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We make your online spend work harder. We deliver higher returns on your online investment through consultancy, strategy, analysis, social networking, online marketing, web redesigns and targeted, quality content to build a lasting relationship with your target audiences
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July 2014
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w00tonomy to provide free consultancy to Scottish Charities

We are offering free consultancy  to a select number of Scottish Charities over the summer  to help them  make more effective use of digital marketing and the social media channels. According to a recent report, 34% percent of Scottish charities have an online presence but the majority are underutilising digital marketing. If you wish to take advantage of our offer of free consultancy please email our head of digital marketing Tony Purcell .
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We’re launching a newspaper

At w00tonomy we don’t half bang about the importance of content, analysis and strategy . Well, we’re putting our money where our mouth is and launching a newspaper based on our combined expertise .
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Content, journalism and Muppets

Stewart, our relentlessly self-promoting Content Marketing Director, has been holding forth on AllMediaScotland about the future of content. Apparently it’s all going to be fine.

In the meantime here’s the brilliant Muppet version of Bohemian Rhapsody. This isn’t here because it’s about content marketing but simply because it’s wonderful. But, hey, isn’t that the whole point of content marketing?

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Reports of blogging’s death somewhat exaggerated

Blogging is dead. Maybe. According to some commentators.

But not really.

Back in 2007, Steve Rubel at Micro Persuasion argued that Shiny Object Syndrome and the attention crash mean that people were focusing on social networking tools rather than traditional blogs.

Charles Arthur of the Grauniad has pitched in with a piece based on the decline in inbound links to the site’s technology section from blogs. After dramatically – and incorrectly – declaring that “blogging is dying”, he qualifies his statement by saying he’s talking about the “long tail of blogging” – meaning that while big, “serious” blogs are still going strong, the mass of small blogs by ordinary people is shrinking.

Where is everybody? Anecdotally and experimentally, they’ve all gone to Facebook, and especially Twitter. At least with Twitter, one can search for comments via backtweets.com – though it’s still quite rare for people to make a comment on a piece in a tweet; more usually it’s a “retweet”, echoing the headline.

Of course, it all comes down to what you actually mean by “blogging”. Does it mean producing a website using a blogging CMS or would a more appropriate definition be posting content online in a user-friendly way?

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Twitter’s limitations shown by Harvard study

Eager to cut through the hype engulfing Twitter, some Tefal heads at Harvard Business School have done somerather clever  research into how the microblogging tool is actually used. First of all, despite what you may have heard, it turns out that Twitter is not the most important invention since fire and, surprisingly, will not bring about universal happiness and peace among all the peoples of the Earth.
The research found that most people using Twitter follow others. It also found that
  • The top 10% of users account for 90% of Tweets (as opposed to most social networks where the top 10% account for 30% of content)
  • 50% of users update their feeds less than once every 74 days
  • Most users make one Tweet and then leave (mind you , on average 60-80% of blogs are abandoned after one month and blogging remains a powerful phenomenon
Sounds pretty damning, doesn’t it? But it depends what you are expecting from Twitter. As a two-way mass communication tool it fails but, in marketing and content-distribution terms, Twitter is incredibly valuable. It’s huge: visitors to twitter.com grew 1,200% from Feb 2008 to Feb 2009 and Twitter has become the third largest social networking site in the US. Where Twitter excels is in narrowcasting relevant information to users who have expressed an interest in your content. It’s not a mass communication tool but a way of connecting to specific interest groups.  And targeted content is the Holy Grail of online communication.
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TED’s life lessons from climbing

We love TED – the annual technology, entertainment and design conference that posts videos of its speakers so the world can share them.  It’s well worth browsing through the talks on offer. (We highly recommend Malcolm Gladwell on spaghetti sauce.) It’s also noticing the very cool functionality surrounding each video (social sharing, embedding, transcripts, “what to watch next”). We were very taken with this talk from advertising bod and veteran climber Matthew Childs  (who also has a vague look of the Scottish Government’s web guru Willie Paul about him) taking lessons from the rockface and applying them to real life. And, yes, “don’t let go” is in there.

 
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Top tip on using Twitter for marketing

We were tickled to come across the site  How To Use Twitter For Marketing And PR. It’s entirely blank apart from one very large word:

DON’T

This plea for sanity is born out of the vast amount of Tweet spam that infects the microblogging tool.  If you haven’t encountered this, create an account and wait for the flood of “followers” who offer you tips on alleged marketing or – on a less sophisticated level – links to NSFW images. Adding to the background noise by setting up a corporate Twitter feed won’t help. The way to use Twitter – and any social media – to spread a message is to target your audience, identify exisitng networks of interest make sure that your message is relevant to them.
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WordPress helps techno-incompetent redesign our site

Stewart hard at workAs part of International Bring Your Luddite To Work Day we allowed our Content Marketing Director, Stewart Kirkpatrick, to redesign our site.  Now, the boy can do words, pictures and what users like but, to be frank, couldn’t code his way out of a paper bag. In fact, getting him to make a cup of tea involves a map, a torch and painstaking discussions on the essential nature of the word “kettle”. It does sound a bit of a risk entrusting the care of our corporate site to somebody challenged by the technical problems of turning on a light switch. But we had a secret weapon: WordPress. WordPress is the free, open source, Web 2.0 content management system. It is so simple to use that if you can handle Microsoft Word documents (or not in the case of Stewart) then you can make WordPress work for you. As well as offering simpicity it can also be as complex as you need. And this is where the rest of us weighed in with our technical expertise. This site uses a heavily customised version of the Atahualpa theme. To make it as sophisticated as we wanted it to be we’ve given it a cocktail of plugins that we have found to be particularly effective – though some  needed a tweak or two.  These range from SEO to mobile versions to video display and beyond. As for how the new site looks, it’s less Stalinist than the previous version but remains true to web guru Clay Shriky’s dictum: “behaviour first, design second”.
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Brilliant Today programme viral

Here’s a wonderful bit of viral marketing for BBC Radio 4′s prestigious Today programme. It’s not frightened to send up the brand in order to engage the interest of the audience and promote the product. In fact, the genius lies precisely within that conflict between the content of Rubber Republic’s spoof and the most uberserious news programme on the airwaves. It’s precisely this kind of invention that is at the heart of content marketing.
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Web creator lays out vision of what comes next

Sir Tim Berners-Lee tells TED 2009 what the web of the future will look like.
For his next project, he’s building a web for open, linked data that could do for numbers what the Web did for words, pictures, video: unlock our data and reframe the way we use it together
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