tag:econsultancy.com,2008:/topics/content Latest Content content from Econsultancy 2016-10-20T11:50:28+01:00 tag:econsultancy.com,2008:BlogPost/68425 2016-10-20T11:50:28+01:00 2016-10-20T11:50:28+01:00 Google to create separate mobile index: What you need to know Patricio Robles <h3>It's coming in a few months</h3> <p><a href="http://searchengineland.com/google-divide-index-giving-mobile-users-better-fresher-content-261037">According to</a> Google's Gary Illyes, the new mobile index will be launched within "months."</p> <p>So it's right around the corner.</p> <h3>It will be made the primary index</h3> <p>Perhaps the most important aspect of Google's announcement is that the new mobile index will be made the primary index.</p> <p>The decision isn't surprising given the fact that Google says more than half of the searches it handles are now made on mobile devices.</p> <p>While Google hasn't revealed many details about this mobile index, there is already discussion about the potential implications, some of which could be significant.</p> <p>As Search Engine Land's Barry Schwartz notes...</p> <blockquote> <p>The most substantial change will likely be that by having a mobile index, Google can run its ranking algorithm in a different fashion across “pure” mobile content rather than the current system that extracts data from desktop content to determine mobile rankings.</p> </blockquote> <p>Some sites that remove or hide content from their mobile experiences could see fewer links and less content in Google's primary index.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Links will be scarcer on mobile. There will be loss of tokens (words). People put less content on mobile devices. <a href="https://twitter.com/hashtag/pubcon?src=hash">#pubcon</a></p> — Lisa Barone (@LisaBarone) <a href="https://twitter.com/LisaBarone/status/786608048567488512">October 13, 2016</a> </blockquote> <h3>A desktop index will be maintained, but...</h3> <p>Google will continue to maintain a desktop index, but it won't be refreshed as frequently.</p> <p>Nobody yet knows how less frequently the desktop index will be refreshed, but given that a substantial portion of Google searches still occur on desktop devices, the second-class nature of the desktop index could be bothersome to users and site owners alike.</p> <h3>AMP will arguably get more important</h3> <p>Google <a href="https://econsultancy.com/blog/66387-google-s-mobile-friendly-algorithm-four-early-test-results/">has been looking at mobile-friendliness</a> for over a year now, so the need to offer a quality mobile experience shouldn't come as a surprise to companies hoping to rank well.</p> <p>But with a dedicated mobile index, it's likely that <a href="https://econsultancy.com/blog/67567-four-things-you-need-to-know-about-google-accelerated-mobile-pages-amp/">Google Accelerated Mobile Pages (AMP)</a> will become even more important.</p> <p>Already, many publishers that have jumped on the AMP bandwagon <a href="http://digiday.com/publishers/publishers-excited-google-amp-traffic-wonder-revenue-will-follow/">have seen increased traffic from Google</a>, although monetization challenges remain.</p> <p>With Google making its new mobile index its primary focus, expect to see an even greater emphasis on AMP.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/google">@google</a> is making more room for AMP pages.....ahem...I mean will have a separate mobile index within months: <a href="https://t.co/jTDb0dZz4P">https://t.co/jTDb0dZz4P</a> <a href="https://twitter.com/hashtag/SEO?src=hash">#SEO</a></p> — Patrick Reinhart (@askreinhart) <a href="https://twitter.com/askreinhart/status/786957800043847680">October 14, 2016</a> </blockquote> tag:econsultancy.com,2008:Report/4274 2016-10-18T09:30:00+01:00 2016-10-18T09:30:00+01:00 Social Quarterly: Q3 2016 <p>Social media evolves rapidly, and the Social Quarterly provides an overview of the latest trends in the industry. It contains information which can be translated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p>This time, the <strong>third edition of the Social Quarterly</strong> looks at Instagram Stories, Snapchat Memories, Facebook's move toward 'darker' social and the continuing rise of the chatbot, along with other rumours, new features and platform developments.</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul> tag:econsultancy.com,2008:BlogPost/68336 2016-09-29T11:35:00+01:00 2016-09-29T11:35:00+01:00 Content marketing at The British Library: Is it as easy as it sounds? Nikki Gilliland <p>You'll find the video interviews in full below, handily divided into two parts as we know people have short attention spans these days.</p> <p>Or, you can scroll down to read some of the highlights of what he said.</p> <p><em><strong>Part one</strong></em></p> <p><iframe src="https://www.youtube.com/embed/Dhb6Iuyt2I4?wmode=transparent" width="854" height="480"></iframe></p> <p><em><strong>Part two</strong></em> </p> <p><iframe src="https://www.youtube.com/embed/hfCohNN352M?wmode=transparent" width="854" height="480"></iframe></p> <h3>What is your role?</h3> <p>My job is to extend the library’s reach, so that means bringing more people to our building here at St. Pancras and online to our website.</p> <p>It’s also to increase engagement amongst our users - getting people to use the collections that we have (again both online and offline), and ultimately to generate revenue.</p> <p>We want more people to be buying from us, so that means retail sales and ticket sales and so on.</p> <h3>What is the British Library’s content strategy?</h3> <p>In short, it is about owning the domain.</p> <p>Essentially that means becoming the natural destination for the thing our customers are looking for.</p> <p>At a high level that’s pretty easy – we want to be the home of medieval history or English literature. These things fit really nicely with our audience’s brand perceptions.</p> <p>However, below that, we need to be challenging those audience perceptions.</p> <p>For example, the library has an extensive patents collection, which makes us a great destination for researching and developing your next great business idea. </p> <p>With these things we need to work a bit harder on the <a href="https://econsultancy.com/training/courses/digital-content-strategy/">content strategy</a>.  </p> <p><img src="https://assets.econsultancy.com/images/0007/9565/British_Library_business.JPG" alt="" width="780" height="424"></p> <h3>Is content marketing for the British Library as easy as we all think it is?</h3> <p>Anyone who believes in <a href="https://econsultancy.com/blog/67985-what-is-the-future-of-content-marketing/" target="_blank">content marketing</a> would kill to work somewhere like the British Library, because you’re working with such unique items and a world class collection.</p> <p>But there are challenges around that.</p> <p>Metaphorically, we say that the British Library has 150m items, so when you’ve got 150m things to talk about, just working out where you start is a big problem.</p> <p>But we’re getting really good at that, with the marketing team working with the curatorial team as well as the library’s expert bloggers, getting together regularly and bringing to life these incredible stories.</p> <h3>What channels are the most effective for bringing the British Library to life?</h3> <p>The channels we find most effective vary for different things.</p> <p>We find Twitter and Facebook particularly effective for audience engagement, so surprising people with what we’ve got and getting them interested in using it.</p> <p>And we do that through features like item of the week and #onthisdayinhistory.</p> <p>When it comes to more of the commercial measures, we find some of the performance channels most effective, so <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">PPC</a> and paid social etc. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It's <a href="https://twitter.com/hashtag/InternationalRabbitDay?src=hash">#InternationalRabbitDay</a> and they're all over our collection! <a href="https://t.co/S16j1DS1EL">https://t.co/S16j1DS1EL</a> <a href="https://t.co/F91ft0o9g1">pic.twitter.com/F91ft0o9g1</a></p> — The British Library (@britishlibrary) <a href="https://twitter.com/britishlibrary/status/779621696533921792">September 24, 2016</a> </blockquote> <h3>Do you think there’s an appetite for <a href="https://econsultancy.com/blog/66656-eight-examples-of-effective-emotional-video-content" target="_blank">video content</a> among your audience, or are you sceptical about it?</h3> <p>I’m not sceptical about the audience’s appetite for great video content, but for the time being, I think the priority for the British Library is the words and pictures.</p> <p>As we build the muscle for content marketing, we should be able to move quite naturally into video, and in fact we are doing a lot of that.</p> <p>We have fantastic speakers who come here week in, week out, and we are already experimenting with capturing that and distributing it to a much larger audience than the 250 people in our theatre.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fbritishlibrary%2Fvideos%2F10154492014972139%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Are you experimenting with new distribution platforms, such as personal messaging services?</h3> <p>We’re experimenting with distribution all the time, but the remit of this content and community team is not just the content development – it’s the distribution of that content.</p> <p>So, we’re always trying new things, like native advertising and more paid social. Everything that we do has that multi-channel mix.</p> <p>We look at the performance afterwards and figure out what works well, as well as what we can do better.</p> <p><em><strong>Find out more about the British Library’s content strategy by attending <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">the Festival of Marketing</a> in London on October 5-6.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68337 2016-09-28T11:21:30+01:00 2016-09-28T11:21:30+01:00 The 10 things you need to know about Google Penguin 4.0 Patricio Robles <p>Here are the top 10 things you need to know.</p> <h3>1. Penguin is all about spam</h3> <p>As a refresher, Google's Penguin algorithm is designed to identify spammy sites that slip through Google's other filters.</p> <p>It was first launched in 2012, and the last update was rolled out in October 2014.</p> <h3>2. It's real-time</h3> <p>As Gary Illyes of Google's Search Ranking Team explained:</p> <blockquote> <p>Historically, the list of sites affected by Penguin was periodically refreshed at the same time.</p> <p>Once a webmaster considerably improved their site and its presence on the internet, many of Google's algorithms would take that into consideration very fast, but others, like Penguin, needed to be refreshed.</p> <p>With this change, Penguin's data is refreshed in real time, so changes will be visible much faster, typically taking effect shortly after we recrawl and reindex a page. </p> </blockquote> <p>This is probably good news for sites that get hit by Penguin, as they won't need to wait for an update for the chance to make changes and recover.</p> <h3>3. It's granular</h3> <p>According to Illyes: "Penguin now devalues spam by adjusting ranking based on spam signals, rather than affecting ranking of the whole site."</p> <p>What does this mean in practical terms? That isn't so clear. </p> <p>Search Engine Land's Barry Schwartz asked Google for clarification, and based on the company's response, <a href="http://searchengineland.com/google-updates-penguin-says-now-real-time-part-core-algorithm-259302">says</a>:</p> <blockquote> <p>Our best interpretation... is that Penguin might impact specific pages on a site, or it might impact sections or wide swaths of a site, while other pages are fine.</p> </blockquote> <h3>4. It's in all languages and countries</h3> <p>Nobody escapes the Penguin.</p> <h3>5. It's part of the core Google algorithm now</h3> <p>Until now, Penguin has been its own entity.</p> <p>With Penguin 4.0, Google says that "Penguin is now part of our core algorithm," which it notes consists of more than 200 other unique signals that can affect rankings.</p> <p><img src="https://assets.econsultancy.com/images/0007/9642/penguin.jpg" alt="" width="670" height="440"></p> <h3>6. There will be no more announcements of Penguin updates</h3> <p>Now that it's part of the core algorithm and will work in real-time, Google says that it will no longer comment on future Penguin refreshes.</p> <h3>7. The effects probably won't be seen immediately</h3> <p>It's not known whether the new Penguin code has been rolled out to all of Google's data centers.</p> <p>But even if it has, it could take time before the effects are seen given that there are almost certainly many URLs that will need to be recrawled.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/dawnieando">@dawnieando</a> <a href="https://twitter.com/rustybrick">@rustybrick</a> <a href="https://twitter.com/Marie_Haynes">@Marie_Haynes</a> <a href="https://twitter.com/dr_pete">@dr_pete</a> <a href="https://twitter.com/JohnMu">@JohnMu</a> yup, that one</p> — Gary Illyes (@methode) <a href="https://twitter.com/methode/status/779320657762856961">September 23, 2016</a> </blockquote> <h3>8. It will be difficult to identify Penguin's fingerprints</h3> <p>Because of Penguin's real-time nature, it will be increasingly difficult to identify whether ranking changes can be attributed to Penguin refreshes.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/512banque">@512banque</a> <a href="https://twitter.com/methode">@methode</a> Given the way these things roll out, I'd say "good luck" -- I don't think that's easily possible, lots of things overlap</p> — John Mueller (@JohnMu) <a href="https://twitter.com/JohnMu/status/780153459358203907">September 25, 2016</a> </blockquote> <h3>9. Google's old advice stays the same</h3> <p><a href="http://www.thesempost.com/google-launches-real-time-penguin-40/">According to</a> TheSEMPost's Jennifer Slegg, a Google spokesperson confirmed that the company has not changed its linking guidelines, and despite rumors to the contrary, has also not changed its recommendation for using disavows.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/glenngabe">@glenngabe</a> OK, clearer: no change on using the disavow file. Use it thoughtfully, as always.</p> — John Mueller (@JohnMu) <a href="https://twitter.com/JohnMu/status/779304742929465344">September 23, 2016</a> </blockquote> <h3>10. Google still wants you to focus on content quality, not SEO</h3> <p>Google's Illyes closed the announcement of Penguin 4.0 with a reminder...</p> <blockquote> <p>The web has significantly changed over the years, but as we said in our original post, webmasters should be free to focus on creating amazing, compelling websites.</p> </blockquote> <p>While this almost certainly won't put an end to the art and science we call SEO, updates like Penguin 4.0, coupled with the vast number of signals Google incorporates into its algorithm, mean that companies looking to earn and maintain top rankings can't ignore the forest for the trees.</p> <p>As TheSEMPost's Slegg notes, it's even possible that sites penalized by the last Penguin update two years ago that thought they cleaned up their act won't see the recovery they hoped for.</p> <p>As she observed: "A few years back, some ways of building links were seen as fine, while today they are definitely viewed as problematic.</p> <p>"And some of the sites that previously had high quality links two years ago could be a low quality site today, if the site was abandoned or the site changed owners." </p> <p><em><strong>For more on this topic, check out our international range of <a href="https://econsultancy.com/training/courses/topics/search-marketing/">SEO Training Courses</a>.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68154 2016-09-14T10:00:00+01:00 2016-09-14T10:00:00+01:00 16 ad examples that prove print isn't dead Nikki Gilliland <p><a href="http://www.neurosciencemarketing.com/blog/articles/vivid-print-ads.htm" target="_blank">A recent study discovered</a> that, as well as increasing positive feelings toward a brand, some print ads can even be impactful enough to implant a false memory in the brain.</p> <p>Likewise, another study showed that brand recall was <a href="http://www.forbes.com/sites/rogerdooley/2015/09/16/paper-vs-digital/#7e7c23ab1aa2" target="_blank">70% higher in participants reading print</a> compared to digital.</p> <p>So, even though we are constantly being told of its decline, it appears some brands are still heavily investing in the medium. </p> <p><a href="http://www.newsworks.org.uk/Opinion/from-food-to-finance-print-ads-deliver-strong-results-" target="_blank">Waitrose recently described print</a> as its most effective advertising channel in terms of ROI, as well as the best way for the brand to tell a richer story.</p> <p>With this in mind, here’s a run-down of some of my favourite ads of the past few years, proving that print is far from dead.</p> <h3>Volkswagen</h3> <p>This attention-grabbing ad from Volkswagen was used to introduce the new Park Assist feature.</p> <p>Explaining all you need to know in a single image, it encapsulates the power of visual advertising.</p> <p><img src="https://assets.econsultancy.com/images/0007/7742/volkswagen.jpg" alt="" width="780" height="525"></p> <h3>28 Too Many</h3> <p>Designed by Ogilvy &amp; Mather, this creative was used to raise awareness of female genital mutilation (FGM) in the UK on behalf of charity 28 Too Many.</p> <p>Arresting and uncomfortable to look at - it hammers home its message incredibly effectively.</p> <p><img src="https://assets.econsultancy.com/images/0007/7743/Too_Many.PNG" alt="" width="597" height="822"></p> <h3> </h3> <h3>StrongerMarriage.org</h3> <p>Based around intelligent wording, StrongerMarriage promotes the importance of compromise.</p> <p>Occasionally cited as one of the greatest examples of ad copy, it proves that even the smallest or unknown brands can gain notoriety through one brilliant idea.</p> <p><img src="https://assets.econsultancy.com/images/0007/7744/stronger_marriage.jpg" alt="" width="600" height="987"></p> <h3>Scrabble</h3> <p>One of those ads that is definitely worth stopping to read, Scrabble encapsulates the beauty of its game to great effect here.</p> <p>While most brands deliberately design ads that can be understood at a glance, this boldly challenges the reader to make an effort.</p> <p><img src="https://assets.econsultancy.com/images/0007/7745/Scrabble_ad.jpg" alt="" width="600" height="900"></p> <h3>Schick</h3> <p>It might be in danger of offending a few hipsters, but this clever approach to advertising wins Schick definite cool points.</p> <p>An ad that makes you look twice - it reflects what a beard might feel like from a partner's point of view.</p> <p><img src="https://assets.econsultancy.com/images/0007/7746/schick.PNG" alt="" width="574" height="870"></p> <h3>Nivea</h3> <p>Proving that simplicity is often the key to a success, this example from Nivea promotes its night cream perfectly.</p> <p>Instead of telling you what the product does or why you should use it, it relies on recognisable branding and reputation to let you make up your own mind.</p> <p><img src="https://assets.econsultancy.com/images/0007/7747/Nivea.jpg" alt="" width="600" height="749"></p> <h3>Nivea Men</h3> <p>Likewise, showing that life isn’t always that straightforward, this ad for Nivea men conveys the impact that stress and emotions can have on our appearance. </p> <p>Again focusing on a relatable experience rather than a magical cure, the product is almost secondary.</p> <p><img src="https://assets.econsultancy.com/images/0007/7748/Nivea_men.jpg" alt="" width="780" height="542"></p> <h3>McDonald's</h3> <p>McDonald's is often bold and brash in its advertising, but this image of fries fashioned from its original ingredient is refreshingly pared down.</p> <p>Honing in on consumer worries about health and nutrition, it aims to reassure and engage at the same time.</p> <p><img src="https://assets.econsultancy.com/images/0007/7749/Mcdonalds_print.PNG" alt="" width="600" height="923"></p> <h3>Buick</h3> <p>Though not immediately obvious, the premise behind this Buick advert is hard-hitting.</p> <p>It depicts real-life crash victims holding up road signs to highlight their importance.</p> <p>Using a serious topic to engage consumers, it shows that print advertising can be used to promote more than just sales.</p> <p><img src="https://assets.econsultancy.com/images/0007/7755/Buick.PNG" alt="" width="780" height="522"></p> <h3>Reflex Spray</h3> <p>Reflecting the lengths runners literally go to during the London marathon, this ad for Reflex pain relief spray celebrates subtlety.</p> <p>In fact, the copy is <em>so</em> subtle that it's easy to miss what it's promoting - certainly a brave move from the brand.</p> <p><img src="https://assets.econsultancy.com/images/0007/7750/London_Marathon.jpg" alt="" width="600" height="847"></p> <h3> Harley-Davidson</h3> <p>A campaign which won big at Cannes Lions, this Harley-Davidson ad is designed to promote its custom-made bikes.</p> <p>Showing an image of a face amid a dismantled motorcycle, it was apparently painstaking to create, but certainly worthwhile.</p> <p><img src="https://assets.econsultancy.com/images/0007/7752/harley-davidson.PNG" alt="" width="780" height="523"></p> <h3>Guinness</h3> <p>Guinness has a reputation for great <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a>, and its print ads are no exception.</p> <p>Using observational humour to tap into the universal experience of socialising, it is a great reflection of the brand's no-nonsense attitude.</p> <p><img src="https://assets.econsultancy.com/images/0007/7753/Guiness.jpg" alt="" width="600" height="822"></p> <h3>Dabur Gastrina</h3> <p>An Indian brand of digestive pills, Dabur Gastrina perfectly encapsulates its product in a simple, eye-catching and colourful series of ads.</p> <p>Instantly understandable, it proves that great design can articulate anything.</p> <p><img src="https://assets.econsultancy.com/images/0007/7754/Gastur.PNG" alt="" width="595" height="844"></p> <h3>Corona</h3> <p>Designed to promote its ‘drink responsibly’ message, Corona combines humour and striking visuals in this classic print ad.</p> <p>Like the aforementioned Buick, it takes the opportunity to instil a valuable message in its brand advertising.</p> <p><img src="https://assets.econsultancy.com/images/0007/7760/corona.jpg" alt="" width="780" height="452"></p> <h3>Ecovia</h3> <p>Lastly, one of the most visually engaging ads in recent years, this creative by Ecovia Brazil was used to encourage safe driving.</p> <p>Dramatising the violent and traumatic nature of car collisions, it pleads with its audience to take care.</p> <p>Hard to ignore – it certainly gets its message across.</p> <p><img src="https://assets.econsultancy.com/images/0007/7757/Ecovia.PNG" alt="" width="780" height="549"></p> tag:econsultancy.com,2008:BlogPost/68268 2016-09-13T14:15:58+01:00 2016-09-13T14:15:58+01:00 10 examples of great GE marketing creative Ben Davis <p>But just before we begin, I should mention that GE is among 200 speakers at this year's <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing</a>, which takes place in London on October 5-6. </p> <h3>1. Raining octopuses mobile ad campaign</h3> <p style="font-weight: normal;">I thought I'd start with a mobile display ad from summer 2016, before we get stuck in to content and social media.</p> <p style="font-weight: normal;">GE worked with Mobkoi's creative studio to launch an interactive full-screen ad - an octopus lands on the screen and the user is required to wipe away virtual ink in order to reveal a window in which the campaign video plays.</p> <p style="font-weight: normal;">The video (<a href="https://www.youtube.com/watch?v=SQ_blyWcQoQ">watch it here</a>) is a great bit of TV ad creative, with octopuses and a crocodile falling to earth in an un-godly shower; the GE tagline, 'ready for whatever you've got, world'.</p> <p style="font-weight: normal;">You can play around with this native ad and its in-format functionality yourself <a href="http://mobkoi-uk.celtra.com/preview/82b44991#deviceType=Phone">on Mobkoi's website</a>.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/9026/Screen_Shot_2016-09-12_at_15.03.45.png" alt="ge mobile ad" width="300">  <img src="https://assets.econsultancy.com/images/0007/9027/Screen_Shot_2016-09-12_at_15.04.26.png" alt="ge mobile ad" width="300"></p> <h3>2. Instagram and #InstaWalk</h3> <p>GE has <a href="https://www.instagram.com/generalelectric/?hl=en">a popular Instagram account</a> (approx. 250,000 followers) that's full to the rafters with beautifully crisp images from engineering and science.</p> <p>For example, see the photo below of one of GE's locomotives, part of a series taken by a Pulitzer prize-winning photographer.</p> <p><img src="https://assets.econsultancy.com/images/0007/9083/Screen_Shot_2016-09-13_at_08.39.07.png" alt="ge instagram" width="615" height="452"></p> <p>But GE does more than simply post lovely images - it uses Instagram as an outreach and engagement tool.</p> <p>With #InstaWalk, which began in 2013 but has been run a number of times, GE invites influencers and super fans to take special tours of its various facilities.</p> <p>On their walk round, all are encouraged to take photos of their experience and Instagram them. It's a concept that many other brands have emulated.</p> <p><img src="https://assets.econsultancy.com/images/0007/9086/Screen_Shot_2016-09-13_at_08.57.23.png" alt="instawalk ge" width="615" height="392"></p> <p><img src="https://assets.econsultancy.com/images/0007/9087/Screen_Shot_2016-09-13_at_08.54.57.png" alt="instawalk ge" width="615" height="264"></p> <h3>3. Unimpossible Missions</h3> <p>Some lovely video next from early 2016.</p> <p>Three videos each attempt to disprove a popular expression, such as 'a snowball's chance in hell', by showcasing GE's technological expertise in experimental surroundings.</p> <p>This video has raked in 500,000 YouTube views to date. The slightly grave tone to the voiceover, cinematic location and lighting, and the dramatic production all make for compelling content.</p> <p><iframe src="https://www.youtube.com/embed/zIZHBzvgfGk?wmode=transparent" width="560" height="315"></iframe></p> <h3>4. Pinterest</h3> <p>GE's Pinterest can be delightfully left of centre. Take the board titled 'Hey Girl', for example, with pinned pickup lines from GE scientists.</p> <p>Other boards include 'Badass machines', 'That's genius', and 'Mind = Blown'.</p> <p><a href="https://uk.pinterest.com/generalelectric/"><img src="https://assets.econsultancy.com/images/0007/9098/Screen_Shot_2016-09-13_at_10.27.15.png" alt="ge pinterest" width="615" height="312"></a></p> <h3>5. #6SecondScience fair</h3> <p>Many of you may be familiar with <a href="http://6secondscience.tumblr.com/">#6SecondScience</a>, GE's educational Vine-fest. The Vine embedded below proved particularly popular.</p> <p>The science 'fair' ran in August 2013, with users invited to add the hashtag to their own efforts. Many users' Vines were hosted on the GE Tumblr created to host submissions.</p> <p>Vine proved an effective platform for these quick bursts of educational inspiration, back when the six-second format was experiencing an upsurge of popularity.</p> <p>The idea was notable as GE had already been creating educational Vines for a few months, but decided they could become a bigger campaign in their own right, with the introduction of this competition/crowdsourced style element.</p> <p><iframe src="https://vine.co/v/bXJAmFLBaat/embed/simple" width="600" height="600"></iframe></p> <h3>6. #SpringBreakIt</h3> <p>More video now, and a fantastic example of <a href="https://econsultancy.com/blog/67821-social-quarterly-report-q2-the-five-video-trends-to-watch/">social video</a>.</p> <p>GE showcased many of its material tests (crushing, wind erosion and drop loads) during spring of 2016, with individual videos of different items being destroyed.</p> <p>Much like the 'Will it blend?' success for Blendtec, GE knew that breaking stuff provokes interest on social media.</p> <p>I've embedded the compilation video here, for your pleasure.</p> <h3> <iframe src="https://www.youtube.com/embed/ozNZHJntyWU?wmode=transparent" width="560" height="315"></iframe> </h3> <h3>7. Snapchat</h3> <p>GE took to Snapchat as early as July 2014, teasing a special guest announcement (Buzz Aldrin) in the run up to the 45th anniversary of the moon landing and adding some cartoony space drawings.</p> <p><img src="https://assets.econsultancy.com/images/0007/9094/buzz.jpg" alt="snapchat ge" width="300"></p> <p>The brand has used Snapchat to engage directly with users, too. During #emojiscience week, GE encouraged users to send them an emoji then replied with a Snap of a relevant experiment performed in its pop-up lab.</p> <p>In jumping aboard Snapchat early and using the platform to engage with younger users through educational content, GE shows it is not afraid to try something new in its marketing.</p> <p>It continues to post Stories addressing a broad range of subjects.</p> <p><img src="https://assets.econsultancy.com/images/0007/9096/ge_snapchat.png" alt="ge snapchat" width="300" height="533"></p> <h3>8. What My Mom Does at GE</h3> <p>TV creative next. It's rare to see an advert that uses the naivety of children and doesn't stray into the twee or schmaltzy.</p> <p>But GE manages it, inspiring childlike wonder through a series of imaginative animations based on (only slight) exaggerations of GE's work. </p> <p><iframe src="https://www.youtube.com/embed/Co0qkWRqTdM?wmode=transparent" width="560" height="315"></iframe></p> <h3>9. GE Reports</h3> <p>From Snapchat to something that sounds more prosaic. <a href="http://www.gereports.com/">GE Reports</a> is a microsite hosting lots of debates, analysis and information.</p> <p>The information is presented accessibly, using imagery and infographics.</p> <p>Essentially this is just a news publishing hub for GE, with some guest content thrown in, but one that shows how active the company is in linking its work to wider trends.</p> <p>Some of the content is republished from the brand's pressroom, and there are a few things that could be improved (such as text formatting), but it is impressive that GE is publishing regularly and offers an email newsletter subscription.</p> <p>With a company built on knowledge and innovation, showcasing new thinking is important.</p> <p><img src="https://assets.econsultancy.com/images/0007/9091/Screen_Shot_2016-09-13_at_09.53.31.png" alt="ge reports" width="615" height="338"></p> <h3>10. Emoji science with Bill Nye</h3> <p>Bill Nye was part of the Snapchat team that ran a pop-up lab sending experiments to Snapchat users (see point seven).</p> <p>GE brought him back for a full web series where emojis are used to help explain scientific concepts.</p> <p>There are five parts, and each helps to make science relatable for a younger generation.</p> <p>They are smartly done and enjoyable even for a 30-something like me.</p> <p><iframe src="https://www.youtube.com/embed/CoqmeXGz-LI?wmode=transparent" width="560" height="315"></iframe></p> <p><em>For more top marketing creative:</em></p> <ul> <li> <a href="https://econsultancy.com/blog/68225-10-examples-of-great-airbnb-marketing-creative/">10 examples of great Airbnb marketing creative</a> </li> <li> <a href="https://econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative/">10 examples of great IKEA marketing creative</a> </li> <li><a href="https://econsultancy.com/blog/67860-10-examples-of-great-disney-marketing-campaigns/">10 examples of great Disney marketing campaigns</a></li> </ul> tag:econsultancy.com,2008:TrainingDate/3094 2016-09-13T06:03:11+01:00 2016-09-13T06:03:11+01:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> tag:econsultancy.com,2008:BlogPost/68263 2016-09-12T09:27:00+01:00 2016-09-12T09:27:00+01:00 Three ways brands can let their audience create their content Ben Davis <p>I was lucky enough to attend BrightonSEO recently, the world's biggest search conference with over 4,000 delegates.</p> <p>Bozboz's digital content manager <a href="https://econsultancy.com/blog/66739-how-user-generated-content-is-changing-content-marketing/">Sophie Turton</a> gave us three excellent examples of brands making the most of <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns/">user-generated content</a>.</p> <p>Here they are...</p> <h3>1. Reviews and advice: ModCloth's Style Gallery</h3> <p>ModCloth's Style Gallery is a community where members can share their style.</p> <p>So far, they have shared 71,000 outfit photos on the platform, which have been liked over 2m times.</p> <p>The ModCloth platform is a little like the retailer's own Instagram - users can create a profile, upload outfit photographs, and write reviews.</p> <p>There are a number of things which makes the whole platform so effective:</p> <ul> <li>Members can follow each other, Like other photographs or share on social.</li> <li>Product pages are cleverly linked to from member outfit photos, making them shoppable (see images below).</li> <li>Vice versa, community content is hosted on product pages.</li> <li>Customer reviews include height and measurements, giving shoppers an idea of how the garments fit real women.</li> <li>Members can add a link in their own profiles, either to their own website or social accounts. This means many bloggers and professionals have used the Style Gallery to promote their own work.</li> <li>Members can tag 'similar' products, meaning they are not restricted from showcasing their style or making recommendations.</li> </ul> <p><em>A member profile in the Style Gallery</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8783/Screen_Shot_2016-09-05_at_14.24.10.png" alt="mod cloth" width="615" height="377"></p> <p><em>A post with shoppable and similar products</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8784/Screen_Shot_2016-09-05_at_14.12.27.png" alt="mod cloth" width="615" height="412"></p> <p><em>A product page with user-generated content embedded</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8785/Screen_Shot_2016-09-05_at_14.31.38.png" alt="mod cloth" width="615" height="384"></p> <p>As this user-generated content has proliferated, a community has developed, and contributors in different countries have even met up after becoming friends through the platform.</p> <p>Sophie emphasised the key points about ModCloth and its content - it’s real, visual, and the customer is centre stage.</p> <h3>2. Product development: Nintendo's Super Mario Maker</h3> <p>Nintendo's Super Mario Maker game, released September 2015, tapped into nostalgia and used customer passion as part of the brand development.</p> <p>Wii U gamers have created millions of levels on Mario Maker and the game is soon to be released for the Nintendo 3DS, too.</p> <p>This 3DS version of the game will allow courses to be shared over WiFi and also for players to collaborate on courses together.</p> <p>The idea of handing a product over to an eager audience is a powerful one that can be transferred to any sector.</p> <p><iframe src="https://www.youtube.com/embed/ZwO09vJAPDs?wmode=transparent" width="560" height="315"></iframe></p> <h3>3. Competition entries: fastjet's #wefilmafrica</h3> <p>Fastjet is a low cost African airline.</p> <p>The airline used possibly the simplest way of encouraging its community to create content - by giving away a prize. </p> <p>Plenty do this, of course, and examples in travel are numerous.</p> <p>Using the hashtag #wefilmafrica, people were invited to post a 5-10 second video about their country, to show their love for Africa, with the chance of winning a holiday to Zanzibar.</p> <p>This bozboz campaign for fastjet recognises that video shot on smartphones is a growing trend in Africa.</p> <p>Entries were authentic and low-fi, if not exactly numerous or always the most coherent.</p> <p>Still, this was a great experiment and some of the content, such as the video below, has been successfully incorporated into curated content that showcases Africa.</p> <p>Thinking about the right medium and format for your audience is essential, before telling them to go out and create.</p> <p><iframe src="https://www.youtube.com/embed/csxlqmPI2XA?wmode=transparent" width="560" height="315"></iframe></p> <h3>Conclusion</h3> <p>Where once a simple review was enough social proof to push many customers over the sales line, <a href="https://econsultancy.com/blog/66739-how-user-generated-content-is-changing-content-marketing/">expectations have changed</a>.</p> <p>Video, photography, integrated communities and product development are all fair game for user-generated content.</p> <p>When seamlessly part of the customer journey, they can be the lifeblood of a service, improving search and social performance, as well as usage.</p> <p>Authentic content is always more likely to strike a chord - the question is, how can you inventively and effectively encourage your customers to do some of your <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a> for you.</p> tag:econsultancy.com,2008:BlogPost/68278 2016-09-09T13:30:00+01:00 2016-09-09T13:30:00+01:00 10 devastating digital marketing stats we've seen this week Ben Davis <p>Remember, Econsultancy subscribers can get more from the <a href="https://econsultancy.com/reports/internet-statistics-compendium/">Internet Statistics Compendium</a>.</p> <h3>TV still paramount</h3> <p>Americans spend more time watching television than all other media combined, according to <a href="http://www.businesswire.com/news/home/20160907005089/en/GfK-Research-Study-Reveals-Time-Spent-Traditional">GfK's new study</a>.</p> <p>Adults spend an average of 4hrs 54mins per day watching broadcast television, which is 16% more than time spent on all other ad-supported media combined.</p> <p>Next on the list were radio (62 minutes), email (56 minutes) and social media (50 minutes).</p> <p>Of course, this picture likely differs greatly depending on demographics, but it's a reminder of the hold that TV has on consumers.</p> <p><img src="https://assets.econsultancy.com/images/0007/8962/tv.jpeg" alt="tv" width="284" height="177"></p> <h3>Ecommerce KPIs revealed</h3> <p>Wolfgang Digital has launched a <a href="https://www.wolfgangdigital.com/blog/ecommerce-kpi-benchmarks-2016/">Benchmark KPI report </a>for ecommerce, based on analysis of 87m website sessions and €230m online revenue for the year to July 2016.</p> <p>Here are the key findings:</p> <ul> <li>Google delivers over two-thirds of website traffic (69%) and website revenue (67%).</li> <li>Despite accounting for 38% of digital marketers’ budgets, display failed to register as a top 10 traffic source.</li> <li>Bounce rate has zero correlation with conversion rate.</li> <li>In two years Facebook-driven traffic has risen from 1.3% to 5%.</li> <li>Mobile is now the largest traffic source of all devices, but its 42% share of traffic accounts for only a 21% share of revenue.</li> <li>Mobile has the lowest average conversion rate and AOV, however websites with a larger than average proportion of mobile traffic benefited from larger than average conversion rates.</li> <li>For every 0.2 of a second a website can shave off its server response time, it can expect an 8% improvement in conversion rate.</li> <li>Average conversion rate is 1.5%. Travel websites averaged 2%, retail websites averaged 1.4%. Pureplays converted almost twice as well as their multi-channel counterparts.</li> <li>Email delivers as much traffic as all social channels combined.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/8958/Screen_Shot_2016-09-09_at_10.24.47.png" alt="revenue by device" width="615" height="438"></p> <h3>The power of FOMO</h3> <p>Brits are 39% more likely to open email that plays on their fear of missing out (FOMO).</p> <p>The Mailjet study database of over 15,000 subscribers also revealed the following:</p> <ul> <li>18% of us would open an email with a swear word in the subject line, whilst one in 10 admit to opening an email that explicitly mentions containing nudity.</li> <li>US recipients are no more likely to open emails that employ rudeness or FOMO to pique their interest.</li> </ul> <h3>Moment marketing more popular as CPCs rise</h3> <p>TVTY, a company specialising in '<a href="https://econsultancy.com/blog/67675-six-online-advertising-tactics-set-to-rise/">moment marketing</a>', has conducted a study that suggests the practice is in vogue, driven partly by expensive advertising costs.</p> <p>The company surveyed 200 digital marketers in June 2016.</p> <p>93% said it has become more expensive to gain the same audience attention over the past 12 months as advertising costs have risen.</p> <p>To cope, 21% are cutting costs (such as staff), 31% are reducing their number of campaigns, and 81% have launched moment marketing campaigns.</p> <p><img src="https://assets.econsultancy.com/images/0007/8957/Screen_Shot_2016-09-09_at_10.15.51.png" alt="moment marketing" width="615"></p> <p>More findings from the report: </p> <ul> <li>The most common offline macro moments being used are sports events (61%), TV programmes (45%), and financial (22%) data.</li> <li>The research shows a third (34%) of brands are now taking an even more granular approach, by targeting ‘moments within moments’ (such as goals within football matches).</li> <li>‘Always Ready’ campaigns are also a theme, with brands preparing content ahead of trigger events. The research shows the top three triggers are: changes in the weather (21%); the TV advertising of competitors (17%); and travel metrics such as flight delays (10%). </li> <li>52% say they are now using automated processes to launch moment marketing campaigns, up from just 32% when the last survey was conducted in November 2015.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/8956/Screen_Shot_2016-09-09_at_10.16.18.png" alt="moment marketing" width="615"></p> <h3>A third of global content blocked</h3> <p>A third of content is blocked globally by <a href="https://econsultancy.com/blog/67524-combating-ad-blocking-what-we-can-learn-from-the-affiliate-channel/">ad blockers</a>.</p> <p><a href="https://blockmetry.com/weather">Blockmetry's 'weather report'</a> for content blocking shows the figure at 32.4%.</p> <h3>Most banking customers want more communication</h3> <p>75% of consumers saying they have not switched banking providers in the last six years. 40% having never changed their bank at all.</p> <p>Out of those who haven't switched banks in the past year, 41% say this is due to convenience.</p> <p>The DMA survey of 1,000 consumers revealed that 59% said they are interested in a service that would automatically notify them of the best rates on savings accounts.</p> <p>36% are interested in a service that delivers alerts regarding account activity via a social or chat messenger service.</p> <p>These trends have profound implications for <a href="https://econsultancy.com/blog/68273-is-customer-loyalty-extinct-in-financial-services/">loyalty in financial services</a>. </p> <p><img src="https://assets.econsultancy.com/images/0007/8960/Screen_Shot_2016-09-09_at_10.42.27.png" alt="loyalty in financial services" width="615"></p> <h3>Consumers almost ready for IoT</h3> <p>57% of UK consumers say they will be ready for automatic purchasing via connected devices (<a href="https://econsultancy.com/reports/a-marketer-s-guide-to-the-internet-of-things/">the internet of things</a>) within two years.</p> <p>13% are ready now, according to <a href="https://www.salmon.com/en/programmatic-commerce-report/">Salmon's new survey</a> of 2,000 consumers on the subject.</p> <p>35% already have a connected device in their home or plan to buy one in the coming year.</p> <p>Amazon's Dash buttons have recently been released in the UK and may begin to popularise the concept (but <a href="https://econsultancy.com/blog/67389-why-won-t-internet-fridges-go-away/">hopefully not internet fridges</a>).</p> <p><img src="https://assets.econsultancy.com/images/0007/8963/Screen_Shot_2016-09-09_at_11.13.49.png" alt="iot ready" width="600" height="387"></p> <h3>The eight motivations for content engagement</h3> <p>AOL's advertising team has done a study of the motivations for content engagement and identified eight key drivers.</p> <p>32,000 respondents and analysis of 55,000 consumer interactions across eight different markets allowed AOL to compile the following content moments:</p> <ul> <li>Inspire: look for fresh ideas or try something new.</li> <li>Be in the know: stay updated or find relevant ideas.</li> <li>Find: seek answers or advice.</li> <li>Comfort: seek support or insight.</li> <li>Connect: learn something new or be part of a community.</li> <li>Feel good: improve mood or feel relaxed.</li> <li>Entertain: look for an escape or a mental break.</li> <li>Update socially: stay updated or take a mental break.</li> </ul> <p>Brazil and the US share content online more frequently. Germany and Japan share content online the least often.</p> <p>Japan scored highly on ad awareness and over-indexed in the two most popular moments globally: Inspire and Feel Good.</p> <p>I don't have detail on the methodology involved, but you can <a href="http://advertising.aol.com/sites/all/themes/adv/content-moments//">explore more via AOL</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/8959/Screen_Shot_2016-09-09_at_10.38.07.png" alt="content motivation" width="500" height="185"></p> <h3>1.36m tweets during iPhone launch</h3> <p>The Apple iPhone 7 launch inspired 1.36m tweets.</p> <p>Visibrain collected the following data: </p> <ul> <li>iPhone 7 (491,376 tweets)</li> <li>AirPods headphones / Removal of the headphone jack (153,704 tweets)</li> <li>Apple Watch 2 (97,512 tweets)</li> <li>Super Mario Run (74,734 tweets)</li> <li>Pokemon Go for Apple Watch (31,873 tweets)</li> </ul> <p>The most popular tweet of the night was this rather underwhelming effort.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The <a href="https://twitter.com/hashtag/iPhone7?src=hash">#iPhone7</a> is Water Resistant!!! <a href="https://t.co/CKCfnqj5MB">pic.twitter.com/CKCfnqj5MB</a></p> — All iPhone (@iPhoneTeam) <a href="https://twitter.com/iPhoneTeam/status/773571394412113920">September 7, 2016</a> </blockquote> <h3>National Lottery's #IamTeamGB comes up trumps</h3> <p>The National Lottery’s 'I Am Team GB' campaign was the most successful of any Team GB partner during the Olympics.</p> <p>The campaign delivered increased awareness of the Lottery’s role in funding Olympic athletes by close to 50%.</p> <p>Additional campaign headlines include:</p> <ul> <li>Video content gains more than 18m views.</li> <li>11m engagements with Facebook activity.</li> <li>Most conversation on Twitter of any Team GB partner.</li> </ul> tag:econsultancy.com,2008:BlogPost/68265 2016-09-09T11:52:27+01:00 2016-09-09T11:52:27+01:00 How do you put a price on digital content? Nikki Gilliland <p>But how exactly do you measure greatness? Here's a brief overview of <a href="http://www.slideshare.net/SimonBennison/how-do-you-put-a-price-on-digital-content/1">Simon's talk</a>.</p> <h3>Consider the scales of marketing justice </h3> <p>Out of the 37% of spend that goes on digital marketing (compared to 63% for traditional marketing), content is said to account for just 4%. </p> <p>This is simply because, despite the fact that <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">paid search</a> is expensive, it is almost guaranteed to work (even if the content <em>is</em> mediocre) so that's where marketers invest their money.</p> <p>However, what many brands fail to realise is that this only yields short term gain – not long term success. </p> <p><a href="http://www.slideshare.net/SimonBennison/how-do-you-put-a-price-on-digital-content?ref=https://twitter.com/i/cards/tfw/v1/772494466414415872?cardname=player&amp;autoplay_disabled=true&amp;forward=true&amp;earned=true&amp;lang=en&amp;card_height=130" target="_blank"><img src="https://assets.econsultancy.com/images/0007/8776/scales.jpg" alt="" width="780" height="438"></a></p> <h3>Play the long game</h3> <p>Instead of gambling on a short-term fix, it is incredibly important for brands to realise the value of investing both time and money in valuable content.</p> <p>As an example of why brands should play the long game, Simon cited Making a Murderer - the Netflix documentary that took 10 years to come to fruition.</p> <p>Despite a lack of funding or any real plan, the filmmakers stood firm in the knowledge that they were creating something truly remarkable to justify their long-standing commitment.</p> <p>By being truly dedicated to telling the story of Steven Avery, they proved how investment in great content can yield greater results. </p> <h3>Create a good strategy</h3> <p>In order to produce great content, a good strategy needs to first be put in place. </p> <p>But what exactly makes for a good strategy?</p> <p>Simon outlined a three-step approach to creating one. </p> <p><img src="https://assets.econsultancy.com/images/0007/8773/see.jpg" alt="" width="780" height="438"></p> <p>As well as being free of fluff (i.e. a superficial statement of the obvious combined with a generous sprinkling of buzzwords), a good strategy should always be centred around the consumer's needs.</p> <p>This 'See, Think, Do, Care' framework can help marketers work out where the content gaps are in their existing customer journeys.</p> <p><img src="https://assets.econsultancy.com/images/0007/8774/think.jpg" alt="" width="780" height="438"></p> <p>That same framework can not only define the content that needs to be created, but determine how much to invest.</p> <p>The steps are as follows:</p> <p><img src="https://assets.econsultancy.com/images/0007/8775/do.jpg" alt="" width="780" height="438"></p> <h3>Remember what a great campaign can achieve</h3> <p>Finally, when putting a price on content, it is important to remember what a great campaign can achieve (in comparison to a good one). </p> <p>What does a successful campaign look like? If this success comes in the form of shares or traffic – how much would you be willing to pay for it?</p> <p>Essentially, questions like these can help determine how much to invest.</p> <p>And if the results are truly great, it's going to be far more worthwhile in the long run.</p> <p><em>For more on content marketing, check out these resources:</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/blog/64539-introducing-the-periodic-table-of-content-marketing/"><em>Introducing The Periodic Table of Content Marketing</em></a></li> <li><a href="https://econsultancy.com/reports/the-future-of-content-marketing/"><em>The Future of Content Marketing</em></a></li> </ul>