Category Archives: Content

If only we were superheroes

If only we were superheroes

Change your Luck blog series – Article 5 Guest author: Martin Hill, former International VP of Marketing, Epicor Until recently, I was in the kind of senior marketing job where time seemed to be the one thing that was impossible to enjoy. It was always moving so fast and there was never enough of it. Straight from meeting to meeting with barely enough time for proper planning before the urgency of execution, rinse and repeat. If only I’d known a superhero with the ability to turn back time. Yes, of course we analysed performance, refined and reviewed tactics, but there

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Watching the world go by

Watching the world go by

Change your Luck blog series – article 1 Guest author: Martin Hill, former International VP of Marketing, Epicor   class=”aligncenter This year I decided to take a break from work and bring a bit more life into my work-life balance. I’m getting the time to relax and rediscover my natural curiosity and creativity, and to take a much more objective view of the pressures and practices of marketing that governed my career. I’ve worked through a period of massive change since leaving university in the early 80’s. Watching from the outside magnifies how much the pressure, pace and pervasiveness of

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Marketing for non-profits

Marketing for non-profits

 The rules of engagement have changed The key challenge for charity marketing today lies in balancing the need stand out from the pack, whilst complying with ever more strict data protection and fundraising rules.   In recent years, members of the public have expressed frustration over the lack of control many feel over how, and how often, they are approached with fundraising requests. We’ve all heard the story of the Olive Cooke, the 92 year old who committed suicide because of charities pursuing her for money. Charity marketing is implicated, with organisations such as Amnesty International, Save the Children and the Alzheimer’s Society insisting

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The art of the “not-a-newsletter”

The art of the “not-a-newsletter”

Here’s the thing. People like to read about good news, especially if it will benefit them directly. They like to read bad news even better. It’s just more interesting. But they don’t like receiving newsletters, for the most part. Why? Well, often they are boring, even more often they are irrelevant, and fairly regularly, they are simply a sales pitch dressed up as news. Shock news! (not really) Many so-called newsletters have no news in them whatsoever. Here are our top 7 tips for creating a “not-a-newsletter” (Q: Why “not-a-newsletter”? A: To distance your updates from news items about new team members, company

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Copy vs. Content – a guide for brands

Copy vs. Content – a guide for brands

These days, everyone is a copywriter. It started with the invention of the email. All of a sudden instead of scribbling a memo, popping your head around a corner, or picking up the phone, everyone was writing more. With the rise of blogging, and social media, it has become a natural part of peoples’ lives for them to write, sometimes daily. When you have a written dialogue with a person you know, that’s great, and fine and appropriate. But what happens when you need to write an account of an event, or create a newsletter? At what point does writing

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How to create compelling content:  without bringing fee earners to a standstill

How to create compelling content: without bringing fee earners to a standstill

(this article was first published in PM Forum Magazine, April 2014) Content-driven marketing is widely recognised as one of the most effective ways to improve the reputation and visibility of a professional services firm. With a content-led strategy, you give your clients and prospects something that they will value, and find immediately useful. But how can you create compelling content without bringing your top earners to a standstill? And how can you make certain that the content you create is fit-for-purpose? The trouble is that there is a lot of content out there and 90% of it is mediocre at

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The future of work: business reimagined

The future of work: business reimagined

Ever since I began talking to Ben Betts from HT2 about the Curatr Social Learning Platform, I’ve had a nagging thought. It has been just a niggling feeling until now, and I haven’t been quite able to put my finger on what it is. And then, on Thursday last week, I had a eureka moment at #SMI13 (The Social Media Influence Conference) which has crystalised the problem in my mind. So what’s the problem? There is a lot of talk in L&D and talent management circles recently about social learning, and why it is so important. There’s talk about user experience, about reusing resources, and about the needs

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