Category Archives: Articles

7 books that will make you a better writer

Our guide to the 7 books that promise to make you a better business writer.

Writing well is more important than ever. Now almost everyone writes for work – from emails to research papers, presentations, memos, letters, social media posts and more. And yet, few of us are trained in how to write well.

So if you’d like a crash course in the fundamentals of good writing, here are seven books guaranteed to help you improve. Continue reading “7 books that will make you a better writer” »

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Why real estate agents love content marketing

Real estate agents are taking to content marketing in a big way. Little wonder, given that probably no profession lends itself as easily to the benefits of this form of marketing as easily as selling property does.

So what can we learn from this? And why do real estate agents love content marketing so much? Continue reading “Why real estate agents love content marketing” »

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Antelope Media’s content marketing predictions for 2017

It’s 2017 and content marketing is maturing. No longer is it something to dabble in. For many organisations it has become the main game: the way they win new work, reinforce their brand and show off both their expertise and how they can improve their customers or clients’ lives.

So what can we expect from content marketing in 2017? Here are some of Antelope Media’s predictions based on what we’re seeing in industries like financial services, professional services and real estate. Continue reading “Antelope Media’s content marketing predictions for 2017” »

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How to write a legal case summary that gets read

Most law firms realise that they can win work by producing content that engages potential clients and shows off their expertise. And an effective way to do this is by producing summaries of recent judgments.

The problem is that most legal case summaries are neither good, nor effective. They lack relevance, and rarely get clicked on, opened or read.

So, if your law firm is failing to get its case summaries noticed, here are 8 tips to help: Continue reading “How to write a legal case summary that gets read” »

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Has content marketing killed copyright?

In the age of content marketing we’re all writers and publishers but is the information explosion coming at the expense of copyright?

I’m no stranger to vanity-googling my name from time to time but I rarely google my work. However, recently I was researching an article and remembered that I’d written something on a similar topic for a client. So I googled a distinctive sentence from that article to find the published version. And I was surprised at what I discovered… Continue reading “Has content marketing killed copyright?” »

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How to write anything

Whether you’re writing a corporate document, a website, an advertisement or a novel, the writing process is always the same… So what’s this secret formula that will help you write anything?

Alarm bells should ring when you ask someone how they’re going with a document and they tell you they’re half way through it because they’ve written, say, 500 of a thousand words. Chances are unless they’re some kind of writing genius – if such a thing exists – their work will be flawed.
Continue reading “How to write anything” »

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Why your website is more than just a calling card

Many professionals treat their websites as nothing more than a modern day version of a calling card. But they shouldn’t. These days a good website can, and should, be so much more.

Put simply, a good website has two essential components. It still retains the old calling card information (what we call the ‘static’ content) – the who, what, where of your business. But, just as importantly, it also has ‘dynamic’ content in the form of regularly updated blogs or articles that attract people to your website and build your brand.

So let’s take a look at how this works, using lawyers and other professionals as our example….

Continue reading “Why your website is more than just a calling card” »

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The greatest piece of content marketing ever

It can be tempting to think of content marketing as something new. But it’s not. In fact, probably the greatest piece of content marketing ever was launched almost 120 years ago…

I’m talking about the Michelin Guide, a guide book that started out as a French tyre manufacturer’s attempt to drum up business and ended up becoming the definitive guide to the world’s most fashionable restaurants and hotels…

So what lessons can we learn from the Michelin Guide’s success? Continue reading “The greatest piece of content marketing ever” »

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