This is an article to help you get better at story-driven marketing within your organisation or for your clients. I’m not talking about your old school wishy-washy once upon a time style storytelling. This is about drawing out the kind of authentic stories your colleagues (or clients) don’t even know they’re hiding. It’s about getting […]
Base Creative has achieved B Corp™ Certification! It shows that we have met high standards of verified performance, accountability, and transparency on factors ranging from sustainability and employee benefits to charitable giving and supply chain practices. As a milestone, our certification underscores our commitment to leveraging our digital marketing expertise to have a positive impact […]
“Thought leadership” has become an essential part of B2B marketing. Ever since Google’s helpful content update, it’s been more important than ever for your organisation’s team members to be producing high-quality, informed content in their areas of expertise. What is thought leadership? Articles, LinkedIn posts, blogs, videos – all of this comes under that umbrella. […]
On 1st July, Universal Analytics will stop processing data. UA will be permanently replaced by Google’s new reporting platform, Google Analytics 4. To help you prepare for this transition, we have compiled all of our GA4 information into one place, ranging from guides to FAQs and deep-dives into specific features including cookie-less tracking, API quotas […]
Understanding multi-market paid strategies is crucial to the success of any social media marketing campaign. I recently had the opportunity to speak at the International Social Summit in Barcelona, collating experiences from the past year to share some advice for organisations planning their own paid campaigns across multiple regions. The Problem Running a multi-market campaign […]
Think of an advert. Any advert. What came to mind? Maybe it was the Go Compare singer, policemen with kids’ voices eating Haribo sweets, or the Old Spice man. Maybe, from some deep groove in your brain, a single phrase rang out, as easy to remember as your mother’s name or your earliest childhood memory: […]
This short guide will teach you how to track your marketing campaigns using UTM parameters. Also referred to as a custom URL, a UTM tag is a customised snippet of text (called a parameter) that is added at the end of a website address. This UTM tag allows you to track and identify the traffic […]
When it comes to B2B social media marketing, few platforms are more misunderstood than TikTok. These misconceptions can lead to one of the most exciting platforms in social media marketing being written off by B2Bs – and huge opportunities missed. If you don’t take TikTok seriously enough, you will miss out to the businesses that […]
Ask yourself these questions. These are two examples of actions taken by speakers at the Better Business Conference in Manchester last week, which I had the opportunity to attend. While I understand the motivation behind both approaches, I also respectfully disagree with them. In this article, I want to attempt to explain why, and to […]
Imagine your next digital marketing campaign. Your mind probably went straight to what you’d like to achieve. Maybe you want to: This is where you need to ask “why?” Why do you want to increase your paid ad conversions? Why does your CEO need more followers? Why do you want more site visitors? “What do […]
Your business won’t do good just because your team is full of good people. However, if we’re going to take the next step and ingrain high environmental and transparency standards into companies across the UK, each company needs to be judged relative to its ability. For example, a 4000-person international corporation should be held to […]
There are so many opportunities for businesses to amplify the good in the world. That includes helping our clients as they lead the way in smart energy, employee-ownership and biotechnology. Each Christmas, however, we look for ways to help others outside of our everyday work. In 2005, we launched the Work With Us programme to […]
