Why You Need to Focus On the Middle of the Funnel Right Now

Now more than ever, as organisations large and small grapple with the repercussions of the pandemic and economic recession, the pressure is on to boost sales leads and new business activity. As a marketer, this means the bulk of your budget, time and effort goes into the top of the funnel (TOFU). While focusing on..

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..

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..

What does Google’s Bert Update Mean for Content Marketing?

As far as updates go, Google’s newest, Bert (Bidirectional Encoder Representations from Transformers, to be exact) is quantum in scale. Predicted to impact up to 10% of ALL searches and already having an impact on featured snippets globally, this algorithm update will drastically change how your content is understood by search engines.

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.

Marketing metrics every B2B organisation should track

A recent LinkedIn post on the difficulty of marketing metrics in B2B got me thinking. In our work with clients (many of them B2Bs), measuring marketing activity is critical. Not just because we need to be more accountable for where the investment is going, but to validate the critical role marketing plays as a strategic pillar for B2B organisations.

How to Leverage Personalisation For Growth

In the age of the customer, our efforts to prioritise personalisation is critical to the success of our marketing. And while personalisation can be a multi-faceted matrix, it doesn’t have to be complicated and difficult to get started.