Author: Chris Gillespie

Chris co-founded Fenwick (formerly Find A Way Media)—an upscale content studio that specializes in clear and precise writing for B2B marketers. Amateur historian, aspiring outdoorsman, occasional stress baker. Join his newsletter for workplace writing wisdom. Follow Chris on Twitter @cgillespie317.

By chrisgillespie published December 3, 2020

The 9 Awful Circles of Content Operations Hell

Over the last five years, I’ve seen a lot of content operations. I’ve met founders in their garages and flown to corporate towers. One thing that’s true of all of them? They are their own worst enemy or even their worst super villain.

The amount of friction that prevents good content within an organization is intense. Sometimes, the more hands that touch it, the worse it becomes. I sometimes think if your company truly understood how hard your competitors are working to mangle their own content, you could plot to topple them by investing in them.

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By chrisgillespie published October 20, 2020

How to Catch and Keep a Journalist in Content Marketing

A version of this article was originally published in CCO magazine in April. 

It wasn’t long ago that most of us believed journalists would be forever at odds with content marketing. Their firm desire to maintain a complete separation between editorial work and publishing work seemed sure to doom any joint project. But then many things changed. Brands became more adept at self-reflective storytelling. Newspaper profit margins went into freefall, and people’s trust in traditional media took a similar dive. Now, barriers have crumbled. Journalists are taking a seat in-house at brands and that’s great news for everyone involved.

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By chrisgillespie published September 28, 2020

How to Find Writers and Help Them Deliver Successful Content

Updated Sept. 28, 2020

Below the erupting mass of new digital content – billions of new articles every month – a secret army labors tirelessly.

Wherever you see marketers launching e-books, running webinars, promoting blogs, and crafting events, these artisans are hammering, hacking, and whittling the words. These are the writers who make the content marketing world run. And alas, much of what they produce is junk.

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By chrisgillespie published April 20, 2020

A Marketer’s Guide to Catching and Keeping a Journalist

Thanks to the rise in brand storytelling (and the demise of many news media outlets), journalists and marketers are reconciling their philosophical differences and uniting under a shared goal: to tell compelling, credible stories that inform and influence an audience. Here’s how to start a beneficial brand relationship with a highly trained writing pro.

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By chrisgillespie published February 1, 2019

Want to be Trusted? Here’s a Crash Course in Brand Journalism

If your company wants to be seen as a media outlet, your brand journalism can’t be light on ethics, riddled with errors, and sopping with self-interest that suffocates readers.

Real journalism is about building an audience by telling true stories. “Your content needs to meet journalistic standards if you want it to be taken seriously,” says Iris Mansour, a journalist turned content strategist. “Brands that aren’t entirely honest or self-aware have a much harder time building audiences.”

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By chrisgillespie published May 21, 2018

How to Find a Writer Who Won’t Kill Your Content

find-writer-wont-kill-contentBelow the erupting volcano of content – billions of new articles every month – a secret army is hard at work.

Wherever marketers create e-books, run webinars, promote blogs, and craft events, artisans are hammering, hacking, and whittling the words. These writers make content marketing run. Alas, much of what they produce is junk.

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