Posts in Content

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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Tablets becoming television's companion, replacement: report

The rise of the tablet is one of the biggest trends in computing today and there's little reason to doubt that this trend won't get anything but stronger.

The new iPad smashed sales records, affordable tablets with rich content ecosystems like the Kindle Fire are helping bring these devices to the masses, and Intel is promising a slew of new tablets when Windows 8 is released later this year.

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Data in a social age

Like. Tweet. Follow. Mention. Comment. What do these all mean to a marketer?

There’s no doubt that social has gone loco in the past few years and every big brand worth its marketing salt is investing in a strong social presence as part of their multichannel strategy.

But so what? What is social delivering?

What is it adding to the marketing mix, and how do we know if you’re any good at it?

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Google+ gets a major design overhaul

When Google+ was unveiled in June of last year, it was clear that the company had created its best social networking product to date.

Obviously inspired to some extent by Facebook, if Google+ had been launched by a start-up instead of the world's largest search engine, some pundits might have labelled it a potential threat.

And for good reason: there was a lot to like about Google+.

It was clean, sort of like Facebook back in the day, and lest it be accused of copying Facebook entirely, Google added some interesting features to the mix - such as Circles and Hangouts.

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US sues Apple, book publishers over ebook pricing

In a move widely anticipated, the United States Justice Department today filed an antitrust lawsuit against Apple and some of the largest book publishers over allegations that they colluded to raise ebook prices.

The publishers named in the lawsuit are Simon & Schuster, Hachette, HarperCollins, Penguin and Macmillan.

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