June2013
B2B buyers value online content, according to survey
Recent research from the Chief Marketing Officer (CMO) Council has found that most B2B buyers see online content as a valuable resource when it comes to finding out more about services and products.
The study, which was carried out in April and (more…)
Content marketing added to Stratford Career Institute course
Stratford Career Institute has further shown the rising importance of quality content by introducing two new modules to its curriculum, both of which are solely based on search engine marketing.
The Institute, which specialises in distance learning by allowing its students to earn their qualifications from home, has introduced the modules as part of its popular Internet Specialist program.
According to Stratford, the new parts of the course will help students to understand the ins and outs of search marketing and why it is now so important. The course then goes into further detail by teaching pupils how to properly plan and execute a campaign, all with one example business site in mind.
The school’s head of marketing, John McNeff, spoke about the new course, saying:
“Search marketing is a form of Internet marketing that helps individuals and businesses to increase their visibility in search engine results.
“The Internet has quickly become the first place people look for information, so having a valid understanding of search engine marketing is extremely valuable for today’s entrepreneur.”
McNeff went on to explain that, with the new modules, the course would now cover such topics as target keywords, paid search, social media, content optimisation and linking. This would all be complemented by further training focused on strategy execution and analysing success. By detailing the results of the previous work, marketers are able to see what works and what doesn’t – putting them in a better position to improve next time round.
As more businesses begin to realise how important SEO is to their chances of success, the demand for fully trained, knowledgeable search marketers will continue to rise. Stratford’s course changes can be seen as a reaction to this upturn in demand. While some firms do attempt to produce valuable content in-house, it certainly makes sense to use the help of an established, professional content provider.
People getting used to paywalls, according to study
A study carried out by Oxford University has revealed a 100 per cent increase in the number of people who are willing to part with their money in**more** return for access to online content.
The research, which was organised in collaboration with Newsworks, involved the questioning of 11,000 people from nine countries. The results showed that internet users aged 25-34 are more willing to pay for their news than those in any other age group. One spokesperson from Reuters suggested that this statistic could signal a bright future in terms of the stability of internet journalism.
Those who read newspapers online were found to be more likely to have paid for access to content in the past. Most internet users who haven’t yet used a paywall-restricted site said they would consider paying in the future.
The study also revealed that almost 50 per cent of those in the 18-24 age group regularly read an internet newspaper – suggesting a significant shift in reading behaviour across the generations.
Interestingly, the results showed that people in the age group who own multiple devices are more likely to subscribe to a digital newspaper than those who use just have one.
Newsworks’ planning director, Judy Harman, spoke about the study’s results, saying:
“It’s really encouraging to see the strength of newspaper brands among the UK news audience. It’s great to see that newspapers are destination brands for young people online and that they are considerably more willing to pay for online news, especially if they are reading on tablets.”
While an increasing number of internet users are paying for access to online news, those who aren’t ready to part with their cash often cite the free availability of quality, subject-specific content. Many small businesses choose to provide regular news updates to maintain the interest of consumers.
Apple unveils new iOS
With most tech-based news feeds focusing on the one-sided console war sparked by last week’s E3 event, Apple’s latest announcement has gone a (more…)