Sep 16, 25

I Peter Barton

News Authority Finds Strength in Community Action

Trust in mainstream news is in decline. The rise in credible community action suggests there is an alternative approach.

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Jul 01, 25

I Peter Barton

Memes, Imitation and Marketing Cut-Through

Relatable, funny and human are not words usually associated with tech case studies. Memes can lighten the mood and reinforce your message.

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May 07, 25

I Evan Jones

Where passion and profession collides

Lessons from two decades of drum machines, photos, and advocacy practice.

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May 06, 25

I Peter Barton

Off-Script with the Follow-Up Question

There is value in deliberating a long-list of interview questions. Just don’t become fixated on asking every one.

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Apr 29, 25

I Peter Barton

In a League of Their Own

Often, as a second-tier reference, the anonymous story is an afterthought. This is a waste.

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Apr 22, 25

I Peter Barton

The Case for Adding Lists to Your To-Do List

List-making can be an intellectual exercise and an event around which to build other marketing activity.

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Apr 10, 25

I Peter Barton

When Words Fail, go for the Feels

Customer references must be purposeful. If you want the consumer to act, first you must make them feel.

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Apr 01, 25

I Peter Barton

In Praise of Handwriting

Handwriting might be slow, it might not be super-scalable, but it can help your message reach and influence more people.

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Mar 26, 25

I Peter Barton

The Slippery Slope of Manipulating the Authentic

If editing a customer’s quote is acceptable in the written form, is it ok to use text-to-speech AI in video?

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Mar 19, 25

I Nick Midgley

Meet the team: Nick Midgley

Learn a little more about the people who make inEvidence what it is. This month we're learning about hi-fis and Gary Oldman!

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Mar 18, 25

I Peter Barton

Cultural Inspiration: Spring ’25

Three pieces of culture that have made me think about how I work, how I write, and how I ask questions.

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Mar 13, 25

I Peter Barton

Controlling the controllables in a distracting world

There is rarely a pristine moment to consume content, but there are ways to create a calmer, more effective environment.

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Mar 04, 25

I Peter Barton

Trolls, goats and storytelling sweet spots

You can be too early to tell a story, and you can be too late. Better to give yourself a menu of storytelling options.

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Feb 27, 25

I Verity Shuttleworth

From Deception to Reality: The Power of True Stories

In the age of AI and deep fakes, true authenticity comes from embracing the individuality and nuance of your customers

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Feb 25, 25

I Peter Barton

Dial up the smiles, park the cynicism

Both business journalism and advocacy storytelling aim to explain often complex topics to a wider audience. But their approach to content gathering is very different.

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Feb 19, 25

I Peter Barton

Excelling at Advocacy

Twelve committed advocates competing for a $5,000 cash prize in front a live Las Vegas audience, with millions more watching online. Could this be the pinnacle of advocacy?

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Feb 13, 25

I Peter Barton

Interview etiquette for video calls

Pre-COVID, it would be rare for there to be more than four people on an interview. Today, the average is six. This is not necessarily a good thing.

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Jan 28, 25

I Peter Barton

The customer interview as an experience

Customer advocacy programs are missing a glaring opportunity to create a point of difference.

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Jan 21, 25

I Peter Barton

Lessons in structure, from the editors of The Traitors

There is no shortage of advice for those looking to start a writing project. For writers of purposeful content, I’d suggest there is one good place to start: the ending.

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Jan 14, 25

I Peter Barton

Lessons in reality, from Henry VIII

There are two subjects in a reference story: the customer and the client. The challenge is to make both look good. Today and tomorrow.

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Dec 10, 24

I Peter Barton

The value of humans in a GenAI World

In a world awash with AI-generated chaff, it will be up to content creators to demonstrate the value of the human touch.

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Aug 16, 24

I Robin Hamilton

The Hamburger

When does ‘classic’ branding become ‘old fashioned’? Explaining the thought process behind the inEvidence brand update

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Aug 12, 24

I inEvidence

10 Top Interviewing Tips

A human and creative approach to the interview experience can capture more unique colour, insight and anecdotes. A list of questions is not enough, yet sticking to a process can create more effective stories

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