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Bill Bernbach, the prophet of inbound marketing

The concept of inbound marketing was not known until 2005 when this phrase was coined by HubSpot’s CEO, Brian Halligan. What exactly does it mean? According to HubSpot in 2021, “inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with … Continue reading Bill Bernbach, the prophet of inbound marketing →

Get the best out of your content writers through the perfect brief.

Whether you are a marketing manager or the owner of a webshop, it is highly likely you do not write your content yourself. You have people for that. Maybe in-house or an agency. Or freelancers. Or aunt Annabel’s eldest, who has a knack for this kind of thing… How many times have you muttered underneath … Continue reading Get the best out of your content writers through the perfect brief. →

International marketing: from translation to transcreation

When you go international, the first thing to do is have your website translated to address your new audiences in their own language. But your marketing or SEO consultant will probably say it is insufficient, as in, what you need is localisation. Localisation is a big step up from simply translating your content. To go … Continue reading International marketing: from translation to transcreation →

International marketing blunders: laugh about them rather than make them

Is your product a hit in the Netherlands? Try it in Uzbekistan! No problem at all. Thanks to the internet, you can open a shop there from behind your desk. The only question is: how do you hit the right note with the Uzbeks and avoid blunders that can destroy your efforts before you get … Continue reading International marketing blunders: laugh about them rather than make them →

What will government regulation of Big Tech mean for your marketing?

Google has defined the way we search, Facebook the way we interact socially, and Amazon the way we shop. Three companies immediately come to mind when talking about Big Tech. Although they offer different services, their core activity is the same that is collecting and using data to make a profit. How did these companies … Continue reading What will government regulation of Big Tech mean for your marketing? →

Content lessons from literary writers – 3

A short story is a love affair, a novel is a marriage.

- Lorrie Moore

Content Lessons from Literary Writers – 2

‘Don’t tell me the moon is shining. Show me the glint of light on broken glass.’ – Anton Tsjechov

Content Lessons From Literary Writers: 1. Personality

“Better to write for yourself and have no public, than to write for the public and have no self.” – Cyril Connolly

How to Hire an SEO Agency

You want more visitors, more transactions, and more profit, so you’ve decided to call in the help of an SEO agency. To make sure you pick the right one, you’ll need to assess their performance. Here are three things to look for when hiring. Comparing how candidates perform on each of them will help you … Continue reading How to Hire an SEO Agency →

SEO Tips When Redesigning a Website

Is your site a brochure or a revenue tool? If your site isn’t well optimized, it probably falls in the former category. And while it’s nice to have a pretty site, your site isn’t meant to just be pretty. It’s supposed to support your business. And if your site isn’t optimized, it’s not doing its … Continue reading SEO Tips When Redesigning a Website →