Strategy
Into the trough with content marketing
Each year Gartner publishes the Hype Cycle – a piece of marcomms research pinpointing various trends and where they stand in terms of marketer opinion....
And the next content marketing growth area will be…
SEO is getting more difficult. Take Google: not moving the goalposts so much as aiming to do away with them altogether. Challenges for...
What are you doing while you are watching my ad?
Advertisers want to know how we’re using our smart devices – and what we’re doing while watching their ads. For a growing number...
Where will the budgets get spent?
Every year, content marketing research reveals that B2B budgets are set to rise. In fact, according to the Content Marketing Institute, 39 per...
Ways to monetise content marketing
Picture this: you run marketing for a B2B brand, there’s only a small budget and you’ve decided the best way forward is to...
Reusable genius: one great use for content marketing
US bank Chase has discovered content marketing, according to this piece on Digiday. It has invested in a 10-person newsroom and is splashing...
Hello home page, goodbye infinite scroll
There is a problem on the interweb. Publisher home pages, traditionally the first stop when it comes to SEO, are receiving fewer hits....
FT’s top tips for a successful content marketing campaign
Always put the audience first. It’s about their user journey, getting the format right, as well as the best date and time for...
