Why is it so easy for companies to spend $1M+ for paid media each and every month but spending $1M a year (or a lot less) for an organic strategy and content is tough? Because you can’t show ROI for organic content. Or can you? I’ll show you how.
Ditch The Marketing Funnel, Build A Flywheel
Organic content is not just 'top of the funnel,', it's also 'customer retention.'
And who came up with a 'marketing funnel' anyway?
Why do you work so hard to convert a customer and then simply let them out at the bottom?
Content Marketing Strategy is Telling The Best Story
Content marketing strategy is not 'how can sell the most products?'
Build a Better Wheel, Not A Funnel
The Marketing Funnel is as old as.... well to be honest I have no idea how old that concept is. As I transitioned from my broadcast and digital media storytelling roles to marketing roles, the concept of the Funnel was introduced and delivered as the gospel of Marketing 101. "Develop a good marketing funnel and you will be successful!"
A wheel, built around support and customer retention in your brand keeps customers in your ecosystem. Keeping them in your ecosystem allows those customers to become your evangelicals on the ground, spreading your message outward and carrying your marketing dollars further.
Branded Storytelling: Sell Without Selling
The power of digital media is that it opens up a direct pipeline between you, the brand and… well pretty much the entire world. If you’ve built your destination correctly as described in the previous three chapters and have begun thinking about edutainment as the driving model for your content, now it’s time to think about what does that content actually look like? How does edutainment apply to my brand?
Branded Storytelling: Inform, Educate and Entertain.
Can you tell me how to get, how to get to… I don’t even have to finish that sentence. Most of you already know how that sentence goes. I’m betting at this moment you’re thinking back to some of your favorite Sesame Street moments.
Branded Storytelling: Build Your Destination
Now that you’ve got their attention and they’ve stopped the car, the last thing you want to do is set up a tourist trap. Lots of color and flash, but no substance. Cheap, chintzy trinkets are fun for a few minutes and maybe some selfies to post to your friends, but not someplace you want to visit again. That’s going for the quick buck, not long-term audience engagement. You’ll need to continually lure a new audience to make the tourist trap work. To do that you need a connection.
Branded Storytelling: Social Media Is Like A Billboard.
“Selling” today and for the foreseeable future is about building a story. Actually many stories. Stories that entertain, stories that inform, stories that educate, stories that connect with the audience you are trying to reach.
Mueller Systems launches MobileRDM with help from Biscardi Creative
June 1, 2015; Atlanta, GA; – Biscardi Creative Media (BCM) has completed full production on a new infographic inspired spot to launch the newly revised mobileRDM tool from Atlanta based Mueller Systems. BCM provided full script to screen services on this spot designed to very quickly demonstrate the simplicity and efficiency of mobileRDM.