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With the phasing out of cookies, capturing first-party data such as email addresses is becoming more important than ever. Research from Google and Boston Consulting Group found that those using first-party data for key marketing functions achieved up to a 2.9X revenue uplift and a 1.5X increase in cost savings. Creating a lead magnet that…
Your opt-in page is one of the most important parts of marketing your lead magnet. You can craft the most targeted, enticing social campaign to lead your prospects there, but if your opt-in page doesn’t compel them to fill in their details – there goes your lead. As they say, you can lead a horse…
When I’m writing whitepapers I sometimes wish I was working with a different kind of white paper. The big blank kind. The kind that is pegged on easels in preschools everywhere, crying out to be covered in big globs of bright paint. I know, writing whitepapers and fingerpainting is a strange link. But stick with…
I have a confession. I’m rubbish at influencing. I was never good at it in the corporate world. I never successfully managed to negotiate a pay rise or get them to spring for the fancy stand up desk.. It was only once I had kids that I learned the true art of negotiation. My most…
The process of writing a case study begins long before pen hits paper. It starts with a decision that can make or break your case study…choosing a customer. Choose the right customer and your prospects will feel connected, engaged and intrigued. But choose the wrong one and all that hard work (and possibly money) goes…
As much as we’d all love to think we’re the next James Patterson or Arianna Huffington, the reality is we’re content marketers. We write content to sell stuff. So there’s absolutely no point pouring hours of time and love into writing an article for your company blog if it doesn’t have all the juicy content…