Charles Owen-Jackson

May 25

How value-adding content can help recession-proof your business

Value-adding content helps build trust and confidence during times when customers are more careful about their spending. Most businesses seek to cut expenses during a recession, and the marketing department is often the first in line for the budget cuts. The way work ebbs and flows in sync with the... read more →

Mar 23

How Marketers Can Maintain Creativity and Authenticity in the Era of Generative AI

The meteoric rise of generative AI is upending the world of content marketing. Marketers must learn to separate the risks from the opportunities. Over the past few months, my LinkedIn feed has been inundated with posts about ChatGPT, OpenAI’s cutting-edge large language model (LLM). No doubt, everyone else in my... read more →

Nov 01

How to Communicate Complicated Ideas – 3 Ways B2B Technology Firms Can Reach Out to Wider Audiences

Try explaining to the average small-business leader why containerization is better than virtualization or bombarding them with industry-specific acronyms, and chances are you’ll be met with glazed eyes. Technology enthusiasts often have a terrible habit of baffling target audiences with excessive use of jargon. From endless bullet lists detailing complex... read more →

Aug 14

Value vs. Commodity Content, and 3 Benefits Quality Brings to Your B2B Organisation

Most business leaders recognise the importance of content marketing, but there are many who don’t focus on the real value that quality content can bring to their brands. They have a choice of two directions – the value route or the commodity route. Unfortunately, a lot of companies go down... read more →

Aug 01

How Quality Content Helps Your B2B Technology Firm Maximise Customer Lifetime Value

Today’s marketers often place a huge emphasis on search engine visibility, which is understandable given that’s where most referral traffic comes from in the first place. However, it’s the obsession with SEO that often comes at the cost of content quality. Sure, you’re SEO-focused articles might help draw in organic... read more →

Jul 18

How to Craft Inbound Marketing Content that Captivates and Sells for Your B2B Technology Firm

I recently came across a job ad seeking a writer to craft ‘seductive’ content for their IT consulting firm. Those aren’t words you see together very often. Nonetheless, as ridiculous as it might sound against the stereotypical image of a geeky basement lurker, the job poster certainly made an important... read more →

Jul 04

Why Your Brand Should Invest in Long-Form Content

Every marketer knows that content is important, but there’s still an ongoing debate between the value of short- and long-form content. You’ll likely get quite different opinions from different marketers, but studies have consistently shown that longer pieces tend to do better in the search engines and are more interesting... read more →