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Photo by AbsolutVision on Unsplash   Owned media gives you control The changing media landscape Marketing opportunities are shifting If you don’t already have a well-developed ‘owned media’ content strategy, now is the time to build one. Companies’ marketing efforts for years focused on generating ‘earned media’ coverage. They hoped that by sending out press […]

Photo by Patrick Tomasso on Unsplash   Thought leadership white papers, research reports, surveys and other long-form copy were for years the mainstay of firms’ content marketing efforts. But with humans’ attention span apparently cratering, is shorter, faster-to-read, easily digestible content the way forward? While waiting to recover after donating blood the other evening, I got talking to […]

Photo by CJ Dayrit on Unsplash   The content challenge Where do ideas come from? Editorial calendar Content idea list Industry activity Front-line feedback Customer success stories Repurpose content Get in the content ideation habit   Content marketing is a powerful force in today’s marketing and sales funnel. Whether you’re selling to businesses (B2B) or consumers (B2C), content […]

Photo by Mediamodifier on Unsplash   The biggest story of our time Getting audience traction Be real Be you When we are ourselves, we have value Create authentic connections with audiences   Why does some content hit home, effortlessly attracting reads, likes, comments and reposts, while other efforts sink like a stone? Of course, it […]

Photo by nikko macaspac on Unsplash   The perils of busyness Are you working on or in your business? Outsourcing is supposed to help – if you can find the time I admit it. I’ve been guilty of the cardinal sin of content marketing in recent months: a lack of new content. It’s a problem I see all […]

In the Oscar-winning Little Miss Sunshine, the crucial Act One turning point hinges on the revelation that mother of the family Sheryl (played by Toni Collette) can only drive an automatic car, not a stick-shift VW camper. But her automatic isn’t big enough for the journey. So her husband (Greg Kinnear) is forced to drive […]

AI isn’t taking over the world (yet) The AI/content marketing partnership Generating ideas and topic angles Research Outlining Drafting Editing SEO optimisation Personalisation and analysis Visual enhancements Repurposing content Harness the power of AI, but recognise its limitations   I recently conducted a LinkedIn poll on the use of artificial intelligence in content creation. The […]

AI imperfections Quality depends on the data AI still needs humans Value of AI-generated content marketing   Will content marketers and copywriters become redundant in the AI age? With its instantaneous ability to create text and images, generative artificial intelligence is transforming how we work. And content creators are in the front (firing) line. As […]