Understand what the basic shapes of stories mean for B2B audiences
From man in a hole to Cinderella, the stories humans tell – and want to hear – follow a surprisingly small number of patterns. So what does this mean for businesses? If [...]
Strategy
A social media strategy is vital to effective content marketing
It’s not just what you say in your content, but where you say it that matters – social media is crucial to widening attention and reaching and engaging new audiences [...]
Content planning to keep your stakeholders happy
Agreement with many different people within and outside your organisation – long before any writing takes place – is crucial to a content programme’s success. Here’s [...]
Eight tips for bagging a prized op-ed slot
Opinion columns should be concise, punchy, readable and preferably demolish conventional wisdom. Not easy to do. Sophy Buckley talks to op-ed specialist Leslie Crawford about [...]
15 steps to more believable, readable and effective writing
Follow our top tips to good writing to reel in your reader with beautiful prose that not only obeys the rules of grammar, but is consistent, trustworthy and informative, [...]
Content is now a crucial tool for technology leaders
The importance of CTOs and CIOs has grown sharply in the face of digital acceleration. With it comes the need for greater effort in spreading the digital message – both [...]
How great ESG content helps businesses rise above a sea of green
With ESG now such a focus for consumers and investors, we look at some great examples of firms using content to highlight their sustainability credentials and stand out from [...]
Covid and the new importance of self-publishing
Covid has accelerated many trends already underway, from the decline of high-street shopping to the rise of flexible working. In our area, the pandemic has elevated the [...]