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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?
I recently read a post on Hubspot, looking at the tactic of reusing older blog content to attract extra traffic and links.
In a nutshell, older posts are updated and republished as new. This means they benefit from promotion on Twitter, in emails, and the attention that comes with being the latest post on the site.
I'd come across this idea before but had dismissed it. However, while I have a couple of reservations about the tactic, I was interested enough to experiment so we've been trying this tactic over the last month.
Let's admit it: We all like talking about ourselves. No need to feel bad. You have good reason.
A 2012 Harvard University study found that the same portions of the brain that are activated by sex, drugs, money, and food are engaged when we talk about ourselves.
The brand equivalent to a burst of dopamine is the quick sales leads that come when you create content that pushes your product.
We’ve heard that creating content has never been easier, but this throws up its own challenge. With so many options for audiences, getting your content seen is still a real challenge.
That’s why I wanted to write the Econsultancy guide to content distribution.
With my tongue in my cheek I prefixed the headline of the guide ‘How to Go Viral’.
We can hardly guarantee our content will ‘go viral’, but with all the success of publishers due to social sharing, I feel it’s an idyllic goal for content marketers.
At the beginning of this year I wrote an article detailing Econsultancy's efforts to start using more video on the blog.
Our biggest problem back then was coming up with ideas that our audience would be interested in, rather than just creating video for the sake of it.
The perception of ease, of low effort, is a powerful nudge to engagement and even conversion.
Google sees links to your website from relevant third-party sites as a vote of confidence. So why might editors, bloggers and consumers link?
Here are five common reasons, plus what you can do to turn them into visibility wins:
Last week I wrote about IBM’s content strategy and why I think it’s one of the best I’ve seen from a tech company.
I find it interesting to focus on individual brands to see if there’s anything to be learnt from what they’re doing content-wise, and this time I wanted to cover the Creme Egg-ruining food giant Kraft.