Content

1024 682 Rebecca Moss

What Should Your Content Really Look Like in 2019

What’s at the centre of your digital and social activity? Chances are its content, which bridges the gap between brand and customer like no other media or medium could do previously.

Content marketing has come a long way since the early days of publishing multiple (and mostly mediocre) blogs each week on your website in the vain hope of getting noticed or ranking for a couple of obscure, long tail search queries.

These days, content marketing is a multi-channel, cross-platform behemoth, consisting of everything from landing pages and infographics to podcasts and videos.

The increasingly competitive space in which content sits has also changed dramatically, with things like featured snippets and voice search making any marketing objective even more difficult to achieve.

But that doesn’t mean to say boosting your brand identity, increasing online awareness and engaging with customers through content marketing is impossible…

Here’s the content that performs best in 2019:

Long-form authoritative content

So, if regular blogging doesn’t cut it anymore, what does?

The answer is long-form authoritative content.

This means going into great detail about a particular theme or topic and updating it regularly with fresh insight, imagery and video.

After analysing 912 million blog posts to better understand the world of content marketing, Brian Dean from Backlinko discovered that long-form content gets an average of 77.2% more links than shorter articles. It also generates significantly more social shares, especially within the ‘sweet spot’ of 1,000-2,000 words.

Other industry studies have also found a direct correlation between long-form content and first page Google rankings. This is because long-form content stands a better chance of satisfying intent and maintaining engagement by demonstrating in-depth knowledge of a particular subject.

Best practice: Identify topics or themes that strongly correlate with your brand’s products, services, or industry. Think about how you could demonstrate your authority with long-form content that meets your customer’s wants and needs.

Short-form video

Every year, the importance of video content continues to grow – you only have to look at the success and influence of platforms like Instagram to realise that its here to stay for the long haul.

According to a recent study by Altimeter, short-form video (less than two minutes) is the best performing content in terms of engagement across every industry and every geography. By contrast, long-form video (greater than two minutes) was said to be 20% less effective.

In addition to greater engagement, short-form video can also improve your SEO, make content more accessible to a wider audience, generate a strong emotional connection with customers and lead to more conversions.

Best practice: Generate ideas for short-term video content that will resonate with your audience. Remember to optimise for mobile viewing (where most video is watched), create captions, include a CTA and keep it short!

Influencer marketing

Despite the exponential rise of social media influencers in recent years, this marketing trend is nothing new. However, several brands are reluctant to explore the idea of influencer marketing due to misconceptions that you need to spend thousands (or even millions) getting high-profile celebrities on board.

More often than not, brands have the most success with influencer marketing when they choose people directly related to their industry or niche. Better yet, they collaborate with influencers throughout the content ideation and creation process.

The following influencer marketing statistics speak volumes about its effectiveness:

  • Influencer Marketing Campaigns Earn $6.50 for Every Dollar Spent
  • 67% of Marketers Promote Content With the Help of Influencers
  • Influencer Marketing Is the Fastest-Growing Online Customer-Acquisition Method

Best practice: Think of influencers as an ad-hoc extension of your own content team. Take advantage of their creativity and audience, relieve some pressure from in-house efforts and add credibility to your brand in the eyes of followers.

Voice search

Voice search is slowly but surely becoming a daily fixture for many, especially given the increasingly popularity of Google Home, Amazon Alexa and other voice assistants. Estimates suggest there are over one billion voice searches per month, while 50% of all searches will be voice searches by 2020.

So with more and more text-based digital tasks moving over to voice thanks to the speed and convenience it affords, every marketer should adjust their content strategy accordingly.

Unfortunately, each device seems to pull data from different sources and offer completely different results. But by creating pieces of content that deliver quick answers to quick questions, you should be able to position yourself ahead of the competition.

Best practice: Think about the words people say, not just what they’re likely to type. Also, most voice-activated searches take place on mobile, so make sure your website is responsive and optimised for smartphones.

Storytelling and Digital PR

There’s a reason why storytelling remains one of the most popular approaches to content marketing – it works, and will continue to work for many years to come. By conveying facts through narrative, you’ll create a connection with your audience and encourage action thanks to the number of decisions people make based on emotion.

One excellent example comes from National Geographic and its content marketing activity that engages with 350 million combined global followers on social media. As Nadine Heggie, VP of Brand Partnership, explains: “Staying true to your brand, being timely with content, using the power of wow and wonder, and embracing new technologies to tell stories.”

Key ingredients to any story include a main character/hero, a conflict/journey, and an ending/resolution. Don’t forget to make it easy-to-follow, relatable and memorable. Support your stories with visuals and data to drive the message home.

Next steps: Try to gain an in-depth understanding of your audience – their needs, pains, hopes and aspirations. Know exactly what you want to say and what you want your audience to do before launching any storytelling campaign.

Take your content marketing to the next level with JBH – let’s create something awesome together.

1024 683 Jane Hunt

7 Pre-Event Content Tips to Get Prospects Excited

FOMO is a powerful thing. If your brand or agency is investing time, money and people in an event, you’ll want to ensure a) you fill it and b) people are psyched to be attending. Events are valuable because they allow you to gather a group of people with the same interests together in one place for a progressive conversation. Why not start that conversation early with some inspiring pre-event content?

According to Laura Forer of UBM, “96% of attendees look for information prior to attending an event and 90% continue that search post-event. Effective content before, during and after an event is vital to the overall experience.”

Pre-Event Content

JBH recently joined forces with some social influencers and the ASA to host an influencer marketing event. The idea was to challenge some of the objections brands might have about working with influencers.

This was our first time hosting an event and it was a success; not just because of how it went on the day but because it was a learning curve for us as an agency. We learned that creating great pre-event content involves more than just dishing out a time and address. Here we give you our top content tips and some ideas to make sure both you and your audience get the most out of your event.

 

1. Make sure you are reaching out to people in your industry with your pre-event content

Pre-Event Content

It’s important that you fill your event with people who will benefit from it. While there’s always the option of sticking fifty quid behind a Facebook ad, even with targeting options it’s unlikely to reach the right people in your industry. Start with your own email list, then hit LinkedIn to reach a much wider audience. LinkedIn Pulse channels are great for event marketing. While the algorithm is a closely guarded secret, looking at other posts on your chosen Pulse channel will give you clues on how to put content together in a way that the platform deems ‘relevant and interesting’.

 

2. Create video content

Influencer Marketing Event

Lighthearted video content is one of the best ways to pique prospects’ interest before, during and after your event. Videos resonate with audiences like no other content and can be put together whatever your limitations. Give prospects a sneak peek of the event, define topics and goals and/or help audiences better understand your subject matter through an educational mini series. Share your videos on your blog, promote them on social, signpost to them in your emails and whack them on YouTube. Above all, keep them short, light and focused.

 

3. Tweet, tweet

Influencer Marketing Event

Social media is quick, cheap and easy – use it to underpin every stage of your event marketing. If you’re feeling adventurous you could create your own Snapchat filter or encourage attendees to share their photos, although it’s worth mentioning that user-generated campaigns can be tricky to get off the ground. Social media is overloaded – getting people to care about any post for more than three seconds is near impossible. The flipside of this is that your makes it that much more meaningful and sincere when they do.

 

4. Make the most of your guests of honour  

Influencer Marketing Event

Your guest speakers are the lifeblood of your event. What reach do they have? Is it worth getting them to promote your event by creating their own pre-event content? Having guests tweet about the event on the morning of is great but by then it’s usually too late. If they are able to post on their platforms once or twice in the run-up to the event this could help get your message seen by people with the same interests. Better yet, they could write a blog post, mention your brand in their vlog or go live on social media. In our case Em and Junior had far greater reach than us, so it was exciting to see them talking about our event on social media. Your event speakers are what make your event educational and inspiring. Make sure you celebrate them.

 

5. Give your landing page the attention it deserves

Influencer Marketing Event

There’s no better way to create a sense of urgency than to send prospects to a persuasive event landing page. Your landing page should be central to your event marketing campaign – before, during and after the event itself. Unique value proposition showing what attendees will get that they won’t get anywhere else, benefits,  beautiful imagery that fits the event. Our event was about Instagram influencers, therefore it was important that we used Instagram-style images featuring beautiful people and lots of white space. If relevant include a range of testimonials aimed at various personas who might benefit from attending. Finally, make sure your CTAs really stand out and are worded in a way that makes sense.

 

6. Commission some original research

Influencer Marketing Event

Original research is an important part of any content marketing strategy. It gives you the chance to demonstrate insight, innovation and thought leadership – the things people want to see from you if they are going to take the time to come to your event. Commission a study or survey as part of your pre-event content, share your findings with prospects, attendees and speakers and use your findings to inform your session.

And finally …

 

7. Step. Away. From. The. Slides.

Influencer Marketing Event

Slides are a great way what to illustrate what you’re talking about but people tend to rely on them too heavily in an event. A good speaker should be able to present their topic should anything go wrong with the technology. Because Em is genuinely passionate about influencer marketing and educating brands about the right and wrong ways to work with influencers, she referred to her slides for a few images and stats but focused on speaking to the audience easily and naturally.

Events are a key channel for direct engagement with your audience. Creative, valuable pre-event content is a good indicator that your event will be a worthwhile use of your prospects’ time. Your event might be weeks or even months from now, but there’s no reason the experience can’t start today.

614 323 Jane Hunt

Influencer Marketing Win: YESldn X The Wall of Comedy

Back in the spring we collaborated with The Wall of Comedy for youth employability specialists YESldn. As coverage starts to come in, we reflect on one of our favourite campaigns of the year so far and reveal our top tips on how to get the absolute best out of your influencers.

Influencer marketing is here to stay. With 84% of marketers rating influencer marketing as effective and 67% planning to increase budgets, we can expect great things from this new and exciting channel. Influencer marketing helps you connect not only with your own audience, but with untapped audiences in your target demographic who might not otherwise be aware of your brand.

The Campaign

YESldn (Youth Employment Services London) are a London based branch of Reed In Partnership, a not-for-profit committed to helping young urban minorities get into work through skills workshops and apprenticeships. For its spring campaign, the brand commissioned us to develop a series of humorous videos to help get its target audience interested in the brand. We agreed fairly quickly that influencer marketing was the right way to go.

Finding the right influencers is absolutely key in influencer marketing. Influencers are reaching out to people like them. If it’s mummy bloggers, they’re reaching out to young women who may be daunted by the experience of motherhood. If it’s a makeup artist, she might want to share her expertise and connect with others in the same world.

The right influencer doesn’t just know your target audience – they are them.

After reviewing a number of options, we started to get excited about popular YouTubers The Wall of Comedy.

The Wall of Comedy

Founded by creators of YouTube series Mandem On The Wall and stars of E4’s Youngers (Joivan Wade, Dee Kartier and Percelle Ascott), The Wall of Comedy are dedicated to creating and sharing video content. As Mandem on the Wall, the three discuss everything from serious social issues to youth culture and their daily antics, using humour to bring these stories to life and resonate with their audience.

We identified that they had a real connection with the people we were looking to attract, namely young urban people aged 18-24. The trust, love and mutual respect the boys at WoC have with this demographic is the kind of connection that no amount of money can buy – and no amount of marketing expertise can authentically replicate.

Brands using video is nothing unique – what made this campaign relatively unique was the approach. From ideation to production, we entrusted the entire scope of the content to the experts – our influencers. Passionate about helping young people get into work, the boys were confident they could create some really strong content, appealing to their audience and encouraging them to sign up to the service.

Don’t get too involved

Letting influencers reach their audience in their own way is undoubtedly the way to get the most value out of them – and will probably make them actually more receptive to the idea of working with you in the first place. 

Of the campaign, Emma Rider, Marketing and Communications Manager at YESldn said: 

“We know that we’re trying to engage a hard to reach demographic. Our audience isn’t easily fooled; they don’t want to listen to messages from marketers who presume to know them and their interests. That’s why influencer campaigns are so effective – you stay out of the way and allow an authentic conversation to happen.”

Someone else coming up with your entire campaign for you and sharing it with their big, engaged audience? It seems too good to be true. There is a huge catch. Finding the right influencer(s) and getting them on board is a lot harder than it looks. 

There’s often a lot of fantasy and ego-tripping involved in how brands see themselves. Influencer campaigns get rid of all that. Resist the urge to pay someone to advertise your product – more often than not it looks staged and false, audiences are wise to it.

With more than 6,000 post engagements, a combined reach of nearly 2.5 million and a 140% boost to service sign-ups, it’s fair to say the campaign has been a success. We’re just starting to see the coverage coming in, here’s a screen grab of our handiwork in print in the Evening Standard.

With more than 6,000 post engagements, a combined reach of nearly 2.5 million and a 140% boost to service sign-ups, the success of the campaign is clear to see for all involved.  Jane Hunt, our marketing director said:

“Working on this campaign has been a dream. From the off, we knew the audience were tough to reach and influence. Joivan, Dee and Percelle were so passionate about the objectives of the Yes London campaign and really wanted to do it justice. The boys challenged our thinking every step of the way – their professionalism and creativity took the campaign further than we could ever have hoped.”

But what did the ‘mandem’ themselves have to say about the campaign? In Joivan’s words:

“We really enjoyed collaborating with JBH and Reed in Partnership to create the sketches and raise awareness of an important issue currently affecting young people. The content sparked much needed discussions.”


 

To find out more about influencer marketing, take a look at our comprehensive guide.

If you would like some exclusive content to feature the campaign on your site or would simply like to find out more about what we can do for you, please contact Rob John rob@jbh.co.uk

800 420 Jane Hunt

Supermarket Summer Content 2017

Six supermarket chains, six takes on sizzling summer content. We have a nose at the social feeds of the UK’s biggest supermarkets to find out which marketing teams are getting it right this year. 

 

Marks & Spencer 

Sticking with the signature style that has been working for the brand for the best part of a decade, M&S lets its food do the talking in the latest #SpendItWell ad. With close-up shots of its sumptuous food and evocative imagery of the Mediterranean and Middle-East, the video says all you need to know about summer at M&S  – it’s going to be stylish and delicious.

Elsewhere on its social feeds, M&S has focused on Father’s Day, the Chelsea Flower Show and its inspiring ‘Make it Matter Day’ campaign.

Asda

People and family life are key to Asda’s brand messaging – a truth that shines through as plainly in the brand’s social activity as it does in its no-nonsense summer fun advertising. Asda does a great job of reaching out to its audience and keeping them engaged with human interest stories, ideas and interactive content. As well as pics of its watermelon bed linen and recipe ideas telling you what to do with its bumper packs of strawberries, there’s plenty of feel-good content connecting Asda as a brand with the people who work and shop there – like Rita and Stan and their friends at the Ashton-under-Lyne store.

Add to this pugs, GIFs, competitions and lots of weird garden gnomes and you’ve got a great mix of summer content. Asda’s customer service and attention shows in the comments feed – the praise and encouragement from its engaged audience far outweighs the criticism which seems to be the norm on supermarket’s social feeds.

Waitrose

As always, Waitrose’s summer content maintains its focus on its premium, responsibly-sourced ingredients. (Cracked black) peppered with occasional HD drone footage of free-range chickens roaming free and watercress being harvested, the brands social content mostly features mouthwatering recipe videos. People feature rarely in Waitrose content, the emphasis is always on the food itself. Everything looks clean and restrained and the high production values perfectly reflect the quality of the brand and its produce. Those who are looking for more human interest and offbeat humour could head over to satiric Facebook feed “Overheard in Waitrose,” where people frequently post gems like: “Daddy, does Lego have a silent ‘t’, like merlot?” and “Simon, don’t get the basic houmous, you’ll make a laughing stock of me.’

 

 

 

Tesco

Launched back in January, Tesco’s ‘Food Love Stories’ signifies a move away from promoting brands and products towards a focus on the quality and care that goes into the meals prepared by its customers. According to Marketing Week, Rather than being a short-lived campaign, it is intended to be a “platform Tesco plans to use in the long term.” The meals change season by season, “depending on the mindset of the customer.”

With wholesome recipes, tips and summer twists on the “Love Food Stories” campaign popping up everywhere, Tesco’s sun-drenched social feed is uplifting and inspiring. By telling stories and making its marketing all about people, Tesco’s change of direction has seen it become less big brand, more big family.

Sainsbury’s 

 

 

Simple and effective, Sainsbury’s current #LivingWell campaign is focused on not just eating healthy food – but enjoying it. Zesty and colourful with a great humorous tone of voice, Sainsbury’s social accounts are packed with ideas and inspiration for those lighter meals we’re more inclined to eat when the sun is shining.

 

 

After years of working with health crusader Jamie Oliver, Sainsbury’s posts stand out for featuring a mix of kid-friendly, veggie, vegan and gluten-free meals as well as global-inspired food, shoppable fashion and stylish homeware.

Morrisons

Taking a simple, honest approach to its social strategy, Morrisons largely uses its social feed to showcase its offers and products, but also offers its followers no-fuss recipes, entertaining blog posts and plenty of competitions. While most of the summer content currently on the brand’s Facebook page is promotional relating to barbeque food and drink, Morrisons is particularly good at engaging with its followers, the header image on its Facebook page advertises ‘our social team are available every day from 8am to 11pm’. It also deserve an honourable mention for its wholehearted approach to Father’s Day.

 

 

The winner?

It’s hard to say which supermarket is doing the best job with its summer content marketing – each seems to have nailed the approach that aligns best with what we know about their business objectives and brand values. If we had to pick we’d go for Asda; the brand’s frequent posts, quirky tone of voice and innovative use of interactive and feel-good content has its loyal and engaged audience singing its praises.