The Armitage Easter Egg Hunt Begins..

We couldn’t let you leave for Easter bank holiday without at
least a smidgeon of egg-cellent fun. Before you rush off to peel back the foil
and indulge yourself in the luxury of chocolate for four days, how about a
quick game of spot the Armitage Easter egg to exercise your brain one last
time? Our brains need a holiday too, but we’d like to know how you’ll all fare
trying to spot our purple eggy logo in the maze-like jumbled-up wonder that is the
classic oil and gas plant (see image below).
Download the image, open in paint, circle the eggs and send to [email protected] to receive a
copy of the answers. Don’t forget to include your address and send by 20:00 on Tuesday 7th April to be in with the
chance of winning yet another Easter egg to add to your towering collection.Terms & Conditions
1) In the event of a tie, the winner will be selected by raffle. 2) There's only one entry per person. 3) There is no cash alternative to the prize offered.

Interview with an astronaut

Space. The final frontier. No, this isn’t a commentary on hit TV series ‘Star Trek’ or even a report on the lunar eclipse this morning. This is instead a blog about how a recent project at Armitage Communications was designed to encourage delegates to attend a secure networks conference.


Using the universe as a theme to promote an event may seem grandiose. However, when the challenges of reaching a particular target audience are considered it’s a little more understandable. Getting the right mix of communication tools could be compared to selecting the right crew for a mission into space, and the key note speaker at our client’s conference was lucky enough to be one of a select few who have made it there, to infinity and beyond.

Michel Tognini, born in France on the 30th September, 1949 made his first journey into space on 27th July 1992. He knows a thing or two about how important communications are, whether they’re between a client and their delegates or between a spaceship and mission control on Earth.

Thus, it was clear that Michel would be the ideal representative for our client to anchor their potential delegates. Of course, the next question was how to spread the message loud and clear. Drawing on Michel’s extraordinary experiences in the form of an interview seemed to be the answer. To be placed in the customer’s magazine, the aim was to secure substantial interest in the topic, and through this higher attendance at the conference.

Start the ignitions

Using our in-depth knowledge of the client’s products and services as well as the communications market enabled us to devise questions that would support the conference themes as well as uncover Michel’s own views of his experiences. For example, ‘What back up comms did you have during spaceflight?’ encouraged him to consider exactly how important communications were in securing his crew’s safety during their Columbia mission.

Researching Michel’s background and space travel experience was therefore fundamental to this campaign. Discovering the major problems that affected his Space Shuttle launch was both fascinating and humbling. To convey this to the audience was of significant value; garnering their curiosity was a sure-fire way of encouraging attendance.

Michel Tognini made his first journey into space in 1992

Furthermore, conducting the interview efficiently with such a busy person was important. In true twenty-first century style, email correspondence was all that was required to arrange a suitable time and date for our Account Director to call Michel. Thirty minutes were scheduled for the telephone interview, when in actual fact our Account Director managed to complete it in just less than twenty minutes.

Prepare to launch

The more challenging aspect of the project was deciding which information obtained in the interview was relevant for the piece. Creating an article which was accessible to a wide audience was important to us. Knowing the readers would be knowledgeable about communications technology but wouldn’t necessarily know much about the ins and outs of space travel, our Account Director left out some of the more detailed technical descriptions about the launch. Instead, he focused more on Michel’s comments which conveyed his excitement and wonder at being able to travel in space.

An interesting fact that Michel shared with our Account Director was that at one point during the mission, an electrical fault hit the Space Shuttle. All the lights in the cabin went out, which must have been very dramatic, and really quite scary. This information hasn’t been mentioned in any of the online documents covering the incident.

A crucial stage in the process is gaining the approval of the client and the interviewee. Once Michel had made some minor changes to clarify some technical points, the interview was ready to launch.

Mission complete

The interview was published in the customer magazine and featured on the front cover as a key anchor to tempt readers in. Once the audience became engaged with the interview, the likelihood that they would attend the conference became significantly higher. Their interest in the key themes of the event was stimulated through a fascinating tale of space, communications and mission control, encouraging their curiosity to find out more by attending the conference and hearing Michel Tognini, an ex-astronaut, speak in person.

Want to find out how Armitage Communications could help promote your B2B event? Through a range of content marketing deliverables such as social media, e-mailers, flyers and articles, we can ensure your conference is attended by the right people. Please contact us on 0208 667 2210 to find out more.

Roll up, roll up, we have an opening for a sparky new PR exec...

Are you searching for a job in technical PR? Today's your lucky day as we have a position we need to fill as soon as possible. In fact, we are always on the look out for talented, bright and enthusiastic individuals, so have a go at the quiz below to find out if you'd fit right in here at Armitage Communications.

In order to take the quiz you will need to either sign up or log in via your Facebook account. You can also log in with the details [email protected], password: Armitage.

If you're a technical wizard or technical apprentice, please get in touch and email [email protected] with your C.V, quiz result and 200 words as to how you'd argue that tech PR is actually a fascinating, mentally-stimulating and up to the minute industry. Technical errors, we're sorry but our advice is to go back to the drawing board. Tech PR probably just isn't right for you.

But hang on, if you're on our blog then something must have taken your fancy...?

Share the love with great content this Valentine’s

Love it or hate it, Valentine’s Day is just around the corner.

And as if you haven’t already had enough reminders – great big love hearts in restaurant windows, pink lingerie in department store windows, Card Factory bursting at the seams with red envelopes – we decided to remind you even more how important it is to treasure the one you love, or more specifically, how to win over that client you’ve been trying to snag your whole career. In fact, we posted a blog back in September 2014 all about ‘A Courtship with content.’ Cupid would be so proud.

So admittedly, we got a bit carried away with the idea but if Armitage Communications could publish a book version, then we think the front cover would look a little something like this…

Click to view large version


Integrated marketing communications: The best party starts with an invite

Click here to view a larger version 

If you want your reputation to spread like wildfire, as the greatest party planner of the 21st century, then your invitation needs to extend across multiple platforms.

Therefore, every marketer should be brilliant at throwing social events. Of course, that is if they practice integrated marketing both at home and in the workplace. Here at Armitage Communications, we’re all talented hosts and hostesses. But a recent request from a client set quite a challenge.

Do the locomotion

To organise a seminar encouraging manufacturers to buy industrial robots, and ensure the event was nothing short of a manufacturing party was quite a challenge. But we immediately began planning how we could optimise all the relevant platforms, with the right marketing techniques to maximise PR.

We began with the go-to of communications execs since 1906, the press release. Simple yet effective, a 500-word piece set the tone for the event and ensured that many targeted industry magazines would circulate the news in both print and digital formats. The next stage was to create a landing page, where those who wanted to attend could confirm their booking. A CMS in which this was possible allowed us to integrate the campaign with other websites, social media being the central focus.

The press release almost acts as the anchor for your planning. Once established, social media can be used to make your event go viral. A digital format allows the details to be instantly relayed between invitees, in an era where online communication reigns supreme. I don’t know the last time I saw a paper invite.

Respondez, s’il vous plait

The difference with personal social media invites is that your friends are already invested in you. With B2B marketing, the challenge is to convince the target market to invest their time in your client. For this reason, the landing page we designed included case studies to communicate the client’s ongoing success, just as your own Facebook event probably includes photos from previous rip-roaring parties you’ve hosted.

We also included a sign-up form so that visitors could register directly, but aware that some manufacturers might take longer than others to commit, we ensured the page included many links to our multiple social media platforms, where the message was reiterated through tweets, blogs and LinkedIn posts. As discussed in our earlier blog ‘A courtship with content’, drip-feeding personable, entertaining snippets of information is a great way to lead customers back to the source, and get them nibbling on those corporate vol-au-vents in no time.

We also wanted a landing page which was mobile compatible. As any marketer in the 21st century is aware, much internet browsing now takes place on mobile devices (in fact this year it’s reached almost 40 per cent). This again facilitates sharing over on to social apps, integrating the campaign further still. But we didn’t stop there. Encouraging physical interaction through a QR code on an advert placed in industry publications, we linked manufacturers straight onto the mobile landing page where again, a direct booking could be made.

What’s more, any experienced socialite knows that taking advantage of other successful events is a must. In the B2B marketing world, it’s the same.  Making use of industry functions throughout the year is vital. We ensured our campaign was given as much exposure to the target market as possible by having flyers (including the aforementioned QR code) distributed to delegates who attended a leading processing and packaging event just a few weeks before our seminar was scheduled. Exhibitions, conferences and industry shows should be considered as invite opportunities - have you ever had a group of friends together at dinner, and thought that was an ideal time to ask them if they could make your do? Of course you have. The right audience are present, an audience that likes to be entertained.

Pull them in like Hansel and Gretel

Finally, we took the slightly more traditional approach of emailing invitations in the form of an e-shot to a number of mailing lists, some of which were provided by our client. Others were supplied by target industry magazines and enabled us to reach those who would be most interested in our client’s event. Ultimately, the e-shot wound up in the same place that every other trail of marketing content breadcrumbs we left ended up, the campaign landing page.

Through assembling a collection of communications, we were highly successful in promoting our client’s robo-centric reception. By tying the various delivery tools together, we created an effective integrated marketing campaign that meant the puff pastry tray was stripped bare in no time.

We're hiring...

Are you a cocktail-shaking connoisseur of blending marketing tools? Then you'll be pleased to know we're looking for a talented new executive to join our team. To apply simply email [email protected] and attach your C.V along with 200 words about why you'd like to work in technical PR.  


The STEM of Gender Bias

We all know how to make small talk. Granted, the exact nature of the way we communicate might vary depending on formalities, but whether you’re at a wedding, family celebration or simply out for a night on the tiles, the same question will be asked of all of us at some point. We know it’s coming…


Who says that girls need to stick to a plan?
"What do you do for a living?"
"What’s your job?"
"Where do you work?"

Having recently landed my first proper job at an agency, I was eager to finally be able to say, “I work in PR.”  What I didn’t really think about was the inevitable follow up, “What kind?”

As soon as I explained that I work in the technical PR industry - working with clients that design products for all kinds of industries from water distribution to food manufacture - the look on my acquaintance’s face started to shift. In under five seconds, I’d gone from the most glamorous and interesting person in the room, to the girl who works in PR for sewerage systems.

I was warned by my Account Director that this might happen, who after decades in this sector has experienced the ‘job-off’ (my new term for this shaming occurrence) numerous times. Therefore, I was ready to explain how important the technology industries actually are, from the widely familiar telecommunications and mobile companies, right down to the power networks that distribute our electricity. To put it simply, without technology our daily lives would grind to a halt.

And, just because I’m a girl doesn’t mean I’m only suitable for a role in beauty or lifestyle PR...

I enjoy my job

At Armitage Communications I learn new facts every day such as how things work, what the future might look like if current trends continue and what needs to change in order for the UK to survive in the global market. Take the latest report from the Institution of Engineering and Technology, for example.  It highlights the big six industries which are likely to have a large impact on the UK’s economy, but only if certain steps are taken to make the most of this significant opportunity.

The big six are New Power Networks, Space, Cyber Security, 3D Printing, Food Security and Robotics. All of these industries have a similar problem of needing more engineers with the right skill set. We have already blogged about how schools should teach lessons to prepare students for the technical roles of the future, so it is interesting that the IET has also highlighted this problem. Thankfully, we are starting to see signs of improvement with competitions such as the FIRST LEGO League (FLL®) taking place across the UK.

There’s still a long way to go, however, and another significant issue that the IET rightly emphasised was the need for diversity within the engineering workforce, especially in terms of gender. The Women’s Engineering Society states that only 7% of the engineering workforce are female, and we believe that one reason behind this is our heavily gender-biased toy industry. Kira Cochrane of The Guardian aptly describes  it as ‘rigid spheres of pink and blue’.

The square root of sex segregation


Colour continues to be used to differentiate gender

Toys that are marketed to little girls include baby dolls, Barbie, My Little Pony, tea sets and princess dresses and not much else, preparing them for a life of domesticity, motherhood and a preoccupation with appearance. This is the 21st century though and women have a choice – they can work, be mums, go to university, all at the same time if they so desire. They can also choose to become engineers, scientists or technology specialists.

But toys don’t seem to encourage this, and when you consider that gender identity occurs between the ages of around three and five years old, it would seem that a change in this market is called for - to rectify the long-lasting impression that girls should be girls, and boys should be boys. Whatever that means.

The aforementioned Lego group might be encouraging young children to solve real world problems with the help of technology, but their recent plight to sell more Lego to girls in the form of Lego Friends has been the crutch of many jokes about gender bias in the media. The Heartlake Hair Salon, Puppy Training and Bunny and Babies sets all scream gender stereotyping, and a disregard of Lego instructions resulting in a robot is one way to express how little girls actually want to play with female astronaut, pirate and scientist pieces. Girls don’t need pink to want to build.

It’s refreshing then to hear about movements such as ‘Let Toys Be Toys’ and games being sold such as Goldieblox and Roominate. These both involve construction and the development of STEM skills through hands-on problem solving and are aimed primarily at girls. Both use a wide range of colours in their products and, in the words of Goldieblox CEO Debbie Sterling, ‘aim to disrupt the pink aisle.’

A working example

In fact, at Armitage Communications, a lot of what we do revolves around the technology sector. With such gender-biased attitudes common, you may be surprised to learn that there are three female staff engaged in the daily production of technical and engineering-focused materials for our clients. Whether you’re a man or a woman, tech is a graspable subject. Plenty more would realise this if the education sector and toy companies alike banded together to encourage STEM skills, regardless of whether children are called Barbie or Ken.

Do you have what it takes to work in tech PR?

Calling all tech-minded ladies and gentlemen. We are currently looking for a Junior Account Executive with a talent for creative writing and a natural curiosity for learning and explaining how things work.

If this sounds like you then email and attach your C.V along with 200 words about how you’d convince someone who just gave you the 'job-off' that Tech PR is actually a fascinating, mentally-stimulating and up-to-the minute industry.

Image 1 Credit: 'It was supposed to be a juice bar' by fickle
Image 2 Credit: 'Pink & blue lego' by Janet McKnight

No detail too small....

We always like to go to town when it comes to making our clients look good. And what better way to promote the use of your client’s products around Central London than an open-top bus tour of the capital itself?

This is exactly what we did as part of ABB’s recent Capital Markets Day event, which brought journalists from around the world to London to find out more about the company’s ambitions for the next five years.

Taking our idea from the popular open-top tour buses that are a ‘must-do’ for any tourist, we put together our very own whistle-stop tour of our client’s major reference sites.

Here’s a quick look at how we quite literally put our client’s products on the map.

From brainstorm to bus stop…
Did you know that buses are prohibited from travelling down the Mall? Or that there are 26,000 streets within a six mile radius of Charing Cross?

These were just some of the things we discovered as we put together both the route and the double-sided map that would be the focal point of the tour.

DID YOU KNOW? The Routemaster celebrates its 60th anniversary this year?

The destinations were easy enough to choose, but it was allowing for road closures and traffic congestion which proved a challenge.

Just in case Plan A went awry, our MD, ever the perfectionist, cycled the provisional route two weeks before, duly noting the details of every road work, one-way street, prohibitive by-law and anything else that could affect the route.

Making the map
That being done, a route was finalised and a map painstakingly produced, drawing on a variety of sources for its inspiration. For several days, our studio was awash with maps including the famous London A to Z, London tour guides and Dorling Kindersley pictorial books, trying to fit as many details as possible into the A2-sized format.

Capital Markets Day tour map
Click to view large version

The design team’s contribution didn’t stop there, with invites also made to ensure that the journalists were clear on how to get to the bus stop on the morning of the tour. These featured the iconic Tower Bridge image for both consistency and effect.

Next stop: The tour
Starting at The Gherkin, where ABB switchgear controls the dual power supply, the tour took in a variety of some of London’s most famous landmarks where ABB equipment has been installed, including Tower Bridge, The Shard, the Tate Modern, Trafalgar Square and the London Eye. Of course, no tour of London is complete without a tour guide, who was able to give chapter and verse not only on the sights of London, but also information about the ABB equipment featured in each one. We also made sure to film the whole experience to communicate the diversity of landmarks that ABB serves.

The day wasn’t limited to the Routemaster itself, as journalists were treated to a midmorning tour of Imperial College London. Recently voted as the world’s second leading university, Imperial College London is home to a new carbon capture pilot plant, which uses ABB drives, motors, instrumentation and automation to give students a truly hands-on experience of operating a real-life process facility.

After such an exciting start, journalists were then treated to a delicious lunch at Claridge’s, a hotel renowned for its timeless luxury. Not that this was the only consideration behind the choice of venue - ABB variable-speed drives also feature in the restaurant’s kitchens.

Because everyone loves a souvenir...
Finally, as a final touch to a brilliant day, the toy London bus, complete with ABB logo, was placed on each of the journalists’ tables at Claridge’s. The journalists were delighted to receive this reminder of their experience.

With cautious planning and great attention to every component of the day, the Capital Markets event achieved its objective– securing a great impression of our client’s business – providing automation and power technologies to the world’s most treasured landmarks in London.




Technology, the frenemy of tomorrow's workforce

Technological change seems to occur at the speed of light. As one technical innovation develops, another is just beginning. It can be extremely difficult to keep up, even for those twenty-something millennials who seem to have the advantage on Generation X.

Yet as more and more jobs are absorbed by technology, young people are struggling to find employment. And if this is the case for Generation Y, what will the job market be like for Generation Z?

In a recent report by the World Economic Forum, persistent jobless growth was rated globally as the second highest concern. Larry Summers, former US treasury secretary, placed responsibility on the education sector to “meet the needs of this age.” He warned that if current trends continue then whole sections of society will find their standards of living going backwards.

Of course, it’s important to remember that doom and gloom shifts newspapers. While it’s inevitable that jobs will be lost to technology, this is not to say that new opportunities are not already cropping up in their place.

From manufacturing through to media, developments in technology are opening up a raft of new opportunities. Even the PR and marketing industry has seen a seismic change in job roles to keep pace with the exciting possibilities around social media.

Getting ready for work

The best safeguard against being replaced by technology is knowing how to use it. If we want today’s students to enjoy a brighter future, we need to make sure that they go into the workplace fully able to use technology to maximum effect.

Why not start implementing curriculums that prepare for certain roles, such as digital marketers, social media managers and software engineers. Why not include blogging in English lessons? What about robotic engineering in Design Technology? What about getting schools to start trading with one another? The possibilities to digitise the workforce of tomorrow are endless.

The UK’s Year of Code is one of many signs that reform has already started. Including a new initiative to train teachers in software coding, it’s hoped that the scheme will encourage these new skills within the classroom and, further down the line, technology entrepreneurship. In fact, the government has ordered that HTML coding become a compulsory topic covered for every child aged 5 – 16 years old.

There’s also a growing network of University Technical Colleges (UTCs), government-funded schools that teach students technical and scientific subjects, educating the inventors, engineers, scientists and technicians of tomorrow. Perhaps more schools should take a leaf out of their book.

In a study by Deloitte, 84% of London businesses said the skill set of their employees will need to adapt over the next decade. Expertise such as ‘digital know-how, ‘management’ and ‘creativity’ were most desirable. Indeed, at 634th in the list of careers most likely to be overtaken by technology we like to tell ourselves in the PR industry that we’ll be completely fine, at least for the foreseeable future.

The truth is that whether we’re young or old, the demands of today’s workplace mean we all need to keep up-to-date on how to make best use of the technological advancements of the 21st century.

What are your thoughts about technology and the job market? Are we prepared? What can we do to give children the best hope of a successful career in the future?

Optimise your Twitter – 10 Tips On How To Gain and Keep Followers

Bird twitter icon in flight

A straightforward indication of the success of your Twitter communications strategy begins with examining the number of followers you have. Put simply – the larger the audience, the more exposure your messages or tweets are going to get.

We all judge the popularity and validity of a Twitter account by those digits under the followers heading, and despite this being like all judgements - rather shallow - it’s important to recognise that when visitors come across our Twitter accounts they will be doing exactly the same.
Of course, there are other factors to be considered during analysis such as the frequency of tweets, the times of the day your followers seem most receptive and how many retweets and favourites you get each month, but we think that in terms of cementing great foundations for your Twitter account to operate at its best, social media managers should focus on gaining and keeping followers, especially when an account is first created.
Remember, no followers equals no audience, but lots of followers doesn’t always mean the audience is receptive. It’s important to analyse your followers from time-to-time, to re-evaluate whether as an audience they are right for your campaigns as they develop.

So in order to keep this short and sweet, but thankfully not limited to 140 characters, we’ll share with you our top ten tips on how to get and keep the best Twitter audience for your social media strategy.

1)      Remember the rules. Twitter works under the same rules as any other form of communication. Common sense, respect and manners will get you everywhere, whereas blatant ads or promotions will lose you followers.

2)      Have a personality – show emotion, get excited, be humorous and people are more likely to engage with you. Entertaining your followers with funny comments is a great way of gaining retweets, but avoid any quips which could be interpreted as offensive. Technology can make us all seem like robots sometimes, so it’s important to portray the human behind the computer.

3)      Don't forget to share. Any useful information or content that you stumble upon can be shared via tweets, just remember to credit the authors by mentioning their Twitter account, if they have one. There’s a good chance they’ll follow you and you will have enriched your own account at the same time.

4)      Make the most of Follow Friday! Simply tweet #FF along with a few of your favourite followers - make them feel special and it’s likely they will return the favour. Ultimately, you should end up with a couple more followers every Friday.

5)      Shorten where necessary. Depending on your audience and the context of your tweet you could try using text language, for example gr8 or yr. Only do this with obvious words though in a few parts of your tweet. It will save you characters at the end which you can use for hashtags or other people can use to comment if they RT you.

6)      Avoid using @ spam. Long lists of attached usernames (except for #FF) can flag up your account as spam to other users and will quite likely result in your account being blocked, and, oh dear, less followers.

7)      #takecare. Be careful when using a trending hashtag to promote your campaign. Certain political trends could really go down badly, whereas anchoring a relevant hashtag group such as #UKmfg for UK manufacturers could engage your campaign with the right business.

8)    Name drop. Associating your brand with a well-known product or company can be a good way of getting extra attention. For example, when ABB Robotics installed a cell at innovative metal designer RoboFold, we made sure to tweet about it and mention their account, leading to their re-tweeting us and exposing our client to a whole new but relevant audience.

9)     Take a joined-up approach. Leverage all your other social media and online platforms by linking them to your Twitter account. So if you have a blog make sure every entry has a share button which can be scaled across to Twitter, and a button which goes directly to your page. If you’re using Facebook, use one of the numerous apps which will share your Tweets - go sparingly though, as Facebook users don’t normally expect the high frequency of activity from a user that is common to Twitter.

10)   Don't be needy. Neediness online is as unattractive as it is in the real world. Whatever you do, don’t be needy. Whether it’s for followers or an RT, it comes across as really unprofessional.

Considering social media as a marketing tool? With experience in social media management across a wide range of platforms, Armitage Communications can help. Call us on 0208 667 9660 to find out more.

A courtship with content

Girl and boy hold a balloon with social media icons as well as pdf, e-guide, webinar

There are many ways in which using content to win new customers is like trying to find a romantic partner. Not only do you have to stand out from the crowd and attract someone, but then you have to face the tricky business of keeping them interested too.

Like the Frankie Goes to Hollywood Christmas hit that somehow finds its way into your CD player every year, we believe that you should make love your goal when it comes to shaping and using your content.

Okay, so we’re no authors of Mills & Boon type romance novels, but a business to business marketing relationship can be compared to that of a blooming love affair of the 21st century. Take for instance, the initial meeting in which your target customer comes across your social media content or e-shot. For any social media content to drive visitors to your website, the media needs to be informative, entertaining and educational, not pushy – no avert promotional plugs please. Just like a cheesy chat up line which is transparent and quite frankly, embarrassing, the first encounter should be natural, with genuinely personable content leaving the visitor wanting more.

Letters of Love

Now you’ve snagged your ideal buyer persona’s attention – they’re aware and quite intrigued by your existence – you obviously want their mobile number, or by extension, contact name, email address and company details. For that to happen, they need to be pushed just that little bit extra to your landing page or website, so clear flags need to be posted such as links or buttons on your  Twitter, blog, Facebook or e-shots. You wouldn’t have acquired your current boyfriend/girlfriend’s number without asking directly, would you (unless you’ve used some worrying tactics) and so, overt calls to action such as ‘Visit our page to find out more’ are vital if you want to further develop a relationship.

Fantastic, you’ve nabbed their digits, they have subscribed to an affair with your content, but will the affair turn into a fully-fledged committed relationship? Flirt on, content strategist, as this is where you drip feed the prospective customer with love letters or more specifically, in-depth marketing materials such as white papers, e-guides, webinars and videos. Don’t be shy, show off all your qualities! As you would optimise your appearance for a video chat with your crush, optimise your content to really exhibit how brilliant your brand or service is.

Furthermore, just as we all moderate ourselves to an extent to fit in with our perceived idea of what our lover wants, select materials which you believe are relevant to the prospective customer. For example, if you have a white paper which details your understanding of the type of service they’re likely to need, send, send, send!

Bring in the wingman

Now your love interest is seriously considering making the pair of you official, consolidate the business partnership and nudge them into actually paying for your products or services. This is achieved only through authenticity and clear presentation, with media such as product literature, testimonials and case studies being the most appropriate. Just as it would be better for you to get a friend rather than an ex to sing your praises, ask current clients to review your relationship, and communicate their positive comments to the potential customer.

So the deal is sealed, your bond has been validated for the entire world to see, you now have another client and a return on investment for all that hard work optimising your content strategy, or alternatively, staggeringly impressive pulling tactics. But remember, a happy customer will promote your company to other potential clients, leading to more business. You wouldn’t want your partner to badmouth you to his/her friends and family, would you? So don’t become complacent, wine and dine your client to keep them engaged.

Keep drip feeding them content to remind them of the brilliant customer experience they have had or are having with your business, offer news and views on themes which you know will draw them back in. A good relationship also provides a platform for you to inform them of other products and services that may complement their needs – surprise your darling, you’re not afraid to try something new – and before you know it, you’ve optimised on the potential ROI your content marketing strategy can achieve. You’re the real-life Romeo of the content marketing universe!

Want some advice on your content marketing strategy? Here at Armitage Communications, we believe content is king, and have plenty of tools to help you on your way. Call us on 0208 667 9660 or visit our website to find out more ;)