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We all love stories. But writing them is hard. This is why it’s important to persevere with storytelling and some tips on how to do that.
Q: What is Content Marketing? A: Engaging the audience first before trying to sell it something.
‘Would you tell me, please, which way I ought to go from here’ ‘That depends a good deal on where you want to get to,’ said the Cat. ‘I don’t much care where — ’ said Alice. ‘Then it doesn’t matter which way you go,’ said the Cat. ‘ — so long as I get […]
Emotion is tactical, empathy is strategic I was asked recently to talk to some diplomats about empathy in digital media. ‘Empathy’ is not a word I had previously associated with digital communications. Empathy feels like it’s a one-to-one rather than one-to-many thing. I looked up the dictionary definition: I had used emotion as an engagement […]
1. Face up to reality: the need for a network mindset Like it or not, algorithms drive the majority of your traffic. Every decision you make has to bear that in mind. The good news is that, deep down, we’re all experts in navigating networks, we just need to use that expertise. Winners adopt a network mindset, […]
ChatGPT is NOT a one-stop solution to all your content production challenges. But it WILL radically cut the time required to produce effective material and supercharge your writing if you use the right prompts. But first, a health warning: Be careful because Google says AI-generated content is against its guidelines. So it’s important that you […]
What is Systems Thinking? Systems thinking is a way of looking at the world. Systems thinkers look at something, identify the key factors that shape it, analyse how those factors interact with one another, and, when things go wrong, find the root cause of the problems. The pandemic is the most obvious example. Governments are […]
There are three ideas behind ‘Content Families’: What is a Content Family? Here’s an example of how the World Economic Forum created a ‘Content Family’ on the 2021 Gender Gap Report. The video links to the League Table post… …So does the Instagram Story. And the blog post links to the full report: And this […]
The importance of simple SEO cannot be overstated. Most people publish content without thinking very much about potential readers. Which represents a host of lost opportunities. One study suggests that over 90% of pages get no search traffic at all! But what if, like the sharpest publishers, you knew that the Google algorithm was your […]