It was the late 1990s when things really started to change. Computer use grew, e-commerce emerged and along with it e-mail as a powerful marketing tool. Then came blogs – first as personal diaries by individuals, then leveraged by companies for brand awareness. Blogs housed articles, then infographics, white papers, eBooks, animations. Content. And when […]
Do U.S. companies rule content marketing?
Extend your reach: Smart ways to distribute content
Your article is written and uploaded to the company blog. Great. But that’s just the start. Like a traditional salesperson, you have to knock on doors if you want to maximise reach. The key is understanding the most effective ways of using email, social media and media syndication to separate you from your competitors. So […]
Doing content badly? Best not to do it at all
They say there’s no such thing as bad publicity. But this certainly isn’t true when it comes to content. Get it wrong and you can do more harm than good. From simply confusing people, to making your actual products sound bad. There’s a lot at stake. Here’s what can go wrong if you put out […]
Mobile vs desktop content: How can you get them both right?
When creating our mobile and desktop sites, we spend significant time deciding how their designs and structure will differ. But what about the content? Should we consider the differences here as well? The short answer is almost certainly no – Google’s Developer Guide doesn’t mince its words: “Make sure that your mobile site contains the […]
Content confusion? How to choose your content topics
The most common advice when it comes to choosing topics for your content marketing is to focus on the challenges your customers face. While it’s the right advice, how can you go about actually putting it into practice? One option is to access the knowledge of people who live and breathe content marketing. You can […]
3 pitfalls when trying too hard to ‘go viral’
Most marketers dream of their campaign going viral. It’s that 15 minutes of fame. But in truth, it’s not the best content marketing strategy. Trying too hard to go viral can dilute your target audience and reduce the quality of your content. Maybe worst of all, it can make you forget what your overall aim […]
GET ANIMATED: Is it time to do more with your infographics?
In an age of information overload, we are constantly bombarded. So your brand needs to find diverse ways to make its messages really stand out. Enter animated infographics. From making your message more memorable and easier to digest, to increasing the number of times it’s shared, there are huge benefits to investing in this form […]
Be an email genius: How four great companies nailed email marketing
Email marketing is a popular and highly-effective marketing channel. Yet, maybe because we’re all so well versed on email – and perhaps because we receive so many of them – it’s a marketing approach that is tricky to get right. But those that do, reap the rewards. So here are four companies that have made […]
FAMILIARITY BIAS: 3 ways to harness its power
The more you encounter something, the more your attitude towards it is enhanced. In 1968, social psychologist Robert Zajonc called this the mere-exposure effect. Today, we know it as the familiarity bias. It’s hugely influential in the purchasing decisions we make – one recent study found that 82% of participants selected a familiar brand from a […]
BIG MISTAKE: 5 digital marketing blunders and how to avoid them
Digital marketing isn’t new – we get it. But for any of us who have been doing it for a long time, it’s always good to check in and see if we’re truly getting an acceptable return on our digital marketing investments. Just how effective really is our digital marketing strategy? So let’s look at five common […]