July 3

Which is Better? Copy or Content.

When did “content” replace “copy as the preferred term for information conveyed on web and social media sites?  For many years, marketing writers were always known as copywriters. That’s how I started my career in advertising, as a jr. copywriter. Anyone who watches Mad Men knows about the trials and travails of plucky copywriter Peggy Olson. Copywriters.

March 15

When you don’t have time for an elevator pitch.

A recent story entitled  Five Lessons on Compelling Content from Australian Football  from the Content Marketing Institute caught my attention. With an intriguing title like that I couldn’t resist.  One of the lessons discussed was  about the power of storytelling to attract and retain loyal fans.   As the  article points out: “Storytelling is at the heart of content marketing No matter the.

March 1

Beware the content inventory exercise

We get asked all the time by clients to do a “content inventory.” In other words, assess what content is already complete and then fill in the gaps with some new stuff. This is usually a good exercise as it relates to product or service collateral–and should be done periodically to keep assets current. However,.