As your business scales and evolves, there’s an ever-present question about whether or not you need agency support across key disciplines. The in-house vs. agency argument has raged on for decades, and there are strong arguments for both in-house and agency staff leading strategy and execution. This article will serve as a decision making guide for any in-house marketers currently considering how a content agency might fit into their strategy. It will pose some of the questions you’ll need to ask yourself whilst you make this decision. Though the focus is on content, the consideration process is the same for hiring most specialist agencies. Despite my current agency-side position, I aim to give a balanced view on the pros and cons of hiring an agency, drawing on my previous experience both sides of the table. When a brand hires an agency before they’re quite ready, nobody wins, so it’s in everyone’s interest that brands only go out to tender when they are … [Read more...] about Should you hire a content agency, or keep resource in-house?
Fake news seems to be everywhere but as content creators we have the power and responsibility to tackle it head on. Studies have found that on Twitter, a false story will reach 1,500 people 6 times quicker than a true story. False stories were 70 percent more likely to earn a retweet than verified news. The feeling of novelty, disgust or surprise that fake news evoke is the perfect recipe for internet virality. The popularity and profitability of fake stories has led some to throw facts and accuracy out of the window in favour of speed and guaranteed clicks. This had led the UK Parliament to suggest that “the very fabric of our democracy is threatened” by inaccurate reporting which reinforces certain ill-informed views and reduces the common ground for reasonable debate. What can content creators do right now to stop the spread of misinformation and disinformation? A recent Cision Report found that 71% of journalists think the public have lost trust in journalism. Perhaps … [Read more...] about Seven ways content creators can stop the spread of fake news
Without the right insights, it’s easy to talk yourself out of investing in quality on-site content and even easier for your boss to cut your budgets. The key to ensuring you have a clear understanding of how and where your content is adding value lies not in producing in more content, but in developing a bespoke measurement plan. Without this, sustained and successful investment in content strategy is likely to be unfeasible. Understanding exactly what your content is doing for your business, how every article, every guide, every video and every image is impacting the path to conversion is vital for any SEO or content specialist to understand. Building on our previous articles on content performance, I’ll talk through a few of the bespoke reports your analytics team build and how exactly you can use those insights to produce better and more profitable content for your site. 1. Evergreen content analysis ‘Evergreen’ is a term now so overused it’s become … [Read more...] about Justifying your content investment with analytics
How can I improve my content’s search engine rankings? It’s a question all marketing experts ask and now it’s one that can be answered: with data-driven content optimization. While the success of online content used to be largely left to chance, it is now possible to impact results in a sustainable and targeted manner. From research and writing, all the way up to publication – every step of the content process can be tailored to meet the demands of search engine algorithms. Read on to learn why your content marketing should be data-driven. Great text, no traffic. Just bad luck? Cathy works as a content marketing manager for a recruiting company. Her team values her creativity and her writing ability, and her clients rely on her strong expert knowledge. Cathy’s articles are always full of useful tips for job applicants and insider knowledge about the current job market. After publishing her latest blog post “How to perform in a job interview”, … [Read more...] about 7 Advantages of Data-Driven Content
Publishers, journalists and media – they all ask the same question: How do I turn my online content into revenue? Print media, besides the money made from product sales, usually relies on advertising revenue. However, display advertising, as we know it from the past, has died out. It is now time to think and act digitally. In this article, we will show you how digital content can be used specifically as an advertising medium and thus be used to directly generate revenue. The Searchmetrics Digital Strategies Group specializes in supporting the digital transformation of companies. Let our experts show you where your business is on the road to digitization: Make an appointment! Video: Online sales for publishers The topic of this article was also covered by one of our recent webinars. This video is part of the trilogy “From Dinosaur to Unicorn”, where experts give advice on different aspects of digital transformation. Björn Beth, Director of the Searchmetrics … [Read more...] about 5 Ways of Turning Content into Revenue