A lot of my work involves reading and sometimes collating other people’s words. I’ve become very picky about the weak spots in most people’s copywriting. And you should too. You’re paying, after all. One of the most effective ways to beef up a written presentation is to use lists,...
advertising business
Content Marketing: generating ideas
Content marketing is not a new concept, per se. For decades copywriters have been feeding off material produced internally by companies. But it has taken on a life of its own now for a number of good reasons. it is a great way to give a precise and rounded...
Advertising in times of crisis
Remember all those lovely things you wrote in your brand mission? Now's a good time to show the world that you meant them.
Whose website is this anyway? Hint: not yours
There usually comes a time in the development of a website when the owner suddenly realises it’s not their website at all. Or to be more precise, it’s not about them – it’s actually about the reader. But wait, who’s paying for this? Why can’t I talk about the...
Content marketing: show don’t tell
In a previous article about content marketing, I recommended that when looking for material to use, your company’s mission statement can act as a frame of reference. But talking about values can be as numbing as talking about your own kids. Many people have kids and are less interested...
Look inside for content marketing ideas
Content marketing is still high on everyone’s agenda. The trick is to generate content that actually means something to readers and potential customers. There is always a temptation to look outside the company for content marketing ideas. But there are also great sources for ideas right inside your daily...
Press release distribution
For a few months, I have been including press release distribution alongside the more usual services of copywriting, product naming and concept development. Combining the copywriting of press releases with the distribution makes sense, as there are editorial guidelines that need to be respected at the writing stage of...
Putting the marketing into digital
Digital marketing conferences are hardly rare. But the recent Digital Marketing First in Brussels was an opportunity (for me at least) to get a feel for the fast-moving market. First off, this was a busy day for most of the participants. The visitors had a non-stop selection of presentations...