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

25/Jun/2018
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Brands in the travel and hospitality industry are turning to content marketing to deliver more personalised messages to audiences, according to new research by digital enterprises MailCharts, Liveclicker, SmarterHQ and Cheetah Digital.

The study, titled “Marketers Are on a Mission: The State of B2C Marketing,” takes an in-depth look at the various marketing activities that brands in the travel industry are leveraging to connect and engage with customers. There is currently a laser focus on content, as it allows brands to deliver higher-quality ads and messages compared to “mass marketing” methods, such as email.

Almost three-quarters of millennials are frustrated at the number of “irrelevant” emails they receive each day, so it is perhaps no surprise that brands are looking to use more engaging and innovative forms of communication to appeal to both young and older audiences. In fact, two-thirds of B2C marketers in travel are now aiming to provide personalised messages rather than a one-size-fits-all message.

“While ‘personalization’ has been a buzzword with marketers for years, it’s clear that brands have yet to master tailored messaging; as consumers are growing increasingly frustrated by generic communications that don’t align to their specific tastes, interests, or behaviors,” SmarterHQ CEO Michael Osborne said.

Data has been a headline topic in recent months with the arrival of GDPR, and travel brands are eager to make use of the growing mass of information they collect to serve up better content to people across the web. More than half of the respondents said personalisation was a priority; however critically, the report noted that brands still must get better at using data to support their marketing objectives.

“When it comes to personalization, data is paramount,” Cheetah Digital’s executive vice president for global marketing, Judd Marcello said. “Customer data is typically underused or used inefficiently. It tells brands, especially retailers, so much about where they can improve or what their customers want, and they can use that data to make a big impact on their business.”

There are now a variety of digital touchpoints available for brands to engage with audiences. In fact, almost one-fifth of marketers are planning to spend more to improve their multi-channel content output, with social media and mobile apps among the most popular platforms. Marketers are also investing more in running ads across a variety of channels rather than opting for a single channel approach.

While customers often see email marketing as a nuisance, 54% of the brands surveyed said it still delivers the best return on investment overall. The technology has been in place for some time now, making it a cost-effective and consistent means for getting in touch with customers. Behavioural emails will take centre stage in the future, with 30% of the brands planning to spend more in this area, which again shows the need to make better use of big data and analytics. Around 30% of the brands are also turning to cutting-edge technology, such as artificial intelligence, to improve their marketing methods.


18/Apr/2017
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Over the past few years, one thing has become clear – content marketing really works. In fact, brands are turning to content marketing more than ever before as a way to reach their target audience – not only to sell but also to engage, build rapport and create loyal fans. However, a recent survey conducted within the UK’s content marketing sector discovered that whilst budgets for this form of advertising are soaring, many people simply do not know what to spend it on.

It seems as if the content market in Britain is at a crossroads. Though companies are realising the potential that content has to grip and connect with consumers, and are increasing budgets as a result, advertisers still do not understand how to best spend the money. In addition, a lack of skilled professionals in this niche means that much of the money might be going to waste because it’s not being used correctly.

The latest findings have been revealed by The State of Content Marketing report, which was launched to some of the leading senior marketers earlier in 2017. The survey had a number of key aims, one of which was to identify where money is being spent. In addition, researchers want to discover what challenges lay ahead for companies, as well as the current variety of activity being conducted.

The results of the survey showed some surprising findings. For example, though 79per cent of respondents say they feel content marketing results are ‘very effective’ or ‘effective’, 62per cent of decision-makers admitted they did not understand how to effectively measure the Return On Investment (ROI) for campaigns primarily led by content. Meanwhile, just 6per cent of those replying said they were ‘definitely clear’ on how day-to-day activities should be run.

The report did, however, identify just how marketers are currently measuring their content marketing campaign success. For example, 85per cent of people say they watch traffic and that when this increased, it was a sign of success. The second highest measure was based on SEO ranking, with 45per cent of marketers using it as their goal. Finally, and somewhat of a surprise, just 38per cent of marketers placed a priority on sales increases as a way to measure the success of a campaign.

Industry expert Simon Penson said: “It appears a large percentage of marketers are choosing content marketing as their weapon of choice, before thinking about what they want this activity to achieve. Whether it’s traffic, keyword ranking or sales, content marketing has the ability to assist these goals, but it’s important to have this objective in mind from the start. As content marketing experts, it’s important we continue to share performance measurement tools, educational guides and best practice eBooks with marketers, so they have the tools to bridge the gap in knowledge and confidence we have seen in our survey.”

As the use of content marketing increases, strategists will need to focus even more on using the correct ROI measurements so they can hone their strategies to gain the best possible success.


23/Jan/2017
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Effective content marketing is increasingly being regarded as vital, with many brands seeing it as a crucial way to help develop presence and increase success. Done right, a campaign not only generates revenue and growth but can boost brand awareness. However, there are ways in which content marketing should not be approached, so it’s wise to consider all the facts before launching a new campaign.

Firstly, content marketing is not the easy and cheap solution that many believe it to be. For companies believing that to be the case, attempts to start campaigns can be fraught with difficulties and, in some cases, might even damage a brand’s reputation. Therefore, it’s important to think about why undertaking such a challenge might not be such a good move. Those without the proper in-house skills might be wise to outsource the work if it is to stand any chance of success. Alternatively, other forms of advertising can be used.

One mistake that brands make is starting a content marketing plan as a way to stay ‘on-trend’. Unfortunately, if content doesn’t actually offer a target audience any value, it’s unlikely to succeed. Before beginning any content strategy, consider whether the resulting advertising is likely to find appeal. It also shouldn’t be thought of as a quick fix because it can take months, even years, to carefully construct a strategy that will work. Most things take time to evolve before they give anything in return and the content marketing niche is no exception. For example, many blogs are quickly abandoned; however, when blogs are maintained in the long-term, and generate around 15 blog posts each month, around 1,200 new leads can be generated.

Another misconception is that content marketing will instantly improve search rankings. Though it may well help in the long run, it certainly will not yield overnight results. One expert in the content niche, Ian Lurie, says: “Content isn’t ‘stuff we write to rank higher’ or ‘infographics’ or ‘long-form articles.’ Content is anything that communicates a message to the audience. Anything.”

Finally, it’s important to recognise that content marketing strategies are neither a cheap form of advertising, nor a way to gain direct sales. With regard to the former, there are many reports showing massive return on investment. In fact, three times as many leads can be generated as traditional advertising, with a 62 per cent markdown in cost. However, investment is required. Meanwhile, not every piece of content will generate direct sales and, in fact, many pieces shouldn’t be aimed at doing so. Some will build brand awareness, while others will lead customers into the mouth of the sales funnel. In fact, almost half of B2B marketers agree that between three and five buying stages are required to make a sale.

Content marketing can be hugely successful when it’s done correctly, pushing companies to the next level and spreading positive brand awareness. It is not cheap and it is not quick to yield results, however, those going into it with their eyes open could reap huge benefits over the medium to long term.


21/Nov/2016
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Content marketing strategies can be complicated at the best of times. There are multiple considerations when it comes to the actual content and the various places it can be shared. Another point that marketers must think about is gaining consumer trust. Without it, engagement is likely to be reduced and strategies, therefore, will be doomed to fail.

For anyone who has ever had to sit down and write a university thesis or college paper, a critical element is citing sources. These validate any data used and, as a result, gain the trust of readers. When it comes to the Internet, gaining people’s trust is even more important as there are countless exaggerations and lies that can be passed off as fact. Becoming a trusted and respected influencer should be the goal of businesses, especially those wanting to be successful with content marketing campaigns.

There are a variety of ways for brands to increase their reliability and trustworthiness in the eyes of the consumer. While there are many things that will always be out of a strategist’s control, plenty of tactics remain.

Create a schedule

One of the most important things for content marketing is consistency. Therefore, it is extremely important to develop a posting schedule, curate content well in advance, and then stick to the plan. By doing this, current readers and potential fans can enjoy a steady stream of posts that not only provide information, but project a firm’s branding. And, every time a schedule is adhered to, consumer expectations are met and a company’s reputation enjoys a little boost.

Utilise sources for data

As mentioned, it is very important to ensure that your information, especially statistics, is correct. The world, especially in the modern era, demands proof – so brands need to back up any figures with links to statistics. This helps to create a good culture of only utilising credible sources. And, if data has come from an ambiguous place, it’s best to try and find a trustworthy site to cross check.

High-quality content is key

There used to be a time when quantity over quality worked, but not anymore. Brands must be sure they’re crafting high-quality material that has no grammatical or spelling errors. In addition, readers must be able to gain something from content, whether it’s an answer to their problem or valuable information that enriches their lives. If content doesn’t make the grade or has the potential to damage a firm’s reputation, never publish it.

Branding voice remains important

Finally, it is extremely important for brands to develop a voice and then stick to it. Of course, over time a company’s voice is likely to evolve and change as they become more aligned and comfortable with the content they’re offering. However, having a guideline for content is important, both in the language that’s used and the actual structure of content itself.

Gaining someone’s trust can be an extremely powerful asset when it comes to business. It not only builds a relationship with a consumer, but it may also make them more likely to share positive word-of-mouth feedback about a brand too. It is, therefore, a crucial element that must not be missed.


24/Oct/2016
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Video marketing is becoming huge, with content strategists increasingly using this medium to gain momentum and interest through their campaigns. However, it is vital to recognise that the first five seconds of a video are crucial for maintaining interest. If a brand is unable to hook a viewer immediately it risks losing some business, so it’s essential to focus on video openings.

New research from Cisco suggests that over 69 per cent of content could consist of video by 2017. This shows that the video marketing approach continues to excel; however, it also indicates there will be far more competition than ever before, meaning that videos must be expertly curated if they’re to keep consumer attention. Users are becoming extremely fussy over what they watch during their precious time, so companies need to catch them during the first five seconds, otherwise, people will simply move on. If it’s a small firm they’ve lost interest in, they may well forget that brand name forever.

There are numerous reasons why the first seconds are vital. For example, research has shown that the average attention span has shortened. In just 15 years, it has dropped from 12 seconds to 8.25 seconds. It now means that human beings have an attention span less than goldfish; which has an average of nine seconds. With it being harder to catch and keep people’s attention, brands must now offer some form of instant gratification.

Viewers need to be hooked instantly if they’re not to click back and forget about a brand. To do this, video needs to speak to the consumer directly and answer any questions to confirm they’ve found the information they’re looking for. When a consumer knows they’re in the right place, they’re more likely to stay around. In addition, the first five seconds of a video can be used to set the tone – not only of the content to come – but the brand overall. There are many ways to do this, including voice tone, visual style and music.

Finally, all video content must spark curiosity. Most consumers will not stay around long enough to watch the entire piece if it doesn’t make them wonder what’s to come. Five seconds is not a lot of time to work with and it’s a huge challenge to get any form of complex idea across. However, by hooking viewers and making them curious about the content, people are more likely to stay for longer. One good tip is to open with a question they’ve asked themselves; thereby indicating the content has the answer. Alternatively, outlining a common situation they may find themselves in and indicating that the video will have solutions is a good option.

Video marketing is set to continue growing in appeal over the coming months and years. It is, therefore, essential for content strategists to start honing their expertise in this space. With falling attention spans, hooking consumers immediately is of growing importance, especially if brands are to get people to watch an entire video, regardless of its length.