“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: storytelling

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

 

Read Further

11 essential content marketing links from Q1 18

  1. A Take on 3 Confusing Terms: Content Marketing, Content Strategy, Content Marketing Strategy

This is the kind of foundational piece that everyone in who works with commercial content should read. You’re welcome.

 

  1. Don’t be a stickler: Why good copy often means bad grammar

We like this because it comes back to something we say again and again – consistency is really important… but not as important as pragmatism. You can break the rules. It’s about what works.

 

  1. Are You a Curator or a Dumper?

In a quarterly curated article like this, how could we leave out this piece? It’s a savvy look at the difference between real curation and just going through the motions of link gathering.

 

  1. The One Thing That Can Make a Big Difference in Your Infographics

We’re still being asked about infographics like it’s 2013. This is a handy checklist for constructing them well. Clue: you need more than a great designer.

 

  1. How a Journalist Constructs an Article that Google Will Love

From an agency made up of ex journos, we’d always be partial to a piece that shows our methods. And this article does.

 

  1. The newsroom approach to brand storytelling

Sticking with following how the media goes about producing great content, here’s another piece about newsrooms, which brands are increasingly using, with staff writers, editor-in-chiefs and more.

 

  1. How United Airlines is taking more video content creation in-house

Those brands doing more content in-house? United is an example. This piece looks at the airline’s video output.

 

  1. Evergreen Content Case Study: Why Long Form Content Performs Infinitely Better on Google’s Search Engine

This is a comprehensive guide to long-form content that keeps on giving and giving. Suitably, it’s a long piece – but worth your time.

 

  1. How to Get Huge Fines for Using Images (Do THIS Instead)

Before we wrap for this quarter, here’s a tactical piece on an overlooked subject (which is why we like sharing this). Use images the right way, which includes not getting into trouble over copyright.

 

  1. Five quick content opportunities for time-poor B2B marketers

As 2018 began, we liked this reminder of some useful tactics plenty of content marketers are neglecting.

 

  1. What Do CMOs Predict for 2018? [Infographic]

And finally, we began the year with some general CMO advice. But also dig the way this piece presents a vox pop in a neat infographic format.

 

And why 11 links? Our boss was born on the 11th.

Follow us on Twitter – @ColContent

 

Read Further

Amazon’s efficient storytelling

It’s been a while since we drilled down on an ad. But Amazon – just as in its core business – has shown incredible efficiency in its series of 30-second TV/web slots, which is worth a quick analysis.

You possibly know the ad in question, which is part of the tear-jerking series (the priest and the imam, and so on). Though set in Japan, this one has been aired around the world and during the Superbowl. The ultimately promote pushing one-click ordering and next-day delivery.

Here’s the version for a Japanese audience, though note how the storytelling works anywhere:

Now Amazon, like other leaders such as Apple, Facebook, Google and (still) Microsoft, is no stranger to pulling on our heart strings. But this piece is about much more than a sad-looking dog.

Think of the structure:

Part 1: Dog, new family with baby, baby cries at dog – pure rejection.

Part 2: Family in house, baby happily plays with toy lion, father notices the saddest-looking (or just nonplussed?) dog ever. Father seen ordering using One-Click.

Part 3: Dog appears in a toy lion’s mane, dog walks up to baby – cue big moment – baby reaches out to a worried-looking dog. Acceptance. The End.

So three parts, each 10 seconds, for an evenly-paced 30-second spot. In a conventional format that’s been around for decades, there’s a rhythm there that leads to a natural – happy – conclusion.

Now you may or may not like this kind of thing. It’s certainly not the deeper engagement with customers that we usually talk about and do. But the bigger point is that it’s really hard to be this economical and effective. Much like Amazon’s core retail and logistic services, there’s a lot going on out of sight.

The lesson for all of our storytelling is several-fold:

  • Simple is good.
  • Play to your audience’s heart and head.
  • Think of stories that travel – regardless of culture or language.
  • Have a distinct voice (or could we argue the tone here isn’t that different to a Google ad?).
  • Get in a cute dog. Or cat. OK, maybe that’s not going to happen in your world. But you know how often this must get suggested?

Follow us on Twitter – @ColContent

Download our exclusive research and report, ‘Will PR and content marketing play together nicely?’

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