Category: Content marketing

Snapchat opens up to the web in a big way with new Paperclip linking feature

Since its launch, popular messaging service Snapchat has only been accessible via iOS and Android apps. The Snapchat ecosystem has been totally closed off from the outside world, including the web.

That stands in stark contrast to Snapchat’s biggest competitor, Facebook-owned Instagram. In 2012, it made user profiles accessible on the instagram.com website, and most recently, it upgraded its mobile web app to allow users to post content. Previously, content posting could only be performed via the Instagram native mobile apps.

Article Content Strategy

Six consumer brands with picture-perfect Pinterest strategies

While Instagram and Facebook might be the first port of call for brands on social media, Pinterest is certainly one platform to watch.

Last month Pinterest was valued at $12.3bn, and it’s predicted to generate more than $500m in revenue by the end of this year. This is mainly thanks to the platform’s growing potential for advertising, with new visual discovery tools and shoppable content driving interest. In turn, many brands are also starting to take the platform more seriously.

Article Digital Advertising

How Food52 successfully combines content and commerce

While many publishers are trying to find new content streams within the retail sector, few have managed to marry the two worlds of content and commerce like Food52.

First launched in 2009 as a small online food community, Food52 now has an average of 11m monthly visitors across various platforms, including an impressive 1.7m followers on Instagram. Meanwhile, it generates two-thirds of its revenue from sales in its online shop.

Article Digital Strategy

Brand as publisher: Is Anheuser-Busch InBev’s investment in beer magazines savvy or risky?

Brands are increasingly getting into the storytelling business, and that means that content has arguably never been more important to them.

While this has fuelled the rise of spend in content marketing, some brands are taking their content investments a step further by investing in content-focused websites that serve their markets.

Article Content marketing

The best social stories and campaigns from May 2017

Is it me, or did May disappear faster than a box of Magnums on a hot bank holiday?

It was a hectic one in the world of social media too. Let’s take a look back at some of the highlights, including Twitter fails, records, travel campaigns, and more.

Article Behavioural targeting

Delivering data-driven content marketing for the travel industry

The travel industry is increasingly turning to content-led strategies to create and nurture relationships at all stages of the customer journey.

And it’s paying off: a 2015 Aberdeen study showed 7.8x higher year-on-year traffic for content marketing leaders versus followers. Conversion rates are also 6x higher for content marketing adopters versus non-adopters.

Article Content marketing

Why Visit Sweden and other tourism boards are teaming up with Airbnb

From cabins in Cornwall to treehouses in Hawaii – Airbnb offers unique and enticing accommodation around the world. Its latest listing is even more unusual, with the brand promoting the entire country of Sweden as the ultimate place to stay.

It is part of Airbnb’s new partnership with Visit Sweden, which aims to attract international travellers to the country.

Article Content marketing

Five examples of brands using interactive video

With 80% of all web traffic predicted to come from video by 2019, the demand for video content is greater than ever before. Unsurprisingly, it’s become an integral part of many brand marketing strategies.

Due to the rise in video’s popularity, however, it’s become all the more difficult for brands to capture user attention – not to mention hold it for longer than five seconds.

Article Multichannel

How Mr & Mrs Smith differentiates itself from digital competitors

The average travel consumer is said to carry out 20 searches and look at 38 websites before making an online booking.

So, how does a boutique travel agency ensure it captures attention in an increasingly competitive digital space?

Article Mobile

How Adidas uses digital to enable powerful experiences

While the first day of Adobe Summit was all about brand experiences, the second was centred around the emotions that they evoke.

According to John Mellor, the VP of Strategy and Marketing at Adobe, emotion is the currency of experience. Ultimately, this means it helps to create a stronger and more loyal connection with consumers – even inspire personal achievements and goals.

Article Digital Advertising

Will Instagram’s mobile web app help Facebook slay Snapchat?

Facebook’s 2012 purchase of Instagram for $1 billion in cash and stock now looks like one of the best acquisitions in recent tech history.

In fact, the New York Times’ Farhad Manjoo recently observed that “Instagram is becoming Facebook’s next Facebook.”

Article Content marketing

How millennial entrepreneurs are disrupting retail and ecommerce

It’s impossible to ignore the word ‘millennial’ in relation to marketing these days.

If I had a pound for every time I heard it during Millennial 20/20 – an event focusing on digital innovation and disruption – I’d have been rolling in it by lunchtime.