This best practice guide outlines some key definitions, sets out a core process for content strategy in the digital age, and defines some key strategic models that enable the smart application of content in the service of achieving marketing objectives.
1. Introduction Customer centricity is at the heart of any successful business today. Digital has empowered consumers in numerous ways, giving them greater choice and convenience when they shop, but also offering a platform for them to share their views at the touch of a button. There are a host of platforms enabling consumers to […]
1. Introduction ‘Content shock’[1] is real: the volume of B2B (and B2C) content is now outweighing our human capacity to consume it. However, content marketing can still present an immense opportunity for B2B businesses. When executed effectively, it can be a powerful engagement tool for fostering loyalty, lead generation and sales, and for conveying the […]
Webinar Recording
How does this technology work, what are its benefits, and what are its limitations? What concrete results can it produce, and are the fears about job losses grounded in reality?
What content marketing is, what it’s used for and how you can tailor it along the user journey.
How YouTube’s ‘Hero, Hub, Help’ model can help you understand your content ecosystem.
Maintaining consistency over tone of voice, personality, content themes and proposition.
Planning ahead to ensure you have the resources and content available to meet objectives efficiently.
The difference between evergreen and ephemeral content and the value both add to your strategy.
How to plan, deliver and manage your content across digital channels. Building content marketing into your customer journeys, the distribution channels available, and the importance of brand alignment.
The concept of Content as a Service (CaaS) has evolved in response to the dilemma posed by our modern digital ecosystem and its incredibly high demand for new and different types of content. However, it’s also an evolving concept which isn’t always clearly-defined – making it difficult to pin down exactly what it entails, and how brands can implement it.
Nils Leonard, co-founder of Uncommon Creative Studio will be in conversation with Eliza Williams, editor of Creative Review, Wednesday 8th April at 10am BST. If you’d like to join them, you can sign up here. Nils and Eliza will discuss why brands need to get creative during the coronavirus crisis, as despite the temptation to […]
As with many sectors, music and live entertainment have been severely impacted by the global coronavirus pandemic.
Paul Sampson is the CEO and co-founder of Lickd, a digital platform that licenses music to YouTube content creators.
Tone of voice (ToV) is extremely important when you’re trying to build a distinctive brand. It’s the personality of your business; the thing people will remember you by.
Purpose-driven marketing has become an increasing priority for brands over the past year or so, driven by the wider consumer desire for change.
As we head on into March, we’re back with the best digital marketing stats of the week.
In a recent article, I identified reactive marketing as a growing content marketing trend for 2020, following its increased adoption by marketers over the last decade.
The accessible and ‘always on’ nature of social media seems slightly at odds with the world of luxury fashion and beauty.
This report explores techniques, challenges and opportunities around storytelling in the context of marketing and brings together important best practices to help marketers tell better and more compelling stories.
Understanding China’s internet and marketing landscape is no longer just the preserve of ‘China-watchers’ or entrepreneurs who want to start up a business in China.
Since the advent of the world wide web, what we think of as “content” has changed dramatically.
Luggage retailer Away has carved out its own niche within the luggage industry over the past few years.
Finding case studies was one of the main tasks I had when I first started at The Guardian as an editorial assistant. My editor loved nothing more than sending me out on the streets with a photographer in tow to ‘vox pop’.
The fusion of ecommerce and livestreaming, known as ‘live commerce’, is a huge and growing trend in Chinese ecommerce.
Back in January 2016, the BBC launched its own in-house creative agency, BBC Creative, which now comprises over 150 staff.
We’ve got a short but sweet roundup to ease you into the new year, including news about online returns, mobile gaming, and Gen Z viewing habits.
Content marketing has seen a lot of changes in the last decade.
This guide will round up everything a marketer needs to know about progressive web apps, from what they are to their features, pros and cons, and examples of PWAs in action.
Despite the growing consumer preference for experiences over physical goods, the buzz of buying a holiday seems to have been lost for many.
In 2005, Apple integrated podcasts into iTunes, and Steve Jobs referred to the channel as being like “TiVo for radio”.
People eat with their eyes, or so the expression goes, which is why food brands tend to rely on high quality imagery and design to sell their products.
Content fails for a myriad of reasons. Poor planning, or lack of buy in from the C-suite, or a combination of both. But the main reason it fails is because it stops.
Dodo Pizza might not be the most well-known pizza chain, at least not in the UK.
Rupert Rixon is the 24-year-old founder of Perspective Pictures, a digital-first video agency based in Islington, North London.
Nearly a decade ago, Domino’s Pizza was known as the poor man’s Pizza Hut.
Michael Wells is Founder and Managing Director of Third Light, which provides digital asset management (DAM) software and services.
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.
To reach a new target audience with its premium car rental service, Hertz invites influencers to an exclusive launch event, who created live stories to share on social media.
Global charity Theirworld works with agency Clearleft to build an entirely new digital presence, powered by a content strategy and publishing platform, which helped deliver its message further and increase its impact.
Flights.com’s Unboxing campaign leads to a 153% increase in subscribers to its YouTube channel, a 291% rise on social traffic and a 58% yoy increase in flight bookings.
Browse, save and export a range of content marketing statistics and charts via the Internet Statistics Database, updated regularly to reflect the latest findings from the UK and around the world.