In today’s tech-driven world, consumers have never been savvier. At the tap of a fingertip, we can access content from reviews to blogs, articles to product demonstrations. This means we…
Read MoreThis 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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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’ 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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I’ll let you into a secret. Not everything is great. Despite Lego’s claims, not everything is awesome. Stay with me here. I’m not just trying to depress you. This is…
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We’ve written plenty on here about the good reasons for doing content marketing, mainly with our B2B hat on, and how best to go about it. What we haven’t talked…
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It was saddening yesterday to read about GigaOm, another well-known publication in the tech sector, shutting its doors. It leaves a good number of talented journalists looking for their next…
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Every year sees organisations put more effort and budget into brand publishing. But to stand out, to create truly media-grade content, organisations must act like the best journalists. Sometimes that…
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Something we hear a lot is about ‘brand newsrooms‘ as brands increasingly make the shift to become publishers in their own right. The reality is that very few brands can…
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‘Tell, don’t sell.’ It’s is a phrase you’ll hear a lot on our blogs here on Collective Content. And for good reason. The ‘tell’ is about stories and how to…
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In the world of content marketing many of us who hail from a background in journalism, as reporters and editors, can sometimes get a little protective of our territory as…
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B2B marketers plan to spend more on content marketing and produce more content over the next 12 months but they also face significant challenges in tracking and measuring its effectiveness.…
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