A lot has been written about brands as publishers. Let's face it, to get it right requires planning, investment and the operational agility to react in real-time to breaking news as it happens.
However, the returns can be more than worth it, as a growing list of examples shows.
Becoming a ‘brand newsroom’ isn’t just a trend amongst the big companies either. Whilst there are plenty of big consumer brand examples, smaller brands, B2B companies, non-profits, and public sector organisations are also aligning their marketing and communications plans around content creation and social media.
If you are wondering if you should take the plunge, or have already jumped, the five tips below will help you get the most out of your strategy.
As more and more businesses, from multi-national brands to one-man-bands, continue to embrace content creation and content marketing as an effective tool to engage and embrace with their customers, we are now living in a world of Fast Moving Consumer Content (FMCC).
Those brands and businesses that understand, and adapt their marketing efforts to accommodate the continuing, insatiable consumer demand for content, the more successful they will become.
We've already rounded up lots of our case studies, articles and reports on social media and ecommerce, now it's time to do the same for content marketing.
Here are 70 or so of our articles on content marketing best practice, interviews with the experts, lots of stats, and our reports on the topic.
Last week, I sat down to find a battered, browning booklet perched at the end of my desk.
Slightly confused, Sean (our content guy) explained to me what it was doing there.
“It’s an example of content marketing” he said. “I found it at a car boot at the weekend”.
Fair enough, but this doesn’t look like the type of content we all know. First off, it’s physical. I can hold it! Smell it! Feel it!
It got me thinking, what were they doing in the 1940s that we can take with us today?
South-East Asia is alive with opportunity.
Phenomenal economic growth coupled with a rapid spread of access to the internet and proliferation of mobile devices means that it's a region hungry for content.
But despite massive growth and enthusiasm for social media and content, surprisingly few organisations are grasping the opportunity to engage with the incredible number of predominantly young, tuned-in people across the region.
For this reason, Econsultancy’s new best practice guide on content marketing in South-East Asia highlights not only the opportunities for organisations, but also best practice they should follow to maximise their chances of success in this area.
Today’s changing digital landscape is forcing organisations to re-evaluate their media strategy as the lines between paid, earned, and owned media become blurred.
It’s crucial for marketers to find more cost-effective and coherent means of engaging with consumers, and that’s why content marketing has quickly become a key part of any organisation’s marketing mix, today used by nine out of ten marketers.
User generated content (UGC) is not a new concept, but for digital marketers, UGC has never offered as many exciting possibilities for engaging with consumers and building brand loyalty.
With the recent billion dollar acquisitions of content companies like Instagram and Tumblr, tech giants are further demonstrating the immense value of content today,and the opportunities are apparent for marketers.
In a January 2013 Econsultancy/Adobe report on digital marketing trends, over 700 digital professionals identified content marketing as the single most significant trend in marketing today.
Content, in short, is king, so it’s incumbent upon brands to make good use of it.
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.
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.
The SEO world is abuzz following the release of Penguin 2.0, though there have been several updates to the algorithm since it launched in April 2012.
The release took place on 22 May, 2013 with additional changes and tweaks likely to take place over the summer months. You can watch the video for yourself below, but, as well as investing in quality content, one of the key phrases that was of considerable interest was this from Matt Cutts:
We are trying to detect when someone is an authority in a specific space and trying to make those authorities rank higher.
So the question that marketers need to ask themselves is ‘How do you create an Authority brand online?’ It’s time online marketers replaced this question over their traditional ‘how do I get to the top of Google?’
Create an authority website, full of interesting content that your target customers want to read and share and you will be rewarded by Google. But not just by Google, but by your customers too.