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Author: James Carson

James Carson

I’m Director of Content at Made From Media. We offer a range of content marketing production and publisher consultancy services.

Before this I was Head of Digital Marketing at Bauer Media's lifestyle division, leading a team of digital marketers and analysts optimize our websites and supply business critical information. 

I was also heavily involved in brand social media strategy and editorial print/digital integration, as well as being responsible for web editorial planning and content strategy. I primarily oversaw audience and engagement growth on graziadaily.co.uk, heatworld.com, closeronline.co.uk, FHM.com and Empireonline.com. 

10 steps to better content distribution

We’ve heard that creating content has never been easier, but this throws up its own challenge. With so many options for audiences, getting your content seen is still a real challenge.

That’s why I wanted to write the Econsultancy guide to content distribution.

With my tongue in my cheek I prefixed the headline of the guide ‘How to Go Viral’.

We can hardly guarantee our content will ‘go viral’, but with all the success of publishers due to social sharing, I feel it’s an idyllic goal for content marketers.

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Four key content marketing observations from the B2C travel sector

The B2C travel sector should be a sector that is ripe for content marketing.

Similar to fashion, for many people it is a pursuit in itself, while it's also an out and out leisure activity.

It is also wedded to social media. Many people can barely resist going on beach holidays without snapping a ‘hot dogs’ as legs shot or a refreshing mojito and putting it on Instagram.

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Why content marketers should spend 50% of their resources on distribution

What comes first: the distribution or the content?

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How running my own publishing startup taught me more about content than any normal job

In May last year I decided to take three months out to focus on a publishing startup project.

I'd been freelancing for about 18 months as a content strategy consultant, but I was finding it a little frustrating not technically being or feeling in charge of a publishing operation.

Often what I advised wasn't carried out, and I felt like I wanted to better put what I was learning about the industry to better use.

While this is a blog about what I did and what happened, the lessons I learned in the period were invaluable, and I think anyone involved in content marketing could benefit from them.

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Four product marketing reasons why Tinder got really, really big

If you are looking to build an app or other online service there are some clever product marketing plays that enabled Tinder’s incredible success - these should be taken seriously. 

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12 classic content marketing problems (and how to avoid them)

Chances are some sort of content marketing will be happening in your business.

After all, it’s a fairly nebulous term that covers digital marketing disciplines where there’s no media spend.

But while you might be doing content marketing, are you sure it’s working?

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Why retailers may be experiencing a tough start to the year on Facebook

The January sale is one of the biggest retail periods of the year, but retailers on Facebook may have found their promotional posts falling flat at the beginning of 2015.

In November 2014, Facebook announced an update to the news feed that made it clear promotional posts would be demoted ‘beginning in January 2015’.

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Four key trends from the Fashion Ecommerce and Content Marketing report

I took three months to examine the key content marketing trends of fashion retailers.

Here are some of the main trends. 

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What does brands as publishers really mean?

Brands as publishers is a popular mantra, but what does it really mean? Does it also mean that publishers can become brands that sell stuff?

Digital disruption has not been kind to established publishers.

Firstly, circulation of print media has declined due to the rise of social media, the explosion of freely available commoditised content (particularly in the lucrative celebrity market, in which the Mail Online is causing major disruption) and the slowness of the economic recovery.

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Four common ecommerce blogging mistakes and how to avoid them

Fashion ecommerce and lifestyle blogging seems like a match made in heaven, but very few are getting it right.

Here are four common mistakes and how you can avoid them. 

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Multimedia content strategy: integrating your content platforms

In this final part of the multimedia content strategy series, it’s time to think about how these concepts fit into our different content publishing platforms. 

In the last two instalments of this series, I’ve talked about customer journey, big ideascontent formats, and size.

Now, in this final part, it’s time to think about how these concepts fit into our different content publishing platforms.

We need to consider where our different content pieces will be published, and how this effects our interaction with the customer journey.

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Multimedia content strategy: considering different formats & sizes

In the first part of this series, you would have run through the methods for mapping the customer journey and big ideas.

Once you’ve worked out these, you need to work out how you can meet the customer needs or wants through different content formats. 

It’s better to think beyond the blog and consider all the different channels that you can reach the customer on, and think to their particular advantages.

In the next part, I’ll talk more about the distribution of these formats on different platforms.

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