A young women sits on a cliff looking at a long winding road

What the Hero’s Journey can – and can’t – do for you

By Bill Clark / July 19, 2022

Here at Collective Content, we tell a lot of stories. Or maybe we only tell one. It depends on who you ask.

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11 essential content marketing links from Q1 20

By Tony Hallett / April 1, 2020

1. What CMOs predict will happen—or keep happening—in 2020 We’re starting with some ‘big picture’ articles. Here’s a snapshot of CMOs being very big picture about the year. 2. 10…

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11 essential content marketing links from Q3 19

By Tony Hallett / September 30, 2019

1. 5 components every marketing plan needs to succeed We’re starting big picture. Solid advice. 2. There are three CMO archetypes, but only one is best for driving growth And…

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11 essential content marketing links from Q4 18

By Tony Hallett / December 20, 2018

1. ‘You have to have support from the C-suite’: Brands struggle with moving marketing in-house The first of three links from those clever people at Digiday, this piece touches on…

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11 essential content marketing links from Q1 18

By Tony Hallett / March 28, 2018

A Take on 3 Confusing Terms: Content Marketing, Content Strategy, Content Marketing Strategy This is the kind of foundational piece that everyone in who works with commercial content should read.…

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Amazon's efficient storytelling

By Tony Hallett / June 21, 2017

It’s been a while since we drilled down on an ad. But Amazon – just as in its core business – has shown incredible efficiency in its series of 30-second…

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What is brand storytelling? Two answers

By Tony Hallett / November 17, 2015

You’d expect us to know the answer to that, given our tagline is ‘We tell your stories’. And we do know the answer – it’s just that the question is…

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In-house or agency?

By Tony Hallett / September 9, 2015

One of our founding missions was to take away pain from companies needing media-grade content. So you might expect us to recommend using a content marketing agency. Across most kinds…

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Tell stories – but also answer questions with your content marketing

By Andy McCue / November 18, 2014

‘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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Which companies don’t need to use content marketing? Apple and…

By Tony Hallett / September 9, 2013

Last week we noticed a piece on Econsultancy calling Apple the “worst content marketer in the world” and it got us thinking, especially when read in tandem with a follow-up saying…

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Google tells the Cambridge Satchel story

By Tony Hallett / January 9, 2013

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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