Content Strategy

Marketing in 2018: Too tactical and not strategic enough?

Much is written about marketing ‘strategies’ and ‘tactics’, and these two terms are often used interchangeably.

Doing so is not usually a problem (we all know, for example, what search marketing is whether it’s called a strategy or a tactic), but it is useful to distinguish strategies and tactics when trying to identify marketing trends.

How ASOS is delighting shoppers with diversity

There are many reasons why people wax lyrical about their love for ASOS. 

With its slick user experience, super-fast delivery options, and massive online inventory – the ecommerce brand has become synonymous with must-have millennial fashion.

10 brands with hilariously funny product page copy

Quality product descriptions can make a huge difference to the ecommerce user experience. 

Not only can good copy nudge consumers and increase conversion rates, but it can also help to differentiate a brand. Humour is one effective way that brands can make product descriptions stand out, with an increasing number choosing to be quirky and fun rather than just informative.

Eight tips for a killer YouTube strategy

The likes of Instagram and Snapchat have presented a new way for brands to experiment with video, yet with 5bn videos being watched on its platform on a daily basis – YouTube is still the reigning king of visual content.

Recently, YouTube has been in the headlines, but not for the most positive reasons. On the back of controversy over brand safety and influencer wrong-doings, brands might be reconsidering how to navigate this increasingly confusing channel. 

Creating a podcast strategy: Five tips for brands

In 2005, Apple integrated podcasts into iTunes, and Steve Jobs referred to the channel as being like “TiVo for radio”. 

He believed podcasts were going to revolutionise the way people listened to radio programmes, just like digital recorders and streaming devices had begun to change the way people were watching television.

Why the Facebook News Feed update might be the wake-up call that marketers need

For those of you who missed it, on Jan 11, Facebook announced that it plans to alter its algorithm, so that you will see more from friends and families, and less from publishers and brands.

For marketers, this is, well, certainly worrying. How are you going to generate ROI if you can’t reach people? I’m sure we all remember the shitstorm around the decline in organic reach.

Charity websites must tackle content design & information architecture

Charities and third sector organisations face a number of challenges when it comes to web design. One of the most obvious is an abundance of content aimed at numerous different personas.

There are beneficiaries, volunteers, fundraisers, donors etc., all of whom need to find certain information on any given charity website.