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Author: Jack Simpson

Jack Simpson

What the hell is a chief storyteller anyway?

During my recent job search (which happily ended in me joining the Econsultancy blog team), I was amazed to see (way above my pay grade) a number of adverts calling for a ‘Chief Storyteller’ or words to that effect.

Clearly I'm way behind on this. A quick Google search tells me software giant SAP hired its own chief storyteller back in 2013, and Nike employed a ‘Chief Storytelling Officer’ as far back as the 90s. 

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Which data challenges cause the most pain for marketers?

With exponential improvements in technology over the last few years, it is an exciting time for marketers. 

But all that advancement creates a number of challenges, too. So much so that 68% of marketers believe the job is more stressful than it was five years ago.

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Why IBM's content strategy hits the mark

Content marketing can be a tricky area for brands whose products or services are not traditionally seen as ‘sexy.’ But IBM has turned that idea on its head and produced some of the most exciting content I’ve seen in any industry.   

In this post I’m going to take a look at some of the best examples of IBM’s content, and why I think this company’s strategy is so effective.

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How not to be creepy with display ad retargeting

As we all know by now, retargeting has given itself a bit of a reputation, and not the good kind. 

However that doesn't mean it shouldn't be used. I wanted to use this post to try and find out the right way to go about retargeting customers through online display ads, based largely on my own experience as a consumer.

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10 inspiring content marketing examples from charities

Content marketing has gone way beyond buzzword status and is now a core part of almost any well-known brand’s marketing strategy. 

As Graham Charlton mentioned in his post about ecommerce content marketing last month, it can help with anything from SEO to social reach. It can even improve sales in the long run.

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How the top five UK ecommerce brands use Pinterest

We’ve written extensively about Pinterest in the past, but seeing as I’m relatively new to the fold I thought it would be a good idea to get my head around this visually pleasing virtual pinboard.

I’m going to focus on how some of the top ecommerce brands in the UK are using the social network to engage with their target customers.

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Burnley FC win the Premier League (of social media)

A recent study on Twitter activity surrounding the 2014/15 Premier League found that the social media popularity of top football clubs bears little resemblance to their real-life success. 

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Do supermarkets know what online customers want?

What kinds of features are web users looking for from grocery shopping sites? 

We've looked at the big UK supermarket websites to see how they cater for the needs of customers. 

This is based on insights from a recent survey by retail marketing firm Savvy, which questioned more than 1,000 shoppers about their online grocery preferences. 

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Tug Life pop-up expo

Three great content tips from the Tug Life pop-up expo

As I squeezed into a sweltering room outside Old Street tube station yesterday, I wasn’t sure what to expect (particularly as I’m still relatively new to this industry).

I have to say I wasn’t disappointed. With events like this there is always going to be an element of self-promotion, but between all that there were some great tips on content marketing that I’m going to share with you in this post.

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Ice bucket challenge

Five ways to use social proof online

Social proof is nothing new. It’s the idea that people will naturally follow the actions of the majority. Basically it’s a fancy way of saying 'herd mentality'.

My first (unbeknown to me at the time) experience with social proof was through a game my friends and I used to play at school.

We’d stand under a random tree and stare up as if something interesting was happening. Gradually a crowd would begin to gather, joining us in the staring until they finally realised they were looking at absolutely nothing.

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Digital Cream 2015

Three key takeaways from our Mobile Experience Trends Briefing

Following Google’s 'Mobilegeddon' announcement earlier this year, creating a customer-friendly mobile experience has been at the forefront of many marketers’ minds. 

It was one of several key issues discussed at Digital Cream 2015, an exclusive invitation-only roundtable event where senior client-side marketers can learn from each other about the latest best practice, what’s working and what’s not.

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What are influencers and how do you find them?

I may be new to writing about digital marketing, but I’ve been working in and around it long enough to know the industry is littered with the kind of buzzwords that would earn me a rebuke from my editor if I used them.

The term ‘influencers,’ however, is one of those rare cases where there isn’t really a suitable alternative. Not one that gets to the point as quickly and clearly, anyway.

So as we’re stuck with this buzzword for now, let’s take a closer look at what it all means and how you can use influencer marketing to reach your target audience. 

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