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Insights

The Content Marketing Metrics that Matter Most

Posted by Sherri Starcher

Aug 23, 2016 1:21:08 PM

ContentMetrics-709057-edited.jpgGreat content often gets overlooked in the grand scheme of the overall brand strategy. Even worse? Time and time again, we find that content is created simply for the sake of creating content, without much thought to the “why” or the end game. This means, meaningful metrics are an afterthought, if they’re ever there at all. Yet, it’s the numbers that provide the proof that our campaigns are working and create the foundation that allows us to continually optimize the content strategy.

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Topics: Content Development

Content Controversy: Lessons from Lands’ End

Posted by Steve Snyder

Mar 24, 2016 2:58:43 PM

Lands-end.jpgEvery now and then (well let’s be honest, it’s pretty often actually), another iconic brand steps spectacularly into it and presents us with the opportunity to opine on the do’s and don’ts associated with brand loyalty. You know, that highly coveted characteristic where you’ve converted costly, desirable prospects into returning, tried-and-true customers whose only requirement is that you steadfastly delight them with your brand experiences.

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Topics: Branding, Content Development, Public Relations, Crisis communications, Brand reputation

15 Tools You Can Use to Become a Content King

Posted by Tracy Hartman

Feb 23, 2016 10:00:00 AM

10_social_media_tools_To_Boost_Engagement-1.jpgWe talk quite a bit about why strong content is a powerful tool to engage your customer and prospect base and nurture them through the entire sales funnel. Yet, what do you do when you’re so strapped for time in a bustling marketing department that you can barely send a Tweet, let alone ensure that the content you’re sharing is creative, engaging and provides value to your audience? Utilize some time-saving content tools, of course.

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Topics: Content Development, content

5 Ways to create Inbound Marketing Content from surveys

Posted by Brent Martino

Mar 4, 2015 10:00:00 AM

surveyInbound marketing can be an extremely effective way to generate leads and close new customers, but it requires lots of high-quality content to be effective. Creating content that’s targeted to your buyer personas can be time consuming. Here at Aloft Group, we are always trying to find ways to get the most bang for our, and our clients’, buck. We’ve found that surveys can be a great way to generate multiple pieces of inbound marketing content. Not only can surveying be cost effective, it also allows us to create content for multiple levels of our sales funnel. Here are five ways you can use surveys to generate inbound marketing content that your prospects are really interested in.

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Topics: Content Development

7 Online Video Stats You Need To Know

Posted by Brent Martino

Dec 5, 2014 3:20:18 PM

Just ten years ago, online video was still something of a frustrating novelty. Bandwidth limitations caused even short videos to stutter and pause with some version of the dreaded "buffering" message blinking on screen. Long-form content was practically non-existent. Fast forward to 2014 and video rules the web and is continuing to grow. For those of you who think we've already reached the online videos pinnacle, here are 7 Online Video Stats You Need to Know.

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Topics: Content Development, Video

Online Presence=Brand Awareness

Posted by Andrea Drown

Jul 31, 2014 4:45:21 PM

shutterstock_95711755Today, most everything in business is done virtually. With so much technology at our fingertips, there is often no need for face-to-face meetings, which means your online brand is now more important than ever and is becoming more so every day. One of the most effective strategies to promote your business is to create brand recognition online. Your online presence is driving your brand awareness and is as important—if not more important—than the traditional forms of branding. Most of your customers are tech savvy and will look for a company that can prove itself out there in cyber land. In fact, most marketing experts agree that how you present your brand online is the 21st century equivalent of your first meeting with a customer. 

 

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Topics: Branding, Content Development, Social Media

More Simple tips for improving your next video production

Posted by Brent Martino

Jun 24, 2014 2:27:00 PM

audioLet’s face it, producing high-quality video isn’t cheap or easy. Your best bet is to hire a company like Aloft Group (shameless self-promotion); we’ve spent years honing our storytelling, mastering technology, and keeping up with the all the latest tips, tricks and trends. While we would love to handle your next video project, we understand that sometimes you may not have the budget to pull off a big production, so you have little choice but to shoot and edit it yourself. If you have to go the DIY route there are a number of things you can do to improve your final product. In a previous blog post I talked about 5 Simple Tips for Better Video, which covered lighting, storytelling and more. In this post I’ll focus on using sound effects, music and color correction to improve and/or alter the mood and context of your video.

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Topics: Tips, Content Development, Video

Social Media and your brand

Posted by Brent Martino

May 8, 2014 2:10:21 PM

social-brandSocial media can be a double-edged sword for brands; done well you can engage your customers, build trust and your brand. Done poorly and you will look bad, fast. Of all the social sites none can build you up or tear you down as fast as Twitter. Tracy Hartman, our Director of Social Media, has written several posts for this blog about the good and the bad of twitter, but due to some recent events with one of my favorite vendors, I wanted to relay a couple examples of Twitter gone wrong and one of Twitter done right.

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Topics: Brand Strategy, Content Development, Social Media

A Recipe for Good Branding

Posted by Andrea Drown

May 1, 2014 3:57:00 PM

brand_strategy_recipe

The funny commercials, bright signs, using kids to advertise, claiming “best” and “all natural”, mini toys, promotions for bargains ($1 for a coffee and a burger anyone?). Why wouldn’t all that seem enticing, especially to a six-year-old. Actually, that might be enticing to many age groups.

Teaching a child what is right or wrong may be difficult for many. Not everyone will agree with this opinion, but eating at a fast food shop two, three or four times a week IS wrong. I get it; I do let my kids eat at McD’s once a year because, well, just because. But after all of the bad press on most of these chains, why would anyone want to eat there, or believe all of the great stuff these companies claim about their products? It’s clever branding for sure and the FDA isn’t telling them they can’t advertise this way, so why would they stop? These fast-food operations aren’t telling the hard truth and some of us don’t realize that the products are just plain old unhealthy. I’m sure you’ve all heard about the pink slime scandal. This disturbing video renowned chef, Jamie Oliver put together shows this process. Nasty, right?!

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Topics: Branding, Content Development, Digital Design, Social Media, Public Relations, Organization Alignment

Great Brands Have Great Stories to Tell

Posted by David MacGregor

Apr 29, 2014 5:21:33 PM

Great-Brands-Need-Great-StorytellingMy son Michael, now 25 years old and living in Hollywood, grew up watching and making movies. He gets his love of film from me; the two of us would sit and watch movies endlessly, discussing the scenes and why the director shot them the way he did, or how he might have shot them differently. We still do it, albeit now over the phone.

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Topics: Branding, Content Development