book open on a table ready for big ideas

Content Marketing in a full-stack suite

It’s easy to be blinded by the plethora of channels we marketers are faced with, especially when planning a full year of activity. That’s why having a sound content marketing strategy is key, and one which you can then hang all other activities from. Here are my 10 steps to building your content marketing strategy:

  1. Define your target audience: Identify the demographics, psychographics, and pain points of your ideal customers.
  2. Set your goals: Determine what you want to achieve with your content marketing efforts, such as increasing brand awareness, generating leads, or driving sales.
  3. Conduct a content audit: Analyze your existing content to see what’s working and what isn’t. Use this information to inform your future content creation efforts.
  4. Develop a content calendar: Plan out the types of content you will create, when you will publish it, and on which channels.
  5. Create a variety of content: Offer a mix of blog posts, videos, infographics, whitepapers, podcasts, and other formats to appeal to different types of learners and to keep things interesting.
  6. Optimise for SEO: Use keywords and meta tags to help your content rank higher in search results.
  7. Promote your content: Share your content on social media, via email marketing, and through other channels to reach a wider audience.
  8. Measure and analyze: Use tools such as Google Analytics to track the performance of your content and see what’s resonating with your audience. Use this information to adjust your strategy as needed. Importantly, keep in mind what’s generating new or additional business. Some channels perform well but don’t drive commercial performance.
  9. Engage with your audience: Encourage comments and feedback on your content, and be responsive to questions and comments.
  10. Continuously improve: Continuously improve your content marketing strategy by experimenting with new formats, targeting different audience segments, and testing different promotional tactics.

Is social media just noise?

Social media has become a crucial element in the world of modern marketing, with billions of users around the globe utilising platforms such as Facebook, Twitter, and Instagram to connect with potential customers, share brand information and promote products and services. Some may argue that the constant flow of information and content on these platforms is nothing more than “noise,” a jumble of words and images that detracts from effective marketing strategies and campaigns.

However, while it is true that social media can be overwhelming and saturated at times, it is also a valuable tool for reaching and engaging with target audiences. For many businesses, social media is a cost-effective and efficient way to connect with customers and build brand awareness. It is also an effective tool for disseminating information and promoting special deals and promotions, as well as for collecting customer feedback and insights.

Social media has also been a powerful tool for smaller businesses and new brands to establish their presence in the market and compete with larger companies. Additionally, social media has played a crucial role in many viral marketing campaigns and has helped to increase brand visibility and reputation.

That being said, it is also true that social media can be a source of misinformation and that the constant stream of information and content can be overwhelming and overwhelming. It is important to use social media strategically, by creating effective campaigns, targeting the right audience and using data-driven insights. Moreover, it is also important to stay up-to-date with the latest trends and best practices in social media marketing to stay ahead of the competition.

While social media can be overwhelming at times, it is also a valuable tool for modern marketing. It is important to use social media strategically and to be mindful of the potential downsides but to also acknowledge its positive contributions to the business world. Social media is not just noise, it is a complex and multifaceted tool with enormous potential for marketing success.

Effective marketing in a digital age

In the digital age, effective marketing strategies have become crucial for businesses looking to reach and engage their target audience. The rise of social media, mobile technology, and other digital platforms has created new opportunities for companies to connect with customers, but it has also made the marketing landscape more complex and competitive. To stand out and succeed in this environment, businesses must employ a range of tactics and tools to reach their customers where they are and in ways that are relevant and meaningful to them.

One of the most effective digital marketing strategies is search engine optimisation (SEO). SEO involves optimising your website and its content so that it ranks higher in search engine results pages (SERPs) for relevant keywords. This can increase the visibility and traffic to your site, and ultimately drive more sales and conversions. SEO requires a deep understanding of your target audience and the keywords they use to search for products or services like yours. By identifying these keywords, you can optimise your website’s content, meta tags, and other elements to improve your rankings and drive more organic traffic.

Social media marketing is another important strategy in the digital age. Social media platforms like Facebook, Instagram, and Twitter provide businesses with the ability to reach large, engaged audiences and to connect with customers in real-time. By creating a strong presence on these platforms, businesses can share valuable content, engage with customers, and build brand awareness. Additionally, social media advertising provides the ability to reach more people by using target audience, interests, demographics and many more.

Another digital marketing strategy is email marketing. By collecting email addresses from customers and prospects, businesses can stay in touch with them, promote new products and services, and encourage repeat business. Email marketing campaigns can be automated to keep the process simple, and analytics and tracking can be used to measure the effectiveness of the campaign, and to personalise follow-up emails.

Finally, businesses should not neglect the power of mobile marketing. With the majority of internet users accessing the web via mobile devices, it is essential that businesses optimise their websites and digital content for mobile devices. This includes ensuring that the site is responsive to different screen sizes, and that it loads quickly on mobile networks. Additionally, businesses should consider creating mobile apps that can be downloaded and installed on customers’ devices, providing a direct line of communication to them.

Businesses must adapt to the changes that are taking place in the digital age and must use effective marketing strategies to reach and engage their customers. By utilising search engine optimisation, social media marketing, email marketing, and mobile marketing, businesses can increase their visibility, connect with their customers in meaningful ways, and ultimately drive more sales and conversions. However, the key to success is to keep experimenting and be open to learning and making adjustments as the market changes.

How to plan marketing spend

Marketing spend can be a tricky thing to navigate. On one hand, you want to invest enough money to make an impact and drive sales. On the other hand, you don’t want to overspend and waste resources. Here are some tips to help you plan your marketing spend effectively.

  1. Define your goals. Before you start spending money on marketing, it’s important to have a clear understanding of what you want to achieve. Are you looking to increase brand awareness? Drive more sales? Attract new customers? Knowing your goals will help you focus your spending on the most effective tactics.
  2. Understand your target audience. Another crucial step in planning your marketing spend is to have a deep understanding of your target audience. Who are they? What are their pain points? What are their needs? The more you know about your audience, the better you’ll be able to target your marketing efforts to reach and engage them.
  3. Research different marketing channels. There are many different marketing channels available, from social media to email marketing to influencer partnerships. It’s important to research the different options and understand the pros and cons of each before deciding where to allocate your budget.
  4. Create a budget. Once you know your goals, target audience, and the different marketing channels available, it’s time to create a budget. Be sure to include all of your expenses, such as creative costs, production costs, and any technology or tools you’ll need to execute your plan.
  5. Monitor your results. Once your marketing plan is in motion, it’s important to monitor your results closely. Track your ROI and analyze the data to see what’s working and what’s not. This will help you make adjustments as needed and ensure that you’re getting the most bang for your buck.
  6. Be flexible. Lastly, be prepared to be flexible. The marketing landscape is constantly changing, and what worked last month or last year may not work now. Be ready to pivot and adjust your strategy as needed.

By following these tips, you’ll be well on your way to planning a successful marketing spend that will help you achieve your goals and drive sales for your business.

2020 Goals – two weeks in

At the start of January, I made some commitments to myself. They’re not new year resolutions because I don’t think the work. More, these are things that I need to achieve for me to be healthy. After two weeks, I thought it worthwhile taking stock of how far I’ve come, and what I’ve learnt.

Smoking

The first goal was to pack in smoking. I’ve stuck to it, and have been surprisingly fine with it.

Drinking

The second was to stop drinking through the week, again I’ve stuck to it and am finding this one of the easier things to do, despite being worried that it would have been the hardest. Had a bottle of wine at the weekend, and really wasn’t a fan of how it made me the morning after. Sluggish and lethargic.

Exercise

Exercise is the one goal I think I’m doing the best with. Check out what I’ve managed to do in just 14 days:

Exercise specific lessons:

  • Running with a headtorch is like a weird computer game
  • Having the correct clothing makes or breaks an activity
  • Cycling is cold
  • Running is warm
  • Thinking of Strava titles is difficult
  • Logging everything really helps with motivation
  • Eating enough calories to replace the ones I’ve lost through exercise is hard work if done in a healthy way!

Creativity

This is the goal I’ve been worst at. In actuality, this is the first bit of my own writing I’ve done since the first post. And I haven’t picked up my sax. Be better.

Well-being

Another area I’m doing well at. I’ll break them down into three:

  1. Eating – I’ve managed to stay vegetarian. And I’m really enjoying it, apart from the curry I accidentally nearly bought last night.
  2. TV/Screen time – Much better, but still work to do. Reading before bed is making a big difference to my sleep
  3. Quality time with the family – we’ve been exercising together which has been really fun!

Summary

I’ve been going through a lot of changes all at once, but I think this en-masse shock to the system is probably what I needed. I no need to take it steady with exercise so I don’t injure myself, but I’m feeling great about it, and still manage to get out of bed every morning at 6:15 to get the run in!

New Year Resolutions 2020

2019 wasn’t a great year all told. For me, it was a tough one too, with lots of things that didn’t go to plan. There are things I’d like to achieve, and so while I won’t be tagging them under New Year’s Resolutions I do want to at least make notes of them. I suppose it’s easy to blame lack of focus and letting oneself go on being busy, but there are far busier people out there who manage to stick to the things that matter.

As with any goal, each one should be smart. That is, Specific, Measurable, Achievable, Relevant and Time-bound. At this point, I’m adding as much detail as I can to each one so if I should wane, I’ve got something to read and remember why I’m doing each one.

I’m using technology to help me on the journey. All exercise is being logged with my watch.

1 – Smoking

Rationale I’m now not far off being 32. I’d like to be a part of Jasper’s life, and ultimately his own kids’ lives for a long time. There’s only one way to almost certainly make sure that doesn’t happen, and that’s by continuing to smoke.
Specific Give up smoking entirely. Not use social events as gateways to starting again.
Measurable Every day, have precisely zero cigarettes.
Achievable I’ve done it before, given I’ve got a fresh decade to go at this time. Stick to it.
Relevant It ties in with some of the other goals I’m wanting to achieve, and also is quite relevant to living a long life.
Time-bound I must recognise that breaking any habit will likely have moments of weakness. I can help these moments by committing to never buying cigarettes again.

2 – Drinking

Rationale It ties in with goal number 1. They go hand in hand, and part of forming new habits is breaking old ones. I don’t get drunk anymore, but I still drink a lot. This is me committing to my overall improvements.
Specific I will only drink on Fridays and Saturdays. I’m already good at not drinking at all on a Sunday but must now carry this over to the rest of the week.
Measurable Only drink on Fridays and Saturdays. Record all drinks on My Fitness Pal.
Achievable I already manage to not drink on a Sunday, so it’s just a case of extending this.
Relevant Using the same reasoning as for not drinking on a Sunday in that it’ll make me more productive, make me feel better and be generally more healthy which is the theme for this year.
Time-bound Ongoing throughout the year. All these targets will be continuous.

3 – Excercise

Rationale Over Christmas, we went to a trampolining park. Despite it being downright dangerous, I was very very aware of how unfit I was. I had a viral cold at the time, so really struggled, but even with that considered I was downright knackered after only a few jumps. I will not be a parent that can’t keep up with Jasper, not when I’m still in my 30s at least!
Specific This one is harder to be specific about and sat here writing this, I don’t want to make it up on the spot. I think without getting into training schedules and the like, I must do one active thing per day.
Measurable Every day, I will record on my watch. Be that steps, any runs or something I’d now like to do more of – go out cycling!
Achievable I want to make sure that all these new goals are stuck to. Therefore I won’t be setting large and difficult targets that are hard to stick to. Small incremental steps that are easy to do every day.
Relevant Like the goals before, these are all relevant to health. I should see compounding benefits realise if I manage to stick to all of these new targets.
Time-bound It’s a simple one – every day, do one bit of exercise.

4 – Creativity

Rationale I’m a creative person, and it’s the creative things I do that keep me sane. I enjoy these things, so wanted to set a goal that will hold me to account on making sure I make progress creatively. Also, if every week I can improve by only 1%, the gains realised over a year would be incredible.
Specific
  1. Writing. If I have more time on any given day, start writing again.
  2. Saxophone. At the very least, pick my saxophone up every day. Even if I play only one note, do it every day.
Measurable
  1. One sentence per day.
  2. At least one note played every day.
Achievable
  1. Very low goal length.
  2. One note? That doesn’t take long. I can help by leaving my saxophone in my study for the rest of the time.
Relevant
  1. Wellbeing is a wide concept. Not just physical health.
  2. I really enjoy the only hobby that I’ve stayed at for a long time. It feels like it’s time to get better at it.
Time-bound
  1. Very short amounts of time required to keep this up to date. All told, I think everything on this list will take no more than an hour every day.
  2. Not a lot of time required for this one, the importance is in forming a new habit.

5 – Well-being

Rationale This is a broad goal that I’m going to break down into manageable sections. If all other goals are met, this will likely improve of its own accord. However, there are things that I’d like to be specific about.
Specific
  1. Eating. We now eat well as a family, but I’d like to continue to be better. Especially when I travel or when I forget lunch.
  2. TV / Screen-time. The TV is a time-sink, and I need to find a balance between relaxing and watching it too much.
  3. Quality time with the family.
Measurable
  1. No meat. No McDonald’s breakfasts or lunches in normal working hours. Bring healthy lunch every day. Do more research on healthy lunches that are easy to prep.
  2. Keep it to one TV programme per day. No phone in bed at all.
  3. A short diary entry on Garmin Connect.
Achievable
  1. Very achievable. Just need to stay organised, and when that breaks down be better with quick food.
  2. Break the sofa habit. Once that’s done we’ll be away.
  3. Easy to document, and the act of documenting should improve mindfulness.
Relevant Each of the three is very closely tied with general well-being. Healthy eating, reducing the amount of time in front of screens and having a great relationship with my family.
Time-bound Small incremental improvements each day.

Influencing what…

Influencer marketing
Description: Influencer marketing is a form of social media marketing involving endorsements and product placements from influencers, people and organizations who possess an expert level of knowledge and/or social influence in their respective fields. Wikipedia

That’s what Wikipedia has to say on the matter. But I don’t buy it. I’ve now completely deleted Instagram because of the pervasive culture of influencers weedling into every feed with the scatter-blitz of hashtags. There are people on the platform I used to follow and enjoy reading about and watching. People who were top of their fields, or experts, or damn good at this or that.

However, the term ‘influencers’ seems to be ever-more synonymous with entitled rich pricks. This merry band of half-wits seem to add nothing to this world other than a significant carbon footprint and blindingly over-simplified observations. There is truly nothing to be gleaned from these people other than spiral descents of depression in teenagers with the gulf in perceived quality of life. If there is one good thing to come out of it all, it’s the Fyre Festival documentary. They need to rebadge it as a comedy. Absolutely wonderful to watch ‘influencers’ stranded in event shelters.

Wonderment: A dying pastime

wonderment. Noun.
won·​der·​ment | \ ˈwən-dər-mənt \
Definition of wonderment
1 : a cause of or occasion for wonder
2 : ASTONISHMENT, SURPRISE
3 : curiosity about something

How does a fridge work? How from heating something up can you create a block of cold air? It baffles me. However, this very question led me down a peculiar train of thought.

I have memories of being a child, being ferried in the car realising I didn’t know the answer to something I was pondering. In the vast majority of cases, dad would be able to answer them, usually involving something to do with technical aspects of this or that. However, in the times where dad didn’t know the answer, for instance, the time I asked with no irony if he could run me through the principles of the Bernoulli effect he’d say you’ll have to look at the encyclopedia when you get home. Infuriating when the question comes up on the first day of a two week holiday.

So instead of knowing the answer, I’d stare out the window and run through different possibilities and imagine the various outcomes. Occasionally difficult when at a standing start in the principles of flight, but rolling the window down it was possible to feel the pressure differential with a tilted hand in the airflow.

So driving today the usual happened. I wondered how did a fridge actually work? “Hey Google. How does a fridge work?” In that moment, I realised that even my unquenching thirst for obscure knowledge has become part of the dopamine gratification cycle. A question pops up, and you can solve it in seconds. So instead of Google reading me the top search result over my car stereo, I turned it off and wondered instead.

I now wonder, (see what I did?) whether having all the information in the world in our pocket will stifle some element of our natural inquisitive nature. I know for certain that it plays a large part in no longer having to remember things. Who remembers phone numbers nowadays? But is there any point in wondering how something works, when the information is so readily available? My theory here is that over time we will become less inquisitive, and therefore be less creative in solving problems that don’t exist.

I should say here that I’m not a Luddite. I think the benefits far outweigh my parochial essay on kids not wondering, but I do think it’s very sad.

Being bored, wondering, musing. These things lead to a child’s creativity. I hope our connectedness isn’t the start of creative diminishment.

In case you were wondering though, a fridge has a compressor which constricts the refrigerant vapor, raising its pressure, and pushes it into the coils at the back of your fridge. When the hot gas in the coils meets the cooler air temperature of the kitchen, it becomes a liquid. Now in liquid form at high pressure, the refrigerant cools down as it flows into the coils inside the freezer and the fridge. The refrigerant absorbs the heat inside the fridge, cooling down the air. And finally, the refrigerant evaporates to a gas, flows back to the compressor, where the cycle starts all over.

I didn’t wonder for too long.

To Be Sworn

Disclaimer: While I can now talk openly about the cases, the oath I took means I cannot discuss the deliberations that took place, who fulfilled which role and how the votes were cast, other than in both trials the decision were unanimous – which is a matter of public record.

Jury comes from the Latin Jurati: “To be sworn”, which makes sense given that’s the first thing you’re asked to do on a case.

“I solemnly and sincerely declare and affirm that I will give a true verdict according to the evidence” 

I’ve wanted to do Jury Duty for some time. It’s one of the core pillars of the judiciary, being able to act as an impartial participant in the outcome of criminal trials. As a juror, you’re tasked with finding a defendant either Guilty or Not Guilty based on the evidence you’re presented with alone. I found the entire experience a combination of very interesting and incredibly dull.

The two weeks starts with the formalities you can probably expect: identification, verification, paperwork and inductions. It’s a pretty dull morning, but then you’re spat out into the jurors waiting room and some amount of excitement builds. I was in a room of perhaps 150 people split between new people like me and people on their second week. Some of those on their second week were on trials that had carried over the weekend, and it was here I noticed the peculiar hushed quiet that surrounds those on a case. These groups of 12 people are forbidden from discussing the trial with each other other than when they’re all together and cannot be overheard. So instead of accidentally letting slip, they tend to fan out to sit at opposite ends of the waiting room.

I spent three days sat reading a book, which was lovely to start with. It’s been a long time since I’ve been able to just sit and read, and it was great to get some reading done. It did however cost me £50 at Waterstones… Then on the fourth day I was called into the first pool.

A pool is a group of 15 people that are taken down to the courts. From there, you wait anxiously to be called into the courtroom itself. Once there, the Clerk randomly chooses 12 of the group to move into the jurors’ box. After each name is called, the defendant is given the opportunity to reject any of the jurors. The judge can consider the reason and either allow or deny that decision to carry. In both the trials I heard this didn’t happen. After the 12 are seated, you’re asked to either take an oath or affirmation dependant on your religious views. And so begins the presentation of the evidence.

The judge who presided over both the trials I heard was the same, The Honourable Mr Justice Batty. If ever I heard someone great at communicating to a diverse audience it was this man. He took a very solemn, and procedurally complicated process and explained it in a simple way that wasn’t in the least condescending or patronising. Quite a feat.

It then fell to the long and arduous process of hearing evidence, which in both trials was done solely through witnesses. This involves a lot of repetition, and both the prosecution and defence try to find inconsistencies. Indeed, a lot of the tactics employed are designed to try and find inconsistencies, but as the trial went on I wasn’t entirely sure that was a useful endeavour. Of course, gaps in the stories, contradictions and different accounts were abound, but their relevance as to whodunnit wasn’t clear, other than in shaping the character of the witness. However, one instruction is clear from the start: try the case on the evidence you’re given alone. Do not let sympathy or any other emotion sway you’re decision in light of the evidence available.

My cases aside, I was a little shocked with the process applied for the more serious cases, which I had the chance to be on. A much larger pool of people is assembled, and brought together. You are told that the case will be a much longer one, and those that can’t take extended time away should let it be known. Clearly, anyone with a professional job, or the self employed cannot be on these cases. In reality, that means the most serious cases are heard by jurors that are low paid or unemployed. I’m not suggesting this group of people will necessarily make a bad or incorrect decision, but the whole randomness of the juror process goes out the window for cases of any length. It therefore means that a good cross-section of society represented in a panel of jurors is very unlikely.

Walking into the courtroom, I imagined that it would be a very fair and sound process for everyone involved. However in reality, it’s a minefield of subjectivity, unconscious assumptions and perception rather than a decision based on facts. It’s also clear that a confident and reassured person can with some ease influence the outcome of collective decision of the jury. I now understand how in some cases, sentences are handed to the wrong people. That said, I can’t think of a fairer way to do it.

If something is uncool, will it last longer?

Today, the UK pub chain Wetherspoons announced it was quitting social media, much as more and more users are doing the same.

A study conducted in 2009 by Gaël Le Mens and Jonah Berger studied the adoption rate of popular names and compared it to the speed in which each name fell out of popularity. They found the quicker the adoption of a name, the quicker it became unpopular again. Here’s a graph to illustrate the point.

I’m sure you can guess the social science behind it. Names that rise in popularity quickly become seen as a fad, and the willingness to associate your child with it decreases just as quickly. Could the same be said for trends outside of naming conventions? Considering something Zuckerberg himself said about the need to remain cool, people only adapted the platform because it was seen to be trendy. It was the new way to converse, and ultimately to find out if other people were single or not. But with the meteoric rise in usage, will there be a plateau? Here’s a recent-ish graph of Facebook users.

It looks like a pretty stark rise, but importantly there’s no sign of a plateau… yet. That doesn’t mean one isn’t coming though.

There’s now an increasing amount of consideration to the pros and cons to using the platform at all.

Pros

It’s great to keep in touch with people on, it’s an OK way to keep up to speed with people’s lives, organising events is much easier and watching cat videos is seamless.

Cons

However, it’s not cool anymore. People hide away to use it, like addicts do in bathrooms. At social gatherings, anyone seen on it is no longer the social go-getter they may once have been seen as, but instead as a recluse; hiding in digital oblivion while real interaction happens around them. The content you see is carefully curated to your own defined tastes; meaning that you aren’t exposed to things that could sway your opinion, only things that you’re likely to click on. So it’s polarising, it’s heightens your existing views, and doesn’t balance them with others.

And worryingly, it’s being used to influence you. It’s a mechanism for the highest bidder to buy your personality, and to write things specifically tailored to you to make you do something you might not have otherwise done. That seems scary.

So J.D. Wetherspoons say they’re turning off their social media presence, and other companies like Tesla having already done so, has the hay-day been and gone? I liked the frankness of their chairman’s reasoning: “I find most people I know waste their time on it. A lot of them say they know they waste their time on it, but they struggle to get off it.” So while there’s a lot of negative noise around what a dangerous thing it’s becoming, people do seem to be dropping the platform in favour of face to face conversation. That’s pretty cool, even if it plays straight into ‘spoons’s favour.