2017 has been an eventful year, to say the least. Here at Spoon Academy we’ve conducted the first Nordic content marketing survey, written guides ...

Highlights from Spoon Academy 2017

2017 has been an eventful year, to say the least. Here at Spoon Academy we have conducted the first Nordic content marketing survey, written guides and been to conferences worldwide. Here are the most popular articles of 2017.

Content marketing requires courage. Courage to test new things, courage to break up with ”best practices” and courage to trust your own intuition. Nobody said it was easy, but it will be meaningful and profitable in the long term.

The ability to plan for the long haul is one of the reasons why content marketing works so well. In a world full of quick fixes, ”click baits” and fake news, long-lasting and well-thought-out and produced content marketing will become even more valuable.

If you agree, you’ll want to read the following articles to help you grow your content marketing efforts into something truly remarkable. Here are the top picks of the year.

The content marketing industry is maturing

2017 was marked by research, new insights and discussions on the development of content marketing. The industry has started to mature, but there are still room for improvement.

What’s the current state of content marketing in the Nordics?

Spoon and Norstat conducted the first content marketing survey in the Nordics. What differences can be found between Nordic marketers? What’s going well and what needs to improve? Read the summary of our research in:

The Current State of Content Marketing in the Noridcs [Infographic]

If you’re interested, you want to read the follow-up article, where three Nordic marketing managers discuss the results from the survey.

What about the state of content marketing internationally?

Content Marketing Institute and MarketingProfs released their annual B2B rapport about content marketing for the eighth consecituve year. But for the first time we had Nordic results to compare to the report.

This article answers the question: “Which factors contribute to successful content marketing?”

3 take aways from Content Marketing World

Content Marketing World was held for the seventh year in a row in Cleveland, Ohio. Once again, the conference gathered nearly 4,000 participants from more than 50 countries to present and discuss the latest in content marketing.

Björn Owen Glad was there and in this article, he shares three takeaways that he couldn’t stop thinking about, despite jetlag and desperate attempts to get back to his everyday life.

Marketing that people pay for

Imagine if marketing could pay for itself and even generate profit. Marketing that is so valuable that people are willing to pay for it. Is that even possible? The short answer is yes, the longer response you can read about here.

(This article was inspired by Joe Pulizzi and Robert Rose’s latest book Killing Marketing. A great book if you’re looking for something good to read.)

Does your content increase demand?

Valuable content creates demand for your product or service. It teaches, inspires and triggers people to take action. But does your company publish content that increases demand?

Mediocre marketing doesn’t cut it

Marketers must trust their intuition and start to think for themselves. In this summary of Jay Acunzo’s popular talk from Content Marketing World, we learn about three exceptional content marketing cases. They are all examples of how quality content combined with critical thinking leads to successful marketing.

How business history can make great content

More and more companies activate their own history in their marketing and business development. Whether it’s called “history marketing” or “heritage management”, the trend is growing. In this article, you’ll read about companies that are good at showcasing their own history.

Behind the scenes of GANT’s big TV show

Arguably, one of the bravest content marketing initiatives in the Nordics, the Swedish fashion brand GANT has a clear philosophy that can be summed up as ”Never Stop Learning”. With the TV show Couple Thinkers, they build up a world of knowledge for their customers. Far away from shirts and pants, but very close to the heart of the brand.

Read the full article: Behind the scenes of GANT’s big TV show.

Psychology and content marketing

Marketing and psychology have a lot to learn from each other. Content marketing is based on psychological principles and by knowing them, you can contribute to positive, lasting change.

Why is content marketing so effective?

Content marketing sets up the right context for the sale. The method works because it builds on well-established principles that make people want to buy. But what are these principles and how can you make them work for your company?

Read ”Why content marketing works”.

What a Nobel Prize laureate in economics can teach us about marketing

Why do you end up on the couch with a slice of pizza in your hand when you had planned to work out and have a salad? That’s something every marketer ought to know.

Popular guides from the year

Do you want to further your content marketing education? Download one of our guides.

Don’t know where to begin? Our strategy guide has been the most popular this year, followed by the newsdesk guide. We also recently published a native advertising guide, which is worth checking out, if you want to learn more about that topic.

Thank you for a rewarding year

We want to thank everyone who has attended our seminars across the Nordics, participated in our courses and workshops, and followed us through the year. We plan to have more seminars in 2018 and we look forward to see many of you in person. Remember to subscribe to Spoon Academy for the latest content marketing updates.

We’ll be back on Monday January 8th with a new article to kick off the year. See you then!