Content

Account Cultivation and Growth / Content / Design / Strategy / 07 Jul, 2017

A guide to creds that turn heads

Maybe it isn’t what you want to hear, but business creds are often done badly. Numerous, and perhaps harsh, assessments have begun surfacing ranging from ‘They’re all as bad as each other’, by Stephen Fair of Econsultancy, to ‘Most ad agency new business presentations stink. Period’, by Mike Fromowitz, who writes for Campaign. Harsh, yes,…

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Business / Content / Thought Leadership / 27 Jun, 2017

Become a thought leader in just 5 steps

Thought leadership is a position of power. As a thought leader you’re an influencer and a market commentator rather than solely a vendor – it’s a very different position, and one that brings with it credibility and responsibility. The best thought leaders play a key role in the conceptualisation of new business ideas, trends and…

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Business / Content / Thought Leadership / 20 Jun, 2017

Thought Leadership: What happens if you get it wrong?

New research by Edelman and Linkedin has shown thought leadership to be a decidedly two-sided coin. Their study, which surveyed over 1,300 Business Decision Makers (BDMs) on the extent to which their B2B purchase process is influenced by salient thought leaders, confirms becoming a thought leader as being worthwhile, but also highlights some worrying consequences…

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Account Cultivation and Growth / Content / Strategy / 25 Apr, 2017

What B2B marketers can learn from Wendy’s’ social media strategy

At the risk of disrespecting Carter Wilkerson, you probably haven’t heard of him—-assuming you have heard of him––because you’re a member of his thriving and expansive social circle. Carter Wilkerson is the proud poster of one of the most liked, retweeted and replied-to tweets since the birth of Twitter in 2006. The wording of the…

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Content / 20 Apr, 2017

How you can use Orwell’s rules for
writing to make your copy more readable

It would be hard to claim that marketing content is always readable. Marketing language is so riddled with jargon and unnecessary complexity that it’s been vilified in newspaper articles and online listicles (and it isn’t as if journalists aren’t liable to throwing out a little of their own ‘journalese’ now and again). We articulated the…

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Content / 10 Apr, 2017

Why Orwell’s rules for clear writing are the gold standard for B2B marketing content

In 1946, George Orwell––novelist, essayist, journalist and critic––extolled the virtues of simple writing in the essay ‘Politics and the English Language’ and condensed his guidance to writers into six rules: 1. Never use a metaphor, simile or other figure of speech which you are used to seeing in print. 2. Never use a long word…

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Content / Strategy / 30 Mar, 2017

7 things you need to make a great marketing video

Video is one of the most popular ways to consume content right now – not least because including video on a landing page can increase conversion rates by 80%. While retail brands have been making the most of short, snappy online video for a while now, B2B brands have been slow to catch up, often…

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Business / Content / Strategy / 29 Mar, 2017

5 B2B marketing trends for 2017

We know the feeling. You’ve barely recovered from Dry January, but the end of Q1 is already staring you in the face. For those of you who are feeling a little behind the times, we’ve put together a list of the big trends we think you should have your eye on. 1. Virtual Insanity As…

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Business / Content / Strategy /

5 signs you need a restructure not a rebrand

One of the first questions I ask any client who comes looking for a rebrand is: “Why?”. I don’t just ask this because I’m contrarian, but because all too often they are looking for the solution to a problem that can’t be solved by brand alone. A repair isn’t as sexy as a rebuild…

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Being JPC / Business / Content / 07 Jun, 2016

Thought For The Month: “Effective language is clear, simple and well organised”

Have you ever found yourself in a situation where your words were totally misinterpreted? Have you thought you were saying one thing only to find the other person heard something entirely different?” I for one know my words have failed me on multiple occasions. I spent most of my school years trying to sound more…

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