New technology, the smartphone-fuelled evolution in consumer behaviour, along with marketing’s inability to disrupt itself from its ‘business-as-usual-cycle,’ are some of the biggest risks to content marketers. In my free ebook I outline reasons why content fails and highlight some of the biggest content marketing success stories.
The Washington Post's VP of Marketing Paul Tsigrikes oversees WP BrandStudio, the Washington Post’s in-house creative agency, where he and his team develop and execute custom content for brands. He talked to me about the importance of knowing your audience, using data and innovative advertising technologies to target them effectively, and why it’s important to nail your story first, before thinking about how to execute it.
Scandinavian agency Spoon scooped more awards than any other at this year's Pearl Awards in New York. Its marketing manager, Björn Owen Glad, talked me about why content marketing is a more effective way to reach consumers than using traditional channels.
The year ahead will see the introduction of even more new tech. Here I take a look at four trends that will become mainstream in the content world, including mixed reality, personalisation, DMPs and innovation labs.
Virtual reality is set to become the biggest content marketing trend of 2017. It’s out of the box, it’s innovative and with the likes of Facebook (Oculus), Google, Samsung and Sony investing heavily in the software, hardware and accompanying content, VR is now in the forefront of consumers’ minds too. Here I take a look at 9 brands using it to best effect in practice.
Nicholas Longano, from New York's top marketing agency, talked to me about all things VR and why any content brand worth its salt should have a VR strategy in place for 2017.
Virtual Reality is the latest trend in content marketing and its set to stay as Google, Sony and Samsung invest heavily in this market. Here I look at ways marketers can incorporate VR into their practice and give examples of brands already using this as a medium to connect with their audiences.
The Godfather of content marketing Joe Pulizzi says if you're not "all in" with your content marketing you should stop. At this year's annual #CMWorld event he said: “Be all in or get all out. There is no halfway." Here I take a look at four brands who've gone all in and how this has contributed to their success.