Securing a content future

February 25th, 2016

Content is currently the buzz word on every marketer’s lips. Some industry leaders have asserted that it is the only marketing left, the king, even the kingdom. Others take a more quizzical and sometimes sceptical stance about its definition, its importance and its value. Whatever the point of view, it is indisputable that content marketing … Continue reading “Securing a content future”

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Eat your own content

February 24th, 2016

The best content is unique, opinionated, informed and direct. That’s why it’s vital to help your fee-earners find the time and motivation to both consume and create it. Here’s a Noel Coward quote that sums up his view on the world’s most popular medium: “Television is for appearing on, not for looking at.” The great … Continue reading “Eat your own content”

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Water Your Grassroots to Grow in 2016

February 24th, 2016

We’ve gone beyond: since the summer of 2013, when The Guardian’s style column flippantly remarked that, as a nation, we’d reached ‘peak beard’, every slow news day online has been characterised by wry claims that we’ve summited ‘peak peak’. It’s become peak intolerable. So thank god for digital shift, which tears through trends at such … Continue reading “Water Your Grassroots to Grow in 2016”

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Must do Marketing in 2016: Love your data

February 23rd, 2016

Good decisions depend on good data. But are you gathering good data and using it to inform your content strategy, not just your online advertising tactics? Make it a resolution for 2016 to make a date with your data and learn to love it. While many look at data in media performance terms – and … Continue reading “Must do Marketing in 2016: Love your data”

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#Planfor2016

February 19th, 2016

Joe Orton (Senior Social Content Producer at Seven) and Lisa Moretti (Digital Strategist at Seven) headed to Twitter HQ for a morning of insights in 140-characters or more. There we were, all grouped together. A whole bunch of us agency types in a room with some Twitter bods. While there were no major fireworks let … Continue reading “#Planfor2016”

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Let’s not confuse art with marketing

February 19th, 2016

In the heated debate over whether Brooklyn Beckham’s new Burberry fragrance shoot is a slap in the face to the profession of photography or a clever marketing tactic, Nikon Pro editor Laurence Akers ponders the merits of both sides of the argument… A recent article in The Guardian revealed that professional photographers were ‘angry’ because … Continue reading “Let’s not confuse art with marketing”

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Why you’re missing the trick if you’re focussing on UX instead of on user experience

February 19th, 2016

If you’re still living your professional marketing life by the motto “Content is King”, the news will devastate you: content is not King, the user is. Which is fine. For those of us who have come to terms with the above for a while now, reality has become increasingly complex over the past few years. … Continue reading “Why you’re missing the trick if you’re focussing on UX instead of on user experience”

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The content marketing bucket list

January 26th, 2016

Things to try and include in your content-marketing campaign in the year ahead. Jump from 39km in the sky When extreme sportsman and dare-devil Felix Baumgartner made the highest parachute jump from 39km in 2012, you couldn’t miss the name of his sponsor – Red Bull. But the drinks company didn’t treat the stunt as … Continue reading “The content marketing bucket list”

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Social media: the good, the bad and the ugly

January 22nd, 2016

As we’ve settled into January and got over the first day back, now is the time to contemplate the good, the bad and the plain ugly from 2015, plus some insights for the year ahead. After all, while you may have long forgotten what you were tweeting about this time last year, or quite how … Continue reading “Social media: the good, the bad and the ugly”

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How to create FAQs that people will actually want to read

January 22nd, 2016

When it comes to buying a product, either online or offline, I distinguish purchasers into two main groups: those who read the instructions manual and those who don’t. Sadly, I belong in the latter category. Nonetheless, whether we realise it from the start or not, there comes a time when we need some fundamental questions … Continue reading “How to create FAQs that people will actually want to read”

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