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Education can be a powerful marketing tool for brands. Knowledge is power, after all.
Interestingly, research has shown two thirds of consumers prefer content marketing that educates and informs them about a subject or product, meaning it could be even more effective than pure entertainment.
I’ve heard it all before....“My product is bought seasonally.” “It’s an impulse decision.” “Reach is the most important metric.”
These are the cries of CPG (Consumer Packaged Goods) companies. Whilst there is an element of truth, it doesn’t mean that these brands can simply ignore digital.
The New York Times is a massive media brand wrestling gamely with digital.
The leaking of an internal document in 2014, detailing a struggle to innovate, made the fight pretty public.
Last week, The NYT published the 2020 report listing the newsroom's 'strategy and aspirations' - it's particularly interesting for journalists and subscription businesses, but I thought I'd pick out some quotes of general interest for content strategists.
What is the secret to successful content marketing?
Much has been written about the rise and rise of content marketing. Brands across both B2C and B2B sectors have realised that content is both an effective and essential route to reaching and engaging customers.
Digital technology has increased the pace of change in consumer and patient expectations, but most pharma and healthcare organisations haven’t moved quickly in response.
Consumers are taking control over their own healthcare and driving change, preferring a more convenient way to get medical services and access information.
Everyone and anyone in search marketing in the UK (and some from beyond) was at BrightonSEO 2016.
I went along and wanted to put together some useful takeaways - hints and tips, rather than impressive soundbites.
Here are 10...
According to Econsultancy and Oracle Marketing Cloud research, 77% of companies are planning on increasing content marketing budgets in 2016.
So with more content and increasing complexity of distribution and measurement, what is the future of content marketing?
Adidas' GamePlan A is one of the quirkier corporate websites out there.
It's a mixture of motivational interviews with sports stars and a smattering of slightly cod-philosophical editorial that one could imagine a spornosexual nodding his head at.
But it's an interesting site because it shows that content marketing is still trusted, and could be a force in increasingly competitive recruitment.
There are two difficulties with a roundup like this - Disney is massive and it's often hard to disentangle product and marketing.
The company creates such strong stories/brands that all of its media can appear to work seamlessly.
Nevertheless, I've picked out some examples of what could be termed marketing expertise by the film juggernaut.
Great marketing creative is always popular on the Econsultancy blog.
Now, I want to pick some pearls from across a sector. This week, I've chosen travel - enjoy!
Everybody loves buying a knick-knack, drilling a hole or wielding a tool in the garden.
After last week's post on IKEA creative was well received, I've stuck with the home improvement theme and rounded up 10 marketing campaigns from Lowe's.
Social content is – or at least should be – entirely driven by a brand’s tone of voice. And that tone of voice should be driven in turn by the brand’s target audience and the image it wants to achieve.
Betting companies are interesting because they get away with stuff that a lot of other brands wouldn’t (everyone remembers the ‘last one to sign up to a Paddy Power account is a t***’ banner ad).
I thought I’d look at three of the top UK betting sites to see how they handle social content and what other brands can learn from their success.