How to stop content marketing killing your brand
Companies invest a lot of time and money in the look, feel and values of their brands. Fast-growing editorial content must reflect these values or risk doing untold damage to [...]
Articles by Adrian Michaels
Campaign op-ed: A home for hacks
New by me in Campaign: journalists are still being culled from newsrooms, even in purely digital places such as BuzzFeed and Huffington Post, which once seemed to offer a [...]
Native advertisers must learn to collaborate to make great journalism
A well-attended Berlin conference on native advertising discussed a booming industry worth pots of money. But advertising people are going to need journalists and data [...]
Five top content marketing tips from Greece
People hate adverts but they love content – so how do you transform the former into the latter? Athens-based marketing agency 4 Wise Monkeys shares its recipe for success. [...]
How do brands talk to crisis-hit consumers in Greece?
Opinionated, sceptical, angry, impoverished – consumers in crisis-hit Greece are one of the toughest crowds in the world. How are companies and agencies changing the way [...]
PR is at the crossroads, but so are the regular media
PR has been making news for the wrong reasons, with everyone from Kim Kardashian to government departments shown up for invented case studies, undisclosed sponsorships and [...]
Plan ahead: Brands will profit from a news diary
Wimbledon, Glastonbury, Valentine’s Day, Easter, bank holidays, and, of course, Christmas – dates not just for your own diary but for your content marketing diary too. [...]
Balancing act: using content marketing in a crisis
Crisis management is widely recognised as a highly valuable specialist strand of PR. Its practitioners are skilled at minimising reputational damage and restoring trust and [...]