Posts Tagged ‘e-Spirit’

Don’t forget the strategy when it comes to your Content Marketing program

Monday, May 16th, 2016

e-Spirit logoOver the past year I’ve seen quite a bit of coverage devoted to Content Marketing. Many people I’ve spoken with and articles that I’ve read highlight the importance of having a content distribution machine in place to deliver content to the masses. However, the reality is that while many companies talk a good game, most don’t have a content strategy in place and many don’t follow up on the plans they do implement.

According to research conducted by the Content Marketing Institute, 55 percent of B2B marketers say their organization is unclear on what content marketing success or effectiveness looks like. The same report indicates that only 44 percent of B2B marketers meet daily or weekly to discuss the progress of their content marketing program. The bottom line is that while many companies continue to crank out content to share with their customers and prospects, many don’t have a plan in place designed to ensure success.

One of the companies we work with, e-Spirit, just recently had an article published in CMSWire that our team wrote and placed in the publication that focuses on the CMSWire logoimportance of having a content marketing strategy in place. In addition, the article highlights the importance of being able to deliver the right content to the right person at the right time.

Does your company have a defined content marketing strategy in place? More importantly, does your company regularly check to see if it’s following that strategy?

Building Brand Takes Time

Wednesday, March 11th, 2015

Wikipedia logoThe name of the McKenzie Worldwide blog is “Brand Trust Visions” and that name was created after much discussion. If it’s truly our mantra, then we obviously must feel that building brand is very important for companies of all sizes. However, it’s also a term that can mean many things to many people. For this discussion we’ll focus on the idea of “brand trust” which, according to Wikipedia, is about creating “…the foundation of a strong brand connect with all stakeholders, converting simple awareness to strong commitment.”

dmn_logoFor consumer products, like Coca Cola, creating their brand awareness comes from word-of-mouth and a truckload of advertising. For television shows like Lost, DM News editor Elyse Dupre says it’s important to leave consumers wanting more. She goes on to say that creating a sense of community, by providing a place “where consumers can talk about their brand freely”, such as an online chat room, goes a long way toward building trust among customers and potential customers.

But building trust and a strong brand image for technology companies can be tricky. For instance, Gatorade or Red Bull are consumer goods that you can touch and taste and have qualities that can be measured and a coolness factor that, frankly, can’t be measured. But what about technology vendors? How can a cloud storage vendor build its brand when their offering isn’t tangible?

e-Spirit logoOne way for technology companies to help build their brand is by leveraging happy customers and turning them into what we like to call brand ambassadors. Whether it’s writing about your customers on your company blog, as e-Spirit did with customers Geberit and Hamburd Süd, or jointly delivering a presentation at an industry trade show with one of your customers, the ultimate goal is to transform new and existing customers into enthusiastic brand ambassadors. How do you do this? Well, e-Spirit discussed this concept in an article (which we helped them write) that appeared in CMSWire titled Turn Touch Points into Trust Points.

Here are three steps that were discussed in the article:

  • Integrate website content with your e-commerce site
  • Help your content creators do their job
  • Get personal, but don’t stalk

Those are just three ideas about how to build brand but they’re important to a Web Content Management System vendor like e-Spirit.

How’s your company’s brand trust level? We’d love to help you build more trust in your brand…which is always a good thing.

Recipe for Results

Monday, February 16th, 2015

For PR pros working in the high tech sector, getting coverage for companies that are not named Microsoft, Google and Amazon has become harder than ever. With a smaller number of publications out there and fewer reporters to cover even more news, getting eyeballs to read about your client can be quite a challenge. In the absence of hard news, such as quarterly earnings, acquisitions or product launches, how can you help your clients secure the type of exposure they want?

StoresFor one of the companies we work with, e-Spirit, we’ve focused on a number of key themes that resonate in their respective markets. The overarching idea centers on improving their customer’s digital experience and is supported by such themes as personalization (STORES Magazine—Downright Personal) and creating brand ambassadors (CMSWire—Turn Touch Points into Trust Points.)

ScopeWe’ve also focused on discussing and providing insights when it comes to industry trends such as content marketing (Document Magazine—Content Marketing that Serves Your Customer Experience) and mobile SEO (The Marketing Scope—7 Tips to Successful Mobile SEO.)

The point here is to make sure that your PR agency understands your business, your markets and your customers.

Content, Content Everywhere…But Is There A Plan?

Thursday, June 27th, 2013

I read many industry publications each week to make sure I’m up to date on my clients and their markets. Lately I’ve been reading quite a bit of marketing pubs and Content Management Systems websites and I must say that I’ve seen a ton of discussion about content marketing. In fact, the Content Marketing Institute recently wrote an article called “34 Essential Research Reports for More Effective Content Marketing”. You read that correctly…there are 34 reports to check out solely about content marketing.

5-Link-Building-Strategy-EssentialsOn the one hand the growth of social media has given companies new channels to tap into to reach their customers and potential customers. Yet at the same time, it’s important to realize that simply pushing out content across many different channels can be annoying. What’s important is that your PR and marketing leaders understand that simply publishing vast amounts of content isn’t going to move the needle. You must build a strategy which clearly defines your goals so that you can use your content to support those goals.

As our client, e-Spirit, discussed recently in their blog – When It Comes To Content, Don’t Simply Throw Darts At The DartboardDarts_in_a_dartboardSuccessful marketing executives are the ones who understand that content cannot be created in a vacuum and a well thought out content marketing strategy can mean the difference between success and failure.


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