Brady Huffman

Brady Huffman is owner of Main Mix Marketing, a brand that is devoted to providing the mix between inbound marketing and creative services. His blog focuses on current web design and content marketing. Each post series focuses on a successful brand that is an industry leader.

All articles by Brady Huffman

 

Is Video Engagement a Necessity?

I think that a number of companies would answer no. It would be along the line of thought that making sales are necessary and videos don’t necessarily mean more sales. If you ask the same question about having a website, I believe that most companies would say “Yes, it’s necessary because it’s expected. How are you going to not have a website when so many people are searching online?” What if I told you that in the near future video will be the largest factor for getting website traffic? This is the direction that we are headed in for the near future. The industry leader in this area is definitely
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White Paper Best Practices

The Manufacturing Industry is great for white papers. This was the topic of my last post. It seems natural to do a follow-up post on white paper best practices. I will describe the process from outline to finish and include insights on particular areas of content. There are many examples of white paper outlines or processes that are out there. Many examples are just too simple. You don’t want to have any confusion that extends the production process. Normally, a few people from your company would oversee the project. One person is responsible for planning while the other person helps them to plan. Depending on the topic or size of
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Thought Leadership with White Papers

Thought leadership is all about authority. It is having an understanding of your vision of the future. This vision should fall in line with the current facts of your industry and motivate others to trust you. This developed trust then provides more opportunities for making profits. The way that we think can open doors and capture the attention of our audience. These same thoughts can then start a new relationship with the focus of meeting business goals. What we think is one of the most important aspects of our lives. Next, how we communicate these ideas makes them clear and persuasive or non-effective. If you are in the B2B industry
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Manufacturing & Brand Awareness

The most strategic manufacturing companies know that brand awareness is the key for more sales. Having space in the minds of the target market is a powerful marketing tool. The biggest asset that is gained through brand awareness is trust. First, there has to be multiple opportunities to see your brand in different spaces. What may come to mind are the different ways to advertise traditionally like magazine ads, product placement, and other standard advertising options. Has your company considered thought leadership? Thought leadership can demonstrate to your target market what the company is really about. It takes brand awareness to the next level because it demonstrates the facts moving
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E-newsletter How-to for a CPA

If you have been thinking about producing an E-newsletter, you probably have some important questions to ask. Thoughts ranging from content, where to start, and spam probably comes to mind. In this post I cover these topics and more. If you have not read my last post on “Why” here is the link: Accountant Benefits for E-newsletters. Where to Start To start-off you don’t need to have everything about your online marketing in order. Hopefully you have a website and your e-mail contacts of clients and leads. I like to start with thinking about these individuals. What are their interests and needs concerning content? Start the process of by brainstorming
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Accountant Benefits for E-newsletters

Accountants are important to our businesses because we trust them with our finances. We need their help and guidance so that we can focus on making our business successful. Accountants also have a lot of useful information on how to save money! Things are always changing with government and finances and a good accountant will keep their clients up to date on these changes and how to take advantage of an opportunity. If you are an accountant or CPA, how often do you get the opportunity to share this kind of information with your clients? Is it only when they call you with a question? Is it maybe every four
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Intel iQ & Marketing Objectives

Why do we read our favorite blogs?  This series is about how Intel plans to meet its current marketing objectives and what this might mean for other technology-driven companies.  Why do we read our favorite blogs? We read them because the content falls in line with our interests or needs.  We are driven by curiosity, pleasure, business, or all three! Intel’s digital magazine website IQ caught my attention for these reasons.  While I tend to be more interested in art and storytelling, I know that there is a powerful link between science and innovation. Intel IQ has leveraged its employee culture and interests into content curation that educates and entertains.
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Visual Storytelling from Chipotle

Is there a benefit to entertaining while educating?  Chipotle thinks so!  As I was writing this series, Chipotle’s website was updated time and time again with more interactive features.  Chipotle is always finding new ways to use more visual storytelling.  What is visual storytelling?  This post will cover why it is important and how Chipotle has used visual storytelling in its website design. Visual Storytelling The more that I learn about visual storytelling the more attractive it becomes for marketing purposes.  I have a love for drawing and graphic design but the issue is much more practical than my taste.  While researching the topic, I found that many famous authors
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Why Content Marketing?

Why choose content marketing?  In this post I describe some of the answers to this question and how they can impact your brand. Chipotle is a great example of content marketing. Here’s the back story: Chipotle takes a more organic, grass roots approach to marketing.  Much of the focus is on creating websites, videos, foundations, education, and memorable events. Chipotle’s CMO, Mark Crumpacker said that, “Chipotle was built on word-of-mouth marketing.  We’re focused on reigniting word-of-mouth marketing, rather than big advertising campaigns.”  This is interesting based on the standard marketing and advertising practices of the fast food industry. A Simple Idea CEO Steve Ells tells his story on the about
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Customer Centric Video-Chipotle

Why does Chipotle take video production so seriously? On Chipotle’s three main websites, there’s a strategy for Customer Centric Video. None of these sites are lacking a video on the home page. In this post I will describe how Chipotle uses video and why they use it so much. A marketing filter is anything that distracts or prohibits the audience from understanding and taking action. It can be poor information architecture on your website-placing important information deep in subpages. This would also be a time filter because the reader is more likely to lose interests the longer they have to search for information that should be right in front of
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What is Branded Entertainment?

What is Branded Entertainment? It’s the next big change in how we think about our marketing strategy. In this post, I describe how a brand can bring entertainment value to the table and meet company goals. Chipotle is a great example of an industry leader that thinks on its feet. There is so much to be said about doing things differently and providing value in the moment. Branded Entertainment is different. It’s not like a commercial-providing a 30second burst of temptation (fast-food commercials). It can bring as much value as your favorite TV show! In regards to creativity it is more about storytelling than selling. It’s non-interruptive because it is
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Chipotle’s Recipe for Online Presence

Developing and managing all of the facets of an online presence is not simple. There are so many questions that need to be answered in the planning stage. This post covers how Chipotle has tackled its online presence. There’s a lot of buzz around Chipotle right now. Much of it’s focused on the company’s Hulu series Farmed and Dangerous and on its successful Scarecrow animation. Behind each production Chipotle’s brand identity is infused into everything the company does, including its website. Let’s start from the foundation-brand positioning Chipotle’s most popular slogans: “Cultivating a Better World” “Cultivating Thought” “Food for Thought” I like Chipotle’s way of thinking. The wording is all
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Re-purposing your Content

If you are interested in content marketing for your brand (You are reading this post!) then you will be interested on getting the most out of your content. I like to think of it like finding the best way to invest your money in life. There are different ways that lead to different results. Content Marketing is becoming more and more popular with brands. The reason for this is simple. People are online doing research before they buy. This research includes an average of 10 sources before they buy. People are also online in general. Much of the time they are online it is for these 3 reasons: 1. To
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Researching & Content Marketing

Is your brand considering how to use the marketing budget? Your budget may include researching your target audience. With the right research, key insights may be gained that can increase profits. Everyone can agree that learning more about your target audience can turn into larger profits. The question becomes, “What is the best way to research?” Research can be costly and some research methods are going out of date. This post provides examples of projects not researched and it also provides examples of a few industry leaders’ current research methods. Not everything needs to be researched, but I will also share Coca-Cola’s new marketing budget and why they are making
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How CCO’s can use 70/20/10

How do you think about content marketing? Is it the mindset of having to know all of the answers before you start? Content 2020 says, “We need to declare learning intent upfront and celebrate both failure and success.” This quote caught my attention in Chapter 7 of content 2020. To “declare learning intent” is to approach content development as more about testing than having it all figured out from the start. This makes a lot of since; why not learn from your audience as you grow it?   70/20/10 Content Investment Model The model says that 70% of the content developed should be a normal fit for your target audience.
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Liquid Content & Storytelling

What is liquid content? Liquid content can connect your brand story across social media channels. It pulls your content and marketing messaged together with consistency and strategy per channel. This post provides examples of content development, creating with collaborators, and tracking the results. The Content 2020 video part 2 presents examples of how to make your content marketing adapt like liquid. Chapter 6 of Content 2020 is all about “Liquid Content”. Coca-Cola gives a definition for liquid content, “elements of content that move freely amongst themselves but do not become separated stories”. This addresses the challenge of posting content to different channels without it being the same content. If content
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Big Data Leads to Brand Spacing?

What kind of data is your brand collecting online? What kind of actions does your data analytics lead to? Depending on your industry the answer to these questions can be very different. Data results for Coca-Cola will lead to creating spaces in connection with its brand. This post acts as an introduction to data collecting and brand spacing. Chapter 5 of Content 2020 explains how Coca-Cola will use data as the starting point for its research. This chapter of the video describes how Coca-Cola needs “provocations that will lead to bigger transformational actions”. These provocative ideas will come from data, in this case big data. Big Data in Action Big
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Accountability in Content Marketing

There are many steps to content marketing. One is the content creation before the marketing. This can become even more complex if your content is produced off of live events like the Nike Girl Effect. This post will cover the questions that your brand needs to ask before planning a boots on the ground program and how it can affect your content marketing. Nike Girl Effect-Taking a Risk to Change the World Content 2020, Chapter 4 has a great statement, “Our brand stories must show a commitment to making the world a better place”. How will Coca-Cola do this? For each chapter of Content 2020, the video gives examples of
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Tell Your Story-Content Marketing

Why does telling your story matter? From a business perspective, the best answer is because your audience matters. If you can’t get the attention of your audience, you can’t sell. If you can’t hold the attention of your audience you can’t build an audience for future sales. None of this is possible without an intentional approach to storytelling. Content 2020, Chapter 3 is all about storytelling. It highlights how Coca-Cola will use different ways to tell stories about its brand. This information is very helpful when connected to the foundations of solid storytelling. This post focuses on 5 different ways to tell your story; it also focuses on best practices.
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Online Channel to the Max

What can your brand learn from Best Buy, Volts Wagon, and Tipp Ex? I believe that the answer is “a lot”. In this post, I describe why Coca-Cola looks up to these four brands. The short answer is that these brands have pushed social media platforms to the max. As a result these brands have found success and stand as an example for future content posted to these online channels. Content 2020-Chapter 2 There is a since in witch Coca-Cola is behind the curve (at the moment). Coca-Cola’s current marketing is TV centric and based on creativity alone. The brand is looking to change this by using content marketing to
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Coca-Cola’s Content 2020

What is Content Excellence? For the past few years content marketing has been growing in popularity because customer behavior has changed with the internet. Online marketing has created a 24/7 demand for meeting search needs. This post explains key information of Content 2020-Chapter 1. This chapter works as an overview of a content marketing chain of events that will bring Coca-Cola to its current goal. It is a start-to-finish road map of how Coca-Cola will operate its content marketing. This chapter is an introduction to a new way of thinking. It is a mindset of creating content that is always evolving. It is content that does not get stuck in
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