Posts in Content

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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The social media meltdown and how to overcome it

Social media has opened up a huge opportunity: to engage directly with customers, to understand what motivates and interests them, and to increase the size of the audience for your content.

But it’s the very size of the opportunity that’s often the biggest problem. When marketing budget and resources are tight, where do you focus?

And how can you be sure the right message gets out to the right audience via the right channel and that the overall approach is joined-up and consistent?

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Ad agency as VC: WPP Digital invests $7m in mySupermarket

Over the past several years, Madison Avenue has made a concerted effort to cozy up to Silicon Valley and young technology startups.

And for good reason: with consumers spending more and more of their time online, the technology industry is increasingly important to brands. As a result, ad agencies have little choice but to keep up with technology and, if they're lucky, spot the next big things before they become big.

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Tumblr's CEO doesn't like ads, but he's going to sell them

How do you monetize a publishing platform that's home to more than 50m blogs and 20bn blog posts? If you're the twenty-something CEO of one of the consumer internet's most popular properties, you might consider advertising is "a complete last resort."

That's how Tumblr CEO David Karp described the advertising business model to AdAge less than a week ago, but a week is a long time in the internet economy and a lot can change very quickly.

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B2B content marketing: tips from Digital Cream

One of the key areas covered in our B2B Digital Marketing Trends Briefing is that of content marketing.

Built on the views and experiences of B2B marketers who attended Digital Cream London in March this year, one point that was recognised by all was the importance of effective content when looking to become visible on the web.

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Why online projects fail

Problems rarely kill projects. What kills them is failure to recognise and address problems.

A colleague said recently that online projects fail for three main reasons – poor governance, weak communication or problematic technology, and in roughly equal proportions.

I’m not sure I agree about the proportions, but the categories feel useful.

For a start, each has its own distinctive failure modes.

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Can social media accelerate the buying cycle?

The number of companies not doing anything with social media gets smaller and smaller by the day, but that doesn't mean that business has social media figured out.

Despite the increasing comfort that many companies and marketers have with social media, questions still linger about efficacy and ROI.

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Hulu to advertisers: pay only for completed video ad views

The internet has arguably been the most exciting new development for advertisers in the past 50 years, but that doesn't mean that online advertising is without its problems.

Arguably, one of the biggest problems is a misalignment of the interests of media buyers and media sellers, with the latter often not appearing to care much about the value the former receives.

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Five ways to optimise your online video

A great video strategy can be a lot of work. Coming up with a good concept, producing the video, and editing are all vital steps in the process, but it does not end there. 

All too often, businesses will invest serious time and effort into producing great video content only to lose steam once they get the videos online. 

Your online video strategy should not end at the upload. Really great content can and often will go far on it’s own, but there many tactics that can be employed online to reach your video’s full potential.

Here are five post-upload steps you can take to ensure your video marketing strategy is a success.

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Monitoring your online reputation around the world

There’s no doubt that a company’s reputation is one of its greatest assets.

A recent survey from Weber Shandwick found that 70% of consumers wouldn’t buy a product if they didn’t like the brand.

But in today’s world, where there's nowhere-to-hide, it can be harder than ever to control what people are saying about your company.

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Music industry agrees to new mechanical royalty rates deal

There is little doubt that digital is the future of music. The CD may not be dead, but it might as well be.

Its replacement for millions of consumers has been digital music services of various kinds, ranging iTunes and the Amazon MP3 Store to Pandora and Spotify.

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Case Study: How H&R Block Uses Twitter for Customer Service

The following H&R Block case study is excerpted from my latest report, Online Communities Part Two: Engaging Your Community Across Multiple Platforms. This 17-page report is the second in a series of four that I'm writing for Econsultancy, and develops material covered in last month's Online Communities: Starting a Community.

One example of a company who is "rocking customer service issues via Twitter" is the tax services company, H&R Block. Whether or not you use H&R Block for your personal or business tax preparation, it's clear they have invested time and money into growing and engaging with their online community on Facebook, Twitter, and YouTube.

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