Content marketing

i-SCOOP Content Marketing Blog: content marketing advice, interviews, research, expert opinions and strategies.

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 almost impossible to imagine a content marketing strategy without a social content marketing component (commonly known as...
content-distribution-concept
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, different target groups, and different decision makers and this ultimately shapes the choice of platform they make. For instance, depending...
Visual storytelling
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 getting the attention of consumers is harder and storytelling is an other way of engaging people that proves to be effective. This...
Quantifying the cost of inefficiency in your content production process
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 online survey of 3,048 marketers. Based on the results, Kapost released a report and an infographic on the quantification of...
Surviving and thriving in the content marketing jungle
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 their content. In the research the company found a group of marketers that seemed to stick out because of their more...
Content marketing and 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 marketing has become a huge umbrella term. Pragmatic as we like to be, we tend to cover...
Customer-centric content marketing
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 marketing. We like to call it the Copernican view, the outside-in view as part of a...
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 to look at our businesses as audiences. Target groups, segments, followers, subscribers, fans, suspects and prospects: we had our fair share of...
The trust B2B buyers place in their professional networks - source IDC via and with LinkedIn - click for full PDF
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 media" to SUPPORT purchase decisions. Even more impressive: 84% of C-level/VP executives in the research also...
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 Kennedy Van der Laan. AJ was one of the participants at our content marketing roundtable...