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Content marketing: a customer-centric manifesto

Content marketing is not an island. It is part of a bigger picture, aiming to create business value by creating customer value. It takes a customer-centric and integrated approach to succeed in content...

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Winning with content marketing by addressing customer questions

Since it was coined at the end of the previous decade, the term ‘content marketing‘ became adopted for various form of marketing and purposes where content matters. In other words: everywhere. Content...

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Content marketing efficiency in 2015

Curata, vendor of a professional content curation and content marketing software platform, recently conducted research on the tactics and technology over 600 marketers used to optimize the return from...

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Content production challenges and a note on marketing content

In March and April 2015, content marketing software vendor Kapost (now turned marketing content software vendor, there is a tiny difference, more on that evolution below) and Gleanster conducted an...

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Digital storytelling: when art and science connect emotions

This post is a sligthly modified version of a post originally published on the Wunderman EMEA blog. Brands are increasingly focusing on digital storytelling. It’s part necessity as geting the attention...

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Content distribution: which is the best platform/channel to amplify your...

The question ‘Which platform is the best content distribution platform?’ is a tricky one, because the answer depends on your particular content marketing goals. Every company has different goals,...

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Marketers increase spending in paid social in 2017 – is it smart?

Social media and social networks have come a long way since the early days of Facebook and Twitter. Social media marketing has become part of virtually every integrated marketing approach and it’s...

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The customer has a voice: your business is the audience

The significantly grown attention for “content marketing” and the “brands as publishers” and storytelling narrative has made marketers look at their customers, prospects, etc. as “audiences”. It’s time...

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Youtility: Jay Baer on usefulness and true customer value

Creating business value increasingly equals creating customer value. Customer-centricity isn’t a goal anymore, it’s the basis. And usefulness is key to achieve it: remember the crucial role of the...

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Linkfluence raises 18 million euros and acquires Scoop.it

French social data intelligence company Linkfluence has raised 18 million euros and is expanding its operations with the acquisition of content curation pioneer Scoop.it. While Scoop.it probably rings...

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The conversion trinity: lessons for content marketers

Marketing optimization expert Bryan Eisenberg often refers to what he calls the “Holy Trinity of Conversion Optimization”. When going through one of the presentations Bryan gave at an edition of our...

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Doug Kessler: content marketing as evangelism

Everyone says content marketing is not about selling. They’re wrong, Doug Kessler says. Doug is Creative Director and co-founder of UK-based Velocity Partners, a B2B marketing agency with a strong...

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Content marketing strategy beyond the first degree(s): value chains

Each successful content marketing strategy is a social and connected content marketing strategy by definition. I’m not just talking about the areas where social media marketing and even social business...

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The state of content marketing in Europe

Dutch AJ Huisman is one of several B2B content marketing pioneers in Europe. He was also one of the speakers at i-SCOOP’s Content Marketing Conference 2014 in Antwerp and marketing director at law firm...

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B2B buyers and professional social networks in the purchase decision

In case you believed we can forget about social media in marketing and business, here’s a wake-up call: according to the latest Social Buying Study from IDC, 75% (!) of B2B buyers “studied social...

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