communication with our clients. We strive to create great work for you and your brand, but we also know this takes time, feedback and a strong work relationship.

3. Creativity. It can be hard to stand out in today’s content and graphic-driven world. At Next-Mark, we work with you to create unique and interesting content so your brand really shines. Whether your brand is in need of a new look and feel or a quick update, we’re happy to help you along the way.

4. Commitment. We value our clients and our work more than anything. As Next-Mark’s Director of Client Experience, I am committed to providing you with a great experience from day one.

Are you looking for a brand strategy partner? Give us a call anytime or read more about our approach here.

 

Ask any PR junkie, and they’ll tell you that public relations is the umbrella that oversees marketing, strategic communications, social media and brand. Ask that same question to a marketing pro and you’ll find yourself with an inconsistent idea of who’s at the “top” of the chain.

Regardless of which field reigns as king, PR and marketing need to work hand-in-hand. Whether you’re an in-house marketer, an agency strategist or a businessman, understanding strategic communication is critical to your company’s success. Get a step ahead of the game by reviewing these three core principles:

1. Identify your audience. Remember the old 80/20 rule from business 101? 80% of your business comes from 20% of consumers. This trick remains the same when it comes to strategic PR and marketing, so stay ahead of the curve by identifying your target audience and tailoring your message to fit their interests.

2. Go digital. The digital age has arrived. With it comes websites, SEO, likes, followers, digital ads…the list goes on. With so many outlets to showcase your brand, it’s important that you go digital, but stay strategic. Start by identifying your audience and craft your digital strategy from there. You might think you need a presence on every social media platform, but that can be difficult to manage. So if your target consumers are mostly using Twitter and LinkedIn, then focus your digital marketing efforts on those sites.

3. Share relevant content. One of the biggest challenges for businesses in the digital era is staying relevant in a constantly changing sea of content. Start by researching the type of content that your audience is interested in, and begin to incorporate these themes into your blogs, posts and updates. Another rule of thumb is to share industry content two-thirds of the time, and company updates one-third of the time.

Whether you’re developing your brand or launching a new campaign, these three marketing principles will help solidify your position as an industry leader. Does your digital marketing strategy need a boost? Contact us today to discuss how Next-Mark can help your business.

 

 

Where is your brand in today’s highly digital-driven world? It is becoming increasingly difficult to find new and creative ways to keep your social audience engaged while simultaneously attracting new followers. So how do you consistently move the needle on social media in both engagement and following? Here are a few learnings on “moving the social needle” based on our experiences here at Next-Mark.

1. If possible, take a localized approach.

This is especially important with large brands that serve a local audience. When a business caters to a specific community, it’s imperative to share content that is relevant to that location. This targeted approach will both increase followers and grow engagement.

2. Visuals are key.

In managing and developing social media campaigns for clients, we strive to be consistent with content and include visuals with every post. Let’s be honest, the average person has a relatively short attention span so it’s important to hook them with something visually stimulating. Custom graphics, for example, are a great way to grab your reader’s attention.

3. Enhance the customer service experience.

It’s no surprise that people are turning to social channels with customer service questions. There is no reason your brand should not be addressing customer service concerns on your social networks. Not only does it drive to purchase, it also increases loyalty: 70% of those helped through social customer service return as future customers.

4. Find, follow and build relationships with colleagues in your industry.

It’s important to create and maintain a presence within your industry. You can do this by following related pages, participating in online discussions, engaging in social conversation, and sharing and re-tweeting relevant content.

5. Give your followers a reason to come back.

Consider offering promotions and offers available only to your social media followers. Offer fun and interactive contests and require users to “like” your page in order to be eligible. If you consistently give them fresh, new content to view, your readers will keep coming back for more!

Need help building your social media presence? Maybe we can help! Feel free to contact us directly with any questions or inquiries.

 

 

At Next-Mark, we believe in engagement. To us, that means to get the attention of viable prospects, start meaningful conversations and, ultimately, create mutually beneficial, ongoing relationships. For trade shows, this engagement is a process that should begin well before anyone steps up to your booth.

As we prepare for the fall trade show season, we thought we’d give you an inside look at what is an extremely front-loaded endeavor.

Pre-Show

It all starts with a powerful idea, something that will help you stand out and encourage interest. That involves knowing what you’re going to do and the products and services you’re going to introduce/highlight as far in advance as possible. Your plan should be cohesive, with all pieces fitting together to tell a complete story.

Everyone knows there’s an art to effective use of pre-show ads, public relations, email and social media to create awareness and fill your show appointment schedule. What many companies forget, however, is that that art should be grounded in the sciences of persuasive communication and strategic messaging. No matter how inventive your concept, there’s always a way to tell/remind the audience why they need your product, not just where they can pick up a t-shirt.

Okay, picking up a t-shirt can be a draw. People love swag, so having something for them to toss in their show bag can be a plus. That said, the point is to have it go home with them, making the cut when they decide what to pack.

Another hot draw is “gamification,” in which game thinking and mechanics are used to create competitive activities, or “spin-to-wins” that incorporate industry language and market characteristics.

Though not new, video and digital communications can also be powerful at trade shows. When concise and well produced, these visuals can create a pause that opens the door to engagement. In this same vein, value-added materials such as topical white papers and case studies made available at shows can be the “keeper” you’re looking for while establishing your company as an expert.

Starting early also gives you time to volunteer that expertise with participation in panels and sessions, partnering with clients to present case studies, introducing ways to solve common problems or giving your organization’s take on industry issues.

And while these active participants are getting ready for the spotlight, take the time to build a strong show team with a diverse group of people who can address a wide variety of questions and issues. Make sure every member of that team knows your goals and is trained in your messaging.

Finally, this is also the time to create your post-show follow-up plan – that is, just what exactly you’re going to do with all those names you’ve collected, leads you’ve identified and promises you’ve made.

At the Show

It’s easy to get caught up in the energy (or lack of same) at an exposition and forget some key concepts of engagement. Remember to:

• Build on demonstrations, giveaways and games with a good conversation about your products. You (and/or your agency) came up with all those good ideas to attract participants; don’t forget why you did it.

• Keep in mind that this is just the beginning of what could become a long-term relationship. Strive to establish your expertise and attentiveness to needs with each and every person you engage.

• Unless you might be called to perform brain surgery at any moment, turn off your phone and forget your email. The most important thing you have to do that day could be walking past you.

Trade shows can be physically exhausting and being “on” all the time can be emotionally draining. Still, it all will be over with soon enough, and the rewards can be significant. Keeping your eye on the prize (prospects) and your mind on your task (engagement) can make the hours fly – and dollars flow.

Post-Show

After taking a quick look at your post-show plan and tweaking it, if necessary, execute it immediately, while the show and conversations are still top of mind.

Once that’s done, as we’ve advised before, catalog your lessons learned and use them to create an even stronger plan for next time.

We Know Trade Shows

At Next-Mark, we have extensive experience developing, designing and managing trade shows in a broad range of industries.

Here are few:

Health Information Management Society

International Association of Chiefs of Police

Radiology Society of North America

American Health Information Association

Miami International Boat Show

American Pediatrics Association

Fort Lauderdale Boat Show

American Health Insurance Plans

 

I lost a friend to Amyotrophic Lateral Sclerosis (ALS). As she wrote in a blog about her diagnosis: “You know you’re in trouble when you go to the doctor hoping you have MS.”

A young mother of three, she eventually succumbed to pneumonia brought on by the symptoms of this horrible disease.

A talented writer, she also had a wry wit and strong sense of irony, and I’m sure she would have been greatly amused by a fundraising campaign that has people dumping ice water on their heads for the honor of donating to a charity.

Yeah, I know that’s not how it’s supposed to work. Theoretically, what most of us know as “The ALS Ice Bucket Challenge” is an either/or proposition – get iced down or pony up cash. But it has captured the public’s minds and hearts and increased the ALS Association’s coffers by nearly $16 million at last report, for a 767 percent hike over the same period last year.

Let’s face it, from a social media and PR point of view: It’s brilliant.

Naysayers (hereinafter referred to as “party poopers” for the purposes of this document) are calling it a sterling example of how to appeal to the vanity of the Facebook/YouTube-obsessed. Others point to the relatively few people who suffer from this particular disease or the unlikelihood of the fundraising’s sustainability. Still more like to point out that it wasn’t an original idea or, at its nascence, had anything to do with ALS.

Our reply is: So what?

Can’t we just take it for what it is – a viral phenomenon that shows the power of social media to do good and spread the word? And, for our purposes, its place as a necessary component in almost any public outreach effort?

People with ALS eventually lose their ability to speak. This campaign speaks for them in an inclusive way that creates community. Okay, so it may be a flash in the pan, but it shone bright and long enough to raise needed research dollars.

May we all be so successful.

 

At Next-Mark, we handle both national and international clients, so it is important for us to be aware of both the disparities and parallels that exist between international borders. Earlier this year, I was presented with the opportunity to study abroad at the University of Adelaide located in Adelaide, Australia. While enrolled in an entrepreneurship and peace studies course there, I had a tremendous opportunity to learn about the culture and rich business history of Australia. Seeing a different perspective, specifically in marketing, I picked up on a few similarities and differences between the United States and Australia.

1. Technology is driving the world

Overseas, and in the United States, there is a technology craze; users are constantly looking for the latest and greatest invention. Akin to the United States, the Apple Store, the worlds leading technology retailer, leases out some of the largest space in downtown areas throughout Australia.

The prominence of digital marketing is also very similar between the United States and Australia.. Mobile advertising is making a strong push, and one of the biggest international influencers is, of course, social media.

2. Public Advertising

With a strong emphasis on public transportation, there are emerging trends that allow organizations to effectively market to potential customers using public transport advertising space. Delivering a message and utilizing the allocated advertising space on public transportation is a key difference in between America and Australia. When considering the amount of time a person spends sitting on public transport, there is significant opportunity for a companies to reach a much broader audience.

Advertising through various media outlets is where the true difference lies between overseas and marketing in the U.S. Australians take better advantage of the designated space in public transportation. Looking at the small avenues of advertising that one never thought had any value is something that we look for in the United States.

Make note of where you spend more than five minutes of your day and think of the marketing possibilities in area surrounding you.

3. Marketing to youth

Marketing to youth and the millennial generation has always been a tall order, no matter what geographic region you are in. In Australia however, independence might not come right after high school. An increasing amount of students are still living with their parents well into their twenties, allowing them spend more on material items instead of rent. It’s hard not to underestimate the power of advertising when the minimum wage is around $18 and the unemployment is around 5%. These youth are more likely to spend money in a retail setting instead of saving for future living needs.

Marketing to youth in Australia is a more challenging task, but worth the effort because of the large amount of untapped potential. Young adults are able to earn a decent living without going out of their way to fulfill their education.

Next time you travel abroad keep these in mind, and take note of the similarities and differences YOU notice!

 

Quick: which is more creative, the billion-dollar multinational corporation with established market positions in competitive markets all over the world or the scrappy start-up with ten employees in a loft and a foosball table in the corner?

If you’re like most people, you probably assume it’s the start-up. After all, everyone knows that start-ups are fueled by the creative vision of their founders.

But what if someone told you that popular concept of creativity—chaotic, harried, stressed, small-scale—has nothing to do with the actual science and practice of creativity. And worse yet, most businesses are sorely lacking in creativity, whether they have two employees or twenty thousand.

Experts are just now beginning to understand how creativity works and how powerful it can be in the business world. The problem is that so few businesses understand how to correctly identify creative people and create an environment that fosters creativity.

According to Natalie Nixon in Inc. magazine, the idea that creativity “just happens” and is driven by flights of fancy and emotion doesn’t reflect the reality of creativity. Nixon is the director of strategic design MBA program and Philadelphia University. According to her research, creativity is actually a discipline. It takes practice and thrives in a structured environment. In practical terms, this means making an effort to provide time and space for people to be creative.

Google is a great example of a company that works hard to foster creativity. The tech giant famously has a department where people are paid to dream up the robots and tech products of the future. This department is where Google Glass and the Google self-driving car were born.

The fact is, most companies don’t recognize the creativity of their own employees and do little to encourage it. Instead of providing a venue for employees to exercise creativity, many companies have built cultures that are based on rules, division of responsibility, and above all, relentless productivity. The same employees who might grumble about following the latest departmental procedures are likely going home and mastering all sorts of creative pursuits, whether it’s scrap-booking, gardening, painting, photography, or any other art form.

So, is your company creative enough? If your company has created a culture that is open to new experiences and ideas, where people have structured time to engage in the act of pure creativity, then you are likely reaping the rewards of a creative workforce.

If this doesn’t describe your workplace, it’s likely that you’re company is missing out of the tremendous competitive advantage of creativity.

 

As you are probably well aware, the importance and impact of blogging has become, and continues to play, a major role in the marketing world and beyond.

In today’s highly competitive internet-based world, it can be difficult for companies to stay relevant and stand out amongst competitors, especially in those industries that have become increasingly saturated. Blogging not only adds fresh relevant content to your business website, it gives users a voice, an opportunity to share something with your social communities. It gives businesses a chance to go beyond the status quo sales pitch to give the brand a degree of personality.

So what makes an effective blog? We have come up with five tips to keep in mind when creating blog content.

1. Let your passion shine through your words

Like anything in life, in order to be a successful you need to have passion. Focus on a topic you really enjoy, something you feel zealous about and put a little of yourself into it. If readers can feel your passion, that passion will translate into a devoted readership.

2. Speak to a target audience

Who is your audience? That question in itself begs careful attention. Good blogs know their audience, listen to what they have to say and consistently speak to that audience the whole time. Make sure your blog is current, and relevant to the audience you are seeking to address.

3. Keep it simple

Don’t get caught up in the length of your posts. As long as your content is interesting and engaging, your readers will come back for more. However, blog posts should be easily digestible, as readers lose interest if they have to scroll down endlessly. Your writing will be more powerful without superfluous words and phrases.

4. Start a conversation, include a call to action

Write content that will encourage your audience to respond, allow them to leave comments and comment back thanking them for their feedback. Not all comments will be positive but all allow you to learn from them. Blog posts should finish with something that moves readers to some sort of next step. Do not ask them to buy something, as that will turn them off. Instead, perhaps tell them to do more research, leave a comment follow you on twitter, etc.

5.  Show your readers, don’t tell them

Stray away from telling your audience that your organization is awesome; show them by writing good content. Readers are easily turned off by haughty language, so use distinct unambiguous language and examples to build trust with your readers.

Those are our top five tips for creating a successful blog. Now get out there and put it to good use – and let us know how it worked!