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develop a content marketing strategy Over recent weeks, readers of Thought of the Day have highlighted a number of issues that they are interested in having addressed in this newsletter. This is the last of five issues raised by readers. Most, if not all of them, have been raised on more than one occasion. CONTENT […]

develop a content marketing strategy Over recent weeks, readers of Thought of the Day have highlighted a number of issues that they are interested in having addressed in this newsletter. This is the last of five issues raised by readers. Most, if not all of them, have been raised on more than one occasion. CONTENT MARKETING I would argue, and research confirms, that most content marketing contributes little to an organisation’s performance. I would suggest that there are two main reasons for this: Content is very often crap, or fails to meet a standard that will ensure it is read by the target audience. One study found that only 8% of marketers are able to measure the effectiveness of the content they publish. Further, 87% of content producers struggle to engage readers. Very few businesses integrate a content strategy into their overall marketing strategy. Indeed, some 70% of marketers admit…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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