We know about ESOV (Excess Share of Voice): brands that set their SOV (Share of Voice) above their SOM (Share of Market) tend to grow, and those that set SOV […]
Tag Archives: Peter Field
Strategy Models for Marketers (and Content Marketers)
When requested to design a marketing strategy to overcome a specific problem, we (marketers) often confuse goals with strategy. We start with goals, and we stop with goals – without […]
How a Common Content Strategy Unites Marketing’s Different Natures
I recently wrote about the two “natures of marketing”, brand awareness and short-term sales activation (or leadgen, as we B2B marketers are used to call it) and the role of content within the […]