Good Marketers Don’t Tell Lies

What is the role of marketing in the modern age? Is it to take any product or service and say whatever it takes to persuade people to buy it? Is the internet just a way of getting the same old distorted message to more people?

According to some of the participants in a recent LinkedIn discussion that’s exactly what we do. In fact it’s worse. ‘Half-truths, misrepresentation and downright lies’ were the main features of the job spec according to one person […]

By |July 24th, 2015|Marketing, marketing strategy|0 Comments

As an SME, are you Really Ready for Content Marketing?

Jumping on board with content marketing without thinking can be like sprinting for a train, head down, without checking the departure board. Who knows where you’ll end up and you probably wasted the price of the ticket.

Content publishing and social media can be highly cost-effective ways to market your business. The potential reach is almost unlimited, most of the tools are free, and many of the traditional barriers to making a sale simply dissolve.

But you can also burn up […]

By |January 30th, 2015|content marketing, Marketing, marketing strategy|3 Comments

The Elusive and Essential Nature of Trust in Marketing

Trust. Every business needs it. But how do you get it and how will you know when you have it? And in the online world how do we build the trust that gets us beyond the first tentative steps of a business relationship?

I was given a lesson in the elusive and often irrational nature of trust by and elderly Frenchman several years ago.

I was at one of those French supermarkets where you need to insert […]

By |January 6th, 2015|content marketing, Marketing|1 Comment

Never Mind About ‘Great Content’, Work out what it’s for first.

If you have any interest at all in digital marketing, websites and SEO, you’ll have heard plenty about content – and great content  in particular. ‘Great content’ improves your search visibility. Promoting your great content through social networks and influencers earns you traffic, trust and authority.

So far so good. The content marketing concept is easy to understand and I’m sure you can see how it might work for your business. But how many really clear definitions have you […]

By |November 25th, 2014|Blogging, content marketing, Marketing|0 Comments

6 Ideas for Marketing Professional Services

I was recently addressing a group of management and chartered accountants and the discussion inevitably turned to marketing. All professional services providers face a significant challenge: how can businesses that provide broadly similar outputs differentiate themselves.  There’s a similar issue with law firms and, I guess, with web designers, training providers and a host of other services.

If this challenge sounds familiar here are six thoughts that might help. Including how content marketing could make all […]

By |April 1st, 2014|content marketing, Marketing|0 Comments

Breathe Life Into Your Brochure Website

If you’ve been around a few years you’ll remember how excited people used to get back in the 80s and 90s about their new corporate sales brochures. You’ll probably also remember how many used to end up in the skip (recycling not quite as popular back then), as they went out of date and became irrelevant.

 Website content is different – or should be
Company websites then began to represent the new world. Website content could be […]

By |August 29th, 2013|content marketing, Marketing, website content|0 Comments

It’s Only Marketing When It’s Marketing

I talk to a lot of businesses about their marketing efforts. Many tell me about the various methods they are using: websites, email, social media and so on. Sometimes I find that what they are doing isn’t really marketing, but just ‘activity’. Here’s a few questions that you can use to review your own activity to see whether it is marketing and whether you are likely to get a return for the time and budget […]

By |May 10th, 2013|content marketing, Marketing, social media|2 Comments

What Do Christmas Cards Say About B2B Marketing in 2013?

The way you approached your Christmas card writing might say something about the way you do on-line marketing. And might give you food for thought in your B2B marketing plans for 2013.

 

Royce Bair via Compfight

The quickest and easiest way to finish the card-writing task is to get a big box of identical cards, sign your name and then whack them into address-labelled envelopes. Job done in no time!

On the other hand, you might take a […]

By |December 20th, 2012|content marketing, Marketing|1 Comment

Do Terms like Content and Inbound Marketing Help or Confuse?

Richard Scott via Compfight

Marketing people love inventing new terms for what they do. You could trace the history of marketing just by listing a whole load of terms and arranging them in chronological order. Latest among these you’ll find digital marketing, content marketing, inbound marketing, social media marketing and reputation management.

I often wonder how helpful these terms are to somebody looking for the most cost-effective way to promote their business. Often the implied message […]

By |September 11th, 2012|content marketing, Marketing, social media|0 Comments

We Need to Talk About You

‘We’ and ‘you’, two very small words that make a massive difference to how well your website content connects with your customers.

maistora via Compfight

Have you ever considered how welcoming your website is to visitors? The number of times you use the word ‘you’, as opposed to ‘we’ could be a good indication. Here’s the sort of website content you often see:

‘On-time deliveries, high performance standards and the approach of dealing with every project and every […]

By |August 7th, 2012|Blogging, content marketing, Copywriting tips, Marketing|0 Comments