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 [...]
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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 [...]
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 [...]
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 [...]
Thought leadership: how to create it with content marketing
Expert knowledge and experience are in essence the definition of thought leadership – as is the ability to communicate well. Sadly these three ingredients rarely come in [...]
Here’s the truth: companies can’t lie like politicians can because it will hurt business
The constant flow of ‘alternative facts’ might be sustaining the Trump White House, but it raises fundamental questions for companies about the value of integrity and [...]
Christmas content marketing fail
Christmas – the biggest commercial event of the year – is well and truly underway. But with the number of visitors to UK shops falling by 9 per cent last year and online [...]
Peer-sourced or user-generated content marketing
There is a school of thought that peer-sourced content marketing – that which has been produced by people outside your brand – will become more prevalent. The truth is [...]