Content marketing is still high on everyone’s agenda. The trick is to generate content that actually means something to readers and potential customers. There is always a temptation to look outside the company for content marketing ideas. But there are also great sources for ideas right inside your daily...
Social media
Putting the marketing into digital
Digital marketing conferences are hardly rare. But the recent Digital Marketing First in Brussels was an opportunity (for me at least) to get a feel for the fast-moving market. First off, this was a busy day for most of the participants. The visitors had a non-stop selection of presentations...
Make Facebook reflect your values, not the other way round
Now that a huge number of companies are on Facebook, a whole generation of marketing departments, copywriters and social media practitioners are discovering the joys of creating content. When it comes to Facebook, of course, it is probably just as important to relay existing content as it is to...
The process of irritation by imitation
Anyone that runs a website knows how irritating spam can be. Since the early days of just posting links, the systems that spammers use have gotten increasingly sophisticated, aiming to imitate human speech (or writing) as closely as they can. Without having to write the actual garbage themselves, of...
Are your communications aligned with your mission statement?
Coincidentally, I’ve worked on a number of corporate branding projects recently that threw up a similar problem. Although the brand statements and guidelines were developed with intelligence and insight, their implementation was haphazard at best. Put bluntly, the disconnect between the two is a disaster. Why spend so much...
Clout is a noun, not a goal
The social media world is in a bit of a tizzy due to Klout’s new rating system. The overall complaint is that everyone seems to have gone down in the ratings. If you were bothered by this, it might be an idea to ask yourself why. In terms of...