To convince your customers you need to show expertise, use facts and capture their hearts. In other words, you need to use what the ancient Greeks called ethos, logos and pathos in your content marketing. Read more
To convince your customers you need to show expertise, use facts and capture their hearts. In other words, you need to use what the ancient Greeks called ethos, logos and pathos in your content marketing. Read more
In recent weeks there has been a flow of predictions about content marketing in 2015. I’d like to try something a bit more modest, three pieces of advice that I hope will help you in the coming year. Here goes: Read more
Most content being produced is a waste of time and money. The reason is that it suffers from the number one reason content marketing fails – it has an inside-out perspective. It’s the content marketing equivalent of a selfie. Read more
As content marketing matures and develops there will be more focus on the buyer’s journey. We can use it to package our content in different ways for various stages of the journey. In order to have an impact early on in the journey we will need to use a combination of digital and physical channels. Read more
Recently there was this great thread in the Content Marketing Institute’s LinkedIn group, asking about golden rules for creating content. I came up with five points, that I’d like to share with you. There are certainly more, check the thread for some very good ideas, but these are the ones that struck me as key. Read more
How many headlines like “Content is king”, “Context is king” or “If Content is king, something else is queen” have you seen in recent months? Quite a few, right? Personally, I’m getting rather tired of seeing them. And for a very simple reason – headlines like that tries to offer a quick and easy solution to something that’s actually quite complex. This is also known as looking for a silver bullet, and if you’re doing that please stop at once. Read more
Content marketing has been getting a lot of attention in recent years, with companies and organizations putting more and more effort into reaching their target groups with relevant and valuable content. It’s an interesting development, but it’s easy to forget the power of traditional earned media, i.e PR. The solution is to have owned and earned media work together, and to include paid media as well when possible. Read more
John Oliver’s slamming of native advertising took the already heated debate to a new level. If you have not seen it you really should – it’s hilarious and he makes some very good points. But sadly most of his conclusions are wrong. Read more
According to a 2014 report by Content Marketing Institute and the UK Direct Marketing Association on Content Marketing in the UK, lack of a documented content marketing strategy is one of the biggest threats to successful content marketing. We can all agree that a strategy is vital, but an interesting question is, why do so many companies not have one? Read more