Wednesday July 15, 2020

The art of the soft sell

The co-founder of Blog Awards Ireland says good marketing is no longer about saying how wonderful you are, writes Elaine O'Regan.

27th July, 2013
From left, the organisers of the Blog Awards Ireland: Amanda Webb,; Beatrice Whelan, Sage and Lorna Sixsmith, Farmerette Blog -- with Mona Wise, Wisewords, winner of three 2012 Blog Awards. Photo: Maxwell

The days of the hard sell are over, at least in the online sphere, where the prevalent trend now is softly-softly content marketing. So says Amanda Webb, co-founder of Blog Awards Ireland and owner of, a Kildare-based consultancy that advises businesses on social media strategy.

"It's all about that soft approach to getting customers, so it's not necessarily us saying how wonderful we are any more," said Webb.

"It is about creating content...

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