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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.
Content marketing and SEO go hand in hand. Great content attracts links and can rank highly, while good SEO means the content you produce brings searchers to your site.
SEO should be a major part of your content strategy, and the best way to rank well and to survive algorithm changes, is to produce unique and valuable content.
In this post I'll look at how we approach content and SEO at Econsultancy...
Content marketing has been a hot topic in digital for more than a year, but many brands still struggle with the challenge of how to integrate content seamlessly into the ecommerce experience.
One of our recent surveys found that only 38% of in-house marketers have a defined content marketing strategy, despite 76% saying they are producing significantly more content than they were 12 months ago.
To help brands overcome these challenges Econsultancy and EPiServer have published a new report entitled Where Content and Commerce Collide.
It examines how digital content can be combined with ecommerce in order to create more engaging and successful websites.
One of the sections in the report, which is based on interviews with UK content and ecommerce professionals, investigates which types of content are most important for driving conversions.
Post links on your social media channels, obviously. Put a teaser in your email newsletter, of course. Syndicate it through relevant recommendation platforms, OK then.
There are plenty of standard ways to get people to look at the content you publish and they all have their various merits in terms of generating awareness, traffic and leads.
The problem is that they also have their limitations. To really justify the investment you put into creating content, you want to get it in front of as many eyeballs as possible and often that means a bit of lateral thinking.
Forget the hard sell and the dry press release. Audiences have wised up, so give them high-quality content that they can really engage with.
For anyone who’s experienced the following phrase bellowed at them across the boardroom by a senior executive “we should get into content marketing, everyone’s doing it, Coca-Cola’s doing it, BMW is doing it, Red Bull is doing it, we should be doing it too” then this is for you...
Content marketing is everyone’s favourite hot new digital marketing phrase right now, yet the truth is that while the label has grown in popularity, the notion that content marketing is anything new isn’t quite correct.
What the imaginary senior executive above doesn’t realise is that his company has actually been making content for years. It just hasn’t been called as such until recently.
The company has been creating blog posts, surveys, whitepapers and reports for the entire length of its existence. In many cases, it understands the power of content and how it can keep its existing audience happy and engaged.
However the new era of content marketing brings with it more of a tactical focus: in seeking to help audience growth, generate new leads, spread brand awareness and improve brand perception on a much larger scale.
In line with this, content marketing roles are being created and teams are being restructured across an incredibly diverse range of industries. Content marketing has become an umbrella term, one that bonds together five different disciplines – editorial, marketing, PR, SEO and social media – in order to focus on one long-term marketing strategy.
We all know that duplicate content will hamper your search performance, but what about similar theming across sub-domains, international sites, or family sites that have entirely different URLs?
If two sites are related in some way Google may not decipher between them leading to domain conflict.
Have you ever seen a sudden drop for your site in the organic search results then a reappearance several days later?
Or do different landing pages and sub-domains regularly swap places for a search term? If so your site could be affected by site-wide cannibalisation, duplicate theming or semantic flux.
We can all get excited about the prospect of working with a new client that has an exciting product, brand or industry, but what about the more 'boring' ones?
Do you reject the proposal on the basis that your innovative ideas might not be a good fit or win you any awards, or do you accept the challenge and benefit from opportunities others might have overlooked?
If you're from the latter camp, you'll appreciate the major benefits to each stage of the purchase cycle that so-called 'boring' content can provide.
Let's take a look at how and why it is so important.
Being first with a piece of content isn't necessarily a guarantee of victory in the traffic stakes, but in timely situations the sooner you can join the party the better.
When news breaks, and there's a legitimate reason for your brand to share its voice then it's all systems go to collaborate with your PR and marketing teams to produce something that will capture the attention of your audience.
Many of these ‘greatest hits’ don’t need flagging up as they are shared a lot and have probably been seen by some of you.
However, I wanted to group together a list of posts that are of considerable value, so you can bookmark, pocket, etc. and then use to impress your friends and win business.
Simple as that. Just click the pictures to see the original posts.
I’ve tried to include posts that won’t date, so I’ve left out Chris Lake’s web design trends post (which is proving our most popular this year) because it’s billed as ‘2014’. However I think it will remain useful past the end of the year, so check that out, too.
Brands as publishers is a popular mantra, but what does it really mean? Does it also mean that publishers can become brands that sell stuff?
Digital disruption has not been kind to established publishers.
Firstly, circulation of print media has declined due to the rise of social media, the explosion of freely available commoditised content (particularly in the lucrative celebrity market, in which the Mail Online is causing major disruption) and the slowness of the economic recovery.
Whether you like the phrase or not, content marketing is here to stay, and it works well.
It combines a number of disciplines, including editorial, social, SEO, PR and marketiing, and a well-planned content marketing strategy can help these teams to focus on long-term goals.
There has been a lot written and spoken about content marketing over the past couple of years, including on this blog.
Hre, I've rounded uo some of the best presentations on content strategy from SlideShare...
Cycling has really picked up momentum in the UK. British success has made the sport more popular than ever and search volumes are rising.
Inspired by the imminent Grand Depart of Le Tour de France from Leeds in early July, we've looked into the search marketing (SEO and PPC) performance of a range of brands in cycling to see how they're set up to take advantage of this summer's biking boom.