You shouldn’t bother with a company blog… or should you?

Opinions remain divided over whether to bother with a company blog.  Some marketers consider it to be old hat believing there are faster ways to drive leads.  Content marketers and SEO specialists largely believe you can’t do without one.

Marketers love to debate. But, that’s not helpful for business leaders making a decision about which marketing strategies are most effective for their business.  It’s easy to get distracted by shiny new tools and strategies that promise results with less work when ultimately you want to drive sales leads.

Right now, in the marketing world, it’s all about the hard numbers – proving ROI beyond reasonable doubt.  The blog doesn’t fit with this viewpoint.  You can’t use sales conversion numbers to prove whether your blog is working because blogs rarely lead to a direct, attributable sale.

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Shades of grey of the human experience with Matt dobbin

Market research can reveal surprising and interesting things about the human experience.  It’s easy to make assumptions about your customers based on your own biases.  For example, you could assume that travel books are no longer relevant to travellers.  Why would you need a travel book when you have access to so many travel apps?  According to Matt Dobbin, Director of Atticus Research, travel books are still very much relevant to travellers today, often providing a respite from digital connectivity.

Matt started his career in market research after university, where he studied English Literature.  His degree armed him with many of the skills necessary for market research including gathering research, developing an angle and using research to support that angle.  Through research, he has studied almost every aspect of the human experience, both on and offline.

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7 ways a culture of content will benefit your business long-term

Thought bubble - creating a culture of content

Valuable, contextually relevant content that engages a target audience is essential to the success of marketing and sales teams. But in my opinion, content production is one of the more difficult jobs for agencies to set up and maintain.

The answer is to leverage the wealth of employee knowledge and expertise by creating a culture of content that actively encourages and rewards participation. A successful programme will allow time for thinking and creation. It will have budget for rewards and recognition. It will also be headed up by a marketing team that is skilled at journalism and people management.

If your business is struggling to maintain a content pipeline and your marketing is suffering, consider involving your wider team in these activities. Get it right and your business will benefit in these 7 key ways.

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Podcasting tips and trends from an audio production coach

Podcasting coach Rob Lawrence

 

Podcasts are so wonderfully versatile.  You can take them with you out running, hiking, in the car, on the train, in the kitchen, or in the garden.  In Rob Lawrence’s words, “podcasting is a form of media where you can truly multi-task”. 

Rob’s love of sound began in childhood.  He recalls recording the sounds around him on a pocket tape recorder.  After a successful career in Australia as a leader of technical teams, Rob returned home to rekindle his passion for recording and producing sound.  He is now an audio production coach, host of the ‘Inspirational Creatives’ podcast and Founder of Sound Theory.

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Agency marketing: How to produce better blog content

Thought bubble that says agency blogging

You need to think like a journalist but execute like a marketer if you want to create better content for your agency blog. 

Too many agency marketing managers fall into the trap of talking too much about their agency in their marketing and particularly on their blog.

On the one hand, your blog serves to paint a picture of who your agency is.  On the other, it should support the sales funnel for your new business team.  It does that by answering customer problems or questions.  It helps to warm your customers up and inform them about your business before they contact you.

So, when planning and producing content for your blog you need to put on the hat of a journalist.

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