Know How: What is missing in your marketing technology stack? The reality is that no one technology platform will serve all your marketing needs. It is more normal now to have a marketing “stack” where you select the best in breed for your needs, your budget and for each task. But it can be [...]
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So far Odyssiant has created 9 blog entries.
Content Challenges: One audience, many content strategies How many content strategies do you have within your business? Indeed, how many content strategies do you have within your marketing function? Just the one? Fingers-crossed that is the case, but can you place your hand on your heart and swear to it? The above [...]
Know How: Audience Journey Planning is the first step to commercialising content marketing “Holy Grail”, “Elephant in the Room”, “64 million dollar question”, whatever idiom you want to give it, the marketing industry is quite rightly obsessed by ROI. In the world of content marketing, the initial feeling was that this was a [...]
Know How: Planning your content production Audience journey planning can transform your approach to planning content production. This is because for the first time you can have a structure in place for determining what content to produce that is inextricably linked to your commercial goals. The result is that every piece of [...]
Content Challenges: What content to produce next Content marketing is not a volume game, although those running such programmes admit they often feel like they are. It is no doubt why the phrase ‘feeding the content beast’ has, sadly, become more and more common. However, the reality of running a proactive [...]
Content Challenges: What is a content strategy? Current accepted thinking on a content strategy is that you think of some themes that you want to create content around - you may well call these content pillars - and then you brainstorm some ideas about what content would fit around these pillars. [...]
Content Challenges: Proving the value of content marketing There is a truism that you get what you measure. When looking at digital content marketing the standard industry approach is to measure clicks. This gets translated and interpreted in a number of ways and there are all sorts of meaningful insights that can [...]
Content Challenges: Painting a picture of content marketing efficiency Only 38% of marketers say they are effective at content marketing which is clearly a problem if the average organisation spends 30% of their marketing budget on content; a figure that is increasing year-on-year. There is a saying that if you fail [...]
Content Challenges: Commercialising a content strategy Recent research shows that because of the ubiquity of content, most buyers will be 60% of their way to a purchasing decision before they speak to sales or make a purchase online. Of those that are 60% of their way to a decision, only 26% [...]