Posts by tag: Content marketing

4 ways to be a modern-day Don Draper

Do you ever catch yourself singing a tune from an advert you saw decades ago? 

A catchy jingle can turn a 30-second advert into a screensaver in our minds, a basic marketing trick that was well understood by 1950s advertising executives.

During America’s golden age of disposable income, stable employment, and only three television stations, 1950s advertising executives had a captive audience with money to spend. In the early ’50s, a TV advert placed in the commercial break of the sitcom “I Love Lucy” would typically reach 11 million families, at a time when there were just 15 million television sets in America.

Today, things seem more complicated. The average consumer can view adverts on everything from televisions to telephones, making some marketers feel nostalgic for simpler times.  These days, however, we have a vast selection of marketing tools at our disposal, and if anything, we’re in a new golden age of marketing. Here’s how to make the most of it, Don Draper style—drink cart not included.

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5 reasons why tone of voice is crucial for your company

If you work at a startup or in marketing, you’ve probably heard the phrase tone of voice before. But why does it matter? Read on to find out why tone of voice is an important part of your company strategy and how exactly it can benefit your business.

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Why your business should podcast

Podcasting is one of the Internet’s hidden gems. Think audio programming made by anyone, for anyone. In fact, we live in a new golden age of “Radio”, or spoken-word entertainment, something professional broadcasters have noticed, some time ago.

In the mid-00s, Apple created the conditions that gradually made podcasting popular, by making iTunes a hub for automatically subscribing to audio programming on iPods (remember those?). Since then, podcasts have grown from a futuristic talk radio for nerds to a great way to find stuff like BBC’s radio shows.

Now, podcasting, particularly in English speaking markets, is a booming pop phenomenon that attracts sponsorships, particularly from brands that cater to forward thinking, internet-savvy audiences. There are lots of fantastic shows out there, ranging from talk radio to well-produced drama.

You may not know about podcasts, or know anyone who listens to them. But, there are plenty of very sound business reasons why you should get clued up and why your business should launch a podcast of its own.

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Marketing Maestro of the Month: Juha Lauhamaa’s top tips for digital success

Ink Tank Marketing Maestro of the Month

Here at Ink Tank Media, we love to hear the opinions, views, and strategies of others in the marketing business. In a transforming industry, it’s more important than ever to analyse what works and what doesn’t. So, what better way to sharpen your skills than by talking to marketing maestros themselves.

This time, we’re interviewing Juha Lauhamaa of Amer Sports, the Finnish sports equipment conglomerate.

Currently, the Marketing Manager at Sports Tracker, the world’s first and most popular sports tracking app, Juha thinks a lot about how to best cater to users of the latest in sports gear: mobile technology. Working at the massive parent company behind well-known brands such as Wilson, Suunto and Salomon, Juha has plenty of fascinating insights to share about digitalization, big data and community building. Scroll down to find out more.

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Why Tieto should celebrate their Value for Life video going viral for all the wrong reasons

Going viral is the holy grail of digital marketing. The idea of hundreds of thousands or even millions of people organically viewing your stories sends us marketers dizzy with joy. Sadly, it’s notoriously difficult to achieve, especially in Finland with its small population. One criterion is to create your content in English, as we do for Very Finnish Problems and as Tieto, the Nordics’ largest software and service company did for their now notorious sing-song Value for Life video.

Reportedly produced for internal reasons, Value for Life is filled with good intentions and wonderfully obscure lyrics. There are “no options for duality” and “old is where we come”. Tieto also “take the ball to the build” and while I have no idea what that means, it’s certainly conjurors up an intriguing image. Yet despite its unusual lyrics, hit and miss singing and awkward style of production, reminiscent of an episode of British comedy classic The Office, Value for Life is a huge win for Tieto. Of course, the company themselves may not currently view it like that, but there are plenty of reasons for them to be cheerful.

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How to get karma on Reddit in 10 easy steps

If you’ve spent time on Reddit, then you already know it’s a great place to learn, discuss, and laugh. However, you probably also know that it can be tough to navigate both the etiquette and features of the website.

One such feature that confuses many redditors is karma, imaginary internet points that you can “earn” with good content submissions and comments. If a redditor likes a comment or post, they upvote it, if they dislike, they downvote it. A redditor’s karma score is basically the total upvotes they’ve been granted by other redditors minus the total downvotes they’ve received, with two separate scores for comment karma (comments on links) and link karma (link submissions to articles and images). Yes, karma is meaningless. But we humans tend to crave social acceptance, and it’s incredibly satisfying to rack up thousands of karma points!

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5 invaluable lessons Ink Tank Media’s viral stories teach about content marketing

Every company dreams of creating content and stories that go viral. At Ink Tank Media, we live that dream week after week. This is how we’ve created Finland’s most popular viral English-language Facebook page, Very Finnish Problems, which has an average organic reach of over 15 million per month. It’s also how we created Inktank.fi, Finland’s most read English-language blog, with an average of 500 thousand readers a month. Ten of our stories on inktank.fi have reached well over half a million people or even more. In fact, our top four stories combined have been read 8.1 million times worldwide, nearly double the population of Finland. Simply put, nobody else who practices content marketing in the Nordics can do what we do.

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