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Last week I wrote about IBM’s content strategy and why I think it’s one of the best I’ve seen from a tech company.
I find it interesting to focus on individual brands to see if there’s anything to be learnt from what they’re doing content-wise, and this time I wanted to cover the Creme Egg-ruining food giant Kraft.
During my recent job search (which happily ended in me joining the Econsultancy blog team), I was amazed to see (way above my pay grade) a number of adverts calling for a ‘Chief Storyteller’ or words to that effect.
Clearly I'm way behind on this. A quick Google search tells me software giant SAP hired its own chief storyteller back in 2013, and Nike employed a ‘Chief Storytelling Officer’ as far back as the 90s.
Content marketing can be a tricky area for brands whose products or services are not traditionally seen as ‘sexy.’ But IBM has turned that idea on its head and produced some of the most exciting content I’ve seen in any industry.
In this post I’m going to take a look at some of the best examples of IBM’s content, and why I think this company’s strategy is so effective.
Content marketing has gone way beyond buzzword status and is now a core part of almost any well-known brand’s marketing strategy.
As Graham Charlton mentioned in his post about ecommerce content marketing last month, it can help with anything from SEO to social reach. It can even improve sales in the long run.
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.
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.
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.
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.
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.
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.
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.