Trickle-down content marketing

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By taking a systematic approach to content generation and dissemination we find that we can cost-effectively achieve coverage for clients. This generally involves a trickle-down from the initial brief which may start as a press release, white paper, feature article or video. The process works something like this (with variations): Press Release content feeds the […]

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It’s all about perspective

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When I took on my first proper marketing job (as marketing manager for a small company in the enclosures business) I was given a sales territory of my own – it was local and smaller than the other sales engineers but I was accountable for it and had to spend time “on the road”. I […]

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Don’t take customer applications for granted

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Why do people watch YouTube – yes aside from entertainment – many many people watch “how to do it videos”. I remember one video getting 30,000 hits in a year on how to trim florists’ plastic foam with a knife. We all like to see how to do something – it gives us knowledge and […]

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Globalisation has a long way to go yet!

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Clearly we are still in the early stages of globalisation – with the great manufacturing engine that is China starting to find life difficult courtesy of re-shoring and economic downturn. Will we see Chinese companies become more aggressive again? They already have some really big players to rival the biggest the west has to offer […]

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The importance of how a company does things – Don’t leave your customers with a problem!

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Finally, the third in our series on the importance of how a company does things – Don’t leave your customers with a problem. If you go to an expert you expect them to sort your problem, yes? Not to find the Holy Grail but to at least try and if they know they can’t do it, […]

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The importance of how a company does things – Selling what you believe in

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Welcome to the second in our series on the importance of how a company does things. Selling what you believe in – and not – that is not believing in it and not selling it. There is a myth abroad that a “salesman”/”saleswoman” can sell anything (as if that was a good thing!). The truth is […]

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Don’t be afraid to state the obvious!

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Often it is important that we are not afraid to state the obvious – it may not be obvious to everybody and those people, newcomers to the field perhaps, will thank you for it. Just don’t tout it as new wisdom – or you will bore and probably offend the people to whom it is […]

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Marketing yesterday and today – to be there when they need you tomorrow

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It used to be difficult and expensive to arrange to be in front of potential customers when they needed you. It involved lots of leg work and telephone time making regular sales calls, advertising in monthly magazines, going to lots of exhibitions and so on, just on the off-chance that a customer’s interest would coincide […]

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The importance of how a company does things – Resentful versus willing service

Welcome to a series of 3 posts on the importance of how a company does things. Like our interactions with other individuals we find there are companies we like to deal with and others we don’t. This is simply a matter of treating people decently – as you would wish to be treated yourself. An area […]

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Web traffic and web presence information

From time to time I see in the SEO related newsletters and am told by individuals that the best web traffic and web presence information is provided by Google Analytics and further that an in-depth understanding of the black box algorithm they use is vital to marketing on the web. These same people sometimes go […]

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