EditorialPR Musings
Content Marketing Blog

Keep up to date with the latest content marketing tips and news.


Brands are forgetting the basics of content marketing in the rush to use more visual mediums and push messages, according to a panel of industry experts hosted by digital news website The Drum.

Alpha Grid managing director Roslyn Shaw believes that consumers can be turned off by certain campaigns even before they have begun in earnest because they are centred around advertising. She believes that the length of video content has been a question that draws too much attention across the industry and that brands should instead focus on delivering added value “regardless of its length.”

Shaw added: “When users say they hate video advertising, they’re really saying they hate a video that’s dressed up like advertising. They’re so used to that, they’ve learnt to switch off. Consumers don’t mind brands, but they do mind you following that formula of advertising where you’re just preaching. The campaign has to look and feel like an actual piece of video content that people would want to watch.”

Making content that consumers want to engage with has been a major trend in 2018 and will continue to be so next year as brands shift from hard sells to personalised messages. Mediacom executive Nick Palmer also believes that the industry still hasn’t got its head around this shift in power and often fails to understand how video ads should work.

He said: “The language used around video advertising needs to get more advanced. Customers have never massively enjoyed advertising but they’ve always understood that there’s a value exchange somewhere along the line.”

YouTube is the biggest social video platform in the world. However, Palmer says subscription rates on it are still low, which suggests that consumers don’t mind ads if they effectively establish a value exchange. Also, they often view them as a means of payment. He added: “The dynamic is changing around the amount of content you get versus the amount of advertising you receive, which is where we need to find a balancing act.”

Amobee CCO Ryan Jamboretz pointed to the success of “advanced brands” as evidence that this balancing act can be attained quickly, and he expects both companies and consumers to figure it out during the next 12 months. Meanwhile, Unlimited Group CMO Sarah Shilling says that ad tolerance will rise if consumers get insights, value and relevance from them.

Data insights are another important trend for 2019, and Shilling says that brands that are effective at leveraging these insights are more likely to cut through the noise and gain traction. She said that these insights also provide a platform for a brand to deliver a message, gain trust and push the brand to a place where it wants to be.

Meanwhile, Palmer said that marketers have become “lazy” about brand building and that engagement and brand building can work in tandem to benefit everyone rather than being mutually exclusive benefits. Jamboretz concluded that getting back to basics and using “simple media planning techniques” can enable brands to deliver high-quality, powerful and consistent messages year over year.


With a new decade just a little over 12 months away, Australian marketers are becoming more concerned that they do not have the digital skills required to succeed and that there may soon be a shortage of talented professionals in the industry.

A new report, titled 20/20 Vision: A Marketing Leader’s View of Digital’s Future, published by the Digital Marketing Institute, highlights a growing anxiety among marketers about their ability to manage content campaigns effectively in the future. However, the majority are expected to spend considerably more in this area in 2020 and beyond.

Of the 200 executives and senior marketing professionals surveyed, 47% said they have already seen a “significant” uptick in digital marketing spending during the last two years, and 73% plan to increase investment further by the start of the new decade. Digital marketing now accounts for 55% of marketing budgets on average.

Brands now have a variety of channels and tools available to them, so it’s no surprise that many are focusing on different marketing disciplines to get ahead. Organic social media is currently the second most popular digital channel, with 71% stating that it is “highly effective,” while SEO (69%) also ranks in the top five.

The diversity of digital marketing is demonstrated by marketers running high-quality content marketing campaigns alongside voucher systems, apps and display advertising to maximise reach and engagement. However, the growing number of channels means a greater mix of digital expertise is required to get the very best out of them.

Tech changes are also on the horizon, as respondents said artificial intelligence and automation will be among the most important advances. Just under half said they are finding it difficult to keep pace with the ever-evolving digital landscape, and many are worried that their competitors are a step ahead in this regard.

Organisations that are falling behind fear losing market share and revenue to digitally transformed competitors, as the latter usually can deliver better content experiences and diverse customer journeys by using new tech. The skills gap is felt here again, as respondents said SEO and organic social media were areas where there is the greatest chasm in skills.

Brands are addressing the issue by partnering with specialist agencies, and work with these third parties will continue to be a focus for those looking to ease the transition to full digital services by 2020. Marketers are also hopeful of more in-house training, upskilling and reskilling.

“As digital technologies rapidly transform business, marketers are recognising the need to invest more resources in training and closing skills gaps,” Digital Marketing Institute CEO, Ken Fitzpatrick, said. “There is an urgency to cultivate a talent pool that possesses the skills necessary to help their organisations remain competitive and relevant in the digital economy.”

He added: “To be successful in 2020 and beyond, a culture that promotes professional development, upskilling, and reskilling is going to be just as important in digitisation as emerging technologies, effective strategies and increased budgets.”


Personalised marketing has been a major trend during 2018, but Indian marketers are struggling to leverage data and meet their customer’s needs, according to a new study released by Epsilon last week.

The report, titled Marketing in India is Personal, Not Just Business, was prepared for Epsilon by Forrester Consulting and highlights a chasm between what brands believe are the right strategies and methods to reach and engage with consumers and what the latter actually wants from marketing materials and communication channels.

Personalisation has arguably become the most important buzzword this year, with several reports stating that content that is geared towards the end user and with the aim of providing value is a preferable strategy to pushing brand messages and sales in isolation. However, Indian marketers are finding it difficult to deliver on this front.

Almost two-thirds of Indian consumers said they prefer personalised content and that a brand’s success in achieving this aim will increase their intent to purchase. However, 74% of marketers said they still rely on SMS messages to interact with consumers when just 2% believe this channel is best.

In addition to personalisation, Indian consumers also value their data privacy very highly. About 63% said they do not want to share any sensitive information with enterprises, even if doing so would ensure they get more relevant content. Despite the concerns over data, just 15% of marketers said GDPR will be a top priority during the next 12 months.

These two takeaways suggest there is a disconnect between brands and consumers and that Indian marketers need to do more to serve up high-quality and engaging experiences to drive value from their strategies and campaigns. This might be one of the reasons why 60% of marketers want to invest more in technology next year to optimise and overhaul their efforts.

“We need to help marketers understand what they are misreading when it comes to customer engagement,” Epsilon’s Country Head, Ashish Sinha, said: “The study helps understand consumers and their predilections to help marketers evolve. For instance, the study found, although about 92% of marketers in India consider improving their ability to personalize capabilities as priority in marketing, the Indian market is unfledged in terms of data and technology readiness, cross-channel expertise, and in bridging organizational silos.”

These challenges will also make it difficult to determine the return on investment from content marketing campaigns, but 71% said they will spend more in this area to improve their performance measurement solutions. Meanwhile, 68% of consumers said a lack of mobile-readiness for web pages is another frustration, and three quarters expect brands to have a full-featured mobile app.

Sinha concluded: “Matters like privacy are sensitive areas for Indians and hence, marketers need to sustain a balance between personalization and privacy. Indian marketers need to find good partners with proven expertise for strategic guidance around collecting, cleansing and integrating consumer data and break down the internal data layers to improve their ROMI.”


The healthcare industry can improve people’s lives and give them the motivation to make positive changes to diet and other aspects of wellbeing by publishing informative, thoughtful and engaging content, a new report has found.

The 2018 Wunderman Health Inertia Study suggests traditional healthcare ads are not doing enough to serve the wants and needs of the general public. While many ads can educate, content often falls short in motivating people to consider their life choices and make changes that will improve their long-term health.

Wunderman used the failure of traditional anti-smoking campaigns to enact change as a case study for “health inertia,” a behaviour pattern that sees people continue with poor health habits despite there being a wealth of information showing the benefits of good health and the steps to achieve it.

Healthcare brands and organisations can address this problem by using content marketing to tap into a person’s hopes and fears. Engaging articles, blogs, videos and infographics can trigger these important emotions, which then prompts the person targeted to become more thoughtful before taking some sort of action.

“People act on motivation, not information, and on content that stirs both negative and positive emotions over a period of time,” Becky Chidester, Wunderman Health’s CEO, said. “The healthcare industry has done a great job educating people about medical conditions and treatments, but it has missed the mark in creating content that truly stimulates action.”

Wunderman found brands can use different content mediums and emotional triggers during a campaign to create a powerful body of work that will push people into making life changes. For example, there was a 239% increase in surprise among smokers when they were exposed to content that showed how their habits are preventing them from leading a healthy life. This then turned to shock and a motivation to quit smoking entirely.

“Marketers have an unprecedented opportunity to break the cycle of health inertia by using new technologies and data to understand more dimensions of their audiences,” Yannis Kotziagkiaouridis, Wunderman Global Chief Analytics Officer said. “By drilling down into why people make the choices they do, and by crafting marketing content that speaks to their hearts as well as their minds, we now have the ability to spur both small and very large groups of people to action.”

Meanwhile, a separate report released by Influencer Intelligence this week found that most young people express a strong preference for authentic and engaging content. The new generation of “digital natives” expect influencers to play a major role in the marketing mix, but many have become disillusioned with how it has been conducted during the last 12 months.

Millennials now expect influencers to display higher levels of authenticity while being more relevant. A staggering 100% of the 1,173 marketers surveyed said “relevance” was the primary attribute for influencers, while 61% of the 500 consumers polled said high quality, authentic content is crucial if it is to have any sway on their buying decisions.


Engineering companies should create a diverse mix of content formats and improve their websites to capture new leads and sales in 2019, according to a new report released last week by IEEE GlobalSpec and TREW Marketing.

The 2019 Smart Marketing for Engineers Research Report highlights the growing importance of managing a successful content marketing campaign and outlines a few key findings and trends to help brands influence buying decisions in several sectors, including manufacturing, automotive and aerospace.

Hundreds of tech pros and engineers were polled for the report, and the vast majority said that the written word in the form of case studies and datasheets is now the most valuable creative outlet. This is because buyers want in-depth and relevant content that can solve problems and influence decisions, while brands benefit from enhanced credibility.

Rewriting web pages and overhauling UI and UX will be another crucial strategy for engineering enterprises next year, as potential clients often make snap judgements on a website’s appearance and how easy it is to navigate. Those that fail to optimise in this area can lose sales immediately, as buyers abandon a page and go elsewhere.

The central role of content marketing and web pages also feeds into a need to overhaul SEO. Search engines act as the foundation for traffic and new leads, so engineering companies should invest in a wide range of content resources, including regular blogs, and optimise everything for Google.

Meanwhile, Content Marketing Institute (CMI) released the latest part of its Marketing 2019: Benchmarks, Budgets and Trends report for manufacturing sector last week. More than half of marketers in this industry say they have pivoted away from sales and promotional messages and are now prioritising the informational needs of audiences instead.

Serving up added value content has emerged as a major trend during the last 12 months, but manufacturing marketers are still behind B2B content marketers. Around four in five marketers in the manufacturing sector also admit to not having a documented strategy, which suggests their approach to content is yet to mature.

“There’s a clear way for manufacturing marketers to turn around their perspective,” CMI’s research director, Lisa Murton Beets, said. “They need to stop creating content without taking the time to first understand and prioritize the audience’s informational needs. This goes back to the importance of having a documented content marketing strategy.”

While manufacturers are playing catch up, many do recognise the importance of content, as 56% of those that have increased investment during the last 12 months have spent more on the creative process. Four in five are now also using new technology relating to data and analytics to better manage their efforts.

Looking ahead, more than a quarter are planning to use “personas” during content marketing campaigns in the coming months, which will take adoption rates for this technique to 66% by early 2019. Finally, the notoriously long sales cycle in manufacturing prompted 68% to cite serving up content for multi-level roles as the most pressing challenge for the year ahead.


Nine in ten marketers now use a variety of content marketing materials to generate demand for buyers in both B2B and B2C settings during the different stages of the sales funnel, according to new research released by Content Marketing Institute (CMI) late last week.

CMI’s report, Using Content Marketing to Generate Demand, Create New Audiences, shines a light on the wide-ranging usage of articles, blogs, videos and infographics and how brands are deploying them to engage buyers in unique and different ways. The primary takeaway is that content works, wherever you intend to use it.

About 87% of marketers are now leveraging content to drive leads and unearth new potential customers, but perhaps more interesting is that just over half believe maximum value is derived at the very top of the funnel. This “awareness” stage is so important, as brands are now focused on generating interest in products and services in increasingly competitive sectors and markets. Content delivers the goods here and then some.

With 2019 now on the horizon, 47% said almost half of their content output will be centred around early-stage activities. It appears that hooking potential customers in at the start of the journey makes it easier to serve up personalised content that can strengthen their purchase intent.

However, the other stages are not being neglected, as 29% will double down on content for the middle stage of a buyer’s journey in 2019, while 21% will focus on the late stage. As the top of the funnel is king for most marketers, it is no surprise that website traffic is the best metric for determining success for 67% of respondents.

While there is always room for improvement in content marketing campaigns and strategies, 58% said they believe their current approach to generating demand is delivering adequate returns or is moderately successful. One in five also believes they are either very successful or extremely successful. Overall, marketers are getting better at deploying content in the right place at the right time.

CMI also offers a few pointers for brands looking to maximise their demand generation efforts. First, it says a broad focus for content is best. That means every stage should be catered for to a certain extent, as CMI Strategy Advisor, Robert Rose revealed in a statement.

“To paraphrase the great comedian Jerry Seinfeld – it’s not enough to gather the attention of a new prospect. You have to hold it as well,” Rose says. “These results suggest successful demand generation is not possible by simply creating content for the top of the funnel. Success is derived by connecting content-driven experiences deeper in the funnel – the interest and education of the new prospect are held throughout the journey.”

CMI also urges brands to experiment to see what works best from them during the different stages of a journey. For example, editorial articles and blog posts are usually best for creating awareness and interest, while case studies are useful during the consideration phase or middle stage.


Big brands are failing to maximise digital engagement and need to do more to optimise content and search to deliver the experiences that customers need. That is the primary takeaway from the inaugural Global Marketing Engagement Index launched this week by global communications agency LEWIS.

The index analyses the marketing campaigns of 300 of the world’s largest public enterprises to determine how well they are using digital engagement and the variety of tools at their disposal to engage with end users. The findings suggest there is still a notable engagement gap and that brands need to use more cutting-edge technology to address their shortcomings.

The main issue stems for marketers still operating in a silo rather than looking to connect the dots and seamlessly deliver engagement across a variety of channels. This practice can lead to a disjointed customer experience. The report notes that personalisation and other “simple mechanisms,” such as tag management, are the best quick fixes for those looking to improve their efforts and drive better results immediately.

Social media is another area where brands are struggling. This is because many brands still opt for a “megaphone” style of content delivery rather than looking at how to use unique channels on Facebook, Instagram and other such sites to support personal interactions and engagements with customers.

“Winning the engagement battle is the new frontier for marketers, and measuring it is more critical than ever,” LEWIS executive Giles Peddy said. “We believe that companies must accelerate their integration of the marketing ecosystem and begin measuring it as a collective, not as a series of islands. This is why we believe we are on the cusp of a new era in marketing called Quantified Engagement.”

He added: “The LEWIS MET provides marketers with the ability to look across the entire marketing engagement spectrum and drill down at specific marketing touchpoints. We want this to help and empower businesses to make their brands standout, reach customers at every point of interaction and become the global leaders of tomorrow.”

Tech giant Microsoft tops the first index by scoring two points higher than Bank of America, while five out of the top ten firms are financial services corporations. However, the clear majority of brands are still not doing everything they can to maximise the searchability of their content, even though 93% of online activities begin with a consumer entering a query into Google or other search engines.

Jim Macnamara, a Visiting Professor at the London School of Economics (LSE), urged brands to go deeper into analytics and move on from “simple, single metrics” to a get a better understanding of how an audience responds to content and what it wants from engagement. He noted that this was more important than ever before due to today’s “hyper-connected” digital world that spans a multitude of platforms and mediums.

Macnamara concluded: “Organizations need to look at multiple factors that collectively provide deep insights into the journey of customers and other stakeholders. Engagement is more than likes and click-throughs.”


The importance of putting an audience’s needs before promotional messages appears to be getting through to marketers, as 90% of B2B top performers now focus on tailoring and personalising videos, articles and blogs for end users rather than how these resources can push sales.

That’s just one of the major takeaways from the Content Marketing Institute’s report titled B2B Benchmarks, Budgets and Trends – North America. While the best marketers are thinking carefully about customers, more than half of all respondents admit to not having any direct conversations with them when conducting research. This disconnect can make it difficult to deliver the added-value materials that audiences want and need.

In terms of getting to know audiences better, brands are using a variety of activities, with sales team feedback topping the list. Meanwhile, almost three-quarters are now using website analytics to glean insights, while two-thirds are using keyword research. Looking ahead, 73% expect to use personas to support content marketing by the end of the year.

Serving up educational content appears to be the way forward for B2B marketers, as a sizeable 96% of top performers say their audiences consider them to be an authoritative voice in the industry and a credible and trusted resource. However, marketers are not doing too badly overall, as two-thirds say they now can use content to enhance their credibility.

Spending on content creation has soared during the last 12 months, as 56% have increased investment in this area as they look to third-party agencies and in-house talent to come up with high-quality, engaging resources.

Content format habits have also changed slightly during the last year. Audio and visual content has seen the biggest increase in usage, but the power of the written word is still critical for B2B marketers, as 61% are using more articles, blogs and eBooks. As always, marketers should use the format that is best suited to business global strategies and objectives as well as audience demographics and preferences.

“It’s terrific to see how many content marketers are putting the audience first,” CMI research director, Lisa Murton Beets, said. “This was a novel concept to many traditional marketers 10 years ago when CMI Founder Joe Pulizzi co-wrote the book, Get Content Get Customers. Now that it’s a common practice among the most successful content marketers surveyed, we see how much marketers have adjusted their thinking.”

“Nurturing an audience requires us to dig deep to understand who they really are – to be truly curious about them,” MarketingProfs CCO, Ann Handley, added: “When we speak with our customers with empathy, as their peers, we develop camaraderie – they are no longer just ‘target markets,’ ‘personas,’ or ‘segments.’”

Finally, the report also touched on some of the primary concerns and challenges for B2B marketers. Six in ten said changes to SEO and search algorithms was the most important, while 45% said the same for changes to social media algorithms. Data privacy has been a high-profile subject this year, but only 34% said this was an issue.


Half of US-based marketers are using contextual targeting to reach and engage with audiences more effectively, according to a new study published by The Drum and GumGum.

Behavioural targeting has traditionally been the go-to method for advertisers, as it allows them to tailor content to people they believe will be receptive to it depending on demographic factors, such as age and sex, and psychographic factors based around values, attitudes and opinions. The study suggests this is now changing.

Just 25% of marketers said they now use behavioural targeting compared with the 49% that favour contextual targeting. The latter method sees brands target people based specifically on the context of a specific website and what an end user is looking at. This is appealing to brands in a climate of fake news, safety scandals and the recent arrival of GDPR regulations.

GDPR has overhauled personal data collection and limited a company’s ability to store and analyse data from consumers that underscores traditional behavioural targeting. Contextual advertising empowers brands to serve up engaging, personalised and relevant content to audiences without having to glean insights from big data. It is better suited to the real-time nature of digital content consumption.

The latest report, titled Contextual Advertising: The New Frontier, highlights the comeback of contextual methods in modern marketing campaigns. It is by no means a new targeting activity, but it has become much more complex and useful in recent years. Back in the early days of digital advertising and SEO, brands would often rely on a single keyword. This is no longer the case, as AI and other cutting-edge technology allow publishers to decipher the visual content of a specific page.

Advertisers are eager to capture and retain the interest of a consumer in today’s saturated content landscape. It has never been more important to deliver the right piece of content to the right person at the right time. Semantics analysis and computer vision are now supporting a step change in the efficiency of contextual targeting. These methods offer brands a realistic solution at a time when data collection and processing is a pressing issue for the general public.

The authors of the study polled 116 senior executives in the US and the UK for their opinions on digital marketing, and the main takeaway is that contextual advertising may soon become the de facto method for targeting, as new technology allows the contextualisation of text and images to inform content decision-making.

The report also found that 31% of brands are planning to increase investment in contextual advertising next year. That uptick is being driven by data showing it delivers better returns and results – performance increased by 73% on average when compared to behavioural targeting.

The study does stress that contextual advertising should not be used in isolation and should be supported by a balanced mix of marketing and advertising techniques and methods. However, it is perhaps the best method for delivering strong results at a time when global regulations for data are inconsistent and brand safety concerns grow.



Financial services enterprises are pivoting away from traditional media channels and doubling down on cost-effective content marketing to reach wider audiences, according to a new study by Yell.

The financial services specialist survey polled the opinions of 250 senior marketers in the industry and revealed key trends and interesting insights its latest annual State of Financial Marketing report. The main takeaway is that marketers are looking to make budgets go further, as the majority are not planning to increase spending on the activity during the next 12 months.

While budgetary thresholds are mostly standing still, the same is not true for content marketing investment. This appears to be a primary focus for those in financial services, as a sizeable 77% said they will spend more engaging articles, blogs, videos and infographics in the coming months, while 62% will divert more funds into improving and maintaining corporate websites.

Social media is another important outlet, as 54% of marketers are planning to increase paid social media spending, while a similar number will do the same for email marketing. These forms of digital marketing are becoming more popular in contrast to more traditional channels, such as print, radio and TV, where investment is dropping off.

There will be a net reduction in spending on ads on “passive” traditional channels during the next year. Print advertising will see the biggest decline, as 23% of marketers said they would spend less in this area. One in ten also said TV advertising budgets will fall. This indicates more “active” channels, such as content and social media, are now the go-to options for marketers.

As the switch to digital continues, marketers still have several pressing concerns and challenges that are preventing them from getting the most from their endeavours. Just under half said a lack of time and resources is making it hard to achieve their objectives. This is a problem they plan to address by working with an expert third party, such as a content agency.

Only one in five said time and resource constraints were a “significant” issue two years ago, so this is an alarming rise in a comparatively short period. Marketers are also struggling to get to grips with the latest wave of cutting-edge technology, as 80% said inefficient platforms are hindering their efforts to achieve targets and goals.

“The pressure being placed on financial services marketers to do more with the same, or even fewer resources, is once again the top of the charts when it comes to marketers’ concerns,” Yell founder partner, Nigel Roberts, noted. “Last year it was our contention that this was due to a massive increase in channels that marketers are being asked to service, without necessarily being given more budget or people to assist them.”

He added: “This year it feels like much of the same, but there is a sense that the focus is moving away from traditional channels, with content delivery being regarded as having greater importance within financial service institutions.”