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Fashion ecommerce and lifestyle blogging seems like a match made in heaven, but very few are getting it right.
Here are four common mistakes and how you can avoid them.
In this final part of the multimedia content strategy series, it’s time to think about how these concepts fit into our different content publishing platforms.
Now, in this final part, it’s time to think about how these concepts fit into our different content publishing platforms.
We need to consider where our different content pieces will be published, and how this effects our interaction with the customer journey.
In the first part of this series, you would have run through the methods for mapping the customer journey and big ideas.
Once you’ve worked out these, you need to work out how you can meet the customer needs or wants through different content formats.
It’s better to think beyond the blog and consider all the different channels that you can reach the customer on, and think to their particular advantages.
In the next part, I’ll talk more about the distribution of these formats on different platforms.
Most digital marketers have probably spent some considerable time scratching their heads about how they can make their content more effective this year and beyond.
If you’re one of these people, then read on, because in this series I will be explaining the notion of ‘Multimedia Content Strategy’.
That’s not just another buzz-phrase – it’s a way to define content strategy beyond just simply having some content on your site, like a blog or series of product pages, and expecting them to deliver.
This series will show you how to better integrate your efforts, using one idea to push content seamlessly across different customer touchpoints and give them real purpose.
It doesn’t matter what sector you work in, or what stage of the ‘journey’ you are on (it’s not unlike X Factor), digital entails transforming your products and services in a way that can sometimes feel antithetical.
Whether it’s newspapers increasing their prices, travel companies investing in new technology, or art galleries removing copyright.
That’s exactly what the Rijksmuseum did in 2012, when it put a lot of its collection online and created the Rijksstudio, allowing the public to curate, purchase, download and rework bona fide masterpieces.
Building on this work, Rijksstudio has just announced the winners of its ‘Make Your Own Masterpiece’ competition, with entrants using the collection to design something of their own.
Let’s take a look at this very Dutch and very admirable project.
In content strategy, people often focus on the most obvious part (the content creation) and don’t quite realise that there’s a lot more to it.
Content strategy is a big picture that is made up of four main ‘blocks’. A burger (content) can be quite nice, but on its own it’s just a meatloaf. You need the bun, the cheese and the sauce to make it really tasty.
These parts all work together, and are made up of smaller ‘ingredients’ to make the whole.
Up until now, it’s been a mystery as to how brands can truly make a success of marketing on YouTube.
Largely it’s been a case of trial and error. Of the top 5,000 YouTube channels, only 2% are owned by brands.
This is incredibly frustrating if your company is committed to content marketing and wishes to exploit the many benefits of online video, but are then presented with the stark fact that if you’re not a teenager showing off their latest shopping haul or Rihanna then you might as well give up.
Common sense largely prevails though. The brands that do succeed on YouTube – GoPro, Marvel or Disney all have a strong similarity. They create content that is entertaining, engaging, unique to the channel and informative.
Timeless qualities that will always ensure a channel’s success no matter how much a search algorithm changes.
A few month’s ago I looked at YouTube strategy for brands and it’s made pretty clear that all of a YouTube creator’s positive efforts will help increase a channel’s ‘velocity’. This rather nebulous term is what YouTube is hungry for. Velocity is achieved through sharing, engagement and ultimately subscribers.
This week YouTube has revealed its Creator Playbook for Brands. It’s a massive 100 page tome with a highly detailed seven step approach to content marketing.
Here I’ll be highlighting the explicit set of guidelines YouTube has provided to help brands create successful content.
How does a publisher move from brand engagement to an enterprise transactional model?
It all revolves around thinking like a retailer and utilising your brands to capitalise on new revenue streams.
Immediate Media is a combined publishing house formed with BBC Magazines, Magicalia and Origin, with around 70 brands.
The group has been investing in technology for a while, enabling digital elements to be added to its subscriptions, as well as integrating advertising and product sales.
The magazines are chiefly publishing special interest content, from sports to weddings etc. With 80% of Immediate’s revenue coming from selling content, it’s clear that there’s a balance to be found between product development and monetisation.
Let’s take a look in more detail…
I’ve written a lot about content strategy over the past decade. I’ve also highlighted various niche tactics that can help content creators to succeed, as well as plenty of examples of excellent content. But I haven’t created many visualisations, and recently I have been keen to do one.
Surprisingly, nobody has yet created a periodic table for content marketing, so I thought I’d have a go.
Before I introduce it, allow me to doff my hat at Dmitri Mendeleev, who first published the periodic table of elements. I’ll also nod in the direction of Danny Sullivan, who created one based around SEO success factors.
Let me also say that I hope that this is helpful, as the world is awash with dubious infographics and I really didn’t want to produce something just for the sake of it.
The usual caveats apply: there will be obvious omissions, possibly duplicated symbols, and other schoolboy errors. I shall fix these things in a future iteration, so please raise a flag if you spot anything.
Ok then, let’s take a look at the table, and I’ll explain my thinking along the way…
Different types of blog post bring different benefits to your website.
Through painstaking research into all the blog content of one website, I have been able to identify clear patterns that should help you think about ways to plan your content strategy.
In this article I will explain the analysis that led to the results you will see here.
Although founded in 1939 as Timely Comics, the modern version of Marvel Comics that all fanboys know and love today was launched in 1961. With Fantastic Four, Spider-man, Avengers and X-Men all first appearing on comic book pages in the first half of the 60s.
With the arrival of the digital age, the expectation was that this 75 year-old company, whose very business is completely ingrained in traditional print media, would just be left to wrinkle and brown like the early-90's Ghost Rider comics I have boxed away in my attic.
However this has been far from the fate of mighty Marvel! (I can get away with exclamation marks here because I’m writing about comic books).
Marvel has played a huge part in the push to build a bridge between print and digital content since mid 2012 by revolutionising the way comic books are consumed, through innovative app design and comprehensive online and offline access to its brand new and vintage comics.
Marvel has also shown incredible skill in rebuilding its own brand through expert content marketing and becoming a peerless heavyweight in the summer blockbuster market.
How does Marvel market its huge amount of content online? Through its many and varied social media channels each offering unique content, tailored to the respective platform.
Let’s take a look at how Marvel uses Google+, Pinterest, Instagram and Twitter to ‘make everyone’s Marvel’.
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.