1. Introduction 1.1 Executive summary This report identifies best practice approaches, techniques, challenges and opportunities around storytelling in the context of marketing. It explores how marketers perceive the importance of storytelling to the practice of marketing and the best practice application of storytelling principles to support marketing objectives and activity. The following topics are covered […]
The Periodic Table of Content Marketing
This colourful overview of the key elements of content marketing is as relevant today as when it was first unveiled by Econsultancy. An invaluable resource for anyone working on content strategy and planning projects.
Lifestyle brand Bamford worked with digital agency Verb Brands to create a more user-friendly experience that boosted conversion and average order value.
UK recruitment agency HR GO plc used a combination of innovative biometrics testing and AI technology to increase website conversions by 153% in four weeks.
To re-establish its standing as one of the best travel spots and reposition itself as a digital city, the city of Paris worked with IRM on a Snapchat campaign.
The Content Marketing Team Matrix
The perenially popular Econsultancy Content Marketing Team Matrix offers a practical look at what makes a content team brilliant, and the necessary skills and roles needed to build one in your own organisation.
From the Blog
For so many brands with an online presence, it can be easy to overlook the importance of imagery when it comes to developing their voices and identities.
Stories has become one of the most successful formats of social media.
Data suggests that the UK health and beauty industry is now worth £4bn, with sales of cosmetics increasing £55m from 2016-17 alone.
In the US, the demand for beauty is (naturally) even bigger, with the sector expected to rise from $80bn to a whopping $90bn by 2020.
Training Courses and Online Learning
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Browse, save and export over 1,000 content-related statistics and charts collated in Econsultancy’s online Internet Statistics Database. Constantly updated to reflect the latest findings.
2018 saw the launch of IGTV: Instagram’s new platform for long-form videos that are created “in a vertical format that sit upright in the palm of your hand.”
The marketing and advertising industries have historically been more about fantasy than reality, and female idealisation rather than empowerment.
“Pivot to video” was the buzz-phrase of the mid-2010s: the shorthand for a series of sweeping changes made by digital publishers to shift their content strategy away from text towards the shiny, attractive medium of video.
A short while ago, I wrote about 10 brands using beautifully creative GIFs to enhance the visibility and quality of their content. Many of these well-established brands have a fully-fledged design department working behind the scenes to create the polished examples I identified. If you’re working in a smaller company or start-up, you may not have considered generating branded GIFs as part of your content marketing strategy.
According to a recent independent study sponsored by Prezi, 42% of respondents have become more selective in the content they consume. Furthermore, 66% of respondents consume content they didn’t expressly set out to find, even though 40% of consumers stated they feel bombarded by such content.
GIFs have seen a surge in popularity with the rise of emojis, memes and stickers, and it seems as if every brand under the sun is getting in on the action to make their message heard by increasingly distracted audiences.
Blacklist Creative is a creative agency and production studio. We spoke to Head of Production and co-owner Lola Gamester to find out more about her role.
As always, allow us to point you to Econsultancy Jobs if you’re looking for a new role.
Last month, Instagram launched IGTV, a long-form, vertical video platform that is available in the Instagram app as well as a standalone IGTV app.
Before IGTV, videos on Instagram were limited to one minute in length. With IGTV, Instagram users can now create their own channels on which they publish videos of up to 60 minutes. In the future, Instagram plans to allow users to publish videos of unlimited length.
If one trend in content publishing and social media has been constant over the past few years, it’s the huge and growing popularity of online video.
Long-form video, short-form video, live video, square video, video advertising… Whatever the format, video has built up a tremendous amount of buzz in the marketing industry for its ability to engage and entertain, with brands increasingly making it a core part of their marketing strategies.