A look the fundamentals of storytelling that marketers should consider in both external and internal communications, covering topics including storytelling elements, aligning stories with explicit and implicit brand values and how data can inform storytelling in marketing.
Content Strategy Best Practice Guide
This best practice guide:
- outlines some key definitions
- sets out a core process for content strategy in the digital age
- defines some key strategic models that enable the smart application of content in the service of achieving marketing objectives.
Watch the webinar
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.
How to effectively build content into your email strategy in three steps: mapping the customer journey, collating the right content, and bringing the two together in an email programme.
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.
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.
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.
The UK government has announced plans to ban the advertising of junk foods online and on television before the 9pm watershed. At the same time, the government also suggested that it is considering a blanket ban on all online advertising of sweets and fast food.
Storytelling for Marketers - Best Practice Guide
This report explores techniques, challenges and opportunities around storytelling in the context of marketing and brings together important best practices to help marketers tell better and more compelling stories.