Stories on the Brain: How to Get Your Message Across

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 … [Read more...]

What’s Your Angle? Crafting Unique Content Ideas

What’s Your Angle? Crafting Unique Content Ideas

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 … [Read more...]

Quote/Unquote: Three Reasons to Check Your Sources

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 … [Read more...]

Three Questions Your Story Must Answer

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 they might … [Read more...]

Why Content Marketing ROI is Back to Front

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 … [Read more...]

Tommy Walls and the Native Advertising Caper

Tommy Walls and the Native Advertising Caper

The GI Joe comic book is probably the best known case study of a brand partnering with a comic publisher for content marketing. First published in 1982, the popular Marvel comic was part of a deliberate marketing strategy by toy manufacturer Hasbro to help relaunch the line of action figures. But GI … [Read more...]

When is an expert not an expert?

When is an expert not an expert?

Today, everyone seems to be an expert. There's so much (warning: buzzword incoming) 'thought leadership' around, it becomes extremely hard to determine who really knows their stuff, and who is merely parroting information and insight researched from Google. There is too much content out there … [Read more...]

Is Content Marketing Lost in Translation?

Is Content Marketing Lost in Translation?

One theme that cropped up again and again at this year's Sydney Content Marketing World was how marketers need to understand their audience—even before they become customers. So far, so much common sense. Yet we can all name thousands of examples where what should be common sense is overlooked in … [Read more...]

Post Dating: Is your content timeless or dated?

Post Dating: Is your content timeless or dated?

Joe Pulizzi sparked a bit of a discussion on Facebook yesterday when he confessed that he regularly ignores blog posts that aren't dated. Many commenters agreed, but some argued that removing the date from blog posts dramatically increased search traffic. So who's right? Does dating your posts … [Read more...]

Why Stories + Examples > Facts + Statistics

Why Stories + Examples > Facts + Statistics

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. She knows this. I tell her often enough. Our brain knows the odds are stacked so far … [Read more...]