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 […]
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.
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 […]
Content is still “king” – and we need more of it than ever before.
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 […]
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”.
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.
Hannah Mitchell, organic strategy director at Croud, looks at search trends during lockdown and offers some advice for marketers who are setting content strategy in the run up to some kind of return to normality.
The events of 2020 brought brand purpose to the forefront, with consumers increasingly expecting brands to speak out about important social issues.
Guy Kawasaki popularised the term ‘evangelist’ whilst at Apple in the 1980s, helping to promote the Macintosh. Today he is chief evangelist at online design tool, Canva. We asked him what his average day looks like. Here’s what he had to say…
Agility, scalability and innovation were identified at a recent Econsultancy webinar as vital for online retailers seeking to take advantage of a huge surge in digital shopping.
The beauty industry was valued at a whopping $532bn in 2019; the result of global retail sales consistently rising over the past decade.
The GIF is still seeing a surge in popularity with the rise of emojis, memes and stickers. And while its cousin, short-form video, is having its time in the spotlight thanks to the rise of TikTok, GIFs remain nonetheless a very viable and popular alternative for brands looking to quickly convey messages.
Danny Bluestone, CEO of UX-driven digital transformation agency Cyber-Duck, highlights some key considerations for web designers and content producers after the UK government updated its content design guidance for open formats. On the 7th December 2020, the UK government updated its content design guidance for open formats. The update has underlined its commitment to open […]
Every December, we look at our Google Analytics dashboard and share the top 25 posts (by simple page views) over the course of the previous year.
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.
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.
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.
