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Posts tagged with Content

official blog

Six case studies that prove content marketing ROI isn't fictional

I probably don’t need to convince you of the value of content marketing as much has been written on the topic in the past few years.

However it can still be difficult to measure the precise ROI of content marketing, as one can’t simply point to a blog post or YouTube video and say it definitely led to someone making a purchase.

However there are methods of proving the value of content marketing to an organisation, as highlighted by these case studies.

And for more on this topic, download our content marketing periodic table or the skills matrix.

And head over to our new(ish) Case Study Database if you need further real world examples...

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What is experiential marketing and why do you need it?

Just when you think you’ve gotten to grips with every new phrase or buzzword in the world of digital marketing, another comes along to make you go “uhhhhhh...?”

During my first year at Econsultancy I’ve been making a point of writing beginner’s guides to any new terms or phrases I find particularly baffling, or that I might suspect other people may find baffling too. 

Today I’ll be looking at experiential marketing. A phrase I have repeatedly spell-checked more than any other. But first, some clarification is needed…

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ugg logo

Ugg launches silky new campaign but its approach to digital could improve

Ugg is launching a multimedia campaign, promoting its footwear as part of an idealised lifestyle.

Check out the video embedded below to get an idea of the brand position (the ad feels like a sort of gooey Guinness advert crossed with a Lands End catalogue).

With this new campaign afoot (no pun intended), I thought I’d take a look around the brand’s web presence and see how it stacks up.

The conclusion is that there's a lot to improve upon in Ugg's digital strategy. Part of maintaining a premium lifestyle brand is doing digital well. Having said that, no doubt the new campaign, with its well produced videos, will revitalise the brand if given enough media exposure.

For more on content in ecommerce, attend our Festival of Marketing, November 12-13th in London.

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tablets

Start Me Up! Readz: a drag-and-drop content creation platform

In short, Readz is a platform designed to spell the end for hosted PDFs.

It's a drag and drop content creation platform that can be used to produce magazines, reports, portfolios and the like.

I spoke to CEO and Founder, Bart De Pelsmaeker about the company and its journey.

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10 things affiliate networks can do to help content affiliates

This week I heard Helen Southgate, the MD of affilinet UK, speak at a performance marketing conference and say;

If affiliate networks don’t change they will gone in five years.

This isn’t another 'death of' post. The performance marketing sector is a £14 bn growth area.

There are pressures, though, and Helen isn’t wrong to urge change. I doubt anyone inside the industry would argue that there are no common demands that networks, agencies and in-house teams face.

One of those common issues is the feeling that there is untapped value in the large number of content affiliates available and a frustration this value is hard to reach.

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The ultimate guide to personalisation: content retargeting and engagement

Online shopping has become so much more than simply a place to buy.

Ecommerce websites are now places to curate brands and promote customer interaction and editorial content is a key tool to ensure consistent engagement for continued sales and results.

Here’s an overview of how you can use content to help increase conversion rates.

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Four inventive ways to distribute content

Post links on your social media channels, obviously. Put a teaser in your email newsletter, of course. Syndicate it through relevant recommendation platforms, OK then.

There are plenty of standard ways to get people to look at the content you publish and they all have their various merits in terms of generating awareness, traffic and leads.

The problem is that they also have their limitations. To really justify the investment you put into creating content, you want to get it in front of as many eyeballs as possible and often that means a bit of lateral thinking.

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hadrian's wall

What I’ve learnt from writing 333 blog posts on Econsultancy

333 is a good number. It was the year Constantine withdrew from Britain and ceased work on Hadrian’s Wall.

It’s also the number of Econsultancy blog posts I’ve written (this is post 334). So, I too have ceased work to share some things I’ve learned on the way.

I hope they are fun to read but also useful reminders.

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Viagra alternative advertorial

Native advertising: will there be a reader revolt?

Search for native advertising on the Guardian and you'll likely find this article.

The irony is almost unbearable. As Doug Kessler pointed out at FODM 2014 (all credit goes to Doug), he didn't find the Guardian's point of view on native advertising. He found this article in a paid-for position.

What does this mean for publishing and advertising? Keep reading and you'll find my rules for succeeding with native advertising.

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Death to content: long live the editor

If the saying goes that content is King, today’s warring agendas, varying competence and vulgar chaos would put Game of Thrones to shame.

In the effort to rule their industry, almost every player has ended up churning out the same old slurry by neglecting a key element of creating great stories.

It comes down to this: the world doesn’t need more content, it needs better editors.

A good editor establishes a fair, consistent point of view. They bring priorities, standards. They understand when to say no -- and why.

It’s a concept that (forgive me) Steve Jobs brought to Apple, and rings through its most heartfelt advertising.

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Red Bull Stratos content repurposing

Three brands that show the value of content repurposing

Repurposing content is a fundamental part of inbound marketing activity. Or it should be if it currently isn’t.

Repurposing content is relatively easy and doesn’t require a large amount of time or budget, but can be really effective.

Do you repurpose your content? If not then this post explains what it is, how it will benefit your brand, and then looks at examples of three brands who are Jedi masters at the practice.

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Six great Slideshare decks on content marketing and strategy

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... 

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