How to market a project without breaking the bank

You need to promote a business so it can make money. But you’d need money to do so. Fortunately, there are low-cost ways to tell about your project. Unfortunately, there is no magic. You’ll have to get involved with things you would’ve otherwise paid for.

The gist of it is to DIY where possible, put your bets on quality, and exploit your expertise. Here are some of the things to consider.

Refine Your Website Copy

Way too many corporate websites hit potential customers with yet another top-notch solution made by enthusiastic and passionate professionals, probably depicted on the stock photos nearby. …


It may look like free content, but be considerate of the challenges

What will happen to a plain white wall, if you let people draw whatever they want on it. My guess would be that some of them will leave nice doodles of cats. But others will probably leave doodles of something less socially appropriate. In both cases the result would be user-generated content, or UGC for short.

User-generated content is any piece of content created and published on a platform by its users. Videos on YouTube, Wikipedia articles, and bizarre imageboard posts are common examples of user-generated content.

In marketing user-generated content is any content that refers to a company and…


Several tips on translation for non-professionals

Content translated from a different language may bring lots of fun and lots of headache. When you are the one involved with the translation, it brings mostly the latter. Of course, there are certain ways to help it.

To clarify, I’m not talking about professional translation of legal or technical documents. There are lots of opportunities beyond this scope, especially for those who speak English as a second language. Even more so for those involved with marketing. Being one of those people, I’ve faced certain common problems and learned certain ways to solve them. …


Dressing up your corporate blog is a fun activity for the whole family. Here’s how you do it

So, you’ve decided that a corporate blog is a nice thing to have and there are people willing to run it. That’s great, but there are still a couple things to set up. These things are the tone of your conversation with the readers and the visual style of your covers and illustrations.

I’ve noticed that these aspects are sometimes overlooked or neglected at the initial stage of building a blog. This is a good enough reason to put up a little reminder and, hopefully, direct people towards better course of action. Let’s do this.

Style and Tone of Conversation

This is about the way…


A little memo about healthy content marketing

It is somewhat unfair when people implement an interesting idea and then see it sinking due to poor outbound communication. I thought I’d share a biased perspective on some of the prominent problems young projects can have with their efforts and content marketing in particular. Here’s what I came up with.

Can’t Explain the Product and Its Benefits

If people don’t understand what it is and why it is good, they won’t buy it. It is true for anything from heavy machinery to delivery services. …


Having a dedicated in-house editorial team vs. outsourcing content making

Modern-day companies outsource a lot of things. They delegate accountancy, HR, marketing, design, and content production to agencies or freelance specialists if they deem it unreasonable to have them working full-time.

In this piece we will highlight the pros and cons of having an in-house team for a corporate blog.

Pros

Availability

The most obvious benefit of having in-house specialists is their availability. You will be able to control workloads, deadlines and schedules of your employees, which is not the case with an agency. All in all, in this case an in-house team is a more flexible solution.

Communication

Similar to the previous…


Musings about those times when people really do talk about your ads

Waves of popular outrage shake social media way too often. A hefty part of this outrage is caused not by lying politics or celebrity divorces, but by certain advertising campaigns.

Provocative or controversial ads aren’t always a result of mismanagement, unaccounted cultural quirks, or poor quality control. Once in a while, brands produce deliberately provocative advertising to draw people’s attention to acute social problems or simply create more hype around their products. Yet, whether such advertising is a useful promotion tool or an unethical way to a destroyed reputation is itself a debatable question.

This piece won’t explicitly tell if…


The key specialists behind a corporate blog and where to find them

A corporate blog works out better as a team effort, so you need a team.

A person with some writing skills can single-handedly manage a reasonably successful blog. This can be the case for niche topics and abnormally productive people that are obsessed with what they write about. Say, someone who writes for their fellow garden gnome collectors can have a loyal audience for the given niche without a dedicated editorial team. They would cater to a relatively small audience and use the advantage of low competition while probably running their blog as a hobby. …


Some of the best native ads we’ve seen online so far.

Native advertising is a notoriously vague term. It’s commonly defined as an unobtrusive sponsored content that is just as engaging and informative as the usual content served by the publisher. We think that this definition is alright, but it’s always better to back it up with examples. We’ve picked some of the better native advertising pieces out there to learn from and enjoy.

10. A Fresh Look


Some points and rants about journalism, sponsored content, and ethics

Branded content may look like just some new way to sell not necessarily good stuff in an unobtrusive manner. But there’s more to it than it seems. Here we’ll try to figure it out.

Imagine a shampoo brand that pays people to create a piece explaining some recent research in dandruff formation. The production team comes up with a great educational article that helps people understand more about the subject. The piece also mentions that the thing is sponsored by a certain company, which also shared some insights and data from their team experts. …

Krzysztof Shpak

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