“We wrote our first blog post before we wrote our first line of code.”
- Jon Miller, founder, Marketo

Blogging is important for every business. So we don’t just offer ghostwriting services for others. We blog for ourselves. Why? To discuss big issues such as content strategy, commissioning and ROI, as well as tactics for effective copy creation or editing, not to mention news about Collective Content.

Remember, over a third of marketers say blogs are the most valuable content type. Let us know what you’d like to read about here.

11 essential content marketing links from Q3 18

  1. 5 lessons we learned from building 250 landing pages

We love this piece, not just as creators of hundreds of landing pages over the years (fist bump to fellow LP folks), but because of the sound advice and the way the piece is constructed.


  1. Content Marketing, The Remix: Delivering True Content Experiences At Scale

Big Thinking alert. It’s time to think about the whole content experience, argues Uberflip CMO Randy Frisch.


  1. Now You See It, Now You Don’t: What B2B Brands Can Do With Ephemeral Content

Ephemeral content – like Snapchat or Instagram Stories – is usually seen as a B2C thing. Contently open our B2B-centric eyes to some possibilities here.


  1. 3 Reasons Why Short-Form Copywriting Is Set to Become Your Next Superpower

Social media is one area where short-form skills rule. And it’s not the only one. (Want to talk landing pages again?) Although we’d also advise a mix, depending on context. Long-form is equally valuable, for lots of reasons.


  1. Symantec Wins at Content by Responding to Its Audience

Interesting and deep case study here from the CMI, not about one of our clients but from the type of company we work for a lot. We loved how the focus on the customer acted as a north star for that team’s content choices.


  1. 21 SaaS Content Marketing Examples

Sticking with a category we know well, this is quite the list – it’s specific, about 21 SaaS providers – and with lots of actionable info. Just as we’d expect from Feldman Creative.


  1. Content Strategy and Content Marketing – Not two peas in a pod

Not unusual to hear these two referred to interchangeably. Nice reminder here about how they’re different – though closely related – disciplines.


  1. Does your content generate ROI?

Content marketing and ROI – that old chestnut. But this is a simple option for working out if you’re getting a good return for all that time and money spent on content and its distribution


  1. 25 Content Marketing Platforms You Need to Know in 2018

Know your content marketing? Know these platforms. Bit of a refresher, this one.


  1. Everything You Need To Know About Ghostwriting

As frequent ghostwriters, we’d argued this isn’t everything, but in the spirit of this quarter’s round-up, there is a lot of good advice here. Or just contact us.


  1. Your Editorial Calendar is Not Your Content Marketing Strategy

And finally, we’ve said the same thing (pretty much) ourselves, but Michele Linn does a good job here of emphasising that your calendar is one of many tactics to get all this right. While your strategy is, well, strategic.


And why 11 links? It’s our favourite prime number.


Follow us on Twitter – @ColContent



Read Further

How to show you’re a reliable source

Want to cultivate a reputation as a reliable, credible organisation? Give some thought not only to what information you provide, but to how you provide it.

If you regularly publish information online – whether in the form of blog posts for a general audience, media materials for the industry press, or research notes and white papers for customers and prospects – you invest a lot of effort and time into those resources. And you’ll maximise the return on those investments by presenting that information in the right way.

Whoever your audience is, your goal should be sending a message that says: “You can trust what you hear from us.” And you do that in part by presenting information that’s clear, honest, vetted and easy to find:

  • Be transparent – Schoolteachers regularly instruct their students to “show your work”. That’s good advice for enterprises too. By showing how you calculated certain statistics or arrived at certain findings and conclusions, you bolster the case you are trying to make.
  • Be open – You’re a business. Of course, you’re going to try to persuade prospects and customers to do business with you, rather than with a competitor. Acknowledge this and don’t try to pretend otherwise. But also make it clear you aim to be honest and helpful in your efforts to persuade people that you’re their best choice. The next point relates to this.
  • Acknowledge the inconvenient – Not every study or news story will be favorable to the case you’re trying to make to prospects and customers. Don’t ignore inconvenient truths. (People are certain to hear them eventually anyway.) Address bad news and negative developments upfront, and say how you’ll work to make things better.
  • Choose your sources carefully – The internet is an invaluable tool for research. But it can also be a swamp of misinformation – one where you can find a source to validate any argument, no matter how awful and untrue. When looking for online allies to support your claims, always dig a bit deeper to make sure those sources are themselves reliable.
  • Make information easy to find – When you provide data from surveys or studies, include a link to those sources, whether they’re on your site or someone else’s. And be sure the link you use goes to the actual data you’re citing, rather than to a home page or press page. People find it annoying to have to hunt for information that should be readily available.
  • Be consistent – If you can establish a track record of providing good, reliable information on a regular basis, people will know to come back to you as a source time and again.

Follow us on Twitter – @ColContent

Read Further

Contact us

Contact us to find out how we can help you:

Email:  tony.hallett@collectivecontent.co.uk

Twitter:  @ColContent

Facebook: facebook.com/CollectiveContent

LinkedIn: www.linkedin.com/company/collective-content

Phone:  0800 292 2826