Crisis Comms: Why Sony can’t play the victim over “The Interview”

It’s crisis management time for Sony. Forget the celebrity-endorsed concerns over censorship, or the politically-charged debate over bowing to terrorist threats, there are a growing number of observers that are questioning Sony’s judgement in green lighting the film at all. When Sony Pictures pulled the release of The Interview – a comedy depicting the assassination of North Korean leader Kim Jong-un – the flood gates opened and the internet did what it did best; it judged. From a communications perspective, the problem facing Sony right now is that there are just too many strings to this crisis; from leaked emails … Continue reading Crisis Comms: Why Sony can’t play the victim over “The Interview”

Free underwear and the art of marketing through LinkedIn

Linkedin has made real progress over the last 24 months. By putting greater focus on content it’s been moving solidly towards improved user engagement; and in return saw its advertising revenue grow 45% in Q3 over the same period last year. However, it’s still not seen as a hotbed for marketing creativity. Brands have typically favoured FaceBook and Twitter as a vehicle for audience engagement and I could probably count the number of great marketing campaigns that use Linkedin on one hand. What that means is that when a clever campaign is launched it does get attention. Free underwear & the … Continue reading Free underwear and the art of marketing through LinkedIn

Applying the 70:20:10 innovation rule to your marketing

The 70:20:10 rule is frequently cited as a useful formula for delivering an optimally blended mix of marketing content. For those not familiar with it, it suggests: 70% of your content should be low risk; it talks to the fundaments of your proposition and you know it works. It’s the stuff that keeps the lights on and the furnaces burning. 20% should innovate off of your 70%. It’s a little edgier and might go deeper into the core proposition. It might be used to pull targets further down the sales funnel, perhaps leveraging long-form, niche content. 10% is your room for … Continue reading Applying the 70:20:10 innovation rule to your marketing

A “content marketing” definition for B2B marketers

Something of a debate has opened up at the office around the exact definition of content marketing. It’s a valid debate; marketers play loose and fast with the term and, technically, almost every marketing effort uses “content” of some description. However, it’s not that simple. The value of Content Marketing lies in its ability to affect a change in a highly non-interruptive way. There is no hard and fast definition. In fact I have read several definitions and I disagree with elements of all of them. So here’s a personal attempt at defining content marketing for B2B marketers. Let’s start … Continue reading A “content marketing” definition for B2B marketers

Atomize your approach to content marketing

Have you heard of “content atomization”? Like so many other terms, it’s a slightly convoluted way of describing something that’s actually just good common [marketing] sense. Many of you will even be doing it already, but here’s a refresher and introduction to those looking to build a great content marketing practice in your organizations. Atomizing content describes the processes of breaking down a core content asset or value proposition and tailoring it to suit a variety of audiences. That means not just recycling content, but reimagining it and building a new asset that meets the need of i) a certain … Continue reading Atomize your approach to content marketing

5 tips to creating great long form marketing content

Long form content is making a comeback in marketing. If you want to ensure your content successfully cuts through the noise, here are my five simple tips. 1. Be Unique: Content marketing is awash with “me-too” topics. “Understanding Big Data”, “Deliver a Great Customer Experience” etc. Give your audience something they haven’t seen before, or at least ensure you spin the topic to be less generic and more unique to your own offer and target market. Perhaps it’s “Understanding Big Data for Restaurateurs”, or “How Cinema Chains Can Deliver a Great Customer Experience”. Find your clear water. 2. Be Useable: Making content … Continue reading 5 tips to creating great long form marketing content

B2B marketing: Are we outsourcing creativity?

“You need to have not only a strong understanding of digital but also an inherently analytical approach and passion for data and numbers. Combine these attributes and you have a well-rounded marketer.” I read this quote in B2B Magazine. It was from a senior executive with experience spanning Microsoft, Google and GoDaddy. As his “Top Tip” it seems innocuous enough; but read it again. What’s missing? It’s something that’s been bugging me for some time. Creativity. It used to be at the core of any good marketer. It’s what attracted me to the industry in the first place. Today, the … Continue reading B2B marketing: Are we outsourcing creativity?

We’ve forgotten the value of long form content in B2B marketing

Those who have been in the marketing industry for more than ten years will remember that once upon a time, the majority of content produced was long form. Lengthy whitepapers, detailed case studies and 2500 word by lined articles. These were the norm. However, over the last few years, as the idea of “content marketing” began to explode (we’ll ignore the fact that we were doing this 15 years ago, we  just didn’t have a name for it), the art of long form content started to be lost. Gone were the in-depth pieces that conveyed deep domain expertise, making way … Continue reading We’ve forgotten the value of long form content in B2B marketing

Churn & Customer Value Management in Telecoms

I’ll be speaking this month in Prague, chairing the Churn & Customer Value Management in Telecoms conference. Some great speakers have been lined up (O2 UK, Tele2, 3UK, TTNET, Vodafone etc). I’ll be keeping a live blog / Twitter stream throughout the event. If you are planning to attend, feel free to connect with me in advance. More information at http://www.churnandcvmintelecoms.com Continue reading Churn & Customer Value Management in Telecoms