Putting content curation front and centre in your content marketing planning
I've been spending some time this week writing a content marketing plan for a client, at First 10. As a part of that plan, I've focussed on content curation as a major part of the program of activity over the next 12 months. In their case, the reason why they're investing is that it's right strategically and suits their budget. They're a commercial marketing team with minimal internal copywriting resource, and they're not creative enough to reliably originate a steady stream of ideas. So it made sense to centralize content curation in addition to publishing original articles and media as and when they can afford it. My sense is that most marketing teams are likely needing this approach, so I thought I'd distill and simplify what's in their plan, in case…
How to harness the power of vertical video
Remember the emergent days of online video? Those primitive, pixelated clips were laughable at best.
Social media is one of the biggest catalysts changing the video landscape, especially when it comes to creating new outlets for content distribution. With faster internet and smarter phones redefining how video content is consumed, millions of films that were created for the big screen have been repurposed for streaming on handheld devices.
Like Hollywood films, today’s digital video ads still have lights, a camera, and some action, but the stage is now your smartphone, and the audience is everyone. Interactive content on Facebook helps people and brands engage with their fans, Snapchat filters make sharing videos more fun, and newcomer app Periscope allows people to share a glimpse into their world.
In short, social media has completely upended the way we view and create videos — and one major factor…
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18 Jul 2017
A guide to the benefits and setup of 3 essential Google Analytics features
Adding Google Analytics tracking code to a site is quick in most cases, but I find that many businesses leave it there and don't add more customisation to use some of the more advanced Google Analytics features. These features can give great advantages in understanding how users interact with your site, to support ideas for conversion optimisation. You may not consider these features advanced, but they are missing in many cases, so are advanced in this sense!
The three customizations I will cover, which work best when considered together, are:
Event tracking codes
Goal setup
A/B testing and content experiments
1. Event Tracking Codes
The power of event tracking codes is shown by the many user actions that you can monitor within your website. Event tracking codes can make your life easier since you can monitor all these micro-conversions that matter to your…
3 lesser-known LinkedIn features you should be using
There is no doubt LinkedIn has become one of, if not the most powerful marketing tools of the 21st Century. With over 300+ million members and 49% of them being key decision makers, it’s never been faster, easier and more cost effective to get your message in front of potential clients, journalist, partners and even future employees.
Whilst it’s a powerful marketing tool, in our experience of training thousands of business owners, we’ve realized that very few are using it to its full potential.
In this post, I'll look at some practical features that also help towards getting more leads and in using LinkedIn more generally to build your contacts contact.
For more details on how to use the latest features on LinkedIn, download our guide.
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Evolution of the TV watching experience
Not only did social networks change the way we stay in touch with friends, read the news and interact with brands, but also the way we watch TV. These days, our TV watching experience is no longer limited to the span of your living room coach – you can stay on the line friends and fellow fans and share your excitement about a new episode of a favorite show or a sports event without leaving the room. So it’s not surprising that content producers want to see us more and more involved and following them online, as it gives them a wealth of opportunities to keep us hooked and pitch commercial offers at just the right time. All that is required besides a television is an Internet-enabled phone, tablet or laptop – in other words, a second screen that extends and enhances the content that…
The hyper-local tactics that can boost your brand nationally
Hyperlocal marketing has emerged as a key driver of consumer engagement. The State of Hyperlocal 2017 report indicates that marketers are investing heavily in social media, data, and analytics on their local campaigns. In fact, these areas represent the top spending categories across hyperlocal investments.
As consumers demand evermore personalized content and experiences, it makes sense for brands to invest in local tactics. The more customized their offers and messaging are, the more likely they are to establish long-standing relationships with their customers.
But in the rush to perfect hyperlocal strategies, companies must also attend to their national branding. Not only is a national strategy essential for raising brand awareness, but it’s also crucial for competing with e-commerce startups.
Are Ecommerce Startups a Threat?
Many ecommerce entrepreneurs establish their shops with an eye to competing with major retailers. They’ve seen the big names achieve success, and they…
Mapping the customer journey more accurately using surveys
In today’s highly competitive market, where product quality is not sufficient to get ahead, customer service becomes a key part of a company’s strategy. Consequently, the organization which successfully maintains the best relationship with its customers manages the best returns in terms of income.
As a result, companies have placed a new focus on understanding their customers in order to better their service, product or image. One of the main tools they use is the customer journey map.
A customer journey map, usually represented in a graphic and visual manner, is an interpretation of the entire experience that an individual has with a company, product or brand over time.
Mapping Out the Journey
Mapping out the interactions and experiences a customer has with a certain brand or product is only half the work that a customer journey map involves. After identifying all of the stages, from the…
Use tools that predict conversations before they happen — then leverage the information to create meaningful conversations
It’s becoming clear that the future of marketing will be built around conversations. Technology, after all, has made everything somewhat social. But with the all-powerful consumer controlling conversations, how do brands get a word in edgewise?
The answer can be summed up in one word: analytics.
There’s an expectation that your brand, like every other brand, has gathered enough information about your customers that you not only know who they are and what they need but also how to speak to them — and in a way, they like to be spoken to, no less.
But many brands miss the mark. Instead of using analytics to learn, experiment, and develop all aspects of business, they get wrapped up in measuring the minutiae. They view analytics as just a means to discuss performance, which can cause them to…
6 examples showing the power of parallax-based designs to engage and impress at the same time
Parallax scrolling is undoubtedly one of the most popular recent web design trends that first surfaced several years ago and is still common on certain types of site. Parallax gives a visual effect to add a feeling of depth to the visual presentation of content or projects.
Parallax is the effect that we can come around on a daily basis. Just pay attention to the way everything moves around while driving a car. The clouds in the sky appear to move at a slower pace than the houses and trees in the foreground. That is how the technique is achieved in the natural environment. Have you ever thought about this? Impressive, right? However, that's not the point of this article. Since all of us are involved in online marketing and web design, let's find out how to use the parallax scrolling effect…
Research reveals marketers approaches to multichannel marketing
In partnership with Digital Doughnut, EPiServer surveyed over 200+ marketers to find out how they are tackling multichannel marketing. The resulting report presents an overview of single-channel, multichannel and omnichannel strategies, as well as insights about how well marketers feel they are able to implement these strategies.
Below you will find some key findings from the report, as well as examples of companies who are successfully providing a more seamless experience for users.
Over the last five years, the way that brands are communicating with their customers has fundamentally changed. Instead of adopting a single-channel, or even multichannel approach, businesses must now offer a truly seamless experience across all devices. Rather than tailoring their approach to multiple individual touch-points, the latest digital marketers are breaking down these out-dated silos and are providing customers with a single coherent view of their brand - delivering the right message,…
