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Content Marketing, FAQs

Five FAQs about White Papers

What Is a Whitepaper?

Investopedia defines a whitepaper as “an informational document issued by a company to promote or highlight the features of a solution, product, or service,”

A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution. They’re advanced problem-solving guides. The goal of a whitepaper is to inform and persuade based on facts and evidence, not tell the world why people need to buy your product/service

Content Marketing, Social Capital, Social Media

What does good content actually look like?

“Content marketers talk a lot about writing good content or content that performs” says Forrest Brown “We whip out our tape measures and scales, poke and prod, and inspect every pixel on the screen for proper keyword targeting and density, alt text copy, calls to action, and appropriate messaging for funnel position. But Google is a fickle deity. It also wants people to have a good experience when viewing our content, and that means making our content as easy to

Content Marketing

White Papers – What they are and why they matter

white paper is a research report or guide that helps solve a problem.

They are used to educate readers to bring to light a new or different perspective. Whilst white papers (also know as special reports, consumer reports, industry reports and other names) might not sound as sexy and exciting as video or bullet-pointed infographic, decision makers and influencers still show a strong preference for white papers when it comes time to consider buying.They are still considered to be the most

Brand, FAQs

Questions about EMARI

Our CEO, Emma-Louise Munro Wilson sat down and answered a few questions about EMARI…


Tell me a bit about EMARI’s story to date?

Well, it’s fair to say that EMARI started by mistake rather than by design!

My only real plan, to begin with, was to hit £100,000 in 18 months because that sounded “about right” and I was conscious I had rent and bills that needed to be paid. We hit six-figures in just over a year.


Advertising, Content Marketing

Why lemons enjoy viral marketing status

It’s every communicator’s dream to reach viral status for their campaign.

In January, that happened to Worldwide Breast Cancer’s #knowyourlemons breast cancer awareness campaign. In just 3 weeks, the campaign reached over 166 MILLION people around the world.

How did they do it? They changed the picture of breast cancer into one that people loved to look at, learn from and couldn’t wait to share with others

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Advertising, Content Marketing, Strategy

How rubber ducks helped to create the world’s best PR campaign

The goodyear PR campaign, launched in China, has been recognized as one of the world’s best – due to the humble rubber duck.

“The Goodyear Assurance TripleMax tire was designed to deliver significantly shorter braking distances, particularly when driving on wet roads,” said Ben Chao, vice president of marketing for Goodyear China.

“To introduce the tire to the market, Goodyear China launched the ‘Enjoy the Rain’ campaign and chose the iconic yellow rubber duck as the symbol for safer driving


The Marketing MOT

  • Are you doing your own marketing or have a small marketing team?
    Do you feel like your marketing investment could deliver better results?
    Do you feel like you’re falling behind the competition?
    Do you feel like social media is a waste of time?
    Do you want to do a holistic review of your marketing activities but just don’t have time? Do you need practical advice

Brand, Content Marketing

How to write a One-Pager

What is a One Pager?

A One Pager is simple one page document that gives a high-level overview of a product, service, or business.  They are great for promoting your business location, or giving a synopsis or a product to the person in charge of purchasing.  It’s like the modern day version of a brochure.

Why do people use One Pagers?

  • Use them to advertise your local business in other surrounding businesses.
  • Use as flyers.