By now, we’re sure you are aware that Content is King; but some content is so popular and provides such benefit to your audience that it can be used again. This category of content is known as evergreen content. To continuously engage with your audiences, a portion of your content will most likely be focussed on trends or current events. [...]
Since I started my career, 38 years ago, on the shop floor of my late Father’s retail optical chain in Glasgow, I have been deeply passionate about customer service, customer experience and putting customers at the heart of all I do. I’ve lived and breathed it in every role I’ve had since including running the multichannel operations for Harrods, Burberry, [...]
You may have heard of the terms paid, owned and earned media in relation to digital and content marketing strategies. In this post, we will explain what the differences are between the three forms of media and consider how you can utilise them to help grow your online presence. What is owned media? Owned media refers to any web property [...]
It is notoriously difficult to quantify the success of content marketing because many factors are involved. Content does not always lead to direct sales. However, there are many metrics that are useful in gauging how well your content is performing in relation to your conversion goals. In this post, we will look at how you can calculate your content marketing [...]
Students from Oxford College of Marketing Students are celebrating a fantastic 97% pass rate for all CIM qualification assessments for the recent April assessment board. This compares favourably to the CIM global average of 91% Our reputation for excellent academic results has continued with 100% pass rates being achieved across 12 CIM modules. Congratulations to our students studying Foundation Certificate [...]
There are a number of ways marketers can reach consumers. With the proliferation of digital technology, the choice can be overwhelming. So, how do you decide which digital marketing channels to use? Let’s take a look. Selecting digital marketing channels doesn’t have to be complicated; the VREA framework (Validity, Reliability, Effectiveness and Applicability) can help you identify where you should [...]
Join us on Thursday 26th April at 12.30pm (BST) for our latest practical marketing webinar where Rob Hill, Head of Brand at Pulsar, looks at how marketers can connect social media audience insights to help refine their marketing strategy and segmentation. Over the last 10 years, audience insights and research have become increasingly sophisticated with the addition of new techniques [...]
When it comes to formulating a strategy for your business, it can often be difficult to select the right one, never mind actually implementing and assessing that strategy’s usefulness and effectiveness. So, how do you choose? The first thing you need to do is decide on a criterion by which to assess your options and a useful approach is to [...]
I’m not going to beat around the bush: if you want your marketing to work, then you need to have a plan. However, we live in the world of “now”. We all have clients or bosses who want us to “deliver results fast”. They all agree that marketing planning is great but…”Can you do some marketing now?” When faced with [...]
If you haven’t heard of buyer personas before now, here is an excellent definition from web-marketing legends, Hubspot: A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behaviour patterns, motivations, and goals. The more detailed you are, the [...]