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All posts by Marco Golz

Marco Golz
Marco Golz started off his career as a content writer. Since joining National Positions, he has worked his way up the ranks to become one of the company’s lead strategists and was appointed Content Manager in 2015. When Marco is not conceptualising strategies or managing the content team, he enjoys returning to his roots, which for him means writing.
  • Tips for creating great content on a tight budget

    Search 'how to create content that gets results' (or something along those lines) and you’ll be presented with an unending stream of blogs and articles that, in essence, will tell you that ‘your content has to be emotive, information rich and industry relevant’. This is all well and true but most of these blogs and articles neglect to tell you how to do this from a practical perspective, especially when you are a small-to-medium size business with a small-to-medium size marketing budget. Does this mean that content marketing is a game that is reserved exclusively for big brands with big budgets?...

  • Mind the gap: why a content gap analysis is vital to content marketing success

    A significant number of brands that have embraced content marketing now find themselves sitting on a large pile of content that yielded no results. Buried underneath this content you might find a few pieces that got a like or share here and there, but nothing worth celebrating. Yet, these companies stick to their modus operandi because their basic philosophy about content marketing is this: it’s a game of luck. Just produce a great variety of content in bulk and hopefully, sooner or later, something will stick. For companies that believe in this approach, the time has come to step...

  • Digital summits and the slow growth of the South African industry

    Attending digital summits is always an interesting experience. This is where the who ’s who of the digital marketing sphere gather and where industry successes and challenges are presented and discussed. The IAB Digital Summit is no exception and is regarded by many as a highlight of the industry’s social calendar. What stood out at this year’s IAB Summit is how far South Africa is lagging behind when compared to other countries like the United Kingdom. Guy Phillipson from IAB UK was one of speakers and reported that digital had quickly become the dominant marketing medium in the...

  • How businesses can effectively utilise YouTube

    Many businesses have made YouTube a part of their overall marketing strategy and for a very obvious reason: with over a billion users, it is the most popular social media platform. Many businesses, however, have realised that it is also the most difficult platform on which to become a notable presence. Creating a channel, uploading content regularly and even investing in good production quality is not enough to engage an audience on YouTube. So what exactly is the secret to YouTube success? In order to be successful, it is important to not only cater to the needs of...

  • Is LinkedIn becoming another Facebook?

    Facebook was created to be a casual social platform: a place to post things that interest, inspire or amuse you; a place to make new acquaintances and reconnect with friends and family members, and a space to share important news. Career-driven individuals and brands noticed an opportunity and promptly decided to use this platform to their advantage. The career-driven individuals hoped to make career- advancing connections and the brands hoped to build an audience. Some brands had great success and a lot of the career-driven individuals did alright. B2B companies, meanwhile, found themselves standing mostly on the...

  • Visually wired: human physiology and content marketing success

    Photo: Stuart Miles The above image serves no other purpose than to prove a point. The point is this: the image was the first thing that drew your attention after you opened this link. You did not first scan through the opening paragraph of this article or even read over the heading. For the first couple of seconds, you focused solely on the image and your mind tried to decipher its meaning. In those initial moments, the image was more important than the words. This, in fact, is a common reaction and the question that we need to ask ourselves...