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Posts tagged with Content

Content is not king

Content is critical but relevance is king

I’ve never been one to submit to catchphrases. The business world and, by extension the marketing world, is full of them.  

“Net-net, at the end of the day, we are living with a new normal of big data.”  Just typing these words gives me the shivers. But these phrases emerge, typically, around meaningful trends.  

For the past three years the dialogue about content marketing has gone from a whisper to a roar. And the expression 'content strategy' is now popular discussion.  

On many occasions I’ve heard pundits declare that 'Content is King'. Most pundits have a vested interest so I understand the tendency toward hyperbole. But I want to make one thing clear. I disagree.

Content is not king. It is not a strategy. Content is a means to an end, a tactic. A very, very important tactic. But a business’s objective is not to create content but rather create enterprise value.

Content marketing adds to enterprise value by sustaining a measure of relevancy with people who engage with it in order to sell more products and services for the first time and over time.  

Relevance is the goal.

29 comments
I CAN HAZ ENGAGEMENT?

The complete guide to creating compelling marketing tweets

I like to think I've seen a lot of tweets, enough to know a good one when I see it.

So often, I am completely exasperated looking at the dadaist sludge that dribbles out of corporate and brand Twitter accounts. So I've decided to do something about it and write this complete guide to writing interesting tweets.

It's somewhat subjective, but I've given at least 60 tweets here to illustrate my various points. I'll define interesting as something funny/persuasive/compelling/thought-provoking/informative etc - pretty much any tweet that can draw the user's attention.

There is a lot of 'don't' as well as a lot of 'do', and of course, knowing your brand and your audience is key to interesting your followers.

Hopefully there'll be some scenarios you recognise in here, and some reminders.

Please leave your pet hates and great loves in the comments below.

11 comments

SEO is D.E.A.D.

Despite the danger of over simplification, I rather like the acronym D.E.A.D. as a reminder on how to approach modern, multi-signalled, SEO

It's not really dead btw...

36 comments

Creating the culture part two: skills you need to implement marketing automation software

Marketing automation solutions alone cannot get you the marketing performance transformation you’re hoping for - you need to get the company culture and skills aligned with it for true success.

To find out how you can do that, read the next in this this two-part blog post series. 

In part one, I looked at the skills required to implement marketing automation software and why a transformation on a cultural level needs to occur before any system can be successfully implemented. Here i explain the next steps in that process.

2 comments

How Virgin uses big data to create engaging branded content

Bob Fear is Digital Content and Marketing Manager at Virgin, and he recently been involved in the relaunch of Virgin.com. 

He has devised the core Virgin brand’s digital content and social strategy from scratch, and will be speaking about using data to create engaging branded content at our JUMP event on October 9. 

I've been asking Bob about the presentation, and Virgin's approach to content and social media... 

12 comments

10 interesting Econsultancy posts from August

Some of you might have been lucky enough to have escaped work in August. And, while I’m sure you enjoyed lounging at Club Med, there is some interesting Econsultancy content you have missed!

Here is our top 10 posts of the month, from great comment threads to ‘sleepers’ that are too good to be missed.

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what!

Four long term benefits of creating awesome content: case study

As a supplier of infographics, I’m regularly asked by potential clients how a certain piece of content is worth thousands of pounds. 

Great content allows you to use a small amount of outreach time to get a relatively large number of placements, links and exposure. But it is also a great long term asset (over the year), as it has the ability to provide long term audience support for your site.

I want to use the example of a client’s infographic which we ended up hosting on our site, so I can show with examples, how much of a long term benefit great content has.

7 comments
Starbucks email

10 things I love about your emails (and related arts)

I love emails with clear creative and natty features. I did a post about my love. Now here’s another post.

As a Brucie bonus I’ve included many links to related arts. Get creative and maybe you, too, can yank some love from my inbox.

7 comments
Fast Moving Consumer Content - Content Amp

Content marketing: welcome to the world of Fast-Moving Consumer Content (FMCC)

As more and more businesses, from multi-national brands to one-man-bands, continue to embrace content creation and content marketing as an effective tool to engage and embrace with their customers, we are now living in a world of Fast Moving Consumer Content (FMCC).

Those brands and businesses that understand, and adapt their marketing efforts to accommodate the continuing, insatiable consumer demand for content, the more successful they will become. 

5 comments

A seven step guide to content marketing for luxury hotels

Even luxury brands are having trouble moving with the times. What is certain is that the static brochure style website featuring a photoshoped image of an infinity pool is dead.

Luxury hotels, like every industry, are having to be more imaginative and rethink their marketing strategy.

The first rule in content marketing is that content needs a purpose: to stimulate, engage, convert and build a buzz around a brand. It’s got to be useful, visible, desirable, engaging and provide a platform to position the hotel as a socially-connected brand.

Why is content so powerful? It’s is the modern day convergence of PR, social, SEO and good old-fashioned storytelling.

7 comments

The state of digital marketing in Hong Kong: highlights from Digital Cream 2013

Over 100 senior marketers attended our inaugural roundtable event in Hong Kong last month. 

They deftly explored and shared nimble ways to utilise the very latest digital marketing ideas and techniques in order to better equip themselves for their future endeavours.

Some were intent on making stronger inroads into mainland China, others were planning on taking full advantage of the small but also highly lucrative local Hong Kong marketplace (a jewel in the China crown), and for a fair number it was to better hone their abilities and skills to market across the whole APAC region.

5 comments
Houses of Parliament

A comparison of the Labour, Conservatives, Liberal Democrats and UKIP websites

With political fever in the media building towards a 2015 general election I’ve taken a look at the present state of the four main UK political party websites (Conservatives, Labour, Liberal Democrats and UKIP). 

This review and analysis is based upon website ease of use and content engagement from the perspective of a new visitor. 

So which party has the best website strategy? 

11 comments