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Marketing Automation Basics

Marketing Automation Basics

Marketing automation sounds a big, fancy and complicated, something for large companies to do. But there are some simple marketing automation basics that small businesses can use to get started, and I'd like to share three simple examples. Why move beyond the...

Buyer Journey, Branding and Direct Response

Buyer Journey, Branding and Direct Response

Today, I explore stages of buyer journey and how those relate to the messages in your marketing. In particular, let's look at the balance between branding and direct response messaging. Understanding the Buyer Journey The 'buyer journey' is just a fancy marketing term...

Content Marketing in Action – Michelin and Pirelli

Content Marketing in Action – Michelin and Pirelli

Can you name three things that a restaurant guide and a girlie calendar have in common? It might be easier if we get more specific. We're talking about the Michelin guide and the Pirelli calendar. Comparing the Michelin Guide and the Pirelli Calendar The first thing...

Legal writing, copywriting and readability

Legal writing, copywriting and readability

I've been looking at a lot of legal websites recently, and one issue sticks out. Readability. Legal websites are full of legal writing rather than copywriting. For the average visitor, that means they are just hard work! Readability of law firm websites We analysed 50...

Email formats – plain text or HTML?

Email formats – plain text or HTML?

How closely have you thought about the format of your marketing emails? Questions like whether to use plain text or html, or how many images to include? If you're sending a regular email newsletter or update, you probably have an html template set up in your email...

A Content Promotion Checklist

A Content Promotion Checklist

A lot of businesses which try to adopt content marketing don't get the results they want. Why? There are plenty of reasons, but a very common one is that they have the balance between 'content' and 'marketing' wrong! This post is about the 'marketing' side of content...

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