Posts in Content

61% of retailers offer 'lean back' content. But can retail brands succeed with 'TV shows'?

The main opportunity for brands to reach consumers via TV used to be advertising. 

Now, thanks to the rise of digital streaming services, more and more brands are making TV-style content of their own.

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10 remarkable digital marketing stats we’ve seen this week

There’s lots to enjoy in this week’s stats roundup.

We’ve got news about personalisation, data partnerships, and predictive tech. And if that’s not plenty enough, you can also always head on over to the Internet Statistics Compendium for lots more.

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Four brands that used student ambassadors to generate buzz on campus

With a record number of people being accepted into university in the UK last year, more and more brands are starting to realise the potential of students as both a key target market and as a marketing tool in their own right. 

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Inbound Marketing and ABM - friends or foes?

Inbound marketing vs. Account-based marketing: Diverging or aligning strategies?

Today, most companies have some sort of inbound marketing strategy. Certainly more than have a formal account based marketing (ABM) strategy.

But is it an either or situation?

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Four big digital trends impacting travel & tourism marketing

Tourism boards have come a long way in recent years. 

Once a forgotten-about resource, now an increasing number are actively reaching out to international travellers, and using their online presence to persuade and motivate people to visit.

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Birchbox's UK Managing Director on content, personalisation & forays into physical retail

I recently put together a round-up of great content marketing examples from beauty brands. Birchbox stood out as one of the best, effectively using its online magazine to help customers make the most of their monthly subscription box.

But how exactly does Birchbox create and execute its content strategy across all its digital channels? 

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How five charities convey purpose through tone of voice

Copywriting is an important consideration for marketers in all industries, but never more so than in the charity sector.

Not only are words used to persuade (i.e. to drive fundraising and donations) but they’re also used to inform, educate, and simply comfort people in need.

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How Lush delights customers with brand marketing, strong values and digital innovation

Lush isn’t one of those places you suddenly decide to pop in to for some bubble bath.

It seems you’re either a Lush devotee, or you tend to give its (rather odoriferous stores) a wide berth. As someone who falls in the latter category, I felt like a bit like a fish out of water at the Lush Creative Showcase this week.

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Amazon turns Twitch into an influencer sales platform

Amazon raised a few eyebrows when it announced it was purchasing the gaming-focused live streaming video service Twitch for nearly a billion dollars in 2014.

Why would an ecommerce giant want to own such a service and why would it, at the time, pay more cash for it than it had paid in any prior all-cash acquisition? 

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Adorable puppies are just one method B2B brands like IBM have used to muscle in on B2C's traditional social video territory.

Six ways ‘boring’ B2B brands stole A+ social video from B2C

Social media can seem inherently unfair, especially when some companies get to market fun, sexy, carefree things like exotic holidays and designer shoes while you’re stuck trying to get IT managers to sign up for another year of management software.

So combine social and video, two of the most trending, trendy trends of the past few years, and as a B2B marketer you might feel it’s pointless to even get involved.

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SEO David vs. Goliath: How travel sector minnows can overcome their big brand competitors

The travel industry fascinates me; not just because like everyone else I love a good holiday and some time in the sun, but it’s also one of the most competitive industries when it comes to the SERPs.

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Five innovative examples of food & drink brand experiences

We’ve all been handed a soft drink outside a tube station or sampled a sausage in a supermarket, but recently, food and drink brands have become a little more sophisticated in their promotional efforts.

The pop-up or brand ‘experience’ is now a common affair, with many food and drink brands jumping on the trend.

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