ESSAYS
ANDREW MARCUS, DEPUTY HEAD OF COMMUNICATIONS AT THE MUSEUM OF LONDON
GREAT INTEGRATION Content marketing is no longer an
option. In today’s multimedia world the most effective way to engage with the full spectrum of stakeholders is through content. However, just as brands must seize the opportunity that the digital world offers, they should not forget about real world content. Online and offl ine should work together in harmony. As communicators we strive for the Holy Grail that is integrated marketing. Content marketing - at its best - is integration. For us at the Museum of London video
is a central part of our communications strategy and we are using it to communicate to consumers, funders and thought-leaders. The long-lead launch of our Cheapside Hoard exhibition, displaying the world’s fi nest collection of Elizabethan and Jacobean jewels, included a YouTube interview with Vogue’s Jewellery Editor Carol Woolton talking about the show’s importance. This was complemented, of course, with a PR and advertising push. Equally, the new vision for the
organisation - ‘Inspiring a Passion for London’ - was announced with a visually captivating print document accompanied by a short YouTube fi lm to outline our strategic objectives. Every stakeholder event we hold reiterates this message, completing the virtuous online-offl ine circle.
museumofl
ondon.org.uk
MICHAEL BARBER, HEAD OF PRODUCT MARKETING AT COMMUNICATOR CORP
GARETH MORGAN, MANAGING DIRECTOR, LIBERTY MARKETING
VISIBLE BENEFIT SEO and content marketing are
so intertwined that you cannot do one without affecting the other. SEO helps your content be seen by a
lot more people. To promote your content effectively, whether it’s an article, video or image, you want search engine users to see it. Using keywords to enhance relevance, having strong meta-data and structuring websites so that content is easy to fi nd can all help get extra views from within search results. If you want your site to
HIT YOUR TARGET Our industry - email marketing
- is dominated by large, US-based providers. Good quality content put to use effectively allows players such as ourselves to compete. It allows us to engage with consumers and potential prospects on a global scale, levelling the playing fi eld. This in turn helps us to fulfi l our business objectives, enabling growth in a competitive arena. This is no different to any other
rank higher, you need links pointing in from relevant, authoritative websites. Content marketing helps you get these. By creating and then distributing high quality content, you will generate links from bloggers, journalists and forum users. Content also brings in links and positive endorsements from social media users, which are becoming ranking factors in their own right. It is important to recognise the
TO BECOME A TRUSTED AUTHOR, YOU NEED GREAT CONTENT”
interest that search engines have regarding authorship. Eric Schmidt of Google said recently “information tied to verifi ed online profi les will be ranked higher”. We are already seeing that trusted authors who publish via Google+ profi les are doing better in the search results. To become a trusted author, you need great content.
libertymarketing.co.uk
industry and in 2014 we expect to see an increased focus on content supporting the traditional sales funnel. Further down the funnel, content should provide a solution for your prospects and should therefore be focused and highly targeted to drive sales.
This means that the
content delivered at the bottom of the sales funnel is intelligent, relevant and right on point. It’s delivering a solution to the right person, at the right time; engaging the consumer, driving sales
and ultimately linking back to supporting business objectives. We foresee this combination of
technology and data infl uencing content and subsequently playing more of a role in increasing consumer engagement and ultimately ROI.
communicatorcorp.com ☞
39 issue 20 january 2014
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