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…

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…

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…

Don’t blame new technology for the age-old problem of poor parenting

Stuart Dredge has become something of an authority on the role of technology and children. I’ve often followed his recommendations for educational apps and have even had my eight-year old experimenting with coding through apps such as Tynker. Needless to say, I’m very much aligned to Stuart’s mindset; today’s youngsters will grow into a world…

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…

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…

“Microsoft tech-support virus scam”

One downside to home-working (I’m in my home office three days a week), is that you realise just how often your home phone rings during the day. I try to ignore it, knowing that it’s very likely to be a cold caller, but there’s always a concern it’s actually important; perhaps the kids’ school, a…