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Can SEO tell us what our audience really cares about?

Posted by Mark Paton on Aug 14, 2018 6:04:40 PM

We’ve been working with Hubspot for almost six months now, and they’ve been great at helping us get in shape as we grow. There is a science to their strategy that frames our thinking around content really effectively.

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Why machine learning matters for Content Marketers

Posted by Mark Paton on Jun 1, 2018 4:52:28 PM


 Harvard Business Review’s ‘The Business of Artificial Intelligence’ points out that over the last 250 years, the fundamental drivers of economic growth have been general purpose technologies, such as the steam engine, electricity, or the internal combustion engine. In this context, authors Eric Brynnjolfsson and Andrew McAfee define AI or, more specifically, machine learning (ML) as the most important technology of our era.

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Topics: Content strategy


Posted by Lisa Paton on May 15, 2018 12:05:06 PM

Have you ever though of yourself as a lift-shaft?

Because that’s how NewBase likes to describe the modern-day CMO who, according to the US marketing and advertising consultancy’s latest whitepaper, is increasingly “positioned at the centre of the business, servicing many functions from ground level, to the top floor executive suite, with information flowing in and out at all levels”.

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Topics: In-sourcing, Content strategy, Outsourcing

In-source or outsource? Who do you trust with your content?

Posted by Lisa Paton on May 15, 2018 12:03:55 PM

The good news is, it’s possible to test a few options until you find the optimum solution.

From the science to the art, there are so many different facets to content marketing: conception, strategy, creative, publishing, automation, amplification and measurement to name just a few. So how do you decide what your team should own and what's best left to the experts?


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Topics: In-sourcing, Content strategy, Outsourcing

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