6 Phases of an Effective B2B Content Marketing Strategy

Posted by Eilis Cope MCIM on February 9th, 2021

Content marketing is fast becoming one of the most widely used marketing tactics in the B2B realm. Today, 88% of B2B organisations use content marketing – a practice defined by the Content Marketing Institute as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”

However, despite high adoption rates, it may (or may not) surprise you to learn that, according to the B2B Content Marketing 2016 report, only 30% of B2B marketers say their organisations are effective at content marketing – down from 38% in last year’s report.

Why Personalisation Is the Future of B2C Content Marketing

Posted by Eilis Cope MCIM on August 6th, 2018

Long gone are the days when traditional forms of advertising – TV and radio commercials, newspaper ads, cold calls, etc. – were enough to satisfy consumers’ demands for company and product information. Today, your customers want to be engaged and even entertained as they embark upon the buyer’s journey from product discovery through to purchase – a journey that now takes place primarily online.

However, what’s engaging and entertaining for one customer may not be so for another – and that means that brands need to find ways and means to connect with their customers on an individual level.

Beyond the Blog: Why Content Marketing Is Much More than Just Blogging

Posted by Eilis Cope MCIM on July 13th, 2018

Content marketing. It’s become the marketer’s weapon of choice over the past few years. 86% of B2C organisations now use content marketing, according to the latest figures from the Content Marketing Institute, as do a massive 91% of B2B organisations.

(Image source: contentmarketinginstitute.com)

Why are so many companies committed to content marketing?

How to Market to Millennials

Posted by Eilis Cope MCIM on May 14th, 2018

As one of the largest living generations in the world, millennials – defined as being born between 1981 and 1997 – are now well into adulthood. They have money to spend, and make up an extremely large percentage of the global consumer base. As such, companies all over the world need a robust millennial marketing strategy to target them – but it’s important to understand that millennials are an entirely different breed to the generation Xers and baby boomers that came before them.

Dos and Don’ts of Data Security for GDPR Compliance

Posted by Eilis Cope MCIM on January 23rd, 2018

If you’re not ready for the EU’s incoming General Data Protection Regulation, better known as GDPR, it’s high time you started getting everything in order.

This can’t be emphasised enough. GDPR comes into effect on May 25th 2018 – but many companies still aren’t prepared. In November, a Trends Report from British software and services company Advanced showed that a worrying 25% of organisations were either unprepared or – even more concerning – unaware of the incoming changes.

Categories: Digital Marketing

Why Brands Need to Get Serious About Blogging

Posted by Eilis Cope MCIM on September 13th, 2017

For any brand or business that thinks there’s no place – or no need – for a blog on their website, it’s time to reconsider.

There still exists a prevailing misconception amongst some professionals that blogs are only for personal use or showcasing opinions, and have no real business value for the enterprise. Perhaps it’s got something to do with the word itself – “blog” (a truncation of “weblog”) – that makes the idea of blogging sound silly, corny, and not worth the effort or investment.

Categories: Blogging / Vlogging, Branding, Digital Marketing, Marketing

Vlogging vs. Blogging: Which Is Right for Your Business?

Posted by Eilis Cope MCIM on July 6th, 2017

Whilst blogging has exploded into a multi-million-pound global industry over the past decade or more, today, the rapid rise of video marketing has swept in a new format – vlogging – that business leaders now have to consider as part of an ongoing and ever-evolving content marketing strategy.

The benefits of blogging remain clear. From an SEO (search engine optimisation) perspective, a regular, well-written blog has become the cornerstone of online discoverability for SMEs and corporate giants alike.

Categories: Blogging / Vlogging, Digital Marketing, Marketing

Crowdfunding Made Simple: Part 1 – Understanding Crowdfunding for Scale-ups

Posted by Eilis Cope MCIM on June 12th, 2017

Welcome to the first instalment of what will be a two-part series of posts unpicking the basics of crowdfunding. In this post, we get to grips with crowdfunding for scale-ups, and take a look at some of the platforms that are available. In Part 2, we’ll be talking about how to launch a crowdfunding campaign, and the best practices for maximising results.

If there’s one thing that’s almost universally true for all businesses, it’s that if they want to scale-up their operations, they are going to need funding to do so.

Categories: Crowdfunding, Digital Marketing, Marketing