Creating a content calendar: a blagger’s guide
There’s a strange notion doing the rounds, pushed by almost every website that claims it can teach you about content marketing. It has to do with content calendars, and the assumption that anyone can...
View ArticleFor startups, brand storytelling is about passion and transparency
Sat at the Guardian Activate event this morning, I span through my Twitter feed and saw, to my dismay, that #contentmarketingshow was trending across London. My heart sank. As someone with a newly...
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Hero, hub, hygiene: the content strategy that keeps on giving
Hero, hub and hygiene content – a strategy that Google has been touting for some time with special emphasis on Youtube – doesn’t need to start and end with video. As I explored in my last post on...
View ArticleHero content wins awards, but hub content wins trust
It’s awards season in Adland, a time to squeeze into the tux and applaud the latest big-budget campaign. Don’t get me wrong, there’s some great work being done out there, but the celebration of all...
View ArticleMaking music videos with Three Mobile
Music videos and advertising have long since gone hand in hand. Being in my late thirties, I can vividly recall being aware of the controversy that surrounded the Clash and their Levi’s ad, and there...
View ArticleWhat content people can learn from the music industry
Before we begin, a quick confession. Like many journalists (for that’s what I was before I was drawn into branded content), I began life as a wannabe rock star. I played in countless bands and even...
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Native advertising is only as good as the content you create for it
‘If you’re paying for branded content,’ says Dig Content’s Jon Wilks, ‘it’s better that your readers aren’t thinking, “where’s the soap – I feel unclean”‘ Apologies to all! It has been some time since...
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On useful content: ‘We’re talking about issues, rather than our brand’
Readers of Dig Content will know that I’m a big fan of ‘useful content’. The internet is a noisy place, and I have a feeling that people are tiring of all the flashy bells and whistles that brands...
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Working with your neighbours on the digital high street
I’m a big believer in the idea that there’s a cyclical nature to the way content marketing is developing. That much was probably clear from the piece I wrote for the Guardian Media Network,. While...
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UK startups doing content marketing well
I had initially thought that this ought to be a ‘listicle’ – something with a randomly picked number in the title, intended to try and grab a few more eyeballs. But it occurred to me that that might be...
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