7 tips on how to write a good article

“One day I will find the right words, and they will be simple.” That’s a quote from Jack Kerouac’s book, The Dharma Bums. It’s also a pretty good approach to writing an article, although you can rarely afford to...
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11 questions to help shape your content strategy

All market sectors are awash with content from suppliers, which makes it hard to stand out. So what is the best approach to ensure your content is helping your business grow? Our conversations with clients start with the basics...
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Organisational storytelling: tell the story that needs to be told and tell it well

“Are you sitting comfortably? Then I’ll begin…” Storytelling in the traditional sense – through books, films or one person to another around the campfire – is a simple enough concept to understand. The urge to tell and hear stories...
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What makes great thought leadership content?

Thought leadership is a bit of a marmite term. There are those who love it, and then there are those that vehemently dislike it. The American business magazine Forbes falls into the latter category. In 2013, thought leadership was...
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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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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...
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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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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,...
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