As part of developing a successful campaign, there some key drivers at the outset which can help to influence effectiveness, from the quality of the creative and understanding what works to targeting the right audience in the right channel. This section will explore the importance of creative effectiveness and the role that it plays in […]
For those organisations that have not clearly defined their content strategy, social media will continue to be a place where content is published with limited focus, and therefore, limited success. This chapter looks at how brands can achieve campaign goals by defining a focus for their content, before summarising the legal considerations marketers in social […]
Google has announced its first core update of 2024: the March Core Update, which it calls “an evolution in how we identify the helpfulness of content”. This will be accompanied by a spam update taking aim at persistent forms of spam that Google wants to eliminate. The core updates are designed to “surface the most […]
The starting place for this research was a recognition that content is more important in marketing than ever. With a clear understanding of its value, this chapter highlights how content strategy is evolving and key trends and opportunities marketers should pay attention to. Balancing brand building with activation Les Binet and Peter Field’s research into […]
Measurement is a fundamental part of data-driven marketing, enabling marketers to make more informed decisions and improve the effectiveness of their content strategies. Measuring content The Content Strategy Fundamentals chapter of this research stressed the need for continuous improvement and optimisation of content. Measurement should therefore be seen as a process that can feed into […]
Having a robust content ecosystem is a fundamental part of any content strategy. Marketers must consider distribution, formats and the customer journey when developing a schedule of content to meet different customer needs. Content distribution A well-recognised but effective model for content distribution, paid, owned and earned media offers a way of categorising channels and […]
From setting objectives and KPIs to developing tone of voice guidelines, there are several tried and tested methods for ensuring content strategies align with the rest of the business. Ensuring alignment and direction A number of interviewees for this research noted the importance but also the challenges around alignment in content strategy. Alignment can generate […]
The best content strategies will be based on customer understanding and informed by insight into the customer journey and the role content can play at every stage. An omnichannel approach to content As ‘omnichannel’ is an overused term, it is important to be clear about the differences between it and the similar term ‘multichannel’. Shopify […]
Once the context has been understood, it is time to start forming a strategy. To ensure those strategies are effective, marketers must first understand the fundamental elements of a good content strategy. The fundamentals of strategy In content strategy, it is important to be clear about the difference between a strategy and a plan. In […]
Before starting the process of developing a content strategy, it is important to be clear about what is meant by the terms associated with it and the context within which it operates. Defining content strategy ‘Content’ is a broad descriptor that may relate to any information, material or experience that is directed towards an audience […]
This research is designed to provide marketers with practical guidance on all aspects of content strategy. The role of content within marketing and digital marketing practice has never been more important than it is now, but it remains an area of constantly changing practice, with evolving dynamics around technology, content production and distribution, and customer […]
Image: Damien Mahoney, Nosto Damien Mahoney is the Chief Strategy Officer at Nosto, a role he took on in April 2023 following the acquisition of visual user-generated content (UGC) platform Stackla, where he was founder and CEO. “I still continue to focus on the success of this part of Nosto,” he explains, “assisting the team […]