humanworks

At humanworks, we do b2b marketing differently. Bland, boring and blah blah blah B2B isn’t for us. We’re storytelling specialists, working with forward-thinking, growth-minded businesses to put the human connection at the heart of B2B marketing.

What we offer:

Content strategy
• Editorial
• Value proposition development
• Content audits

Brand awareness
• Thought leadership campaigns
• Industry reports
• SEO Blog articles

Lead generation
• E-books
• Whitepapers
• Email communications
• Paid ads

Social media
• Social media strategy
• Content creation and ghostwriting
• LinkedIn content
• Company page management

Communications & copy
• PR
• Website content & SEO
• Landing pages
• Case studies
• Employee engagement

Video & design
• Brand design
• Website design
• Video content
• Infographics

Founder

Cosmo Creative Content

If you're a b2b marketing director in financial services, insurance, SaaS and sustainability - we work with you to deliver the thought leadership strategy and content your in-house teams can't.

Content Director

BBC Radio 5 Live

-	Senior leader of the 5 live Breakfast programme and the wider 5 live network leadership team.
-	Leading a team of 20 producers creating a network breakfast radio programme 7 days a week. Responsibility for team performance and welfare.
-	Overseeing the on-air team, managing key talent and setting the editorial direction of the programme. 
-	Leading the commissioning of the programme’s digital and social content   

INNOVATION & LEADERSHIP

-	Leading the recent re-development of the 5 live Breakfast programme: creating a modern radio programme with the audience at its heart. Developing new formats and a programme clock to better showcase presenter talent – driving increased engagement and audience appreciation.
-	Leading 5 live Breakfast’s acclaimed Brexit coverage: developing formats like #BrexitBarometer (a simultaneous discussion format, on-air and online). Driving significant social media traffic.
-	Leading 5 Live Breakfast’s 2019 Election coverage, including creating record levels of engagement with the 5 Live Leader Your Calls, broadcast simultaneously on the BBC News Channel (the leaders of the main political parties taking listeners’ questions). Demonstrating an ability to lead high-profile projects with multiple stakeholders.

STRATEGIC HIGHLIGHTS:
-	Leading a 5 live strategy to improve our reach to younger audiences. Collaborating with multiple stake-holders and creating a blueprint that has had a real impact: 25-44 measure up on Rajars Q4 2019, significantly more live listening through BBC Sounds for U35s (Q3 vs Q4 2019)
-	Leading the BBC's 50:50 project to encourage greater diversity of voices on-air.
-	Currently leading on a project to develop a unique strategy to increase live listening through BBC Sounds (Q1 2020). Working across the BBC Radio division, engaging and managing multiple stakeholders. Demonstrating an ability to identify problems across the division and bring a team together to tackle them.

Assistant Editor

Senior Broadcast Journalist

Broadcast Journalist

THEN → BBC Journalist For 17 Years NOW → Building a B2B Content Agency HOW → Transforming Your Business Into a Thought Leader

At humanworks, we do b2b marketing differently. Bland, boring and blah blah blah B2B isn’t for us. We’re storytelling specialists, working with forward-thinking, growth-minded businesses to put the human connection at the heart of B2B marketing.

What we offer:

Content strategy
• Editorial
• Value proposition development
• Content audits

Brand awareness
• Thought leadership campaigns
• Industry reports
• SEO Blog articles

Lead generation
• E-books
• Whitepapers
• Email communications
• Paid ads

Social media
• Social media strategy
• Content creation and ghostwriting
• LinkedIn content
• Company page management

Communications & copy
• PR
• Website content & SEO
• Landing pages
• Case studies
• Employee engagement

Video & design
• Brand design
• Website design
• Video content
• Infographics

_________________________________

Why choose humanworks?

We don’t think business to business; we think human to human.

That means crafting content and communications that create genuine, personal, and authentic connections between your business and your customers.

We’re a new type of marketing agency. We help you cut through the blah, blah, blah and give your business a compelling story that will help you stand out from the crowd, build your brand, and grow your bottom line.

• We’re storytellers
• We’re thinkers & doers
• We’re humans, not robots

Our content doesn’t just click with your audience; it connects your business to new leads and converts them into customers.

That’s the power of human-to-human marketing. It just works.

__________________________

Our founder:

I’m Cosmo Shield, founder of humanworks. Before you ask, yes, that’s my real name! I was a BBC journalist for almost two decades before I realised I was sick of telling people bad news every day and wanted to help a generation of businesses tell their stories in a more compelling way.

That’s the passion the humanworks team brings to every client and project. I’d love to hear more about your business.

Email
cosmo@human-works.co.uk

Website:
www.human-works.co.uk

Cosmo Shield ♾

"Jason's a brilliant writer, excellent thinker, great at content marketing, and has a rare gift of knowing what's interesting and when to push for more." -- Tom Goodwin, 4X LinkedIn No. 1 Marketing Voice

Member of Favikon's "2,000 Most Influential LinkedIn Profiles Worldwide."

If you're still reading, you probably either want to sell me something or you're thinking about hiring me.

If you're selling, be warned. I've never bought anything from cold outreach.

If it's the other thing, you're wondering "why me?"

Well, clients come to me because they've been let down by the rest and now they want the best.

You won't find anyone better at what I do in GMT+8.

-- I create standout content that also does useful marketing work.
-- My copy doesn't seem like a copy of a copy.
-- If you're B2B, I won't force you to choose between accurately boring or creatively wrong.
-- And I can plan and run your content marketing show. 

I know the funnel inside and out.

I understand brand building, demand gen, lead gen, whatever you need.

Tech and B2B are my specialties.

From startups to the Fortune 500, I've created content for global audiences for 20 years.

Most of my clients are in Taiwan, but it's fine if you're not. 

I've worked w/firms in the US, UK, Mainland China, Singapore, and elsewhere. 

Quoted by: 
-- LinkedIn
-- Content Marketing Institute (CMI)
-- Martech.org
-- Business.com
-- Cybernews.com
-- KNG Services
-- Yara Abboud

Interviewed by: 
-- NinjaCat
-- Vereigen Media
-- No Wanky Bollocks
-- Damen Seamen

Guest posted for: Marketing Accountability Council (MAC)

2X LinkedIn Community Top Voice (Content Marketing & Copywriting)

If you’re a bot, algorithm, or recruiter, some keywords:

Advertisements, Advertorials, Agency Management, Blogs, Brand Advocacy, Branded Content, Bylines, Content Calendars, Copywriting, Creative Direction, Demand Generation, Digital Campaigns, Direct Marketing, eBooks, Editing, EDM, Email, Employee Advocacy, Executive Ghostwriting, Headlines, Inbound, Influencers, Infographics, Integrated Communications, Internal Communications, Journalism, Layout, Lead Generation, Magazines, Marketing, Media Relations, Medical Documentation, Message Houses, Native Advertising, Newsletters, Outbound, Owned Media, Paid Media, Platform Management, Product Descriptions, Product Marketing, Product Videos, Research Documents, SaaS, Sales, SEO, Slogans, Social Media, Speechwriting, Storytelling, UX, Video Editing & Scripting, Websites, Whitepapers

Taiwan's top content marketer (according to my mom).

Jason Patterson

Dear China Hands of LinkedIn,

Too many of you think you're this. Knock it off.

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media, Storytelling ‘n’ Stuff for B2B & Tech

18,000 followers.

It's a lot. And yet some of my posts don't even reach 200 people.

And it's not like my stuff isn't good.

I'm one of Taiwan's Top 10 LinkedIn creators and a member of Favikon's "2,000 Most Influential LinkedIn Profiles Worldwide."

But still, a lot of you aren't seeing my posts.

If you want to see more of my content, go to my profile page, click the little bell icon in the top-right corner, and follow the instructions.

That's it.

Nope. You cannot and should not try to convert customers into fans in B2B.

For three reasons.

1. B2B is inherently transactional. Nobody loves B2B brands for who they are. Not in the same way they love Disney or Taco Bell. People only deal with B2B brands because they want something from you. They hope to gain something from you. Not because of some vibe or feeling tied to personal identity. That just doesn't happen.

2. It's called B2B for a reason. It's generally businesses that buy from you, not individuals. Sure, you market to people, but people change jobs. And change careers. Making the sort of long-term relationship you need to develop a real fandom very challenging.

3. Attempts to turn customers into such fans will only lead to annoyance and harassment, decreasing your chances of repeat business instead of increasing them. And most B2B customers view vendor interactions like they view interacting with the dentist anyway.

If you follow me, you may know that occasionally I refer to a certain category of B2B prospects as "fans." But that's a different thing. 

They consume your content, read your newsletter and whatnot because they're interested in the topic and enjoy your content at least somewhat. And you should make it easier for them to engage with and share your content. 

But still, the relationship is transactional. These people may like your brand, but they don't love you. 

They may appreciate what you do for them, but they don't love you for you.

When was the last time you saw someone express their admiration for a B2B brand in the same way they would for Apple?

Including the B2B brands mentioned in this article: Adobe, Salesforce, HubSpot?

I'm waiting.

Here's an interesting study focused on GEO for B2B tech brands.

-- Nobody has GEO figured out yet or mastered. In two-thirds of instances, even the category leader has under 25% visibility in AI answers that matter.

-- Reddit and Wikipedia aren't as important as advertised. For 60% of brands, Wikipedia doesn't make the Top 25 most cited websites, with Reddit even less influential.

-- YouTube is more important than advertised. So are LinkedIn blog articles. Yes, LinkedIn blog articles.

-- Media coverage isn't as important as advertised in B2B tech. And the trade publications that do matter aren't always the most famous or prominent. 

-- Owned media still matters in B2B tech, a lot. Don't underestimate it.

On the whole, I think B2B GEO efforts (especially media efforts) are underperforming because orgs are executing them in a disjointed and haphazard manner with different silos handling different elements, and no overall brand strategy governing or reinforcing them.

It also doesn't surprise me that Wikipedia and especially Reddit are underperforming. Nobody gives a s**t about Wikipedia in B2B. And have you actually seen Reddit? It's a black hole of "Which software do you recommend?" and "What is the meaning of life?" type questions.

Read the article: https://lnkd.in/g2KTU86M

Moni Oloyede has written a good article about the dangers of marketing dashboards, and how the real-time dopamine hits they deliver can distract us from what really matters.

Read it here: https://lnkd.in/guEX6Mh4

Only 15% of CEOs think their CMO is AI savvy.

Sounds bad, but what does "AI savvy" mean?

This article focuses on potential reasons why CMOs are not savvy.

But without a clear definition, speculation is pointless.

In my mind, an AI savvy CMO:

-- Uses AI effectively in all marketing areas where AI can be used effectively. 

-- Has sufficient understanding of how AI works to place reasonable bets about where AI might be effectively in the future.

But there's a problem.

There are 10,001 AI marketing tools, with more emerging all the time.

And a f**kload of them are snake oil.

How exactly is a CMO supposed to stay on top of all this on their own?

I don't know, do you?

Read the article: https://lnkd.in/gatsqPJd

taplio

The Battle

Cosmo Shield ♾

Jason Patterson

Followers

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Performance ScoreJason Patterson's LinkedIn Performance

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taplio

The Battle

Cosmo Shield ♾

Jason Patterson

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jason Patterson's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJason Patterson's LinkedIn Performance