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  • Alexander Proudfoot: Index reports | Grist
    research reports covering key sectors such as Consumer Packaged Goods CPG Mining and Financial Services providing timely analysis of the challenges facing businesses and the initiatives in place to address them Working to a stimulating editorial brief Grist commissioned a trusted subject specialist writer from our network capable of building a compelling storyline from the data comparing regions company size and changing priorities and providing a rich background of key activity in the sector The main themes are further explored in a series of one to one interviews with a cross section of clients showing how these issues are affecting CEOs in the day to day running of their businesses so that the reports are peppered with revealing client testimony The engaging editorial package is neatly wrapped up with thought provoking solutions led comment from Alexander Proudfoot consultants providing actionable recommendations to help firms with their own business transformation Clear conclusions and consistent calls to action ensure the content is of practical rather than purely academic interest encouraging readers to benchmark their own activity and build the business case for change Clarity and practical use were also the guiding principles behind the design template for the reports Grist developed a consistent visual style making use of a vibrant colour palette and iconic illustration to provide a distinctive impactful look and feel for each sector The intricate scoring system developed by the US marketing team to rank specific challenges and initiatives is represented within a series of accessible infographics The graphics help to capture attention immediately and enable readers to quickly assess their own situation against their peers The results Supported by PR blogs email telemarketing and social media the Alexander Proudfoot Index series is proving a valuable tool in engaging CEOs providing an ideal conversation starter and helping to secure

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/09/16/alexander-proudfoot-index-reports/ (2016-02-15)
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  • ACE: insurance thought leadership portal | Grist
    can navigate by risk area as well as date The responsive site is optimised for tablet and smartphone use allowing its global audience to access the insight wherever and whenever they choose Prominent article specific calls to action encourage contact with the ACE experts and downloads of related material providing ACE with a useful measure on the activity The SEO friendly thought leadership content provides an effective pull attracting high quality traffic to ACE through search social and referrals while an agile email marketing module allows bespoke messaging to be delivered to a highly targeted audience The results The analytics provide ACE with compelling evidence of the benefits of content marketing with consistent search and social traffic boosted by high levels of response to the outbound campaigns Across the board 30 50 of article visitors take some kind of action Personalised emails have proven particularly strong at increasing conversions Results include 30 opens 6 5 click throughs and an average time on the site of nearly 3 minutes which significantly outperforms the industry averages An Italian language email campaign enjoyed a 47 open rate while a series of articles and case studies on terrorism and political violence prompted more than 45 of readers to download a sales brochure and or contact the relevant ACE expert for more information and advice We are able to send campaign specific emails to targeted groups with targeted content whenever we wish It s a much more effective way of managing client communications and the analytics are strong Valerie Gagnerot EMEA marketing manager ACE Learn more If you d like to hear more about our experience of best practice content marketing in the insurance sector or register for the forthcoming guide please contact Mark Wellings on 020 7434 1447 or markwellings gristonline com Account manager

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/06/30/ace-insurance-thought-leadership-portal/ (2016-02-15)
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  • Barnett Waddingham: web development | Grist
    were also brought under the same roof in order to maximise traffic and promote cross sales At the same time we applied consistent categories to the content so the right articles are automatically served to the right audiences at the right time This helps to maximise the visibility of the quality content produced providing effective navigation and clear calls to action to move clients along the business development pipeline Rather than wasting time on manual coding or intervention the marketing team are able to devote more energy to campaigns Developing a new creative theme around the concept of partnership set the tone for a more visual approach to content Incorporating stunning imagery infographics video and other visual content helps to break up pages and engage readers effectively by simplifying complex issues We also provided templates sample writing and editorial guidance to further inspire the firm s content creators A rigorous testing phase ensured the responsive website was fully optimised for mobile and tablet use providing a sophisticated web experience for clients and prospects across a range of devices allowing them to consume the content where and when they wanted more easily I wanted an agency with real knowledge of the professional services sector one that spoke my language and could evidence examples of previous work with similar clients says Simon Rusling head of marketing We therefore talked to agencies existing clients about their experiences and ensured that they stacked up from a technical perspective The team from Grist excelled in project management providing a clear roadmap for the project giving advance warning of when we needed to commit resources and always there to offer a guiding hand The results Analytics show visitor numbers growing steadily and increasing levels of engagement with more than 31 of sessions on the new site

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/06/24/barnett-waddingham-web-development/ (2016-02-15)
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  • Amplify B2B content distribution using paid media | Grist
    solution question with answer invariably means that a longer search query a longtail keyword to borrow the terminology of search engine marketing works far better than a shorter more generic search query For the social networks meanwhile targeting is about matching content to audience via demographic and interest parameters On LinkedIn for example filters include industry sector company size and location On Twitter advertisers can create influencer lists and then display Promoted Posts just to those people And on Facebook among other filters advertisers can target by job title 2 Test and iterate on a small budget Most of these tools come with A B testing built in That means advertisers can develop more than one creative approach and soon see which is working best Replace the weaker approach with a third set of creatives and aim to displace the stronger approach Keep fine tuning for even better results And because the economics of digital platform advertising tens and hundreds of pounds rather than thousands and tens of thousands of pounds there isn t really a barrier to entry for those who wish to start in experimentation mode 3 Gain a better understanding of audience Many of these tools are self service which gives the advertiser an opportunity to interrogate platform databases for themselves Within those databases is a wealth of information demographic interest areas behaviours from which to get under the skin of key audiences and understand how they interact with the social network or search engine This learning then can be applied to non paying activity on social networks and search engines 4 Improve organic performance A tightly targeted well managed digital advertising campaign matched by content that is interesting and relevant is likely to have the desired outcomes more page views and engagement It will also have

    Original URL path: http://www.gristonline.com/insight/blog/2015/10/28/how-amplify-b2b-content-through-paid-media/ (2016-02-15)
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  • 7 deadly sins of client publications | Grist
    The devil is in the detail Be prepared to invest the time and energy to make your content a success Clients do not have time to waste so your publication must work hard for its place on their to do list The design content and writing needs to leap off the cover to get them to open the publication and every subsequent page must work just as hard to keep them reading 4 Gluttony Over indulge too many stakeholders in your project and you ll soon find your magazines and newsletters are a conglomeration of content from various sources making it difficult to produce a publication with a single unified voice You need a considered and established house style a consistent view of issues and a single tone of voice to bring together a publication that feels suitably substantial 5 Greed Do not scrimp on budget A professional designer will be able to appreciate the powerful difference between an obvious stock photo and a picture that will resonate with the audience Likewise a copy editor will ensure the level of accuracy and precision that reinforces your professional reputation with clients 6 Envy It is too easy to get caught up in the competition and to go all guns blazing into a new project but you must focus carefully on your own content mix Adding a rich medley of perspectives including clients business partners industry commentators and other experts will lift an article beyond marketing messages to engage readers meaningfully in the debate Only then can you begin to reinforce your position as a trusted adviser 7 Pride Don t be too proud to enlist the services of a professional content marketer Readers may not even notice the essentials of an effective publication but it takes an expert to ensure that

    Original URL path: http://www.gristonline.com/insight/blog/2015/10/22/7-deadly-sins-client-publications/ (2016-02-15)
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  • ACE European Group: corporate positioning video | Grist
    video to capture the attention of passers by and attract visitors to the ACE stand The video provides an engaging backdrop and a point of difference to other more static and uninspiring competitors Strong visuals ensure the branding is distinctive and memorable and key messages are emphasised quickly and clearly in order to achieve maximum impact in a short space of time The video is also designed to provide a powerful marketing tool beyond the confines of the exhibition The modular format allows ACE to modify and repurpose the video for other venues and channels so that for low incremental costs the film has a very long shelf life and maximum value A number of translated versions have been produced for different regions The results ACE found the video to be an effective way of introducing the brand and engaging customers providing a useful conversation starter for stand personnel and a valuable addition to pre and post event campaigns There are any number of video production companies knocking on my door but none understand our brand quite like Grist Miles Russell former European communications director ACE European Group Account manager 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 Categories Content marketing strategy Content creation Writing for the web Publishing Video and animation Distribution Digital services Related Case Studies Eque2 Customer summit and roundtable videos Barnett Waddingham conference videos BearingPoint Institute thought leadership videos Related

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/06/20/ace-european-group-corporate-positioning-video/ (2016-02-15)
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  • Eque2: Customer summit and roundtable videos | Grist
    an ideal opportunity to build impetus around its new proposition Featuring keynote presentations industry overviews product updates roundtable discussions peer networking and games Grist produced three short films to capture the event successfully for broadcast to a wider audience The main film highlights the event itself showcasing key speakers and breakout sessions together with voxpops from attendees who discuss what they have learnt from the day together with what they would most like to see next year An accompanying roundtable video captures the key insights from a lively discussion on KPIs drawing on the delegates knowledge as well as the in depth expertise of Eque2 s managing director And a short showreel provides a brief high tempo flavour of the day and entices potential attendees to attend next year The results The summit was a great success and the resulting videos are an excellent way to communicate the key take aways from this year s event and also to begin marketing for next year Chloe Leigh marketing director Eque2 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 44 0 20 7434 4129 Email LinkedIn Profile Follow on Twitter Categories Content marketing strategy Content creation Writing for the web Publishing Video and animation Distribution Digital services Related Case Studies ACE European Group corporate positioning video Barnett Waddingham conference videos BearingPoint Institute thought leadership videos Related Articles Six steps to better B2B animated video Fuelled by a desire for more visual shareable content video

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/06/19/eque2-customer-summit-and-roundtable-videos/ (2016-02-15)
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  • Barnett Waddingham: conference videos | Grist
    interviews with the conference speakers summarising the main points from their presentations and including an exclusive Q A with keynote speaker The Right Honourable Lord Lamont of Lerwick who shared his views on the economy and the outlook for pensions Grist worked closely with Barnett Waddingham to navigate a tight schedule for the interviews Time is at a premium on the day and speakers are focused on delivering their presentations and networking with delegates so preparation and contingency planning are crucial to a successful shoot Video was also used to add immediacy and impact to partner Carole Ward s presentation on pension administration standards A series of voxpops with industry commentators filmed the month before at the National Association of Pension Funds annual conference helped to emphasise the firm s growing influence within the sector The result Video has proved a popular way for Barnett Waddingham to engage with its discerning audience and successful in raising the profile of partners Used as part of the targeted email campaign the highlights video has attracted over 330 downloads with a direct increase in the percentage of early registrations for the next year s event As a result a similar video suite was requested for the firm s investment conference and animated films commissioned to promote Barnett Waddingham s proprietary software starting with Illuminate This was the first time Barnett Waddingham had used video for our events so there was pressure to deliver something that really added value Grist helped us approach the project with clear business objectives ensuring that the messaging and structure for the videos was fully in tune with our core proposition Simon Rusling Head of marketing Barnett Waddingham Account manager Phil Harding Phil manages a growing portfolio of financial and consulting accounts at Grist He previously headed Incisive Media

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/06/16/barnett-waddingham-conference-videos/ (2016-02-15)
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