Confused by whether its Content strategy or Content marketing strategy?

By |12:12 pm|

I’ve been asked to do a pre-print review of a content marketing book authored by a leading light in the content marketing world. The key thing that stood out for me was the lack of clarity around what content strategy is versus content marketing. No one seems to agree completely and there are a number […]

Customers don’t care about you

By |1:04 pm|

The world is awash with messages such as:

“We’ve launched this revolutionary new product…”

“Our team is great and looking forward to helping you…”

“Our customer service is the best in the business…”

“We are great look at us…”

Blah, blah blah

Especially in social media where anyone can broadcast any old drivel to the world. What the businesses behind them […]

Five tips on feeding the content marketing beast

By |3:05 pm|

Content marketing is a very hungry beast. To drive effective inbound marketing you need to feed that beast frequently. For most businesses creating enough quality, original content can be hard. It takes resource and time to generate, distribute and monitor. This puts many businesses off and underestimating the commitment required will only result in lacklustre results. […]

Two things that will deliver content marketing success

By |12:03 pm|

Businesses are producing vast amounts of content nowadays and much of it isn’t really effective. As the Content Marketing Institute found out only 30% of B2B marketers and 38% of B2C marketers rate their efforts as effective.

From what I see this is mostly because their content is simply dressed up promotional messages aimed at selling […]

The Most Important Element of Content Marketing, a Positive Value Exchange

By |12:21 pm|

The Content Marketing Institute defines content marketing as follows…

“Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

The most important word here is ‘valuable’ and that’s due to the last point about […]

Video Marketing Masterclass: Stereoscopic 3D video

By |12:55 pm|

If a picture’s worth a thousand words, then video is worth at least 24 pictures each second, based on the standard frame rate for moving images. Any video marketer worth their salt knows how to make every second of film count, but with audiences bombarded by more and more video content online, from website sidebars […]

Why businesses are in an information ‘Arms Race’

By |1:54 pm|

While recently writing my talk for the Business Outlook Conference which is entitled ‘Future Proof Your Marketing’ I realised that the growth of the internet has led to a simple but profound arms race between businesses. However, it’s a good race that isn’t leading towards world destruction but hopefully better products and services for customers. […]

6 steps to successful content marketing

By |1:42 pm|

Before embarking on these steps make sure you get input from all the stake holders and be realistic about what you can achieve with your available resources.

Analysis – understanding your products or services, business structure, market, competitors and most importantly your customers. This will require some desktop research involving whatever data you have and finding […]

Why a lot of content marketing is rubbish

By |11:39 am|

Everyone is into content marketing nowadays and many are getting it wrong. I don’t mean the tactics and technical delivery of it. Especially with automated systems such as Infusionsoft and Eloqua to help out. Where they are getting it wrong is in the content itself. The stuff out there is often loosely disguised press release […]

Slimy toads on roads inevitably end squashed – why stories work

By |11:33 am|

Humans remember stories better than they do a list or sequence of words or numbers. My 7 year old son uses a simple mnemonic technique to learn new and difficult words. For example ‘because’ is ‘big elephants can’t always use small exits’. And top memory champions such, as Dominic O’Brien, use it to memorise huge […]