PJA Advertising+Marketing released the final segment of its audio pilot program The Unconventionals last week, introducing listeners to Rubber Tracks recording studio in Brooklyn. Converse, maker of the iconic Chuck Taylor All Star shoe brand, operates the studio and invites up-and-coming musicians to use it for free.
The bill lands on the desk of Converse CMO Geoff Cottrill.
Type A Communications
Carla Johnson, principal at Type A Communications, specializes in the development of content marketing strategies that build brand engagement. She is a frequent contributor to BMA conversations about best practices and has built a client base that stretches across organizations including Motorola Solutions and the U.S.
Stratasys earned the Corporate Marketer of the Year honor at the annual BMA B2 Awards ceremony in May. The 3D-printing equipment manufacturer impressed the judges with its “Engineering a Difference” campaign, a series of video case studies launched on Facebook.
Facebook is an unconventional platform for the company.
By Stephanie Schwab, principal-Crackerjack Marketing
Most companies these days have some kind of content marketing strategy. We’ve all learned by now that content in its many forms—blogs, video, social media, even podcasts—is highly valued by customers and search engines alike.
But does your content strategy extend far enough to attract the customers you want? It’s not enough to create content solely focused on your niche or core corporate topic.
Most marketers have a lot to learn about content strategy, says Mike Moran, senior strategist for Converseon and author of the best-selling Search Engine Marketing. “That isn't a bad thing as long as you acknowledge that and decide to get moving,” he tells BMA Buzz. Moran will point out the path forward during a full-day seminar for BMA-NJ members on October 28.
Principal, Chief Strategy Officer
The Pedowitz Group
Many marketers struggle to connect their content marketing programs to revenue, according to a study released last month by the Lenskold Group. The solution goes beyond the mere adoption of marketing automation tools, writes Debbie Qaqish, principal and chief strategy officer at The Pedowitz Group, the revenue-marketing agency that sponsored the research.
“Buying a piece of technology is not the answer,” she writes.
BMA national board member Michael Brenner made headlines when he jumped from SAP to content marketing startup NewsCred. He joined the company as head of strategy in June. The role, he says, gives him an opportunity to extend content advocacy that he began inside SAP to a broader audience of marketers.
By Anthony Kennada, Gainsight
Every marketing team worth its salt is building a content marketing strategy. The results are proven, built around the philosophy that selling value to potential customers before they’re ready to buy will lead to a sales discussion when they’re ready. We are programmed to favor products or services delivered by companies perceived to be market leaders.
Marcus Sheridan built a content marketing strategy that helped his pool and spa company become an industry leader during a recession. The Sales Lion will share his digital marketing insights with attendees at the BMA14 Global Conference Connect2 regional event in Denver on Sept. 12.
Ann Handley doesn’t agree with your high school English teacher. Writing isn’t about topic sentences. It doesn’t follow a formula.
Business marketers widely have embraced content marketing tactics. We’re churning out blog posts and white papers and webinars. Now we must move on to the next step, says Robert Rose, chief strategist with the Content Marketing Institute.
Johnson Controls faced a challenge: The multi-industrial B2B company needed to get 170,000 employees who were spread across five distinct business units in 150 countries to tell the same story. Kim Metcalf-Kupres, vice president and CMO for the company, led the charge. She shared her experience with BMA Buzz as she prepared to deliver an Oct.
TopRank Online Marketing CEO Lee Odden is the mastermind of a plot to unseat that most notorious conference bore, the webpage dedicated to official speaker bios. In 2012, he produced a secret agent-themed ebook to introduce speakers at Content Marketing World, and the promotion went viral. He spoke to BMA Buzz about the development of an event marketing tool that has us talking about white rabbits, Google cranial implants and the musical genius of Tony Bennett.
By George Stenitzer, Crystal Clear Communications
Content marketing needs to provide buyers with a clear path through the purchasing process, especially for carefully considered, high-dollar B2B purchases. Otherwise, marketing won’t be able to meet revenue goals.
Marketers should never trade quality for quantity, says Heather Head, chief content officer at Charlotte, N.C.-based consultancy Scopcity.
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