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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.
This is the second instalment in my series of posts looking at brands that use storytelling as part of their marketing activities.
I won’t bore you with my full definition of what I think storytelling should mean in a marketing context, but suffice to say that I think it should be used to describe authentic content that reveals something interesting and truthful about the business, such as the origins of its products or a look inside the company culture.
We’re toying with the idea of creating more video content for the Econsultancy blog, so I’ve been investigating what it takes to come up with vaguely interesting content.
To justify the time spent reading around the subject I’ve put together this blog post which looks at some of the issues I’ve been debating.
Every business, if you look hard enough, has an unfair advantage. The trick is to find yours and work it for all its worth.
Here are six ways that businesses can make the most of what they've got...
‘Tis the season for some inspirational and consoling nuggets of wisdom.
I've rounded up 35 quotes from the great and the good that will hopefully give you food for thought in your content marketing efforts... Happy holidays!
Is it all over for content? Are we all about to drown in cr*p? Are we all in Content Shock? Is the anti-content backlash finally here?
Here are 11 perspectives on the great content deluge debate...
Creating and promoting an infographic, it’s a tried-and-tested technique that’s planned for all sorts of reasons.
But successfully getting visual content out there, online, can be more complicated than it seems.
For the last few years Sony has been working harder to improve the way it engages with its audience using storytelling techniques.
Tim Lion is the European head of social media at Sony and during his talk at last week’s Festival of Marketing he admitted that it would be “a fallacy to suggest that what they were doing was a roaring success”.
However finding the right tone and content to connect with an audience is a lengthy process that takes a great deal of trial and error, especially if you’re a brand that’s just used to broadcasting technical specs for the last 70 years to an incumbent audience.
Things are improving though, and Lion’s social team seems to be learning from its mistakes.
Almost one in five online users share videos with their social networks more than once a week.
This is according to new research published by Unruly, which also reveals that the video ecosystem is becoming increasingly fragmented.
The majority of video shares may occur on Facebook (59%), for the remainder there is a fairly even split across multiple platforms.
Let’s take a quick look at the research…
As a digital marketer, you’re doing all the right things for your brand, including investing in content marketing, right? Of course you are.
And the difference between brands that are doing content marketing well and those who do it brilliantly boils down to one question: is your content being shared, commented on and discussed?
And apologies for the tired old phrase, but has content you’ve produced gone viral?
At Wednesday’s Festival of Marketing, the CMA explored the issue during a session on shareable content: how to make your content travel further.
I was joined on the stage by Kim Townend, formerly of Gov.UK, and Bob Fear from Virgin to discuss the recipe for share-worthy content.
Buzzfeed has certainly arrived at the right place at the right time, taking advantage of an increasingly social web and curating a huge proportion of the content we see everyday in our news feeds.
Buzzfeed has more than 150m unique views every month, 15m unique views in the UK with 75% of these coming from social and more than half coming from mobile.
The creative director of Buzzfeed Philip Byrne talked at our Festival of Marketing event yesterday about the success of Buzzfeed and also gave advice for brands that want to partner with the publisher.