Xavier Izaguirre

The four Ps of content marketing

Content marketing is everywhere. As people are increasingly using online conversations as their digital identity, the best strategy for consumer brands to engage with their audiences with is to create content they can use as their own social currency.

Effectively, content marketing is no longer just relevant to B2B brands or consumer brands where there is a need for factual information and reviews.

Nowadays, every brand can benefit from content marketing – be it blog posts, Facebook apps, microsites or Pinterest boards.

by Xavier Izaguirre 28 January 2013 10:33am 4 comments

How are brands using audience involvement to increase reach and engagement?

Audience involvement is the process and act of actively involving your target audience in your communication mix, in order to increase their engagement with your message as well as advocacy to your brand.

This trend in social media marketing is also partially responsible for a new understanding of the power of social, from being an afterthought in the broader communications mix, to a crucial element in prime-time television spots.

There are three different ways in which brands can involve their audiences....

by Xavier Izaguirre 18 October 2012 11:59am 2 comments

Agile management practices: start benefiting from tomorrow

Agile is a philosophy and group of methods originated in software development teams oriented to rapid and flexible development, incremental results and fluid communication among teams.

These days, agile is not limited anymore to software teams. Having seen SEO and Social Media teams being governed by an agile approach to project and task management in the past,
I have incorporated it in my own team for over a year now.

Looking back in time, I have no doubts that our agile approach to work has played a key role in the excellent results and morale of the team.

To follow, some very easy to introduce agile practices that will benefit any agency or client team, and that you can start putting into practice from today:

by Xavier Izaguirre 02 October 2012 11:39am 3 comments

How to drive 85,000 entries to your competition: TomTom shows the way

Every company is fighting for consumer engagement, but TomTom managed to secure 85,000 entries to its recent Project Paradise competition.

How? With four key approaches...

by Xavier Izaguirre 17 September 2012 11:48am 4 comments

Nine tips for awesome blogger relations

Effective Blogger Relations is essential to brands these days. The high degree of trust of consumers in blogs, and the ability of bloggers to influence purchase decisions, make it hard to overstate the importance of this discipline.

Blogger relations are as important as they are delicate. Gaining positive coverage from bloggers is harder than being secretly criticised, publicly flamed or simply ignored.

Here are nine tips that will increase the chances of success from your Blogger Relations programme...

by Xavier Izaguirre 02 August 2012 10:00am 31 comments