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.
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.
1 Comment
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.
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.