Taking the bland out of boring

As brands are increasingly waking up to the importance of content as a fundamental building block of their marketing strategy, the question for many remains: “What should my content be about?”

As the Content Strategist rightly pointed out in this article, it is easy if you’re Nike or GoPro or some other inherently cool brand. But what if your business is banking or insurance… or washing powder?

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5 Reasons your brand should be doing content marketing

1. Actions speak louder than words

While it’s often a good idea to sing your brand’s praises, talk is cheap. In business, as in life, what really counts is showing your customers how cool/ interesting/ethical/committed/relevant you are.

Your content is the best evidence of your expertise. Nobody knows your brand, product or even market better than you do and content marketing is a great way to position your brand exactly as you want.

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Show, don’t tell: SA brands getting content marketing right

Show, don’t tell – a writing technique as old as Ernest Hemmingway – is an apt mantra for a more recent phenomenon: content marketing.

The key to content marketing is building a culture around an industry or a mindset without constant reference to a brand. Story making not telling, it’s building the world in which your product must live. It’s creating a market where one previously did not exist by creating a demand for a way of life that you can offer.

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