CategoryTop Trends

Periodic Table of Content Marketing (high resolution)


At first glance, this ‘periodic table of content marketing‘ from Chris Lake at econsultancy looks like yet more content marketing nonsense.  Any approach with more than 130 moving parts is far too complicated to be useful to real humans – except for agencies trying to bamboozle clients into thinking they need an expensive team of rocket scientists (and Pulitzer prize winners) on...

Speed Summary – Brand Heritage is Dead, Long Live ‘Heritage Heresy’


Latest report from consumer trend specialists Trendwatching on ‘Heritage Heresy‘ – the rising numbers of consumers who embrace brands that play with, subvert and even explode their own heritage… Moet & Chandon, the LVMH brand with bottles of luxury heritage, is now selling champagne in vending machines, and branding bubbly not only from the champagne region, but also...

Native Advertising: Not Evil, Just Dumb


There’s a great article on native advertising in the Guardian today (thanks Dom Waghorn) by ad thought leader Bob Garfield. The gist of the article is that although native advertising (aka sponsored content/advertorials/astroturfing) has been heralded as the saviour of the display advertising industry and the channels/publications that rely on it, native advertising is evil. It is evil...

The Demise of the Soap Opera: Lessons for Content Marketing


If content marketing is so great, how come brands don’t produce soap operas anymore? Soap operas are still immensely popular, and brands have heritage in producing soap operas – indeed they can claim ownership of the genre; the first soap operas were so-called because they were produced by detergent manufacturers who needed fodder around which they could place advertising.   But...

The 20 Rules of Epic Content Marketing [Summary + Download]


Content marketing is the process of delivering brand value to an audience by publishing branded content designed to help or entertain in order to earn attention rather than pay for it. But how do you do content marketing? Here are 20 simple and practical rules for doing epic content marketing – with examples – from brands such including Volvo, Dove, NASA, Google, and Amazon.  ...

The Future of Content Marketing for Consumer Brands: Round up of Top 20 Predictions


Straddling the New Year we’ve seen a slew of articles on what the future of content marketing holds for us – 2014: The year content marketing finally grows up?, The Future of Content: Upcoming Trends in 2014, How brands can move beyond content marketing, Online Content Marketing in 2014: 5 Big Shifts in Store, Brands Should Stop Trying to Be Publishers, Beyond The Infographic: Content...

Content Marketing: Beyond Vanity Publishing


Most content marketing is vanity publishing, and content marketing agencies are the new vanity press. Vanity publishing is publishing where the publisher pays, not the audience – and where the primary reason for publishing is usually self-aggrandisement (vanity) rather than the benefit of an audience. That seems to fit the bill for a lot of content marketing; helping brand publish their...

Top 25 B2C Content Marketing Techniques 2014


So here are the top (most popular) consumer content marketing techniques used, according to the useful 2014 State of the [Content Marketing] Nation presentation from Content Marketing Institute: B2C Content Marketing 2014 benchmarks, budgets, and trends.  (NB It’s US focused, with a sample 307 B2C marketers, but gives you an idea of the tools used). % of marketers who… Publish on...

Towards a Better Definition of Content Marketing: The 5Ps


If the Selfie was the consumer buzzword of last year, then the marketing buzzword was ‘content marketing’. But a year after the hype peaked around this new spin on brand-as-publisher marketing, marketing practitioners are beginning to see through woolly thinking and flaky logic. What exactly is ‘content marketing’?  Is all marketing content ‘content marketing’...

Content Marketing is Dead: Mathematical Proof


Simple mathematics tells us that content marketing is dead. Why? Well given that the volume of content on the Web is growing exponentially, doubling every few months, the amount of content out there is – to all practical intents and purposes – pretty much infinite.  But human attention is definitely not infinite, it is very finite. Any finite number divided by infinity is zero...

Check Your Digital IQ – 20 Things that Happened on the Internet 2013 – 20 Marketing Takeaways


What were the top 20 things that happened on the Internet in 2013 that will most impact your digital marketing strategy in 2014? Test your digital IQ with this digital art puzzle #20things:  find 20 things that happened on the Internet 2013 hidden in this wondrous graphic from Barcelona-based artist brothers Juan and Alejandro Mingarro from Brosmind Studio and Syzygy digital marketing group. The...

CES 2014: The Big 3 for Digital Marketing – Car, Smartphone and TV


For digital marketers, the annual CES Vegas tech fest is less about gadgets – like the onewheel motorised skateboard that’s wobbling between cool and cringing – and more about which digital trends are getting big buck backing. So what opportunities did CES 2014 reveal for digital marketers? Connected Car: The Next Big Thing For Digital Marketing. At CES, Pandora revealed that it...

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Consumer psychology insights and news for digital professionals brought to you by WPP agency SYZYGY and Dr Paul Marsden (@marsattacks)



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