When it comes to content marketing, you can’t wing it. If you do, you’re just throwing money away – because getting content marketing wrong costs your business at every level. So let’s look at four key areas – and how a mistake in any one of them can quickly derail your entire effort. And then […]
Don’t wing it:
Do’s and don’ts: How to stop your content becoming a sales brochure
There are a lot of potholes out there. Particularly when it comes to spoiling your content marketing with some accidental, or even intentional, promotion. It’s like making a beautiful meal, then adding just a touch of bleach. Doesn’t matter how little, the whole thing is ruined. So let’s get this out of the way from […]
That article you just read wasn’t written by its author – here’s why
You’ve seen his or her by-line, their profile photo, and read their article. Pretty impressive all round. Except they didn’t write it. But it’s not as underhand as you might think. Name an entrepreneur or VP or CEO who has the time to write a 1,200 word article once a week and I’ll show you […]
Chief Content Officer: Why companies are creating a head of content position to drive revenue
Let’s start with a number: 56% of CCOs have been appointed since 2016. In the past five years, this position is growing fast in its importance in non-media companies. In fact, whether you call it CCO, VP of Content, Head of Content, or anything else, companies in all sectors are increasingly realising a need for […]
Why should business leaders write content?
Picture the scene. You’re at a major conference. You are there to network with your peers, to talk to potential clients, perhaps you’re even doing a presentation yourself. Over the course of the day or days that you spend at the conference, you will introduce yourself a number of times. Now, imagine what you hear […]
Marketing in a global pandemic: four ways your content should have changed
Captive audiences, hungry for education and entertainment, have provided unprecedented opportunities to engage and build trust with your audience in 2020. And whilst the pandemic demanded that you fine-tune your approach, scratch below the surface for topic selection and alter your tone, the fact remains that if you weren’t producing content, you were losing out […]
4 reasons companies say yes to content marketing
There are many reasons more and more businesses are using content marketing. And while it’s not there to replace traditional marketing, it enhances it beyond recognition. It’s adding a turbo boost to anything you do in the marketing sphere, and it’s turning you into a publisher of content that builds trust with your audience. So […]
4 ways content helps you build a better business
Content builds businesses. It allows you to think and rethink your approach; it provides an opportunity to communicate your philosophy internally as well as externally; it can even become a source of pride within the company. And thinking this deeply about your offering (which is what great content demands), especially when senior management are involved […]
Why a sales team is no longer enough – and how content marketing provides that boost
Sales is a must. No one will argue with that. But in 2020 it’s clear that sales, and sales alone, cannot get the job done. Here are the facts: almost half of all sales people never follow up with a prospect, and only one quarter even make a second contact with a prospect (before then […]
You are no longer a marketer You’re a publisher
Thinking like a publisher is a change of mindset. It’s not something that happens overnight, but with steady work and partnering with the right people, your company can become a successful publisher. The question is, why is this important? Why would you want to become a publisher? In short, your competitors are already doing it. […]