Opinion

What’s more important than consistency in your copy? Give this a Go

By Tony Hallett / January 22, 2018

With matters of style in your content, there’s generally no right answer to whether you should be informal, use Oxford commas or do – or don’t do – a number…

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11 essential content marketing links from Q4 17

By Tony Hallett / January 2, 2018

Copywriter vs. Content Writer: Skills, writing fees and expectations This isn’t the exact same take we’ve provided but Barry is always good and this piece has a lot to ponder…

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The hidden pitfalls of repurposing content

By Tony Hallett / November 22, 2017

You can find plenty of articles about repurposing content – why to do it, how to do it. But few tell you the pitfalls. And there are more than you…

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How to… ghostwrite

By Tony Hallett / September 11, 2017

WHAT IS GHOSTWRITING? Ghostwriting involves using a professional writer to create works in another person’s name. It could be a column for a newspaper or online publication, all the way…

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Content conversations: MEC Wavemaker's Ben McKay

By Aled Herbert / March 20, 2017

Ben McKay is managing director at MEC Wavemaker UK. Media agency MEC launched its Wavemaker content division last year to simplify its content, social, partnerships, SEO and creative offerings. Wavemaker…

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Burberry, Screamadelica and the secret to creative cross pollination

By Tony Hallett / March 13, 2017

Every so often, anyone with a creative job has to recharge. There are places that will tell you how (I liked this one recently) and this post isn’t so much…

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Zen and the art of content curation

By Tony Hallett / February 23, 2017

We get asked often about curation. Sometimes that’s still about the basics of curation – a proportion of companies don’t know it involved third-party content, for example, even if they’ve…

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Content conversations: Karmarama’s Jamie Toward

By Aled Herbert / February 22, 2017

Jamie Toward is managing partner for content at London-based creative agency Karmarama, which has recently been bought by consulting giant Accenture. As part of that takeover, Karmarama, whose clients include…

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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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Jon Buscall on: The long term

By Tony Hallett / November 21, 2016

“Content marketing is a commitment, not a campaign.” Jon Buscall, CEO, Moondog Marketing  When we used to tell people that content marketing isn’t the typical three-month campaign they’ve become used…

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Content Agencies Part 4: What’s your superpower?

By Tony Hallett / November 21, 2016

To any kind of start-up, investors often ask ‘What’s your superpower?’ What they mean is that ideally you need to have something unique and in-demand. Of course you should be…

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Don’t let perfection be your content marketing enemy

By Tony Hallett / November 14, 2016

Practice makes perfect, as they say. But how do you define perfect when it comes to content? Here’s why I ask. You know that old schematic, much loved by project…

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