Rocket out of (possible) recession

By |2:48 pm|

The UK economy may well be heading for some tough times. How businesses react to tough economic times is what often makes or breaks them.

But what is the ideal strategy for flourishing when others are navel gazing and hidden behind the sandbags? A great piece of research from the Harvard Business Review sheds some interesting light on […]

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 […]

Why we need Chief Value Officers, Not Chief Marketing Officers

By |10:37 am|

Words have power and ‘marketing’ is a very weak word. It’s vague and fluffy and this results in vague and fluffy activities being performed in its name. Plus, everyone seems to have a different view of what it actually covers. The Chartered Institute of Marketing have a very succinct and widely quoted definition of marketing:

“Marketing […]

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 […]