Covid19 – Media consumption evolution in Belgium : Tv Audiences are (probably) going to be up+20% for the foreseeable future – Web: Traditional Local Newsbrands are outperforming A/V broadcasters (Source: Havas Media / CIM)


Please find our first analysis about impact of Covid-19 on media consumption in Belgium. Additionally, we provide you some reflections about and thoughts on opportunities and on a meaningful communications approach. A few local and international examples are also included.

During these unusual times, our strategy and insights team will continue to produce these types of actionable insights.

Please, never hesitate to ask your Havas Media contact for more information or any other questions or requests.


In Television

• If we follow Italian benchmarks, audiences are probably going to be up+20% for the foreseeable future (during lockdown). First data seems to confirm this evolution.

• Meanwhile, the demand for TV adspace is declining due to cancellations of campaigns.If this trend continues, 25% more free space will be available in the month of April.

• The Belgian market is still largely a spot-by-spot buying market, which means we are facing lots of reworking with the reprogramming on all channels. However, reprogramming and larger audiences will give extra possibilities to optimize.

• Important to consider Brand Safety within current context and react accordingly:

• Cancellations are possible and will be treated without additional costs (as long as annual engagements are respected) by TV & Radio sales houses

• Think about adapting material to the crisis; very creative and last-minute adaptions that ensure a positive message have already aired

• Last minute campaigns will be met with open arms by sales houses. Opportunities for branding on TV are high, especially for FMCG sector

Web Evolution 

  • Traditional newsbrands are outperforming A/V broadcasters on the web, esp. hyperlocal brands are doing well (regional editions). Qualitative newsbrands (De Standaard, Le Soir) are also doing well.
  • The two main TV broadcasters on the web are also doing great in the French-speaking part of Belgium. In stark contrast, the Flemish TV broadcasters do not perform well on the web.
  • The saleshouses adapt their commercial offers (360°) and provide flexibility through their different supports.
  • Important to consider Brand Safety within current context and react accordingly
    • Digital allow to react rapidly and change the creative material in a smoothier way than on other media
    • Thanks to brand safety, the saleshouses assure advertisers that their campaign will not be placed next unsafe content.

2019 B2B Content Marketing Research: It Pays to Put Audience First

You’ve come a long way, content marketers. Today, nearly all top-performing B2B content marketers – 90% – put their audience’s informational needs ahead of their company’s sales/promotional message.

Ten years ago, when CMI founder Joe Pulizzi cowrote Get Content Get Customerscontent marketing was a novel concept for many traditional marketers. That it’s a common practice now shows how much marketers have adjusted their thinking.

90% of top-performing #B2B #content marketers put audience’s informational needs first. @cmicontent. #researchCLICK TO TWEET

How content marketers reach those audiences, where they’re investing to do it, and what they’re most concerned about are a few of the new findings presented in CMI and MarketingProfs’ ninth annual B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America reportsponsored by Conductor. We present the research every fall to help content marketers plan for the coming year.

This year, we made a significant change in the methodology. We limited the survey to respondents whose organizations have used content marketing for at least one year. In addition, we qualified the respondents by asking them to confirm they are a content marketer, someone who is involved with content marketing, or someone to whom content marketing staff reports. This gave us a more experienced pool of practicing content marketers and, we feel, more robust insights.

Here are some highlights from the 2019 report.

Content marketers are successfully building trust

When you put your audience’s needs first – and create your content based on THOSE needs – what are you really trying to do? Of course, you want your content to get found, consumed, discussed, and/or shared, to generate action by your audience. You want the right people to find value in your content and subscribe to it.

But what’s happening on a deeper level when you help someone by providing valuable information? Our research indicates you’re creating a bond: 96% of the most successful content marketers agree their audience views their organization as a credible and trusted resource.

96% most successful #B2B #content marketers say audiences view their company as trusted resource. @cmicontentCLICK TO TWEET

Success in creating this bond isn’t limited to the most successful content marketers: 68% of all B2B marketers say they’ve used content marketing successfully to build credibility with their audience.

How you can use this insight

CMI Chief Strategy Advisor Robert Rose recently described the importance of earning not only our audience’s attention, but also its trust: “Every digital experience we create should not only reflect our focus on winning a moment of truth – where the customer is paying attention – but in deepening the trust gained (or regained) in every step that precedes or follows it.”

Earning that trust requires your content to have four essential traits, Robert writes. It must be:

  • Risk appropriate (avoid asking for something before proving the value)
  • Consistent (deliver reliable content regularly over time)
  • Personal (based on reliable information the visitor has willingly given)
  • Cumulative (building on what came before)

In short, if you want your brand to be well-regarded by your audience, give it something valuable. Be consistent. Be easy to find. Give your audience members content they want and need – when and where they’re looking for it. And make it about them, not you.

If you want to build trust with your audience, give them something valuable, says @LisaBeets.CLICK TO TWEET

Less than half of content marketers talk to customers

About three out of four B2B content marketers seek feedback from sales and use website analytics to research their audience, while 65% use keyword research.

That’s a pleasant surprise considering how often we hear that marketing and sales teamsneed to do a better job of communicating.

But relatively few B2B content marketers research their audience by talking to their customers. Only 42% say they have conversations with customers as part of their audience research.

This year’s research also found that 73% of those surveyed use or plan to use personas for content marketing purposes by the end of 2018.

73% of #B2B content marketers plan to use personas for #contentmarketing purposes by end of 2018. @cmicontentCLICK TO TWEET

How you can use this insight

Effective personas are based on research about real people. “Nothing beats the ability to get information directly from current customers,” Jodi Harris wrote in the Quick and Dirty Guide for Creating Actionable Content Marketing Personas. That’s because customers can tell you directly about their needs and preferences. You don’t have to infer them from analytics or glean them from third-party conversations.

Nothing beats the ability to get information directly from current customers, says @joderama.CLICK TO TWEET

If your team isn’t talking with customers, look for ways to make this happen. Some content marketers accompany sales reps on their calls. Some arrange phone calls with prospects and customers directly. Take advantage of in-person events your audience members attend to talk to them.

Email campaigns and educational content reign

Fifty-eight percent of respondents say they’ve used content marketing successfully to nurture subscribers, audience, or leads in the last 12 months. The top two methods are email (87%) and educational content (77%).

Email & educational content are top 2 ways #B2B content marketers nurture their audience via @cmicontent.CLICK TO TWEET

Only 23% of respondents indicate their organization is working to build community among their audience or inviting audiences to participate in discussions. 

How you can use this insight

Email campaigns and educational content done well are reliable ways to nurture relationships. Pay attention to your audience’s changing preferences, though, to spot new opportunities. Given the fierce competition in inboxes these days, you might consider experimenting with other channels, such as the blend of email and SMS messaging, as Ardath Albee described in a talk earlier this year.

Spending on content creation increased

Content creation is where respondents were most likely to report an increase in spending over the last 12 months (56%). Increased spending on content marketing staff came in a distant second (37%), followed closely by paid content distribution (36%).

Video rises, text-based content keeps pace

We organized content types into six “buckets” to examine broader use trends. As shown in the chart, more than 50% of respondents increased their use compared with a year ago in three content buckets:

  • Audio/visual (e.g., videos and webinars)
  • Text-based digital (e.g., articles and e-books)
  • Images (e.g., infographics, charts, and photos)

How you can use this insight

Which content types will generate the best results for your organization depends on many factors – the nature of your business, the demographics and preferences of your audience, your goals, etc. Don’t assume, for example, that content type buckets with a less than 50% increase won’t be valuable for your organization. Experimentation plays a big role in any content marketing initiative. For example, a podcast or a print magazine may be a great opportunity for your organization depending on your audience and resources.

SEO/search algorithms are top of mind

When asked about content marketing issues their organizations are concerned about, the top three answers were changes to SEO/search algorithms (61%), changes to social media algorithms (45%), and content marketing as a revenue center (41%).

#SEO/search algorithms are a top concern for 61% of B2B marketers via @CMIContent 2019 #research.CLICK TO TWEET

Relatively few cite emerging technologies such as artificial intelligence (14%) and preparing content for voice search (13%) as a concern, though those topics capture a lot of buzz in marketing conversations.

How you can use this insight

Keeping up with changing social and search algorithms can feel like a never-ending battle. But resources that can help do exist. Earlier this year, Content Marketing World speakers shared their advice on coping with social algorithm changes. For a list of SEO resources (including experts, articles, blogs, and tools), take a look at the recap of this #CMWorld Twitter chatfeaturing SEO expert Stephan Spencer.

The story doesn’t end here

This year’s research uncovered many other new insights such as:

  • The top benefits marketers say they derive from their documented content marketing strategy
  • How marketers rate their organization’s proficiency level with using content marketing technologies – and the benefits they derive from using those technologies
  • The types of paid methods they use to distribute content – and why
  • Goals achieved over the last 12 months

View the report today to see all the findings and watch this blog for more analysis of the results.

54 Artificial Intelligence Powered Marketing Tools

Lee Odden on Mar 21st, 2018     Digital Marketing

AI Powered Marketing Tools

The expression, “Marketers are data rich and insight poor” is more true today than ever.

Marketers all over the world are working to optimize marketing operations and effectiveness using their abundance of data. Many are turning to tools and platforms powered by artificial intelligence and machine learning. AI promises to make sense of all the dark data companies are sitting on as well as structured and unstructured data online to surface insights about customer behaviors, opportunistic content and emotional triggers to inspire conversions.

In an age of too many choices, increased competition for customer attention requires every advantage to optimize for reach, engagement and conversion. Marketers are using AI to automate and optimize their marketing because that’s what it will take to meet customer appetite for personalized experiences.

  • In a study by Smart Insights, AI and Machine Learning were rated the #3 marketing activity that will make the largest commercial impact on business in 2018.
  • Another study by Salesforce found that high-performing marketing teams are more than 2 times as likely to use AI in their campaigns than under-performers.

What are marketers doing with AI? Areas of focus include advertising automation and optimization, chat bots for service and assisting in sales, and content personalization to name a few.

Chat apps and bots are increasingly being used beyond light customer service to engage customers during the sales process. In fact, 1.82 billion people worldwide are projected to use a chat app in 2018 and by 2020, customers will manage 85% of their relationship with the enterprise without interacting with a human.

Make no mistake, the artificial intelligence platform market is growing fast: it’s estimated to be worth $9.88 billion by 2022.

As Josh Nite mentioned in his recent post, “This changes everything. AI is transforming digital marketing.” From A to Z and then some, here are 54 tools that leverage artificial intelligence and machine learning to make your marketing smarter, more efficient and effective.

Acquisio Turing – A set of 30 high frequency predictive algorithms working together to ingest search marketing campaign data across platforms. Data such as seasonality, times of day, times of week, location, positioning, ad platform, campaign and others enable the platform to self-learn and make smart bid and budget decisions in real-time. @acquisio

Acrolinx – Built on an advanced linguistic analytics engine, this software platform “reads” content and guides writers to make it better. @Acrolinx

Albert – An autonomous platform that uses AI: predictive analytics, machine learning, natural language processing and other proprietary algorithms to execute seamlessly across all channels, paid and non-paid, including email, mobile, social, search and display. @albertaimktg

Atomic Reach – Delivers a deep understanding of what makes your content perform and how to perfect it. @Atomic_Reach

Automat -AI and machine-learning technology that helps brands deliver messaging experiences that are tailor made for each individual consumer and dynamically optimizes conversion for the best results. @automat_inc

Bloomreach – An open and intelligent platform for businesses to build, extend, personalize, analyze, test and optimize their digital experiences across all channels. @bloomreachinc

Boost Linquistics – AI-powered platform for your team to drive revenue by personalizing search and browse experiences at scale and AI to improve site structure, content, and landing pages, maximizing SEO at scale and driving traffic. @boost_ling

CaliberMind – Connects, unlocks, and activates data to help high-growth B2B SaaS organizations to acquire new buyers, grow revenue, and improve the customer experience. @calibermind

CONCURED – Uses AI to analyze people’s behavior towards content at scale in order to prescribe what you should create next to maximize engagement and ROI. @concured

Conversica – AI Sales Assistant helps companies find and secure customers more quickly and efficiently by automatically contacting, engaging, qualifying and following up with leads via natural, multi-channel, two-way conversations. @myconversica

CORTEX – A social media content optimization platform for marketers and agencies to continuously improve post engagement. @meetcortex

Crayon – Market and competitive intelligence tools to track, analyze, and act on everything happening outside of the four walls of your business. @Crayon

Datorama – One Platform for all marketing data, investments, KPIs, and decisions to connect data, report across channels and campaigns, and surface the right insights instantly. @Datorama

Demandbase ABM – A comprehensive set of ABM solutions driven by artificial intelligence: platform, targeting, engagement, conversion. @Demandbase

Drift – A conversational marketing and sales platform (chatbot) that connects your business with the best leads in real-time. Like a virtual assistant for your website, Drift lets you turn any conversation into a conversion. @drift

Emarsys – Understand each contact as an individual customer and execute highly personalized campaigns at scale with AI solutions. @emarsys

FindTheRipple – The AI-driven platform supporting marketers in creating content with impact, finding untapped trends and resonating digital assets for target audiences. @findtheripple

Genie – AI-powered recommendation engine from Grey Jean Technologies that provides accurate predictions of consumer purchase behavior. @getgenie

Google Cloud AI – Build chat bots, do analysis of video, images and text. @gcpcloud

HubSpot – Content Strategy Tool helps marketers discover and validate new content ideas that perform well. @hubspot

IBM Watson – Cognitive marketing platform that provides journey pattern analysis, real-time personalization, marketing insights, weather effects and cognitive tagging. @IBMforMarketing

Idio – Demand Orchestration platform that learns from each interaction to improve engagement and accelerate demand at large B2B enterprises. Automates 1:1 engagement with target accounts, at scale & across all digital channels. @idioplatform

Intellyo – The Creator Engine leverages machine learning and data-driven analytics to automatically tell you which actions to take to build quality into your content. Features include topic research, workflow management, content quality analyzer and customizable service integrations. @intellyo

Invoca – Enables granular campaign attribution to understand why customers are calling, gain real-time intelligence about who’s calling and analyze what’s being said in conversations. @invoca

Jetlore – Artificial intelligence-powered “learning to rank” technology that helps retailers build stronger customer loyalty, higher conversions and increased revenues. @Jetlore

KYNDI – Explainable Artificial Intelligence platform for government, financial services, and healthcare with AI products that analyze massive amounts of data, making organizations and people 100X smarter, 100X faster. @kynditech

Lexalytics – Text Analytics & Survey Analysis with customizable Sentiment Analysis, Categorization & Named Entity Extraction. Platform leverages machine learning, artificial intelligence and natural language processing to allow enterprises to create custom analytics solutions to address their unique data problems. @lexalytics

LiftIgniter – Machine learning personalization recommendation and discovery engine enables every website and app to have a 1:1 “conversation” with users. @liftigniter

Lucy – Solution from Equals 3 powered by Watson. Lucy delivers insightful conclusions, refined segmentation analysis, killer marketing plans, and world-conquering media strategies. @equals3ai

Market Brew – Artificial Intelligence Platform for SEO Teams. @mktbrew

MarketMuse – AI-powered research assistant that accelerates content creation and optimization so you can win in organic search. @MarketMuseCo

Motiva AI – Learns to adapt your messaging to customers automatically and delivers better engagement, at any scale. @MotivaHQ

Nudge – Access new accounts, analyze deal risk, and measure account health – powered by relationship intelligence. @nudgeai

Onespot – Technology platform for personalizing content marketing across digital channels. @onespot

Oribi – Simplifies analytics to enable marketing and product teams to get valuable data without any help from developers. @getoribi

PaveAI – Turns Google Analytics data in actionable insights + reports with our data science AI algorithm. @paveai

Path – An intelligent messaging platform that helps businesses generate more leads, close sales faster, and improve client service. @chat_path – Automatically capture all sales activity to drive intelligent sales management and marketing insights. @ppl_ai

Persado – AI generated language that resonates the most with any audience, segment or individual. @persado

Phrasee – Enterprise marketing solution that uses artificial intelligence to generate brand compliant marketing language on a client-to-client basis. @phrasee

Quill by Narrative Science – Powered by Advanced Natural Language Generation, Quill is an intent-driven system that automatically transforms data into Intelligent Narratives at scale, in conversational language anyone can understand. @narrativesci

Rocco – AI powered social media marketing agent that will suggest fresh content that your followers are likely to engage with. @Rocco_Ai

Salesforce Einstein – A layer of artificial intelligence that delivers predictions and recommendations based on your unique business processes and customer data. @salesforce

Sentient Ascend – A patented AI Conversion Optimization solution that mimics biological evolution, enabling it to quickly learn, adapt and react to determine the best performing design from the building blocks you provide. @sentientdai

Smartly – Facebook and Instagram advertising automation and optimization platform with machine learning. @smartlyio

SmartKai – AI-powered assistant that manages your social media marketing. @thesmartkai

Stackla – AI-powered enterprise platform to discover, manage and display the most engaging user generated visual content across all marketing touchpoints. @stackla

The Grid – Molly, a AI-powered web design platform uses machine learning combined with constraint-based design and flow-based programming to make form dynamically adapt to content. @thegrid

Unmetric – Xia provides AI powered social media marketing insights to create compelling content. @unmetric

Vestorly – Vestorly uses artificial intelligence to build personalized touch points with news, blogs, or your own content. @vestorly

Wordsmith – Solution from Automated Insights that uses natural language generation to convert data into content. @ainsights – An artificial intelligence personal assistant who schedules meetings for users. @xdotai

Yseop – Artificial intelligence software writes and explains data in six languages using natural language generation. @YseopAI

ZetaHub – Marketing Automation powered by AI. @zetaglobal

There you have it. 50 plus tools that leverage artificial intelligence for marketing. For your convenience, I’ve made a list of all Twitter accounts on this AI Marketing Tools list here, in case you want to follow the category easily.

Whether you’re trying to get more out of existing marketing software like analytics or automate content generation or boost your ability to understand customer behavior for better personalization, there’s a tool or platform for you.

At the same time, very few of these AI powered marketing solutions are “set it and forget it”.  They still need humans for optimal performance. That’s why I like the expression “Augmented Intelligence” as a reflection of how people and technology can work together for more optimized marketing. And when it comes to marketing people, I don’t know any better than the team I get work with at TopRank Marketing.

Artificial intelligence and machine learning: What are the opportunities for search marketers? (Author: Albert Gouyet)

Did you know that by 2020 the digital universe will consist of 44 zettabytes of data (source: IDC), but that the human brain can only process the equivalent of 1 million gigabytes of memory?


The explosion of big data has meant that humans simply have too much data to understand and handle daily.

For search, content and digital marketers to make the most out the valuable insights that data can provide, it is essential to utilize artificial intelligence (AI) applications, machine learning algorithms and deep learning to move the needle of marketing performance in 2018.

In this article, I will explain the advancements and differences between artificial intelligence (AI), machine learning and deep learning while sharing some tips on how SEO, content and digital marketers can make the most of the insights – especially from deep learning – that these technologies bring to the search marketing table.

I studied artificial intelligence in college and after graduating took a job in the field. It was an exciting time, but our programming capabilities, when looking back now, were rudimentary. More than intelligence, it was algorithms and rules that did their best to mimic how intelligence solves problems with best-guess recommendations.

Fast forward to today and things have evolved significantly.

The Big Bang: The big data explosion and the birth of AI

Since 1956, AI pioneers have been dreaming of a world where complex machines possess the same characteristics as human intelligence.

In 1996, the industry reached a major milestone when the IBM’s Deep Blue computer defeated a chess grandmaster by considering 200,000,000 chessboard patterns a second to make optimal moves.

Between 2000 and 2017, there were many developments that enabled great leaps forward. Most important were the geometric increases in the amount data collected, stored, and made retrievable. That mountain of data, which came to be known as big data, ushered in the advent of AI.

And it keeps growing exponentially: in 2016 IBM estimated that 90% of the world’s data had been generated over the last few years.

When thinking about AI, machine learning and deep learning, I find it helps to simplify and visualize how the 3 categories work and relate to each other –  this framework also works from a chronological, sub-set development and size perspective.

Artificial intelligence is the science of making machines do things requiring human intelligence. It is human intelligence in machine format where computer programs develop data-based decisions and perform tasks normally performed by  humans.

Machine learning takes artificial intelligence a step further in the sense that algorithms are programmed to learn and improve without the need for human data input and reprogramming.

Machine learning can be applied to many different problems and data sets. Google’s RankBrain algorithm is a great example of machine learning that evaluates the intent and context of each search query, rather than just delivering results based on programmed rules about keyword matching and other factors.

Deep learning is a more detailed algorithmic approach, taken from machine learning, that uses techniques based on logic and exposing data to neural networks (think human brain) so that the technology trains itself to perform tasks such as speech and image recognition.

Massive data sets are combined with pattern recognition capabilities to automatically make decisions, find patterns, emulate previous decisions, etc. Self-learning comes from here as the machine gets better from the more data that it is supplied.

Driverless cars, Netflix movie recommendations and IBMs Watson are all great examples of deep learning applications that break down tasks to make machine actions and assists possible.

Organic search, content and digital performance: Challenge and opportunity

Organic search (SEO) drives 51% of all website traffic and hence in this section it is only natural to explain the key benefits that deep-learning brings to SEO and digital marketers.

Organic search is a data-intensive business. Companies value and want their content to be visible on thousands or even millions of keywords in one to dozens of languages. Search best practices involve about 20 elements of on-page and off-page tactics. The SERPs themselves now come in more than 15 layout varieties.

Organic search is your market-wide voice of the customer, telling you what customers want at scale. However, marketers are faced with the challenge of making sense of so much data, having limited resources to mine insights and then actually act on the right and relevant insight for their business.

To succeed in highly demanding markets against your competitors’ many brands now requires the expertise of an experienced data analyst, and this is where machine learning and deep learning layershelp recommend optimizations to content.

Connecting the dots with deep learning: Data and machine learning

The size of the organic data and the number of potential patterns that exist on that data make it a perfect candidate for deep learning applications. Unlike simple machine learning, deep-learning works better when it can analyse a massive amount of relevant data over long periods of time.

Deep learning and its ability to identify or prioritize material changes in interests and consumption behavior allows organic search marketers to gain a competitive advantage, be at the forefront of their industry, and produce the material that people need before their competitors, boosting their reputation.

In this way, marketers can begin to understand the strategies put forth by their competitors. They will see how well they perform compared to others in their industry and can then adjust their strategies to address the strengths or weaknesses that they find.

  • The insights derived from deep learning technologies blend the best of search marketing and content marketing practices to power the development, activation, and automated optimization of smart content, content that is self-aware and self-adjusting, improving content discovery and engagement across all digital marketing channels.
  • Intent data offers in-the-moment context on where customers want to go and what they want to know, do, or buy. Organic search data is the critical raw material that helps you discover consumer patterns, new market opportunities, and competitive threats.
  • Deep learning is particularly important in search, where data is copious and incredibly dynamic. Identifying patterns in data in real-time makes deep learning your best first defense in understanding customer, competitor, or market changes – so that you can immediately turn these insights into a plan to win.

To propel content and organic search success in 2018 marketers should let the machines does more of the leg work to provide the insights and recommendations that allow marketers to focus on the creation of smart content.

Below are a just a few examples of the benefits for the organic search marketer:

Site analysis

Pinpoint and fix critical site errors that drive the greatest benefits to a brand’s bottom line. Deep learning technology can be used to incorporate website data, detect anomalies tying site errors to estimated marketing impact so that marketers can prioritize fixes for maximum results.

Without a deep learning application to help you, you might be staring at a long list of potential fixes which typically get postponed to later.

Competitive strategy

Identifying patterns in real-time makes deep learning a brands’ best first defense in understanding customer, competitor, or market changes– so that marketers can immediately turn these insights into a plan to win.

Content discovery

Surface high-value topics that target different content strategies, such as stopping competitive threats or capitalizing on local demand.

Deep learning technology can be used to assess the ROI of new content items and prioritize their development by unveiling insights such as topic opportunity, consumer intent, characteristics of top competing content, and recommendations for improving content performance

Content development

Score the quality and relevance of each piece of content produced. Deep learning technology can help save time with automated tasks of content production, such as header tags, cross-linking, copy optimization, image editing, highly optimized CTAs that drive performance, and embedded performance tracking of website traffic and conversion.

Content activation

Deep learning technology can help ensure that each piece of content is optimized for organic performance and customer experience—such as schema for structure, AMP for better mobile experiences, and Open Graph for Facebook. Technology can help marketers can amplify their content in social networks for greater visibility.


Automation helps marketers do more with less and execute more quickly. It allows marketers to manage routine tasks with little effort, so that they can focus on high-impact activities and accomplish organic business goals at scale.

Note: To make the most of the insights and recommendations from deep learning marketers need to take action and make the relevant changes to web page content to keep website visitors engaged and ultimately converting.

Additionally, because the search landscape changes so frequently, deep learning fuels the development of smart content and can be used to automatically adjust to changes in content formats and standards.

Deep learning in action

An example of deep learning in organic search is DataMind. BrightEdge (disclosure, my employer) Data Mind is like a virtual team of data scientists built into the platform, that combines massive volumes of data with immediate, actionable insights to inform marketing decisions.

In this case the deep learning engine analyzes huge, complex, and dynamic data sets (from multiple sources that include 1st and 3rd party data) to determine patterns and derive the insights marketers need. Deep learning is used to detect anomalies in a site’s performance and interpret the reasons, such as industry trends, while making recommendations about how to proceed.


Think of deep learning applications as your own personal data scientist – here to help and assist and not to replace. The adoption of AI, machine learning and now deep learning technologies allows faster decisions, more accurate and smarter insights.

Brands compete in the content battleground to ensure their content is optimized and found, engages audiences and ultimately drives conversions and digital revenue. When armed with these insights from deep learning, marketers get a new competitive weapon and a massive competitive edge.

Brands as Publishers: 15 Market Leaders That Get Content Right – Insights (source: Newscred)

Today, 20-30% of total marketing budgets are spent on content, giving marketers a real opportunity to engage their customers and drive growth through content marketing. The NewsCred whitepaper provides a deep dive into case studies from fifteen Fortune 500 companies that get content right.

Source: Brands as Publishers: 15 Market Leaders That Get Content Right – Insights

Chapter 1: Tell a Story That Matters Ad campaigns come and go. Stories endure. Attract attention and build audience with content marketing that contributes

Be Useful

By delivering content that is customized, filtered, and relevant, brands have the opportunity to build trust and loyalty with their audiences. Doing this, however, is easier said than done. To start, put yourself in your audience’s shoes. Ask yourself, What’s in it for them? Why should they care? What are they looking for? What kind of information can you provide (best practices, case studies, thought leadership, tips and tricks) that will make their lives easier and better?

Brand awareness and sales are achieved not through traditional advertising, but by developing brand-relevant programs that help users accomplish the task at hand.” – Aaron Shapiro, author of Users, Not Customers: Who Really Determines the Success of Your Business.

Screen Shot 2016-07-19 at 11.33.44 AM.png

Images: Mint Life Blog provides a way for consumers to track their finances – across savings and checking accounts; credit cards; investments; and home, college and vehicle loans—in a user-friendly web application. In addition to providing insight into spending patterns, Mint delivers bill reminders, alerts and suggestions for saving money. But what really sets Mint apart and helped them acquire 1.5M users?

Their blog. In the early days of the start up, Noah Kagan, co-founder of Mint, focused on building out a unique personal finance blog that spoke to a young professional crowd that he felt was being neglected. The MintLife Blog features updated information about everything from office organization to improving your home’s curb appeal from credit expert John Ulzheimer, consumer advocate Christopher Elliott, and personal finance commentator Beth Kobliner. Attracting 300,000 visitors a month, MintLife became a regular presence on Digg and Reddit, and garnered a social following of 200k on Facebook and another 200k on Twitter.

Using analytics, Mint took a deeper dive into their content. Tracking conversions, conducting A/B tests around messaging and analyzing successful posts, they learned how their audience was interacting with their content and what methods were most successful. insight into their customers’ behavior patterns— allowing them to continually refine their content strategy to make it even more targeted, more relevant and more useful.

Screen Shot 2016-07-19 at 1.06.57 PM.png

Talk About Product Not People

In spite of boundless technology, most people still turn to friends when navigating purchases. It’s simple: people buy from people. In fact, according to Mintel’s American Lifestyle 2015 report, 70% of U.S. consumers consult friends and family before purchasing. Brands that use relevant, quality content to champion their customers’ (and their company’s) culture stand out from the rest.


RedBull Content Banner.png

Images: Redbull

Red Bull, an energy-drink producer that logged revenue of $7.9 billion ≈ net worth of Rupert Murdoch, media mogul, 2011

≈ cost of 2011 Hurricane Irene
≈ Domestic box office gross, 2011

” data-evernote-id=”224″>[≈ net worth of Steve Jobs, founder of Apple, 2011] in 2016, doesn’t talk about their products across their award-winning website. Instead, the company’s strategy is centered on what they call “playground content.” Red Bull hires bloggers to attend events, record the pulse of the community, and write stories about life behind-the-scenes, complete with late – night gatherings at the ski lodge, underground music and fashion, and trips to Austin tattoo parlors. Rather than focusing on the beverage itself, Red Bull’s “playground content” tells the story of the people: from multimedia coverage of global BMX, skateboarding, and motocross competitions, to in-depth interviews with influential musicians like DJ Yoda, Erykah, Badu and the members of Phoenix.

Write Stories, Not Sales Pitches

With millions of websites, blogs, TV shows and apps competing for the attention of users, it’s critical that you write content that grabs people’s attention. The stories that endure—The Catcher in the Rye, The Lord of The Rings, To Kill A Mockingbird—create a universe within themselves through plot, vivid details, and compelling characters. But telling a great story doesn’t mean agonizing over a keyboard. Instead, strive to create content that is original, fresh and never afraid to go exploring.


IQ By Intel.png

Image: iQ by Intel

In the tech world, it’s the glossy customer-facing companies—Apple, Google, or Instagram—that steal headlines. In this matrix, the stable and steady brands that power the world’s electronics often go overlooked.

Determined to buck this trend, Intel, the $54B ≈ US states’ debt, 2011

≈ Worldwide video game industry, 2011
≈ all real estate in Bronx, NYC, 2010
≈ net worth of Bill Gates, 2011

” data-evernote-id=”236″>[≈ net worth of Warren Buffett, 2011] semiconductor chipcompany, launched iQ by Intel in May. With the site, a publishing platform curated by the company’s researchers and engineers, Intel hopes to “connect with a younger audience and tell them the bigger story of who we are as a brand,” according to editor-in-chief Bryan Rhoads. “Many of them don’t know, so we need to tell them the story of Intel that is beyond PCs and beyond processors.”

The site, organized in a Flipboard-like magazine, features original content and aggregated news stories from sites like The Guardian, paidContent, and Mashable. What sets iQ by Intel apart is its approach to curation. Specifically, the site puts curatorial control in the hands of the company’s 100,100 employees. By passing on ownership, the site functions as a true expression of the company’s collective voice, proving once again that telling a great story doesn’t require a pen.

Chapter 2: Think of Content as Commerce

As the line between brands and publishers becomes increasingly blurred, so does the line between content and commerce. Fashion editors are taking positions at leading e-commerce sites and traditional publishers are now introducing flash sales, local deals, and e-shops. Consumers are also getting smarter about how they spend their time and money, expecting retailers to present them not just with a product to purchase but with an entire lifestyle to go along with it.

Break Down Barriers to Entry

With the proliferation of the Internet, the relationships between online retailer, digital publishers and consumers have drastically changed. Brands no longer need to invest solely in print advertising to make their voices heard. Instead, brands are finding creative ways to capture consumers with their own editorial content. For example, the advertising effectiveness company Flite partnered with MovieConnect to allow users to watch movie trailers and buy movie tickets within the confines of a banner ad. Best Buy created On, a digital magalog with editorial content and advertisements from other brands. Thrillist, an event recommendation site, has pioneered the very concept of “content as commerce” with e-mail newsletters that curate the best of men’s culture while also promoting their commerce site, JackThreads. So what’s the trend? Brands are breaking down barriers to entry, using editorial content to connect directly with consumers.


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Image: Buzzfeed Tasty Videos

Since its inception in July 2015, Tasty, the Buzzfeed owned cooking channel has amassed a Facebook following of over 64 million people ≈ population of Italy, nation

≈ population of France, nation
≈ population of Thailand, nation

” data-evernote-id=”250″>[≈ population of United Kingdom, nation] around the world. The secret to their success? Video content.

According to Mark Zuckerberg, Facebook will be predominately video by 2019, which is when they expect to have the technical infrastructure to support large amounts of rich media in users’ feeds. In addition, video content will account for 69% of Internet traffic in 2017, meaning brands should start experimenting with how they can integrate video into their content strategy now. Facebook is already rolling out millions in partnerships with the likes of The Wall Street Journal, Mashable and Buzzfeed, with celebrities Gordan Ramsey and Kevin Kart being paid to use Facebook’s Live.

Buzzfeed’s Tasty does video content right by creating visually stunning, eye catching videos that are just the perfect length to sustain viewer’s attention and make them want to come back for more. Since Tasty uploads videos to both YouTube and Facebook, their videos can easily go viral as both platforms make sharing content easy.

Curate a Lifestyle to Covet

Rather than promoting your blog and e-commerce separately, take a cue from editorially-driven online retailers like Bergdorf Goodman, Barneys New York and Gilt Groupe, who lead with their voice and vision, then carefully layer in their product and service offer. By collating culture, commerce, and “cool,” brands curate a lifestyle—an entire brand experience—that consumers can buy into. Through photo diaries, newsletters, tips and videos, online retailers have an opportunity to create a more connected and meaningful shopping experience— and a strategic business proposition.

Mr Porter

Mr Porter Content Banner.png

Images: Mr Porter Style Help

Mr Porter, an offshoot of Net-a-Porter that delivers high-end retail for men, feels like a beautiful online magazine, rather than a retail destination. By layering sales promotions and products under editorial content—how-to tips, video manuals, photo spreads, a weekly journal and call-to-action messaging—the site creates an immersive digital experience. For example, their “Style Guide” promotes their mobile app, (classic essential items every man should own), a “Stylepedia” and even “Style Advisors” who you can call up for advice. Net-a-Porter’s iPad app takes content and commerce a step further. In horizontal mode, the app offers a slideshow of models walking the runway. In portrait mode, individual items appear in a retail environment, ready to purchase at the swipe of a finger.

Get People to Like, Love, Want, Buy

The small things still make a difference. Social media makes it easy for your customers to become brand advocates through small social gestures, recommendations and personal endorsements, you’ll build trust and loyalty and, eventually, transform brand advocates into customers. However, brands may find trouble in converting these acts of engagement into sales, especially on platforms such as Instagram where users cannot ad links to posts. So while a brand may have thousands of followers and active engagement, making it simple to covert these acts into sales can be difficult.

Forever 21

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Images: Forever 21 Like2Buy Instagram

As the 5th largest specialty retailer in the United States boasting over 11 million Instagram followers, Forever 21 saw an opportunity to turn this platform into a money-making machine by teaming up with Curalate’s Like2Buy program. The system allows brands to turn Instagram into a shoppable feed, overcoming the platform’s downside of not having direct links to product pages. Forever 21’s Instagram engagement with well over 100k‘likes’ per image is turned into high-quality traffic and revenue, with brands able to directly measure the ROI of their Instagram strategy. According to Like2Buy, referrers engage with a brand’s mobile site 32% longer and view 29% more pages than the average mobile visitor. In Forever 21’s case, click-through rates from Instagram to their mobile site increased 80%, and turned the platform into a “channel that was built purely for brand awareness into a revenue driver,” according to Mario Moreno, Forever 21’s Global Social Media Manager.

Chapter 3: Meet Audiences Where They Are

Your clients aren’t stationary. You shouldn’t be either. Attracting their attention means moving beyond traditional banner advertising to social and mobile platforms that move as fast as they do. Doing this well means being everywhere your audience is—across platforms and social networks.

Make Sharing Simple


Screen Shot 2016-07-19 at 1.02.34 PM.png

Image: Spotify

According to We Are Social, there are now nearly two billion global social media users. For brands, promoting content across social networks can be daunting. But doing it well, and making sharing easy with accessible prompts and opportunities to act, can take your brand to more places at no added cost. Spotify, for example, owes much of its massive user growth over the past four years to its integration with Facebook’s Open Graph, becoming the channel’s default music service. Spotify’s app makes it seamless for users to share what they are listened to on Facebook and find recommendations from friends. Since its U.S. launch, Facebook has helped Spotify add 50 million users.

Get Your Content out Into the World: Syndicate

Publishers aren’t the only ones with the opportunity to monetize their content through advertising or sponsorships. Brands are encroaching upon this territory too. L’Oréal, for example, brings in new revenue by syndicating the content on and Charles Schwab uses up-to-the-minute financial news content in banner ads to drive traffic to their site.

As a content producer, you’ve spent countless hours developing your voice and opinions through content. Why keep it locked inside a blog or website? Syndication not only offers an opportunity to get your content out into the world, but can also provide an additional source of revenue. Brands As Publishers

American Express Open Forum

American Express Open Forum Content Banner.png

Image: American Express Open Forum

The award-winning educational and networking community, OPEN Forum, was founded by American Express in2007 with the aim of helping small businesses grow. Since its launch, OPEN Forum has passed more than 1 million monthly unique visitors and has grown into a social networking hub that enables small-business owners to communicate and share ideas with one another. Part idea hub, the OPEN Forum arms entrepreneurs and small-business owners with practical information, such as how to leverage Facebook effectively of improve your mental toughness. The platform also enables small-business owners who have an American Express OPEN card to create a profile, share ideas and market their own companies.

The success of OPEN Forum can be accredited to not just the quality of its content, but also its The Numbers250,827 likes on Facebook 152,755 Twitter followers syndication strategy, which gets American Express content into more places and attracts new audiences. “Our mission is to be everywhere our Cardmembers and merchants are,” Leslie Berland, SVP of Digital Partnerships and Development, told Mashable. “To engage with them, service them, deliver unique value that’s shareable and create seamless digital experiences that surprise and delight.”

By syndicating their content through RSS feeds, widgets, rich video and conversational ad units, American Express brings content to the user when and where it is most relevant, creating new levels of customer engagement and reaching new audiences. It also provides Amex with deep insight into how their content is performing around the web so that they can understand who is consuming their content, how it’s being used, on which platforms, and how it’s performing.

Go Mobile

According to Nielsen, 49.7% of Americans own a smart phone.25 Each year, that number increases. What’s even more surprising is that most people look at their phone about 150 times a day, at an average of once every 6.5 minutes.26 According to the digital strategist Jinal Shah of JWT, brands interested in capturing the attention of customers on-the-go need to provide ways to create a mobile content experience thats natural, thats convenient, and offers real-time information like driving directions, prices and reviews.

Major League Baseball

MLB Content Banner.png

Images: At Bat

Twelve years ago, baseball commissioner Bud Selig asked Bob Bowman, now CEO of MLB Advance Media (BAM), to take Major League Baseball into the digital age. By building MLB. com, apps and online games, Bowman did that— and then some. This year, 65% of BAM’s media will be consumed wirelessly via MLB At Bat: an app that gives users access to live, streaming HD video, archived games, radio broadcasts, highlights and breaking news.

The takeaway? Developing a successful mobile product wasn’t so much about seeing the future as acting on it. At a time when content on the Internet was mostly free, BAM took a different tack. “Our philosophy was just because it’s on the Internet it shouldn’t be free,” Bowman told Fast Company in March.29 “It was a risk.” Bowmen’s bet has paid off. Today the company has 2.2 million paid subscribers and an annual revenue of $620 million ≈ box office sales of The Lion King, 1994″ data-evernote-id=”325″>[≈ box office sales of Jurassic Park, 1993].

Chapter 4: Build an Affordable, Sustainable Content Strategy

Despite all the buzz about content marketing, many companies find that maintaining a robust blog drains time and money. A UMass– Dartmouth survey of the 500 fastest-growing companies listed by Inc. magazine found that only 37% of companies maintained blogs in 2011, down from 50% in 2010.30 While investing in a full editorial team is not feasible for many, building an affordable, sustainable content marketing strategy can be an achievable goal — you just have to be smart about how you go about it.

Find Your Content Balance

Let’s get practical. You want to create quality content that will engage your audiences, keep up with the speed and scale your audiences demand, and be flexible enough to get your content onto new platforms, devices and social networks. But you lack the budget to hire an editorial army.

The Huffington Post

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Images: The Huffington Post

Betsey Morgan, former CEO of the Huffington Post, pioneered the “rule of thirds,” an audience and cost strategy that allowed the publication to grow to a multibillion dollar business. She advises publishers to use one-third aggregated content, one third original content, and one-third voice and opinion.

Brands can learn from this model too. Thought leadership, the first part, defines your brand voice and sets you apart from the crowd. Curated third-party content provides an affordable way to support the objectives of your thought leadership. Finally, social media efforts across Twitter, Facebook, Instagram and Pinterest provide a space for engagement and conversation.

Focus on What you do Best

Creating quality content takes time and resources. Moreover, it can distract you from other marketing priorities. Rather than struggling to manage blog posts, white papers, thought-leadership pieces, newsletters and social media campaigns, do less but do it well. As for the rest? Outsource it.

Complement original content creation with quality, licensed articles, images and video. Seventy percent of marketers plan to do just that over the next 12 months, according to a survey by Brandpoint and the Content Marketing Institute.31 Marketers consider creative storytelling, engaging content and professional-level writing the most important attributes when outsourcing content.


Orange Content Banner.png

Image: Orange Telecom

With over 17 million customers, Orange Telecom wanted to build their content-marketing and expand their offer as one of the leading destinations in Europe for entertainment news. While their vision was ambitious, Orange Telecom’s marketing team was already stretched. Rather than hiring an editorial team to create original content, they leveraged licensed, curated content to deliver real-time news across four languages.

The team created an entertainment portal that gave people a new way to interact and share entertainment news and multimedia content— whether it was on web, tablet or mobile platforms. With fully licensed multi-media content that automatically updates in real-time—for 1,500 movies in 4 languages, along with music news and reviews for 500 musicians—the portal is easy to maintain. Orange Telecom’s marketing department took on the role of curator rather than content creator, allowing the company to spend their time and dollars on other initiatives without sacrificing quality.

Leverage Technology to Make Life Easier

Advancements in curation technology, semantic analysis and NLP (natural language processing) are enabling brands to create smarter, faster and more targeted content strategies. Leading content marketers, from GE and American Express to Johnson & Johnson, are leveraging technology to do the hard work for them. For example RSS feeds that pull relevant content from around the web, algorithms that add a contextual layer to raw content to make it more meaningful (think of Amazon’s trick, “If you like X, you might also like Y”), and the use of semantic analysis to filter, organize, and customize content.


Pepsi Pulse Content Banner.png

Image: Pepsi Pulse

Decades ago, launching a global marketing campaign across 200 markets would have required tremendous effort. Leveraging technology, Pepsi was able to launch Pepsi Pulse, the digital home of their new campaign, Live For Now. In Pepsi Pulse, a multimedia entertainment platform hosted at, the company blended new technology with a decades-long commitment to supporting musicians. “When we look at what Pepsi really stands for,” Simon Lowden, CMO of PepsiCo, told AdAge, “We’ve been an entertainment platform for as far back as anyone can remember.”

“Pepsi Pulse” offers users a “cheat sheet” of the top 10 entertainment stories of the day surrounded by live tweets from Pepsi fans. Consumers will be able to tweet, “like” and pin items from the dashboard, as well as participate in unique challenges sponsored by celebrities. Just a few years ago, constructing the site would have been a nightmare of individual licensing contracts and copyright laws. Instead, Pepsi partnered with NewsCred to license and curate content. Using NewsCred’s semantic technology and API, they were able to customize the site to a number of hyperlocal markets and launch it in just 3 weeks.

Chapter 5: Be a Platform for Action

Great content marketing isn’t just about promoting your product or service; it’s about providing a platform for action. In a crowded marketplace, the brands that stand out foster genuine community and inspire action around a bigger cause.

Lead With Purpose

The strongest brands put purpose at the heart of what they do. This helps consumers navigate choice. Moreover, it helps brands define their personality, find their voice, and project an authentic image. The strongest brands build a purpose around an idea that is bigger than the product or service they are selling. Your content-marketing strategy should follow suit.


GE Content Banner.png

Images: GE Ecomagination

GE’s brand purpose, “Imagination at Work,” brings the company’s 310,000 employees together around a shared business strategy: creating new value for customers, investors and society by helping to solve energy efficiencies and water challenges. With ecomagination, GE is riding the cutting edge of content marketing, offering its readers a “forum for fresh thinking and The Numbers conversation about clean technology and sustainable infrastructure.” All of GE’s content— from their daily posts on topics like LED lightbulbs and preventing deforestation—hits on this core purpose. Build a content-marketing strategy around a purpose bigger than your company.

Inspire People to do

The Internet drives $1.2 trillion ≈ Central America GDP, 2010″ data-evernote-id=”385″>[≈ All real estate in Florida, 2011] in consumer spending between research and online retail shopping. This intersection of digital and retail worlds is creating a new space for brands and users to interact. According to a report by Barkley, 30% of non-Millennials and 37% of Millennials engage in cause-supported purchasing. With this in mind, the most effective brands use this platform to inspire action, building a forum that enables people to share, communicate, collaborate, make and create—before they even think about making a purchase.


Ted Talks Content Banner.png

Images: TED Talks

TED created a viral platform for global thought leadership by tapping into our innate curiosity and leveraging the power of quality content. While TED events stand out for their ability to bring the greatest minds together in service of greater ideas, it’s TED’s embrace of technology to distribute video that makes it stand apart.

Today, over 900 TED Talks available in 86 languages—all translated for free by 3,100 Open Translation Projectvolunteers—are available online to almost anyone with an Internet connection. Rather than diluting the TED brand, this syndication strategy has helped the organization grow exponentially. The organization has a social profile that crosses national borders, and includes more Facebook followers than the United Nations, the World Bank, NATO, and the World Economic Forum—combined.

Build Community: on the Ground and in the Cloud

Building a community around your brand is not a marketing strategy; it’s a business strategy. Take Harley-Davidson, for example. Faced with bankruptcy in 1983, Harley turned the company around by putting their community at the center of everything that they did, from marketing programs to operational procedure and governance structure. Since then, they’ve transformed themselves into a $7.8 billion ≈ cost of 2011 Hurricane Irene

≈ net worth of Steve Jobs, founder of Apple, 2011
≈ Domestic box office gross, 2011

” data-evernote-id=”400″>[≈ net worth of Rupert Murdoch, media mogul, 2011] company.

As a content marketer, it is important to remember that your efforts – creating a robust blog, promoting engagement through social media, providing educational tools and resources—won’t mean a thing if they exist in a silo. The solution? Step back and look at the big picture. Build a consistent brand experience across all touch points, merging your offline and online strategy. Focus on helping people meet their needs, whether it’s emotional support, encouragement or engaging with their interests—whether these interests include deep sea fishing, online gaming, or educational support. As Susan Fournier and Lara Lee wrote in the Harvard Business Review, “brand communities are a means to an end, not an end in themselves.”

The Creators Project

The Creators Project Content Banner.png

Images: The Creators Project

In 2009, Intel and Vice magazine partnered to launch The Creators Project: a global network dedicated to the celebration of creativity, culture and technology. The network was founded on the principle of blending the online world with an offline reality, bringing together artists with the digital world. From the record collection of a legendary DJ to a 24-hr panorama of planet earth, the Creators Project features the work of visionary artists who are using technology to push the boundaries of creative expression.

With documentary videos, a content-creation studio and a traveling event series in San Francisco, Paris, São Paulo, Seoul, Beijing and New York, The Creators Project built community around a shared interest in creative expression, taking the idea of “content + marketing” far beyond the blog.

IKEA Video content: Kids & Kitchen #cookingwithparents

IKEA believes that children are the most important people in the world, and that there is a lot to learn by listening to them. So we think it’s time to let kids into the kitchen.

Content approach based on insights:

According to the IKEA’s Life At Home Report, watching TV has become the most common family activity (82%), particularly in the UK (88%), the USA (88%), Spain (86%) and the Netherlands (86%).

In an attempt to change this, IKEA has made it their aim to bring the kids back into the kitchen. It is all about making out the do’s and don’ts, and instead focusing on five rules that will make cooking fun for kids, as well as manageable for the parents.

Today, IKEA presents “Cooking With Parents” – a manifesto from children to parents.

See the funny and cute campaign video here and learn more about the five rules:

How to ….

Havas Media Group active Arena Media en Belgique

Havas Media Group Belgique se développe désormais avec deux enseignes: d’une part, sa première enseigne, Havas Media, et d’autre part Arena Media sous la direction du digital native Mathias Beke.
Opérant dans 60 pays, notamment en Europe et en Amérique du Sud, Arena Media n’avait pas d’incarnation en Belgique. C’est chose faite avec le recrutement d’un Managing Director, Mathias Beke, 37 ans, qui revient dans la famille Havas, après deux ans à la tête de Social Lab Belgium (WPP).

«Le choix de Mathias Beke, qui combine une culture digitale et de ‘Brand Content’, répond aux besoins des marques en matière d’intégration du parcours cross canal on et off. Il aura la charge d’implémenter notre process stratégique (Meaningful Channel Planning) et ses solutions technologiques», indique Hugues Rey (CEO Havas Media Group Belgique).

Mathias Beke a bâti une expertise médias basée sur la gestion du ROI et des canaux à contenus engageants.  Après des expériences chez l’annonceur (Allianz), en agence de relations publiques (Planet RP) et dans les médias (RTL Group), Mathias avait rejoint Havas Media, en 2011, comme POE Manager (Paid-Owned-Earned). Il avait, par la suite, créé et développé l’opération Social Media d’Havas : Socialyse. «C’est une illustration de la transformation digitale, se réjouit-il, là où il y a le plus d’innovations et de remises en cause des business modèles traditionnels.» «Le rôle d’Arena Media sera d’accompagner les clients vers ces mutations, précise-t-il. Expliquer qu’aujourd’hui une agence médias apporte du conseil et se charge de la mise en œuvre de la bonne articulation de tous les points de contact. C’est donc agir en temps réel, depuis le point de vente jusqu’aux produits et services connectés en passant par le paid, le owned, le shared et le earned media. C’est également ne jamais oublier que canaux et contenu sont indisociables dans la construction d’une histoire de la marque».

«Arena Media Belgique est une structure alternative qui place le business de l’annonceur au centre de toutes les actions entreprises, se nourissant d’une approche combinée de l’exploitation de la donnée individuelle et de la force du contenu», indique Hugues Rey.

A l’instar de sa soeur Havas Media, l’agence s’appuyera sur les ressources spécialisées du groupe, telles que 2MV Data Consulting (conseil en data, stratégie et Insights), Artemis (système d’agrégation et de gestion de data développé par le groupe), Socialyse (réseaux sociaux), Affiperf (Digital Trading Desk) mais aussi Ecselis (marketing à la performance). La production de contenu est assurée par Havas Earned Media.

Contact Havas Media Group Brussels
Hugues Rey
Chief Executive Officer
Tel: +32 2 349 15 60 – Mobile Tel: +32 496 26 06 88
Rue du Trône 60/bte 5 – 1050 Bruxelles

A propos de Havas Media Group

Havas Media Group est la division media du Groupe Havas. Havas Media est présent dans 126 pays avec 6500 collaborateurs. Havas Media Group Brussels compte 80 collaborateurs couvrant tous les aspects de l’utilisation des médias (offline et online) dans les actions publicitaires.

Content marketing in 2015 (Research, Not Predictions) | Altimeter Group

Content marketing in 2015 (Research, Not Predictions) | Altimeter Group.

Predictions? Humbug. Never done ‘em, never will. As a research analyst, predictions are antithetical to my methodology, which is research followed by analysis. My job is to work with data, information, and pattern recognition to draw informed conclusions — not gaze into a crystal ball.

The scene thus set, let’s look ahead to the new year and what it will bring insofar as content marketing is concerned. Based on my research in the field, I’m seeing seven overall trends in the field that will develop and strengthen in the coming year.

The content stack

The next big thing in content marketing technology, the content marketing stack, will develop significantly in 2015. Content stacks are necessary to consolidate the eight content marketing use cases identified in research we published on the content software landscape. No use case is an island. As organizations mature and become more strategic in their content marketing initiatives, it becomes imperative to seamlessly link execution to analytics, or optimization, or TARGETING, for example. We’ll soon see end-to-end offerings from the big enterprise players: Adobe, Oracle, and All are scrambling to integrate multiple content point solutions into seamless “stacks,” similar to the ad stack. In fact, content stacks will talk to the ad stacks, helping to integrate paid, owned and earned media. A couple years out, these two stacks will comprise what we refer to today as the marketing cloud.

Culture of content

Content is bigger than just the marketing department. It’s rapidly becoming nearly everyone’s job — and with good reason. Not everyone in marketing is a subject matter expert. Or understands customer service or sales concerns. Or is charged with recruiting new employees. Or develops new products or product features. That expertise and knowledge is embedded deep within the enterprise. Organizations that foster a culture of content by educating and training employees to PARTICIPATE in the content ecosystem can better ideate and create useful, meaningful content at scale that addresses numerous goals and serves a wide variety of internal, and well as external, constituencies. Watch for many more organization to follow the lead of companies, such as Johnson & Johnson, Kraft Foods, and Nestlé. They will train and empower employees, partners, and stakeholders to create, ideate, and leverage content.


Fig. 1 The Six Use Cases of Real-Time Marketing

Time is a luxury, and will only become more so as brands face the challenges of remaining relevant and topical. Moreover, research indicates real-time campaigns can raise literally all desirable marketing metrics. Success in real-time is grounded in content strategy and often isn’t real-time at ALL IN the literal sense. Instead, it’s meticulous preparation and advance creation of relevant content assets that can be deployed at the appropriate time or moment. Starbucks, for example, has content for warming beverages locked and loaded, so when the snow falls in your town, you’re tempted by that pumpkin latte. Training, assets, preparation, workflow — all these and more are elements of “real-time” marketing.

Social media normalizes

Social media will fade into the background. It’s not that social media is going away. But it’s fading into the background, which is a good thing, because it denotes normalization. “Social” will become just another channel, like search or email (the bright, shiny objects of earlier eras). Social media SOFTWARE vendors will reposition as content marketing purveyors. Their offerings will essentially remain the same, but this new positioning is more topical, and more broadly relevant.

Native standardizes

We define native advertising as a form of converged media that’s comprised of content plus a media buy. Native is surging in popularity, much more quickly than best practices are being established to govern it. This growth will fuel more disclosure, transparency, and policies in 2015 as native becomes much more closely scrutinized by regulators, industry associations, consumers, publishers, and brands.

Rise of context

For most of digital marketing’s relatively short history, personalization has been the ne plus ultra of sophisticated marketing. Addressing the customer by name, knowing their age, gender, date of birth, purchase history — all these data points help marketers deliver messages that are more meaningful and more relevant — and that, by extension, result in higher conversations and deeper loyalty.

Personalization is now being supplanted by technologies that can drive even deeper marketing and experiential relevance. Context’s untapped opportunity is to get an extremely granular understanding of customers, then to anticipate their needs, wants, affinities, and expectations, and develop unique insights to power better marketing across all devices, channels, localities, and brand experiences. Context, in other words, takes not only the “who” into account, but also the when, where, why, and how. Simply put — it’s deeper TARGETING, and more on-point messaging.

This post originally published on iMedia

Which single digital marketing technique do you think will make the biggest commercial impact for you in 2015?

Content marketing topped the poll for the third-year running and in fact was even further ahead compared to previous years since mobile marketing and social media marketing have declined in importance as marketers have implemented these changes. It’s close for second, third and fourth position.  It’s significant that ‘Big Data’ is still in second position although the hype has receded. This shows the potential for companies to implement more data-driven marketing techniques in 2015, which will likely be closely related to marketing automation which is in third place.


Digital marketing trends 2015 survey