By learning the lessons from these 4 brand failures, you can create a strong brand that shines for all the right reasons…Read More
With these 11 ingredients, you can bake a brand that’s strong and delivers more value to your audience (and your bottom line!)…Read More
I was hacked. It was December 2019 and I was copied into an email from a client that was forwarded onto their finance department, requesting immediate payment for a late invoice. Given I’d only invoiced a few days previously and my terms are 14 days, I knew this was odd…Read More
Marketing is responsible for building the pipeline, which sales then convert and close. And yet so often sales is out on its own trying to win the big deals, leaving marketing to sit indulging in ‘fluffy’ things.
When sales and marketing aren’t in alignment, it puts the business at a serious disadvantage:
- The sales team lacks the pipeline it desperately needs to go after.
- The business lacks the feedback mechanism to know what the market is after and therefore how to position your product/service.
- And considering that just 1 in 10 companies is prepared to sit face-to-face with a member of your sales team, you need another way to talk to your audience.
In just 5-minutes you can learn 35 things from #CopyCon20 without losing a day’s work attending the event…Read More
A couple of weeks ago I was talking to a new prospect. He was really keen to start using content to promote his business and start generating some leads for his pipeline. The conversation was great because he shared my passion for content marketing…
Or so I thought. Things quickly started to unravel when I realised that what he thought of as ‘content marketing’ was vastly different to my understanding, because he ended up choosing to work with a telesales agency.
It reminded me of another opportunity I’d won last year – even though my client and I were using the same words in conversation, what we meant by ‘blog’, ‘article’, ‘case study’, ‘thought leadership’ was wildly different.
The failure is completely mine. Rather than assume we were speaking the same language, I should have ensured that each conversation started with us both being on the same page. Therefore, I thought I would share a whistle stop tour of the wonderful world of content marketing…Read More
A white paper is never ‘just’ a white paper.
Every piece of content can be repurposed, so look beyond the format to see the words and messages within. Once you know the essence of what you have to say, it’s just a case of respinning it to engage your audience in a new way.Read More
So what do you want to be famous for?
A simple enough question, but the answer might not be what immediately springs to mind.Read More