11 essential content marketing links from Q4 23

Pool ball number 11

11 essential content marketing links from Q4 23





11 essential content marketing links from Q4 23


Tony Hallett
Managing director

Tony set up Collective Content in 2011 so brands can more easily become publishers and tell stories. This built on 15 years in media, from reporter to publishing director at Silicon Media Group, CNET Networks and CBS Interactive.

1. Skimming, scanning, scrolling — the age of deep reading is over

We’ve long been fans of Simon Kuper’s writing, and this struck a chord as so 2023. Is the age of deep reading over? Included even though it’s paywalled. It’s that good (plus: register and get it for free).

2. Adobe’s new icon brings authentication of visual content in the era of AI

No surprise that we include something to do with GenAI, the hot topic of 2023, not just Q4. This first piece from the CMI touches on the emerging field of tools that detect AI-generated content.

3. 3 pros and 3 cons of using GenAI for your content

Our very own Eve Michell here canvasses the team for our views on how we’ve come to use GenAI for content creation in 2023. And it isn’t at all what you might expect.

4. Podcast episode 7 – Diversity, equity, inclusion and belonging

And now, no apologies for including our very own podcast episode. This was the seventh in our series of seven about choosing a content agency, where we discussed DEIB. But we could have proudly posted any of the seven.

5. 10 content marketing articles readers (like you) loved this year

We couldn’t leave this out of this curated list, given its breadth and end-of-year-ness. Love the ‘Notable excerpt’ bits.

6. Social media in 2024: What do the experts predict?

Another end-of-year special. This time looking forwards, at social media in 2024. Courtesy of eConsultancy.

7. A visual guide to content reuse

OK, time for a very deep take (did we even understand all this?) about content reuse. It’s a guide – a visual guide, no less – from the good people of Paligo.

8. Persistent vs transitory content: The two types of output content

No, we hadn’t thought about this either. Which makes it all the better to include here. From Content Rules – if anyone knows, they should.

9. 9 tips to create a creds deck that connects with potential clients

This isn’t strictly related to content, but recently we came across this instructive piece, which will help any agency refreshing its creds deck. Which we are. From Hype Presentations.

10. Avanade’s ‘Do what matters’ storytelling campaign boosts sales pipeline

Neat little breakdown in this case study from eConsultancy (them again) of Avanade’s ‘Do what matters’ campaign.

11. Why are cafes, restaurants and even towns banning influencers?

To end on a light-hearted note – if you can consider banning something light-hearted – this caught our Collective eye back in October, considering influencers as a type of content creator.

Why 11 links? Some people associate ‘11’ with wisdom and new beginnings – both of which feel about right for this post, at this time of year.

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