Posts about Owned Content

The third degree: How to use third-party content to boost your content strategy

An effective content marketing strategy is largely built on creating original content that projects your organization’s expertise and experience in ways that resonate with your target audiences. The foundation for such a program is typically laid brick by brick through regular blog posts. And as the contractor, you can build your blogging strategy as you see fit, showcasing the various parts of your business that highlight your knowledge and skill in your line of business. As long as you refrain from being too salesy, you can go a long way toward building your reputation and market position on the back …

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Good writing goes beyond the words – format and details matter

Content creation isn’t just about formulating the right words and cadence to capture your audience’s attention. It’s about formatting your content and setting expectations for what your audience is about to read. We at Hodges consume media for a living, and we’ve seen some stellar examples (and not-so stellar examples) of how organizations can create an enjoyable experience for its readers. Now that we’re living in the days of 140 characters (and sometimes 280), it’s up to content creators to not only write content based on our audience’s preferences, but to also organize it so all readers can enjoy it. …

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Can you sell and be a storyteller at the same time?

Imagine this scenario. You’re looking at shirts and a salesperson says, “You should definitely buy this shirt. It’s a really great shirt. It’ll keep you cool, and you’ll look so good in it.” Okay, thanks, you know you look good in cotton. But what if that salesperson said, “The other day I was at the Nationals game, and it was 95 degrees outside with zero shade. I wore this shirt and it was so breathable and light. It saved the day.” The latter approach is relatable, it appeals to your emotions, and it makes you want to buy the shirt …

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Why NPR’s New Podcast Measurement Tool is Really RAD

In the 15 years since their inception, podcasts haven’t just become a household name, they’ve become a go-to industry for advertisers. In fact, according to the Interactive Advertising Bureau’s (IAB) 2018 report, podcast advertising revenue grew from $68.6 million in 2015 to $257.4 million in 2017. And the industry is only expected to continue to grow. While it’s clear that podcasts and podcast advertising aren’t going anywhere, we’re seeing a renaissance in how listenership and engagement are measured. For many years, the gold standard for podcast measurement was downloads. And while downloads are great at showing audience size, they don’t …

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Content Marketing is an Organizational Effort

All too often we are approached by clients who struggle to initiate and maintain an ongoing content marketing program. Typically, it’s not that they don’t recognize the value of such a program, it’s more a gnawing fear of how they will find the time to implement what is likely a time-consuming strategy. After all, it’s usually our friends in the marketing and communications departments who often shoulder the entire brunt of the effort, without a lot of help from the rest of their organization. What most don’t realize though is that in order to be successful, they are going to need a …

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Content marketing isn’t about keeping up with the Joneses

There are a lot of great reasons for companies to pursue content marking. For one, according to Demand Metric, content marketing costs 62% less than traditional marketing and generates three times as many leads, per dollar. Meanwhile, Hubspot says that 61% of marketers say generating traffic and leads is their top challenge. Another reason that might prompt you to ramp up your content marketing efforts is seeing a competitor make a splash with theirs. But when you look at what another company is doing, it’s important to challenge your team to not just duplicate the end product of another company’s …

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Why You Should Be All in with Your Content Marketing Strategy

Content marketing, even if you’re not the one executing the work, is a major investment of your time, energy and resources. A company can’t just hire an agency and say, “Hey, go ahead and launch this thing and report back on it in a month.” It doesn’t work that way. There are so many things to consider when it comes down to planning and executing a content marketing strategy, but here are three considerations to whet your whistle. Money Let’s go ahead and start with the topic no one likes to talk about. Money. The Content Marketing Institute found that …

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4 Ways to Find Phenomenal Photography (For Free!)

The old saying, “a picture is worth a thousand words,” rings true in the digital age. Tweets with images receive 150 percent more retweets, and Facebook posts with images see 2.3 times more engagement than posts without them. And when it comes to blogging, articles with an image once every 75-100 words historically get double the number of social shares than articles with fewer images. With everyone and their mother adding “professional iPhone photographer” to their resumes these days, finding great photography for your external communications is even more crucial. Your readers are digitally savvy, busy and know what an …

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Marketing KPIs for earned, owned and paid

Performance data for specific channels will help you gauge how engaged your audience is, based on the type of action they’re taking. However, tracking, analyzing and reporting marketing campaign success can be tricky. There’s a wealth of data you can pull from your website, blog and social channels. So instead of leaving your team to guess which metrics are important, use these KPIs as a guide for earned, owned and paid content. Paid social media metrics Social advertising platforms have become increasingly informative. Marketers can be as general or specific as they choose targeting audiences on most social platforms. To …

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Inspiring Fresh Content for Your Clients

You know your organization or brand should be pushing out content to your audience and followers, but getting over the hurdle of what to post can be a challenge. We’ve talked about generating content for Twitter, but let’s take a step back and see how you can generate ideas that can be used across all of your platforms. Role Play First, think of the adage about putting yourself in someone else’s shoes.  That is typically a healthy exercise as you contemplate what the audience you are trying to reach wants to read or what problems they are trying to solve.  …

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The Hodges Partnership
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Richmond, Virginia 23223
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