What intelligent content creators can learn from videogames

Content that automatically adapts to individual users is a very new concept in marketing. But in videogames, it’s been going on for years. George looks at what designers and writers of intelligent marketing content can learn from a rich history of ‘adaptive’ videogames.

Poetry in B2B: epic sword of lightning, or really bad idea?

With marketers looking for new formats to engage prospects, it can only be a matter of time before white papers start to be repurposed into poetry. George has one word of advice: don’t.

Predictions for content marketing in 2015: A round-up of the round-ups

Loads of content marketing luminaries have posted about their predicted trends for 2015. Rather than add ours to the mix, George decides to go one level deeper, and round-up all of the round-up articles.

Swearing in B2B copy: f**k yeah, or goodness gracious no!

B2B is moving towards more emotive, powerful and concise messaging, but is it possible for it to be too edgy? Could hard-hitting language put off audiences?

GHz, HDD, TB: Why B2C tech copy needs to step it up

B2B is meant to be the dullard when it comes to marketing creativity. But is it always? George argues that B2C should take a leaf out of the B2B playbook when it comes to marketing complex technologies.

Radix writing experiment: pair copywriting

One of the great things about having six writers under one roof is that we can team up to spark new ideas and creative approaches. We’ve recently been experimenting with doing this in a formalised way, borrowing a technique from the software development industry. George explains all.

A balancing act: three things to avoid as a new B2B copywriter

George has recently joined our growing team as a junior copywriter, so we asked him to lay down his impressions of working with us in these first weeks.

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