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Welcome to the Marketing Mix Revolution!

  
  
  
graffiti fist

COMRADES, there has been a revolution in marketing the past few years!

A revolution that is driving social media, content marketing, SEO and even pay per click advertising. A revolution that has changed the way we think about marketing forever.

You need to learn the manifesto, get with the programme, lead the revolution, sweep away the old and embrace the new.

Are you with me?

Now before you think I am advocating riots in the streets, Molotov cocktails, storming the barriers and general anarchy, I am not – I am just trying to emphasise the fact that if you don't recognise the fundamental revolution in the marketing mix, and what it means, then your marketing efforts are destined to fail.

The 17 types of blog post your audience can't wait to read

  
  
  
Little person reading

We recently ran a training course for folk new to blogging, which covered everything from the business case for blogging and content planning to creating writing that works and how to measure it.  One of the areas that sparked real interest for our new budding bloggers, and proved invaluable to planning their writing for the coming months, was our trainer’s examples of the types of blog post that are open to them.  We counted around 17 types of posts that writers might wish to consider in approaching their blogging, to be used variously and applicably, as befits the tastes of your audience and the tenor of your blog.

So, here are our 17 suggestions for the types of post you might consider to keep your blog interesting, vital and educative for your readers:

Blog writers tip: keep your blog on target with a brief

  
  
  
Target your blogging
I like to think of blog posts as arrows – powerful, accurate and effective – but only if they are targeted. In fact any weapon is only effective if properly targeted – and can cause huge damage if it’s pointing the wrong way.

Whilst forgiving the somewhat campaign/war like bent of this view, applying this analogy to a blog – you have to identify the overall nature of your enemy and then hit specific targets with your posts. So what you need is a brief and a targeting system.


Ten hidden benefits of writing a blog

  
  
  
Yoga - on one leg on a beutiful beach

Following on from my last post where I talked about a range of strategic reasons why an organisation might have a blog, in this post I am going to look at the hidden benefits of publishing a blog.

Listen up – this applies to you.

You see, what you might not appreciate is that publishing a b2b blog can benefit both you and your business in other, perhaps more subtle, ways. Ways you are definitely going to like.

So here are 10 hidden benefits of writing a blog:

1. It forces you to keep up to date

In order to create a blog that's relevant and timely, you need to follow the latest developments in your industry, the direction the market is going and what your organisation's latest developments are. You'll be the organisation's "Cutting Edge Expert" in no time.

If you haven't anything useful to say... don't! A John Lee interview

  
  
  
Silence (450)

John Lee talks about the power of visual content in social marketing, the importance of quality content rather than quantity, and why - just occasionally - it's alright to opt for social silence!

So John, you've given us (in part 1) two clear messages about encouraging people to interact with your social content, around planning and integration into your marketing mix and also, very much about your "social" tone.  What's next - what else should we be thinking about?

Why are you blogging?

  
  
  
Auguste Rodin - The Thinker

We all know the reasons for having a blog right? It drives traffic to your website, it helps with search engine results, it generates leads, and all those great marketing objectives. Now, don’t get me wrong, they are all excellent reasons for publishing a blog. But those reasons should be true of all blogs, I mean, they should be a given.

They are the reasons why you should have a blog, they are not the reasons for your particular blog.

So why are you really blogging?  You need to think about the strategic reasons for a blog as much as you do the practical reasons. If you don’t have a strategy, then your blog will fail, and the positive effects on your business will be lost.

Social must be integrated into your marketing mix: a John Lee interview

  
  
  
John Lee

Do you share links to your website or blog and wonder why no-body clicks on them?

John Lee, Head of Social Marketing at Webtrends, offers some great insights for B2B marketers on how to you get your content noticed in amongst the 500 million tweets a day.

John, regarding your blog post on this subject, did it come about as a result of some research that you’d done or just observations you’ve made over the years?

It’s a little bit of both – we’ve done a lot of research in terms of looking closely at our own social channels and finding out what really leads people to engage and repeatedly engage – so not just that “first click” but what makes that click more meaningful in the long term. And also, we’ve been able to look at other industry leaders, particularly in B2B digital marketing, and to look at what kind of patterns they’re seeing; it seems to be a trend that’s pretty consistent across the industry.

The Five Contradictions of Native Advertising

  
  
  
native advertising

Digital marketing sites, content publishers, pundits, brands and regulators currently seem obsessed with native advertising.

The IAB have created a task force and published “The Native Advertising Playbook”. Adweek, Marketing Week, Mashable, even the Guardian are talking about it.

Recently the Sunday People website was relaunched funded solely by native advertising, and even more recently still, it’s been closed due to lack of audience.

At least one content marketing expert has said it is neither ‘native’ nor ‘advertising’. So what is it? Is it the next big thing in marketing? Should it be part of your essential inbound marketing toolkit?

Social marketing for law firms: an interview with Paul Hutchinson

  
  
  
Paul Hutchinson

Paul Hutchinson discusses how professional firms, using social networks to communicate with clients transparently and authentically, have found a winning marketing mix.

So Paul, can you start by explaining a little bit about your background?

I work for Black Letter PR, helping legal professionals develop their current communication methods. As the legal sector is becoming more and more consumer focused, we are finding increasingly that law firms want to engage with their clients via modern channels such as social media.

Are you finding that a bit of a challenge?

There is a lot of fear about social media from professional sectors. I think it’s that old adage of “what you don’t understand, you’re frightened of”, but as many people who have taken the jump have found, social media isn’t this horrible beast that is going to cause problems. It is actually a platform which is improving the way businesses engage with their customers.

Keeping in mind that most of the law firms haven’t got there yet, what advice would you give them?

The four most useful 2014 predictions for inbound and content marketing

  
  
  
2014 hands

This time last year, we came to the quick and sensible decision not to devise out own list of predictions for 2013, instead leaving it in the safe hands of other experts in the field who could foretell with renown and efficiency the inbound and content trends of the coming year.  And they did so with aplomb – thank you Messrs Sheridan, Colman et al.

So, with the advent of another new year, we have scoured the Internet to compile a 2014 list of the best B2B inbound and content marketing predictions for the next 12 months, in the hope that they will prove useful in guiding your future marketing planning and strategy.   So here’s our list of the four most salient objectives and anticipated trends for 2014 from the thought-leaders in our industry:

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