Content

Week in content marketing: 15th May

A new key relationship for CMA partner Outbrain, new opportunities in mobile publishing and some excellent advice on developing a video strategy for your brand.

New opportunities in mobile publishing
Is your website optimised for mobile platforms like phones and tablets? Are you considering redeveloping the site using a Responsive Design? Wallblog has the details of a new report which finds that of the 100 leading European publishing brands as many as 93% don't offer a complete, cross-platform digital experience. Julie Strawson, the Founder of Brand Perfect who wrote the article, then goes on to conclude; ‘Today's consumers, with all their devices, tablets and smartphones, expect this cross-platform experience. It will be the publishers that bring this experience to them, and the brand advertisers that identify the ones that have accomplished this, who will attract and engage with a greater audience.'

More here.

Golden rules for responding to customer feedback
Have you had negative feedback on a website that you created for a client? Or maybe even comments you weren't expecting on Facebook and Twitter? The CMA site has a blog post that looks at how you should respond. The key is to ensure that you do respond and not just in the online world too. The article concludes by saying that agencies who sit on emails and letters sent to magazines and don't act quickly to rectify customer complaints run the risk of seriously damaging their relations with a brand.

More here.

What do people use social media for?
Well, making purchasing decisions and then complaining about poor service, apparently. This article on The Drum cites a British poll by YouGov which has concluded that 46 per cent of people said they now count on social media when making an online purchasing decision. The poll also found out that people are using social media, especially Facebook, to complain about poor customer service. This is especially true among the young with over 50% of under-35s using social media to highlight poor service.

More here.

CMA partner Outbrain now working with The Guardian
Have you ever used Outbrain? Its online widgets provide a very useful and cost-effective way of seeding content. There's more on this topic here. Outbrain is a CMA partner so we are very pleased to report that it has concluded a deal with The Guardian for its recommendation system to be incorporated across the media company's text articles. In the UK, Outbrain is currently implemented on over 200 publisher sites including The Telegraph, Sky News and The Daily Express.

More here.

The importance of storytelling in content marketing
Business2Community has an article that focuses on how our brains apparently respond better to stories than they do to facts. It then urges content marketers to infuse their words with emotion and personality as these will chime with readers. It then offers some hints on what content marketers can learn about storytelling from Disney.

More here.

A good example of a content-driven branded website - Econsultancy has a short feature that highlights three good examples of branded content. Of the three the one that is likely to be of most interest to CMA members is Colgate. The toothpaste manufacturer has created an informative online guide to dental care along with helpful tips on keeping teeth healthy. As Econsultancy suggests ‘as a result, the site is educational whilst also offering a portal linking back to the purchase of its own products.'

More here.

Brands are partnering with media companies to promote their content
There's a neat round up of the latest examples of content marketing from leading US brands at Wallblog courtesy of Irish brand planner Shane O'Leary. He points out that an emerging trend is brands producing their own content and then working with existing media brands to help publicise that content. He cites Morning Dew, which has formed an alliance with urban site Complex, to promote its new Green Label site.

More here.

Think scoops four awards at MemCom
Congratulations to the team at Think for winning no fewer than four MemCom awards and getting nominated for further four. MemCom, which is short for ‘Membership Communications,' is a resource for membership bodies, charities and NFPs that has been in existence since 2002.

The awards salute, among other things, magazines, websites and newsletters targeted at members groups. This year Think had quite a haul winning Best Charity magazine for BEER, the membership magazine of Campaign for Real Ale (CAMRA); Best Professional magazine for Accounting Technician, the membership magazine for the Association of Accounting Technicians; Best Newsletter for Action, the regional membership newspaper for the Women's Royal Voluntary Service (WRVS); and Best Sport and Recreation magazine for British Dressage.

More here.

How to execute a content marketing video strategy
There's an excellent article on The Content Marketing Institute site in the US which takes the reader through the ways in which they can implement a branded video strategy. It is a step-by-step guide that goes well beyond video creation to include tips on how to get the video spread virally and how to get it publicised on social media sites.

More here.

Content marketing infographic
Finally if you want to see how some companies - especially those from an SEO-based background - imagine how online content marketing fits in the wider world of the web take a peek at this infographic from Content Amp. You might not necessarily agree with its findings, but it contains a wealth of interesting information.

More here.

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15thMay 2013


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