Aled Herbert

Author posts

A phone screen showing someone accessing a secure VPN.

Essential cybersecurity insights from Q4 23

By Aled Herbert / February 15, 2024

1. Most CISOs open to changing companies in next 3 years More than three-quarters (76 per cent) of chief information security officers (CISOs) said they are “very or entirely open”…

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A photo of a typewriter with ARTIFICIAL INTELLIGENCE in capitals.

What does generative AI mean for content marketing?

By Aled Herbert / June 7, 2023

We have been watching with amazement the speed at which generative AI has developed and affected so many areas of our lives and our work. While AI has enormous potential…

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Image of a robot behind a shop counter assisting a customer, created by Microsoft Bing Image Creator AI tool

Essential customer experience insights from Q1 23

By Aled Herbert / May 15, 2023

1. Almost half of customers would pay more for great service: ACA Study The 2023 ACA Study: Achieving Customer Amazement report surveyed 1,000 US residents from Gen Z to Millennials…

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Brand design project with colour palettes

How to involve a content agency in your website redesign. And how not to.

By Aled Herbert / February 14, 2023

There’s a broad spectrum of engagement possibilities for content agencies on website projects. And (spoiler alert) we can add value at any point. Let’s look at how things play out.…

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Player hand holding gaming controller.

Essential entertainment, media and sports insights from Q4 22

By Aled Herbert / January 26, 2023

1. Technology helps football referees’ decisions, but results can still be offside Technology supplies some but not all of the answers. This seems to be especially true for video assistant…

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Customer making a purchase using a payment card.

Essential customer experience insights from Q4 2022

By Aled Herbert / January 24, 2023

1. How to recover trust following a brand calamity Sometimes, brands let their customers down. The question is how you recover trust afterwards. Forbes takes a look at the lessons…

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Flooded living room

Why DIY content might be the wrong decision

By Aled Herbert / January 3, 2023

Yes, you can! But should you? A friend of mine recently decided he could fix his stopped-up drain, despite having no previous plumbing experience. He got under the sink with…

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Images of classic movie posters

Netflix shows how the wrong marketing content drives away customers

By Aled Herbert / November 29, 2022

I’ve been in the news lately, though I wasn’t named specifically: I recently cancelled my Netflix subscription. And my experience offers a valuable lesson for connecting with customers – or…

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A young women sits on a cliff looking at a long winding road

What the Hero’s Journey can – and can’t – do for you

By Aled Herbert / July 19, 2022

Here at Collective Content, we tell a lot of stories. Or maybe we only tell one. It depends on who you ask.

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8 tips to create better style guides

By Aled Herbert / April 6, 2022

What do we mean by style guide? To many organisations, a style guide is the set of rules and guidelines that describe how your brand organises its colours, logos, graphic…

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You’re gonna need a bigger boat

By Aled Herbert / February 28, 2022

As a film buff, I believe there are many valuable life lessons to be learned from the world of cinema. At the risk of biting off more than I can…

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