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How Honda UK cuts through the noise with agile content and brand storytelling
We’ve all heard about how the internet is being inundated with more content than ever before.
What machine learning and semiotics can reveal about a brand’s values
You’ve got them written up on the wall, on your mousepad, emblazoned across your screen or maybe even in your reception. They are, of course, your brand values, and they provide the basis for your marketing efforts – hence their importance.
Bangkok marketers on the challenges of aligning content with brand strategy
Over the past several years, content marketing has become a key digital marketing tactic for most brands.
How does content strategy fit with account-based marketing (ABM)?
Account-based marketing (ABM) is getting a lot of interest from marketers in B2B as a strategy that radically upends and refocuses the way that businesses approach marketing outreach.
What makes a challenger brand? (Four key characteristics)
A challenger brand is typically defined as a company that’s neither the market leader or a particularly niche brand, but one that sets itself apart with a driven mindset.
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Five examples of podcasts from retail brands
While the podcast advertising market is growing, ad performance remains notoriously hard to measure.
Three smart content strategies for boosting search performance without creating fresh content
We all know that search engines reward sites with valuable content that most effectively answers searchers’ questions. But that doesn’t always mean you have to create NEW content.
Storytelling for Marketers
1. Introduction 1.1 Executive summary This report identifies best practice approaches, techniques, challenges and opportunities around storytelling in the context of marketing. It explores how marketers perceive the importance of storytelling to the practice of marketing and the best practice application of storytelling principles to support marketing objectives and activity. The following topics are covered […]
What are anti-personas and how are they used?
Customer personas can help marketers identify their target audience, as well as the type of content or kind of service that will be of value to them. But what about the customers you really do not want to target? These people are also known as anti-personas, or negative personas if you prefer.
Five futuristic talks to catch at the Festival of Marketing 2018
We’re just two and a half weeks out from the Festival of Marketing 2018, and here in the Econsultancy office we’re eyeing up all the amazing talks on the agenda and wondering if it’s possible to somehow be in six different places at once.
How to make content work harder in a multichannel world
In a recent post I explored why content has never had to work harder to reach audiences – how, when, and where they want to experience it. Here I look at how publishers and content owners can get more mileage from their content by using the right architecture and tools to reach more devices.
Marketing in 2018: Too tactical and not strategic enough?
Much is written about marketing ‘strategies’ and ‘tactics’, and these two terms are often used interchangeably.
Doing so is not usually a problem (we all know, for example, what search marketing is whether it’s called a strategy or a tactic), but it is useful to distinguish strategies and tactics when trying to identify marketing trends.