The world has fallen in love with their smart phones and tablets. People talk about having an emotional connection with their devices. The iphone 5 promo video described it as a “unique relationship”.
Keith Nation from ORM London says this is because: “They are always on you and they are always on”. American advertising consultant Cindy Gallop said at a recent Guardian marketing summit that: “People turn on their phones all the time to get little pellets of love. They want to see that people want to be in touch with them”.
Our appetite for all things mobile is insatiable. Technology research firm Gartner estimates that 70% of devices sold worldwide in 2012 will be "smart devices" (smartphones and tablets). It predicts a total of 1.2bn smartphones and tablets could be sold worldwide in 2013 and forecasts a staggering 39 million to be sold by 2016.
Content marketing is more than the latest buzz word. Done brilliantly it can be a powerful and versatile tool that will engage, educate, influence and importantly win you new business.
With pay-per-click ads on Google eating more of your budget perhaps it's time to rethink and invest in content marketing.
Here I have selected some of my favourite B2B examples that can inspire you to rethink your own content marketing strategy.
Recently, I looked at how respondents to our Content Marketing Survey Report are measuring the results of their content marketing efforts.
Following on from this, I thought I'd provide some insight into the content marketing objectives for the blog, the metrics we look at to measure success, and the lessons we learn from them.
Content marketing was high on the agenda in this week’s Changing Advertising Summit hosted by the Guardian.
We know that it’s nothing new and that brands, companies and charities have been doing it for years.
But this week the great and good of marketing, advertising and digital (from both sides of the Atlantic) agreed that content marketing has become a discipline in its own right.
Journalists and news creators, who by nature are at the top of the social news cycle, as well as content creators for brands that offer value to their communities should be aware of these six great tools.
As part of my role here at Econsultancy as Content Marketing Executive, I was immediately immersed in product demos and in-person meetings for new products in the burgeoning social web discovery space.
Here are six immediate standouts from the pack that I feel other content marketers should be using and why.
A couple of weeks ago I was on a panel to discuss the role of content marketing to coincide with the release of Econsultancy’s Content Marketing Survey Report.
I was principally there to represent the publisher’s side of this new approach, but one comment I made seemed to cause a stir. It was: If you’re struggling to find a separate budget for content marketing, you could rename your SEO department to ‘Content Marketing’, rather than set up a new cost line.
It might then be easier to gain investment for the new discipline, because you’re not setting up a whole new department. I’m sure if you read this article, we’ll come to some agreement.
Sunday saw Felix Baumgartner pass the speed of sound as he broke a 52-year-old record for the highest recorded parachute jump.
While the act in itself was highly impressive, of interest to marketers was the way Red Bull achieved major exposure for its brand through this feat, making the headlines internationally and having eight million people watch the jump live.
The jump was not simply good PR, but something more. It was great content marketing, something that will become increasingly important, according to the recent Econsultancy/Outbrain Content Marketing Survey Report.
Here are some lessons we can take away from the jump.
Mark Schaefer is the author of two best-selling books on social media and the opportunities and challenges present for brands and individuals online.
The Tao of Twitter was self-published in 2011 (Updated in 2012), and Return on Influence followed in March 2012, published by McGraw-Hill Professional.
We caught up with Mark while he was in the U.K. promoting Return on Influence and spoke about content marketing, influencer tracking tools and more in this two-part series.
Making new friends and building new relationships when you are an adult is not easy. Anyone who has ever moved house, city or job can testify to this. There are reams of advice columns in magazines about how to do it.
Even the New York Times covered the topic in an article it published this summer. One interviewee stated she had a friend for every segment of her life.
Your website can use this basic principle to make new friends and keep them too. Designing, personalising and segmenting the content on your site for each user allows you to build a relationship with them that will last.
Content marketing is a voracious consumer of content. Where do you find yours?
We get this all the time.
A company will approach us to talk about B2B content marketing (which we love, by the way) and we'll ask what content they have already.
"Nothing," they say, "We don't have any content."
In our experience, this is... how do I put this... not true.