We are in the age of the customer, a time where technology is changing the way customers engage with our brands.
In each industry vertical, many competitors are taking advantage of the continual emergence of new channels, platforms and touchpoints. Through these touchpoints, relationships are established and nurtured, in turn, engagement and loyalty is increased.
At each touchpoint is some form of content, so the only way to compete in the age of the customer is to evolve with a content marketing strategy.
The end of last year saw Forbes comment that “brand marketers who develop focused content plans with clear objectives in 2013 will reap the rewards that content marketing can deliver for many years to come”.
Certainly 2013 has so far seen a variety of how-to guides explaining the key considerations for successful content marketing campaigns.
However, the reality of mounting a content marketing strategy is often different to the theory.
Lately it seems like content marketing is all people are talking about. B2B marketers however, don’t always see themselves as getting a slice of that pie.
It’s true that B2B content marketing has unique challenges: it can be hard to get a conversation started (let alone shared) by business customers or to create viral appeal (usually pathos-driven human interest angles).
But just because you're B2B doesn't mean you can't be one of the cool kids.
Modern marketers have to juggle many disciplines and wear many hats in order to succeed.
You may have heard of the T shaped marketer and even the Pi shaped marketer, but now it’s time to embrace the Psi shaped content marketer for digital success.
It isn’t the first time SEO has been squared up against another discipline as if they are in opposition with each other.
I’m sure you remember this post in Smashing Magazine, The Inconvenient Truth About SEO, where a deep misunderstanding of what SEO actually is, expressed itself as a diatribe against the industry.
I see posts like this, albeit not quite as high profile, popping up all the time.
The combination of understanding the modern day purchase funnel and facilitating a comprehensive content marketing strategy is the key to building brand loyalty in the age of the customer.
Being heard in the noisy age of the customer equals engagement opportunity, and engagement leads to conversion.
Marketers want various goals out of a content marketing strategy, such as; awareness, retention, acquisition and lead generation, but all digital roads lead to Rome and Rome is revenue. So what is there to understand and where do we start?
In an online world, publishers need to become retailers, and brands should think about becoming publishers.
Here are three tools or platforms and some case studies which brands can use, for your enjoyment.
There are 773,692 words in the Bible. It is one of the most read books of all time. The content message in the Bible is everywhere. We all know it, even if we think we don’t.
As content marketing strategies go there is a lot to admire. Dale Lovell illustrates just how much content marketers can learn from the Bible.
In this post I want to illustrate just how much content marketers can learn from the Bible.
Don’t believe me? Let me explain...
You might've noticed a certain distractedness in your friends and colleagues recently. You may have even picked up that this happens every year around this time.
It's squeaky-bum time, the end of the football season, and it matters...a lot.
This is when the trophies are decided, when you get to find out if you'll be making away trips next year to Villa Park or Vale Park, if your season might be extended into the play-offs and a potential make or break trip to Wembley.
Are you going to be able to claim bragging rights over your local rivals or have months of trying to change the subject every time the beautiful game comes up in conversation?
When you’re putting together an enticing online proposition and battling against the key competitors in your industry, is the content on your website pushing your business towards glory or are you in danger of relegation?
Content Marketing is the new buzzword. And as with buzzwords, every agency is trying to capture a slice of the action – but this means they all have their own definitions. Which leads to confusion.
Naturally SEOs were the first to jump on Content Marketing as content and links are so intrinsically linked to success, but there’s a lot more to it than SEO.
So to try and ease this confusion I spoke to our resident SEO specialist, David Freeman and we came up with this advice.