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For the last few years Sony has been working harder to improve the way it engages with its audience using storytelling techniques.
Tim Lion is the European head of social media at Sony and during his talk at last week’s Festival of Marketing he admitted that it would be “a fallacy to suggest that what they were doing was a roaring success”.
However finding the right tone and content to connect with an audience is a lengthy process that takes a great deal of trial and error, especially if you’re a brand that’s just used to broadcasting technical specs for the last 70 years to an incumbent audience.
Things are improving though, and Lion’s social team seems to be learning from its mistakes.
I’ve written before about the difficulties of the word 'content'. It’s too often bandied around in discussions that lose sight of its meaning to viewers versus its importance in their strategy. And that blindness is costly.
But you quickly find yourself drawing on it because it’s the common reference. Much of the time, that will remain true.
Sometimes, however, it’s worth thinking again to see if there’s another descriptor more suitable. Perhaps another descriptor that can focus on a different detail and a different priority and help you concentrate on what matters.
The old rules don’t apply anymore. 24 hour news, social media and the rise of consumer and user created content has meant that PR people have to manage brands in real-time.
If you ask younger people if they read a newspaper chances are they’ll say no. They get their news online, via social media. The only television they watch is on-demand, they’re certainly not watching mainstream TV that we’re traditionally used to.
They have their own laptops, mobiles and tablets. They watch Netflix or iPlayer. They love YouTube.
Adrienne Liebenberg is global B2B marketing director for BP Castrol.
She spoke at the Festival of Marketing about how the company has moved away from traditional comms and PR and into thought leadership and a focus on how the customer interacts with the brand.
How has one of the oldest and most high profile industries adapted to the rise of social media?
Two years ago, social was something that the publicity department did on the side. Universal has since built a specific social team and overseen a complete change in marketing strategy.
Albert Hogan is the head of digital strategy at Universal Pictures UK and he talked at our Festival of Marketing this morning about how the studio has learnt to engage with a very vocal film-loving audience across social.
Velocity's Doug Kessler spoke at the Festival of Marketing today on the topic of 'Insane Honesty in Content Marketing'.
As Doug explained, mere honesty is something that should be a given in marketing, for ethical reasons, but insane honesty is a choice.
Essentially, it means sharing your weaknesses and showing them openly. Putting your worst foot first.
Sharing weaknesses and minus points makes the rest of the marketing much more believable.
Everybody talks about the need to provide quality content on your site if you want to rank well in searches. But how do search engines identify quality content?
Successive Google algorithm updates (culminating in the recent Panda 4.1) aim to refine results so that they match the intent of the search query and deliver the most comprehensive, accessible and well-written answer.
Social media plays such an important role in publishing that sharable and fun interactive content is now the way to elevate a piece from 'buzzy' to 'viral'.
Buzzfeed and The Guardian have proved masterful at this (for different reasons) but there are plenty of other publishers and organisations getting in on the act.
Here's just a few of them..
I've kept this list simple and it's a fairly accurate idea of what I use day-to-day.
I didn't use any of these tools when I started working on the Econsultancy blog. I'm still not an advanced content creator but I do have some small tricks up my sleeve.
Take a look at this list of tools to aid you in your image, video and text travails.
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.
Content is very important for SEO, but this should also come with caveats, as simply creating more and more isn't always the answer.
Following on from yesterday's post on sub-domain conflicts, here I'll look at a few examples where brands' content-led pages are harming their search rankings.