Author: James Carson

James Carson

James Carson is a content strategy consultancy based in London and a contributor to Econsultancy. You can follow him on Twitter and connect on LinkedIn.

Four common ecommerce blogging mistakes and how to avoid them

Fashion ecommerce and lifestyle blogging seems like a match made in heaven, but very few are getting it right.

Here are four common mistakes and how you can avoid them. 

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Multimedia content strategy: integrating your content platforms

In this final part of the multimedia content strategy series, it’s time to think about how these concepts fit into our different content publishing platforms. 

In the last two instalments of this series, I’ve talked about customer journey, big ideascontent formats, and size.

Now, in this final part, it’s time to think about how these concepts fit into our different content publishing platforms.

We need to consider where our different content pieces will be published, and how this effects our interaction with the customer journey.

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Multimedia content strategy: considering different formats & sizes

In the first part of this series, you would have run through the methods for mapping the customer journey and big ideas.

Once you’ve worked out these, you need to work out how you can meet the customer needs or wants through different content formats. 

It’s better to think beyond the blog and consider all the different channels that you can reach the customer on, and think to their particular advantages.

In the next part, I’ll talk more about the distribution of these formats on different platforms.

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Multimedia content strategy: the customer journey and the big honking idea

Most digital marketers have probably spent some considerable time scratching their heads about how they can make their content more effective this year and beyond.

If you’re one of these people, then read on, because in this series I will be explaining the notion of ‘Multimedia Content Strategy’.

That’s not just another buzz-phrase – it’s a way to define content strategy beyond just simply having some content on your site, like a blog or series of product pages, and expecting them to deliver.

This series will show you how to better integrate your efforts, using one idea to push content seamlessly across different customer touchpoints and give them real purpose.

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The 24 ingredients for a delicious content strategy

In content strategy, people often focus on the most obvious part (the content creation) and don’t quite realise that there’s a lot more to it.

Content strategy is a big picture that is made up of four main ‘blocks’. A burger (content) can be quite nice, but on its own it’s just a meatloaf. You need the bun, the cheese and the sauce to make it really tasty.

These parts all work together, and are made up of smaller ‘ingredients’ to make the whole.

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Content marketing is a revolution, all the way back to (native) advertising

Content marketing costs less than advertising, and more people engage with it.

It sounds like a revolution but actually there are some rather unkind hidden truths in all of this.

Much like the pigs at the end of Animal Farm, with the evil predecessor gone, what’s replaced it looks… very similar indeed.

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The irresistible rise of the quantified self and life logging

'The quantified self' is a loose term, springing up from the proliferation of smart phone technology and life logging applications.

While it's now in a coming of age stage of more mainstream interest, it could herald a dramatic revolution in how we measure our own lives, and how long we live for... 

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The Death of the Author 2.0

With Google's Authorship program, you might be tempted to think authors are on the up.

But maybe not. There are quite a number of reasons why authors are as dead as they ever have been.

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How new Google Plus features can help you create great content. Part one: image editing

Google Plus has announced a host of new image editing features, which integrate the brilliant Snapseed application into the social network.

There's also an 'awesome' twist with the addition of animated gifs for sequence photos. A collection of useful tools for anyone who wants to use original imagery in their content. 

On Wednesday Google+ announced a host of improvements. For me, involved in the content side of things, I was particularly interested in the new image features, particularly after hearing that they'd integrated the excellent Snapseed app

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TL DR

TL;DR: people don’t really read on the web and what you should do about it

TL DR

Content marketing teams are on the hunt for great writers, but before we go on a hiring spree, we need to ask if anyone actually reads!

Publishing sites such as The Oatmeal and Buzzfeed have grown rapidly without a whole lot of text, while image curation platforms such as Tumblr, Pinterest and Instagram have exploded in the last few years.

Let's remember: there's more to content marketing than good writers!

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Is Google’s AuthorRank just a myth?

This time last year, I took some time to research the topic of rel="author" for a quick fire talk at BrightonSEO.

This led me to some interesting conclusions around the future of Authorship and its relationship with search engines, particularly in the realms of authors being ranked within a system, which has come to be known as 'AuthorRank'.

It has been a full 18 months since we saw the release of Authorship, but in that time, it appears many people in the industry genuinely believe that AuthorRank is in effect.

In reality, they are two different things, and the latter has actually been coined from within the SEO industry – taking from an earlier patent named “Agent Rank”. My argument is that AuthorRank’s role has been overstated, and any potential effect is being overhyped.

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Prince William and the Duchess of Cambridge

Five celebrity social search takeaways for your content strategy

I spent the best part of the last three years focused on assisting editorial teams in driving traffic through celebrity searches.

It was fast paced, breaking, and quite often absurd. It is also possibly the most transient search vertical of them all, with the fickle nature of celebrity appeal rising and falling in rapid media driven spikes.

In such a rapidly changing and often odd market, you need to be prepared, so here are five celebrity search takeaways that can translate to real life. 

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