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 your content, an inaccurate or dodgy quote can just as easily undermine it.

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 seem arbitrary, these principles are central to how good stories tap into our natural thought processes, sparking imagination, conveying meaning and resonating long after the final line.

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 anomalies in here that invite interpretation and further investigation. But as Joe has […]

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?