Posts Tagged ‘interruption marketing’

Over-50s baby boomers increasingly important target for content marketing

February 6, 2012

Content-hungry baby boomers are becoming an increasingly important target audience for content marketers in many different product sectors.

Key content marketing tools for engaging with this audience include: customer-focused blogs, magazine-style brand microsites, social media content, eNewsletters, digital magazines, videos, and ‘how-to’ eGuides.

The over-50s are not only spending more and more time browsing the Internet (at least 85 minutes a day, according to Neilsen), they are also accounting for a growing share of the total UK online audience.

Figures produced by the UK Online Measurement Company (UKOM) show that so-called ‘silver surfers’ now make up just over 31 per cent of the 39 million people who have access to the Internet in the UK. Victor Meldrew they are not…


Popular websites include Saga, RealAge, video site Flixxy, and the new online music site SH-BOOM! which is aimed at older music fans who grew up during the “rock ‘n’ roll years” of the 1950s, 60s, 70s and 80s.

“The internet is getting older in more ways than one,” said UKOM’s Alex Burmaster. “Not only is the medium itself maturing but the audience is shifting towards older age groups. There is a still a perception that the net is youth-centric but this is clearly not the reality.”


There are now more than 21 million people aged over 50 in the UK, and the over-65s already outnumber those aged 16 and under. These ‘grey’ consumers currently control around 40 per cent of consumer spending and 80 per cent of the country’s wealth.

The number of over-50s is set to grow by 20 per cent over the next six years, and half of the UK’s adults will be aged 50 or over by the year 2020.

Many computer companies have recognised the unique needs of these older consumers and are creating new products that cater for their requirements. SimplicITy Computers, for example, has developed stripped-down PCs that are easier for older people to use.

Initiatives such as these are giving a growing number of older consumers the confidence to go online and search for content that will inform or entertain them.


People over 50 are the Internet’s fastest-growing group, according to Neilsen. They spend more time online than anyone else, and research by SilverPoll has found that more of them own digital readers than 16-24 year olds.

The over-50s already account for more than a quarter of Facebook’s audience, and some 40 per cent of UK internet users in this age group are involved in a social network of some kind.

These older age groups are notoriously difficult to reach through traditional media. When they were teenagers, they were the people who created the ‘consumer society’ in the first place – so they’re marketing-savvy and less likely to be influenced by old-style ‘interruption marketing’ techniques.

For businesses targeting mature audiences, online content marketing can therefore provide an important channel for engaging with these customers.


But the over-50s are not a single homogenous group. They’re made up of people with many different kinds of life experiences and each age-group has very different values, beliefs and attitudes.

This means content has to be carefully tailored to reflect these differences.

Many older people say they use the Internet to “seek experiences and have fun”. So it is essential to understand the kinds of information they are likely to want at each step of the purchase process – and then engage with them by telling compelling, relevant, informative and entertaining stories that baby boomers want to hear.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Content marketing agencies set to replace traditional ad agencies?

February 2, 2012

by Brian Oliver

The content marketing agency is replacing the traditional ad agency for many companies, insists Jon Wuebben, CEO of ContentLaunch, in his latest book Content Is Currency: Developing Powerful Content for Web & Mobile (Nicholas Brealey Publishing).

“In the process,” says Wuebben, “these firms are savings thousands of dollars and reaching thousands more as a result.

Content marketing is the lynchpin of all successful online business endeavours.”

Even Procter & Gamble, the world’s largest marketer, seems to have finally woken up to the growing power of content-led marketing.

According to Jim Edwards of, P&G’s CEO Robert McDonald recently told Wall Street analysts that he would have to “moderate” the company’s $10 billion advertising budget because Facebook and Google can be “more efficient” than the traditional media that usually account for the lion’s share of P&G’s ad spend.

In Content Is Currency, Jon Wuebben explains why … and how.

He describes the fine art of content development and shows how customer-grabbing content can tell the story of a product or a business.

He looks at how to optimise content for search and social media so that it gets noticed, and provides an insider’s view on the ever-expanding technology and content marketing landscape. The book also includes a suggested “road map to online marketing success”.

Content Is Currency: Developing Powerful Content for Web & Mobile is available on Amazon in all major formats.

More information is available at where Chapter 1 can be downloaded for free. 

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications


CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Google updates are making quality content the dominant factor in SEO

February 2, 2012

by Brian Oliver

More marketers are finding that Google’s recent changes and updates to its ranking system are now making quality content the key driver in search engine optimisation (SEO).

At the same time, the changes are shrinking the importance of technical SEO tactics led by mathematicians rather than genuine information providers.

This dramatic change in SEO presents an enormous opportunity for content marketers to gain a competitive advantage over rival brands – especially if their competitors are not yet using content-led solutions, such as customer-focused blogs, social media, targeted eNewsletters, videos, eBooks, white papers and eGuides.


Now more than ever, the consistent use of high-quality, keyword-driven content, such as that provided by Focus Content Marketing, can elevate your website to the top of search engine results pages (SERPs) … and keep you there.

That’s why content marketing is now seen as one of the most effective online marketing techniques available to marketing managers – and why many observers are tipping content-led marketing to explode in 2012.


Last year saw some of the biggest and most important changes to Google’s algorithm, including the controversial Panda update which reportedly knocked the wind out of the sails of several high-ranking sites.

Ever conscious of the need to keep improving its service to users, Google introduced these algorithm changes because it recognised that some websites with top Google rankings were simply high-traffic, low-quality content sites stuffed with keywords.

It set out to limit the visibility of poorly-written filler material created by content ‘farmers’ in favour of sites boasting better-quality authoritative content.


Google now uses quantifiable social engagement metrics and recorded data (such as the length of time people spend on a page) to determine how valuable a page is to everyone who lands there.

When people spend longer browsing certain pages, Google assumes the content has been read and the user obtained the information they were looking for. The search engines consequently give those pages a higher ranking.

If your content is well-written, informative and puts the reader first, it is more likely to keep your potential customer on the page – and Google will recognise this. In other words, if you publish content that keeps your readers happy, Google will be happy too.

Similarly, quality content with higher incoming links will also be displayed at the top of the search results.


Most importantly, though, delivering trustworthy, problem-solving content will not only elevate you in the search rankings, it will also show potential customers or clients how you can help them. It will enable you to gain their trust … and potentially lead to a positive purchasing decision!

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications


CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Focus Content Marketing offers customer-focused blogs, eNewsletters, eBooks, digital magazines, videos, social media … and more

January 23, 2012


Focus Content Marketing is a London-based online news and content agency that provides integrated content marketing services – and helps companies of all sizes to implement a customer-focused content strategy.

Our keyword-driven content marketing solutions include the strategic planning, creation, distribution and curation of:

Customer-focused blogs

Social media content

 Website content

Tightly-targeted eNewsletters

Interactive digital magazines



White papers




We provide tailor-made original content – written by experienced journalists – that provides an efficient, low-cost method of ‘educating’ customers and building awareness of your products or services.

We cost effectively connect companies to customers at all stages of the buying process by telling engaging, relevant, informative and entertaining stories that audiences want to hear.

As a sister company to Focus Marketing Communications, we combine many years of experience in business journalism with a B2B communications consultancy that has been providing creative solutions and strategic advice for more than 25 years.

Customers need objective advice

A 2011 McKinsey & Co. report* highlighted customers’ growing “thirst for objective advice” and showed how a premium is now being placed on problem-solving and strategic-thinking skills.

That’s why we create trustworthy content designed to show your customers or clients how you can help solve their problems.

By giving them the information they’re seeking, you can interact with them on a much more personal level … building trust, and keeping you front-of-mind.


Communicating with customers is changing

In today’s ‘opt-in’ culture, telling interesting well-written stories is a more cost-effective way of attracting attention than traditional ‘interruption marketing’, such as advertising or direct mail.

As a result, more companies are now putting journalistic-quality content at the heart of their SEO and social media marketing strategies.

Customers who opt-in to your content are, in effect, giving you permission to market to them.


Google updates have pushed content to the fore

Google’s recent updates to its ranking system have pushed quality content to the forefront, while shrinking the importance of technical SEO tactics.

Now more than ever, the consistent use of high-quality, keyword-driven content can elevate your website to the top of search results … and keep you there.


Interested in working with us?

We’d like to hear about what you’re doing and how we can help. Just give us a call on 020 8641 8614, or email us at Focus Content Marketing.  

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*We’re All Marketers Now, McKinsey & Company, July 2011


CONTENTED MARKETER Magazine is brought to you by Focus Content Marketing

Visit our website at: Focus Content Marketing.