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Essential ingredients of a lead-generating B2B case study

Making a sale can be a long and winding road, especially for a B2B business. It’s easy to promise the world in your marketing material, but no matter how persuasive your arguments are, they can fall flat if there’s no proof to back it up. The missing piece in this puzzle to skyrocket your sales is a B2B case study. …

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Will Copywriters Be Replaced By AI?

Predictions for the future of copywriting  Are you wondering if copywriters will be replaced by AI and intelligent machines? Maybe you’ve never given it a thought. Maybe you’re counting down the days. Will copywriters be relevant in five years time? Will automation make the economy tank so hard nobody buys anything anymore? I’m no oracle. The art of futurism is …

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How to Write in Divided Times

Words with consequences I’m fully aware that churning out cheap SEO-baiting articles in the days following a high-profile death is the lowest of the low. Five things marketers can learn from Stan Lee is not just culturally worthless, it’s shamefully exploitative. This article does not indulge that trend, but I was moved to write it by a shocking event in recent news. A …

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The Art of Writing About Yourself

This is a post I originally wrote in 2015 for a lovely startup called TalentRocket, who are sadly no more. However, the team now run ThriveMap, a culture fit assessment tool that helps companies measure the fit between how their teams and how candidates like to work. If you hire people, have a look. The age of the CV is almost …

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Personal Branding: Self-Marketing for the Modern Marketer

Marketing isn’t advertising. It seems a simple proclamation, but most non-marketers I’ve met think of it as salesmanship on a broadcast scale, and nothing much else. I’m always happy to offer a different perspective. Marketing is a set of activities and strategies that are deeply embedded in various parts of a business, both public-facing and behind-the-scenes. It’s the stuff you …