When it’s time to retire a brand

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When news of General Motors’ decision to ‘retire’ the iconic Australian Holden brand broke in early February, public outcry and a wave of nostalgia washed through the digital and print channels. With news of such a significant brand ‘retirement’, and the outpouring it generated, the team at CMO wanted to ask a bigger question: Just how do you know when it’s time to retire a brand?

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How We Ranked a Single Page for 2.6K Keywords Driving 30K Monthly Searches [Case Study]

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Posted by KristinTynski For the last decade, I’ve touted the enormous long-term value of a dualistic approach to content marketing for SEO. By leveraging data-centered campaigns, paired with personalized outreach to top publishers, we regularly garner earned media placements for our clients. In rare cases, we create content that generates results so far beyond what was anticipated that a single project can greatly move the needle. I’m going to walk through one such instance to reveal how it all works together, what can be learned from this experience, and the type of result it can achieve. While typically you need to invest in ongoing content generation and promotion, extraordinary examples like these demonstrate the impact this kind of work has over the long-term. Content marketing + digital PR case study: ADT ADT is a household name with good domain authority, providing a great base to start from. We knew that …

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Why consumers follow and unfollow brands on social media

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30-second summary: Sprout Social has been compiling a consumer index report of social media trends since 2013. Their 2020 report contains new insights and statics about how brands and consumers interact on social platforms. Marketers can use this information to better align their social media strategy to their customers’ expectations, ensuring that their content resonates. The survey revealed that 89% of consumers will buy from a brand they follow on social media and 75% will increase spending with that same brand. Understanding why consumers follow (and unfollow) brands, what type of content they’re most (and least) interested in, and what stand-out brands are doing right can help marketers gain more followers, while driving leads, sales, and growth for their organization. Sprout Social’s 2020 consumer index survey, Edition XVI: Above & Beyond , found that 50% of consumers have increased their social media usage in the past six months. The data …

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How Your Brand Can Earn Media Coverage on NBC News, USA Today, CNBC, and More

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Posted by amandamilligan As you might imagine, it’s not easy to get your brand name mentioned in top media outlets. But if you put in the work to engage in content marketing + digital PR , the benefits are massive: High-quality backlinks to your site A significant boost in brand awareness An increase in your brand’s authority Improved relationships with writers who loved your content I’ll explain how you can earn this type of coverage and its corresponding benefits for your brand. Step 1: Create newsworthy content You probably have an instinctual sense of what qualifies as news, but some of the key newsworthy elements are timeliness, proximity, and significance. Timeliness is tough. Hard news is usually covered by media outlets automatically anyway. However, there’s a way to create news — and it’s through data journalism. By doing your own research, conducting your own studies, running your own surveys, and …

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This is how advertisers and publishers survive the pandemic—together

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Marketers don’t need to shy away from news sites covering the biggest story of our time, an ad verification CEO says. They just need to understand consumers and publishers. Technology can help. The coronavirus is disrupting all aspects of our lives. Add one more: The symbiotic relationship between digital advertisers and news sources is suffering a major shock at a time when we desperately need trusted information. Read Full Story

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