How one piece of content can fuel your content strategy for months
In December 2013, Jay Acunzo found that 70% of the roughly 2 million hits of HubSpot’s blog came from posts that were more than a month old. He wrote, “The entire team could stop blogging for a whole month and still see 70% of the expected results – zero work needed. Now that’s ROI!”. If […]
5 Reasons why you should be using YouTube For Business
With over 4 billion videos viewed daily, YouTube is the second largest search engine and the third most visited website worldwide, behind only Google and Facebook. It’s a well known fact that YouTube reaches more adults aged 18-34 than any television programme. For one reason or another YouTube is often overlooked when creating marketing strategies […]
Why every business needs a CPA strategy, even if it chooses not to use it
CPA models tend to be reserved for a certain kind of company; those with deep pockets and an infinitely scalable product. The vast majority don’t even understand what CPA means, let alone have a strategy for it. I believe that every business, from law firms to hairdressers to manufacturers, can benefit hugely from adopting a […]
Why every brand strategy needs two or three big ideas
Fifty years ago David Ogilvy spoke about the need for marketers to think bigger. His goal on every project was to create something so special that the brand would still be famous for it 30 years later. It wouldn’t always work out (he estimated that he came up with about 10 great ideas in his […]
Five areas of old school marketing in which digital marketers need to up their game
Nothing is ever really new. As much as we love to act like we know tonnes of stuff that traditional marketers don’t, it’s just not true. Of course some of the channels through which we distribute content and engage with our audience are new, but the fundamentals of what shapes that content and the principles […]
The death of monthly reporting
I don’t know if this is a controversial viewpoint or not, but I’m pretty sure monthly reporting is bullshit. I get that the analysis needs to happen, and I get that some clients (usually marketing managers) like discussing these reports in a lengthy monthly conference call, but for every one of those clients, there are […]
The Brilliant David Aaker Strategic Brand Planning Model – An Overview
We’ve all been there. Some smart ass asks you to explain your target audience, USP or value proposition and it seems that no matter what you say they shoot you down – “It’s too generic. You need to be clearer. You’re trying to cater to too many people. Your USP isn’t really a USP at […]
The underrated art of copying
A friend of mine once told me that the most undervalued part of good business was market research. That friend is now running one of the fastest growing tech companies in the UK (according to Deloitte). He’s 28. This guy is talented. Very. But at the heart of all his strategies has been one very […]
Modern SEO Part 3 : The Surprising Role Of Influencer Marketing
Your goal is to dominate the rankings. You have a clear brand strategy (see previous post) which means it’s time to start engaging influencers. If that seems like an odd leap then let’s consider some of the factors that might determine your success with SEO: – Awesome content – Links from related sites – Social […]
Modern SEO Part 2 : Four Very Practical Reasons You Need A Clear Brand Strategy
SEOs love to overcomplicate things so let’s be clear, Google has one objective – to rank great content from great brands. Don’t get me wrong, I’m not suggesting that under the bonnet there isn’t an incredibly complex algorithm with endless technical components that can each have implications for your rankings, but there are several problems […]
