Rich Media & Brand Awareness: the Connection Marketers Can’t Afford to Ignore

rich-media-brand-awareness-blog

“Rich Media” gained traction as another marketing buzzword (don’t we have enough already?) back in 2013-2014 as marketing thought leadership began to espouse its mandatory presence in all marketing campaigns. Cost effective (sometimes), easy to produce, definitely easy to disseminate, and far more engaging than any pop-up or banner ad. So why is it that, halfway through 2016, countless marketers seem to be oblivious to all that rich media has to offer?

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What Content Marketers Can Learn from McDonald’s Canada

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Jay Baer of convinceandconvert.com thinks you should be paying more attention to McDonald’s Canada. Even if you don’t live in the Land of Maple. Even if you don’t work in the fast-food industry. Even if you haven’t eaten a Big Mac since Super Size Me hit theaters in 2004.

Why? McDonald’s Canada has released a brilliant content marketing program called “Our Food, Your Questions” that Baer highlights in his book, Youtility: Why Smart Marketing is About Help not Hype.

Baer goes so far as to claim the following:

“The Golden Arches’ embrace of information could be the start of a cultural change that impacts every business.”

Strong words.

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Rich Media Marketing: 3 Tips to Keep It All Organized

rich media marketing

Rich media marketing is all the rage.

And for good reason. Rich media marketing—adding features like video, audio, and HTML5 interactivity to content to increase viewer engagement—is getting real results. One Adform report found that adding rich media to banner ads increased click-thru-rates 267%.

With these kinds of early results, you can bet that marketers everywhere strategizing on how to get into the rich media game in earnest. However, at risk of being the Debbie Downer here, I have to bring up one little problem that many marketers might overlook: how are we going to organize all this stuff?

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Interactive Content: The Bridge Between Marketing and Sales

interactive-content-bridge-blog

Wondering how to bridge the gap between marketing and sales teams? How about taking some advice from a sales executive who’s married to a CMO? Introducing Anna Talerico.

In a recent article for Content Marketing Institute, Talerico shares three tips to help improve communication and collaboration between the two camps. All of her suggestions are worth considering, but the one that we at ProofHQ have seen particular success with is the idea of creating interactive content with input from the sales team. Talerico writes:

“A unified approach to data from interactive content creates a feedback loop that can be useful to every aspect of the buyer journey, from lead gen to closing the deal.”

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What is Agile Marketing? (and why you should care)

what-is-agile-marketing-blog
As the nature of marketing work grows increasingly complex, and content channels continue to proliferate, many teams are struggling to keep their heads above water. Too many expectations, too many tasks, too many apps, too many reports from too many analytics tools.

Enter Agile marketing, a project management approach that grew out of another industry where complexity and ambiguity are the name of the game—software development.

Overwhelmed marketers are finding great success with this approach, which promises “rapid, continuous growth,” “more satisfied employees,” and the ability to “adapt readily to external fluctuations,” according to self-proclaimed agile marketing nerd Andrea Fryrear, who writes for Marketergizmo.com.

Furthermore, Fryrear writes in a recent post on Workfront.com, “it’s simply a less stressful way to be a marketer.”

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Content Strategies: 4 Tips & Tricks on Creating Content that Breaks through the Noise

break-through-the-noise-blog

There is a lot of noise around content marketing noise. According to State of Digital, 41% of people reported feeling overwhelmed by the sea of choices bombarding them on the internet. Instead of searching for products and the content constantly churned out by marketers, many people prefer to rely on social media to learn of friends’ preferences and recommendations.

A quick search on Google will bring you to articles that stress the importance of buyer personas, the optimal time of day to publish, using the right format… and so on and so forth. And, yes, those things are absolutely important. But with almost half of the population preferring to ignore your marketing efforts, you have time to give them something they will love and remember.
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3 Ways to Harness the Power of Visual Storytelling

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What Do Target and Geico Have in Common?

Have you ever noticed that you can spot a Target commercial long before you ever see the red bull’s eye appear on the screen?

And then there’s Geico, a company that’s breaking all the rules about consistent branding. How is it that you can still identify a Geico ad in the first few seconds, despite the fact that they’re usually running several wildly different campaigns all at the same time? From the Gecko to cavemen to celebrities spoofing themselves (Little Richard, Peter Frampton, Don LaFontaine). I don’t know about you, but the minute I find myself scratching my head and thinking, “Huh?,” my next thought is, “Oh, this must be from Geico.”

The brand has come to stand for unexpected, disjointed, and eclectic advertisements—even though these qualities are exact the opposite of what most brands typically strive for.

Cohesive or not, one thing is certain: both Target and Geico have effectively harnessed the power of visual storytelling.

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4 KPIs Every Creative Team Should Track

4 KPIs Every Creative Team Should Track

Why Should Creative Leaders Care About KPIs?

Not everyone understands or appreciates creative work—especially executives, who often make it to the C-suite because of their unwavering focus on numbers, numbers, numbers.

It’s an unfortunate reality that those who control the purse strings often lack a natural understanding of the creative process. If it can’t be measured, counted, or quantified, it doesn’t matter. And there are certain parts of the marketing and creative worlds that will always resist measurement.

But if you’d like to be able to prove the value of your in-house creative team—and protect your jobs from being outsourced—there are certain key performance indicators (KPIs) that you can and should measure.

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How to Humanize Your Brand

Empathy. Context. Relevance. Meaning.

No, you didn’t just stumble onto a self-help website. These are four things you will need in order to connect with consumers in what many now call the “post-advertising age.”

According to Jessica Ann, author of Humanize Your Brand: How to Create Content that Connects with Your Customers, the future of marketing is all about keeping it real:

“If you’re not proactively taking part in the profits and process of being more human, you’re missing out on the fun, authenticity, and serendipity that happens when you fuse technology with marketing.”

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5 Different Client Personality Types—and How to Deal with Them

5 Client Personality Types

Both in-house and agency-based creative teams have clients to please—of all different personality types.

The main difference is whether the clients are located three floors up or a few miles across town. And as every marketer knows, some clients are easier to work with than others.

Sam Petersen, a solutions marketing content specialist at Workfront, identified five of the more challenging personalities to deal with in a recent blog post.

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