Content Marketing Articles

  • A mile in your customer’s shoes

    A mile in your customer’s shoes

    August 7, 2020

    We are not thinking machines that feel, we are feeling machines that think”. Never before has neuroscientist Antonio Damasio’s famous observation been more relevant to marketers. We have already established the need for B2B campaigns to balance their activation messages with more emotional brand campaigns. But the current market landscape has made this need...

  • Introducing the Marketing Manager’s Survival Guide

    Introducing the Marketing Manager’s Survival Guide

    July 23, 2020

    Marketing managers are an organisation’s shock absorber. Their role is to soak up pressure from above and below while cushioning the impact on others, and keeping the business and its marketing strategy running as smoothly as possible. Over the last few months that shock absorber has been working overtime. Over the months and years to come, its role will be more...

  • A Big Rock in uncertain times

    A Big Rock in uncertain times

    July 13, 2020

    In our latest guide to Content Marketing in Times of Uncertainty, we suggest taking a Big Rock approach to developing your content strategy. If you haven’t read it yet, a Big Rock is a single piece of definitive content which you can then slice and dice to create additional assets, adding more value to your prospects and keeping the conversation going in the...

  • Content marketing in times of uncertainty

    Content marketing in times of uncertainty

    June 15, 2020

    As the world starts to come to terms with the profound impact of COVID-19, businesses are now either resetting or focusing on business...

  • A special at home edition of The Sophisticated Marketer

    A special at home edition of The Sophisticated Marketer

    May 28, 2020

    Never in living memory have marketing and sales had to adapt to such massive change in such a short space of time. Many of us have...

  • Financial Services shows the opportunity to change the role of brands

    Financial Services shows the opportunity to change the role...

    May 13, 2020

    There are plenty of marketing cynics who will tell you that brands don’t have as big a role in people’s lives as marketers would like...