Is journalism under attack from killer clickbait magnet headlines?
Anyone with young kids has magnet words stuck to their fridge. Sometimes the kids even use them to make sentences. It appears they are also being used to create headlines. [...]
Insights
‘We’re all responsible for content’
Storytelling can help to reinvent the culture within an organisation as well as the face it presents to the outside world. Unlocking the magic of batteries for Saft Elma [...]
Unlocking the magic of batteries
At French battery maker Saft, the key to engaging audiences is to tell the real-world impact of the company’s amazing products, writes Emma Firth Elma Peters is crystal [...]
Yes, you could be at risk from content marketing theft
The growth of content marketing has spurred a need (for an unscrupulous few) to steal what you produce. It takes time and effort to create quality content. For most people, [...]
Stealth stores yes, stealth content no
One of the questions that keeps coming up from content marketers is how to get consumers to trust their content. A good place to start is to adhere to the regulations that [...]
How the WSJ, FT, Guardian place paid-for content
There is a push among premium publications – the FT, Guardian, Wall Street Journal – to build out their content creation departments. Between all three the offering is [...]
It’s all about content marketing trust
Putting together quality content marketing requires a journalistic approach. Yet it needs something else that, arguably, is harder to achieve. Trust. Think about it this way. [...]
Content marketing via chatbot
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 [...]