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This week sees the publication of our new Implementing Content Strategy: Digital Best Practice report, which was written by Dr Mike Baxter.
I spoke to Mike about the report, the types of content which should be used at each stage in the funnel, and how the 70/20/10 rule can be applied to content strategy...
In May last year I decided to take three months out to focus on a publishing startup project.
I'd been freelancing for about 18 months as a content strategy consultant, but I was finding it a little frustrating not technically being or feeling in charge of a publishing operation.
Often what I advised wasn't carried out, and I felt like I wanted to better put what I was learning about the industry to better use.
While this is a blog about what I did and what happened, the lessons I learned in the period were invaluable, and I think anyone involved in content marketing could benefit from them.
We're great believers in the importance of evergreen content, and this has been a major factor in this blog's growth.
Here, I've compiled some of the evergreen formats we regularly turn to...
Looking to create interesting, popular content?
Use data to determine the questions your audience are asking, then add your expertise to provide engaging answers to hold your readers attention.
Every once in a while a campaign comes along that just puts a massive smile on this churlish blog team’s face.
Virgin America is having an excellent year in the digital world. In June it managed to turn the process of booking a flight into a joyous process with its brand new website (as thoroughly documented in Ben Davis’s 30 little things I love about the new Virgin America website).
It’s also excelling itself in the world of social video. I'm a huge fan of its branded Instavids.
This week sees the launch of a gigantic multichannel, world-building content campaign that is as hilarious as it is inventive. It’s also kind of boring and an expert lesson in what not to do on almost every digital channel in existence.
Welcome to BLAH Airlines. Here's why it's so brilliant.
In the UK, every vehicle over three years old used on public roads must undergo a test to check it’s roadworthy.
It’s known as the MOT (Ministry of Transport) test and, like death and taxes, it’s inevitable.
You rarely hear any major protests from car owners - the last thing they want is for the various bits of steel, aluminium and electrical wiring to fall apart when they’re travelling at 70mph down the A31.
They understand it’s in their best interests to give their car a thorough check-up every so often - it would be marvellous if every website owner felt the same way, introducing a regular COT (Content Optimisation and Taxonomy) test.
Last week I found myself in Cleveland for Content Marketing World 2014, a huge event with 2,500 attendees and around 50 sponsors.
Joe Pulizzi and his team have grown this conference year on year, riding (and contributing to) the ever-growing content marketing wave.
Kevin Spacey gave the final keynote, capping a fascinating few days with what was a pretty interesting discussion of media disruption and associated Q&A.
Evergreen content can drive traffic to your website and build awareness over a longer period of time. It’s the best way to gain the best return from an investment in content.
In a nutshell, evergreen content is that which does not date too quickly and retains relevance to an audience over time.
As a result, it will send traffic and leads to your site over a longer period.
In this post, which draws on our 100+ Content Marketing Tips report, I’ll look at what evergreen content is, how to produce it, and how it can deliver results over time.
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?
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.
Engagement or revenue? Conversion or visits?
The report provides insight and recommendations for how content can be combined with ecommerce as well as examples of what ecommerce practitioners are currently doing and the role they are setting for content marketing within the overall digital strategy.
Interviews were conducted with leading ecommerce professionals in B2B and B2C organisations, both UK and international. The aim of the interviews was to explore how leading brands are integrating content into ecommerce journeys and what the future strategy of the business looks like, with the output being qualitative data and indicative charts based on the responses of interviewees.
10 key questions were asked, including “who has ownership of your content?” “What tools do you use to help plan and deliver?” and “Do you produce content guidelines?”
These questions and more are answered in the report, but for now we’ll be looking at content marketing KPIs.