1. Introduction ‘Content shock’ 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 […]
Latest Research, Trends and Best Practice
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 […]
1. Introduction Econsultancy’s series of best practice guides have been created for digital professionals who typically work in marketing or ecommerce roles. The guides steer readers to ensure that projects and strategies are executed in the right way for optimal results. Given the significance of online video to most organisations in 2017, sections of this […]
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.
In a recent article, I identified reactive marketing as a growing content marketing trend for 2020, following its increased adoption by marketers over the last decade.
Content marketing has seen a lot of changes in the last decade.