Digital strategy for the world we live in

Southern Rail UK Breathes Life Back into Social Media

Southern Rail UK Breathes Life Back into Social Media

Jul 12, 2017

Topics of conversation have become depressingly heavy across most social media channels. What with Brexit, Trumpmania, Climate Change and a general sense of dystopia pervading Twitter and Facebook, not even the #inspiration hashtag of Instagram can compete. Years ago, when I worked on digital and promotional strategy for McDonald’s, we’d constantly return to...

B2B Marketing Leader Interviews: Andrew Cornell, Managing Editor, ANZ BlueNotes

B2B Marketing Leader Interviews: Andrew Cornell, Managing Editor, ANZ BlueNotes

May 19, 2016

In the leadup to the B2B Marketing Leaders Forum APAC 2016, I took the opportunity to speak with the Andrew Cornell, Managing Editor of BlueNotes, the ANZ newsroom about brand publishing, strategy and content. Gavin Heaton: Earlier this year, eConsultancy published an article saying that the trend of brands becoming publishers is a nonsense. But BlueNotes has...

B2B Marketing Leader Interviews: Emma Rugge-Price

B2B Marketing Leader Interviews: Emma Rugge-Price

May 18, 2016

In the leadup to the B2B Marketing Leaders Forum APAC 2016, I took the opportunity to speak with GE’s Vice President of Brand & Communications for GE Australia & New Zealand, Emma Rugge-Price about B2B content marketing and what it means to move from “interruption to interaction”. Gavin Heaton: GE has taken a novel approach to content. Was there a...

11 Types of Content to Make Your B2B Marketing Sing

11 Types of Content to Make Your B2B Marketing Sing

Feb 2, 2016

Be under no illusions – content marketing is hard work. It takes planning, resources and focus. But it is also one of the most rewarding forms of marketing that you can do professionally and individually. Not only does content marketing challenge you to clearly communicate – it often brings you up close and personal with customers as well as your sales teams....

Done Right, Content Marketing is No Swindle

Done Right, Content Marketing is No Swindle

Feb 2, 2016

In my first real marketing role, I felt like a complete fraud. I had stumbled into marketing and strategy while working for IBM and had the good fortune to work with a “startup” (whatever that was) developing a platform for online communities. I was simultaneously a product manager, sales exec, marketing director, tech support and partner manager. I was the...

Is It Time for a Chief Brand Storyteller?

Is It Time for a Chief Brand Storyteller?

Jul 1, 2015

This great presentation on content marketing and storytelling by Jonathan Crossfield got me thinking. What is it about brands, storytelling and technology that we continue to struggle with – and why is this struggle so pervasive? Let Me Tell You a Story: Finding the Narrative in Your Content Marketing from Jonathan Crossfield Now, I see a lot of content...