“We wrote our first blog post before we wrote our first line of code.”
- Jon Miller, founder, Marketo

Blogging is important for every business. So we don’t just offer ghostwriting services for others. We blog for ourselves. Why? To discuss big issues such as content strategy, commissioning and ROI, as well as tactics for effective copy creation or editing, not to mention news about Collective Content.

Remember, over a third of marketers say blogs are the most valuable content type. Let us know what you’d like to read about here.

Tag: trends

11 essential content marketing links from Q1 19

  1. What CMOs should tell board members (and what boards should be asking)

Let’s kick off with some C-suite advice. Trust us, it gets more tactical and advisory from here…


  1. 3 creative habits that’ll make you more inspired and prolific all year

Ringfencing mindspace so that any team can be creative is so important (we referred to this as one goal of our way of working).


  1. How to turn a single blog post into a month’s worth of content marketing

We talk a lot about how every piece of content is really several pieces of content. It’s even in our writing and editing training course. Here are some useful pointers.


  1. 12 content marketing trends that can help your brand stand out

Juicy trends listicle – say no more.


  1. Multiply your traffic: 3 powerful ways to give your old content a second life

This is a key tactic for getting more out of your best historic content. But get this wrong and you come across as a low-rent SEOer.


  1. How to use LinkedIn as a brand publishing platform

Since we’ve been doing these quarterly lists, we like to feature something with a social angle – and in the early days of Collective Content, we’d often help executives with their LinkedIn profiles and engagement. But LI is about more than profiles.


  1. 3 rules for building a better content calendar

Some simple, solid advice about the kind of content planning every organisation should be doing.


  1. Copy-wise: Beware of too many, too few or misplaced commas

As well as our love of all things grammar and style (being copy-wise)… we love to drop in one of our own posts 😉


  1. Infographic: How to use infographics for lead generation

Not our first Contently link, but as well as loving the right kind of info, we love this riff on “a coffee table book about coffee tables”.


  1. Insourcing, offshoring and creative re-alignment: 10 things I learned about the future of B2B agencies

We don’t often get too inward-looking in these lists but this is a great insight into the kind of agencies you might end up working with – and when to decide you don’t need them.


  1. ‘You don’t get it. You aren’t the point.’

And lastly, some advice for any of us: It’s not about us – it’s about those we’re trying to connect with, however we try to do that. Remember.


Why 11 links for once? 11 is the best times table, no question.


Follow us on Twitter – @ColContent


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Content marketing trends #3 Personalised content

There are several reasons why targeting people more individually can pay off. A one-size-fits-all approach is obviously quicker and cheaper, but personalising marketing material can ramp up the audience experience. It can make a brand stand out. It can develop trust with individuals.

A simple example of this is for a visitor to a landing page who enters their name and email to download an infographic or e-book. Next time they visit the same site, they could be greeted by their name and provided with links to content that relates to what they’ve previously shown an interest in.

There is momentum for greater personalisation: One piece of research found that 94 per cent of digital professionals believe personalisation is “critical to current and future success”, while personalised lead nurturing leads to a 20 per cent increase in sales opportunities from leads.

Examples of the results greater personalisation can bring include Co-Operative Travel, which increased visitors to its website by 95 per cent after implementing personalisation, and saw a 217 per cent revenue increase. Carmaker BMW said that a campaign of personalised picture messages sent to 1,200 customer phones improved conversions by 30 per cent.

Other examples include:

  • Coca Cola: The company’s Share a Coke campaign saw 150 of the most popular names in a region printed on Coke bottle labels to encourage people to buy drinks for friends or family. The campaign resulted in 12 million media impressions in Australia before the campaign went global. It also contributed to a seven per cent increase on Coke consumption by young adults.
  • Nuffield Health: The private health provider developed a series of segmented landing pages and personalised email messages for different constituent groups. The conversion rate for these types of campaigns went from less than one per cent to more than eight percent as a result.
  • The Guardian: The newspaper’s website made use of a cookie-based toggle switch to enable visitors to turn off content on stories they weren’t interested in and to avoid such subjects in the future

To help achieve personalisation, marketers need to make use of the data they have on existing users and collect it from people using its marketing channels for the first time.

This can start with small requests (name, email etc.) before more data is obtained once a level of trust has been established.

This data can then be used to personalise calls to action (CTAs) for brand websites and email campaigns, or to use a customer’s name in ways that will appeal to them, such as a personalised greeting on a homepage.

Whatever creative approach you take with personalised content, it’s clearly an approach that will become increasingly powerful.

Check out our earlier posts on gifographics and parallax web design.


Follow us on Twitter – @ColContent




Read Further

Content marketing trends #2 Parallax web design

What are the newest trends and tactics used in content marketing? What’s catching on as a way to provide additional value to clients?

Following on from the first post on ‘gifographics’, we look at another content format gaining momentum: parallax web design.

As this article explains, making online content more interactive and visual in this way helps brands make a bold statement that target audiences will respond to and increase their engagement.

Research by the Content Marketing Institute revealed that 46 per cent of surveyed marketers use interactive content, with the main reason being to engage and educate their audience. In addition, 79 per cent of those that use it say they plan to increase their use of interactive content in the next 12 months.

In its report, The Symphony of Connected Interactive Content Marketing, the CMI said: “The key power of interactive content is that it provides valuable experiences where our audience wants to willingly provide us with insightful information.”

Something that is particularly powerful is parallax web design, which allows background and foreground images and text to move at different speeds (and directions) when scrolling through content. It often also includes animation.

This approach has been employed extensively in journalism. BBC News has used the technique to powerful effect in stories that examine news in depth, such as this story that explains how events unfolded in the tragic Grenfell Tower fire in London and this one about the rise to power of Angela Merkel in Germany.

The Huffington Post has also been making use of the technique in Highline, its long-form journalism strand, which promises “stories that stay with you”. A good example is this 8,000 word article looking at the economic future faced by Millennials. This story also has graphics for stats and images that move in and out of the main article, suggesting a descent into economic depths.

In the content marketing realm, parallax design can be used in a range of ways, whether for a one-off article, a microsite or even a full website.

Car maker Peugeot makes great use of the technique in the microsite for its HYbrid4 technology which provides different travel modes on its road cars. It’s presented as a graphic novel complete with a dramatic soundtrack, in which the protagonist embarks on a dangerous mission. Through the unfolding narrative, we learn about the different HYbrid4 modes of SPORT, 4WD, AUTO and ZEV (Zero-Emission-Vehicle). It’s well worth a look.

Another great example is the website for Seattle’s Space Needle, which invites the reader to scroll down to see facts about the tower and find out what attractions are on offer at each level, from the base to the observation deck, and beyond into space.

The ‘Make Your Money Matter’ website promoting credit unions, meanwhile, tackles a drier subject with a range of cartoon-like backgrounds and images that move in different directions to explain the benefits of credit unions and provide useful stats as the user scrolls through the site.

Parallax design is a great storytelling tool and like other approaches that started off in journalism is a means for brands to tell their story in a more engaging and interesting way. The approach gives the sensation of a story that is moving, giving extra impact and driving the narrative forwards to maintain the interest of the reader.

No wonder it’s an approach that is becoming more and more popular in the content marketing world.




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Contact us

Contact us to find out how we can help you:

Email:  tony.hallett@collectivecontent.co.uk

Twitter:  @ColContent

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Phone:  0800 292 2826