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…

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…

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…

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…

Customer Journey Mapping

Customer Journey Mapping has become an important exercise for mobile operators looking to improve the customer experience. Here are some best practice guidelines for anyone thinking of running a journey mapping project. The customer journey (how your customer progress through your business from acquisition and beyond) is typically “owned” by several functional groups within a…

Amazon can be a real tease

Amazon can be a right tease sometimes. I signed up for a free 30-day Prime membership over Christmas and decided to keep it. Free next day delivery (I concluded) was absolutely worth paying for so long as I used Amazon for more of my shopping. However, it can be rather a tease. Have a look…

2014 non-trends: 3D printing

Marketing Week’s “Marketing Trends for 2014” includes an entry for 3D printing becoming mainstream and gaining wider adoption within marketing campaigns as brands begin “using it at scale”. Let me be the first of the year to call B.S on that one. I cannot conceive of any scalable marketing campaign that could be executed more…