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Posts tagged with Strategy

The 34 types of blog post that work wonders for Econsultancy

We’ve been blogging at Econsultancy for the past six years and it has been great for our company. I have long held the view that all businesses should have a blog.

Our blog now accounts for two thirds of site traffic and has claimed lots of valuable search placements on Google, which we’d otherwise have to buy. It also provides our social media manager with a bunch of fresh content to feed into the likes of Twitter and Facebook.

Furthermore, it has helped to grow awareness and perceptions of our brand, while establishing a warmer tone of voice than might otherwise be expected of a ‘consultancy’ (we’re actually a learning-based business, as opposed to an outright consultancy!).

When new writers start at Econsultancy I give them a handy cut out and keep list of blog post templates, which they can use for inspiration. Everybody gets writer’s block from time to time, and my checklist helps to provide a framework for the blog.

I have adapted these 34 ideas to make them less Econsultancy-centric, so that you can use them. I hope they prove helpful, whether you’re a writer, editor or content strategist.

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Social customer service: eight things to consider before you start

There is a need to step back and think strategically about your social customer service offering before you leap in and do it. 

By now, most brands realise that they can’t ignore it. They will probably have seen the case studies of people getting social customer service right and feel a slight sense of panic about getting it wrong as barely a week goes past without a social customer service failure going viral. 

But as Luke Brynley-Jones outlines in the previous link, though they know it’s important, so many companies are a long way off developing a coherent approach here, and for a multitude of reasons. 

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Q&A: Neil Perkin on structuring and resourcing for digital

Neil PerkinNeil Perkin is the consultant and author responsible for our recently published Digital Marketing: Organisational Structures and Resourcing Best Practice Guide.

Earlier this week, he blogged about the digital talent time bomb, which is one of the key themes emerging from his research.

Below, he answers some questions about digital recruitment and other topics covered in the guide. 

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Econsultancy publishes digital structures and resourcing report

Digital Marketing: Organisational Structures and ResourcingEconsultancy has today published an in-depth report entitled Digital Marketing: Organisational Structures and Resourcing aimed at senior marketers seeking to deal with the increasing complexity of the digital landscape and associated staffing challenges. The best practice guide has been written by blogger and consultant Neil Perkin, who previewed the key findings in front of 60 leading brands at the Savoy Hotel in London last week.

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The illusion of strategy

What does a good strategy look like? How can we recognise the right one when we see it? The problem is, even in retrospect it's hard to recognise a good strategy. As often as not, we end up creating a myth.

Successful organisations often point to a clear strategy underlying their growth. They analysed the market, identified leverage points, focused their resources on those points, and reaped the benefits. Their success is a reward for good strategy and hard work.

Or so they say. I don’t think it really happens that way.

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Are web designers failing restaurateurs?

Running a restaurant profitably may be one of the toughest challenges in business. But according to a scathing review of restaurant websites written by Slate's Farhad Manjoo, finding a good restaurant website may be even tougher.

In surveying a variety of restaurant websites, including some of the most notable in the United States, Manjoo came to a disappointing conclusion: they are, by and large, "horrifically bad."

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Digital fragmentation: sub-specialist silos and the 'special ones'

Fragmentation of media across all digital disciplines such as display, search, social, mobile and video is changing the way that people view, purchase and manage their media budgets.

This has positive and negative ramifications for buyers, suppliers, agencies and specialists in field. It also sparks an age old specialist v generalist debate on how we select media and technology vendors and utilise human capital within digital organisations.

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10 presentations to help you become a digital planning genius

What makes a good online media planner?

Planning an online PR campaign doesn’t necessarily require the same skills as a paid search one, or developing a social media strategy may not need the same proficiencies as that of an email one. 

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Why your social media strategy shouldn’t be owned by a PR or ad agency

There is some talk over at NMA about the battle for control of social media. In one corner we have the PR agencies, and in the other there are ad agencies.

Personally I can’t see any value in allowing either of these types of agencies to develop and manage your social media strategy. Or any other agencies for that matter, even those dedicated to social media.

Controversial? I should hope not…

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Five reasons NOT to hire THAT social media expert

Why is it still not uncommon to attend a social media or digital marketing conference and overhear stories about people with little to no significant experience who recently filled new mid-management social media marketing positions?

We laugh at the absurdity, but if firms can't differentiate between experts and newbies, how will they differentiate between the value of social media marketing and a hiring mistake when it all goes awry?

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Thinking digital: how has the internet revolutionised business?

Last week, Econsultancy published a new report in association with digital consultancy Blue LatitudeThe Impact of Digital Beyond Sales and Marketing: How Digital is Transforming Organisations. The report examines the impact of digital across the business and, consequently, how companies are managing organisational change as a result of changing trends in technology and customer behaviour. 

It is absolutely crucial for all business functions to understand this rapidly evolving environment, and with that in mind, this post summarises and explores the impact of digital channels across a range of business functions. 

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Where does customer service fit into your digital strategy?

Last week I attended a roundtable about customer service hosted by Foviance to mark the UK’s National Complaints Day. 

A recurring theme was how customer service is often overlooked by those in the digital sector, despite being an area which permeates so many parts of an organisation. 

Consequently, I began thinking about how companies need to identify and implement different areas of customer service.

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