marketing

Women designing a webpage on a whiteboard. Photo by Christina @ wocintechchat.com on Unsplash

What to believe about a content agency’s marketing

By Julian Heathcote / August 2, 2023

Before you engage a content agency, it’s essential to know that you can take it at its word. But when you are evaluating agencies, how do you know if their…

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Brand design project with colour palettes

How to involve a content agency in your website redesign. And how not to.

By Aled Herbert / February 14, 2023

There’s a broad spectrum of engagement possibilities for content agencies on website projects. And (spoiler alert) we can add value at any point. Let’s look at how things play out.…

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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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