tag:econsultancy.com,2008:/topics/content Latest Content content from Econsultancy 2017-02-13T15:08:38+00:00 tag:econsultancy.com,2008:BlogPost/68801 2017-02-13T15:08:38+00:00 2017-02-13T15:08:38+00:00 The WSJ ditches Google's ‘First Click Free’, falls back on stronger paywall Patricio Robles <p>First Click Free allows publishers to have their paywalled content fully indexed by Google. In exchange, publishers agree to allow the first article requested by a reader through a Google News referral to be accessed without a subscription.</p> <p>Under the First Click Free program, publishers are allowed to limit the number of articles that readers can access through Google referrals, but are required to allow users coming through Google to access a minimum of three free articles per day.</p> <p>According to Google, First Click Free is the company's "preferred solution" for publishers that operate a paywall since "it can benefit both our users and our publisher partners. It allows Googlebot to fully index your content, which can improve the likelihood of users visiting your site; and it allows users to view the article of interest while also encouraging them to subscribe."</p> <p><img src="https://assets.econsultancy.com/images/0008/3871/Wall_Street_Journal.png" alt="" width="800" height="447"></p> <p>But apparently, the WSJ found that First Click Free isn't the best solution for driving subscriptions and, as explained by Digiday's Lucia Moses, <a href="http://digiday.com/publishers/wall-street-journal-close-google-loophole-entirely/">will be abandoning First Click Free</a> in its entirety this week, shutting out some of its non-paying readers, who have used the company's First Click Free participation as a loophole to access WSJ articles for free.</p> <p>The WSJ initially switched off free access for 40% of its audience to test the impact on subscriber rates. It then switched off free access to four news sections entirely for two weeks, resulting in a whopping 86% jump in subscriptions. In the past three months of 2016, the WSJ saw a record jump in subscribers by 110,000 to 1.1m.</p> <p>As well as the impact of the US election, this increase is attributed to a stronger paywall and better messaging. Specifically, the WSJ says that its subscription calls-to-action place pricing information front and center and that it reiterates the ability of subscribers to cancel at any time.</p> <h3>Built to last?</h3> <p>But the WSJ's subscriber growth probably isn't simply the result of tightening up free access to its content. Special offers, such as a $12 for 12 weeks deal, probably helped the WSJ convince a number of users to subscribe when they otherwise wouldn't have paid the nearly $400 annual price for print and digital access.</p> <p>So it remains to be seen whether or not the WSJ's subscriber growth will be sustained, and how much it will be able to profit from subscribers who signed up for discounted access.</p> <p><img src="https://assets.econsultancy.com/images/0008/3873/Wall_Street_Journal_paywall.png" alt="" width="800" height="472"></p> <p>Of course, one might argue that while discounting has its risks, in the super-competitive environment publishers find themselves in today, it might be better to face retention challenges than acquisition challenges. After all, if the WSJ can acquire a new customer, even at a discount, it has already overcome perhaps its biggest hurdle: getting a consumer to pay for content.</p> <p>Convincing a subscriber to stick around and pay more, although difficult, might be an easier hurdle to overcome.</p> <h3>Monetization optimization</h3> <p>Unlike most publishers, the WSJ generates more of its revenue from subscriptions than it does advertising, but even so, the company is being strategic about how it seeks to monetize its content.</p> <p>"We had a paywall that's 20 years old and hadn’t really been changed," CMO Suzi Watford said. "We asked, how can we optimize it for subscription sales but continue to work for advertisers?”</p> <p>For example, because video content is capable of generating higher ad revenue, the WSJ is keeping its video content outside of the paywall. And while the 127-year-old publisher is ditching Google's First Click Free program, it isn't totally removing the ability for individuals to access paywalled content without paying.</p> <p>As a "membership benefit," articles shared through social media by WSJ subscribers will be accessible to non-subscribers free of charge.</p> <p>That obviously means that the WSJ's paywall will still have holes in it, but it would appear that the company is getting smarter about where it places those holes and who it allows through them.</p> tag:econsultancy.com,2008:Report/4395 2017-02-06T10:00:00+00:00 2017-02-06T10:00:00+00:00 Healthcare and Pharmaceuticals Internet Statistics Compendium <p>Econsultancy's <strong>Healthcare and Pharmaceuticals Internet Statistics Compendium</strong> is a comprehensive collection of the most recent healthcare and pharma statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>The report will be <strong>updated twice a year</strong>.</p> <p>Like our main <a title="Internet Statistics Compendium" href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium</a>, this report has been collated from information available to the public, which we have aggregated together in one place to help you quickly find the healthcare and pharma internet statistics you need.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p>Areas covered in this report include:</p> <ul> <li>Digital healthcare market trends</li> <li>Consumer internet and mobile usage</li> <li>Digital health investment / funding</li> <li>Digital strategy</li> <li>Internet of Things (IoT) and wearables</li> <li>Online pharmacies</li> </ul> <p><strong>A free sample document is available for download.</strong></p> tag:econsultancy.com,2008:Report/4388 2017-02-02T14:00:00+00:00 2017-02-02T14:00:00+00:00 Digital Intelligence Briefing: 2017 Digital Trends <p>The <strong>2017 Digital Trends</strong> report, based on the seventh annual trends survey conducted by Econsultancy and <strong><a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a></strong>, highlights the key digital trends, challenges and opportunities which marketers need to be aware of during 2017, covering topics ranging from customer experience and mobile to data-driven marketing and personalisation.</p> <p>The 2017 edition of this research also investigates how committed organisations are to digital transformation, which is intrinsically linked to creating a great customer experience.</p> <p>The report is based on a global survey of more than 14,000 marketers and ecommerce professionals carried out at the end of 2016.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>The hard realities of digital transformation</li> <li>Looking back on 2016</li> <li>Priorities and budget plans for 2017</li> <li>Keeping up with customer expectations</li> <li>Building a digital culture</li> <li>Design-driven transformation</li> <li>Looking forward to the future</li> <li>Fit for the future: three key areas marketers should focus on</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>Over one fifth (22%) of client-side respondents ranked<strong> 'optimising the customer experience' </strong>as the single most exciting opportunity for the year ahead, slightly ahead of other areas such as 'creating compelling content for digital experiences' (16%) and 'data-driven marketing' (12%).</li> <li>The <strong>priorities</strong> that sit atop marketers’ lists are content marketing (29%), social media engagement (28%) and targeting and personalisation (25%).</li> <li> <strong>Design </strong>is considered the next level on the path to digital transformation, with 86% of survey respondents agreeing that design-driven companies outperform other businesses.</li> <li>While over four-fifths (82%) of survey respondents believe that <strong>creativity</strong> is highly valued within their organisations and around three-quarters (77%) are investing in design to differentiate their brand, just over two-fifths (44%) don’t think that they have the processes and collaborative workflows to achieve a design advantage.</li> <li>A key part of delivering differentiated customer experiences in the future will involve looking beyond mobile and focusing on <strong>the Internet of Things (IoT), augmented reality (AR) and virtual reality (VR)</strong>, channels which are regarded by survey respondents as exciting prospects over the coming years.</li> </ul> <p><strong>Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:BlogPost/68759 2017-02-01T11:21:58+00:00 2017-02-01T11:21:58+00:00 Content planning doesn't need hundreds of different tools Ben Davis <p>But I wanted to write a very quick and simple post advocating the most simple tools. The ones which you can easily change your working processes with, trying out a different method to see how it works for you. </p> <h3>Create a content calendar</h3> <p>I don't necessarily agree that you need loads of ideation tools - ideation should come from your own organisation's expertise, history and marketing / business strategy. (That said, I did recently write <a href="https://econsultancy.com/blog/68202-five-free-content-ideation-tools-if-you-re-fed-up-of-google-keyword-planner/">a post on ideation tools</a>.)</p> <p>However, a calendar is a useful way of avoiding tricky dates, or capitalising on fortuitous ones. Coincidentally, Econsultancy's friends at Foresight News have compiled a 2017 calendar with lots of upcoming news and events listed on it, to get you started.</p> <p>You can <a href="http://hello.foresightnews.com/2017-p/">get the calendar here</a> (or choose a slightly fluffier events-oriented one <a href="http://hello.yearahead.com/2017-p/">from Year Ahead</a>). Add in your own company events and circulate it.</p> <p><img src="https://assets.econsultancy.com/images/0008/3533/calendar.jpg" alt="calendar" width="615" height="390"></p> <h3>Create an ideas backlog</h3> <p><a href="https://trello.com/">Trello</a> is one of the most popular pieces of software for doing this. Equally, you may want to create a physical manifestation of some of the main projects in the backlog by clearing a wall and adding some cards.</p> <p>Some teams use <a href="http://coschedule.com/%20">co-schedule</a>, a more involved piece of software than Trello, given it is aimed squarely at content marketers and social media managers. Try this for a little more structure.</p> <p><img src="https://assets.econsultancy.com/images/0008/3536/trello.jpg" alt="trello" width="615" height="435"></p> <h3>Use a collaborative editing tool </h3> <p>Use something like Google Docs to enable multiple members of the team to edit documents in real-time, whether it be draft content itself or just planning documents.</p> <p><img src="https://assets.econsultancy.com/images/0008/3539/docs.png" alt="docs logo" width="300" height="300"></p> <h3>Use a communication tool if email isn't doing it for you</h3> <p>Team members not responsive enough? Not able to share and search resources adequately on your email client? Need better ways of grouping messages?</p> <p>Give Slack a go.</p> <p><img src="https://assets.econsultancy.com/images/0008/3542/slack.jpg" alt="slack" width="615" height="348"></p> <h3>Use a project management tool if you need to manage more complex content</h3> <p>If your content isn't as simple as imagery or words, and you need to manage its progress more tightly, try something like Basecamp. It may also help if you have a big team and are using freelancers.</p> <p>This project management software is used by many developers when creating digital products, and may be the right software if you're creating interactive content, for example.</p> <p><img src="https://assets.econsultancy.com/images/0008/3543/basecamp.png" alt="basecamp" width="615"></p> <p>That's it - don't get bogged down by '99 amazing content tools', just try a few of the better ones and create a process. You'll likely have to add in some analytics knowhow and some user research skills, too, but let's leave those for another day.</p> <p><strong><em>For more on content planning, subscribers can download our <a href="https://econsultancy.com/reports/content-marketing-digital-marketing-template-files/">Content Marketing Digital Template Files</a>.</em></strong></p> <p><strong><em>Or why not attend our training course - <a href="https://econsultancy.com/training/courses/content-strategy-editorial-planning-content-calendars-training/">Content Strategy, Editorial Planning &amp; Content Calendars</a>.</em></strong></p> tag:econsultancy.com,2008:BlogPost/68753 2017-01-30T14:31:08+00:00 2017-01-30T14:31:08+00:00 What brands need to know about Facebook's long-form video push Patricio Robles <h3>It's changing the way video completion rates are factored into News Feed ranking</h3> <p>In a blog post, Facebook product manager Abhishek Bapna and research scientist Seyoung Park <a href="https://newsroom.fb.com/news/2017/01/news-feed-fyi-updating-how-we-account-for-video-completion-rates/">explained</a> that Facebook is changing the way it factors the <em>percent completion</em> metric for video into how it ranks content for placement in user News Feeds:</p> <blockquote> <p>If you watch most or all of a video, that tells us that you found the video to be compelling — and we know that completing a longer video is a bigger commitment than completing a shorter one. As we continue to understand how our community consumes video, we’ve realized that we should therefore weight percent completion more heavily the longer a video is, to avoid penalizing longer videos.</p> </blockquote> <h3>Distribution changes are expected to be small</h3> <p>Despite the tweak, Bapna and Park say that Facebook's distribution changes are not expected to be significant.</p> <p>"Longer videos that people spend time watching may see a slight increase in distribution on Facebook — so people who find longer videos engaging may be able to discover more of them in News Feed. As a side effect, some shorter videos may see a slight dip in News Feed distribution," they stated.</p> <h3>This is (probably) mostly about advertising</h3> <p>Facebook obviously has an interest in ensuring that the content it delivers to users is relevant and engaging, but the decision to more heavily weight video completion percentage for longer videos, however slight, is probably designed to help Facebook's video ad business.</p> <p>Facebook CEO Mark Zuckerberg is not a fan of pre-roll ads, and thus his social network has to date refused to employ them. Facebook is, however, <a href="http://www.recode.net/2017/1/9/14211466/facebook-video-advertising-midroll">testing mid-roll ads</a>, that display after users have watched a video for at least 20 seconds.</p> <p>For mid-roll ads to be successful, Facebook will realistically need to ensure that it has enough inventory of videos that are not super short. That's where the new update and its theoretical incentive to publish longer videos comes in.</p> <h3>Facebook is reportedly going to pay for content</h3> <p>Facebook <a href="http://www.recode.net/2016/12/14/13955348/facebook-original-video">is said to be in talks</a> with television studios and other content creators about the licensing and production of original content, which would seem to be related to a desire to increase the volume of longer-form video content available to its users.</p> <h3>Brands should think twice before they jump on the long-form video bandwagon</h3> <p>While Facebook suggests that changes in distribution won't be significant as a result of its update, in the ultra-competitve Facebook ecosystem, any update that could give brands a slight edge in capturing eyeballs might entice marketers into changing their behavior.</p> <p>But given the cost of producing longer-form video, and the risk that users won't stay engaged with this content no matter how much Facebook hopes they will, brands active on Facebook should be cautious about pursuing the creation of longer-form video in the hopes that it will help them eek out gains on the social network.</p> <p>Even brands that Facebook lures with payments have reason to be cautious. After all, to drive adoption of its livestream feature, <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live">Facebook Live</a>, Facebook struck deals with publishers and celebrities to create live video content. The company reportedly allocated $50m to these deals, with some individual deals being worth seven figures.</p> <p>But a year later, reports indicate that Facebook will not renew these deals, and even if it wanted to, some of the publishers have no interest in renewing because the deals did not prove worthwhile financially.</p> <p>That is a reminder that what Facebook wants today, it might not want tomorrow, especially once it gets what it needs. There's no reason to believe that won't be true for long-form video content too.</p> tag:econsultancy.com,2008:BlogPost/68719 2017-01-24T13:55:00+00:00 2017-01-24T13:55:00+00:00 Content strategists take heed! 10 lessons from The New York Times' 2020 report Ben Davis <h3>1. Your strategy should align with your business values</h3> <p>Does this sound too obvious? The advent of digital technology has distracted many companies from their values, but also from what their customers want.</p> <p>The New York Times sums this up brilliantly in its 2020 report when differentiating between clicks and subscriptions. Content strategists should focus on long-held values over short-term traffic gain.</p> <p><strong>2020 quote:</strong></p> <blockquote> <p>We are not trying to maximize clicks and sell low-margin advertising against them. We are not trying to win a pageviews arms race. We believe that the more sound business strategy for The Times is to provide journalism so strong that several million people around the world are willing to pay for it.</p> <p>Of course, this strategy is also deeply in tune with our longtime values.</p> </blockquote> <h3>2. Your content has to stand out from the (free) crowd...</h3> <p>There is little point in creating what the NYT calls 'incremental news stories'. Are you adding value, or just parroting the same message as countless others in your sector?</p> <p><strong>2020 quote:</strong></p> <blockquote> <p>[Our daily output includes] too many stories that lack significant impact or audience — that do not help make The Times a valuable destination.</p> <p>What kinds of stories? Incremental news stories that are little different from what can be found in the freely available competition. Features and columns with little urgency.</p> <p>Stories written in a dense, institutional language that fails to clarify important subjects and feels alien to younger readers. A long string of text, when a photograph, video or chart would be more eloquent.</p> </blockquote> <p><img src="https://assets.econsultancy.com/images/0008/3334/Screen_Shot_2017-01-23_at_18.17.24.jpg" alt="trump news" width="600" height="385"></p> <h3>3. ..as the returns to expertise have risen</h3> <p>As content proliferates, the metaphor of the cream rising becomes ever more apposite. Fill your content with expertise.</p> <p><strong>2020 quote:</strong></p> <blockquote> <p>The Internet is brutal to mediocrity. When journalists make mistakes, miss nuances or lack sharpness, they’re called out quickly on Twitter, Facebook and elsewhere. Free alternatives abound, often reporting the same commoditized information. As a result, the returns to expertise have risen.</p> </blockquote> <h3>4. Remember what it is that advertisers want </h3> <p>Advertisers want engagement with publisher content <a href="https://econsultancy.com/blog/67898-how-can-we-improve-content-discovery-networks-a-study-of-clickbait/">beyond the click</a>. It is not enough that visitors simply arrive at a page (to be served an impression). The success of content and the success of advertising are entwined.</p> <p><strong>2020 quote:</strong></p> <blockquote> <p>...by focusing on subscribers, The Times will also maintain a stronger advertising business than many other publications. Advertisers crave engagement: readers who linger on content and who return repeatedly.</p> </blockquote> <h3>5. Don't automatically think 'blog post'</h3> <p style="font-weight: normal;"><a href="https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing/">Digital formats</a> must be created to suit your readers' digital habits. In the case of the NYT this includes morning briefing emails, but the newspaper admits it needs to add to its range of distinctive digital formats.</p> <p style="font-weight: normal;"><strong>2020 quote:</strong></p> <blockquote style="font-weight: normal;"> <p>The briefings are in many ways a digital manifestation of a daily newspaper: They take advantage of the available technology and our curatorial judgment to explain the world to readers on a frequent, predictable rhythm that matches the patterns of readers’ lives.</p> <p>We need more innovations like the briefings. We have dozens of regularly appearing features built for the print edition but not enough for a digital ecosystem. We need more journalistic forms that make The Times a habit by frequently enlightening readers on major running stories, through email newsletters, alerts, FAQs, scoreboards, audio, video and forms yet to be invented.</p> </blockquote> <p><img src="https://assets.econsultancy.com/images/0008/3336/Screen_Shot_2017-01-23_at_18.19.13.jpg" alt="content formats" width="450" height="626"></p> <h3>6. Digital formats often require a conversational writing style</h3> <p>The third person will always have its uses but increasingly digital demands something a little more personal. Even at the NYT.</p> <p><strong>2020 quote:</strong> </p> <blockquote> <p>These [new digital formats such as briefings] are not only consistent with our readers’ habits, but they also naturally encourage our journalists to use a less institutional and more conversational writing style. Our journalists comfortably use this style on social media, television and radio, and it is consistent with the lingua franca of the Internet.</p> <p>...In our own report, however, we still do not use this more approachable writing style often enough, and, when we do, we too often equate it with the first-person voice. The Times has rightly become more comfortable with the first person, but clear, conversational writing does not depend on it.</p> </blockquote> <h3>7. Text often needs a visual</h3> <p>Though you may convince yourself that Google reads text very nicely and that readers will arrive at your content on the promise of a headline and a header image alone, this is lazy thinking.</p> <p>Visuals are needed to explain, to sell, to please, to interrupt, etc. NYT journalists have traditionally had little involvement with visuals, but that has had to change as restrictions on imagery fall away with the print format.</p> <p>Photographers and graphic designers should be more greatly involved during the creation of content.</p> <p><strong>2020 quote:</strong></p> <blockquote> <p>Too much of our daily report remains dominated by long strings of text.</p> <p>An example of the problem: When we ran a story in 2016 about the roiling debate over subway routes in New York, a reader mocked us in the comments for not including a simple map of the train line at the heart of the debate.</p> </blockquote> <h3>8. Staff must know their mission</h3> <p style="font-weight: normal;">At the NYT the vision for each department is split into three area: journalism (aka product), audience (aka customer) and ops. Content creators need to be clear on their remit.</p> <p style="font-weight: normal;"><strong>2020 quote:</strong></p> <blockquote> <p style="font-weight: normal;">Every department should have a clear vision that is well understood by its staff.</p> </blockquote> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0008/3340/New_York_Times_newsroom.jpg" alt="nyt newsroom" width="550" height="413"></p> <h3>9. Collaborate X3</h3> <p>Collaboration is perhaps the most important word for organisations seeking to transform their business for, and through, digital. Changing processes and workflows to bring people together is imperative.</p> <p><strong>2020 quote:</strong></p> <blockquote> <p>The newsroom and our product teams should work together more closely.</p> <p>The central flaw in the current setup is that the newsroom ends up focusing on short-term problem solving (How do we make today’s report excellent?), while the product teams focus on longer-term questions (What’s the best future news experience?).</p> </blockquote> <h3>10. Redefine success</h3> <p>The last word should probably be about the 'views' metric, the cross that, until now, digital publishing and advertising has had to bear. Redefining success means tackling this metric, something the NYT is attempting.</p> <p>Though no metric is perfect, assessing the ability of content to both attract <em>and</em> retain customers is a must.</p> <p><strong>2020 quote:</strong></p> <blockquote> <p>The data and audience insights group, under Laura Evans, is in the latter stages of creating a more sophisticated metric than pageviews, one that tries to measure an article’s value to attracting and retaining subscribers. This metric seems a promising alternative to pageviews.</p> </blockquote> tag:econsultancy.com,2008:BlogPost/68714 2017-01-18T15:03:00+00:00 2017-01-18T15:03:00+00:00 12 evergreen resources for content managers Ben Davis <h3>1. James Carson's 24 ingredients for a delicious content strategy</h3> <p>James is head of SEO and social media at The Telegraph Media Group. Back in April 2014, he wrote a long and detailed article for Econsultancy containing plenty of advice on setting your content strategy.</p> <p><a href="https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategy/">Read the article in full</a> before you do your own analytics refresh, content audit, workflow planning and distribution review.</p> <p><img src="https://assets.econsultancy.com/images/0004/7444/process.jpg" alt="content strategy" width="615" height="322"></p> <h3>Chris Lake's beautiful content marketing prompts</h3> <p>Former editor and innovation head Chris Lake has now moved on to creating his own content-oriented startup. But you can still bask in three of his beautiful memory aids.</p> <p><strong>2. A Smorgasbord of content marketing metrics</strong></p> <p>Read a few added notes from Lakey in his <a href="https://econsultancy.com/blog/65443-a-smorgasbord-of-content-marketing-metrics/">accompanying blog post</a>.</p> <p><em>Click to enlarge</em></p> <p><a href="https://assets.econsultancy.com/images/0005/3198/A_Smorgasbord_of_Content_Marketing_Metrics_.png"><strong><img src="https://assets.econsultancy.com/images/0008/3150/a_smorgasbord_of_content_marketing_metrics_-blog-full.jpg" alt="content metrics" width="615" height="1573"></strong></a></p> <p><strong>3. The Content Marketing Team Matrix</strong></p> <p>What does a brilliant content team look like? Lakey envisages it in this matrix. Again, <a href="https://econsultancy.com/blog/65369-introducing-the-content-marketing-team-matrix/">read his explanatory notes for more context</a>.</p> <p><em>Click to enlarge</em></p> <p><a href="https://assets.econsultancy.com/images/0005/2021/Screen_Shot_2014-08-27_at_11.41.33.png"><img src="https://assets.econsultancy.com/images/resized/0005/2021/screen_shot_2014-08-27_at_11.41.33-blog-full.png" alt="content team matrix" width="615" height="778"></a></p> <p><strong>4. The Periodic Table of Content Marketing</strong></p> <p>Lakey splits the table into strategy, formats, content types, platforms, metrics, goals, sharing triggers and checklists. No word on which are solids at room temperature, but you can use your imagination for that. <a href="https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing/">Read more</a> in the accompanying article.</p> <p><em>Click to enlarge</em></p> <p><a href="https://assets.econsultancy.com/images/0004/5832/The_Periodic_Table_of_Content_Marketing.png"><img src="https://assets.econsultancy.com/images/resized/0004/5829/the_perdiodic_table_of_content_marketing-blog-full.png" alt="periodic table of content" width="615" height="387"></a></p> <h3>5. Graham Charlton's 15 indispensable content marketing tips</h3> <p>Forget the frameworks and the visualisations, <a href="https://econsultancy.com/blog/65003-15-indispensable-content-marketing-tips/">Graham gives some straightforward and easy-to-follow advice</a> based on many years as Econsultancy editor and more than 2,000 Econsultancy articles written.</p> <p><img src="https://assets.econsultancy.com/images/0006/4194/Quartz_Curve.jpg" alt="word count success" width="520" height="383"></p> <h3>6. Econsultancy's Content Marketing Digital Template Files</h3> <p>Our template files are available to subscribers. The whole bundle covers a variety of channels and disciplines, including content marketing, written by James Gurd.</p> <p>Contents include:</p> <ul> <li>Content Requirements Briefing Document</li> <li>Content Marketing Calendar</li> <li>SEO Checklist</li> <li>A Guide to Maximising the Reach of Your Content Assets</li> <li>Guide to Integrating Content into Your Website</li> </ul> <p><a href="https://econsultancy.com/reports/content-marketing-digital-marketing-template-files/">Get it here.</a></p> <p><img src="https://assets.econsultancy.com/images/resized/0002/1486/content-marketing-templates-report-full.png" alt="template files" width="464" height="348"></p> <h3>7. 25 things Econsultancy looks for when hiring writers </h3> <p>Some snack-sized advice on the <a href="https://econsultancy.com/blog/7405-the-25-things-econsultancy-looks-for-when-hiring-writers/">skills that wannabe writers should develop</a>. We're not recruiting at time if writing, but others are, and this is a pragmatic and inspiring list.</p> <h3>8. A content manager’s practical guide to doing just enough SEO</h3> <p>New to SEO? <a href="https://econsultancy.com/blog/66971-a-content-manager-s-practical-guide-to-doing-just-enough-seo/%20">Here are some beginners' tips</a> to keep your site ticking over.</p> <h3>9. Christopher Ratcliff's 17 fantastically useful tools for content writers and bloggers</h3> <p>Stuck for inspiration, want to improve the quality of your writing, want to write some fun lorum ipsum?</p> <p>Chris Ratcliff details <a href="https://econsultancy.com/blog/66187-17-fantastically-useful-tools-for-content-writers-and-bloggers/">17 useful tools</a>.</p> <p><img src="https://assets.econsultancy.com/images/0006/0824/The_Readability_Test_Tool.png" alt="readability test" width="537" height="565"> </p> <h3>10. The A-Z of online copywriting</h3> <p><a href="https://econsultancy.com/blog/4299-the-a-to-z-of-online-copywriting/">This post</a> is more than seven years old. How can it possibly be relevant? Well, it really is.</p> <p>Lakey, again, gives sterling tips, from the inverted pyramid technique to the outdated folly of keyword stuffing.</p> <h3>11. Jack Simpson's online copywriting no-nos</h3> <p>Jack details <a href="https://econsultancy.com/blog/67708-10-common-online-copywriting-mistakes/">10 common online copywriting mistakes</a>. Better read it and check you haven't transgressed. </p> <h3>12. Subscribers can read more of Econsultancy's detailed reports on content strategy</h3> <p>These include:</p> <ul> <li><a href="https://econsultancy.com/reports/the-future-of-content-marketing/">The Future of Content Strategy</a></li> <li><a href="https://econsultancy.com/reports/digital-content-strategy-best-practice-guide/">Digital Content Strategy - Best Practice Guide</a></li> <li><a href="https://econsultancy.com/reports/implementing-content-strategy-digital-best-practice/">Implementing Content Strategy: Digital Best Practice</a></li> </ul> <p>Training is also available via our <a href="https://econsultancy.com/training/courses/content-strategy-editorial-planning-content-calendars-training/">one-day Content Strategy, Editorial Planning &amp; Content Calendars training course</a>.</p> tag:econsultancy.com,2008:BlogPost/68669 2017-01-04T15:08:58+00:00 2017-01-04T15:08:58+00:00 What New Year's resolutions would you like an Econsultancy blogger to make? Ben Davis <h3>Avoid claiming best practice</h3> <p>Best practice is not absolute. We cannot claim any marketing practice is 'best' without defining the context i.e. the sector and the company involved, the country, the price point etc.</p> <p>Marketing is horses for courses, that's what makes it interesting.</p> <h3>Go easy on the listicles</h3> <p style="font-weight: normal;">Listicles proved popular yet again in 2016. However, retweets aside, we saw more more engagement with articles that discussed a controversial viewpoint or answered a question, such as:</p> <ul> <li> <a href="https://econsultancy.com/blog/67466-why-do-chinese-websites-look-so-busy">Why do Chinese websites look so busy</a>?</li> <li><a href="https://econsultancy.com/blog/67394-why-ecommerce-retailers-should-never-place-products-on-the-homepage/">Why ecommerce retailers should never place products on the homepage</a></li> <li><a href="https://econsultancy.com/blog/67426-why-the-brands-as-publishers-trend-is-utter-nonsense/">Why the brands as publishers trend is utter nonsense</a></li> </ul> <p>This kind of engagement may ultimately be more valuable than the mere view counts that listicles provide.</p> <h3>Maintain a healthy scepticism</h3> <p>Healthy scepticism is a fine balance to strike - straying neither into unalloyed enthusiasm nor click-bait naysaying.</p> <h3>Stop chasing search traffic</h3> <p>Ranking well in search should be an indicator of user-friendly and relevant content. However, are you trying to rank for the wrong terms, just because you know you can grab a share of their traffic?</p> <p>There are a number of articles on the Econsultancy blog that consistently pull in traffic but aren't necessarily aligned with our strategy or our audience. The danger is that we try to replicate their success and reduce the distinctiveness or usefulness of our output.</p> <h3>Avoid woolly words</h3> <p>Words that served a purpose but are now starting to feel obsolete include <em>multichannel</em>, <em>mobile marketing</em> and <em>agile</em>.</p> <h3>Be wary of PR case studies</h3> <p>We've all seen the case studies produced by technology providers which claim an enormous percentage uplift in conversion.</p> <p>These claims often seem huge because they compare one generation of technology with the next, or because of <a href="https://en.wikipedia.org/wiki/Novelty_effect">the novelty effect</a>.</p> <h3>Stop asking rhetorical questions</h3> <p><a href="https://en.wikipedia.org/wiki/Betteridge's_law_of_headlines">Betteridge's humorous law of journalism</a> says that whenever a headline ends in a question mark, the answer is no.</p> <p>We should bear that in mind and not ask questions merely for effect. When we do ask a question in a headline, we should at least attempt to answer it.</p> <h3>Give examples</h3> <p>Theory is boring and isn't always borne out in practice. Including examples when discussing marketing concepts will help enliven any article.</p> <h3>Keep an eye out for banned words</h3> <p>Here at Econsultancy we enjoying listing all the words that enrage us (see posts <a href="https://econsultancy.com/blog/66631-20-banned-words-from-the-econsultancy-blog-and-their-alternatives/">by Christopher Ratcliff</a> and <a href="https://econsultancy.com/blog/61996-20-heinous-examples-of-pr-and-social-media-jargon/">Graham Charlton</a>). </p> <p>I recently added to the collection with <em><a href="https://econsultancy.com/blog/68529-10-horrible-words-phrases-that-consultants-need-to-cut-out/">10 horrible words and phrases that consultants need to cut out</a>. </em>Needless to say, I want to avoid being hoisted by my own petard.</p> <h3>Don't focus too often on social media</h3> <p>I recently wrote an article about <a href="https://econsultancy.com/blog/68670-digital-fallacies-we-should-forget-in-2017/">fallacies of digital</a>, one of which is that social media is very important.</p> <p>Social media has its place, but it is often over-represented in the media because it's a topic we know our readers can easily relate to.</p> <h3>Avoiding the hype train</h3> <p>VR, IoT, AI, AR, they all have their place, just like social media. But let's not get carried away.</p> <h3>Give more consideration to the offline and analogue</h3> <p>Digital marketing is increasingly a tautology of sorts, or at least a wasted modifier. Therefore it stands to reason that Econsultancy should cover the offline, the whole gamut of marketing.</p> <p>We've always done this to some extent but should attempt to address marketers in the round, no matter what their expertise.</p> <h3>Link to primary research</h3> <p>A stat is just a number unless the reader knows the source and can view the methodology used to calculate it.</p> <p>Too often, stats are given without appropriate comment on sample sizes and demographics. </p> <h3>Produce more industry-specific articles</h3> <p>It could be said that we focus too much on retail. It's a very important sector, of course, but may be over-represented (like social media) because our writers and readers are familiar with it.</p> <p>Expect to see us bringing you more from the worlds of finance, travel, pharma, and beyond.</p> <h3>Write with greater style</h3> <p>Style can make or break an article. Too much is boorish, too little is boring.</p> <p>What the most read authors in marketing and advertising (Trott, Ritson etc.) have in common is a firm viewpoint and a skill for storytelling.</p> <p>This isn't always required, but a little flavour might just perk up our coverage.</p> <p><strong><em>Those are the resolutions that spring to mind as a writer for Econsultancy. Do you have any of your own, for me, or as a blogger yourself?</em></strong></p> tag:econsultancy.com,2008:Report/1980 2017-01-01T00:00:00+00:00 2017-01-01T00:00:00+00:00 Digital Intelligence Briefings Econsultancy <h3>Download the latest Digital Intelligence Briefing (2017 Digital Trends) <a title="Digital Intelligence Briefing: 2017 Digital Trends" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends/">here</a>.</h3> <p>Econsultancy's <strong>Digital Intelligence Briefings </strong>look at some of the most important trends affecting the marketing landscape.</p> <p>Marketers around the world are surveyed on a regular basis to give an accurate bellwether of trends that matter to marketers. Each year kicks off with a broader view on where marketers are focusing their attention. For the rest of the year, Econsultancy’s Research Team dig into some of the key trends to add depth and insight.</p> <p>These reports will benefit senior marketers with budget and planning responsibility who wish to benchmark themselves against their industry peers. They provide many stats and data points to assist with business cases, presentations and client pitches.</p> <p>The Digital Intelligence Briefings are sponsored by <a title="Adobe" href="http://www.adobe.com/solutions/digital-marketing.html">Adobe</a>.</p> <p><strong>2017</strong></p> <ul> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends/">2017 Digital Trends</a></li> </ul> <p><strong>2016</strong></p> <ul> <li><a title="Quarterly Digital Intelligence Briefing: 2016 Digital Trends" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">2016 Digital Trends</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Pursuit of Data-Driven Maturity" href="https://www.econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-pursuit-of-data-driven-maturity/">The Pursuit of Data-Driven Maturity</a></li> <li><a title="Digital Intelligence Briefing: Taking Advantage of the Mobile Opportunity" href="https://econsultancy.com/reports/digital-intelligence-briefing-taking-advantage-of-the-mobile-opportunity/">Taking Advantage of the Mobile Opportunity</a></li> <li><a title="Digital Intelligence Briefing: Succeeding in the Omnichannel Age" href="https://econsultancy.com/reports/digital-intelligence-briefing-succeeding-in-the-omnichannel-age/">Succeeding in the Omnichannel Age</a></li> </ul> <p><strong>2015</strong></p> <ul> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2015-digital-trends/">2015 Digital Trends</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Quest for Mobile Excellence" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-quest-for-mobile-excellence">The Quest for Mobile Excellence</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Multichannel Reality" href="https://econsultancy.com/reports/the-multichannel-reality/">The Multichannel Reality</a></li> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-cx-challenge/">The CX Challenge</a></li> </ul> <p><strong>2014</strong></p> <ul> <li><a title="Quarterly Digital Intelligence Briefing: 2014 Digital Trends" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends">Digital Trends for 2014</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Finding the Path to Mobile Maturity" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-finding-the-path-to-mobile-maturity">Finding the Path to Mobile Maturity</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Delivering Digital Experiences" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-delivering-digital-experiences">Delivering Digital Experiences</a></li> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-why-marketing-should-be-personal/">Why Marketing Should Be Personal</a></li> </ul> <p><strong>2013</strong></p> <ul> <li> <a title="Quarterly Digital Intelligence Briefing: Digital Trends for 2013" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013">Digital Trends for 2013</a> </li> <li> <a title="Quarterly Digital Intelligence Briefing: From Content Management to Customer Experience Management" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-from-content-management-to-customer-experience-management">From Content Management to Customer Experience Management</a> </li> <li><a title="Quarterly Digital Intelligence Briefing: Optimising Paid Media" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-optimising-paid-media">Optimising Paid Media</a></li> <li><a title="Channels in Concert: Trends in Integrated Marketing" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-integrated-marketing">Trends in Integrated Marketing</a></li> </ul> <p><strong>2012</strong></p> <ul> <li><a title="Digital Trends for 2012" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2012/">Digital Trends for 2012</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Personalisation, Trust and Return on Investment" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-personalisation-trust-and-roi">Personalisation, Trust and Return on Investment</a></li> <li><a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-managing-and-measuring-social">Managing and Measuring Social</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Making Sense of Marketing Attribution" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-making-sense-of-marketing-attribution">Making Sense of Marketing Attribution</a></li> </ul> <p><strong>2011</strong></p> <ul> <li><a title="Digital Trends for 2011" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-q2-2011">Digital Trends for 2011</a></li> <li><a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-q3-2011">Impact of Marketing Technology on Business</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Social Data" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-social-data">Social Data</a></li> </ul> <p><em>All reports are free to download as part of an Econsultancy subscription.</em></p> <h3><strong>More trends analysis from Econsultancy</strong></h3> <p>Enterprise subscribers also have access to <a title="Econsultancy Digital Shift" href="https://econsultancy.com/reports/digital-shift">Digital Shift</a>, a quarterly service which curates and interprets the most important developments, trends and innovation. Our aim? To make it simple for you to keep track of the key developments in digital technology and marketing. </p> <h4>Find out more about Econsultancy subscriptions</h4> <p>Email us on <a href="mailto:subscriptions@econsultancy.com">subscriptions@econsultancy.com</a>.</p> <p>Or call your local team:</p> <ul> <li>EMEA: Paul Simmons, +44 (0)20 3199 7118</li> <li>Americas: Alex Nodell, +1 212 971 0631</li> <li>APAC: Jefrey Gomez, +65 6653 1911</li> </ul> tag:econsultancy.com,2008:BlogPost/68607 2016-12-08T11:33:00+00:00 2016-12-08T11:33:00+00:00 The art of the emoji: How and when brands should use them Rebecca Baines <p><a>Fast-forward 17 years and it’s now thought that </a><a href="https://www.emarketer.com/Article/Who-Needs-Words-You-Have-Emojis/1012466">6bn emojis</a> are sent every day via mobile messaging apps. But they aren’t just being used by Generation Z – Baby Boomers are getting in on the act, too.</p> <p><a href="http://www.prweek.com/article/1357615/mcdonalds-ikea-7-best-emoji-marketing-campaigns">Four in five 18-65 year olds</a> are said to use them on a regular basis and <a href="http://www.prweek.com/article/1357615/mcdonalds-ikea-7-best-emoji-marketing-campaigns">72% of 18-25 year olds</a> find it easier to express emotion through emojis rather than through the written word. </p> <p>With a whole new visual world seemingly at more than one generation’s fingertips, what does this mean for brands?</p> <h4>Connecting with your audience</h4> <p>Latching onto this new digital language is more than useful for brands who want to engage with an online audience. The simplistic style of messaging helps companies speak to their audience on their own terms – whether via social, email or content.</p> <p>A study from Socialbakers analysed the top 500 brands and <a href="https://www.socialbakers.com/blog/2510-emoji-marketing-is-growing-fast">found that 59%</a> of them included emojis in their tweets, while 40% also featured them in Facebook posts.</p> <p>It’s reported that including an emoji in a tweet can <a href="http://www.wordstream.com/blog/ws/2015/11/19/twitter-emoji">increase engagement by 25.4%</a>, while using them in a Facebook post can <a href="https://www.zazzlemedia.co.uk/blog/facebook-edgerank-and-engagement/">increase Likes by 57% and comments and shares by 33%.</a> Not bad for a simple cartoon.</p> <p>But how should brands use them? There’s plenty to think about.</p> <h4>Things to do</h4> <ul> <li>Know an emoji’s meaning – it’s an easy way to make a digital blunder. Just one misuse of the aubergine can open an unwanted can of worms.</li> <li>Make use of the emojis already widely available on the emoji keyboard – they don’t always have to be bespoke to your brand.</li> <li>Only use emojis when appropriate – examine the context of your emoji use before pressing send. If it’s regarding a serious topic, it may be best to stick to traditional methods before plunging down the emoji route.</li> <li>Keep it relevant to your audience – look at your demographics and figure out whether you think emojis will allow you to connect with your audience. Make sure you roll out A/B testing too, to make sure emojis will work for you.</li> </ul> <h4>Things not to do</h4> <ul> <li>Don’t go overboard – yes it is a popular method of communicating with audiences, particularly younger generations, but an overuse can seem patronising and cause emoji fatigue.</li> <li>Take care when creating custom-made emojis - while they may be more tailored to your brand, they may miss the mark with your audience. You need to create emojis that can be used on a regular basis. </li> </ul> <p>So which brands are brandishing emojis successfully?</p> <h4>WWF: #EndangeredEmoji</h4> <p>The wildlife organisation created an <a href="http://endangeredemoji.com/">#EndangeredEmoji</a> campaign on Twitter in a bid to raise awareness and help save animals from extinction.</p> <p>To reach a younger audience, WWF felt it needed to take a light-hearted approach – and using emojis was the way in. WWF finds that social media campaigns can be up to 60% more effective than traditional advertising campaigns – so what better way to reach its audience?</p> <p>17 emojis from the emoji alphabet were used for the campaign after WWF found that they suitably represented endangered species, with users encouraged to donate 10p every time they retweeted one.</p> <p>The clever campaign sought to test the waters with social fundraising – to much success, may I add. This particular campaign triggered more than 500,000 social mentions and 59,000 signups.</p> <p><img src="https://assets.econsultancy.com/images/0008/2119/animals.png" alt="" width="600" height="300"></p> <h4>Pepsi: #PepsiMoji</h4> <p>The famous drinks brand launched an <a href="http://design.pepsico.com/pepsimoji.php#section1">international campaign</a> this year to support its new packaging - #PepsiMoji. Pepsi’s idea was to use 600+ bespoke emojis on more than 1bn of its bottles and cans so that consumers could share a message.</p> <p>Cleverly, the concept works on the fact that emojis are a universal language that can be shared and used all around the world.</p> <p>Pepsi has leveraged every channel it could think of as multiple springboards for the campaign – partnering with Moschino fashion legend Jeremy Scott to design accompanying emoji-inspired sunglasses, working with top-end photographers for a series of real-life imagery and creating five-second TV ads and longer films for digital viewing.  </p> <p><img src="https://assets.econsultancy.com/images/0008/2120/story-pepsimoji-01-mobile.png" alt="" width="600" height="600"></p> <h4>Star Wars: The Force Awakens</h4> <p>The mega movie franchise partnered with Twitter for the much anticipated release of Star Wars: The Force Awakens, creating special Star Wars-themed emojis that appeared when people used hashtags related to the film.</p> <p>Thanks to its mammoth fan base, the campaign happily lapped up 17,000 tweets per minute at its peak.</p> <p>But it didn’t end there. To mark the release of the film on DVD and Blu-ray, Disney reshot <a href="https://www.youtube.com/watch?v=adgnlbRWo_Y">Star Wars: The Force Awakens</a> using emojis to tell its story, netting more than 2.5m YouTube views.</p> <p><img src="https://assets.econsultancy.com/images/0008/2121/SW_Celebration_Emoji5DB448.0.jpg" alt="" width="600" height="300"></p> <h4>Corona Extra: #RaiseSummer</h4> <p>This summer, Corona introduced the #RaiseSummer campaign using – you guessed it – emojis.</p> <p>Targeting over 21s on Twitter who use iconic summer emojis such as the smiley sunglasses face or beer mugs, @coronaextrausa tracked these and responded to the user automatically with a unique, customised GIF featuring emojis and a bespoke Corona Extra bottle emoji.</p> <p>The brand was quick to make the most of Twitter’s newly unveiled emoji targeting platform and enhanced the campaign with paid media, too.</p> <p><img src="https://assets.econsultancy.com/images/0008/2118/screen-shot-2016-08-17-at-43939-pm_ekCIXa6.png" alt="" width="600" height="375"></p> <h4><a>Key takeaway</a></h4> <p>All this tells us is one thing - it’s important for brands to consider changing the ways in which they talk to their target audience and embrace this new form of communication, rather than persisting with run-of-the-mill methods.<a name="_msoanchor_3"></a> </p> <p>However, be careful not to take your emoji use too far – there’s a time and a place.</p>