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Looking for content ideas? Here are some trends to keep track of in 2021

Last year was about the pandemic and themes focused on ‘resilience’ and ‘business models that needed to pivot’ popped up in our content across clients and verticals. What will this year be about? Well, if you believe Pinterest, charcuterie boards, home cooking and ritual baths will be the rage on the platform in 2021. But for our B2B clients (no cheese and wine clients sadly on our list), here are themes we expect that will resonate and be useful to…

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How to write a white paper or an e-book that converts

Let’s get this out of the way up front; white papers and e-books — not the same thing. Well, not entirely. Some elements are similar and overlap in both structure and design. The terms for the two content formats are used interchangeably often, especially by clients, who often have an idea in mind and care less about terminology and more about getting a piece of content that delivers. Rightly so!  But as content marketers, we need to keep the differences…

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5 Steps to create effective content personas

In a previous blog, I wrote about the many hats that a content editor wears. Content editors double up as project managers and that role entail many tasks, such as ideation, reviewing copy, writing editorial briefs. But at the beginning of every project is answering the question — who is your customer? Buyer persons are incredibly crucial for effective content marketing. What is content marketing, after all? Simply, it is delivering the right message to the right targeted audience. There…

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If content is merely the tip of the iceberg, what lies beneath?

When you read an article — whether it be online or in print — do our audiences, and even our clients, truly understand all the hidden layers and processes that have occurred to bring it to fruition? Do they see the minds, hands and hearts that have touched that content asset from inception to execution? Let’s use an analogy: an iceberg. The article itself — or video, infographic, EDM, or whichever content format has been created — is simply the…

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What content marketing lessons can we learn from our own media diets?

To be a content creator, it certainly helps to be an avid content consumer. As such, we’re looking at what content the IMMedia team consumes on a regular basis. How has our media diet changed during COVID? What do we consume regularly? And what content marketing lessons can we learn when we think as a consumer and not just as a creator? Mary Weaver, Head of Editorial Describe your media diet. What do you consume regularly? I’m a content junkie!…

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How to be a content editor: learn to wear many hats!

Editors are generally meant to, well, edit. As editors, we are wordsmiths. We clean-up language, check facts and ensure that the written words all flow together in a typo-free, grammatically correct, coherent narrative.   But in my current role as content editor for IMMedia, there’s that and so much more! Beyond copy editing, my role focuses primarily on project management, and in particular nurturing long-term relationships with clients and contributors. My list of tasks is diverse: crafting editorial briefs, creating…

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6 important lessons I’ve learned in my working life — and how it’s made me a better content creator

Thirty years ago, I collected my first paycheck from my first job. To mark this milestone, I’m looking back at how these experiences have shaped my career as a content creator.  Lesson 1: Know your audience In 1990, aged a mere 13 years old, I landed my first paid job: working during my six weeks of school holidays as a “Christmas casual” at a local mall. I was tasked with selling thousands of Christmas gift packs — think Old Spice…

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Data storytelling: 5 tips to bring statistics to life

Data storytelling is the art of transforming statistical information into a narrative to provide interesting and valuable insights. By taking a series of numbers and presenting it in a visual format, you will be able to get your communication across to your target audience more effectively. Let’s illustrate this argument through a simple example through some data visuals created for a client, Trax Retail. The following paragraph explains the loss in retail shelf space for a consumer product company.  “From…

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5 ways to make your online presentations sing

With so many of us working remotely – and having to quickly transition into a new online-centric world – we’ve lost the benefit of being “in the room”. As a result, the way we engage and present online is more important than ever before. Here are some tips to make sure your online presentations are not only geared for a socially distanced audience but also engaging and memorable enough to spur people to action. 1. Structure your deck so it…

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How should public agencies communicate effectively in a crisis?

As the virus rages through the world, companies are focused on getting the relevant messages across to workers, employees, customers, vendors, and shareholders. IMMedia Senior Editor Kasey Clark recently wrote an insightful piece here on best practices for how companies should handle this communication.  But governments and public agencies face an equally challenging task – that of reassuring the public, imparting useful information on precautions to take, and communicating the science in the most effective manner. No easy feat!  Here,…

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