From the monthly archives:

November 2008

Customise and Curate : Two content ideas to grow your business

Too much information
There is a lot of information online. A lot. Maybe even too much in some cases. Too much information leads to confusion, and where there’s confusion there are opportunities.
I’ve posted here before about the fact that you don’t need to be the creator of great content to make it work for you – [...]

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The benefit of the benefit: paint pictures, win customers, be happy

in General Marketing Ideas, What to write about

Smart marketers have long known about the power of benefits over features.
In simple terms, features are aspects of your product or service that can be used to describe it. Benefits are how those features positively affect the customer.
Your new turbo setting on the latest version of your widget is a feature.
The fact that the turbo [...]

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Priorities – and why we hate sales calls

in Content Marketing, General Marketing Ideas

Imagine for a minute that you’re busy at work with a major deadline looming or furiously scrambling to get the kids into the car for the morning school run.
And the phone rings.
It’s a telemarketer. In fact, it’s an insistent telemarketer with all kinds of cunning questions and well-honed tactics to keep you guessing and – [...]

Striking the balance between content and promotion

in Content Marketing

Having just (almost) moved into my new place I spent a useful hour fiddling with and retuning the free digital channels – over 100 of them – on our TV.
I could (and should) have started making notes for a post about the proliferation of media channels and the changing media consumption habits of Joe Consumer [...]

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