The Final day of our Successful Content Marketing Series
Successful content marketing is an "always-on campaign" – to do it right, you need to keep up an ongoing flow of content, so you’re always there when a prospect wants to join the conversation or asks a question that you have the answer for.
Here are three easy ways to keep the content momentum going:
1. Explode your assets: When you create a big piece of content such as an industry report or an in-depth white paper, plan and structure it so that lots of little bits can be broken off and used independently in other channels to promote and amplify – tweets, blog posts, Google+ updates and so on.
2. Brainstorm series of ideas: Don’t just look for one-off ideas…
What are employers looking for from digital marketers?
The latest research from Michael Page and EMR Recruitment shares trends in recruitment salary and skills trends in the world of digital. Both surveys have highlighted optimism by digital professionals and employers as there are clear signs of continued growth for digital skills.
Some of the marketing respondents who were surveyed said that they are focused on trying to keep their digital skills up-to-date through on the job training and self-learning.
Over the past year, EMR's report shows that marketing professionals are now more satisfied with their salaries and bonuses - are these respondents just working for fantastic employers, or is it true across the UK!.
Michael Page's interactive salary checker tool is a great way to check out salaries by county, sector, and digital specialism. Here is an example of salaries for roles in Yorkshire and the North East:
Evolution, not revolution is the pragmatic approach to Digital Transformation
Businesses of any scale can generate huge quantities of data from their analytics – most of it with the potential to improve performance. But to realize that potential, to action the actionable takes time, focus and budget.
This research from the Smart Insights Managing Digital Marketing report shows that many businesses are conscious that they are not spending sufficient time on planning and optimization.
In organisations who have yet to embrace data as a vital marketing tool, getting buy-in for the resources to make it happen can be challenging to say the least.
As a digital transformation specialist, I often work with people at the start of their journey to a digital direct-sell business model. For them it represents a…
Understanding the pros and cons of Retina screens in email design
Children of the (higher) resolution - Every time I see an article or advert about Apple’s Retina Display, I have to force myself not to dismiss it as marketing guff and consider the relevancy. Let me explain.
As an email designer, devices with a Retina display are a pain. When I open an email I have lovingly crafted they make my pin-sharp graphics look a touch blurry, and that’s guaranteed to upset any designer.
In this article I look specifically at email design for retina displays, register for the free webinar with my colleague Darren for more insight on mobile design for Email.
Day 4 of our 5 days of Successful Content Marketing Series with Sticky Content
Today’s the day you start generating ideas and populating your calendar.
Hold a brainstorm. Sit round as a team, look at what the competition are doing, look at what you’ve done before, look at who you’re trying to reach. Start jotting things down on Post-its: literally anything that comes to mind.
[Editor's note: Readers who don't know it, check out the Smart Insights Content Marketing Matrix which was designed for sessions to brainstorm content marketing].
At this point, no idea is a bad idea, but make sure you’re generating solid concepts and not simply coming up with themes. A good idea is specific, with a clear angle that can be summarised in a neat elevator pitch. A theme is an area you want to write about, perhaps many times. So…
Practical content marketing and profiling techniques to identify senior decision makers
Senior decision makers are increasingly reluctant to hand over their contact details when exploring potential solutions. You may have noticed how busy managers often omit their phone numbers from their email sigs! At the same time, the explosion in content marketing with the availability of detailed information online in a range of formats has enabled those seeking to use your products or services to carry out extensive research on you independently without booking a demo.
There is now little need to book a demo, take a trial or speak to a salesperson when so much content exists online to inform their decision.
Whilst these prospects are carrying out their due diligence research at distance, others who are at a much earlier stage of the buying cycle are seeking content that will inform and educate them.
Whitepapers, videos, thought-leadership pieces and research are standard fare in any…
Will Digits displace other email address-based user sign-in and authentication methods?
Recommended link: Twitter Blog Digits announcement
This is another interesting piece of new jargon and associated tech that marketers need to ‘get their heads around’. Here’s a summary of my understanding. I’ve also gone a bit beyond the ‘copy and paste’ summaries of other announcements by digging out a couple of case study examples of brands already using Digits which show how important this could be as part of the overall digital marketing ecosystem. This is why I have unusually rated its importance as 5/5!
1. Digits is a new method of signing on to mobile apps and websites developed by Twitter. Twitter says it will reduce ‘friction’, enabling users to sign in to apps more readily.
2. Digits works by signing in with mobile numbers and confirming using an SMS . It’s similar to two-step…
My top 10 tips to help you secure your digital marketing graduate job
There’s something nostalgic about looking back at your time at University – especially when looking to offer advice.
Like that one time you were stranded in the library preparing for your last exam. Or the time you were rushing to print your coursework and realised you had run out of print credits. Frustrating at the time, but when you look back, there’s always a lesson learnt.
University offers so much, yet it’s often under utilised by students. This is sometimes only realised by graduating students when it’s too late to seize those opportunities.
So this is me, who has been there, done that, passing the baton of advice on to any Under-grad or Post-grad students who may be considering their future in digital marketing. The following tips are lessons I…
How to avoid those typical PR blunders
PR, like many parts of digital marketing, can be a numbers game. You try different pitches to different publications and hope that something works. Along the way, you make mistakes and you learn from them.
Below, we’ve spelled-out five of the most standard mistakes of PR outreach so you can avoid making them.
Mistake #1: Thinking news will come to you
It can be exhausting, but in order to get coverage, you need to seek it out. And today, there are more tools available than ever for low-budget, reduced-effort PR outreach campaigns.
'Info' and 'tip' lines are freely available online and more effective than you probably think, too and social platforms like Twitter or LinkedIn or software-as-service like MuckRack provide an opportunity to get in touch directly with people you might otherwise never have had access…
An interactive map for your new digital marketing job role
Do you know where your digital skills and passions lie, but aren't sure which digital marketing role to target? NeoMam Studios have produced a fun infographic to help you map out your skills with suggested roles. Although it references apprenticeships it also prompts thoughts about the right type of role for more experienced digital marketers
This will be a useful tool to use in conjunction with our recently updated Digital Marketing Job Descriptions and Roles Template to guide you through the digital jobs maze to find what is right for you or to build up a role specification for a new digital specialist in your team.
As you clickthrough you will have the chance to click onto the 4 skills at the end of your mapping and be…