Do you know what kind of content will drive your business? Collective Content (UK), since we set up almost 18 months ago (does that now make us ancient in content…
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Does sponsored content have a labeling problem?, asked Digiday’s Josh Sternberg yesterday. No Josh, it simply has a quality problem. Content marketing in general and perhaps particularly native advertising, a…
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Did we just see the backlash against native advertising – perhaps against content marketing more generally – begin? Collective Content often complains that no one calls out all those bad…
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My local golf club is nothing special. I like it but others wouldn’t – it spans an old common and is filled with taxi drivers many afternoons. But if even…
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One of our partners recently mentioned those companies that “get it” and those that don’t. What he meant by “get it” is those that have a content creation mindset that…
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Last week’s screw-up by The Atlantic over its Church of Scientology sponsored content turned lots of heads. I think there are several reasons why this got above-average attention: 1. The…
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Over the past four months you might have seen a TV ad for Google’s Chrome browser featuring a UK-based satchel-maker and seller. In just over a minute it tells the story…
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There are plenty of predictions flying about for the year ahead. And nowhere more so than in media and marketing circles. What we’d like to say about content marketing is…
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Hire an editor for a new launch – that was the simple request put to a friend and member of the Collective Content family. The hunt was ultimately successful but…
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Corporate blogs, for many the first step in the whole ‘brands as publishers’ journey, are a reality for millions of businesses. But few talk about their shortcomings, especially at large…
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I was tempted, trust me, to exploit the very thing I’m about to criticise. How often do you see a headline along the lines of: “What the Oscars mean for…
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Reader Comments – why don’t brands use them more?
Editors around the world know this oddity. Brands that feature in an online publication – for whatever reason – sometimes jump through hoops to get a presence on those pages,…
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