At Raconteur we endeavour to have honest, frank conversations with the best of the best - we feel it's important to know how different field leaders, from advertisers and business people to creatives and consumers, think about the world of marketing today. So we interviewed Heidi Taylor, Head of Government & Public Sector Marketing at PwC...
To be a master marketer, you have to be a master of content. But the 2014 forecast study by the CIM reported that only "44% of B2B marketers have a documented content strategy". The numbers suggest that thinking caps aren't on - marketers are pushing out content to tick boxes but floundering when it comes to producing strategic material that helps to achieve real business objectives.
Being honest, you can only cut through the noise if you're willing to adopt a publisher's approach - placing the reader at the centre. That's because when it comes to producing content, publishing values trump marketing values - relevant, engaging content is inherent in the very philosophy and execution of the business of publishing...
So we feel that providing a way of linking the talent around us within the local community with the experience and opportunities that both large and small companies can offer is extremely important. That's why we are supporting Connecting Tech City and why we think initiatives like these are vital if we are to nurture the skills base companies like ours will need to prosper and grow.
My writing straddles too many genres to be categorised. So I turned Indie. However, when my self-published, first novel made it to the Amazon bestseller list, I realised I had a niche: a group of readers around the world who liked what I wrote. They wanted to know what it meant to come of age in a complex environment like India.
What's needed isn't bestselling feminism, or even radical feminism, but an ethical humanism more radical than feminism. A movement that actually demands change of the existing cultures and tries to get every human to act towards it, rather than the sort of change that inspires people to buy a different brand of beauty product.
When people think about publishing, they tend to think about content, and assume that the technology challenges in publishing are about transferring the printed page to screen. For many consumer publishing businesses such as newspapers, magazines and trade books this is mostly true, but in science and education publishing the challenges are much greater as we are increasingly in the software business.
A true entrepreneur does what he or she loves, therefore, to them, it is not even like work. Days blend into evenings, weekdays blend into weekends; there is little to no distinction between work and play. No such thing as time off! So, as time passes by and health permitting, why would that person ever want to stop doing what they love?
I've kicked around the publishing game for a while. In the past decade I've had two books published by traditional publishers, and four by digital publishers. On the flip side, I've collected more rejections than I can count. I've experienced the high's and the low's, and now I'm going to share with you some of what I've learned...
As the controversy surrounding Kate Winslet's 'unrealistic' Vogue cover rages on, I meet with a world renowned high end retoucher, Pratik Naik (Vogue, Marie Claire, Elle, FHM, Cosmopolitan and The Observer) to discuss aesthetics, ethics and the more technical aspects of beautifying subjects on commission.
The medley of today's media is unprecedented. While Britain's biggest publishers find themselves in similarly unparalleled levels of turmoil - shrinking revenue, the threat of state regulation, and a growing tendency to aim their guns at each other - the range of outlets beneath them is fragmenting like light through a prism.
Self-publishing is about staying in control of your destiny as a writer and having a say in how your book is packaged, produced, distributed and promoted. It is about making your own decisions, in collaboration with the experts (and in some cases, fans) to ensure that your work reaches readers in the way that is right for you.