Posts in Content

content planning

A five-step planning process for content marketers (with eight useful tools)

If we’ve got the ability to get publishing to a company blog or other content stream, then the temptation is to start publishing, just get the thing moving and see what sticks. 

I don’t doubt this approach has worked for some companies and people out there, but I often find that a lot of content marketing falters in the long term because of a lack of planning. A lack of planning means a lack of structure, and more than likely a lack of objectives. Not having these means increasing the probability of losing steam.

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Top Task Management process

How managing your customer's 'top tasks' can deliver a better experience

It's a safe bet that the amount of information online will just keep growing forever, like an ever-expanding digital universe.

But continuously adding more content to your own website may actually harm your user experience and your business unless it's done with your customers' goals in mind.

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Shelter Scotland’s chatbot had >4,000 interactions in its first four months, freeing up time for helpline staff

Chatbots present a number of exciting opportunities for charities

Not only can AI streamline customer service – taking away the need for human interaction – but bots can also help to boost engagement, increase empathy in consumers, and even drive fundraising.

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translate

Saving language: How will the rise of AI affect linguistics?

Language isn’t an exact science. Often, there is no "perfect" answer.

While much is logical, many elements are harder to explain, untethered as they are to any fixed set of rules. For instance, when is a thought expressed with an indicative vs a subjunctive mood? When to use polite vs casual phrasing in languages such as Korean or Japanese? How to articulate an expression that doesn’t exist in a target language?

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10 brands with hilariously funny product page copy

Quality product descriptions can make a huge difference to the ecommerce user experience. 

Not only can good copy nudge consumers and increase conversion rates, but it can also help to differentiate a brand. Humour is one effective way that brands can make product descriptions stand out, with an increasing number choosing to be quirky and fun rather than just informative.

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sidewalk labs

How do you market a city? Why place marketers have to be smarter than ever with digital content

How do you market a city?

Places are huge, hazy concepts that mean different things to different people. So the efforts of the world’s leading cities to attract tourists are worth a look. How do they deal with multitudinous 'brands' and reach customers in a crowded market?

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A day in the life of... a motion designer

We're in the land of the creative for this week's 'day in the life'.

Lisa Ferrari is head of motion design at Silver Agency, a B2B specialist. We caught up with here to ask about her motivations and inspirations.

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Why Kate Spade's superb video content strategy is a lesson to all fashion marketers

US fashion brand Kate Spade has wholeheartedly embraced video content in the past few years.

While some treat social as a customer service vehicle or a secondary marketing tool, the retailer sees social as the key to success, creating an entertainment-driven strategy to drive engagement and increase sales across the globe.

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The best digital marketing stats we’ve seen this week

There’s a lot to sink your teeth into in this week’s roundup, including news about mobile commerce, marketing budgets, GDPR and more.

The Internet Statistics Compendium is also ready and waiting as always.

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clock

Five quick content opportunities for time-poor B2B marketers

B2B marketers can find it difficult to make time for content creation. You’re just as likely to be supporting business development activities or the latest big bid-writing exercise as you are planning the content calendar.

I’ve put together some simple tips for time-conscious B2B content creators.

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Why your headlines are worth almost all your content marketing efforts (and how to improve them)

There was a part of me that used to think that people cared deeply about how good a piece of content looked, how it was written and what it had to say. I’m sure some people still do care about these things, but let’s not kid ourselves that they are a majority. 

My experience at various publishers is that, increasingly, people are looking less at what is contained within a piece of content and reacting more to the limited information that is shown around it. 

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The GDPR may be good for inbound marketers, but it's no excuse for crap content

A marketing friend recently pointed out an observation: all the GDPR best practice guides are recommending the same thing. Namely, to go all in on inbound, content-led campaigns (so potential customers are willing to offer up their personal data).

This sent a bit of a shiver down my spine because, at one stage, the thing to go all in on was SEO. Or it was about going all in on social. Or a particular social network. And we all know how crammed full of noise and rubbish those quickly became.

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