Make your content marketing programme sing with these ten webinar tips

For business publishers webinars can be a dream. They offer a satisfying mixture of editorial heft and readership engagement – and let’s not forget the sponsorship revenue they bring in.

But let’s put aside those benefit for a second and focus on the sponsors. What’s in it for them?

If a brand can find the right publishing partner, one that allows it to position itself as a trusted and authoritative voice to an audience of prospective customers, the potential to enhance its Thought Leadership credentials can be great.

Let’s face it, Thought Leadership is an awful term, but if you can show expertise and position yourself ahead of the competition without resorting to squirm-inducing cliché, then you’re on to something. There’s also the (not so) small matter of considerable lead generation from a new and previously untapped database of interested individuals. (more…)

Looking for a job with newspaper group? Make sure you understand data…

If you’ve been following my recent posts, you’ll know I’ve been spending the last few months talking to senior management figures across the newspaper industry – national and regional. The aim of these conversations has been to found out how they see their industry changing, how their specific business is changing, and to understand the recruitment challenges they face.

In all three areas, one word comes up time and time again – data.

“The challenge for me”, said the Head of Digital at one big newspaper publisher, “has been to convince senior management that it’s no longer just about the number of uniques [web and mobile site readers] you can get. That’s in many ways a vanity number.”

If web traffic alone isn’t enough, he went on to say – digital commercial people working at newspapers need to understand much more about their readers in order to sell appropriate ads. (more…)

Martin Tripp Associates: what sectors and job titles do we recruit for?

Last month, I had a surprising conversation with a regular media client. He’s used Martin Tripp Associates extensively over the years, but only to help headhunt content roles. I was amazed that he was unaware we also recruit in other areas – heads of digital, marketers, general management, commercial roles, strategy directors, and so on…

So, being a statistics geek, I thought I would share the following infographics with you. They help visualise what it is we do here. Based on last year’s activity, the first chart shows a breakdown of our assignments for media clients according to the disciplines we recruited.

While ‘General Management’ was the largest single category we worked on, the big rise was for ‘Product/Insight’ roles and this reflects a trend toward better-informed product development and customer-led innovation.

We have also seen rapid growth in demand for digital-savvy commercial leaders. They are in short supply, and highly prized by their employers; like the Product/Insight people, the best are only found and recruited by a thorough search process. (more…)

Educational publishing: Are MOOCs better suited to corporate learning than high ed?

Use of MOOCs in educational publishingUntil recently, Massive Open Online Course (MOOCs) were seen as one – if not, the – key mechanism through which future higher eduction schemes would be delivered.

From their first use in 2008, educators, entrepreneurs, and reformers had been queuing up to talk about the virtues of a learning model that offered the prospect of an education system where thousands of people could learn together.

Throughout 2012, and even up until last year, the idea that MOOCs would represent a fundamental part of the future of higher eduction was still common – but then something changed. (more…)

Retail media: Tesco Labs experiments with Google Glass for grocery shopping

What does Tesco do?

It’s just a supermarket, right?

Wrong.

According to Angela Maurer, it’s Head of Innovation, Tesco is also a technology company set on developing the future of retail – and that includes experimenting with grocery shopping via a Google Glass concept app. (more…)

Selling digital space: how advertising salespeople can avoid being left behind

Even the most superficial reader of newspaper websites can’t fail to notice the abundance of new technology that is now regularly incorporated into the storytelling process – and as the demand for new ways of telling stories evolves, the range of editorial skills required is evolving almost as quickly as the technology used to publish.

But it isn’t just in editorial that new digital skills are required. As publishers, both local and national, struggle to work out how to make money from digital, the roles of advertising salespeople are changing even more rapidly.

Over the course of the last few months, I’ve been immersed in the newspaper sector; talking to senior decision-makers about the kind of posts they find hardest to recruit. By some margin, the most common answer has been ‘good salespeople who really understand digital’. (more…)

Understanding customers is key to developing media for professional services

In the last two years we have worked closely with several key firms producing successful workflow tools for the professional services sector. In that time we’ve had many wonderful conversations with our partners, but again and again these discussions seem to orbit one central concern – in a digital age, how do our partners build products that are indispensable to their professional service clients?

The message that comes from these discussions is that at the heart of every process to product and content development should be an acute understanding of the user, the intricacies of their day-to-day work, and a fundamental grasp of their pain points.  (more…)

How Adidas is using content marketing around the World Cup

Unless you’ve been living on another planet for the last few weeks, it would be hard to avoid knowing the 2014 World Cup kicks off tonight in Brazil.

As with many other large sporting events, the build-up to the tournament has been littered with stories about institutional corruption, levels of preparedness, and disquiet in the host country about about staging the event. Yet, if the Brazilian World Cup follows the traditional pattern, all this noise should fade away once the football begins and fans will get down to the serious business of shouting at their televisions as they watch men run about in the searing heat. (more…)

How to do a quick social media audit and get a cheap and simple campaign off the ground

Have you dipped your toe in the world of social media? Have you set up a Twitter account for your firm, but then perhaps forgotten about it? Is social media something you think your business should do, but haven’t really yet figured out how it all works or what the benefits can be?

If the answer to the those questions is mainly ‘yes’, then you’ve come to the right place. The good news is that it can be a relatively straightforward process to get something workable in place, the bad news is that you may have to do a quick audit first – don’t worry, we’ll keep it short and sweet. (more…)