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Why Content Marketing Should Be “Choose Your Own Adventure”

6th May 2013

Why Content Marketing Should Be “Choose Your Own Adventure”

In content marketing, it can be tempting to expect customers to follow our preferred and most convenient path of content breadcrumbs to the sale. But while each individual will experience a linear path from their perspective, the question of “which” follows “what” will differ for just about everyone. Anyone else remember those Choose Your Own Adventure […]

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The only stats that matter are your own

25th March 2013

The only stats that matter are your own

We love stats. With so much data available to us on every aspect of marketing, we have come to trust stats with a level of awe and power that can sometimes lead us astray. We’re told that numbers never lie. In fact they lie, obfuscate and mislead all the time, by omission at least…

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Content Marketing: Too Much of a Good Thing?

21st January 2013

Content Marketing: Too Much of a Good Thing?

Everything points to content marketing exploding in 2013. 95% of businesses claim plans to increase content marketing activities this year. Great, huh? Should keep me very busy (and reasonably well paid) with all the new and eager clients beating on my door, right? But anyone who knows me at all also knows cynicism runs through me like Blackpool through a stick of rock.

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Creativity, not content, is king

20th July 2012

Creativity, not content, is king

If you’ve attended any marketing conference over the last few years, you would likely have seen plenty of talk about tools and process and less about genuine creativity. Sure, some extremely creative and ground breaking case studies would be shown. But too often they are presented to illustrate a series of mechanical tasks.

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Declaring war on ‘solutions’

6th July 2012

Declaring war on ‘solutions’

If there is one word I would expunge from the English language tomorrow, it would be ‘solution’. Give me dictatorial power and by sundown all dictionaries would have the single page ripped out. All electronic documents would be subject to enforced ‘find/replace’. Google would automatically de-index any offending webpage.

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Please don’t call me a thought leader

18th June 2012

Please don’t call me a thought leader

There are certain words and phrases I find myself using every day that I wish I didn’t have to. ‘Thought leadership’ is one. ‘Community’ is another. Even ‘social media’ sticks in my throat it has become so overladen with misinterpretation, expectation and confusion.

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