I was reading an article in the Guardian about the South by Southwest festival of film, music and technology. In the article the journalist talks about a conversation he was having with a ‘content strategist’.

A excerpt from the article:

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Image of butler arm with white glove holding trayProducing content for marketing purposes is not new. As a marketer, you have been doing it for years. You have created TV and print commercials, door-to-door leaflets, event flyers, sales brochures, press releases, newsletters, copy for your site, et al.

But this isn’t Content Marketing. This is ‘marketing content’. The content supports your marketing strategy. At the heart it talks about the benefits of your products or services.

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You may have been an early adopter of social media. But is it getting you real business results? Here’s a quick overview of where, in my experience, the market is at, and where you need to focus for effective social media marketing.

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The perks of creating a website content plan…

If you have ever been involved in the process of developing a website, you are probably familiar with terms like navigation, functionality, interaction design, css design, use cases, flow charts and so on.

No matter how well designed & executed your website or application, it’s the content in them that determines your success. It’s your content that drives people to click, download, subscribe, & buy your ideas, products or services.
So why is it that in 9 out of 10 cases, content is the last thing that is attended to when creating a website?

I dare to say: flip it! Start thinking about your content first, then start thinking about design, functionality and other technical requirements.

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How to give great content away. Without being a charity!

More and more companies are starting to see the value of publishing great content such as tutorial videos, white papers, how-to guides, case studies, trend reports or market research documents.

However, I notice that many managers and marketers are not comfortable with giving this content away for free online. Usually a lot of time and resources have gone into creating it. I therefore often hear the argument that this content is too valuable to give away for free.

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McKinsey change the purchase funnel!

Everyone knows the purchase funnel gets narrower towards the end, right? The entire marketing process has been aligned to this principle for more than forty years.

Well, now we can think again. McKinsey’s recent global study shows a definite change in the way consumers research and buy products. And that opens up ways of smarter marketing.

McKinsey have replaced the traditional purchase funnel with the ‘Customer decision journey’. At the beginning of this journey, the consumer begins with an ‘Initial consideration set’ of brands or products. So far, so much the same.

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