One of the biggest challenges brands face is creating content that actually matters to their audience. This is particularly true for technology companies. For them, successful content takes topics that might be challenging for the reader and makes it compelling. It is important that content is targeted, purposeful and accessible for the audience. It…
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Macdonald’s Canada has produced a video explaining exactly how Chicken McNuggets are made. As a piece of entertainment it is simple, informative and to the point. It is pretty well a “Mr Rogers Visits the Crayon Factory” with less excitement. As a piece of content, it is a great way for Macdonald’s Canada to…
Content marketing that targets consumers might capture the largest audiences but content for B2B businesses is where it will get the biggest returns. The entertainment value of content in the B2C market is critical for raising awareness and influencing consumers to try, buy or experience the brand. For B2B, it is the depth of…
At the beginning of January, I read The Game by Ken Dryden. A legend in Canada for being a great hockey goalie but over time has become more intriguing as a man that thinks deeply about his place in the world and how he interacts with it. The hockey highlights were before my time but…
Corporate magazines are still one of those most effective ways for brands to effectively tell their story and capture an audience. The digital marketing revolution has overshadowed some of the basics principals of tapping an audience: give people what they want in a format they like. UK supermarket Tesco’s corporate magazine recently surpassed tabloid newspaper…
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