Author: Kevin Lund

Kevin Lund is the CEO of T3 Custom and an award-winning content marketer who rejects lazy writing. He helps leading brands develop distinctive, client-first content marketing programs that deepen engagement and profitability. He's also the author of Conversation Marketing: How to be Relevant and Engage Your Customer by Speaking Human. Kevin has been recognized for numerous top honors, including Program of the Year by the Content Marketing Institute. You can follow him on Twitter @KLundT3.

By kevin-lund published October 14, 2019

Thereby Hangs a Tale …

What’s the difference between narrative and story? How can a good yarn, well told, get your message across more effectively? Follow our intrepid hero as he fights valiantly against bland content with little more than a sharpened allegory.

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By kevin-lund published July 8, 2019

Style Matters: How Well is Your Copy Turned Out?

Every writer develops a personal style, with preferences for everything from the Oxford comma to paragraph structure. When working with multiple writers, conflicting style preferences can lead to linguistic chaos. How will you mediate?

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By kevin-lund published April 1, 2019

The Internet Broke Our Content (and How to Fix It)

Effective content begins with the writing. Even if you commission others to write the content, you’re ultimately responsible for the quality of the writing you publish. Should content marketers improve their editorial skills?

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By kevin-lund published September 22, 2017

How to Keep Your Content Marketing Strategy From Getting Hijacked


You finally get the C-suite on board with implementing a content marketing program. Not just starting a blog or Twitter account, but developing a strategy and using a real plan – one that understands your audience, how to meet their needs, and where to find them.

Fast forward … You started. You sweated. You launched. Your audience took notice and took action. Your strategy is working (for the moment) and your client/boss is happy. But before you put on your party hat, beware the trouble that may lie ahead.
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By kevin-lund published November 12, 2010

How a Print Strategy Could Save the World: A Case Study

Recently, I finished reading the book Let My People Go Surfing, by Patagonia founder Yvon Chouinard. It’s a fascinating story by an inspirational business leader. He not only grew a successful company while being beloved by his employees and revered by his peers, but he also intends to continue doing so without destroying the planet—a tall order for a clothing manufacturer that outsources to factories in emerging markets.

I can relate to Chouinard’s paradox. I’m a print guy. That’s how I started in this business and how I plan to sustain it. As a print publisher, I too have a responsibility to seek out ways to make sure that sustaining our business doesn’t compromise the earth’s business—which isn’t always easy.Continue Reading

By kevin-lund published July 19, 2010

Three Ways to Screw Up a Good Article

In the world of custom publishing, there are no second chances. If you’re publishing an article online, you have fewer than five seconds to make an impression; with a print or digital magazine, you may have a bit more time, but not much.

Considering the amount of time you have to capture someone’s attention, you need to make the article “sticky.” For instance, with a magazine, there are really only three things you can control that make for a sticky article—the words, the pictures, and the design. People expect more than words on a page, but for the moment, I’ll spare you the diatribe about the need for thoughtful pictures and design, and focus (sigh) only on the words.

So if you’re looking to screw up your next article, here are three sure-fire ways to do it.Continue Reading

By kevin-lund published June 15, 2010

How to Create a Custom Magazine Cover that Rocks

Though it’s said you can’t judge a book by its cover, you can decide if you want to read it – especially if the book we’re talking about is a magazine. Think about it. Given the choice, if you’re waiting at the doctor’s office with nothing to do, and you see two health magazines on the table in front of you, neither of which you know anything about, are you more likely to open the one with pretty pictures on it, or the one that looks like a medical journal?

While there are plenty of other things a cover accomplishes, when it comes to the reader, a good magazine cover should drive two behaviors: First, it gets you to pick up the magazine and second, it gets you to look inside its pages.Continue Reading