tag:econsultancy.com,2008:/topics/content-marketing-and-strategy Latest Content marketing content from Econsultancy 2016-10-20T16:10:00+01:00 tag:econsultancy.com,2008:Report/3008 2016-10-20T16:10:00+01:00 2016-10-20T16:10:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68403 2016-10-19T14:12:50+01:00 2016-10-19T14:12:50+01:00 Pharma company Novartis taps Facebook Live event to promote heart failure drugs Patricio Robles <p>Take for instance Novartis, which teamed up with the American Heart Association and actress/singer Queen Latifah as part of their <em>Rise Above Heart Failure</em> initiative.</p> <p>Queen Latifah's mother, Rita Owens, experienced heart failure 10 years ago, prompting lifestyle changes that have enabled her to manage her condition, and inspiring her daughter to get involved with helping others who are dealing with heart failure or supporting a family member who is.<br></p> <h3>A better way to tell a story</h3> <p>The <em>Rise Above Heart Failure </em>initiative, which includes events, media outreach and digital content distributed on the American Heart Association's <a href="http://www.heart.org/HEARTORG/Conditions/HeartFailure/LivingWithHeartFailureAndAdvancedHF/Rise-Above-Heart-Failure-Queen-Latifahs-Story_UCM_477792_Article.jsp">website</a> and through social media, was a natural fit for Novartis.</p> <p>The company is behind Entresto, a heart failure drug that was approved by the FDA in 2015, and while it hasn't yet produced the sales expected, possibly due to its price tag, Novartis will have spent hundreds of millions of dollars on marketing and development.</p> <p>Initially, some of its marketing of Entresto drew significant criticism.</p> <p>As FiercePharma's Beth Snyder Bulik <a href="http://www.fiercepharma.com/pharma/novartis-sponsor-queen-latifah-push-for-heart-failure-awareness-inspired-by-her-mom">detailed</a>, Novartis's first attempt at direct-to-consumer ads for Entresto "sparked protests from cardiologists and consumers for its stark depiction equating heart failure to a room filling with water while a patient calmly reads the paper."</p> <p>That ad was pulled in the face of the criticism.</p> <p>Aligning itself with the <em>Rise Above Heart Failure</em> initiative is a much more positive undertaking, and gives Novartis the opportunity to engage in <a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation/">storytelling</a> using digital channels.</p> <p>Interestingly, one of those channels is Facebook Live, which was used to broadcast a live panel discussion on World Heart Day that featured Queen Latifah and medical doctor Karol E. Watson, a professor of medicine/cardiology and the co-director of the UCLA Program in Preventive Cardiology.</p> <p><img src="https://assets.econsultancy.com/images/0008/0425/Screen_Shot_2016-10-17_at_17.13.28.png" alt="" width="500" height="453"></p> <p>Nearly 1,000 people tuned in to <a href="https://www.facebook.com/events/1659479787696400/">the event</a> on Facebook Live, which Queen Latifah hoped would help others who have dealt with heart failure.</p> <p>"I really just want the millions of Americans who are touched by heart failure to share their story – and their 'red steps’ – and to speak up about the condition," she said in <a href="http://newsroom.heart.org/news/on-world-heart-day-american-heart-association-recognizes-role-of-patient-provider-relationships-in-managing-heart-failure">a press release</a>.</p> <p>According to Novartis spokesperson...</p> <blockquote> <p>We were drawn by the potential of Facebook Live to reach a wide audience in real time, to facilitate live engagement, and to allow on-demand viewing.</p> </blockquote> <p>The company, which expects Entresto sales to hit $200m this year, obviously can't rely exclusively on sponsorship of Facebook Live events to spread the word about its drugs.</p> <p>But <em>Rise Above Heart Failure</em> shows how pharma companies can facilitate and be a part of more meaningful discussions that are personal, emotional and provide tangible value to consumers.</p> tag:econsultancy.com,2008:BlogPost/68404 2016-10-19T09:31:54+01:00 2016-10-19T09:31:54+01:00 10 examples of great fashion marketing campaigns Nikki Gilliland <p>Here are a few of my favourites from over the past few years.</p> <h3>1. Burberry Kisses</h3> <p>Burberry spends 60% of its budget on digital, so it’s unsurprising that it comes out on top in terms of marketing.</p> <p>While its most recent fashion campaign experiments with the ‘<a href="https://econsultancy.com/blog/68305-runway-to-retail-how-fashion-brands-are-introducing-see-now-buy-now/" target="_blank">see now, buy now’ trend</a>, its broader marketing creatives tend to be the most exciting.</p> <p>‘Burberry Kisses’, launched in partnership with Google, was one of the best of 2015. </p> <p>Despite not being related to the product, by using technology to create a personal connection with consumers, it succeeded in bringing the brand story to life.</p> <p>Allowing users to send a virtual kiss to a loved one, it generated interest from over 215 countries worldwide, with users spending an average of 3.5 minutes interacting with the ‘Kisses’ campaign. </p> <p><iframe src="https://www.youtube.com/embed/LRiZMVEIhas?wmode=transparent" width="854" height="480"></iframe></p> <h3>2. Ted Baker's Cabinet of Curiosities</h3> <p>Part of its Autumn/Winter 2015 push, Ted Baker's Cabinet of Curiosities was a great example of how to use social networks for organic reach.</p> <p>Interactive and highly visual, it involved daily clues being released to followers of its Instagram account, asking them to guess what was in Ted's Cabinet for the chance to win a prize.</p> <p>The campaign also transferred offline, with certain clues being hidden in-store for consumers to locate.</p> <p>Alongside its <a href="https://econsultancy.com/blog/68275-ted-baker-unveils-shoppable-video-google-voice-search-stunt-for-aw16-campaign/" target="_blank">recent experiment with shoppable content</a>, Ted Baker proves there is real value in its creative approach to marketing.</p> <p><img src="https://assets.econsultancy.com/images/0008/0133/Ted_Baker_Curiosities.JPG" alt="" width="780" height="523"></p> <h3> 3. Nike's Better for It</h3> <p>We're always <a href="https://econsultancy.com/blog/63129-10-awesome-digital-marketing-campaigns-from-nike/" target="_blank">writing about Nike on the blog</a>, and with a back catalogue that reflects its strong brand identity, there's a good reason why.</p> <p>2015's 'Better for It' campaign is one of the most memorable in recent years.</p> <p>Depicting the inner thoughts of women during sporting activity, it highlights the correlation between sport and self-esteem, and cleverly hints at how what we wear can also have a bearing.</p> <p>With a light-hearted but empowering tone, it succeeded in engaging female consumers.</p> <p><iframe src="https://www.youtube.com/embed/WF_HqZrrx0c?wmode=transparent" width="854" height="480"></iframe></p> <h3>4. Hermès’ House of Scarves</h3> <p>Hermès' microsite, La Maison des Carrés, was set up to showcase its popular selection of scarves.</p> <p>Instead if simply encouraging visitors to buy online, it aims to bring to life the history and artistry of the brand.</p> <p>With its beautiful design and superb attention to detail, it entices visitors to get lost in its world of illustration.</p> <p>While <a href="https://econsultancy.com/blog/68028-five-ecommerce-lessons-from-burberry-and-hermes/" target="_blank">we have previously pointed out</a> that Hermès' website might come across as self-indulgent (and therefore off-putting to consumers), there's no denying that this part stands out for its creative and original approach.</p> <p><iframe src="https://www.youtube.com/embed/47tVddtcCnw?wmode=transparent" width="854" height="480"></iframe></p> <h3> 5. Inside Chanel</h3> <p>Alongside Chanel News, Inside Chanel is a microsite dedicated to telling the story of the brand - a key part of its overarching marketing strategy.</p> <p>Separated into 12 chapters, each detailing an important part of the brand's history, it offers something of real value for consumers.</p> <p>Combining photography, digital sketches and video - it uses rich content to bring the story to life.</p> <p>With 100 years of history, the in-depth and well-produced nature of the campaign also reflects the quality of the brand. </p> <p><iframe src="https://www.youtube.com/embed/F3QAxtE1L20?list=PLEE61EDB90F0AA88F&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>6. H&amp;M's Close the Loop</h3> <p>We recently wrote about <a href="https://econsultancy.com/blog/68351-why-women-are-talking-about-h-m-s-latest-ad-campaign/" target="_blank">why women are talking about H&amp;M's latest campaign</a>, but its 'Close the Loop' ad is another example of the brand's innovative marketing.</p> <p>With the aim of promoting its mission to make fashion more sustainable, it created one of the most diverse ads of all time.</p> <p>Featuring plus-size model Tess Holliday and Muslim model Mariah Idrissi the ad garnered a massively positive response for its celebration of different cultures in relation to fashion.</p> <p>By creating a buzz around the campaign, it ensured that its message of sustainability was heard.</p> <p><iframe src="https://www.youtube.com/embed/s4xnyr2mCuI?wmode=transparent" width="854" height="480"></iframe></p> <h3>7. NastyGal's #GirlBoss</h3> <p>Nasty Gal has an ethos of self-empowerment and discovery, which is nicely weaved into all of its marketing campaigns.</p> <p>As well as being the title of founder Sophia Amoruso's self-penned book, the hashtag #girlboss is also the title of the Nasty Gal's separate content hub.</p> <p>Alongside long-form articles on fashion and general lifestyle, it is also the home of Girl Boss radio - a podcast where Sophia interviews various women who have made their mark.</p> <p>A great example of a multi-channel campaign, it reflects the core values of the brand while subtly promoting it.</p> <p><em>(Read more on <a href="https://econsultancy.com/blog/68348-three-reasons-brands-are-using-podcasts-as-part-of-their-content-marketing-strategy/" target="_blank">brands using podcasts</a>.)</em></p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Four career lessons from <a href="https://twitter.com/sophiaamoruso">@sophiaamoruso</a> that every young person should know:<a href="https://t.co/HB01H2YbxQ">https://t.co/HB01H2YbxQ</a> <a href="https://t.co/J5SABfJbKa">pic.twitter.com/J5SABfJbKa</a></p> — #girlboss (@GIRLBOSS) <a href="https://twitter.com/GIRLBOSS/status/784515916361035776">October 7, 2016</a> </blockquote> <h3>8. Swoon for Monsoon</h3> <p>A number of fashion brands have released shoppable magazines, and while Net A Porter's 'The Edit' is often cited as one of the best, Swoon for Monsoon proves that it's not only an approach reserved for high end brands.</p> <p>Hosted on its main website, the campaign comprised of digital magazines that could be accessed on web, tablet and mobile.</p> <p>Including visual elements such as GIF's and video, there were also contributions from influencers to ramp up engagement and consumer interest.</p> <p>A sleek slice of shoppable content - it was also a great example of how to integrate editorial elements into ecommerce.</p> <p><iframe src="https://www.youtube.com/embed/86FovKAMUCU?wmode=transparent" width="854" height="480"></iframe></p> <h3>9. #CastMeMarc</h3> <p>Using social media as the driving force for its Autumn/Winter campaign, Marc Jacobs took to Instagram to do a bit of model scouting.</p> <p>For the chance to be featured in his Autumn/Winter campaign, it asked followers to tag a photo of themselves using the hashtag #castmemarc.</p> <p>As well as creating awareness of the brand, it was successful in giving consumers and fans of the brand a memorable and potentially valuable experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/0137/Marc_Jacobs.JPG" alt="" width="780" height="503"></p> <h3>10. Rei's Opt Outside</h3> <p>This isn't really a campaign as such, probably more of a PR stunt. But I realy liked it, so I've snuck it onto this list.</p> <p>Outdoor apparel retailer <a href="https://econsultancy.com/blog/67109-rei-opts-out-of-black-friday-sort-of/">Rei encouraged consumers to boycott Black Friday</a>, even shutting down its own website on the day itself.</p> <p>As well as connecting with consumers on a relatable topic, it also perfectly encapsulated what the brand stands for - a love of outdoor adventure and a stance against consumerism.</p> <p>With a 6% rise in traffic on Black Friday as well as a long-term boost for its reputation, its daring approach seemed to pay off. </p> <p><iframe src="https://www.youtube.com/embed/flH5ReMsZ-M?wmode=transparent" width="854" height="480"></iframe></p> tag:econsultancy.com,2008:BlogPost/68421 2016-10-18T09:44:00+01:00 2016-10-18T09:44:00+01:00 VisitBritain and Expedia launch campaign to target US travellers Nikki Gilliland <p>This also happens to be the motivation behind a new partnership from VisitBritain and Expedia. </p> <p>Aiming to raise an additional $165m of visitor spend for the UK economy, it is launching a multi-phase campaign in order to tempt Americans to our fine shores.</p> <p>Here’s a closer look at how it’s doing it.</p> <h3>Showcasing the best of Britain</h3> <p>Part of the UK government’s Tourism Action Plan – the partnership between Expedia and VisitBritain was actually established before Brexit. </p> <p>However, since the value of the pound has dropped, the campaign is putting a positive spin on the current situation – targeting US travellers for whom visiting Britain will now be more affordable.</p> <p>Titled ‘365 days of OMGB’, the campaign is centred around a bespoke content platform designed to showcase the hidden treasures of the UK. </p> <p>Aiming to dispel the London-centric bias of travellers from overseas, it will promote various locations up and down Britain, from Sussex to Edinburgh and everything in between.</p> <p><img src="https://assets.econsultancy.com/images/0008/0416/365_days_of_OMGB.JPG" alt="" width="780" height="626"></p> <h3>Encourages planning</h3> <p>Divided into four sections - #OMGB, Discover, Trip Planner and Calendar – the microsite is designed to both inspire and spur on travellers to start planning their trips.</p> <p>It enables visitors to search for events based on interests, e.g. Food &amp; Drink or Relaxation, or by calendar month. </p> <p><img src="https://assets.econsultancy.com/images/0008/0415/Discover_Britain.JPG" alt="" width="780" height="651"></p> <p>Browsing on the website certainly makes Britain look and sound incredibly appealing.</p> <p>The imagery promotes the country’s historic buildings and stunning countryside, and the wide range of activities makes a refreshing change from the standard London sights – even for those who already live here.</p> <p><img src="https://assets.econsultancy.com/images/0008/0417/Walk_with_Wolves.JPG" alt="" width="780" height="676"></p> <p>The event pages include lots of helpful information, such as nearest stations and airports, maps and similar events. </p> <p>Combined with the inclusion of the Expedia search tool, it's effective in encouraging users to browse and plan.</p> <h3>Personalisation and social </h3> <p>As well as showcasing various locations, the hub can also be used as a handy planning tool. </p> <p>It allows users to save events in their personalised ‘Trip Planner’ – enabling them to browse and search around before committing to a booking.</p> <p><img src="https://assets.econsultancy.com/images/0008/0414/Trip_Planner.JPG" alt="" width="780" height="690"></p> <p>This nicely ties in to the personal and individual nature of the campaign, with its main video highlighting the beautiful ‘moments’ that occur in Britain each day. </p> <p><iframe src="https://www.youtube.com/embed/UD7s4wW2A6o?list=PLQ0zk4tPwKClnXYCLS7BDInuwkH3KdpYl&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>From ‘classic cars in the Cotswolds' to ‘sleeping giants in Cornwall’, it promotes the beauty of small, undiscovered moments. </p> <p>In order to further emphasise this notion, VisitBritain has also produced a series of short videos, which it is using on its various social media channels to promote the campaign.</p> <p><iframe src="https://www.youtube.com/embed/eGuqKGqp2MA?list=PLQ0zk4tPwKClnXYCLS7BDInuwkH3KdpYl&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>Twitter in particular looks to be a big focus for promotion, with the hashtag #OMGB used in conjunction with the brand's image-heavy tweets.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The stunning medieval city of <a href="https://twitter.com/hashtag/York?src=hash">#York</a> is a must-visit for history buffs. <a href="https://twitter.com/hashtag/OMGB?src=hash">#OMGB</a> <a href="https://t.co/Qg2OYssK9G">https://t.co/Qg2OYssK9G</a> <a href="https://t.co/B09wjgEIXt">pic.twitter.com/B09wjgEIXt</a></p> — VisitBritain (@VisitBritain) <a href="https://twitter.com/VisitBritain/status/787428095619919873">October 15, 2016</a> </blockquote> <h3>In conclusion…</h3> <p>By partnering up, VisitBritain and Expedia has managed to combine their biggest strengths. </p> <p>VisitBritain’s inspirational imagery and evocative language is certainly effective in stirring the emotions that underpins the travel industry. </p> <p>Meanwhile, Expedia’s functional search tools and personalised planning capabilities ensure users are one step closer to booking.</p> <p>Whether or not it is effective in bringing more American tourists to the UK, it’s certainly a nice example of how a brand partnership can elevate a marketing campaign.</p> <p><em>Related posts:</em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68330-an-in-depth-analysis-of-how-expedia-converts-visitors-into-customers-part-one/" target="_blank">An in-depth analysis of how Expedia converts visitors into customers: Part one</a></em></li> <li><em><a href="https://econsultancy.com/blog/68331-an-in-depth-analysis-of-how-expedia-converts-visitors-into-customers-part-two/" target="_blank">An in-depth analysis of how Expedia converts visitors into customers: Part two</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68410 2016-10-17T11:16:32+01:00 2016-10-17T11:16:32+01:00 How Nationwide is using Tumblr to target a younger generation Nikki Gilliland <p>What’s more, a third of young people believe they won’t need a bank at all in future.</p> <p>While it might be true for some, surely this perspective sidelines those that actually do desire help and advice on financial matters? </p> <p>Nationwide is also keen to ask this question, recently launching a new campaign designed to educate rather than alienate.</p> <p>I explored a little to find out how it is using social media to do just that.</p> <h3>A customer-first approach</h3> <p>In contrast to Viacom, new research from Yahoo has found that 45% of millennials are actively looking for resources to help them with a financial situation, yet 37% say there aren’t enough of these educational resources online.</p> <p>Yahoo is partnering with Nationwide on a year-long campaign in a bid to fill this gap.</p> <p>Targeting young people aged 13 to 24, it is not only aiming to engage youngsters about the topic of money, but to help them actively take control of their finances.</p> <p>Focusing on how to make money as well as manage it, it is definitely a refreshing change from the aforementioned ‘millennials hate banks’ approach.</p> <p>I also think that the concept of age is a little beside the point.</p> <p>By providing something of real value to consumers, whether the target consumer is 18 or 84, people will be much more likely to engage.</p> <p><img src="https://assets.econsultancy.com/images/0008/0233/Nationwide.jpg" alt="" width="600" height="399"></p> <h3>Targeting youngsters on Tumblr</h3> <p>This recent campaign is an extension of Nationwide’s ‘Money Stuff’ YouTube channel, which was first launched last year.</p> <p>On the back of the channel’s success, the bank has chosen Tumblr as its platform of choice, using it to house even more money-related content including videos, long-form articles, GIFs and photos.</p> <p>As well as being shareable, the bite-size nature of the content means that it is more accessible and appealing to youngsters who already use the platform.</p> <p>With three-quarters of Tumblr’s user base being under the age of 35, it is one of the only social media platforms that is still largely dominated by young people.</p> <p><img src="https://assets.econsultancy.com/images/0008/0230/Yahoo_Storytellers_Nationwide_Money_Stuff_desktop.png" alt="" width="780" height="442"></p> <h3>Playful, not patronising tone</h3> <p>Despite being well over the target age range (sad times) – I can definitely appreciate the fact that Nationwide is trying to avoid sounding patronising.</p> <p>Like most advice, it can either come across as incredibly obvious or helpful, depending on the person reading it. </p> <p>It’s definitely a tricky balance, so Nationwide’s conversational, playful and honest tone of voice is well executed.</p> <p><img src="https://assets.econsultancy.com/images/0008/0226/Money_Stuff.jpg" alt="" width="555" height="297"></p> <p>By focusing on the worries and concerns young people have as opposed to delving straight into the nitty gritty of what an ISA is or how to set up an account – the audience is likely to relate.</p> <p>While some of the content is more on the side of humorous than helpful, at least it's not dull.</p> <p><img src="https://assets.econsultancy.com/images/0008/0227/MoneyStuff_GIFS.PNG" alt="" width="705" height="355"></p> <h3>Inclusive and interactive approach</h3> <p>Finally, Nationwide cements its customer-focused campaign by encouraging users to ask questions.</p> <p>While this recognition that young people might be embarrassed or shy about raising financial concerns is positive, the actual feature on Tumblr fails to provide real-time help.</p> <p>The box encourages users to ‘ask anything’ along with promise of an answer ASAP.</p> <p><img src="https://assets.econsultancy.com/images/0008/0228/Ask_Us_Anything.jpg" alt="" width="500" height="474"></p> <p>Sounds good. But when I asked a question anonymously, and despite reassurance that my question was received, there was no indication how or when they would actually get back to me. </p> <p>A more prominent link to the content on the main site, or its 'Ask Nationwide' Twitter account should be given here at the very least.</p> <p><img src="https://assets.econsultancy.com/images/0008/0229/Money_Tips_Nationwide.jpg" alt="" width="780" height="619"></p> <h3>In conclusion…</h3> <p>Despite the failure of its feedback tool, there’s still a lot to appreciate about Nationwide’s Money Stuff campaign. </p> <p>With a customer-centric approach and canny use of social, it could help the bank broaden its appeal among younger customers.</p> tag:econsultancy.com,2008:BlogPost/68395 2016-10-13T11:10:44+01:00 2016-10-13T11:10:44+01:00 The Colouring Cafe: How Ribena used influencers to engage with millennials Nikki Gilliland <p>However, during her talk at the <a href="http://www.festivalofmarketing.com/" target="_blank">Festival of Marketing</a> recently, Emmeline Purcell, Senior Brand Manager at Ribena, explained that this doesn’t quite reflect the truth.</p> <p>During some research on who was consuming the product, the brand found that many 16-to-34 year olds were actually enjoying the famously fruity beverage.</p> <p>As a result, Ribena wanted to reach out to this demographic in order to increase engagement and drive a change in brand image.</p> <p>Here’s how it did it:</p> <h3>Reminding the audience </h3> <p>Instead of promoting its product to mums or children, Ribena wanted to reach out to <a href="https://econsultancy.com/blog/67822-four-great-examples-of-marketing-to-millennials/" target="_blank">those elusive millennials</a> – those who actively seek out positive, fun and silly experiences on a daily basis.</p> <p>In order to do this, it created a pop-up ‘colouring café', inviting around 120 fans and followers of the brand to come and experience it.</p> <p>Partnering with artist Alex Lucas, the café embodied the quirky and positive spirit of the brand.</p> <p>Visitors were asked to contribute to a ‘colourful experience’ by colouring in one of the illustrative wall tiles.</p> <p>Alongside a new television advert, the aim was to get a new generation excited about the brand, also tapping in to the recent trend for adult colouring-in books.  </p> <p><iframe src="https://www.youtube.com/embed/m6UqXLHHigY?wmode=transparent" width="854" height="480"></iframe></p> <h3>Partnering with influencers</h3> <p>With most of the campaign’s online content coming from <a href="https://econsultancy.com/training/courses/social-media-paid-advertising/">paid social</a>, Ribena decided to work with <a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/" target="_blank">influencers</a> in order to help build credibility.</p> <p>Instead of choosing those with the biggest number of followers, it went beyond face value and asked those who particularly share the philosophy of the brand.</p> <p>Its lead influencer was Giovanna Fletcher – a personality whose online presence is built around spreading positivity and empowering young women. </p> <p>Confetti Crowd, a group of girls that share the creative and colourful spirit of the pop-up event, also got involved.</p> <p>Lastly, Ribena worked with 30 <a href="https://econsultancy.com/blog/67807-is-micro-influencer-marketing-viable/">micro-influencers</a> on Instagram to build on its presence on the platform and align with the visual nature of the event.</p> <p>Each influencer created content based around the campaign, which they then shared with their respective audiences.</p> <p><iframe src="https://www.youtube.com/embed/u3mfXKF_bas?wmode=transparent" width="854" height="480"></iframe></p> <h3>Going the extra mile</h3> <p>As well as working with influential figures, Ribena also wanted to add extra value for consumers as well as those that visited the pop-up.</p> <p>As a result, it created an entirely separate website dedicated to the Colouring Cafe, including a web-based tool that allowed users to ‘colour in their own time’.</p> <p>Lastly, the brand had the pop-up’s coloured illustrations framed and sent out as a way of saying thank you to everyone involved.</p> <p>By extending the experience in this way, this meant that the brand would stick in the mind of consumers long after the campaign had ended. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Luxurious lime green colouring by <a href="https://twitter.com/ConfettiCrowd">@ConfettiCrowd</a> -colour your own in <a href="https://twitter.com/RibenaUK">@RibenaUK</a> special app: <a href="https://t.co/J1g4QnLsJ5">https://t.co/J1g4QnLsJ5</a> <a href="https://t.co/NHJpH8VsuN">pic.twitter.com/NHJpH8VsuN</a></p> — Alex Lucas (@LucasAntics) <a href="https://twitter.com/LucasAntics/status/760878552296423428">August 3, 2016</a> </blockquote> <h3>The results and key takeaways</h3> <p>With influencers creating 120 pieces of coverage over the course of the campaign, there was some buzz around the Colouring Café online.</p> <p>There were 66,000 visits to the website and 5,000 uses of the colouring tool. </p> <p>What’s more, brand perception shifted, with relevance scores going up 10% and Ribena Light sales increasing by 6%.</p> <p>So what can we learn from Ribena’s <a href="https://econsultancy.com/blog/66908-10-inspiring-experiential-marketing-examples/" target="_blank">experiential campaign</a>?</p> <p>Throughout her talk, Emmeline emphasised the need to create genuine and authentic experiences, purely for the value of the consumer.</p> <p>Likewise, she highlighted how important it is to use influencers who intrinsically understand and enhance brand values, as well as give them creative trust.</p> <p>By the end of the campaign, creators like Giovanna Fletcher had created even more content than was agreed at the start.</p> <p>This shows that if influencers are passionate about a concept, consumers are much more likely to be engaged too. </p> <p>With Ribena seeing a favourable shift in the way young people perceive the brand, it also proved the power of positivity.</p> <p><em>For more on this topic, check out our two research papers:</em></p> <ul> <li><a href="https://econsultancy.com/reports/the-voice-of-the-influencer/"><em>The Voice of the Influencer</em></a></li> <li><a href="https://econsultancy.com/reports/the-rise-of-influencers/"><em>The Rise of the Influencer</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68398 2016-10-12T14:23:56+01:00 2016-10-12T14:23:56+01:00 JPMorgan Chase taps influencer family for how-to videos Patricio Robles <p>The Holderness Family became online stars when their Christmas Jammies holiday music video went viral in 2013, racking up more than 16m views on YouTube.</p> <p>Today, the husband and wife team, along with their two children, have nearly 195,000 YouTube subscribers and their videos have generated more than 66m views.</p> <p>Chase chose to tap the Holderness Family for its "Banking that rocks" video series because it felt it needed to do something different. </p> <p>"These videos are hilarious and people will have fun watching them, but they also help us solve a business problem," Kristin Lemkau, Chase's CMO, <a href="http://adage.com/article/cmo-strategy/spot/306150/">told</a> AdAge.</p> <blockquote> <p>We knew we had to do something different to show people how [to do things themselves]. We didn't want to do a boring animation.</p> </blockquote> <p>The videos the Holderness Family created for Chase, three of which have been published, highlight for Chase customers how they can use online banking, the Chase mobile app, and Chase ATMs to "bank on the go."</p> <h3>A viable part of the content marketing mix?</h3> <p>While <a href="https://econsultancy.com/blog/68338-goldman-sachs-creates-in-house-content-studio/">financial services firms are increasingly investing in content marketing</a>, the companies tapping influencers the most still tend to be in industries like <a href="https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands/">fashion and beauty</a>.</p> <p>While there are numerous <a href="https://econsultancy.com/blog/67555-the-three-biggest-challenges-in-influencer-marketing/">challenges associated with influencer marketing</a>, and there <a href="https://econsultancy.com/blog/67147-has-essena-o-neill-signalled-the-end-of-influencer-marketing">has been some scandal</a>, influencer marketing has firmly established itself as a part of the marketing mix in these industries.</p> <p>Can it do the same for financial services?</p> <p>That remains to be seen. The Holderness Family published its "Rock My Banking" Chase video to YouTube, where it currently has just over 10,000 views.</p> <p>While that's in line with many of the videos it has posted in the same time period, it's far from a viral hit. On Facebook, The Holderness Family published a post promoting the YouTube video.</p> <p>Despite the fact that the family's Facebook Page has nearly 650,000 likes, the Chase post only has 18 shares.</p> <p><iframe src="https://www.youtube.com/embed/lCEPzYbnZeE?wmode=transparent" width="560" height="315"></iframe></p> <p>But that doesn't necessarily mean that Chase's efforts with The Holderness Family aren't of value.</p> <p>While many companies turn to influencers for pure marketing distribution purposes, brands can also benefit from <a href="https://econsultancy.com/reports/influencing-the-influencers-the-magic-of-co-created-content">co-creation</a> even when it doesn't generate viral hits.</p> <p>That's because effective content marketing requires quality content that connects with a target audience.</p> <p>If banks like Chase can work with influencers like the Holderness Family to produce content that is more creative and appealing than they could create on their own, the relationship doesn't need to produce millions of views to be worthwhile, especially if the content has a long shelf-life, as is the case with Chase's how-to videos.</p> <p><em>For more on this, see:</em></p> <ul> <li><a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy"><em>Content marketing training courses</em></a></li> <li><a href="https://econsultancy.com/reports/the-future-of-content-marketing/"><em>The Future of Content Marketing Report</em></a></li> <li><a href="https://econsultancy.com/reports/digital-transformation-in-the-financial-services-sector-2016/"><em>Digital Transformation in the Financial Services Sector</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68382 2016-10-12T01:00:00+01:00 2016-10-12T01:00:00+01:00 Eight ways brands can take content marketing to the next level Jeff Rajeck <p>So now that every company produces content of some sort for their marketing, it's time to move the discussion along.</p> <p>Previously, people talked about why brands should use content, but now we should look closer at how they can use it more effectively.</p> <p>That is, <strong>what can brands do to move their content to the next level?</strong></p> <p>To find out, Econsultancy recently held roundtable discussions at our fifth annual Digital Cream Sydney.  There, client-side marketer from across the industry discussed trends, best practices, and the issues they are currently facing.</p> <p>Here are the highlights from the discussion at the Content &amp; Social Media Marketing table.</p> <h3>1. Push senior management to invest more in content</h3> <p>As with most initiatives, senior-level buy-in is necessary in order to make changes that matter and last, according to participants.</p> <p>Fortunately, attendees agreed,<strong> management now understand the benefits of content marketing.</strong></p> <p>Return on investment (ROI) is still hard to prove, said a few delegates, but <strong>one participant said that they were able to attribute 14% of conversions to content. </strong></p> <p>Everyone should aim to deliver similarly precise figures to management, the tables agreed.</p> <h3>2. Bring content teams in-house</h3> <p>Participants said that the trend in content marketing is to bring content resources in-house. There are two reasons for this.</p> <p>First off,<strong> the cost of using an agency to produce content continuously is difficult to justify on an ongoing basis.</strong>  </p> <p>Many use agencies for one-off, high-value content, but everyone agreed that in-house makes much more sense for day-to-day brand messaging.</p> <p>Also, many attendees felt that the quality of content degrades when it is outsourced.  </p> <p>Agencies are under both time and cost pressures, and so may reduce quality or reuse existing content in order to hit regular deadlines.</p> <p><img src="https://assets.econsultancy.com/images/0007/9946/content-2.jpg" alt="" width="800" height="533"></p> <h3>3. Distribute templates to leverage in-house expertise</h3> <p>Simply hiring content producers and giving them <a href="https://econsultancy.com/training/courses/editorial-planning-and-content-calendars/">a content calendar</a> was a recipe for disaster, according to delegates.  </p> <p>There is simply too much work to do when one team is responsible for research, writing, and delivery.</p> <p>Instead, they argued, brands should leverage the whole organisation to produce content.</p> <p>This does not mean handing assignments off to departments outside of marketing as these are rarely completed.</p> <p>Rather, marketers should create 'fill-in-the-blanks' templates for internal thought leaders and use content creators to turn the template into content.</p> <p>This way, those who are the best-informed are producing the meat of the content and the skilled writers are turning insights into polished marketing materials.</p> <h3>4. Use new technology to enhance content</h3> <p>Marketers no longer just rely on their own skills to create content, either.</p> <p>Participants noted that <strong>many teams are using new technologies and services to help produce new content.</strong></p> <p>One delegate said that <a href="http://90seconds.tv/">90 Seconds</a> has helped them a great deal with video content.</p> <p>90 Seconds is a cloud-based service which helps marketers collaborate with freelance video producers worldwide. The 'Uber' for video production, so to speak.</p> <p>Other participants said that they are using AdWords to help produce content in an interesting way.  </p> <p>Instead of just using it to get clicks to content, <strong>marketers are using AdWords campaigns specifically to test the attraction of certain keywords.</strong> Those words that receive a high click-through rate are then used in content headlines.</p> <p>Attendees also said that keyword ranking tools, such as BrightEdge, and buzz analysis services, such as Buzz Sumo and SocialBakers, were also helpful when trying to generate content ideas.</p> <p><img src="https://assets.econsultancy.com/images/0007/9945/content-1.jpg" alt="" width="800" height="533"></p> <h3>5. Use new technology to improve your distribution</h3> <p>Content marketers should also start thinking beyond just producting content, according to attendees.  </p> <p>Content creators should also investigate new technologies which improve distribution.</p> <p>Many participants said that they use content delivery networks, such as Outbrain or Taboola, because they offer great targeting capabilities.  </p> <p>There was some concern, however, about being associated with 'clickbait' via these services.</p> <p>Others are using the same tools used by advertisers to promote content. AdRoll was mentioned for its capability to deliver localised content and Facebook's Atlas was praised for its 'people-based marketing'.  </p> <p>Both allow marketers to hit a wide audience while preventing individuals from being oversaturated with the brand's messaging.</p> <p>Analytics was also mentioned as an important technology by some attendees.  </p> <p>One said that <strong>upgrading to Google Analytics Premium was a 'game changer'</strong> whereas another said that Google's new Data Studio has helped them understand better which channels were working well for them.</p> <h3>6. Deploy adaptive design and AMP</h3> <p>According to one participant, many companies have recently decided to distribute content on mobile using responsive design.  </p> <p>Doing so, however, hurts the reading experience as responsive attempts to cram all of the desktop experience onto the mobile screen.</p> <p>Instead,<strong> content creators should encourage their web team to use adaptive design.</strong>  </p> <p><a href="https://econsultancy.com/blog/64914-what-is-adaptive-web-design-awd-and-when-should-you-use-it/">Adaptive design</a> uses different templates for different devices so the same content appears native on each platform.</p> <p>Marketers should, one delegate pointed out, ensure that web pages adhere to <a href="https://www.ampproject.org/">Google's Accelerated Mobile Pages</a> (AMP) standard as those that do not seem to be penalised by Google's search engine now.</p> <p><img src="https://assets.econsultancy.com/images/0007/9949/googleamp-1.png" alt="" width="800" height="450"></p> <h3>7. Testing is the best evidence for ROI</h3> <p>One participant gave details of how they test the value of content marketing.</p> <p>They split up their audience into three groups: </p> <ul> <li>One group received no Facebook advertising.</li> <li>The second saw traditional product-focused advertising.</li> <li>The third group saw more in-depth content marketing.</li> </ul> <p>Though the results are not yet in, it was clear to the attendees that <strong>split-group testing is an effective way for marketers to prove the value of content-based marketing over sales-focused advertising</strong>.</p> <p><img src="https://assets.econsultancy.com/images/0007/9948/content-3.jpg" alt="" width="800" height="533"></p> <h3>8. Do less content, and make 'moments that matter'</h3> <p>Finally, marketers agreed that content producers should focus on quality over quantity in order to make more of an impact with consumers.</p> <p>To many these days, the brand is not as nearly as important as creating connections with the consumer. </p> <p>One participant described their company's goal as <strong>'making moments that matter'.</strong></p> <p>As an example, they said that a brand which wanted to be associated with sports should not just churn out sports content which is found in abundance elsewhere.</p> <p>Instead, the brand should identify unique moments in sports - such as when something funny happens - and become the place people go every time it occurs.</p> <p>This way the marketers avoid duplicating efforts by other publications and brands and set up their own 'digital watering hole' which attracts their audience to their content organically.</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank all of the marketers who participated on the day and especially our Content &amp; Social Media Marketing table moderator, <strong>Caroline Halliday, Director of Consumer Marketing at YourTutor.</strong></p> <p>We hope to see you all at future Sydney Econsultancy events!</p> <p><em>For more on this topic, see:</em></p> <ul> <li><em><a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">Content marketing training courses in London, Malaysia and Singapore</a>.</em></li> <li><a href="https://econsultancy.com/reports/the-future-of-content-marketing/"><em>The Future of Content Marketing Report.</em></a></li> <li><em><a href="https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing/">Introducing The Periodic Table of Content Marketing</a>.</em></li> </ul> tag:econsultancy.com,2008:BlogPost/68261 2016-10-11T15:27:44+01:00 2016-10-11T15:27:44+01:00 Brand VR: Five of the best non-gimmicky experiences so far Ben Davis <h3>Mercedes</h3> <p>Mercedes filmed Instagram influencer Kelly Lund and Loki (his wolfdog) during a snowy outdoors trip in Colorado.</p> <p>The film features Mercedes’ GLS sport utility vehicle, availble in 2017, and is artfully directed, creating a stylised portrait of Kelly's lifestyle that shows the brand off in a rugged but aspirational light. </p> <p>This video has seen significant engagement on social media in 2D, and the 3D video is available on YouTube or via the Mercedes VR app with Google Cardboard.</p> <p><iframe src="https://www.youtube.com/embed/vVNylwQRUQM?wmode=transparent" width="560" height="315"></iframe></p> <h3>The North Face</h3> <p>Sticking with the outdoors, this is an example of 360-degree video that really matches brand identity.</p> <p>The North Face has created several 360-degree video experiences with Jaunt VR, starting in March 2015, following a trek through Yosemite National Park and Moab in Utah.</p> <p>This video can again be watched using Google Cardboard and an Android app, but was also showcased in some US North Face stores using Oculus.</p> <p>Experiencing stark and beautiful wilderness in the context of purchasing outdoors wear is a natural fit.</p> <p>Other North Face films include the one below, shot in Nepal. The atmosphere is similar to the Mercedes example above and makes an impact, even on YouTube player just scrolling around with your mouse.</p> <p><iframe src="https://www.youtube.com/embed/Cr-9ujLco50?wmode=transparent" width="560" height="315"></iframe></p> <h3>Patrón Tequila</h3> <p>“The Art of Patrón”  is another 360-degree video experience that enhances an already strong brand identity.</p> <p>Patrón worked with creative agency Firstborn to create an Oculus experience for a tequila festival in 2015.</p> <p>The video is also available <a href="https://www.patrontequila.com/en-gb/our-story/oculus.html">on the Patrón website</a>, and as a regular 2D, non-interactive video on YouTube (see below).</p> <p>Of course, using VR as part of <a href="https://econsultancy.com/blog/65230-10-very-cool-examples-of-experiential-marketing/">experiential</a> or event marketing is a common tactic and seeks to create good brand recognition by giving consumers their first such immersive experience.</p> <p>The film itelf is notable for giving a behind-the-scenes look at the creation of the product, a solid use case for artisanal or high quality consumer goods.</p> <p><iframe src="https://www.youtube.com/embed/cr3V4xt2710?wmode=transparent" width="560" height="315"></iframe></p> <h3>Toms</h3> <p>Toms' flagship store in Venice, California experimented with Samsung VR, offering customers the chance to experience a trip to a Peruvian village. </p> <p>The film shows the charitable side of Toms, as it gives out free shoes to children.</p> <p>Toms founder Blake Mycoskie also gives some thoughts on the utility of VR in stores, in <a href="https://www.youtube.com/watch?v=NmYKrwEX9Mk">a video from USA Today.</a></p> <p><iframe src="https://www.youtube.com/embed/jz5vQs9iXCs?wmode=transparent" width="560" height="315"></iframe></p> <h3>McDonald's</h3> <p>Here's another example of VR for experiential marketing, as part of a McDonald's roadshow during the restaurant's Farm Forward campaign across the UK.</p> <p>Samsung Gear was used to offer 360-degree video, telling the story of UK produce from farms to preparation at McDonald's restaurants.</p> <p>Changing perceptions of a brand is something that can be aided by such an immersive technology.</p> <p>Additionally, an Oculus VR game was produced, allowing people to drive a tractor during a potato harvest.</p> <p>This experience is something a little more sophisticated than many brand VR implementations, given the use of a controller (steering wheel) and therefore an input element.</p> <p>The game was simple enough, but something memorable for those experiencing the McDonald's roadshow.</p> <p>Conor McVeigh, director of suppy chain at McDonald's UK, told Marketing Week that VR could be used to "scale up" transparency efforts and that VR is at a "tipping point" as realistic content can now be developed.</p> <p><iframe src="https://www.youtube.com/embed/Dplxy9TaYvE?wmode=transparent" width="560" height="315"></iframe></p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67834-why-virtual-reality-is-the-ultimate-storytelling-tool-for-marketers/"><em>Why Virtual Reality is the ultimate storytelling tool for marketers</em></a></li> <li><a href="https://econsultancy.com/reports/a-marketers-guide-to-virtual-reality/"><em>A Marketer’s Guide to Virtual Reality</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68348 2016-10-10T14:42:42+01:00 2016-10-10T14:42:42+01:00 Three reasons brands are using podcasts as part of their content marketing strategy Nikki Gilliland <p>Here’s a look at why podcasts are such an interesting medium, as well as a few brands that have been experimenting with them.</p> <h3>Subtle branding </h3> <p>We’re constantly being told that <a href="https://econsultancy.com/blog/66744-six-simple-ways-to-fit-storytelling-into-your-content/" target="_blank">storytelling</a> is the ultimate tool for customer engagement. </p> <p>By telling relevant, informative and valuable stories in meaningful ways, brands are able to connect with consumers and build a loyal audience.</p> <p>But unlike a blog or online article, where audiences are likely to be more aware of brand-involvement, audio content enables a more subtle approach.</p> <p>Instead of bombarding listeners with promos or ads – the moment many actually switch off - a brand is able to become an inherent part of the content itself. </p> <p>Recently, <a href="https://econsultancy.com/blog/66000-how-ebay-uses-social-media-tumblr-twitter-and-instagram/" target="_blank">eBay</a> worked with Gimlet Creative to create its very own podcast series entitled ‘<a href="https://www.ebayinc.com/stories/podcast/" target="_blank">Open for Business</a>’ – and it is a good example of how to use audio content for marketing purposes.</p> <p>Hosted by the founder of a startup company, it is all about how to build a business from the ground up.</p> <p>While it does include some eBay branding, the hosts are very open and honest about the company’s involvement.</p> <p>Likewise, despite the content itself being related to the eBay offering, it still feels original and of value to the consumer.</p> <p>This means that listeners are likely to come away with something useful, as well as a general awareness of the brand.</p> <h3>Targeting the mobile consumer</h3> <p>Unlike a written article or video, the beauty of a podcast is that they are very easy to consume on the go – even when listeners might be involved in other tasks like commuting or cooking.</p> <p>Likewise, they tap into the growing rise of <a href="https://econsultancy.com/blog/66543-50-fascinating-stats-about-mobile-commerce-in-the-uk-2015/" target="_blank">smartphone use</a> over desktop or tablet, meaning people are naturally more inclined to access the medium in the everyday.</p> <p>So how to ensure success?</p> <p>With podcasts now being seen in the same vein as television or radio, the quality of the content is vital.</p> <p>Another example of a brand capitalising on this trend for easy-to-consume and entertaining content is GE.</p> <p>Last year, it produced its very own science fiction podcast called ‘<a href="http://themessagepodcast.com/" target="_blank">The Message’</a>. </p> <p>Unlike the eBay podcast, where a natural interest in business or startups might have initially hooked in listeners - GE needed to hold the attention of the audience to really ensure success.</p> <p>Of course, this is where some brands might be reluctant to invest in podcasts.</p> <p>The data is not easy to measure, nor is the long-term value – especially if listeners are unaware (or simply ignore) the brand involvement.</p> <p>This could have been the case for GE, as it only included the company’s sound technology. There was no other mention of the company in the narrative.</p> <p>However, with over 5m downloads, the quality of the story clearly shone through, ultimately being the key to its success.</p> <h3>Reflection of brand identity </h3> <p>As well as providing value for consumers, podcasts can be a natural reflection of a brand's identity and core values.</p> <p>Instead of trying to convey what a company stands for via the written word, it is often far easier to do so by saying it out loud.</p> <p>Slack, the workplace messaging platform, is a company that has demonstrated this notion.</p> <p>Its podcast series, ‘<a href="https://slack.com/varietypack" target="_blank">The Slack Variety Pack</a>’ sounds exactly like you’d expect.</p> <p>Humorous, upbeat and slightly geeky – it speaks to its core audience perfectly.</p> <p>As a result, it serves to further strengthen the loyalty of its audience.</p> <h3>In conclusion…</h3> <p>Like any form of <a href="https://econsultancy.com/blog/67985-what-is-the-future-of-content-marketing/" target="_blank">content marketing</a>, the success of branded podcasts relies on authenticity, quality and value for consumers.</p> <p>That does not mean there is one single formula, however, it appears many more brands are willing to experiment.</p>