We love a good story here at HN — whether it’s a novel you can’t put down, a TV drama that’s so gripping you won’t be watching it on catch-up, or the latest Hollywood blockbuster. This is the power of storytelling — it draws you in and makes you hunger for more. Of course, storytelling […]
It’s that time of year when talk in the office turns to the perennial subjects of the weather — will it ever get better? We doubt it; Downton Abbey — will Lady Mary manage a smile this series? Definitely not; and the John Lewis Christmas ad — how will they ever top last year’s? We […]
We’ve all heard about ‘Americanization’ — the influence of the US on our own lingo. But perhaps we weren’t as aware of the influence that our creeping ‘Britishisms’ have on US English. It’s easy to think that the early American settlers took the English language with them, Noah Webster tinkered with it, and that was […]
We’ve spoken before about how you should keep your content relevant , but we’ve not addressed the dangers of not doing so. Irrelevant content won’t get read by customers or targets, of course, but it could be holding your business back in more damaging ways than that. IDG recently released a report in which 79% […]
These days, content seems to be getting shorter and shorter; we see more and more customers interested in Twitter (140 characters per post), LinkedIn (700 characters per status update), and ebooks typified by low word counts and lots of visuals. It’s easy to believe that with all these shorter content forms around, there’s no place […]
Perhaps another way of expressing this would be, “Who are you targeting?” Are you going after the department head, division head or the C-suite? Are they a business—or technology—focused audience? What do these individuals care about? What are their motivations? What are their pain points, and how can you elevate these? You can’t please all […]
