The Story of the Hairy Tortoise

Remember Aesop's fables? Simple stories with strong morals. The one that's featuring in my life is The Hare and The Tortoise. First, a confession: I was a competitive kid. I always wanted to be first. The best at everything. Whether is was playing soccer at recess or...

4 Titans of the Branded Content World

We’ve all got our talents, and there are those that are more useful than others. Some can sing. Some can toss together an outstanding Greek salad. Some are able to throw a dart consistently from range onto a target the size of a fingernail. Historically all that darts...

Vibram FiveFingers and the Use of True Facts

"Boy oh boy! They are a truly snazzy and excellent looking pair of toe shoes, and I now respect you more as a human being!", said NO ONE EVER I AM CERTAIN. Footwear is a tricky beast. As far as things prone to subjectivity go, it would have to be fairly darned high up...

4 Rules for Health and Wellness Marketing Success

As humans, we are obsessed with health. We’ve got a finite amount of time on this earth, and whether we’re doing it to look better, feel fitter or live longer, we generally want to be alive in the most healthy form possible, for as long as possible. There are...

The Slippery Slope of the Snake Oil Salesman

Whether it be via old westerns or a classic episode of The Simpsons, we’ll probably all be familiar with the term "snake oil", and with its dodgy salesmen. Now an expression that refers to any product of questionable quality or with questionable claims attached to it,...

What B2B Content Marketing Could & Should Be

Business to business sales – the wet mop of the marketing world. B2B marketing (yes we’re doing acronyms, keep up) is a boring wasteland of unexcited gentlemen trying to flog photocopiers. Obviously. Or Filofaxes. I just wrote the word Filofax without having a clue...

Corporate Training Videos: The Good, The Bad & The WTF

In the world of video production, you’ve got two poles sitting at either end of the spectrum. On the top end, you’ve got your Oscar-nominated, popcorn-salted-by-your uncontrollable-tears, life-changing Shawshank Redemption style stuff. On the bottom end, you’ve got...

The Curious Case of the Healthy Coke

As a company, Coca Cola is an absolute colossus. Often cited as "the world’s biggest brand", its sugary liquid is a staple pretty much everywhere in the world. If you haven’t got a Coke can kicking around your village I’m gunna assume that you’re one of those...

A Quick Run Down of Content Marketing Services

The world of branded content is an often tricky concept to wrap one’s head around. Firstly, you need to understand the theory of it, then you need to work out if and how you can utilise it to your advantage. And if you’ve got all that figured out, you still need to...

The Importance of a Well Crafted Buyer Persona

So your client base is made up of faceless creeps who are the types to ring you up with inane queries and keep you back late because "this is the only free time they had." God how you hate them. Sounds to me like you need to get your head straight, and invest some...

The Potholes and Pitfalls of Health Food Marketing

Healthy eating, huh? We’ve all watched enough "The Biggest Loser" and genius "Today Tonight" investigative journalism to know that sugar and fat are BAD and psyllium husks and chia seeds are BRILLIANT. And as such, we’re all now either gluten sensitive, lactose...

4 Digital Content Strategy Tenets To Live By

I can imagine when newspapers first appeared (The Strasbourg Relation, 1600s for anyone playing at home), 17th century marketers would’ve been head-over-heels for this new medium that got to so many eyes at once. They could now promote their new heroine-based...

Showing Young Invincibles They Aren’t Invincible

"Why the hell do I need health insurance? I’m not sick. Why should I hand people money for something that I’ll never use?" "$80?? That’s two cartons. That’s 48 beers that I miss out on per month. That is 1 ½ beers per day that do not get the chance to roll down my...

Not Just for Corporate: Public Health Advertising Bangers

Advertisers are terrific at making people want something. It doesn’t matter what the thing is, a marketer will be able to think up a way to make you need it Smeagol style. The old ice to Eskimos trick. It helps a lot if the product is particularly tasty or addictive....

Big Pharma’s Social Media Marketing Allergy

Pharmaceutical companies don’t need to interact with customers. Why would they? Their sales reps chat with the doctors and pharmacies, who in turn act as their feet on the ground. It’s a system that makes sense and works. The fact is that more than not needing to...

A Quick Guide to Creating a Knockout Content Strategy

Strategy is important. So sayeth Sun Tzu in "The Art of War." That may not be a direct quote, but I feel like you won’t pull me up on it because chewing through that little paperback can be quite the slog. Strategy is important though. You can have some pretty sweet...

3 Clever Marketing Tips for Healthcare Organisations

Organisations in the health industry are in a bit of a pickle. It’s hard to make people aware of you as a healthcare provider through standard marketing practices. Brand awareness is a huge stumbling block, as people generally only look for you, or take notice of what...

Learning is Fun: The Benefits of Educational Content

Knowledge is power. Someone famous said that once presumably. And it’s as true now as it was back whenever that particular person probably said it. Knowledge also, if '80s action flicks are anything to go by, gets you waterboarded. By Chuck Norris. But dangers of...

4 Approaches To Health Promotion That Nailed It

Being healthy is being boring. This is the base camp at which most minds sit when thinking about their health. So you want me to eat lettuce with a sauce that is preferably air-based while juicing only the finest free-range carrots. Sounds swell. It’s a hard position...

The Importance of Branded Content in the Digital Age

Here we are. The year 2015. We’ve got access to the sum of the world’s knowledge right in our pockets. We can speak face-to-face with almost anyone in the world at any time. We can spend our whole day looking at hilariously captioned cat pictures without ever seeing...

So What Exactly Is Content Marketing?

You know the old cliché of starting a paper with the dictionary definition of your subject? Well, let’s consult our old pal Wikipedia. Content Marketing (n): Content marketing is any marketing that involves the creation and sharing of media and publishing content in...

Don’t be a Pussy about using the “C” word

Warning: if you’re a big fan of censorship, stop reading now. We’re going to drop the “C” word a number of times in this article. Yep, that’s right, the “C” word. Got it? Content. Boom! There’s the first one. Content. There it goes again. It’s got such a nice ring to...