Content

Week in content marketing: 28th May

August celebrates winning a re-pitch for Ligne Roset, Redwood announces a new CEO and marketing graduates share their view of the future. There are also tips on how to research and create evergreen content for an online audience, the importance of headline writing and a peek at the users of platforms like Tumblr and Pinterest.

August wins re-pitch for Ligne Roset
August has kicked off the week with some important news. The agency has won a re-pitch and been re-appointed as the global digital agency for contemporary furniture retailer Ligne Roset.

August will continue to maintain the company's main .com website as well as a series of sites aimed at individual markets including the UK, US, France and Italy.

More here.

Redwood announces new CEO
It will soon be all change at content marketing agency Redwood which will very shortly be appointing a new CEO. At the end of June, Keith Grainger, who has been the CEO at the company for ten years, will leave and be replaced by Sara Cremer, who has been Editorial Director at Redwood since 2008.

Grainger's biggest achievement is arguably taking Redwood from a largely print focused company to one that delivers multi-channel content for a number of high profile brands including Boots, Volvo and Virgin Media.

More here.

UK marketing research shows digital spend to increase
iMedia and Martini Media have just released the findings of their UK brand marketing survey which they undertook in March and April 2013. The companies spoke to 226 marketing professionals who told their researchers that 95% of them would be spending more on digital marketing in 2013, 75% will use digital media to increase brand awareness and 63% will increase their social media offerings.

More here.

The art of the online headline
Writing headlines for the web is a very different discipline to penning them for print publications. Whereas print publications afford the journalist and production editor the luxury of puns and clever jokes, online heads need to be search engine friendly and click worthy.

There's an interesting article at The Brick Factory which looks in more detail at penning the perfect online headline. It offers some examples of heads that not only include the relevant key words but also are enticing and grab the reader's attention.

More here.

The demographics of Tumblr, Pinterest and more
Thinking about experimenting with brand pages on Tumblr, Facebook or even Pinterest? Well there's a useful post at Wallblog which looks at the demographics of each of the key social media channels. The downside is that the report, undertaken by Pew Research, focuses on the US and not the UK, but it does highlight some clear trends. For example Tumblr is much more popular with younger audiences while Pinterest's users tends to be affluent and educated women.

More here.

Tips for producing evergreen content
If you are creating content for the web then chances are that a fair percentage of what you produce is what could be described as evergreen. That is content which has no specific links to a certain time and will be as relevant in a few years' time as it is today. Econsultancy has a very interesting post on how to make the most of evergreen content which goes into detail on how you need to think carefully - and bear in mind the search engine implications - of any evergreen content you produce. It also offers a few hints and tips for producing evergreen content such as avoiding specific dates in the story and adding lots of internal links.

More here.

The future of marketing
There's an interesting perspective from the current crop of graduates who are embarking on a career in marketing and advertising. According to a report published by The MediaSchool Group entitled ‘Next Generation of Marcoms' the group do not consider themselves to be truly digital natives. They believe that it will be the generation ten years younger than they who will be true masters of digital media. The report also says that the group thinks that standalone social media agencies will no longer exist in ten years' time and that the advertising market will be dominated by content marketing and PR thinking.

More here.

The future for Tumblr now it is owned by Yahoo
One of the most important media stories of 2013 so far has been the purchase by Yahoo of the blogging platform Tumblr. The media company, which once majored on search but is now increasingly focusing on its editorial portfolio, has bought the platform to add some credibility to its range of content offerings. However there are clearly some key questions as to how Tumblr might evolve now it has gone from being a freewheeling indie to being owned by a larger corporation. Writing in the Huffington Post Steve Rosenbaum puts forward five reasons why he thinks that Yahoo buying the platform is a good thing. He says that fears that Tumblr blogs will be flooded with ads are largely unfounded. Instead he argues that the deal will give the platform the stability and resources it needs to continue growing.

More here.

Why brands need their own platforms
Another view of the Tumblr takeover by Yahoo is offered by Richard Parker, head of strategy at content marketing agency Edge. Citing the acquisition Parker says that brands are overlooking the importance of creating valuable content in favour of acquiring clout from established social media.

The inference is that brands need to be focusing on creating their own platforms not just tapping into already existing ones.

More here.

Wordpress is 10
Blogging platform Wordpress, which is widely used by content marketing companies, celebrates its ten year anniversary this month. In that time it has seen off its rivals to become the most established blogging platform in the world for serious bloggers and professional content producers. Apparently over 70 million bloggers across the globe use the format including some big media names: CNN, The New York Times and Reuters.

There's more on the history of the format and how it intends to celebrate its anniversary on Mashable.

More here.

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28thMay 2013


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