It may appear counter-intuitive but ad blocking can drive digital transformation in businesses. Ad blocking has been happening long before the onset of ad-blocking apps. People have been ignoring irrelevant ads for years. We have advertising blindness despite (and maybe because of) being exposed to … [Read more...]
How mediocre content harms your business
Content is harmful when it's mediocre. Mediocre content disguises itself as achievement. Mediocre content is easy to churn out because it’s generic and focused only on one thing: the sales pitch. We spend money and energy on promotions, blog posts, and ads that all say, “Look at how much I know!”, … [Read more...]
What’s in a name: content strategy, content marketing, content brand
I enjoyed the Gamification course last year on Coursera, so I decided to take up another course: Content Strategy for Professionals. While it is already what I do (having naturally blossomed from my work on social business strategy, digital strategy, online marketing, and copywriting), I think it's … [Read more...]
Brand journalism as a pillar for content strategy
'Brand journalism' sounds like a clever approach to becoming a 'content brand'. The key element: branded stories that fluidly take the shape of any social/online platforms where it will be shared. Imagine a "...branded content hub from which most other social tactics emanate." In my last blog post … [Read more...]