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Tag: Content Marketing

5 Tips to Spice Up Event Marketing

5 Tips to Spice Up Event Marketing

September 13, 2016January 31, 2023 Cherith AndesBlog, Marketing, Social Media + Influencer EngagementContent Marketing, event marketing, event PR, food events, food pr, personality quiz, restaurant marketing

Nobody is quite sure of the timeline. But tombstones line the road of marketing strategies that memorialize the slow yet certain death of the that the heavy-handed sell.

Enter content marketing. Although not a new concept in 2016, its metamorphosis continues to shape our strategies, tactics and messages in pursuit of one goal: providing value to consumers. And not just value – value that spurs interaction, a sense of shared ownership and eventually affirmative action toward a particular brand. Customers transform into co-creators who maintain an emotional “stockholder share” in an organization’s vision, product or thought. Investment begets action, which in turn fuels sales.

Go on. Quiz me.

BuzzSumo unveils the magnetism of one type of content marketing. According to its research, online quizzes receive anywhere fro 1,900 to 4 million shares – dwarfing other content marketing tactics like infographics, how-to guides and the like. Clairemont recently tapped into the power of quizzes to bolster the visibility of the 9th Annual Pepper Festival, now one of the state’s largest chef competitions celebrating local culture, food and sustainability.

Certainly, we all want to know “Which Taylor Swift Song Are You?” or “What Job Should You Actually Have?” We’re just curious. But from the marketer’s perspective, how does one craft quizzes to boost engagement and market an event?

1. Decide your path.
According to BuzzSumo, there are two major types of quizzes: the graded quiz and the outcome quiz. The first measures skills or knowledge in an area of expertise while the second provides less defined results that make implications about a stance or personality trait. Both can be effective if designed wisely.

2. Make it shareable.

To echo Steven Covey, begin with the end in mind. Design quizzes that will, regardless of the outcome, provide positive, shareable outcomes. The Social Identity Theory states that individuals form identities based on the groups with which they identify. People reaffirm their affinities with various groups through sharing — sharing thoughts, actions and (ding ding!) traits that coincide with group behavior. Hence, consumers are more likely to take and share results that positively define their behavior. Here we encourage you to make all quiz outcomes positive, whether you’re a Mild Child or a Flame Thrower.

3. Make it easy and fun to take.

The Control Value Theory recaps the perks and perils of crafting quizzes that are too hard. If too challenging, the quiz will quickly spurn the interest of users and if the quiz is too simple, users will question its legitimacy and likewise lose interest. Provide a level of intrigue by including unexpected questions, keeping the quiz short (approximately seven questions) and including the word “actually” at key junctures. One particular designer uses her teenage daughter as a litmus test. If the tween laughs while taking the quiz, it’s a keeper.

While crafting the quiz for the pepper festival, we included a few fun questions, such as “your getaway vehicle” or “what would you do if your pants were on fire” — humorous queries that tapped the theme of fire and spice while maintaining a playful tone.Pepper Fest Personality Quiz Question

4. Maintain a consistent tone.

Speaking of tone, just like any branded endeavor, maintain the same tone throughout the entire quiz. Fun and off-colored? Craft copy and colors to reflect a consistent brand personality, since research demonstrates that consistency fosters trust with consumers.

5. Offer incentives.

…but do so with transparency. Customers can smell a scam a Spam Folder away. Be open about your strategy for building and sharing the quiz, and don’t be afraid to ask for information. Determine which information is vital to craft a viable lead and provide an incentive for users to comply. For example, in the Spicy Personality quiz, we collected email addresses with the overt intention of giving away free tickets to the Pepper Festival.

Chance to Win

Track metrics, encourage sharing and promote across multiple mediums. But above all, create an experience that is personal, warm and downright fun.

Want to try it out? See how spicy your personality actually is!

 

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On The Record: The North Carolina 100

On The Record: The North Carolina 100

June 2, 2016January 31, 2023 Sarah HattmanBlog, On the Record, Public Relationsconcise copy, Content Marketing, North Carolina 100, PR, Raleigh PR, Shrinking newsrooms

Shrinking newsrooms. It’s something PR professionals have been battling for years, and news opportunities only seem to be getting slimmer. Two and a half years ago, Chris Schroder, president of SPR in Atlanta, started the 100 Companies and the Atlanta 100 as a way to help spread the word about PR and content marketing in a model appropriate for shrinking newsrooms.

Chuck Norman, owner and principal of S&A Communications, launched the North Carolina 100 in April. Let’s go On the Record to learn more about the project and how it works.

https://clairemontcommunications.com/wp-content/uploads/2016/06/NC-100.m4v

 

Click here to subscribe to the North Carolina 100. Connect with us on Facebook and let us know how you are navigating the shrinking newsroom.

 

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Calls-to-Action You Can’t Refuse

Calls-to-Action You Can’t Refuse

July 2, 2015January 31, 2023 Cherith AndesBlog, Copy Cat, Marketingcalls-to-action, Content Marketing, creative marketing, effective pop-ups, great calls to action, marketing strategy, PR content, PR copy, Raleigh PR Agency, writing copy

Calls-to-action (CTAs) are the life breath of advertising and marketing strategies. Why bother crafting (and funding) a hefty communications campaign without utilizing the number one catalyst to recruit leads? Click, download, listen, like, share—no doubt you’ve been peppered with these same pop-ups vying for your attention. And no doubt you’ve ignored equally as many pop-ups (probably with an eye roll thrown in for good measure).

However, communication strategies can’t afford to skip or skimp on these vital triggers. As Megan Marrs points out, effective CTAs incorporate not only striking design but more importantly compelling copy. So please note, whether in print or online, content still reigns as king.

As I was perusing one of my favorite fashion retail sites (don’t tell my husband), I encountered one of these CTAs. Same old, same old—until I read the last line.

Ann Taylor Call to Action

Option 1: “Enter Your Email for 50% Off Your Entire Purchase.”

Option 2: “No thanks, I prefer to pay full price.”

Wait…back up! I don’t want to pay full price! And hence, you see the beauty of this particular pop-up, not in the actual CTA but in the opt-out text. By cleverly articulating the consequences of opting out, Ann Taylor actually convinced me to relinquish my precious personal email address…hook, line and sinker. And now I’m a regular newsletter recipient!

The lesson? Take a second glance at your standard copy and look for a fresh way to frame the customer’s or client’s options. What’s in it for them? What will they truly lose if they refuse your offer? Honest and creative positioning cuts through the competing marketing “noise,” nabs the reader’s attention and just might make the difference in your sales, clicks, shares, downloads, sign-ups, tweets, posts, replies…you get the picture.

Now it’s your turn. What quality makes your copy effective?

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#CMWorld: Part II

October 25, 2012January 31, 2023 Margot HorganBlog, Raleigh PR Agency, Social Media + Influencer EngagementAndrew Davis, CMWorld, CMWorld 2012, Content Marketing, Content Marketing Conferences, content marketing world, Finding Nemo, Jack Hanna, Jay Baer, Rick Springfield, The Nemo Effect

As promised, here are some more insights and one-liners from my recent Content Marketing World (CMW) conference!

The movie Finding Nemo decimated the global clownfish population.

Formally known as “The Nemo Effect” (no, I’m not joking), studies have found evidence that the hit movie caused such a demand for clownfish, the wild population drastically reduced and even reached extinction in some areas. On the flipside, along with the demand for every child to have his or her own “Nemo,” came the demand for everything Nemo needs to survive (tanks, food, rocks, more fish, etc.). What’s the point? According to conference speaker, Andrew Davis, valuable content increases demand for the products and services you sell. “The Nemo Effect” – that’s the power of valuable content. To succeed, create valuable content to create needs for your business.

Content is fire. Social media is gasoline. Use your social to promote your content first and your company second.

‘Nuff said. Conference speaker, Jay Baer, says it all.

Never exit the metrics train at the consumption depot.                 

Here’s another one-liner from Jay Baer (can you tell his session was a lot of fun to attend?). Knowing the amount of people who have read your content is great, but don’t stop there when you’re riding the research train! Knowing a piece of content generated 3,000 page views should prompt even more questions (not stop you dead on your tracks): Do people consuming that content engage in other, more desirable behavior on the site? Do they do so at a ratio different from site visitors overall? Do people consuming that content return to the site?

If your mom won’t share your content, it’s not good enough!

Some more practical, blunt wisdom from Jay Baer (last one, I promise!). If you’re not creating content that’s worthwhile to someone who has to love you no matter what, it’s time to create better content. We can’t complain about content that our consumers don’t find valuable if we don’t give it any value!

Hard work and enthusiasm. Work hard and love what you do.

Jack Hanna, Animal Planet TV personality and zookeeper, was the last keynote speaker at the conference, and made one of the biggest impacts on me. I have never seen someone talk about his or her job with so much unbridled, genuine passion. Let’s all hope we can channel that same passion into our jobs and lives everyday!

Oh, PS, did I mention that I met Rick Springfield? Pretty cool!

Rick Springfield and me!
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#CMWorld: Part I

October 19, 2012January 31, 2023 Margot HorganBlog, Marketing, Professional Development, Public Relations, Raleigh PR Agency, Social Media + Influencer EngagementBlogging, CMWorld, Content Marketing, content marketing world, how to blog, Social Media

Last month, I attended Content Marketing World (CMW), a three-day long conference in Columbus, Ohio, which focused on all of the ideas, hardships, tips, tricks and secret joys of content marketing. Presentations were given by industry leaders such as Sam Sebastian, director of local and B2B markets at Google; and Marcus Sheridan, blogging trailblazer and pool company owner.

Despite my urge to share every last word of knowledge that I gained on my trip, I’ll provide the abridged version. Here is my summary of one-liners of the most interesting parts of my conference:

They ask. You answer. (Golden Rule).

This first tidbit comes from Marcus Sheridan (the most energetic speaker that you will ever see in your life). If content creation is the biggest challenge you face for your blog, think again. Pull your staff together and say, “What are the questions you get asked every day about our work?” Then make a list and write an individual blog post answering every single one of those questions.

Don’t be a content hog, but a digital dandelion!

Words of wisdom from conference speaker, Jay Baer. Don’t just put content on your website, put it everywhere you can so as many people as possible can see it!

Seventy-three percent of all people who read B2B blogs are human. –Tim Washer, Cisco

This is a statistic that I was presented with during a session by Ann Handley titled, “Epic Content That’s True to Your Brand AND Drives Business.” And, yes my friends, it’s true – the majority of people that read blogs are human J So, what does that mean to us? We need to speak human when we write our blogs! Don’t get so caught up in the corporate side of the job, that you forget you are talking one human to another (or hopefully many!)

Mobile will only continue to grow in importance.

According to a presentation by Sam Sebastian, director of local and B2B markets at Google, mobile will continue to make a big impact on the way people shop, buy and consume. Sixty-one percent of all smart phone users call a business after searching it on the web, and 45 percent of all consumers use smart phones for in-store product research.

The whole myth of time doesn’t exist.

Marcus Sheridan tackles another blogging myth here. There is no such thing as, “I don’t have time to blog” because we always have enough time for pay roll. Until we accept blogging as a necessity (like payroll or breathing) we aren’t going anywhere!

Did any of these one-liners stick out to you? We would love to hear your thoughts! Stay tuned for part II of this blog coming soon!

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Have you heard about Meta’s newest social media Have you heard about Meta’s newest social media platform? It’s called Threads, and it’s being referred to as “the new Twitter.” Read everything you need to know about Threads in our latest blog post - link in bio!
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We are proud to represent Raleigh as a member of P We are proud to represent Raleigh as a member of Public Relations Consultants Group, allowing us to offer clients expertise and support across the country! Clairemont founder, Dana Phelps aka @blah2voila, recently attended the PRCG conference in Oklahoma City.
2022 has been a fantastic year for Clairemont Comm 2022 has been a fantastic year for Clairemont Communications! Visit our blog for the full 2022 year in review!
As communications professionals, we wear a variety As communications professionals, we wear a variety of hats to meet our clients’ needs.
 
We’re writers, social media managers, photographers, marketers, editors, content creators- the list goes on and on.
 
Check out our recent blog post to learn what @olivia.noles , account coordinator here at Clairemont, does on a weekly and monthly basis.
#communicationsagency #communicationsmajor #pragencylife #pragency #raleighpr
This Friday, Clairemont’s Dana Phelps, @blah2voi This Friday, Clairemont’s Dana Phelps, @blah2voila , will be speaking at the 2022 @nc_prsa Strategic Communication & MarCom Conference! Phelps is a repeat presenter at this annual conference, and this year she is leading a session called Growing from Communication Technician to Strategic Counselor during which she will share three of her coined concepts: knowcasting, morecasting and collabolighthing. Visit our blog for the link to register for the conference!
@clairemontcommunications and @yellowdogcreative g @clairemontcommunications and @yellowdogcreative go together like the bacon and eggs! And speaking of bacon and eggs, have you been to @therainbowluncheonette yet? YUM!
Later this year, Clairemont client @wendellfallsnc Later this year, Clairemont client @wendellfallsnc, a master-planned community just 15 miles from downtown Raleigh, will welcome @parksideraleigh, a Raleigh-favorite restaurant known for its fresh, made-from-scratch dishes, to the community!
 
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Our client @wendellfallsnc, one of the largest mas Our client @wendellfallsnc, one of the largest master-planned communities in the Triangle, closed on its first age-eligible rental community plan, Arden at Wendell Falls, that will offer 140 open-concept units and exclusive onsite amenities!
 
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Staying in Raleigh this Labor Day weekend? Stop by Staying in Raleigh this Labor Day weekend? Stop by client @vitaviteraleigh for good snacks and great wine!🍷 Both locations are open normal hours Friday-Sunday and closed on Monday.
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Congrats to our new neighbor on Bloodworth Street Congrats to our new neighbor on Bloodworth Street South @raleighwineshop ! @blah2voila was there today representing Clairemont at the grand opening festivities and enjoying the @grandchamphospitality sandwich pop up. Yum! 🍷🥪
It’s National Volunteer Month, and volunteers ar It’s National Volunteer Month, and volunteers are needed more than ever! Many organizations with scarce resources rely on volunteers and would not exist without them. Visit our recent blog post to read about the organizations Clairemont has supported and how you can make a difference in your community!
Authenticity is trending, and research shows that Authenticity is trending, and research shows that consumers are 2.4 times more likely to view user-generated content as authentic. Read our recent blog post to learn about UGC, how it can benefit your brand and how to use it in your marketing strategy.
From social values to behavior patterns, COVID-19 From social values to behavior patterns, COVID-19 has left an impact on every sector of life, including marketing. Read our blog on marketing in a post-COVID world to learn how things have changed and how that should impact your business strategy.
We are so excited to share that Clairemont earned We are so excited to share that Clairemont earned eight awards, five gold🥇and three silver🥈, at this year's Sir Walter Raleigh Awards hosted by the Raleigh Public Relations Society!🎉 We are beyond grateful to work with so many amazing partners, clients and industry friends!
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