White papers are a great way to demonstrate corporate expertise, create a thought leadership position in an industry and provide value to prospects, customers and others.

Once done, these publications can serve as grist for social media, trade journal articles, presentations and even marketing collateral, with some added spin. When done well, they get passed on, expanding your reach in perhaps unexpected ways. When refreshed, they give you another opportunity to reach out to your target audiences.

Yep, white papers can do a lot – if, that is, you don’t ask them to do too much.

There’s an old saying that a camel is a horse designed by a committee. This sad fate can befall white papers, as well, when too many people with too many ideas attempt to create one solid document. With that in mind, here are a few things to remember when planning and creating a white paper.

• Choose your writer or writing team carefully. If outsourced, look for experience, expertise and demonstrated success. If internal, make sure you are using subject matter experts who not only have writing talent but also actually want to do it. People who love to write – and are good at it – often will jump at the chance. Those who don’t – or aren’t – can bring progress to a halt.
• Create an outline of the issue/topic you wish to address and product/service capabilities you want to highlight. Remember: You’re not making a sales pitch; you’re solving a problem or providing elucidation.
• Decide on the key topics you want to showcase through callouts, bullets, sidebars and graphics to pull the reader through – or back.
• Stay on topic! Throwing in additional – especially disparate – subjects as you go along dilutes your primary message and doesn’t do other topics justice. If a new subject is that good, consider giving it its own paper.
• Know what makes your audiences tick. Don’t assume. If your white paper misses their hot buttons, you’re assured of a cold reception.
• Back up every point you make with facts, statistics, quotes from experts, etc.
• Set a deadline and meet it. Don’t let it become the project that won’t go away.
• Make sure the design is as professional as the copy and adds to, rather than detracts from, readability.
• Once it’s done, actively promote it. Posting it on your web site is not enough.

Think of the white paper as the elder statesman of persuasive writing – knowledgeable, authoritative and impressive. Given the respect it deserves in its creation, it can help your organization reflect those same attributes, building business and reputation.

Sometimes we wonder why it’s so hard for some people to understand the rightful place, and real impact of content marketing in influencing buyer behavior. Maybe it’s a sort of “cover your ears, shut your eyes and hum loudly to yourself” response to the perceived amount of work involved in developing relevant, valuable content. As rightful experts in this arena, trust us when we say it does indeed take a lot of time and energy. However, each time we see the results it generates for our clients, and time and time again it demonstrates why it’s worth every bit of the effort.

The Case for Content Marketing

As reported in an article entitled “The Compelling Case for Content Marketing” on Inc.com, Rand Media recently released a report that showed consumer sentiment continues to shift toward a preference for information over advertisements. And, luckily, many of the specific reasons the survey respondents gave for disliking ads “are things content marketing ameliorates,” according to the article. The fact is, growing numbers of consumers’ buying decisions are based on information they find on their own, and when they find it on their own, they tend to trust the information more.

“Programmatic push messaging is implicit personalization perceived by consumers as irrelevant and inauthentic,” said Erika Trautman, Rapt Media founder and CEO, said in a press release. “Explicit content personalization through choice and discovery builds trust, increases engagement and delivers a truly valuable experience starting at the point of creation. Millennials, in particular, are embracing the value of content discovery, forcing marketers to rethink the way content is created, distributed and consumed.”

Good News!

As we touched on in our last newsletter, the fact of the matter is that consumers have very little interest in branded advertisements that pop up unprompted on their social newsfeeds or web browsers. So in this digital age of information overload how do you reach your target audience?

For those still hiding in their self-made cocoons hoping yesterday’s methods will impact today’s consumers, we have some advice – and some good news to go with it.

The good news is that you likely already have the resources to become the type of thought leader to which potential customers will gravitate. For instance, you know your industry, its challenges and some of the solutions. You have valuable information your prospects and clients don’t. You also have people who are subject matter experts, who may actually want to share that expertise through blogs, white papers, how-to’s, videos, eBooks, social media and so on.

Advice from Next-Mark

Once important piece of advice is to consider partnering with a communications agency (ahem) fluent in content marketing to put it all together for you and position you as an expert in your field. Reaching your consumers is all about providing value, which isn’t necessarily achieved through shameless self-promotion and relentless advertising. So get the right information out there, be consistent, generate easily discoverable, digestible content, and your customers will find YOU.

At the end of the day, it’s about giving people the information they need to succeed in their jobs or tasks or simply enlightening them – a worthy endeavor and a reason to be believed and trusted.

And you can trust us when we say we stand ready to help!

For the uninitiated, “Hackathons” – surprisingly, a good thing – unsurprisingly got their start in the software development, with people coming together in a sort of highly concentrated creativity fest. In a common model, people take a defined measure of time to explore any idea they want, presenting their results to the group at the session’s end.

“Hackathons are an important part of how we come up with new ideas,” said Mark Zuckerberg, announcing Facebook’s 50th event, focused on ideas that use artificial intelligence. Crediting hackathons for a lot of the social network’s best ideas over the past decade, he continued: “We have a saying at Facebook: Code wins arguments. The idea is that you can either debate for a long time about whether something is a good idea or not, or you can just code it and see if you can make it work.”

The concept also has spread to a wide variety of other industries and evolved into other formats.

While the term hackathon may not be in everyone’s vocabulary, it’s a concept we long have embraced. In marketing communications we’ve found, a fixed brainstorming session can produce the kind of rapid-fire ideas that can get lost in over-thinking. It’s not an end point, of course, but it can be a solid jumping-off point for further refinement.

When working with clients in similar sessions, we often ask that stakeholders other than management and marketing be included. Often this group includes product representatives and sales people, who can know more about prospects’ and customer’s expressed needs than most. Customer service staff can give insight into most frequent complaints, and design engineers are well versed in the pluses and minuses of a product.

The point isn’t to crowd the room, but to give some thought to who could contribute some valuable thoughts from their perspectives and give them a little creative free rein.

As noted, hackathons take many forms these days, including competitions and purpose-driven projects, such as improving government or transit systems. The best thing about them, from our perspective, is that they start with a problem, move through “what ifs” and, when successful, produce something impactful.

Creativity feeds off creativity, no matter the field or endeavor, and a little adrenaline never hurts. We’re excited to see where hackathons go next and what we all can learn from them.

It’s been quite a journey…

As 2015 ends, we at Next-Mark are putting the bow on our 11th year in business. A lot has happened since that fateful day we first opened our virtual doors. We’ve worked with amazing clients from around the world, helping new companies get started, venerable companies change with the times and established companies grow even stronger. In those 11 years, we grew as they did, adding staff and services and becoming a full-tilt bricks-and-mortar operation.

Throughout those years, we worked hard at keeping our clients ahead of ongoing change during what was one of marketing’s most volatile periods, a decade in which businesses and consumers forever changed their relationships.

For instance, during the past 11 years:
Mobile phones went from a convenience to a lifeline to, in some cases, an addiction. Enter Smartphones, and possibilities exploded. Knowledge literally was in the palm of the hand, and marketing could to be anywhere the consumer was. Moreover, tablets have created a new category of interaction and communications.

Consumers were introduced to the era of “talk less, say more,” with micro-content on social media sites that marketing extrapolated into pithy pitches.

They also got over the fear of “big brother” knowing all about them, to the point of expecting curated marketing messaging personalized just for them. With this knowledge, of course, came the responsibility for marketers to actually deliver information that mattered to each individual.

Media and advertisers began offering stories and promotions that require virtual reality glasses to view.

The average American began spending an hour and 40 minutes a day on his or her multiple social media sites, checking feeds and, perhaps, being diverted by personalized ads.

Fighting through the marketing clutter got harder, as democracy ruled and any size, type and quality of company could reach their audiences.

Fragmentation of attention reached new heights, as individuals watch (often recorded) TV while surfing on iPads, glanced at their smart watches and answering every mobile ding. With this came new focus on messaging that matters.

The need for speed increased, as consumers sought information and goods in as few clicks as possible or through frictionless payment integrations, allowing them to go on with their hectic lifestyles and their next online connection.

As we enter 2016, these and other constantly evolving technologies, trends and expectations no doubt will keep marketing on the move, and we will continue to keep our clients out in front.

Wishing you a Happy, Healthy and Prosperous New Year!

Experts agree that online marketing is going to grow in leaps and bounds in 2016, with new formats and fresh ways to use old ones. It’s the wave of the future and those that don’t catch it could find themselves left far behind.

While opinions vary as opinions will, following are a few of the trends that the collective brain trust agrees should remain on businesses’ radar for 2016.

• Content will remain enthroned, and unique story telling will keep customers and prospects interested by giving them information they actually want.
• This year’s strategies won’t necessarily work next year. As in all things marketing, Innovation will be key.
• In addition to ever-popular videos, visuals such as infographics will continue their upward movement in marketing plans, delivering messages and reducing landing-page bounce rates.
• Wearable technology will add more details on people’s habits to the information already in all the embedded technologies that collect and exchange data. For marketers, this means outreach that can be behavior-driven.
• Businesses will put more “social” in social media, stepping outside the box to show personality and create conversations.
• There will be shifts in SEO best practices to match changes in technology.
• Web sites will continue to transition to be more user-friendly for mobile.
• Among platforms to watch for relevance to your business:
  • Live streaming video apps – such as Blab, Meerkat and Periscope – that enable a more personalized customer experience.
  • Snapchat, which is all about exclusive content that’s shorter, more to the point and has an expiration date so the old stuff doesn’t linger.
  • Instagram, which is seen as a major player as business marketing moves to mobile.
  • Periscope, an emerging video app is gaining strides in real-time business communications.
  • Expanding search engine capabilities on social networks, such as Pinterest.
  • Mobile payment apps that speed purchases and provide rewards that keep users coming back.
  • Virtual reality devices, such as the soon-to-be-released Oculus Rift, which could take online advertising into a new dimension.

Got it? If not, we do.

Let us know if we can help as you face the brave new world of digital marketing in 2016.

In the mid ‘60s Marshal McLuhan introduced the timeless phrase: “The medium is the message”.   With this, he proffered that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived.

A couple of weekends ago, as I was admiring the graffiti murals throughoutMiami’s Wynwood neighborhood, McLuhan’s phrase really hit home. I saw a sugar skull painting for the beverage Oculto (matching their branding ) that was creatively splayed across a wall along one of the areas main avenues. While I applaud their efforts, however, I am unsure if the Anheuser-Busch product stands up to the craft of the art of the mural in this mecca of authentic street art.

Wynwood, the art statement, located in an old Puerto Rican section of the city, has become an awe-inspiring street graffiti museum with works from more than 50 artists representing 16 countries who have covered over 80,000 sq.-ft. of walls. This walking tour will make you rethink of you definition of graffiti.

Six years ago, renowned community revitalizer Tony Goldman set out to transform the warehouse district of Miami by turning the buildings into giant canvases for street art. Starting with a complex of six separate buildings, his goal was to create a public center­ that would develop the area’s pedestrian potential. Now, brands are beginning to utilize the walls for advertising and promotions.

In this day of cluttered media, Oculto is attempting a creative way to make a brand feel and appear hip, young and authentic to reach certain demographics while giving the product street credibility. While it’s not anything new, I think it’s great that street artists can be compensated for their craft, as Luis Valle was for this product. (Let’s hope he wasn’t paid in bottles of Oculto, a mediocre beverage with a hint of tequila, as I have read some unflavorable reviews of the product.}

More often than not, street artists create this art via their passion, sweat and tears. Although it’s often associated with vandalizing, graffiti has evolved into an art form. Typically, it is done metaphorically and goes against the mainstream, and that’s why I love it.

Colossal Media, a leading advertiser in outdoor hand-painted campaigns, is just one example of a company that lets its clients tell their stories though cans of spray paint. Today in Wynwood, you’ll see brands aligning themselves with street culture such as Heineken and Anheuser-Busch (which recently launched a new multi-million dollar campaign that culminated in an over- the-top-celebration at Wynwood’s Soho Studios) splattering themselves across the walls.

Take Shepard Fairey, for example. He’s an American contemporary street artist who created a sticker while studying at the Rhode Island School of Design that evolved into a worldwide street art campaign. From there, he launched his own clothing line: OBEY Clothing.

As far as brands reaching their target markets and trendsetters, Ocluto has done a successful job of align itself with the graffiti medium. The challenge then becomes creating a product worthy of a lifestyle brand – one that consumers genuinely embrace and that doesn’t become a fleeting trend. Next, time I come across a bottle of Oculto I will give it a swig to see if it gives me the same feeling I get when among the walls of Wynwood.

Fortune.com recently published an article detailing how to build a killer brand like Apple. We ate it up, and now want to share our take on the whole thing with you.

It’s no secret that the Apple brand is a beautiful thing. It is strong. It stands out. It is chic. As Apple consumers (the Next-Mark team included), we constantly crave the shiniest, thinnest, fastest products with the most storage space. In short, we love to love Apple. But how do we create brands that consumers love?

If you already have a brand, you’re one step ahead of the game. But it better have some sex appeal. Solid brands — think Apple, Amazon and Starbucks — just sell. Period. Fortune.com refers to these as apostle brands. It takes as little as one photo of a slick new iPhone, major megapixel GoPro or creamy Cotton Candy Crème Frappuccino and we’re practically drooling.

But not all companies can accomplish the foam-at-the-mouth-gotta-have-it-now sensation. The article notes that of the 10,000 multi-million-dollar consumer companies in existence, only 100 can properly claim to have apostle brands. It is these beauties that charm and enchant us by giving us exactly what we want — even if we don’t always know what that is. Sadly, weak brands get cast aside, find a home on the shelf while their prices drop and are then sought after by bargain shoppers.

Synthesized from the book “Rocket: Eight Lessons to Secure Infinite Growth,” the rules, in our opinion, may not be right for every organization. However, they do serve as thought-provoking ideas for creating, and transforming, brands. For instance:

Rule No. 1: Don’t ask your customers what they want (because they don’t know until you show them). We would advise not to discount the desires of the people actually using your product or service, but to leverage your specific knowledge and technical expertise to create something beyond their expectations.

Rule No. 2: Woo your biggest fans (because they’re absolutely worth it). We always advise clients that loyalty goes both ways, and loyal customers need to feel they are recognized and that you won’t let them down.

Rule No. 3: Always welcome your customer’s scorn (because you’ll come back stronger). Yes, this is difficult, but all complaints must be considered – even those that prove invalid. You can never know too much about what your customers are thinking.

Rule No. 4: Looks do count (because people really do judge a book by its cover). Not every company can aspire to the “visual brilliance” that is Disney, but they should, at the very least, appear professional and in touch with their target markets.

Rule No. 5: Transform your employees into passionate disciples (because love is truly infectious). While this rule addressed direct customer service, we encourage our clients to consider every employee as a potential brand advocate. This entails keeping them apprised of where you’re going so they can help you get there.

Rule No. 6: Better ramp up your virtual relationships (because that’s what your customers are doing). It’s a “constant contact” world, and we advise our clients to keep all their circuits open.

Rule No. 7: Take giant leaps (because you’re not going to win with timid steps). We would add the caveat that “fearlessness” cannot be the mantra of every organization. Organic growth is not always a bad thing.

Rule No. 8: Find out what schismogenesis means (because it will save your relationships). It’s like we tell our clients: Brands are not static. They can have lives of their own and require constant monitoring to maintain their place in the market – and their apostles.

Our final piece of advice: Make your brand magical, inspiring, trustworthy, loyal and easy to love.

You can’t have a conversation unless you listen and respond accordingly. Otherwise, there’s no context and participants are pretty much talking to themselves. It’s the same with persuasive writing. To do it right, there’s as much ear-to-ground as fingers-to-keyboard involved.

This philosophy is at the heart of our new tagline, Content to Conversation, which actually is less a line than a circle of ongoing listening and conversing – all with the goal of persuading consumers to choose a client’s product or service.

The starting point is our initial engagement, in which we listen to clients to get their perspectives of who they are, their competitive environment and where they want to go. At this stage, we both collaborate and lead, integrating the client’s insights with our marketing knowledge and experience.

We also “listen” to the competition and market, adding to the client conversation and discovering its differentiators – those things that make them stand out.

We then create a plan that includes content designed to create positive change in the way the client and its products and services are perceived. When done correctly, that persuasive content begins a conversation among the client and its customers and potential customers, selling product, building loyalty and creating new champions.

The cycle is ongoing, as companies and consumers change over time.

There are some constants, however, including the basic rules of the persuasive content creation that forms the core of all messaging. These include:

• Never promise what you can’t deliver or defend. (How many “world famous fries” have you eaten in your lifetime?)
• Speak directly to the audience(s) targeted. (Know their needs; don’t guess.)
• Promote trust in the company through specific, fact-based assertions. (“We’re the best,” doesn’t cut it.)
• Provide the occasional “aha,” the “I never thought of that.” (We all love having new information to share with others.)
• Solve problems. (Everyone loves a problem-solver.)

In other words, leave fluff to the cat, and make strong, compelling arguments based on knowledge and supported by logic.

Be someone worth listening to as a company, and you’ll turn conversations into sales.