Six fundamental elements of an effective content strategy
Econsultancy TeamWhat makes up an effective content strategy? In this article we look at six fundamental elements, and how they can be tackled using the PROSPER framework.
AB InBev launches an app to teach people about beer
Molly FlemingThe app, which started out as a tool to help employees better understand beer, aims to educate the public that beer is not “simple”.
How Virgin Holidays used AI-powered data insight to boost awareness
Matt BarkerWith the help of agency ForwardPMX, the holiday company successfully found a distinctive, trusted voice in a crowded sector.
Dixons Carphone: Lockdown is sparking innovation
Sarah VizardAs consumers are forced to shop online rather than in-store, Dixons Carphone is innovating on its customer experience to “embrace” changing buying habits.
How insurer AIG won hearts and minds with a ‘budget of zero’
Charlotte RogersAIG went viral on a shoestring with an emotional story that challenged consumer mistrust of the insurance sector.
Paddy Power on why it is ‘going for growth’ despite the pandemic
Charlotte RogersPaddy Power has turned the challenge of a live sport lockdown into an opportunity to position itself as an entertainment brand.
How Greggs united a divided foodie nation
Matt BarkerBlending a clever launch strategy with a healthy dose of hype, Greggs took plant-power mainstream in 2019 with the launch of its vegan sausage roll.
Why brands are switching social strategies to explore long-form content
Matt BarkerLong-form content is making a comeback on social media, with brands writing extended Instagram captions and producing lengthier video material. But just how interested are consumers in a deeper dive?
The five trends defining SEO and content marketing careers
Marketing Week PartnerAs 2019 draws to a close and we enter the 2020s, SEO and content marketing are booming. How can marketers take advantage to grow their careers and build effective teams?
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.