Content marketing: efficient and effective for NetGuardians
A year ago, Swiss fintech NetGuardians signed up with FirstWord for a programme of content marketing to help raise brand awareness and build authority. Today, it ranks on [...]
Case Studies
Pirelli’s ‘integrated’ digital content model fuels huge traffic and engagement online
Success in building a lifestyle brand beyond tyres enhances pitch for higher IPO valuation Pirelli’s online audience has increased by several million in the past two [...]
Sustainability: don’t save it for the City
Most large companies work very hard at sustainability, but are producing only dense reports on the subject looked at by a tiny number of analysts and regulators. Not so CNH [...]
‘We’re all responsible for content’
Storytelling can help to reinvent the culture within an organisation as well as the face it presents to the outside world. Unlocking the magic of batteries for Saft Elma [...]
Unlocking the magic of batteries
At French battery maker Saft, the key to engaging audiences is to tell the real-world impact of the company’s amazing products, writes Emma Firth Elma Peters is crystal [...]
FT’s top tips for a successful content marketing campaign
Always put the audience first. It’s about their user journey, getting the format right, as well as the best date and time for publication. Be mobile first; close to 50 per [...]
How FT² squared the circle of content marketing and editorial integrity
The Financial Times offers the opportunity for organisations to pay for content to appear on its website alongside its own editorial. Lexi Jarman tells Sophy Buckley how it [...]
Pirelli’s brand newsroom: where storytelling is at the heart of marketing
“The one who tells the stories rules the world.” It’s a proverb attributed to Native Americans and it’s also the new mantra of communication departments at Pirelli, [...]