“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.

Content marketing quotations

Jay Baer on: Content as fire, social as gasoline

baer“Content is fire, social media is gasoline.”

Jay Baer, President, Convince and Convert

 A while back, for a few years, it felt like everyone jumped on social media as a great way to attract and speak with customers. But there was one problem: Lots of companies didn’t have something worthwhile to say.

We used to say they had the gun but no ammo. This is why Baer’s line resonated with us. It’s just a different analogy.

Social media is incredible in so many ways (good and bad). But it’s not so great when it’s just hot air.

Unusually in this series, this post is a two-for-one (BOGOF maybe?). Because Baer’s post made us think of another line, from another content marketing guru, Rebecca Lieb. She has said:

“Content is the atomic particle of marketing.”

It’s a similar idea. Your basic starting position is great content. On top of that, good things happen.

The great thing is that this foundational level of content can be used and reused – cut up, built upon and revisited. A 15-page e-book is likely also four or five blog posts, a bylined post in a publication, updates to your company LinkedIn and Facebook pages, maybe a podcast and video interviews too.

Maybe it’s the season to invest in the gift that keeps on giving.

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Jon Buscall on: The long term

buscall“Content marketing is a commitment, not a campaign.”

Jon Buscall, CEO, Moondog Marketing

 When we used to tell people that content marketing isn’t the typical three-month campaign they’ve become used to, we’d say it’s “from now until forever”. But we noticed that’d make some clients look a little queasy.

Forever, as someone better than me said, is a mighty long time. So the way Buscall puts it is better. Way better.

Perhaps the hardest part of embracing content marketing is that it rarely serves up immediate commercial results. Sure, it’s good seeing great content going live and being used. That can work well on a number of other levels too – PR, employee engagement and so on. But it’s not direct money on the bottom line.

Comparing your content marketing results to display advertising, pay per click (PPC) or other methods can’t be done in a hurry.

When those comparisons are rushed – and most people will maintain a blend of different approaches, so that’s usually possible – then content marketing programmes are sometimes strangled at birth. We’ve seen that happen.

So remember these are programmes. Not campaigns, as Buscall says, or projects.

Content marketing is strategic. It’s about what’s best for your organisation in the long term. That means remaining committed and giving it a real chance.

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Red Bull’s Mateschitz on: brands as publishers

Red Bull’s Mateschitz on: brands as publishersBrands need to take the phrase ‘acting like a publisher’ literally.

– Dietrich Mateschitz, CEO of RedBull

 Today’s quotation comes not from a marketer but from a company leader (who also happens to be one of the richest people on the planet and started off in marketing). You could call him an uber marketer, because his company is probably more associated with content marketing than any other. So when Dietrich Mateschitz says brands must act as publishers, you take notice.

We have long believed it. The long version of our tagline goes beyond ‘We tell your stories’ so it reads, ‘We tell your stories, making you a publisher’.

We must support what Mateschitz says, right? Absolutely.

There are countless benefits to brands of all types, not just energy drinks, becoming publishers. There are also risks.



On the plus side, brands – while free to carry on using conventional advertising in the media – are in control of where their engagement takes place. Even when they use big third-party platforms such as Facebook, they need something to say. The same or similar content can be used there.

Being a publisher is also full-time occupation. While that has its challenges (see below), it also means near-constant engagement with those you’re speaking to. You don’t get that with a three-month ad campaign.



Taking on board the mantle of publisher also means being versed in editorial procedures, legal issues, fact checking, sourcing writers and much more. These are all things we blog about here. Why? Because for the average marketer they’re not always obvious. If brands are to become publishers, they usually need some help. Getting things wrong can mean loss of reputation, wasted time and money, and legal disputes.

But on balance, just like Mateschitz we feel it’s worth the challenge and the best will do as he says – launching not just websites, but magazines (like the Red Bulletin) and TV shows, and even doing investigative reporting. These are all things we’re covering in our brand publishing series.

Follow us on Twitter – @ColContent

Download our exclusive research and report ‘PR’s acceptance of brand content uneven’.

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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