Ghostwriting content? Gotta keep it real

By Tony Hallett / June 13, 2019

Since the beginning of Collective Content, we’ve always been concerned about authenticity. Even if what worries us hasn’t always been called ‘authenticity’ – because, let’s face it, that word isn’t…

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Content test – what’s your organisation’s idea of ‘news’?

By Tony Hallett / July 8, 2015

Here’s a way to work out if a company – or you – are thinking the right way about useful, engaging content. Alongside the usual ‘About us’ sections on corporate…

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Reader Comments – why don’t brands use them more?

By Tony Hallett / March 7, 2013

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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