“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: in-house

11 essential content marketing links from Q4 18

  1. ‘You have to have support from the C-suite’: Brands struggle with moving marketing in-house

The first of three links from those clever people at Digiday, this piece touches on a challenge for big brands. Even as an agency, we’re not against it. But don’t underestimate what it takes to move different kinds of marketing in-house.

 

  1. Inside Sony Music’s in-house creative agency

And here’s just an example, in this case, taking over the work of a creative agency, at a particular creative company.

 

  1. ‘Home run for us’: Inside Chase’s in-house agency

And don’t think this is all about brands and agencies. Publishers – for some time now experts at creating content for other companies as well as their own media channels – are a genuine option too.

 

  1. 9 things I’ve learned about podcasting for B2B

We’re betting big (well, bigger) on audio and voice search in 2019. We liked the practical advice in this piece, and its B2B focus.

 

  1. Ooh, shiny! Stop letting random acts of content derail your content strategy

We wrote a while ago about random acts of capitalisation, but this post is more important, if truth be told. With limited time/budgets, staying focused on your content strategy – and having a content strategy in the first place – is so important.

 

  1. What’s trending: The role of emotion in B2B content marketing

Including this because it’s so often easier to associate emotional content with B2C. But everyone in B2B is an emotional animal too. So here’s some science, and some tactics.

 

  1. The inspiring inbox: Email best practices that encourage opens and clicks [Infographic]

Email marketing is still a must-have for most brands. Here’s how to do it better. (Bonus points for this infographic format too. Agree?)

 

  1. How to use LinkedIn as a brand publishing platform

We’ve taught classes about effective use of content on LinkedIn, having partnered with the company for our largest brand publishing deal a few years back. This piece takes things even further. Don’t underestimate LinkedIn.

 

  1. 5 content marketing strategies for niche B2B industries

Above average, practical advice.

 

  1. No one reads anymore. What does it mean for B2B content marketing?

We would challenge the opening premise here. Many people do still read – and even long-form content does well. But we’ve all met people who say they don’t read. That they’re “visual people”. Where does that leave us?

 

  1. 5 ways fiction writing can help you produce more effective copy

Lastly, with several published authors on the team, this piece caught our collective eye. Find your inspiration where you can. Stay creative. Experiment.

 

BONUS TRACK!

  1. Great storytelling: Why your brand should be the supporting character, not the hero

And we had to include this one. This is so hard to do but at the heart of some of the best brand content. Content shouldn’t be about you but about your customers. Make them the hero of the piece.

 

Why 12 links for once? It’s more Twelve Days of Christmas than Dirty Dozen. Have a good break and see you in 2019.

 

 

Follow us on Twitter – @ColContent

 

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11 essential content marketing links from Q2 18

  1. The best way to pitch a content marketing plan to your boss

We kick off with a story we saw back in April, but it’s among the biggest things you can do. Don’t forget that the whole idea of content marketing is still new to most people. So know the WHY as well as the HOW.

 

  1. 5 stellar examples of emotional storytelling in B2B marketing

We don’t always associate the B2B space with the same use of emotions and empathy as consumer marketing. Why not? Here are some examples you might not know, along with one or two classics.

 

  1. ‘Home run for us’: Inside Chase’s in-house agency

Believe it or not, we’re big fans of doing work in-house. It’s just that most can’t… or at least can’t do so as much as they’d like. Here’s a success story.

 

  1. 11 branded content masterminds who are elevating the art of marketing

Follow these people. Follow their work. Inspiring, eclectic stuff. (Bonus: Young Bjork! Double bonus: Rule of 11. Hey, where’d they learn that?!)

 

  1. How to be a copywriting genius: The brilliantly sneaky trick you must learn

Getting tactical for a moment, this isn’t about clickbait headlines. Think CTA – the humble ‘call to action’ – and always having a next step for your reader in mind.

 

  1. 5 journalistic tips for conducting better interviews

As we’re a bunch of ex-journalists ourselves, this Contently piece caught our eye. Journalists can be your not-so-secret weapon, but understand this isn’t about aggressive questioning and pork pie hats.

 

  1. 10 (mostly) quick wins to steal for your original research project

So much longform content is based on research, but what else can you do when you have unique and (hopefully) interesting data? This is a great breakdown by the Content Marketing Institute.

 

  1. Consulting firms are now a serious alternative in the eyes of more advertisers

How is the industry changing? It hasn’t taken long for Accenture, Deloitte, IBM and other big boys to punch their weight in an ecosystem once dominated by marketing agencies. Meaning what, for the rest of us?

 

  1. Travel content marketing 2018: Top trends + takeaways

Every quarter, we like to mention a specific vertical in this round-up. Travel has spawned more than one content marketing guru. And there’s a natural fit. What can we learn?

 

  1. Why you should ditch the idea of the perfect publishing time

We’ve long argued about this. Publishing online should always be about the group of people you’re trying to reach, not average numbers across whole populations. This, and more, in this must-read.

 

  1. The pie chart: Why data visualization’s greatest villain will never die

And finally, we thought we’d end on a pet hate of ours: a cliché of visual presentation. What other techniques can we use instead of the time-honoured pie chart? Well, quite a few, it turns out.

 

And why 11 links? Traditionally the shirt number of a tricky winger.

 

 

Follow us on Twitter – @ColContent

 

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Don’t be a PR hypocrite – hitch a ride on rivals’ branded content

Most large companies retain a PR agency and someone or a team in-house with responsibility for that function. Companies that are smaller also tend to know why PR matters, even if they can't dedicate resource to it. But the same can't be said – yet – for branded content.

And if a company is doing branded content, is that joined up with its own PR? Not often.Wordle - PRs and brand journos

We say these things because our new research [free download below] about how PRs interact with those creating branded content threw up an interesting revelation on these subjects.

While generally our research found around half of PRs treat brand content creators, so-called brand journalists, differently to traditional journalists, one comment highlighted a worrying contradiction, even for those PRs who see the benefits of working with them.

'Proving the value of participating in other firms' activity to clients is hard… even to those who are currently engaged in their own branded content campaigns!'

To make that crystal clear, this PR's client has its own brand content programme but can't see the value in taking part in someone else's.

We can't tell whether the programmes this respondent has in mind are from direct competitors. That could be possible.

It also isn't clear whether it's a failure of the individual PR we surveyed. Perhaps that individual wasn't spelling out the benefits of being featured in someone else's publication, one with certain readership qualities and quantities.

We don't think this view is isolated. But we'd encourage another way to look at it.

Besides the hypocrisy of not doing what you'd expect others to do for you (a company contributing to a brand publication), there is something of a guerrilla PR element to that kind of undertaking.

Think about it. Imagine a competitor spending hundreds of thousands or maybe even millions on building a brand publication. Its editors and writers almost certainly want to feature a range of voices. They ask for yours. Wouldn't it be better to take part, to fuel their programme, sure, but also to get the PR and thought-leadership such a placing can bring? Surely – as with a contribution to any sort of publication – it should come down to the audience. If a branded publication has the right quality of target audience then brand competitor or not, isn’t that where you should be?

We tend to think that is the way of the future. Most certainly those in charge of marketing, ideally with a transparent view of both PR and brand content, will increasingly have to make the two disciplines dovetail. This is part of joining it all up.

 

Download the full PDF report (after you request it, a link will appear at the foot of this page). Look out for more analysis of our findings over the coming weeks.

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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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