Most B2B content cannot be measured

Content marketing measurement is impossible without a call to action

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B2B marketers have long understood content. But how valuable is the content we're creating? It's impossible to know as most content lacks a call...
It's worth investing in content creation

B2B Content Creation: Put Your Money Where Your Mouth Is

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Though relatively new, content marketing is already a fiercely competitive category. Our scan of LinkedIn reveals over 3.5 million people who claim to be...

Valuable content: The buck stops with you

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I recently wrote a piece for Lawyers Weekly, a legal publication in Australasia, in which I compared two articles about the same court decision to illustrate...
How to make written content go viral

How to make written content go viral

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Tim Urban is not an expert in anything about which he writes. But with over one-million visitors to his blog each month, and half a...
Unless you include a written transcript your video's a lemon

4 ways services brands can win with video content

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Video can entertain. It can inform. It can educate. It can build an emotional connection. And it can be shared.
Who is to blame for fake news? The content marketers who create it or the publishers that amplify it?

Who’s to blame for fake news – the content marketers who create it or...

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Recently, MarketingProfs, a leading and trusted source for all things content marketing, published a news story about what should have been an innocuous piece...
If you're forging a career in law firm marketing you must make a meaningful contribution.

Compare the Pair: Do clients read your legal updates?

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Last week, in A lesson for lawyers in content marketing, I wrote about thought leadership, the highest quality form of content, and how to...
Communication with slang can be an epic fail

Is Urban Dictionary now the media’s go-to communication resource?

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Over the past year or two my news feed has become infected with slang – words like epic, killer and hacks. 3 killer ways...
Challenge your research before your research challenges you

Ten Perils of Research-Based Content

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Research is a brilliant way to demonstrate thought leadership, start a conversation and achieve your positioning and profiling objectives – so long...
Plagiarism is the original sin

Original Sin. Is your marketing team guilty of plagiarism?

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Recently I became aware of a business that has lifted, verbatim, vast amounts of content from its competitors’ websites. It was a shocking display of...