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LETTINGYOUR BRANDWORK FORYOU
Taras Kufel • October 2018
Letting Your Brand Work For You
What is a brand?
A brand is fundamentally the personality of a business.
Definitions
Commonly recognized as a logo representing commerce or service
Definitions
Also the narrative behind the services
Not all advertising is branded content
Branded content is articles, videos,
podcasts, and other live elements that bring
relevant value to the consumer.
Multipurpose branding
rich visuals
news & concise messages
engaging, high-impact stories
Core principles
Traditional advertising is now being
deemed “interruptive advertising.”
Audiences are getting over that.
There’s a desire to form
relationships with what we
consume.
Engagement and
growth rate
• Brand recall is 59 percent higher for branded
content than display and native ads.
• Consumers are nearly 50% more likely to look
for additional content from a company after a
single impression of branded content.
• Intent to purchase/spend increases by 14%
IPG Media Lab + Forbes Evaluate The Current State of Branded Content - 2016
Create Goals and
MESSAGE
WITH A
PURPOSE
WHEN IS THE LAST
TIME YOU
REFRESHED YOUR
PRESENCE?
Language is important.
Average attention
span in 2000
Average attention
span of a goldfish
Average attention
span in 2013
Average time you
have to make an
impression online
HOW DO YOU
MEASURE
SUCCESS?
Set milestones
(visits, clicks, dollars)
Record performance
(analytics)
React to results
(continue, modify, stop?)
Good
Better
Best
IMPACT YOUR GOALS
WITH DATA
Impact Goals
1. Be consistent
2. Update regularly
3. Vary the execution
4. Get found
5. Be social
Letting Your Brand Work For You
Thanks
Taras.Kufel@SUNY.edu
SUNY Manager of Digital Engagement
@TKufel

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Letting Your Brand Work For You

Notas do Editor

  1. Education, like all segmented markets, are part of a global experience online. The market has expanded beyond the traditional.
  2. The way we/businesses look
  3. What we/business do. This matters for marketing. Do we sell this in ads? We should be selling a brand and branded experience.
  4. We can sell our brands in a number of ways, but (above)
  5. It is traditionally more consumer-focused on an emotional level, to resonate. Content marketing focuses on lead-generation and sales.
  6. People don’t want to be removed from the environment they’re in with a 30-60 second spot that is not involved with the theme.
  7. Branded content starts at home. Our own digital properties need to develop our messages before our marketing/PR selves take it to the outside. A native web story can introduce the topic, and then a branded content output (paid or not) can deliver the marketing spin with elements of ROI and outcomes for the consumer.
  8. Our efforts to engage should be aimed to meet our efforts at growth. If growth is the goal, engagement (as in marketing) is too, in order to drive that growth.
  9. https://www.ipglab.com/2016/09/23/ipg-media-lab-forbes-evaluate-the-current-state-of-branded-content/ - 2016
  10. We develop content with an intended purpose of conversion and ROI. Not to simply share mission statements and other already-knowns.
  11. As we optimize our visual media, we need to optimize our written work too.
  12. How long is our attention? Common study from 2015 - National Center for Biotechnology Information, U.S. National Library of Medicine. Often debunked, but still interesting.
  13. Targeted marketing with shared interest like we talked about before. As we get deeper into branded content, we need to be more aware of comparisons we make to raise ourselves above the competition.
  14. 1 – don’t change tone for new ad opportunities. Make people familiar with who you are. 2 – New messages that stick to a theme will engage people more than not. 3 – Go with different media types – written work to infographics, video, animation, and more to give people different views. 4 – SEO friendly! People need to find you 5 – Make it social. Influencers and friends are your best marketers. If they share/react, you win.