dan hatch

  • Copywriting: Get your brand’s tone of voice right

    Effective communication isn’t just about what you say; it’s also about how you say it. That’s called “tone of voice” — and getting it right can be the difference between success and failure. Whether you sound formal or casual, humorous or serious, respectful, enthusiastic or irreverent — the words you choose, the order you put them in, the way you structure your sentences — al ...

    Lush Digital- 12 readers -
  • How to write attention-grabbing headlines

    Not all headlines are created equal. Newspaper editors have known this for years. Now, with the internet and social media, the art of headline writing is no longer the province of a few clever sub-editors, it’s a skill individuals, brands, writers, freelancers, bloggers — practically everyone — is learning. It’s also no longer just an art. Writing headlines that win is now a science, too.

    Lush Digitalin SEO Content How To's- 13 readers -
  • Content Marketing: How to run an editorial calendar

    When I was a cadet reporter things were still distinctly analogue, so my editorial calendar was kept on a notepad, a week to a page. It was crude, but efficient. I had planned out in front of me, for as many weeks ahead as practical, precisely what I needed to write for each week’s newspaper. I knew who was being interviewed, what photos were needed, what my deadlines were — everything.

    Lush Digitalin Content How To's- 19 readers -
  • Brands can avoid one big mistake newspapers are making

    It breaks my heart, every single time. The public perception of journalism is often a poor one. People tend to think of pushy foot-in-the-door TV reporters berating dole bludgers and dodgy builders or tacky magazines making up stories about royal babies or fat-shaming celebrities. People don’t tend to think about Woodward and Bernstein exposing Watergate, or Boston Globe repor ...

    Lush Digitalin Content- 13 readers -
  • Brand Newsroom 137: Questions to ask before choosing a marketing agency

    Today, James and Sarah discuss how to get one of your most important business service provider decisions right — choosing a marketing agency. Whether it’s a PR firm, an advertising company, a content marketing agency or any other communications supplier, what questions should you ask before you sign on the bottom line? Here are some key take-outs: • Not all agencies do everything.

    Lush Digitalin Content- 15 readers -
  • Here’s why lots of likes doesn’t equal business success

    TrackMaven has released its latest Marketing Leadership Survey and, worryingly, it suggests brands and their marketers are still hung up on vanity metrics, rather than metrics linked to a return on investment. More than 70 per cent of marketers said attributing social and content activity to revenue was one of the top marketing challenges they faced.

    Lush Digitalin Social- 17 readers -
  • If you’re not on Snapchat, now’s not the time to bother

    So I tried Snapchat. It was a bit like that time I tried snails in a fancy French restaurant – a fiddly, awkward and wholly unpleasant experience that left me wondering how on earth so many people could be raving about it. Now, I’m the first to admit I’m a bit of a social media addict. I’m on Twitter, Instagram, Facebook and LinkedIn.

    Lush Digitalin Social- 12 readers -
  • Always think through the consequences of your content

    Some people court controversy. It’s how they make their living. They like upsetting people, stirring up trouble and making headlines. And good luck to them; at least if it all goes wrong they generally experience the consequences directly and personally. But when you’re a brand — whether you’re a corporate entity or a charity — finding yourself embroiled in controversy can cos ...

    Lush Digitalin Social Content- 19 readers -
  • Why blogging regularly still works for business

    It’s a simple truth: Blogging, and blogging regularly, still works for business. It’s easy to get distracted by social media channels, apps, and whatever concept is the centre of the latest marketing buzz — virtual reality, perhaps. But when it comes to engagement, sometimes keeping it simple provides the best results.

    Lush Digitalin Blogging- 22 readers -
  • Become a better brand writer with this top tip

    Writing is one of those tasks a lot of people hate to do. They sit there staring at the blank page, unable to start, knowing what they want to say but unable to put it in words, finding ways to distract themselves, and getting themselves into a muddle. If that’s you, I have a neat trick to help you get started more confidently.

    Lush Digitalin Content- 20 readers -
  • 10 awesome podcasts and why they’re so great

    There’s something intimate about listening in to a conversation between a good interviewer and a fascinating subject. It’s why radio is still such a fabulous medium and, I believe, it’s why podcasts have proven to be so successful, too. They stimulate the imagination in a way that more visual media, like television, does not. It is a brilliant medium for excellent storytelling.

    Lush Digital- 19 readers -
  • Quality and productivity: The right writer matters

    In his newsletter last week one of the godfathers of content marketing, Robert Rose, mentioned a statistic in a report from Orbit Media he’d stumbled across. The average time it takes to write a blog post, according to the report, is 3.5 hours. Three-and-a-half hours! And that’s the average so, presumably, some writers are taking much longer than that.

    Lush Digital- 10 readers -
  • New report shows how to become a content champion

    No one becomes a champion by accident. OK, so there was that Steven Bradbury guy at the 2002 Winter Olympics, but how often do we really win in life because all our competitors have stacked it onto the ice? People only become champions in their field because they’ve found something they love and they’ve stuck with it.

    Lush Digitalin Content How To's- 15 readers -
  • How to use content marketing to build brand loyalty

    Which brands are you loyal to? I mean properly loyal. The ones where, even if they’re more expensive, even if you have to drive across town to get to them, you’ll stick with them. The brands you’ll not only recommend, but go to bat for if someone’s criticising them. Now ask yourself, “why?” Why are you so loyal? I asked this question of some Twitter followers recently.

    Lush Digitalin Content How To's- 14 readers -
  • CMI’s report proves quality is key to content success

    Here’s something I believe to be an absolute truth: Producing higher quality content is guaranteed to increase the success of your content marketing. Now I’m a journalist by profession, so I have a bias towards high-quality content. And obviously other factors are important, too, like a good strategy for amplification and distribution. But it’s the quality of the content I really believe in.

    Lush Digitalin Content- 11 readers -
  • Why having an elevator pitch trumps winging it

    The moderator in the third US presidential debate between Hillary Clinton and Donald Trump had a surprise for the candidates. While both had declined to prepare a closing statement ahead of the debate, he asked them to deliver one anyway. What followed was a lesson in the importance of having an ‘elevator pitch’.

    Lush Digital- 20 readers -
  • Content marketing is an ethical option for old journos

    A little while back I wrote an article reassuring journalists — more and more of whom are being made redundant from shrinking newsrooms — that there really was life after journalism. In it I recommended a career in content marketing, explaining that our skills as journalists are very much in demand.

    Lush Digitalin Content- 21 readers -
  • Credit where it’s due: Don’t fall foul of copyright law

    Copyright laws weren’t created for the digital age. Technology and internet connectivity have radically changed the production of cultural material — and it is easier than ever for an individual to have an idea, record it in words, images or sound and then release it to the world. Did you like that intro? I was pretty pleased with it. It’s beautifully crafted.

    Lush Digitalin Content- 23 readers -