Posts tagged with Content Strategy

Six great Slideshare decks on content marketing and strategy

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... 

1 comment

Le Tour de France: six lessons for search marketers

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.

1 comment

Four common ecommerce blogging mistakes and how to avoid them

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. 

7 comments

Multimedia content strategy: integrating your content platforms

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. 

In the last two instalments of this series, I’ve talked about customer journey, big ideascontent formats, and size.

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.

2 comments

Multimedia content strategy: considering different formats & sizes

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.

0 comments

Multimedia content strategy: the customer journey and the big honking idea

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.

1 comment
van rijn

Give your content away for maximum ROI: a Rijksstudio case study

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.

3 comments

The 24 ingredients for a delicious content strategy

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.

9 comments
youtube logo

Content marketing for YouTube made easy

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.

0 comments
immediate media org mix

Six lessons Immediate Media can teach you about publishing

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…

2 comments

Introducing The Periodic Table of Content Marketing

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…

66 comments
Blogging momentum

Which type of blog post is best for ongoing traffic?

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.

14 comments