Unlocking content strategy to drive superior customer experience

Content is all around us. Look inside any business, at any digital project and in every marketing campaign - content has a significant part to play in decision making.

Strategically it’s the foundation of how brands articulate their customer promise. It provides shape and flavour to brand and consumer conversations, thereby informing the effectiveness of so much of the customer experience.

While operationally, it influences decisions across an ecosystem of channels, commands big investments in...

By Sandra McDowell, 15 July 2016, 0 comments. Categories: Content Marketing, Customer Experience.

Marketers need to contextualise Instagram and FB posts, new research says


Marketers should consider the context of their posts on Facebook and Instagram, according to new research by Facebook IQ.

The study, which looks at how people use Facebook versus Instagram, surveyed 5,500 adults in six countries: Australia, Brazil, France, Japan, UK and the US.

It found that while people visit both Facebook and Instagram at similar times of the day, how they use the various platforms are different on each feed.

Marketers need to understand how and why different...

By Rachael Power, 13 July 2016, 0 comments. Categories: Content Marketing, Social Media Marketing.

The maturation of content marketing: What’s next?

It’s no secret content marketing is ‘growing up’. Simply waiting for a piece of your own-hosted brand content to go viral isn’t an option anymore, and with the myriad of tools available right now in addition to 77% of companies willing to increase spend in this area, there’s no reason not to innovate.

And a new report from

By Rachael Power, 05 July 2016, 0 comments. Categories: Content Marketing.

Meet microinfluencers: The next generation of influencer marketing

Influencer marketing - using bloggers and social media aficionados to promote your service in an authentic way - is on the rise.

Consumers are tired of being ‘advertised to’, we all know that - just like we know they’d rather hear from their peers than from a faceless brand.

In fact, two-thirds of eCommerce retailers recently said they were planning to use social media...

By Rachael Power, 22 June 2016, 0 comments. Categories: Content Marketing, Social Media Marketing.

Why we should embrace the human element of digital marketing

The term “digital marketing” may seem like a recent development. However, with digital marketing increasingly becoming a heavily data-focused discipline, it has already evolved through three distinct ‘waves’ of consumer online experiences.

The first wave saw the movement from physical materials (business cards, brochures) to the digital (a website).

The second wave focused on consumers getting direct access to brands through mediums such as social media. While the third wave focuses on...

By Kevin Cochrane, 15 June 2016, 1 comment. Categories: Best Practice, Content Marketing.

Tech marketers missing a trick with IT content, report says

There's a significant gap between what IT buyers want and what types of content marketers are providing, according to Spiceworks research.

After the professional IT network surveyed over 700 IT buyers and marketers, it found "clear disconnects" between both. 

Social media remains a key channel for marketers to push their content through, but only 25% of IT buyers use this medium to learn about products and services....

By Rachael Power, 06 June 2016, 0 comments. Categories: Content Marketing, Social Media Marketing.

Marketo to be bought by private equity firm for $1.79bn

Marketing automation software company Marketo has entered into a definitive agreement to be acquired by Vista Equity Partners for $1.79bn (£1.22bn) in cash.

Shareholders can expect to received $35.25 in cash per share from the transaction, which is set to close in the third quarter of this year. 

Marketo has over 4,600 customers worldwide. It'll keep its...

By Rachael Power, 31 May 2016, 0 comments. Categories: Automation, Content Marketing.

ABC launches report examining content verification tools for online ads

ABC has launched the latest edition of its Content Verification (CV) Certification report, designed to provide unbiased results on the ability of tools to block or report online ads "defined as inappropriate to a campaign".

This is especially important given the increased risks for brands advertising online thanks to the growth of programmatic advertising.

Content verification remains a key focus for buyers and sellers in today's quickly evolving digital ecosystem

The report uses controlled tests by ABC to...

By Liz Morrell, 25 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Content Marketing, Web Analytics.

Adobe launches new visual story tool for small businesses

Adobe has launched a new free service, Adobe Spark, which it claims is the only integrated web and mobile solution for creating and sharing visual stories. It has been aimed to appeal to anyone from small businesses to social marketers and students.

The new service is part of Creative Cloud and includes a number of rebranded associated apps from Adobe that allow users to create, edit and share their story from wherever they are.

They include the Adobe Spark web app, a browser-based...

By Liz Morrell, 25 May 2016, 0 comments. Categories: Advertising Technology, Content Marketing, Video & Audio Marketing.

Millennials most valuable audience for relevant, authentic video ads

(c)iStock.com/Peter Cheranev

They are already known as one of the most fickle generations when it comes to online content but get video ad content right and millennials are 112% more likely to share it than any other demographic.

The conclusion comes from Unruly’s Future Video Survey, which canvassed the views of 3,200 people worldwide and showed that millennials are also 23% more likely to enjoy ads they find relevant.

43.1% said that they were creeped out by ads following them around the web

But get...