Blog

How content marketing doesn’t work

[embed]https://www.youtube.com/watch?v=BXZet0SYJnA[/embed] We meet a lot of people who still have trouble understanding how content marketing works. A common cause of this is that marketers and advertisers just cannot let go of thinking of content marketing in terms of advertising campaigns. That is, their criteria for judging...

biz growth series

Biz Growth Series – Auckland 24 August 2017

Espire Media & SalesStar present the 2017 Biz Growth Series Strategic Sales and Marketing: Success in the Digital Economy Looking for business growth strategies that work? Join us at our next event for a morning dedicated to business growth. If you’ve ever had the feeling that what used to...

content marketing strategy

Without a content marketing strategy, you’re just gambling

Like advertising, the commercial imperative for content marketing is to grow sales. But, content marketing is not advertising - the strategies on which each are based could not be more different. While advertising relies on interrupting the attention that customers are trying to pay to...

content marketing

What’s the difference between content marketing and advertorials?

I’ve met a number of publishers and advertisers recently who are still having a hard time understanding the difference between content marketing and advertorials. “Huh! Content marketing…,” they say, “is what we’ve been doing forever. It’s basically just advertorials with a fancy name.” Wrong! Do not pass...

good content marketing

Six steps for a good content marketing story

According to the Content Marketing Institute’s 2016 Benchmarks, Budgets, and Trends — North America, more than half of B2B marketers plan to increase their content marketing budget. Even 57 per cent of those who are least effective at content marketing plan to increase their budget....

what is content marketing

Espire Media – where we fit in your marketing mix

With consumers turning off to advertisers’ traditional efforts to promote their products, services and businesses, how do you communicate and build a relationship with your target market in a way that doesn’t leave a bad taste in their mouths? As discussed in previous updates and a...