April 28, 2019
Union Grove Distillery
Arkville, New York
Content marketing is a critical component of digital marketing given its effectiveness in increasing brand awareness, engaging online communities, generating new leads, and increasing sales.
What makes content marketing effective is that people trust editorials more than they trust advertorials. In essence, content marketing is a form of marketing that focuses on creating, publishing and distributing creative content for a targeted audience to generate leads and sales while informing and entertaining. Traditional marketing focuses on pitching products and services, while content marketing focuses on publishing engaging content.
Although content marketing gained traction during the digital age, the practice is nothing new. In 1895 John Deere founded The Furrow, a magazine designed to educate farmers about the latest advancement in the field, and help them find solutions to their problems. The magazine continues to exist today, not just in print but in digital format as well; it has a large social media platform, and is published in several languages around the world. The magazine helped crystallize the John Deere brand, and grow its market.
Forms of content marketing include: how to guides, white papers, newsletters, presentations, blog posts, social media posts, videos, podcasts, infographics, product descriptions, reviews, testimonials, and others.
#GEInstaWalk is a clever example of content marketing which allows the company’s Instagram followers to take a peek into GE’s facilities where cutting-edge technology is being manufactured. Amazon’s Building Your Book for Kindle free e-book is another clever example designed as a free guide to creating and publishing e-books. This is a great tutorial during the consideration phase when aspiring authors are weighing in their options. An example you might be familiar with is the Phyllo Shells recipes on the back of the package – the recipe itself might be enticing enough to make one buy the product, or vice versa. This isn’t something unique to Phyllo Shells however; there are plenty of food brands that offer recipes on the back of their package. It’s an ingenious form of content marketing.
Two local examples that stand out are the Catskill Dream Team’s real estate blog, and The Roxbury Motel’s whimsical themed rooms as featured on social media. How to Buy a Home in One Year: A Step-by-Step Guide, for instance, educates prospective buyers, but it also builds expectations of a lifestyle, and that’s exactly what a real estate blog is about. The Roxbury Motel’s internationally renowned themed rooms also have stories to tell. Breakfast at Tiffany’s, for instance, designed as a tribute to Audrey Hepburn, has the walls stained to match Tiffany’s flagship store on 5th Avenue. The chandelier that hangs above the bed matches the mini chandelier in the Tiffany window at the opening of the movie when Audrey is eating a croissant and staring in the window. The owners of the motel confess that in their twenties they would go around Manhattan re-enacting scenes from the movie. The following Audrey/Truman Capote quote guided the design of the room: “Tiffany’s! Calms me down right away. The quietness and the proud look of it; nothing very bad could happen to you there. If I could find a real-life place that’d make me feel like Tiffany’s, then – then I’d buy some furniture and give the cat a name.” These fun facts shared on social media are bold examples of clever content marketing.
Moz identified four phases of content marketing, which one of them carrying out distinctive goals and types of content to pursue:
I. DISCOVERY PHASE
Goals: educate, increase brand awareness, generate interest
Type of Content (educational): blog posts, webinars, guides, videos, newsletters, presentations, tours
II. CONSIDERATION PHASE
Goals: direct customer acquisition
Type of Content (solutions): case studies, how to guides, demo videos, product descriptions, data sheets, recipes
III. CONVERSION PHASE
Goals: customer transactions
Type of Content (unique value proposition): product descriptions, reviews, testimonials, comparison charts, direct sales pitch, streamlined sales process
IV. RETENTION PHASE
Goals: retention of existing customers
Type of Content (help, support, advocacy): customer support, help documentation, insider tutorials, special offers, follow-ups
Here are a few steps to help you design your content strategy:
Depending on the size of your project, building an adequate infrastructure will help carry out the tactics and the execution of your content strategy, both creation and distribution. Often enough the work is outsourced to content strategists, writers, editors, and coordinators equipped with tools to designing and implementing an effective strategy.
In sum, content marketing works because:
GREATER ROXBURY BUSINESS ASSOCIATION (GRBA) ANNOUNCES ITS 2019 BUSINESS WORKSHOPS SCHEDULE SPONSORED BY MARGARETVILLE TELEPHONE COMPANY (MTC):
All workshops are tailored to small business owners and entrepreneurs who seek to grow their businesses by learning new skills and gaining expertise from leading business professionals in our community.
I. Run Your Business Smarter Not Harder with Mercedes Gonzalez / January 29, 5:30 – 7 pm
You have a business now what? How do you scale, how do you grow and most importantly how can you balance life and work? One of the mantras Mercedes Gonzalez believes in is “how do you work as little as possible for the most amount of money.”
The hour plus workshop will help you put a plan of action together to help you work smarter and not harder.
Mercedes Gonzalez has been considered a retail industry leader for over 20 years – having founded her own strategy and brand developing agency, Global Purchasing Companies, in New York City in 1998. She has traveled to over 50 trade shows every year in eight countries since then, establishing plans and strategies for retailers and emerging designers across the globe. Her debut book, Chronicles of a Fashion Buyer, is currently the number ONE new release on Amazon for fashion and textiles, and it has already sold out four times in the few months since its release. Mercedes is a preferred speaker at a multitude of regional and international fashion events including Miami Fashion Week, Jamaica Fashion Week, Asia Fashion Summit, and the Istanbul Textile Conference thanks to her “no-nonsense” reputation. She owns Just Shop Boutique, a designer discount store located in Arkville, NY.
II. Effective Website and SEO with Susan Aleksejczyk / February 26, 5:30 – 7 pm
Susan Aleksejczyk, designer and content developer for Catskill Muse, will review the best search engine optimization (SEO) techniques to improve search engine results for both new or existing websites. Susan will discuss the best website design and hosting options as well as compatibility with top search engines to help you get high rankings based on relevant searches.
Susan Aleksejczyk has built her career in the advertising and marketing industry. She was previously employed at a NYC marketing firm whose clients included big brands. Susan is currently the Sales and Marketing Coordinator for MTC. Her vast experience in various industries has allowed her to provide her clients with a unique perspective on their marketing and website needs. As owner of Catskill Muse, she concentrates her business on website design best practices and the latest in SEO techniques.
III. How to Leverage Content Marketing to Boost Reputation and Sales with Simona David / March 26, 5:30 – 7 pm
This workshop will expose participants to the benefits of content marketing such as increasing brand awareness and name recognition, attracting new leads and prospects, increasing sales, and retaining and expanding customer base through a series of case studies and best examples from the industry. Rather than making a direct sales pitch, content marketing engages the audience through valuable creative content, and establishes an emotional connection with the followers, who, in the words of Seth Godin, will become your “tribe.” Examples of content marketing include: how to guides, white papers, newsletters, presentations, blog posts, social media posts, videos, podcasts, infographics, product descriptions, reviews, testimonials, and others.
Simona David is a media consultant with over a decade of experience in the publishing and marketing industry. Ms. David has worked with lobbyists, award-winning advertising executives, travel and tourism professionals, artists, writers, entrepreneurs, and non-profit organizations. Her website is simonadavid.com.
IV. Grant Writing with Peg Ellsworth / April 30, 5:30 – 7 pm
This workshop will help equip participants with the tools needed to search and solicit grants from State, Federal and Local sources. Peg Ellsworth will discuss the basic dos and don’ts in soliciting grants and best practices for developing successful applications. She will also cover resources available from NY State as part of the Consolidated Funding Application for both businesses and not-for-profit organizations.
Peg Ellsworth is the Executive Director of the MARK Project, whose mission is to provide resources and help build the capacity of individuals, organizations, businesses and municipalities in the towns of Andes, Bovina, Middletown, Roxbury and Shandaken, and the Villages of Fleischmanns and Margaretville.
V. Social Media for Small Business with Becky Tyre / May 28, 5:30 – 7 pm
In this workshop Becky Tyre will explain the differences in each social media platform and show you some tips to make Facebook and Instagram work for your small business. Specifically, she will address Facebook Events, Page Layout, Hashtags, how frequently to post, how to reach a broader audience and gain more followers.
Becky Tyre is a writer, retail consultant @RetailDetails, contributing editor at Gifts & Decorative Accessories magazine and a shop local advocate. She lives in Roxbury, NY.
All workshops will be held at the MTC Building, 61 Academy Street, Margaretville, NY. To register, go to https://www.visitroxbury.com/business-workshops. Class fee is $25 for GRBA’s members, and $35 for non-members. For more information, contact firstname.lastname@example.org.
Greater Roxbury Business Association (GRBA) for the Town of Roxbury, NY is a community / grassroots organization comprised of business owners and self-employed individuals working to increase awareness of existing businesses in the community, and to build a more cohesive and prosperous business environment, to serve the hamlets of Roxbury, Grand Gorge and Denver. The GRBA receives technical assistance from the MARK Project — a 501 ( c ) (3) not-for-profit community and economic development organization. For more information, visit roxburybusinessassociation.com.
ART CONVERSATION AND WRITING WORKSHOP WITH AUTHOR SIMONA DAVID
SATURDAY, SEPTEMBER 8, 2018, 1 – 2:30 PM
THE ZADOCK PRATT MUSEUM, 14540 MAIN STREET / RTE 23, PRATTSVILLE, NY
As guest of the Zadock Pratt Museum, Simona David, author of “How Art Is Made: In the Catskills” (2017), will talk about her experience interviewing artists, and discuss what moves and inspires the creative mind, how a new artistic project is born, how materials are used and different stylistic choices are made, how setbacks are dealt with, and how success is celebrated.
Ms. David will then teach a workshop on art writing, and discuss various research and writing techniques.
To register, call Pratt Museum at (518) 937-6120.
This event is funded in part with public funds from the New York State Council on the Arts with the support of Governor Andrew Cuomo and the New York State Legislature.
SUNDAY, AUGUST 19, 2018, 1 – 3 PM
BLINK GALLERY, 454 Lower Main Street, Andes, New York 13731
Author Simona David will talk about her latest book How Art Is Made: In the Catskills (2017), and provide insights into a long-standing tradition that dates back to the days of Thomas Cole and Frederic Edwin Church.
How Art Is Made: In the Catskills pays homage to the place where American art was born through a series of conversations with creatives who live and work in the Catskills.
The book explores various artistic choices, what inspires and moves the artists, what draws them to their discipline, what materials they use, how they approach a new artistic project, how they deal with setbacks, and how they celebrate success.
Artists featured in the book include sculptor Brian Tolle, known for The Irish Hunger Memorial in Battery Park City (2002), and more recently for Miss Brooklyn and Miss Manhattan, two replicas of Daniel Chester French originals that sit on the façade of the Brooklyn Museum – Tolle’s replicas were installed on Flatbush Avenue by the Manhattan Bridge in December 2016. Like many contemporary artists, Tolle maintains a studio and works in the Catskill Mountains.
BLINK GALLERY celebrates the creative spirit that resides within all artists with a focus on women artists. Learn more about the gallery’s mission at http://blinkandes.com/.
Roxbury, an international destination in recent years given its wildly popular attractions The Roxbury Motel and Plattekill Mountain, is now home to a Writers’ Residency, newly opened by writer Annie DeWitt and photographer Jerome Jakubiec. The three-day residency program includes accommodations, meals, workshops and manuscript review by DeWitt, who teaches writing at Columbia University and is the author of White Nights in Split Town City, greatly reviewed by The New York Times.
The residency, which opened on July 11, hosted an inaugural Editors’ Panel on July 13, featuring Jonny Diamond, editor in chief of LitHub, and Tracy O’Neill, author of the acclaimed novel The Hopeful and editor of the literary journal Epiphany. Diamond and O’Neill talked about the submission process to literary journals.
Read full article in Chronogram to learn more about this marvelous retreat in the Catskill Mountains.
AMR (Andes – Margaretville – Roxbury) Open Studios Tour 2018 will take place Saturday and Sunday, July 28 – 29 from 11 a.m. to 5 p.m. with close to thirty participating artists in the Central Catskill Mountains. Artists working in all media and artistic disciplines – painters, sculptors, photographers, printmakers, ceramicists, furniture designers and textile artists – will show their creative spaces, and demonstrate and talk about their work. Located in a bucolic scenery, all studios provide a unique experience for visitors to explore the area and learn directly from the artists.
Launched in 2012, AMR Open Art Studios Tour has grown into a major cultural attraction, as open art studio tours have become more and more common all over the country. Studio visits trigger questions that aren’t often asked in formal settings such as galleries and museums, and allow for a more intimate interaction with the art work. Building on a century-long tradition that started with the Hudson River School, contemporary artists continue to be inspired and moved by the region once known as America’s First Wilderness, and what we refer to today as the place where American art was born.
Participating artists this year include Adam Cohen, Amy Masters, Ted Sheridan, Alan Powell, Lisbeth Firmin, Ellen Wong, Peter Yamaoka, Gerda van Leeuwen, Frank Manzo, Helene Manzo, Tabitha Gilmore Barnes, Gary Mayer, Barbara Alyn, Oneida Hammond, Ken Hiratsuka, Roshan Houshmand, Agnes Freas, Esther de Jong, Lesley Powell, Rosamond Welchman, Robert Axelrod, Deborah Ruggerio, Gary Mead, Anthony Margiotta, Rebecca Andre, Patrice Lorenz, Sharon Suess and Gail Freund. All artists will show works in progress and finished works, sell, and give lectures and demonstrations. Art writer Simona David, author of “How Art Is Made: In the Catskills,” will be on site and talk about the tradition of making art in the Catskills, and highlight some of the current trends and accomplishments.
“The canvas is now my stage,” says multi-disciplinary artist Lesley A. Powell. After years of working as a choreographer, Powell found her fascination for movement transposed into color and lines whether be in watercolor, oil or collages and depicting both human body and natural environment. As a choreographer, Powell’s interest revolved around the dancer’s ability to change the performance space. As a visual artist, she focuses again on the human body, and on her love of nature. Dancers are often present in her paintings as are circus scenes and nudes.
Ellen Wong, who has participated in the AMR Open Art Studios Tour every year since its inception, was initially trained as an abstract painter, but fell in love with the Catskill Mountains scenery, and that changed everything. “To capture the sound, the movement of the water and the energy all around me, I found myself inventing new ways to move paint on the canvas, I had to keep moving, finding a fluidity in the paint and vitality in brush strokes that I had been striving for,” she says. This year during the Open Art Studios Tour, Wong will be showing recent works as well as some of her earlier landscapes depicting nature at the center of her creations as muse, teacher and guide.
Painter Deborah Ruggiero will participate in the AMR Open Art Studios Tour for the first time this year. “Through a variety of media and techniques I hope to encourage the viewer to look a little more closely at nature’s intricate beauty at different times of the day, changing with the seasons to experience and savor the essence and beauty in nature,” she says. “Whether it’s in the solidarity of a rock formation or in the delicacy of the flower petals that bloom in the spring for only a short period of time, there’s a magnificent canvas to experience every day. All one has to do is take the time to look, see and experience,” she adds.
Textile artist Tabitha Gilmore-Barnes, who has participated in the AMR Open Art Studios Tour every year since 2012, loves talking about and demonstrating weaving in her Catskill Mountains studio where she operates an AVL DOBBY professional loom. “This tour brings friends and visitors to my studio where we discuss what weaving is all about, how I specifically source local wool and alpaca fleeces to use in my products and tapestries, and how the studio views of the Catskills offer constant inspiration for my choice of colors and art themes. This is a fun time to meet others, and also to be inspired by the works of my fellow tour members.”
Mark your calendar for AMR Open Art Studios Tour 2018, a self-driving tour experience through the region’s most scenic vistas. Detailed brochures will be made available at all area’s businesses.
The AMR – Andes, Roxbury, Margaretville – Open Studios Tour 2018 is funded by the Delaware County Department of Economic Development – Tourism Advisory Board and The Lindsay A. and Olive B. O’Connor Foundation, and by the 29 participating artists and their 35+ community business sponsors. Additional community support from the Longyear Gallery (Margaretville) and the MARK Project (Arkville).