{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Posts tagged with Content

Tug Life pop-up expo

Three great content tips from the Tug Life pop-up expo

As I squeezed into a sweltering room outside Old Street tube station yesterday, I wasn’t sure what to expect (particularly as I’m still relatively new to this industry).

I have to say I wasn’t disappointed. With events like this there is always going to be an element of self-promotion, but between all that there were some great tips on content marketing that I’m going to share with you in this post.

0 comments

How should ecommerce brands be using content?

Ecommerce brands have embraced content marketing over the past couple of years. 

Of course some, like Net-A-Porter, have used content effectively long before it became a buzzword. 

However, while some are using content well, others just seem to be ticking boxes and failing to incorporate content fully. 

In this post, I'll look at how ecommerce brands should be using content, and some of the mistakes to avoid. 

10 comments

12 useful content marketing examples from ecommerce brands

How are ecommerce brands using content marketing? 

In this post, I'll look at some examples from retailers which show how it can be done. 

0 comments

You may also like: the horror of bad content recommendation

You know how content marketing is the saviour of digital marketing? I’m sure you’ve heard that once or twice before.

Especially now that display advertising is all but dead in the water and native advertising is ethically dubious at best.

6 comments

17 fantastically useful tools for content writers and bloggers

Writing requires discipline, focus, talent, sacrifice and a thick skin, so I have no idea how I’ve managed to survive this long without my editor noticing my fundamental lack of these skills.

What I do have though is an awesome arsenal of tools and web applications that help paper over any cracks in my expertise.

From idea generation, to writing without distraction, to creating jargon-free copy, these 17 tools should also help you improve your own craft and hopefully stop you from banging your head against the keyboard for too long.

16 comments
Digital Cream Singapore

SEO vs. PPC: Three big ideas from Digital Cream Singapore

Econsultancy held its regular Digital Cream Singapore earlier this month and it was packed with digital marketing specialists from South-East Asia.  

Around 100 delegates, mostly from brands and other buy-side firms, got together to discuss the future of digital marketing. 

2 comments

Sony’s approach to putting storytelling first

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.

1 comment

Content: What's in a name?

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. 

0 comments

How Asda succeeded on YouTube with Mum’s Eye View

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.

Last week at our Festival of Marketing Asda’s senior director of marketing innovation Dominic Burch talked about how PR delivered YouTube success for the UK based supermarket.

1 comment
castrol charger

How BP Castrol killed the jargon and stopped overstating its impact

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.

4 comments

Universal Pictures: social and the silver screen

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.

1 comment

Why your content marketing should be insanely honest

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. 

5 comments