Welcome to my site, where you'll find my thoughts on the communications industry (work), sport, as well as some more personal musings. Please use the form on the contact page if you'd like to get in touch.
Years ago, in journalism training, one soundbite on how to grab attention on an opinion piece stuck with me: “Ultimately, a brilliant article that nobody reads is an article that nobody reads.”
The same could be said for content marketing.
That’s not to say producing branded content is a waste of time and budget but without proper planning and strategy, it will as likely just become digital landfill, no matter how good the writing, imagery or production values are.
I’ve written before about filter bubbles and elections — and the 2017 British General Election is a weird mixture of people both aware of filter bubbles yet still choosing to embrace them — but while many ardent Labour and Conservative supporters are Tweeting to the converted, the real difference lies in data and how this is applied to social media advertising.