A leading expert on online politics sees a wonderful future based on user interaction. Phil Noble believes members of the public will enter into dialogue on the websites of politicians and political parties, who in turn will respond to negative as well as positive comments and be more open about what they really think. w00tonomy attended a video roundtable at the US Consulate in Edinburgh with Noble. Content marketing is very much like this new type of politics. Proactive and reactive, it engages with people to understand their behaviour in order to develop a message that resonates. It is through content marketing that the process of continuous engagement can take place online

LUST – project blindness and desire to deliver
Businesses and agencies love projects. The project world is a familiar and comfortable place for us all; we know how to scrum, scope, budget,and deliver. And to put icing on the cake we enjoy that great feeling of hitting the finishing line, the launch party.
Too [...]

Scotland needs to change its business culture to embrace risk, encourage ideas and get the most from its workers, according to the second of the Sunday Herald debates on the future of digital in Scotland.
Gordon Thomson, Operations Director of Cisco Scotland and Ireland, saw a gap between invention and sales. He said that there was [...]

David Petherick has done an interview with our very own Tony Purcell. In it you can hear Tony’s soothing Irish brogue explain how our content marketing approach increases traffic for our clients online messages. David has a number of other very interesting interviews, including one with Werner Vogels (or is it Verner Wogels) of Amazon.
Listen [...]

Stewart Kirkpatrick, our Content Marketing Director, has induced a bout of vomiting at w00tonomy with this self-serving communique:
“I have been elected to the New Media Industry Council of the National Union of Journalists (in a jobshare with Euan Williamson of Imagineering). Like nearly every large body, the NUJ has struggled with what the web means [...]

Those who have worked in evaluating the success of online marketing campaigns will not be surprised to hear of the death of the page view – after a long illness.
After its final death throes, the page view’s demise was confirmed by Nielsen/NetRatings in an announcement in July 2007, where it said that it was no [...]

Analytics guru Avinash Kaushik describes how companies large and small can get the most value from web analytics. And it is all about intelligence rather than rows and rows of numbers.
[youtube CH6V0wfT6PA]

It looks as if the financial services market is about to go through a major recession. But within every recession the seeds of recovery are always sown and the commercial realism for the economic failing is brought to light. The result is always a shakedown and a more realistic realignment of the industry.
For instance, it [...]

Imagine you’re a marketeer who has gone through all the difficult work of getting your content online.
You will probably have done your audience segmentation and usability testing, designed your information architecture, created your taxonomies, produced creatives in line with corporate guidelines, selected your CMS, posted and reworked all those volumes of content and then gone [...]

For eight years I plied my trade as an online journalist. My mission, should I have no choice but to accept it, was to attract readers to pages where adverts were served. For every 1,000 page impression a piece of content received we could expect something like £10 (plus any sponsorship for the relevant section).
That’s [...]