Recently, we ran our first roundtable session of the year in Singapore with 25 marketing professionals engaged in a candid discussion on content marketing.
These sessions are of a much smaller scale in comparison to our annual Digital Cream events, but it’s something we will occasionally be running throughout the year.
It's an initiative to keep our communities and like-minded peers a little more connected, united and close knitted when it comes to exchanging experiences, sharing of insights, benchmarking with others, etc.
One of the best ways to make your visitors convert is by serving them the coolest stuff!
Don’t push them into an overly complicated buying process if you’ve figured out that people who see your style guide are converting at 10x the rate of those who don’t!
Once you’ve controlled for other influences, push your visitors towards your content and watch your revenue fly.
So, how are you going to get them there then?
Last year I watched a panel debate on the following question: “Is it content, or is it an advertisement?” The panelists went round and round in circles for an hour, and there was no conclusion. My own thinking is along the lines of “it doesn’t really matter, and it’s probably both.”
I happen to think that we have entered a new golden age for advertising. The very best ads are conceived as shareable content experiences, and we’ve only just scratched the surface of what’s possible.
Unfortunately most TV and radio ads are still utterly intolerable, but I feel that the bar has been raised in recent years, driven by YouTube, social media, audience participation, and aspirations to be more creative. The best ads are anchored around compelling content. Execution, as with most things, is paramount. Combine the two and you might have a big hit on your hands.
There is a flipside: a lousy idea executed brilliantly is still a lousy idea. If the content is underwhelming then you will have to pay to gain reach. So much for earned media. If you are paying a small fortune to seed your content then you’re very much in the realms of paid media. I call this ‘the shareability gap’, and I believe that brands should invest in creativity, not media.
If a brand has paid for the content, then it pretty much wants you to buy something, or at the very least like it a little bit more, but that doesn’t mean that the content has to suck.
Here are some non-sucky content marketing campaigns that I’ve seen recently. I’ve taken quite a broad brush approach here with regards to formats: there are ads, pop-up installations, photographic collections, blogs, and helpful guides. I like the ideas and the execution. Have a look and do let me know what you think...
We recently held another one of our regular roundtables in New York.
Once again it was a lively discussion with senior execs from travel, retail, B2B, publishing and financial services attending and contributing
Southeast Asia's (SEA) 155m internet users are the next goldmine for digital marketing. The region contains a young base of internet users whose time spent online is significantly above the global average, and where social networking dominates.
The online population grew at a healthy 9% last year, and is expected to continue at a similar rate in 2014. Added to this, it has one of the highest levels of mobile adoption in the world.
So, are you ready to take advantage of these opportunities presented by the SEA digital market?
Companies are giving increasing support to content marketing for a number of good reasons.
Many companies, however, are not getting nearly the return on their content marketing efforts that they could.
Here are five keys to a successful content marketing program.
You really don’t need me to tell you that there’s a LEGO movie out right now. It’s impossible to ignore.
Heck, even as I write this there’s a Culture Show special on BBC2 right now about how LEGO has influenced architecture. Funnily enough, when constructing our house, the builders ran out of red bricks halfway up and had to finish with yellows and greens.
Warner Bros. began the marketing push seven months ago in June 2013 with a rapturously received teaser trailer and continued with a solid social marketing strategy, which saw very close engagement on social channels that continues through to this week of release.
ITV even turned over an entire advert break during its Sunday night edition of Dancing on Ice to LEGO, during which adverts from BT, Confused.com and Premier Inn were remade with LEGO models.
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?
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...
Earlier this year I was asked to speak at the Brighton Digital Marketing Festival and host the content session during the afternoon.
After some consideration on what to speak about, I came up with the concept of ‘The Content Cycle’ – a process that helps marketers ensure they have a really good content strategy in place.
The Content Cycle as a concept is based on the way we work with clients and construct digital marketing campaigns. However, the process can easily be applied specifically to the subject of online content.
This can be used as a process for your whole content strategy, or you can apply it to individual campaigns.