Content Marketing Articles

  • Six reasons why stories are more effective than statistics

    Six reasons why stories are more effective than statistics

    November 25, 2020

    Who doesn’t love a statistic? Used properly, they can influence, convince and convert. They are a powerful tool to demonstrate the impact of your product or service. But that does not mean we should use them everywhere. Storytelling is everywhere in the consumer world because it does what statistics can very rarely achieve: It makes people feel (Disney's 2020...

  • Engaging with advisers in a new digital world

    Engaging with advisers in a new digital world

    November 20, 2020

    The relationship between financial advisers (FAs) and their clients have long been based on face-to-face meetings, long-term relationships and a trust that develops over time. For marketers in the industry looking to influence that relationship, traditional tactics from events to trade press advertising, have been the mainstay. This year that changed. The global...

  • Once upon a time, there was a B2B brand that wanted to be remembered

    Once upon a time, there was a B2B brand that wanted to be remembered

    November 12, 2020

    Think back to every advert you’ve seen for Disneyland. How many of them feature the rides? Can’t remember? Me neither. Now, what about that one with the children? You know, the journey from being told that they’re going to the moment they hug Mickey and Minnie? Their anticipation? The excitement? The joy? Emotion is an intrinsic part of storytelling and multiple...

  • Watch Me: the video trilogy that helps you hit your objectives on LinkedIn

    Watch Me: the video trilogy that helps you hit your...

    November 9, 2020

    Effective marketing starts with objectives. If you’re clear about what you’re trying to achieve then you can align everything from...

  • Streamlining sales and marketing metrics to increase customer value

    Streamlining sales and marketing metrics to increase...

    November 5, 2020

    Measuring impact lies at the heart of the alignment challenges facing sales and marketing. Where marketing has historically focused on...

  • Recommended reading for anyone trying to understand the issue of race in marketing, the workplace – and life

    Marketers – if you’re serious about being an ally on race, ...

    November 3, 2020

    What happens after the end of Black History Month? In a year when race has dominated the media agenda, these last few weeks have been...