“Positioning is thinking in reverse.” – Positioning by Al Ries and Jack Trout
Genesis of a Technical Marketing Agency
This is a summary of a talk I gave in March at Write The Docs in Manchester: Genesis of a Specialist Technical Marketing Agency. Slides here.
The Two Types of Marketing Communications
Though marketing is a huge field with many sub-disciplines, when most people talk about marketing they’re thinking of the part of the marketing mix known as promotion, or marketing communications.
Can Your Business Grow Without New Customers?
I’m currently in the middle of reading Company of One by Paul Jarvis. It’s a pretty good read so far, and he talks about thoughtful, intentional growth being a workable model for a small company. That’s definitely an idea I can get behind, and one we try to live by...
Improving SEO for Github Pages or Jekyll Sites
This is a summary of my talk from the Write The Docs North England event in March 2018.
Jargon is how we learn
We work in B2B marketing which means we deal with technical words every day. Many copywriters claim that the best way to write is with simple language, and while copy should be as simple as possible to read, there’s no escaping technical jargon when writing for tech brands.
What the Tech Nation Northern League Table means for marketers
Earlier today Tech Nation released their annual Top 100 League Table, covering the North’s top 100 fastest growing technology companies.
Dangerous marketing advice for developers
There’s a pernicious bit of wisdom in developer circles around how to create and build successful products. Scratch your own itch.
I run a digital marketing agency, and here's why I signed up for Marketing Week's Mini MBA
There I was, on a conference call with a prospective client, when I heard a question I wasn’t expecting:
The false dichotomy of traditional and digital marketing
When I first started working in marketing I thought the division between traditional and digital marketing was sign of a fundamental difference. I mean, agencies label themselves as specialising in “digital marketing”, so you’d think it was a pretty important distinction, right?
Understanding Your Brand's Tone of Voice
Copywriters and marketers like to spend a lot of time talking about “tone of voice”. There are thousands of blog posts that discuss it, and workshops and seminars that help you develop it. If you’re lucky enough to have a style guide, that’s usually where you’ll find a tone of...
Where should I post my articles? How to reach your audience and improve your SEO
Whether you’re using Medium, LinkedIn, or your own blog, there’s no shortage of places to publish your thought pieces. But with so much choice it’s natural to ask: “Which platform should I publish my content on?”
Why you shouldn't use GitHub to host your marketing material
Hosting services like GitHub are excellent for storing your important files and documents in a publicly accessible place. If you’re an engineer who spends all day pushing code with git, it makes perfect sense to use it for all those other things you need to keep safe.