Tony Hallett

2,224 Flips | 2 Magazines | 16 Likes | 8 Following | 587 Followers | @tphallett | I run Collective Content (UK) Ltd. We tell your stories.

Infographic: The DNA of a Modern CMO

“As the roles of marketing and the chief marketer expand, it will become critical for CEOs to ensure that they have the right person as CMO, to …

CEOs

11 Branded Content Masterminds Who Are Elevating the Art of Marketing

Whether creating viral videos or bringing the potency of journalism to corporate content, each of the creators honored in this year’s Adweek Creative …

Advertising Industry

Consulting firms are now a serious alternative in the eyes of more advertisers

The industry’s sharp rebuttal of Accenture’s play for media budgets suggested a flawed gambit. But underneath the concerns and the outrage, the …

Advertising Industry

‘Home run for us’: Inside Chase’s in-house agency

Kristin Lemkau, the chief marketing officer at JPMorgan Chase, prefers a “healthy tension” when it comes to ad agencies. It began in 2015, when the …

Advertising Industry

5 stellar examples of emotional storytelling in B2B marketing | B2B Marketing

You can now get your hands on a copy of FairITales this Christmas, with all proceeds going to The Prince’s Trust to help disadvantaged young people …

Marketing

Banner Blindness: Observations, Recommendations & Remedies

Dateline 1994. The crude pile of pixels above from AT&T appeared on a website called HotWired. About 44 percent of the people that saw it clicked.<p>The …

Digital Advertising

These 10 Skills Are Putting Top Freelancers In Hot Demand

Want to make sure you’re always busy as a freelancer? Then it’s important to offer the services clients truly need today.<p>Keeping an eye on the skills that are most sought-after on major freelance platforms can offer some guidance on where to focus your efforts to stay current. Upwork recently …

Machine Learning

What You Need To Know About B2B Storytelling

Last updated Mar 01 2018<p>Very occasionally, a relationship will form between two companies for purely practical reasons. The sums add up, the value is …

Profit

PR and content marketing work best in tandem

Content marketing and public relations are similar beasts and don’t let the marketing cognoscenti tell you any different.There are those who continue …

Marketing

Why the 'brands as publishers' trend is utter nonsense

<b>Before a piece of marketing can have a chance of persuading anyone of anything it needs to be seen.</b><p>The necessity of registering in someone’s brain …

Why Every Writer Should Learn Basic SEO Principles

When I was a kid, I begged my parents for a skateboard because I wanted to be like the kids on <i>Rocket Power</i>. For an anxious, nerdy kid like me, the …

Google News

Customer experience goals remain elusive for B2B marketers, but top performers look to good content

With continued emphasis on 'customer experience' (CX) across brands, channels and technologies, B2B marketers are still finding success at building a …

Can Account-Based Marketing and Content Marketing Get Along?

<i>Editor’s note</i><i>:</i> <i>The sales and marketing relationship isn’t always hearts and roses. Account-based marketing can change that, as Joe Chernov recently</i> …

Marketing

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How to Be a Copywriting Genius: The Brilliantly Sneaky Trick You Must Learn

Are your readers doing what you want them to do? Are they registering for your free membership site, downloading your ebook, or signing up for your …

Martech for operational excellence: How to build your 'productivity stack'

In fact, Gartner’s figures show that CMOs allocated 3.24% of total company revenue to technology spending in 2016 – very close to the 3.4% of revenue …

The Psychology of Colours and Fonts in Content and Branding

When you think of content, you might only think of text, but content really includes everything that your intended audience sees. Images, colours, …

Travel Content Marketing 2018: Top Trends + Takeaways

Travel content is meant to inform and inspire, giving people the tools and boost they need to finally book that trip they’ve been meaning to take, …

The Old Content Marketing Playbook Doesn’t Work Anymore

It happened to billboards. TV spots. Direct mail. Banner ads.<p>Now, it’s happening to content marketing.<p>At one point in time, each was the customer …

Why career progression is broken in digital marketing agencies

<b>One-dimensionality pervades much of modern society, but nowhere more than the realm of the digital.</b>Everything accelerates; especially thought. In the …

Marketing With Content: The Next Step for Brands

I have done hundreds of interviews in the eight years that have passed since I co-founded Contently. And every time, without fail, the interviewer …

4 Ways To Grow Your Content Marketing Reach Via Flipboard

Publishing and promoting content on Facebook, LinkedIn and Instagram is commonplace. But the social media world is far broader than the networks …

Marketing

Confessions of a marketer: Agencies forced brands to in-house more marketing

The trend of global advertisers taking more marketing in-house is gaining momentum, reviving the oft-debated topic of the future of the agency model. …

COPYWRITERS AREN'T HARRY POTTER

The truth is: if you have yet to integrate artificial intelligence into your marketing strategy, you may be falling behind your competitors. You can …

If you approach a new piece of web content with ‘how shall I write this?’, that’s writing or editorial. If you approach it from ‘how am I going to …

5 Journalistic Tips for Conducting Better Interviews

When I started working as a writer and editor, I thought Q&As were easy. Step one, find someone interesting and convince them to speak. Step two, …

10 (Mostly) Quick Wins to Steal for Your Original Research Project

Did you know Andy Crestodina spends 150 hours on his annual blogger study? (This truly blew my mind – and it’s just one of the many insights I …

How to Create Pillar Content Google Will Love

You’re at the bottom of the mountain you’ve been told to climb to the top. You look up at the summit and it seems so far away. You’re not sure how …

The pie chart: Why data visualization’s greatest villain will never die

The point of charts is to communicate data effectively. Or, at least, that is the point according to data-visualization experts. The truth about why people like and use charts is more complicated than that. For the regular person, it’s more about art than science. There is no better demonstration …