--- title: Marketing Blog | Sydney Fleming-Gale description: The FindGood marketing blog gives the agency perspective on marketing trends. --- # Our Blog ### Subscribe to Email Updates ### Blog Topics - [inbound marketing (5)](https://www.incitemarketing.co.uk/b2b-marketing-blog/topic/inbound-marketing) - [B2B marketing (2)](https://www.incitemarketing.co.uk/b2b-marketing-blog/topic/b2b-marketing) - [LinkedIn (2)](https://www.incitemarketing.co.uk/b2b-marketing-blog/topic/linkedin) - [Social Media Strategy (2)](https://www.incitemarketing.co.uk/b2b-marketing-blog/topic/social-media-strategy) - [Blogging (1)](https://www.incitemarketing.co.uk/b2b-marketing-blog/topic/blogging) - [GDPR (1)](https://www.incitemarketing.co.uk/b2b-marketing-blog/topic/gdpr) - [Thought Leadership (1)](https://www.incitemarketing.co.uk/b2b-marketing-blog/topic/thought-leadership) - [growth (1)](https://www.incitemarketing.co.uk/b2b-marketing-blog/topic/growth) - [inbound (1)](https://www.incitemarketing.co.uk/b2b-marketing-blog/topic/inbound) - [organic growth (1)](https://www.incitemarketing.co.uk/b2b-marketing-blog/topic/organic-growth) - [webinars (1)](https://www.incitemarketing.co.uk/b2b-marketing-blog/topic/webinars) [see all](https://www.incitemarketing.co.uk/marketing-blog/author/sydney-fleming-gale#) ## Sydney Fleming-Gale ![](https://app.hubspot.com/settings/avatar/f3003ede0381e7d462215dfa357cef8b) ## Recent Posts ## [ IM Conference 2013. Content Doesn't have to be Crap [Part 3]](https://www.incitemarketing.co.uk/marketing-blog/bid/344183/IM-Conference-2013-Content-Doesn-t-have-to-be-Crap-Part-3) By [Sydney Fleming-Gale](https://www.incitemarketing.co.uk/marketing-blog/author/sydney-fleming-gale) on 24 October 2013 [![](https://www.incitemarketing.co.uk/hs-fs/file-355212673-jpg/images/screen_shot_2013-10-21_at_22.25.27.jpg) ](https://www.incitemarketing.co.uk/marketing-blog/bid/344183/IM-Conference-2013-Content-Doesn-t-have-to-be-Crap-Part-3) # In our final post with coverage from Inbound Marketing UK 2013 we get on to the hot topic of content. # Not you run of the mill content, but ‘home run’ content that will put your business on the digital map. [Doug Kessler](https://twitter.com/dougkessler) Creative and Content Strategies at [Velocity Partners](http://www.velocitypartners.co.uk) was our guide to this and, by golly did he have some inbound marketing wisdom to impart. Kessler’s influence in the world of content marketing was clear as audience members waited with baited breath and notepads at the ready in anticipation of his talk. And what did he start with? Crap, that’s what. Topics: [Marketing Agency Trends](https://www.incitemarketing.co.uk/marketing-blog/topic/marketing-agency-trends) [Blogging](https://www.incitemarketing.co.uk/marketing-blog/topic/blogging) [In-bound marketing](https://www.incitemarketing.co.uk/marketing-blog/topic/in-bound-marketing) [IMUK](https://www.incitemarketing.co.uk/marketing-blog/topic/imuk) [Hubspot](https://www.incitemarketing.co.uk/marketing-blog/topic/hubspot) [Continue Reading ](https://www.incitemarketing.co.uk/marketing-blog/bid/344183/IM-Conference-2013-Content-Doesn-t-have-to-be-Crap-Part-3) ## [ Inbound Marketing UK 2013 – Twitter Data for SEO [Part 2]](https://www.incitemarketing.co.uk/marketing-blog/bid/344200/Inbound-Marketing-UK-2013-Twitter-Data-for-SEO-Part-2) By [Sydney Fleming-Gale](https://www.incitemarketing.co.uk/marketing-blog/author/sydney-fleming-gale) on 22 October 2013 [![](https://www.incitemarketing.co.uk/hs-fs/file-357291242-jpg/images/twitter_7-resized-600.jpg) ](https://www.incitemarketing.co.uk/marketing-blog/bid/344200/Inbound-Marketing-UK-2013-Twitter-Data-for-SEO-Part-2) # In our last post we talked about the joys of running an inbound marketing strategy for your business, guided by the wise words of HubSpot CEO Brian Halligan. # Your second installment from IMUK13 goes a little deeper in to the inbound marketing process with Twitter data tips from [SEO Gadget](http://seogadget.com)’s [Richard Baxter](https://twitter.com/richardbaxter) that will revolutionise your Tweeting habits. Twitter is often considered a business luxury, overlooked and undervalued it can become an abused channel that is only used to send the odd tweet about the trails and tribulations of the daily commute. Interesting stuff… Wake-up folks, you are missing out an amazing inbound marketing opportunity here. Richard Baxter lifts the veil on Twitter to reveal a mine of data waiting to be harvested. We now see Twitter through Baxter’s eyes – and it’s marketing friendly, full of graphs and charts. In this post you will learn how Baxter: - Improves your SEO with Twitter - Builds a Twitter data mine in Excel  - Targets influencers and builds SEO friendly relationships ### **Improve your SEO with Twitter** Topics: [Marketing Agency Trends](https://www.incitemarketing.co.uk/marketing-blog/topic/marketing-agency-trends) [Blogging](https://www.incitemarketing.co.uk/marketing-blog/topic/blogging) [In-bound marketing](https://www.incitemarketing.co.uk/marketing-blog/topic/in-bound-marketing) [IMUK](https://www.incitemarketing.co.uk/marketing-blog/topic/imuk) [Hubspot](https://www.incitemarketing.co.uk/marketing-blog/topic/hubspot) [Continue Reading ](https://www.incitemarketing.co.uk/marketing-blog/bid/344200/Inbound-Marketing-UK-2013-Twitter-Data-for-SEO-Part-2) ## [ Incoming Inbound Marketing Agencies! IMUK13 report [Part 1]](https://www.incitemarketing.co.uk/marketing-blog/bid/343828/Incoming-Inbound-Marketing-Agencies-IMUK13-report-Part-1) By [Sydney Fleming-Gale](https://www.incitemarketing.co.uk/marketing-blog/author/sydney-fleming-gale) on 21 October 2013 [![](https://www.incitemarketing.co.uk/hs-fs/file-355115466-jpg/images/inbound_uk13.jpg) ](https://www.incitemarketing.co.uk/marketing-blog/bid/343828/Incoming-Inbound-Marketing-Agencies-IMUK13-report-Part-1) # FindGood have the tid-bits, tips and most of all the marketing agencies’ quips that kept us entertained for a full day at HubSpot’s conference: ‘Inbound Marketing UK 2013’. Welcome to part one of our series of blogs that we hope will enlighten you to the world of inbound marketing straight from the mouths of the [12 influential speakers](https://www.inboundmarketing.co.uk/2013/speakers) (plus a little light conference comedy thrown in for good measure). ### **Your BIG IMUK13 takeaways:** - Brian Halligan (CEO of [HubSpot](https://www.hubspot.com)) taught us that using your dog in a presentation is cool and Inbound is more about changing your attitude to business – including how you manage your staff. - Doug Kessler (Creative and Content Strategist at [Velocity](http://www.velocitypartners.co.uk)) taught us that stealing is OK and to commit the crime shamelessly [content and ideas only guys, no tablets and smart phones]. FYI Doug, we plan to so, so watch-out. After the success of his recent book release ‘[Crap](http://www.velocitypartners.co.uk/featured-post/crap-the-biggest-threat-to-b2b-content-marketing/)’ we also learnt swear words are a great way to market yourself but we think that might be bullshit. - [SEO Gadget](http://seogadget.com)’s Richard Baxter gave us enough social stalking tools to start our own private investigation agency. But more importantly how to harness our Twitter data to reach influencers and make SEO friendly connections. - Carrie Longton (Founder of [Mumsnet.com](http://www.mumsnet.com)) educated us on the Mummy market such as; don’t call Mums yummy and that they love to talk Politics. In general Carrie is a pro at understanding a market and how to enfranchise that market to support your brand. ### **Setting the inbound tone** Topics: [Marketing Agency Trends](https://www.incitemarketing.co.uk/marketing-blog/topic/marketing-agency-trends) [Blogging](https://www.incitemarketing.co.uk/marketing-blog/topic/blogging) [In-bound marketing](https://www.incitemarketing.co.uk/marketing-blog/topic/in-bound-marketing) [IMUK](https://www.incitemarketing.co.uk/marketing-blog/topic/imuk) [Continue Reading ](https://www.incitemarketing.co.uk/marketing-blog/bid/343828/Incoming-Inbound-Marketing-Agencies-IMUK13-report-Part-1) ## [ Forget keywords – Marketing agencies invent words now](https://www.incitemarketing.co.uk/marketing-blog/bid/341812/Forget-keywords-Marketing-agencies-invent-words-now) By [Sydney Fleming-Gale](https://www.incitemarketing.co.uk/marketing-blog/author/sydney-fleming-gale) on 11 October 2013 ### We thought we would inject a little light-hearted content into, what appears to be, a sea of negative commentaries on the [Google Hummingbird update](http://socialmediatoday.com/ubersocialmedia/1782126/google-hummingbird-new-google-algorithm-what-you-need-know). Who needs Keywords when you can invent words for your marketing campaign?  Much to the annoyance of many SEO and content marketing agencies keywords are now predominantly ‘not provided’ in organic search analytics, making the SEO analysis of your website a cryptic puzzle.  As other marketing agencies shout their annoyance at this extra workload and plead the importance of keyword targeting, one agency, McCann Melbourne to be exact, have instead chosen to invent and market their own word. And the result is rather impressive. McCann created an entire content marketing campaign based around a word that essentially does not exist – ‘Phubbing’. As extra evidence of their marketing feat the Australian agency even managed to hardly mention the product they were marketing (which just so happens to be a dictionary) until the final seconds of their video campaign. The video they produced ‘Phubbing: A Word is Born’ is a factual and emotive story that explains the existence of a phenomenon that has no name. McCann, being McCann (the origin of viral hit [Dumb Ways To Die](http://www.youtube.com/watch?v=IJNR2EpS0jw)) set out to fill this word void with a name. So let’s take a look at how they went about it. ## **The situation:** Topics: [Content Marketing](https://www.incitemarketing.co.uk/marketing-blog/topic/content-marketing) [Marketing Agency](https://www.incitemarketing.co.uk/marketing-blog/topic/marketing-agency) [marketing agencies](https://www.incitemarketing.co.uk/marketing-blog/topic/marketing-agencies) [Continue Reading ](https://www.incitemarketing.co.uk/marketing-blog/bid/341812/Forget-keywords-Marketing-agencies-invent-words-now) ## [ Selling your marketing agency… with a job advertisement](https://www.incitemarketing.co.uk/marketing-blog/bid/334462/Selling-your-marketing-agency-with-a-job-advertisement) By [Sydney Fleming-Gale](https://www.incitemarketing.co.uk/marketing-blog/author/sydney-fleming-gale) on 12 September 2013 [![](https://www.incitemarketing.co.uk/hs-fs/file-302121025-png/images/screen_shot_2013-09-10_at_14.11.33-resized-600.png) ](https://www.incitemarketing.co.uk/marketing-blog/bid/334462/Selling-your-marketing-agency-with-a-job-advertisement) # Recruitment. Now there is a boring word. The very idea is snore inducing. But when a marketing agency enters into the realm of recruitment it becomes a whole new ball game. It’s no surprise the ideas these creative brained agencies come up with are media attention grabbing and awe-inspiring examples of their skills. What better way to attract new troops? Proving their bite is just as good as their bark marketing agencies have a knack for producing quirky and unforgettable job adverts that leave their mark on all that see them, regardless of whether they are applicants. ### **Work 4 Rich - Goodby, Silverstein & Partners** One example that has exceeded its applicant quota is Rich Silverstein’s campaign to recruit a new Personal Assistant. The Work 4 Rich campaign has reached an applicant count of 3,055 on last count. Phew, a little too effective maybe. We can image the HR manager left to sift through those CVs is not a happy bunny. The success of [Work 4 Rich](http://work4rich.com) was entirely down to the all singing, all dancing full-blown extravaganza of advertising genius that was applied to the simple task of creating a job advert. Let’s start from the top. Firstly we had a ‘Work 4 Rich’ [Tweet](https://twitter.com/Work4Rich) emerging among the many Goodby, Silverstein & Partners Tweets in the familiar [@GSP](https://twitter.com/GSP) timeline. Then before we knew it there was a website with a rather catchy tagline: ‘Rich Silverstein answers to nobody… and that nobody could be you’. Immediately you want to play and prove your worth and the marketing agency sure does deliver. The next step of the application is a series of gamified tasks to prove you are worthy to work with the apparently super organised, painfully busy and OCD suffering Rich Silverstein. The tasks included sorting pencils from blue to green (all of which appear a dull grey colour), deciding which explosion is the most ‘explosiony’ and arranging his meetings with Felix the cat, Kim Jong Un and others in order of priority. The site provided such a funny and engaging experience that it attracted a universal audience of playful participants, not just job seeking applicants but also new found fans of the marketing agency. The news of the site spread quickly thanks to a clever viral aspect that encourages applicants to Tweet about the job from their personal accounts. A stream of witty and whimsical responses filled the Twitter-sphere, gathering more attention to the site as the Work 4 Rich Twitter account replied with equally as sharp responses. On September 5th the website was nominated for an [FWA Award](http://www.thefwa.com/shortlist/work4rich) (Favourite Website Award) by the public with a 70% yes vote. Even if Rich doesn’t find his Personal Assistant it proved to be a great internal achievement for the marketing agency, showcasing their proficiency to clients and media.**** Topics: [Marketing Trends](https://www.incitemarketing.co.uk/marketing-blog/topic/marketing-trends) [Marketing Agency](https://www.incitemarketing.co.uk/marketing-blog/topic/marketing-agency) [Advertising Agency](https://www.incitemarketing.co.uk/marketing-blog/topic/advertising-agency) [Recruitment](https://www.incitemarketing.co.uk/marketing-blog/topic/recruitment) [Continue Reading ](https://www.incitemarketing.co.uk/marketing-blog/bid/334462/Selling-your-marketing-agency-with-a-job-advertisement) ## [ PR agency selection more important than ever for SEO](https://www.incitemarketing.co.uk/marketing-blog/bid/326928/PR-agency-selection-more-important-than-ever-for-SEO) By [Sydney Fleming-Gale](https://www.incitemarketing.co.uk/marketing-blog/author/sydney-fleming-gale) on 14 August 2013 [![](https://www.incitemarketing.co.uk/hs-fs/file-254873442-jpg/images/fotolia_51371028_xs-resized-600.jpg) ](https://www.incitemarketing.co.uk/marketing-blog/bid/326928/PR-agency-selection-more-important-than-ever-for-SEO) # What is all this about Google killing PR? If anything the Google Webmaster update has made it more important than ever for marketers to consider PR agency selection and recruitment to help boost SEO. Shock, horror they have done it again. [Google](https://support.google.com/webmasters/answer/66356?hl=en) have put another stop to a loophole that cheeky techies have been using as an extra tactic to boost their website SEO. Topics: [SEO](https://www.incitemarketing.co.uk/marketing-blog/topic/seo) [Agency Search and Selection](https://www.incitemarketing.co.uk/marketing-blog/topic/agency-search-and-selection) [pr agency](https://www.incitemarketing.co.uk/marketing-blog/topic/pr-agency) [Continue Reading ](https://www.incitemarketing.co.uk/marketing-blog/bid/326928/PR-agency-selection-more-important-than-ever-for-SEO) ## [ How do you value the creativity of your marketing agency?](https://www.incitemarketing.co.uk/marketing-blog/bid/318828/How-do-you-value-the-creativity-of-your-marketing-agency) By [Sydney Fleming-Gale](https://www.incitemarketing.co.uk/marketing-blog/author/sydney-fleming-gale) on 23 July 2013 [![](https://www.incitemarketing.co.uk/hs-fs/file-233259859-jpg/images/fotolia_50995501_xs-resized-600.jpg) ](https://www.incitemarketing.co.uk/marketing-blog/bid/318828/How-do-you-value-the-creativity-of-your-marketing-agency) # The marketing world has been shaken by a controversial debate with one question at the epicentre: Do marketing agencies place too much emphasis on creativity and not enough on achieving return on investment? According to [78% of CEOs](http://www.marketingweek.co.uk/404Handler.aspx?aspxerrorpath=/news/78-of-ceos-say-agencies-are-not-roi-driven/4007318.article), they don't... This comes as an aftermath from a report published by Fournaise Marketing Group stating that a majority of Chief Executives feel marketing agencies are too “inward looking”. The report went onto explain this was because there was little or no evidence to support agency claims that creativity in their marketing strategies guaranteed an improvement in ROI. Since the report was published on July 11th there has been a backlash response from marketing agencies and other influential bodies in the industry slamming the claims. Their group disapproval is proof that not only marketing agencies but also CEOs believe that creativity and ROI is not an either or decision. Truly creative and original concepts have little or no backing research to support the strategy pitch due to the experimental nature of the ideas. It is this detail that rings alarm bells for CEOs who are used to being reassured their investment will be well spent with a presentation of hard data and evidence to ensure an airtight profitable strategy. Topics: [Marketing Trends](https://www.incitemarketing.co.uk/marketing-blog/topic/marketing-trends) [Marketing Agency](https://www.incitemarketing.co.uk/marketing-blog/topic/marketing-agency) [Marketing Agency Search and Selection](https://www.incitemarketing.co.uk/marketing-blog/topic/marketing-agency-search-and-selection) [Creativity](https://www.incitemarketing.co.uk/marketing-blog/topic/creativity) [ROI](https://www.incitemarketing.co.uk/marketing-blog/topic/roi) [Continue Reading ](https://www.incitemarketing.co.uk/marketing-blog/bid/318828/How-do-you-value-the-creativity-of-your-marketing-agency) [All posts](https://www.incitemarketing.co.uk/marketing-blog/all) ![Incite Marketing](https://www.incitemarketing.co.uk/hubfs/INCITE%20IMAGES/logo/incite_logo_red.svg) The Factory, 2 Acre Road Kingston Upon Thames, Surrey. KT2 6EF [info@incitemarketing.co.uk](mailto:info@incitemarketing.co.uk) [+44 208 247 1850](tel:+44%20208%20247%201850) ### Follow us - [![Twitter](https://www.incitemarketing.co.uk/hubfs/redesign%20new%20files/TWITTER-inc.png)](https://twitter.com/incitesinsight) - [![LinkedIn](https://www.incitemarketing.co.uk/hubfs/redesign%20new%20files/linkedin-inc.png)](https://www.linkedin.com/company/11262404/) - [![RRS](https://www.incitemarketing.co.uk/hubfs/redesign%20new%20files/RSS-inc.png)](https://www.incitemarketing.co.uk/b2b-marketing-blog/rss.xml) ![](https://www.incitemarketing.co.uk/hs-fs/hubfs/partners-hubspot-1_bg.jpg?width=130&height=56&name=partners-hubspot-1_bg.jpg) ![](https://www.incitemarketing.co.uk/hs-fs/hubfs/partners-google_bg.png?width=130&height=56&name=partners-google_bg.png) ### Contact Us [**](https://www.incitemarketing.co.uk/marketing-blog/author/sydney-fleming-gale#)