Insights

Someone senior at a very well-known British institution recently said (privately) that they regarded websites as dead. The future, they maintained, is apps. But reports of [...]

Gamification and content marketing is not an easy match. Gamification as a term was first introduced by Nick Pelling, a games programmer, in the early 2000s. It was intended [...]

One of the most important rules about content marketing is that you have to be consistent. New content must appear on the site regularly otherwise your customers will not [...]

A FirstWord motto is that content marketing (done correctly) is journalism. Yet there are a number of differences between publishing as a brand and publishing as a business. [...]

Nutella has created a series of films on its YouTube channel. ‘Spread the Happy’ aims to show real people and tell real stories. The thing is: is it content [...]

Here’s a story about a multi million-dollar deal that almost got derailed because of something thought not to be of any value. What and why? The deal [...]

Amazon has money to spend. There is no better evidence of this than its decision to splash a rumoured $2.5m on the opening sequence of a TV series featuring three middle-aged [...]

Christmas is almost here and the marketing press lie in wait for the latest festive ads. John Lewis is probably the most eagerly anticipated, having spent big money on both [...]