Marketing Agencies Denver Relies on Use of the PESO Approach

Media

 

Not long ago, “specialized” marketing firms were getting a great deal of attention. Companies and organizations were looking to capitalize on these agencies’ in-depth, yet narrow, expertise. So, you might have a relationship with a digital firm, a social media firm, a multi-media firm, etc. And each of them handled a certain aspect of your marketing. As one of the leading marketing agencies Denver turns to for comprehensive marketing initiatives, we’ve always found that trusting one firm to produce a cohesive campaign for you is very effective.

What is PESO?

Today, the era of specialization is giving way to new thinking. It’s becoming clear that in order to reach your audience effectively, you have to utilize four different types of media:

Paid media

This is what used to be known as “advertising.” Companies pay to reserve placement with magazines, newspapers, TV and radio stations, websites, etc.

Earned media

Here, content placement is given free of charge. This is because the material is considered to be newsworthy or of benefit to readers or listeners.

Shared media

Social media channels are the conduit for shared media. Platform users power the movement of content around the web through likes, link sharing, etc.

Owned media

An organization’s owned media consists of platforms that it operates. This includes its website and blog, as well as events that it hosts.

Why is the Integrated PESO Approach So Effective?

It turns out that a firm that can oversee and manage initiatives in all four areas is better able to synchronize the channels. Consequently, they can play off of and amplify one another. How effective is PESO? Well, if it’s any indication, many of the marketing agencies Denver has supported in the past because of their focus on one specific area are either learning to handle other types of work or are no longer in business.

What these agencies, and the companies that used them, have discovered is that ignoring any one of these channels may mean that you are failing to connect with a significant portion of your audience. In addition, agencies have learned that seeing a message repeated in different forms on different platforms is reassuring to today’s consumers. And having one firm overseeing the message wherever it is displayed ensures that it is consistent and compelling.

Now, as soon as paid, earned, shared, and owned media were defined like the points on a compass, innovative marketers began probing the space between them. And platform providers indulged this exploration, so now we have hybrid options. For example, sponsored media and social advertising are proving to be very effective.

Putting PESO to Work for You

Ultimately, the marketing agencies Denver turns to today are the ones that know how to create the most compelling combinations of the four main types of media. A-Train is an award-winning firm that has provided comprehensive, integrated marketing for two decades. So, we’re firmly grounded in the PESO approach. How can we put it to work for you? Let’s talk!

Denver Marketing Agency Shares Writer’s Block Tips

Writer's Block

 

You lean back in your chair and stretch. You crack your knuckles then gaze blankly out the window. Now you’re up and pacing back and forth in front of your desk like a caged beast, glaring at your computer screen. Yep, you’ve got writer’s block. As one of the Denver marketing agencies turns to fresh creative, we understand. Thankfully, there are a number of ways to beat the block!

Keep the Content Coming

Content… it’s the lifeblood of your content marketing program. While A-Train often produces content for our clients, they produce some on their own as well. If you find yourself struggling for words with a pristine, white document staring back at you from your computer, try one or more of these time-tested strategies:

Take a hike. Or more accurately, a short walk. Get away from your computer for a few minutes. And, no, this isn’t procrastination. Rather, it’s a brief change of perspective that may help get your creative juices flowing. Even if it doesn’t, it will lower your blood pressure a few points, which is never a bad idea.

Revisit your research. Writer’s block can be caused by not having enough raw material to work with. Review your notes, then see if you can dig up some more details about your topic. Sometimes all it takes is that one missing piece of information to get the ball rolling.

Get creative in some other form. Engaging in one creative pursuit often triggers revelations in another. So, sketch, paint, write a poem or some song lyrics, play with a ball of clay. Whatever you do, just focus on that activity exclusively for a few minutes. You may find that it pulls you out of the rut you’re in. This tactic is one of the reasons that all of the marketing agencies in Denver relies on to have offices littered with musical instruments, building blocks, etc.

Turn off your filter and just write. Your internal editor is a great resource when you’re trying to fine-tune a piece. But when all you want to do is get a rough draft on paper, it can really get in the way. Ignore it and just start writing. Bullet points. Sentence fragments. Questions (What am I trying to say?) Exclamations (I hate this task!). Forget everything you learned in English class and just go free-form for a while.

Check your fuel levels. Your brain uses an enormous amount of nutrients. So, if it doesn’t have the energy it needs, you will struggle to be creative. Dehydration can have the same effect. Drink a tall glass of water, eat a healthy snack, wait about 20 minutes, and voila! You should be powered up and ready to tackle this project properly.

You Can Do It!

We’re one of the area’s most experienced marketing agencies in Denver! Trust us when we say you can get past your writer’s block. But when you need additional help in the content creation area, we’re here for you. Contact us and let’s discuss your marketing goals.

For Expert Digital Marketing Fort Collins Relies on A-Train | 50 Percent Rule for Outbound Communications

Content

If you have embraced the concept of content marketing instead of or in addition to traditional marketing — and there are many reasons you should — it’s important to understand the key difference between the two: engaging vs. selling. As the expert in digital marketing Fort Collins turns to expert assistance with their content marketing initiatives, we encourage them to take a closer look at their outbound communications.

Provide Insights not Invites

There is still a place for traditional marketing, of course. And by that, we mean tactics that invite prospects to see that your offerings are the best fit for them. However, consumers today are increasingly more inclined to respond to content marketing. There, the focus is on providing insights and nurturing prospects with a steady stream of interesting and informative content in order to ultimately make a sale.

With content marketing (also called inbound marketing), most experts agree that you should keep overtly “salesy” pitches to a minimum. People today are tired of being sold to and instead want to be collaborated with. Many say that your sales pitches should make up no more than 50 percent of your outbound communications. And some organizations achieve tremendous success with a number far lower than that.

Say What?

Companies new to content marketing will frequently ask, “If we’re not pitching our products and services, what can we talk about?” Good question! One of the keys to inbound marketing is learning to look at your offerings and your operations differently. As you develop a wider and deeper perspective, you’ll see that there is a great deal of helpful information and resources you can share with your target audience, including:

  • Checklists, forms, etc. Any type of tool or “template” that your prospects can use to do their job better or make their life easier will be much appreciated. For example, if your organization provides mental health services, a short list of the symptoms of a particular condition can be helpful for someone concerned about a loved one.
  • Educational material. Has there been an advance in technology associated with your industry? Research it and digest it. Then provide your prospects with a clear and concise explanation of what it is and how it works.
  • Surveys. Rather than telling people about your products, ask them about their needs. It’s a great way to show that you are interested in helping them. Being a “good listener” is crucial in any kind of relationship — business or otherwise.
  • Humor. Of course, you don’t want to go overboard with this kind of material. But, your target audience will appreciate it if you occasionally share a tasteful, funny piece. And doing so helps to humanize your organization.

As you can see, none of the items above are salesy. Consequently, they will all be welcomed by your prospects and help strengthen your relationship with them. Plus, when you make the tactical decision to reach out with a true sales piece, your trusting and well-informed audience will be much more willing to consume that content.

Get Help with Digital Marketing Fort Collins!

When it comes to digital marketing Fort Collins has trusted A-Train Marketing for nearly two decades. We provide everything from time-tested strategy to cutting-edge creative. Ready to do more with your content marketing? Give us a call!