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  • Optimising B2B content for search and social alchemy | Grist
    too as content creators look to quench Google s thirst for clarity quality and authority Renowned usability consultant Jakob Nielsen used eyetracking visualisations to show users tend to scan web pages in an F shaped pattern So rather than posting long dense tracts of text employ a more accessible structure that your readers can scan easily first before they commit to a full read through To help Google and your readers to understand what your content is about it pays to break it up with Clear subheadings an obvious stopping point when scanning for relevant info Short paragraphs attention spans are short and readers will mentally skip large tracts of copy Lists and bullets helping time poor readers in search mode to digest data The clearer you make the content of the article the easier it is to digest and the quicker your audience can decide if it is worth reading in detail and sharing with colleagues and contacts A higher authority Trust is a fundamental part of the B2B buying process Including keywords and links will help Google to rank your pages as a credible and trustworthy source of information on a particular topic Relevant keywords These should only be used naturally and sparingly throughout the text Think about the words and phrases your audience would use remembering that they may not know the technical jargon or refer to the topic in the same way that you do Internal links Internal links should be used to cross reference other relevant content on your site Again this will help Google understand the subject matter and context of a particular page as well as pointing readers to useful information to aid their decision making External links Try to include at least one reference to a credible and authoritative external site or source such as a professional trade publication or industry body Supporting evidence is good for your story and can help you earn backlinks to build your site s authority You can read more on how Google ranks web content in their Webmaster Guidelines Visual elements Your content has to work hard to compete for attention in the digital world As well as providing a more memorable and stimulating experience for the reader it is a simple fact that pages incorporating photos illustrations graphics and in particular video will rank higher than those that don t Adding properly tagged visuals with a title caption and supporting text using relevant keywords will boost SEO potential and give you a richer range of content with which to fuel your social channels Remember that any text that appears embedded within a graphic or image won t be picked up by the search engines so you need to replicate or refer to the subject matter in the text Even if budget is an issue or the article doesn t lend itself to an obvious visual treatment there may still be sections such as key stats or lists that can be quickly pulled out as a

    Original URL path: http://www.gristonline.com/insight/blog/2016/01/22/optimising-b2b-content-search-and-social-alchemy/ (2016-02-15)
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  • A resolution for B2B content marketing in 2016 | Grist
    Create Armed with this initial understanding you should challenge validate and refine these ideas if they are to be perceived as compelling thought leadership The best ideas poorly executed simply will not cut it Creative like any other discipline requires the right people and the right process Editorial expertise creative inspiration and subject specialist journalists married with a proven process that keeps you in control will help to capture the rich IP of your firm resulting in original insightful authoritative content that differentiates your firm and helps your clients Engage Quality content is time consuming to produce so it should be made to work as hard as possible to maximise your return on investment Clients are now more demanding than ever seeking answers to their problems on their own terms when where and how they want Taking a digital first approach to unbundle repurpose and amplify each piece of content created will make sure your content is fully optimised to drive engagement Utilising your owned media channels such as websites e newsletters and social media platforms will often be your primary focus as these will be the most cost effective manageable and controlled Although you ll want to maximise the opportunity available online print is not to be forgotten or underestimated 50 of our clients clients still want print so don t throw the baby out with the bath water Measure We all know that creating quality content is one of the most effective means of demonstrating the value your firm can bring But you need the tools and techniques to provide proof points for the firm and to free up resource from those activities that do not provide a return Content marketing begins and ends with purpose By clearly establishing the goals and objectives of every piece of content

    Original URL path: http://www.gristonline.com/insight/blog/2016/01/20/resolution-b2b-content-marketing-2016/ (2016-02-15)
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  • Willis and Grist win Best Corporate Publication at the CorpComms Awards | Grist
    expertise analytical insights and innovative risk management solutions It s designed to engage risk managers in large corporates across the world as well as Willis s partners and colleagues globally Established in 2012 it has developed as a powerful thought leadership content marketing platform for Willis now comprising a bi annual print magazine and complementary website An extensive multi channel distribution strategy ensures the reach influence and business value of the content is maximised Demonstrable business value Resilience has driven deeper relationships between clients and the Willis brand says Nathan Hambrook Skinner Director of Communications at Willis GB It has facilitated insight led sales conversations with prospects successfully filtering our intended audience through the sales cycle Since initially entering the awards back in July we ve conducted extensive effectiveness research which provides further evidence of the high levels of engagement and support from clients prospects and Willis stakeholders This not only endorses the judges wisdom in picking Resilience as the best publication it also means we re better placed to win even more awards in future we hope this is the first of many so watch this space Author Mark Wellings Mark Wellings is responsible for developing and implementing content marketing strategies that deliver measurable results for our clients Prior to co founding Grist he was director of custom publishing for the Economist Intelligence Unit in New York publisher for Financial Times Newsletters and Management Reports in Hong Kong and senior commissioning editor for Thomson Learning in London View bio Contact details 44 0 20 7434 1447 Email LinkedIn Profile Follow on Twitter Related Articles How to choose topics for B2B thought leadership The best thought leadership campaigns can build awareness trust and quality leads for B2B firms But poor planning and topic selection can undermine your chances of success

    Original URL path: http://www.gristonline.com/insight/blog/2015/12/08/willis-and-grist-win-best-corporate-publication-co/ (2016-02-15)
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  • BearingPoint: extending the reach of thought leadership | Grist
    content for a financial services special edition covering banking and insurance topics Grist s experienced writers and editors worked with globally diverse project teams at BearingPoint to shape the research gather insights from a series of interviews curate supporting material and deliver it back as the basis for a compelling thought leadership narrative from the consultants Each storyline demands attention through a new and provocative opinion on the subject matter supported by executive client views and comment from relevant 3rd parties leading to actionable recommendations for the C suite target reader The long form content is broken up into manageable sections with smaller nuggets of information that help to draw in the reader and encourage action an introductory infographic that sets the scene for the article executive summaries case studies Q As company profiles graphics flowcharts timelines self assessment surveys key takeaways further reading references box outs pull quotes and key stats Further enhanced through motion graphics and talking heads videos this rich mix provides the fuel for a sustained digital distribution strategy which drives traffic to the content hub and valuable data capture through downloads of the full articles Content is amplified across online channels to extend the reach repurposed for targeted email campaigns supported by blog posts and placed articles in relevant trade press and distributed widely via social media BearingPoint partners publish extensively on LinkedIn Pulse and LinkedIn Groups to deepen engagement with their networks and over 100 tweets were written to help start profitable conversations on Twitter Content is also available via a bespoke iPad app directly from the iTunes store An innovative new navigation bar allows readers to quickly see content of interest and effortlessly move between articles The results The digital assets are proving a key tool in driving consistent traffic to the core

    Original URL path: http://www.gristonline.com/insight/case-studies/2016/01/07/bearingpoint-institute-extending-reach-thought-lea/ (2016-02-15)
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  • DAC Beachcroft: NHS thought leadership report | Grist
    learnings into a relevant and focused piece of thought leadership content Armed with the survey findings and commentary from the roundtable event our sector specific journalist then interviewed key figures in the sector including NHS Providers policy advisor Amber Davenport a CCG chief officer and a specialist trust director to ensure a well rounded and fair analysis of the main barriers to innovation in the NHS Copy was required within two weeks of survey completion so a clear and structured process was vital to the success of the project With this in mind we supplied a detailed structure synopsis for approval by all involved at DAC Beachcroft and NHS Providers prior to writing the report which enabled quick and efficient sign off at the final stage The results Understanding the Barriers to Innovation was distributed at the annual NHS Providers conference The involvement of senior NHS figures added gravitas to the report s findings and it was welcomed by the industry as a timely follow up to Lord Rose s recent review of the quality of NHS leadership Tim Bartlett head of health business development and joint head of reputation and brand management at DAC Beachcroft said of the collaboration The report demonstrates our strategic commercial and regulatory skills and experience within the health sector and highlights how we work closely with senior NHS leaders to support them in their strategic thinking and planning to help them successfully navigate the legal and governance landscape within health Meanwhile the partnership also presented an opportunity for NHS Providers to produce more thought leadership content for the benefit of its members Amber Davenport policy advisor for NHS Providers said Working with DAC Beachcroft on their survey and publication helps ensure that our members know of one place they can go to seek specialist

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/11/09/dac-beachcroft-nhs-thought-leadership-report/ (2016-02-15)
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  • Willis: thought leadership magazine and microsite | Grist
    So how did Resilience become this key driver of client prospect engagement Showcasing expertise In print online and through social media and events Resilience showcases Willis s deep industry expertise analytical insights and innovative risk management solutions It helps companies to navigate the uncertainties of the fast changing global economy with more confidence and where appropriate use risk taking as an opportunity and competitive advantage The print edition is distributed twice yearly to a global audience of clients prospects and Willis colleagues The magazine is editorially led providing objectivity and value to readers but also celebrates the joy of print a creatively distinctive and tactile product which entices readers to browse and read at leisure The complementary website with additional web only multimedia content plays a vital role in Willis s content marketing strategy acting as the hub for all cross channel activity from print edition and physical events through the corporate website and WillisWire blogging platform to social media and the trade press It enjoys highly targeted traffic through search social referrals and email marketing A dynamic interactive landing page draws readers into a growing body of high quality SEO rich thought leadership content including feature articles research opinion columns videos and infographics Article pages are brought to life with striking hero imagery animated summaries light box functionality expandable boxes photo carousels and easy to use sharing tools helping to deepen engagement and encourage wider distribution High impact across multiple channels The content is widely distributed across multiple channels including e newsletters social media promotion on willis com and the WillisWire blog events tie in plus PR activity Through these multiple contact points the reach influence and business value of the content is greatly enhanced Strong calls to action such as product information downloads and direct contact details for

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/10/06/willis-thought-leadership-magazine-and-microsite/ (2016-02-15)
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  • B2B content marketing agency | Grist | B2B content marketing agency
    for the web Publishing Video and animation Distribution Digital services Who we help Who we are Insight Blog Guides Case studies Contact Search Search Print Email Tweet What we do Who we help Who we are Insight Contact Grist Ltd

    Original URL path: http://www.gristonline.com/search/ (2016-02-15)
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  • Content marketing strategy | Grist
    clients on maximising the opportunities from their marketing communications supporting them in their transition from print to digital You can find out more in our series of guides on content marketing strategy Related case studies Willis thought leadership magazine and microsite 6 October 2015 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 Alexander Proudfoot Index reports 16 September 2015 As part of the consultation process Alexander Proudfoot s experts 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 Efficio Global client magazine 12 August 2015 Leading procurement company Efficio required a more rigorous content marketing programme to enable stronger engagement with its target audience The strategy to communicate to CPOs that procurement and supply chain optimisation is key to success Read more Categories Content marketing strategy Content creation Writing for the web Publishing Video and animation Distribution Digital services Join our mailing list Your email address Related

    Original URL path: http://www.gristonline.com/what-we-do/content-marketing-strategy/ (2016-02-15)
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