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Chances are some sort of content marketing will be happening in your business.
After all, it’s a fairly nebulous term that covers digital marketing disciplines where there’s no media spend.
But while you might be doing content marketing, are you sure it’s working?
Buzzfeed has certainly arrived at the right place at the right time, taking advantage of an increasingly social web and curating a huge proportion of the content we see everyday in our news feeds.
Buzzfeed has more than 150m unique views every month, 15m unique views in the UK with 75% of these coming from social and more than half coming from mobile.
The creative director of Buzzfeed Philip Byrne talked at our Festival of Marketing event yesterday about the success of Buzzfeed and also gave advice for brands that want to partner with the publisher.
In early 2011 I put together a simple video for a friend's band for a song they made referencing a certain (lonely) dictator.
It was uploaded to YouTube and had been seen by a handful of people; however on December 17 that year the viewing figures suddenly skyrocketed.
The despot in question had died, and I was the unexpected beneficiary of some web traffic.
Something I had long forgotten about was suddenly being watched by thousands of people!
Brands as publishers is a popular mantra, but what does it really mean? Does it also mean that publishers can become brands that sell stuff?
Digital disruption has not been kind to established publishers.
Firstly, circulation of print media has declined due to the rise of social media, the explosion of freely available commoditised content (particularly in the lucrative celebrity market, in which the Mail Online is causing major disruption) and the slowness of the economic recovery.
Whether you like the phrase or not, content marketing is here to stay, and it works well.
It combines a number of disciplines, including editorial, social, SEO, PR and marketiing, and a well-planned content marketing strategy can help these teams to focus on long-term goals.
There has been a lot written and spoken about content marketing over the past couple of years, including on this blog.
Hre, I've rounded uo some of the best presentations on content strategy from SlideShare...
However as companies create more and more content in order to appeal to an ever-expanding range of customers and clients, the more internal and external obstacles they are faced with.
Although some companies have the budget to create their own content or outsource its production, the majority feel they don’t have the right organisation or internal structure to utilise the content properly. Retrieving the right content, promoting the content sufficiently and measuring its effectiveness are all major problems that companies are facing right now.
It doesn’t help that channels where content marketing has previously worked before, Facebook’s news feed for instance, are being tweaked to make it tougher for branded content to appear in front of a company’s own audience.
MSLGROUP has recently published a survey entitled Curing the Content Headache in which 100 communications professionals from complex global organisations were asked in April 2014 about the current state of their content marketing strategies.
These are some of the results of that survey.
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.
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.
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.
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.
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.
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.
I’ve written a lot about content strategy over the past decade. I’ve also highlighted various niche tactics that can help content creators to succeed, as well as plenty of examples of excellent content. But I haven’t created many visualisations, and recently I have been keen to do one.
Surprisingly, nobody has yet created a periodic table for content marketing, so I thought I’d have a go.
Before I introduce it, allow me to doff my hat at Dmitri Mendeleev, who first published the periodic table of elements. I’ll also nod in the direction of Danny Sullivan, who created one based around SEO success factors.
Let me also say that I hope that this is helpful, as the world is awash with dubious infographics and I really didn’t want to produce something just for the sake of it.
The usual caveats apply: there will be obvious omissions, possibly duplicated symbols, and other schoolboy errors. I shall fix these things in a future iteration, so please raise a flag if you spot anything.
Ok then, let’s take a look at the table, and I’ll explain my thinking along the way…