‘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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How good are you at giving feedback? Whether you’re someone who creates content or someone commissioning it – as a client or an editor – it’s surprising how little consistency…
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I have to admit something. I’m writing this as I’m preparing for a call with a would-be writer for Collective Content. I’m happy he’s calling, don’t get me wrong. He’s…
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By now you have a good idea of what content marketing is. So what is premium content marketing? The definition isn’t as important as what it tells us about the…
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What is the difference between content and content marketing? Answer: It’s all in the destination… A time when PR and content marketing work together… Our annual research looks at how…
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In the field of B2B technology marketing we frequently come across the concept of the ‘IT decision-maker’, closely followed by the ‘business decision-maker’ – or the ITDM and BDM. Sure,…
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I speak to new clients about how quickly and how far their content can improve. Because big strides are possible. But you know what I often hear? “We want to…
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I was at a big trade show earlier this month and spent a little time in the pressroom. What struck me was that it was set up perfectly for the…
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When I started as a journalist in the 1990s we had an unusual job come our way. Every day we were to unload a sack of VHS cassettes, for that’s…
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What happens in the long term? What happens when every organisation, not just every agency, is producing meaningful content? It might be useful content, entertaining content or – occasionally –…
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PRs are increasingly working with so-called brand journalists, both furthering the influence of their clients and helping those content creators produce higher quality content. Or so you’d think. This year’s…
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More than once in recent weeks we have been asked by a new client to “share the content strategy”. And more than once we were confused, because we had already…
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