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Brand and content guidelines: useful or useless?
Many content creators have a love-hate relationship with brand guides. How often do we use them, really? Are they useful in creating ongoing content for blogs and social media?
Native content is a powerful tool brands can use for content strategy. It’s also a risky tool. One reason native content doesn’t work is that it doesn’t behave like a native.
People share an affinity with large groups even if they don’t know everyone in that group. Benedict Anderson called these groups imagined communities — team fans, band groupies, or consumers who believe in zero-packaging shopping.
Stuff we buy and own, from appliances to apple sauce, make up our capital. We also ‘own’ other stuff like memories, skills, behaviours, opinions and trust. Who else is claiming ownership over your stuff?
Building an internal content culture is incredibly frustrating
Transforming content from vague and subjective, to results-oriented is difficult. How do you avoid words such as “like”, “dislike”, “good”, or “bad” in a feedback meeting? What do you do when there’s no one answer, or no one to answer?
Symbolic convergence theory
A group discussion about a common experience can colour that experience into something quite different from what really happened. When this happens with customer experiences, it can have a huge and lasting impact on brand value.
Copywriting series: becoming a copywriter
Low barriers to becoming a copywriter are a large cause of the many failures in this industry. Unlike law, medicine and accountancy, communications has no formal gateway, leading to the mindset that anyone can do it. That’s not true.
Copywriting series: consumer psychology
Neither a hard science nor a pure art, copywriting straddles the zone between form and function, the realm of design. So where does psychology fit into all this?
Copywriting series: brand identity
Branding is a mental projection of ideas and concepts that take tangible form in visual and aural copy. This approach suggest copywriting is only a physicsl manifestation of something far more visceral, and real.
Copywriting series: copywriting is hard to explain
Copywriting is easy to imagine, difficult to do, and impossible to standardise. But that hasn’t stopped millions from trying to find the perfect formula. Does it exist? The Centre for Communication and Information Literacy took a shot.
Copywriting series: colour
A rose is a flower, a name, a scent, and a colour. What then comes to mind when imagining each? Where does colour fit into the mental constructs we build about the world around us, every day?
Arts communication part 1: opportunities
Before a consumer steps into a gallery, visits the box office, purchases tickets online, or gathers for a performance, she’s already built an impression. Stanley Fish calls this an “interpretive act”.
Arts communication part 2: challenges
‘World premiere’ or ‘performance art’ are confusing terms. Is every world premiere as special as it sounds? Which activities are not performing arts? Such terms often lead to audiences feeling alienated.
Arts communication part 3: strategies
Two important components of audience psychographics for the arts are: (i) the varied problems audiences have with accessing, understanding, or enjoying the arts; (ii) pre-conceived notions and expectations about the arts.
Communication field guide: why communicate?
We’re not just selling ‘things’. We also sell ideas, encourage people to switch diets, convince societies to do hand washing, and persuade individuals to put their seatbelt on.
Communication field guide: internal communication
When we talk about ‘industry’, we’re referring to professional scopes that require communication in a significant and formalised manner. There are certain roles in which the need is more formalised than others.
Communication field guide: communication in recruitment, customer service, and sales
External communication is what the organisation says to people on the outside. Let’s look at the categories into which external communication has traditionally been divided, and examine each in turn.
Communication field guide: understanding corporate communications and PR
The term corporate communications includes internal communication but corporate communications and public relations are outward-looking. Here’s what they do.
Communication field guide: what is marketing communication?
‘Marcomm’ is a combination of two big concepts — marketing + communication. Sales was often considered the proof that marketing was working. This obviously is no longer the case.
Communication field guide: how does marcomm work?
Owned media is anything you can create and distribute by yourself. It can be your website, your Facebook page, brochures, an app, etc. Nobody else needs to spread the word on your behalf.
Communication field guide: what happened to marcomm?
When brands started using social media platforms, they realised audiences didn’t want marketing messages intruding on their newsfeeds where they were living their everyday lives.
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