Marketing

Evergreen or Topical Content?

Evergreen or Topical Content – Which is better?

You’re putting together your content calendar and have looked at your content pillars. Now you need to populate the content. A question I am often asked is around what topics to write on. Should the topic be broad based or specific to a particular point in time? In other words, should you use evergreen content …

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How to use content pillars to plan your social media

What is a content pillar? A content pillar is simply a topic that your company/brand will consistently feature on their social media. This means it will be discussed and highlighted with content created around it. Decide on 3 to 5 pillars i.e. topics. These topics will form the basis of the content calendar. The pillars …

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email marketing

Simple Rules For More Effective Email Marketing

Email marketing was one of the first digital forms of marketing that many companies tried. It was a natural extension of the traditional direct mailing format. The beauty was that it was so measurable. You could see the delivery rates, the clicks, the open rates. But at the end of the day many did not …

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common marketing questions

Top 3 Most Asked Marketing Questions From 2020 & The Easy Answers

As a marketeer I am dealing with a wide variety of people and businesses on a daily basis. But so often, despite the differences, the questions about how to market are often very similar. Here are the top 3 marketing questions that I was asked in 2020. You’ll see not only are they easy to …

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Content Marketing

If content is king, then consistency is queen

We are all familiar with the phrase “Content is king”, first coined by Bill Gates in the ‘90s. However, this simple statement has never been more relevant than now. In 1996, when he originally used it only about 1% of the world was online. By the start of 2020 that had risen to over 50% …

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Doorways

Communicating when the doors are closed

During a crisis, communicating with your customers and letting them know that you are there for them is critical. Combined with this, however, is the need to let them know how you can help them. Otherwise you risk just becoming unwanted spam. For many retailers this has meant a switch to online shops and delivery. …

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