All marketers can claim to be data-driven. We know we need a strong, well-researched strategy, we know we need to A/B test, we know we need more than a passing glance at our social media analytics to know if we’re on the right track. But do we actually do these things? Can we all, hand-on-heart, […]
Having good content on your website is one of the most important criteria for the success of your marketing and, ultimately, your business. It’s time-consuming and difficult to build a content-rich, well-functioning website, and you may not have the necessary resources, facilities or expertise in-house. Fortunately, there are many agencies out there that provide content […]
If you understand the value of high-quality content, you’re already aware of the importance of communication in getting good results from your marketing and forming strong relationships with your clients. You might have great ideas for how your brand messaging will work externally, but do you have a plan for making sure everyone on the […]
Property – like most industries in the 21st century – has shifted its focus online, forcing estate agents to behave more and more like content marketers. In the past, selling a house typically involved sticking a picture of the property and an asking price in the window of a high-street agent office, or for those […]
A lot of hard work goes into planning, creating and launching a marketing campaign, so it makes sense to take full advantage of every asset you produce to support it. Unless your goals are incredibly time-sensitive (for example, if your content was very seasonal or based around a specific event), there’s no reason why you […]
Content marketing cannot exist without content, and content cannot exist without ideas. But where do you get your ideas from? Standard brainstorming sessions can be effective, but can also get sidetracked or dominated by those who shout the loudest. After debating each suggestion, you might find you come away with just a handful of workable […]
Myths are a common part of life. It’s often said the Great Wall of China is the only man-made structure visible from space and bulls get angry when they see the colour red, but neither of these is true. Many myths are harmless and fun to believe (even if they’re completely false), but there are […]
When it comes to marketing, it’s very important to know the demographic you are trying to reach. But this is just the first step. It should inform your ongoing decisions, taking your desired audience into consideration, without falling into a number of common traps. These pitfalls include stereotyping your chosen persona and targeting your marketing […]
B2B thought leadership content is a very particular beast. Not only is the content unique, but it has very specific goals and a buying journey that’s longer and more complex than that of its B2C cousin. It’s certainly a challenge, but if you get thought leadership right, the benefits can be huge. The value of […]
Have you ever thought about referring to someone at work as a “strong woman”? Now, as a feminist who likes to hear women – and those who identify as female – being referred to as “strong”, surely it would receive a positive reaction? Not quite. As much as I want everyone to realise the strength […]