Author: James Carson

James Carson

James Carson is a content strategy consultancy based in London and a contributor to Econsultancy. You can follow him on Twitter and connect on LinkedIn.

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No, 'the media' is not just out to get Facebook because it’s taking its advertising revenue

For the next couple of days, Mark Zuckerberg will testify before Congress in the wake of the Cambridge Analytica scandal.

There is no doubt the most needling and awkward moments of the Facebook founder’s testimony will be reported by the press. After all, it’s going to make electric watching and reading to see one of the world’s most successful entrepreneurs be brought back to earth with a bump.

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content planning

A five-step planning process for content marketers (with eight useful tools)

If we’ve got the ability to get publishing to a company blog or other content stream, then the temptation is to start publishing, just get the thing moving and see what sticks. 

I don’t doubt this approach has worked for some companies and people out there, but I often find that a lot of content marketing falters in the long term because of a lack of planning. A lack of planning means a lack of structure, and more than likely a lack of objectives. Not having these means increasing the probability of losing steam.

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Why your headlines are worth almost all your content marketing efforts (and how to improve them)

There was a part of me that used to think that people cared deeply about how good a piece of content looked, how it was written and what it had to say. I’m sure some people still do care about these things, but let’s not kid ourselves that they are a majority. 

My experience at various publishers is that, increasingly, people are looking less at what is contained within a piece of content and reacting more to the limited information that is shown around it. 

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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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