The Content Imperative

The latest on content marketing strategy, insights and trends

Custom v Lookalike: Knowing your Audiences

Advertising on Facebook isn’t as simple as it used to be. With new ad products and functionalities being introduced on an almost monthly basis, the days of simply boosting a post are long gone. Instead of promoting posts straight from the brand’s timeline, most social marketers are using Facebook’s audience tools to enhance their messaging, gain cut through and make sure that the right content is being seen by the right people at the right time. | Read More

Looking at the future opportunity for voice and content

| Tom Chapman | 3 Feb 2017
We’ve all done it, asked Siri or the voice assistant on our smartphone what the weather is like today, we’ve tested its knowledge and probably got an ‘I’m sorry I don’t understand that question’ making us feel superior, or laughed at a preprogrammed ridiculous quip. Beyond these basic commands the reality is voice assistants for the majority are limited to barking common orders at our devices to ‘call now’ or ‘play Ed Sheeran on Spotify’. | Read More

How financial services brands are using content hubs in 2017

Recently we have witnessed more and more financial service businesses adopting the use of onsite ‘content hubs’. With this in mind we’ve pulled together a comprehensive review of current content hubs and their use within the financial service sector, to date. | Read More

2016: Our favourite moments

| Tom Chapman | 5 Jan 2017
It comes as no surprise that 76% of people feel that marketing has changed more in the past two years than in the previous 50 (Adobe, 2016). The last year has been explosive for content marketing, from the widespread adoption of ‘always on’ content, increasing popularity of video and interactive content, to the take-up of brands utilising user-generated content. Research shows that the growth in content marketing has no plans of slowing down, with spend in the UK set to rise 179.2% to £349m in 2020, from 2014 (Campaign Live, 2016). | Read More

Why we said goodbye to Twitter

| David Craft | 1 Jan 2017
When it comes to social activity, we’re all about results and doing what’s right for our clients in order to help them meet their business objectives. We’re results driven, and sometimes that means missing out on the social flavour of the month simply because it’s not suitable for the task at hand. | Read More

How to make your Christmas campaign a success

| Tom Chapman | 3 Nov 2016
Christmas is now right round the corner. “But only last week it was summer!” I hear you say! - well it’s time to get a move on with your Christmas campaigns…. But when is the right time to start? It’s certainly not a Christmas Eve job. Here, I will walk you through the when’s and why’s of creating a successful Christmas campaign just at the right time. | Read More

How to create effective retail product pages

A well put-together product page can be as important as a website’s homepage, but is often overlooked by marketers. Product pages act as a substitute for a tangible object or a helpful store assistant - and have the power to make a sale, or lose a customer. | Read More

How to make your content stand for something

Since 2010 investment in content marketing has increased year on year, with nine in 10 organisations marketing with content. Consequently, this has resulted in audiences being bombarded by a lot of similar content from brands, (think lifestyle content). For brands to be able to cut through and capture an audience's attention, the content needs to stand for something. | Read More

How retailers can use video content across the shopper journey

Since 2010 video content used by retail brands has increased dramatically. Shoppers who viewed product videos are 85% more likely to buy than their counterparts [Internet Retailer], and retail site visitors who view video content stay on average two minutes longer on site. They are also 64% more likely to purchase than other site visitors. | Read More

Should retailers become publishers?

| Tom Chapman | 27 Sep 2016
Today many brands are beginning to adopt a publishing mindset. This comes as businesses begin to reduce their reliance on advertising and invest more in content marketing which is less disruptive, more engaging and can improve relationships with shoppers. | Read More

Why the advertising mindset is no longer king

| Tom Chapman | 5 Sep 2016
Having a publisher mindset is fast-becoming the best way to achieve growth objectives and establish your brand within the marketplace. | Read More

How can retail brands use UGC at the ‘Discover’ stage of customer journey

In the ‘Discover’ phase of the customer journey, people are learning what they like about a brand, product or service. We look at how retail brands can use UGC at this critical point, to help potential customers move closer towards making a purchase. | Read More

How brand purpose can help drive your content

| 18 Aug 2016
Many brands are now trying to differentiate themselves with a ‘purpose’ in order to stand out from the crowd. We look at how such a brand purpose can influence not just a company's actions and communications, but also content creation. | Read More