TLDR: More and more budgets and use cases for content marketing and - of course - more and more data. How do you manage increasingly small-scale communication? The trade journal Horizont set out to find solutions. It found some players who are demanding what doesn't yet exist. And one that is already delivering: Us.
#Content Marketing
.companion Datafy: blog posts on content marketing
Top online communication - congratulations!
TLDR: The communications teams of our clients Bosch and Merck win 3 German online communications awards. Even though we are not an agency - we hope our analysis and forecast data have given one or two pointers as to what attractive, relevant and effective communication can look like in times of fragmented media use. And how to promote them as efficiently as possible. We predict: keep it up!
Content marketing currency: "Very helpful, like a contrast agent"
TLDR: W&V reports on our "work" on a currency for content marketing. Yes, indeed, it exists, the currency is called Content.ONE and it makes communication across all channels comparable. But no, we're not working on it, it's already ready. As of 2017, every company can have every campaign evaluated according to the new standard.
Content marketing internally - everything will be fine!
TLDR: Internally, content marketing is about more difficult things than "content", "relevance" and "storytelling". Organization, leadership and management, for example. A drama in 4 acts.
Content marketing readiness - get out of the matrix!
TLDR: Companies need to integrate their performance measurement to get ready to launch. That's one finding of the Content Marketing Readiness Study, which .companion is unveiling this week. Here's the latest Horizon interview on the topic.