2016 OTTAWA’S
MARKET LEADERS
“The road to success and the road to failure are almost exactly the same.” — Colin R. Davis
— SPONSORED CONTENT —
The horsepower your content marketing strategy needs Tell a compelling brand story with OBJ360 TELL YOUR STORY WITH A VETERAN TEAM
Content is king – but do you have the time and expertise to create and deliver a steady stream of crisp and polished material – in print, online and through social media? That’s where the team at the Ottawa Business Journal and Great River Media come in, with OBJ360. “Who better to help you tell a story that will drive new business to your door than a local and respected media brand that has been serving the business community for over 20 years?” said Michael Curran, President of Great River Media and Publisher of the OBJ. “Our team is expert at combining great content with integrated marketing programs, across multiple formats.”
CREATING COMMUNITY DIALOGUE: THE OTTAWA BUSINESS GROWTH SURVEY
Just last week, OBJ, in partnership with the Ottawa Chamber of Commerce, Welch LLP and Abacus Data, released the second annual Ottawa Business Growth Survey. This initiative has redefined and dramatically expanded the staid business confidence survey with a multidimensional analysis of local business sentiment, market challenges and expectations, and perspectives on regional economic development and the impact of public policy on the business community. With its partners, OBJ has levered this survey into an annual magazine, a signature breakfast event that draws Ottawa’s community and business leaders, and a video series.
Content marketing by the numbers “The OBJ team was above all else professional and enthusiastic.” — LORI MELLOR, EXECUTIVE DIRECTOR, PRESTON STREET BIA
Now, consider what this same team could do for your business, to create an event, publication or other multi-faceted marketing campaign.
GIVING A FACE TO PRESTON STREET: #PEOPLEONPRESTON
This horsepower proved invaluable to Lori Mellor, Executive Director of the Preston Street BIA. Preston Street relies on a steady stream of visitors from outside this vibrant core neighbourhood. It’s a marketing challenge to stand out from big box stores in the ’burbs and convey the area’s unique charms. In 2015, the OBJ team delivered a digital marketing campaign that combined web, search and social media called #PeopleOnPreston. “We liked the concept because it helped distinguish us as family-run, owner-in-store businesses,” Mellor said. “The OBJ team was above all else professional and enthusiastic.
We needed the young minds on its team, their experience with social media, to help us build our own strategy.” The campaign featured portraits of 75 people who live, work and play on Preston Street. Merchants and patrons alike got to tell their own brand stories, in their own words, and explain why Preston Street is a destination in Ottawa like no other. Tens of thousands of people read, Liked, shared, commented and came to the BIA website to learn more.
CAN OBJ360 HELP YOU?
“It was turnkey,” Mellor said. “We just handed over to OBJ all we needed done – social media, newsletters, website – they handled it all for us. When you have a small staff you need to be able to outsource this kind of thing to someone you can trust as a partner. We trust Great River Media – its team delivers 110 per cent.”
94%
WILL DO ONLINE RESEARCH ON YOUR COMPANY
70%
WOULD RATHER FIND OUT ABOUT YOUR COMPANY FROM AN ARTICLE THAN AN AD
10
B2B BUYERS MAY CONSULT AS MANY AS 10 SOURCES BEFORE MAKING A PURCHASE
obj.ca • Monday, June 6, 2016 • Page 11
To learn more about how OBJ360 can drive your business, call 613-238-1818 x268.
It’s no longer enough to just offer a product or service. To draw prospects through your sales process, you need to provide them with valuable content that establishes your thought leadership in your market space. This is content marketing. The goal is to build trust in your name, raise awareness of your brand, and create positive sentiment that will incent consumers to choose your business when they are in the market for the kinds of products or services you offer.