Content marketing is hard to do right, and it needs to be thought through carefully. You shouldn’t spend any time or money producing content if you don’t have a really good idea who you’re trying to reach, what the messaging should be and what you want to achieve. So if you don’t have a comprehensive strategy yet, stop reading this and go and build one and stop random acts of content creation. We just said content marketing is hard, but luckily, content production needn’t be. You’re sitting on a pile of really great content – you just need to know how to leverage it. The following hacks ..read more

Recently I was a presenter at the Sydney HubSpot User Group where it was my task to deliver my favourite HubSpot tip in 5 minutes or less.  Something that had proven results and was actionable for the audience. Got it.. No fluffy, hypothetical best practices, just down and dirty real world examples - my favourites ..read more

The better you are at setting goals, the more likely you are at achieving them.  However setting goals isn’t enough. You have to be actually be able to execute on the goals that you set and keep your timelines in check in order for you to build momentum in a positive way towards actually achieving them ..read more

  I’m lucky enough to live by the beach in Sydney, Australia.  I’ve grown up swimming in the surf, and have a healthy respect for the ocean,  but, a sign like this gives me pause.. Should I risk swimming with the sharks or will I get eaten alive? While deciding what marketing automation software to use is not a life or death decision, it is still a serious decision for most companies and one that should not be taken lightly.  Switching your marketing to an inbound approach takes mindset change, content, a website optimised for conversion and the technology platform to brin ..read more

When it comes to finding, and more importantly converting, quality leads from inbound marketing, attracting them with helpful content is only half the battle ..read more

A couple of weeks ago, I travelled to New York.  As an Aussie you know that’s no small commitment.  New York is awesome, but it’s also a bloody long flight – especially in economy ..read more

This week’s episode of Utopia (watch it here on ABC iView) got me thinking about how much bad content is out there, and the impact it has on business.  It’s hard to communicate complex ideas and the rise of content marketing hasn’t helped ..read more

In a recent Hubspot survey, B2B marketers revealed a fundamental contradiction in their marketing strategy—while they report dedicating more than 30% of their total marketing budgets to content marketing, fewer than 32% have a documented content marketing strategy.  Most admitted they had no way of measuring success with the content they post, and only 30% could say their content marketing strategy was effective ..read more

This article was recently published on LinkedIn A few weeks ago I ran a strategy review session with a client. We reviewed the key performance indicators for the campaign. We discussed what’s working and what’s not working. We revisited the current goals and what we aim to achieve for the next quarter so we can set the strategy direction for the next 90 days. Most of the key performance indicators are up and the key inbound elements are all in place. Conversion rates have improved, website traffic is up, blog subscribers have increased. But there was no single BIG thing that he felt excited a ..read more

When developing a fresh inbound marketing campaign -- or revamping a campaign that's gone stale -- it's important to clearly map out the strategy and revisit the fundamentals of inbound marketing. This might sound obvious, but you'd be surprised at how many businesses, both large and small, have a more fly by the seat of their pants mentality when it comes to inbound marketing. In order to create an inbound campaign that grows business consistently there are some fundamental strategies to follow ..read more