By Greenlight | 20 July 2016 |
The beauty of content marketing is that whilst advertising is something that people are forced to consume - whether it's by sticking it in the ad break in Game of Thrones or sticking a poster up at your bus stop - content marketing is something that people choose to watch, read or play based on its own merit. Read on for strategic insights to create, develop and optimise your content marketing plan.
By Jess Webber | 13 June 2016 |
In this age of distraction, there are some many things vying for your attention so it’s hard to know what’s worth your time. Send readers to sleep with a lacklustre intro, and the chances of them reaching the end are slim to none. So, how do you craft content that actually gets read? And how do you stop your article from ending up in the digital equivalent of Room 101?
By Daisy Atkinson | 01 March 2016 |
A lot of brands have strong ideas about their voice, but this never seems to trickle down to their blog and campaign content, which is the perfect platform to show it off. If a brand wants to convey a character through their voice it needs to be at the heart of every piece of content they provide. This means developing a written voice that’s full of the character they want to be known for.
By Bea Patman | 07 December 2015 |
Akin to Great Britain’s celebrations of Queen Elizabeth II becoming the longest-reigning UK monarch this year, the marketing world will enjoy similar celebrations in 2016, as content – for yet another year – reigns king. Alright, it’s not the most ground-breaking prediction. Or original. In fact, it doesn’t sound like much of a prediction at all just yet. But a brief look back over the past year in advertising should help illustrate just why we believe that all roads point to editorial content in 2016.
By Jess Webber | 26 November 2015 |
“Airline employees were so much more agreeable when they were drunk”. That’s just one of the witty comments that made it into I Think I Can See Where You’re Going Wrong. The book is a compilation of the best comments on the Guardian website which gets a breath-taking 40,000 comments a day. But, as much as we all wished our content got the same amount of love as the Guardian, the reality is most don’t. Publish a riveting thought leadership piece or latest industry news and you’d probably be considered lucky to get one or two lonely comments – a deflating prospect.
By Daisy Atkinson | 05 November 2015 |
Ever heard of the phrase ‘You can’t please everyone’? Surprisingly a lot of writers try. In their defence it’s usually part of the brief and it goes like this: 1. Write about a topic 2. Include the main points 3. Bore everyone to death