The power of A/B testing – @HBR

The power of properly constructed online experiments is explored in September-October’s Harvard Business Review. Microsoft’s Ron Kovani and Harvard’s Stefan Thomke include some powerful examples of results achieved as well as cautionary tales on the dangers of poorly constructed tests and misinterpreted results. Highlights include: How a subtle change to online text colours (against the […]

Tell a story: 3 tips for original social media content – @Adweek #contentmarketing

Larry Alton at AdWeek has three tips for creating compelling social media content. Tell a story Go visual Continuously gather ideas. “The nature of social media puts a lot of pressure on businesses to constantly create content. More, more, more is the mantra. … It’s time to be honest with yourself and consider the quality […]

10 cottage retreats – #Writing @themindcircle

The Mind Circle has 10 peaceful cottages, perhaps places to retreat and write…  

Rejoice! Content Marketing bottoms out in the Trough of Disillusionment – @Gartner_inc #ContentMarketing

In July’s update of the Gartner Hype Cycle for Digital Marketing & Advertising, Content Marketing has reached the very bottom of the Trough of Disillusionment. That’s great news for both marketers and their clients. At last, exaggerated expectations have been washed out and the impressive reality remains. It also means that many of the wannabes […]

LinkedIn is suddenly a hot social network. Here’s what changed – @AdWeek #contentmarketing

LinkedIn is becoming a powerful channel for B2B content marketers. Interesting article in AdWeek. Authenticity and polite discourse are two reasons why business periodicals have embraced LinkedIn as a publishing platform. Since the beginning of this year, Bloomberg’s LinkedIn follower count has doubled to roughly 1.5 million, says Havens, while user engagement is literally off […]

How paying for online reviews backfires – @HarvardBiz #ContentMarketing

We all know, deep down, that there’s something just a little bit suspect about paying for endorsements. This month’s Harvard Business Review (September-October 2017) has a short summary of research that shows how paying for reviews can actually backfire – reducing the number of reviews as valuable reviewers shy away from being seen as paid […]

The three stories of self, us and now – ideas.TED.com

Eric Liu discusses the nature of power and how stories can change the status quo, on Ideas.TED.com. This is true far beyond the context of civic power in which Liu writes. “When you want to challenge the powerful, you must change the story.” He outlines three nested stories we must tell; The Story of Self […]

Less is more: Daniel Kahneman on detail

Daniel Kahneman’s book Thinking, Fast and Slow is essential reading for anyone involved in business communication. It is packed with insights on how we (and therefore our audience) perceive and interpret things. One particular challenge is described in chapter 13: “Linda: Less is More”. The challenge is epitomised by a fictitious character, Linda, that Kahneman […]

Edward Bernays – pioneer of PR #contentmarketing

This is fascinating. Dating from 2002, this first part of a four-part series (all currently on YouTube) centres on the work of Edward Bernays, the pioneer of Public Relations, propagandist and one of the originators of the consumer culture. For better or worse, Bernays achieved an enormous amount including his Torches of Freedom campaign that […]

Facts are facts, but images resonate – @thisisseth

Great point from Seth Godin, here. Facts and proof-points are essential. They give credibility to your case, they anchor it in reality. But, they are just the anchor; they are not the graceful yacht slicing through the waves.   Photo by Alin Meceanu on Unsplash

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