Learn the secrets of how BT has doubled its brand value since 2009. Launch initiatives such as brand voice, which even the accountants like! Imagine facing this challenge: Breathe new life into the marketing of the world’s oldest telecom company, founded in 1846. As Group Marketing and Brand Director at BT, Suzi Williams tackles exactly that challenge …
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How do you come up with your company’s message? Do you create it yourself in marketing or communications? Or involve a group of leaders from your company to co-create the message? Here are 4 reasons why it’s better to co-create the company message in a group. First, a group can recall more anecdotes and stories …
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Marketers from Accuweather, Cyrus One and Kaiser Permanente posed a series of tough questions about brand voice: How can a brand quantify content ‘tone’ as in ‘brand voice’? How do you create a consistent brand voice? What should be written from the brand voice versus an author? Do you have best practices/tips for creating a …
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Lessons for content marketers Spring arrived suddenly this year. It’s a great time for content marketers to learn good habits from gardeners. The work you do in spring pays off year-round. Scrutinize every inch. Once a year, take a hard look at everything. Examine all the content you offer today, in light of your metrics and …
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Do you know of a missing persons’ bureau for content marketing? Maybe there should be one. When I review websites for a competitive content audit, I often find someone important is missing: “you” the buyer or customer. On many B2B websites, nowhere on the webpage does the voice of the brand ever speak to “you.” …
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Great Content Marketing is more about brains than budget. Deep content makes your customers smarter. That’s my favorite quote from Ann Handley’s talk at Content Marketing World. She’s the founder of Marketing Profs, a speaker, blogger, and author. Ann reminds us what content marketing is all about: creating your audience of subscribers. With content marketing, …
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