Posts

Is it time to embrace TikTok as the next B2B social media platform?

TikTok

It has half a billion users and was the App Store’s most downloaded app of 2018, beating the likes of Facebook, Snapchat and Instagram. It’s active in 154 countries around the world and is showing no signs of slowing. Its name is TikTok and it bills itself as the “destination for short-form mobile videos”. But […]

Lessons in content marketing: Why your ‘why’ should come before your ‘what’

Why your ‘why’ should come before your ‘what’

Why are you reading this? Your purpose, we’re guessing, is to find out more about content marketing and because that catchy headline piqued your interest. But do you know why your clients and their audience would read anything you create?  Tim Williams, CEO of Onalytica, says people aren’t interested in ‘what’, they want ‘why’.  Speaking […]

Consumer trust and digital skills will be key to business success in post-Brexit Britain

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Marketing has a critical role to play in driving business growth in post-Brexit Britain. But to do so effectively, the industry needs to embrace digitalization, build trust and develop its talent base. At the Chartered Institute of Marketing’s Digital Summit 2018, marketers discussed the importance of the industry sitting at the heart of disruptive trends […]

How Facebook Newsfeed changes will affect B2B content

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Today’s news that Facebook is changing its Newsfeed algorithm will undoubtedly have a major impact on those publishers, organisations and companies relying on the platform for much of their traffic, engagement or ad dollars. In his statement, Mark Zuckerberg says that public content has been crowding out personal content on Facebook, as the volume of […]

Six corporate content trends to look out for in 2018

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Formative Content Offices

It is nearly 22 years since Microsoft founder Bill Gates famously declared “content is king” but his prophecy is coming true today. While just a couple of years ago content was a marketing strategy add-on, it is now at the centre of many companies’ efforts to engage their customers. Some marketers even claim that content […]

How to turn interviews into engaging articles

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You’re a sesquipedalianist. And you don’t even know it. We all like to sound clever. Who doesn’t like to come across as though they understand stuff that other people don’t? It’s a natural human impulse. It doesn’t make us bad people. But it does make us bad writers. Take the heading above. Anyone who uses […]

Why you should be writing for an intelligent goldfish

Does this sound like one of your company’s straplines? “Backed by our track record in multi-layer MPLS networking, our NFV/SDN-driven end-to-end solutions enable service innovation from the network edge right to its core.” If so, you’re clearly in an industry that needs to speak to technical experts. Whether you’re in IT, telecoms, engineering or finance, […]

5 ways to elevate your event with quality marketing

The Formative Content offices have been unusually quiet over the past fortnight with our teams working on location around the world, providing digital event newsroom content for a number of our clients. With many of our team members from journalistic backgrounds, providing live coverage for large-scale events is a familiar assignment. This, combined with our […]