tag:econsultancy.com,2008:/topics/content-marketing-and-strategy Latest Content marketing content from Econsultancy 2018-02-21T09:50:00+00:00 tag:econsultancy.com,2008:BlogPost/69814 2018-02-21T09:50:00+00:00 2018-02-21T09:50:00+00:00 Why Nike's 'Nothing Beats a Londoner' ad campaign is so powerful Nikki Gilliland <p>Since its release, ‘Nothing Beats a Londoner’, created by agency Wieden &amp; Kennedy, has been met with huge praise from the majority of critics and consumers. </p> <p>So, what exactly makes it so powerful? Here’s a few reasons why I think it hits the mark, plus a bit of analysis on whether or not its hyper-local approach could alienate consumers outside of the Big Smoke.</p> <h3>People vs. place</h3> <p>While Nike often uses professional athletes as a source of inspiration, ‘Nothing Beats a Londoner’ uses real kids from the capital. The three-minute film showcases the variety of sport that takes place here, and celebrates the grit and determination displayed by those partaking in it. </p> <p>There is also a sense of competitiveness and ‘one-upmanship’ involved, with each kid expressing how tough it is to train in their respective boroughs. </p> <p>Though London is a hugely important part of the ad – used as a backdrop and a cultural reference point – it is the people that take centre stage. Up until now, the brand has perhaps been guilty of going too mass-market, focusing on sports like football and only using big-name celebrities in ad campaigns. This has meant that the brand somewhat lost touch with its target market and the role sport plays in their everyday lives (something <a href="https://econsultancy.com/blog/68318-how-is-adidas-football-using-dark-social-how-did-the-pogba-signing-go-so-big">Adidas is focusing on through dark social</a>).</p> <p>By turning the tables and focusing on the reality of sport in London, also using humour and colloquial language, Nike ensures that the ad resonates with its target audience of young, city-dwelling consumers. The decision to film on 16mm instead of digital further helps to create a sense of realism rather than coming across as yet another glossy ad.</p> <p><iframe src="https://www.youtube.com/embed/n0j_CX1S2es?wmode=transparent" width="854" height="480"></iframe></p> <h3>Avoids clichés </h3> <p>One of the most effective elements of the ad is that, despite being set in London, it avoids all the stereotypes that you might usually expect. There’s no Big Ben or London Eye – not even a glimpse of the Olympic or Emirates stadiums. </p> <p>Instead, we see the streets or Peckham, inside local boxing rings and basketball courts.</p> <p>This gives the ad a sense of authenticity, with Nike deliberately avoiding clichés that might even make it more relatable or recognisable to a mass-market audience, but that would only dilute its impact on the target consumer. </p> <p>By avoiding clichés, the ad also instils a sense of real pride in Londoners and Brits in general. With London often being the subject of criticism relating to crime, poverty, and homelessness etc. – it shines a light on the positive aspects of the city and its determined and proud communities. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Couldn’t have put it better myself. <a href="https://twitter.com/hashtag/LDNR?src=hash&amp;ref_src=twsrc%5Etfw">#LDNR</a> <a href="https://t.co/WONxXC7fTL">https://t.co/WONxXC7fTL</a></p> — Sadiq Khan (@SadiqKhan) <a href="https://twitter.com/SadiqKhan/status/962055631896158209?ref_src=twsrc%5Etfw">February 9, 2018</a> </blockquote> <h3>Credible celebrity inclusion </h3> <p>Alongside 258 members of the public, the ad also features a number of celebrities and athletes, ranging from Olympic medallist Mo Farah to grime artist AJ Tracy. However, unlike previous ads that revolve around famous faces, the inclusion this time is both subtle and seamless.</p> <p>It’s so seamless in fact that it doesn’t matter if the famous faces are not so recognisable to you, as they still blend in with the ad’s narrative, and merely complementing the starring role of the kids.</p> <p>The specific choice of celebrities is also something to admire, as Nike has clearly steered away from the most obvious or indeed famous, instead choosing those who are both credible and inspirational to young Londoners.  </p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://t.co/kzwA29zeY8">pic.twitter.com/kzwA29zeY8</a></p> — SKEPTA (@Skepta) <a href="https://twitter.com/Skepta/status/961939367177654272?ref_src=twsrc%5Etfw">February 9, 2018</a> </blockquote> <h3>Shareable content</h3> <p>While the ad’s success is certainly down to its creative and inspiring content, it also helps that the format is perfectly aligned to user habits. At three minutes long, the full film is short enough to capture attention on mobile – which also makes it highly shareable. So far, the ad has generated 4.6m views on YouTube in the space of a week.</p> <p>Nike has also ensured interest on social media by letting those who star in it publish their own standalone parts on Instagram. This activity has also extended the ad’s competition-element, with kids tagging others in their posts and ‘calling out’ their so-called sporting prowess. It’s all meant in jest, of course, merely serving to promote the campaign and ramping up interest on social.</p> <p><img src="https://assets.econsultancy.com/images/0009/2375/Nike_Insta.JPG" alt="" width="780" height="492"></p> <h3>Does it alienate other consumers?</h3> <p>Despite generating huge interest, not all of the reaction to Nike’s ad has been positive. First, though it aims to celebrate diversity, it has been criticised for failing to include any South Asians, despite this group being a huge part of London’s population (and one with a thriving involvement in sport, specifically cricket). </p> <p>Elsewhere, the ad has unsurprisingly drawn criticism from people outside of London, with many taking against its claim that ‘nothing beats a Londoner’. What about Manchester, Bristol, or Glasgow – shouts social media? Of course, there’s nothing wrong with a brand generating a bit of mild competition. This can only serve to ramp up conversation about the ad on social, which Nike is likely to view as a positive. </p> <p>That being said, there’s also the question of <a href="https://www.marketingweek.com/2018/02/20/nike-londoner-ad-strategy/">whether or not the ad alienates other consumers</a> who can’t necessarily relate to feeling pride in a big city. </p> <p>In this sense, consumers in small towns and villages across the UK might feel left out of the conversation and unable to relate – both to the ad and Nike in general. It’s hard to say whether this is the case, but it certainly poses an interesting question for brands taking a localised approach to marketing, especially when the location in question is such a big metropolitan city. </p> <p>For Nike, the decision to focus on London’s inner-city communities has been a gamble, but it is one that overall appears to have paid off. With a creative, authentic, and highly shareable ad – it has created the ideal formula for re-connecting with its core audience. Unsurprisingly, talk on social has since turned to which UK city will be next. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Great to see the UK play such an integral part of Nike's campaign. Manchester next? <a href="https://t.co/zmxW5r3Jvs">https://t.co/zmxW5r3Jvs</a></p> — Luis Cortes (@lhcortes) <a href="https://twitter.com/lhcortes/status/963518141056905219?ref_src=twsrc%5Etfw">February 13, 2018</a> </blockquote> <p><em><strong>More on Nike:</strong></em></p> <ul> <li><em><a href="https://www.econsultancy.com/reports/nike-engaging-customers-across-multiple-channels" target="_blank">Report - Nike: Engaging customers across multiple channels</a></em></li> <li><em><a href="https://econsultancy.com/blog/69230-after-years-of-resistance-nike-gives-in-to-amazon">After years of resistance, Nike gives in to Amazon</a></em></li> </ul> tag:econsultancy.com,2008:Report/3008 2018-01-29T15:33:00+00:00 2018-01-29T15:33:00+00:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/69729 2018-01-26T11:21:35+00:00 2018-01-26T11:21:35+00:00 A handy template for your content marketing mission statement Ben Davis <p>A content marketing mission statement captures the essence of content strategy in a single sentence, which is then used to help inform your work.</p> <p>The concept is one which comes from Kristina Halvorson’s book ‘Content Strategy for the Web’.</p> <p>Econsultancy's Best Practice Guide describes such as mission statement as "a rallying cry around which your team can assemble, and a directional statement that can help inform decision making and greater autonomy."</p> <p>The mission statement should incorporate an understanding of your audience, their needs/circumstances, your objective and the value you are creating.</p> <p>Here's an example of a content marketing mission statement, it describes our own aim at Econsultancy to produce content around the theme of digital transformation:</p> <p><strong>"To curate a definitive guide to digital transformation that helps time-poor senior executives understand how it could add value to their business."</strong></p> <p>Breaking this sentence down, the content marketer can see that:</p> <ul> <li>they should <em>curate</em> content – it doesn't have to be new.</li> <li>they should provide a variety of information for a variety of viewpoints, to create a <em>definitive</em> guide.</li> <li>targeting <em>time-poor senior executives</em> means the content has to be engaging from the get-go.</li> <li>the end goal is showing the possible <em>value</em> in digital transformation, and hence in our content.</li> </ul> <h3>A handy template</h3> <p>I think it's fair to say this isn't rocket science, but it's the kind of basic objective setting of which marketers can often lose sight.</p> <p>Using the simple template below you can create a content marketing mission statement and stick it on your desk as an aide-memoire.</p> <p><img src="https://assets.econsultancy.com/images/0009/1862/template_content_mission.png" alt="template content mission" width="615"></p> <p>There's plenty more to consider when setting content strategy, such as:</p> <ul> <li>Persona generation</li> <li>Customer journey mapping</li> <li>Developing positioning and tone of voice</li> <li>Channel and format selection</li> <li>Optimisation and testing</li> <li>Content calendars</li> </ul> <p>For more on these topics, Econsultancy subscribers can download our <a href="https://econsultancy.com/reports/content-strategy-best-practice-guide">Content Strategy Best Practice Guide</a> or check out our training courses (<a href="https://econsultancy.com/training/courses/content-strategy-editorial-planning-content-calendars-training">face-to-face</a> or <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">online</a>).</p> tag:econsultancy.com,2008:BlogPost/69746 2018-01-25T12:58:09+00:00 2018-01-25T12:58:09+00:00 Which pharma companies are winning at social? Survey says... Patricio Robles <p>Of course, being present in social channels doesn't mean that a company is using them to good effect. So which pharma companies are winning social?</p> <p>Recently, healthcare marketing agency Owen Health <a href="https://blog.owenhealth.co.uk/the-pharma-social-media-ranking-af127a2cc07b">released</a> its first-ever Pharma Social Media Ranking, which looked specifically at how the 22 largest pharma companies are using Twitter. To develop its ranking, the agency evaluated a number of data points related to their Twitter accounts, including authority, reach, activity, engagement and influence, during the month of October 2017.</p> <p>In the end, it declared that GlaxoSmithKline (GsK) and Bayer tied for the overall top spot, followed by AstraZenica and Roche followed by Novartis.</p> <p>Interestingly, GsK was the first pharma company among those considered to join Twitter. While Owen Health notes that most pharma companies set up a Twitter account around 8.5 years ago, GsK was a pioneer, having joined the then-nascent social platform more than a decade ago.</p> <p>So what sets high-rankers like GsK and Bayer apart from lower rankers?</p> <p>It's not all about audience size. Top-ranked GsK and Bayer had the fifth and sixth most followers, respectively. As Owen Health noted, “Although more followers provides the opportunity for greater organic reach, it appears to become harder to keep this larger community engaged with valuable timely content.”</p> <p>But it's not all about engagement either. In fact, neither GsK nor Bayer ranked in the top 10 for engagement. Interestingly, the companies that got the highest marks for engagement – MSD, Takeda and Teva – ranked 19, 20 and 22 overall. That might have been due to the fact that Takeda and MSD were responsible for two of the three tweets with the most likes, retweets and comments during Owen Health's evaluation period. </p> <p><img src="https://assets.econsultancy.com/images/0009/1846/engagement_pharma.png" alt="pharma engagement" width="615"></p> <p>where GsK and Bayer shine is in the influence category, which was based on Klout scores. There, they tied with Pfizer for the top spot.</p> <h3>The importance of strategy</h3> <p>Of course, any ranking is subject to debate. The Klout scores Owen Health used, for instance, have been the subject of controversy. But the notion that winning at social media is not all about getting lots of followers, posting a lot of content, or even generating significant engagement, isn't an illogical one. </p> <p>At the end of the day, pharma companies need to connect and engage the right people. And that is a very different and more strategic exercise than trying to build a large following and pumping out lots of content that might or might not be relevant to key segments.</p> <p>Perhaps reflecting the fact that pharma companies get this, Owen Health notes that it has observed them becoming part of relevant communities as opposed to trying to acquire as many followers as possible. “This approach is more strategic, plays to the social platforms strengths and has the potential to be more beneficial to corporate reputation and brand positioning in the long term.”</p> <p>As pharma companies grow their social investments, expect to see the gap widen between those that embrace smart, targeted strategies and those that don't.</p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/pharma-trends-and-developments/">Healthcare and pharma: Digital trends and developments</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69747 2018-01-24T12:40:50+00:00 2018-01-24T12:40:50+00:00 Snapchat is finally opening itself up to the web Patricio Robles <p>While few companies in the social market would find it easy to defend against an aggressive campaign leveled against them by Facebook, Snapchat's situation arguably hasn't been helped by the decisions its co-founder and CEO, Evan Spiegel, has made. Once hailed as a Zuckerberg-like founder and chief executive, a growing number of observers have questioned the direction Spiegel has taken his company in.</p> <p>For example, while Facebook-owned Instagram has embraced international users and <a href="https://econsultancy.com/blog/69074-will-instagram-s-mobile-web-app-help-facebook-slay-snapchat">opened itself up to the mobile web</a> as well as <a href="https://econsultancy.com/blog/11045-instagram-warms-to-the-web-with-facebook-inspired-profiles">the web</a>, Snapchat has stayed true to its mobile roots. Want to use Snapchat in any fashion? You have to install its iOS or Android app and become a registered user. There is no web interface, even a mobile one.</p> <p>The big question: what is the cost to Snapchat of maintaining such a closed service, does that cost outweigh the benefits, and if it does, by how much?</p> <p>It would appear that Snapchat has been asking itself that very question, as the company has announced that in the coming weeks, as part of a broader redesign, it will add a new sharing feature that allows users to share their Stories via the web on snapchat.com.</p> <p>To share a Story on the web, Snapchat users will be able to hold down on a Story's tile on the Discover screen, which will produce a link that they can copy and share.</p> <p>Initially, the new functionality will be applied to Official Stories, Our Stories and Search Stories. Shared Official Stories will be available on the web for 24 hours, while Our Stories and Search Stories will be available for 30 days. Snapchat says it will not display ads alongside Stories that are viewed on the web but the potential for this is obvious.</p> <h3>Too little, too late?</h3> <p>The big question: can warming to the web still help Snapchat at this stage of the game? With user growth stagnant and new features getting mixed reviews, there's a real question as to whether Snapchat's new functionality will be enough to rekindle growth and boost engagement where Snapchat wants it.</p> <p>Ultimately though, the success of Snapchat's new web functionality might depend heavily on its ability to woo publishers. The company has a reputation of being less welcoming to publishers and influencers as Facebook, and that has driven some of them away.</p> <p>As <a href="https://digiday.com/media/snapchat-rolling-publisher-charm-offensive/">detailed by</a> Digiday's Lucia Moses, Snapchat's new platform content chief Mike Su has been reaching out to publishers as part of an apparent charm offensive. As part of this, he revealed that Snapchat will be holding a first-ever “Publisher Summit” at which it will “provide updates on our product and platform, share best practices, hear feedback, as well as provide a networking opportunity among our publishing partners.”</p> <p>Moses notes that the timing of Su's outreach is interesting given Facebook's recent shot across the bow of publishers. That, combined with the potential to drive more eyeballs through its web functionality, might be enough to convince publishers to refocus attention on Snapchat. But even if it succeeds in keeping publishers from giving up on it, Snapchat will have to prove to them that that their investment in time and money is justified within a reasonable period of time.</p> <p>If its recent performance is any indication, Snapchat's ability to do is far from certain but even so, publishers and brands will want to pay close attention to Snapchat's latest move because if successful, it could be of relevant to their social efforts.</p> tag:econsultancy.com,2008:BlogPost/69745 2018-01-23T12:12:59+00:00 2018-01-23T12:12:59+00:00 Creating a podcast strategy: Five tips for brands Nikki Gilliland <p>It’s taken a while to truly take off, but due to factors like better accessibility and distribution, the popularity of IP-connected devices, and faster mobile networks – Jobs’ prophecy was pretty much spot on. </p> <p>Last year, it was predicted that ad revenue was to top $220m - up 85% from 2016.</p> <p>We’re previously talked about the <a href="https://econsultancy.com/blog/68348-three-reasons-brands-are-using-podcasts-as-part-of-their-content-marketing-strategy" target="_blank">benefits for brands</a> on the blog, as well as heard from one of the <a href="https://www.econsultancy.com/blog/69689-audioboom-on-why-podcasts-are-an-advertisers-dream" target="_blank">biggest podcast networks in the UK</a>. But what about when it comes to creating a successful podcast strategy, and what should creators keep in mind? Here are just six step that we think might help you on the road to podcast success.</p> <h3>Focus on what your audience wants to hear</h3> <p>Just because podcasts are growing in popularity, doesn’t mean brands should automatically jump on the bandwagon. First, it’s important to consider whether the medium would actually be of interest to your existing audience – and whether or not you could provide something of real value.</p> <p>A podcast is theoretically just another form of content marketing, so creating a podcast on a whim would be like starting a blog without a <a href="https://econsultancy.com/blog/69665-how-to-start-planning-a-successful-content-strategy" target="_blank">content strategy</a>. Which, unsurprisingly, could potentially lead to a muddled and decidedly unprofessional result. </p> <p>In order to create a strategy, other areas of content will provide insight into what your audience is interested in hearing about. Delve into analytics (i.e. for social media or a brand blog) to determine what topic or style of subject typically generates the most interest and engagement.</p> <p>Slack’s podcast, the Slack Variety Pack, is a good example of a brand using the podcast medium to deliver something of value for its audience. This is ultimately because it aims to promote the values its own company stands for, with the podcast created specifically to appeal to the sort of people who use or might be interested in using Slack.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We're taking the to-do list to task, in this episode of the Slack Variety Pack podcast. <a href="https://t.co/caAeXIQcyW">https://t.co/caAeXIQcyW</a> <a href="https://t.co/9Q8vh0JwLq">pic.twitter.com/9Q8vh0JwLq</a></p> — Slack (@SlackHQ) <a href="https://twitter.com/SlackHQ/status/722495758520291332?ref_src=twsrc%5Etfw">April 19, 2016</a> </blockquote> <h3>Keep it subtle</h3> <p>Alongside creating a branded podcast, there are also opportunities for brands within advertising, and through the sponsoring of podcasts. </p> <p>The key to success in both areas is subtlety, with understated brand involvement more likely to result in higher levels of engagement. This is partly due to the danger of consumer apathy – perhaps the audience might be put off if they feel like they’re being overly advertised to. That being said, it does also seem to be the case that listeners are willing to accept ads if they feel like they’re getting something of real value in exchange.</p> <p>Perhaps then, I should rephrase that to say subtlety and relevancy in combination is likely to generate the most engagement overall. So, when it comes to advertising, brands should ensure that they are choosing a podcast that fits in with their organisation’s wider values. Likewise, brands should also ensure that their podcasts are not overly filled with brand messaging or product promotion.</p> <p>If so, there’s no denying that branded content can result in greater brand awareness. One study by Prudential recently proved this - it found that podcast units were <a href="https://digitalcontentnext.org/blog/2017/07/17/bringing-measurement-podcasts/" target="_blank">more than twice as successful</a> in generating brand awareness than banner ads.</p> <p><img src="https://assets.econsultancy.com/images/0009/1811/prudential.JPG" alt="" width="700" height="384"></p> <h3>Create a space for discussion</h3> <p><img src="https://assets.econsultancy.com/images/0009/1811/prudential.JPG%09https://assets.econsultancy.com/images/0009/1811/prudential.JPG" alt="">One of the benefits of podcasts is that they help to create a greater bond between the brand or creator and its audience. This is because the act of listening to a podcast is much more deliberate and intimate than watching a video, for example. The audience will often create an image in their own mind of who they are listening to, with an often intense and sustained amount of attention required to follow along.</p> <p>Due to this kind of engagement, it’s also wise for brands to set up an outlet for an audience to allow them to discuss episodes and interact with others. The most obvious place for this is social media. However, instead of using existing Facebook pages or Twitter accounts to prompt discussion, it might be more useful to create a standalone channel so that the content can be discussed without cross-involvement from other topics or advertising.</p> <p>Another benefit of this is that fans can still refer back to it long after the series or even the entire podcast has finished. Meanwhile, creators will also be able to use it for promotional purposes. The popular Serial podcast is a good example of this. While Season 2 finished back in 2016, its Facebook page still generates likes and comments when anything is posted - which just goes to show how deeply invested the audience became.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fserialpodcast%2Fposts%2F1518167148242994&amp;width=500" width="500" height="596"></iframe></p> <h3>Create additional content</h3> <p>While social media can be a great way to generate further engagement, additional content based on the podast itself can also help to continue this cycle. Think blog posts, video content, and even extra or bonus podcast episodes.</p> <p>Alongside engaging an existing audience, extra content can also be useful for generating new listeners, and building positive word of mouth. Again, as podcasts are one of the most intimate forms of content, it is quite likely that satisfied listeners will be inclined to share or recommend the experience to others.</p> <p>For the most successful podcasts, there could also be the opportunity to expand or move into other profitable areas of business. No Such Things as a Fish, which is a podcast from the writers of QI, has also published a best-selling book on the back of its popularity and success.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fnosuchthingasafish%2Fposts%2F1981380745451944&amp;width=500" width="500" height="650"></iframe></p> <h3>Work towards standardised measurement</h3> <p>There has been quite a bit of debate around success metrics for podcasts, with a lack of standardised measurement leading to networks creating their own (and therefore putting off sponsors in the process).</p> <p>However, things do appear to be changing for the better. Last year, <a href="https://www.iab.com/guidelines/podcast-measurement-guidelines/" target="_blank">IAB announced</a> new measurement guidelines, including an attempt to address how bad technology such as bots can artificially enhance listener numbers. Additionally, the guidelines state that measurement should begin after a minute of audio (rather than the very beginning), and a matching user agent and IP address should be considered the same person within 24 hours. </p> <p>While the new rules do not guarantee clarity within metrics, it has helped to tighten procedure, as well as give brands and networks alike something more concrete to work towards.</p> <p><em><strong>For more content strategy tips, subscribers can download Econsultancy's <a href="https://econsultancy.com/reports/content-strategy-best-practice-guide">Content Strategy Best Practice Guide</a>.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69736 2018-01-23T10:12:35+00:00 2018-01-23T10:12:35+00:00 Seven of the best charity marketing campaigns from 2017 Nikki Gilliland <h3>Cyrenians – Ask Alex</h3> <p>Cyrenians is a Scottish charity that helps the homeless and other vulnerable people in society. It is also one of the first charities to create a digital chatbot for educational purposes – designed to inform people about how easy it is to become homeless.</p> <p>Based on research that found 15% of Scottish people believe homeless people are so because of personal choice, the ‘Ask Alex’ chatbot allows users to ask questions that they might not feel comfortable asking in real life.</p> <p><img src="https://assets.econsultancy.com/images/0009/1762/alex_cyrenians.JPG" alt="" width="500" height="623"></p> <p>In my own interactions with Alex, I discovered that he is 20 years old and unexpectedly homeless after the breakup of a relationship. Dispelling common myths about homeless people, I also found out that he is currently residing in a B&amp;B and has a circle of friends that first helped him when he had nowhere to go.</p> <p><img src="https://assets.econsultancy.com/images/0009/1761/askalex.JPG" alt="" width="780" height="316"></p> <p>While the chatbot is not perfect (like most, it's clunky and frustrating to use at times) – it’s a great example of a charity using the technology to break down stigmas and educate people on an often-misjudged topic.</p> <h3>Royal National Institute of Blind People (RNIB) - #C4SightAdBreak</h3> <p>In support of last year’s National Eye Health Week, the RNIB teamed up with <a href="https://econsultancy.com/blog/69187-channel-4-on-the-future-of-tv-personalisation-gdpr" target="_blank">Channel 4</a> to raise awareness about the importance of eye care, and to allow viewers to experience what it’s like to live with a sight loss condition. </p> <p>The campaign involved five TV ads (from brands including O2, Specsavers, and Paco Rabanne), which were broadcast consecutively during an ad break for the Undateables. Each one involved a different visual filter to illustrate the effects of a common eye condition, such as cataracts and glaucoma. The ad break was also repeated at a later time with audio description for the visually impaired.</p> <p><iframe src="https://www.youtube.com/embed/uAbsYog57kc?wmode=transparent" width="854" height="480"></iframe></p> <p>Channel 4 has previously used its ad break for a similar purpose, using the Paralympics as an opportunity to broadcast the first ever ad break to be accessible for deaf and hard of hearing viewers. With the #C4SightBreak, it has continued its efforts to champion accessibility, effectively raising awareness with a relevant and evocative campaign.</p> <h3>Movember &amp; Unmute – Ask Him</h3> <p>In the run up to World Suicide Prevention Day 2017, Movember decided to shine a light on the role friends, family, and colleagues can play when it comes to supporting men struggling with mental health. </p> <p><img src="https://assets.econsultancy.com/images/0009/1760/unmute_him.JPG" alt="" width="573" height="380"></p> <p>‘Unmute – Ask Him’ is a campaign that uses the metaphor of muted videos on social media. It involves three subtitled videos, which on the surface appear to show men demonstrating simple tasks such as making a fishing rod or changing a flat tyre. </p> <p>However, when the user unmutes the video, they can hear what the men are really talking about (their underlying personal worries and concerns).</p> <p><iframe src="https://www.youtube.com/embed/j72YKZsdDRM?wmode=transparent" width="854" height="480"></iframe></p> <p>Highlighting how mental health is often a silent struggle, the campaign cleverly uses a relatable theme to promote how simply listening and starting a conversation can change someone’s life.   </p> <h3>Unicef – 27 empty buses</h3> <p>It should arguably be described as more of a stunt rather than a marketing campaign, but I think Unicef’s 27 buses still deserves a mention in this list. </p> <p>With the aim of highlighting the 27m children that are out of school and living in conflict zones, the charity drove 27 empty school buses through the streets of Manhattan.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Funicef%2Fvideos%2F10155596620284002%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>There was just one passenger present – 19 year old Unicef Goodwill Ambassador, Muzoon Almelleha, who was forced to give up education when her family fled violence in Syria in 2013.</p> <p>The campaign was timed just ahead of the United Nations General Assembly, shrewdly drawing awareness to the importance of education for children affected by conflict.  </p> <h3>Young Epilepsy and Epilepsy Society – #explainepilepsy</h3> <p>In a poll of 2,000 people in the UK, YouGov – alongside the Epilepsy Society and Young Epilepsy - found that there is a huge lack of confidence in knowing how to help people with epilepsy. </p> <p>As a result, the two charities partnered with <a href="https://econsultancy.com/blog/69576-river-island-s-head-of-customer-experience-on-the-brand-s-cx-strategy" target="_blank">retailer River Island</a> to launch #explainepilepsy – a campaign designed to encourage the public to talk about the neurological condition that affects 600,000 in the UK.</p> <p><img src="https://assets.econsultancy.com/images/0009/1763/river_island_epilepsy.JPG" alt="" width="780" height="572"></p> <p>The campaign was supported by a number of household names including footballer Leon Legge, actress Kerry Howard, and S Club Junior singer Stacey McClean – each telling their own experience of epilepsy, whether personally or via someone close to them. </p> <p>By partnering with River Island, the campaign ensured greater awareness on social media, with the retailer also holding a competition for users to #explainepilepsy in a single tweet for the chance to win prizes. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Congrats to <a href="https://twitter.com/hashtag/NHS?src=hash&amp;ref_src=twsrc%5Etfw">#NHS</a> worker <a href="https://twitter.com/TraceyWolvo?ref_src=twsrc%5Etfw">@TraceyWolvo</a> on her <a href="https://twitter.com/hashtag/explainepilepsy?src=hash&amp;ref_src=twsrc%5Etfw">#explainepilepsy</a> £2,000 <a href="https://twitter.com/riverisland?ref_src=twsrc%5Etfw">@riverisland</a> spree comp win! Thank you to the thousands that entered. <a href="https://t.co/P8Wr2KGyPe">pic.twitter.com/P8Wr2KGyPe</a></p> — Young Epilepsy (@youngepilepsy) <a href="https://twitter.com/youngepilepsy/status/887634413378568192?ref_src=twsrc%5Etfw">July 19, 2017</a> </blockquote> <h3>Comic Relief – 'Red Nose Day Actually'</h3> <p>Red Nose Day typically involves a load of celebrity hi-jinks, but last year’s event was particularly memorable thanks to one hotly anticipated short film. </p> <p>‘Red Nose Day Actually’ saw stars including Hugh Grant, Keira Knightley, and Colin Firth reprise their famous ‘Love Actually’ roles to show us what their characters are up to 14 years later. </p> <p><iframe src="https://www.youtube.com/embed/z9vGoj449s4?wmode=transparent" width="854" height="480"></iframe></p> <p>Unsurprisingly, there was a lot of buzz about the reunion in the run up to Red Nose Day itself, meaning that many viewers tuned in just to see the 10 minute short.</p> <p>Did it result in more donations on the day? It’s hard to say, but with a total of over £73m raised last year – it certainly ramped up interest and awareness in the cause.</p> <h3>Battersea Dogs &amp; Cats Home – We’re Not Laughing</h3> <p>While most charity campaigns strive to raise awareness about a cause, every now and again one comes along that has the potential to drive direct change.</p> <p>‘We’re Not Laughing’ from Battersea Dogs &amp; Cats Home is a prime example – a campaign that calls for the longer sentencing of animal abusers.</p> <p><iframe src="https://www.youtube.com/embed/FY-UXb26--E?wmode=transparent" width="854" height="480"></iframe></p> <p>Joining force with a number of high-profile comedians including Paul O’ Grady, Harry Hill, Tracy Ullman, and Ricky Gervais, Battersea proposes that the maximum six-month sentence in the UK is laughable, instead campaigning for the most severe animal cruelty offences to be increased to five years.</p> <p>With posters and digital billboards set up in 170 different locations around the country, the campaign ensured high visibility.</p> <p>The public was also given a tangible way show their support, with an online petition generating 62,501 signatures to date.</p> <p><img src="https://assets.econsultancy.com/images/0009/1767/battersea_dogs___cats.JPG" alt="" width="700" height="350"></p> <p><strong><em>More on charities:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/69706-charity-websites-must-tackle-content-design-information-architecture/">Charity websites must tackle content design &amp; information architecture</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69710-why-apps-are-a-key-part-of-mobile-strategy-for-charities">Why apps are a key part of mobile strategy for charities</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69412-six-charities-with-excellent-online-donation-user-journeys" target="_blank">Six charities with excellent online donation user journeys</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69735 2018-01-18T12:48:00+00:00 2018-01-18T12:48:00+00:00 What Google's memory loss means for content and SEO strategy Patricio Robles <p>In <a href="https://www.tbray.org/ongoing/When/201x/2018/01/15/Google-is-losing-its-memory">a blog post</a> that attracted lots of attention, Bray pointed to an article he wrote and published on his blog in 2006, as well a blog post another person published in 2008, that could not be found via Google search. Both carefully-crafted exact-match queries and searches using the <em>site:</em> prefix failed to locate the pages in question.</p> <p>Bray was able to locate these pages using two other search engines, Bing and DuckDuckGo.</p> <p>How to explain this intriguing phenomenon? Bray has a theory:</p> <blockquote> <p>Obviously, indexing the whole Web is crushingly expensive, and getting more so every day. Things like 10+-year-old music reviews that are never updated, no longer accept comments, are lightly if at all linked-to outside their own site, and rarely if ever visited...well, let's face it, Google's not going to be selling many ads next to search results that turn them up. So from a business point of view, it's hard to make a case for Google indexing everything, no matter how old and how obscure.</p> </blockquote> <p>Bray's post went viral and sparked a vigorous discussion and comments from others suggest that Google's memory loss might not be so isolated. For instance, <a href="https://news.ycombinator.com/item?id=16153840">on Hacker News</a>, one commenter wrote:</p> <blockquote> <p>I've noticed this many times too, particularly recently, and I call it “Google Alzheimer's” --- what was once a very powerful search engine that could give you thousands (yes, I've tried exhausting its result pages many times, and used to have much success finding the perfect site many dozens of pages deep in the results) of pages containing nothing but the exact words and phrase you search for has seemingly degraded into an approximation of a search engine that has knowledge of only very superficial information, will try to rewrite your queries and omit words (including the very word that makes all the difference --- I didn't put it in the search query for nothing!), and in general is becoming increasingly useless for finding the sort of detailed, specific information that search engines were once ideal for.</p> </blockquote> <p>Another person observed:</p> <blockquote> <p>I think the biggest irony is that the web allows for more adoption of long-tail movements than ever before, and Google has gotten significantly worse at turning these up. I assume this has something to do with the fact that information from the long tail is substantially less searched for than stuff within the normal bounds.</p> <p>This is a nightmare if you have any hobbies that share a common phrase with a vastly more popular hobby...</p> </blockquote> <h3>Why businesses should care and what they can do about it</h3> <p>Despite his personal pain, Bray recognizes that Google is focused on “giving you great answers to the questions that matter to you right now” and acknowledges that it often does a very good job at that. But even so, it's worth considering that Google's apparent memory loss could also be of concern to businesses that have invested in content that they expect to be discoverable through the world's largest search engine.</p> <p>Despite the growing popularity of Google alternatives like DuckDuckGo, most companies still focus their SEO efforts on Google and the search giant's memory loss could affect them in a number of ways.</p> <p>Most obviously, the prospect that Google is intentionally allowing content to drop out of its index over time means that companies can't assume their older content will remain in the index, even if it's high quality. </p> <p>While Google has never offered a guarantee that content will remain in its index because it was added to it at some point, the possibility that it is dropping content from its index more frequently than many expect is problematic on a number of fronts. </p> <p>First, many companies, on the advice of their SEOs, have invested in producing content for long-tail (read: low volume) keywords. The thinking behind this is that such content, even if it doesn't produce significant, consistent returns, will be “out there” and discoverable well into the future and that over time, it will deliver a positive return.</p> <p>But such content, even if it's high quality and of potential value to a very targeted base of users, would seem to be most vulnerable to Google memory loss, especially if it's not updated or linked to frequently from newer pages.</p> <p>Second, many companies don't consider content to be a depreciating asset. To the contrary, many believe that content, particularly so-called evergreen content, can pay dividends long into the future. If Google does have Alzheimer's, determining the value of a piece of content, and calculating how much to invest in the creation of a piece of content, could become a more complex exercise.</p> <p>So how should companies respond?</p> <p>While there's no reason to panic, Tim Bray's post does suggest that businesses would be wise to pay better attention to their content and, to the extent content is seen as valuable, what happens to it long after it's published.</p> <p>At a minimum, companies should be using <a href="https://econsultancy.com/blog/67637-maximising-content-led-organic-traffic-with-free-google-tools-a-comprehensive-guide/">Google Search Console</a> to better understand the status of their content in Google's index. There are also third-party tools and companies with development resources <a href="https://searchengineland.com/check-urls-indexed-google-using-python-259773">can even easily build their own index checkers</a>.</p> <p>Beyond this, the potential that Google has implemented a form of memory loss should remind companies that the execution of content strategy is a fluid, ongoing process. Publishing content is a part of that process, but the lifecycle of each piece of content needs to be managed long-term if that content is to remain valuable long-term.</p> <p>Perhaps proving that: since Bray's post went viral, the two pages he initially couldn't find in Google are now back in the index.</p> <p><em><strong>Econsultancy subscribers can download our <a href="https://econsultancy.com/reports/seo-best-practice-guide">SEO</a> and <a href="https://econsultancy.com/reports/content-strategy-best-practice-guide">Content Strategy </a> Best Practice Guides.</strong></em></p> tag:econsultancy.com,2008:TrainingDate/3401 2018-01-15T05:09:46+00:00 2018-01-15T05:09:46+00:00 Content Marketing for Web, Mobile and Social Media - Singapore <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:BlogPost/69720 2018-01-12T11:01:44+00:00 2018-01-12T11:01:44+00:00 Facebook updates News Feed again: The detail Patricio Robles <p>Here's what marketers need to know.</p> <h3>Facebook wants to prioritize content “that spark[s] conversations and meaningful interactions between people”</h3> <p>Currently, Facebook looks at engagement metrics such as the number of Likes and comments a post receives when determining where that post will appear in users' News Feeds.</p> <p>These metrics, of course, can be gamed, so Facebook will now aim to predict which posts will lead to “meaningful” interactions between users. </p> <p>“These are posts that inspire back-and-forth discussion in the comments and posts that you might want to share and react to – whether that's a post from a friend seeking advice, a friend asking for recommendations for a trip, or a news article or video prompting lots of discussion,” Adam Mosseri, Facebook's News Feed chief, explained <a href="https://newsroom.fb.com/news/2018/01/news-feed-fyi-bringing-people-closer-together/">in a blog post</a>.</p> <p>While Mosseri didn't provide any details about how Facebook will predict which content is most likely to meet this criteria, it seems logical to assume that Facebook's updated News Feed algorithm will be more discerning.</p> <h3>Friends and family will come first</h3> <p>One thing Facebook did reveal is that it will be prioritizing content from friends and family over public content posted by brands and publishers. This shouldn't come as a surprise to marketers given that Facebook <a href="https://econsultancy.com/blog/68022-what-marketers-need-to-know-about-facebook-s-latest-news-feed-update/">has been moving in this direction</a>, but if it wasn't apparent to brands before, it should be apparent now.</p> <h3>Brand Facebook Pages are far more likely to lose out</h3> <p>According to Facebook's Mosseri, “showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.”</p> <p>This means that brands active on Facebook “may see their reach, video watch time and referral traffic decrease.”</p> <h3>But they can potentially mitigate the fall-out</h3> <p>Fortunately, brands that produce the right kind of content may have the potential to mitigate the effects of Facebook's update. Specifically, brands that produce content that users react to and that sparks interactions between friends could still see their content featured prominently in the News Feed, whereas those that publish content that isn't so engaging will likely suffer.</p> <p>As such, brands will want to evaluate the content they have been publishing to date through this lens and make changes if necessary to ensure the content they create for Facebook going forward aligns to what Facebook is looking for.</p> <h3>See First will grow in importance</h3> <p>Brands can still ensure that their Facebook posts are seen if users select the See First option in their News Feed Preferences. </p> <p>The challenge, of course, is that many if not most Facebook users don't know about these preferences and even if they do, it's likely that most brands won't have enough sway to convince their Facebook followers to set their preferences </p> <h3>Brands will likely be incentivized to pay for reach</h3> <p>To the extent that Facebook's News Feed update reduces the organic reach brands can achieve on the social network, expect some to respond by spending more money boosting their posts.</p> <p>Of course, with <a href="https://econsultancy.com/blog/68290-brands-too-dependent-on-facebook-organic-reach-study">organic reach</a> in what seems to be a perpetual state of decline, savvy brands will evaluate just how much it's worth paying to reach their audiences on Facebook.</p> <p><strong>Subscribers can download Econsultancy's <a href="https://econsultancy.com/reports/social-media-best-practice-guide">Social Media Best Practice Guide</a> and <a href="https://econsultancy.com/reports/paid-social-media-advertising">Paid Social Media Advertising Best Practice Guide</a>.</strong></p>