Dave Chaffey
Recommended tools and techniques to support content ideation Content ideation is a term commonly used in content marketing to define the process of identifying and selecting the most relevant topics that will engage...
Helping marketing professionals and students learn the power of integrated digital marketing since 1997
Learn about digital marketing models and create digital marketing plans using the templates we've created on Smart Insights.
Digital marketing trends articles
Book support
To support lecturers and students using my textbooks I've created book support pages on Smart Insights covering recommended books, videos, lecturer resources and slides.
Digital marketing glossary
Content marketing editorial calendar
A calendar to fuel content marketing should be designed to help support both shorter-term campaign plan goals and longer-term always-on marketing goals. The editorial calendar is best built around the intersection of...
Attribution in digital marketing
Media attribution involves analysis of media touchpoints (referral source) along the path to purchase to determine which has influenced sale and which credit should be given to for influencing conversion. The purpose of...
User Generated Content (UGC)
UGC is content published by consumers. Often it’s independent from branded content and not requested by the brand, for instance, on a social network. Here the UGC could be positive or negative, so companies need...
Brand relevance
Brand relevance is a relatively new concept. This exploration is based on an interview with an undergraduate dissertation student covering my thoughts on it. It’s an example of questions to subject matter expert...
TOFU vs MOFU vs BOFU content
What is the difference between ToFu, MoFu and BoFu content? In recent years, you hear content marketers talking a lot about ToFu, MoFu and MoFu content. I think these are useful abbreviations since they provide a way of...
