Posts in 1. Articles

When it comes to content, what’s the difference between ‘solutions’ and ‘requirements’?

Absolutely nothing – they’re both completely meaningless words and yet I see countless IT and tech companies, intent on stuffing them into their copy at every opportune moment.

I remember being at university, sat in the dimly lit lecture theatre as my tutor delivered a class on strategic marketing management. He shared this little nugget with us:

“You should use the word ‘solution’ whenever you can because it can mean anything.”

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Why I’m tired of marketing fluff

Urgh. It’s exhausting. Day-in, day-out I spend hour-upon-hour reading marketing bluffery. And my reasons for reading it are probably different to yours. When you choose to read promotional content it’s probably because you’re looking to purchase. For me, it’s usually because I’m researching a topic for a client project, which means I’m reading what’s in the media, what the analysts are saying, what their competitors are saying… And because my reasons are different, it means I’m forced to read to the end, while you can stop any time you choose.

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What makes a good subject matter expert?

When I started my career, I’d never heard the term ‘subject matter expert’ before. I guess it’s one of those lovely business jargon phrases that means everything and nothing.

And then working for a marketing communications agency I was suddenly exposed to plethora of specialists who had crazy in-depth knowledge in a particular area…

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