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Author: Andrew Warren-Payne
Andrew Warren-Payne is a senior research analyst at Econsultancy where he works on producing industry-leading research, briefings, and best practice guides for the digital marketing industry, including the Top 100 Digital Agencies report. In addition to this, Andrew has helped a broad range of organisations develop their marketing strategies through bespoke research and analysis.
Prior to working at Econsultancy, Andrew worked with start-ups in both London and Seattle with their digital marketing efforts and worked as an independent affiliate marketer.
The report, sponsored by Adobe, details the challenges faced by agencies within the region, in particular its diversity, the struggle clients face in choosing supply-side offerings, a fragmenting customer landscape and a lack of suitable talent.
While this is countered by the huge opportunities present within a huge and digitalising region, the report states that agencies which fail to address these challenges are unlikely to succeed in the long term.
The research, which focuses on the Asia-Pacific (APAC) region, is a follow-up to the first Progression of Agency Value report written by Neil Perkin and published in 2012.
Google's continuing moves to penalise marketers ‘chasing the algorithm’, and to reward those who produce useful and valuable content, is one of the principal reasons why content marketing has emerged as a hot topic over the past 18 months.
The majority of marketers surveyed in our Content Marketing Survey Report (produced in associated with Outbrain) agreed with the statement that “Content marketing is becoming its own discipline, like SEO or email marketing”.
The question remains to be seen as to how content marketing and SEO will change, integrate and evolve over time, with some predicting the demise of SEO and others insisting that it will remain as its own discipline.
To find out more, and following last week's post on the expert view on content marketing, we asked a selection of marketers how they "see the relationship between content marketing and SEO evolving over the next few months?” Their answers, some of which do conflict, are below…
Since the launch of our Content Marketing Survey Report, produced in association with Outbrain, the topic has continued to fuel discussion throughout the industry, as brands struggle for the attention of consumers and marketers find it ever more difficult to reach the top of the search engines.
As 2013 begins, we asked a series of marketers for their thoughts on where content marketing is going and what brands and publishers have been doing particularly well.
Their insights are below, along with some video shot by Outbrain at the launch of the Content Marketing Survey Report late last year.
For our Content Marketing Survey Report, published in association with Outbrain, we asked over 1,300 members of the Econsultancy community for their views on content marketing.
While the dozens of charts and in-depth analysis provide an excellent foundation for understanding the state of content marketing, the real value came across in some of the qualitative responses provided.
One of the open-ended questions we asked was, “What single adjective or phrase would you use to describe the type of content which is most effective for marketing?”
Some of the most entertaining responses are provided below.
Sunday saw Felix Baumgartner pass the speed of sound as he broke a 52-year-old record for the highest recorded parachute jump.
While the act in itself was highly impressive, of interest to marketers was the way Red Bull achieved major exposure for its brand through this feat, making the headlines internationally and having eight million people watch the jump live.
The jump was not simply good PR, but something more. It was great content marketing, something that will become increasingly important, according to the recent Econsultancy/OutbrainContent Marketing Survey Report.
Here are some lessons we can take away from the jump.
On the research team at Econsultancy, before we put together our guides we often seek the input of professionals working at the sharp end of their field.
This was no different for our Paid Search Agencies Buyer’s Guide, where we asked leading specialists from paid search agencies to contribute some of their thoughts as to what has been happening within the industry.
As is always the case, we received far more input than we could put in our report, so we would like to share some of it here.
To provide the best advice, we approached people working at the coalface of paid search and bid management and offered them the opportunity to share their wisdom.
As usual, we received far more material than we could fit in the guide. Here are some of the expert tips to consider and pitfalls to avoid that will help you get the best possible success out of bid management technology.