This week’s content marketing news and musings. 

1. Succeeding in the digital economy

The digital economy is facilitating a digital arms race when it comes to content and brand stories. A content gap is appearing between the winners and losers in today’s economy. Digital first fitness chain F45 is well ahead of the competition when it comes to storytelling, while traditional companies like Domino’s experienced massive growth when they embraced a mobile first comms strategy. (It’s worth noting Domino’s is now feeling the heat from digital upstarts like UberEats.)

Digitalisation isn’t easy
For established businesses, embracing the digital economy isn’t easy. In 2018, McKinsey found only 30% of businesses attempting any form of digital transformation actually succeeded. They predicted the difficulty would only rise in the future. So how do you get a foot up in the digital economy? Global retail group Carrefour recently partnered with Google to launch a voice activated shopping service. You can’t do everything yourself so partnering with a digital expert, be it for operations or marketing, is the first step.

Clear digital goals
Many digital projects fail simply because of digital misunderstanding within the organisation itself. Why is your business embracing a particular digital content solution? Are you simply following the competition? Do staff understand the messaging? Having a clear vision of your goals is key to succeeding in the digital economy.

2. Webinar fatigue

It didn’t take long — only a few months of working from home, telecommuting and webinars — for the concept of Zoom fatigue to set in. It’s hardly surprising. Add your weekly work-related video calls to the sheer number of webinars available and there’s simply not enough time to consume everything.

Why did your webinar fail?
The usual reasons for an unsuccessful webinar are sales-focussed content, not taking the audience into consideration, failing to tell many people about it, and a platform which simply isn’t user friendly. There are wider issues too. Recently, some New Delhi professionals cited topic repetition, lack of networking, and the novelty simply wearing off as reasons for webinar fatigue.

Keep it simple
There’s no doubt webinars are a great content marketing tool, but to ensure viewership and cost effectiveness, you need to simplify production. First and foremost is understanding how to talk to an audience you can’t see. Essentially, you need to have a conversation with real people, not simply reciting a speech into a machine. You also need custom made creative to enhance the experience. There’s a lot you can add to a webinar but getting these basics right is the first step.

3. Click to view picks

🚢🎬🙈 Danish shipping group Maersk decided to make logistics intriguing with a five-minute Hollywood-styled action packed thriller.
☕🐐🎶 Animation studio Motionlab shows off its skills with the history of coffee, complete with dancing goats.
👩‍🎓👨‍🎓 The Boston Consulting Group breaks down the mystery as to why there are so many Afghan Accountants and how less data is more.
🗞️👀The New Yorker brings its major articles to life with short, striking animated videos. A bold move to get the screen generation engaged with long form journalism?
🚘❗ Mercedes-Benz takes a look at job satisfaction from the crash test dummy’s point of view.
Happy Thursday

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