Category: marketing


Is Your Marketing Content Authentic and Impactful?


What are you sharing with your audience?

Is it content that is aligned with your brand? Are you sharing it with your authentic voice? Is it having the impact you want it to have?

All good questions to be asking about your marketing content. Those aspects and more go into creating great content that really reaches your audience, connects, and builds relationships. All essential steps before a buying decision.

You can craft your content to connect, so you build that relationship. How? Here are 6 aspects of successful content:

1. Educate

Demonstrate your expertise by sharing what you know. When you do, it adds to the perception of your brand as a subject matter expert. You also give your audience a taste of what it would be like to work with you.

2. Entertain

I recently did a video where I put on a top hat and Groucho Marx glasses and mustache. It was fun to be goofy! And I got so many comments – people liked seeing me laugh at myself.

Your sense of humor is part of your authentic, unique self, right? We’d love to see that!

Another way to entertain is to surprise people. Do something unusual. Include a little intrigue to keep their interest.

3. Tell stories

Stories engage. Since we sat around a fire in caves, we’ve been telling stories. Your marketing as a whole tells a story about your business. Stories are the most effective way to sell your product or service. Tell stories about your business, your impact, your clients, your team in a way that aligns with your brand. Tell a powerful story and you’ll connect with people in a deeply meaningful way.

4. Add value

Bring value to your audience with your marketing content. If you’re looking for ideas, listen to your audience! What are they asking? What are they commenting on? If you want to know more, ask them! Guide them to additional resources, like one of your articles, podcast episodes, or videos.

5. Be authentically unique

Bring out what’s unique about you and your brand. That authenticity is what sets you apart and helps you connect with your ideal audience. Fly your freak flag! Emphasize how special you are.

6. Be relevant

Consider your audience. Is your content going to speak them? Bring them the information they want?

Every time your business touches the outside world, you’re telling people something about you and your business. Each time is also an opportunity to connect with your audience and if they like what you’ve presented, to share it and spark conversation.

See how many of these aspects of successful content in your marketing you can include for more impact. You’ll connect and build the relationship that will lead to more income for your business.

Ursula Jorch is a speaker, business coach and consultant who helps entrepreneurs grow a successful business that makes a difference in the world. A 21-year successful entrepreneur herself, Ursula helps you define the difference you want to make in the world and develop strategy and marketing so you have ever-expanding impact.

The Impact of Technology on Marketing and How Brands Can Use Technology in Marketing


The virtual realm ranges from the daily humdrum to some of the most astonishing and complex utilities that have changed the way we live our lives. Today, each one of us have become a creator and designer, which was not very appreciated a decade ago. In 2008, Nike got recognized as the World’s Most Innovative Company, all credit going to Nike iD, which helped the customers to imprint personalized designs onto Nike sneakers. We are living in the age of technology and creativity, where latest and easy to use tech tools accessible on our phones through apps are available. You talk of any sector or industry, technology has not only enabled, but also encouraged a unique customer experience.

Let’s see some examples:

Real Estate: Real Estate professionals are leveraging VR to allow home buyers to visualize, interact with, design and experience their homes in immersive 3D. You can now design your interiors even before the house is constructed. You can now view every corner of your house and see what it looks like in real life, rather than relying solely on 2D models and other people’s advice. To the builders, it helps them is giving confidence to the customer in terms of designing, purchasing decisions and above all saves a lot of time.

Retailers’: Technology has changed the way people explore a store. Now if you want to buy furniture or even a car, you can make your selection sitting on your couch. The pricing and other relevant details are made available just in few clicks and your order gets placed. Also so many technologies, including VR have come up where the customers can take part in an experience where they can design their wardrobes, kitchens, bathrooms, etc. and even share it ahead with their friends through various social media channels.

Advertising: Advertising houses are making big time use of VR and related technologies and are designing their campaigns in context of the brand culture. Mountain Dew for example, created content and videos using Samsung’s Gear VR. Industry players and experts believe that if there is anything that is going to inspire mass consumer adoption, it will be Virtual Reality. It has also been observed that commercials with an interactive experience holds on the visitors for a longer time, in comparison to others!

Entertainment: You can now enjoy the music of your favourite artist anytime and anywhere. Music companies, specially are already exploring the role the technology can play in live music experiences.

Health care: With a 3-D model, doctors can now explore a 360-degree view of the patient’s body or a particular part before the surgery and thus spot and work on some critical issues that need to be addressed. Moreover, it also helps patients get a better sense of what will occur during the procedure, which can help put them at ease.

Travel: A lot of airways have found a new way of entertaining the customers while waiting for their flight. Airports now have public VR kiosks, where they can virtually visit a place even before they board. Experts have shared these experiences are not only a wonderful source of in-flight entertainment, but also drives the customers’ attention towards things like services, etc.

Thus technology is helping the brands to create a unique and memorable experience. While every sector and industry is becoming competitive; creation of a viral and immersive customer experience is something that the marketers will have to think of. Being ‘tech forward’ has a lot of importance these days, but at the same time, not many brands and agencies are well-versed with it. So think smartly about how will you use technology to create an engaging and memorable experience for your customers!

I am a Human Resource professional by educational qualification, but my passion for writing has helped me explore multiple opportunities where I have used my talent and passion to pursue my professional career as a writer. I have been writing business articles about Real Estate, Start-ups, Experiential Marketing, Hospitality and Technology. I am a strong believer of the quote, ‘Either write something worth reading or do something worth writing.’