Econsultancy have just published a 46-page Internet Marketing Strategy briefing which is free to download. It analyses five key current trends:
- customer centricity
- channel diversification
- social media
- content strategy
I know about this because they’ve just emailed to tell me. The email, from CEO Ashley Friedlein, said:
“It’s a bit unusual for us to make something like this free. It’s an experiment in ‘content marketing’ – a hot topic in digital marketing and something we examine in the briefing itself.
Of course we’re interested to see how many visits and downloads we get, the tweets and social mentions, but we’re most interested in getting links to this page (ideally with the link anchor text Internet Marketing Strategy) to see how this impacts our natural search rankings for the phrase Internet Marketing Strategy.
Currently we’re nowhere near the first page of Google, or other search engines, for this competitive search phrase. But could we be with a bit of ‘content marketing’? And what value might that drive to us?
We plan to publish a mini case study with the results of this experiment which hopefully you’ll find interesting and which might help put more concrete value to the effectiveness (or otherwise) of ‘content marketing’.”
So they’re asking for links to the page where you can download the briefing.
Well, I’ve got masses of value from my free membership of Econsultancy, so Ashley, happy to pop a link over to your website.
Good luck with the experiment – I look forward to reading the results.