Content marketing

Posts on planning, developing and using content as a marketing channel.

What really makes a good story? What really makes a good story?

Storytelling is one of the most popular techniques of marketing communication. But what really makes a good story?
What is brand storytelling, anyway? What is brand storytelling, anyway?

I don’t know quite what ‘brand storytelling’ means, and I’m not sure anyone else does either.

An honest look at content marketing An honest look at content marketing

A clear-eyed look at what it takes to climb the content mountain.

How to value content as an asset How to value content as an asset

Content creation is often regarded as a marketing overhead.