The latest ‘Econsultancy’ blog post is titled “Harper Collins: from publisher to creative content business”. Ben Davis says, “Harper Collins and its business development team are a great example of how publishers are adapting to the business of content, not simply bound sheaves of pulped wood. In an indicator of how service-based the UK economy has become, Harper Collins now sums up its business as following: “We create bespoke content based on products and campaigns for our clients.” “We work with content, not just books, across print, digital, mobile... [...]

The latest ‘Econsultancy’ blog post is titled “10 excellent video-embedded landing pages”. Christopher Ratcliff says, “Using video on a landing page can increase conversion by up to 86%. This statistic comes from a study by EyeView on various ecommerce sites. In the study, two different variations of the same website were built, with 50% of the traffic being directed to a landing page with an embedded video, the other 50% directed to a page without. The website that achieved the largest conversion rate (86%) was an online tutoring service. This is clearly the type... [...]

The latest ‘Econsultancy’ blog post is titled “Blogging: chronological is illogical”. Danny Chadburn says, “I worked on a conference talk called Ban the Blog with a colleague about a year ago. It was a purposefully provocative title and an extreme view, but one I believe many businesses and website owners need to heed (yes, I get the irony of writing this on a blog platform, but hopefully you’ll see past that minor contradiction). Blogs can often become a content dumping ground and despite the rising influence of structured content strategies into the broad... [...]

The latest ‘Econsultancy’ blog post is titled “Email marketing: why you need to review and improve”. Lucy Wilsdon says, “Email marketing is the communication glue within your digital marketing and all of this communication is trackable.  Tracking gives you the ability to understand the journey between the message and the call to action, which means that you can give this journey a value. With this in mind, reviewing success or failure is critical so that you can affect the change in your campaigns and the actual value those campaigns are bringing”. Email marketing:... [...]

The latest ‘Econsultancy’ blog post is titled “Analysing your competitors through social media monitoring”. Joel Windels says, “Social media monitoring can be used to perform various tasks in the advancement of your own brand. Generating leads, finding influencers and identifying key sites are just a few that could be mentioned.  However, what is often overlooked is how these tools can be used to analyze competitors. By keeping track of your competition you can become the leader in your chosen area of expertise. This article is aimed at explaining the methods that... [...]

The latest ‘Econsultancy’ blog post is titled “Further advice on YouTube strategy for brands”. Christopher Ratcliff says, “Even after seven years of YouTube’s existence, brands still aren’t making much of a dent in the ‘YouTube 5,000’, an elite group of channels with at least 43m views each. Theoretically brands have a much greater advantage than your average YouTuber as they have more money to produce content, however according to Touchstorm’s latest study, The Touchstorm Video Index, only 74 of the YouTube 5,000 channels are from brands. In November... [...]

The latest ‘Econsultancy’ blog post is titled “10 fast-rising digital buzzwords of 2013, and what they mean”. Chris Lake says, “Everybody loves to hate buzzwords, but those of us who work in digital need to tolerate the birth of new phrases to describe new things. I’m not talking about horrific PR terminology like ‘leverage’ and ‘synergy’ and ‘blue sky’, which are not to be tolerated, and which I’ve previously discussed. Instead, we shall focus on those buzzwords and phrases that have originated in recent years, and which have significantly grown in... [...]

The latest ‘Econsultancy’ blog post is titled “You’re not safe: The uneven reinvention of marketing in B2B”. Stefan Tornquist says, “As part of the The Reinvention of B2B Marketing Study, conducted with SparksGrove, Econsultancy looked at the Fortune 500 through a digital lens and found that perhaps 23% are safe from dramatic disruption. If an organization is a producer of chemicals, raw materials, food or energy products…if they have a very small universe of prospects…then they’re safe”. You’re not safe: The uneven reinvention of marketing... [...]

The latest ‘Econsultancy’ blog post is titled “How to handle online reviews this Christmas”. Jan Vels Jensen says, “Many businesses have shied away from online reviews because of the fear that bad reviews will ruin their business. But it’s just not true. Everyone knows that no business is perfect and that sometimes things can go wrong. So, across-the-board five star reviews should always be taken with a pinch of salt as it’s inevitable that someday, someone, somewhere will have been less than ecstatic about the company they bought from”. How to handle online... [...]

The latest ‘Econsultancy’ blog post is titled “What makes great ecommerce product page copy?”. Graham Charlton says, “Product page copywriting is vitally important, but seems to be overlooked by some ecommerce sites, which simply plonk the standard manufacturer’s descriptions on their pages.  Paying attention to product page copy can help improve conversions rates, as better copy can be more informative and persuasive. It can also help your site to stand out in the search results over competitors who have paid less attention to their product descriptions”. What... [...]