Author: Tessa Wegert

Tessa Wegert is a freelance writer, content developer, and veteran marketing strategist specializing in digital media. She manages marketing and communications for Enlighten , one of the first full-service digital strategy and services agencies serving such brands as Bioré, Food Network, illy, and Hunter Douglas. Her articles have appeared in USA Today, Marketing Magazine, Mashable, and ClickZ.com . You can follow her on Twitter at @tessawegert.

By tessa-wegert published December 8, 2013

Use Hashtags More Effectively in Your Social Media Content: 4 Tactics

burts bees hashtagsIf the hashtag possessed the ability to feel, it would surely have an identity crisis. It’s been mistaken for a number sign and a pound sign. It also bears an uncanny resemblance to the sharp sign in music, as well as a Chinese character that describes an ancient system of distributing land.

Yes, life for this humble metadata tag would be mighty confusing. As it happens, hashtags can be confusing for content marketers, too. We know we need to use them, but what’s the best approach? Facebook’s recent decision to support hashtags (users were already able to include them in status updates, but they weren’t clickable) has upped their cache in social media content. As an integral part of social and content marketing platforms like Twitter, Facebook, Instagram, Pinterest, Tumblr, and Google+, hashtags represent an important means of digital marketing and communication.Continue Reading

By tessa-wegert published September 20, 2013

3 Ways to Combat Branded Content “Blindness” in Your Audience

stand out with valuable branded contentThe secret is out: Content marketing is instrumental to modern branding success. Branded content has transformed the way we market our products, affecting not only the look and feel of advertising, but also shifting the consumer’s perception of what brands have to offer beyond their tangible wares. To a degree, branded content has become synonymous with delivering value. We use it to dispense useful, interesting, entertaining digital information to a content-hungry audience of consumers.

But there’s a problem. Content marketing is becoming too popular. It’s so prevalent now that its efforts are cluttering up the web. Consumers are being bombarded in much the same way as they were 10 years ago, when banner advertising had started to take off. One of the advantages of investing in content is our ability to differentiate ourselves from our competitors; but increasingly, our competitors are doing exactly what we are. How, then, are we to continue to attract a crowd? What can we do to maintain our audience’s attention and mitigate the risk of “content blindness?” Continue Reading

By tessa-wegert published May 30, 2013

3 Tips for Successful Content Marketing on Tumblr

tumblr fan art

My Little Pony fan art on Tumblr

By now, you’ve probably heard all about Yahoo’s acquisition of Tumblr and what this might mean for branded content marketing. Naturally, the internet company’s prime objective is to monetize the popular blogging and social networking platform, and Yahoo CEO Marissa Mayer has discussed plans to keep advertising “tasteful and seamless.”

Regardless of what happens to the newly acquired platform from an advertising and financial standpoint, Tumblr will surely place a priority on retaining its viability as a content channel through which brands can tell a story and connect with consumers. That’s what Tumblr’s all about: It’s a place to showcase content, and a place to share it. It’s a virtual display case for creative types, and an ever-expanding catalogue of visual art. Tumblr’s users know good photos, animated GIFs, and blog posts when they see them, and won’t hesitate to broadcast your content far and wide — if you can master the platform to ensure your branded work is what they’re looking for.Continue Reading

By tessa-wegert published May 5, 2013

3 Brand Storytelling Tips for Winning with Webisodes

Beautiful news tv redhead woman on 3d displayThink of web television as a nuclear family. It all started with TV — the traditional type. Along came the web, which, in many ways, was TV’s polar opposite: interactive, responsive, progressive. As much as TV was about tradition, the web was all about change. Continue Reading