Category: Marketing

Why ESG is red-hot in 2022

Larger companies are becoming more conscious of ESG and it is clearly taking up time in boardroom discussions. First, what is ESG? ESG is short for a company’s environmental, social and governmental responsibilities. The words may sound dry, but these are red hot topics for businesses to discuss in...

How to brief a PR consultancy

Briefing a PR consultant or a PR agency is different to briefing other creative suppliers, so I am writing this post to try to fill that knowledge gap. If you are working with a PR consultancy for the first time and are wondering how to prepare, this post is...

How to brief a copywriter for your next B2B content project

If I am to deliver good content, I need to understand exactly what my client needs so that I can get the assignment right first time. When we work remotely we don’t visit clients’ offices and see their business first-hand, so a more informative briefing really makes a difference....

Marketing to engineers – not the same as consumer marketing?

Today’s engineers are a highly educated elite, often in software, electronics, aerospace and similar industries. Marketing people are generally trained in the techniques to promote fast-moving consumer goods (FMCG), using creative ideas, branding and bold propositions. Engineers can view this marketing with scepticism.  So, what makes good technical marketing?...

Odd lead generation strategies for now

How to replace the sales leads from events? Most B2B and tech marketers shifted to inbound and content marketing and intensive marketing automation. What about adjusting the sales cycle to a calendar without trade shows and a new path from first contact to order? What about something entirely new?...

New normal and building business relationships

Researching “post pandemic” marketing, one theme stood out to me: building business relationships. Businesses have lost face-to-face meetings, events and selling. In the new normal we may not meet so much face-to-face.  As trading becomes increasingly digital and “frictionless”, how can marketing and PR help build strong business relationships?...

Copywriting for media and corporates – style guides

The writing styles for journalism and corporate writing are becoming more alike but there are still differences.  Both are becoming more casual and accessible to succeed online, both need to grab readers. But the differences are important. What should you think about? Which rules and guidelines should you follow?...

Industry Awards – good for PR, a gamble?

The awards season is upon us. Winning an award can be a masterstroke of PR and Marketing – an opportunity for industry networking and recognition for months or years of work. This article discusses the reasons why you might enter or not, and suggests some tips to help you...

B2B Email marketing that stands out

B2B email marketing matters more while face-to-face marketing remains on hold. But busy people clear their inboxes as fast as they can and many people are so full-on busy that they don’t respond to an email even if they intend to. This article is about creating an effective email...

White Paper or eBook?

A white paper and an eBook might appear to be quite similar. Both are useful for content marketing and leads generation, especially in the technology sector. However the two concepts are not the same and they are used in different ways, at different stages of the digital marketing funnel....