Articles Written By

Scott Bampton

Over the past 17 years, I've developed a passion for helping businesses understand content marketing in simple terms. I've been lucky enough to work at some of the most well-regarded agencies in the world - on successful campaigns for Bosch, Optum Health, University of Southern California, JD Sports Brands, Fosters Wine, Greene King, Tough Mudder, University of Arizona and Disney Interactive. I've also held in-house content marketing roles at Silicon Valley tech unicorn Truepill, and WPP-owned AI company Satalia.

Inbound content marketing – what is it and how does it work?

The “well…d’uh…” answer would be: “content marketing aimed at an inbound audience.” But that really trivialises two very specific skill sets – i.e. the ability to understand both inbound marketing and content marketing, as well as nailing the complex task of putting the two together. However, once you understand the fundamentals, it really can be quite simple!

The problem with defining “content strategy”

Embarking on the quest to define content strategy feels like navigating a constantly shifting landscape. What we consider “content” morphs continuously, driven by the ever-evolving trends in content marketing.

Simultaneously, the term “strategy” grapples with misinterpretations. Let’s delve into the captivating complexities of these definitions, unravelling the nuances between content and strategy, while deciphering the subtleties that often lead to confusion…

How effective is content marketing?

Measuring the impact of content marketing is no easy feat. Those of you who already work in a content marketing role will know what challenges and pitfalls may await – for example, ambitious channel managers will take the accolades when content performs well (i.e. dressing up the performance of strong on site content as “performing well for SEO”). So what’s the best way to assess the effectiveness of your content marketing efforts – in a way that doesn’t sell your value short? Here’s how I do it…

What is “omni channel” content marketing?

Omni channel content marketing isn’t nearly as complex as the name suggests. It’s really just a way of ensuring your content is well aligned wherever you have a presence – a strategy to ensure your content all pulls together to turn a casual browser into a loyal brand advocate. Read on to find out how an omni channel approach can supercharge your content marketing efforts…