“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.

Tag: creativity

11 essential content marketing links from Q1 19

  1. What CMOs should tell board members (and what boards should be asking)

Let’s kick off with some C-suite advice. Trust us, it gets more tactical and advisory from here…


  1. 3 creative habits that’ll make you more inspired and prolific all year

Ringfencing mindspace so that any team can be creative is so important (we referred to this as one goal of our way of working).


  1. How to turn a single blog post into a month’s worth of content marketing

We talk a lot about how every piece of content is really several pieces of content. It’s even in our writing and editing training course. Here are some useful pointers.


  1. 12 content marketing trends that can help your brand stand out

Juicy trends listicle – say no more.


  1. Multiply your traffic: 3 powerful ways to give your old content a second life

This is a key tactic for getting more out of your best historic content. But get this wrong and you come across as a low-rent SEOer.


  1. How to use LinkedIn as a brand publishing platform

Since we’ve been doing these quarterly lists, we like to feature something with a social angle – and in the early days of Collective Content, we’d often help executives with their LinkedIn profiles and engagement. But LI is about more than profiles.


  1. 3 rules for building a better content calendar

Some simple, solid advice about the kind of content planning every organisation should be doing.


  1. Copy-wise: Beware of too many, too few or misplaced commas

As well as our love of all things grammar and style (being copy-wise)… we love to drop in one of our own posts 😉


  1. Infographic: How to use infographics for lead generation

Not our first Contently link, but as well as loving the right kind of info, we love this riff on “a coffee table book about coffee tables”.


  1. Insourcing, offshoring and creative re-alignment: 10 things I learned about the future of B2B agencies

We don’t often get too inward-looking in these lists but this is a great insight into the kind of agencies you might end up working with – and when to decide you don’t need them.


  1. ‘You don’t get it. You aren’t the point.’

And lastly, some advice for any of us: It’s not about us – it’s about those we’re trying to connect with, however we try to do that. Remember.


Why 11 links for once? 11 is the best times table, no question.


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Read Further

Burberry, Screamadelica and the secret to creative cross pollination

Every so often, anyone with a creative job has to recharge. There are places that will tell you how (I liked this one recently) and this post isn’t so much about that. But one way to stay inspired, energised and even innovate a bit has been to cross pollinate ideas from one area with another’s.

You know the kind of thing I mean. It’s why innovative companies sit a microbiologist next to an AI researcher, or hold remote off-sites with people from half a dozen different departments.

Even the recent success of co-working spaces has been partly attributed to the serendipity people enjoy, rubbing shoulders with types of businesses they wouldn’t normally encounter.

But two experiences of the past week taught me something valuable about this kind of thing. My big learning is that you don’t have to make a big leap for cross pollination to be effective.



Example one came from a short talk I saw film director Asif Kopadia give at a show. If you don’t know his name, he’s the British maker of award-winning documentaries such as Senna and Amy, the latter picking up 2016’s Best Documentary Oscar. He was speaking as the director of the Tale of Thomas Burberry brand content from the company that still carries its founder’s name a century later.

It’s a great piece of film-making, whether you watch the full 3:35min version or a shorter cut. What’s important about that project was that Kopadia told us he was allowed to work as he would as a film-maker rather than a director shooting an ad for TV or cinema.

To outsiders, his role and that of an ad creative’s might seem close. But to him it was an alien experience. And that brought the magic.

The way he worked – without a traditional brief from Burberry or one of its agencies – meant he was freed to produce what he called a trailer for a film that doesn’t exist. Take a look. Beyond the big name stars and subtle use of Burberry products, it’s wonderful storytelling.



My second example comes from BBC4’s Classic Albums series, which last week featured Primal Scream’s Screamadelica album from 1991. You don’t have to watch that programme to know the by now well told story about a struggling rock band making a breakthrough with a different kind of approach, crossing over into the world of dance music.

The magic for that album came about because they turned to Andy Weatherall – a well-known DJ – to produce the track Loaded in 1990 and then the subsequent album.

Weatherall wasn’t a record producer (he needed help from a more traditional recording engineer). It was like Kopadia doing a corporate film. The jump wasn’t massive but it was close enough to be possible and then their different backgrounds and approaches spark amazing results in each case.

The lesson from these two examples is creatively you have to change your perspective and work with new people to remain fresh. But that doesn’t mean going to the other side of the world (literally and metaphorically).

What’s your cross pollination plan?

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Contact us

Contact us to find out how we can help you:

Email:  tony.hallett@collectivecontent.co.uk

Twitter:  @ColContent

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Phone:  0800 292 2826