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How do you drive more organic traffic by efficiently enhancing your content strategy using only free tools?
Here's a 2,500 word how-to guide.
The Economist has caught the eye of late, with notable successes in creative programmatic and experimentation with social platforms.
I caught up with Heather Taylor, Director of Content Strategy at The Economist, to ask a few probing questions.
Product descriptions have long been advocated as both a sales and an SEO tactic.
But is this a bit 'web 2.0', or even 'web 1.0'?
Here is some evidence that product descriptions could be a red herring.
No matter how good you are at the words, the sentences and the grammar, no matter how often you run your florid prose through the Hemingway app, there are some elements of an article page that can scupper everything.
Here are the most important.
The content marketing gold rush doesn’t seem to be slowing, and articles advising brands they need to jump on the bandwagon continue to plague the internet like timeshare salesmen in 1970s Spain.
But does your brand really need content marketing?
Maybe. Personally I’m pro-content, but I also don’t believe enough thought goes into why and how brands are doing it.
It has been a while since I dissected the content marketing efforts of a major brand, and what better subject for my first one of the year than the almighty NFL.
The 32 NFL teams generated $11.09bn in revenue between them in 2014. The English Premier League, by comparison, turned over just £3.26bn in the same period.
I thought it would be interesting to delve into the content marketing strategy of this enormous money-making machine to see how the channel supports its success.
Before a piece of marketing can have a chance of persuading anyone of anything it needs to be seen.
The necessity of registering in someone’s brain via their eyes has all but been forgotten in the fad for ‘brand publishing’.
Econsultancy’s recent Digital Transformation in the Financial Services Sector report found that “customer experience” was a recurring priority for senior executives from firms such as BlackRock and JP Morgan Asset Management.
Personalised and relevant content was seen to be key for delivering against this priority.
Carlsberg's 'Newsroom' felt like a standout content strategy in 2015, combining old-school acumen and great creative with modern PR.
The multichannel project began in March 2015, underpinned by Fold7, TMS, OMD and CliffordFrench, and went on to win a Masters of Marketing award.
Here are the highlights of a prodigious amount of work and some background on the newsroom project.
A lot goes into creating that perfect piece of content.
With so many brands now recognising the importance of producing regular, fresh, and high quality content though, it can sometimes feel like you’re simply churning out great work that gets forgotten the very next day.
So you’re the marketing manager at your company and your boss says, ‘Oh hi, marketing person. I’ve just been speaking with a best-in-class growth hacker who says we need to do more quality content.’
Putting aside the fact you’ve been telling your boss that very same thing for the past three years, you can’t just stagger blindly into the content jungle like a drunk dog with a flannel over its face. You need a plan.
Many organisations rely on audience personas as a base for their content strategy.
But do they actually give you the full picture about your target markets, where they are and how they consume content?