Strategy
Yes! You should be measuring ROI – and it’s easy
Yesterday we wrote about the Content Marketing Association’s effectiveness study. As the title implies, it examines the ways in which companies are using...
B2B content marketing on the rise
Last year we took a long look at how companies should be measuring ROI when it comes to content marketing. Based on research...
Customer service: an opportunity for great content
A large proportion of content marketing is designed to bring new customers and grow sales. However, it can also be used as the cornerstone...
Content marketing aims and strategies
There is a well-worn joke about the lost traveller asking a local for directions. In response, the local chap says: “Well, I wouldn’t...
Guidelines: a danger for brands turning to content
Adidas has commissioned the Adidas Playbook – a “major piece of content strategy work” – from Altogethernow, one of its agencies. According to...
More measurable than just brand advertising
Content marketing has been growing in popularity over the past five years. Many companies are engaged in it, whether text or video-based. But...
Content marketing – heading for a hype trough?
Every year Gartner brings out a piece of research nicely titled the ‘Hype Cycle’. It marks out various trends in marketing and where...
Adaptive content marketing: a new rulebook
Adaptive content marketing is one of the latest buzzwords to hit the sector. Effectively, it means adapting your content for the reader. Personalisation...
