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Doug Kessler, who runs B2B content agency Velocity, will be speaking at next month's Festival of Marketing.
Here, Doug talks about the content marketing backlash, the importance of quality, and the importance of tone of voice...
Social media plays such an important role in publishing that sharable and fun interactive content is now the way to elevate a piece from 'buzzy' to 'viral'.
Buzzfeed and The Guardian have proved masterful at this (for different reasons) but there are plenty of other publishers and organisations getting in on the act.
Here's just a few of them..
How do you create content that gets heard from within the maelstrom of online media?
Well, consumers are looking for trusted and credible sources of information. Partnering with influencers who already have the ear of a community can be a way to create trusted content and get it shared by the right people.
Do download the report to read in full, but first I thought I'd pick out my favourite tips.
What is travel?
Airbnb is certainly trying to define it, with the message that inclusion and community make for memorable experiences. We shouldn't stand for standard, the homogeneity of a hotel chain.
The internet in general is encouraging a fightback again corporate globalisation (though perhaps these are simply our death throes?), with everything from homespun craft available through Etsy and crowdsourced cycle routes on Strava.
I watched John Kearns perform recently (a storytelling comic that won the Edinburgh Comedy Award) and he had one line designed to show how much he wanted to return to a more personal world.
He spoke about seeing tourists in the more garish areas of London promoted by guidebooks, such as Picadilly Circus, and how he wanted to talk to each of them and tell them about the really niche and beautiful parts of London, often tucked in neighbourhoods that tourists never make it to.
I'm getting to the point here. lastminute.com has produced a lovely piece of content designed to show parts of London that only the discerning have discovered*. It's called 100 Things in London and it's a nice bit of content marketing.
Let's take a look and I'll attempt to point out why it should go well.
Digital transformation is a bit of a headache to read or write about.
That’s because discussion of organisational change often strays into the abstract, which, as anyone who has ever looked at twenty Kandinskys in a row can attest, is pretty boring.
That’s why I find Shell really interesting. At a recent event at the IAB, Shell’s global media manager spoke about the transformation of the company, but he did so in refreshingly simple terms.
Americo Sanchez Silva outlined some things Shell has done in digital recently that it hasn’t done before. This encouraged me to think of digital transformation as a war of attrition.
You need to know where your company can improve and then go ahead and do it.
Don’t get me wrong, I still understand that discussions about management, processes, skills, the board, culture etc. are all important, especially for such a large multinational company under one brand as Shell. However, sometimes it’s good to look at the wood, as well as the trees.
Here’s a selection of content marketing endeavours by some car brands.
I’m not sure I’ve ever been able to properly define content marketing and indeed my selections may stray between native advertising, brand advertising and bona fide content that feels rather more ‘agnostic’.
However, what’s certain is that all the content I’ve picked does more than simple advertorial.
Last week, as the world’s media dissected the details of the Apple Watch and iPhone 6, I spent an inspiring day mentoring at Seedcamp Week London, where some of Europe’s most promising new startups are immersed into the Seedcamp system of networks, learning, and capital raising.
The 28 startups taking part were getting ready to shake up a variety of sectors, from music, retail and design to healthcare, property and more.
I didn’t get to meet them all but I did spend time with two that are creating new digital marketing tools which piqued my interest.
What kind of content marketing metrics should you be measuring, to determine whether you have the right strategy in place? Which metrics are the best indicators of success?
Back in 2012 we published some research on attitudes to measuring content marketing. After surveying 1,300 marketers we found that unique visitors was the main metric used to determine whether content was successful, followed by views, and then time spent on site.
These are perfectly reasonable things to track, and they are meaningful to a point, but most businesses will only invest in things that affect profits and sales. With that in mind, views and visits might not be best thing to focus on.
So what are the best content marketing metrics to track? After all, there’s more to life than visitors and page impressions, right?
According to the Econsultancy / Responsys Marketing Budgets 2014 report, content marketing is the area in which companies are most likely to be increasing investment in the coming year, with 74% of companies indicating that they will spend more on this in the future.
These stats were reiterated during the Content Marketing and Native Advertising roundtable hosted at the Econsultancy office this week.
The attendees came from a wide range of companies and roles within the industry, and I wanted to share the key takeaways with you, along with some interesting statistics I found during my prior research.
Yesterday a new U2 album appeared magically in my iTunes folder and if you’re one of the 500m other iTunes users, it magically appeared in yours too.
Depending on your iCloud settings, it may even be fully downloaded and ready to play on your desktop and your iPhone. Thanks Apple. Thank you very much.
This article is a more level-headed and reasonable version of one I wrote yesterday for my own music website. Let’s see how a nights’ sleep alters my opinion.
Content marketing has often been labelled as storytelling. Indeed, content marketing authority Joe Pulizzi describes a theoretical head of content marketing position as the 'chief storyteller'.
However, too frequently, good storytelling is not on the agenda of those working in content.
The question is, why is this? What are the causes? And how do we become better storytellers with our digital content?
It’s the big one. The bout to beat them all: ‘The Rumble in the Jungle’. ‘The Thrilla in Manila’. ‘The Brawl for it All’… These will all seem like mere ‘Fisticuffs in Magaluf’ when this contest is over.
In the red corner, unsurprisingly… Red Bull, with its commitment to broadcasting the most extreme of escapades to a worldwide audience, including a whopping 3.7m YouTube subscribers and a high concept strategy of putting thrills and spills before energy drink sales.
In the blue corner, strapped head-to-toe in tiny cameras so viewers can witness every single punch in glorious high definition clarity… GoPro, with its intimidating dominance of social video, constant gracing of the top ten biggest brands on YouTube and an effortless ability to marry its products perfectly with its content.
Two giant brands. One arena that can barely contain them both and one glorious winner, turkey-trotting over the shattered bones of its crushed opponent.
I am but the lowly referee, cowering to avoid the blows, but too fascinated to look away. So let’s take a glance at these titans in the content marketing and social worlds and see which will be crowned the ultimate champion.