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Marketing Goals vs Strategy vs Tactics – 5 Lessons from Footie

Tuesday, August 06, 2013 - Tracey James

Marketing goals vs strategy vs tactics. 5 lessons from Footie

What about a goal?

I was gob-smacked the other day when a new client CEO asked us to focus the meeting on strategy. He then  proceeded to detail tactics for the next hour. I didn’t want embarrass him in front of his team, but it wasn’t just the strategy-tactics confusion; he hadn’t shared the big picture with them, but had with us. We knew the end game and the agreed strategies to get there, but they didn’t, so strategy wasn’t going to be blinding anyone that day.
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3 Dumb Ways to Lose B2B prospects

Friday, August 02, 2013 - Kim Brebach

B2B Content - why even the experts get it wrong

Yet we see these mistakes every day. 

You can come up with the smartest headlines and subheads; you can craft terrific content and polish it with the skills of a master wordsmith; you can target the distribution of your
content with exquisite specificity … you can do all of this but you’ll fail to reach your audience if you haven’t taken care of the 3 biggest turn-offs.  Read more


Content Marketing - Stop Flooding My Inbox

Thursday, June 20, 2013 - Kim Brebach

Content Marketing l Why more is a whole lot less

The Deluge is already here. 

You’ve read about the flood of mediocre content coming your way, created by people who used to do SEO and link building and more, and now claim to be content marketers.   Read more


Telemarketing – When You Need the Human Touch

Tuesday, June 11, 2013 - Tracey James

Telemarketing l Why and when you need the human touch

The Yacks are Back. 

‘Could you put your yacks on the job?’ a client asked once. Thinking of hairy, horned, Himalayan bovines, I was puzzled, until it clicked that those ones have no ‘c’. He was talking about ‘the ones who yack’ – my telemarketers – and five years later we’re still using them - but very differently.
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Content Planning – How to Make it a Holiday

Monday, April 08, 2013 - Tracey James

Content Planning l How to Make it a Holiday

…and not be left by the roadside. 

You wouldn’t jump into the car and head North with no destination, map or GPS, so how is heading into the unknown of content creation and distribution any different?
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Content Marketing – Why Choice is like My Kitchen Rules

Friday, March 22, 2013 - Tracey James

Content Marketing l Why Choice is like My Kitchen Rules

Great content is like great cooking. 

We all know that content is all that matters and content marketing is the only way to market. Its a bit like
MasterChef and My Kitchen Rules: they're novel ways to make cooking popular, but how different are the basics? You still have to create a great meal: you just have to do it in limited time in a highly competitive environment. Isn't that just like marketing? We'll show you how to create content quickly - and make it good enough to win over the toughest judges.  Read more


Why Content Marketing is like Dating

Wednesday, March 20, 2013 - Tracey James

Why Content Marketing is like Dating

The new rules. 

Back in the 90’s there was a book called the
‘The New Rules’ which was all about dating. I thought it was a bit corny at the time but it was very popular; it became a cult and was even updated recently. Content marketing is a lot like dating – you’re using your content to engage others, so it pays to know the rules and, unlike the book, they’re not all written down.   Read more


Why Content Marketing isn’t Spray Tanning

Monday, March 18, 2013 - Tracey James

Why Content Marketing Is Not Spray Tanning

Don't spray and pray. 

When I first started in marketing, some marketers used the 'spray & pray' technique, which meant chucking anything out there, hoping some might hit the right target and stick. It wasn’t a method I advocated then and don’t now: it’s a bit like trying to get a spray tan in a gale. The result won’t be effective – or pretty.
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Presentation Skills – How to Turn Techies Into Sales Assets

Friday, March 01, 2013 - Tracey James

Sales people who talk too much can kill the sale, but techies who can't talk at all or who blurt out 'facts' at inconvenient times can too. Discover how I learned from bitter experience (I was the former) why selling is a skill that both sales and technical teams need - and why we developed Soft Skills for Techies.   Read more


How Google’s Author Rank impacts on SEO

Friday, January 11, 2013 - Kim Brebach

Google Author Rank l Why you need to take notice

A New Year, a New Set of Rules from Big Brother. 

Google has been carefully tweaking its search algorithms with updates such as Panda and Penguin to penalise sites that engage in keyword stuffing and fake link building. For Google, it’s all about improving the quality of search results so it will continue to devalue derivative and filler website copy in favour of original content of real value.
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Technoledge gave us a lot of help with our investor pitch, not only in reorganizing the content, but rewriting material and then, after we added more detail, editing these to fit the format and flow. By the time it was finished, it was more direct, clearer, better organized and more compelling. This exercise made us think about our product and business quite differently, from outside not from within the company with our own beliefs and priorities.
James Nathanielzs
Managing Director, Propanc

 

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It was a difficult project because the science was complex and had to be technically correct, but it also had to be understood by non-scientists. We hold many patents, so it had to be legally correct too. I can’t think of another company that could have done this.
Dr Peter French
CEO, Benitec

 

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