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Why do you even need a content person for influencer marketing?

After all, the influencers are providing the content. You just have to collect their pearls of wisdom, make them look pretty in a PDF, and you’re good to go, right?

I’ll confess, on my first influencer marketing project, I wasn’t quite sure what I was doing there. Over the last few years, however, I’ve come to understand the role that content marketers can play in shaping influencer content.

It’s the content lead’s job to shape the conversation with the influencer. We have to ask the right questions, and provide a structure and framework to elicit thoughtful, detailed responses.

There are a few extraordinary thought leaders who will dash off a thousand-word, amazingly insightful response to the vaguest prompt. But most folks — even those who write for a living — need more to go on than “What is the Read more

Has the time come to give up on the big UK banks, which are some of the worst performing FTSE 100 stocks of the last 15 years? I’m beginning to think it is. 

I like to buy bombed-out FTSE 100 stocks as much as the next contrarian, but I have to draw the line at these serial flops. Every time I reckoned Barclays (LSE: BARC), HSBC Holdings (LSE: HSBA) and Lloyds Banking Group (LSE: LLOY) were about to bounce back, they let me down again.

All three have been hit hard by the pandemic, and have struggled to recover. Measured over six months, Barclays and HSBC are both down around 40{429fc2506e610357e12b2a5665db82631200a2e00b3a1d8839077d76f18e2e8b}, and Barclays is down 50{429fc2506e610357e12b2a5665db82631200a2e00b3a1d8839077d76f18e2e8b}. They can’t blame all their misfortunes on Covid-19 either.

I’d beware of these FTSE 100 stocks

I’ve been wondering what the world’s greatest investor Warren Buffett would make of the UK banks right … Read more

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Baseball and content marketing are two of my greatest passions. When I think about it, there are some intrinsic similarities between the two that aren’t hard to see.

Much like content marketing, baseball is rhythmic and methodical by design. Sure, there are the flashy home runs (and it helps when your favorite team *ahem* set the all-time record a year ago), but at its core, baseball is about strategy, patience, and sequencing: Accept the inevitability of failure and learn from it. Take good at-bats, call the right plays, string together base runners, manufacture runs.

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Sadly there is no baseball season right now, but if there was, it’d be inching toward “the dog days of summer” – a term given to those stretches in July and August where the relentless heat and daily grind start to wear on ball players as they battle their way through a marathon 162-game … Read more