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How BMW is using content to ‘enlarge the upper sales funnel’
Ellen HammettBMW is looking to widen its potential audience by creating “relevant and snackable” content that engages consumers beyond cars.
Marketoonist on content marketing overload
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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Mark Ritson: Is content marketing a load of bollocks?
Mark RitsonThe emergence of content marketing as a separate discipline has distracted marketers from their real job of communicating with customers and selling stuff.
Adidas on the power of using micro-influencers in long-form video
Charlotte RogersThe sports giant’s brand boss says Adidas is giving its Tango Squads influencer communities a life beyond messaging apps through long-form video.
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Beyond 90 minutes: How Man City is looking to win more than the Premier League
Ellen HammettCity Football Group’s CMO is taking inspiration from other sports, entertainment and digital channels as she looks to bolster Man City’s fan base and extend the club’s reach beyond match days.
A quick-start guide to creating Amazon A+ content
Laura HareWith more than half of all online shoppers starting their product searches on Amazon, optimising your product detail pages should be a key focus.
Social selling site Depop on why quantity is the key to quality
Matthew ValentinePeer-to-peer social selling Depop is convinced that its content strategy of ‘reposting the coolest shit’ is the secret to engaging Gen Z shoppers.
How Honda shifted its content strategy from ‘attention-grabbing’ to storytelling
Charlotte RogersThe car marque has overhauled its approach to content and social in a bid to engage consumers ahead of the launch of its Honda E electric car next year.
How influencer marketing has matured as a channel
Marketing Week PartnerAn expert panel at the Festival of Marketing debated how influencer marketing should be measured, and why brands and influencers need a genuine rapport.
10 sessions you won’t want to miss at the Festival of Marketing
Marketing WeekWith 12 stages and hundreds of speakers across two days, there will be plenty to see at the Festival of Marketing. Here’s our top picks.
Paddy Power kicks off Premier League season with ‘killer’ content push
Charlotte RogersFresh from the launch of its ‘Save our Shirt’ campaign, Paddy Power is ramping up its investment in content in a bid to win the hearts and minds of football fans nationwide.
How Unilever’s haircare platform puts tech at the heart of content
Molly FlemingAll Things Hair has a dedicated editorial team that aims to provide hair advice to consumers while sharing insights and data with brands.
Millennial travel brand Day 8 on the end of the influencer and rise of community
Molly FlemingDay 8 is cutting the use of large-scale influencers as it looks to harness its own holiday-makers and build a community that will appeal to the younger generation.
Why responsiveness is key to brands’ content strategies
Marketing Week PartnerSpeed and agility are crucial to creating content for today’s digital platforms. Marketing Week and Creative Review, in partnership with Shutterstock, ask marketers and creatives how to ensure their approach is fit for purpose.
Avon plans to take on direct-to-consumer rivals by becoming a ‘high touch, high tech’ business
Charlotte RogersFar from being intimidated by the emerging rivals on the beauty scene, Avon believes opening its business to new partners, ramping up it speed to market and investing in new forms of content will propel the brand into 2019 and beyond.
81% of brands could disappear and European consumers wouldn’t care
Charlotte RogersBrands’ failure to create relevant and meaningful content, combined with their inability to improve consumers’ wellbeing, means they are becoming increasingly irrelevant in the minds of shoppers.
How the Beano exploded back into the public consciousness
Marketing Week ReportersA targeted campaign designed to drive digital, reignite parental brand awareness and create an audience for its new TV show, helped Beano Studios grow its reach among kids aged six to 12 by 2,000%.
Why language is crucial to succeeding in new markets
Eve PattisonBig business opportunities can be found on the other side of the border, so internationalisation is an important goal, but getting language right is key.
Peroni champions the ‘beauty of constraint’ by doing more with less
Erin LyonsThe beer brand believes the best creative work doesn’t always come from having the biggest marketing budget, as it looks to avoid “doing what everyone else does”.
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Why one jewellery brand thinks offline media ‘no longer makes sense’
Ellen HammettGerman jewellery and watch retailer Thomas Sabo is increasingly shifting its spend from magazine placements to media that is “easier to measure”.
Nike on how setting an ‘audacious goal’ helped the brand work differently
Charlotte RogersUnprecedented access to the athletes’ journeys as they attempted to run the first sub-two hour marathon was at the heart of #Breaking2’s global appeal, says Nike brand communications director Mark McCambridge.