What is Earned Media? Key Strategies

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March 26, 2024

Earned media is one component of content marketing that is MIA for too many marketers.

If you are hoping that people will publish or share your great content, well, that’s like stepping up to the plate without a bat. Generating earned media today must be the clean-up hitter in your content marketing strategy lineup.

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Earned, Owned, and Paid Media

To understand earned media’s role in your content marketing strategy, we first need to look at the three types of media – owned, paid, and made.

You likely spend a lot of time on your owned media – the content and distribution channels you control, such as your websites, white papers, newsletters, and social media accounts. For example, if you want to share your insights on the latest trend in your industry, you write a blog post, publish it on your website, and let your followers know through your social media accounts.

With paid media, you buy access to social ads, PPC programs, etc., to promote your content. For example, you conduct pay-per-click campaigns for keywords around that trending topic to gain additional visitors to your website.

With owned and paid media, you are in control of the content – after all, both types of media involve your brand’s dollars.

Earned media, though, is free. But first, you must attract the interest of the gatekeepers – influencers, media brands, or your fans – who hold the key to accessing their audiences and talking about your company and publishing your content. In our industry-trend example, a media outlet would quote your expert in an article on the topic.

Why Earned Media is Important

With multiple firehoses gushing information at us all the time, your audiences need an effective filter, or they’ll drown. If you gain earned media, you are more likely to get through your audience’s filters. Earned media gives you third-party credibility – someone who your company doesn’t pay believes enough in your products, insights, etc., to mention, quote, or promote your brand’s content.

Earned media also enables your brand to reach a wider audience – an audience that may not know about you but can benefit from your content, products, or services.

Said, earned media may take more work because you are not in control of the process and decision-making, but it should be a significant component of your content marketing strategy.

Three ways to generate earned media

1. Cultivate Influencer Marketing

We hear quite a bit about influencer marketing and the importance of building relationships with those industry leaders who reach your target audience. If you can get an influencer to publish your content or talk about your content, that’s earned media. In turn, the influencer’s audience has the potential to become your audience.

Of course, you likely aren’t the first or the last to reach out to your industry’s influencers. Thus, you need to make sure your outreach stands out before contacting the influencer, researching what topics they write about, what they share on social media, what channels use, how they interact with their followers, etc.

With that information, you can craft a pitch that shows you know who this influencer is and how they communicate with their audience. Show how your brand and content would be valuable and helpful to their audiences.

2. Participate in Industry Trade Shows

One of the best ways to get people talking about your brand and sharing your content is to be present at industry events attended by your audience – you likely already know this. The Content Marketing Institute’s B2B research revealed that 81% of marketers use live events as a tactic in their content marketing strategy, and 75% of users rate them as effective. More marketers cited live events as an effective tactic than any other tactic. But showing up on the exhibit floor isn’t enough. You need to create and distribute your content – in text, visuals, video, and in-person throughout the event.

As early as possible, explore whether someone from your organization could present a relevant topic to your brand and help the event’s audience. If you speak, ensure that your slides and handouts include your Twitter handles, proper hashtags, and links to make it easier for your audience to share the presentation’s content. Don’t forget to promote this appearance to media organizations that may cover the topic or the event.

Identify pre-show opportunities to impart your brand’s wisdom or insight through the event organizer’s media channels (blog, newsletters, social). During the show, get involved with the social conversation. Don’t just ask people on your social media channels to stop by your booth. Instead, use your social accounts to connect with event-goers. For example, tweet a favourite quote from a speaker using the event hashtag and see how many people retweet that content – that’s a great way to earn media at a show.

3. Engage your Fans and Advocates

Strengthen your relationships with the people who are talking about your brand, sharing your content, etc. (Don’t forget that your employees can be fans/advocates too.) First, add a segment or category called fans/advocates to your media contact lists. Then add them to your media monitoring or social listening trackers.

If someone on that fan/advocate list mentions or shares your content, interact with them. For example, if someone quotes or shares your content on Facebook, comment to thank the person and ask what part of the content she thought was most helpful.

It is similar to how you would reach out to traditional media and encourage them to talk. About or share news about your brand, whether it’s a new research report, your latest award, or something else. These individuals may be more receptive than traditional media. To sharing your news or content word for word or adding their positive opinion to the information.

For example, Buddy Scalera, a comic-book writer, editor, and photographer, tapped .Into his fan/advocate database, when he launched his recent book, Comic Artist’s Essential Photo Reference. He shared the news with his contacts and asked them to share the information with their audiences.

Fans and advocates of your well-respected brand often are honoured that you have asked them. For something and are willing to share because, it shows they’re connected closely to a reputable company. That enhances their audience’s perception of them. As an influencer in your industry – and at the same time grows your brand’s reach.

These are the Main Promotion Techniques

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March 26, 2024

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Promotion techniques are usually directly related to the type of customers and characteristics of the market that a brand faces.

Since promotions respond to the brand’s needs when facing the market, they stay presented in different ways. Promotion techniques are usually related to the type of customers and the characteristics of a brand’s market.

Also read : What is the Buyer’s Journey: Step by Step

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Main Promotion Techniques

Among the most effective techniques for promotional activities are:

Customer loyalty

Since the customer is the main focus of any strategy, promotions are considered a level of relationship marketing that makes the public feel familiar with the brand.

Economic compensation

Here you can group those that promote monetary reward: direct discounts, vouchers or discount coupons, the 2 x 1 or others.

Product promotion

You can deliver free samples, samples, more product for the same price, gifts or similar.

Events

In the different actions of the brand, some promotional activity can remained applied.

Contests

This technique is very successful in promotional marketing. The results obtained are highly satisfactory since the active participation of the target client remain also requested. This inclusion makes the person feel part of the strategy, a member of the brand.

These are the best promotion techniques, but they are not the only ones, and when mixed, they can be even better. Thus, this tool is still under development, just like the market that is constantly evolving.

Thus, the following recommendations can help you avoid making mistakes when launching a promotional action.

Before services remained promoted, the products must have the quality and remained the same; for instance, those that remain commercialized regularly.

Delivery times do not have to be lengthened or included.

You have to commit and comply with everything that remain being promoted with the promotion.

Now each brand will have to study which promotion technique best meets their needs.

Also Read: Some Helpful Resources on Dyifo

What is Nonprofit Marketing? And How does it Work?

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March 26, 2024

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What is Nonprofit Marketing? And How does it Work?

Do you have any idea what nonprofit marketing is? Well then; Starting from the basic concept of marketing (according to Wikipedia, it is the process of developing strategies and planning products or services; advertising, promotion and sales; to reach a specific market segment).

This definition tells us that marketing is an essential discipline for any organization, whether public or private, be it commercial or nonprofit.

The marketing nonprofit, also known as nonprofit marketing or NPO for English vocabulary, is One of the others to obtain your donations or get an active volunteer.

Although deep down, the marketing strategies are the same for both organizations, messages must be adapted. I was directing and focusing them on the benefits of being charitable without seeking to make a profit.

It is a great challenge for organizations to launch a nonprofit marketing strategy. However, the feeling of help that is being provided is gratifying.

Also read: What is a Pillar Page? And How it Impacts SEO?

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Aspects to Consider in a Nonprofit Marketing Campaign

The first thing we must consider is that nonprofit marketing is based on two fundamental elements: all

Capture and get users for the services offered.

Recruit and retain volunteers who support the organization’s activity with their time or financial contributions.

Both segments should be treated as if they were customers; therefore, to achieve the proposed objectives. It would be best if you used all the tools you have at hand. In this way, an excellent nonprofit marketing strategy can be established.

Undertake a Nonprofit Marketing Strategy

As in any business, you are ensuring success requires extensive planning. So you will have to follow specific steps that will take you directly to your goal.

Determination of your Goals

You have to design a solid structure that you can continue to execute, establishing basic principles and clearly defining the objectives you want to achieve.

Analysis of Your environment

To know what terrain you are treading and what chances of success you have in your market; It is necessary to carry out an exhaustive analysis of the context in which you will move, that is, an analysis of all the groups of possible interested in your services.

Fundraising

In this step, as indicated, fundraising is more relevant. It is obtaining resources at the lowest cost.

Evaluation of Results

Upon reaching this level, you will be able to take stock of finances and evaluate the results you have obtained; Thus, you will determine which aspects of the campaign did not meet expectations and which ones did. In any case, at this point, you can decide which ones to reuse in future campaigns.

Generally speaking, these are the fundamental aspects you should consider when proposing to carry out a nonprofit marketing strategy.

What is Clickbait? Examples to use it Well

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March 26, 2024

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What is Clickbait? Examples to use it Well

The clickbait is a hook of clicks through sensational titles that arouse the user’s curiosity to optimize its economic benefits.

The user is curious by nature, and these types of titles are perfect for getting their attention. However, many times these titles are not morally correct. Why? Surely like us, you too have fallen for a title that promised you news, and it turned out that it was not at all what you expected.

Its main objective is to attract attention and benefit from the visits made by users. They create a need by “manipulating” our curiosity that can only be satisfied by entering the content, and once we visit it, “surprisingly”, no, it does not meet it.

It is the main difference with traditional copywriting, where the content that is created is intended to give value to the user.

Examples and techniques used in clickbait

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One language that Evokes Suspense

If you don’t click, you will never know what saved his life.

How are you going to resist that? What if you are about to commit that and you don’t know what could have happened to it?

Do you need to log in to find out? Of course. Will this curiosity satisfy you? Of course not.

The vantage of human curiosity.

The use of Demonstrative Pronouns

It is what happened to him when he used a very famous cream.

These pronouns that speak of the subject without mentioning it are critical, we repeat, the key to arousing curiosity.

What could have happened to him? What cream? Are you using it, and are you in danger? Believe us, you can survive without going inside, but we know that in the end, you will.

Lists, lists Everywhere

Why do we like the listings so much? In the user’s mind, they help make reading more enjoyable and spend more time on the page, but if you promise that one of those options is incredible, we already love it.

Emotional Messages with Images or Videos that have Nothing to do

Yes, we fall for this, and it is not surprising.

They put us a copy that already arouses curiosity. But if the image has nothing to do with it, it squeaks, and of course, we need to know why we have chosen that image right away. And how can we fix that? Entering the link, it is clear—poor us.

Ways to do Honest Clickbait

We like to have a transparent relationship with the user. First of all, we are sincere. You can do clickbait, and if you perfect it, you will get some hooked copies.

1.Link the images of your post with your website.

It helps a lot with interlinking, either by putting a nice image at the end, prompting clicks or with the endless plugins available to link content from your blog.

This type is correct; it improves your SEO and helps the user spend more time on our website.

2.Smart humour

If you connect with your users through humour, you will conquer them. They will feel competent, and they will like that.

To do this, you will need to know your target, what language they use and their interests.

Do you want to know how to get to know your buyer persona and focus your strategies on him?

3. make headlines with a hook but don’t overdo it

As we say, the important thing is that you connect with your users, put aside the headlines such as:

The definitive guide on the way
The most serious mistakes
The reasons why
They tire; you can use them sometimes, but not always.

4.Vary your content so as not to tire

Be creative, and sure, if you spend 5 minutes on that headline, you will get something outstanding.

Remember that a post, a newsletter, a research article or a case study is not the same. Each one carries a different tone, in addition to having other readers.

CC and Bcc: what are They and How to Send Emails

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March 26, 2024

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CC and Bcc: what are They and How to Send Emails

We are going to explain the meaning of the Cc and Bcc fields in the emails. These are two fields that are sometimes disabled by default. As in Gmail or Outlook but have icons to click on if you want to add them.

We are also going to tell you how to send emails without seeing all the addresses since, in the end, these two fields can be used to send massive copies of an email hiding or showing the lessons of the rest of the people who are going to receive it. We will focus on Gmail and Outlook in the screenshots, but this can be used in any email client.

Also read : Characteristics of a Blog: The Essential Components

Meaning of Concepts: To, Cc and Bcc

We are going to start by explaining the three concepts that you will find when sending an email. When you begin sending an email in Gmail, Outlook or any other, you will always see the To field in which to write the address of the senders. But you will also always see the options to activate the CC and BCC. Here is what each of the concepts means when sending the email

To: Recipient of the email. That person or people you are sending them to. This information is always public, which means that if you forward it in copy, everyone who receives it will see the original recipient.

CC or Carbon Copy: This allows you to send copies of an email to other recipients .In addition to the main ones it is addressed. It is a public copy so that both the principal recipient (s). And the users put in the composition, will see who else the mail is to send.

Bcc or Blind Carbon Copy: This allows you to send copies of an email to other recipients. In addition to the main ones it is addressed. It is a private copy, so neither the primary recipient (s).Nor the users placed in the composition will be, able to see who else the mail is sent.

How to Send Emails without Seeing all the Addresses

When you write an email, whether you do it in Gmail and Outlook or other email clients, you will always see the field’s right for both Cc and Bcc fields. In principle, they will not be activated. But if you click on the one you want, you will start it and add it to the email body.

Once you have activated the CC field, the Bcc or both, you can start to decide which recipients you can add and which you cannot. There must always be a recipient, but it does not have to be the recipient in the To field. It means that, for example, you can only use the Bcc field if you want to send a mass email without anyone knowing the addresses of the rest of the people who have received it.

You can also make only some recipients visible and the rest hidden, using the public To or CC fields for those visual, and the Bcc for those you want to hide. Here the choice is ultimately yours.

The difference between the To and CC fields is purely conceptual. When someone receives the mail as the primary recipient. They are expected to respond, or take it for granted. Meanwhile, the CC recipients are notified. Only for information purposes. But the email is not addressed.

Also read : What is Attribution in Social Psychology? And Its Types?

Three Of The Most Innovative Marketing Strategies To Pursue

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March 26, 2024

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Three Of The Most Innovative Marketing StrategieTo Pursue

Innovative Marketing Strategies

Although we’re well into 2019, we would be amiss to neglect some of the most innovate feats of marketing ingenuity, we saw agencies and brands implement throughout 2018 (and earlier). True marketing innovation is a remarkable thing to see, as it genuinely shocks and amazes — effectively having the potential to single handedly put a brand on a map or ignite our Twitter feeds. Although this is something all marketing campaigns should do, this is unfortunately not the case.

Below is a gradient of my three top innovative marketing strategies of 2018, across every industry and marketing type, and what we can learn from them.

Also read : Three Pillars of Persuasion: Ethos, Pathos, Logos

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1. Guerrilla Marketing

They are spending money to advertise your product: what’s so special about that? Welcome to marketing — it’s a costly venture, as taking products to market can costs companies millions of dollars. So how did Tesla manage to make headlines internationally for free? They engaged in guerrilla marketing.

Tesla has always been proud to boast that it runs a $0 advertising budget. A brand with a declaration like that seems out of place in an article such as this. That being said, when Elon Musk put his own personal Tesla Roadster (paywall) driven by a dummy nicknamed “Starman” on Falcon Heavy, the flagship rocket of SpaceX, he scored a substantial cross-brand marketing win.

Although guerrilla marketing may not always be achieved for $0, Tesla is an incredible testament. The fact that intelligent, strategic and well-thought-out marketing can yield exceptional results, so it’s not always necessary to try throw dollars and expand your reach through traditional channels. Another older viral guerrilla marketing campaign included when Taco Bell falsely released a statement that they had purchased and renamed the Liberty Bell. As with all of these campaigns, companies can think outside the box, avoid playing by the prewritten marketing rulebook and create a fun, memorable presence for their brand.

2. Holistic Marketing Agencies

Siloed service providers are becoming a thing of the past. Marketing firms are becoming more efficient and managing client campaigns from start to finish. By leveraging industry connections, resources and expertise, firms can expand to include multiple service offerings all under one roof. The end-to-end service model can allow your firm’s clients to enjoy ease of mind and simplicity in executing their campaigns.

One company owning this model is Cycle Media, a marketing and media company that’s using this strategy to offer clients a plethora of services. According to a Fast Company profile, Cycle media does differently, is having talent management, creative, production. And distribution all under one roof. The holistic service offering also allows for firms like Cycle to work with various industries. And not get pigeonholed into a specific segment. They’ve used this strategy to attract high-profile clients such as the NBA talk show Buckets, ESPN, Papa Johns, Lincon Records and Capitol Records. Although not many marketing agencies. I know have adopted this practice, envision (an award-winning marketing agency in Canada). And upriseVSI of the U.K. utilize this holistic ideology.

Creating a holistic strategy and team may not be something a smaller agency can accomplish from the get-go. In my experience, the resources required to scale a cross-functional team properly successfully are significant; however, as your firm grows, ensure you succeed with this purpose in mind, as it can ultimately offer the best possible experience for your customers.

3. Social Media Marketing And Influencers

If you haven’t remained living under a rock for several years, you’re well aware that social media marketing is a significant way for brands to connect with customers. It has revealed absolutely no signs of slowing down. Two incredible examples of best-in-class social media marketing include the BBDO and Collectively. According to Fast Company, Collectively paired over 75 brands with 1,725 influencers and personalities and achieved a total combined 1.2 billion impressions for the year.

BBDO is no rookie when it comes to big brands and significant impact, either. Over the years, they’ve worked with household names such as Lowes. And created podcasts for GE, PSAs for Sandy Hook and dog adoption campaigns for Pedigree. Creating a noteworthy campaign with Bacardi was not something out of the wheelhouse of what BBDO was used to accomplishing, but boy — they didn’t disappoint. BBDO hacked Instagram stories to create a Bacardi DJ app through Instagram stories effectively. Users could make their DJ set on their device. It showed the brand’s commitment to its fun, music-infused brand.

Conclusion

Don’t be afraid to use exciting new marketing methods and move away from expensive traditional cost-per-mile (CPM) and cost-per-click (CPC) digital marketing initiatives. Influencer marketing, for example, can be incredibly effective if done correctly. Influencers should share your brand’s values and meaningfully connect with your target audience on social media. Hiring niche influencers can be a more cost-effective and strategic approach than spending dollars on the most significant name a budget can buy. When hiring influencers, consider using a group of influencers. Who can strategically communicate regarding your specific campaign to create the sense that your product. Or movement has permeated the market. This effect can create FOMO (fear of missing out) in your target audience. Leading to an effective and impactful influencer marketing campaign.

Also read : SEO for YouTube: Position your Videos above all

What is a Custom Post? And Its Uses?

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March 26, 2024

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Custom Post

An airline’s in-flight magazine remain specifically geared towards passengers and can help increase brand loyalty.

Custom publishing remain a tool used to build and strengthen brand reliability. It consists of media production such as magazines, videos, newspapers, and direct mail to attract a very particular audience and type of purchaser. One of the best examples of a personalized post stay an inflight magazine, a position created for the express purpose of targeting people who use a particular airline. The onboard magazine is also one of the oldest examples of personalized media publishing in marketing.

Manufacturer of Food Products

A manufacturer of food products may provide a free magazine in grocery stores that focus on their products.

This type of marketing is not advertising. The personalized post goes to great lengths to safeguard that it remain not perceived as a promotion so that when people stay exposed to it, they see it as a credible, informative, and useful source. It is generally informational or editorial. For example, in an onboard magazine, people can find food recommendations, travel reviews, and other air travel content without specific mentions of the airline.

Custom Publishing can use E-Books

Many companies use custom posting to keep existing customers. For example, a car company may send out periodicals to people who buy its cars, providing information that might be useful and reminding customers that they are valuable and consider them important. These resources remain also used to solicit new clients. An industrialist of food products, for example, might publish a periodical that remain offered free in grocery stores in the hopes of sparking interest in the company and its products.

Building custom posts remain done with great care. All media produced must align with the lifestyle, brand, and marketing values of the company, reinforcing consumer trust and confidence. An extra car company, for example, would not post content that promotes a frugal lifestyle, as this goes against the company’s core values. Similarly, a family movie producer would focus on personalized publishing that reinforced family values.

Personalized Publication

People sometimes use the term “personalized publication” to refer to the publication of personalized works. Such as poetry books or class readers. On-demand, sometimes known as “vanity publications.” More precisely known as “desktop publishing”. This type of publishing involves taking material that someone has prepared and publishing it to sell in a limited market. The distinction between desktop publishing and personalized publishing. Is that people interested in promoting and distributing their work use desktop publishing, while companies focused on brand recognition. And customer loyalty engage in personalized publishing.

Also read : Webinar: What is it, and How to use it in your Content Strategy?

What is a Marketing Strategy Statement

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March 26, 2024

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To meet your business goals, create a marketing strategy mission statement that clearly defines the actions necessary to meet these goals. Without a plan to market goods and services, your business cannot reach its maximum earning potential. Marketing strategy statements guide companies in completing the tasks large and small to increase profits, increase consumer awareness, and foster growth.

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Function

A marketing strategy statement describes the specific marketing actions that a company must take to meet specific business objectives. For example, to expand a product line to increase company profits, your marketing strategy statement should detail the use of particular actions, such as targeting consumer groups using speciality marketing and advertising campaigns. To raise consumer awareness of new products. Increased marketing to consumers often leads to higher profits.

Characteristics

Characteristics of marketing strategy statements include a list of business objectives, a list of actions necessary to meet these objectives, marketing research and analysis that support the need for these actions, description of target markets, annual or quarterly goals, and the support resources needed to implement the strategy. Support resources may include new hires, increased advertising budgets, or additional market research.

Profits

A market strategy statement provides a plan for how to achieve specific business objectives. This statement also helps keep everyone involved informed of the next steps in the strategy. Check the market strategy statement often to complete all the tasks necessary to achieve your goals.

Considerations

Although, An effective market strategy statement should provide a clear description of the business objectives and the actions necessary to achieve these goals. Detailed instructions help prevent misinterpretation by team members.

Making Changes

Once a market strategy statement is created. It should not be changed until you have met all of the business objectives listed. Changes in market strategy statements should only occur due to increased competition in target markets from new or existing companies or environmental factors.