Five tips for creating whitepapers that convert
Using long-form content to fuel your content marketing outputs When was the last time you sat down and wrote 10,000 words? Probably at 2am in your university library the night before a deadline. And if you’re anything like us, you were probably glad when it was all over. But in today’s world, long-form content is essential to a sustainable content marketing strategy, and whitepapers are a brilliant place to start. Writing a lengthy, insightful document that’s relevant to your
Content marketing or marketing content? Why it's vital you know the difference
Fed up with being asked: ‘When am I going to get a sale out of this blog?’ It's time to get strategic with your content marketing. It’s every marketer’s pet peeve – justifying their outputs to the sales team, management board or Beryl on reception. And it can be a really tough one to manage when the fruits of content marketing campaigns are often reaped six, 12 or 18 months after they’re sown. But there is a way to fine-tune your outputs so you can answer with more than an ex
Three top tips to build your brand from the inside out
We’ve all been there. That shop with great product, beautifully-crafted interiors and slick marketing, with disengaged employees who ruin the whole experience. Or the creative agency with free fruit, a ping pong table and inspirational quotes on the walls, where bitching in the open plan kitchen resonates throughout the whole building. Your people can make or break your brand, so it’s vital that you – and they – understand the role they play in your business’ success. Of cour
True story: strong narratives are at the heart of every successful brand
Human beings love a good story. Heroes and villains; romance and adventure. And the thing we love even more? Sharing those stories with other people. Stories form the basis of every culture and religion and, these days, shape every brand that graces our shopping basket. With content marketing THE in thing with marketers these days, everyone’s clamouring for those narrative nuggets that help bring their brand to life. The anecdotes that people can share down the pub, the ad yo
The good, the bad and the ugly: how myths and legends shape your business
"The negative effect of a setback at work on happiness is more than twice as strong as the positive effect of an event that signalled progress” – Harvard Business School Most of us don’t need academic studies to tell us that negative experiences have far longer lasting impact on us than positive ones. It’s human nature, but it’s damaging; even more so for businesses looking to drive engagement and cultural change. So how can you dilute negative folklore with positive legends
