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 […]

The chainsaw test

By |10:57 am|

I’ve been thinking about the single most important factor that determines if someone actually buys your product or service – and it’s trust. In order to buy, a potential customer needs to;

Trust that the product or service will do what they want it to do
Trust that what you say is correct
Trust that you will deliver […]