Make your content strategy customer-focussed
Your content strategy should be customer-focussed, telling the stories that matter to your customers and the organisation.
Last year UBS began making content to resonate with an emerging wave of purpose-driven investors. They produced written and video content for their Unlimited platform, and pushed this across social media to expand reach. The content was simplified, removing much of the jargon that can make financial services impenetrable. This has helped the brand engage with customers across the customer journey, from engaging with the brand to the point of signing a contract.
How one brand is reaching the next wave of purpose-driven millionaires
Marketing Week, 6 minutes
NBC News have shifted their content strategy to focus on quality over quantity; producing stories that are more aligned to their values and audience interests. They stopped autoplaying videos and are now producing around 25% fewer stories a day. In return they are seeing more content engagement than ever before.
The power of diversity
Being more inclusive and diverse in your recruitment and employee training has direct benefits for both the employee, the business and the customer.
For example, Microsoft makes a huge effort to recruit differently-abled people, and their end-products are more accessible as a result. They implement a wide range of employment and training programmes, such as disability inclusion training for all staff.
Some people on the autism spectrum have a talent for maths and programming, making them superb software developers. Microsoft supports their employees on the autism spectrum with job coaches. These coaches act as intermediaries between the employee, their family – who they often still live with or need support from – and the business.
Diversity and inclusion – Part 2: Microsoft’s mission to empower all extends beyond technology
Huffington Post, 4 minutes
Blockchain could create an ‘internet of value’
A new report by the World Economic Forum looks at how Blockchain technology will push us beyond using the internet primarily for exchanging knowledge and information. They describe an ‘internet of value’ where blockchain can store digital records of real-world assets. These records could then be exchanged directly in a similar way to how bitcoin uses blockchain (i.e. without a bank as an intermediary).
As the technology is still relatively immature, the report calls for a global effort to develop blockchain through a centralised body. In the same way that this helped the development of the internet, the writers believe this will help overcome problems faced by the technology, including establishing standards and regulations, and providing long-term security.
Cryptocurrencies based on blockchain technology are becoming more popular, and high street brands like Lush are now accepting them as payment.
The World Economic Forum thinks we need better governance for blockchain
Motherboard, 3 minutes
Employees are your most valuable assets
Creating a culture that makes people excited to come to work and engaged in what they do has an immense impact on customer experience.
Creating this culture needs visible, inspirational leadership with strong emotional resilience. Managers need to believe in and actively advocate the culture. They need to be able to spot when their employees need help, and a strong wellbeing strategy has to be in place to provide that help.
A wellbeing strategy isn’t just providing some perks: it’s showing your employees that they are your most valued asset. If you look after them, they’ll believe in the business and go the extra mile. With a focus on wellbeing becoming more common, it’s also necessary to attract and retain talent.
Is improving staff wellbeing the secret to brand health?
Marketing Week, 7 minutes
How smart is your spinach?
Researchers at MIT have developed a method of supercharging metabolic mechanisms in spinach. By embedding carbon nanotubes into the plants, they can absorb more wavelengths of light, boosting electron-flow by more than 40%.
The possible applications are varied, but many concepts are based on plants becoming living sensors. Ideas range from bomb-detection to improved crop-yields by constantly analysing soil quality.
Researchers engineer bionic spinach plants to detect bombs
Futurism, 1 minute
Wendy Aitken joins the lineup for Dots 2017
We’re excited to announce another new speaker for Dots 2017 – Wendy Aitken. Wendy has over 20 years experience in global marketing – most recently as global marketing capability director for Unilever. Her experience in designing and implementing global digital transformation and skills programmes makes her an amazing addition to the lineup.
Make sure you don’t miss out – get your ticket now.