Today's marketer is aware of the importance brand personality, or how a brand is portrayed in human terms. Brand personality is becoming more important in both the B2B as well as B2C markets, as buyers are looking for a connection with the companies they buy from.
- 84% of buyers would prefer to be treated as real people and not just numbers.
- 82% want brand values that align with theirs
- 73% of respondents say that they are more likely to purchase if they love the brand.
You need a brand personality that is authentic and reflects who you are to build the emotional connection your customers desire.
Marketing Insider Group can help you evaluate your brand personality using the only measure that truly matters, your Hogwarts House.
The all-powerful Sorting Head can place human (or fictional wizard) students in the right places. It can also do the same thing for your brand.
We're not laughing here, but experts say that the Hogwarts Sorting Hat for personality traits is as accurate and consistent as the Myers-Briggs test.
Knowing your authentic personality allows you to be yourself and more authentically engage with others.
Your brand is a determined Gryffindor, or are you a courageous Gryffindor? A smart and intelligent Ravenclaw? A reliable and hardworking Hufflepuff Or an ambitious, shrewd Slytherin
Find out what you're about to discover!
The Content Marketer Sorting Hat — Which House Are You?
Gryffindor: Brave, Determined
Image Source: Wizarding World
Everyone wants to be Gryffindor. Gryffindors are Harry Potter's house. According to the official Wizarding World description, Gryffindors represent the most determined and courageous students at Hogwarts.
Gryffindors have the courage to face danger and are willing to challenge authority when necessary. Gryffindors stand up for the little guy and take the necessary actions even when they don't have the time.
These traits can be translated into brand personality and give you a competitive advantage. Why? Why?
Gryffindor brands are characterized by serious content marketing trailblazers who have made themselves well-known to everyone.
Let's take a look at some Gryffindor-esque content.
Red Bull is a brand that you can't think of when thinking about daring brands, especially in content marketing. Red Bull was the first brand to understand the importance of selling experiences and not products. They used their content as the primary avenue for doing this.
Red Bull knows how to make people feel, whether it's through engaging social media or in-person sporting events.
Red Bull is a great way to get wings.
It's easy to see Nike as Red Bull. Nike's "Just Do It!" slogan was synonymous with Michael Jordan and other world-class athletes in the 80s/90s.
We find Nike's recent emphasis on the possibility of greatness not only being born, but also possible to achieve. Even the "little guys" can achieve greatness if they work hard and put their best foot forward.
This message is crucial for building a relationship with customers. It tells customers that Nike is not just for superstar athletes, but also that it helps them to be successful (and that anyone can "Just Do It".
This is more evident than the "Find Your Greatness Campaign".
Gryffindor brands do not have to be about athletic prowess. AirBnB is an excellent example of how daring can come alive by simply creating new content. They not only flipped the traditional hotel business model on its head, but also made their content completely about their target audience.
How? Ask them to make it.
AirBnB pioneered user-generated content (UGC), which is now a standard for brands that want to connect with consumers. They asked customers to share their AirBnB experiences and then reposted the content on their brand platforms. This proved to be authentic and encouraged people to book their perfect AirBnB vacation.
Image source: Pixlee TurnTo
Alt-Text: An example of an Instagram post by AirBnB that highlights user-generated content. This helped them tremendously grow their brand.
Ravenclaw: Brainy, Wise
Image Source: Wizarding World
Ravenclaws are the smartest of the group. They are quick learners and use their wit to get through tough situations. They are knowledgeable and can add value to any discussion by sharing interesting facts or acting as an expert.
Ravenclaws are intelligent, but that's not their only advantage. They're known for being innovative, overachieving, problem solvers naturally, and charmingly eccentric. Ravenclaws are proud of their knowledge and will not compromise it.
This type of authenticity and confidence is crucial when we think about brands. This is what we call thought leadership. It's the brand that people trust when they need help or answers.
These are our favorite Ravenclaw brands:
Moz is an SEO software publisher that assists leading brands in optimizing their content. They decided to share their SEO knowledge with the world through Whiteboard Fridays, rather than keeping it to themselves.
Whiteboard Fridays, Moz's weekly YouTube video series with around 500 videos, covers SEO-related topics in order to help their audience improve their content performance. They simplify complex topics so that average marketers can understand them. Moz is not a specialist in technical SEO strategies, but makes them available to everyone.
The results? They are trusted more by people. They are the go-to expert. Moz is undoubtedly the top provider of SEO services for Whiteboard Friday viewers.
Ravenclaw is more than the dictionary. Merriam-Webster's social media content will convince you that reading the dictionary is boring. With #WordofTheDay and #WordofTheWeek interactive quizzes, they're making the dictionary more relevant for modern users.
They are even keeping up with Gen Z audiences that can be difficult to please (see the definition of "yet")
Ravenclaw brands couldn't be rounded without mentioning Google — Google is the authority on all topics a person might want to learn about. Have a question? Are you unable to recall an important fact? It's not a problem, just Google it. Google makes it easy for anyone to become a fact-spouting Ravenclaw, if they want to.
It is worth noting that Google's actual content can be just as useful as their search engine. Google Search Central's blog and website are full of resources that can help web developers and content marketers optimize their reach and performance.
Image source: Google
Hufflepuff: Hardworking and trustworthy
Image Source: Wizarding World
Hufflepuffs can be counted on to be your best friends. They are loyal, hardworking and humble and let their achievements speak for themselves, rather than shouting about them. They are on the right track — actions speak louder then words (in business school and Wizardry).
Wizarding World also claims that Hufflepuffs have the best snacks.
Image source: Giphy
The bottom line: People trust Hufflepuffs, which is a great trait for brands. Trusting a brand increases the likelihood of people making purchases, staying loyal, and recommending it to others.
Let's take a look at some Hufflepuff brand examples.
General Electric (GE), which is 130+ years old, has an advantage in terms of familiarity with the general public. GE has not stopped trying to use marketing to connect with its audience. General Electric Theater, a pioneering show that featured story segments and GE products between them, was a landmark in the 50s/60s.
Today, GE continues its content marketing savvy. They preserve the same trusted brand image that they have had for over a century and translate it into modern content that is relevant to their customers.
This is especially true for their GE Reports which share real-world stories of how GE products have made an impact across industries and geographical boundaries. In true Hufflepuff style, GE doesn't shout about its products or features but instead focuses on human interest stories that make customers want to choose their brand.
The end result is a feeling among the general public that GE is more than a brand.
Image Source: General Electric
John Deere, another trusted brand founded in 1890s is also a trustworthy brand that has been at the forefront of content innovation since its foundation. The Furrow was published by John Deere in 1895 as a way to share stories and advice on farming. It is now available in 14 languages and more than 100 countries.
The secret to The Furrow, like GE Reports is that it doesn’t push John Deere products. Its primary goal is to provide useful resources to their audience and build the trust that they will make a purchase.
John Deere has increased its use of UGC in recent years to show how customers are using their products. This further highlights their brand authenticity, and allows them to use storytelling, rather than advertising, to build their brand.
Image Source: John Deere
Marketing Insider Group
We didn't think that we would leave ourselves out of the Sorting Hat, did you? Marketing Insider Group may not be 100 years old but we are committed to providing the kind of consistent, reliable and high-quality content that you need to build your brand.
Each week, we publish five to six blogs on topics that matter to our target audience. These include SEO tips and how to create high-value material to templates and examples. We aim to provide full-scale content services for our clients that generate leads and increase search visibility.
Source: Marketing Insider Group
Slytherin: Shrewd, Ambitious
Slytherins are often criticized for having too many dark wizards in their homes. Although they are often called troublemakers, this is a misinterpretation of the true nature of a Slytherin. Slytherins, in reality, are intelligent and ambitious. They're smart enough to keep one step ahead of their competitors.
They tend to keep their cards close and have a darker sense humor. This may seem like trouble to some, but it is actually a benefit for Slytherins in most situations.
Slytherin characteristics translate to brands' edginess. They are willing to produce content that is innovative and controversial. Slytherins are not afraid to take on the competition and show why they're better than the rest.
Slytherin-esque brand content, however, is fun and engaging because of its unapologetic style.
Here are some examples.
Dollar Shave Club
Dollar Shave Club's first commercial was a huge success. It poked fun at direct competitors and also included some political incorrectness. It immediately caught the attention of everyone.
Their business model and the advertisement were both risky, but they succeeded because they directly addressed a problem in razor markets and it was a problem that consumers could relate to: brands charging too much for frills that their customers didn’t need.
Dollar Shave Club's website crashed the day after the ad was launched. The company was then acquired by Dollar Shave Club in 2016 for an astonishing $1B.
Apple is the clear leader in the tech market. They've also managed to maintain a bad reputation. This is partly due to the fact they have never been afraid of stating outright that their quality, capabilities and style are unmatched.
The comedy of Mac vs. PC was a great way to do it. It made traditional PCs, and Microsoft especially, look old-fashioned and slow.
Last, but not least: We think Spotify is a sure Slytherin because of the smartness they display in competing against the likes Amazon and Apple — without having to rely on the massive platforms.
Spotify is now the preferred music streaming service. This is due to their focus on personalization. Spotify Wrapped campaigns are a great example of this, where playlists are automatically created for users based on the top Spotify listens.
Spotify Wrapped's real success lies in its shareability. It encourages users share their Wrapped playlists via social media. This earns it 60 million shares annually, which will undoubtedly bring new users and reengagement from those who already use the service.
This is a great example of Slytherin resourcefulness.
Tech Crunch – Image Source
What's the point?
Although this article was written with a lot of humor, it also teaches brands a valuable lesson from the Sorting Hat — that brand personalities are not the same. That's what makes content marketing so successful.
Content is not about any one trait or personality. It's about knowing yourself and being true to your strengths in the content that you create.
This is one way to think about your brand within the context of the four Hogwarts houses. It's also a fun way to discover new ways to show those qualities to your customers.
Which Hogwarts House are you? Let us know in the comments
We are a leading content marketing agency that helps companies like yours reach, engage, and convert quality leads. To learn more about our SEO Blog Writing Service, or to schedule a consultation with me to get going, visit my website.
The post Which Hogwarts House are You? Marketing Insider Group's Content Marketer's edition was first published.
Frequently Asked Questions
What are the seven steps of an internet marketing strategy.
Internet marketing strategies are used for achieving business goals using online media. The seven main steps include planning and research, implementation, monitoring as well as analysis, optimization and evaluation. Each step is vital for successful internet marketing and should all be completed regularly.
- Planning – This step involves identifying your target audience and developing a plan for how you want to reach them. It is important to consider who may buy your product or service, and what it costs.
- Research helps you understand your customer's needs and interests, so you can determine which products or services best match their expectations. It also gives you valuable insights into popular trends and consumer behavior.
- Implementation includes choosing a platform (e.g., Facebook) and determining where to place your ads. After you have chosen the platforms that you want, make sure they are properly set up. Also, consider whether to pay per Click or spend money advertising.
- Monitoring – This allows you to monitor your efforts and determine if they are succeeding. Use analytics tools like Google Analytics to track traffic flows, conversion rates, and customer demographics.
- This allows you to compare results to benchmarks or previous performance levels. This step will help you to identify areas that are underperforming.
- Optimization – Optimizing the site is about making improvements to make it more attractive to visitors. You might add new features, or alter the way users navigate to your site.
- Evaluation – Evaluating your progress lets you see how well your campaign performs. Is there room for improvement? If you don't, then you have probably reached your goal. However, if there are still issues that need addressing, then you'll need to evaluate again.
What are 3 examples in internet marketing?
Internet Marketing can be described as a broad term that covers online activities to promote products and/or services. Internet marketing can include email marketing, social media marketing and search engine optimization (SEO), as well as pay-per-click marketing (PPC) and website design.
It is important to understand that these terms don't necessarily imply that you need to spend cash to make money. There are many methods to generate income, and you don't have to spend any cash. The return on each investment will be greater if you make more.
Email marketing is the most widely used form of internet advertising. This involves sending emails out to potential clients, informing them of your business and any new offers.
Another popular way to market is via social media. Facebook, Twitter, LinkedIn and LinkedIn allow users to interact with friends and families and share information. These sites offer businesses a great opportunity to interact with clients and increase awareness about their products or services.
Search Engine Optimization (SEO), a technique to increase website visibility in search engines, is called Search Engine Optimization. Webmasters can increase their site's traffic by improving the quality and quantity relevant backlinks.
Website design refers to the art of creating websites that look good and function well. Website designers determine the style and layout of a website. Website designers also make sure the website conforms to technical specifications and meets accessibility standards.
Advertising known as Pay Per Click (PPC), is where advertisers place bids on keywords that relate to their products or services. Advertisers only pay for clicks on their ads. PPC ads typically appear at the bottom or top of search result pages.
What is eCommerce marketing?
Ecommerce marketing is simply online shopping. It's the act of selling products via the internet. This includes purchasing goods from companies, and then selling them via the internet. If you are an individual vendor, this includes selling on eBay. You might also own a business where you sell products for profit. Selling items online is the key to making money.
Here are some additional details on eCommerce marketing:
The first step in creating a successful eCommerce site is to identify the type of products that you are looking to sell. Then, you should decide whether you want to offer only one item (like a book) or multiple kinds (such as books and DVDs).
Once you know the product you offer, you will need to find a supplier. A supplier is a company that makes and sells the product you want to sell. For example, if you wanted to start selling greeting cards, you'd need to find a supplier that made and sold greeting cards.
After finding a supplier, create a website to showcase the products and allow buyers buy them. Some suppliers provide templates you can use; others require you to design your template. Once your website is up and running, it's important to market it in order to get visitors. This means posting articles on blogs and forums, advertising on websites like Google Adwords, and sending emails to relevant contacts.
You have many options when it comes time to promote your eCommerce business. These include email marketing, search engines and social networks.
- Email marketing is a good choice for most businesses. It's cost effective, easy to use, and delivers great results. It takes time and effort to generate high quality leads.
- Search engine optimization (SEO), is a technique that improves a website's ranking for certain keywords. This is usually done by link building which improves pages ranking in search engines.
- Promoting businesses is becoming more important through social networking sites such LinkedIn and Facebook. These sites are used by many people every day to connect with their family and friends. Posting interesting articles on these sites can help you reach thousands of potential customers.
- E-commerce marketers can also use mobile apps to their advantage. People love using their smartphones and tablets to shop. Apps allow you to reach customers from anywhere.
eCommerce is now a major business. There are many ways to promote your business. Make sure you choose wisely to reap the rewards of eCommerce marketing.
What is an example search engine marketing?
Search Engine Marketing (SEM), is an essential component of digital marketing. SEM covers paid search engine optimization (SEO), sponsored links, display advertisements, paid inclusion and social media marketing.
Are there any dangers associated with digital advertising?
Yes, digital advertising is fraught with dangers.
Protecting your online reputation is the first thing you should do. Be careful about what and how you speak on social networks.
You must also ensure that your content is original and doesn't infringe upon any other intellectual property rights.
If you don't monitor your online presence, you could lose control of your brand image.
If someone uses your information without permission, you could be at risk of identity theft.
How to Protect Your Online Image
- Pay attention to what you post on social networks
- Ensure All Content Is Original And Does Not Infringe On Anyone Else's Intellectual Property Rights
- Monitor Brand Image
- Use strong passwords
- It is best to not divulge personal information without consent
- Notify us immediately of any unauthorized activity
- Don't Post Photos Of Yourself Or Others In A Disturbing Way
- Never Give Out Your Social Security Number
- Keep up-to date with the latest news
- Avoid Scams
- Secure Password
- Always Be On The Lookout for Updates
- Don't Share Too Much Information
- Don't give out your credit card number without being vigilant
- Do Not Send Money Through E-Mail
- You can check for fake websites
- Remember That Bad Reviews Can Hurt Your Business
- You should regularly check your credit reports
- Pay attention to your privacy settings
- Ask someone who is familiar with you before sharing your thoughts.
What are the five main marketing concepts?
These are the five marketing concepts:
- Branding: A brand is a person's image. It is what people think of when they hear your name. You must create a consistent brand identity across all media.
- Positioning – Your positioning is the way you position yourself in your market. What does it mean to be who you are and why should people care?
- Message – This is your message's content. What is your point Why should someone buy from you?
- Marketing mix: This combination of channels and pricing to get your message across to your target market.
- How do you measure success?
What are some direct-marketing examples?
Direct Marketing Examples include postcards, brochures, flyers, e-mails, etc.
Direct marketing allows you to reach people wherever they are. It is the best way to reach customers who already prefer your product or services over others.
Know what type of message would be most appealing to your target markets.
Find out what your customer needs, then provide it.
Direct marketing can be used for many reasons. You could send potential customers catalogs or advertise in local newspaper.
A unique mailing list can be created from your existing customers. You can easily add new subscribers to your list if you have a good contacts database.
Ask current customers if their would like to receive promotional materials. Special offers may be offered by some companies to get discounts.
- Companies that use personalization are seeing revenue increases ranging from 6-10%. (blog.hubspot.com)
- In 2017, 34% of marketers cited co-branding as the most effective way to increase the number of email subscribers. (influencermarketinghub.com)
- This allows us to deliver CPCs that are 80% less than average and CTRs 4-5 times higher than average. (marketinginsidergroup.com)
- According to statistics, 60% of online shoppers worldwide actively search for coupons before purchasing from a virtual shop. (influencermarketinghub.com)
- From 2020 to 2022, eMarketer predicts that digital marketing will grow by 36% and take up 54% of marketing budgets! (marketinginsidergroup.com)
- SEO Learning Center, Moz
- [Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months – Moz
What's your marketing strategy?
Have you ever heard the expression “If you build it they will come”?
Well, you're wrong.
Building something does take work, but it's not enough to attract customers. Internet Marketing Principles are necessary to reach your target audience in order to grow your business.
Internet Marketing Principles is a set of guidelines used by marketers for creating websites, blogs or email campaigns that generate leads and sales.
You can sell handmade jewelry online by learning these Internet Marketing Principles.
Here are some examples from Internet Marketing Principles.
- Content is king. You need to create compelling content. Copying other people's content will cause you to lose credibility as an information source.
- Trust builds trust. People prefer recommendations from friends and relatives to Adsense. Make sure you're trustworthy when recommending a product.
- Remember to be personal. People prefer to communicate with people, rather than robots. You want your website to look real and not robotic.
- Offer value – People don't give away anything unless they feel they are receiving something worth their time. For their contact information, give them something for free.
- Storytelling is a powerful tool for connecting with your audience. They allow you to tell your story and make connections with your audience.
- Giveaways – Give things away to spread brand awareness and build loyalty.
- Using call-to-action buttons is important because they prompt users to take action.
- Test everything – Testing is critical to ensure your website works properly before launching it live.
- Keep it simple – Simple is often better than complex. Keep it simple whenever possible. Your website will be easier to manage and update if it is simpler.
- Set a clear goal. This will make it easier for you to measure your results.
- Measure everything – It is essential to track your progress toward your goals in order to improve your marketing efforts.
- Concentrate on conversion. Conversion means that you convert browsers into buyers.
- Get feedback. It will allow you to improve your marketing efforts.
- Track results – Tracking your results lets you identify areas where you could improve.
- Repeat – Repetition creates momentum.
- Optimize your marketing efforts. Optimization is a way to ensure your marketing efforts are effective.
- Stick to your guns – Consistency will keep your brand's name recognizable.
- Reward yourself. – Rewards encourage you to keep going.
- Learn from other people – This is one way to avoid making the exact same mistakes.
- Never stop learning.
- For sustainable growth, you must think long-term.
- Trust your gut instincts – Sometimes your intuition can be the best tool to guide you through your life.
- Every day should be treated as a test. Although mistakes are inevitable they teach us lessons that we wouldn’t otherwise know.
- Know your strengths and weaknesses. This will help you to overcome obstacles.
- Don't be discouraged. Everyone fails at one point or another. But don't let failure discourage you. Try again.
- Take risks – Sometimes taking risks is necessary in order to move forward.
- Enjoy the journey – Enjoying the journey is essential to living a happy life.
- Be passionate – Passion fuels motivation.
- You must be true to who you are. This is key to building trust and relationships.
- Know thyself – Self-knowledge is essential to self-improvement.
- Find your tribe – It is important to find a supportive group of people who are like-minded.
- A vision board is a tool that helps you visualize your future.
- Ask questions. Questions lead to knowledge.
By: Erin McShea
Title: Which Hogwarts House Are You? Content Marketer’s Edition
Sourced From: marketinginsidergroup.com/content-marketing/which-hogwarts-house-are-you-content-marketers-edition/
Published Date: Thu, 16 Mar 2023 10:09:26 +0000