Tag: Marketing

BookMachine | WYSIWYG: The growing importance of visual branding

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BookMachine_logoThis fortnight’s BookMachine article, sponsored by Getty Images, is all about the growing importance of visual branding, in Publishing and beyond! Check out the full column here, or read this taster to get you started:

Having a recognizable iconography associated with a brand has always been a crucial marketing techniques to draw in consumers. Yet, in a world where we are bombarded by an increasing number of advertisements every day, standing out and having a consistent visual brand is becoming harder, and more important, than ever before.

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Bookmachine | The Content Graveyard: How much is too much?

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BookMachine_logoEver wondered when the content marketing bubble will pop?  Read this fortnight’s BookMachine article to find out.  For the full article, head over to the BookMachine blog.

‘Content is king’ is a familiar adage in publishing circles, but as content marketing begins its apparent decline, that seems unlikely to remain the case.

Content Shock: reaching critical mass

Loosely, content marketing is marketing that involves the creation and sharing of content to acquire and retain customers. For example, a company or organisation might use a blog to answer customer’s question relating to one or more of their products, in order to draw them into a sale. So far, a solid marketing theory.

However, partly fuelled by the content marketing craze, the amount of content on the internet has started to double every 9-24 months. This has major implications for the efficacy of content marketing in the long term because, while there is an infinite amount of content we can produce, there is only so much we can take in. Once we reach this point of critical mass, where there is more content out there than can be consumed, the content marketing model falls apart in a phenomenon being referred to as ‘Content Shock’. [READ MORE]