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 […]
Brexit. Donald Trump. The government response to the Covid-19 pandemic. These are all current subjects that you’d probably only discuss with family and friends if you were ready for a heated debate, a couple of passive aggressive comments followed by that inevitable awkwardness when the Zoom goes silent as you conclude that, actually, you’re never […]
Feminism has long been used as a marketing ploy, but as consumers become more cynical in a saturated market, is there any way for a brand to get it right? Stereotyping is alive and well in the marketing messaging of 2021 – just look at the names of our deodorants. While women douse themselves in […]
Ready or not 2021 is definitely here and people all over the world are already making – and probably breaking – resolutions. Rather than joining a gym, cutting out junk food or even going vegan, why not make content marketing improvements your focus for the next 12 months? Over the past few years, we’ve seen […]
Newsletters are a popular and effective content marketing tool, but so often they embody untapped potential. They are the perfect example of an area that will a little bit of attention can drive audience engagement and new leads. So, from solid newsletter copywriting to small measures that will have a big impact, here’s how to […]