Why you should put people first with branded content

Nowadays the world is awash with publishers. News and entertainment broadcasters generate content to be disseminated across TV, print, and online; friends and family post personal histories on our social platforms, and of course brands have looked to connect with their audiences in a similar way.

This took the form of advertisements originally, but more recently brands have looked to grow audiences by marketing to the public through content production.

Naturally we react to these different publishers in a...

By Georgina Williams, 17 October 2016, 0 comments. Categories: Branding, Content Marketing.

Why your content should have 'purpose'

All marketers know that it isn't enough to simply push any old content out into the ether and hope for the best. All content that represents your brand or company needs to have something to resonate with your customer base; and that something is 'purpose'.

At the recent Together We’re Better (TWB) Conference in London, Bea Karol Burks, CDO of Tinder Foundation, spoke about generating content with purpose, drawing on her experience from working with Citizens...

By Rachael Power, 14 October 2016, 0 comments. Categories: Content Marketing.

Yahoo launches content marketing studio 'Storytellers' in the UK


After its US launch at Cannes Lions this year, Yahoo has also revealed it's opening a full content marketing studio for brands and agencies in the UK, too.

Yahoo Storytellers will provide content consulting services, develop premium video and a full range of editorial content, as well as carry out influencer activations acorss social platforms and partnership extensions. 

Yahoo says its Storytellers offering "leverages Yahoo’s editorial expertise, extensive data, native...

By Rachael Power, 08 September 2016, 0 comments. Categories: Content Marketing.

It's no longer about traditional or digital: It's all marketing

MarketingTech spotted an interesting post on LinkedIn this week questioning the use of the word ‘digital’ before marketing.

The poster argued that digital’s now just business as usual, so why is there a need to differentiate the two?

And a recent study by Millward Brown has echoed that sentiment. The organisation recently asked 300 senior executives from advertisers, agencies and media companies for their thoughts on digital marketing for the third year in a row.

By Rachael Power, 06 September 2016, 1 comment. Categories: Content Marketing.

How to fix a content marketing strategy problem

To address content strategy, the first step is of course to understand that you have a content problem.

Odds are that your content presents several challenges:

  • It’s often underutilised
  • It isn’t always easy to access
  • The time from creation to consumption is too long
  • Creating and maintaining it costs too much and therefore it’s neglected, out of date, and out of sync, so its quality drops with time
  • It isn’t developed in a way that lends it to working across different media types and channels

Within your organisation you might hear phrases like: 'why does it take us...

By Gavin Drake, 31 August 2016, 2 comments. Categories: Content Marketing.

The importance of omnichannel marketing in bridging the 'isthmus'


The brand and the consumer sit on either side of the 'isthmus of marketing'. This separation between the two can seem like a wide barrier or a narrow, slim, space.

It keeps the brand from reaching the consumer and the consumer from reaching the brand, and keeps them both from joining forces and both benefiting from the convergence of their needs and desires.

Brands need to build a marketing canal across the 'isthmus' to allow consumers to select the lane or lanes that best fit their needs...

By Thaddeus Kubis, 16 August 2016, 0 comments. Categories: Content Marketing, CRM.

What's in store for the future of B2B marketing?


Companies treat websites as billboards. Customers want them to be real-time conversations.

This is where B2B marketing is heading; marketers grew accustomed to saying the same things to everyone at once because there has historically been no good alternative. 

Today, however, analytics platforms dominate the digital space. For example, this website puts nine trackers on my computer, according to Ghostery, the browser plugin I...

By Andrew Graham, 04 August 2016, 0 comments. Categories: Content Marketing.

Why engagement is key to building lasting relationships

(c)iStock.com/Jacob Ammentorp Lund

Brands are built on relationships. If you’re not developing real, meaningful relationships with your prospects and customers, you’re going to have a tough time achieving and maintaining success.

The challenge is that engaging with your audience—and keeping them engaged over time—is harder than ever. While people are consuming more content online year over year, there’s been a huge increase in the amount of digital content available from brands,...

By Matt Wellschlager, 02 August 2016, 0 comments. Categories: Content Marketing, Customer Experience.

Influencer marketing: Tips on creating your best content

Influencer marketing is on the rise, with a broad range of celebrities and personalities providing brands with opportunities for exposure to their followings on various digital platforms.

Influencers essentially become brand spokespeople, but in a natural and organic way that feels more like a normal social share or blog post and less like an in-your-face paid testimonial.

This is a key aspect of influencer marketing,

By Sarah Ware, 28 July 2016, 2 comments. Categories: Content Marketing, Social Media Marketing.

Content marketing: Some basic tips and advice

Content marketing opens an avenue for brands to reach and engage with their audiences. However, many marketers can get stuck in front of the same audience, which can create stagnant growth and inconsequential leads.

The good news is that expanding your audience isn’t as challenging as it may seem.

With a few simple steps, targeting and connecting with new audiences using insightful and valuable content will result in increased sharing and audience growth.

Create content people want to read and share

If you’re...

By Lauren Smith, 25 July 2016, 0 comments. Categories: Content Marketing.