Overview: Content Creation & Marketing

I’ve just spent a few days running the Discovery phase of a new project to further develop the communication strategy of an EU Institution, with a particular focus on retooling its online, social media and publications tactics. Apart from focusing on developing a new information architecture, I’m running the overall project. This means not only en…

The DMC is a practical guide to develop a strategy to accelerate business growth. It's made for anyone in the company to get around the table. Marketers, Entrepreneurs, Developers, Designers, Sales,... It's a tool of co-creation. Brainstorming as a starting point, the digital strategy is the finish line. As you go to through the process you'll lea…

The EC set up Drop’pin to help young people find training, apprenticeship and intern opportunities across Europe. I did some content marketing (blogging, enewsletter, social media support) and developed a global CRM strategy.

So, how did this local come by his expertise? Years of work in developing, implementing and managing integrated offline/online marketing strategies... Far-ranging, diverse experience in marketing? Extensive education in social media technologies and how/when/why to use them? Nope. He’s an expert because he has a popular Facebook page, which is …

"sometimes organizations get so caught up in showing off their use of social media tools that they forget that those tools have a purpose – strengthening the relationship between an individual and your organization. A healthy social strategy includes both content created to get new folks in the engagement funnel AND to strengthen the “passion-c…

"the future of marketing is screwed ... We're still taking legacy thinking and outdated value systems and applying them to this new world of innovation... all this amazing technology, all the data you can leverage ... Marketing becomes a true reflection of an always-on society by recognising that it’s not a department. Marketing is now a way of b…

"To zero-in on exactly what you want to say, what you want someone to take away and what you want someone to do is critical but just the beginning ... you then need to distill everything into something snackable, engaging and shareable, the amount of work and thoughtfulness intensifies. Essentially, to visually communicate through byte-sized nar…

Came up with a winning communication strategy to promote worthy-but-heavy pdf reports from the European Commission.

"blogging is so hyped as a panacea, you'd think that simply adding a blog to your site would also help you find the perfect spouse, cure the common cold, and even turn lead into gold. ... you should always question anything that's touted as the right answer for everyone (and everything). So should you blog?... let's look at a few examples of w…

"we are kicking off the relaunch of The Lede with a three-part series on content strategy... we begin with an element of content strategy that often gets overlooked … but that is crucial to understanding your audience intimately enough to influence it." Hint: it's AUDIENCE. And it's a podcast, so grab it and give it a listen tomorrow morning on y…

"A good social media manager doesn’t have to have experience in the subject matter; they know how to do their research, build personas, adapt and be creative... Not understanding target demographics is like playing darts without a bull’s eye." - The Psychology That Informs Social Media | Social Media Today

Place all your content eggs in someone else's basket, you'll get what you deserve. Facebook it, after all, a business. Some basic advice here, but it amounts to the same thing: monitor, optimise & diversify: "Facebook organic reach was around 6% in February, 2014 — a decline of 49% from October. For brands with more than 500,000 likes, the fall-o…

Applies equally to projects, where for step 1 (quoted below) the focus should be the project's USP: "Define what exactly your company is, its motto and the sole purpose of its existence. Write down everything that you think your company/website is about. Is it about marketing tips, social media, mobile apps, etc.? Define the existence of your com…

The ever-excellent For Immediate Release (episode 638) put me onto 10 things you still need to know about social media / social business, by Olivier Blanchard (aka the Brand Builder), which sounds like every other post you've ever hear of. But it's worth a read...