Do You Need Branded Content or a Content Brand?

Ever been to the website BabyCenter.com? If you’ve had a baby in the last few years there’s a good chance you used it while looking for answers to parenting questions.

Did you catch that Q&A with Daniel Craig about being James Bond? It was on The Red Bulletin. Are you taking the kids to see the Lego Ninjago movie that’s based on the building sets and TV show and has tons of other merchandise?

Branded content is a way to produce advertising and marketing material that provides appropriate value to a target audience while raising brand awareness and promoting a brand, product, or service at the same time.

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Director of Content Marketing
Kasey Steinbrinck has been creating content since he was just a little kid, writing stories and making radio shows on his Fisher Price tape recorder. He went on to produce local television and wrote for an area newspaper before discovering the power of telling stories online. Kasey worked as a content marketer, blogger, and copywriter for two ecommerce companies before joining Element in 2015.

Boost Your Business with Smarter B2B Social Media Marketing

Element believes in supporting the local business community and developing actionable strategies that impact companies’ bottom lines. That’s why we were thrilled when asked to share ways Wisconsin manufacturers can strategize for success at the Manufacturing First Expo & Conference. The two-day event provided local companies with insights and trends on how to grow their businesses.

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Director of Digital Marketing
Officially, Derek is Element's Digital Marketing Director, specializing in search engine optimization, social media marketing, and website user experience design. However, outside the office, Derek cannot be pinned down to a single title, so let's go with "happy-hour-turned-late-nighter," "driveway fire-starter," "fins-up-Parrotheader," "world traveler," "Frisbee-throwing-dog-lover," and "up-to-the-minute digital dominator."

9 Tips to Create Brilliant Infographics for Content Marketing

That Your Customers Find Valuable

Infographics are great tools for top- or middle-of-the-funnel content. In other words, information that helps to compel or educate decision makers. They are an efficient way of sharing a mix of content, design, and data in an easily consumable piece. They are simple to scan, and with the brain processing images 60,000 times faster than it does text, it makes sense why they can be wildly effective.

We like to think of them as “tools to help buyers buy” (not sellers sell). Your infographics could be shared throughout the internet, posted to social channels, and exist as evergreen content on your company’s website. With 57 percent of purchase decisions occurring before a customer even contacts your company, it’s the perfect piece for your customers to discover.

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Content Marketing Specialist
Bree is a content creator with unbounded enthusiasm for mingling process and creativity. With a background in the worlds of marketing and communications, Bree is well-versed in content marketing, branding, and corporate event planning. When she's not writing, strategizing, or ideating, you’ll find her snooping in a snack cupboard or with a mouth full of food. And, while it wasn’t intentional, she has always been proud that she shares a homonym-name with the gooey queen of cheeses, Brie.

7 Moments of Clarity from Content Marketing World 2017

I know it’s been done, and probably pretty cliché, but I originally wanted to call this blog post Fear and Loathing in Cleveland. I was so in love with the idea that I started writing the lede while standing in line to board my plane in Green Bay.

“I was somewhere in the air over Chicago when the antihistamine finally kicked in … “

My trip did start in a Hunter S. Thompson-esque fashion. Nursing a mild hangover from Labor Day weekend, running late after oversleeping, un-showered with bloodshot eyeballs thanks to the ragweed in the late summer air, I was leaving Wisconsin in a fog.

That wouldn’t last long.

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Director of Content Marketing
Kasey Steinbrinck has been creating content since he was just a little kid, writing stories and making radio shows on his Fisher Price tape recorder. He went on to produce local television and wrote for an area newspaper before discovering the power of telling stories online. Kasey worked as a content marketer, blogger, and copywriter for two ecommerce companies before joining Element in 2015.

Content Marketing – How to Write Like an Expert for Any Industry

One of the most common client concerns we get when launching a new content marketing program is, “How are you going to write for us? You don’t know anything about our industry.”

It’s a legitimate question to ask. They’re wondering if a copywriter, digital marketer, or maybe even a blogger who doesn’t work in your industry can really write complicated content and explain technical topics.

Doubting an advertising agency’s ability to represent the expertise of your company is understandable. However, when it’s done right, you’ll end up with relevant, highly-targeted content marketing campaigns that help you reach your business goals.

Here’s a look at how Element’s content marketing teams takes on the challenge.

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Director of Content Marketing
Kasey Steinbrinck has been creating content since he was just a little kid, writing stories and making radio shows on his Fisher Price tape recorder. He went on to produce local television and wrote for an area newspaper before discovering the power of telling stories online. Kasey worked as a content marketer, blogger, and copywriter for two ecommerce companies before joining Element in 2015.

Do You Have to Choose the Lesser of Two Marketing Evils?

As this article is being written, we’re nearing the end of what can easily be called the craziest, most frustrating presidential election in recent U.S. history.

The Republican and Democratic party nominees are so unpopular, supporters spend most of their time talking about how terrible the opposition is while making excuses for the downfalls of their chosen candidate.

A lot of voters feel like they’re being forced to choose between the lesser of two evils. They have to vote for the person they dislike the least instead of someone they truly believe in.

The worst part is, it seems like no matter what the election results are, we’ll still end up with a mess.

Sometimes your options for marketing feel that way, too. However, when it comes to choosing how to reach your target audience, there is a very viable alternative.

Let’s take a look at the marketing candidates …

Continue reading Do You Have to Choose the Lesser of Two Marketing Evils?

Director of Content Marketing
Kasey Steinbrinck has been creating content since he was just a little kid, writing stories and making radio shows on his Fisher Price tape recorder. He went on to produce local television and wrote for an area newspaper before discovering the power of telling stories online. Kasey worked as a content marketer, blogger, and copywriter for two ecommerce companies before joining Element in 2015.

6 Ways to Make Your B2B Content Marketing Better

Far too many B2B companies have blogs they’ve neglected, mismanaged, and left to rot. They go month after month without updates, and when a new post is finally published, no one reads it anyway.

So, management decides blogging isn’t even worth the effort. Don’t let that happen to you and your company’s blog!

A good blog can be a cornerstone of a powerful content marketing program, but only if you know how to do it right.

It seems so much easier to create content for a business-to-consumer company while business-to-business marketing seems like it is supposed to be dry and dull.

Here’s how some marketers assume the formula works:

B2C Content = Fun! B2B Content = Bored to death.

But, that’s just not true!

Continue reading 6 Ways to Make Your B2B Content Marketing Better

Director of Content Marketing
Kasey Steinbrinck has been creating content since he was just a little kid, writing stories and making radio shows on his Fisher Price tape recorder. He went on to produce local television and wrote for an area newspaper before discovering the power of telling stories online. Kasey worked as a content marketer, blogger, and copywriter for two ecommerce companies before joining Element in 2015.

What Top Ten ’90s Songs Can Teach You About Google Adwords

Hey … remember the ’90s?

It’s hard to believe Google was nothing more than a big idea that founders Larry Page and Sergey Brin had in 1998. I wonder what music they were listening to?

As Element’s Director of Digital Marketing, it’s my job to stay up to date on digital advertising strategies, and Google AdWords is easily one of the most important platforms. Keeping up with best practices allows us to provide our clients with the expertise they need for success online.

I also happen to consider myself somewhat of an expert on ’90s music. So why not combine AdWords and ’90s pop songs?

Here’s what we can learn about Google AdWords from 10 hit songs.

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Director of Digital Marketing
Officially, Derek is Element's Digital Marketing Director, specializing in search engine optimization, social media marketing, and website user experience design. However, outside the office, Derek cannot be pinned down to a single title, so let's go with "happy-hour-turned-late-nighter," "driveway fire-starter," "fins-up-Parrotheader," "world traveler," "Frisbee-throwing-dog-lover," and "up-to-the-minute digital dominator."

We Put New PR Specialist, Chloe De Young, to the Test – Here’s What Happened

Public relations can be a tough gig. Your client’s image and reputation are put into your hands, and they expect you to deliver results when it comes to media coverage, public awareness, event planning, and crisis management.
chloe-marshmallowThat’s why it’s important to have people like Chloe De Young on your side.

Chloe is Element’s new public relations specialist, joining PR Director Tara Brzozowski in serving our clients’ needs on everything from press releases and media plans to featured articles and influencer outreach.

Previously, Chloe’s worked for a Fox Valley ad agency and as in-house marketing specialist for HJ Martin & Son. She also volunteers for House of Hope in Green Bay through Touchdowns for Hope.

Since starting at our agency this summer, she supported her team in the Element Games by stuffing marshmallows in her mouth at an incredible rate.

But beyond her résumé, how are we so sure Chloe is good at what she does?

We decided to put her to the test.

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