Kelton Reid, Director of Marketing, at Copyblogger Media’s StudioPress division posted a style guide for writing online content. Below is my interpretation for aviation marketers charged with content development.
Great online content achieves the following:
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The aviation industry is rich with valuable content; yet just a few manufacturers and suppliers use social marketing to increase the reach of their marketing programs.
Taking a snapshot of active social marketers in the aviation industry portrays the following:
If you fall into the later two categories, perhaps it’s time to do something about it.
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Jason Miller, program manager of social media and content at Marketo, posted an article to copyblogger – “Where Marketing is Going… 2013 and Beyond.” Below is my interpretation of his post on how aviation marketers can take advantage of automated marketing platforms to develop content that produces measurable ROI.
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Enterprise mobile development, the strategy and integration of mobile applications based on devise capabilities and user expectations, is becoming part of brand strategy. Applications that aid us in doing our work are providing a brand experience outside of the workplace environment.
In the aviation industry, airports, airlines and hospitality companies will benefit from understanding the when, where, and how of creating engagement and deployment apps that increase customer loyalty.
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Developing creative concepts that work through multiple communication channels is challenging. Even if the original concept was founded on customer insight, big data crunching, and support from the HiPPO (Highest Paid Person Opinion), realizing that you’re in a hole and going nowhere is tougher. People-to-people marketing is about making emotional connections and if it does not feel right, then most likely it’s the wrong creative execution.
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Today, a few innovative aviation marketers are using social marketing to extend the engagement with key constituents during the sales cycle. Relationship driven, people-to-people marketing is generating brand awareness, highlighting thought leadership, and humanizing the brand.
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Without knowing where to search, finding the perfect image to complement your web content, presentation, or blog can be frustrating, expensive and labor-intensive. Thankfully there are photo-sharing sites that offer free downloads of some very well crafted photography with creative commons licensing agreements.
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When developing the strategic communication plan for a brand, I always pay attention to brand positioning with regards to its competitors and how, if at all, it presents its brand promise.
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Recently I received a Notice of Infringement Cease and Desist letter over the blog and newsletter name Altitude Marketing. This came as a surprise because I’d been publishing the blog and newsletter for over a year. It seems that “Altitude” when combined with “Marketing” violated a trademark registered by another marketing consulting firm.
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58 Social Media Tips for Content Marketers published by the Content Marketing Institute is an e-book about selecting social marketing channels and identifying best practices of how brands use these channels to connect with their customers. Aviation marketers should pay particular attention to aligning social media platforms with audience following. Below are findings from the e-book that are relevant for marketers in the aviation industry: Continue reading
Life After Advertising 2.0 