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Does content marketing need to evolve so it doesn’t go the way of the humble pager?
We marketers talk about content and storytelling a lot, but we may have taken our eyes off the most important thing of all: what our customers think.
You know how content marketing is the saviour of digital marketing? I’m sure you’ve heard that once or twice before.
Especially now that display advertising is all but dead in the water and native advertising is ethically dubious at best.
A lot of attention has been paid to the effects of Google’s latest updates to its search algorithm.
And rightly so, as the latest changes give long overdue improved ranking to sites that have been optimised for mobile.
Looking to create interesting, popular content?
Use data to determine the questions your audience are asking, then add your expertise to provide engaging answers to hold your readers attention.
As online grocery shopping becomes increasingly popular retailers need to find ways of generating traffic and attracting new customers.
Content marketing is one way of achieving this, though competition is fierce in the world of online food and recipe ideas.
Content marketing is the axiom we all live and die by in the current digital marketing world, if you’re not producing content and marketing it successfully, then "the present is no place for you, Grandad".
Many popular brands are using activations to build popularity and give the consumer an experience that will make them feel a real personal connection to the company.
Fender and Gibson are the two most iconic guitar brands in the world.
Last week I took a look at Gibson’s excellent content marketing strategy and today, you guessed it, I’m going to do the same for Fender.
The 80/20 rule is incredibly useful. As marketers, for example, it can help show us what we should be focusing our efforts on and what we should either automate or ditch altogether.
While convenient, there’s also an uglier side. For instance, when it comes to content marketing, many marketers spend 80% of their time crafting the perfect piece of content, while only 20% of their time distributing it.
In 2014 James Carson spent three months examining the key content marketing trends of fashion retailers.
The product of this is an Econsultancy best practice guide, Fashion Ecommerce and Content Marketing, which acts as an industry audit of fashion ecommerce, specifically the way fashion retailers have invested in online content.
There's more to B2B content marketing than just publishing a white paper and watching the sales leads roll in.
At Econsultancy's recent Digital Outlook 2015 event in Singapore two industry experts - Anol Bhattacharya, CEO of GetIT Comms and Vaasu S. Gavarasana, Head of Digital Marketing at AXA - offered some great insight into how B2B companies can improve their content marketing.
As an occasional and quite dreadful guitar player I have a vague interest in what goes on over at Gibson and Fender.
The marketers at these two iconic brands could probably rest on their laurels to a certain extent but both do a great deal in the way of content marketing and community management.