Content Marketing – trends

OLYMPUS DIGITAL CAMERAISHERWOOD attended a breakfast meeting this week at content agency Wardour on the subject of the top trends in content marketing in 2018. Here’s some takeaways from that event:

  • The revival of print media

Increasingly, companies and media groups are rediscovering the power of print media. But this is not the age of mass-circulation print products, instead we are seeing a targeted, niche and aesthetic approach to producing high quality print products. Even players from the new, sharing economy are embracing this concept – for example, AirBNB. Generally, print is part of a suite of products. Why the resurgence? People are swamped with email calling, video and social media. The print products represents a qualitative and thoughtful way to communicate – STILL!

  • Video

There can be no getting away from the power of video, but there is a lot of poor quality video out there. Immediacy is key, in this age of instant gratification, people can be lost seconds after clicking onto a video. Therefore, your opening gambit has to powerful, attractive and include authentic imagery and messaging.  Some companies do it particularly well, but others are more fascinated with the technology than the quality of their messaging.

  • Episodic story-telling

Delivering content in instalments can be very compelling – a strong example is Coca-Cola’s latest advertisements, which have really snared a big audience. This heightens anticipation, triggers memory and drives engagement. It is not confined to video, either – magazines can capture the attention of readers by engagement, that also used online methods to capture them. This is a growing and, seemingly, successful method of offering something different.

  • Use of influencers

This has to be handled carefully as there is a danger of appearing inauthentic. Using industry figures that have credibility and a genuine viewpoint can be tremendously effective, but it has to be presented in such a way that you don’t appear to be merely paying someone to endorse your own offering. The rise of the mini-influencer is also an important factor, for example, Vloggers etc.

  • Artificial Intelligence

There is increasing interest in programmatic content delivery, which may take some creativity out of the process, but tools like Wordsmith and Articuloo are able to produce “unique textual content” automatically. Worrying if you’re a writer!




P1100147WE were pleased to work with Banking Technology magazine on an interview with Javier Santamaria of the European Payments Council, discussing the arrival of SEPA SCT Inst payments, which has the potential to transform the payments landscape in Europe – life just got faster!

To see the article, click here


37042905641_07fa7342f6_oSMALL stock exchanges play a key role in the financial system. Here’s a piece we wrote for the  Chartered Institute of Securities & Investment’s Review magazine.

Link here to see the full story

Disruptors and banks – GT News

P1100395AS ALWAYS, it was a pleasure working with Earthport on the post-Money2020 wrap-up. This piece was produced for GT News.

Two years ago, there was a degree of agitation between the new kids on the block, the fintechs, and those staid, suit-wearing bureaucrats – the bankers. The fintechs talked of eating lunches, kicking the banks in the rear and creating a new world that turned the old upside down. In 2016, there was something a shift towards working together and the word “collaboration” could be heard in dialogue between market players. Now, we are in the “summer of love” period, the year of reciprocity, of mutual respect and joint ventures.

To see the full piece, click here

Money2020 review for Deutsche Bank

P1100386MONEY 2020 was another step along the way towards creative co-existence between the disrupters and the traditional world of banking, which has woken up to the threat of financial technology and is talking boldly about “transformation” and “reinvention”.

Isherwood Editorial provided a review for Deutsche Bank.

You can see the story here

Insight on China

(SP)CHINA-TIANJIN-SOCCER-CSL-AXEL WITSELISHERWOOD enjoys working with a broad range of clients and our latest work with KPMG’s Football Benchmark was published this week by Soccerex. We provide editorial support to KPMG and it dovetails nicely with our Game of the People site.

Click here to see the Soccerex article on China