Insights

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 [...]

Just as water is essential for life, so a successful content marketing campaign will always need certain ingredients. Principally these include time, budget and a good story [...]

Content marketing comes in all different shapes and sizes – from articles and blogs to feature films. However, of the 400 or so stories we’ve posted so far only two [...]

Last week, an exploding replacement Note7 phone helped put Samsung on the naughty step. At the time, we noted the lack of preemptive content marketing on the issue, despite [...]