What drives customer experience

No discussion about customer experience is complete without discussing the examples of Amazon, Airbnb, Uber and Apple. Certainly, their CX was and, in many cases, is still the gold standard. But we can’t keep using these four companies as a yardstick against which to measure every CX implementation. So much more is now entering the […]

What is customer experience?

Customers have been taught to expect good customer experience regardless of sector. Central to their needs are seamlessness and connectivity. Brands recognise that customers expect to be ‘channel agnostic’ and that speed is of the essence. The message is that customers will forgive a work in progress but expect companies to show they are at […]

Content calendars

Since content marketing is both ‘always-on’ and yet may also see sharp spikes of activity around campaigns, we need to plan ahead and ensure we have the resources available to accommodate our objectives, and ensure we can re-use content assets as efficiently as possible. Watch the video to learn more.

Ephemeral and evergreen content

In the 2014 Econsultancy Content Strategy Best Practice Guide we introduced the idea of ‘Stock and Flow’ content, a concept that was originated by technologist Robin Sloan. Over time this concept has morphed into ‘ephemeral’ and ‘evergreen’ content but it remains a valuable way of balancing long-term value gain with more short-term activity: Watch this […]

Content implementation

There are so many considerations when trying to maximising the opportunity that content can bring. These next few courses will cover ephemeral and evergreen content as well as how to plan your marketing using a content calendar.

Persona generation

Personas are not only an effective way of bringing customer segmentation to life, but also a way of stimulating improved insight, common understanding and alignment. Personas can be used as the basis for more effective customer journey mapping, combined with marketing and customer segmentation, which in turn can support prioritisation and strategy development. But what […]

Content marketing overview

Content marketing presents an immense opportunity for brands. When executed effectively, it can be a powerful engagement tool for fostering loyalty, lead generation and sales, and for conveying the brand purpose and brand story in a credible and authentic way. Start this course to watch a video outlining the core principles of content strategy and […]

New practices in programmatic advertising

We are entering the second wave of programmatic advertising. We have reached critical mass in terms of allocated spend within the digital advertising space. Therefore, it is now more important than ever that people who oversee programmatic campaigns are operating with the upmost efficiency, to derive as much value as possible from the scale, speed, […]