Insights Archives — FirstWord Media

Hitting content for six: how brands are reaching cricket’s diverse new fans

May 8, 2019

Cricket is on a mission to widen its appeal and brands are lining up to join the gung-ho boundary-hitting party as the World Cup approaches There was no traditional toss of a [...]

Why companies are proud to think out loud

March 13, 2019

Thought leadership is a vital part of the marketing mix for any organisation, big or small. Sophy Buckley looks at how to make it work Speaking at Davos is the height of [...]

10 scientific reasons why we can’t stop clicking on lists

July 5, 2018

Think listicles are just clickbait? Think again – they make serious and complex subjects digestible and appealing because our brains like information organised in a [...]

How journalists are helping turn companies including Fidelity International into publishers

June 20, 2018

Companies are increasingly hiring former journalists to work in-house to help get them closer to their target audiences. Sophy Buckley looks at why The concept of brand [...]

How to use controversy in corporate writing

November 11, 2017

Injecting your writing with honesty, character and a personal point of view will engage your readers and deliver tangible benefits to your business – if you avoid some [...]

FirstWord's six golden rules of successful content marketing

FirstWord Media’s six golden rules of successful content marketing

October 19, 2017

Vast changes in how we all find and consume content have turbocharged company and product promotion, just as older marketing methods have been running out of luck The [...]

How to write a column

September 27, 2017

As part of your content strategy, a good column will gain loyal readers and give a real boost to your brand. But good columns are hard to write. Sophy Buckley gets top tips [...]

Understand how people read online (to create great content)

August 31, 2017

Screens have changed the way in which people read and consume the written word. Research has shown that users are now scanners rather than readers. This is highlighted by [...]