Why is it my wife will always come home with a lottery ticket in a jackpot week? Statistically speaking, she is more likely to die in the car on the way to the shop than she is to win the $30 million draw.
09/05/2013 2 Comments
06/05/2013 6 Comments
Why Content Marketing Should Be “Choose Your Own Adventure”
In content marketing, it can be tempting to expect customers to follow our preferred and most convenient path of content breadcrumbs to the sale. But while each individual will experience a linear path from their perspective, the question of ‘which’ follows ‘what’ will differ for just about everyone. Anyone else remember those Choose Your Own Adventure [...]
03/05/2013 Leave a Comment
25/03/2013 2 Comments
The only stats that matter are your own
We love stats. With so much data available to us on every aspect of marketing, we have come to trust stats with a level of awe and power that can sometimes lead us astray. We’re told that numbers never lie. In fact they lie, obfuscate and mislead all the time, by omission at least…
23/01/2013 Leave a Comment
Content Marketing World Sydney
UPDATE: If you can’t attend the full 3 day conference, a handful of ‘workshop only’ tickets for my Monday session are now available for $395. Book here. The Content Marketing Institute has hosted two hugely successful conferences in the US, and now Content Marketing World has partnered with ADMA to come to Sydney’s Sheraton on the Park hotel [...]
21/01/2013 Leave a Comment
Content Marketing: Too Much of a Good Thing?
Everything points to content marketing exploding in 2013. 95% of businesses claim plans to increase content marketing activities this year. Great, huh? Should keep me very busy (and reasonably well paid) with all the new and eager clients beating on my door, right? But anyone who knows me at all also knows cynicism runs through me like Blackpool through a stick of rock.
18/12/2012 Leave a Comment
28/08/2012 2 Comments
10/08/2012 Leave a Comment
Hunting Hippos: Winning approval from the C-level for content marketing
Incredibly thick skinned, almost impossible to move, yet extremely dangerous when throwing its weight about, the hippo is a difficult beast to hunt. We’re talking about the HIghest Paid Person’s Opinion. If your business has a hippo culture, how do you get approval for your content marketing strategy?
20/07/2012 2 Comments
Creativity, not content, is king
If you’ve attended any marketing conference over the last few years, you would likely have seen plenty of talk about tools and process and less about genuine creativity. Sure, some extremely creative and ground breaking case studies would be shown. But too often they are presented to illustrate a series of mechanical tasks.
If it involves arranging words in rows with occasional punctuation, then Jonathan has probably given it a bash. Content Marketer. Awarded columnist. Jobbing copywriter. Angry blogger. Ghost story addict and future best selling novelist... He lives in Sydney, Australia with his wife and two cats. 
