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...
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...
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...
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...
Now that a huge number of companies are on Facebook, a whole generation of marketing departments, copywriters and social media practitioners are discovering the joys of creating content. When it comes to Facebook, of course, it is probably just as important to relay existing content as it is to...
Anyone that runs a website knows how irritating spam can be. Since the early days of just posting links, the systems that spammers use have gotten increasingly sophisticated, aiming to imitate human speech (or writing) as closely as they can. Without having to write the actual garbage themselves, of...
If you’re tired of watching CGI footballers and sportsmen bouncing balls across the neighbourhood/plane/planet, you are probably ready for Nike’s wonderful new ad (which I was not involved with, by the way – I’m simply celebrating beautiful work). It’s incredibly simple and, I’d venture to say, inspiring. It brings...
It’s not often that a brand name generates so much interest. Belgians woke up March 1 to discover that the retail branch of the troubled bank Dexia is now called Belfius. The reactions were instant and entirely predictable as people began looking for the hidden meaning. Jokes ranged from...