CONTENT MARKETING: 17th October 2018: What can an ebook do that your corporate blog can’t? by Hayley Hayes @BlogstarUK It is a challenge to create marketing strategies that audiences not only accept, but actively seek out. Let’s assume that your business blog is up and running, garnering views and some healthy engagement. Why then consider investing in producing an ebook? What can it achieve that your blog isn’t already? Cement credibility A smartly written and well-presented corporate blog positions its creator as a voice of authority in its sector. With a respectable archive of posts ..read more

CONTENT MARKETING: 2nd October 2018: How to create ebooks that stand out from the crowd by Hayley Hayes @BlogstarUK To reach, convince and convert B2B buyers, marketing efforts must achieve several goals. Firstly, they need to be active and searchable on as many online channels as possible. (B2B researchers start their research, much like the average consumer, with a generic search.) A significant 90% of B2B researchers who are online use search specifically for business purchases, according to Google. Once first contact has been established, brands’ next effort is to offer the right b ..read more

CONTENT MARKETING: 14 June 2018: 4 content promotion tips to boost content discovery by Hayley Hayes @BlogstarUK “Create content 20% of the time. Spend the other 80% of the time promoting what you create.” This advice from social media marketing thought leader Derek Halpern may go against the grain of your preconceived content marketing strategy. The quality of content that your brand distributes across social media, email and so on must be top notch above all…right? Truth is that yes, any content that you are willing to put your brand’s name to needs to be at best epic, at a minimum t ..read more

CONTENT MARKETING: 17th MAY 2018: 5 features of the best hotel content marketing campaigns by Hayley Hayes @BlogstarUK As thoughts turn to summer escapes and people flock online for holiday inspiration, this is the travel industry’s peak moment to engage. In an already crowded marketplace, where AirB&B now adds extra choice, hotel brands need to work harder than ever to lure users away from competitive pricing. So what can marketers borrow from the cream of content marketing campaigns in the sector (according to Econsultancy) to grab attention in their own? 1. Invest in a high qual ..read more

CONTENT MARKETING NEWS ROUND-UP: 13 APRIL 2018: Lucozade & Remington launch campaigns, marketers discuss the power of sport & Facebook’s CEO fields questions. by Trevor Clawson @BlogstarUK Spring is here (almost) and with the Commonwealth Games coverage reminding us that there is sunshine somewhere in the world, a significant number of Britain’s consumers are looking forward to a summer of sport that that will include not only Wimbledon but a potentially very strange World Cup.  So it’s perhaps not surprising that sport has emerged as a dominant theme in Content Marke ..read more

INFLUENCER MARKETING ROUND-UP: 06 APRIL 2018: Marketers to spend more on influencer campaigns, consumers concerned about transparency & A.I. could be the magic bullet. by Trevor Clawson @BlogstarUK Influencer Marketing Trends for 2018 Many brands are planning to spend more on influencer marketing in the year ahead, even if they are still testing the water in terms of its effectiveness, according to a new survey from the US-based Association of National Advertisers. In a poll of 158 marketers carried out by the ANA, 75% said were currently using influencer marketing while 43% reveale ..read more

CONTENT MARKETING ROUND-UP: 30 MARCH 2018: Lynx goes for quality of engagement, Adidas recommits to long-form video, Instagram introduces e-commerce tags & the #deletefacebook campaign gathers pace.   by Trevor Clawson @BlogstarUK Lynx Goes For Engagement Is the “reach” metric well and truly past it’s sell by date? Well the marketers at Lynx certainly think so. Rather than aiming to reach a “mass” audience, the brand is now aiming content and smaller groups of young men through a range of online channels and partnerships. Over the past couple of years, the Unilever-owned brand ..read more

CONTENT MARKETING: Facebook firestorm, Nike runs into trouble – this week’s news round-up: 23 March 2018 by Trevor Clawson 23 March 2018 @BlogstarUK Facebook firestorm raises data questions, Formula 1 goes global, Nike runs into trouble and businesses fret about content produced by rivals.  As Britons struggled with the usual round of snow-related  train cancellations and blocked roads in mid March, marketers had something else to occupy their thoughts.  As news broke that data collected from around 50 million Facebook users had allegedly been deployed by C ..read more

CONTENT STRATEGY: Business blogging strategy – 20 steps to a better blog   by Ross Furlong @BlogstarUK Have you pondered improving the blog for your business but not known quite where to start? 53% of marketers see blog creation as their main priority  Statistics consistently highlight the tremendous value marketers place on business blogging. Indeed 53% of inbound marketers in a HubSpot survey consider blog creation their main priority.  This is testament to the effect blogging can have on bottom line business growth as an integral part of an inbound marketing strategy ..read more

 For content marketers reviewing their social media strategies, the differences between some social channels are pretty clear – LinkedIn and Facebook for example, one is for B2B campaigns, the other for B2C – broadly speaking. But when it comes to Twitter vs Instagram, the choice is not so obvious. One has been around for ever (in social media terms) the other is a relative newcomer that rumour has it, might be stealing the other’s lunch.  So what’s the truth? Let’s start with some numbers. The Numbers: There’s no getting away from it, Instagram, created ..read more