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Native advertisers must learn to collaborate to make great journalism
A well-attended Berlin conference on native advertising discussed a booming industry worth pots of money. But advertising people are going to need journalists...
Ethics: use content marketing to talk the talk and walk the walk
Ethics are hot right now so there couldn’t be a better time to think about how your company communicates its values Ethics and...
Thought leadership: how to create it with content marketing
Expert knowledge and experience are in essence the definition of thought leadership – as is the ability to communicate well. Sadly these three...
Here’s the truth: companies can’t lie like politicians can because it will hurt business
The constant flow of ‘alternative facts’ might be sustaining the Trump White House, but it raises fundamental questions for companies about the value...
Christmas content marketing fail
Christmas – the biggest commercial event of the year – is well and truly underway. But with the number of visitors to UK...
Peer-sourced or user-generated content marketing
There is a school of thought that peer-sourced content marketing – that which has been produced by people outside your brand – will...
Into the unknown
It is one thing to want to win. It’s another thing altogether to want the prize. But however the practicalities of the next...
Campaign op-ed: A home for hacks
New by me in Campaign: journalists are still being culled from newsrooms, even in purely digital places such as BuzzFeed and Huffington Post,...
ByAdrian Michaels22 March 2019