2018 is coming to an end. With this annual review, we offer a smorgasbord of our most popular content. So, in case you’ve missed something, ...

Highlights from Spoon Academy 2018

2018 is coming to an end. With this annual review, we offer a smorgasbord of our most popular content. So, in case you’ve missed something, here’s your chance to catch up. Enjoy, and thanks for reading!    

Talent, purpose, and powerful stories. That’s the recipe for a successful marketing program in 2019 and beyond. To help you succeed, we’ve gathered the top picks of the year.

Put people first

How do you find, keep and develop the best talent? Talent management is key for businesses to thrive in the 21st century.

How to succeed with employer branding

“The challenge of finding the right employees is similar to finding the right customers. In both cases you have to communicate your brand values, personality and expertise to show why you’re worthy of their time and attention,” says Shelley Hoppe, Agency Director at Spoon London.

Learn how to succeed with employer branding.

The real value of employer branding

Not convinced about the value of a strong employer brand? Research from Glassdoor for Employers reveals that increasing employee engagement investments by 10 percent can increase company profits by $2,400 per employee per year.

Building a strong employer brand is worth it.

Spoon’s guide to employer branding

Employer branding is not about creating fancy videos or showing funny clips from various company resorts. That is to say: it could be about that. It depends entirely on who you want to reach and what sort of employer you are. What you communicate must correspond to reality.

If you want a deep dive, check out Spoon’s guide to employer branding.

Purpose sells

Gone are the days when customers only bought what you were selling. Now, they’re buying what you believe in.

Insights from Spark Conference

Purpose marketing is a big part of Momondo’s new marketing strategy, and many companies are following suit.

“By communicating messages that share a greater purpose than just selling trips, we’ve received a return of investment as high as 213 USD per every dollar spent for some of our campaigns,” says Allan Askov Christoffersen, Brand Activation Director at Momondo.

Learn how Momondo works with purpose marketing.

How to communicate your purpose

Caitriona O’Connor, Global Social Media Manager at Skanska, spoke about the importance of purpose-driven storytelling during one of our seminars earlier this year. She challenged traditional views on business, encouraging companies to take position in matters that affect employees, customers, and the business as a whole.

Read: 5 steps to communicating your purpose.

Why your content must support your business goals

To succeed with content marketing, you must tie your content to your business goals. It’s not about producing more content, it’s about creating better, more purpose-driven content.

Learn how content supports your business.

The business value of stories

Stories add business value. Research from Demand Metric reveals that content marketing generates 3x more leads than traditional marketing… while costing 62% less. The business case for content marketing is a given. Read more in:

Nordic Business Forum 2018 – It’s all about the story.

Inspirational case studies

We could all learn from examples, both old and new. Here are a few favourites.

How great food can make tyres roll

The Michelin Guide is one of the earliest and best examples of content marketing. But do you know the whole story? Read on to find out.

3 brilliant examples of emotional marketing

Brands are looking for that emotional connection with their audience. Why? Because 50% of buyers (B2B at least) are more likely to buy from you if they feel an emotional connection with your brand.

Give your buyers a reason to care.

Thank you for a rewarding year

We want to thank everyone who has attended our seminars across the Nordics and followed us through the year. We look forward to seeing many of you in person during 2019. Remember to subscribe to Spoon Academy for the latest content marketing updates.

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