How to develop a messaging framework – with FREE resource

An interesting storytelling project I am working on currently involves a very innovative start up company that has invented a completely new way of managing power on a yacht. In essence the brief is very simple, but the solution requires a great deal of thought. When the company founders talk about what they offer, people tend to scratch their heads and walk away confused. So they want me to help them to communicate their brand value proposition in a way that’s easy to understand and instantly appealing to their target audience. What’s common in these situations is for the inventors, who are invariably very technical, to think in abstract technical terms when describing their product. The message then becomes very impersonal and rather dull. Yet the reality of what they do couldn’t be further from that perception. They’re actually in the business of fun making, because they allow boat owners to take their lives with them onboard, giving them access to all the comforts you expect to have on land when at sea? This needs to come across in their brand messaging and content. […]

How to develop an effective digital marketing strategy – for accountancy firms 

This is a copy of my recent article ‘A giant leap’, outlining some of the key considerations for accountancy firms wishing to embark on or improve their digital marketing. It was originally published in Taxation magazine and if you have a subscription, you can read the original here. For those who don’t you can enjoy it in full below. […]

3 ways to increase the persuasive impact of marketing copy

I went to a couple of the DMA’s #writerscrawl events last week and one in particular made me think. It was the ‘Words are Experience’ workshop by Lab Digital on the use of NLP (neuro linguistic programming) techniques in copywriting and the impact this can have on response rates. Funnily enough, it coincided with the [...]

People say ‘Never sit on the fence’ but if you’re in B2B PR you have to!

I got my regular newsletter from the CIPR last week and was pleased to see that their timing was impeccable. They had published a very interesting article looking at Donald Trump’s election campaign on the same day the results were announced. One of their other articles caught my attention too. This was a piece by [...]

Benefits of blogging

Just as a dressmaker wears the worst clothes and builders' houses are always in a state of disrepair, the same has to true of the marketing and PR industry. As a freelance PR consultant juggling running a business with 2 young children, I rarely have much time to devote to my own blog or website. I'm [...]

Is content marketing a load of B&*$%@!^?

This blog in Marketing Week by Mark Ritson on content marketing caught my attention today because aside from the funny headline, the author makes some very valid points. He argues that whenever he looks at content marketing in any depth, he emerges feeling very old and cynical as there's no substance to it as a discipline. [...]

10 must do tips for effective thought leadership pr

As a B2B PR specialist most of the work I now do with clients is online, with many different specialist publications aimed at decision makers in each field.  Due to the pressures facing journalists of maintaining a 24 hour news and information culture, by-lined articles have become one of the most important B2B PR tactics, […]

Thought leadership PR in action

As a quick follow up to my earlier blog with tips on how to write a good thought leadership pr article, I received the very pleasing news that one of these articles, which was published in the Industrial and Commercial Training Journal, has been awarded a Highly Commended by the publishers. This serves as a great [...]

Congratulations!

Last month I got the results of my IDM Digital Marketing Diploma and was delighted to learn that I passed my course with a credit. Having been anxious to have even achieved a basic pass, it was wonderful and very welcome news. As a freelance consultant working in an industry that is particularly fast moving, [...]

What makes a good case study?

Case studies are a stable of B2B digital marketing and they form a key part of any good content marketing strategy. They provide clear evidence of the benefits a particular supplier can offer their customers and yet it's suprising how many companies fail to make the most of the opportunity they present. The majority of [...]