Content Marketing

Branding in the Age of Content Marketing

Buyers choose brands that they trust and respect. Trust is second only to price as a purchase driver. A brand’s impact on society is why trust has become more important. As younger decision-makers take control, this trend will become more pronounced. Spending time to clarify your messaging at the most elemental level and crafting a strategy to bring your unique purpose and point-of-difference to light across your internal and external communications is imperative for brands that want to lead.

Social Media Marketing

What Are the Most Important Elements of Your Brand Story?

Your brand story is a lot like a first date. It’s your one chance to make a great first impression. It’s a little scary – but it’s your open door to opportunity. With the right elements, your brand story will hook potential customers right from the start. Here’s how to make that first impression into one that customers will remember for a lifetime.

Social Media Marketing

B2B Research: A Powerful Marketing Tool

The Gardner Business Media Industrial Buying Influence 2020 study findings can be used as a powerful marketing tool. The study provides demographic and psychographic details that help you better understand customers and prospects. We know knowledge is power and knowing how B2B industrial buying dynamics are changing is a key to successfully empowering your marketing.

Content Marketing

Marketing Mistakes Could Be Fatal to Manufacturing Companies

Although the economic fallout of the COVID-19 pandemic is hitting service and travel industries the hardest, B2B manufacturers and industrial companies are not immune. And just as human patients with underlying issues are more susceptible to the pandemic, so are B2B companies with underlying financial, organizational and marketing issues. It’s time to acknowledge the marketing issues you have and get in front of them. Turn underlying B2B marketing problems into bonafide marketing differentiators. Here are four underlying marketing issues that could prove catastrophic to B2B manufacturers.

Print Marketing

The Importance of Advertising Through an Economic Downturn

Someone once said “When times are good you should advertise. When times are bad you must advertise.” It may be a difficult road but, as they say, the only way out is through. Give in to the flight instinct, that is, run from the problem, and you may well be playing catchup for a long time . . . if you’re lucky.


Creating a Brand Identity -- Logo Logic

Establishing brand identity is important, and consistent logo appearance is key. Here’s food for thought in designing or deploying yours. How do you keep your logo, and its contribution to brand identity, intact and recognizable, wherever used? Here are three insights and a big conclusion. It’s your brand . . . your logo. You need to control its use in every way possible to maintain consistency.

Brand Authority Is the Most Underrated Marketing Goal

Brand awareness is often recognized, but that’s the first step. Brand authority comes next and deserves more credit. Talking about building your overall brand authority still involves creating authoritative content written by authoritative people. But having this zoomed-out brand perspective allows you to strategize a little differently and recognize wins that are often ignored. A customer will nearly always choose a brand they’ve consistently seen as an authority over a brand that impressed them once.

Why Brand Counts

Brands have evolved beyond a single logo and a tagline to serve a myriad of purposes. A variety of sources return evidence to support that a strong brand is more compelling than ever. No longer limited to marketing metrics, the impact of brand can be felt in business outcomes. It is imperative to elevate brand discussion to the strategic realm and evaluate it via strategic metrics. Here are multiple studies with perspectives on the value of brand.

Social Media Marketing

HR and Marketing Bring Brand Promises to Life

Enduring brands are built by people – not ads, clicks or views. Marketing has traditionally taken the lead in communicating the corporate brand promise, but when it comes to delivering on those promises, its people from all around the organization who have to do the work of successfully bringing the brand promise to life. And that’s why HR has a significant role to play in the process. Recognize and leverage the critical role employees play in enhancing and delivering the brand promise.

Content Marketing

Shifting Landscape of Technology Is a Never-Ending Education

Brent Donaldson, Senior Editor, Modern Machine Shop and Additive Manufacturing Magazine discusses how the shifting landscape of technology that all of Gardner’s writers and editors cover is a never-ending education. If we are truly doing our jobs, we will never feel like we’ve mastered them. As I continue writing and reporting for AM and MMS, it’s easy to imagine how these technologies’ interdependency will continue to grow. It also seems clear that this kind of reporting — the kind that requires editors to experience and share new manufacturing technologies and strategies — is the kind of reporting that only Gardner can produce with any depth. I’m grateful to be part of it.

AI for Marketing: What Comes Next

Marketers who look for artificial intelligence to provide fresh insights don’t always get what they want. Paul Talbot, Contributor, CMO Network, recently asked R. J. Talyor, Founder and CEO of Pattern89, an AI firm that helps marketers predict their campaigns’ performance, for his thoughts.

Social Media Marketing

Everything You Wanted to Know About Industrial Marketing Today but Were Afraid to Ask

A game plan for new realities in industrial marketing. Trends becomes a tide. Younger buyers will soon call the shots. Be ready!

Why Your Ad Campaigns Aren’t Working and How to Fix Them: Effective Ad Design

Advertisers and agencies often don’t actually know how to make good creative for branding and direct response campaigns. They can get caught up in the “pretty” of ad campaigns at the expense of ad effectiveness. Here are tips to help you create more effective ads.

Web and Digital Marketing

Stop Making These 7 Online Marketing Mistakes and You Will Crush It

Avoid these seven online marketing mistakes and follow these tips to generate more sales. A common theme of the author’s tips is creating a brand.

Guide to Successful Brand Positioning in Your Market

Brand positioning is the process of positioning your brand in the mind of your customers. More than a tagline or a fancy logo, brand positioning is the strategy used to set your business apart from the rest.

The QSP Trap and How Manufacturers Can Achieve Effective Brand Differentiation

Is your brand victim to the most common brand positioning trap that captures manufacturers? Find out and learn how to achieve effective brand differentiation in the process.

Content Marketing

Differentiate Your Brand Using Content Marketing

It’s important to differentiate yourself from the competition by using your content to show your unique perspective. Differentiation affects both your short term profits and the long term viability of your brand. It’s important to position yourself well, and keep up with what other similar brands are doing, so that you can find a unique angle to work on. Here are six tips for differentiating your brand using content marketing.

Social Media Marketing

How Social Media Increases Brand Awareness

Social media has proven to be a key factor in creating brand awareness. This is because social media is a great platform for brands to maintain customer relationships, while also having the opportunity to be found by new leads. In fact, a lot of people learn about new brands because it was mentioned by a friend on social media. Let’s cover a few ways social media is used to build brand awareness.

Virtual Reality Offers New Opportunities to Engage Customers

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Brand Salience, Positioning, and Meaning: Key Concept to Help Brands Stand Out from the Crowd

So how do brands put salience, positioning, and meaning together? The way to meet these expectations is to produce quality, relevant, engaging content. If brands can create regular content that genuinely uplifts the audience and addresses their needs, they can stand out (salience), stake out a position (positioning), and communicate their brand story (meaning). That’s how to stand out from the crowd.

Brand Loyalty Is a Key to B2B Success

Spoiler Alert: Brand loyalty isn’t much different from Mom at the grocery store . . . and getting closer by the day. Brand loyalty is the backbone of B2B marketing and a key to B2B success. Here are thoughts on the value of B2B brand loyalty and how to build it today.

What Is Brand Loyalty and Why Your Brand Needs It

In Part 1 of the series, Building Brand Loyalty, you’ll learn what brand loyalty is and why it matters to your brand and your business. It is always cheaper to retain existing customers than it is to acquire new customers, and brand loyalists aren’t just repeat purchasers. They’re also vocal brand advocates that create word-of-mouth marketing which turns into new business. Building brand loyalty should be a strategic imperative for every business.

Building a B2B Brand Starts with Stories, Not Standards

Want to make the shift from a product-focused to a purpose-driven brand? Then you need to get at the stories that matter most to shape your brand, and then get them into the hands and hearts of the people who matter most. Chris Schermer discusses how to start with the experience to develop truly complete and compelling brand experiences.

Can Video Be Used for B2B Lead Generation?

Spoiler: Video is ideal for B2B lead generation. It sells while you sleep and arms you and your sales staff with proven capabilities. When done right, it answers questions, sparks interest and drives prospects further down the buying cycle. And here's how to do it right.