The Content Conundrum

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The Art of Football: #FutbolNow: Art, Music & Football Like Never Before

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Image credit: http://pep.si/1pUjLb6 Grand-Athens-kind-sporting-event = always good for marketers!  In a grand celebration of all things football, Pepsi has creatively fused street art, photography, and football as part of the global 2014 Pepsi Futbol campaign, t he " Art of Futbol " . Six of the best street artists, football players, and famous photographer Danny Clinch have created collectible-style works-of-art campaigns. Each piece of artwork represents the culture and vibrancy of each football players home country.  The Pepsi superstar football squad features a line-up of the world's greatest players, spanning five continents and nearly 20 countries. The Art of Football collaboration synthesizes the raw energy of street art in a heady dose of color, energy and movement. The athletes passion and excitement for the game is expressed through the work of the renowned photographer Danny Clinch and six of the world's leading street artists, giving it a c...
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How can influencer marketing help your brand? Influencer Marketing Series

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Some people (like me) are born skeptics. Influencer marketing? Blah – why would that work? I know my audience – and I can reach them directly. I don’t need no influencer. But, think about this: In 2017, eMarketer reported that marketers spent $570 million on influencer marketing globally. In 2018, $1.6 billion was channeled into sponsored posts on Instagram alone. According to a report by Linqia , only 6% of brands said influencer content under-performed brand content. By 2020, more than 50% of ad content will be created outside of marketing . Marketing-inspired word-of-mouth makes 4x the impact on purchasing decisions [ McKinsey study ] Okay – so why should you think about influencer marketing? Maybe, you are in the B2B business and feel influencer marketing is not relevant for your segment, or maybe you feel your product doesn’t need influencers? Or it may be that you find your audience is not social media savvy – hence the need to obvia...
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Checklist: Questions to Ask Before Starting a Content Writing Project

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  Remember the time when you went back and forth with the client on a content writing project? Remember the anxiety? Remember the stress? Well, in retrospect, do you wish you had done anything different? More often than not, content writers often say that asking more questions helps. Questions drive alignment, identify points of friction and give you guard-rails alongside which you operate. Of course, you shouldn’t hit the client with a 100-question questionnaire right away, what you could do is identify which of the following are the must-asks for your project. Or you could also do a progressive build up. Asking questions at every interaction, and using it to shape up your content marketing project. In that way, you will receive all the information that you need, without overloading the client with too many questions right at the start of the engagement. So what are those list of questions that you should ask? 1. Are there any brand / company guidelines? Every organization has its...
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