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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.
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.
How brands are stepping up to improve children’s mental health
Charlotte RogersAs statistics show one in 10 children in the UK a have diagnosable mental health disorder, brands are helping kids improve their self-esteem, confidence and resilience in an increasingly digital world.
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Wellbeing expert Liz Earle on the power of being a startup with heritage
Charlotte RogersWellbeing entrepreneur Liz Earle on unlocking the power of founder-led brands and why it is a mistake to chase millennials.
How Fridge Raiders put influencers at the heart of its brand turnaround
Sue McVieFridge Raiders set out to boost its market position by partnering with YouTube influencers to transform perceptions of the brand, which delivered greater return on investment than any of its other marketing campaigns.
How brands should target Chinese consumers during Golden Week and beyond
Charlotte RogersChinese consumers boast a high disposable income and strong desire to travel, so with one of the busiest holidays in the Chinese calendar drawing to a close, we take a closer look at how to engage this complex audience.