Giving you the strategy to amplify your organisation’s positive impact.
Back in August I announced that we are starting our journey to becoming a B Corp. B Corps are businesses verified to meet high standards of social and environmental performance, transparency and accountability. Businesses can’t have morals – at least, not ones reliant on the personal attitudes of the people working at them. That’s not […]
Businesses don’t have morals. Businesses can’t have morals. That might sound cynical. I disagree. A business is a mechanism for making money. If morals replace money as your business’ bottom line, your business will run out of money. Whatever good your business was doing will disappear along with it. We need to accept that a […]
AI has taken the world of digital marketing by storm. We’ve seen AI being used in Google Analytics, it’s changing the way we approach content marketing and what we post on social media. Now, it’s the turn of Google Ads. The platform already includes a range of AI features and, at Google Marketing Live, recently […]
Over 700,000 people die by suicide every year according to the World Health Organisation. For every death there are an estimated twenty attempted suicides. People in need require easy access to support – in their timezone and language – so that they can be listened to in confidence and without prejudice as soon as possible. […]
E-A-T: expertise, authoritativeness and trustworthiness. Until the end of last year, these were the three criteria which Google used to assess the quality of a webpage. In December 2022, that changed. Now, Google talks about “E-E-A-T”: Experience, Expertise, Authoritativeness and Trustworthiness. On the surface, it might not be clear just what this change means and […]
Whether or not you’re an expert in search engine optimisation, it’s clear that those in the profession love a good acronym (SEO, PPC, CPC, CTR… the list goes on!). And, as a professional or marketer for a financial services firm, there are two more SEO acronyms to know about if you want to improve your […]
AI is the talk of the town – these days you can’t swing a virtual cat without hitting someone discussing the latest and greatest in artificial intelligence. That first sentence was generated by ChatGPT with the prompt “a funny, colourful turn of phrase about how everyone is talking about AI these days” and I’ve got […]
Agnostic thinking gets a bad rap. It’s seen as wish-washy, non-committal, even cowardly. Pick a side. Take a risk. Buy bitcoin. Cash out. Put it all on red. Live dangerously. Figure out what your principles are and don’t waver. Positive agnostic thinking isn’t about avoiding decisions, however. It’s about freeing yourself from preconceptions that might be […]
Whether you’re creating content for your site or just updating it, forming a strategy around your audience’s interests is easier said than done. You’ll likely have a vague version of your ideal audience in mind – their industry, their job titles – but what are they actually looking for when they arrive on your site? […]
Ironically, encouraging authenticity can lead to content which appears less authentic. The word “authentic” can be misinterpreted as meaning “emotional”, “personal” or simply “fun”. How do you make content that feels “honest”? Failed attempts at authenticity often lead with an appeal to the personal – “you can trust me because of the internal emotional factors that […]
Whether it’s a tip on how to do something (just like this post!) or an answer to a popular question within your industry, the best blog posts are the ones that provide real value to their readers. So, if you’re wondering what to include in your next blog post (or 10), here’s how to come […]
It’s one thing to write content for your company’s blog, it’s another thing altogether to create content that’s valuable to your audience. One of the best ways to do just that is to use topic clusters in your content marketing strategy. With topic clusters, you can provide in-depth advice and information on the areas your […]
