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Brand Content & Content Marketing
Stratégie de contenu, de marque, contenu de marque etc.
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Lego to co-create marketing campaign with UK fans

Lego to co-create marketing campaign with UK fans | Brand Content & Content Marketing | Scoop.it
Brand to encourage fans to suggest ideas for new Lego products and amplify the campaign using their own social profiles.
Geoffrey Laloux's insight:

Lego has also created hundreds of online global user groups, or fan clubs, to provide the company with feedback and to suggest new ideas, something Epperson believes other brands should replicate, to become part of the “ecosystem” of their industry or niche sector, rather than just dictating messages.

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Marque corporate, marque commerciale, marque employeur: et si on arrêtait de travailler en silos ?

Marque corporate, marque commerciale, marque employeur: et si on arrêtait de travailler en silos ? | Brand Content & Content Marketing | Scoop.it

A l’heure du web 2.0 et des organisations "agiles", le modèle classique de gestion des marques est-il encore adapté ? Rien de moins sûr… Sur le papier, tous les services intervenant sur la/les marques au sein d’une entreprise devraient en effet travailler dans la même direction. Dans les faits, le poids de l’histoire, les objectifs intrinsèquement différents poursuivis par les acteurs (sans parler de certains réflexes de "défense de territoire") laissent entrevoir une réalité différente. Et ce sont souvent les fonctionnements "en silos" qui continuent de prédominer, au détriment d’une vision globale des attentes des clients, des collaborateurs, des partenaires ou des candidats.

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YouTube Reveals the Secret Formula to Content Marketing Success

YouTube Reveals the Secret Formula to Content Marketing Success | Brand Content & Content Marketing | Scoop.it
The Brand Playbook reveals the tools and best practices developed by a generation of YouTube content creators in order to help brands as they develop content strategies that will resonate with 21st-century consumers and to build engaged audiences.
Geoffrey Laloux's insight:

and the secret is... the right content, at the right time, in the right context with the right measurement and KPI... and above all the right (social) communication plan.   That's stupid simple ! 

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Content Marketing for Management Consultants

Content Marketing for Management Consultants | Brand Content & Content Marketing | Scoop.it
Use your website as the hub for your content marketing program and optimize for customers. An interactive, easy-to-navigate website is a necessity for a successful content marketing program. Google's latest algorithm update, Hummingbird, continues Google's efforts to reward websites that optimize for customers, not search engines.
Geoffrey Laloux's insight:

1. Use your website as the hub for your content marketing program and optimize for customers

2. Blog regularly

3. Make sure to include lead conversion offers in your blog articles

4. Use different media in your content marketing efforts

5. Use social media to promote your content

6. Feature your customers in your content

7. Use inbound marketing software for a lean process to optimize your content marketing results.

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Why online video is the future of content marketing

Why online video is the future of content marketing | Brand Content & Content Marketing | Scoop.it
Video is taking content marketing by storm, but you'll have to do more than just make one to realise its full potential
Geoffrey Laloux's insight:

whatever your are a big or a small company, Online video will be a master piece of your content marketing strategy...

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Should big brands put their money into local media?

Should big brands put their money into local media? | Brand Content & Content Marketing | Scoop.it
Can the launch of new local TV stations like London Live increase the lure for big brands looking to reach audiences on a local level?
Geoffrey Laloux's insight:

For now, it seems many brands are content to sit and watch. The ultimate test of the new local media landscape will be how many viewers can be persuaded to do the same.

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5 Content Statistics Every Marketer Must Understand

5 Content Statistics Every Marketer Must Understand | Brand Content & Content Marketing | Scoop.it
Do you know what the latest statistics tell us about the state of content marketing? Read on to find out.
Geoffrey Laloux's insight:

These statistics show us quite a few things. First, your business blog is extremely important. Second, few marketers have the time necessary to dedicate to a business blog and other content. Third, outsourcing might just be the best way to cover all your bases, as long as you work with a content company who understands the need to know your buyers and their pain points.

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Why Your Web Content Strategy Should Include Answering Questions

Why Your Web Content Strategy Should Include Answering Questions | Brand Content & Content Marketing | Scoop.it
Strategic Q&A content on your organization's website can help keep marketers from having to spend all of their time answering customer questions. Find out how to power your web content strategy...
Geoffrey Laloux's insight:

We know content succeeds because it helps people — and your business will succeed when you make finding out what your customers need help with a central focus of your web content strategy.

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5 Trends in Short-Form Video to Reinvigorate Your Content Strategy

5 Trends in Short-Form Video to Reinvigorate Your Content Strategy | Brand Content & Content Marketing | Scoop.it
Learn about short-form video trends and how they can help your inbound marketing strategy.
Geoffrey Laloux's insight:
Trend #1: Reporting the NewsTrend #2: Silent Video (Kind Of)Trend #3: How-to and DIYTrend #4: InteractingTrend #5: Products in Action





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12 Types of Evergreen Content That Attract Valuable Links

12 Types of Evergreen Content That Attract Valuable Links | Brand Content & Content Marketing | Scoop.it

Excerpt from the article by Search Engine Watch:
"Evergreen content is a valuable resource for your website. The term "evergreen content" refers to content that won't quickly become out of date or totally incorrect within a short time period, such as a week or a month. You add updates as needed, linking back to it from new related content, and socialize with each change or whenever the topic again becomes timely.

Let's look at 12 types of evergreen content (here just is the list):
1. Yearly Posts That Can be Updated;
2. Posts That Track Something;
3. Interviews;
4. How-to Posts;
5. Posts About the History of Something;
6. About Us Pages;
7. User Tips;
8. Testimonials;
9. Reviews;
10. Curation Posts;
11. Personal Biographies;
12. Resources.

So when you're struggling to figure out what to write about, consider something evergreen. No one is going to churn out 100 evergreen posts a week, nor should they, but it's good to recognize the power of content that isn't outdated within a few days. People like it. They like sharing it, and that increases the odds that you'll attract links."

Each tip is analyzed with more information and example. Read full original article:
http://searchenginewatch.com/article/2333083/12-Types-of-Evergreen-Content-That-Attract-Valuable-Links




Via Giuseppe Mauriello
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Laura@BreezyHill's curator insight, March 10, 4:53 AM

This is a great overview article with examples of good evergreen content. I found it very helpful!

 

malek's curator insight, March 10, 5:48 AM

"The Green Dozen"

Further cementing the significance of content for search ranking, deploying social media marketing as a way to attract links with compelling content.

Marc Kneepkens's curator insight, March 10, 9:03 AM

Good content is key to a healthy website. Here are some good ideas to keep the creativity flowing.

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Le Marketing de Contenu nous envoie droit dans le mur !

Le Marketing de Contenu nous envoie droit dans le mur ! | Brand Content & Content Marketing | Scoop.it
La production de contenus grimpe en flèche. La demande de contenus reste stable. Nous avons un sérieux problème d'offre et de demande.
Geoffrey Laloux's insight:

Sur le même theme "les limites du marketing de contenu", un article écrit pour le JDN. http://www.journaldunet.com/ebusiness/expert/55516/les-limites-du-marketing-de-contenu.shtml ;

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Budweiser mise sur le brand content pour la coupe du Monde 2014

Budweiser mise sur le brand content pour la coupe du Monde 2014 | Brand Content & Content Marketing | Scoop.it

Budweiser démarre la promotion de sa bière en vue de la coupe du Monde 2014. La marque propose un dispositif complet afin de s’associer pleinement à cet événement sportif mondial sous la baseline « Rise at one ». Tout d’abord une campagne print et TV dont l’originalité repose sur l’utilisation du noir et blanc. Pour compléter, des bouteilles en aluminium doré seront spécialement créées pour l’occasion. Enfin, un site dédié et une page Facebook seront les relais de l’information footballistique de cette coupe du Monde en proposant résultats, newsfeed, compte à rebours, groupes, … .

 

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8 Lies About Content Marketing You Probably Believe

8 Lies About Content Marketing You Probably Believe | Brand Content & Content Marketing | Scoop.it
The world of content marketing is full of more horse hooey than an Alberta barn. Like other great lies, many of these half-truths and misleading ideas sound pleasant to the ears and come packaged as good advice from influential people. How many of these popular lies have you fallen victim to? 1. “Your best work […]

Via Thomas Faltin, malek
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malek's curator insight, February 17, 6:46 AM

a highly thought provoking article. How about expanding your reach? being known as one of the "best pickers", and a lot more.

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Introducing The Periodic Table of Content Marketing

Introducing The Periodic Table of Content Marketing | Brand Content & Content Marketing | Scoop.it
I’ve written a lot about content strategy over the past decade. I’ve also highlighted various niche tactics that can help content creators to succeed, as well as plenty of examples of excellent content. But I haven’t created many visualisations, and recently I have been keen to do one.
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Infographie | 25 outils pour booster votre stratégie de content marketing

Infographie | 25 outils pour booster votre stratégie de content marketing | Brand Content & Content Marketing | Scoop.it
Une campagne de marketing digital réussie implique de créer des contenus de qualité et de les renouveler régulièrement. Voici 25 outils permettant d'élaborer, visualiser et distribuer vos contenus web.
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Why Content Marketers Should Step Back From Creation and Focus On Strategy

Why Content Marketers Should Step Back From Creation and Focus On Strategy | Brand Content & Content Marketing | Scoop.it
Taking a step back from the day to day frenzy of content marketing to develop an effective content marketing strategy will help marketers to better 'aim the content' arrow, which ultimately will help them better achieve their goals.
Geoffrey Laloux's insight:

because Strategy is the basis and the mother of all things....

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Content marketing for YouTube made easy

Content marketing for YouTube made easy | Brand Content & Content Marketing | Scoop.it
Up until now, it’s been a mystery as to how brands can truly make a success of marketing on YouTube.
Geoffrey Laloux's insight:

1. Create shareable content.

2. Collaboration

3. Discoverable topics

4. Accessibility

5. Consistency

6. Targeting

7. Sustainability

8. Converse with viewers

9. Interactive content

10. Authenticity

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LinkedIn lance le Content Marketing Score

LinkedIn lance le Content Marketing Score | Brand Content & Content Marketing | Scoop.it
Afin d'aider les marques à évaluer l'impact de leur stratégie marketing, LinkedIn lance deux nouveaux outils : le Content Marketing Score et le Trending Content.
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NowThis News: 6 lessons in social video innovation

NowThis News: 6 lessons in social video innovation | Brand Content & Content Marketing | Scoop.it
NowThis News's Editor-in-chief Ed O'Keefe shared his thoughts and insights from experimenting with video on the web at the Digital Innovators' Summit in Berlin
Geoffrey Laloux's insight:

1) Create video 'native' to the social platform

2) Tell a part of the story

3) Show your hand early on

4) 'Cross-polinate' across networks – your audience is already doing it

5) Allow experiments and 'mistakes'

6) Choose where to 'compete'

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50% of Content Marketing Efforts Are a Waste & Why That's Good

50% of Content Marketing Efforts Are a Waste & Why That's Good | Brand Content & Content Marketing | Scoop.it
If you’re investing in content marketing, there’s roughly a 50% chance your efforts are a waste. And that’s a good thing. Here's why.
Geoffrey Laloux's insight:

1. If you’re new to content marketing, find opportunities to get involved with content marketing & strategy at your company

2. Take a writing class and expand your skill set.

3. Practice, practice, practice—starting now!

4. Create content, even outside of your main job.

5. To get ahead, stay ahead.

6. Put distribution at the heart of your content.

7. Incorporate real-time content into your digital strategy

8. INVEST IN WRITERS, EDITORS, AND TRAINING!

9. Tie your content back to measurable conversion goals.

10. Test, test, test.

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Video Content Marketing vs Static Content Marketing

Video Content Marketing vs Static Content Marketing | Brand Content & Content Marketing | Scoop.it
Content marketing is the buzzword of the moment but what's the big difference between static content marketing and video content marketing? Well, one is highly engaging and effective and gives you ...
Geoffrey Laloux's insight:

1. Use Google Search Stories
2. Be the Real Deal
3. Don’t Underestimate the Power of Pep
4. Interview the Experts
5. Create Tutorials for Your Customers

6. Respond to Requests

7. Collaborate on Your Content

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Content marketing can be so much fun: Miss Piggy launches her own lifestyle brand in new parody TV spot

Content marketing can be so much fun: Miss Piggy launches her own lifestyle brand in new parody TV spot | Brand Content & Content Marketing | Scoop.it
Miss Piggy, one of the stars of the upcoming In the lead up to the Muppets Most Wanted movie, has hit the promotional trail, launching her own lifestyle range 'Moi' with infomercial company, QVC. The parody spot (see below) sees Miss Piggy dance around in a typical high-fashion commercial inside a large, beautiful house, complete with a posse of models and plenty of slow motion effects. The commercial’s tag line? “Why be you when you can be moi?” http://youtu.be/ezctJXwndgo
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Luxe : les meilleures stratégies de Brand Content en vidéo

Luxe : les meilleures stratégies de Brand Content en vidéo | Brand Content & Content Marketing | Scoop.it
Les marques de luxe raffolent du brand content. digiSchool marketing vous explique pourquoi et vous propose 7 campagnes de brand ...
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Décryptage de cas de brand content : Why VW ?

Décryptage de cas de brand content : Why VW ? | Brand Content & Content Marketing | Scoop.it

En septembre 2012, la branche américaine du constructeur automobile allemand Volkswagen a mis en ligne un site de témoignages intitulé Why VW (‘Pourquoi Volkswagen’). On peut y découvrir l’histoire d’une cinquantaine de conducteurs Volkswagen, qui expliquent pourquoi ils ont acheté une Volkswagen et racontent un moment marquant qu’ils ont vécu avec leur voiture. Voyons comme "la voiture du peuple" a réussi à faire parler ses clients avec un grand réalisme et fort pouvoir de persuasion.

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Catherine Pascal's curator insight, February 25, 5:00 AM

 A décrypter  ....

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Top Journalists Are Flocking to Brands. Here’s Why.

Top Journalists Are Flocking to Brands. Here’s Why. | Brand Content & Content Marketing | Scoop.it
As media companies are beginning to look more like tech companies, and tech companies are acting more like the media, the outcome points to journalists.
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