Posts tagged with Content Strategy

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11 Econsultancy blog posts that marketers can use every day

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.

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What does brands as publishers really mean?

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.

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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... 

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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.

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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. 

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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.

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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.

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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.

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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.

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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.

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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.

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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…

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