Cair Lerion Blog

Cair Lerion Blog #18: An Interview with Katherine Guenioui

In our latest conversation with marketing and communications leaders in the heavy industrial space, Jonathan Rowland spoke to Katherine Guenioui, copywriter/editor extraordinaire and expert at turning specialist and technical subjects into compelling stories. In what feels a lifetime ago, they also used to work together. Give us a brief Tweet-length history of your career soContinue reading “Cair Lerion Blog #18: An Interview with Katherine Guenioui”

Cair Lerion Blog #17: An interview with Kent Henschen

In our latest conversation with marketing and communications leaders in the heavy industrial space, Jonathan Rowland spoke to Kent Henschen, an authority in the fields of international marketing, corporate communications, PR development and business development. Can you give us a brief history of your career? My professional experience includes marketing, communications, business, and public relationsContinue reading “Cair Lerion Blog #17: An interview with Kent Henschen”

Cair Lerion Blog #15: An Interview with Erik Rancatore

In our latest conversation with marketing and communications leaders in the heavy industrial space, Jonathan Rowland spoke to Erik Rancatore, who describes himself as a “brand and creative strategist, data-driven marketer, visual storyteller” on LinkedIn, currently working as Director, Association Marketing, at the National Marine Manufacturers Association. Give us a brief Twitter-sized history of yourContinue reading “Cair Lerion Blog #15: An Interview with Erik Rancatore”

Cair Lerion Blog #13: From readership to audience in trade media

Text by Jonathan Rowland – Photo by Luis Quintero from Pexels Following up my short(ish) guide to readership and circulation in printed trade media, we’re going broaden our horizons and look at audience… what it is and how it is useful in assessing the value of a trade media brand when looking to place content, be that paid-for (advertising)Continue reading “Cair Lerion Blog #13: From readership to audience in trade media”

Cair Lerion Blog #11: A short(ish) guide to readership and circulation in printed trade media

Text by Jonathan Rowland | Photo by Britta Jackson from Pexels Trade media. It’s an odd world containing a huge number of titles that appear – at least to the outsider – spectacularly niche and yet trundle on, sometimes apparently oblivious to the dramatic changes happening the wider media world. Life is however getting harder for these publications.Continue reading “Cair Lerion Blog #11: A short(ish) guide to readership and circulation in printed trade media”

Cair Lerion Blog #10: An Interview with Virginia Zuloaga

Give us a brief Twitter-sized history of your career so far.  I’m a digital marketer with a focus on industrial B2B companies. Since I opened my agency, Brieffin, five years ago, I have been helping brands overcome the challenges of digital marketing through conscious strategies, well-thought-out content plans, and consultancy.   You’ve spent your career workingContinue reading “Cair Lerion Blog #10: An Interview with Virginia Zuloaga”

Cair Lerion Blog #6: How much will this cost? My guide to why I cost what I do – including a price list

Every time I have a conversation with a potential new client, there is always one question that comes up. It runs something like this: “So, Jonathan… how much will this cost me?” There’s no denying It’s an important question; in many ways, it’s THE question. It’s also not a simple question to answer. Google ‘HowContinue reading “Cair Lerion Blog #6: How much will this cost? My guide to why I cost what I do – including a price list”

Cair Lerion Blog #5: Is this blog too long? Research suggests, no. If anything it’s too short.

Some interesting recent research from SEMrush has dissected the anatomy of top performing articles – with some interesting results. Most notable of these (at least to us at Cair Lerion) related to the length of articles. But before we get to that, here’s what SEMrush did. On the SEMrush dissecting table With millions of articlesContinue reading “Cair Lerion Blog #5: Is this blog too long? Research suggests, no. If anything it’s too short.”

Cair Lerion Blog #2: An Interview with Ngaire Baker

Give us a brief Twitter-sized history of your career so far.  I started as a newspaper and radio journalist before embarking on a thirty-year career in marketing communications and PR for mining companies and mining-related equipment suppliers around Australia and the globe. You have spent much of your career in PR, covering heavy industries. What’s your experienceContinue reading “Cair Lerion Blog #2: An Interview with Ngaire Baker”