Aside from a handful of James Bond novels and a pocket guide to Jethro Tull, Raymond Benson’s most famous work just so happens to be a Tom Clancy spy-thriller. For millennials of a certain age, the term “ghost writer” draws up a spooky and, in retrospect, painfully hokey educational TV show from the mid-nineties. But …
Behind every great speech lie extreme circumstances. The Civil War provided the backdrop to Lincoln’s Gettysburg Address, for example. Likewise, the Civil Rights movement coincided with Dr. King’s I Have A Dream speech. 13th-century English tyranny led to William Wallace’s Freedom. In content creation and every day ghostwriting, the stakes usually aren’t quite that high. As a result, an opinion piece by the marketing director of a small business …
Lessons In Content Creation from 3 Famous Speechwriters Read More »
Before co-founding the Huffington Post and BuzzFeed, tech geek and soon-to-be internet pioneer Jonah Peretti invented a seemingly modest but crucially important feature: the share button. The invention came in the form of reblogging, the first form of online content curation. The feature Peretti introduced allowed people to share and curate content in their own …
2 Reasons Why “Going Viral” is a Terrible Strategy Read More »
In the first half of 2016, Brandpoint’s writing team has created copy aimed at convincing millennials to buy products in a staggering range of categories, from financial to health care, home improvement to pet care. Given that the millennial generation is the largest ever and now constitutes the largest percentage of the American workforce (according …
Four Ways to Keep Your Content Marketing for Seniors Fresh Read More »
Starbucks Unveils New Digital Series, “Upstanders” Last week, Starbucks debuted its 10-part original web series titled “Upstanders,” which focuses on topics with social impact like addressing hunger, homelessness and college access. According to an interview with AdAge, the series’ executive producer Rajiv Chandrasekaran sees this content as a social initiative rather than “branded content trying …
Last Week in Content Marketing: Starbucks as Content Creators and a CMW Recap Read More »
Every time you read a new hiking article on your favorite outdoor store’s blog or watch a yoga tutorial uploaded on YouTube, you’re consuming a form of content marketing. Surprised? That’s the point. Good content marketing does not appear to be advertorial at all. Instead, it informs or entertains consumers, while making little to no mention of …
3 Not-So-Obvious Content Marketing Examples from Disney, John Deere and LEGO Read More »
I’m probably not supposed to do this, but I’m going to reveal content marketing’s “dirty secret:” Doing it well takes time. A lot of time. So much time, in fact, that no one could blame you for thinking “There must be a way to market my brand/product/service that doesn’t require so many hours of my …