The VPM Blog

Content Creation: Creativity or Strategy?

Posted by Melissa Cook on Apr 30, 2018 9:30:00 AM

Content creation has changed drastically over the years, as have all things in marketing. And it’s not just the content that has changed, it’s the way it is crafted and presented. Here’s a quick example: In the Mad Men age, companies needed a creative to come up with a witty slogan, a risqué image to accompany it, and bada-bing, bada-boom, you have a 5-star ad and your content is ready to roll out for the general public to see. Fast forward to 2007, the year that Facebook ads were introduced. Now, companies no longer had to buy an expensive billboard and hope people saw it and called, (all while driving…) but could now meet their customers where they were. Radical, I know. Fast forward a little bit more to 2018. The average consumer now sees as many as 5,000 ads per day, and I guarantee that few stand out enough to make an impact. So, what’s changed? In 2007, Facebook ads changed the game, but now the game changers are you. That’s right, it’s that guy 2 cubicles down from you who takes the time to research the subject, determine buyer personas, creates a plan, and uses a mixture of strategy and creativity.

Content creation is no longer just for the creatives, but the strategists as well.

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Topics: Social Media Strategy, Inbound Marketing

Building a Consistent Brand in Higher Education

Posted by Caroline Daley on Apr 23, 2018 6:00:00 AM

In our recent blog discussing four things hurting your higher ed marketing, we mentioned that while much has changed over the past eight years in the world of higher ed marketing, there are a few things that have stayed the same. One thing that has remained unchanged over these years is the importance of having a consistent brand strategy. For colleges and universities, your brand is your narrative; it tells people who you are and what you’re about. But have you ever read a story with no consistency? It sucks. We know that sticking to a plan seems hard. Did you stick to that workout plan you made back on January 1st? Probably not. Unlike sticking to healthy habits, building a consistent brand strategy isn’t hard, and once you’ve succeeded in doing so, your school will reap the benefits.

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Topics: Brand Marketing, higher ed branding

Nonprofits Social Media Success: Knowing Your Audience

Posted by Jade Grogan on Apr 16, 2018 4:00:00 AM

In order to have a successful social media platform, a brand or organization must cater the content for their audience, specifically for each platform. Here, we’re going to be talking about nonprofits and the elements that go into making a successful and powerful social media campaign by centralizing content per platform.

Due to the increased use and prevalence of social media from the past few years, nonprofits are taking advantage of this and have jumped on the social media train. However, many brands and organizations lose sight that individuals following an account on Instagram may differ on Facebook, or Facebook and Twitter, etc. So one of the most important things organizations have to keep in mind is that they need to alter their content to effectively reach individuals. Social media has the potential to impact millions of users daily, which is why it has become one of the power tools when it comes to marketing.

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Topics: Social Media, Audience, Nonprofits

Producing Simple and Beautiful Visual Content with Canva

Posted by Megan Hajduk on Apr 9, 2018 3:00:00 AM

Canva has become a major staple in today's marketing world, and if you haven't used it yet, you're missing out. But first, what is Canva? Canva is an online graphic design website, with free and paid plans, used by non-designers and professionals. Canva allows those with little to no graphic design experience or access to expensive editing programs to create simple and beautiful graphics. Chief Evangelist for Canva Guy Kawasaki says, "Canva democratizes design" giving the world of marketers access to beautiful graphics. It's time to learn a little bit more about the program you should already be using in your content marketing.

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Topics: Content Marketing, visual content, Canva

Marketing Benefits for Podcasts

Posted by Cody Lunsford on Apr 2, 2018 12:00:00 AM


 

If you haven't started paying attention to the world of podcasting, now is the time to start. The medium has existed since around 2004 back in the early days of the iPod. It took until about 2014 for podcasting to enter the national conversation, with the boom being accredited to the runaway success of the true crime podcast Serial. It's continued to mature, with experimentation with release schedules and methods, show formats, and show subjects. It's also continued to grow, becoming more popular than ever with 44 percent of the United States population having listened to a podcast and with over $220 million dollars a year spent on podcast advertising. 

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Topics: Marketing

4 Things Hurting Your Higher Ed Marketing

Posted by Don Crow on Mar 26, 2018 4:00:00 AM

In the Summer of 2018, Verge Pipe Media will pass another milestone: eight years examining, analyzing and publishing about Higher Ed Marketing. So much has changed over the past eight years: (a) the Windows and Blackberry smart phones no longer exist, (b) Instagram arrived, (c) Snapchat arrived (and may be failing), and (d) Facebook pages are now, for lack of a better term, pay-to-play. Unfortunately, there are a few things which have NOT changed in the past eight years, so I'm going to highlight the 4 things hurting your higher ed marketing based on our experience as a Higher Ed Inbound and Growth Agency.

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Topics: higher ed marketing

Profits for Nonprofits: Inbound Marketing 101

Posted by Melissa Cook on Mar 20, 2018 5:00:00 AM

If you're a nonprofit or government-funded entity and I asked you what you are selling, could you answer? You might think practically and say tickets to get into a National Park or t-shirts to support a cause. You may even tell me that you aren’t selling anything and try to explain to me how a nonprofit works. Depending on how you answer, you are doing one of two things: 1) thinking too small or 2) ignoring the fact that everyone is selling something, whether you realize it or not.

Don’t believe me?

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Topics: Inbound Marketing

Retargeting Ads: Intrusive or Inbound?

Posted by Caroline Daley on Mar 12, 2018 4:00:00 AM

Do you ever get the feeling that you're being followed? Well, you might actually be right. There's probably not an actual human being following you around, but your ads might be. I'm talking about retargeting ads. So, what exactly is a retargeting ad? According to Hubspot, retargeting ads are a form of online targeting advertising and are served to people who have already visited your website or are a contact in your database (like a lead or customer).

Basically, companies can keep track of where you've been and what you've been doing online so that the ads you're shown can be more personalized to you and ultimately be more effective. This is the reason that the pair of shoes you were debating on purchasing yesterday coincidentally (or maybe not so coincidentally) appeared on your Facebook this morning. These ads turn window shoppers into customers, and while they might seem a little creepy at first, are not actually as invasive as you might think.

via GIPHY

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The Influence of YouTube Influencers

Posted by Jade Grogan on Mar 5, 2018 3:00:00 AM

Influencer marketing is all the hype right now, sparking interest over the past five years. Who is a social media "influencer?" It's someone with a large following on various platforms that have a sort of impact on their followers. Check out this VPM blog post, which explains the importance of social media influencers. 

fashion-person-woman-apple

What is influencer marketing, you might ask? Well… Tap The Influence defines it as “a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.” Companies have utilized the power of someone’s social media following to work with them in order to promote their product or services. Did you know that 74% of people go to social media for guidance when purchasing?

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Topics: Social Media Platforms, YouTube Influencers, Influencer, YouTube

7 Keys to Quality Visual Content

Posted by Megan Hajduk on Feb 26, 2018 5:00:00 AM
Visual content is what draws us into a story. Whether it be a picture, a video, a graphic, among other things, this content has become undeniably important in today's world of inbound marketing. This content is so important that   90% of the information sent to the brain is visual. With an influx of quantity, quality sometimes becomes lacking- and as the saying goes,  quantity is not better than quality. That being said, giving more time and effort into visual marketing is a necessary step for effective material.
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Topics: Video Marketing, visual content

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