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Posts in Content

Q&A: Tourism Australia's Nick Baker on content creation and curation

Econsultancy recently launched its State of Digital Marketing in Australia report, which found that online marketing is rapidly becoming a priority for companies, although many are struggling with elements within this.

However, a number of organisations in the country have a well-established legacy of digital operations, arguably the most recognisable and prominent being Tourism Australia, the official Government agency which is responsible for both the international and domestic promotion of Australia as a travel destination.

Here, their executive general manager of consumer marketing, Nick Baker, explains the secrets of their success to date, as well as their plans for the future…

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SXSW video: Review of the Interactive Trade Show 2012

While at the SXSW 2012 Interactive Trade Show, we had a chance to tour the floor and meet with some of the companies on display.

They offered a wide range of marketing solutions and gave us a few seconds of their time to give us their elevator pitch explaining just what they do.

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Guardian predicts social to become more important than search for traffic

For many companies, nothing has historically been more important for traffic than search, making search a virtual holy grail. But for some publishers, social is fast becoming the new search.

Take the Guardian, for instance. According to Tanya Cordrey, who is the director of digital development for the news organization, "It’s only a matter of time until social overtakes search for the Guardian."

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Will website traffic predict the 2012 US presidential race?

It's an election year in the United States and by all accounts, it will be an interesting one.

President Barack Obama, doesn't yet know who his opponent will be, but when it came to website traffic in January, the Democratic incumbent handily beat all of the Republican contenders.

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Recent Google updates: blood, SERPs and tears

Yesterday, the SEO forums were buzzing with the news that some major link building networks had been effectively shut down by having sites de-indexed by Google.

These type of sites, that publish short posts across a network of blogs, had been seen as an easy and time-effective way of getting a large number of anchor-text rich links pointing back at a target site.

Despite trying to up their game in terms of relevance and content however, most of these sites suffered from having a large number of clients saturating the network.  

This meant each site hosting these entries would be featuring a lot of different topic posts that did not correspond to an overall theme or subject of the site.

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Learnings from Digital Cream about Site Search

Site search and merchandising: seven key takeaways from Digital Cream

Last week at the Emirates Stadium in London, Econsultancy's Digital Cream event invited client-side Marketers to learn from their peers across a breadth of topics, from Customer Experience, Conversion Rate Optimisation to Social Media Monitoring.

I was pleased to moderate the Site Search & Merchandising roundtable, sponsored by SLI Systems. The roundtable was in the form of three in-depth peer-led discussions regarding the issues most faced by marketers regarding site search.

Attending the roundtables were a mix of companies, most importantly, not just those with a traditional e-commerce arm.

This meant that the conversation had to be abstracted to cover several different types of content; not just product, but Guides & Help, Technical Specifications and Entertainment & Video.

However, what these companies had in common was the concept of using content to aid conversion. Several attendees from content-driven & entertainment sites had complex attribution models to link conversion back to the content viewed.

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Q&A: Offerpop on scaling in social media with ROI attached

In 2009, Offerpop launched a marketing platform to help brands find and engage audiences on Twitter. This expanded to Facebook shortly after and now Offerpop have 15 apps on Facebook and five on Twitter that help companies run successful campaigns on both social media platforms.

We had a chance to catch up with their CEO, Wendell Lansford, and CMO, Mark Cooper, when they were at SXSW to share a little more about what they do and what they think brands need to plan for this year.

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Five ways to create effective transmedia stories

In his keynote speech at DIY Days in New York earlier this month, self-proclaimed "story architect" Lance Weiler trumpeted transmedia storytelling as an "opportunity to lay story across the real world in a way that's never been possible."

On purely technical terms, he's right: A single story can be told around the world instantaneously in various media. Examples abound: Wieden & Kennedy's Old Spice campaign with its use of online video, TV spots, and social media; the use of games and live events for The Dark Knight; and the sprawling epic that was BMW's The Hire. Weiler himself IDed other tools in the transmedia arsenal: geolocation and the improving technology of near field communications or NFC.

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Draw Something: one app + five weeks + 20m downloads = $200m acquisition by Zynga

What does a single app that generates 20m downloads and $100,000 per day in revenue in five weeks? In the case of OMGPOP, the maker of the hit app Draw Something, it apparently gets you acquired in week six.

Today, social gaming giant Zynga announced that it has acquired OMGPOP.

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Facebook launches Demo Tool for Sponsored Stories

Facebook, which is fast-headed towards a record-breaking IPO, is betting a lot on Sponsored Stories.

It's clearly counting on the paid ads, which appear in the news feed and perhaps most importantly, be displayed to mobile Facebook users, making them the company's first mobile ad unit ever.

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Rovio, Walmart team up for Angry Birds Space launch

It's going to be a big week for Rovio, which has become one of the world's most valuable gaming companies thanks to its ultra-popular Angry Birds franchise. On Thursday, the latest Angry Birds game, Angry Birds Space, will make its way to app stores around the internet.

But for players looking to maximize their Angry Birds Space experience, a trip to the local Walmart may be in order.

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New York Times cuts free articles to 10 per month

Can paid content save newspapers? For many newspapers, there is good reason to be skeptical.

But trying to get readers to pay for content is a necessary move and naturally, major dailies like The New York Times are having an easier go of it.

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