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...
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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...
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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...
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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...
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