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Is controversy always a good thing for marketing your brand?

It’s that age-old question… is all press good press?

There are supporters on either side of the fence, both armed with examples that suit their purpose.

So which side of the fence are you on?

Let’s reframe the question like this: How much and to what extent is controversy good for marketing, and after what point does it get bad?

The answer is complex, with several things to consider, like:

The level of controversy The subject of controversy The connection between the controversy, the conversation and the brand.

This may seem surprising given we are accustomed to seeing high-profile companies running controversial (sometimes highly controversial!) campaigns, and hijacking conversations on social media to rake in the profits that come from increased visibility.

But a study by academics from Wharton Business School found that while “controversy increases the likelihood of discussion at low levels”, beyond a moderate level of controversy, it “actually decreases the likelihood of discussion”.

So ... Read More

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We all know the benefits of a great blog. A perfect blog will help to build your brand’s reputation by grabbing readers’ attention and showcasing your site as a credible source of information. If you have it automated with your e-newsletter, a blog is also a great way to keep your brand top of mind with subscribers. But beyond these media benefits of a blog, it can also be a powerful inbound marketing tool.

Time and again, content marketing has proven to be massively effective in driving customer engagement and lead generation. Quality articles with optimized metrics for ranking, delivered on a consistent basis, will build up your domain authority and web traffic over time.

We compiled a year’s worth of content marketing data from our clients’ projects and analyzed it against several keyword research tools and content optimization tools. We then had that data analysis reviewed by a statistician who holds a Master of Science in Statistics from Texas A&M University. The results show which tools are most effective in determining the probability of ranking, and what measures you can take to improve the quality of your content.

The following are four of the most import... Read More

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Are you ready to respond if someone pretends to be you on social media? Wondering how to protect your customers and brand from a social phishing attack? From erroneous links to outright brand impersonation, social phishing is becoming more frequent. In this article, you’ll discover four ways to protect your business from social phishing scams. [...]

This post How to Protect Your Business From a Social Phishing Scam first appeared on Social Media Examiner.

... Read More

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Get out your wallets, CMOs, because chances are you will be spending more on marketing in the next twelve months. In fact, a recent survey by CMO Survey (that’s right—all these folks do is survey and gather data from CMOs like you) gathered answers from over 300 Chief Marketing Officers and collectively reported an average 8.9 percent projected increase in marketing dollar spend over the next year. That number’s in the double digits if you are in healthcare (13 percent), technology (12.4 percent) or energy (21.4 percent).

Beyond this general indication of needing deeper marketing pockets, there are loads of other interesting points in this year’s results. Let’s take a look.

How Much Is Too Much?

Everything is relative, so let’s talk about ratio. The study let us know that on average, a firm’s marketing budget is 11.1 percent of its overall firm budget. This is up from 8.9 percent in February 2011. Compared to revenue, marketing budget is 7.9 percent proportionally. The big spender here is consumer goods, which reports 21.9 percent of total revenue going to marketing budget alone.

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