When will it be worthwhile to produce Virtual Reality content?

Posted by on Aug 18, 2016 in Blog, Content |

I’m not one to jump on shiny new kit, but virtual reality has converted this sceptic to dedicated follower. I went along to the Edinburgh Digital Entertainment Festival, curious to find out what the latest off-shoot from the Edinburgh Fringe and International Festival was all about. One hour later and I was prepared to replace the real world with virtual reality. Donning a headset, immersed in the Virtual Reality Cinema, I got to explore...

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I’m reaching out to you

Posted by on Oct 23, 2015 in Blog, Communication, Content |

Listening to the Talk Talk chief executive Dido Harding being interviewed about the widespread hacking of customer data earlier, I was struck by the use of one particular turn of phrase: “We’re reaching out to our customers”. The dog gave a startled yelp, as I yelled at the TV ‘How? How are you going to do that?’. Because if I was a Talk Talk customer I would want important information – would I be contacted...

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Why you need to write your contributor bio, profile or byline

Posted by on Dec 9, 2014 in Blog, Communication, Content, Editing, Marketing, Print |

Remember that man in overalls sweeping the floor of the Space Center at Cape Canaveral, who, when asked by JF Kennedy ‘What do you do here?’ replied: ‘Mr President, I’m helping put a man on the moon’? The point was he didn’t say, ‘I just come in and sweep the floor’. Then there’s the story of the man cutting stone for the construction of St Paul’s Cathedral, who when asked the same question by Sir Christopher Wren, told him: ‘‘I’m helping Sir...

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What is evergreen content?

Posted by on Nov 12, 2014 in Blog, Content |

As the leaves fall from the trees, it’s time to turn to evergreen content. That’s content that doesn’t go out of date, words that stand the test of time. Is it evergreen? Ask if someone reading in a year’s time would find the content informative and interesting. If so, you have evergreen content. Words that don’t go out of date, that are useful whether they are two days or two years old. Evergreen content is cost effective – the content only...

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Let me amuse and delight you

Posted by on Oct 14, 2014 in Blog, Communication, Content |

Have you been amused and delighted recently? Give it a minute. Still nothing? I’m surprised, given that everything from coffee machines to garden centres seems to make this brand promise. Just recently the phrase jumped out at me from a B2B marketing industry website in a whitepaper on the rise of content marketing. An odd place I thought, if you consider the phrase usually relates to entertainment – a performer could indeed amuse and delight...

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The Internet of Things – where’s the content?

Posted by on Sep 11, 2014 in Blog, Content, Front page, Marketing |

This week I was asked to quote a fee for writing the label copy for a well known Scottish drink. I’m still waiting to hear whether my language must be come-hither seductive shelf stopper or a zingy sassy invitation to ‘take me to the till’. Either way, shifting product into supermarket basket will mean adopting the brand personality, which could be as simple as: ‘Young, innovative, accessible and hassle-free – and everything...

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