Why social is the #1 equaliser for brands

There are two types of businesses in the world when it comes to social — an organisation that does it because it feels it ‘has to’ to keep pace, and the ‘socially mature’ business that does it because it truly understands social media engagement, and its value on the bottom line. Social media is now the cornerstone of modern marketing strategies, regardless of the organisation's size, age, market position or revenue.

A business that is able to properly use social and all it...

By Rob Coyne, 24 April 2018, 0 comments. Categories: Branding, Content Marketing, Social Media Marketing.

Is ‘measurement culture’ killing creativity?

Data has redefined the marketing game in the last decade. Before, marketers would pump content out to their chosen medium and judge its success based on any increase in sales. Now, they sit on top of a pile of data that can tell them exactly how their campaigns are performing.

But is this ocean of data putting the focus of modern marketing too heavily on analysis, measurement and insight at the cost of creativity?

This seems to be a common view, according to a survey of 250 marketing decision-makers, with 72%...

By Colm Hebblethwaite, 17 April 2018, 0 comments. Categories: Best Practice, Branding, Content Marketing.

Innovation, personalisation and experimentation: Why you might not be doing any of it right

The word ‘innovation’ must rank fairly highly on a list of the most used and abused buzzwords in digital marketing today. Every organisation thinks that they’re innovative in some form or other – but are they going about it the right way?

San Francisco-based Optimizely believes not. According to Global Head of Strategy Hazjier Pourkhalkhali – who would like to believe his company is ‘the biggest digital laboratory in the world’ – three quarters of all...

Six key ways to distribute your content and grow your following at the same time

If you’re a leader in business, you’re probably not enamoured by social media. Sure, you’ve got accounts on LinkedIn and Twitter that an assistant or a member of your marketing team maintains, but you’re not too active there personally. You don’t have many followers, but you don’t mind; you have bigger things to worry about than who’s reading your tweets.

Too many leaders shy away from social because they see it as “kid stuff” or a time suck that has no place...

By John Hall, 11 April 2018, 1 comment. Categories: Content Marketing, Publishing, Social Media Marketing.

How viral content became a hotbed of online ad fraud and what can be done to stamp it out

Just weeks ago, Unilever, one of the biggest advertising spenders in the world, threatened to pull ads from digital and social platforms if they fail to eradicate content which “creates division in society and promotes anger and hate.” Considering that Unilever spent over $9 billion (£6.4) billion on advertising in 2017 and recently stated its intention to increase this spend by £220 million in 2018 (

By Nigel Gilbert, 09 April 2018, 0 comments. Categories: Content Marketing, Social Media Marketing, Video & Audio Marketing.

Twitter suspends some its most popular accounts for rules violations

Over the weekend, Twitter suspended a number of accounts to a violation of its spam rules and for copyright issues. Some of the accounts, which included @GirlPosts, @SoDamnTrue and @commonwhitegiri, were hugely popular.

GirlPosts, for example, had 9.8 million followers and was listed by Statweestics as the sixth most popular account of 2017, beating out such notables as CNN, Fox News and  Harry Styles. The account was pulling in around 20 million likes and six million...

By Colm Hebblethwaite, 15 March 2018, 0 comments. Categories: Content Marketing, Social Media Marketing.

How can marketers adapt to the recent Facebook algorithm changes?

Following Mark Zuckerberg’s personal post on Facebook’s recent newsfeed changes, the social network’s share price fell as much as 6.1 percent.

With Facebook’s key advertising space for brands reverting back to its original purpose (actual, personal news from friends and family), the brand marketers who have relied on in-feed advertising to drive traffic and revenue must now reconsider how to engage with audiences through this pillar channel.

But more than anything, organisations must...

By Marielle Habbel, 27 February 2018, 0 comments. Categories: Content Marketing, Social Media Marketing, Video & Audio Marketing.

Timeless content or a one-hit-wonder? Making your content work harder

Five years ago, brands were asking how they could mature their marketing strategy, creating engaging and meaningful content that really captivates their audiences. Today, brands are spending a lot of money on this content; often with huge success.

But others have found that even well-funded, quality content can be something of a one hit wonder, providing only short-term value.

The question is around how brands can extend the lifecycle of their content, to deliver longer term value for themselves beyond...

By Mark Wheeler, 21 February 2018, 0 comments. Categories: Content Marketing.

UK small businesses planning to increase marketing spend in 2018/19

The average UK SME owner will be putting around 16% of their 2018/19 on marketing, according to a study by performance marketing network affilinet.

The company polled 1,394 SME business owners in the UK who had set up their business in the last five years. Half of them were planning to up their marketing spends as a direct result of seeing their competitors get high levels of return on their own spending.

32% of respondents said that their plan to increase marketing spend was the result of a successful year...

By Colm Hebblethwaite, 19 February 2018, 0 comments. Categories: Content Marketing, Social Media Marketing.