Resources

Are you Editorial? By Scott McLean, COO, Odyssiant  One of the most frequent questions we are asked is how to run the day-to-day, week-by-week editorial process. As an ex-journalist who has been running content-led campaigns for clients for the past 15 years within the PR industry, I have a fair idea of what needs to be done. And this is why we will very shortly be releasing our next Odyssiant module which will help content marketers easily manage the editorial production process – we will write more about the new EPP module soon and you can always get [...]

Do you have a "leaky funnel"? By Aly Richards, CEO, Odyssiant Useful things funnels. In the real world they allow you to pour accurately into narrow containers and in the marketing world we use them as a way to describe the channelling of customers towards a sale. Except, bizarrely, that is not what marketers now use the term funnel to describe. Instead of neatly moving all customers towards the sale, in the same way that in the real world you would use a funnel to pour petrol carefully into a lawnmower, we use the term ‘funnel’ as a [...]

The all knowing content hub By Scott McLean, COO, Odyssiant In the new world of marketing and financial accountability, data, or more accurately insights from that data, have become one of the most important elements to get right in order to be successful. However, with the explosion of digital content across multiple platforms that can be shared and accessed anywhere in the world, coupled with the important issue of data protection laws, how do marketers get meaningful insights on their audience in order to drive growth? The key is to have a central location for your audience to [...]

ROI of Content Seeding vs native advertising (HBR Response) By Adam Henderson I recently read an article in Harvard Business Review (HBR) named ‘Comparing the ROI of Content Marketing and Native advertising’ which although containing some interesting information, I felt was misleading. It was not a discussion around real ROI from content marketing but more a value for money argument over how best to promote content: i.e. native advertising vs. content seeding. For those that are unaware, native advertising is promotional content that sits within another brand or publisher’s property in the form of sponsored content - i.e. [...]

The commercial benefits of Customer Journey Management By Aly Richards, CEO, Odyssiant Chief marketing officers (CMOs) who design and incorporate customer journey management as part of their overall activities outperform all others by 54% (24.9% vs 16.2%) in annual improvement on ROMI (Return On Marketing Investment) according a recent report from the Aberdeen Group (see image above). But the respondents to the survey cited that a big challenge is the ability to manage these journeys through content both because there is wealth of competitive content out there and because content production is difficult. As a solution to this [...]

Google’s Phantom 2 update: Higher SEO for content mapped to your audience’s full buying journey By Adam Henderson It was great to see details about Google’s latest update to their algorithm called ‘Phantom 2’, because it aligns completely with our thinking here at Odyssiant about the need for content to facilitate an audience’s full buying journey and not just a company’s sales funnel. For those who are unaware, Google’s Phantom 2 update looks at the length of time an audience engages with a piece of content and whether they click to the next piece of content. These two [...]

  Website Politics By Scott McLean, COO, Odyssiant Who should own your website? Marketing? Sales? Digital? Headquarters? Regions or countries?  Group or opcos? I’ll stop there as the list could go on, but the point is that there are lots of internal interests involved when it comes to the website. Of course that’s no surprise given that every company’s website is their shop window to the world But the importance of the question remains especially as the nature of what the website is for continues to evolve. Let’s start with what all too many website are today: sales [...]