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Podcasting, generally short audio only, or video programs, are enjoying resurgence. According to Edison Research, 39 million people listen to podcasts at least once a month. Increased smartphone usage figures into the equation.
Listen to Ideopia’s Blendercast Podcast at podcast.ideopia.com.
Podcasts, web, video and internet radio now join the automatic coffee maker as technologies that accommodate their schedules, and maximize free time. For marketers, podcasting opens up a plethora of new content sources: Audio versions of blog posts, excerpts from speeches, and even comments or questions from customers. While some podcasts achieve chart-topping status, like these top programs from 2015, the relatively low cost of podcasts makes them a viable option to communicate specialized content to niche markets. While one of your engineers may not be ready for prime time, she could be very effective talking to peers at other companies.
Chance are you already have all the technology you need to start podcasting: a good microphone, a computer, and if you’re a one-take wonder, you can skip downloading free sound editing equipment.
For more about the popularity of Internet radio, see our post in Blender.
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It’s easy to understand why 86% of B2C and 91% of all B2B brands claim some involvement in content marketing: It’s a lot more fun than hammering prospects with 100s of (unreturned) voicemails. With content marketing you’ll just reel them in with tantalizing blog posts, videos, white papers and webinars.
Starting this month, Ideopia will allow you to do just that with our content marketing services. It’s an invaluable tool for lead generation and nurturing, and driving qualified traffic back to your website.
You may already use some aspects of content marketing, like a blog, social media, or a landing page. Ideopia will put some of these same elements together to drive qualified customers to your site.
The key ingredients are:
- Strategy. Define goals, map out a content strategy, and a promotion plan.
- Engaging content. Develop content that’s relevant to your brand and your customer. The possibilities are limited only by the imagination: white papers, videos, infographics, videos, promotions, and downloadable apps.
- Promote. Use social media, email and web banners to push visitors to your valuable content.
- Lead capture. Design landing pages and website forms to capture critical lead information, like name and email. If your white paper or video is good enough, they’ll be happy to give up the information. Sometimes this data will be exclusive to visitors who want access to specific content, e.g. a white paper.
- Lead nurturing. Maintain contact with your prospects via email, educate them about your products, and give them attractive opportunities to become a customer!
Find out how Ideopia can orchestrate your content marketing program. Call Mike Bober at 513-947-1444, ext. 15.
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Young consumers are gobbling up media faster than ever and, as marketers, it’s our job to constantly feed the beast. According to a recent study in Advertising Age, millennials swap media devices roughly 27 times an hour, which means there’s never been a clearer call for fresh brand-driven content.
So what exactly is content? It’s a pretty broad term that encompasses social media updates, blog posts, newsletter stories, print articles, YouTube videos and any piece of communication for your target market. Content isn’t about hard selling. It’s about building and maintaining brand loyalty.
With that in mind, here’s what you need to know:
- Content breeds consumer engagement. When you send out an email, update Facebook or make a new blog post, you build credibility. It shows you know what’s going on in your industry and you’re in touch with your audience. More importantly, it keeps your brand at the forefront of their daily lives.
- Each platform demands a unique approach. Facebook content is more casual in nature. Twitter is quick and conversational. Blog posts are detailed, informative articles. And your visitors love to share tailored content, which is also more likely to go viral.
- Good content sells without selling. Sometimes described as corporate journalism, it has the power to persuade consumers to buy without a hard pitch. If your company sells drills, try a newsletter story about how your tools helped build a fancy new skyscraper.
- It makes your brand portable. When you consistently create new content, you’re ready to quickly adapt to the next big media trend. Whether it’s a new Facebook or super-sized Pinterest, you already have content ready to feed it.