By Donna Ambler on 29 October 2013
Marketing expert Heidi Cohen reminded readers in The Real Truth Behind The 80-20 Rule of Content Marketing that “content marketing starts with the creation of amazing content that educates and entertains your target audience”. That’s the 20% - the 80% of effort should go into distributing that amazing content.
From many perspectives, marketing is about convincing people to buy a product. Sometimes, writing convincing text can be a challenge – particularly if it’s designed to be credible.
By Donna Ambler on 22 October 2013
I listened to social commentator Jane Caro discuss whether or not feminism needed rebrandig on radio this week. Her arguments against the suggestion were interesting, but that debate is a whole different story.
What caught my attention were her comments about the difficulty in rebranding anything. "Rebranding of actual brands doesn't work," Caro said. With a strong career in marketing and advertising, she agreed that smart brands don't try to rebrand. So rebranding is really a waste of time. "You need to ask people to respect, not love your brand," she said. But respect is one of those things that is earned and comes with time, not simply by changing a logo or printing it in a different colour if you want to create a different impression.
By Donna Ambler on 14 October 2013
As a sole trader and a home-based business operator, life can be lonely at times. While I sometimes miss the chance to chill out by the water cooler when I need an RSI break or feel the need to catch up on local news, one of the key reasons I chose to establish my own consultancy was to be flexible in my work arrangements and to choose the kind of work I want to do and who I want to work with.