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  • Content for Financial Services

    Content Marketing for Financial Services Over the last few years, the banking industry has faced a perfect storm; not yet over the widespread blame for causing societal damage in the run-up to the recession, and looking forward to a...

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  • Meet us at Content Marketing World 2014 in Ohio!

    idio goes to Content Marketing World For those who have been hiding for the last few months, the largest Content Marketing conference and trade show in the world is only a few weeks away. Held in Cleveland, Ohio, from...

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  • Insight through content: better customer understanding = better customer service

    There is no doubt that content marketing as a practice is beginning to be widely adopted by organizations.
    That said, whilst content seems to be infiltrating every aspect of the customer-centric organization – sales, marketing, ops and HR – it…

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  • Stay relevant: seven ways to make sure you write what your audience wants

    If you’re serious about doing content marketing then invariably you’re serious about getting that content seen.

    Last week, we examined the concept of “content shock” – an ‘impending’ content marketing reality whereby the amount of content available will soon make…

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  • How content marketing software will solve your content shock woes

    Earlier this year, Mark Schaeffer introduced the idea of “content shock”.

    Content shock introduces basic economics to the world of content marketing by suggesting that there are a finite number of people in the world, and consequently they can consume…

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  • The content metrics you should use to measure your content strategy

    If you’re intending to use content to market a business (and, in 2014, who isn’t?!) you need a content marketing strategy that will both enable you to get the most out of your time and effort, and deliver business…

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  • Content recommendation: content strategy must come before content technology

    The content marketing industry has grown into a seismic $4billion industry: powered by millions in investment from online publishers and marketers. Yet despite this, many are still struggling to get visitors to stop and engage with content.

    In our attention-deficit…

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  • Attention metrics: What they are and why you should care

    Historically, digital activity has been measured by volume – whether social interactions or web metrics like page views, visits or unique visitors.

    The problem with these types of metrics is that they don’t reveal if a user has consumed all,…

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  • Three changes that make linking your content to conversions easier

    If you were to take stock of all the literature out on content marketing, you’d be forgiven for thinking that content marketing’s sole purpose in life is to increase “engagement”.

    Case study after case study trumpets the efficacy of using…

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  • Under the hood: visualizing content marketing measurement

    A recent study by the Content Marketing Institute research shows that 93% of large B2C companies, 94% of midsize companies, and 95% of small companies use content marketing. It’s great to see those companies investing in content marketing, now…

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  • In the beginning was…a content marketing strategy

    As content marketing grows in popularity and more and more examples of best practice come out every day, it’s not hard to fall into the trap of thinking, “This content marketing lark is easy – let’s get started!”.

    Whilst content…

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  • How to tie your content marketing measurement to business results

    Kudos to the folks over at Contently whose latest report reveals that 90% of marketers are uncertain that their key content metrics are effective in measuring business results. Whilst the report suggests at an increasing anxiety amongst content marketers,…

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  • Waiting to get lucky with content marketing?

    The science of content marketing distribution is evolving month by month. Publishers that rely on big distribution per article are building in-house tools and sets of techniques to drive “viral” hits. Others are turning to an increasing pool of…

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    Craft a content strategy with these five questions

    Whether you’re a seasoned content marketer or a first-timer, it’s always useful to go back to basics and establish first principles for a measurable and engaging content marketing program. To do this you need a content strategy.

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    Altimeter maps idio onto the content marketing software landscape

    Fresh from appearing in Forrester’s Choose The Right Vendor… – which ranked the best marketing technologies available for content creation and distribution – earlier this month, idio has now featured in the latest Altimeter Group report.

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    Forget social media monitoring – here comes ‘content listening’!

    Whilst social listening might provide a higher level of customer insight than the marketing intelligence of yore – it’s not perfect. By contrast, people’s content choices say a lot about what they’re currently thinking and what interests them.

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    FORRESTER REPORT: idio positioned with top content marketing technologies

    Last week, Forrester released their latest marketing report, Choose The Right Vendor Tools To Help With Content Marketing Development And Distribution (available here), which ranked idio highly against thirty other content marketing technologies that are helping CMOs “cut through…

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    Content marketing is for life, not just a campaign

    A lack of early success with content marketing can mean some people are inclined to give up before seeing the desired results. This is further compounded by the confusion between the philosophy of content marketing and the short-termist campaign…

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    The trouble with content marketing

    Although over a century old, “content marketing” as a practice seems to have had a renaissance of sorts and has once again entered the public consciousness in a short matter of years. Yet, as the term begins to have…

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    The Great Native Advertising Scam

    Native advertising is currently experiencing a meteoric rise in popularity. Publishers, ad technologies and agencies are certainly benefitting from this boom, but what about brands? If brands don’t start measuring the commercial effect of their content marketing, then they…

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    THE CONTENT MARKETING ROI CALCULATOR

    Content marketing has now left the safe world of innocuous ‘proof of concepts’ led by early–adopters without budget to being a widely adopted and vindicated marketing practice.
    Conversation has started to turn from “Ohhh, this is exciting” to the thorny…

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    Gmail Unsubscribe Link: Marketers forced to become relevant

    In case you haven’t already seen it, news was announced late last week that Gmail will start adding an unsubscribe link to marketing communications – whether they are legitimate or not. Email marketers will have to make a concerted…

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    Leading content marketers measure more

    Aberdeen Group’s latest analyst report on the state of content marketing shows that the leading content marketers are those that measure the efficacy of their content marketing activity. Whilst most content marketers are content (ha) to stick to engagement…

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    The right content, at the right time, through the right channel

    If you have been doing content marketing for enough time, you’ll soon realize that effective customer engagement requires more than simply publishing the same content to an aggregate audience. For your content to truly resonate and deliver business value,…

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    YOU ARE WHAT YOU READ: Understand your content and you will understand your customers

    Content analytics extracts the meaning of a piece of content – the people, places, companies and concepts. By understanding the meaning, intelligent content technologies can use an individual’s content consumption to build evolving insight profiles. This is valuable for…

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    Personalized content marketing automation in a B2C world

    Rules-based automation cannot handle the intricacies of the Big Content era: complex customer journeys, evolving user profiles and myriad of content that need to be categorized and structured. However, algorithmic marketing systems understand the meaning of each piece of…

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    The what, why, how and who of content tagging for content personalization

    Brands are facing the headache of determining how to order and categorize their ever-growing streams of content. Help is on hand! A new breed of marketing technology has emerged to help content producers automatically tag each piece of content…

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    Content marketing success should be measured by conversions

    Popular thinking around content marketing tells us it’s best measured in terms of engagement metrics such as ‘Likes’, ’shares’, ‘retweets’ or ‘linkbacks’. However, brands don’t stay in business because of engagement; it’s conversions that matter. It’s time for content…

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    “PAY TO PLAY”: How Facebook is screwing over content marketers

    Changes to Facebook Pages means content marketers are going to see their ‘organic reach’ on the social network rapidly diminish. In an attempt to simultaneously raise revenue and disincentivize content marketers to produce content that they’re not prepared to…

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    The Notorious B.I.G. Content

    Big Data’s little brother, Big Content, is described as a sub-set of Big Data, particularly concerned with unstructured data, and the challenges that arise from the rise of content marketing strategy and adoption of social platforms, where compelling content…

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    The value of content: three benefits

    The three greatest benefits of producing content – visibility, authority and engagement – are essential tenants to understand if you want to maximize the output you gain from producing content. They are easy, measurable and can guide and focus…

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    Brand newsrooms need to move from reactive to predictive

    Ever since Oreo won the Super Bowl blackout with their rapid-response “Dunk in the Dark” tweet, “brand newsrooms” has been one of the buzziest terms in the marketing world. While a brand newsroom may be atop every CMO’s wish…

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    Why social profiles aren’t great for customer insight

    Although profile authentication promises access to all sorts of facets of our customers’ lives, experience shows what we actually portray online – what we say and do on social media – is hardly a fair reflection on what we’re…

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    Brand Publishing

    The demise of mass media from the move to online content consumption, audience fragmentation and the cyclical downturn, has quickly exposed the structural issues in existing media business models. But it has also created huge opportunity for brands that…

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    How to make advertising inherently valuable

    If you’ve worked in marketing and advertising long enough, you’ll likely have experienced that ‘Why am I doing this?’ moment. That gnawing, empty distaste towards advertising and the enterprise of encouraging people to consume items that they want but…

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    The new publishing business model

    Everyone agrees the traditional publishing business model is broken and there exists no silver bullet to fix it. But that’s not to say there aren’t numerous things to be done to anesthetize the death-by-a-thousand-cuts that we now seeing; some…

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    Build trust through content marketing

    Every brand or company prizes one thing in a customer: trust. With trust comes brand loyalty and consistent word-of-mouth marketing, but how do you build up that trust? Customer service is one way, but that’s only the beginning.

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    Five things to consider when outsourcing your content creative

    As content marketing gains popularity as a practice, oftentimes, a brand – however sizeable – does not have the resource to write content in-house or the patience to go through a buttock-clenchingly arduous tendering process to work with a…

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    Content must be freed, not necessarily free

    Your content is only truly valuable when it’s liberated from legacy restrictions. Whether you charge for your content distracts from a core issue, which plays into all future business models and business value. Regardless of pricing strategy or revenue…

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    Building authority through content

    Authority is the solution to ‘information overload’; this era of validation has been caused by informational and social overload. Our desire for validated sources is for a signal in the noise. The authority that a reader assigns to content…

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    Why is the future of content marketing in 2014 so damn boring?!

    To be blunt: the future of content marketing in 2014 looks exactly like content marketing did in 2013. And 2012. And 2011. Boring. Bloated. Samey. Uninspiring. Lumpen. Where are the big leaps? Where is the innovation? Where is the…

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    Marketing must focus on the customer

    There is increasing agreement on the importance of multiple platforms for reaching audiences. The issue is how this fragmentation of distribution and accompanying explosion in interaction data can answer key marketing questions being asked: “What are consumers looking at,…

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    Google Hummingbird is a wake-up call for better content marketing

    “Hummingbird” is Google’s new algorithm update to de-emphasizes specific keywords in the search/search results schema in favor of semantic searching. This means that the derived, inferred “meaning” of the search is more important than the exact words composing the…

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    You need to go and hire a journalist!

    Creating content of all shapes and forms with a marketing team can feel a bit stressful, especially with so many different avenues of content a business can take–all of which require a certain skill of writing proficiency and research….

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    A content marketing strategy for brands: Five tips

    So: You really dig content marketing…You understand why this year is sink or swim for brands (and agencies) that don’t do it…You have a basic idea of how to measure it…Heck, you’ve even decided on the best tech platform…

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    Integrated content marketing

    With marketing, content distribution and customer experience rapidly all going online, content managers and marketing teams need a streamlined service that lets them do everything all in one space. Any content marketing software should have at least four different…

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    The disintermediation of marketing agencies

    Where the ‘middleman’ or intermediary used to exist conveniently between client and third party, there is now a new gap-filler that’s changing advertising agency businesses. The internet is the main proponent of this disintermediation, as people become aware of…

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    If content is king, then that king is dead.

    In 1996 when Bill Gates uttered the fateful words “content is king” the online world was a different place. Now we’re in a state of content overload, and brands struggle to cut through the deluge; their Content Marketing fails…

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    Moving from retargeting to pre-targeting

    Publishers were loving the boost in revenue from programmatic advertising, retailers were loving the way they could hassle the hell out of would-be customers who left an abandoned basket, and consumers…well they hated being spammed. So things changed. We…

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    ADVERTISING IS CONTENT, AND CONTENT IS ADVERTISING

    There is not only a crisis of definition of advertising, but also of efficacy. Coalescing forces of fragmented audience, multiple channels and increasing consumer empowerment, is why advertising as a practice is in a quandary. Understanding the power…

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    BECOME A CONTENT MARKETING CHAMPION

    Brand managers have historically viewed content curation with suspicion. Apart from the prejudice that no third-party content could ever accurately convey the brand’s values, there is also the worry that any piece of third-party content could create all manner…

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    SEO AND CONTENT MARKETING: A MARRIAGE MADE IN HEAVEN

    As Content Marketing continues to mature as a practice, agencies and in-house marketing teams will begin to see the value of co-operating and co-laboring with their SEO and content teams, for both strategic and commercial imperatives. Marrying the disciplines…

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    THE ANTIDOTE TO THE CULT OF BUSYNESS: PERSONALIZATION

    For some, content personalization may seem like a gimmick with no real value to end-users. However, in our time-poor and content-swamped lives, brands have a real opportunity to add much-needed utility to people’s lives by personalizing the content they…

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    SO CLOSE TO PERSONALIZATION, DON’T SCREW IT UP!

    If done right, 2014 will be a boom for brands that want to deliver personalized customer experiences that are relevant, useful and, ultimately, profitable. Many of us are getting close to doing this well. But to be successful…

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    A CUSTOMER RELATIONSHIP IS FOR LIFE: NOT TRANSACTIONAL

    “Do you want to come home with me?” There’s no conversation – a club is hardly a place to get to know someone after all – just the same message said to each person. Over and over again. It…

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    DUMB CONTENT: NEW MEDIA IS OLD MEDIA IN DISGUISE

    What makes “new media” exactly? If we were to take speed, co-creation and technology as the three pillars of new media, then certainly there are differences between old and new. But when given a closer look, none of these…

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    THE CUSTOMER ENGAGEMENT AGENCY

    Recently, we’ve been asked by a few prospective partners what we look for in an agency partner. It’s a good question, as we are quite picky. We used to decide based on a gut-level assessment of fit, in terms…

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    YOU BUILT A MASSIVE FACEBOOK COMMUNITY. WHAT NEXT?

    If you have built or have oversight of a large Facebook fan-base, then well done – that’ s no mean feat. There is massive commercial value in building a large community of switched-on brand advocates on Facebook but…

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    REAL TIME MARKETING: MAKING $1M FROM BEING QUICK

    Speed will be one of the key foundations of future competitive advantage for marketers: crafting a message that resonates with people will always be a differentiator – it’s no longer enough. People listen in real-time to what’s being discussed…

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    THE FIRST STEPS TO PRODUCING EXCELLENT CONTENT

    This shift in marketing strategy is hardly press-stopping news: content has always been seen as important online. You have to fill that company website with something, right? However, a study by Gartner shows a new conscientiousness towards the practice…

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    MARKETING AUTOMATION DOESN’T MAKE YOU AN AUTOMATON

    The trouble with ‘marketing automation’ as an industry term is that it places emphasis on automation. The most important benefit these tools provide is a single customer view – unifying analytics across channels. They give you more data to…

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    WHY BRANDS NEED TO BECOME PUBLISHERS

    Where brands once had to do through media and pay or rent customer attention, they can now deliver information directly to consumers, and are themselves media organizations. Understanding of the fundamentals of the new marketing landscape is essential, as…

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    DIGITAL RELATIONSHIP MARKETING

    Your customers don’t think, talk or act the same, so your activity must be broad enough to attract attention, but tight enough to deliver on your brand values. Content is key – not sales messaging, but engaging multi-channel content…

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    THE GOLDMINE OF READER DATA

    Unlike business publications that are often excellent at building quality readership databases, consumer publications rarely have much data, and if any, it is usually fragmented. They are sitting on a goldmine of reader data, and could quickly unlock a…

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    7 REASONS YOUR MARKETING SHOULD BE CONTENT-BASED

    “Content is king” is an often heard motto in marketing, especially when dealing with it online. While some may not see any point in content marketing, it should factor largely into any marketing campaign. Why should you care about…

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    THE FUTURE OF DIGITAL MEDIA

    Every behavior in digital can be tracked and measured. The same goes for content. The same will go for the next generation of editors, journalists and producers. In a bid to cut through the noise, consumers will expect better…

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    COCA-COLA CONTENT MARKETING IS THE FUTURE

    Coca-Cola is betting everything on content marketing, which is increasingly becoming a major factor in marketing strategies for companies. And even though it is gaining traction, many companies haven’t yet realized the power of content marketing for their own…

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    FACEBOOK FANS NO BETTER THAN THE LONDON RIOTERS

    In offline terms, a brand’s Facebook competition is the equivalent of a camera-shop owner whose shop is subjected to a flash-mob of looters: once the requisite number of unsecured cameras have been taken, everyone leaves until the next day/week/month…

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    CHALLENGE OF REAL TIME MARKETING AUTOMATION

    The current method of Marketing Automation doesn’t reflect the sophisticated nature of modern content ubiquity, transient customer behavior, and analytical depth. The next generation of marketing and CRM technology will take into account the increased subtlety of the streams…

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    THE WAY OF THE CONTENT NINJA

    Increasingly companies are starting to focus spend on branded content; there are many ways this is done, and as many assessing what does and doesn’t work. Advertising will remain an important way for brands to converse with their audience,…

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    THE FUTURE OF PUBLISHING

    Publishing is concurrently dying a slow death and exploding in growth; it doesn’t take a futurist to predict further decline of the publishing industry as we know it, but the act of publishing – the origination of content for…

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    HOW CMO’S CAN USE CONTENT ANALYTICS

    We are seeing a shift in the role of a CMO: from creative to analyst, ideas person to metrics person. CMOs won’t lose their creative edge – that is vital – but given the rise of digital and automation,…

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