Latest Research, Trends and Best Practice
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 […]
Introduction Welcome to the first Digital Outlook report published by Econsultancy. This hype-free report draws on expert opinion in industry, as well as our research, to pick out topics that marketers may not have engaged with in 2018, but perhaps should do in 2019. The topics discussed are mostly tactical, highlighting emerging technology and processes […]
The Periodic Table of Content Marketing
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.
New York Bakery Company’s newly implemented programmatic strategy increases engagement by 82% and generates 23.5 million impressions over an eight-week period.
The FA teams with Cognizant Interactive to create a digital transformation programme that used data analytics to develop new content-based experiences.
Lastminute.com boosts site traffic and wins back market share with an SEO and content led campaign.
Content in the customer journey
Hero, Hub, Help, inbound and outbound
Tone of voice, B2B and B2C
Strategy, distribution and best practice
The Content Marketing Team Matrix
The perenially popular Econsultancy Content Marketing Team Matrix offers a practical look at what makes a content team brilliant, and the necessary skills and roles needed to build one in your own organisation.
From the Blog
Molly Elisha-Lambert is an AI language technician at Phrasee, a marketing platform that uses AI to create impactful email subject lines and social ad copy.
Content marketing is an important part of the B2B landscape and even industries that have historically relied heavily on personal relationships are making use of content marketing to reach potential customers and clients.
A challenger brand is typically defined as a company that’s neither the market leader or a particularly niche brand, but one that sets itself apart with a driven mindset.
Digital Marketing Training Courses
Producing content that attracts, engages and converts your audience
A comprehensive look at the critical disciplines of digital and content marketing
Boost your online copy’s effectiveness across all digital devices and channels
Get to grips with all aspects of creating compelling video content
Looking for content statistics and market data?
Browse, save and export over 1,000 content-related statistics and charts collated in Econsultancy’s online Internet Statistics Database. Constantly updated to reflect the latest findings.
How will big brands exercise their voices in the crowded content landscape of 2019? And what’s going to be soaking up the attention of audiences around the world?
Settle down, it’s stats time.
Storytelling within marketing is certainly nothing new. The concept – to create compelling stories that convey a brand’s personality or product – is traditionally used to forge an emotional connection with consumers.
Stories has become one of the most successful formats of social media.
2018 saw the launch of IGTV: Instagram’s new platform for long-form videos that are created “in a vertical format that sit upright in the palm of your hand.”
The marketing and advertising industries have historically been more about fantasy than reality, and female idealisation rather than empowerment.
“Pivot to video” was the buzz-phrase of the mid-2010s: the shorthand for a series of sweeping changes made by digital publishers to shift their content strategy away from text towards the shiny, attractive medium of video.
A short while ago, I wrote about 10 brands using beautifully creative GIFs to enhance the visibility and quality of their content. Many of these well-established brands have a fully-fledged design department working behind the scenes to create the polished examples I identified. If you’re working in a smaller company or start-up, you may not have considered generating branded GIFs as part of your content marketing strategy.
According to a recent independent study sponsored by Prezi, 42% of respondents have become more selective in the content they consume. Furthermore, 66% of respondents consume content they didn’t expressly set out to find, even though 40% of consumers stated they feel bombarded by such content.