What do we actually do? Our approach to content marketing explained
Companies need distinctive, high-quality content that rises over the noise to build audiences and interest – and FirstWord is perfectly placed to help them do just that [...]
Strategy
Campaign op-ed: A home for hacks
New by me in Campaign: journalists are still being culled from newsrooms, even in purely digital places such as BuzzFeed and Huffington Post, which once seemed to offer a [...]
The rise of brands with purpose: using content to communicate your values
With research showing that almost two-thirds of customers wants brands to take a stand, big names including Gillette and Nike are using content to assume positions on [...]
How to create a content strategy that works
A serious content strategy starts with your company’s product marketing goals and uses them as the basis for engaging work that delivers the results you want Content [...]
How AI will help – not replace – content marketers
Writing and publishing are not beyond the capabilities of AI, but the robots aren’t taking over just yet, writes Shane Richmond Artificial intelligence (AI) was once seen [...]
GDPR is a huge opportunity for content marketing
Strict new EU laws governing personal data are about to disrupt traditional marketing’s targeted advertising. Content marketing will be crucial to reach an audience in [...]
Content marketing vs advertising: which is best?
Brand advertising – TV, press and poster ads – have traditionally accounted for the bulk of marketing spend. At the top end, the media fee alone for a 30-second TV ad [...]
Predictions that will shape your content marketing in 2018
The web is swollen with 2017 round-ups and predictions for 2018; it can only be December. So, in an effort to be twice as merry, we thought it would be a good idea to [...]