tag:econsultancy.com,2008:/topics/content Latest Content content from Econsultancy 2018-01-04T10:10:00+00:00 tag:econsultancy.com,2008:BlogPost/69695 2018-01-04T10:10:00+00:00 2018-01-04T10:10:00+00:00 Three reasons why agility works for content creators, not just for techies Chris Deary <p>In the newsrooms I grew up in, you’d have been escorted to the nearest exit for using buzzwords such as ‘test and learn’ or ‘minimum viable product’. The banter was a little more NSF (most) W than that. Yet agile production is exactly what we were doing.</p> <h3>The agile newsroom</h3> <p>Every single day or week or month we’d make a new product, hopefully slightly better than the last one, using insights about what worked and what didn’t in the previous edition, whether that was from sales figures, online pageviews or the number of angry letters written in green ink we’d received.</p> <p>At their best, newsrooms are small, multi-disciplinary teams empowered to make decisions quickly. It wasn’t unusual to wake up with a story idea, go to work, execute the idea and for the content to go live that same day. The need to metronomically hit deadlines was a blessing rather than a curse because it created an acceptance that a good enough live product is better than a perfect one that missed its slot at the printers.</p> <h3>Frustrations of branded content </h3> <p>When I first made the move into creating content on behalf of brands, the process couldn’t have been more different. It took ages to get an idea signed off, even longer to get a brief agreed, and then just when you thought you were about to go live with it, something would change: a strategic priority would be put on ice, or a new stakeholder would be asked for feedback and take a radically different view on how the content should be executed.</p> <p>By the time something went live - if it even went live at all - the moment had passed, and rather than its existence being something we could learn from, performance evaluation became little more than a backside covering exercise. </p> <p>Meanwhile, colleagues working on tech projects kept talking about this thing called agility. It all sounded a bit utopian at first, but the more I learnt, the more I realised it was merely a more sophisticated and intricate articulation of what I’d experienced in newsrooms. Its basic principles - working out what customers really want, ensuring testing and learning are built into your processes - are just as applicable to content.</p> <h3>Eric Ries and ripping up linear processes</h3> <p>I’ve been thinking about this even more since the champion of business agility, author and entrepreneur Eric Ries recently came into Zone HQ to talk about his new book. The Startup Way reveals how brands of all sizes can use typically start-up experimentation and iteration techniques to transform culture and drive long-term growth. </p> <p>Ries described how he persuaded managers at General Electric, a 125-year-old company with 300,000 employees, to think like a startup. It was by no means easy – the GE team had prepared a five-year business plan for their new project, plus a revenue forecast for the next 30 years. It was only after Ries got the executives to admit that their assumptions were based on guesses and perceived ‘requirements’ that they were able to change their way of thinking.</p> <p>When it comes to applying Ries’ principles to content marketing, I don’t just mean creating reactive, newsjacking social posts. I mean ripping up traditional linear processes that end once the monthly KPI report has been delivered, and instead creating a content culture that’s about continually learning what works and doesn’t work, and using those insights to evolve and optimise both the content itself and your content strategy.</p> <h3>Why an agile content culture? </h3> <h4>It mitigates risk.</h4> <p>That factually inaccurate article on your website you just found that’s got completely out of date advice in it? That doesn’t happen if you’re always in evaluation and optimisation mode. Dot Dash (formerly About.com) has spent the last three years refocusing the bulk of their content team’s effort from creating new content to keeping their content up to date.</p> <h4>It reduces waste.</h4> <p>That rugby league article that no-one ever looks at? (real example from my newsroom days, sorry rugby league fans) That stops getting published if you have mechanisms to ensure performance insight is fed back into the ideation and briefing stages of new content. Buzzfeed has an entire insight team dedicated to making this happen.</p> <h4>You'll have a better chance of creating valuable content.</h4> <p>That feature film that you sent an entire crew to the Guatemalan jungle to shoot, which got 200 views on YouTube? You could’ve predicted that if you’d adopted Eric Ries’ ‘minimum viable product’ approach and published the story in 140 (or 280 - insert horrified face emoji here) characters first. Facebook never release a new feature without testing it with a small section of its audience first. Content creators should apply the same principle.</p> <p>Ultimately, the best content is that which captures human truth and presents it in an emotionally engaging way. The problem with human truth, however, is that it’s always changing. Human evolution is never finished, and nor should our content be.</p> <p><em><strong>More on agile:</strong></em></p> <ul> <li><a href="https://www.econsultancy.com/blog/69509-four-things-to-know-about-agile-marketing-before-you-try-it">Four things to know about agile marketing before you try it</a></li> <li><a href="https://econsultancy.com/blog/69655-four-qualities-of-an-agile-marketer">Four qualities of an agile marketer</a></li> <li><a href="https://econsultancy.com/training/courses/lean-ux-and-agile-design/">Lean UX and Agile Design training</a></li> </ul> tag:econsultancy.com,2008:ConferenceEvent/917 2017-12-09T06:58:38+00:00 2017-12-09T06:58:38+00:00 Digital Outlook 2018 <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">The best digital marketers never stop learning, listening and looking ahead.</h3> <p style="border: 0px; vertical-align: baseline;">With overwhelming responses at last year Digital Outlook's events (<a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154296603034327" target="_blank">DO17</a> &amp; <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154626086294327" target="_blank">DO17 part 2</a>), we will kick-start the year with Digital Outlook 2018 in Singapore, where marketers and business leaders convene to find out about the outlook and trends shaking up our industry, and how we can leverage on these insights to accelerate our competitive advantage and business growth.</p> <p style="border: 0px; vertical-align: baseline;">There will be 6 keynotes and 2 panel discussions - all aiming to provide the audience with a 2018 outlook/prediction on spotting early trends that will help inspire, sharpen business plans and overall performance.</p> <p style="border: 0px; vertical-align: baseline;">&gt;&gt; <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Spot early trends</strong> - Get the lowdown and their impact for the year</p> <p style="border: 0px; vertical-align: baseline;">&gt;&gt; <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Sharpen your plans</strong> - Filter the noise and spot what will change our industry next</p> <p style="border: 0px; vertical-align: baseline;">&gt;&gt; <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Be inspired</strong> - Be wowed by innovative work from thought leaders</p> <p style="border: 0px; vertical-align: baseline;">&gt;&gt; <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Make things happen</strong> - Leave full of ideas to implement into your organisation or business</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Heads up, eyes forward and get ready to find out what digital marketers should change today to plan for tomorrow and succeed later.</strong></p> tag:econsultancy.com,2008:TrainingDate/3381 2017-12-04T05:26:05+00:00 2017-12-04T05:26:05+00:00 Econsultancy's Professional Certificate in Digital Marketing - Singapore <p>In partnership with the Employment and Employability Institute and NTUC, this Professional Certificate in Digital Marketing programme is facilitated by a panel of experienced digital marketing professionals.</p> <p>In 7 days of live workshop, and guided self-learning (webinars, micro learning modules and reports), participants will gain expertise and skills in wide area of digital marketing topics including social media, analytics, search engine marketing and content marketing.</p> <p>Participants who successfully complete the programme will be awarded the Econsultancy’s Professional Certificate in Digital Marketing.</p> <p>Post-workshop mentoring completes the programme to help participants develop in the digital marketing roles.</p><p>Please take note of the face-to-face workshop dates:</p> <table border="0" cellspacing="5" cellpadding="5"> <tbody> <tr> <td> </td> <td><strong>1st Intake</strong></td> <td><strong>2nd Intake</strong></td> </tr> <tr> <td><strong>Day 1</strong></td> <td>Wed, 21 Feb 2018</td> <td>Wed, 2 May 2018</td> </tr> <tr> <td><strong>Day 2</strong></td> <td>Thu, 22 Feb 2018</td> <td>Thu, 3 May 2018 </td> </tr> <tr> <td><strong>Day 3</strong></td> <td>Fri, 23 Feb 2018</td> <td>Fri, 4 May 2018 </td> </tr> <tr> <td><strong>Day 4</strong></td> <td>Mon, 5 Mar 2018</td> <td>Thu, 17 May 2018 </td> </tr> <tr> <td><strong>Day 5</strong></td> <td>Tue, 6 Mar 2018</td> <td>Fri, 18 May 2018 </td> </tr> <tr> <td><strong>Day 6</strong></td> <td>Mon, 19 Mar 2018</td> <td>Wed, 30 May 2018 </td> </tr> <tr> <td><strong>Day 7</strong></td> <td>Tue, 20 Mar 2018</td> <td>Thu, 31 May 2018 </td> </tr> </tbody> </table> tag:econsultancy.com,2008:ConferenceEvent/915 2017-12-04T04:11:51+00:00 2017-12-04T04:11:51+00:00 Digital Cream Singapore <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum out of your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels and Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practice &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong>Sydney:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154912352109327" target="_blank">2017</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">2016</a>, <a style="font-style: inherit; font-variant: inherit; font-weight: inherit; border: 0px; vertical-align: baseline; color: #004dcc;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152376029704327" target="_blank">2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151725724774327" target="_blank">2013</a> | <strong>Singapore:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10155069279939327" target="_blank">2017</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154046657279327" target="_blank">2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152487608199327" target="_blank">2014 (Nov)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152137747464327" target="_blank">2014 (May)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151817214799327" target="_blank">2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151167137219327" target="_blank">2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10150363493464327" target="_blank">2011</a></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Melbourne 2014</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Hong Kong 2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151742484614327" target="_blank">Shanghai 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151537967569327" target="_blank">Hong Kong 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151123484509327" target="_blank">Shanghai 2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151118803064327" target="_blank">Australia 2012</a></p> tag:econsultancy.com,2008:ConferenceEvent/914 2017-12-04T03:39:30+00:00 2017-12-04T03:39:30+00:00 Digital Cream Sydney <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum out of your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels and Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practice &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong>Sydney:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154912352109327" target="_blank">2017</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">2016</a>, <a style="font-style: inherit; font-variant: inherit; font-weight: inherit; border: 0px; vertical-align: baseline; color: #004dcc;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152376029704327" target="_blank">2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151725724774327" target="_blank">2013</a> | <strong>Singapore:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10155069279939327" target="_blank">2017</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154046657279327" target="_blank">2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152487608199327" target="_blank">2014 (Nov)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152137747464327" target="_blank">2014 (May)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151817214799327" target="_blank">2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151167137219327" target="_blank">2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10150363493464327" target="_blank">2011</a></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Melbourne 2014</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Hong Kong 2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151742484614327" target="_blank">Shanghai 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151537967569327" target="_blank">Hong Kong 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151123484509327" target="_blank">Shanghai 2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151118803064327" target="_blank">Australia 2012</a></p> tag:econsultancy.com,2008:BlogPost/69618 2017-11-29T09:30:00+00:00 2017-11-29T09:30:00+00:00 A day in the life of... content marketing manager at Skimlinks Ben Davis <p><em>Remember to look in on the <a href="https://jobs.econsultancy.com/?cmpid=EconBlog">Econsultancy jobs board</a> if you're looking for a new digital marketing role yourself.</em></p> <h4> <em>Econsultancy:</em> What do you do? And who do you report to?</h4> <p><em><strong>Angus Quinn:</strong></em> Create content of all shapes of sizes. Day-in-day out I turn my hand to everything from infographics to videos to blog posts to social content and much more.</p> <p>I’m also heavily involved in taking the lead on our events strategy, especially the events that we host ourselves and shaping our PR coverage in the media, working with our PR Agency to ensure we have regular appearances in our target publications.</p> <p>I also work with our product team to help humanize product materials and produce regular data-driven reports with our insights team. These reports help our customers navigate ecommerce opportunities throughout the year.</p> <p>I report into our Chief Revenue Officer, which means I constantly work to align my activities with the goals of our commercial teams and support them as much as possible.  </p> <h4> <em>E:</em> What kind of skills do you need to be effective in your role?</h4> <p><em><strong>AQ:</strong></em> Something I find really valuable is <a href="https://econsultancy.com/blog/65314-nine-surprisingly-lengthy-tips-for-cutting-and-editing-your-copy/">being a good editor</a>, whether I’m thinking about work I create myself or when I help others with content they’ve created. Being able to tweak, refine and enhance a first draft can make all the difference between a wonderful and a woeful end product. It also means you can spot how to improve things, tend to be able to think more strategically and can work to help other teams spot problems too. </p> <p>I also find a lot of value in being a people person. When you spend your day creating content about a company, it’s helpful if you can talk to people, establish a rapport with them, digest their thoughts and express them eloquently. </p> <p>Lastly, I’d say be a metaphorical plate spinner. The best content marketers are doing a million and one things at once. Inevitably, doing so much puts you at risk of getting confused, forgetting about things...and dropping them. So you have to be rigorous about organisation, content to work on multiple projects at the same time, and be able to balance them all.</p> <p><img src="https://assets.econsultancy.com/images/0009/0774/angus_quinn.jpg" alt="angus quinn" width="300"> </p> <p><em>Angus Quinn</em></p> <h4> <em>E:</em> Tell us about a typical working day</h4> <p><em><strong>AQ:</strong></em> For someone who works in East London, it should really start with coffee at an independent coffee shop, but most days begin with my standard skinny venti caramel macchiato with origin espresso and sugar-free vanilla syrup from Starbucks. What can I say? Their click and collect app makes life easy!</p> <p>After my morning caffeine fix, I’ll scan my emails for anything urgent (and respond to anything really urgent), then segue into daily social media management. Once I’ve checked all our channels, noted overnight notifications and mentions, I’ll schedule the day’s content to go out on social channels. I try to find a good balance between industry news I think our audience will care about, industry news about us (which you hope the audience will care about too!), and our owned content.</p> <p>Aside from that, I don’t know that I have typical tasks, but I do separate my day into more and less creatively demanding zones. If I’m writing anything, or doing something taxing, I’ll make sure to do it in the morning when I’m more active and leave less intense stuff for the afternoon.</p> <p>I also tend to bounce around the various projects I’m working on, as I find that gets better results than just staring at the same Google Doc for hours on end, and means I always have a sense of progress throughout the day too.</p> <p>That means I can end up doing any number of things from writing a blog post, drafting a press release, talking to the product team about new reporting their publishing or meet with insights about some findings they have for an ecommerce event like Black Friday.</p> <h4> <em>E:</em> What do you love about your job? What sucks?</h4> <p><em><strong>AQ:</strong></em> I love working with so many different people from different teams and the volume of different projects I get to work on. By title I am a content marketer, but I also lead on events and PR, and get involved in Product too. It means things are always fresh and there’s always something new to get stuck into.</p> <p>As someone who loves writing, I’m also fortunate that I get to do it for my day job too. People often talk about dreading going into work, and while I’ve definitely dreaded the onset of Monday, I’ve never dreaded the work I’ll be doing once I get to the office.</p> <p>On the flip side, <a href="https://econsultancy.com/blog/63974-14-places-to-look-for-blogging-inspiration-when-writer-s-block-strikes">writer’s block</a> is a real frustration, particularly because unlike other workplace problems you can't do anything about it. You just have to accept it, go and do something else, then revisit and overcome it. I find it really annoying when you end up writing something awful, knowing it’s totally awful and that you’re going to have to spend the next day reviewing how awful it is.</p> <h4> <em>E:</em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h4> <p><em><strong>AQ:</strong></em> It probably sounds obvious, but <a href="https://econsultancy.com/blog/65443-a-smorgasbord-of-content-marketing-metrics">real engagement metrics </a>are the most useful. As good as volume is, whether that means how much content has been created or how many people a promoted Facebook post reached, it’s immaterial without engagement. You need to be able to tell people whether trying out the new call to action on an email actually improved click-through rate or not.</p> <p>I say most useful, because content can often seem quite fluffy, particularly if you get compared against other people who can more easily show a business result, so having engagement metrics to hand – whether that means open rate, or click through, or downloads – is really the best way to validate that you’re doing a good job.</p> <h4> <em>E:</em> What are your favourite tools to help you to get the job done?</h4> <p><em><strong>AQ:</strong></em> Practically? My MacBook Air. It’s light, portable and can go wherever I do. For marketing tools Hootsuite and social schedulers like it are a real life saver: it means instead of oscillating between social platforms and dropping in and out all day, I can manage them all in one fell swoop.</p> <p>I’m also a real fan of our email management tool Autopilot which our growth hacker switched us to. Most email tools are ugly and awkward, but this is really beautiful and simple to use.</p> <p>Lastly music is really important to me, whether that means streaming on Spotify or begrudgingly downloading an album (hello, Taylor Swift). It really sets my mood and helps me shut the world out and focus when I need to deliver things on time.</p> <p><img src="https://assets.econsultancy.com/images/0009/0775/autopilot.jpg" alt="autopilot" width="500"></p> <p><em>Autopilot</em></p> <h4> <em>E:</em> How did you get into 'content', and where might you go from here?</h4> <p><em><strong>AQ:</strong></em> I’ve been writing stories since I was in school, but my first taste of writing content was writing and editing the UK’s most awarded student newspaper while I was at university. At the same time, I started writing for a blog covering the Eurovision Song Contest, which has since gone on to become the most popular of its kind in the world.</p> <p>Off the back of my abilities as a writer, and love for writing, I landed an internship at an ecommerce startup, which turned into a full-time <a href="https://econsultancy.com/training/courses/online-copywriting">copywriting</a> role and then made the move to Skimlinks a year later. Neither the student newspaper nor the Eurovision blog really led me to content, but I think the fact I don’t come from a tech background actually makes me more valuable in developing unorthodox solutions to problems.</p> <p>Moving forward, I’m looking at becoming a more strategic and fully-rounded marketer outside of my current content strong suit.</p> <h4> <em>E:</em> Which brands have you been impressed by recently when it comes to content?</h4> <p><em><strong>AQ:</strong></em> We live in a world where people are increasingly concerned about sharing their personal data and what brands are doing with it. So I think Spotify’s approach, of taking the data it collects about people, and showcasing that in smart ways is really cool: like that ad which said something like, “Dear person who played “All By Myself” on Valentine’s Day 60 times, you okay hun?” It’s personable and inverts the narrative thrown up around data collection.</p> <p>I likewise think brands that have recognised the merits of storytelling over 'Mad Men' style sales content are the real winners today. Think about the Christmas Ads this year in the UK – Paddington Bear doesn’t have a thing to do with selling M&amp;S clothes, but it puts the brand top of a mind. It’s like soft promotion for the brands and ultimately it makes them more memorable.</p> <h4> <em>E:</em> Do you have any advice for people who want to work on in-house content strategy for tech companies?</h4> <p><em><strong>AQ:</strong></em> Don’t let a lack of “conventional” experience put you off. Your talent and utility won’t be shown by an encyclopedic knowledge of acronyms, it will be shown by the content you create and the creative abilities you bring to the table.</p> <p>Nobody is expecting you to be an expert when you arrive – part of the appeal of the tech sector is the opportunities for growth and learning – so don’t feel that just because an entry-level job demands “3-5 years experience” that you can’t go for it if you don’t have that. Whatever your experience is be proud of it, link it back to your abilities, and the right company will take a chance on you.</p> <p>Everyone you meet is a learning opportunity, so put the smartphone down and go engage people in conversation. I learned and continue to learn so much from the people around me. Going for a coffee or a drink with someone helps you get to know them, learn about their experience and forge relationships that can be really critical for your development. Ask questions, talk to people and you’ll set yourself up for success.</p> <p>I would also say don’t feel the need to present yourself as “professional”. It’s easy to drown in buzzwords and jargon when you’re starting out, but honestly sounding like a human is the best thing you can do. “Professional” tends to serve as a proxy for boring, so being able to show off some personality and a different outlook on life makes the world of difference.</p> tag:econsultancy.com,2008:BlogPost/69596 2017-11-23T10:14:54+00:00 2017-11-23T10:14:54+00:00 Digital publishers fall back to earth Patricio Robles <p>The company was a poster child for the rise of digital publishers. Founded in 2005 by then 19 year-old Pete Cashmore in his home in Aberdeen, Scotland, Mashable grew its audience to 30m-plus and its social media followers to more than 14m before it raised outside capital for the first time in 2014.</p> <p>At the time it decided to take investor money, Cashmore boasted that Mashable was profitable and spoke of a bright future. "What's exciting is that we are only just beginning to realize the potential we have to build a new kind of company, which is equal parts media and technology," he stated.</p> <p>But in just a few short years, Mashable's fortunes appear to have reversed. While the company reportedly achieved good revenue growth, it apparently spent far more than it took in; the Wall Street Journal says the company was set to realize a sizable loss in 2017.</p> <p>But Mashable isn't the only digital publisher that appears to have hit a bump in the road. <a href="https://www.wsj.com/articles/buzzfeed-set-to-miss-revenue-target-signaling-turbulence-in-media-1510861771">According to</a> the Wall Street Journal, an even larger name in the digital media space, BuzzFeed, "is on track to miss its revenue target this year by a significant amount" and as a result, the company's plans to go public next year are looking less viable.</p> <h3>Is there a digital media crash taking place?</h3> <p>Talking Points Memo's Josh Marshall <a href="http://talkingpointsmemo.com/edblog/theres-a-digital-media-crash-but-no-one-will-say-it">suggests</a> that "there's a digital media crash...but no one will say it" and even for those who believe such an argument is exaggerated, it does appear that an important shift is now taking place.</p> <p>The rise of digital publishers like BuzzFeed and Mashable has been fueled by the rise of the digital ad market. As advertisers shifted more and more of their money to digital, the piece of the pie available to top digital publishers grew.</p> <p>These digital publishers were eager to capitalize. Not only did they prove adept at leveraging their young brands and impressive audiences, they were quicker than many established publishers to embrace new digital ad formats. BuzzFeed, for instance, was a native advertising pioneer and up until recently, actually favored it over display advertising.</p> <p>In Mashable's case, the company built on its success as a tech blog and expanded its audience by extending its coverage to topics like entertainment, culture and business. Last year, it embraced video in a big way in an obvious effort to take advantage of advertisers' seemingly insatiable demand for video ad inventory. And it even operated Mashable BrandLab, an agency-like division that "helps...clients become content creators and amplify their social media assets."</p> <p>But despite their ability to grow their audiences, innovate, and develop offerings designed to help them get cozier with advertisers, it's now clear that the laws of gravity applied to digital publishers too. In other words, they face many of the same challenges as the established publishers they have eclipsed online.</p> <p>Good content, especially video content, is costly to produce regardless of whether you're New Media or Old Media. Initiatives designed to forge stronger advertiser relationships, such as Mashable's BrandLab, are also expensive and as the Wall Street Journal noted, hard to scale up. And despite the fact that they probably should have known better, upstart publishers proved they can splurge on non-necessities like swanky offices and high-profile hires just as well as their older competitors.</p> <p>At the same time, the digital ad market has changed. Advertisers are more savvy and thanks to concerns over issues like <a href="https://www.econsultancy.com/blog/69276-following-youtube-s-brand-safety-backlash-will-ad-relevance-take-center-stage">brand safety</a> and <a href="https://www.econsultancy.com/blog/67246-advertisers-willing-to-shift-spend-over-viewability-report">viewability</a>, publishers don't have it as easy. Growth of both <a href="https://www.econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats">ad blockers</a> and <a href="https://www.econsultancy.com/blog/69125-despite-losses-of-6-5bn-there-is-some-good-news-in-the-fight-against-ad-fraud">ad fraud</a> is problematic and, perhaps most importantly, the <a href="https://www.econsultancy.com/blog/69381-the-google-facebook-duopoly-extends-to-mobile-apps-what-can-marketers-do">so-called duopoloy of Google and Facebook</a> has only strengthened. This has meant that even though the digital ad pie is growing, lots of the growth – virtually all of it according to some estimates – is going to Google and Facebook.</p> <h3>Where to from here?</h3> <p>Obviously, it's not all doom and gloom for digital publishers. BuzzFeed might not be able to go public in 2018, and the price Ziff Davis paid for Mashable is certainly a huge wake-up call, but just as many disrupted established publishers have not gone out of business, there's no reason to believe that the survival of the brightest stars of digital publishing will be disappearing any time soon. At least not yet.</p> <p>It is clear, however, that those looking to avoid the fate of the companies they so thoroughly disrupted will need to make big changes, and that will give established publishers who have been transforming themselves into digital publishers time to play catch up.</p> tag:econsultancy.com,2008:TrainingDate/3374 2017-11-21T16:17:38+00:00 2017-11-21T16:17:38+00:00 Psychology for Digital Marketing <p>Dive into the world of psychology and discover how it could help you to develop more successful digital marketing campaigns. We’ll discuss tonnes of fascinating insights during this 1-day course and explore how you could use them in your digital marketing!</p> tag:econsultancy.com,2008:BlogPost/69523 2017-11-13T09:55:00+00:00 2017-11-13T09:55:00+00:00 A day in the life of... a content strategist Ben Davis <p>(P.S. Remember to take a look at the vacancies on the <a href="https://jobs.econsultancy.com/?cmpid=EconBlog">Econsultancy jobs board</a> if you're interested in a new role in marketing or ecommerce)</p> <h4> <em>Econsultancy:</em> Please describe your job - what do you do? And who do you report to?</h4> <p><em><strong>Jamie Maddison:</strong></em> I’m a senior content strategist at <a href="https://www.newscred.com/">NewsCred</a>, the leader in enterprise content marketing, where I work with clients to formulate editorial strategies for their content marketing programs, then help them execute for success. Tactically, this can involve coordinating with freelancers and creatives to tell client stories through editorial content, infographics, <a href="https://www.econsultancy.com/blog/68076-15-wondrous-examples-of-data-visualization">data-driven visuals</a>, and more.</p> <p>Once the content is created, I work with the client to distribute it across their site to ensure it’s reaching their target audience while correctly conveying their brand messaging. While I’m based in London, I report to the VP of content and creative services, Jane Qin Medeiros, who is based out of our New York City office.</p> <p><img src="https://assets.econsultancy.com/images/0009/0462/JM.jpg" alt="jamie maddison" width="300"></p> <p><em>Jamie Maddison, NewsCred</em></p> <h4> <em>E:</em> What kind of skills do you need to be effective in your role?</h4> <p><em><strong>JM:</strong></em> The first and most important skill for a content strategist is a keen eye for storytelling, much like a journalist. There’s little point in creating content if no one wants to read it, so I work diligently to find the stories audiences want to engage with.</p> <p>Additionally, as I’m usually working with multiple clients at once, time management is a necessary skill to be effective. I’ve learned to react quickly under pressure and prioritize tasks accordingly, something that has aided tremendously in my success.</p> <h4> <em>E:</em> Tell us about a typical working day…</h4> <p><em><strong>JM:</strong></em> A typical work day for me is spent alternating between multiple tasks: working at my computer, taking client calls, facilitating one-off needs as they come in, and so on. Things move quickly and there’s always a lot to do, so I have to be nimble in order to change tasks quickly to answer questions, absorb any and all information, take action, and document everything that happens so even the smallest tasks don’t fall by the wayside.</p> <h4> <em>E:</em> What do you love about your job? What sucks?</h4> <p><em><strong>JM:</strong></em> The best part about working at NewsCred is the team. Each individual is dedicated and passionate about their job and I’ve always felt supported in my day-to-day work.</p> <p>I also love working with our clients. Many are multi-national, well-known organizations, and it’s inspiring to think that I’m helping them successfully develop and implement a new form of marketing. NewsCred is at the forefront of the content marketing industry, and the autonomy I’m afforded allows me to work directly with clients to offer them the most innovative solutions and ideas available.</p> <p>The challenges that accompany my job are rooted in the legacy agency versus in-house dilemma. As an outside party, my ability to effect change within client organizations is limited. It can be frustrating when a shareholder doesn’t agree with your vision, or perhaps has an outdated one, and you’re unable to convince them otherwise. In the end, if you’ve clearly communicated your point of view and the client disagrees, you’ve still done your job to the best of your ability.</p> <h4> <em>E:</em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h4> <p><em><strong>JM:</strong></em> If I can cross everything off my to-do list at the end of each day then I know I’ve stayed on track and had a successful day at work. Another KPI for me is the size of my inbox. It fills up incredibly fast, so I aim to have fewer than ten emails in it at the end of the day. This not only helps me stay organized and on top of any client requests, but sane as well. </p> <h4> <em>E:</em> What are your favourite tools to help you to get the job done?</h4> <p><em><strong>JM:</strong> </em>As old fashioned as it might sound, in today’s app-crazed world, my favorite tools are still a notebook and pen to create my daily to-do list. With that said, there are a few apps I rely on everyday to stay organized. Toggl helps tremendously with time management and allows me to keep track of how much time I spend on each client compared to its size. We use Slack for internal messaging which allows the team to collaborate quickly across all clients, and TextWrangler is a favorite for editing.</p> <h4> <em>E:</em> How did you get started in "content", and where might you go from here?</h4> <p><em><strong>JM:</strong></em> I originally started my career as a journalist writing for an outdoor and rock climbing magazine, which led to the opportunity to co-found a print adventure magazine called SideTracked. It was during my time working there that I started to understand what it meant to tie content back to revenue. While our magazine was incredibly popular, it was hard to monetize.</p> <p>After SideTracked, I moved to London and worked at a variety of jobs that, while I didn’t know it at the time, were moving me toward a content strategy role. I realized that I was no longer doing the job of a traditional journalist, and after doing some research on what fields fit my experience, I discovered my current content strategy role at NewsCred. It encompassed everything I had done along with what I wanted to gain more experience in, and ended up being an ideal role for me.</p> <p>In terms of where I’ll go next, I believe that my possibilities are endless. I’m very ambitious and would love to someday become a CMO or CEO, and I think my current role will help get me there. NewsCred breeds ambitious people and I’m eager to continue to learn from my peers who are equally as hungry for success.  </p> <h4> <em>E:</em> Which brands have you been impressed with recently when it comes to content?</h4> <p><em><strong>JM:</strong></em> In my opinion, outdoor brands have historically nailed content marketing. Red Bull and <a href="https://econsultancy.com/blog/68974-four-examples-of-brands-using-educational-content-marketing">Patagonia</a> are prime examples of how creating good quality content based on a real individual’s essence and spirit will motivate customers to engage and become a part of something greater.</p> <p>Another company that’s really excelling at content marketing is CapGemini, an IT consulting company. Normally, when you think of IT consulting, great content is not the first thing that comes to mind. But CapGemini is open and responsive to a creative approach, and it’s this willingness to try anything that led to a successful strategy, putting it far ahead of other companies in the industry.  </p> <h4> <em>E:</em> Do you have any advice for people who want to work agency-side in content strategy?</h4> <p><em><strong>JM:</strong></em> As I’ve learned from personal experience, there are many routes into the world of content strategy. It’s still a new industry, so anyone with a background in social media, journalism, marketing, and / or account management can bring their skills to the table. As long as someone has an eye for storytelling, or is willing to develop it over time, they’ll find success in content marketing. The key is understanding what captivates people and using that knowledge to create content that is honest without being self promotional. If you can communicate that idea to a client, then execute on it, you’re well on your way to a successful career.</p> tag:econsultancy.com,2008:TrainingDate/3356 2017-11-13T03:11:33+00:00 2017-11-13T03:11:33+00:00 Proving Digital ROI Masterclass - Singapore <p>A one-day workshop which will demystify the concept of ROI (return on investment)  by instructing participants about the key metrics, calculation, and techniques for reporting marketing performance to management.</p>