The rise of brands with purpose: using content to communicate your values
With research showing that almost two-thirds of customers wants brands to take a stand, big names including Gillette and Nike are using content to assume positions on [...]
Articles by Amy Wilson
FirstWord’s greatest hits of 2018: novel content that made clients happy
We’ve helped companies say what they have to say in an accessible and interesting way – whether talking about technically complex subjects or exploring the values of [...]
How to create a content strategy that works
A serious content strategy starts with your company’s product marketing goals and uses them as the basis for engaging work that delivers the results you want Content [...]
The A to Z of content
Success in content marketing means knowing what content your audience wants to consume, where and when they want it served up, and how to tell your story for maximum impact [...]
10 scientific reasons why we can’t stop clicking on lists
Think listicles are just clickbait? Think again – they make serious and complex subjects digestible and appealing because our brains like information organised in a [...]
Eurovision: how to reach the audience of Europe’s biggest TV show
With a little ingenuity, brands of all shapes and sizes can connect with the 180 million-plus viewers of all ages who watch the annual music extravaganza What connects an [...]
Ghostwriting: the art of telling someone else’s story
Those who can, do – and hire someone else to write about it The people with the most interesting stories to tell are very often those with the least time to tell them. And [...]
Ethics: use content marketing to talk the talk and walk the walk
Ethics are hot right now so there couldn’t be a better time to think about how your company communicates its values Ethics and corporate social responsibility (CSR) have [...]