You’ve worked tirelessly for weeks and your demand generation and nurturing efforts have paid off. You’ve finally built a relationship with a target customer, you’ve engaged a key sponsor and now he’s coordinating a wider meeting for you to demo your product to his peers and internal decision makers. You can almost see the sales…
Category: Comms
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…
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…
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…
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…
Brands don’t always own their name on Twitter, and this is what happens…
Once upon a time, connecting your brand across online properties was relatively easy. So long as you had the URL, there was little else to think about. Today, the landscape is very different with organisations having to connect their brand across multiple social sites; each with very different trademark policies and control points. I was…
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”…
Uber sneaky: The dirty side of the sharing economy
If press reports are to be believed, ridesharing company Uber has been playing a grown-up version of Knock Down Ginger (Ding Dong Ditch to US readers). Lyft, a competitor to Uber, claims that Uber employees have ordered and cancelled more than 5,000 rides since last October. That’s a huge drain on resources, effectively taking drivers…
Why PR’s big-data, geek-laden rhetoric makes me cringe
Dear PR Industry. It’s ok, we get it. Times are changing and PR needs to change too. But, please, for the love of god, stop with the “Future of PR rests with Geeks and Big Data” angle. It smacks of desperation, misunderstanding and a genetic desire to associate yourself with the latest zeitgeist. In your…
This guy was mediocre, what he did to increase his popularity will blow your mind!
You clicked. I knew you would. But is it fair? Have you clicked because you value my commentary or because the headline delivered an emotional promise? Do you consider this click-bait or will this post actually deliver something? If you are a B2B marketer I hope this will be of interest, because I want to…
What Storm St. Jude tells us about the state of news coverage
According to the office, we don’t name storms in the UK. So the minute news broadcasters started calling this week’s storm St. Jude, you knew the hyperbole machine was in top gear. Of course there were some tragedies as a result of high winds, and I’m not belittling the storm (which hit Denmark and Germany…
“Disruptive”. Investor-pleasing rhetoric with little substance?
In an interview with the Financial Times this week, HTC CEO Peter Chou talked of the company launching a tablet in the near future. He stated that the product would be disruptive. Disruptive. What a nebulous statement that has become. I’m sure it resonates well among the investment community keen to see HTC’s fortunes reenergized,…
