Strategy Articles
The secret to intoxicating content: personas
Buyer personas are all the rage right now in marketing - they're essential for boosting your website's lead generation. Toby has covered...
Content marketing ROI: how and (why) you should measure it
Back in 2012, Kapost published this free white paper about content marketing ROI and revealed that per dollar, content marketing produced ...
12 danger signs for client-agency business relationships
From experience, here are 12 danger signs for business relationships between agencies and their clients.
13 lessons in persuasion: conmen vs. marketing pros
Around 3.2 million people in the UK fall for mass marketed scams ever year – around one person in every fifteen. Swindles cost the public...
Why hide your prices? How to write about money on your website
Most of our clients are very reluctant to talk about the prices of their products and services. On the other hand, it’s something that...
How to budget for, plan and measure writing output
There's a great article in Slate today about the growing trend to measure journalists' productivity by the number of column inches they...
If you pay peanuts, you get monkeys
Marketing agency writers are not monkeys. If you were an experienced professional - say a lawyer or an accountant - and you received an...
How to create better briefs for writers
I have said it before and I'll say it again: better briefs for writers make for better projects. You can't start a blog without a good...