In recent weeks there has been a flow of predictions about content marketing in 2015. I’d like to try something a bit more modest, three pieces of advice that I hope will help you in the coming year. Here goes: Read more
In recent weeks there has been a flow of predictions about content marketing in 2015. I’d like to try something a bit more modest, three pieces of advice that I hope will help you in the coming year. Here goes: Read more
Most content being produced is a waste of time and money. The reason is that it suffers from the number one reason content marketing fails – it has an inside-out perspective. It’s the content marketing equivalent of a selfie. Read more
Most companies will have to transform digitally. In order to be successful, it is crucial to have buy-in from senior management – from the C-suite and the Board. Yet a recent study showed that knowledge about digital is lacking among these groups. What can we do to change that? Read more
As content marketing matures and develops there will be more focus on the buyer’s journey. We can use it to package our content in different ways for various stages of the journey. In order to have an impact early on in the journey we will need to use a combination of digital and physical channels. Read more
Relying on anecdotes about what successful people have done, or banking on the brilliance of your employees is setting yourself up for disaster. You need to have a plan. Read more
Storytelling is a a great way to communicate, especially if you can find a really powerful, emotional story. But just because you have a story like that, does that mean that you should use it? In recent weeks two brands have done some very powerful storytelling, with very different results in my opinion. Read more
Ever since social media started to become a factor we have reminded ourselves that ”it’s a conversation, not a monologue” and that we should use it to listen as much as talk. We talk about not doing megaphone marketing and we measure “engagement”. Yet even as social media is maturing there is still a lot of opportunity lost because companies don’t take the listening part seriously. Read more
Digital transformation is a hot topic these days, and you can easily find a lot of reports and research talking about why companies have to do it. But what is it, exactly, and what can you do to get started? Here is a definition and five suggestions on your first steps. Read more
Recently there was this great thread in the Content Marketing Institute’s LinkedIn group, asking about golden rules for creating content. I came up with five points, that I’d like to share with you. There are certainly more, check the thread for some very good ideas, but these are the ones that struck me as key. Read more