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Category: Content

  • The Misery of Multiple Messages

    Allister Frost

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    The Misery of Multiple Messages

    It’s often the most long-in-the-tooth marketing principles that are the most misused or ignored. Who’s got time these days for old-style thinking? It’s the digital era, grandad! Surely fresh, breakthrough approaches are needed, not methods built on decades of wisdom and experience? A quick glance at any email inbox will illustrate how so many marketers…

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  • All The Cognitive Biases [infographic]

    Allister Frost

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    All The Cognitive Biases [infographic]

    When I’m helping companies get their heads around behavioural economics and the psychological thinking that underpins great marketing communications, we often refer to cognitive biases to help explain the curious ways humans beings sometimes act. There’s a great list of cognitive biases on Wikipedia, but, you know, it’s Wikipedia… That’s why I was very excited…

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  • Allister Frost

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    Free Download – Planner for Facebook Advertising Targeting

    We wrote previously about the awesome power of ad targeting in Facebook. But things just got even better! With the recent addition of the Detail Targeting choices in Facebook it’s now possible to direct adverts towards people who maybe have an interest in one thing (e.g. Bodybuilding) but not in another (e.g. Running). This creates opportunities for…

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  • Allister Frost

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    Google Removes Authorship Photos from SERPS

    Since 2011, writers and bloggers have had the option to have their photos displayed alongside articles and posts they have written that show up in Google’s search results. But that’s all about to change with alterations coming into effect over the next few days following an announcement by Google’s Webmaster Trends Analyst John Mueller. Gradually taking effect across…

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  • Allister Frost

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    Demystifying Digital Marketing in Dubai

    Next week I’ll be in Dubai, UAE, to deliver a new training programme entitled ‘Demystifying Digital Marketing’. The open course is a two-day programme, designed to coincide with the Middle East Event Show and Mktg Live, and will feature brand new training content covering everything from search engines to email, mobile marketing to UI testing. I’ve written…

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  • Allister Frost

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    Why Length Matters in Online Content

    The well-worn phrase “Size Doesn’t Matter” has no place in the digital marketer’s toolbox. Size, I’m slightly saddened to report, is everything. Get it wrong and your content simply won’t get consumed. Get it right and you could give your content a precious extra lift, boosting clicks, conversions and, ultimately, sales. Kevan Lee at Buffer recently…

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  • Allister Frost

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    The Power of Listicles and How To Make Yours Better

    Journalists have known it for years and they’ve become a staple of headline writers and bloggers in recent years. But what’s the science behind the listicle’s remarkable success? For the uninitiated, listicle is a derived from the words list and article. It describes a ranked list of items with a snappy title like “10 Fun Ways to Eat…

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  • Allister Frost

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    The Basic Data Capture Mistake Almost Every Marketer Makes

    As marketers, we know a large part of our job is to collect as much data about customers and prospects as possible. Feeding the database gives us leads to qualify and valuable data to mine. So it makes perfect sense when we have something of value to these people—like some great content or special offers—that…

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  • Allister Frost

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    Three Charms But Four Alarms

    We humans love seeing choices or lists presented in groups of three. Three gives a natural balance to things, as does five or seven. But three really is the magic number for marketers and copywriters. A recent study for the Make-A-Wish Foundation sought to find the messaging sweet spot for securing charitable donations. They randomly…

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  • Allister Frost

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    Content 1 Advertising 0 – Why Great Content Wins Today

    (This post by Allister Frost was first published on the Emarketeers’ blog) Content, content, content… It seems everyone in marketing these days is talking about content. The stats prove it too with the number of Google searches for “Content Marketing” soaring 10-fold in the last two years. And I’m a believer. I believe great content…

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