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August 15, 2016

5 brands that are nailing video content marketing

Great one-off clips and full-on strategic campaigns, from Android's furry friends to GoPro's sport partnerships

August 15, 2016

How to tailor your writing to a target audience

Does everything you write end up sounding like you? Learn how to get started defining your audience, and how to make sure you're talking their language

August 12, 2016

Creating a company style guide: the 8 fundamentals you need to cover

Don't be daunted by writing a style guide - just get the essentials in place, then you can add to it over time. Here's how to get started

August 12, 2016

5 great sites for visual inspiration

Developing a visual marketing or design project? These inspiring sites feature new illustration talent, multi-disciplinary art projects and more...

November 18, 2015

Is your homepage copy the ‘weak first paragraph’?

Try cutting the first paragraph. If you’ve ever taken a creative writing or feature writing course, there’s a fair chance you came across that tip. It’s a popular heuristic for tightening up openings, based on the notion that writers instinctively circle a bit before really sinking their teeth into a topic. Here’s an example (fake […]

November 4, 2015

More pictures, less creativity: travel’s addiction to photography

I have a hobby horse that I occasionally ride around the office. It’s this: creatively, the travel industry has got stuck on a very literal kind of photography.

January 13, 2015

How hotels can compete with the OTAs

2014 was a year of ups and downs for the hotel industry with rising investment and an increase in global transactions offset by continued competition from the sharing economy and, perhaps more damagingly, intensified competition from OTAs. With the large private equity backed hotel groups streamlining their portfolios and digital transactions continuing to grow in […]

December 16, 2014

2015 On-Site Marketing Checklist

By now, most marketing heads have their digital strategy and budgets set for the forthcoming new year or if not, they should. Our clients have been busy evaluating the highs and lows of the current year, fine-tuning campaign activity whilst closely monitoring their customers’ behaviour. The overriding objective is how the chosen activity is going […]

December 9, 2014

What is digital storytelling and does your brand need to tell stories?

Alexander Knights for Melt Content, 9th December 2014 Everyone’s talking about the value of digital storytelling in content marketing. This will invariably be evoked with the prehistoric origins of story, or scientific analyses of the brain’s receptivity to stories, and generally spoken of with an aura of mystique or magic. Or, more prosaically, brand storytelling […]

December 8, 2014

Content marketing has no definition

It’s funny seeing the frenzy surrounding content marketing and trying to ascertain what the hype is really about. I can’t tell you how many times I’ve read a post or article that includes the following daft expressions; compelling, engaging, storytelling, unique, relevant, share-worthy. Why would a brand set out to write a really unengaging communication […]