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Digital transformation is a bit of a headache to read or write about.
That’s because discussion of organisational change often strays into the abstract, which, as anyone who has ever looked at twenty Kandinskys in a row can attest, is pretty boring.
That’s why I find Shell really interesting. At a recent event at the IAB, Shell’s global media manager spoke about the transformation of the company, but he did so in refreshingly simple terms.
Americo Sanchez Silva outlined some things Shell has done in digital recently that it hasn’t done before. This encouraged me to think of digital transformation as a war of attrition.
You need to know where your company can improve and then go ahead and do it.
Don’t get me wrong, I still understand that discussions about management, processes, skills, the board, culture etc. are all important, especially for such a large multinational company under one brand as Shell. However, sometimes it’s good to look at the wood, as well as the trees.
Here’s a selection of content marketing endeavours by some car brands.
I’m not sure I’ve ever been able to properly define content marketing and indeed my selections may stray between native advertising, brand advertising and bona fide content that feels rather more ‘agnostic’.
However, what’s certain is that all the content I’ve picked does more than simple advertorial.
Last week, as the world’s media dissected the details of the Apple Watch and iPhone 6, I spent an inspiring day mentoring at Seedcamp Week London, where some of Europe’s most promising new startups are immersed into the Seedcamp system of networks, learning, and capital raising.
The 28 startups taking part were getting ready to shake up a variety of sectors, from music, retail and design to healthcare, property and more.
I didn’t get to meet them all but I did spend time with two that are creating new digital marketing tools which piqued my interest.
What kind of content marketing metrics should you be measuring, to determine whether you have the right strategy in place? Which metrics are the best indicators of success?
Back in 2012 we published some research on attitudes to measuring content marketing. After surveying 1,300 marketers we found that unique visitors was the main metric used to determine whether content was successful, followed by views, and then time spent on site.
These are perfectly reasonable things to track, and they are meaningful to a point, but most businesses will only invest in things that affect profits and sales. With that in mind, views and visits might not be best thing to focus on.
So what are the best content marketing metrics to track? After all, there’s more to life than visitors and page impressions, right?
According to the Econsultancy / Responsys Marketing Budgets 2014 report, content marketing is the area in which companies are most likely to be increasing investment in the coming year, with 74% of companies indicating that they will spend more on this in the future.
These stats were reiterated during the Content Marketing and Native Advertising roundtable hosted at the Econsultancy office this week.
The attendees came from a wide range of companies and roles within the industry, and I wanted to share the key takeaways with you, along with some interesting statistics I found during my prior research.
Yesterday a new U2 album appeared magically in my iTunes folder and if you’re one of the 500m other iTunes users, it magically appeared in yours too.
Depending on your iCloud settings, it may even be fully downloaded and ready to play on your desktop and your iPhone. Thanks Apple. Thank you very much.
This article is a more level-headed and reasonable version of one I wrote yesterday for my own music website. Let’s see how a nights’ sleep alters my opinion.
Content marketing has often been labelled as storytelling. Indeed, content marketing authority Joe Pulizzi describes a theoretical head of content marketing position as the 'chief storyteller'.
However, too frequently, good storytelling is not on the agenda of those working in content.
The question is, why is this? What are the causes? And how do we become better storytellers with our digital content?
It’s the big one. The bout to beat them all: ‘The Rumble in the Jungle’. ‘The Thrilla in Manila’. ‘The Brawl for it All’… These will all seem like mere ‘Fisticuffs in Magaluf’ when this contest is over.
In the red corner, unsurprisingly… Red Bull, with its commitment to broadcasting the most extreme of escapades to a worldwide audience, including a whopping 3.7m YouTube subscribers and a high concept strategy of putting thrills and spills before energy drink sales.
In the blue corner, strapped head-to-toe in tiny cameras so viewers can witness every single punch in glorious high definition clarity… GoPro, with its intimidating dominance of social video, constant gracing of the top ten biggest brands on YouTube and an effortless ability to marry its products perfectly with its content.
Two giant brands. One arena that can barely contain them both and one glorious winner, turkey-trotting over the shattered bones of its crushed opponent.
I am but the lowly referee, cowering to avoid the blows, but too fascinated to look away. So let’s take a glance at these titans in the content marketing and social worlds and see which will be crowned the ultimate champion.
Just when you think you’ve gotten to grips with every new phrase or buzzword in the world of digital marketing, another comes along to make you go “uhhhhhh...?”
During my first year at Econsultancy I’ve been making a point of writing beginner’s guides to any new terms or phrases I find particularly baffling, or that I might suspect other people may find baffling too.
Today I’ll be looking at experiential marketing. A phrase I have repeatedly spell-checked more than any other. But first, some clarification is needed…
There’s no such thing as a free lunch, right? But in the world of content, there is.
In this world, gone is the thinking from consumers that if something is free, it’s not going to be worth the paper it’s written on.
In the UK, British Airways, M&S and Sports Direct are some of the brands that are surprising and delighting consumers by using good content to tap into their love of TV, fashion and adventure.
Sage has been quietly improving its content and SEO for a while now and its website gives a good indication of how the industry of accounting software has changed online.
Here's a roundup of what Sage's website does right when it comes to content. If you're a B2B company, it's all the inspiration you need to get on your own content marketing trip.
The days are long gone when companies can shy away from educating the market. It's all about search, transparency and added value.
A few months ago I created the Periodic Table of Content Marketing, to provide a handy – and hopefully helpful - cut-out-and-keep guide for content professionals.
The table was both practical and tactical, which resulted in more than tens of thousands of shares, and hundreds of thousands of views. I remain humbled by its popularity, and the feedback I’ve had since I published it.
Since then I’ve been asked many questions, of which two stand out:
- Why does ‘content strategy’ only have one element dedicated to it?
- What kind of skills does a content team need?
To answer the first question, it’s simply that content strategy is such a big subject that it merits a table of its own, or something similar. There is much to be said about audiences, legacy content, global vs local approaches to management, team workflow, brand guidelines, and countless other important things. Watch this space.
The second question is one close to my heart.
Since 2006 I’ve had the pleasure of assembling a marvellous team here at Econsultancy. We box well above our weight – there are only six of us on ‘Team Content’ yet we’re averaging more than a million stories read a month. Not bad, for a niche blog.
But what would a content team look like if I were to assemble one from scratch today? What skills are required in 2014, in the post-social, content marketing, mobile age? What is the perfect recipe for success?