Econsultancy and Adobe’s Quarterly Digital Intelligence Briefing, ‘From Content Management to Customer Experience Management’, looks at how web content management has been extended to offer multi-channel experiences, what the challenges have been, what could be done better and how. With opinions and facts garnered by surveying more than 1000 companies, this is an authoritative and intelligent analysis. Handily, if you can’t afford the resport, there is an excellent infographic from Adobe below which outlines some of the main findings.
But, why is it important? Well, consider that 23% of UK households have access to four screens (TV, computer, smartphone and tablet) – six months ago the comparable figure was 11%. The times, they are a changin’ . . . Kantar Media’s recent survey outlines some other useful nuggets, including the ways that the different screens are used, worth a look if only to confirm that the mobile train has left the station.
Content Management in a multi-channel world
This infographic explains why video content can influence engagement, and sales.
Why does the topic you’re explaining matter? Why, more importantly, does it matter to your prospective customer’s life? Why will your solution or product make that person’s life better?
Answer these simple questions and you’re on the road to good content marketing. Except, well, it’s not that easy. There is way more to it than that. Continue reading
SEO success in 2013 is reliant on content, and lots of it. High-quality, relevant content is what users want. Austerity is one of the pressures driving and changing consumption habits. People want what they want, and they want quality. Success is reliant on giving people what they want. True, long-term SEO success, will only follow where you optimise for users first and search engines second.
Infographic from MediaWhiz
Quite some time ago I wrote about Video SEO and how you could create a viral video, by developing intelligent and shareable video content. If you want the detail see my posts (linked to above), the infographic below will give you a brief overview.
Guess what? The secret to good inbound marketing is content.
Hot on the heels of the compelling view that most content will be paid for within the next few years (here and here), comes the whole issue of content marketing. Content marketing is increasingly important for businesses for one simple reason – communication may not be expensive any more but attention is.
There are five areas to consider when looking at content marketing:
Engagement; Discovery; Consumption; Creation; Curation.
Remember, now that anyone can speak, everyone is speaking. Your job is to cut across the din and be heard, clearly. Remember too that now that there’s no one judging your work, you need to judge it all the more harshly. And finally, now that anyone with a smartphone is posting for posterity, you need to earn whatever slice of attention you deserve, and ‘earning’ demands work.
Bosses and marketers alike – read this, it’ll rock your world!