tag:econsultancy.com,2008:/topics/content-marketing-and-strategy Latest Content marketing content from Econsultancy 2017-07-24T11:31:24+01:00 tag:econsultancy.com,2008:Report/4551 2017-07-24T11:31:24+01:00 2017-07-24T11:31:24+01:00 Content Strategy Best Practice Guide <h2>Overview</h2> <p>The aim of this research was to identify best practice approaches, techniques, challenges and opportunities around digital content strategy.</p> <h2>Research methodology</h2> <p>The methodology involved two main phases:</p> <ul> <li> <strong>Phase 1:</strong> Desk research to identify relevant issues, examples and models.</li> <li> <strong>Phase 2:</strong> a series of in-depth interviews with a range of senior digital and non-digital marketing practitioners, Heads of Content, UX and Content Strategists. Interviewees for the research covered sectors as diverse as financial services, media, public sector, NGO and FMCG.</li> </ul> <h2>What you'll learn</h2> <p>This best practice guide:</p> <ul> <li>outlines some key definitions</li> <li>sets out a core process for content strategy in the digital age</li> <li>defines some key strategic models that enable the smart application of content in the service of achieving marketing objectives.</li> </ul> <p>Included in this report are the following:</p> <p><strong>The content strategy process</strong></p> <p>We define the importance of tying back to a solid strategic process that is aligned to answering the fundamental questions of strategy:</p> <ul> <li>Where are we now?</li> <li>Where do we want to get to?</li> <li>How do we get there?</li> <li>How do we know when we’ve got there?</li> </ul> <p>Our research has demonstrated this alignment to be critical to effective content strategy implementation.</p> <p><strong>Insight and persona generation</strong></p> <p>We discuss the key thinking and methodologies around successful persona generation, how brands are using personas to inform strategy and how relating content to a solid understanding of the customer journey through customer journey mapping can establish a firm foundation for success.</p> <p><strong>Aligning content with brand strategy</strong></p> <p>Defining a content marketing mission, and a key model for relating content to brand purpose and essence.</p> <p><strong>Distribution and format</strong></p> <p>We set out a key model for building an effective content ecosystem (borrowed from YouTube) – ‘Hero, Hub, Help’, look at an example brand that shows exemplary practice in this context, and consider the best ways of linking format selection with objective.</p> <p><strong>Optimisation culture</strong></p> <p>The practitioners interviewed for this report stressed the importance of developing a testing culture to ensure continuous, not just episodic, test and learn. When combined with a structured content calendar, this can bring both alignment and optimisation of resources and impact.</p> <p><strong>Content and technology</strong></p> <p>The marketing and content technology landscape is more complex than ever so how might practitioners best navigate through this complexity and make smart decisions about technology? Technology will play an ever-increasing role in the content marketing process and ecosystem, so how can marketers set themselves up for success?</p> tag:econsultancy.com,2008:BlogPost/69260 2017-07-21T09:39:19+01:00 2017-07-21T09:39:19+01:00 Four ways hotels and accommodation sites can increase direct bookings Nikki Gilliland <p>Along with <a href="http://www.newsroom.barclays.com/r/3493/uk_holidaymakers__booking_direct__through_hotel_websites" target="_blank">these findings</a>, other research also suggests that certain hotels are experiencing a surge in direct bookings. Take Premier Inn, for instance, whose website accounted for 87% of all its bookings in 2016. That said, at other hotel chains, like Hilton, direct bookings are far lower as they struggle to compete with aggregator sites.</p> <p>So, what can we learn from Premier Inn? And how can both UK and international hotels increase their direct bookings? Here’s just four factors that could make a difference.</p> <h3>Mobile optimisation</h3> <p>Google’s 2016 Travel Trends report suggests that 60% of searches for travel information come from mobile. Meanwhile, conversion rates have grown 88% on mobile travel sites. So in order to capture some of this search interest – and draw users away from online travel agencies – hotels need to ensure a good mobile UX across all channels and throughout every step of the journey.</p> <p>This doesn't only mean in terms of the immediate booking process, either. </p> <p>Interestingly, hotel apps and mobile bookings are said to lead to greater levels of satisfaction compared to the same technology delivered by a third party or OTA. A survey from J.D. Power found that guests who book through an online travel agency or a mobile app not directly associated with a hotel are more likely to experience a problem and be less satisfied with their stay overall.</p> <p><img src="https://assets.econsultancy.com/images/0008/7599/Mobile_check_in.JPG" alt="" width="400" height="486"></p> <p>This suggests that a mobile strategy is not only important for first-time direct bookings, but to increase the likelihood of <em>repeat</em> direct bookings – as well as long-term loyalty. Features like mobile tickets and check-in can be hugely beneficial for increasing satisfaction and keeping consumers coming back.</p> <h3>Perks and benefits</h3> <p>In order to sway people away from the perceived cheaper and more flexible options provided by travel agents and aggregator sites, hotels and self-accommodation companies must provide clear incentives.</p> <p>This usually comes in the form of discounts and offers for direct bookings – alongside even greater incentives for joining loyalty programmes. We’ve recently seen many large hotel chains heavily promote this as part of marketing campaigns, specifically Hilton and its ‘Stop Clicking Around’ ads.</p> <p>As well as highlighting the benefits of being an HHonors member, the campaign also points consumers towards other perks such as free WiFi and arrival gifts.</p> <p><iframe src="https://www.youtube.com/embed/DsZkUAAAv5I?wmode=transparent" width="854" height="480"></iframe></p> <p>It is this added value that really sets direct bookings apart from OTAs. But interestingly, it appears to be smaller or independent hotels who are largely capitalising on this, using unique incentives to entice consumers to book direct.</p> <p>The small Hawaiian hotel chain, Aqua-Aston, offers a free $20 Starbucks gift card if guests book direct. Meanwhile, Hotel Amarano in California offers guests either a $25 credit to use at the hotel’s restaurants or to receive a room upgrade. These incentives are not particularly ground-breaking, but against a third-party site offering nothing much more than the standard cheapest tariff it's easy to see how it might improve conversions.</p> <p>That being said, incentives don’t always have to involve personal gain. Last year, the Omni Hotels group launched the ‘Say goodnight to hunger’ campaign, which saw the hotel donate to Feeding America for every stay booked directly through the brand’s website. Each donation would provide dinner for a family of four for an entire week.</p> <p>Not only did this clever strategy enable the hotel to increase the likelihood of direct bookings, but it also contributed to positive brand perception and a reputation as a company that cares about social good.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thank you for helping us make such an incredible impact in just one year. <a href="https://twitter.com/hashtag/SayGoodnightToHunger?src=hash">#SayGoodnightToHunger</a><a href="https://t.co/3Sqg5JdEiI">https://t.co/3Sqg5JdEiI</a> <a href="https://t.co/B2gXZaI9oL">pic.twitter.com/B2gXZaI9oL</a></p> — Omni Hotels (@OmniHotels) <a href="https://twitter.com/OmniHotels/status/877998060399321089">June 22, 2017</a> </blockquote> <h3>Personalisation</h3> <p>One way hotels can enhance incentives is to add <a href="https://econsultancy.com/blog/69207-how-six-travel-hospitality-brands-use-personalisation-to-enhance-the-customer-experience">personalisation</a>, or any elements that will help to build a direct relationship between the company and consumer. Again, this can be done through loyalty programs, such as HHonors members being able to share preferences in order to customise their hotel stay. However, when it comes to direct bookings, this type of personalisation is most effective early on in the customer journey.</p> <p>Data is a key enabler, of course, allowing hotels to track and monitor user behaviour. This means that if someone browses and abandons a site before booking, the hotel can re-target them with personalised and tailored messages. </p> <p>There is the argument that hotels should not dismiss OTAs entirely, as they can help to increase awareness and boost bookings (despite taking a commission). But often consumers tend to browse hotel websites in conjunction with OTAs. This perhaps means the focus should not always be on getting people to visit a site – but on keeping them there. Companies like HotelChamp use technology to do exactly this, using data to engage with potential guests and optimise sites accordingly. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Wondering what the advantages of direct bookings are compared to <a href="https://twitter.com/hashtag/OTAs?src=hash">#OTAs</a>? Read our latest blog! <a href="https://t.co/t40p02pQno">https://t.co/t40p02pQno</a> <a href="https://twitter.com/hashtag/bookdirect?src=hash">#bookdirect</a> <a href="https://twitter.com/hashtag/hotels?src=hash">#hotels</a></p> — Hotelchamp (@Hotelchamp_com) <a href="https://twitter.com/Hotelchamp_com/status/883324839808954373">July 7, 2017</a> </blockquote> <h3>Human interaction</h3> <p>A final reason that consumers might be swayed towards direct bookings (both on and offline) is any kind of human interaction. Unlike OTAs, which usually involve communication via digital channels, hotels can benefit from reaching out to customers via the telephone.</p> <p>Telephone communication remains desirable in the US, where 8% of people prefer to book their holidays over the phone versus 4% of other global travellers. Similarly, 15% of US consumers prefer to do it in person compared to 11% elsewhere. </p> <p>Hoteliers can capitalise on this through online customer service channels, making features like <a href="https://econsultancy.com/blog/68898-seven-retailers-that-use-live-chat-to-improve-customer-service/">live chat</a> highly visible on homepages. Not only does it offer a one-to-one connection to hotels (which is often absent on OTAs) but it also helps to dispel any queries or concerns which may lead to abandonment.</p> <p><a href="https://econsultancy.com/blog/64395-google-click-to-call-used-by-more-than-40-of-mobile-searchers">Click-to-call</a> functionality on mobile is also key, helping to convert customers in the moment of browsing. This is because, in such a competitive market, an immediate answer could potentially mean the difference between a direct or abandoned booking.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/66551-how-hotel-websites-can-improve-the-booking-experience">How hotel websites can improve the booking experience</a></em></li> <li><em><a href="https://econsultancy.com/blog/65964-why-do-people-abandon-online-travel-bookings">Why do people abandon online travel bookings?</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/65940-10-essential-features-for-travel-websites">10 essential features for travel websites</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69257 2017-07-20T13:09:21+01:00 2017-07-20T13:09:21+01:00 What is utility marketing and why is it important? Nikki Gilliland <p>Take <a href="https://econsultancy.com/blog/69246-why-adidas-is-moving-into-utility-marketing-with-all-day-fitness-app/" target="_blank">Adidas’s new fitness app</a>, for example, which aims to help women improve their general health and well-being – simultaneously selling the brand lifestyle rather than its products.</p> <p>This is what is known as utility marketing, or an example of brand utility. But, hold up. Isn’t that just another way to describe good <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a>, you ask?</p> <p>Sure, there is undoubtedly a crossover, but where most brand or digital marketing activity tends to focus on entertaining or interrupting consumers – brand utility is all about helping them.</p> <p>Let’s delve into the topic a little more, using some effective examples to explain the benefits.</p> <h3>Becoming part of consumers' lives</h3> <p>Instead of selling a product or a brand story, utility marketing turns the tables and taps into a specific consumer need. In a nutshell: it puts the consumer first. </p> <p>It also tends to be on-going, providing a service that can benefit consumers over time. The benefits are pretty obvious. Sporadic engagement tends to generate short-term results – e.g. from a one-off social post or an experiential campaign – but utility marketing helps brands become part of consumers' lives.</p> <p>Apps are a great way to do this, purely because if they catch on, usage turns into a habit rather than a conscious brand interaction. A lot of sports brands use apps as part of their marketing strategies, capitalising on the fact that sport is often a way of life – and that consumers might form long-term loyalty to a specific brand on this basis. </p> <p>The Nike+ Run Club app is an ideal example. It taps into the workout habits of users by tracking runs and setting fitness goals. This means that – regardless of whether or not the user is actually a loyal Nike consumer – the functional aspects of the app are likely to keep them coming back and perhaps even turn them into a customer over time.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It doesn't get easier, you just get stronger. Stick to a plan. | <a href="https://t.co/DV7TAxaNmP">https://t.co/DV7TAxaNmP</a></p> — Nike+ Run Club (@NikeRunning) <a href="https://twitter.com/NikeRunning/status/831919374252593160">February 15, 2017</a> </blockquote> <p>Another sport-related case is Adidas Runbase, which transfers utility from a digital sense into real life. It is based on the idea that runners in Tokyo like to exercise before or after work but do not have a place to shower or leave their belongings. So, in order to fulfil this need, Adidas created a bespoke space near the subway for runners to shower and rent lockers.</p> <p><img src="https://assets.econsultancy.com/images/0008/7555/runbase.JPG" alt="" width="780" height="498"></p> <p>Of course, the facility just so happens to include a space that sells branded apparel, but by offering an incredibly convenient service first and foremost, visitors are less likely to feel like it is a solely commercial enterprise.</p> <h3>Using AI to aid utility</h3> <p>Another form of utility marketing comes in the form chatbots or AI within messaging. There’s been a boom in the past year or so, but arguably the most successful examples have been those that focus on basic utility rather than personality or entertainment.</p> <p>The reason this is the case is that chatbots allow consumers to connect and engage with brands at their own convenience – using them to fulfil a specific service in the very moment they require it. </p> <p>In other words, consumers do not care whether or not they’re talking to a bot or not, as long as their needs are being met.</p> <p>Travel is one industry where chatbots <a href="https://econsultancy.com/blog/68678-the-impact-of-artificial-intelligence-on-the-travel-industry/" target="_blank">offer huge potential</a>, with many big brands using them to streamline customer service and provide direct communication with consumers. Both Skyscanner and Kayak’s chatbots allow users to search for flights simply by typing in a destination and selecting dates.</p> <p><a href="https://econsultancy.com/blog/68388-how-klm-uses-bots-and-ai-in-human-social-customer-service/" target="_blank">KLM’s chatbot</a> takes this utility one step further, sending all travel details like boarding passes to consumers via Facebook Messenger. It also uses this channel to update travellers about possible delays and lets users directly ask questions, such as how much baggage allowance they have or if they can change seats.</p> <p>While KLM’s example undoubtedly serves a functional purpose (in terms of offering information) the reason it is so effective is that it has a knock-on effect, making the actual experience of travelling less stressful and much more streamlined. This kind of utility is invaluable to consumers, as it solves problems in the moment and even prevents them ahead of time.</p> <p><img src="https://assets.econsultancy.com/images/0008/7556/KLM.JPG" alt="" width="500" height="576"></p> <h3>Further examples</h3> <p>Chatbots and apps aside, there have been many other examples of brands using utility as a marketing tool. Here are just a few more that have caught my eye.</p> <h4>Listerine’s ‘Feel Every Smile’ app</h4> <p>Effective brand utility doesn’t necessarily mean a service has to be relevant to everyone – neither does it mean brands have to forgo creating a meaningful or emotional connection with consumers. </p> <p>In 2015, Listerine created an app to help blind or visually-impaired people know when others are smiling at them. Using facial recognition technology in conjunction with smartphone cameras, the app works by vibrating to indicate a smile.</p> <p>The related video is a nice example of content marketing in its own right – using emotive and moving storytelling to promote the brand – however, it also shows the extent to which the smile detector app brings real value to those who use it. </p> <p><iframe src="https://www.youtube.com/embed/cA0hxCS0fKM?wmode=transparent" width="854" height="480"></iframe></p> <h4>IBM’s smarter cities</h4> <p>This example takes utility marketing offline. In 2013, IBM designed an offline ad campaign with a purpose, re-designing traditional billboards to have a secondary function.</p> <p>By adding curves at the top or bottom of billboards, the ads served as seats or shelter from rain. Similarly, by using them to form ramps for stairs, they became much more functional for people carrying suitcases or using bikes and skateboards. A simple but highly effective strategy.</p> <p><img src="https://assets.econsultancy.com/images/0008/7557/IBM.JPG" alt="" width="550" height="549"></p> <h4>@HiltonSuggests</h4> <p>A lot of travel brands use their social media presence to offer helpful information to tourists. However, @HiltonSuggests is a nice example of a brand going above and beyond to do so, with Hilton creating a standalone Twitter account to answer queries about where to go and what to do in destinations around the world.</p> <p>The answers aren’t generic, either. Staff respond with follow-up questions to ensure that the answers are tailored to where they’re staying and their personal tastes and interests.</p> <p>The reason it works so well is that the Hilton brand is somewhat irrelevant to the service it provides. And yet, if someone has a positive experience on the back of a recommendation, it’s likely to create a meaningful connection long-term. It could be classed as basic community management, but again, there is definite crossover.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Recommendation? Family friendly (= good location, easy access with MTR, ...) Hotels in Hong Kong? / cc <a href="https://twitter.com/SwissInHKG">@SwissInHKG</a></p> — Klak (@KDKlak) <a href="https://twitter.com/KDKlak/status/886342392651149312">July 15, 2017</a> </blockquote> <h3>Does it always work?</h3> <p>Like any strategy, utility marketing doesn’t always work – especially if the campaign appears disingenuous or a bit gimmicky. This tends to happen when brands base it around a specific product or launch, or when the problem they’re trying to solve isn’t <em>actually</em> much of an issue for consumers. </p> <p>One brand that is possibly guilty of this is Audi, with its ‘Start-Stop’ app. </p> <p>The app works by detecting which of your phone’s applications have been open the longest without being used, before alerting you to turn them off. It's miildly useful, perhaps, but in reality, it is just a way for the brand to promote its Audi ‘Start-Stop’ engine (which turns itself off when your car comes to a stand-still).</p> <p><img src="https://assets.econsultancy.com/images/0008/7558/audi.JPG" alt="" width="594" height="292"></p> <p>Other campaigns – such as Lucozade Energy recently giving tube riders a free journey along with a drink – could be viewed in the same way, coming off as a vehicle for product promotion rather than real customer value. Despite offering a one-off utility, Lucozade's campaign was really just a <a href="https://www.econsultancy.com/blog/69156-14-brand-pr-stunts-that-successfully-created-a-splash" target="_blank">clever PR stunt</a>.</p> <p>In contrast – as the likes of Adidas and Listerine demonstrate – it's when consumers are able to (and cannot resist) using the service time and again that utility marketing is truly effective.</p> tag:econsultancy.com,2008:ConferenceEvent/894 2017-07-20T09:34:49+01:00 2017-07-20T09:34:49+01:00 Digital Intelligence Briefing 2017 <p>It's easy to be overwhelmed with the pace of change in technology and marketing. And unless you spend a lot of time immersed in news services, blogs and reports, it can be difficult to know what you really need to be paying attention to.</p> <p>So join us at this half-day session in the afternoon as we curate and highlight some of the key digital trends, challenges, opportunities and developments that are going to affect how markets are operating, what tools are being used, and how digital marketing practices are changing - making it simple for you to keep track of the key developments in digital technology and marketing.</p> <p>We will also be sharing the latest trends, best practices and data on Digital Transformation in HR and Content Marketing.</p> tag:econsultancy.com,2008:BlogPost/69239 2017-07-13T13:17:13+01:00 2017-07-13T13:17:13+01:00 Will emoji search ever catch on? Kayak certainly hopes so Nikki Gilliland <p>However, despite recent a suggestion that we’ve reached ‘peak emoji’ – with 59% of millennials also saying that brands try too hard when using emojis in ad campaigns – it doesn’t look like the trend is about to disappear any time soon.</p> <p>Kayak, the online travel search engine, has recently announced a new feature that allows users to search for a specific travel destination by emoji. While the concept itself is nothing new – we’ve already seen the likes of Google and Yelp launch emoji search – Kayak is one of the first travel brands to get on board.</p> <p>So, how does it work exactly? And are other brands experimenting with emoji in this way? Here’s a bit more on Kayak’s activity as well as whether it’ll catch on with online consumers. </p> <h3>Using emoji for a better UX</h3> <p>Instead of incorporating emojis into brand communication, companies are now starting to think about how emojis can be used to aid or enhance the user experience.</p> <p>The idea that most people now recognise and understand emojis (even when there are no accompanying words) arguably means that it has become a language in its own right.</p> <p>Let’s say, for example, if a person uses an American flag and a statue of liberty emoji in an Instagram post – it’s pretty obvious where they’re going on holiday, even if they don’t specify using text.</p> <p>This is the thinking behind Kayak’s new search tool, which so far involves 10 emojis each relating to a specific location. The three-leaf clover signifies Dublin, while a red light stands for Amsterdam. Kayak is allowing users to vote for what emojis should be used for other destinations, too.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Just a few days left to vote: which city is worthy of the ? The ? The ? Help us pick the next 15 searchable emoji <a href="https://t.co/i00e3t85l8">https://t.co/i00e3t85l8</a></p> — KAYAK (@KAYAK) <a href="https://twitter.com/KAYAK/status/884447635859492864">July 10, 2017</a> </blockquote> <h3>Will it catch on?</h3> <p>It’s clear that consumers are open and willing to engage with emojis – a recent study by <a href="https://www.leanplum.com/resources/library/emoji-push-notifications/" target="_blank">Leanplum</a> suggests that emojis in push notifications increase open rates by up to 85%. However, search is an entirely different ball game.</p> <p>The real question for Kayak is – will users bother to use emojis when searching or even be aware that the feature exists? While a lot of people naturally use emojis in conversation, there’s certainly a difference between talking to your friends and a brand – and even more of a leap to researching travel. </p> <p>In this case, Kayak’s example could merely be classed as clever bit of PR – something to merely generate interest and awareness. </p> <p>We’ve seen many brands do a similar thing. Domino’s launched a feature to allow users to order via the pizza emoji. Meanwhile, <a href="https://econsultancy.com/blog/69189-a-closer-look-at-wwf-s-social-strategy">WWF</a> launched the #endageredemoji campaign, using emojis to highlight animals that are endangered all over the world, as well as raising money via retweets. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Retweet to protect these <a href="https://twitter.com/hashtag/endangeredemoji?src=hash">#endangeredemoji</a> <br>...a <a href="https://twitter.com/WWF">@WWF</a> mission</p> — Satya Chudhary (@satyach17) <a href="https://twitter.com/satyach17/status/875680812368375808">June 16, 2017</a> </blockquote> <p>Kayak says that its new search tool is not just the brand getting on board the emoji bandwagon – neither is it a marketing ploy or a ‘trendy’ PR campaign. Rather, it is about utility. Recognising that emojis are now such an ingrained part of everyday culture, the aim is to simplify the user experience by allowing users to communicate with the brand just like they would their friend.</p> <h3>Issues with user intent</h3> <p>One of the biggest problems brands face with emoji search is determining user intent. After all, emojis can be highly subjective or simply too general.</p> <p>As a rather broad example, someone might search Google using the apple emoji, but it will still be unclear what exactly they are searching for. The answer could range from recipes to supermarkets – even the ‘Big Apple’ i.e. New York City. </p> <p>In this instance, instead of simplifying the experience it actually means that users will spend more time scrolling or looking for the answer that’s relevant to them.</p> <p>So, perhaps emoji search will be better suited within a specific category or industry, like travel. Kayak is cleverly getting around the problem of user intent by choosing to let consumers determine what emojis are used for what city. </p> <p>Other brands, like Yelp – which lets users search for local businesses and restaurants – also capitalise on the fact that people will always be searching for a place (not subjective results like information or meaning). If a user searches for the hamburger emoji on Yelp, it is quite clear what they’re looking for.  In this case, I can definitely see how emoji search might appeal to those who already naturally use emojis.</p> <p><img src="https://assets.econsultancy.com/images/0008/7394/Yelp.JPG" alt="" width="340" height="609"></p> <h3>Emoji search on social</h3> <p>Lastly, while emoji search might have its limitations for brands, perhaps social media platforms could be a better fit. </p> <p>Earlier this year, it was revealed that Twitter had added the ability for users to search using emojis. And though the feature is likely to be underemployed by users, it seems to present far more opportunities for brands themselves. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Twitter now supports emojis in search. Here are people using the fax machine emoji for some reason <a href="https://t.co/MWO6BrN4sk">pic.twitter.com/MWO6BrN4sk</a></p> — Emojipedia (@Emojipedia) <a href="https://twitter.com/Emojipedia/status/857919719202058240">April 28, 2017</a> </blockquote> <p>This is because the feature returns all tweets that include the emoji you search for, essentially allowing brands to target people on this basis.</p> <p>So, if we turn the tables, and Kayak wanted to target Twitter users including the Statue of Liberty emoji or the Irish flag – it means they could easily find and engage with them.</p> <h3>In conclusion…</h3> <p>Kayak’s new emoji search is certainly a fun feature, and one that is bound to give its content and social strategy a boost (the tool can also be used via the brand’s Facebook Messenger bot). The added gamification element of people voting to determine different emojis is also likely to generate involvement – especially considering the famous ‘poop’ emoji has yet to be assigned.</p> <p>In terms of whether the feature will be heavily used in future is much less certain.</p> <p>Maybe it depends on how the technology itself evolves. As it stands, most search engines can only recognise a few emojis at a time, but as the ‘language’ itself continues to evolve, perhaps too will the ability to interpret it.</p> <p>Will we see travellers researching and booking entire holidays via emoji in future? Probably not. For now, at least, it makes the process of looking for flights a little more fun.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68607-the-art-of-the-emoji-how-and-when-brands-should-use-them/">The art of the emoji: How and when brands should use them</a></em></li> <li><em><a href="https://econsultancy.com/blog/68745-five-examples-of-brands-using-emojis-in-marketing-campaigns" target="_blank">Five examples of brands using emojis in marketing campaigns</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/67965-emojis-gone-wild-twitter-unveils-emoji-targeting" target="_blank">Emojis gone wild: Twitter unveils emoji targeting</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69245 2017-07-13T12:33:56+01:00 2017-07-13T12:33:56+01:00 Native ads gain as advertisers seek brand safety away from programmatic Patricio Robles <p>It was the first such boycott to hit Google in the search giant's near 20-year history, and not surprisingly, the company was quick to respond, acknowledging that it has a brand safety problem and promising, among other things, new tools and controls that will enable advertisers to minimize the risk that their ads appear next to offensive content.</p> <p>But Google clearly wasn't able to put the cat back into the bag and now there's evidence that brand safety concerns are having an impact on programmatic, which <a href="http://www.adweek.com/tv-video/programmatic-digital-display-ads-now-account-for-nearly-80-of-us-display-spending/">accounts for 80%</a> of all US digital display ad spend.</p> <p>According to ad sales intelligence provider MediaRadar's new Consumer Advertising Report, 5,000 fewer advertisers purchased programmatic ads in Q1 2017 than they did in Q1 2016, a 12% year-over-year drop.</p> <p>Todd Krizelman, MediaRadar's CEO, believes part of that drop can be attributed to brand safety concerns. "After years of growth, the decline in programmatic buyers is likely attributed to concerns around brand safety, especially given recent problems for companies like YouTube," <a href="http://www.adweek.com/digital/new-study-shows-that-the-number-of-native-ad-buyers-increased-by-74-in-just-one-year/">he stated</a>.</p> <h3>Programmatic's loss is native advertising's gain</h3> <p>While some advertisers appear to be pumping the brakes on programmatic, many are embracing native advertising. According to MediaRadar's report, the number of advertisers buying native ads hit 5,000 in the first quarter, a 74% year-over-year increase.</p> <p>Krizelman says that the growing popularity of native ads, which has seen its advertiser base triple since 2015, is easy to explain. "Advertisers will keep spending more on native because it outperforms traditional ad units. Audiences look at native ads more frequently than non-native, and buyers are investing accordingly," he told AdWeek.</p> <p>Despite the fact that there are still challenges associated with native, such as disclosure, the industry has made a lot of progress in addressing some of the earlier challenges that gave advertisers pause, such as <a href="https://econsultancy.com/blog/64510-how-to-scale-native-advertising">scalability</a>. And <a href="https://econsultancy.com/blog/68637-the-guardian-claims-impressive-results-from-new-native-ad-platform/">as publishers figure out which native ad formats deliver results</a>, expect to see more advertisers embrace native.</p> <h3>Don't count programmatic out</h3> <p><a href="https://www.econsultancy.com/blog/69208-programmatic-has-become-problematic-here-s-what-marketers-can-do-about-it/">Programmatic does have its problems</a> and concerns over brand safety might be impacting its growth but there's no reason to believe that MediaRadar's data is indicative of a reversal in programmatic's fortunes. In fact, MediaRadar's Krizelman sees the programmatic space evolving more than declining.</p> <p>"This form of advertising is continuing to evolve as brands seek more control over where their ads are running," he stated. "We expect to see programmatic rise as more brands move to programmatic direct models."</p> <p>In addition to programmatic direct, there are initiatives <a href="https://www.econsultancy.com/blog/69231-ads-txt-a-new-standard-for-fighting-inventory-spoofing-unauthorized-sellers-what-you-need-to-know">like Ads.txt</a> which are designed to increase transparency and weed out bad actors in the programmatic ecosystem, so while advertisers are clearly taking action to address brand safety, there's a good chance that ultimately, programmatic will emerge stronger and safer.</p> tag:econsultancy.com,2008:BlogPost/69234 2017-07-11T12:00:00+01:00 2017-07-11T12:00:00+01:00 Six consumer brands with picture-perfect Pinterest strategies Nikki Gilliland <p>So, what makes an effective Pinterest strategy, and which brands are succeeding on the platform? Here’s just six examples.</p> <h3>1. Whole Foods – Communicating a lifestyle</h3> <p>Whole Foods was one of the first brands to truly understand the potential of a presence on Pinterest, capitalising on its highly visual nature early on. Since it first launched on the platform in 2011, it has gone on to attract more than 327,000 followers.</p> <p><img src="https://assets.econsultancy.com/images/0008/7320/Whole_Foods_Market.JPG" alt="" width="655" height="576"></p> <p>Instead of treating the platform like an opportunity for sales (though this is obviously a bonus), it largely uses Pinterest to promote its brand values and communicate an identity – and this extends to far more than just food products. </p> <p>Of course, a hefty portion of pins are dedicated to recipes and food inspiration, however Whole Foods often re-pins content about sustainability, DIY, recycling, and seasonal events, too. It recognises that fans of Whole Foods aren’t just interested in what they’re eating, but a certain type of lifestyle.</p> <p> <img src="https://assets.econsultancy.com/images/0008/7319/Save_the_pollinators.JPG" alt="" width="600" height="432"></p> <p>This means that whatever users are searching for, Whole Foods is able to engage with people based on broad range of interests as well as simultaneously promoting its own brand identity. </p> <h3>2. Burberry – Creating personalised content</h3> <p>There’s nothing all that personal about Pinterest at first glance. Most users are considered in terms of broad demographics or thought of in terms of search interest, and there’s less of a focus on conversation and comments than on other platforms. </p> <p>Burberry, however, wanted to engage with its audience on Pinterest on a more one-to-one level, creating a campaign that would forge a more meaningful connection. To raise awareness of its Cat Lashes Mascara, it asked users to fill out a simple questionnaire about their beauty habits. It then generated a personalised board of tips, product recommendations and make-up advice individually tailored around each person’s responses.</p> <p><img src="https://assets.econsultancy.com/images/0008/7321/Burberry_personalisation.JPG" alt="" width="700" height="444"></p> <p>By creating custom content, Burberry not only managed to increase awareness of its new product launch, but it gave users a far more memorable brand interaction than merely pinning or viewing an ad. Since then, it has also repeated this kind of activity, launching a similar campaign that allowed pinners to create their own personal and branded gift idea boards during Christmas 2016.</p> <h3>3. The Travel Channel – Delivering what users want</h3> <p>Many people think of Pinterest as a place for fashion or food brands, but travel is also a popular category. Pinterest’s 2017 Travel Report states that there are over 3bn ideas relating to travel on the platform, with users searching for inspiration on everything from holiday essentials to how to organise trips for large groups.</p> <p>While a lot of brands use Pinterest to experiment with content, the Travel Channel has previously taken a more measured approach. It used its Facebook page to ask existing fans what they’d like to see on the platform, using these answers to inform the kind of content it posts. As well as being effective for cross-promotion – pointing Facebook fans in the direction of other channels – it also means that its content was more likely to resonate with users. </p> <p>The Travel Channel has also generated success by tapping into a younger, more adventurous audience. So, while its TV demographic might be a little older, it has managed to widen its appeal through Pinterest boards such as ‘Savvy Traveler’ and ‘Spring Fling’.</p> <p><img src="https://assets.econsultancy.com/images/0008/7323/Spring_Fling.JPG" alt="" width="700" height="501"></p> <h3>4. LaurenConrad.com – Capturing a new audience</h3> <p>83% of Pinterest users are more likely to follow a brand rather than a notable celebrity, however, Lauren Conrad holds dual appeal. Drawing on her power as both an influencer and an established brand, LaurenConrad.com has used Pinterest to drive awareness among a specific demographic. </p> <p><img src="https://assets.econsultancy.com/images/0008/7325/Lauren_s_spring_board.JPG" alt="" width="700" height="501"></p> <p>LaurenConrad.com tailors its boards to a young, female audience, combining a wide range of both product-focused and lifestyle-related content.</p> <p>One of the most popular boards is ‘get fit’ – which involves a series of instructional pins on exercises and workout regimes, plus content from a more personal perspective (i.e. ‘5 things that changed when I started tracking macros in my diet’. And while this might sound super niche, it enables the brand to capitalise on Pinterest’s status as a search discovery tool, meaning it will appeal to users who might otherwise have no knowledge or affiliation with LaurenConrad.com.</p> <p><img src="https://assets.econsultancy.com/images/0008/7324/get_fit.JPG" alt="" width="700" height="504"></p> <p>The fact that LaurenConrad.com’s Instagram channel has 945,000 followers while its Pinterest has nearly 1.2m is certainly noteworthy – and perhaps proof that the latter platform is more about the content itself rather than who or what is behind the channel.</p> <h3>5. L’Oréal Paris – Driving purchase intent</h3> <p>Pinterest is largely used as part of social or content marketing strategies, yet L’Oréal Paris has veered into advertising territory with a number of paid-for campaigns. Initially starting with Promoted Pins, the brand then moved onto Pinterest’s Cinematic Pins to promote its new True Match Limi Glow highlighter, specifically to drive awareness and purchase intent in 18-25 year olds.</p> <p><iframe src="https://www.youtube.com/embed/f5h1vNhoDig?wmode=transparent" width="652" height="367"></iframe></p> <p>Involving a motion-based format that animates as users scroll, the cinematic pins allowed L’Oreal to integrate a tutorial element into the ads, demonstrating to users how the highlighter should be applied.</p> <p><img src="https://assets.econsultancy.com/images/0008/7326/L_Oreal.JPG" alt="" width="548" height="361"></p> <p>The results of the campaign proved that Cinematic Pins can prompt purchases, with 37% of users showing increased purchase intent after seeing the ad. What’s more, it also showed that Pinterest is becoming a key driver for retail, with users browsing the platform with the intent of discovering new products to buy, rather than browsing purely for entertainment purposes.</p> <h3>6. Penguin Random House – Curated content and collaborations </h3> <p>Lastly, Penguin Random House has carved out a real niche for itself on Pinterest, creating a vast and constantly updated pool of content to engage book lovers.</p> <p>It’s an easy (and perhaps rather lazy) tactic to do things like re-pinning motivational quotes, so it's refreshing to see Penguin work hard to curate interesting and inspiring boards based around a theme. Whether it’s ‘books that made us cry’ or ‘favourite books from our childhood’, it is skilled at honing in on specific topics to create engagement.</p> <p><img src="https://assets.econsultancy.com/images/0008/7327/Penguin.JPG" alt="" width="600" height="467"></p> <p>Meanwhile, it also collaborates with others to flesh out and widen its Pinterest activity. Previously, it has partnered with the Happy Foodie – a site dedicated to cookery books – and Unbound Worlds, a site for literary science fiction. As well as widening its reach to niche audiences, this allows Penguin to encourage participation and user involvement. </p> <p><img src="https://assets.econsultancy.com/images/0008/7329/Book_clubs.JPG" alt="" width="550" height="341"></p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/68765-why-brands-should-be-making-more-use-of-pinterest/">Why brands should be making more use of Pinterest</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69184-five-successful-brands-on-youtube-from-adidas-to-sarson-s-vinegar">Five successful brands on YouTube: From Adidas to Sarson's vinegar</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69235 2017-07-07T10:36:16+01:00 2017-07-07T10:36:16+01:00 Snapchat opens up to the web in a big way with new Paperclip linking feature Patricio Robles <p>While Instagram has been embracing the web, Snapchat has refused to budge. But that appears to be changing.</p> <p>This week the company announced a new feature, Paperclip, that will allow users to add external website links to the snaps they post.</p> <h3>One small step for Snapchat, one giant leap for marketers on Snapchat</h3> <p>While Paperclip is a simple feature that is nowhere near as technically impressive as some of Snapchat's other features, such as geofilters and lenses, for marketers active on the popular app, it could be one of the most important, if not the most important, Snapchat has ever added.</p> <p>As AdWeek's Marty Swant <a href="http://www.adweek.com/digital/you-can-now-link-to-websites-on-snapchat/">noted</a>:</p> <blockquote> <p>Until now, the only way users could add links was if a brand bought an ad and included a way to swipe. However, this could make it easier for marketers to gain more organic traffic. It's also a big win for media companies, which now finally have a way to direct users to their actual websites.</p> </blockquote> <p>In other words, marketers on Snapchat will now have an opportunity to run direct response campaigns that drive traffic to owned properties without buying Snapchat ads and it almost certainly won't be long before marketers start taking advantage of Paperclip.</p> <p>For instance, fashion marketers could use Paperclip to drive users to their online stores to purchase clothing items featured in their snaps. Publishers can use Paperclip to promote articles on their own websites. And CPG marketers could use Paperclip link to ad campaign microsites that feature coupons, promotions and sweepstakes.</p> <h3>Just the start?</h3> <p>While it's not clear what prompted Snapchat to develop Paperclip, it's easy to speculate that Snapchat's change of direction is a response to Instagram, which has been accused of copying Snapchat features in an effort to dent its biggest competitor.</p> <p>Unfortunately for Snapchat, <a href="https://econsultancy.com/blog/68763-can-snapchat-survive-instagram-s-aggressive-copycat-tactics/">Instagram's copycat strategy</a>, as controversial as it has been, appears to be working.</p> <p>For instance, <a href="https://econsultancy.com/blog/68142-instagram-stories-what-do-marketers-need-to-know/">Instagram Stories</a>, which is functionally equivalent to Snapchat Stories for all intents and purposes, surpassed Snapchat Stories in popularity just eight months after it was launched. With greater reach, some publishers and marketers have reportedly upped their use of Instagram and decreased their use of Snapchat.</p> <p>Interestingly, despite the fact that it has embraced the web more than Snapchat, Instagram still does not allow users to add links on their posts. There is an exception for users with more than 10,000 followers when they post Stories, but given that Paperclip will be available to all users and on all snaps, this is one area where Snapchat is leading Instagram, at least for the time being.</p> <p>As AdWeek's Swant observed, "The tool gives Snapchat a leg up on rival Instagram, which doesn't allow anyone to post links other than by putting it in their bio – forcing everyone to ruin a post with overly promotional phrases like 'link's in my bio'."</p> <p>The big question now is whether Snapchat will stop here or relent and open up its closed ecosystem even further. For instance, will it make at least some of its content available through the web like Instagram?</p> <p>Time will tell, but the good news for marketers is that as the battle between Snapchat and Instagram heats up, it would appear both are moving more in the direction of open than closed, creating new opportunities for marketers to interact with their users and drive engagement outside of their closed ecosystems.</p> tag:econsultancy.com,2008:BlogPost/69226 2017-07-06T10:43:30+01:00 2017-07-06T10:43:30+01:00 How Food52 successfully combines content and commerce Nikki Gilliland <p>So, how has it managed to create such dual success? Here’s an in-depth look into the publisher, and what others experimenting with commerce might be able to learn from it.</p> <h3>Fusing content and community</h3> <p>As former food editor of the New York Times, Food52’s CEO and co-founder, Amanda Hesser, undoubtedly knows a thing or two about food publishing. In 2009 she teamed up with freelance food writer and recipe tester, Merrill Stubbs, to create a food website aimed at 'home cooks'.</p> <p>More specifically, Food52 aims to reach an audience of home cooks who – alongside recipes – also care about food within a wider context, such as how it fits in with a modern lifestyle, its visual appeal, and how it makes people feel. </p> <p>In order to do this, instead of a straight-forward recipe hub or editorial website, Food52 uses a combination of professional articles and <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns" target="_blank">user-generated content</a>. So, alongside feature articles, you’ll also find regular submissions from its 1m registered contributors, and even a site ‘hotline’ for people to find answers to any burning food-related questions.</p> <p><img src="https://assets.econsultancy.com/images/0008/7240/Food52_Hotline.JPG" alt="" width="580" height="423"></p> <p>It is the site’s highly-engaged community that first allowed Food52 to venture into commerce. When the site launched, it did so with the aim of crowdsourcing a cookbook based on user submissions. Since then, it has created a number of cookbooks in this way, with each one including a competition element (with recipes voted for by fellow readers). </p> <p>In doing so, it has been able to capitalise on the contributions of its enthusiastic audience, as well as foster a real sense of community online. Contests are a regular feature throughout the year, too, with users voting for various categories such as ‘best weeknight recipe’ and ‘best thanksgiving leftover recipe’. </p> <p><img src="https://assets.econsultancy.com/images/0008/7241/Recipe_contests.JPG" alt="" width="760" height="443"></p> <h3>A seamless experience</h3> <p>Alongside this sense of community, Food52’s dedication to creating a seamless user experience has enabled it to expand into ecommerce <em>without</em> alienating its audience. </p> <p>Instead of using content purely as a vehicle to drive sales it treats the two verticals equally. It aims to be the ultimate foodie destination, meaning that - whether the user’s aim is to find a lamb recipe or a carving knife – they will be able to find what they’re looking for somewhere on the site. </p> <p>Product recommendations (usually found at the bottom of recipes) feel natural rather than forced, with the publisher only selling items that fit in with the brand’s wider ethos.</p> <p><img src="https://assets.econsultancy.com/images/0008/7242/Product_recommendations.JPG" alt="" width="550" height="677"></p> <p>Similarly, regardless of whether Food52 is promoting a product or a recipe, its priority is to always provide the user with inspiration – and high quality across the board. This stretches to the site’s signature photography and design, too. </p> <p>Both the content and commerce verticals are photographed in the Food52 studio, which ensures consistency in what the publisher calls the ‘Food52 aesthetic’. This usually means beautifully understated and minimalistic photography, often with a vintage-inspired edge.</p> <p>Together with design, Food52 uses storytelling elements to naturally integrate retail, as well as to create its own ‘point of view’. In doing so, it does not necessarily aim to compete with large competitors, but to provide extra value for consumers. Unlike the purely functional style of Amazon, for instance, Food52 uses emotive and immersive elements to draw in the audience.</p> <p>Each merchant selling on the site has their own page, including detail such as where they’re from and their motivations.</p> <p>With a third of all products sold being exclusive or one-off designs – Food52’s curated approach is certainly part of its appeal. By promoting the handcrafted nature of items and the small scale of merchants selling on the site, it feels far more 'artisan' than a big brand ecommerce site.</p> <p><img src="https://assets.econsultancy.com/images/0008/7243/One_of_a_kind_products.JPG" alt="" width="760" height="500"></p> <p>This image is portrayed everywhere on the site – even extending to the FAQ page, where the first two questions focus on the publisher’s ‘food as lifestyle’ approach.</p> <p><img src="https://assets.econsultancy.com/images/0008/7244/FAQ.JPG" alt="" width="750" height="430"></p> <h3>Relevant and natural advertising</h3> <p>Food52’s online shop is not its only source of revenue – it also makes money through display advertising and sponsored content.</p> <p>However, it also treats this in the same way as it does shoppable items, ensuring that it is both relevant and valuable for users. Again, the publisher does this by putting as much of an emphasis on quality as it would its regular editorial features or recipes. </p> <p><img src="https://assets.econsultancy.com/images/0008/7245/Sponsored_content.JPG" alt="" width="640" height="459"></p> <p>There’s no obvious difference in quality between sponsored or non-sponsored content, which means that it could even pass by unnoticed. </p> <p>Food52’s CEO, Amanda Hesser, has previously said that the publisher decides whether or not it accepts a brand deal based on a single question – would it do it with or without an advertiser? If the answer is yes, then this clearly signifies a natural partnership, and one that the audience would want to hear about. So, even if brand involvement <em>is</em> obvious, Food52’s reputation for quality means that users are perhaps more than willing to accept it.</p> <h3>Strong social presence</h3> <p>Unsurprisingly, social media is another huge area of interest for advertisers, with sponsored content on Food52’s various channels often being part of the package. </p> <p>Food52 has partnered with a number of big brands including Annie’s Mac &amp; Cheese and Simply Organic Foods in the past. And just like branded content on the website, these social posts tend to be just as well received as regular ones, mainly due to the way they seamlessly blend in with the rest of the content on Food52’s channels.</p> <p>Instagram is one place where Food52 has particularly flourished – perhaps unsurprising considering that food is one of the most <a href="https://econsultancy.com/blog/67856-four-delicious-examples-of-food-drink-brands-on-instagram/" target="_blank">popular topics on the platform</a>. </p> <p><img src="https://assets.econsultancy.com/images/0008/7246/Food52_Insta.JPG" alt="" width="780" height="418"></p> <p>That being said, other publishers show that the topic itself is not always enough. </p> <p>One of Food52’s biggest competitors, AllRecipes - which generates a huge amount of visitors on its main website - has a mere 280,000 followers on Instagram. Perhaps this can be put down to AllRecipes aiming to be a sort of social hub in its own right, however, it certainly highlights Food52’s success on the platform.</p> <p><img src="https://assets.econsultancy.com/images/0008/7247/AllRecipes.JPG" alt="" width="780" height="435"></p> <p>The publisher experiments with various types of social media content, capitalising on user-generated posts as well as other mediums like video and livestreaming. Interaction with followers is also another key to social success, with Food52 encouraging comments and replying to questions across Facebook, Twitter, and Instagram.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Ffood52%2Fvideos%2F10154761571104016%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>Let’s not forget its use of Pinterest either – especially how Food52 has even incorporated similar features from the discovery site into its own. Users can ‘like’ products and recipes to add them to new or existing ‘Collections’. In turn, this data also allows the publisher to discover what readers are looking for and enjoying, which it uses to inform future content and commerce sales. </p> <p><img src="https://assets.econsultancy.com/images/0008/7248/Collections.JPG" alt="" width="580" height="490"></p> <p>Using a combination of beautiful design, quality content, and focus on delivering value for its community, Food52 is a great example of how to fuse two very different verticals.</p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/66438-how-should-ecommerce-brands-be-using-content/" target="_blank">How should ecommerce brands be using content?</a></em></li> <li><em><a href="https://econsultancy.com/blog/69026-why-online-publishers-are-launching-wedding-verticals/" target="_blank">Why online publishers are launching wedding verticals</a></em></li> <li><a href="https://econsultancy.com/blog/69058-how-millennial-entrepreneurs-are-disrupting-retail-and-ecommerce/" target="_blank"><em>How millennial entrepreneurs are disrupting retail and ecomm</em>erce</a></li> </ul> tag:econsultancy.com,2008:WebinarEvent/857 2017-07-05T14:23:28+01:00 2017-07-05T14:23:28+01:00 Content: Trends, Data and Best Practice <p style="border: 0px; vertical-align: baseline;">Econsultancy's Trends Webinar for July looks at emerging trends, best practice and case studies around content marketing for 2017. This will be followed by our live Q&amp;A session where you have your questions answered by our Econsultancy Analyst. </p> <p style="border: 0px; vertical-align: baseline;">This insight will come from Econsultancy's own research along with collated third-party data and statistics, hosted by our in-house research analyst, Lynette Saunders. This presentation will draw heavily on upcoming research from Econsultancy. </p> <p style="border: 0px; vertical-align: baseline;">Jessica Paz Jones, who is the Senior Digital Manager – Content, UX and Social Media at NSPCC, the leading children’s charity fighting to end abuse in the UK, will be joining the webinar as a guest host to share how they have approached their content strategy at NSPCC, as well as tips on how to overcome some of the challenges along the journey. </p> <p style="border: 0px; vertical-align: baseline;"><strong>Key Points this session will cover: </strong></p> <ul> <li>The key trends and challenges to content marketing emerging from our Econsultancy reports.</li> <li>A framework for building a Content Strategy</li> <li>Measuring the performance of content</li> <li>Best Practice tips and examples</li> </ul>