Articles by Matthew Stibbe

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    a painting of a wintry village scene
    Strategy
    Lead generation

    How to run an effective customer evidence and case study programme

    A case study is proof.

    Fine art painting of an uphill journey
    Branding
    Strategy

    The ‘Person in the Mirror’ problem: a.k.a. you are not your customer

    Newsflash: the person in the mirror is not your customer. You are not your customer.

    Classical painting of a tree with fairies in it, hanging over a pond, with a horse-riding figure in the background.
    Copywriting
    Lead generation

    How to write white papers that showcase your thought leadership

    ‘A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution....

    Painting of a small bridge over a river surrounded by trees with a man in a row boat in the foreground.
    Branding
    HubSpot

    How to talk about technical subjects and keep a brand personality

    Brand personalities aren’t just vanity exercises for big B2B brands like HubSpot or Slack. B2B tech brands can (and should) develop a...

    Painting of a leaf covered pathway through a misty rural setting.
    Websites
    HubSpot

    How to run Quality Assurance (QA) tests on your new website

    Websites, like software products and video games, require a lot of testing. Errors, bugs and broken bits are guaranteed to send your...

    a painting of some flowers
    PR

    How to get more media coverage for your business: 13 golden rules

    Good PR is about relationships not coverage. So how do you build a good relationship with the press? And, how can you get more media...

    Painting of flowers
    Copywriting

    How to write thought leadership articles

    Thought leadership articles are one of the hardest forms of content marketing to get right. You needin-depth research, remarkable writing...

    an assortment of flowers
    Strategy

    How to be a freelance journalist

    This post contains advice for anyone considering a career as a freelance journalist. I was a freelancer for five years, writing for Wired,...

    Painting of the countryside with a path winding through it and tents throughout the fields.
    How to do marketing
    Strategy

    How to run a collaborative change management project

    Marketing is the visible tip of the change management iceberg. With every new marketing initiative, engagement or campaign there lies -...

    Painting of several women in traditionally styled red dresses, white aprons and white bonnets sitting in front of traditional wooden textile machines.
    How to do marketing
    Strategy

    The best project management tips for marketing teams

    Youtuber. Process management guru. ClickUp genius. Probably also a wizard or a ninja. Or both. Suffice it to say, we were thrilled to have ...