Having a solid content strategy and a customer-centric approach to your marketing is vital to growing your business. Avoiding the three pitfalls below can help you stay on track to building long-term, profitable customer relationships and put you on the path to enhanced ROI.
A former 19th century-commodity exchange standing bold, brick-red, but very much at home in the dead centre of Amsterdam, the Beurs van Berlage seemed a fitting home for #DMWF Europe (Digital Marketing World Forum) 2018.
It was a conference that held a pervasive frankness around industry shortcomings, a respect for tradition and legacy, and a crucial but measured awareness of how the digital world is evolving around us. If there was one lesson to be learned from #DMWF...
Think of TomTom and you’ll probably think navigation systems but, according to Nicoleta Anton, that sole association is hampering its lesser known work with autonomous vehicles and smart transportation. The company’s global content marketing specialist, Anton has turned to content marketing - more specifically, thought leadership - in order to promote TomTom’s growing authority with emerging technology.
Defined as “a type of content marketing where you tap into the talent, experience and...
Most marketers today are well-versed in digital tactics, but when it comes to connecting those tactics to broader brand strategy, many are a bit lost. Fortunately, ensuring digital activation is consistent with the brand strategy it's intended to serve is a simple – but important – task.
In a
It’s fair to say we’ve evolved significantly from our 18th century ancestors, in every possible area of our lives, but when it comes to influencer marketing…? Well it turns out Wedgewood and the Royals were playing our game long before social media came into the fore.
Luckily, we’ve amassed a wealth of experience and knowledge about how to make...
The time and skill needed, coupled with a lack of immediate results, means content marketing can often be treated as an afterthought in the composition of a wider digital marketing strategy.
New findings from B2B research, ratings and review company Clutch, however, reveal that 82% of people admit to having purchased a product or service from a company a result of consuming content.
While, at best, content is driving sales and, at least, it’s...
Gating content – or putting a piece of marketing behind a paywall – is a contentious issue. On the one hand, marketers are often asked to demonstrate the ROI (return on investment) of content beyond stats such as social engagement, article views, or reach. Implementing a gate can add an extra layer of value.
For example, one of
Search engine optimisation (SEO) is falling out of favour with marketers, a new study by Clutch suggests, with less than half of businesses claiming to invest in the channel.
A US-based survey of more than 500 digital marketers found that just 44% claim to invest in any kind of SEO strategy, despite 83% of respondents claiming to be satisfied that their digital marketing efforts were paying off in achieving their...
The rise of social media has seen a big increase in the use of brand influencers. In the last two years, “influencer marketing” as a search term on Google Trends has risen by 400%. But working with the right sort of influencer is critical – you must choose one which fits well with your brand and has an authentic voice. Biggest is certainly not always best when it comes to influencers.
Pepsi’s controversial...
At the Cannes Lions festival in June, Unilever’s CMCO Keith Weed demanded urgent action to rebuild consumer trust before, like an ephemeral puff of smoke, it’s gone forever.
Unilever’s focus is on retaining trust amidst the rapid rise of influencer marketing and the concomitant issues of transparency, integrity and measurement. Now brand marketers everywhere are sharing the FMCG giant’s concerns and...
