Data, data everywhere

Marmite. While some people love it, many people can't stand the stuff, and avoid it wherever possible. It's a bit like that with numbers. Show the average Joe in the street an Excel pivot table and he'll turn and run in terror. Around a quarter of adults in the UK are at the lowest level of numeracy. Sales sp

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Are you proud of your newsletter?

  • Cailigh Owen-Jones
  • Viewpoints
  • 15 February 2016
  • 0 Comment

Newsletters are an important aspect of B2B content marketing. But sadly, many companies’ newsletters are unloved, a chore that they are stuck with. While they’re not as fashionable as social, they remain popular with buyers, and with a little effort can produce great results. I’m an unabashed fan of newsletter

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The term ‘thought leadership’ is used by marketing teams on a daily basis as they strive to cut through the noise in the industry. The challenge is to present your company as forward thinking, innovative and the first-choice supplier. But creating genuine thought leadership requires a lot of internal investment,

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Clear definitions help everyone Quite a few people have said they agree with us that the term "whitepaper" is misleading. In our opinion, the same applies to “infographics”. It's a term so broad as to be meaningless — and in our business, it can also be dangerous. If we suggest to a client that we produce an inf

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Not the real thing, like that created by McCandless and Rosling, but lots of the stuff knocked together by marketing people and inaccurately labelled an infographic. 1. Icons do not an infographic make Putting a percentage in really big letters or sticking a brightly coloured icon or two next to it does not make some

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Everybody thinks they can write. Being good at writing though, takes a lot more time, effort and practice than you might at first think. I’ve worked here at Gloo for just over a month now and I’ve already learned a lot about what makes a good piece of copy. Here are the five cardinal sins that make copywriters, lik

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What’s the opposite of “customer facing”? We produce all kinds of content for our clients, from whitepapers and brochures to presentations and apps. Most of it is aimed at end customers, but a lot is designed for internal use only. The stuff that’s aimed at potential buyers is, naturally, called “customer fa

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How to get the most out of your agency

Agency management is an important skill for marketers. But it is more than just monitoring progress against deadlines. Agencies come in all shapes and sizes, some offering a broad range of integrated services and some focusing on a particular specialism. As an in-house marketer, you may therefore find yourself worki

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It's every marketer's duty to question ROI Like you, we’re interested in return on investment in marketing. Especially because we’re a service business, and every hour we waste is an hour we can’t get back. So as we sit down to write a new post, when we’ve got plenty of paying work to be doing instead, we find

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Would the Sun sell 3 million newspapers each day without its catchy headlines? No, it probably wouldn't. Headlines like "Up Yours Delors" and "Gotcha" will go down in history. A catchy headline can be very powerful, but a reader will still give up after a few lines if the story doesn't interest them. The Sun's success

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I'm in the middle of packing for a motorcycle trip. Space is at a premium, and I'm having to make hard choices about what stays at home. Take too much and the bike won't handle; but leaving my waterproofs behind, for instance, will no doubt end in one soggy, grumpy biker. So it's the hardback books that I'm sacrificing

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