Articles

Changing your mindset: Replacing lure content with discovery content

  • ByKathy Wagner
  • |
  • Apr 14 2017
Categories: |News |Ideas
Changing your mindset: Replacing lure content with discovery content

Lure content: enticing but unwise

We recently had a client who referred to their glossy marketing content as lure content. Large enticing photos, minimal text, clear calls to action. Content designed to get people to bite so they can be reeled in. I have a big problem with the whole concept of lure content.

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Presentation: The path to great content

  • ByKathy Wagner
  • |
  • Apr 13 2017
Categories: |News

Tips for delivering great content

I had a fantastic time in Saskatoon, Saskatchewan last week. It’s a lovely city with beautiful river walks, great places to eat, friendly people. Thanks again to Tourism Saskatchewan for inviting me to speak about great content at their HOST Conference!

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Evergreen or campaign content: which do I need?

  • ByPeter Kelly
  • |
  • Sep 23 2016
Categories: |Ideas
Evergreen or campaign content: which do I need? Photo credit: Janine Kearns

I think I need a campaign but I’m not sure why

It’s not uncommon for organizations to run with what they’re already comfortable producing. For many organizations, those are campaigns.

For decades, agencies built their empires on the backs of global campaigns for giant brands, so it’s no surprise that, as a marketing strategy, the campaign is alive and well. But it’s more than just tradition. Depending on your business goal, a campaign may be just what the doctor ordered.

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Case study

TELUS Customer support

Governance

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Case study

Adoptive Families Association of BC

Website content strategy

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