Content Marketing
Where the songs get written. Ideas, formats, and stories for content that actually gets played, not skipped.
Time to Start Your School of Rock?
February 15, 2024 · Ian Truscott
In this article, Ian Truscott takes a look at educational content marketing as a strategy and goal, what you can do to engage the big bucket of future buyers and how we measure success.
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Stop Me if You’ve Heard This One Before
January 31, 2024 · Ian Truscott
As content marketers, we want to be useful, and educational content can be useful. But how do you get the balance right with a knowledgeable buyer between helping them or treating them like bloody idiots?
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5 F'in' Steps to Build Your Personas
July 1, 2023 · Ian Truscott
A simple model for creating personas, the essential insight you need to differentiate and help your audience buy your products and services.
Read more →The 5 R's of a great B2B marketing blog (with examples)
December 19, 2019 · Ian Truscott
In the deluge of B2B content, how do you stand out? Try these 5 R's, with examples of organizations doing this well...
Read more →Personalization Doesn’t Build Relationships, Content Does
December 4, 2019 · Ian Truscott
We seem a bit obsessed with "personalization at scale", but as B2B marketers, should this be a priority?
Read more →5 Reasons Successful Tech Start-ups invest in Content Marketing
April 9, 2019 · Ian Truscott
The successful telling of the story around a product is recognized to be as important as the product itself. This is especially essential for start-ups looking to stake their claim in the market, Ian Truscott shares his experience.
Read more →Cover the B2B Bases with 5 Content Types
March 7, 2019 · Ian Truscott
We might not baseball experts, but we have a bit of experience creating content across customer journeys and in this article Ian Truscott outlines the five types of content needed to support a B2B buyer...
Read more →Create a Content Hub and Engage Your Crowd
February 21, 2019 · Ian Truscott
We are a fan of content hubs, low branded thought leadership web publications as a place for consumer and influencer engagement. Having created a few, in this post we share a bit of that experience.
Read more →6 Reasons to Get a Creative Buddy
February 8, 2019 · Ian Truscott
There is a lot to juggle when you are leading a marketing team and creativity can be lost at the crucible of internal resistance and getting shit done, I know, I've been there. Help could be close at hand - get a creative buddy.
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Why invest in persona development?
January 22, 2019 · Ian Truscott
In an era of big data, agile marketing, A/B testing, fail fast - is persona development still a good use of your time?
Read more →ART in B2B Marketing Creates Outcomes not Outputs
January 3, 2019 · Ian Truscott
It’s easy to be distracted by techniques, strategies, channels and outputs, but focus on ART and create outcomes.
Read more →Feel the fear and be different anyway
November 19, 2018 · Ian Truscott
As Seth Godin said "Products and services that get talked about are the ones that are worth talking about." so, how do you stand out?
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Be the hero of your category story
November 17, 2018 · Ian Truscott
Taking the time to define a brand story is necessary and fantastic, but changing the definition of a category, owning the story of the market in which you play is hugely powerful.
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