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What comes first, the concept or the copy?

Imagine a world where a reader picks up a brochure or visits a website and remarks how beautifully the ideas, design and words complement each other… Okay, I’m dreaming. But this opinion-forming process does actually take place in the reader’s subconscious. All the best communications have something about their look and their headlines that just... Read more

Mobile-friendly site? Great! But what if your content’s not up to scratch?

From 21 April, Google’s ‘guidelines’ favour websites that work well across desktop, tablet and mobile. And lots of people have already been caught out by these new ‘mobile-friendliness’ rules (us included). Web designers and developers will be busy for a while, then. But what about your content… the words that really get your messages across? Read more

Notes from Content Marketing World – 6

Storytelling People like stories, not sales pitches. Not just the facts. In an information overload world, we’re all looking for the part that means something to us, and will benefit us personally in some way. We’re continuously asking ‘so what?’ Read more

Notes from Content Marketing World – 5

The long game Content is indirect. Unlike traditional marketing, which is prone to using the wrong adjectives and applying hype to describe value and hint at that brand experience, content actually creates that value by building the relationship and nurturing loyalty to the brand’s approach. Read more