About Alexander Woodward

Alex runs Cultivate Marketing and has worked in marketing for over 20 years. He loves helping clients grow their businesses via thorough marketing planning and pragmatic marketing solutions.

The most important objective for modern businesses

By |3:38 pm|

Recently I had an issue with my mobile phone. To sort it out involved calls to customer services and a couple of visits to store. Which is when things got all a bit much for Vodafone, and I got very irate. Apparently, customer services can’t access the store data and vice versa. So neither side […]

Why Mark Ritson has a point about content marketing being bollocks

By |1:54 pm|

Mark Ritson is a man whose views I value greatly but his recent missive ‘Why content marketing is a load of bollocks’ initially felt like a headline grabbing article without enough depth. But on further consideration it did raise a key problem we have. To summarise Mark had two sides to his argument.

That ‘content marketing’ is no […]

Emotions are key to successful Customer Journey Mapping

By |9:20 am|

“Seventy-three percent of top marketing teams say that a customer journey strategy has positively impacted overall customer engagement” According to the Salesforce ‘State of marketing 2016’

A customer’s journey always starts with a need or want. They then go looking for the solution to that need. They want their need satisfied as effectively and simply as […]

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 […]