Richard Jones

How to use AI and ML to improve content marketing

The global content marketing industry is slated to grow by 111 percent, from US$196 billion in 2017 to US$413 billion in 2021. According to a 2019 Clevertouch Marketing report, last year, content marketing topped the list of where companies worldwide would be directing their marketing budget in the coming 12 months, ranking above predictive analytics and AI, among others. However, 53 percent of marketers in that same report said they don’t know how to measure their content marketing efforts, and…

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Why good SEO = good content (and vice-versa)

How many people are looking up “pet cremation,” and what does that have to do with getting visitors to your site? It’s Shawn Lim’s job to know. As IMMedia’s SEO expert, he combines research around SEO and content promotion strategy to plan and optimise content for long-term traffic and better engagement. “Signs that your company has bad SEO is when you search for your brand name on the search engines, and you can’t find it!” he says. “If you notice…

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Banks have more personal data than anybody, but why don’t they use it in their marketing messages?

With ‘big tech’ looking to take over the finance segment, isn’t it about time banks started to take advantage of the rich customer data they have in order to deliver personalised marketing to consumers – asks IMMedia’s Richard Jones, in advance of his panel discussion on the topic at the Mumbrella Asia Finance Marketing Summit in Singapore on August 29. Your bank actually knows you as well as, if not better, than any technology platform such as Google and Facebook.…

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IMMediate Platform: a practitioner’s perspective By Geraint Holliman.

The challenge that marketers have. Marketing as a function is being tasked with becoming more business literate, relevant to the goals of the CEO and to speak the language of finance. At the same time marketers are being required to delivering more, of a higher quality and quicker, but with less resources. Marketing Directors are now having to systematise their teams’ efforts with the adoption of more rigorous processes and automation of effort to raise their levels of professionalism to…

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How to Make Content Reporting Count

Marketing bosses can be quite demanding when it comes to content performance reports. And they have good reason to be, considering the vast amounts of data that web analytics platforms provide. But just because the plethora of metrics exist, doesn’t mean you need to use all of it. Ensure that the reports you create are true content performance indicators with these tips. Knowing what you want Imagine going to the supermarket without a plan. Chances are you’d end up spending…

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A Reality Check on the State of Content Marketing in Asia

Although Content Marketing has been around for more than 150 years, the more recent digital age has made it a core ingredient for every marketer in the world. For the past five years this has fuelled a rising demand for content by impatient marketers wanting to get in on the act, as well as a new wave of agencies providing content development and strategic services. As these agencies are now being bought out by the global advertising conglomerates who themselves…

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The Present and Future of Chinese Content Marketing

In recent years, China has been a global leader in terms of technological innovation and online infrastructure. Powerful platforms such as WeChat created a vibrant Chinese content market filled with exciting new developments. Chinese netizens are very responsive and passionate to WeChat too. They wake up reading news and updates on WeChat and engaged with friends through WeChat’s sharing features. WeChat’s wide coverage and usability have become an efficient platform where brands engage and communicate with the masses. Companies and…

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Not another Content Marketing prediction for 2018

Whilst at this time of the year, the industry likes to bombard us with their endless lists of New Year predictions for 2018, we believe it is more appropriate to remain focused on the basic principles of Content Marketing. It is easy to get lost and distracted among the jargon that surrounds the industry and seemingly pushes marketers well beyond their understanding and capabilities. While Content Marketers might get wowed by the unlimited opportunities that artificial intelligence (AI) may bring…

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Is There Still ‘Unique Content’ in the World?

While content was once touted as the silver bullet that would break through advertising noise, content clutter has itself become a matter of concern to marketers and brands. Thankfully, there are ways to create a point of difference even with done-to-death topics. Think of any topic, plug in some keywords into Google and sit back – the sheer volume of content they generate is mind-boggling! For instance, when I Googled ‘5 finance tips for entrepreneurs’ – a fairly innocuous and…

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