Content Marketing

| October 26, 2016

article image
“Content marketing is about optimizing the dialogue between a company and its
customers for profitable outcomes. The better the conversation is, the more attention
it attracts, and the more your customers are compelled to talk and buy. Almost
any company or service can find a content marketing strategy that will work for it.
And with an economic forecast that’s challenging for at least the near future, it’s
easy to make a case for leveraging content for all it’s worth. This book explains the
nuts and bolts of content marketing, from developing a strategy to putting it into
practice to measuring and improving results. If your business has any kind of a digital
presence, from a website to a Facebook page or a Twitter account, you can’t
afford not to read it—now.”

Spotlight

Litmus

Litmus helps more than 250,000 marketers make email better. The web-based email creation, testing and analytics platform empowers marketers, designers and agencies to confidently deliver a superior subscriber experience. Litmus provides instant email previews and quality assurance tools across all major inbox providers, browsers, and devices, and features comprehensive analytics to help users quickly and easily build, test, troubleshoot and optimize every campaign.

OTHER ARTICLES

Google URL Builder: How to Track Campaigns in Analytics

Article | August 10, 2020

You’re ready to start a marketing campaign; a newsletter, social or some paid campaign. Your main goal is to drive traffic back to your website, convert that traffic into leads, and those leads into customers. So, how do you tell which marketing campaigns were successful? Easy. Use the Google Analytics URL builder to track your campaigns.

Read More

How To Create a Social Media Marketing Plan From Scratch

Article | February 24, 2020

Social media has become very common and important that we cannot live without it. The attachment that one gets from social media is almost unbreakable. Almost 90% of the world population uses social media as a platform to engage with others and search for relevant data. In the same manner, social media marketing has become a place where an owner showcases his products and presents them in front of the audience to get a good reply or review. Marketers take the feedback to become popular and improve their products according to the needs of people. Many things go into making social media marketing or advertisement. A plan that consists of everything from scratch till the end (the goal you want to achieve). Social media is an easy platform where there are no complications and restrictions. You just develop a marketing strategy with your team and start its promotion. However, many things work in the background to make a social media marketing plan successful. There is not a single man behind all the work, but there is a team that works day and night to achieve that goal. Some of the tips on how to create a social media marketing plan from scratch are as follows.

Read More

MARTECH ISN’T MEANT TO REPLACE MARKETING

Article | March 5, 2020

The advent of different types of technology has changed how businesses use marketing and the ways that consumers are engaging with businesses and their marketing. The development of new marketing capabilities and new information technology capacity intersect in MarTech, bringing together the potential of both areas to reveal new possibilities. But, MarTech is meant to work with marketing not to replace it. Recent developments have made MarTech possible. Cloud computing infrastructure has become accessible, software for businesses that want to use MarTech tools are more affordable and platforms have become more widely used resulting in more available data. This means that more businesses use tools previously available to a small group of companies.

Read More

Companionship: Still big on the radar for consumers when choosing an influencer to follow

Article | January 18, 2021

We may have entered a New Year, but we are still living in a world filled with lockdowns and restrictions. Still unable to hug our loved ones, online companionship is quite possibly, more important than ever before. The last 12 months has shown online communities come together with social media influencers becoming the ultimate lockdown companions. Amelia Neate, Senior Manager at Influencer Matchmaker explains why companionship is still big on the radar for 2021 and why she thinks it is here to stay. Since March of last year, most of the population have found themselves spending more time indoors, whether that’s due to lockdown, working from home, furlough or maybe they have been shielding. But because of that, human interaction has been limited and it doesn’t seem to be on the cards for anytime soon, either. And with a quarter of UK adults saying that lockdown has made them feel lonely, many have turned to social media influencers in a bid to feel less alone. Helping each other out Online companionship is much more than simply a one-way street. Whilst it primarily benefits consumers, social media followers and audiences, it also provides rapport for the influencers and brands, too. Many influencers felt a responsibility to uplift their audiences, keep them company and deliver some much-needed entertainment during a time filled with such despair and crisis. This, in turn, allowed social media influencers to create a deeper connection with their followers, and the feeling of responsibility provided them with something to focus on and strive for whilst they too, found themselves living a life under restriction. With the temporary closure of retail alongside many other industries, social media has supplied brands and businesses with an opportunity to establish a brand-new relationship with customers that they may not have had otherwise. Brands have been able to understand exactly what their customers want by spending more time communicating with them and getting them involved with the content they create and the brands they choose to work with. As well as this, brands have been able to work closely (albeit virtually) with influencers to provide them with just that. It isn’t just the relationship between brands, influencers and their audiences, though. Brands have used this time to build relationships with other brands, particularly through the use of social media. Smaller, local, independent businesses of a similar vein have teamed up with one another to create bespoke packages, combining their products and services as a way to build brand awareness and help gain recognition. Influencers have also been doing something very similar. ‘Follow Fridays’ have made a triumphant return to Instagram, with many influencers dedicating their time to promoting fellow content creators and sharing their work. A sense of community Influencers have worked hard to adapt their content to meet the newfound needs of their audience and to build a community. The last year has seen an influx in the number of virtual book clubs, Facebook groups and podcasts, many of which have been created as a way to tackle boredom and loneliness - for both the creators and users. With people forced to embrace daily Zoom calls with work as well as weekend catchups with family members, many have been seeking a distraction that isn’t too far from their norm. Book clubs such as ‘Beth’s Book Club', founded by Beth Sandland, have blossomed during the coronavirus pandemic. Going from simply reading one book a month, this particular online community has upped the ante and has become a place to discuss their favourite reads and create new friends. As well as the usual monthly discussion, this book club often features virtual get togethers, Q&A’s with popular authors and even yoga sessions, regularly providing members with something to look forward to. Such communities have also been welcomed with open arms by royalty. The Duchess of Cornwall, Camilla Parker Bowles, has also launched her very own Instagram book club. The Reading Room features conversations with authors and connects like-minded book lovers. Facebook groups have also proven to be a popular source of escapism, with many celebrities and social media influencers creating members-only groups for their followers to join. X-Factor star Sam Bailey created a ‘buddy up’ campaign via her Facebook group, Bailey’s Cuppa Crew. Aiming to help her fans combat loneliness, Sam encouraged them to make friends and even paired people up who would otherwise be spending Christmas alone, providing them with a way to enjoy their festive dinner over Zoom. Influencers Lily Pebbles and The Anna Edit use a Facebook group to help with their ongoing podcast, ‘At Home With...’. The group enables listeners of the podcast to truly get involved, by sharing detailed feedback and requesting topics for episodes which really places them at the very heart of the podcast. Similarly, health and fitness app Battle Ready 360, founded by Ollie Ollerton also have a members-only group, allowing users of the app to compete in friendly challenges, make friends and take some time for themselves. Throughout the entirety of this pandemic, influencers have provided their followers with nothing but positivity, hope and a little inspiration. A thought for the future An end is in sight, although it may be a little further away than we initially thought. But one thing that the pandemic has taught us, is the importance of companionship and the true power of social media influencers. They are much more than online creators and entertainers, but friends, supporters and advocates for all that we believe in. And with that being said, I firmly believe that the act of online companionship is something that will stick around, throughout 2021 and beyond.

Read More

Spotlight

Litmus

Litmus helps more than 250,000 marketers make email better. The web-based email creation, testing and analytics platform empowers marketers, designers and agencies to confidently deliver a superior subscriber experience. Litmus provides instant email previews and quality assurance tools across all major inbox providers, browsers, and devices, and features comprehensive analytics to help users quickly and easily build, test, troubleshoot and optimize every campaign.

Events