Results you can measure when you have a content marketing strategy

Where Marketers See ResultsIf the real challenge of content marketing is when you don’t have a strategy – like the 50% and more of companies in recent surveys in the US who don’t – imagine the possibilities when you do have a strategy.

Possibilities are very real to businesses in EMEA, where communication professionals are seeing a high return on investment from implementing a content marketing strategy, according to a report published by integrated communications agency Waggener Edstrom in the UK.

The report, “Content Marketing: Puncturing the Hype and Getting Practical,” includes the summary results of a survey of over 150 marketing and communication professionals with decision-making responsibilities across EMEA.

While the report shows an upbeat picture of content marketing strategies in action, it also shows that a significant number of those surveyed say they have no plans to implement one. And, even more question whether they’ll see any ROI.

A paradox, it seems to me, when the evidence that points to measurable benefits that can arise when executing a well-designed strategy looks pretty clear.

Check the highlights summary from the report’s survey findings:

  • The majority (85 percent) of communication professionals who follow a content marketing strategy do so to promote awareness of their brand, closely followed by increasing engagement with customers (79 percent) and generating sales leads (77 percent).
  • 70 percent of marketers understand that content marketing helps drive sales leads more effectively, but 18 percent still have no plans to implement a strategy and over one third (38 percent) still question whether it can deliver measurable ROI.
  • A lack of staff resources was identified as the number one challenge in implementing an effective content marketing strategy (63 percent), closely followed by lack of budget (48 percent) and lack of content creation expertise (41 percent) – similar indicators to those in the US surveys I mentioned earlier.
  • 79 percent believe a strong content marketing strategy will help them use social media more effectively, followed by video and animation (70 percent) and news articles (62 percent).
  • 83 percent measure the effectiveness of content through web traffic, while 67 percent measure through media coverage and 56 percent through click analysis.

The report includes insights and shared experiences from Waggener Edstrom and their client firms such as AVG and Microsoft on topics covering content marketing and strategy, content marketing as a lead generator, and more; plus sidebars on broadcast and editorial strategies, blogging, and SEO; and one I contributed on the essential role of social media in content marketing.

It’s a good report, offering genuine insight and real-world examples, and makes a powerful case for actually having a strategy for your content marketing, and what happens when you execute it.

To get your free copy of “Content Marketing: Puncturing the Hype and Getting Practical,” register online.

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Careless talk can cost you your life

Face off...Belgian communications agency Duval Guillaume Modem is all about big ideas.

Only ideas are the carriers of new thoughts and can influence behaviour, the agency says. Ideas are what differentiate human beings from other animals and computers. Ideas originate from creative processes, not from procedures.

The award-winning agency is living up to this ideal with a video about identity theft its created as part of a campaign to promote safe online banking in Belgium and raise awareness of the website where tips for using internet banking safely are available.

The video tells the story of how one man’s entire life was easily taken over with the help of information he himself carelessly spreads across the social web, starting with the theft of his financial details and culminating in the cloning of his personal appearance through an impressive make-up job as the narrative presents you with a plausible scenario showing how you can make it easy for someone to literally steal your whole life.

Would you panic while internet crooks took over your life? We put one real victim through the test. We scared the hell out of him by gradually taking over his life. His freaked out reactions, should urge people to be very vigilant and never to share personal and banking information by mail or by telephone.

(If you don’t see the video above, watch it on YouTube.)

“Never share banking information, even by phone. Be vigilant with personal information” are the core messages in the video story.

Identity theft and helping consumers understand the genuine risks of such crime and what they can do to safeguard themselves is a hot topic everywhere. While an approach like this may not work in every country, hard-hitting and credible story-telling is exactly what’s needed if only to penetrate the noise and get your signal noticed.

It certainly is imaginative.

(Via Kris Hoet and

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Remembering 7/7

July 7 remembrance

Eight years ago on this date – on July 7, 2005 – suicide bombers killed over 50 people in London in  a series of terror attacks on  buses and tube trains during the morning rush hour.

More than 700 people were injured, many severely.

While 7/7 wasn’t of the magnitude nor horror of 9/11 four years earlier, it was very much our 9/11 moment.

I was in London on that day  – the day after the celebrations of the news that London had won the bid to host the 2012 Olympics – and was in a meeting when the first news came of the bombings. I lived in Amsterdam at the time and was due to return there later that day. I managed to do that although caught up in the chaos and panic of unfolding events when it wasn’t really clear exactly what had happened.

Those were the days when ‘social media’ meant blogging – there was no Twitter, no Facebook, no pervasive wifi or cellular data networks and connectivity; not even the mainstream awareness of what you could do even if you had the means to do it.

If you wanted to know what was going on at a time of very fast-moving events, you looked to the mainstream media especially TV and radio (and has that really changed even today?)

There was podcasting, still in its infancy – Shel and I had started FIR at the beginning of that year. I remember recording some thoughts on my digital audio recorder about what I’d experienced that day that, while unquestionably nothing compared to the experiences of those actually caught up in the killing fields on buses and trains, nevertheless was a shocking experience.

Here’s that recording – one person’s snapshot impressions from a terrible day eight years ago.

In memoriam.

Immersive LeWeb London

LeWeb London 2013

Today, June 5, is the first day of LeWeb London 2013, the two-day biz-tech fest that nearly 900 people have signed up to be part of, along with speakers, sponsors, journos and official bloggers. In that latter group, I’m one.

The programme is terrific, and I’m really looking forward to being part of it all over the next two days. Thanks to the magic of WordPress scheduled posts, you’ll read this post at about the time on Wednesday morning I should be coming out of Westminster tube station for the short walk to Central Hall Westminster, the venue, and joining the queue for badges.

I won’t be doing much blogging, if any, while I’m at LeWeb. For live blogging of the event, I recommend you follow Adam Tinworth  – who’s also an official blogger – who will be doing a lot of that on his blog.

Keep an eye on the speakers’ Google+ Hangouts schedule – you’ll be able to see live video of some of the sessions.

I will be listening a lot, though, and tweeting, instagramming, G+ing, maybe even a Vine or two; plus recording audio, and capturing a great deal of input for a review I plan to write next week, including a commentary for the business podcast I co-host with Shel Holtz. Some interviews with interesting people are possible, too.

Also, this Friday June 7, I’ll be speaking on Marc Wright’s live Simply TV show with some impressions of LeWeb that are relevant for internal communicators.

If you’ll be one of the 900 or so LeWebers and would like to connect, well, lets’ do that. Mind you, I have a feeling direct SMS or Twitter will be more effective communication channels. Or, if you’re using the neat Bizzabo event app, try that.

In any case, I’m looking forward to a terrific event.

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Good reasons to be at LeWeb London in June

LeWeb London 2013In ten days time, LeWeb London takes place. The overall theme is the sharing economy; the speaker line-up is fabulous, the agenda is compelling and, so, far, over 850 people have booked to be there on June 5 and 6.

This third LeWeb conference in London – to complement the winter LeWeb Paris that’s been happening every year since the mid 00s – looks set to be as good as every LeWeb in recent years, and will once again feature live video events including Google Hangouts On Air that I participated in for previous LeWebs.

This time, I’ll be physically at the event, as one of the official bloggers. I’m looking forward to the overall experience and meeting and  connecting with some interesting people, friends and new encounters.

If you’re thinking about going to LeWeb London, but have yet to finally decide and book your ticket, here are nine good reasons that will help you make up your mind.

9 reasons

Compelling headline reasons:

  1. Explore the revolutionary sharing economy
  2. Hear from and connect with leading speakers
  3. Meet people from around the world
  4. Meet and talk to press and bloggers
  5. Find and secure key investors
  6. Connect with leading companies
  7. Find the next wave of great startups
  8. Explore and experience an amazing city
  9. And find opportunities

See you there?

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Survey reveals youthful aspirations for the future of business communication

Four young professionals

One of the characteristics of the contemporary communications landscape is how it’s constantly changing.

Predicting how advertising, marketing, public relations and the broad business communications spectrum will evolve and what it all may look like over the next decade requires vision and a clear line of sight on what you want to see.

That’s precisely what some university graduates have done, as illustrated in a report published today by the MediaSchool Group.

Titled “The Next Generation of Marcoms,” the report is the result of a survey of more than 2,000 students in the UK, France, Spain and Belgium aged between 20 and 25 studying advertising, marketing communications, design, PR and events.

Headline metrics:

  • Over 80% think stand-alone social media and digital marketing agencies will disappear within ten years “as the channel becomes a discipline for all marketers.”
  • 70% believe the marketing landscape will be ‘dominated’ by content marketing and ‘PR Thinking.
  • Facebook is the overwhelming choice as the ‘most important’ social media tool a brand can use to communicate to this generation.
  • This generation is critical of the marketing communications industry for enjoying ‘unfair subsidy’ via unpaid internships and ‘not doing enough’ on sustainability.
  • 86% want to work for agencies that are as much about the creation of social good as about creating profit for brands.

There are laudable sentiments expressed in much of the opinions, characteristic of the youthful aspirations of those surveyed (remember: we, too, were 20-25 once).

Some of them might raise an eyebrow or two among more seasoned practitioners.

The disappearance of specialty digital/social agencies, for instance. While the practice of tactical social media use may well become another element of practicing the communication craft, as it were, I’d argue that they won’t disappear entirely. Some skills may make sense bringing in from outside, rather than developing them yourself, on an as-needed basis.

I’d say such virtual skills acquisition fits with evolving behaviours and practices in collaboration and virtual team-building where communities are formed that transcend or push through traditional organization demarcations and barriers.

Facebook as the most important social tool for communicating ten years from now? Doubtful when the whole social web and behaviours are evolving so rapidly. I wonder if Facebook will still be here in three-to-five years, never mind ten. Or still in its current form.

Here’s a selection of more metrics that caught my eye:

  • Only 40% agreed with a recent statement by Sir Martin Sorrell that Twitter was not an advertising medium.
  • 81% either agreed or strongly agreed that content marketing where brands become publishers and creators of their own content would be essential part of their job in 10 years.
  • 68% disagreed or strongly disagreed that TV advertising would be ‘irrelevant’ in 10 years time.
  • 70% said that in 10 years, advertising’s job would be mostly to ‘entertain’ and not to ‘sell.’
  • 64% thought that in 10 years time the agency they worked for would pay them the same salary as a member of the opposite sex.
  • 78% believed the marcoms industry enjoys an unfair subsidy provided by this generation – more than any generation before.
  • 26% of students had worked unpaid for more than three months.
  • 5% had worked unpaid for six months.
  • 45% worked unpaid for 2 months.
  • 70% thought that marcoms agencies were not doing enough to create a sustainable world.
  • 86% said the agency they want to work for would have to be as much about the creation of social good as about creating profit for brands.
  • 54% said Publicis was the Most Admired International Marcoms Group (Omnicom 11%, WPP 10%, IPG 2%).
  • The most admired advertising agency was also Publicis 28%, then TBWA (15%) and Havas (12%)
  • The most admired PR agency was Ogilvy PR (31%) followed by Edelman (15%) and Hill & Knowlton (13%).

Of particular note are the startling percentages relating to unpaid intern work, suggesting this still is a troubling issue that the communications business in Europe must address and quickly.

I can’t find a link to the published survey report anywhere online; maybe the MediaSchool Group will post that soon, and I’ll update this post if I see it. (I received the survey information on May 17 in an embargoed press release; I agreed to respect that embargo.) [May 22:] the report (PDF) is now available online.