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We’re all going to die aren’t we?

I don’t mean that in a nihilistic, emo, my parents will never understand me sense. I mean Donald Trump’s hands are simultaneously hovering over the ‘Send Tweet’ and ‘Send Nuke’ buttons, and he’s clearly as unstable, if not more so, than Kim Jong Un. This is one tiny dick swinging contest that can only end in tears. Toxic tears that’ll take your cheeks off. Seriously, ‘fire and fury’. What an utter prannet.

It begs the question: why has no-one taken Trump’s phone off him? Please. For the love of God. Give him one of those kids ones with flashing lights and sweets inside. He won’t know the  difference.

To be fair, a nuclear winter will be the natural next step for social media which has already had a well documented hand in Brexit, helped Trump into office in the first place, and given swathes of argumentative tosspots a voice (no hyperlink needed). But are they to blame, or are we? Mehh, let’s blame social media.

For all we mock Trump, though, we can’t help but be impressed by his organic reach: 35 million followers and not a promoted tweet in sight.

So, anyway, not that it matters, but here’s some news and stuff. Been nice knowing you. See you in a bunker soon.

Social Media

So we’re all agreed the End is Nigh, yeah? Great. The question is: who’s going to televise this catastrophe? Obviously Sky and the BBC are front runners, but there’s a new player in town: Facebook. The big old social bastard has just launched Facebook Watch, a video-only area that will feature, well, video obviously. But also live streaming, TV and original content.

The launch is unsurprising. Facebook has been banging the video drum for years now. Last year, Nicola Mendelsohn, vice president for Facebook in Europe, the Middle East, and Africa, said that in five years the social network would “definitely” be mobile, and would “probably” be “all video”.

Still, Facebook is not the only one touting the demise of text. According to The Wall Street Journal, the next billion mobile users will rely on video and voice.

For us though, the written word is still crucial to marketing comms, and there are other benefits too. Writing will make you a better UX designer, for instance. And a better salesperson. And a better lover (honest).


Headline writing is a fine art, and although clickbait is the default setting for many a copywriter in this highly competitive online age, it would be handy to know what works without resorting to the lowest common denominator. Of course, there are tools like CoSchedule’s Headline Analyzer, but how about some hardcore research? A few weeks back I shared BuzzSumo’s analysis of 100 million headlines. Well, now they’re getting granular with How to Write Engaging B2B Headlines: Analysis of 10 Million Articles Shared on LinkedIn.

And to save you the trouble, I’ve used their insight to write the most shareable B2B LinkedIn headline ever: The 5 best how to future of Wall Street in the world. You’re welcome.

If you’ve ever written a brilliant, in-depth article and it’s not getting the traction you’re expecting, perhaps it’s ‘cos Google hates you. Thankfully for you, you can get on the right side of Google. You simply need to flirt outrageously with their algorithms, push the right buttons and say the right things. This guide from the Content Marketing Institute should help.

Part of the reason for content’s continued dominance in marketing comms is the public’s disillusion with advertising. Despite efforts by publishers to stop them, adblockers are constantly updated to meet the demands of an ad-averse public. Branded content has been effective, but publisher Quartz has found a way to make it more so for the brands it works with – by offering branded projects and strategic services alongside classic content.

Going above and beyond the remit of a publishing function, Quartz set up the Quartz Innovation Lab to work on technological research projects which include chatbots, AI and emerging tech, aligned with the needs of their clients. With the likes of Bloomberg also looking to edge a nose into agency land, the lines between publisher, agency become harder to define.

So, if the future of publishers is to act like agencies, what does the future of agencies look like? Sairah Ashman, the new CEO of Wolff Olins has some thoughts – for the creative sector at least.

And finally, what better to teach you how to make a name for yourself on YouTube than the legend that is PewDiePie, a man with 56 million subscribers on the platform.

Distracted me from the impending destruction of humankind for a sec anyway. LOL.

Maybe see you next week.

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I’m the Head of Content for Future Content and the man in charge of words. As a former journalist for a number of publications, from Chat to MailOnline to that’s Shanghai, I have a wealth of editorial experience and a way of making words do good.