Everything we produce as humans is to some degree repurposed. For most of us, our lives are spent accumulating pre-ordained and accepted information, assessing other people’s findings and observations, which then to some degree influence our own. Original content is rare; we are all standing upon the shoulders of giants. Original ideas do happen, but even when […]
According to Copyblogger, 8 out of 10 people will read a headline, but only 2 out of that 10 will actually go on to read the rest. This is a truly mind-boggling statistic, but it highlights a real problem for content marketers. As more and more content gets published to the web, how can you […]
Every day we share content online without thinking twice about it – often written or designed by someone we’ve never met. This is third party content. We might share third party content because we find it amusing, interesting, helpful, informative, enlightening or thought-provoking. But most of all we share it because we feel it reflects […]
I am a big fan of YouTube. Though it is probably most commonly known nowadays for video gaming channels and beauty vloggers, it does offer a very rich and varied amount of business related channels, especially when it comes to marketing related topics, and the busy realm of content marketing is no exception. As an […]
The opening lines of the first single you bought. A much-loved toy from your youth. Your favourite party treats as an eight-year-old. The memories of such small things can evoke a heady nostalgic reaction in us, sending our minds wandering off down memory lane. And as many marketers and advertisers have discovered, invoking this nostalgic […]
Everyone has opinions, however tepid. And sometimes content that contradicts those opinions can be as compelling as content that plays it safe and attempts to flatter them. We see this idea at work in the world’s major news publications, most of which employ opinion columnists whose chief aim is to polarise reader opinion. A strongly […]
Permanence has lost its appeal and disposability reigns: it’s the digital era, and the digital generation have diminishing interest in storing and savouring online content for later use. This is partly due to the omnipotent digital librarian Google, relentlessly sorting and filing content away for when users need it, causing us to lose the urge to […]
According to writer Kayla Matthews, 70% of people that purchase do so to solve a problem. So it makes sense to make sure your content is actively solving, or at least promising to solve, your readers’ problems. The great thing about targeting someone with a problem is that they’re probably already seeking the answer – […]
“Contact us to find out more!” “Click here for more information!” “Visit our website!” Many calls to action, when they’re present at all, stand out like the socially awkward guest at a party after one too many drinks. Complete with an inevitably inappropriate exclamation mark and a desperate command, these call to actions are weak, […]
Ah Google, we love you. Up there with the likes of Starbucks, Primark and Apple, it’s taking over the world. OK so we might not love them all (and my recent battle with Android caused me much rage), but we do respect it. And if your business wants any kind of web presence, you need to keep Google happy […]