Overview: Communication Strategy

A simple cartoon can spark a lot of thinking: what happens after "the “Cookiepocalypse” — when Google Chrome follows up on its promise to cut support for the third-party cookie by 2022"?My preferred answer is: better content marketing? Actually providing value to people, rather than surveilling and stalking them around the web?Others par…

On one hand, consumers have short attention spans, and on the other, studies have shown that longer video can perform better... first consider the goal of the campaign.... Determining performance on marketing-based goals can be a bit complicated to pin down... If site perusal is your goal, short video is best... Why produce a long video when you…

Find influencers, and partner with them to create Youtility content that helps people make better decisions about their home, auto, boat, motorcycle, etc. But at the operational level, this kind of program creates a number of questions, starting with, “What influencers do we want to work with, and why?”

A content marketing framework... allows you to develop a process that can be duplicated... repeatable framework for any type of content to be better utilized... incorporate goal setting at the beginning... an understanding from goal setting to how you’re going to put that into a strategy ... Once you publish ... get feedback and optimize the conte…

companies made huge bets on branded content... to leapfrog traditional media and forge relationships directly with customers... invested billions pursuing this vision. Yet few brands have generated meaningful consumer interest online. In fact, social media seems to have made brands less significant. Digital crowds now serve as very effective an…

For 20 years, the media and marketing world has been beholden to the pageview, a deeply flawed metric that only captures the most superficial impression of how people behave on the Web.... proxy metrics such as shares and likes have proved inadequate as well...

society had a pretty straightforward system of rewards: you give us something of value, and we’ll heap praise on you. It’s a fair trade ... that most social media gurus ... are unwilling to make ... insist on trying to “hack” the system... sheer laziness... shortcuts to notoriety rather than slowly, painstakingly, lovingly crafting something of va…

The EC set up Drop’pin to help young people find training, apprenticeship and intern opportunities across Europe. I did some content marketing (blogging, enewsletter, social media support) and developed a global CRM strategy.

I’ve had the amazing pleasure of meeting with over a dozen of the largest companies on the planet over the last six months... [who] have hired journalists, producers, broadcasters, and editors to refine and tell their story on a consistent basis... but not one ... focused on subscriber growth... While larger enterprises are fighting silo battle…

Place all your content eggs in someone else's basket, you'll get what you deserve. Facebook it, after all, a business. Some basic advice here, but it amounts to the same thing: monitor, optimise & diversify: "Facebook organic reach was around 6% in February, 2014 — a decline of 49% from October. For brands with more than 500,000 likes, the fall-o…

"The rise of content marketing, despite well-publicised scepticism, continues — as illustrated by a new report ... - almost two out of five marketers (38%) still question whether content marketing can deliver measurable ROI. - 70% believe that content marketing helps drive sales leads more effectively. The metrics that are being used suggest a …