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Best Practice

Tuesday 28 February 2012 - 11:07

It is with sadness that I share our decision to dissolve Marketing Clout (at least in its current form) as of the end of February 2012.

We close the business having done some great work but most notably having proved the content marketing concept for an initially sceptical client, Base Structures.

Friday 27 January 2012 - 12:19

It’s a tricky one. You want their details because it’s all about getting leads. Once you’ve got their details, bam - you can reel them in on a dedicated marketing automation path. Or so goes the theory.

But the question is – will you put them off by asking them to ‘commit’ too early?

Monday 09 January 2012 - 10:27

It’s a big day when a household name, a superbrand no less, THE marketing giant, who pumps in excess of $2.6 billion pounds a year (see here and here for proof) into the advertising machine says....”you know what, times have changed. ”

Friday 16 December 2011 - 11:04

This month saw the release of the annual B2B Content Marketing Survey by Marketingprofs and the Content Marketing Institute. It’s a great benchmark of content marketing engagement globally with some useful insights (most notably the uptake in video usage).

For me though, what is more interesting is what it doesn’t say.

Thursday 15 December 2011 - 16:06

So I was racking my brains – what can I do to thank our followers for their fabulous support in 2011?

"Eureka"… the ‘super helpful round-up’ of some of the most valuable and helpful resources we’ve used in 2011. Well, the best gifts take the legwork out don’t they!

Thursday 01 December 2011 - 15:19

I’ve lost count of the number of websites that build their resources sections so you search by format type: videos, webinars, white papers, case studies. And you have to go into each and every section to look for something that may be of interest.

Wednesday 23 November 2011 - 18:17

You wouldn’t ask a violinist to conduct an orchestra.  He may be an extraordinary musician, but what does he know about conducting or about how each section comes across to the audience?  Will the audience come back? Chances are, probably not.

Similarly, your typical copywriter, while highly skilled in his area, won’t necessarily have an understanding of writing content for integrated digital marketing campaigns.

Wednesday 05 October 2011 - 10:50

If you haven’t overhauled your press release writing and distribution for content marketing in the social media age, you have no time to lose.

Thursday 22 September 2011 - 15:04

Unlike American Tweet machine President Barack Obama, Aung San Suu Kyi, the Burmese pro-democracy leader, claims to be ‘too busy’ to use Twitter since her release from detention. No doubt she is busy, but could she be limiting party support by not using social media to engage and build community groups?

Thursday 15 September 2011 - 13:33

Your marketing content comes in many shapes and sizes - case studies, white papers, press releases, videos, eBooks and of course blogs.  What binds them is they must all be relevant to your audience



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