Would you pay to consume content created by brands? Most wouldn’t. That’s the content marketing acid test. Read why content marketing should always be useful to its target audience.
Confuse mission statements with a sense of mission at your peril. Lofty statements do not translate into a sense of mission without continual thought and effort – writes Scott Guthrie
Thanks to the social web we are all publishers now, but before we press ‘send’ we must always ask: who’s this for? Is it useful? Do I trust its source? – writes Scott Guthrie
The rhetoric surrounding the UK’s Brexit and Donald Trump’s US presidency shows we are now living in a post-factual world. How did we get here and how can we get past it – asks Scott Guthrie.
Last week a post graduate student studying media and public relations interviewed me for her final dissertation. Here is the interview – writes Scott Guthrie
Why should it be news that a 70-year-old woman has become a social media manager – asks Scott Guthrie
New global journalism survey highlights skepticism at native advertising and questions whether bloggers can ever really be journalists – writes Scott Guthrie
How reflecting on my daughter’s drawing opened up new ways of thinking about work – writes Scott Guthrie
How influencer marketers can avoid a knock out and box clever – explains Scott Guthrie
From single blog post to publishing two books attracting 9,000 downloads and a webapp housing 250+ PR tools, #PRstack is an example of how to form a successful community of action – writes Scott Guthrie
How Oprah and Weight Watchers have joined forces to create a mutually-rewarding, long-term influencer marketing programme – by Scott Guthrie
Compelling storytelling: we don’t want to be interrupted by advertisements but do want content that is relevant, useful, honest, accessible and good quality
Be honest, be ethical and provide good quality content. How brands and publishers can keep consumers and regulators happy with native advertising – writes Scott Guthrie
Influencer marketers need to know how legislation covering product promotion and advertising affects their work on vlogs and Twitter – writes Scott Guthrie
Ted Coiné, Forbes Top 10 Social Media Power Influencer and CEO of The Extraordinary Influencer Network explains the evolution of influencer marketing and how he can fix its broken system. Interview by Scott Guthrie
PRCA launches 2015 in-house benchmarking report which shows print’s perennial power and AVEs strangle-hold on evaluation. I was asked by the PRCA to write an article about this year’s findings – reports Scott Guthrie.
#FuturePRoof, a crowdsourced book and community with the bold ambition of asserting public relations’ value as a management discipline launched today. I have contributed one of the book’s 33 chapters.
I’ve now written 19 Short Thoughts at http://www.shortthoughts.co. Seventeen of them this month – writes Scott Guthrie
Short thoughts are one-minute reads about change and creativity in management.
They aren’t shallow thoughts. They are quick thoughts. Ones to be continued. To be expanded upon later. To be polished elsewhere. They are work in progress. They’re designed to stimulate thought.
Here’s last week’s round up. Let me know what you think.
I’ve now written 14 Short Thoughts over at www.shortthoughts.co. Twelve of them this month – writes Scott Guthrie
I have started writing daily at www.shortthoughts.co via Tumblr. Here’s the round up of one-minute reads from last week – writes Scott Guthrie
The discipline of writing and holding up that writing for public scrutiny through sharing is potent. Here is the first round up of daily writing from short thoughts. One-minute reads covering communications, change and creativity in management – writes Scott Guthrie.
Firms need to build change into their corporate DNA as understanding about organisational change shifts from it being project based to a perpetual cycle – writes Scott Guthrie
A cautionary tale of identifying real influencers following PRCA’s findings in its Digital PR Report 2015 of upsurge in blogger outreach – writes Scott Guthrie
Australia acknowledges opportunities not only threats of digital disruption, creativity and innovation – writes Scott Guthrie