content marketing

Why We Are Drowning in Internet Content

/ Bailey Burk / 1 Comment
The internet became the yellow pages and how brand marketers can rise above it.

I recently performed a google search using the queue — crap internet content — which returned 2,770,000 results in 0.68 seconds. This statistic alone should speak volumes about the current state of the internet and the questionable quality of the content that is pumped out for public consumption. With so much underwhelming, misdirected, me-too, and opinion-stated-as-fact content available for consumption, it’s no wonder our attention spans are being reduced to microseconds.

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Show Pilots: Is Your Brand Capable of Being a Media Network?

/ Bailey Burk / Leave a comment
Customers are looking past brand feature/function and want a brand experience.

Recently I attended Colorado Ad Day on the CU Boulder campus. Steve Babcock, Chief Creative Officer for Vayner Media, presented his thoughts on creating and producing branded content. Steve is an advocate of producing “show approach pilots” much the same way that networks produce episode pilots to measure audience engagement and interest.

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Why employees are the best source for inbound marketing content.

/ Bailey Burk / Leave a comment
Having a process and the right skill set to capture marketing content is half the battle.

Speak with almost any CEO of a small to mid-sized brand, and they will tell you that inbound marketing is an important communication component in creating and maintaining brand preference. However, ask them what resources or processes are in place dedicated to inbound marketing content, and the answer will tell you that this is usually more wishful thinking than reality.

Why is this? Small and mid-sized brands are resource-challenged. Their employees have a wealth of knowledge to share but usually there is no process in place to capture content.

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Marketing Automation Platforms (MAPs)

/ Bailey Burk / Leave a comment
The promise of Marketing Automation Platforms is to integrate and automate marketing functions

Marketing Automation Platforms (MAPs) are receiving lots of attention in the B-to-B marketing sphere. Most of these platforms are targeted toward companies with large database records that execute the majority of their marketing efforts online. For originations that fit the aforementioned criteria, MAPs promise greater marketing efficiency, integration with sales CRM software, reduced external resource expenditures, and ROI tracking for each marketing event.

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People-to-People Marketing: Engage, Connect, Influence

/ Bailey Burk / Leave a comment
The goal for People-to-People marketing is to engage decision makers and influence their purchasing decision

If you feel a little out of touch with the whole marketing ecosystem today, don’t feel alone. There has been a seismic explosion in the channels and tools marketers are using to influence purchasing decisions. Now, effective marketing is a mash-up of traditional B-to-B and digital P-to-P strategies with tactical execution determined by company size and where the buyer to be reached spends the most time.

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Aviation Marketing: How to achieve brand leadership through content creation

/ Bailey Burk / Leave a comment
Brand leadership is about showing and telling the world what the brand stands for.

Brand leadership is achieved by communicating brand values, thoughts and deeds. In the digital world this can be achieved by publishing content via blogs, videos and microsites that are interesting and demonstrate the brands values and commitments to both customers and industry.

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5 reasons why aviation manufacturers need to embrace people-to-people marketing

/ Bailey Burk / Leave a comment
The connected customer gathers information from a multitude of online sources before coming to the final purchasing decision.

The connected customer spends more time on social media than with watching television, listening to radio, or reading a newspaper. Cloud-connected smart phones, tablets, and laptops are the predominant tools of the connected customer. They absorb information from many different sources and share their experiences with followers on social networks. Aviation manufacturers that do not shift their marketing tactics are endangering their brand and flirting with obsolescence.

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Aviation Marketing: How to engineer a social marketing strategy

/ Bailey Burk / Leave a comment

Social marketing is not free – it requires time, money, and resources

Social marketing is an all-encompassing term that covers very specific strategies and tactics designed to engage customers and prospects. When considering the addition of social marketing into the marketing mix, it’s best to review current marketing strategy and determine where social marketing will have the greatest impact.

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Aviation Marketing: 5 photo sharing sites for creative commons licensed images

/ Bailey Burk / Leave a comment
Save time and give proper attribution when accessing free images from the web

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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Aviation Marketing: Protecting your social marketing assets

/ Bailey Burk / Leave a comment
The increase in blogging is fueling trade name infringements

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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