Building a content marketing plan is not about producing more content. It is about creating the right content, for the right people, with a clear purpose.Creating Your Content Marketing Plan provides a practical approach to turning your marketing strategy into a structured content plan that supports your business objectives and customer journey.You’ll learn how to identify the content your customers need, choose appropriate formats and channels, pl...

The AI Marketing Playbook is a practical guide to using artificial intelligence as part of a stronger, more connected marketing system.AI can help businesses research faster, understand customers and competitors more deeply, create and improve content, increase productivity, analyse performance and make better marketing decisions. But simply adopting AI tools does not automatically create better marketing.This book shows you how to use AI intelligently acro...

Marketing is becoming more complex. New channels, technologies and AI tools create more opportunities — but they also make it easier to invest in disconnected activities without understanding how everything fits together.Marketing Success Roadmap provides a practical introduction to building a more connected approach to marketing.It will help you understand where your business is today, make better-informed marketing decisions, build valuable marke...

Marketing strategy is about making choices — deciding where to compete, who to focus on and how your business will create value for the customers it wants to serve.Building Your Marketing Strategy provides a practical framework for turning marketing insight into clear strategic decisions.It will help you define your target markets and customers, strengthen your positioning and value proposition, set meaningful marketing objectives and decide how yo...

Most businesses know they could improve their marketing. The challenge is knowing what to improve first.The Marketing Review provides a practical framework for reviewing your marketing system, identifying what is working, uncovering weaknesses and deciding where improvement will have the greatest impact.It will help you examine your objectives, marketplace, customers, competitors, current marketing activity, website and digital experience — turning...

A marketing plan only creates value when it is put into action.Delivering Your Marketing Plan shows you how to turn marketing strategy into coordinated, consistent activity that produces measurable business results.This practical guide takes you through the realities of marketing delivery — from turning strategy into an actionable plan and managing priorities, budgets and resources, to choosing the right marketing channels, working effectively with external marketi...