Posts in Content

screen convergence

How many screens are there really?

The number of screens we interact with depends on who you ask. While we, as marketers, would like to think tablets have already replaced couch laptops, the reality is that consumers today are more likely to be looking at their smartphones while watching TV. 

Mobile devices may very well be the third or fourth screen, but that is assuming TV is the first one, and that assumption may be more wrong than right as screens converge and content follows.

In that context, it is difficult to develop proper multiscreen strategies, when ordinal numbering doesn't necessarily help us identify which specific device is being used by consumers and, most importantly, what is their current state of mind.

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Zynga brings brands to Draw Something

When Zynga shelled out $200m for OMGPOP, the maker of Draw Something, the social gaming giant was buying what was, at the time, the owner of the hottest mobile game in the world.

But despite its popularity and the fact that it was generating hundreds of thousands of dollars each day in revenue, the steep price Zynga paid for a company that was once on the brink of failure naturally raised questions about whether it overpaid.

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The cloud: where your games go to die?

For consumers, the cloud's appeal is hard-to-resist.

From music to documents to applications, and everything in between, the ability to access our 'stuff' anywhere we go on any device is an extremely attractive proposition.

Until it isn't.

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Facebook Edgerank: what marketers need to know

It's been nine months since I wrote the original Ultimate Guide to the Facebook Edgerank Algorithm. I was amazed to see the reaction to the piece.

It clearly seemed to strike a chord as it went on to be the most popular guest post on Econsultancy in 2012.

But a lot has changed since then in the world of Facebook. As I'm currently putting together a presentation for the upcoming Econsultancy Digital Shorts event in Manchester on Edgerank and other social algorithms, now seemed the perfect time to revisit the piece to update and expand it.

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Yahoo launches dashboard for small businesses

Yahoo may be putting 50 of its properties on the chopping block as new CEO Scott Thompson looks to make the once-dominant internet portal a little leaner and more nimble, but apparently small businesses are important enough to Yahoo that it will create new products.

Today, Yahoo did just that by launching an online dashboard designed specifically for small businesses.

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Brand management and consistency: is everyone singing the same song?

Controlling brand consistency is a struggle that many if not all brand and marketing managers face over the course of their working lives.

Keeping track of a global brand across a myriad of communication channels is key to maintaining its strength, which translates into customer acceptance and ultimately sales.

Brand consistency is vital to a business because it builds recognition which consumers use to evaluate their purchase decisions. Consistency also brings clarity which consumers trust.

When consumers trust your brand they become loyal. And what everyone wants is loyal customers.

But what do you do when you start to lose a grip of your brand? You take a hit when the levels and complexity of marketing activity exceeds the amount of control the business has over brand management.

There will be less coherence in the way your brand appears which leads to loss of clarity in the minds of your consumers about what you stand for, leading to lower sales and less return-on-investment in your brand communications.

So what can you do to improve brand management and therefore brand consistency?

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What I've learned from writing 2,000 blog posts

Since this is my 2,000th article on Econsultancy, I thought it was an opportunity to share what I've learned over the past five or six years writing for this blog. 

I started out as a relative novice, but I've learned a lot along the way, and hopefully my 2,000th post is much better than my first.

Here are 20 tips for other bloggers...

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Q&A: TopRank CEO Lee Odden on integrating SEO, social media and content

As more businesses are jumping on the content train, we had a chance to talk to Lee Odden who just released his first book Optimize: How to attract and engage more customers by integrating SEO, Social Media and content marketing.

Odden gave us the scoop on why he wrote Optimize, how we can start integrating search, content and social media across our organization and how we can get the buy in we need for it to be a success.

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Microsoft forms partnership with B&N, invests $300m in NOOK business

Thanks to Amazon's dominance, it's easy to forget that traditional bookseller Barnes & Noble (B&N) has managed to build a decent digital portfolio of its own.

In the past, that has sparked speculation that B&N would eventually spin off its NOOK division, freeing its digital business from the baggage of its brick-and-mortar business.

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Dictionary of marketing swearwords. 1: Linkbait

Linkbait [ lingk bayt ] SEO noun: the process of creating and promoting content that's primarily designed to attract links.

Standard form: "we need to create some linkbait".

Active form: "that's an AWESOME piece of linkbait!"

Passive form: "...the client's just been sold three pieces of linkbait per month".

Modern form: "It's not linkbait anymore man, it's all about Likebait now". 

Here's some more detail on this swearword...

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Box, Microsoft fight back against Google Drive

After years of waiting, Google finally launched Google Drive this week.

Naturally, Google's entry into the online storage market raised questions about some of the companies that have established themselves in the space, such as Dropbox. Will Google make it harder for them to grow and thrive, or will it fail to gain traction?

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The mainstreaming of content marketing: ten implications

Let's face it, content marketing has gone mainstream. That kind of sucks, really, because it used to be a hugely powerful differentiator in most markets.

Soon it will just be the price of entry. Everyone will have a rich content library, so a new eBook or video won't be enough to make you jump out from that pack of pesky competitors.

So how will the world of digital marketing change when content marketing becomes the norm for everyone?

Here are ten predicions and what you can do about them...

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