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Articles: CCO Magazine

Articles: CCO Magazine

Within weeks of my final column for NETT in 2010, I was approached to write for the debut issue of a new magazine published by the US-based Content Marketing Institute: Chief Content Officer – more commonly known as CCO.

In 2012, I began writing a column called The Social Web, which has since become the magazines longest-running regular feature. I also inherited the role of editor, commencing with the May 2018 issue, overseeing the magazine’s transition from print to an all-digital publication. My final issue as editor was October 2019, although my relationship with the magazine continues with a new regular column launching in January 2020 – Creative License.

If writing for CCO is some of the most fun I’ve ever had with a keyboard, then editing CCO is the most fun I’ve had with “Tracked Changes” turned on.

2021

B2B Content Isn’t Boring Unless Your Writing Is

B2B Content Isn’t Boring Unless Your Writing Is

Why Rushing Your Writers Never Leads to Great Content

Why Rushing Your Writers Never Leads to Great Content

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    B2B Content Isn’t Boring Unless Your Writing Is

    B2B Content Isn’t Boring Unless Your Writing Is

    March 2021

    ... in which I explore why so many B2B white papers and reports are downloaded but never actually read ... and how to make them less boring instead.
    Continue reading ...
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    Why Rushing Your Writers Never Leads to Great Content

    Why Rushing Your Writers Never Leads to Great Content

    January 2021

    … in which I attempt to write an article on writing, by writing about the experience of writing the article on writing that I’m currently writing. Unsurprisingly, this is harder than it sounded when I pitched the idea.
    Continue reading ...

2020

Do the Math: Creativity by the Numbers Won’t Add Up

Do the Math: Creativity by the Numbers Won’t Add Up

Want the Best Ideas to Flourish? Learn How to Cultivate Support

Want the Best Ideas to Flourish? Learn How to Cultivate Support

What’s Killing the Case Study: A Whodunit Mystery

What’s Killing the Case Study: A Whodunit Mystery

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    Do the Math: Creativity by the Numbers Won’t Add Up

    Do the Math: Creativity by the Numbers Won’t Add Up

    September 2020

    Looking for a reliable, data-driven process to help your team consistently produce amazing content? Don’t. Instead, forget formulas and aim for the heart.
    Continue reading ...
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    Want the Best Ideas to Flourish? Learn How to Cultivate Support

    Want the Best Ideas to Flourish? Learn How to Cultivate Support

    May 2020

    So much of what you do as content marketers relies on your creative abilities – coming up with new solutions to old problems or devising fresh angles for tired topics. However, all the creative genius in the world doesn’t matter if you can’t effectively convince everyone else to come along for the ride.
    Continue reading ...
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    What’s Killing the Case Study: A Whodunit Mystery

    What’s Killing the Case Study: A Whodunit Mystery

    January 2020

    Why brands muddy their case studies with self-promotion and bland or unsupported claims is an enduring mystery. Editorial detective Jonathan Crossfield pieced together the clues and discovered how to turn this format into a showcase of your brand’s strengths.
    Continue reading ...

2019

The Sound of the Crowd

The Sound of the Crowd

Talking Points: Finding the Road to Better Engagement [Audio Extras]

Talking Points: Finding the Road to Better Engagement [Audio Extras]

Can Your Content Bridge the Generation Gap? [Audio Extras]

Can Your Content Bridge the Generation Gap? [Audio Extras]

Reach or Niche? [Audio Extras]

Reach or Niche? [Audio Extras]

The Hidden Consequences of Moderating Social Media’s Dark Side [Audio Extras]

The Hidden Consequences of Moderating Social Media’s Dark Side [Audio Extras]

Talking Points: A Special Relationship – Agencies and Clients [Audio Extras]

Talking Points: A Special Relationship – Agencies and Clients [Audio Extras]

Why Your Audience Needs Stories: It’s a Brain Thing [Audio Extras]

Why Your Audience Needs Stories: It’s a Brain Thing [Audio Extras]

Clarity Before the Click

Clarity Before the Click

Playing the Long Game

Playing the Long Game

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    The Sound of the Crowd

    The Sound of the Crowd

    October 2019

    “Followers” is such a loaded term, with connotations of leadership, of rapt social media crowds awaiting guidance, of committed allegiance. But who is really the follower and who is the influencer in this relationship?
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    Talking Points: Finding the Road to Better Engagement [Audio Extras]

    Talking Points: Finding the Road to Better Engagement [Audio Extras]

    October 2019

    Engagement is an oft-cited top content goal. Yet, marketers can’t agree on how to define it, clients often misunderstand its value, and is anyone really measuring it? Does this elusive concept still add up in the content equation? Includes streaming audio version.
    Continue reading ...
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    Can Your Content Bridge the Generation Gap? [Audio Extras]

    Can Your Content Bridge the Generation Gap? [Audio Extras]

    October 2019

    Throughout history, younger generations have perplexed their elders. That can be baffling enough for parents, but seasoned marketers need to understand what makes each new generation of consumers tick if their strategies are to succeed. (Interview with Gordon Locke of Pace, sponsors of this section of CCO.)
    Continue reading ...
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    Reach or Niche? [Audio Extras]

    Reach or Niche? [Audio Extras]

    October 2019

    For years, the content marketing mantra has been “quality over quantity.” But bigger audience numbers still look better on a monthly report. How can content marketers strike the right balance between BIG and bold? (Interview with Kate Rogers of MSP-C, sponsors of this section of CCO.)
    Continue reading ...
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    The Hidden Consequences of Moderating Social Media’s Dark Side [Audio Extras]

    The Hidden Consequences of Moderating Social Media’s Dark Side [Audio Extras]

    July 2019

    Far from trivial, inconsequential banter, social media can have genuine, potentially damaging consequences for employees faced with negative comments and extreme content every day. Are employers doing enough to support their teams?
    Continue reading ...
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    Talking Points: A Special Relationship – Agencies and Clients [Audio Extras]

    Talking Points: A Special Relationship – Agencies and Clients [Audio Extras]

    July 2019

    Clients rely on agencies and agencies need clients, but the relationships between them aren’t always smooth. How can brands get the most out of their agency partners? And how can agencies win and retain more clients? Includes streaming audio version.
    Continue reading ...
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    Why Your Audience Needs Stories: It’s a Brain Thing [Audio Extras]

    Why Your Audience Needs Stories: It’s a Brain Thing [Audio Extras]

    April 2019

    Like me, I’m sure there have been many times when you’ve been unable to switch off that otherwise awful movie or put down that badly written pulp novel (Dan Brown, I’m looking at you). Meanwhile, another technically brilliant film or book with exceptional production values just can’t hold your attention. The difference is the story. At Content Marketing World 2018, Joe Lazauskas — head of content at Contently and co-author of The Storytelling Edge — talked to me about narratives, neurons, and … Jason Biggs.
    Continue reading ...
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    Clarity Before the Click

    Clarity Before the Click

    April 2019

    Social media is great for content distribution, but sometimes those tweets and updates can undermine or misrepresent the article behind that link.
    Continue reading ...
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    Playing the Long Game

    Playing the Long Game

    April 2019

    A month is a long time in marketing, never mind a decade. But that’s not stopped AIHA’s Ben Rome from publishing content to educate and nurture the next generation of members before they start their careers.
    Continue reading ...

2018

Can Account-Based Marketing Bring Content Marketing and Sales Together?

Can Account-Based Marketing Bring Content Marketing and Sales Together?

Data Privacy Law: Ignorance Is No Excuse

Data Privacy Law: Ignorance Is No Excuse

Want Engaging Social Media Content? Lessons From a Viral Smash

Want Engaging Social Media Content? Lessons From a Viral Smash

Brands Often Overlook This Superhero of Storytelling

Brands Often Overlook This Superhero of Storytelling

What’s Accuracy Got to Do With Social Media?

What’s Accuracy Got to Do With Social Media?

What B2B Brands Need to Know to Succeed on LinkedIn

What B2B Brands Need to Know to Succeed on LinkedIn

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    Can Account-Based Marketing Bring Content Marketing and Sales Together?

    Can Account-Based Marketing Bring Content Marketing and Sales Together?

    April 2018

    In the Venn diagram of marketing and sales, Joe Chernov sits firmly in the overlap. While the partnership isn’t always hearts and roses, Chernov believes account-based marketing could be the beginning of a beautiful relationship.
    Continue reading ...
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    Data Privacy Law: Ignorance Is No Excuse

    Data Privacy Law: Ignorance Is No Excuse

    November 2018

    From the Cambridge Analytica and Facebook scandal to the arrival of the EU’s General Data Protection Regulation (GDPR), 2018 has pushed data privacy into the headlines. Ruth Carter – internet, intellectual property, and business attorney – talks to CMI’s Chief Content Officer magazine about how marketers should adapt to a world far less forgiving and far more skeptical of the ways we capture and use data.
    Continue reading ...
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    Want Engaging Social Media Content? Lessons From a Viral Smash

    Want Engaging Social Media Content? Lessons From a Viral Smash

    August 2018

    Graphic designer Chris Barker has twice won cover of the year at the British Society of Magazine Editors and recently won art director of the year. Yet he is probably best-known for an image he created for his own amusement at 2 a.m. one Nov. 9 while watching the rolling U.S. election coverage.
    Continue reading ...
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    Brands Often Overlook This Superhero of Storytelling

    Brands Often Overlook This Superhero of Storytelling

    August 2018

    Comics aren’t just SMASH, WHAM, KAPOW! One of the oldest mediums is also one of the most powerful — and one of the most overlooked in content marketing. Yet some brands are working with top comics creators and publishers such as Marvel Comics.
    Continue reading ...
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    What’s Accuracy Got to Do With Social Media?

    What’s Accuracy Got to Do With Social Media?

    May 2018

    Fast facts, quick quotations and statistical snippets are popular social media content drivers. They're easy to produce, attention grabbing and highly sharable. Unfortunately, the first casualty of all this "did-you-know" social media content can be accuracy.
    Continue reading ...
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    What B2B Brands Need to Know to Succeed on LinkedIn

    What B2B Brands Need to Know to Succeed on LinkedIn

    February 2018

    "Why so serious?" B2B social media content can be just as creative, individual and trusted as any other content ... particularly on LinkedIn.
    Continue reading ...

2017

Full Disclosure: The Murky World of Influencer Marketing

Full Disclosure: The Murky World of Influencer Marketing

Is Your Social Content Picture-Perfect or Merely Taking Stock?

Is Your Social Content Picture-Perfect or Merely Taking Stock?

Is Your Brand Really Who It Says It Is?

Is Your Brand Really Who It Says It Is?

Is it Time to Abolish Social Media?

Is it Time to Abolish Social Media?

Going Potty for Facebook: How a Toilet Paper Brand Won Social

Going Potty for Facebook: How a Toilet Paper Brand Won Social

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    Full Disclosure: The Murky World of Influencer Marketing

    Full Disclosure: The Murky World of Influencer Marketing

    November 2017

    Ever since marketers cottoned on to the potential for social media to drive influential word-of-mouth brand recommendations, they’ve tried to either foster or fake these discussions.
    Continue reading ...
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    Is Your Social Content Picture-Perfect or Merely Taking Stock?

    Is Your Social Content Picture-Perfect or Merely Taking Stock?

    August 2017

    Most content marketing workflows conclude with the innocuous phrase, "Share to social." Yet those three words encapsulate so much more than merely pasting a link into an update. The wrong choice of image can make a terrible first impression. Get the picture?
    Continue reading ...
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    Is Your Brand Really Who It Says It Is?

    Is Your Brand Really Who It Says It Is?

    June 2017

    According to the famous 1993 New Yorker cartoon, “On the internet, nobody knows you’re a dog.” Are any of us – brands and individuals alike – really who we say we are? Welcome to the quagmire that is authenticity in social media. Watch your step. It’s a minefield!
    Continue reading ...
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    Is it Time to Abolish Social Media?

    Is it Time to Abolish Social Media?

    May 2017

    The phrase ‘social media’ may be doing more harm than good to the marketing industry. Why? By demanding specialised treatment when we can’t even agree on what it actually means.
    Continue reading ...
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    Going Potty for Facebook: How a Toilet Paper Brand Won Social

    Going Potty for Facebook: How a Toilet Paper Brand Won Social

    February 2017

    With the right strategy and the right content, any brand or product can find a loyal and active audience in social. If a toilet paper brand can do it, so can you.
    Continue reading ...

2016

Social Media Mistakes: What Brands Should Do to Avoid Epic Fails

Social Media Mistakes: What Brands Should Do to Avoid Epic Fails

Social Media: Is Your Content All Rhetoric?

Social Media: Is Your Content All Rhetoric?

Do You Operate in a Social Media Bubble? 3 Questions to Ask

Do You Operate in a Social Media Bubble? 3 Questions to Ask

A Day in the Life of a Social Media Marketer (2026 edition)

A Day in the Life of a Social Media Marketer (2026 edition)

Every Event Should Be Time for Social Media

Every Event Should Be Time for Social Media

Is Your Social Media Content as Popular as You Think?

Is Your Social Media Content as Popular as You Think?

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    Social Media Mistakes: What Brands Should Do to Avoid Epic Fails

    Social Media Mistakes: What Brands Should Do to Avoid Epic Fails

    August 2016

    If you’re ever in doubt as to why marketers are often treated with such scepticism and derision, spend a little time in social media after a major celebrity death or tragic news event!
    Continue reading ...
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    Social Media: Is Your Content All Rhetoric?

    Social Media: Is Your Content All Rhetoric?

    December 2016

    In social media, the audience pulls the strings. If the audience doesn’t agree with what we have to say or sees an opportunity for mischief, we can quickly lose all control.
    Continue reading ...
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    Do You Operate in a Social Media Bubble? 3 Questions to Ask

    Do You Operate in a Social Media Bubble? 3 Questions to Ask

    October 2016

    Our social media feeds are increasingly personalised, and this presents a major challenge for anyone hoping to reach the right audience with the right message. Just ask Alice...
    Continue reading ...
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    A Day in the Life of a Social Media Marketer (2026 edition)

    A Day in the Life of a Social Media Marketer (2026 edition)

    June 2016

    Editor’s note: Due to a failed attempt to integrate Evernote with an alarm clock, this column accidentally synced with a column from 2026. Normal service will be resumed as soon as someone remembers the account administrator’s password.
    Continue reading ...
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    Every Event Should Be Time for Social Media

    Every Event Should Be Time for Social Media

    April 2016

    I’m a sucker for a good conference, particularly when there’s a vibrant hashtag to keep me entertained. The ability to discuss the presentations with other delegates as they happen is extremely powerful.
    Continue reading ...
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    Is Your Social Media Content as Popular as You Think?

    Is Your Social Media Content as Popular as You Think?

    February 2016

    Metrics such as shares, retweets, and views are often the easiest and most obvious to gather, but they may be the most deceptive and unreliable when evaluating whether your content is genuinely making a difference.
    Continue reading ...

2015

Is Viral Content Making You Sick?

Is Viral Content Making You Sick?

When Followers Attack: A Monty Python Guide to Maintaining Social Media Harmony

When Followers Attack: A Monty Python Guide to Maintaining Social Media Harmony

Social Media Automation: A Little Less Conversation, a Little More Action

Social Media Automation: A Little Less Conversation, a Little More Action

Why BuzzFeed Shouldn’t Blow Your Marketing Mind

Why BuzzFeed Shouldn’t Blow Your Marketing Mind

Avoiding a Social Media Tragedy

Avoiding a Social Media Tragedy

Don’t Believe the Hype: What Ello Really Means for Content Marketers

Don’t Believe the Hype: What Ello Really Means for Content Marketers

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    Is Viral Content Making You Sick?

    Is Viral Content Making You Sick?

    December 2015

    Most of us know that achieving a viral hit is a crapshoot, even for the most skilled marketer. Yet, some still exploit meme culture to spread brand messages without understanding what it really means to “go viral.” [#Facepalm]
    Continue reading ...
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    When Followers Attack: A Monty Python Guide to Maintaining Social Media Harmony

    When Followers Attack: A Monty Python Guide to Maintaining Social Media Harmony

    October 2015

    The day starts like any other – a bit of trivial hashtag banter, a share of a new infographic, and answers to customer queries. But then an unexpected and highly negative comment kicks you right in the sentiments.
    Continue reading ...
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    Social Media Automation: A Little Less Conversation, a Little More Action

    Social Media Automation: A Little Less Conversation, a Little More Action

    August 2015

    I’m a strong believer that good writing should never sit on the fence, which is why I was pretty scathing in my column last year about social media automation. If a magazine column can be said to have a sequel, then this one should probably be retitled “Automation Wars 2: Jeff Bullas Strikes Back.”
    Continue reading ...
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    Why BuzzFeed Shouldn’t Blow Your Marketing Mind

    Why BuzzFeed Shouldn’t Blow Your Marketing Mind

    June 2015

    “Roll up! Roll up! Ladies and gentlemen, prepare to be amazed! In this tent is something truly horrifying. Gentlemen will shudder. Ladies will swoon. Children will scream. Can you bear to look upon these monstrous freaks? Enter … if you dare!”
    Continue reading ...
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    Avoiding a Social Media Tragedy

    Avoiding a Social Media Tragedy

    April 2015

    The tragic #SydneySiege showed just how off-key marketers can be when they ignore (or worse, capitalize on) unfolding tragic events.
    Continue reading ...
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    Don’t Believe the Hype: What Ello Really Means for Content Marketers

    Don’t Believe the Hype: What Ello Really Means for Content Marketers

    February 2015

    Print magazines being what they are, I pitched the idea of writing about the invitation-only, ad-free social network, Ello, at the beginning of October 2014. This was not long after both mainstream media and various online marketing communities achieved peak Ello hype.
    Continue reading ...

2014

Group Think: How to Improve Your Social Content Results

Group Think: How to Improve Your Social Content Results

Are Social Media Content Agencies and Experts Taking You for a Ride?

Are Social Media Content Agencies and Experts Taking You for a Ride?

The Future of Social Media Content Strategy is Really Déjà Vu

The Future of Social Media Content Strategy is Really Déjà Vu

How Automating Your Social Media Content Can Hurt Your Brand

How Automating Your Social Media Content Can Hurt Your Brand

How to Spot True Social Media Talent Amongst the ‘Experts’

How to Spot True Social Media Talent Amongst the ‘Experts’

#Hashtagology 101: How to Use Hashtags in Your Social Media Content

#Hashtagology 101: How to Use Hashtags in Your Social Media Content

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    Group Think: How to Improve Your Social Content Results

    Group Think: How to Improve Your Social Content Results

    December 2014

    About once a week, my letter box contains a real estate flier. “We recently sold a house in your area for a record amount,” declares the smiling, yellow-jacketed headshot. “Have you considered selling your home?”
    Continue reading ...
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    Are Social Media Content Agencies and Experts Taking You for a Ride?

    Are Social Media Content Agencies and Experts Taking You for a Ride?

    October 2014

    There are many agencies, consultants, and “experts” living off the perception that social media marketing is a complex science, beyond the ken of mere mortals. Their social media content strategies are driven by as many graphs, metrics, and loosely defined abstract concepts as the client is willing to pay for.
    Continue reading ...
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    The Future of Social Media Content Strategy is Really Déjà Vu

    The Future of Social Media Content Strategy is Really Déjà Vu

    August 2014

    Remember all those articles a few years ago that predicted Google+ would overtake Facebook and revolutionize search? The +1 button was going to be the most important social media share button you could, you should, you MUST install on your blog.
    Continue reading ...
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    How Automating Your Social Media Content Can Hurt Your Brand

    How Automating Your Social Media Content Can Hurt Your Brand

    June 2014

    I have a rule. Actually, I have many rules, but you don’t need to hear the ones concerning black jelly beans or why tequila is no longer allowed in our house. The rule that’s relevant to this column is about Twitter, and although it may seem arbitrary, it’s about maintaining certain standards for social media content.
    Continue reading ...
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    How to Spot True Social Media Talent Amongst the ‘Experts’

    How to Spot True Social Media Talent Amongst the ‘Experts’

    April 2014

    How many social media experts does it take to change a light bulb? Never mind; we’ll come back to that. But first let’s look at what we mean by the term “social media expert” in the first place...
    Continue reading ...
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    #Hashtagology 101: How to Use Hashtags in Your Social Media Content

    #Hashtagology 101: How to Use Hashtags in Your Social Media Content

    February 2014

    It took a while, but Facebook finally succumbed to the hashtag in June 2013. Now this humble little symbol can connect conversations on Twitter, Facebook, Tumblr, Instagram, Google+ and Pinterest.
    Continue reading ...

2013

Beware the Social Media Content Algorithm Chasers

Beware the Social Media Content Algorithm Chasers

How Social Media Content Tools Can Work for Your Sharing Strategy

How Social Media Content Tools Can Work for Your Sharing Strategy

Stop Treating Social Media Content Like Spinning Plates

Stop Treating Social Media Content Like Spinning Plates

Fight or Flight: Responding to Social Media Threats

Fight or Flight: Responding to Social Media Threats

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    Beware the Social Media Content Algorithm Chasers

    Beware the Social Media Content Algorithm Chasers

    November 2013

    I’ve never understood lepidopterists. They admire the beauty of moths and butterflies, chasing them across meadows with a large net. But once caught, the creature is dropped in a killing jar and pinned to a display board.
    Continue reading ...
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    How Social Media Content Tools Can Work for Your Sharing Strategy

    How Social Media Content Tools Can Work for Your Sharing Strategy

    August 2013

    Forgive me for a moment while I make an incredibly broad and general statement — the sort of simplistic statement I usually complain about when made by other people. But I’m not other people, and I need a hook for this article.
    Continue reading ...
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    Stop Treating Social Media Content Like Spinning Plates

    Stop Treating Social Media Content Like Spinning Plates

    May 2013

    “Drum roll please, as we welcome to the stage The Amazing Brando and his spinning social media plates!” (Cue polite ripple of applause, followed by a cheesy organ rendition of “Baby Elephant Walk.”) "
    Continue reading ...
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    Fight or Flight: Responding to Social Media Threats

    Fight or Flight: Responding to Social Media Threats

    February 2013

    Spectacular social media flameouts over the last year should teach companies to curb impulsive reactions to social media threats. Let's review this one more time.
    Continue reading ...

2012

Followers Don't Make You a Leader

Followers Don't Make You a Leader

Hunting Hippos: Winning Approval from the C-Level for Content Marketing

Hunting Hippos: Winning Approval from the C-Level for Content Marketing

Red Alert – Social Media in Crisis

Red Alert – Social Media in Crisis

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    Followers Don't Make You a Leader

    Followers Don't Make You a Leader

    November 2012

    Digital marketing, particularly social media, has led to an obsession with meaningless numbers. Followers, “likes”, and connections may give some indication of the size of your potential audience. But those numbers say nothing about whether your audience is really following your lead, liking what you have to say, or connecting with your message.
    Continue reading ...
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    Hunting Hippos: Winning Approval from the C-Level for Content Marketing

    Hunting Hippos: Winning Approval from the C-Level for Content Marketing

    August 2012

    If your business has a hippo culture (Highest Paid Person’s Opinion), where decisions always seem to defer to the most senior person in the room, just how do you get approval for your content marketing strategy?
    Continue reading ...
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    Red Alert – Social Media in Crisis

    Red Alert – Social Media in Crisis

    February 2012

    Marketers love slapping each other on the back for the good times. But what about when disaster strikes and the social media team finds themselves at the centre of an online storm?
    Continue reading ...

2011

Marching to a Different Beta

Marching to a Different Beta

In the Blue Corner ...

In the Blue Corner ...

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    Marching to a Different Beta

    Marching to a Different Beta

    October 2011

    Is Google+ destined to replace Facebook or follow MySpace into obscurity? Jonathan Crossfield wonders whether Google's newest offering might finally be a social network worthy of our attention.
    Continue reading ...
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    In the Blue Corner ...

    In the Blue Corner ...

    January 2011

    Just who do you think you are? Yes, you! Wanna make something of it? OK, maybe I'm not advocating that your writing should emulate a schoolyard scrap with a linguistic kick to the goolies. But there are significant advantages to be had when writers allow themselves to get angry and take to the soapbox.
    Continue reading ...

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