A living style guide for corporate writing – it’s about ‘feel’, not rules.
Corporate journalism style is a living and evolving beast. When I began writing, over twenty years ago (eek!), many businesses spent months putting together lengthy droning white papers; today, nobody has time to read them. Yet, before we dismiss them with a laugh, it’s worth remembering that in those days there was a different subtext. These […]
The death of long-form has been greatly exaggerated…
Lovely piece here from the gang at LikeMinds (interview with a VP at Ogilvy) on the value of long-form in advertising. The idea that we have the attention span of a goldfish is simply not true – and particularly in B2B, there is immense value in the consultative sell. Bespoking, relationship-building and value generation all […]
Unpleasantness on social media
I spend a lot of time writing about healthcare. I also spend a lot of time writing about marketing (and to be honest, writing about writing). It’s not often I get to do them both together; but this extraordinary story caught my eye. It is the story of an Essex GP surgery which will potentially sanction […]
Is Buzzfeed really that bad?!
Back in June, that doyen of business reporting, Robert Peston, gave the Charles Wheeler Memorial Lecture at the University of Westminster. He spent some of his time sticking a couple of well-manicured fingers up at Buzzfeed, the hugely successful content stream business which relies significantly on Listicles (lists of bitesize nuggets) and animated GIFs. He says, […]