Branding or re-branding a company takes a lot of time and effort. When done properly, it’s a process and journey that shouldn’t have to be repeated unless there is a major change in business or market focus.
Strategy outlines what a marketing program will do, tactics deal with how the strategy will be implemented, but it’s the creative that captures a target audience’s attention. Earlier this month, we were pleased to get the news that the creative output we delivered for two of our clients in 2020 was recognized for excellence by the Summit International Awards organization.
Content marketing is a major focus for business-to-business marketers everywhere. Articles, blogs, reports, white papers, guides, briefs, e-books, infographics, and even video tutorials are created every day to explain the role of content marketing in an effective marketing strategy. In the process, content marketing has generated its own content marketing program, as can be seen on the Content Marketing Institute website. If nothing else, all this content about content marketing proves that content marketing works.
Like everything else, marketing has evolved over the last 10 years. In some ways, the marketing process has become a lot more complicated. Social media marketing, content marketing, inbound marketing, and outbound marketing have all become part of the marketing mix, which for many business-to-business marketers still includes the more traditional marketing channels.
In our business, the reward for a job well done is a happy client. But, every now and then it’s nice to get a tip of the hat from our industry about the work we do. That happened earlier this month when our team was recognized for excellence in marketing with three 2018 Summit Marketing Effectiveness Awards from the Summit International Awards organization.