As content rains, context must reign

For marketers in the B2B arena, engaging with the C-suite has never been more challenging.

A clear majority of senior business decision-makers are significantly time-poor, with three-quarters claiming “there aren’t enough hours in the day to do all I’d like”.

As a result, they possess a very limited media repertoire, restricting marketers’ potential points of contact. To confound matters further, of the few media channels that they do access, most are unreceptive to the...

By Paul Phillips, 21 March 2017, 0 comments. Categories: Advertising, Content Marketing.

Why marketers have to engage with the right content – and build emotional connections

The entertainment award season is now in full swing; brands are embracing real-time marketing and gearing up for social war rooms. Marketers are increasingly realising the value of engaging with customers ‘in the moment’ as events unfold so they can be part of the conversation and ride relevant trends.

Timing is absolutely key and the availability of marketing tech tools and data has enabled marketers to make intelligent decisions around when it is best to activate content and reach audiences in...

Branding for the heart and the brain: Getting the typography right

The success of a brand today hinges on its ability to speak to its audience in a voice that can be heard clearly. Brands must compete not only with other brands, but also with the ever-changing contexts in which their brands might be seen. In our increasingly brand- and smart device-saturated world, this can be as challenging as humming a tune in Times Square and hoping that pedestrians strolling around the Village will hear and sing along.

Typography is the voice of a brand

By Nadine Chahine and Jonathan Dobres, 09 March 2017, 0 comments. Categories: Branding, Content Marketing.

How rich content is helping to build brands across the connected world

Over the years, we have seen manufacturers using all available technologies to aggregate and publish various types of enhanced information about their products. While rich content may not be new to most brands, product manufacturers and retailers in the eCommerce world, it continues to help boost conversions and to connect at a deeper level with their consumers.

Rich product content – which can include photos, videos, interactive tours, 360 views, comparison charts, Q&As and product selectors, has...

By Chris Bosworth, 06 March 2017, 0 comments. Categories: Branding, Content Marketing, E-Commerce.

Could no audio kill the video star? Analysing a key video marketing trend

Opinion Last Christmas saw some of the most compelling and creative story-driven advertising ever. H&M enlisted Wes Anderson. John Lewis broke away from sentimentality and embraced humour. And Burberry paid big money to get Hollywood A-list actors to tell the story of their founder. Yet, while many of these adverts would have been watched on TV, an unprecedented number of views (and repeat views) were online, on mobile, and without sound. For many brands, that’s a problem. Now every video...

By Rob Cootes, 02 March 2017, 1 comment. Categories: Content Marketing, Customer Experience, Video & Audio Marketing.

A seven step guide to driving your digital roadmap

Digital transformation is not easy, but must succeed if enterprises are to embrace the challenge of digital disruption and continue to create value.

Rapid advancement in technologies, powering web and mobile experiences, has allowed resourceful startups to disrupt well-established business models across many industries. By leveraging digital technologies, startups are redefining what it means to be best in class at every stage of the value chain.

But just having access to the technology is not enough. Equally...

By Daliso Zuze, 23 February 2017, 0 comments. Categories: Content Marketing, Customer Experience, Data-driven marketing.

Hootsuite acquires LiftMetrix, aims for greater social ROI

Social media management platform provider Hootsuite has announced the acquisition of analytics firm LiftMetrix to further bolster its portfolio and give organisations greater insight into their social campaigns.

The two companies have been partners for several years, with LiftMetrix being one of the primary players in Hootsuite’s open partner ecosystem – and with return on investment (ROI) practically a necessity in today’s marketing landscape, the deal makes sense in terms of getting as...

By James Bourne, 22 February 2017, 0 comments. Categories: Content Marketing, Mergers and acquisitions, Social Media Marketing.

New report assesses content marketing best practices and why “age of infographics is dying”

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Content, content, content; it’s the mantra which every marketing team worth its salt today lives by. Yet focusing on quality over quantity should be the defining factor, according to a new study released by B2B analyst firm Clutch.

Almost 80% of the 300 survey respondents in the report agreed that increasing their company’s online visibility is the main goal of content marketing campaigns compared to the rest who prioritised lead generation. But how much is too much before you...

By James Bourne, 15 February 2017, 0 comments. Categories: Content Marketing, Search Marketing, Social Media Marketing.

JC Oliver: On ‘disruptive permission’ and changing the face of advertising

“No-one needs more advertising,” Jonathan 'JC' Oliver, chief creative officer at Unlockd, explains. “There’s a lot of shit advertising in this world, and for whatever reason, businesses feel like because the inventory is there to push ads, the more we put into the system, the more we’re going to get out – and that’s not the case.”

This was, in essence, the opening to Oliver’s speech at the NOAH Conference in London last November. Since then – in...

By James Bourne, 13 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Content Marketing.

Choosing the right CMS for your business: A best practice guide

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As spending on digital real estate and marketing grows, businesses must adapt their traditional models to make sure that their investment is worthwhile.

Where that budget should be spent is widely debated but what’s undisputed is that every business, small or large, private or public, needs a website – the most important digital asset of any organisation. And the backend to that website is the content management system (CMS), the unsung hero, where digital content can...

By Kevin Widdop, 07 February 2017, 2 comments. Categories: Best Practice, Content Marketing, Customer Experience.

Why should marketers be using Medium?

(c)iStock/lechatnoir

Time and time again, brands are burned by jumping too quickly onto the next big thing only to watch it fade away. Not so with Medium, the blogging platform founded by Twitter co-founder Evan Williams in 2012.

It’s recent growth and differentiation makes this network worthy of more attention from marketers.

Medium, initially an invitation-only platform, tended towards a Silicon Valley perspective on the world - male and tech dominated.

Recently, however, there have been changes afoot...

By Leo Ryan, 28 November 2016, 0 comments. Categories: Content Marketing.

Why CGC is key to a successful marketing strategy

(c)iStock/svetikd

In 2013, we launched the EGO POWER+ line of 56V Lithium-Ion lawn and garden products in a crowded and competitive market.

Partnering with the largest home improvement retailer in the field, we set out to quickly establish EGO as a serious alternative to more established, traditional gas-powered equipment brands.

Today’s consumers are tech-savvy and want to be informed when it comes to high-consideration products like lawn and garden equipment. Consumers research products in multiple...

By Joe Turoff, 16 November 2016, 0 comments. Categories: Content Marketing, Customer Experience.

Why brands should protect good copywriting

Brands have a responsibility to protect, nurture and encourage its copywriters because when they do their job well, then your brand is better, stronger, and more credible.

According to the father of modern advertising Bill Bernbach: “It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.”

What he meant was that good copywriting elevates good brands into great brands.

Quality copywriting is being buried by client fear, tickbox reviews, and the...

By Rachel Aldighieri, 15 November 2016, 0 comments. Categories: Content Marketing.

Marketing takeaways from the Leave and Trump campaigns

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It is safe to say that Trump’s election win will have triggered all kinds of emotions, and I’m guessing a considerable chunk of them will be negative. 

But from a marketing perspective there is much we can learn from the Trump campaign, as although many were strongly opposed to what he said, his ability to rile people up and make them feel something has proved to be very divisive. 

Quite unsurprisingly, many people across social media have drawn parallels to what...

By Lucy Clarke, 11 November 2016, 0 comments. Categories: Content Marketing.

Video: How to win the content race

Content providers are in a race to be first to market and first in the hearts, minds, and wallets of their audiences. To remain ahead of the pack they must maximise content output and achieve the greatest possible return on investment from their video.

So far, the result of this competition has been a raft of innovation, changing the video market rapidly.

It’s hard to recall a time when video streaming wasn’t commonplace, which makes it all the more incredible that this is a technology barely in...

By Belsasar Lepe, 09 November 2016, 0 comments. Categories: Content Marketing.

What is content as a service, and why should you care?

(c)iStock/lechatnoir

Social media is like a newborn puppy that demands attention and to be fed constantly. The battle for visual content is one of marketing's biggest struggles and investments this year with 66% of marketers surveyed intending to spend more on visual content. 

The result? A massive shift in recent years in the way we connect with one another and how brands tell their brand stories.

We have entered a new social media era dominated by platforms that are visual in nature. Brands and...

By Grant Munro, 02 November 2016, 0 comments. Categories: Content Marketing.

How can brands ensure they deliver engaging content?

The marketing landscape changed significantly with the introduction of social media – new avenues that didn’t exist a few years ago have presented marketers with a spectrum of powerful tools to support and strengthen their marketing strategies.

Every day, there are 500 million tweets, 52 million Instagram posts and 10 billion daily video views on Snapchat  – these figures clearly illustrate how enormous the social noise ratio is at the moment; social media is no longer simply about...

By Moses Velasco, 01 November 2016, 0 comments. Categories: Content Marketing.

The reinvention of brand storytelling in a VR, AR, and AI age

(c)iStock.com/mediaphotos

The last few weeks have been abuzz with news stories across the digital and marketing technology industries, as Dmexco 2016 and the ninth annual Social Media Week London has snatched the headlines of the marketing trade press. From Twitter reclassifying its 140-character limit to Facebook Live taking centre stage at Burberry’s SS17 catwalk show and UAE-based bank, Emirates NBD launching AI robot in-branch assistants, one thing is certainly clear – the way we communicate...

By Dan Staples, 28 October 2016, 0 comments. Categories: Advertising Technology, Branding, Content Marketing.

How Generation C is turning marketing upside down

Picture credit: Lobster

Cast your mind way back into the past, when segmentation was easy. A time when marketers would safely assume a whole array of collective traits based on something as a simple as an age group. Baby boomers valued individual choice, Generation X were results-driven and Generation Y craved changed.

Compare that with today, where consumer data is seemingly everywhere. We know where our customers are, what they’re eating, what they buy and who they know. And perhaps most importantly,...

By Andy Shield, 27 October 2016, 0 comments. Categories: Advertising, Content Marketing, Personalised Marketing.