Online giving is growing, and year-on-year the role social media plays in fundraising and marketing increases.
Online, particularly social, is already important, with 47% of Americans learning about a particular cause via an online channel.
Trevor Neilson of the Global Philanthropy Group states, “in the next two years, social media will become the primary way that Americans give money to charity.”
So with online proving so important, who is doing what with content online in the charity sector? Here are three organisations with quite different approaches, detailed in Aegis Media and Social Misfits Media’s new guide to social and content for charities.
In October 2012 Econsultancy ran a survey which found that 90% of brands felt that content marketing would become more important over the following 12 months.
One year on it is hard to argue against the fact that content marketing is now among the most important trends in digital.
However when we published the Content Marketing Survey Report with Outbrain, just 38% of respondents had a defined strategy in place.
That is likely to have changed by now, however just to add more weight to the argument in favour of this discipline I have rounded up six case studies from various brands that have seen real results from content marketing.
Hearty congratulations are in order in light of a big milestone that the Econsultancy blog team has reached, having for the first time surpassed 1m page impressions in a calendar month. Not bad for a niche B2B publishing operation!
That said, we don’t create content simply to generate page views. The blog team contributes so much more to our business. I shall explain why.
A recent study found that only about a third of Fortune 500 companies maintain a blog, a statistic that I find perplexing, so I thought this might be a good time to remind ourselves – and you, dear reader – of why we blog, and what it’s doing for us.
Despite its reputation, Mail Online is the world’s most popular online newspaper, which must also make it the world’s ultimate guilty pleasure.
Often those who visit the site are dubious about the news value, yet the images of half-dressed celebs and salacious gossip keep them coming back for more.
The Mail has perhaps been forced to adopt this model as it needs to chase pageviews above all else in order to maximise its ad revenue.
The only other realistic option is to duck behind a paywall, but it’s not difficult to find celebrity gossip elsewhere on the internet, so it’s doubtful that this would be a profitable strategy.
But is the Mail’s enduring popularity something that brand marketers can learn from?
I took a look at its content strategy to find out...
It’s the summer. Medialand is on holiday, and even if you are at work there is a holiday feel around.
It’s harder to get hold of the right people, the decision makers that are required to input into your digital marketing. It’s a time, ideally, when marketers are under a little less pressure than normal.
Content marketing has definitely become something of a digital marketing buzzword, but the basic principle of creating interesting content to attract customers and improve search rankings is still valid.
A good example of this comes from The Met Office, which recently implemented a new content strategy as part of its plan to boost ad revenues by attracting more visitors.
As a recognised weather service the site was already pulling in an average of 4.5m unique monthly users, peaking at 6m in busy periods, but the digital teams felt that it could improve on this number by producing more targeted content.
To achieve this The Met Office began working with a new analytics platform to gain a better understanding of visitor behaviour and improve its content plan.
The Guardian, traditionally seen as a 'UK news' organisation, has controlled the US news agenda over the last week with a story about an NSA leak.
This post looks at some of the Content Strategy decisions behind this success.
It’s everyone’s favourite time of the week – the big reveal of the finest digital marketing infographic we’ve seen in the past few days.
This time it’s a beginner's guide to content marketing from Demand Metric.
It shows that 90% of organisations currently undertake content marketing and on average they spend more than 25% of their budget on this channel.
Furthermore, 80% of marketers believe custom content should be central to marketing work and almost two-thirds (62%) of companies outsource their content marketing.
Evergreen content can drive plenty of the right kind of traffic to your website over the long term. It is one of the best returns on your investment into content, as it is a gift that keeps on giving, and should be a key part of your content strategy.
In this article I’m going to try to outline the strategic value of evergreen content, to help you understand exactly what makes something long-lasting, and I shall provide a few pointers on what works (and what doesn’t).
First, let's answer the question. What is evergreen content? Simply put, it is the kind of content that does not grow old quickly. Think about how to guides, and other reference material. Evergreen content is often useful, and it doesn't need to be updated too often.
Let's start by looking at an example...
When it comes to the Connected TV landscape, it truly is a wilderness out there.
Change in how we’re consuming media provides tremendous opportunity for both publishers and content creators looking to reach audiencea.
However, platform fragmentation and a myriad of technical and business constraints ensure that it’s never been so easy to get lost in the cost and complexity.