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5A Framework for Content Marketing Success

If You’re Not Content Marketing, You’re Not Marketing Content marketing is being used by some of the greatest marketing organizations…

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If You’re Not Content Marketing, You’re Not Marketing

Content marketing is being used by some of the greatest marketing organizations in the world, including P&G, Vodafone, Microsoft, Cisco Systems and more. It’s also developed and executed by small businesses and one-person shops around the globe. Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

The IDEA framework process//

Aframework called “IDEA” that CMOs should use to lead, and assess, their thought leadership content publishing activity. To make the IDEA process a company-wide undertaking (and not just a marketing program) the executive team, headed up by the CEO, should endorse and back it. The CMO should lead the initial efforts and then appoint a Thought Leadership “czar” to keep the editorial process going.

The IDEA Framework
The IDEA Framework

Besides marketing, business heads of organizations that touch customers on a daily basis should have a say in selecting spokespeople and SMEs. After all, it’s their people who will be producing the ideas and viewpoints behind the content.

1. Authenticity //

This isn’t the trite buzzword served up from your friendly neighborhood social media guru. This is about doing intense research to find the authentic story a market segment wants to hear — but hasn’t yet — and how you’ll tell it over time in a way that results in a sustainable business model.



  • Research potential topics based on your expertise or business subject matter
  • Identify the people who would be drawn to what your topic covers
  • Do keyword research to discover the language the audience uses
  • Identify online and offline content resources that reach your intended audience
  • Do competitive research on those who are selling to your intended audience
  • Position your topic in a useful and unique way that facilitates commerce
  • Design your site so that it highlights your content and communicates the useful and unique value you offer
  • Identify and plan initial cornerstone content


2. Attention //

You’ve made your initial guesses, and now it’s time to start putting things out there to see what happens. You’re hustling for exposure to get to the next level. The attention phase is the heart of an agile content marketing approach, as you’re discovering in real time what works, what doesn’t, and what to try next.



  • Develop and refine your editorial voice
  • Test appropriate headlines and hooks (meaning + fascination)
  • Develop relationships with other producers to contribute guest content
  • Develop relationships with other producers for content promotion
  • Focus on converting traffic into subscribers, with an emphasis on email
  • Monitor analytics for traffic sources and keyword patterns
  • Build up your social media networks with a mix of content and curation
  • Constantly refine your approach to all of the above to increase effectiveness


3. Authority //

Here’s where things start to get good. You’ve built a minimum viable audience. That audience is growing thanks to the audience itself, and instead of you making self-serving statements about your expertise, they are proclaiming your authority. Best of all, you’re starting to glean valuable insights into desired products and services.



  • Monitor social media sharing of content for feedback
  • Build additional cornerstone landing pages on core topics
  • Perform open-ended question surveys to identify frustrations and desires
  • Create processes for storing and accessing product and service ideas
  • Evaluate co-marketing and joint venture product opportunities
  • Expand industry influence with webinars, interviews, and presentations
  • Create a specialized email list for advanced education and future promotions
  • Re-position editorial as necessary for impending product or service launches
  • Create a better minimum viable product or service


4. Action //

Although you’re been asking for audience-building action all along, now we’re talking sales and lead generation. It’s time to launch that new product. Or, it’s time to switch to proactive promotion based on your new view of your existing offer based on what the audience has been telling you directly (and indirectly) via feedback.



  • Hint repeatedly at upcoming product or service well before launch
  • Create pre-launch email list and encourage subscriptions
  • Devise a content-based launch strategy that specifically educates to sell
  • Craft an ongoing promotional strategy with high-value content to pitch ratio
  • Listen to feedback from customers and clients for feature improvements
  • Test various copy approaches to increase conversions
  • Develop marketing partners and/or affiliate program


5. Acceleration //

Now it’s time to enjoy the “unfair advantage” you’ve earned by building an audience and a media asset first. Opportunities such as joint ventures for new products, affiliate and co-marketing partnerships, additional content from industry experts, better business development, and much more arise.

There isn’t a true checklist for this phase, as your experience will vary by many factors. Some of the things that will come into play are:

  • Your growth / ambition / lifestyle goals
  • Your tolerance for “entangling alliances” for growth
  • Your willingness to accept venture funding for growth
  • Your desire to shift from services to products
  • Your desire to become a multi-product company

One thing that’s certain during the acceleration phase is editorial iteration. As the site grows, and your business offerings grow with it, your content focus will evolve along with the natural outside forces that affect your industry and audience.


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Careem acquires RoundMenu, gunning for UberEATS?

Ramadan is coming up, and all we are going to be thinking about is food, food, and food! In what…

Ramadan is coming up, and all we are going to be thinking about is food, food, and food!

In what could be in preparation for that, ridesharing app Careem has now acquired RoundMenu, an online restaurant ordering, delivery and reserving platform based in the MENA region.

In a statement, Careem stated that the acquisition “is part of a wider investment into the food delivery category.”

RoundMenu currently has a presence in 18 cities across the Middle East, including Cairo and Alexandria, and maintains a partnership with the world’s largest travel site, TripAdvisor.

The acquisition was settled for an undisclosed amount.


Could Careem be gearing up for another battlefront with rideshare competitor Uber?

In the hot summers of the Arab region, many of us would prefer to order in.

This is the reason why there is an abundance of shops and restaurants willing to deliver, our growing need to stay in during the melting heat has driven demand to higher levels.

Uber has already jumped on the bandwagon by expanding their UberEATS system into the region.

Last month, Uber announced it will be releasing UberEATS to Egypt soon. The platform allows users to sign in on the app or website, scroll through partnered restaurant menus and order food from Uber.

UberEATS is currently available across more than 200 cities around the world including Dubai and Abu Dhabi. According to the company, UberEATS has been pretty successful in the UAE with orders growing by 169% in the second half of 2017.

Careem’s acquisition of RoundMenu may be a response to the news, seeing as the acquisition happened less than a month after Uber’s announcement.

Could Careem really be preparing to add food delivery to their repertoire in Cairo?

They may even be aiming to cater, through bus sharing app SWVL, from which they acquired a minority share back in July 2017. Who knows? At the very least, we know is that Careem is definitely going to try and enter the same market as Uber and Otlob, Egypt’s reigning online food delivery platform.

Careem has stated that they will be testing delivery capabilities (on small scale) later this month.

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Google launches native ad-blocker to improve Ad standards

After almost a year of preparation, Google has finally released their new native Ad-blocker for Chrome, hopefully pushing advertisers to…

After almost a year of preparation, Google has finally released their new native Ad-blocker for Chrome, hopefully pushing advertisers to improve their ad standards and quality. Google chrome will now automatically filter and disable certain ads and websites that do not adhere to their new set of rules.

Users will not have to fear bad experiences again as websites with pop up ads (with no exit/close button in sight), full volume music when opening webpages, and etc.

The ad-blocker has been in the works for almost a year now, with sources speaking to The Wall Street Journal back in April 2017. The ad-blocker will be turned on by default for all Chrome users.

This is another step for Google, who aims to ensure a better online experience for their users, and to shift the ad industry from intrusive advertising to more subtle and relevant ads.

Google and fellow internet giant Facebook are members of the Coalition for Better Ads, an international industry group that has researched the different forms of web advertising that has annoyed internet users the most.

The group has complied a list of undesirable ads, listing 12 forms of online advertising that advertisers should avoid to provide consumers with the best online experience. Unsurprisingly, the biggest offenders are in mobile.


via Coalition for Better Ads


The ad-blocking system has been rolling out for a while now, and has already caught some offenders. According to Google’s Engineering Manager Chris Bentzel, “As of February 12, 42% of sites which were failing the Better Ads Standards have resolved their issues and are now passing. This is the outcome we are were hoping for — that sites would take steps to fix intrusive ads experiences themselves and benefit all web users.”

For users, when navigating through websites, the ad-blocker will first check on the website you are about to visit, checking if it is a part of a website that had been flagged as not following the Better Ads Standards. If it is, ads will be automatically blocked.

When this happens, this is how it will look like for users.



If you’re a website developer or website owner, you can visit Google’s Ad Experience Report to find out if you need to make some changes.

Otherwise, you may receive a 30-day warning from Google about your violations. Ads will not be stopped by default until 30 days after the warning has been issued, and there have been no changes.


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Hassan Allam Properties rebranding campaign reflects the brand’s heritage and future

Since its inception back in 1997, Hassan Allam Properties (HAP) has carved an enviable positioning of an exclusive boutique developer…

Since its inception back in 1997, Hassan Allam Properties (HAP) has carved an enviable positioning of an exclusive boutique developer whose name is synonymous with credibility, trustworthiness and commitment. HAP values family tremendously and creates hand-picked selective communities where homogenous friends and neighbors become the chosen family. With its nationwide portfolio of projects in the city and by the sea, HAP has become an influential leading mover in the local property scene, making some wonder why it hasn’t had its own true spotlight?

Well, HAP has recently stolen the limelight, with its brand-new rebranding and awareness campaign. The campaign is finally letting HAP shine on its own, with a brand-new logo and signature line, and we’re giving you the breakdown.

New Key Messages and Slogan

Starting with, what seems to be, their  signature line, “From our family to yours.”

Looking deeply into the words, it would easily seem that the brand is aiming for a tighter focus on community, heritage and family-orientated themes. Their new social media posts are currently emphasizing the themes as well.

With the word “family” comes the connotations, or secondary feelings/meanings, of family-orientated, trustful, looking both to past and future generations, devotion, a caring nature, and legacies.

And as we can see from their current posts, they are definitely aiming for it.

The word “our” in “from our family” could also be used as a link to the company’s mother brand, Hassam Allam Group, as well as a close bond to their employees, family-orientated values and customers. Family-orientated values are also subtly used through all three texts used in their new ads.

New Brand Visuals

Starting last week, the new visuals have been released both online and on out-of-home advertisements.

The greyscale photos are immersion breaking, as not many brands are bold enough to attempt greyscale when most are looking for more vivid and bright ads. This helps the photos stand out among the sea of brightly colored real estate billboards.

The rebrand also comes with a new logo for HAP, a gold paper/sheet textured Monogram. At first glance, you can see Hassan Allam’s initials on the logo, but a small design trick reveals a final letter, P for Properties.


The greyscale images show three different stages of life; youth, adulthood and marriage, and the elder stages.

They are depicted holding hands, displaying affection and familiar relationships, which symbolize care, love, trust, unity, heritage, and legacies.

These three stages, and images, may represent HAP’s influence on families and their connection to each other. This can be easily concluded with the company’s line of family-orientated housing communities such as their Swan Lake , Park View, Little Venice and Seasons properties.

Their first image, “For Generations to Come,” illustrates the relationship between the old and newer generations. Continuing with their new signature line, “From our family to yours,” the image then reflects the passing down of experience and the careful planning to ensure their future.

It also exhibits a timeless physical and emotional connection, a lasting partnership that will continue through generations, such as HAP’s properties (which can be passed along, just like knowledge, through the generations).

“Beyond a Lifetime” has a symbolic message with its strong imagery. The powerful imagery of the young hand this time closely grasping onto the old, carries the depiction of guardianship and compassion.

The last image in the series so far is “Investing in a Lifetime,” which attempts to present the vows and duties that come from a lifelong bond and agreement. This can refer to people’s investments in HAP’s properties, which can be perceived as inseparable, full of devotion and harmony that lasts a lifetime.

Along with the three images comes a navy-blue banner, highlighting the company’s wide breadth of works, whereby we found out that HAP encompasses underneath it lots  of projects [Seasons, Swan Lake Katameya, Swan Lake 6th of October, Swan Lake North Coast, Swan Lake Gouna, Park View and Little Venice

Final Thoughts

The use of Golden assets imparted a sense of high-quality service or products, which isn’t too far off when it comes to the popularity and quality of Hassan Allam Properties.

Their use of black and white photography could get them a lot of attention OOH, although not as much online.

The new branding, complete with logo and slogan, is a nice touch on this real estate powerhouse’s path, and will definitely make it more distinguishable from its competitors. And their new logo will become one of the more recognizable real estate logos on our highways.


With over eighty years in the industry, the Hassan Allam Group has become one of the region’s top construction and property developers, who have been producing top-quality residential and resort projects. You can find their other properties here.

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70 years of Pepsi in Egypt and the brand journey continues

We all have a distinct memory with Pepsi. Whether it’s mothers, fathers, grandparents, teenagers, children; every single one has their...

We all have a distinct memory with Pepsi. Whether it’s mothers, fathers, grandparents, teenagers, children; every single one has their own memory of when they first fell in love with Pepsi taste and for marketers, we fell in love with Pepsi slogans.

Pepsi started its business in Egypt back in 1948. You may have noticed the recent #Lovely Campaign launched to make the year no. 70 for the giant soft-drink brand in the Egyptian market.

For over 120 years, there have been many events and historic moments witnessed in the Egypt, but for sure boring wasn’t one of them. From the birth of Youssef Wahbi, to World Wars, allot of events happened on 1898 that reshaped our life.

Pepsi has been there for unforgettable moments. And today we’re here to go down memory lane and see how the Pepsi brand actually started and evolved till 2018.

In the unforgettable moments, in the moments of deep sadness and in moments of high celebration, Pepsi has been there for all of it.

The global campaign, Pepsi Generations, aims to connect all the generations of Pepsi drinkers, through its newest content, ads and some fun and exciting activities throughout 2018.

So, what is the history of Pepsi brand and where did it all start?

When we think of Pepsi, we envision a red, white and blue circle, waving like a flag. But a version of the iconic logo that we now attribute to the soda didn’t exist until over 50 years after the company’s conception.

Initially dubbed “Brad’s Drink,” Pepsi was created in 1893 by a pharmacist named Caleb Bradham. It was renamed Pepsi-Cola, a title that was trademarked in 1903. Although the brand’s name hasn’t changed since, its logo has undergone a number of tweaks and major revamps.



The original Pepsi Cola logo was a simple cursive red typographic logo, which would be adapted later on by rival Coca Cola. The typography was indicative of the popular handwriting style of the 1800s.


1905 saw a more simplistic and easier to read logo, tightening the text and swashes to create a more streamlined look.


Only a year later, the logo went through another redesign, condensing the logo to a more compact size for bottling.


During World War II, in an effort to support the American troops, Pepsi changed its main colors to red, white and blue. This would also be the last lone typographic logo for the brand.


1950 saw the birth of what would become a popular trend with Pepsi logos, introducing the logo in a bottle cap. Circular shapes would soon become a tradition with their future logos.


To keep up with more modern times, Pepsi dropped their famous cursive typography for a simpler sans serif font. This was also the time when Pepsi let go of the word “cola.” The stripe design would soon become more popular than its original typography.


The first real look at the now famed Pepsi Globe, this minimalist design boxed in the text logo in what would become one of their most recognizable logos yet.


This redesign opted to focus on increasing the 3D effect of the Pepsi Globe, and increasing the logo’s visual impact.


Although launched late 2008, this logo was officially on cans in 2009. The globe gets a revamp, bringing a smile to the logo. This minimalist, and flat, approach was well received. You may also find the small hint of a water-like wave on the Pepsi’s “E.”

The PEPSI Journey Continues…

So there you go, the evolution of how Pepsi brand connected with people like you and I over generations.

It’s an interesting journey to see how it all started from a little pharmacy, becoming a patriotic symbol to finally bringing in big names of entertainment to collaborate with business. Making this little product, a big empire and part of every family’s home.

What are some of your favorite memories with Pepsi?

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