Feverish Furore at Fenchurch Station and other interesting tales of cross platforms

Fame at last! Mags’ musings on cross-platform content marketing solutions have been published in Marketing Week. You can read the full article here.

In summary it’s all about the four C’s of successful cross-platform marketing – content, context, consistency and creativity.


Quality content is a must. But before you run out and employ a bunch of journalists, remember they are not marketers. Marketing is about generating sales or advocacy, ideally both and people aren’t stupid – you’ll fool no-one by professing independence. And to the DIYers out there, of course everyone can write, but it doesn’t mean they can craft quality content. Everyone can cook, but there are very few Michelin starred chefs and I for one have no plans to start charging people to enjoy my Cottage Pie a la Mags, avec fromage cheddar!


Context is about where your audience is when you deliver your message and what they might be doing. Short, snappy and to the point for mobiles; long, lingering and lovely to look at in printed literature and “whizz bang wowsers” online.


If you want people to listen to you they need to trust you. Trustworthy people are consistent in the way they behave, and you should be too. If you are a traditional, luxury brand, pitching up on a social media platform using slang expressions, or worse, poor grammar can only damage you. People expect things from you – don’t disappoint them.


And finally, be creative. If you want your message to be heard, you’re going to have to stand out from the crowds. True content marketing experts use cutting edge creativity to set their clients apart.

So there you have it. Successful cross-platform content marketing is about saying the right thing, in the right way, to the right people, in the right place, at the right time, in your very own, unique way to get them to buy, or recommend, your stuff.