Thought Leadership vs. Content Marketing Feature Article
Thought Leadership vs. Content Marketing Feature Article

Thought Leadership vs. Content Marketing

Businesses looking to increase brand awareness are already familiar with the popularity of thought leadership when it comes to their marketing tactics. The same thing goes for content marketing, which is frequently praised for creating more leads compared to other strategies. However, many business owners aren’t aware that these two strategies have clear key differences.

When it comes to content marketing, it’s a top-down communication method – and it can be promoted business to business (B2B) or business to consumer (B2C). Additionally, content marketing aims to create a relationship with the readers instead of starting a dialogue. This is because communication is framed hierarchically in content marketing, which is different from thought leadership.

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Insights
city layoffs
city layoffs

Goldman Sachs, Amazon Job Cuts: How Mass Layoffs Can Affect Your Brand Perception

The last couple of months have been filled with headlines of different brands and corporations announcing job cuts and layoffs, as companies started to cut jobs not just in the US but all over the globe. Unfortunately, these mass layoffs and job cuts have also resulted in negative perceptions for brands, even though companies have pointed to the changing economic climate as the reason for the decision. No matter the reason, companies have to be careful before announcing and cutting jobs, as the news can impact the opinions of employees, shareholders and consumers.

Once a company has determined that it needs to downsize, it’s important to communicate with employees before the job cuts start happening. That means companies will have to get their human resources departments involved to create a communication plan regarding the layoffs and ensure that the company complies with all state and federal law requirements. The company will also need to ensure that everyone will be on the same page regarding the logistics of the layoffs, such as the last day of each employee, when they’ll be getting their paychecks, and gathering various resources that the employees might need aside from their benefits and severance packages. The company will have to figure out a way it will communicate the layoffs to the employees, which should always be done in private.

The last couple of months have been filled with headlines of different brands...

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pet influencer
pet influencer

How To Build Brand Relationships With Petfluencers

Petfluencers aren’t a new concept, they’ve been around since the start of social media as owners love to share and show off photos and videos of their furry friends. One of the most effective and efficient tools that modern companies can use to connect with their target audiences is social media marketing as a way to generate brand awareness and build relationships. Social media marketing takes a lot of work and effort, as well as careful planning so that companies will be able to create social media marketing campaigns that are going to generate positive results, and can be even more challenging when you decide to work with petfluencers. Here’s how you can go about building these relationships to benefit your brand.

Companies can invest in collaborating with petfluencers, which are pet influencers, to create influencer marketing campaigns for social media platforms. That’s when a company decides to collaborate with a social media influencer to promote itself or its solutions. These days, there are thousands of different social media influencers that companies can partner with to reach niche target audiences which contribute toward the positive results that companies are looking to generate from these types of campaigns. Influencers across social media platforms tend to have very committed followers, and that includes petfluencers. According to research, the pet industry media around the world started spending over $2 billion on marketing campaigns in 2021, however, only around 5% of that was strictly intended to fund social media marketing campaigns. Yet, over 70% of customers have made a purchasing decision regarding a solution after they saw that solution being promoted to them through an influencer on some of the major social media platforms. That means pet companies that haven’t yet should start investing in influencer marketing campaigns as, like with all influencer marketing, it can be a very effective way to drive brand awareness and conversion.

Petfluencers aren’t a new concept, they’ve been around since the start of...

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metrics
metrics

Essential Social Media Performance Metrics

Social media metrics are essential for companies to track as they help businesses understand the performance of their social media efforts. However, between things like engagement percentages and follower counts, it’s not always easy for companies to figure out which metrics are the most relevant for their business. Although not every metric is going to be important for every business to stay on top of to understand its social media performance, there are a few basic ones that every business should understand and pay attention to, based on the goals that the company wants to achieve.

The engagement rate is a metric that companies can use to track how engaged the audience is with the content that the company is, and how effective social media campaigns truly are, as high engagement generally means a lot of audience interactions.. Each social media platform has metrics that show the engagement rate, which is a sum of a variety of smaller audience engagements, including things like likes, shares, or comments. Looking at engagement rates by post can show companies the types of content its audience finds interesting, however, it’s important for companies to look at a variety of factors that could impact engagement such as time and date of posting or if a post is a giveaway etc..

Social media metrics are essential for companies to track as they help...

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tiktok marketing
tiktok marketing

Working With TikTok Creators for Marketing

Most companies already understand that TikTok is hugely popular with a younger generation and is growing in popularity across all age ranges, and it’s time for businesses that haven’t gotten on board to start doing so if they’re looking to reach their audiences where they are. Out of all the social media platforms available to companies these days, the unique functionality and culture on TikTok has made the platform one of the most challenging social media channels in terms of content creation for many businesses. Fortunately, for companies looking to start establishing a presence on TikTok, influencer partnerships can be a great way to begin.

Companies understand how difficult it’s become to reach their target audiences by only relying on advertising campaigns. Additionally, with the increased distrust of advertising campaigns from consumers, a lot of them have started utilizing ad blockers at an increased rate, and outright ignoring the ads that they come across on social media platforms, which has generated a decline in the effectiveness of these types of campaigns. Additionally, companies are not made to create the type of authentic content that the younger generations of consumers are looking to engage with, which is why many have decided to create partnerships with influencers that are good at creating that type of content. That means if a company wants to reach its target audiences on TikTok, it should let the local users of the platform speak on the behalf of the company. Although this concept is true for influencer marketing campaigns, no matter the target audience or social media platform, it’s especially true for TikTok because of the unique audience demographics and culture on the platform.

Most companies already understand that TikTok is hugely popular with a younger...

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Content for Brand Awareness vs. Conversion
Content for Brand Awareness vs. Conversion

Content for Brand Awareness vs. Conversion

We often talk about marketing strategies for conversion, the bottom of the purchasing funnel. However, companies that invest in creating high-quality content for the beginning stages of the buying journey can see significant impact on their overall  marketing success – building customer trust, loyalty and retention that ultimately impact the bottom of the funnel when it comes time to purchase.   

A lot of companies spent time and effort creating high-quality content for the middle and the ending stages of the buying journey for their customers. Although this is important, companies should test and learn what the appropriate balance is between content that speaks to consumers at the beginning of their buying journey and those that are further down the line. According to research, not only does investing in brand awareness content drive ROI itself, but it also helps the performance of content created for later stages in the buying journey. 

We often talk about marketing strategies for conversion, the bottom of the...

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email_marketing
email_marketing

Types of Marketing Emails

There are different types of emails that companies can send out to their email subscribers to get them to take a step into the next stage of the buying journey. It’s important for companies to utilize the right types of emails so that they don’t potentially end up confusing their email subscribers, or in the worst-case scenario, completely irritate them to the point where they no longer want to do business with the company.

The first type of email that companies can send out to their email subscribers is the one that the business will have to send out whenever a person subscribes to the newsletter for the first time. This is known as a welcome or a “getting started” email, which is designed to get the subscriber to start interacting with the email as soon as possible in a way that will feel natural to that subscriber. That means companies will have to make sure that they welcome the new email subscriber to the newsletter, and then encourage them to click through some of the content and learn more about the company or its solutions. A great way for companies to make sure that the new subscriber stays engaged is by providing them with a small discount that they can use for their first purchase after they have subscribed.

There are different types of emails that companies can send out to their email...

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facebook marketing
facebook marketing

Lead Generation on Facebook

Companies that want to increase the number of subscribers that they have to their email newsletters can turn their followers from Facebook into email subscribers with the right strategies. There are a few different ways that companies can use Facebook to generate more email subscriptions and improve their email marketing efforts.

The first way that companies can get their Facebook followers to convert into email newsletter subscribers is by setting up an action button on the Facebook business page of the company where the followers will get to sign up for the company’s newsletter. The action button on the Facebook business page is relatively easy for companies to set up, as long as the company is using the new Pages experience. All it takes is selecting the option for the action button regarding how people will engage with the company’s Facebook business page and then inputting the email sign-up form URL. From there, anyone that visits the company’s Facebook business page will easily be able to subscribe to the company’s email newsletter. Then, companies can also create paid or organic content that will motivate potential subscribers to follow through with the call to action and generate more sign-ups on the platform as well. 

Companies that want to increase the number of subscribers that they have to...

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