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 […]

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. […]

Marketers stop focusing on what’s changed, it’s not that important

By |3:57 pm|

We keep getting told that things have changed hugely in the past few decades. That the world is a very different place to what it used to be. And they are right. Lots of ‘things’ have changed but the most important one hasn’t. That is fundamental human behaviour. Yet because lots of other things (e.g […]

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 […]