marketing

11 essential content marketing links from Q1 21

By Collective Content Team / March 30, 2021

1. 2021 Contently Report: What buyers want from content marketing Kicking off this quarter’s curation with one of the year’s big bits of research, from the team at Contently. 2.…

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11 essential content marketing links from Q3 19

By Tony Hallett / September 30, 2019

1. 5 components every marketing plan needs to succeed We’re starting big picture. Solid advice. 2. There are three CMO archetypes, but only one is best for driving growth And…

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Choosing an agency: Personal chemistry but with due diligence

By Shirley Siluk / February 9, 2017

Marketers these days spend a lot of time thinking about budgets… or, rather, the lack thereof. But you might be surprised to learn that money isn’t the top factor they…

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‘Content’ isn’t a dirty word

By Tony Hallett / February 19, 2016

Why is the word ‘content’ frowned upon by some? I see this dislike, sometimes even hatred, mostly from my old fraternity – journalists. To journalists, what they do is usually…

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Staff – your secret weapon for great B2B content

By Tony Hallett / July 16, 2015

Despite a few famous examples of employees at companies creating content, most people we speak to think content marketing is the preserve of C-level ‘thought leaders’ or hired content professionals.…

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Don't be a PR hypocrite – hitch a ride on rivals' branded content

By Tony Hallett / March 10, 2015

Most large companies retain a PR agency and someone or a team in-house with responsibility for that function. Companies that are smaller also tend to know why PR matters, even…

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Which social network ranks in marketers’ top three channels?

By Tony Hallett / July 15, 2014

Earlier this year we carried out some research about the adoption of content marketing, specifically by B2B technology and telecoms vendors (where we have a number of clients). Out of…

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Testing times for those who don't get content marketing

By Tony Hallett / February 27, 2014

Here’s a game – have you ever listened to one of those frequency tests that works out how old you are based on what you can and can’t hear? There…

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Which companies don’t need to use content marketing? Apple and…

By Tony Hallett / September 9, 2013

Last week we noticed a piece on Econsultancy calling Apple the “worst content marketer in the world” and it got us thinking, especially when read in tandem with a follow-up saying…

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B2B content marketing in Europe – tell us about it

By Tony Hallett / July 25, 2013

How much do you know about B2B content marketing? How much would you like to learn? We, together with our partner Xpointo Media, would like to find out both those…

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Newsjacking? Not if you turn around as fast as an oil tanker

By Tony Hallett / May 8, 2013

One day last week I had two very different meetings back to back, one with a company that wanted to use newsjacking, another with a focus on long-form content. It…

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