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Regular readers know I can be a tad disparaging of a lot of Facebook marketing. It’s not that Facebook is lacking as a content platform – far from it. My cynicism derives more from the low-quality content and threadbare strategies I see every day in my newsfeed or, more often, in groups dedicated to ridiculing those brands that merely chase “likes” and (**cough**) “engagement.
In social media, the audience pulls the strings. Most of the time, our social media activities are designed to encourage the audience to pull strings that favor us – amplifying our content or spreading our message – but if the audience doesn’t agree with what we have to say or sees an opportunity for mischief, we can quickly lose all control.
In Lewis Carroll’s fantastical tale Through the Looking Glass and What Alice Found There, the eponymous heroine discovers a very different world on the other side of a mirror, occupied by people and creatures she never imagined could exist. Yet, were we to look into the same looking glass, we would see ourselves reflected.
Content marketing is full of ghostwriters, producing professionally written content under someone else’s byline. I’ve done plenty of ghostwriting assignments over the years, penning magazine columns and blog posts for CEOs and other professionals. Ghostwriting is simply a fact of life for many freelancers and agency writers and I have no problem with that.
I woke up this morning with a sense of anxiety familiar to most writers — one that only comes from an impending deadline and absolutely no idea what to write. And then I switched on the TV to see that Prince had died. Even while reaching for the iPad I knew there would be plenty of material to enable me to fill 1,200 angry words.
Editor’s note: Due to a failed attempt to integrate Evernote with an alarm clock, this column accidentally synced with a column from 2026. Normal service will be resumed as soon as someone remembers the account administrator’s password. Barry Truffle is the chief experience officer (CXO) for BeetleJuice, the new drink brand capitalizing on the huge post-war demand for insect-protein foodstuffs.
I’m a sucker for a good conference, particularly when there’s a vibrant hashtag to keep me entertained. The ability to discuss the presentations with other delegates as they happen is extremely powerful. On one level, there is a child-like thrill to swapping comments during a live event, akin to passing notes back and forth in class.
Crikey, marketers and publishers can be slow on the uptake sometimes. Advertising revenue has been declining for decades, leading many to predict the long and painful death of traditional media business models. Add to this the rapid rise of ad blockers and I began using a adblocker about a year ago.
Think being a content marketer is tough? Try convincing an entire nation! Anyone fighting to gain or retain the White House needs to know a thing or two about getting a message across in the most persuasive way possible. And with a relentless news cycle in print, television and radio, plus the newer channels of social, email, apps and more, the choice of media can have a mass ...
It’s a powerful ad, one that I think identifies and corrects the mistake most road safety ads make. Usually we’re presented with statistics and horrific dramatisations of accidents or their aftermath. And on the surface that might seem a sound tactic; they’re telling stories, after all. And stories are more effective in getting a message across, as we know.
Marketers use a variety of metrics to collate, crunch, and calculate how their content performs in social media. Metrics such as shares, retweets, and views are often the easiest and most obvious to gather, but they may be the most deceptive and unreliable when evaluating whether your content is genuinely making a difference.
It’s a common challenge for many content marketers: You need capable writers capable of delivering highly readable content for your blogs, ebooks, and more; however, your writers also need expertise in your topic area if their content is to have the necessary insight, heft and authority your audience expects.
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.
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.
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.
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.
We’re drowning in a flood of content. Whatever your interest, there is enough content published every day and vying for your attention that you could never hope to discover it all—let alone consume it. Yet most content marketing struggles to stand out and attract an audience because it often lacks a unique or effective angle.
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.
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 ...