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. But GI Joe was far from the first. Wall’s Ice Cream beat Hasbro by over thirty years, with the weekly Tommy Walls comic strip.

When is an expert not an expert?

When is an expert not an expert?

With so much ‘thought leadership’ written about content marketing, how do you find the real content strategy experts & not those just parroting stuff from Google?

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 favour of disconnected and cliched […]

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 somehow limit their ability to attract traffic? Is the […]

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.