Martin Tripp Associates Content marketing Archives - Page 2 of 2

Make your content marketing programme sing with these ten webinar tips

OliverLuft 25th July 2014

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.

Don’t bother with ‘followers’ and ‘likes’ for social media marketing, buy ‘reach’

OliverLuft 11th July 2014

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

Martin Tripp 8th July 2014

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.

How Adidas is using content marketing around the World Cup

OliverLuft 12th June 2014

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.

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

OliverLuft 30th May 2014

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.

How Walt Disney uses social media to connect with audiences

OliverLuft 9th April 2014

Social media may have brought a wholly new way for brands to engage with consumers – but in an digital environment where attention spans are short and content is abundant, how do you stand out and make an instant connection?

Shira Feuer, head of social media EMEA for The Walt Disney Company, told The Economist’s Big Rethink conference the proposition was simple – to get attention, brands need to create something that is of value to the consumer.

But how does a brand define what is valuable? How does it know what consumers want to connect with across social media?

It isn’t just publishing businesses that need to think about mobile first

Alan England 31st March 2014

A publishing revolution is taking place and industries of all shapes and sizes need to be ready for the change – mobile will soon become the dominant technology over desktop computing and businesses need to align themselves for this new way of doing things.

Speaking last week at the launch of IMC’s Innovations in Magazine Media report, Juan Señor, a partner with Innovation Media Consulting, outlined how he thought the news publishing industries would be affected by the shift to a mobile, adding that this wasn’t a change that would happen in two or four years time, mobile first was happening right now.

“This is the mobile moment,” he said. “The tipping point where mobile traffic overtakes desktop.”

Beyond the broken funnel: six reason why changing to ‘instant marketing’ isn’t easy

OliverLuft 25th March 2014

The traditional ‘funnel’ model used by marketers to map how consumers move from being interested in a product through to purchase is broken and a new set of factors has been brought into play by the rise of social media, according to a leading media consultant.

Bjorn Timelin, a partner with McKinsey & Company, told The Big Rethink conference last week that despite the ‘consumer decision journey’ being nothing like it was ten years ago, many companies still use the funnel model to plan their marketing campaigns.

For brands that want to prolong their relationship with customers, he said, it was essential to understand how technology had changed purchasing journeys and adapt accordingly. It is no longer a linear process, he said, but a circular one. The old model of customers moving neatly through the funnel from the ‘marketing’ phase to ‘store purchase’ was gone – as was the old idea that ‘advocacy’ came after a purchase.

Guardian Labs and the play for native advertising

Albert Ng 21st March 2014

Banner advertising has long been the established method by which digital publishers generate income – but an increased use of mobile, difficultly innovating the humble skyscraper, and growing customer ‘blindness’ to banners has led many to re-evaluate their approach and instead start experimenting with native ads.

Guardian News & Media is the latest publisher to jump aboard the native ads bandwagon. The Guardian is by no means the only newspaper looking for new and innovative ways to raise revenue (in fact, the Times has been has been involved with branded content for years), but even by its own forward-thinking standards, its move into native advertising is a compelling one.

The publisher has set up a branded content division – called Guardian Labs – with the aim of creating innovative marketing campaigns that can stretch its revenue stream beyond display ads.

Marketing is getting personal: Showrooming and the rise of ‘Me-tail’

OliverLuft 11th March 2014

Remember the days when making a purchase meant having to drive to the shop and buying whichever version it stocked of the item you wanted? It almost seems like another age.

Now, with Amazon and others, we research, review, compare deals and shop for alternatives at the touch of a button. Control has swung to the consumer like never before, and in the next 12 months that trend is set to increase as brands invest in technology to enable even greater levels of personalisation.

Late last year, Marketing Week predicted the rise of ‘Me-tail’ would be the biggest marketing trend in 2014.

Put simply, the ‘Me-tail’ concept will see brands move from one-size-fits-all messaging to a position where they can feed specific campaigns and offers to consumers in the hope that they can build relationships that are increasingly relevant to the needs of individual customers.

PR jobs: digital skills are the new currency in communications

OliverLuft 27th January 2014

Whether the job title is Chief Communications Office, Head of Content or Director of Corporate Affairs, the day-to-day tasks in-house professionals in the public relations industry are asked to perform are undergoing fundamental change.

Across sectors as diverse as retail, financial services and health, the nature of PR jobs is being redrafted by the inevitable rise of digital technologies. New skills are needed at the highest level so businesses can compete in a world where new forms of communication are increasingly important.

Three great examples of content marketing in the financial sector

OliverLuft 6th January 2014

Libor, PPI, and high-profile stories about boardroom incompetence have done little to end the public beating dished out to the finance industry during the economic crisis. If that wasn’t bad enough, the sector’s pedestrian approach to content marketing seems to have done little to help win back old sympathies or convince new customers of its trustworthiness or expertise.

In part, the problem is one of justified anxiety. Perfectly reasonable fears about breaching regulations and falling foul of one penalty or another have fed a culture of risk-averse marketing in the financial sector. Consequently, everything has a beige hue and fails to light the imagination.

Media headhunters’ view: content marketing for financial services

OliverLuft 16th December 2013

With its traditional conservatism and complex regulations, the financial services industry doesn’t immediately strike you as a sector ready to embrace the brave new world of content marketing, but scratch the surface and what emerges is a set of compelling reasons why it should.

Unlike consumer disposables, buying a mortgage or a pension product is a significant purchase. When faced with such a big decision, potential customers tread carefully and have important questions. Digital technology has enabled them to seek out answers like never before, meaning firms that can engage individuals with high-quality content have the potential to build lasting relationships. But how do they go about doing that?

Media Headhunters’ View: native advertising is here…and don’t brands seem to love it?

OliverLuft 2nd December 2013

When you click to a web page how often do you notice the adverts that surrounds the content you’re interested in? One in ten? One in 20 times?

It may be a crude approach but banner advertising is the established – if unspectacular – way publishers generate the bulk of their online revenue.

But as mobile usage increases publishers have found it hard to innovate the humble banner ad and link valuable click-through info to customers; couple that with increasing consumer ‘blindness’ to banners and you have a system in need of overhaul.

Media headhunters’ view: how to avoid generic content marketing and build a brand publishing strategy

OliverLuft 18th November 2013

In a short space of time almost all discussions on business communication have become discussions about content marketing – but unlike previous hot topics, this isn’t just a passing fad.

Communications recruitment: content marketing for health journalists

Martin Tripp 17th September 2013

An interesting evening at the Medical Society of London, where the Guild of Health Writers was holding an event on how to ‘Broaden Your Horizons’ as a journalist in the sector. What was compelling, for me, was that the challenges faced by journalists in this most specialist of areas are reflected right across the media world: a decline in print journalism, the rise of content marketing, and the need to adapt to the changing world.

Three of the panellists are living proof of how you can change mid-career: Simon Warne, now the Media & Marketing Director of Creston Health; John Isitt, the founder of Resonant Media; and Maureen Rice, Editorial Director of Cedar Communications.

Media recruitment: taking content marketing lessons from editorial experts

Martin Tripp 21st February 2012

I wrote a marketing letter today. Not surprising, I grant you. Except that I mentioned – without irony – that non-media brands require “media skills” to create trust. Given the current crises in the media sector, this may have seemed chutzpah of the highest order.

The Leveson enquiry, and all that it encompasses, shows that (in the UK, at least) trust in traditional media is collapsing. The newspaper watchdog, the PCC, has failed. The industry has been accused

Content marketing means we’re all editorial companies now – even media headhunters like us

Martin Tripp 8th February 2012

For some years now, media headhunters like us have been advising clients – banks, retailers, charities, FMCG companies – that they have to start thinking like media businesses. After all, if you are Barclays, your competitors are no longer

Category: Content marketing