Case studies on global brands and how they've created a story to support their content marketing strategies

According to a recent CMI survey, just 37% of B2B marketers and 40% of B2C marketers have a written content marketing plan in place. At the same time, content marketing continues to become more mainstream as a recognized channel to help brands communicate, story-tell and convince their own audience and prospects. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/] But there is a growing challenge - there appears to be a lack of true understanding as to what and how content can help meet the many different types of organizational objectives? In many examples, the reason why so many content marketing strategies fail is because there simply is no business case. Where a number of content strategies fall flat is that they run right into the…

Interview: Rachel Cooper, Director of Global Content Strategy and Editorial at GSK

Ahead of Digistrategy - London World Forum 2017 in December, we interviewed Rachel Cooper, Director of Global Content Strategy at GlaxoSmithKline, to find out how she manages effective content on a global scale and how she assesses ROI. Rachel one of many senior keynote speakers at Digistrategy 2017, London on December 14th. 

Effective content on a global scale

1. As the Director of Global Content Strategy & Editorial at GSK, how do you ensure the quality and effectiveness of different types of content at a business with your global scale?

The primary aim of our global content and editorial team is to simplify and strengthen our storytelling. We do this through building relationships and providing guidance on storylines and editorial development. Our global content flatplan – held by our team – outlines content priorities, themes…

How to get enhance your content marketing for higher engagement rates

As the tools and channels that make up the digital advertising ecosystem continue to evolve and grow more diverse, it seems many brand marketers and agencies are feeling left behind. A recent study by The Boston Consulting Group found that advertisers gave their own digital capabilities a 57 out of 100 on average. For context, that average score is exactly the same as in 2015. So what’s going on? Some advertisers who participated in the study blamed inadequate marketing technology platforms for their lack of results. Some pointed to the prioritization of other programs within their organizations as an obstacle. But there was one area where the majority of marketers felt especially lacking: their abilities to map consumer journeys and tailor content to match the various touchpoints along those journeys. That’s a problem. Above all else, the success of your digital strategy depends on…

We talked to Michael Goldberg to find out how he ensures content quality on a global scale and its impact on ROI

We still often hear marketers say the truism "content is king". We know it is important to marketing and communications for many businesses, but there is the question of how it can be managed strategically, particularly in a large global business. In this interview, we're fortunate to be able to learn from Michael Goldberg, a marcomms professional who is responsible for content marketing strategy at Dun & Bradstreet, a global B2B Brand. We're featuring this interview from Michael, since he is a keynote speaker alongside other global managers implementing Digital Transformation at the Marketing Leadership Forum.  Content marketing can be one of the most powerful marketing techniques for online digital brands (organically or paid) if done properly and evaluated correctly. By…

How to better results from your content marketing

Content marketing has recently risen to a position of prominence within the industry. As the creator of what is viewed, liked and shared online, it is one of the prime movers of any brand or product. Filling up the voids around the all-important keywords, content adds substance to any marketing strategy and, therefore, it cannot be ignored. As content marketing has become essential, it has also reached a high degree of professionalization. Those who engage in it no longer dabble with words and information, but consciously create powerful cocktails of useful content and subtle advertising. The next 5 tips can be found in the arsenal of any efficient marketer.

1.    Content is re-shareable

One of the most time-consuming elements of content marketing is that it constantly requires unique and new content, even on topics that have been looked at and written about many times. While it should…

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…

Chart of the day: The majority of marketers say their content marketing strategy is effective and say their strategy is more effective than the previous year - but they also expect to produce more content next year than they are currently

The study showed that over 7 in 10 prioritised content delivery and distribution over the quality of content but 7 in 10 also focus on creating content with their audience in mind, rather than the brand. This highlights the pressure to deliver relevant content but produce as much content as possible and distribute it effectively, even if it means compromising on quality. This is often a false economy. With so much content now available competition is extreme. Only by producing exceptional content can you cut through the noise. The study also found that 7 in 10 marketers expect to produce more content next year…

How to successfully combine your PR and Content Marketing efforts

Content marketing and public relations (PR) are very similar in nature. One can even say that they are two sides of the same coin. Most people thought that with the emergence of social media, public relations (PR) may become irrelevant. But it didn't. Instead, it started using different approaches than the age-old methods of engagement and publicity. This post offers tips on why you need to combine content marketing with PR and how to do it successfully.

Why Combine Content Marketing with PR and Vice Versa

As PR and content marketing share a common goal, there is a great deal to be gained by harnessing a hybrid approach. Here is why any PR firm should be combining PR and content marketing strategies.

Offers Consolidated Platform for Sharing Ideas

Whether you are a content marketer or a PR professional, it is your responsibility to keep track…

Creating a Bigger and Better Blog for 2017

It’s no secret that the most, if not all, profitable niches in online marketing are already highly saturated. If you think you have an idea for a new blog topic, there are probably a thousand blogs that already published the same post. And in time, there'll be more content than humans can consume – resulting in “Content Shock." Remember that the fundamental law of supply and demand affects everything. The price for any commodity falls when supply exceeds demand. But when it comes to content marketing, you end up paying your audience to consume your content because there’s no price for them to begin with. In addition to time, thriving bloggers now need to invest in tools and resources that help with content creation. It’s also common for bloggers to bribe their audience into subscribing with free eBooks, discount coupons, and free trial periods. Whether…

To succeed with content marketing you have to have a well thought out strategy

Your peers have been telling you for years that you need to invest in content marketing. They tell you it’s the highest returning investment you can make and that your internet presence depends on your company’s ability to leverage high-ranking publishing platforms and specific SEO techniques. Are you ready to listen? If so, you need a plan. This blog will walk you through the basic steps of getting started with your first content marketing campaign. 

Grasping the True Value of Content Marketing

As a business owner or marketer, you probably like numbers. So let’s look at the value of content marketing from a quantifiable standpoint. And what better place to start than by seeing what your peers – who are already heavily invested in content marketing – think. 

According…