Spoon Academy: Articles
November 13, 2017
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?
November 6, 2017
New research shows what makes marketers successful
Content Marketing Institute and MarketingProfs recently published their yearly B2B report on content marketing. The American study is in its eighth consecutive year, but this will be the first time >
October 30, 2017
Marketing lessons from a creative collective
Stockholm was the host for the second edition of ”SPACE by”, a concept that was started by the creative collective Trans94 in collaboration with different actors – this time it was adidas. The aim? To create an arena for future creators, sharing resources and knowledge with each other.
October 23, 2017
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.
October 16, 2017
What did we learn at the Nordic Business Forum 2017?
The business conference was all about the basics, but for a reason: the simplest things are often the most complex.
October 9, 2017
Charting the journey from recruitment marketing to your bottom line
We talk about journeys a lot in marketing. Customer journeys. Candidate journeys. The thing about a journey, at least in branding terms, is that everybody needs to travel together. You >
October 2, 2017
3 Nordic marketing managers on the development of content marketing
Earlier this autumn, Spoon released the results from the first Nordic content marketing study. It has been shared and discussed in social media, by both experts and practitioners. In this >
September 25, 2017
Facebook engagement falls with 20%
A new study from Buzzsumo shows that brands and media companies have lost 20% engagement on Facebook since January 2017. This reminds us of three old content marketing lessons that >
September 18, 2017
What makes the ultimate story?
We live in a time where social distribution is the norm – if you’re not on Facebook, you almost don’t exist. When everybody can distribute their ideas, higher demands are >
September 11, 2017
3 takeaways from Content Marketing World
Last week, 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 >
August 28, 2017
It’s all about trust
Trust is integral to pretty much every aspect of our lives. Whether it’s a personal relationship, visiting a dentist or getting advice on where best to invest your money, you >
August 22, 2017
The Current State of Content Marketing in the Nordics [Infographic]
Spoon and Norstat have together conducted the first content marketing survey in the Nordic region. A total of 300 marketers in Sweden, Finland, Norway and Denmark participated in the study. >
August 14, 2017
Sales vs marketing: Who will be your hero?
Stop the silos. Make the customer journey coherent. Decide who owns the marketing narrative. These are the common themes of marketing in 2017. But what do they mean in real terms?
August 7, 2017
Why companies need to take a stand
In a fast-changing world, customers are looking for companies that share their values. Choosing which values to communicate is therefore an important part of your content marketing strategy. Which core values >
June 26, 2017
Can we ban bad native advertising?
Right now, there are plenty of guidelines for native advertising. And that’s not so strange. With an expected growth rate of 15 per cent in the coming year, we need >