Break out of the bubble
If the academic community wants to influence online conversations about R&D then the first thing it must do is get where the action is. Join those online conversations. Start new ones up. Create some noise around interesting research...Read more >
The brand relevance sniff test
As a part of our marketing accelerator impact assessment we carry out what we call the brand relevance sniff test. For this we spend 30 seconds looking at a brand’s website to see if we can understand what...Read more >
Research needs to be more accessible and interactive. An interview with Professor Joe Smith
Next in our series on how research is communicated, Insights Media head of content Roisin Woolnough, interviews professor Joe smith, director of the Royal Geographical Society. Conversation. Noun: a talk, especially an informal one, between two or more...Read more >
The challenges of liberating academic research
Continuing our series on how research is communicated, Insights Media head of content Roisin Woolnough, looks at why academic research fails to reach a broader audience. Mike Morrison recently spent six months working with an academic whose research...Read more >
Overcoming the challenges of communicating climate science
In the first of a series of articles looking at how academics communicate their research, Insights Media head of content, Roisin Woolnough, talks to Dr Mike S. Schäfer, professor of science communication at Zurich University, about the challenges...Read more >
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 >
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 >
