How to use whitepapers to boost your content marketing efforts
Every year that Smart Insights runs its state of digital marketing survey, one trend comes out on top: content marketing. It’s the same again in this year’s report, The State of Digital Marketing in 2018: What works best in...Read more >
Focus on authoritative, trusted content in the face of declining engagement
There’s a line in the ‘Content Trends Report 2018’ that makes for sobering reading for anyone involved in content marketing. It’s this: “If you’re sticking with your content approach from three years ago, it’s now 50% less effective”. Content...Read more >
Some tips on your marketing strategy and short-form storytelling
As well as training its own employees, the BBC Academy also shares its know-how with the general public through its website and its Digital Cities programme. I attended two workshops at its Birmingham event recently. Here are some tips from...Read more >
Is your content marketing aligned with what your customers care about?
The answer is probably not. A lot of corporate brand messaging is out of kilter with what buyers perceive to be important. Research carried out by global consultancy McKinsey found that a lot of B2B companies are putting the...Read more >
A few hopes for B2B content marketing in 2019
I couldn’t help myself. It’s that time of year to trot out pieces on trends for the year ahead and I have succumbed. But rather than trends, I opted to list some hopes, based on what makes for useful,...Read more >
