Why a Tight Agency Brief is so Powerful and How to Write One
My stint inside a creative agency taught me a valuable lesson, one I have carried forward and honed over the course of my career — the importance of a tight brief.
Generalist v’s a specialist marketer
As marketing has exploded over the last 10 years, so have the number of specialist areas needed to support the function. This raises the question: are we losing breadth of skill as the depth of skill increases? Are marketers of the future equipped to run departments if they don’t understand how the discreet aspects of..
The Art and Science of Telling Better Customer Stories
Storytelling in marketing is such a buzzword, that even saying it’s a buzzword seems passé, but when it comes to customer case studies, storytelling really is the name of the game.
Marketing’s Job in Times Of Crisis, Pandemics and Other Catastrophes
All over the world, governments, businesses and communities are fighting against a modern-day pandemic – COVID-19. The sheer scale of this pandemic is like nothing any of us have seen in our lifetime. Economies are being crippled, businesses destroyed, and lives lost. Whilst this is by far the biggest crisis we’ve had to deal with, it’s not..
The Ins & Outs of Content Pillars: Part 1
To be successful in content marketing, you need to be clear on your purpose and the messages you’re trying to convey, otherwise you won’t get the cut-through in today’s cluttered content landscape. This is where content pillars come in.
How to create quality content at scale
Producing high-quality content consistently is hard. It takes time, a fair degree of effort, and a crystal-clear vision of what you’re aiming to achieve.
What’s More Important, an Analytical or Creative Marketer?
Transcript: A question that comes up again and again is what’s more important, an analytical marketer or a creative marketer? And I don’t think it’s that simple.
How Brands Can Use Content Personalisation
Transcript: Today I want to talk about content personalisation, and by personalisation, I don’t mean “Dear First_Name”, I mean really understanding the audiences we have and tailoring the messaging and content that we send them to their interests and their needs. Watch the vlog or read our transcript below to find out more.
Why Every Marketer Should Re-purpose Content
Struggling to create new content for your marketing strategy? It’s time we talk about content re-purposing and the importance of doing that piece of work early in your planning phase.
Analytical vs Creative Marketing: The Balance For Driving Growth
CMOs need more than one string to their bow According to findings from the recruiting firm Spencer Stuart, after 42 months the average Chief Marketing Officer (CMO) will be out of a job. The reasons for this vary. A CMO has to juggle many balls in the air and are often blamed when things go badly...