Content Marketing

A person holding a plant in their left hand to illustrate the evergreen cycle of content loops in growth marketing.

The Rise of Content Loops in Growth Marketing

15 August 2024

Growth marketing has become one of the few bright spots in marketing of 2024. It’s a rapidly growing discipline: Companies that are otherwise shedding jobs are doubling down on go-to-market and growth. Content distribution is increasingly competitive—it takes much more effort to find the right marketing channels to get eyeballs on your content. Among the…

A black and white dartboard with a yellow dart on the penultimate circle to illustrate that businesses should focus on their audience.

Know Your Audience: The Key to Impactful Content

29 July 2024

Crafting compelling content without a clear picture of your intended audience is like shouting into the void. We’ve said it before, and we’ll say it again: To create impactful content, you’ve got to know who you’re writing for (and why), so you can tailor your message for maximum impact, engagement, and retention. Understanding your people…

A bionic hand and a human hand pointing and touching each other to symbolise the growing collaboration between AI and work.

How To Create AI Videos That Complement Your Content

21 June 2024

Although most people are now familiar with the concept of using GenAI tools like ChatGPT and Midjourney to create written content and images respectively, the rise of AI video generation hasn’t had quite the same impact in the mainstream. And there’s a good reason for that. Historically, AI-generated video just…wasn’t very good. In a previous…

A pair of glasses on a table on top of a notepad. A few scrunched up pages lie in the background showing the frustrations some people go through during content ideation.

Your Guide to Fresh Ideas: How to Ideate and Craft Compelling Content

07 June 2024

What are some fresh and unique content ideas for a video, a white paper, or a blog post? And how can you and your team, amid your busy working life, come up with them? We’ve talked before about some of the tips and tricks of the writing trade, and how to cut through the noise…

A black background and white neon text and graphics. The text in neon also reads "Just do it" to symbolise Nike's famous tagline.

Crafting Taglines: A Case Study on What Makes Memorable Marketing Slogans

24 May 2024

As marketers, we know that dreaming up short, punchy marketing slogans is just as difficult as churning out well-researched long-form copy. The fewer the words, the more impactful they need to be, which is why brand positioning can be so darn tricky. Slogan creation is an integral part of brand identity, so whatever you come…

A close-up of a person holding a vintage camera with a large lens and an attached digital viewfinder, as well as a smartphone in their other hand.

A Guide to Improving Long Form Content with Visuals in 2024

26 April 2024

If your business’ value isn’t easily captured through short social posts, you’re in luck! A few years back I used this space to discuss Graphic Design Trends for Long Form Content, which was followed by insights into how to use visual images to support copy. Fast forward to 2024. How do we best leverage visual…