Posts in Content

m3 circle

Five key skills of the modern marketer

Great marketing is not hard to define:  great marketing matters. It is helpful and relevant. It is engaging. Great marketing is about recognizing customer need and increasing brand value, not company interests.

That maxim has never been more true in our digital era. Although most agree that a customer-centric mindset is the foundation for all modern marketing success, truly customer centric marketing remains elusive. Only one in five organizations (22%) even have a customer experience management strategy (Source: Econsultancy's Customer Experience Management report).

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rain

What is ‘torrential engagement’ and how can brands capitalise on it?

Marketers are constantly striving to capture consumer engagement.

However, with attention spans dwindling and digital content increasing, it appears consumers are stuck on one extreme or the other – according to Kantar Futures, many are displaying what it calls ‘torrential engagement’, meaning they are either intensely engaged or entirely disconnected.

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alice cervia

A day in the life of... Head of Community at a video production crowdsourcing platform

Alice Cervia is Head of Community Management at Userfarm, a crowdsourcing platform for video production.

We caught up with Alice to find out what her job entails...

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shoppable social

Why retailers should create product landing pages for their shoppable social posts

In certain product categories, such as fashion and beauty, consumers are increasingly discovering new products through social platforms like Instagram, Snapchat and Pinterest.

To capitalize on this, these platforms have been rolling out so-called “shoppable experiences.” Instagram's shoppable posts format, for instance, allows retailers to tag products in their Instagram posts and link them to their websites.

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How do tourism boards entice different travellers with one marketing campaign?

It’s difficult to sum up or sell a destination. 

More often than not, places mean different things to different people, holding appeal based on personal preferences or interests.

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libby richfield

A day in the life of... a head of content at a search marketing agency

Are you a student thinking of using your language or design skills for a career creating content? Maybe you're an account manager who wants to make the leap over to the creative side of the business.

If so, today's 'day in the life' may be of interest, as we talk to Libby Richfield, Head Of Content at Red Hot Penny.

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content planning

How to position your brand as a knowledge centre through content

Have you considered how, through content marketing, your brand could be transformed to become a leading informational expert? 

Positioning your brand by building its authority through the right channels and at the same time educating and providing support and advice?

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success

What brand marketers and agencies need from each other

Long before WPP's current woes, it has felt like the relationship between brands and agencies is in a state of terminal decline.

Brands have been complaining that agencies are not delivering on their promises and agencies are always saying that brands lack the strategic thinking to provide useful direction.

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Seven examples of hotel content marketing campaigns

When it comes to planning a holiday – it’s no longer enough to flick through a brochure or browse a hotel website. 

Now, with so many people heading online to search and discover travel inspiration (long before they even think about booking), it’s up to hospitality brands to stand out from the crowd.

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strategy image

Marketing in 2018: Too tactical and not strategic enough?

Much is written about marketing 'strategies' and 'tactics', and these two terms are often used interchangeably.

Doing so is not usually a problem (we all know, for example, what search marketing is whether it's called a strategy or a tactic), but it is useful to distinguish strategies and tactics when trying to identify marketing trends.

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h&m dresses category

How online content could help H&M weather stormy high street conditions

H&M has been regarded as a fast fashion leader for some time, with its agile supply chain enabling it to offer the latest trends at affordable prices – a winning combination for consumers.

But difficult trading conditions – including reduced consumer confidence and spending on the high street, and a ratcheting up of competition from fast-paced digital-first competitors like ASOS, which saw international sales up 31% in the six months to February 28th 2018 – have led to H&M reporting its biggest profit dip (20%) in six years.

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notepad

How communication theory will help you write better microcopy (& make better products)

I recently went to a talk at Zone by Mikael Krogerus and Roman Tschäppeler in which they promoted their excellent new book, The Communication Book. 

As a UX writer, I’m naturally interested in communication. All the microcopy I produce needs to communicate the right information in the right way at the right time. So I was keen to hear about the theories they’ve spent years researching and testing.

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