Bad Language: The Articulate Marketing Blog

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How to name things

What name should I use for my business?

Dear Uncle Matthew, I notice you trade under Articulate Marketing – and what a great name that is, by the way – rather than Matthew Stibbe. Just wonde...

Branding and copywriting

Companies lavish great sums on ads, branding and websites. But they give less thought to the everyday writing they create. I’m not talking about copyw...

How to define your tone of voice and use it for marketing

The words you use on your website, in your letters, on your products and in your documentation and marketing collateral literally define how people pe...

A guide to editing and proofreading

Start with general editing First you want to make sure you have the right content, in the right order with the right tone of voice.  There’s no point ...

How to get sales and marketing working together

It's true. Sales and marketing don’t get on. In fact, 87 percent of the terms sales and marketing use to describe each other are negative,  according ...

How to give better writing briefs

Good writing briefs are the launchpad for good marketing copy. You need to be clear about what you want, when you want it and how you want it. Contact...

How to create useful and believable marketing personas

Far from being just another faddish marketing tool, marketing personas can make or break your inbound marketing. They can help you to produce  great c...

How to build a compelling business case for inbound marketing

‘Inbound content marketing is the worst form of marketing,’ to misquote Churchill, ‘apart from all the others.’ Of course, we would say that because i...

How to create an editorial calendar

An editorial calendar is like a roadmap for content creation; it tells you what, where and when to publish and which personas you should be targeting....