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Content marketing – a balance between creation and promotion

January 29, 2010 2:06 PM | By Guest Blogger
Guest blogger Chris Bagnall, managing director for DWA, questions whether there is the right share on the time, effort and budget spent creating content versus promoting it What content can doThe Internet has fundamentally changed the traditional B2B sales and marketing process. Prospective customers for a huge percentage of products and services can access a wide range of information to aid their purchasing decisions often without learning about a company through direct dialogue. The amount of content available online to aid decisions is vast but is it necessarily in the right format to be consumed by your audience and can...
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I've started to look at things differently, but I am still a man

January 25, 2010 5:13 PM | By Edward Weatherall
In the next few weeks I become a Dad. So, over the last few months I have spent a lot of time reading about what my wife can and can’t eat or drink, buggies that cost the same as a car, sleeping routines, leaving your baby in the garden with the foxes and a lot more – what did people do before the internet? You may think that, true to form, I am now going to go on a rant about something -  paternity and maternity leave as a business owner, perhaps? But no, I actually want to share with...
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Anytime, anyplace, anywhere - even half way up a French Alp

January 12, 2010 4:11 PM | By Richard Robinson
It’s now back to reality after a fantastic Christmas and New Year break, the latter part of which was spent with friends skiing in the French Alps.  Don’t worry, the irony of returning to the UK in the midst of the most extensive snow fall for decades was not lost on me! That said the skiing was great and the company excellent. I went with a group of friends, a couple of whom are business owners. One of whom had organised the accommodation (yes all sourced and booked online), and very nice it was too, but knowing him as I do,...
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Traditional marketing is dead, long live cheap digital marketing - not that old chestnut again!

September 22, 2009 5:51 PM | By James Farmer
I was just on our B2B Marketing LinkedIn Group (a plug already!) and I read a response to a question I have heard a lot lately. “Where do I put my marketing spend in 2010?” Do I keep a good mix or bin traditional marketing in favour of digital, as it’s cheaper. The thing is, in today’s market I think this general talk of shifting away from traditional spend to digital is already outdated. “Digital” is not new anymore, I know we’re not yet hanging out with Star Trek's Captain Picard but come on; we’re online most of the day...
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Online video - no longer a 'nice-to-have'?

August 4, 2009 6:47 PM | By Joel Harrison
Video used to be a nice-to-have for websites, with the cost of production generally precluding all but the biggest B2B brands from getting involved. But with changes in how search engines view and rate traffic, online video is becoming an increasingly important weapon for brands seeking to maximise the visibility of their websites, engage with visitors and ultimately convert leads into sales. The exclusive below, from our recent half day seminar on search engine marketing, covers this issue in detail, including interviews with presenters from Google, Salesforce.com and Base One Group....
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Search Agencies - not walking the talk?

June 26, 2009 10:48 AM | By Gifford Morley-Fletcher
We're currently looking at making some changes to the Base One web site, and naturally I have been tasked with ensuring that whatever we do is fully optimised for search. As search and social media are a core part of our offering, I decided to look at some of my competitors' sites to see how they go about ensuring they achieve page one positioning on Google for relevant search terms. I looked at some of what I would consider to be the top UK search agencies, and searched using obvious terms to see how well they were positioned. To my...
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Small is the new big

May 6, 2009 1:04 PM | By Stuart Small
Now I know what you’re thinking: you cant go five minutes without seeing an expression claiming that something is the new something –  ‘staying in is the new going out’, ‘Thursday is the new Friday’,  ‘grey is the new black’, etc. You get the picture.But when I saw the above expression I was struck by it and not just because of the link to my surname!Recently I have been speaking to many suppliers who serve small businesses, and I was pleased to hear that this segment remains robust. For example, UK company formations and set up support is strong and...
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