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 […]
You have a fantastic piece of content that you want to share with the masses. Great! But how much do you know about your target audience? If it’s not much, then you’re in need of a marketing reality check. First things first: you need a plan. A marketing campaign without a strategy is like a […]
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 […]
No matter how much you might go out of your way to deliver the best possible customer service, as well as the best products, you can’t please everyone. Before the internet became the thing that runs our lives, it may not have been as big an issue to receive a customer complaint as it is […]
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 […]
Donald Trump may have left the White House, but when he was president of the United States, there was rarely a dull moment. His premiership showed marketers how important it is to turn negative news into something good. We look back at some of the stories that underwent this treatment at the height of Trump’s […]
A good content marketing strategy relies on a variety of content, but some brands shy away from long-form examples like guides and whitepapers. While these in-depth pieces can seem daunting, they represent an unrivalled opportunity to show expertise and build trust in your brand. With a good copywriter onboard, there’s no reason why standard blog […]