Posts tagged with Content Marketing

London Native advertising

Why London is poised to lead the way with native advertising

With native advertising the buzz phrase among marketers for 2014, London is poised to lead the way in innovation in what is one of the most creative digital ad formats to emerge in recent years. 

In November AirBnB co-founder Nathan Blecharczyk claimed that London was ‘stuck in a Silicon Valley Roundabout’ and held back by its failure to produce a ‘billion dollar’ online business. 

Many in London found the comments annoying. Phil Cooper, a digital veteran who launched the UK’s first video ad network and was until last year European MD of Brightroll, was one of them. 

Cooper, who launched his latest digital venture six months ago, London based accommodation platform Kippsy.com, a competitor of AirBnB in the London market, believes that what London does best is innovation; taking an established model, technology or platform and turning it on its head. 

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Facebook Look Back

Facebook: don’t Look Back in anger

It was on the day I published an article called Dissecting the ‘death of Facebook’, where I pulled together all the negatively spun reports on Facebook of late and tried to add some balance to the argument, that Facebook announced its revenue for 2013 as $7.9bn, an overall increase of 55% year-on-year.

Suddenly my measly defence of Facebook seemed a little bit pathetic.

Then just a few days later, without warning, these little video links started appearing on our news feeds: Facebook a Look Back. 62 second long videos of all of our personal histories as told through the eyes of Facebook. 

Facebook has used its 'bigger than big' data, accrued over ten years of existence, to create something completely unique and personalised for every single one of its user. Not just for the users in the UK either, worldwide.

That’s 757m daily active Facebook users worldwide, each receiving a minute-long, personalised love letter from Facebook. It’s an incredible achievement and a massive PR assualt directed at every single one of us. It seems the rumours of Facebook's demise have been greatly exaggerated.

I talked to some experts today about what they thought of Facebook’s 10th anniversary present to its users, but first a little of my own experience.

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Content Strategy

Is this the age of the content strategist?

Companies' content strategies are becoming ever more mature, according to research conducted for a new best practice guide. 

Econsultancy's new report into Digital Content Strategy highlights the growing importance of Content Strategy, not only as a capability within marketing organisations, but as an emerging discipline with its own associated specialist expertise.

So have we really reached the age of the Content Strategist? 

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Content marketing is a revolution, all the way back to (native) advertising

Content marketing costs less than advertising, and more people engage with it.

It sounds like a revolution but actually there are some rather unkind hidden truths in all of this.

Much like the pigs at the end of Animal Farm, with the evil predecessor gone, what’s replaced it looks… very similar indeed.

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Pinterest logo

10 interesting digital marketing stats we've seen this week

It's Friday, so it's time to roundup some of the most interesting digital marketing statistics we saw last week. And good God, what a week it's been...

Statistics include content marketing, online privacy, Pinterest and several studies that pour scorn on the idea that Facebook is dying.

For more digital marketing stats, check out our Internet Statistics Compendium.

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state of search marketing

45% of companies say content marketing is 'highly integrated' with their SEO strategy

Organisations are more likely to integrate content marketing with their SEO strategy than they are with any other digital marketing discipline. 

Nearly half (45%) of all companies say this area is ‘highly integrated’ with their SEO efforts, compared to just 24% for paid search marketing and 16% for mobile marketing. 

These findings come from Econsultancy’s State of Search Marketing Report 2013, in association with SEMPO.

It’s easy to see why content marketing is so appealing, as it essentially gives your company something to talk about. 

Instead of firing off the same boring press release to whichever journalists will listen to and parrot its dry copy, providing an audience with quality content means providing them with something they can engage with, share and ultimately do your own marketing for you.

Although your audience is only going to do that if your content is entertaining, useful or innovative.

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H&M logo

H&M's big gamble with t-commerce at the Super Bowl

H&M is set to launch its entry into the nascent world of ‘television commerce’ during this Sunday’s Super Bowl.

The interactive, 30 second-long ad starring David Beckham will be screened during the second quarter of Super Bowl XLVIII and will allow viewers the chance to purchase the featured products via a Samsung Smart TV. It’s the first of its kind.

It’s an intriguing gambit and one that all marketers, advertisers and anyone with a keen interest in David Beckham running around in his underwear will be paying particular attention to.

If anything it’s certainly raising H&M’s profile ahead of the big game, where the biggest brands in the world fight for the attention of 108m viewers (2013 viewing figures) and can pay up to $4m for the privilege. In fact sneak previews of Super Bowl ads began to appear a couple weeks ago, such is the feverish building-up of anticipation.

H&M's experiment with t-commerce raises a few questions: Is H&M really the first to do this? What are the restrictions of t-commerce? Will t-commerce have a future?

Let's see if we can answer those questions here.

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How Cadbury took Google+ by storm

Cadbury UK certainly made a splash when it showed up as one of the early adopters of Google Plus.

Despite its near immediate success on the platform (the brand gained 1.2m followers in a matter of months) many others have been slow to get on board with the not-so-new social network.

I wanted to share with you how Cadbury has used the platform to take its content marketing strategy to the next level.

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Short and Long

What type of content should be served to potential customers?

In February 2011, Google Panda was released and the nature of the content seen by individuals searching on Google began changing.

Google Panda was an algorithm that was meant to serve higher quality content to users in Google search results. With dozens of updates to Google Panda since then, the SEO industry changed and SEO professionals now needed to become content marketers as well. 

Even since, we’ve seen Penguin hit links and a potential update strike this past week on lower quality guest posting.

Any good content marketer knows that different types of content work for different types of consumers. On top of the type of consumer, where they are in the sales funnel also plays a part in what sort of content will most likely lead to a conversion.

With these factors in mind, what type of content should be served to your potential customers?

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What Anchorman 2 taught us about content marketing

Unless you’ve been living under a rock, you’d be hard-pressed to have avoided the promotional carpet-bombing that surrounded the release of Anchorman 2 last month. 

In the four months that preceded the Anchorman sequel’s December release, Ron Burgundy and his ridiculous Channel 4 News Team friends were everywhere.

Ron Burgundy appeared on various local news stations, opined on the Australian elections and sold cars in a cross-promotional campaign that lead to a 40% increase in Dodge sales.

Not only that but Ron ‘released’ an autobiography, exhorted viewers to contribute filmed auditions for his news team and even had his own mobile app.

With content marketing being so hot right now – you’d think that we’d know everything there is about how to do it properly.

Turns out Anchorman 2 still has some things to teach us...

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nfl logo

Top 20 Super Bowl ads of all time

In honour of Super Bowl XLVIII, the Wildcats at Unruly have shared with us their latest research on Super Bowl ads and have also revealed the top 20 Super Bowl ads of all time.

Last year’s collection of Super Bowl ads attracted twice as many shares as the previous year, in fact the number of video shares has grown 30x in the last three years. The trend is set to continue in 2014 with brand new ads from Budweiser, a British villains themed Jaguar ad and a Scarlett Johansson starring SodaStream set to be unveiled.

Here are some of the highlights from Unruly’s research, followed by the top 20 Super Bowl ads of all time.

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Scaling Native Advertising - 2014

How do you scale native advertising?

Native advertising is set to grow phenomenally in 2014. 

The New York Times among many others has now embraced native ad formats. This has led an even bigger clamour among media analysts to predict big things for native this year. 

J.P. Morgan stated last week in its ‘Nothing But Net’ report that “We believe native ads are quickly becoming the de facto ad format on mobile and increasingly moving into desktop”. 

There is still a lot of confusion among marketers and publishers about what native actually is.  Many people have tried to define it and enlighten us all on what native advertising is. 

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