Online community is dying, and generative AI won’t save us
When people have a question, whether it’s about a hobby or a product recommendation, they often want to hear from other human beings – not content marketing, or worse, a banal AI.
Content Marketing Best Practice Guide
Content plays a vital part in any brand’s marketing strategy, supporting business objectives at every stage of the purchase funnel. This report provides best practice guidance on building an effective content marketing strategy to enable brands to engage audiences in creative ways that promote authenticity and trust.
Quick Guide to Content Strategy
This quick guide offers an introduction to content strategy, providing guidance and outlining some key definitions, processes, tools, frameworks and practices that can enable an optimised approach.
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10 brilliant examples of content marketing from beauty brands
The beauty industry was valued at a whopping $532bn in 2019; the result of global retail sales consistently rising over the past decade. Many consumers now discover beauty products on social media platforms like Instagram and YouTube, so it’s no surprise that both new and legacy brands are turning increasingly spending on digital media, in […]
How Whittard’s email marketing pushed me oolong the sales funnel
Rebecca Sentance delves into how Whittard of Chelsea plays to its strengths with email marketing and keeps customers coming back for more.
B&Q and Homebase: A look at email marketing and comms as garden centres reopen
As garden centres open for business, here’s a look at B&Q and Homebase’s recent garden-focused marketing and communications, including efforts on email, homepage, and social.
What is reactive marketing? And which brands do it well?
In a recent article, I identified reactive marketing as a growing content marketing trend for 2020, following its increased adoption by marketers over the last decade.
What might 2020 bring for content marketing?
Content marketing has seen a lot of changes in the last decade.
Creating a podcast strategy: Five tips for brands
In 2005, Apple integrated podcasts into iTunes, and Steve Jobs referred to the channel as being like “TiVo for radio”.
Inside Dodo Pizza’s innovative strategy to dominate the pizza market
Dodo Pizza might not be the most well-known pizza chain, at least not in the UK.