“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: ghostwriting

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



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11 essential content marketing links for Q3 17

  1. Why journalists ditch the thesaurus when it comes to “said” (for new journalism students who don’t) An unusual and simple start to this quarter’s round-up… but it’s important because the use of the word ‘said’ comes up day after day. Take the advice, bookmark this article.
  2. How to… ghostwrite Ghostwriting is an essential part of most content marketers’ armoury. But doing it well isn’t something that just anyone can do. Here’s what we’ve learnt from 20 years of practicing.
  3. 7 things you should know before hiring a content marketing agency We’re big fans of this kind of piece. So we wondered what another content marketer would advise. And we can’t argue with any of the points here.
  4. How Quartz achieved a 90 percent renewal rate for branded content We remain huge fans of Quartz. And, among a sea of other publishers all making money from branded content, Quartz stands out as an innovator with high standards.
  5. Content metrics for content marketing and journalism Which metrics are important to doing journalism and content marketing well? They’re not all the same. But comparing both side to side is useful.
  6. How to curate content: The secret sauce to getting noticed, becoming an influencer, and having fun online We’re fans of curation and fans of comprehensive guides. This checks both boxes.
  7. Content-as-a-service is the next evolution for marketing The first of a two-fer about the future of marketing. But is the as-a-service approach just a good story angle?
  8. Is marketing-as-a-service the future of marketing? And the second of two pieces with very similar headlines takes a surprisingly broad look at marketing, especially for ‘lean, agile start-ups’.
  9. 6 essential types of content for creativepreneurs Yeah, we don’t like ‘creativepreneurs’ either. But stick with this, especially points 4-6.
  10. Hacking your buyer personas: The only 3 questions you need to ask One way to get the best from those you’re working for is to identify points of pain. Often that means asking about their customers’ points of pain. And the ‘one thing that keeps you up at night’ approach really works.
  11. How could the Internet of Things change the game for content marketers? Finally, this looks like a terrible, clickbait-y headline. But think about the different ways we’re going to develop stories and learn. IoT and analysis of its data will affect most things – even content marketing.

Why 11 links? It’s the day of the month when this writer was born. We’ll have more in the way of content marketing round-ups before the end of the year.

Follow us on Twitter – @ColContent

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Forget why your business wanted ‘a culture of content’?

For a time it was very fashionable to talk about a ‘culture of content’. This meant embracing content marketing to such an extent that the whole organisation not only understands its benefits but is eager to make it happen. The era of employee-as-content-creator had arrived. Or so we had all hoped.

Scrabble BuzzBut this is rarely the case. We usually deal with marketing departments and other agencies employed by large companies. Most people we speak to are savvy about content, if not outright experts. What happened to the customer service agent or engineer contributing?

We still think there’s a lot to be said for including them. We’ve written about why your staff can be your secret weapon, as well as some of the reasons why employees don’t participate in content creation. But aside from producing better, more diverse content, what are some of the other benefits of being inclusive? Why, in other words, should you still pursue a culture of content?

  1. Learn about the company. This might not be a priority for the person running a content programme or your average CMO, even. But from our experience, this is vital for CEOs and boards. The views from the shop floor – or manufacturing facility or sales team or wherever – sometimes never reach the top brass. Content is a great communication medium internally.
  2. Content informs strategy. This might seem like the wrong way around but your employees’ ideas around content are also a diverse source of ideas for the wider business. The key here is to have marketing plugged in properly to the wider business. No silos, please. You don’t have to go public with the best ideas – but do feed them to appropriate departments or even up to the C-suite.
  3. Create heroes – and keep them. The best content creators should be celebrated. Content can be shared on internal platforms, as not all your people will see what goes out externally to customers, targets and others. We even know those who make this approach competitive and give out awards. While that might not always work, the act of creating good content should engage and help retain key employees.

This post has been about the ‘why’ of employee content and the culture that fosters it, rather than the ‘how’. But we would like to make one ‘how’ point: Getting this right isn’t easy and it isn’t for every organisation. If nothing else, you need to carefully plan how you will enable employees to do all this, remembering they still have a day job and might not know much about marketing.

How you communicate what’s going to happen, who gets a chance to take part and how they will be helped (coaching, examples, ghostwriting, working out the best medium for each person and so on) is crucial. You might not have more than one chance to get this right.

But knowing the benefits of employees’ contributions to your content marketing can help get programmes signed off or expanded. Good luck.

photo credit: Buzz via photopin (license)

This post was first published 1 June 2016.

Follow us on Twitter – @ColContent

Need a corporate blog but don’t have the time or editorial expertise? Try Speech-to-blog, a corporate blogging service from Collective Content.

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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