Episode 4: Can you justify investment in content marketing? Can it self-fund?
20m
·
Content Talks
·
With Simon Comins, Commercial Director, Superdrug, and Gill Smith, Managing Director, The Perfume Shop We discuss commercialising branded content and whether it can self-fund, as well as exploring other methods of tracking ROI. Simon and Gill give us examples of successfully monetising content through third-party revenue streams such as advertising and circulation.
The episode Episode 4: Can you justify investment in content marketing? Can it self-fund? from the podcast Content Talks has a duration of
20:19. It was first published
More episodes from Content Talks
Episode 8: Why authentic content is the only way to build trust
How can membership organisations use content to humanise their brand and their ethics, while adding value to their members’ lives? Emma discusses the ways content can be made relevant and personalised – and, furthermore, how that content can be measured and tracked to grow acquisition and/or improve retention. Content Talks The Content Talks podcast talks to senior professionals about how they measure their content and create business models that deliver customer engagement and product sales for their businesses. These industry heads will help you understand how to create genuinely valuable content, which makes your brand stand out on and offline, and, ultimately, improve your return on investment. From CEOs to marketing directors, get inspired by our conversations on Content Talks. Watch the series online and download extra exclusive episodes on your preferred podcast platform. The Team Host: Tom Rowley Audio/Video Editor and Producer: Andy Greening Researcher and Marketing Manager: Taimen Zlattner Design: Andy Greening and Matt Ford Director of Digital: Pares Tailor Creative Director: Matt Ford CEO: Nicola Murphu Music by Artlist Interested to learn more about River Sounds? http://www.riversounds.co River Sounds River Sounds is the multi-award-nominated podcast division of The River Group. Our recent nominations include The British Podcast Awards. River Sounds brings brands to the conversation using our 25 years+ experience to produce quality editorial content for podcasts – content produced by The River Group that not only engages with audiences but always portrays relevant brand messaging. The River Group The River Group is a 25-year-old full-service content marketing agency based at Marble Arch, London. In an age of content spam, we don’t add to the noise, we make lean content designed on a simple consumer/brand-value equation. Our content combines the new science of digital media and the old artistry of storytelling. We produce content for web, social and print to address hard-nosed marketing objectives for 24 clients, including Holland & Barrett, Co-Op, Superdrug, WW, Cunard and The Ramblers. We have 105 staff, work across 18 international markets and have billings of £16million. The River Group Company consists of The River Group; River Sounds, an award-winning full-service podcasting company; Fish, a content agency focused on membership; and the recently launched Maven Communications PR, agency. More on The River Group The River Group: https://www.therivergroup.co.uk/ River Sounds: http://www.riversounds.co Maven Comms: https://itsmaven.com/ Fish Content Agency: https://fishcontent.agency/
Episode 7: What makes a successful membership magazine?
With Paul Sloggett, Head of Member Engagement, CIWM, and Thomas Moverley, former Director, The Institute of Sales Management Membership bodies often struggle to keep pace with changes in the market, so how do you deal with them? What does print mean to your members, and why should you continue to produce this form of content? In this episode, Paul and Thomas discuss corporate bodies’ experiences, how they reach their members, and why their members still value print above other forms of content. Content Talks The Content Talks podcast talks to senior professionals about how they measure their content and create business models that deliver customer engagement and product sales for their businesses. These industry heads will help you understand how to create genuinely valuable content, which makes your brand stand out on and offline, and, ultimately, improve your return on investment. From CEOs to marketing directors, get inspired by our conversations on Content Talks. Watch the series online and download extra exclusive episodes on your preferred podcast platform. Listen to the podcast on your preferred podcast platform here: https://smarturl.it/contenttalks The Team Host: Tom Rowley Audio/Video Editor and Producer: Andy Greening Researcher and Marketing Manager: Taimen Zlattner Design: Andy Greening and Matt Ford Director of Digital: Pares Tailor Creative Director: Matt Ford CEO: Nicola Murphy Music by Artlist Interested to learn more about River Sounds? http://www.riversounds.co River Sounds River Sounds is the multi-award-nominated podcast division of The River Group. Our recent nominations include The British Podcast Awards. River Sounds brings brands to the conversation using our 25 years+ experience to produce quality editorial content for podcasts – content produced by The River Group that not only engages with audiences but always portrays relevant brand messaging. The River Group The River Group is a 25-year-old full-service content marketing agency based at Marble Arch, London. In an age of content spam, we don’t add to the noise, we make lean content designed on a simple consumer/brand-value equation. Our content combines the new science of digital media and the old artistry of storytelling. We produce content for web, social and print to address hard-nosed marketing objectives for 24 clients, including Holland & Barrett, Co-Op, Superdrug, WW, Cunard and The Ramblers. We have 105 staff, work across 18 international markets and have billings of £16million. The River Group Company consists of The River Group; River Sounds, an award-winning full-service podcasting company; Fish, a content agency focused on membership; and the recently launched Maven Communications PR, agency. More on The River Group The River Group: https://www.therivergroup.co.uk/ River Sounds: http://www.riversounds.co Maven Comms: https://itsmaven.com/ Fish Content Agency: https://fishcontent.agency/
Episode 6: Currency of attention – the emerging metric that challenges ROI
With Caroline Beesley, Head of Digital Marketing, Co-op Food, and Sam Walker, Head of Customer Campaigns, Co-op Food The ‘currency of attention’ has become a new emerging metric that brands are using to measure ROI. What are the methods in which attention rates are measured, and how do business models have a more innovative and agile approach? In this episode, Co-op’s Caroline and Sam discuss how to create engaging content that leads to an increase in loyalty and trust.
Episode 5: B2B membership trends and how to maintain your members in an ever-changing market
With James Hewes, President and Chief Executive, FIPP, and Barry Mcllheney, Chief Executive, PPA James and Barry discuss the importance of staying relevant and open to reinventing your membership bodies, listening to your members, taking risks, not existing in isolation, and understanding how industry organisations coexist with such giants as Facebook and Amazon. They also explore the importance of consolidating views globally in order to deliver relevant content and services to their members.
Episode 4: Can you justify investment in content marketing? Can it self-fund?
With Simon Comins, Commercial Director, Superdrug, and Gill Smith, Managing Director, The Perfume Shop We discuss commercialising branded content and whether it can self-fund, as well as exploring other methods of tracking ROI. Simon and Gill give us examples of successfully monetising content through third-party revenue streams such as advertising and circulation.