Personal views and thoughts on the world of digital marketing
“Markets are conversations”, possibly one of the most referenced points of the seminal book, The Cluetrain Manifesto. The book, first published in 1999 lays out 95 theses which are considered by the authors as the founding principles for any organisation looking to operate on the internet. Fast forward 20 years and “Markets are Conversations” is now Read more about Content Marketing starts with Customer Conversations[…]
The rise in content associated to voice search has already stolen the marketing headlines but are we getting ahead of ourselves when it comes to brand strategy? But before jumping head-first into exercising a “voice strategy” lets take a brief look at the opportunity and what it means for brands looking to take advantage of this Read more about Voice Search and the Opportunity for Brands[…]
Tactics before strategy continues to be a key challenge for organisations and their CMO’s to address for 2018 according to the latest CMO survey: https://cmosurvey.org/results/august-2017/. Elements of the CMO survey suggested an ongoing disconnect between how CMO’s regard their digital channels. The report also suggests there is a growing trend for CMO’s to look for the Read more about Content Marketing Strategy – Building for the Long Game[…]
Working in digital marketing requires you to make sure you’re developing your personal skill sets no matter what part of the marketing mix you are working on. Over the past few years I’ve explored some fantastic online learning that I’ve used to help shape my own career and development. Perhaps the most important foundation for Read more about Improve your Digital Marketing Analytics Training with Loves Data[…]
After all that’s precisely why your brand is investing in content marketing, right? To drive value and build a tangible outcome through content. So ask yourself and more importantly, ask your wider organisation…. is this content journey going to provide a clear, measurable outcome back to the business? Ideally your content journey will be building Read more about Proving the Value of Content Marketing to your Business[…]
“It is becoming abundantly clear that organisations can spend money on finding people with the more vocational, tactical skillsets but the real difficulty is encouraging, and more importantly retaining, the skills of employees who can adapt and reinvent themselves as changes in the marketplace or opportunities arise”. The connected economy is not only pressuring organisations Read more about The Age of the Employee[…]
According to Dell, 89% of organisations are activating strategies and digital transformation programmes to reduce the gap between modern customer demands and what is actually delivered by organisations. Putting the customer at the centre of the organisation’s strategy is essential and to do this, the first step in a transformation should address the cultural Read more about Getting the right cultural fit for Digital Transformation[…]
According to a recent CMI survey, just 37% of B2B marketers and 40% of B2C marketers have a written content marketing plan in place. At the same time, content marketing continues to become more mainstream as a recognised channel. In many examples, the reason why so many content marketing strategies fail is because there is no Read more about Building a Content Marketing Strategy – Setting your Scene[…]
An organisation’s history and background are valuable assets and an opportunity to use as a unique selling point when looking to differentiate your brand. Using your brands history or heritage is a useful way to help position the brand and how your audience perceive you. It also helps to act as an anchor in attracting Read more about Building Your Content Marketing Strategy – What’s Your Story?[…]
How do you go about marketing to everyone? Well that’s one of the challenges career site Monster has to tackle. I caught up with Margaret Magnarelli, managing editor and senior director of marketing at Monster, to uncover some fascinating insights into how a global brand retains its position of being truly relevant to its broad Read more about The role of Content Marketing in Building a Global Brand[…]