CMS is Clemenger Media Sales is content marketing; niche media; media sponsorship = advertising sales.
Clemenger / Clemenger Advertising Sales / Clemenger sales OR CMS is niche media – what is your target market. Clemenger’s advertising / media / marketing sales team can help you own your target: do you want front covers and lead stories = do you need to own your target market?
Clemenger – CMS can help you own your customers – but you have to invest in content. You have to invest in building and managing relationships.
Clemenger can help you add value.
Clemenger Media Sales / CMS is the niche media, the content marketing, the media partnership experts (we have dozens of media / publishing clients ; hope the following news helps –
Marketing strategy: play the long game
- How to get the most out of your content marketing agency
- Communicating brands with purpose
- Marketing strategy: play the long game
- Celebrating World Earth Day
- The short sharp marketing dictionary
- International womens day 2021
- How to be productive as a hybrid remote team
- Lessons from representing young people in the media
- Upskill for career longevity
- Essential marketing metrics: the road to success
- Highlights from a hard year
- 7 design trends for 2021
- How the PR industry has changed forever
- Our personal goals for the year ahead
- Social media tips
- Expert tips on digital accessibility
- The best Christmas campaigns of 2020
- Always Was, Always Will Be: celebrating NAIDOC Week 2020
- 8 ways to improve your email newsletter
- The new rules of influencer marketing
- Online events
- Top examples of interactive media
- Three ways to unlock the benefits of LinkedIn
- 5 lessons from Hardie Grant’s Hack Day
- How to build a content calendar
- How to repurpose content for brands
- Lockdown language and how to use it in content marketing
- Team building while working from home
- The difference between paid owned and earned media
- How to build a content calendar
- 8 mental health tips for 2020
- 10 fundamentals of content creation
- When crisis sparks creativity
- How to focus on cultural diversity in your content marketing
- Finding your working from home productivity sweet spot
- 7 types of video marketing that can attract your audience
- How brands can manage risk during COVID-19 and beyond
- Turning to smartphone video production during COVID-19
- Learn more about Indigenous culture and identity
- The best (and worst) Mother’s Day campaigns of 2020
- Creating content in uncertain times
- Introducing the Humankind Film Festival
- Ways to keep yourself busy during self-isolation
- How to get the most out of your influencer marketing
- How to give (and receive) creative feedback
- Content marketing research: why, what and how
- Content marketing in the time of COVID-19
- How to make a podcast: 5 lessons to learn
- How we feel empowered this International Women’s Day
- What’s involved in commissioning, writing and editing content?
- 5 tips on getting the most out of your publishing internship
- Your 2020 content marketing reading list
- Content marketing strategies to consider in 2020
- The content marketing changes that shaped the last decade
- Behind the scenes on a major Wine Victoria project
- An array of voices: best practice language in publishing
- How to use cognitive biases to create more effective content
- How to do a content audit (a step-by-step guide)
- What social media algorithms mean for your business
- Why you should do a content audit before 2019 is over
- Introducing our Reconciliation Action Plan (RAP)
- Making a good impression: the dos and don’ts of networking
- Why we doubled our investment in learning and development
- The role of an account director at a content marketing agency
- Our top 5 podcasts for content marketing success
- What makes a good freelancer?
- Content marketing measurement: connecting content to business outcomes
- Everything you need to know about custom book publishing
- Building a sustainable content marketing culture
- The importance of learning from campaign failures
- Behind the Virgin Australia Magazine launch
- 5 tips for planning your brand’s social media strategy
- 3 steps to make your marketing budget work
- Why dogs make great colleagues
- Reflections on National Reconciliation Week
- How volunteering helps support our team culture
- 10 of our favourite Mother’s Day campaigns
- Why businesses should promote a healthy workplace
- The importance of being earnest
- The best Easter marketing campaigns
- How to create branded content that endures a century
- Miller Genuine Draft glitters in launch of new global platform
- Content marketing tools you need to know
- So you have an audience. Now what?
- For International Women’s Day, we talk to our younger selves
- Content inspiring us this International Women’s Day
- How to create customer personas: a step-by-step guide
- How telling stories in sketches is good for business
- Reflections on Australia Day
- 4 qualities of authentic leadership
- How to set goals you will actually see through this year
- Why podcasts work for brands
- 10 of the best Christmas campaigns past and present
- Our essential summer reading lists
- Our first step towards reconciliation
- Five things that will boost your content marketing in 2019
- tide.pr team up with Halliday Wine Companion
- How voice search will affect your SEO strategy
- Culture club
- Why your brand needs an editorial style guide
- Supporting media and publishing internships
- A perspective from content marketing world 2018
- Bringing the 2018 Halliday Wine Companion Awards to life
- Hitting the right pitch
- The power of effective visual storytelling
- SHERPA gets a taste of Luxury
- Travel trends for content marketing in 2018
- Meet SHERPA – our new video production company
- Why SEO matters as part of your content strategy
- Why PR is needed more than ever
- Chatbots and why your brand needs to talk the talk
- Mumbrella360 speakers agree: the best idea wins
- tide.pr launches at Hardie Grant Media
- Why we’re developing a Reconciliation Action Plan
- In-house marketing vs. a content agency: what’s right for you?
- What does an editor actually do
- Why you need an editor on your content marketing team
- Welcome to the new Hardie Grant
- How to set your content marketing budget for 2018-19
- Content that stands the test of time
- Is artificial intelligence the future of content marketing?
- Native advertising versus native content
- What I’m reading: Top three feminist books
- Celebrating International Womens Day at Hardie Grant Media
- This Week in Australia targets Chinese tourists with WeChat
- In content marketing, put purpose first
- Looking to 2018: tips for Australian content marketers
- How the mighty have fallen and where to from here
- Content marketing: a 20-year perspective
- Make some noise: print stands out in a digital world
Many marketers operate in a world blinded by short-termism. But if you look past the joy that comes with instant gratification, there is real value in a long-term marketing strategy.
KATE THOMPSON
A lot of marketing exists to drive positive results in the short-term: a spike in sales revenue, an explosion of social media mentions, some PR coverage, or maybe capturing new customer data and generating leads.
Because of this we’re often focused on middle- or bottom-of-funnel activities like product or price promotions, or more tactical executions like influencer campaigns and social media competitions.
It makes us feel like we’ve done a good job when we can regularly report that everything has improved as a result of a burst of planned activity. Some of us even use these short-term metrics to determine brand health and forecast ongoing and future success.
While this could be partly true, the reality is that successful brands are built over years, not quarters which means there’s a lot of untapped potential in our business if we’re not looking to the long term.
Brand-building is essential to long-term success
For those into marketing and advertising theory, you’ve probably already read Les Binet and Peter Field’s The Long and the Short of It.
It’s a great piece of research published by the Institute of Practitioners in Advertising (IPA) that highlights the tension between short-term performance marketing and long-term brand-building and goes into great detail about how and why the two must co-exist.
In a nutshell, if you want your brand to grow and remain relevant in 5 or 10 years and beyond, you have to invest in emotionally engaging brand campaigns with about 60% of your media budget (depending on your category) and support this with powerful (and rational or price-driven) performance campaigns.
What’s this got to do with content marketing, social and PR?
Now, I recognise a lot of what we do in content marketing, digital, social media and PR could feel a million miles away from all of this academic literature, even though I’m sure we all agree that growing, engaging and influencing audiences takes a sustained effort and requires a lot of persistence and patience.
But it’s really important to consider the research and think about what we can take from it, and how we can inject some of the thinking into our day-to-day.
Especially if we’re involved in more integrated activity, have a seat at the table during marketing planning, or we’re tasked with shaping the creative – some argue that up to 80% of marketing return is a function of the creative and the content.
Here’s a few situations where you might be able to evolve your thinking:
- Content marketing planning
A lot of content marketing is very tactical, and sometimes it can be focused on an execution in just one or two channels, or a short-term monthly content calendar. Rather than planning things in isolation, take time to think of the bigger picture.Step back and consider how the story, content, or campaign could be experienced and what might need to happen to elevate it and integrate it so you can deliver a consistent brand experience. Perhaps there’s different layers to the story, or something so interesting and multifaceted you can explore and discuss over the long-term. What you want to avoid is hoping for a lot of random or loosely related pieces of content to have a cumulative impact and think about bigger strategic and creative ideas that have the power to endure and be broken down into many parts. - Storytelling and creative
Not many businesses can afford to invest in major integrated marketing and advertising campaigns, and the ones that do tend to be in-market for no more than a couple of months of the year. So, what happens during those moments in between counts (also known as the ‘always on’ for everyone else). Especially when you consider brands are what people perceive plus the sum of their experiences with them.Choosing the right stories to tell day in, day out – and the best way to tell them – is crucial. In some ways you need to think of every piece through the lens of the brand, a responsibility often left to content and PR teams. We all have to make sure everything we do and say brings the brand platform or strategic proposition to life, or at least reinforces the brand position in an authentic way. - SEO
You have to be in it for the long haul with a search-oriented content strategy. HubSpot has suggested it takes 400 blog posts to see substantial return on investment (ROI) so it’s important to commit the brand to be aligned with certain concepts and as a result, keywords, and consistently publish useful, relevant and engaging content.This is bigger than a handful of 500-word blog posts each month, so make sure some content goes into depth about relevant topics and marries up to what people are searching for. Articles with more than 1,500 words are more likely to be in the top position on search engine results pages too; organic placements that influence brand perception and trust. - Audience development
A lot of performance marketers are obsessed with growing a database, and CRM marketers are keen on what behaviours are being displayed as a result of communications. Both are important – it definitely pays to focus on the engagement and participation when you’re thinking long term, not just the size and scale of the audience.Beyond these data points, try to get an understanding of people’s perceptions of the brand and track them over months and years. You might also want to find ways to activate them as individuals or as a community to drive advocacy. This is an activity that won’t return immediately but taps into something that’s more powerful than anything: word of mouth.
Marriot’s Storybooked inspires you to travel through emotive and stunning content.
Case study: Marriot Hotels
A content brand I have long admired for its ability to balance short- and long-term effectiveness, and lead with content and storytelling, is Marriott International.
I’m sure that the COVID-19 pandemic has impacted the group significantly, but if we can look past that for a moment, this is a business that has been committed to the future and next generation of travellers who are changing their behaviours with the introduction of platforms like Airbnb, and have invested heavily in content and publishing platforms like Marriott Traveller and a variety of social media channels too.
Their approach includes many layers: from advertising campaigns and fame-generating storytelling (check out The Two Bellman), to inspirational content (check out StoryBooked) and helpful articles, and promotional offers and partnerships. They’ve also got a thriving database across different clubs and programs with Marriott Bonvoy. And *almost* everything they do is appealing to people on an emotional level (given that’s easier to do with travel than most things) and delivering a distinctive and unexpected experience, in a consistent and brand-relevant way. It could be why they’ve won so many accolades for brand and content marketing.
But if you’re still not convinced, have a look at the Content Marketing Institute’s April 2019 piece that highlights an American not-for-profit’s approach to looking ahead.
Bottom line is that we need to play the long game and look past short-term performance campaigns and vanity metrics to determine success in all things brand, content and marketing.