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  • B2B content marketing agency | Grist | B2B content marketing agency
    2015 Subscribe to RSS Feed November 2015 Archive Print Email Tweet DAC Beachcroft NHS thought leadership report DAC Beachcroft commissioned a thought leadership report to build on its strategic partnership with NHS Providers while also providing added value to the latter s members Read more 1 Categories Content marketing strategy Content creation Writing for the web Publishing Video and animation Distribution Digital services Archives January 2016 November 2015 October 2015

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/11/ (2016-02-15)
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  • B2B content marketing agency | Grist | B2B content marketing agency
    October 2015 Archive Print Email Tweet Willis thought leadership magazine and microsite Active on a number of channels both on and offline Global insurance broker Willis wanted a new focus for its growing thought leadership output that would work harder to maximise engagement with its other channels Read more 1 Categories Content marketing strategy Content creation Writing for the web Publishing Video and animation Distribution Digital services Archives January 2016

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/10/ (2016-02-15)
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  • PESO: a new guide to B2B content distribution | Grist
    paid earned shared and owned in more detail but to give a sense how they might work separately and together let s consider each in turn Paid Traditional marketing campaigns tend to focus on mass media above the line channels And while broadcast print and outdoor still matter PESO practitioners are more interested in the tools of the digital trade piggy backing on the enormous reach of the web s search and social platforms This means Facebook sponsored posts LinkedIn Ads YouTube pre roll and Google AdWords as well as using content recommendation engines such as Taboola and Outbrain Earned Think of earned as traditional PR with a digital twist As audiences proliferate online so the nature of the influencer those that might mediate the message alters As such earned means press relations certainly but it is also about blogger outreach and social media sharing LinkedIn groups professional forums and so on Throw in investor and internal stakeholder relations to understand the scope of an earned media strategy Shared Not just organic social media activity but paid and owned too For social media don t just think social networks LinkedIn Facebook and Twitter also think video sharing wikis and forums And remember social sharing is now rewarded twice over first by instant traffic and reach and second thanks to adaptations of Google s algorithm by improved search engine optimisation Owned This is about company owned digital destinations websites apps and newsletters But it is also about customer magazines Print still matters helping to convey gravitas and providing an enduring physical presence And whether it s digital or print the content mix remains the same customer stories case studies thought leadership and expert analysis So how do organisations get the most out of the PESO model Begin by remembering these three principles Map PESO against the marketing funnel Different components of PESO are likely to play better at various points along the decision making process For example paid and shared might be best deployed to extend reach and raise awareness while earned might add credibility and owned might host the collateral think case studies and service specs that convert would be customers and clients into actual customers and clients Remember PESO is more than the sum of its parts While PESO neatly divides modern communications channels into four component parts conceptually it should be thought of as an interlocking Venn diagram So brand journalism owned media can benefit from promotion as native advertising paid media Equally positive media coverage earned media can be amplified by social media outreach shared media Good quality content matters most PESO offers a framework for strategies and tactics to extend reach raise awareness and reinforce communication but it is not replacement therapy Clear and compelling messaging still matters Great quality content conceived and delivered with the audience in mind will out Always Author Andrew Rogerson Andy is a co founder of Grist and account director for many of our professional services clients His recent projects span

    Original URL path: http://www.gristonline.com/insight/blog/2015/10/16/what-is-the-peso-model/ (2016-02-15)
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  • B2B content marketing agency | Grist | B2B content marketing agency
    gather a wealth of data from the myriad companies it serves Previously used mainly for internal knowledge sharing the firm was keen to use the relevant insights to drive new business Read more Intramezzo Research programme Executive search firm Intramezzo wanted to deliver added value to clients by helping them address pertinent recruitment and retention issues in their sector A collaborative research programme builds relationships through shared learning Read more

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/09/ (2016-02-15)
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  • B2B content marketing agency | Grist | B2B content marketing agency
    Lace Mawer and HBM Sayers the new firm BLM was keen to cement its position as one of the UK and Ireland s leading risk and insurance law business through the development of an innovative thought leadership programme Read more NHS Litigation Authority refreshed annual reports accounts For a large complex public sector organisation such as the NHS Litigation Authority NHS LA with competing priorities and limited resources collating the necessary information for its annual report and delivering it in a clear and engaging way can be extremely challenging Read more Barnett Waddingham web development Actuarial consultants Barnett Waddingham wanted to develop a new website that was worthy of its evolving brand and growing status without losing the personal touch on which its long standing client relationships have thrived Read more Blake Morgan new corporate website The initial workshops on strategy architecture and content were over The marketing team were excited about the creative the responsive website build was nearing completion the bespoke content management system active and launch plans being prepared Then news of the potential merger broke and we had to react Read more JLT Specialty magazine for the mid market Following the success of Risk Specialist magazine in building dialogue with larger corporates JLT Specialty was keen to find an effective communication with which to engage mid market firms Read more ACE European Group corporate positioning video Exhibitions trade fairs and conferences are an enduring feature of the B2B landscape and a great opportunity for product and service providers to attract new buyers With a growing number of industry events on the calendar global insurer ACE was keen to stand out in an increasingly crowded exhibition hall environment Read more Eque2 Customer summit and roundtable videos Eque2 is a specialist construction and contracting software firm After a

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/06/ (2016-02-15)
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  • 3 steps to turn print assets into digital riches | Grist
    and determine whether that can be unbundled further perhaps around particular topics themes arguments or stories Existing subheadings may even provide a ready made break point between those component parts Once suitably atomised decide which of those separate assets can stand alone Invariably most can Repurpose A 15 page whitepaper may have 10 separate and usable parts to it The executive summary for example may work perfectly as a LinkedIn long form post It may require a little re nosing adapting the first paragraph say and will need a dedicated headline and kicker A table might work as a standalone blog post requiring an intro and outro paragraph of text to provide context Research by Hubspot into 7 000 company websites found that an increase in blogging activity from 3 5 times a month to 6 8 times a month almost doubled lead generation Meanwhile an infographic would work pinned to Pinterest the graph embedded into a tweet and a collection of the visual assets threaded into a compelling SlideShare presentation with a little topping and tailing of course By the way Slideshare is the most popular content sharing site for professionals Amplify Use a mixture of all channels available to push the repurposed content out Communications professionals increasingly reach for the PESO model as a useful framework to organise and implement PR and marketing activity around content PESO That s paid earned shared and owned media In future posts we ll look in more detail at each of the PESO channels and discuss how they can help amplify content that s been unbundled and repurposed Which approach makes most sense for you A single PDF buried on your website and hidden from search engines or a dozen search friendly pieces of content pulling in targeted traffic and providing a

    Original URL path: http://www.gristonline.com/insight/blog/2015/08/04/unbundle-repurpose-amplify-turn-print-assets-digit/ (2016-02-15)
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  • BearingPoint Institute: thought leadership videos | Grist
    quality productions feature each article s author in conversation with Ludovic Leforestier Head of the Institute The interview format enables BearingPoint to tackle the issue from a different angle to that in the report adding further value from the initial research It also provides a more provocative and engaging viewpoint demonstrating the team s deep understanding of specialist markets The videos are produced in English but branded sub titles enhance the messaging from non native English speakers extending their reach and impact Available on the website and hosted via YouTube the videos big theme topics such as The smart insurer embedding big data in corporate strategy and Utilities x 0 energy companies prepare for a reboot help to attract a C suite audience seeking transformative business solutions The results The videos are proving a key tool in driving consistent traffic to the core content on the Institute website where audience data is collected via a simple download form Aside from the enhanced search benefits of hosting on YouTube an extensive social media campaign including Twitter and LinkedIn is also used to promote the films This ultimately helps to spread the original intellectual property wider The videos are a creative and cost effective complement to the research providing another opportunity for our consultants to engage in dialogue with their target market which is the ultimate aim of our marketing Ludovic Leforestier Head of analyst relations Account manager Phil Harding Phil manages a growing portfolio of financial and consulting accounts at Grist He previously headed Incisive Media s contract publishing business and has managed print and digital projects for over 25 financial and B2B clients As a former publisher of The Actuary Reinsurance and People Management he has particular experience in the insurance risk pensions and HR markets View bio Contact details

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/06/15/bearingpoint-thought-leadership-video/ (2016-02-15)
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  • Why you should document your content marketing strategy | Grist
    over the course of an annual cycle The plan will enable you to take control over content creation proactively managing the content that should be created rather than reacting to the content that could be created Clarity on overall objectives resource and schedule make it much easier to address questions such as the subject matter for an upcoming blog post the frequency of your newsletters or a partner s request for a new brochure A focal point for communication Working through the strategy will allow you to solicit buy in from your management team and ensure that you fully meet with their requirements Having a clear plan will enable you to communicate once to all those that are involved in the process from internal personnel through to any external content marketing PR or events management agencies and ensure that the content works as hard as it can for you It will also ensure that your content tells a consistent and compelling story you simply can t connect the dots if content exists in silos and no one has visibility to what other parts of the firm are doing A framework for review Your content marketing programme should encompass the next 12 months giving you the opportunity to look ahead and more coherently shape your messaging But it should not be cast in stone Revisit your plan regularly and review it quarterly to ensure that you meet any new developments as they occur There will doubtless be occasions when you want to change course but the framework will give you direction and prevent panic decisions Your content marketing strategy will be no crystal ball But it should allow you to set the direction resource effectively monitor progress against goals and test new channels Common reasons for not having a documented content marketing strategy and why they are wrong A content marketing strategy is just for the big firms Content marketing strategy is generally more developed in larger firms with a more institutionalised process for marketing strategy development and greater in house resources But the reason to have a strategy is to map out the decisions you have made to determine the future success of the firm All firms irrespective of size will find that of value We have a flexible approach to marcomms and don t need a strategy Flexibility is obviously a key ingredient for success but that is different to being pulled this way and that from different areas in the business If you want to make an impact and manage your growth you need a strategic direction and a plan to get there That way you can measure any new opportunities against that plan and give coherent reasons for your decisions I don t have the time to prepare a content marketing strategy This is probably the biggest single reason for firm s inaction But think about this A content marketing strategy will help you to understand your objectives target audience and competitors better It will give shape

    Original URL path: http://www.gristonline.com/insight/blog/2014/02/21/why-you-should-document-your-content-marketing-str/ (2016-02-15)
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