Jonathan Crossfield

  • Why 85% of Marketing Statistics are Just Bad Advice

    Marketers constantly crunch data to try to determine what works (or doesn’t) and how we can improve or optimise our efforts. Unfortunately, most marketers aren’t data analysts or statisticians. If you want to use maths to answer meaningful questions, you have to know which are the right numbers, how to find them, how to interpret them and which insights to draw.

    Jonathan Crossfield/ Jonathan Crossfieldin Content- 9 readers -
  • When Facts Are Free Your Content Needs More Punch!

    The internet has forever transformed how we access facts and process information. Yet many marketers still produce content based on the assumption that there is value in merely curating information and facts. Sorry, but if content is to succeed today, it has to be a lot more than just ‘factual’. Occasionally, my daughter will do something that reminds me I’m a dinosaur.

    Jonathan Crossfield/ Jonathan Crossfieldin Content- 8 readers -
  • It Ain’t What You Say, It’s the Way That You Say It

    If there is one argument I love to have, it’s debating the concept of professional language. Too often, it describes flawed attempts to emulate an academic thesis or a Victorian bank manager. You know the sort of stuff—a white paper, official email or corporate website where the language is so dense, formal and archaic that your brain melts from the sheer dullness of it all.

    Jonathan Crossfield/ Jonathan Crossfieldin Social- 11 readers -
  • Stories on the Brain: How to Get Your Message Across

    When I went freelance in 2012, the question arose of what I should call myself. (I know what some other people would like to call me, but I’m being professional here.) Over the years, I’d become known (and employed) as a copywriter, social media manager, blogger, journalist, digital marketer, SEO writer, event speaker, workshop trainer and communications manager.

    Jonathan Crossfield/ Jonathan Crossfieldin How To's- 10 readers -
  • Quote/Unquote: Three Reasons to Check Your Sources

    The internet loves quotations. Social media definitely loves quotations. These days, it seems all you have to do to achieve viral gold is slap an inspirational quote onto a sunset and then spam it to every network. But while the right quote, correctly attributed, can lend authority and gravitas to your content, an inaccurate or dodgy quote can just as easily undermine it.

    Jonathan Crossfield/ Jonathan Crossfield- 11 readers -
  • Three Questions Your Story Must Answer

    Just because you’re telling stories on behalf of a brand doesn’t mean the rules are any different than if you were telling fairy tales to young children. There may be more complex ideas and a little less fantasy, but for any story to work, it must still adhere to certain principles. While these principles might seem arbitrary, they are essential to how stories tap into our na ...

    Jonathan Crossfield/ Jonathan Crossfieldin Content- 4 readers -
  • Is Viral Content Making You Sick?

    Most of us know that achieving a viral hit is a crapshoot, even for the most skilled marketer. Your content is subject to the capricious, anarchic, unforgiving, cat-loving whims of the Internet. Yet, some still exploit meme culture to spread brand messages without understanding what it really means to “go viral.” [Face palm.

    Jonathan Crossfield/ Content Marketing Institutein Social Content- 7 readers -
  • Why Content Marketing ROI is Back to Front

    The Content Marketing Institute released the 2016 Content Marketing Benchmark, Budgets, and Trends for Australia report a few days ago, and I’ve been stewing over exactly what these numbers mean for the local industry. As Joe Pulizzi’s initial wrap-up points out, there are some interesting anomalies in here that invite interpretation and further investigation.

    Jonathan Crossfield/ Jonathan Crossfieldin Content- 17 readers -