Aled Herbert

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Example of a content audit

By Aled Herbert / June 19, 2017

Benefits of a content audit Our content audit is actually two processes in one: an inventory and an audit. It assesses both the quantity and quality of your content, and…

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Brand journalism and PRs: playing a little better in 2017

By Aled Herbert / May 17, 2017

Brand journalists are becoming more accepted by PRs although there remains a distinct split in levels of acceptance. Today marks the publication of our third annual study of the UK…

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Example of a content audit

By Aled Herbert / April 10, 2017

Benefits of a content audit Our content audit is actually two processes in one: an inventory and an audit. It assesses both the quantity and quality of your content, and…

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The problem with pictures

By Aled Herbert / January 30, 2017

The old adage wearily states that a picture is worth a thousand words. I take issue with this. We get paid by the word and usually nothing for sourcing an image. Yet…

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Content Marketing Landmarks: Oreo Cookies

By Aled Herbert / January 24, 2017

The second the power went off in the 2013 Super Bowl a light bulb lit up in the mind of an Oreo Cookie marketing staffer. While the game play was…

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Content marketing landmarks: Jyske Bank

By Aled Herbert / December 15, 2016

Faced with the prospect of using increasingly expensive and ineffective traditional marketing methods, Danish bank Jyske did what any financial institution would do. It opened a high-tech TV studio and…

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Content Marketing Landmarks: Red Bull

By Aled Herbert / November 22, 2016

When I think of Red Bull and content marketing I’m always reminded of an Onion article called ‘Nike to Cease Manufacturing Products’. In the (entirely fictional) article the sportswear company…

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Content marketing landmarks: American Express OPEN Forum

By Aled Herbert / October 27, 2016

As one of the leading payment card providers for US small businesses, American Express’ OPEN Forum team recognised it was in its interests to help its customers thrive. It realised…

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Content Marketing Landmarks: Microsoft’s Channel 9

By Aled Herbert / October 20, 2016

If you’ve spent any time in the tech industry, and if you’re reading this blog it suggests you may have, there’s a good chance you received an email or two…

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Content Marketing Landmarks: Guinness

By Aled Herbert / October 14, 2016

This week’s content marketing landmark is a good example of how a company can develop and broaden brand appeal without really having any affiliation with its core product. Last time…

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Content marketing landmarks: Michelin

By Aled Herbert / October 5, 2016

The Michelin story should inspire any content marketing writer stuck with a brief for a less-than-sexy product. Sure, it’s easy to write sparkling copy to market fast cars, five-star hotels…

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Content Marketing Landmarks: The Furrow

By Aled Herbert / September 28, 2016

‘Content marketing’ is a relatively new term. But although the phrase was first coined in 1996 the idea of brands delivering value, and not just the hard sell, to customers…

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