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 ‘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 […]
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1. Foreword by Movable Ink In today’s era, visual is the language that moves people. But for brands, the process of generating visual content is complex. As digital marketers strive to deliver more creative, for more campaigns, delivered in more channels, and optimised for more devices, the process breaks. You can’t possibly solve this problem […]
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.
The accessible and ‘always on’ nature of social media seems slightly at odds with the world of luxury fashion and beauty.
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 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.
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.
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.
Michael Wells is Founder and Managing Director of Third Light, which provides digital asset management (DAM) software and services.
This week’s stats roundup includes news about Singles Day, data exchange after Brexit, mobile messaging, and lots more.
The streaming wars are officially on as Disney launched its $6.99 per month Disney+ streaming service on Tuesday in the US, Canada and Netherlands. And despite some technical glitches, the launch proved to be one for the record books as some 10m people subscribed to the much-anticipated service. For comparison, as Bloomberg media analyst Geetha […]
Print travel brochures are now rarely-used for holiday research.
Social media has never been more important for restaurants.
Over 70% of US consumers researched a prescription medication or medical device online in the past year but pharma and medical device companies are missing out on opportunities to reach them as they navigate the “journey to care”.
In a time of heavy political and economic uncertainty, travel and tourism brands are using storytelling to promote destinations around the world.
Jessica Dannemann of Episerver is an experienced marketing leader who describes her two most important skills as “bullshit detection and time management.” This is a ‘day in the life’ you don’t want to miss… Please describe your job: What do you do? Jessica Dannemann: As SVP and chief marketing officer at Episerver my job includes […]
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.