How to make your evergreen content work for you

This Tuesday I spoke at the Marketing Week Content Strategy 2.0 Conference about the power of evergreen content and why you need to make more of it. The Italian polymath Vilfredo Pareto came up with his famous principle in 1906 that says that 80% of your output comes from just 20% of the effort. In content terms, on your website […]

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Do all brands have to be human in their communications?

My mate Rob tweeted a spectacularly cold and impersonal text message from his insurance company the other day, asking quite understandably where the ‘humanity’ was in this particular brand. If brands are supposed to behave like humans, who the hell is this? pic.twitter.com/9UgXGiwX8L — Rob Coke (@RobCoke) March 2, 2015 One of the replies we got (after my retweet) was […]

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The secret behind contagious content

I took part at an event organised by PR Moment around the concept of ‘contagious content‘ (or viral marketing) on Wednesday. What motivates popularity, shareability and is it actually worth it? Big data Anna Salter from Kantar Media provided the data, neatly summed up in a handy acronym that defines the perfect storm of viral marketing: REACH – Relevance; Emotion; […]

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