This best practice guide looks at the feedback economy, why it is important, and the challenges and opportunities it presents brands. It explains how marketers can capitalise on ratings and reviews, including how to unearth insights from customer feedback, diffuse any emerging crises and measure its effectiveness as a channel.
This report looks at how brands can identify clear objectives, fine-tune audience profiles and plan their distribution strategies, getting to grips with the numerous different platforms on offer. Some of the key technical aspects needed to commission video and work with specialist partners are also covered.
A guide providing marketers with the practical guidance they need in all aspects of content strategy, covering the fundamentals of good content strategy, how to develop detailed personas, the importance of linking content strategy back to business strategy and the future of trends in content strategy.
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 […]
A collection of the most recent statistics and market data on online marketing, ecommerce, the internet and related digital media, drawn from Econsultancy’s Internet Statistics Database. Aimed at marketers looking for benchmarking stats, evidence for use cases or persuasive figures for procuring investment.
Content is still “king” – and we need more of it than ever before.
This report looks at all stages of the content marketing process which, when executed effectively, can be a powerful engagement tool and convey brand purpose and brand story in a credible and authentic way. The report offers best practice advice from experts in the field.
A webinar covering the essentials of content strategy, including a look at the growing role of technology, data and customer experience and how content practice is changing in response to rapidly shifting dynamics, plus a clear, easy to follow best practice framework that marketing teams can adopt.
Many platforms are innovating with new creative formats, presenting more opportunities for brands to engage users in compelling ways. This chapter looks at the latest moves by businesses including Netflix, Spotify, Snap and Google.
Join Neil Perkin, one of Econsultancy’s most experienced and thought-leading consultants to understand the essentials of content strategy.
Agenda points:
Copywriting is an often-overlooked but incredibly impactful art that, when done effectively, can have a hugely beneficial impact on ad click-throughs and campaign conversion rates.
Since the advent of the world wide web, what we think of as “content” has changed dramatically.
The role of ‘UX writer’ has become increasingly sought-after as companies make user experience (UX) a focal point for their business. But what exactly does a UX writer do?
In 2005, Apple integrated podcasts into iTunes, and Steve Jobs referred to the channel as being like “TiVo for radio”.
As the digital world begins to impact the planet, Ana Tolić, President of CMG Digital, explains how a focus on people – not platforms – delivers a sustainable digital future.
Midway through 2021, electricals company Dixons Carphone announced that it would be merging its four technology and retail businesses – Currys PC World, Dixons, Carphone Warehouse, and Team Knowhow – under the Currys brand name. Announced in May of last year, the merging of the four brands was complete by October. In its wake, the […]
Maria Tikhonova is the COO and co-founder of eyezon – a video shopping sandbox that connects ecommerce shoppers with retailers through live streaming. I recently caught up with Maria to find out more about eyezon, the benefits of live-streaming for ecommerce retailers, and the key to capturing customer loyalty. Tell us about eyezon, and more […]
Matthew Gonnering is the CEO of Widen, a digital asset management (DAM) and product information management (PIM) solutions company. We recently caught up to find out more about the future of martech in Widen’s category and Gonnering’s experience working for the business, including his self-branding of ‘chief eudaimonia officer’. How does a DAM solution fit […]
Love them or hate them, Crocs have undoubtedly enjoyed something of a resurgence in the past few years. Seen on the feet of influencers and Oscar-attendees alike – as well as those who simply care more about comfort than style – the footwear brand has recently cemented its success with record earnings. In its Q2 […]
You might have heard of Rappi, a rapidly-growing Colombian on-demand delivery startup and last mile ecommerce platform that has been called the “Latin American super app“. Like many super apps, Rappi has a payments arm: RappiPay, originally launched as a peer-to-peer payments platform and electronic wallet service in 2018 (Portuguese-language source). It has since rolled […]
TikTok promises a huge opportunity for brands to boost their reach and engagement, particularly with a younger audience – if they can successfully play to its strengths. Here are 10 brands doing so with style.
Welcome back to our regular roundup of the stand-out social stories from the month just gone.
Weetabix is one of the most beloved breakfast brands in the UK, with half of all households reportedly buying it in the past year. But how does Weetabix reach new consumers?
Time is short, resources are limited and the demands on brands to keep the conversation going are almost limitless. A new report by Econsultancy in partnership with Bynder, Time to Create – Adopt Creative Automation to Plug the Content Gap, explores agile content strategy.
To cater for rising public interest in Covid-19, Johns Hopkins Medicine quickly developed a search and content strategy early in 2020, changing the way it worked with experts across the organisation to make the most of its content architecture.
In 2020 we saw years of digital growth in just a few months; this rate of change, however, has left many CX funnels leakier than a colander. Luckily, Contentsquare recorded billions of web sessions to identify the trends that matter. Here are the three key issues we found, and how to solve them.
Content is still “king” – and we need more of it than ever before.
A progressive web app, or PWA, is a website with the look and feel of, and much of the same functionality as, an installed application on a desktop PC, tablet or smartphone.
Considering the primary use case for the mobile web (i.e. people searching on the move) micro-improvements to deliver content quickly and efficiently can make a big difference: according to Google’s own research, 40% of users will leave a website when it takes longer than three seconds to load. When you’re on Wi-Fi or 4G, it […]
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.
Working with Cherish PR, the heritage cleaning brand leveraged the health benefits of gardening to support customers with outdoor-focused content during the UK’s Covid-19 lockdown, increasing sales by 27%.
Netherlands-based GAMMA used search data to optimise its DIY instruction videos and their distribution which led to high rankings and an 88% increase in customer purchase intent.
The eye and ear-care retail chain used search data to create a content library which was continually updated in line with customers’ changing health concerns.
The backbone of today’s marketing, getting your content strategy right is crucial. This Content Strategy and Editorial Planning training course will guide you through the key principles of good content marketing and help you turn your ideas into a structured plan.
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.
