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Category: Digital Marketing

Aligning marketing activity with business strategy

This post was originally written on my old blog, and has been recently updated for 2018. Whilst it may be a couple of years old; content like this is truly evergreen and the debate about marketing’s alignment in a business never goes out of fashion! How many of us have worked in organisations where the activity of the…
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How can marketers benefit from ‘brand journalism’?

Originally written in 2015 & updated for 2018. As long as people have been communicating, we’ve used stories to relate to each other, make sense of things, and help us make decisions. In recent years, the rise of content marketing has enabled businesses to use the tools and techniques of journalism to tell their company stories, or…
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