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 This report is designed to provide marketers with practical and essential guidance into all aspects of content strategy. The role of content within marketing and digital marketing practice has never been more important than it is now, but it remains an area of constantly changing practice, with evolving dynamics around technology, content production […]
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 […]
Update: This article was originally published March 18th 2014. The graphic was redesigned and updated in April 2019.
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 […]
As lockdown slowly lifts, the travel and hospitality industry is intensely focused on implementing the proper measures to keep consumers safe.
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.
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.
Content marketing has seen a lot of changes in the last decade.
In 2005, Apple integrated podcasts into iTunes, and Steve Jobs referred to the channel as being like “TiVo for radio”.
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.
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 […]
With a gradual lifting of restrictions on travel, consumers are beginning to cautiously consider venturing abroad. How can travel and hospitality brands capitalise on increasing search interest in travel and inspire confidence in the sector?
The amount of user-generated content (UGC) in marketing strategies has almost tripled in the last 10 years. This is according to a new report by Yotpo, based on a survey of 100 leaders of some of Europe’s largest ecommerce retailers.
As a large chunk of the global population hunkers down in isolation away from their friends and family, technology has become a crutch for human connection.
As garden centres open for business, here’s a look at B&Q and Homebase’s recent garden-focused marketing and communications, including efforts on email, homepage, and social.
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.
