Over the past 17 years, I've developed a passion for helping businesses understand content marketing in simple terms. I've been lucky enough to work at some of the most well-regarded agencies in the world - on successful campaigns for Bosch, Optum Health, University of Southern California, JD Sports Brands, Fosters Wine, Greene King, Tough Mudder, University of Arizona and Disney Interactive. I've also held in-house content marketing roles at Silicon Valley tech unicorn Truepill, and WPP-owned AI company Satalia.
What does Willy Wonka have to do with content marketing? Or James Brown? Or Clive Owen? Here are 10 examples of genius content marketing that harnessed everything from star power to guerrilla tactics.
The “well…d’uh…” answer would be: “content marketing aimed at an inbound audience.” But that really trivialises two very specific skill sets – i.e. the ability to understand both inbound marketing and content marketing, as well as nailing the complex task of putting the two together. However, once you understand the fundamentals, it really can be quite simple!
Embarking on the quest to define content strategy feels like navigating a constantly shifting landscape. What we consider “content” morphs continuously, driven by the ever-evolving trends in content marketing.
Simultaneously, the term “strategy” grapples with misinterpretations. Let’s delve into the captivating complexities of these definitions, unravelling the nuances between content and strategy, while deciphering the subtleties that often lead to confusion…
Measuring the impact of content marketing is no easy feat. Those of you who already work in a content marketing role will know what challenges and pitfalls may await – for example, ambitious channel managers will take the accolades when content performs well (i.e. dressing up the performance of strong on site content as “performing well for SEO”). So what’s the best way to assess the effectiveness of your content marketing efforts – in a way that doesn’t sell your value short? Here’s how I do it…
AI for content marketing isn’t coming – it’s already here. So how can – and how should – it be used? How can it enhance content marketing campaigns? And should content marketers and copywriters alike be fearful of a robo-writer rapture? Read on to find out…
Attraction content marketing is another clever name for a very simple strategy – be valuable and useful to your audience, and they will be drawn to you. It’s the whole reason your business or brand exists, right? Read more to find out the secret to making attraction content marketing work for your brand…
Omni channel content marketing isn’t nearly as complex as the name suggests. It’s really just a way of ensuring your content is well aligned wherever you have a presence – a strategy to ensure your content all pulls together to turn a casual browser into a loyal brand advocate. Read on to find out how an omni channel approach can supercharge your content marketing efforts…
Volvo’s brand content strategy may have “won” the Super Bowl back in 2020. But BMW – and its competitors – are focused on the long race ahead. Here’s how any brand or business can hijack and adopt BMW’s approach to long-term branded content success…
Do you need to know the correct rules of grammar and punctuation to write great marketing copy? Read on to find out…
Since the early days of the internet, companies have used email content to reach, engage, re-engage and convert their audiences. Here’s why you should too…
It’s the natural habitat of Katy Perry, Cristiano Ronaldo, and Donald Trump. It’s an ecosystem of more than 300 million users. It’s yielding record profits. And here we are saying it will be a fruitless wilderness by 2029? Allow me to explain…
Let’s say you’ve invested a tonne of time and money into creating a piece of content – a white paper, interactive video, or detailed market research, for example.
SEO strategy and content marketing are not the same thing. At least, not necessarily the same thing…
10 amazing content marketing examples 
Inbound content marketing – what is it and how does it work? 
The problem with defining “content strategy” 
How effective is content marketing? 
Is AI a content marketer’s friend or foe? 
What is attraction content marketing? 
What is “omni channel” content marketing? 
BMW’s branded content – what you can learn (and what you can steal) 
Copywriting – is grammar important? 
Six advantages of email content marketing 
Twitter is a content wasteland and will die this decade 
When you should give away content for nothing – explained with lobster 
Combined SEO content marketing strategy – what is it?