Digital PR

1024 682 Jane Hunt

WATCH AGAIN: How to craft & pitch data-led PR campaigns

We were joined by Ashley Kirk, Senior Data Journalist at The Telegraph to discuss how we can develop and pitch data-led stories that have the most chance of securing coverage.


Download Ashley’s Deck

With more and more data at our disposal, PRs are taking advantage of this resource to generate credible, reliable & authoritative coverage for brands, but we wanted to find out how PRs can optimise their data-led campaigns for journalists.

The webinar covered:

  • What is data journalism and some best-case examples?
  • How to source data: The data collection methods and sources journalists prefer
  • How to communicate data: The principles of data visualisation
  • How to pitch data: How to find a story and pitch multiple angles from it
  • How to package your data pitch

Guest speaker:
Ashley is a Senior Data Journalist at The Telegraph, interested in using data to uncover stories and tell them in new, visual ways. Before this, he wrote for a number of publications including the Guardian and City AM. He also teaches data journalism classes in his role as a Visiting Lecturer at City University London.

1024 682 Jane Hunt

WATCH AGAIN: PR Webinar Featuring Metro Journalists

If you missed our free PR webinar featuring Sian Elvin, assistant news editor for and Almara Abgarian, freelance journalist who works across lifestyle publications including – you can watch back now.

With PRs across the country unsure what to pitch during the lockdown, we found out first-hand how some of the top lifestyle and news journalists in the UK have been impacted and what PRs should and shouldn’t be pitching them right now.

Our highlights / tips include:

  • Don’t pitch content that isn’t relevant right now (and if via DM, make sure it’s appreciated!)
  • If you do approach a news desk, do it in a proper manner (Don’t call Almara ‘babe’ or ‘hun’!)
  • Get the journalist name and publication correct, at least.
  • Fluffy story = no one cares, it’s just made for links, pulled from nowhere, trying to make what you’re pitching relevant even though it isn’t.
  • Journalists and editors need images and quotes asap – not in a day or two.
  • Pitches with case studies are more likely to be covered than those without.
  • Qualify travel content relevancy before pitching – there will be a time when purely travel related stories are needed, now isn’t the time.
  • If you don’t get a reply to your pitch, check the journalists twitter profile to see what stories they’re covering before you email them again!
  • Package everything up: Give journalists everything they might need, from images, to quotes, stats and case studies.  If you’re not doing this then you could be wasting a journalist’s time.”
1024 682 Jane Hunt

Digital PR Diaries – Episode #1

Welcome to the first episode of the Digital PR Diaries….

I’ve joined forces with my fabulous friend Laura Hampton, Digital PR Manager at Impression and queen of the skies to bring you our thoughts on the world of digital PR – it’s not a webinar, it’s not a podcast, so maybe it’s a vodcast…?! Whatever it is, we hope to do it regularly.

Our aim is to be as candid as possible (hopefully without offending anyone) about the challenges we face with campaigns, measuring performance and generating business. We will discuss the way the digital PR landscape is changing – especially during COVID-19 and the impact this is having. We’re both very open and honest, so hopefully will make for interesting watching! If not, I’m sure you’ll let us know haha.

Each episode will be a chat covering a different theme and we’ll invite guests on to share their stories too.

Both of us are more used to standing on stage and speaking, than being behind the camera, hence the technical issues – it’s not meant to be polished, but equally not that raw 🙂

If you rate the video and would like to see more, give us any feedback on Twitter @jbh_jane & @lauralhampton and let us know what topics we should cover and which guests from the SEO / PR / Content world you’d like to see us chat to!


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Webinar: ‘How to handle digital PR in the midst of COVID-19’

Prolific North teamed up with Jane and Rebecca to address these challenges in a short, hands-on webinar. Giving anyone in digital PR the opportunity to share concerns, discuss ideas and get an insight into how leading PRs, like us, are adapting their strategy.

As an agency, we have seen client success in the current climate already. It’s meant reviewing all of our campaigns – pausing some, tweaking plenty of angles (as the timing is wrong) and re-visiting some older campaigns. But via this process, we have still been able to generate positive PR coverage relevant to COVID-19.

There are still many digital PR opportunities to be had. Journalists are crying out for content right now – that includes light-hearted content, that isn’t always related to the pandemic!

Watch the whole webinar below…


1024 682 Rebecca Moss

4 Free Tools To Help Generate Virus-Adjacent Digital PR Ideas for your Brand

Without seeming tone-deaf to the state of the world right now, how can PRs and marketers create content that will resonate with journalists at this time?

In our webinar on April 1st, JBH Co-Founder, Jane Hunt and I will discuss these challenges that we’re facing and highlight some of the ways you can adapt your strategy to help your brand cut through the corona-chatter.

Don’t put your PR Activity on Hold 

Even if you’re having difficulty coming up with a way for your brand to offer helpful and relevant content during the pandemic; don’t put your PR activity on hold. I’ve put together a list of four free research tools so you can discover which additional topics are relevant to your brand.

But first, let’s take a look at the state of play:

The Growing Appetite for Positive News Stories

Google Trends is showing an uplift in searches for positive news. Audiences are obviously looking for uplifting and feel-good stories as an antidote to news about the virus.

Journalists can’t write a whole paper about Coronavirus

Many journalists are tweeting their pleas for lighthearted news stories, so help them out and drop something that’ll make them smile into their inbox.

Struggling for Digital PR Ideas? Here are Four Places to Find Extra Inspiration

Before you start, ask yourself: What else can you talk about? What else is your client or brand an authority on? What expertise do you have? 

Answer the Public

Use ‘Answer the Public’ to give you an idea of what people are searching for or talking about around your topic. 

For example, if you’re a fitness brand such as a gym or athleisure brand you could look at [indoor exercise] as your topic:


From this, you could create content and a pitch around: 

  • The 10 best exercises you can do when you don’t have much space
  • Making the most of your indoor space to burn the most energy
  • How to involve your dog in your indoor exercise routine

Google Trends

Use Google Trends and see what topics (that are relevant to your area of interest) are spiking in interest. These are some of the interesting spikes we have seen over the past couple of weeks.  

Indoor Bikes

Maybe people are dusting off their indoor exercise equipment and looking for the best way to use them? 

Could your brand create content about: 

  • Most-played indoor spinning tracks on Spotify
  • Alternative ways to use your indoor bike to get your fitness fix
  • 10 of the best indoor cycling workout videos on YouTube

How to Wash Produce

If you’re a food brand, people are searching about how to wash fruit and veg – why not put together:

  • A list of the fruits and veg you do and don’t need to wash
  • How to wash and store produce to preserve shelf-life, so you don’t need to go to the shops as often
  • A list of the produce that is likely to last the longest in your fridge before spoiling

Keywords Everywhere

Use a browser extension like keywords everywhere (free) to see what other things you could be commenting on: 

[How to wash produce]

We know there has been a spike in interest from Google Trends (above) but there is already quite a lot of content online about this, so what ELSE are people searching for that this food brand can comment on?

Here we can see that there are many searches about washing lettuce with vinegar which is supposed to extend its shelf life – so why not put together some content around extending the shelf life of the food people already have in the fridge. 


  • Storing berries in an airtight container with kitchen roll 
  • Storing asparagus in the fridge upright in some water 
  • Wrapping some tinfoil around the top of a bunch of bananas

Google Analytics

This is the data that nobody else has so use it! See what your own customers are looking at the most on your website (over the last 7, 30 or even 90 days) and create content around those already popular topics. 

Four of the most popular recipes for this food brand contain pasta, so why not create: 

  • A round-up of content showcasing your best pasta-based recipes
  • Tips and hacks for creating pasta sauces from store cupboard ingredients
  • A guide to the different pasta shapes and the best type of sauces to accompany them

Remember that the news cycle is changing every day

Only around two weeks ago the press was talking about the remotest places in the uk to visit to get away from the Coronavirus – now you wouldn’t dream of doing this based on the latest government advice. 

Want to learn more about generating ideas for digital PR?

Take a look at the following resources:

Still unsure how to proceed?

If you’re still feeling very nervous and unsure IF and HOW to continue PR activity then give us a call on 0330 995 0830 or email and we’d be happy to help – even if it’s just for a chat or to discuss any ideas. Our door is always open….

800 533 Jane Hunt

[COVID-19] How to get your travel PR back on track

Today we heard from 4 leading national travel journalists and editors discussing how the global pandemic is impacting national travel PR and how brands can work with them.

When the impact of the virus was really hitting home (as we all worked from home) last week, JBH as an agency had to very quickly assess the impact of the virus on all of our clients and our current and future campaigns (travel related or not), to see how much we needed to pivot and reframe our activity.

And we’re pretty sure, this is going on in PR departments up and down the country. Some brands will continue, reframing their angles and tone, whilst other brands will be very nervous, tempted to hit ‘pause’ on all their PR activity for fear of offending.

But as we all know from previous hard times, those brands that continue to be vocal and create useful content for consumers, will benefit from having a presence during this time. And, journalists are crying out for content.

So the BIG question is… 

How can PRs generate positive PR coverage at this time?

To get some insight into the impact of the virus on travel journalists and editors, Roxhill discussed the situation with four journalists and editors from the top travel publications:

  •  Claire Irvin, Head of Travel at The Telegraph
  •  Chris Haslam, Chief Travel Writer at The Times & Sunday Times
  •  Jane Dunford, Travel Editor at The Guardian
  •  Tom Robbins, Travel Editor at The Financial Times

I’m going to share the main points from the webinar including…what travel journalists need right now from travel PRs and how you can deliver it…

One of the points was crucial – don’t feel guilty promoting your brand as this will help your brand survive and journalists need all the content they can get presenting LOTS of opportunities.

What content do travel journalists want right now?

  1. Humour – Amongst all the journalists, they all agreed that they and the nation would benefit from more humour, more light hearted content for some light relief
  2. Positive pieces – there’s a ‘huge appetite for positive pieces’ to lighten the mood of doom and gloom e.g. the swan and dolphin stories from venice (even if they were fake news
  3. Trends Consumers spend 48 weeks of the year dreaming about travel and only 4 weeks travelling, so how can you tap into that for 2021. What are the predictions or trends for next year once the travel ban has been lifted? We all have plenty of time now to research and plan, so what content can we offer aids this?
  4. Virtual travel – So with travel restrictions in place a lockdown fast approaching, even UK staycations are out the window, enter virtual travel! How can you inspire consumers with virtual content, get them inspired for when bans are lifted and the nation is itching to get away! We’re already seeing the first waves of this with The Times and The Sun both doing features, but there are plenty more travel topics to cover.


  5. Quirky content – more than ever, journalists want PRs to think outside the box. What interesting or weird things are your brand or the public doing in response to the crisis? Personal stories are always well received especially if you can show a different side to a topic.

What can you do differently?

This advice doesn’t just apply to travel PRs, this is relevant to every brand and agency out there, no matter what sector you work in.

  • Think like a journalist – how are brands responding to the crisis? Journalists want to hear the real impact on travel brands and how they are adapting. For example some resorts and spas are now offering Coronavirus anxiety-relief packages
  • Think about the philosophy of travel – what does travel mean to us and why? How does it affect us when we can’t go away? Does researching dream holidays help somewhat?
  • Consider timing – when pitching any story / angle, consider how the landscape might change very rapidly e.g. don’t pitch staycation content when the Government is suggestion people don’t travel in the UK or is about to announce a national lockdown
  • Pitch other sectors – in times like this brands need to be more creative and diverse with who they pitch. So if you’re a hotel, pitch interiors magazines or environmental publications if you have an eco-friendly USP

What not to pitch?

  • Journalist pet hates haven’t changed – some still don’t like any travel pitches that involve Instagram!
  • Don’t try and change the subject – think laterally rather than hide from the situation
  • Be cautious about sending anyone anywhere right now – everything should be a virtual online experience
  • Be careful about representing the travel industry as a ‘charity’ that needs supporting
  • No ‘happy monday’ emails please. Don’t promote hotels doing things when they aren’t even open.


You may not think this is the best time for PR opportunities but journalists disagree believing there are more than ever, if you can think outside the box.

  • UK consumers have way more time to consume news and travel now and are therefore a hungry audience that need to see inspiring travel pieces for escapism and planning for 2021!
  • Luxury resorts are being asked by guests if they can be the first ones to visit when the travel sector reopens, building a buzz and an appetite for their experiences.
  • Virtual travel is a big opportunity if done well e.g. not just a Google map!
  • Sustainable travel will be a hot topic once again when travel bans are lifted so it could be the perfect time to educate and inspire

Key takeaway?

Most importantly, journalists NEED your ideas, updates, your energy and press releases! Think laterally! Report on situations across the world, help journalists fill their publications and keep morale high in the UK! So keep sending them your pitches…

Still unsure how to proceed?

If you’re still feeling very nervous and unsure IF and HOW to continue PR activity then give us a call on 0330 995 0830 or email and we’d be happy to help – even if it’s just for a chat or to discuss any ideas. Our door is always open….

1024 682 Archie Da Costa

Top 5 Tips to Consider when Designing for Digital PR

Whether it is video, data visualisation or even a simple illustration, the right design can really level-up a digital PR campaign. But how do you decide on the best way to show the campaign to the rest of the world?

Having designed visual assets for many digital PR campaigns in a number of niches, I wanted to share our top 5 tips to keep in mind before putting pen to paper. 

Consider your Content and Data First

When receiving data and written content it can appear slightly overwhelming and it is important to visualise the key points in bite-size and digestible ways for the targeted audience. 

Depending on the content, you might decide to either split into a number of graphics or have a long infographic. It may work better as an interactive, or as pure data visualisation. What you need to consider is which format/s will display the content in the most accessible and interesting way.

From the examples below you can see how this will work depending on the content and data which has been collated and reduced into specific angles to support the overall digital PR campaign.

What is the main campaign objective?

 It is important to consider the main aims of the campaign which you should always ensure you understand before working on a design.  

The placement and size of the visualisation should be decided before the design process begins. Certain websites may not be able to handle large graphics etc.  

Having clear processes in place such as mood-boards, sketches and style-setters will help ensure that you can get the campaign moving on the correct track. You’ll be able to see what has previously been produced, what has been successful and it also allows you to plan out your approach with a campaign.

Less is more

 When it comes to design and digital PR campaigns, more graphics does not necessarily mean better results. 

From our previous campaigns, we have realised that smaller graphics such as index charts and single graphics have generated positive outreach results.

This does not stop you from linking back to a blog with further graphics that represent more in-depth data if the journalist wants to see a visualisation of the further data. This also gives journalists more of a reason to link back to the source website. 

How branded should the campaign be?

 In terms of branding, this is an area to be cautious of. We have found that producing graphics that are not overly branded produce better results. It can be difficult to earn links from overly branded pieces as it may come across as an advertisement. 

There needs to be a balance between branding and the overall goals of the campaign so that you can represent the data and content in the best way possible.  

It is a case of asking yourself, would you be interested in this if you were a journalist and have you seen similar images within articles before?

Style of the designs and visualisation

 The style of the design is important because you want to ensure that the graphics are as eye-catching as possible. 

With infographics and data visualisation, we tend to use various styles of graphs and maps to keep the design interesting and less repetitive for the viewer. 

These different styles of design can be important as it can help you differentiate between different angles, and by creating graphics like maps, you can attract either a global audience to more precise angles such as regional audience’s which can be seen below. 

3 Key Digital PR Design Takeaways

If you’re struggling to figure out where to start, it’s worth thinking about these three points, to see if it sparks any initial ideas: 

  • Always put pen-to-paper before you put mouse-to-screen – even the scrappiest of sketches can focus your mind before diving into digital designs
  • Encourage your team to send you examples of campaigns that they lovewe all contribute to a shared Pinterest Inspiration Board
  • Ask your team what publications they would like to see their campaigns land onsee if you can emulate their house style
800 533 Jane Hunt

How to do Reactive Digital PR in 2020

What is reactive Digital PR?

Good question! Reactive digital PR might have different meanings to different people, but for us, reactive digital PR is about responding quickly to news stories gaining ground or trending in the news.

These campaigns are not normally planned, but are seen as opportunities to respond quickly to a news story by adding a quote, or new data or case studies in order to generate coverage and links either for your brand or a client!

Although our client campaigns are planned in advance throughout the year, we do monitor the news for our clients to see what we could newsjack to gain some nice quick links, drive traffic and earn some brand awareness too!

Let’s look at a couple of examples…

1. Newsjacking Veganuary

Before Christmas, the team had been considering doing a piece around the amount of calories in the most popular supermarket ready meals, but as Veganuary began and the press was discussing the new vegan offerings on the high street, the team saw an opportunity to reveal which vegan fast foods are the most calorific and how they compared nutritionally to their meaty counterparts.

The team spent a couple of hours collecting the data, creating a few charts and then were ready to pitch to journalists as time was of the essence!

The campaign did so much better than we ever expected generating:39 pieces of coverage (30 linked), with 15 top-tier links

Not bad for a few hours work, right?!

In an effort to be fair and transparent, we’re also sharing a campaign that, although it got coverage, it didn’t gain many links…


2. Counting the Cost of Relocating Harry, Meghan and Archie

A good example of newsjacking is a piece we put together in response to Meghan and Harry moving to Canada.

As we have a client who relocates people overseas we saw an opportunity to generate coverage for our client by roughly calculating how much it would cost to move Harry, Meghan, Archie and all of their stuff over to Canada.

It took the team less than a day to put the content together with our clients help and get it into the right journalists inbox first thing the next day.
This resulted in some amazing coverage in The Sun and The Express for our client but no links (full disclosure). We’re still chasing the links, but slowly losing hope! Great brand awareness, nevertheless!

What have we learnt?

As we’ve learnt from the examples above, reactive digital PR doesn’t always equate to links. So how can you get started AND optimise your reactive campaign to generate links, not just coverage?

Tips to get started with reactive digital PR (and they won’t cost you a penny):

  • Read the news everyday (both online and print) – you never know where you may stumble across a good story
  • Set up Google Alerts and Talkwalker Alerts for keywords relating to your client/brand – monitor the web for content relating to the brand, their products and audience interests.
  • Monitor #journorequests to gain links quickly by supplying advice or a quote
  • Agree quick sign-off of on content with your client / or manager from the start so you can respond when the story is still timely
  • Have a calendar of national days and events in the year that are relevant to your brand/client and be ready with additional content

4 Tips to Help you get Links:

  • Give the journalist a reason to link back to your client/brand’s website e.g. additional data / quotes / methodology etc
  • Ask for a link before you send over the content – you’re supplying the journalist with something useful, so don’t be afraid to tell them a link is valuable to you up front
  • Know which sites don’t link as standard. Many sites have a no-link policy then don’t target these sites and focus your efforts on those that do!
  • Follow up as soon as you spot an unlinked brand mention. The sooner you ask for a link, the more likely it is!

To find out how reactive digital PR can work for your brand, contact us at

1024 682 Carl Eden

10 Tips from Speaking to a Journalist

Recently, I had the opportunity to head to London to meet with Simon Neville, City Editor at the Press Association. As many PRs are in the dark when it comes to the inner workings of the newsroom, any opportunity for gaining inside insight is always welcome. Simon was there to answer the pressing questions we have when it comes to press – is there a perfect time of day to pitch? And what do journalists think of follow-ups?

Follow these quick tips when it comes to working with journalists.

1. Add Value

How does your story add value to the journalist or their readers? Many companies are happy to offer an opinion but tend to regurgitate what’s already been said. Some datasets have very little to say. Is the data you’re offering actually interesting, or is it only interesting to your client? Ask why – why would a journalist want this?

2. Journalists are Busy 

Your average journalist will get around three hundred new pitches a day. Simon described his role as spinning plates ten plates at once. Because of this, it’s easy for your pitch to get buried. Make sure you stand out with an engaging subject line.

3. Pitch Early 

Press Association have two people in from 7am checking for unusual pitches, and these days, newsrooms are opening earlier and earlier to get a head-start on the competition. It can help to get your story in before 9am. Mornings are key for coverage too, as many journalists are out or in meetings during the afternoon.

4. Get to the Point

Journalists are in a rush. Your subject line needs to be snappy, and they need to know what your pitch is about almost instantly. Keep things brief.

5. Speed Counts

You have to be available, because journalists work fast. If a journalist follows up asking for clarification on your data, a slow response could mean losing the story. If you don’t reply in time they’ll just move back down their pitches until they find someone who will.

6. Do THEIR Research 

With so many pitches and plates in the air, most journalists don’t have the time to do research. This can be a good opportunity for getting coverage. So for example, if you have a property client and the government releases data on new home builds by region, can you read the research on behalf of your client and pull out some key findings for the press? They’ll welcome someone doing the legwork for them.

7. Pictures Are Important 

Spend enough time reading retail stories and you’ll see the same header image on all of them. Journalists are hungry for imagery and often rely on the same handful of stock-photos to get by. If your client has a bank of original images, it might be worth sending them on – an image credit can still provide a link.

8. Comparisons are Key

One data set can be boring – compare two and you’re more likely to get a journalist’s attention.

9. Go Regional 

An extension of ‘Comparisons are Key,’ go even broader by breaking your data down by region. Gives you more journalists to contact too!

10. Always, Apply the Pub Test

Test your ideas with something called ‘the pub test.’ How do you do it? Easy – if the subject is something you’d happily discuss in the pub with your mates, it’s probably got legs for a story. If you wouldn’t, then maybe it’s not interesting enough?

Of course, not all journalists are the same. What are your pro-tips for working with press? 

1024 682 Rebecca Moss

Content Marketing Lessons To Learn From 2019’s Top Google Searches

From the fire that nearly destroyed Notre-Dame Cathedral to millions protesting the Hong Kong extradition bill, the birth of Archie Harrison Mountbatten-Windsor to the start of an impeachment inquiry against Donald Trump, 2019 has delivered an assorted ensemble of news and events. 

But of all the stories that have grabbed the headlines this year, which ones have encouraged the public to jump onto Google to find out more? And perhaps most importantly, what lessons can we learn from these trending topics and queries to better inform future content marketing efforts?

Here we go…

Topic – European Parliament Election

Google classified ‘European Parliament Election’ as a ‘Breakout’ topic in 2019 due to a tremendous increase in popularity during the third week of May. With the dark cloud of Brexit still looming large over the UK, voters used this opportunity to exercise their opinion of European politics along with the rest of the continent.

Content Example

The Financial Times did a superb job summarising the European election results with five visually-engaging charts that demonstrated the power balance in parliament as well as the historic turnout numbers.



Lessons to Learn

Even though it’s often hard to comment on politics when you’ve got brand identity and company values to consider, the public continues to consume content about the issues affecting them – for this election, the Green vote enjoyed a huge increase because of the ongoing climate emergency. 

Then again, the driver behind this trending topic could be one of confusion. Are people from the UK still eligible to vote? What does it matter if we’re leaving the EU anyway? Google remains the go-to source for factual information among many, which is where content marketers may struggle to make an impact. 

Search Query – Register to Vote

Ever since Boris Johnson won the backing to hold a general election on 12th December, the popularity of the search query ‘Register to Vote’ kept increasing on Google. In the end, more than three million people registered to vote before the deadline.

Content Example

It might not have come from a brand, but Stormzy’s social media posts on Instagram and Twitter, which urged “every single person” who saw his message to exercise their democratic right, caused an immediate spike of 351,000 registrations.



View this post on Instagram


It is very very very important that every single person who reads this goes and registers to vote. The deadline is 23:59 tomorrow, the link is in my bio. Do not just scroll past, don’t sit there and think “my one little vote ain’t gonna do anything”—your vote is CRUCIAL. Your “one little vote” can quite literally tip the scale for what will be the most important election of our generation. Your “one little vote” means everything, there were millions of people who thought there “one little vote” didn’t mean shit and now Trump is the president of America and we are leaving the EU. So your vote really does count. I will be registering to vote and I will be voting for Jeremy Corbyn. There are several reasons as to why I’m voting for him – I would be here all day if I began to list them…but in my 26 years of life I have never trusted politicians or relied on them to be the bearers of hope and righteous people that we’ve needed them to be. And for me, he is the first man in a position of power who is committed to giving the power back to the people and helping those who need a helping hand from the government the most. I think Boris Johnson is a sinister man with a long record of lying and policies that have absolutely no regard for the people that our government should be committed to helping and empowering. I also believe it is criminally dangerous to give the most powerful role in the country to a man who has said that the sight of a “bunch of black kids” makes him “turn a hair”, compared women in burqas to letterboxes and referred to blacks people as “picaninnies” with “watermelon smiles”. I think it’s extremely dangerous to have a man with those views as the sole leader of our country. These are all MY views, I don’t care for your love or hate for them. I just think it’s important that we all register and go out and vote. And I think it’s important that we use our vote to make sure that the person who runs our country for the next 4 years is someone committed to doing what is right. GO OUT AND DO YOUR OWN RESEARCH AND TRY YOUR BEST TO LEARN AND UNDERSTAND WHO IT IS YOU’RE VOTING FOR. THE LINK TO REGISTER TO VOTE IS IN MY BIO. 💪🏿

A post shared by @ stormzy on

Lessons to Learn

Generation Z is an increasingly powerful demographic cohort. After all, today’s teenagers are tomorrow’s trendsetters. Content marketers should be putting in the hard yards to discover what Gen Z want to consume online in order to stay one step ahead of the game. 

In this example, they took their cues from one of the world’s most popular grime artists while casually browsing social media. Sure, it wasn’t a paid-for promotion, but that doesn’t mean to say a similar tactic wouldn’t work for a brand representing something equally significant or stirring.  

Sporting Events

Topic – 2019 FIFA Women’s World Cup

“The Women’s World Cup has been a tournament we will look back on as the point when all of our longstanding expectations of what women’s football could be was realised,” said English footballer Eni Aluko. “It’s completely shattered the myth that people are not interested in women’s football.”

Content Example

Nike’s Dream Further campaign was more than just publicising the players wearing its attire at the World Cup; it showed millions of young girls around the world what the women’s game could look like in the future. Nike also released its first-ever football shirt made for girls featuring two custom patches conveying ‘unity and confidence’.

Lessons to Learn

Gender equality is now essential when it comes to content marketing. You only have to look at popular ad campaigns of yesteryear (or watch Mad Men) to see a barrage of masculine cues, which totally overlook the wants and needs of women. 

Some will point to sales data to reinforce the idea that only a certain gender buys your product or service. But you should be asking yourself why only one gender is buying. Chances are it’s because of an unconscious bias ingrained within your marketing content and copy. 


Search Query – Rugby World Cup Final

England’s Rugby World Cup final defeat was the most-watched British TV event of the year, with a peak audience of 12.8 million tuning in to see Eddie Jones’ side lose to South Africa 32-12. At one point, 79 per cent of the TV viewing audience across Britain was watching the match.

Content Example

The Rugby World Cup teamed up with TikTok to launch #RugbyFever, which encouraged fans to share their passion for the sport. Influencers flocked to the platform in their droves to share content using the hashtag, which accumulated a total of 186.1m views and was the number one performing TikTok trend in the sport globally during the tournament. 

Lessons to Learn

Traditional media and social media continue to battle it out for the public’s attention. As marketers, it all comes down to who your target demographic is and where they’re most likely to consume content. 

For example, 68 per cent of the Rugby World Cup Snapchat audience was between 13-24 years old, delivering 94.4m video views. The largest audience came from the USA, and its average video watch time nearly doubled from the start to the end of RWC 2019 (00:36 to 1:00 seconds).


Arts & Entertainment

Topic – Game of Thrones

After eight years on our televisions screens, Game of Thrones finally came to an end in 2019. Overall, the average gross audience per episode was 44.2 million across all platforms according to Nielsen. The budget for the eighth and final season was $90 million, and the top cast members were paid $500,000 per episode.

Content Example

Where do you begin? Mountain Dew launched ‘A Can Has No Name’ that only showed character names once chilled, the American Red Cross encouraged fans to donate blood with ‘Bleed for the Throne’, while Bud Light collaborated with HBO to promote the new season during a Super Bowl ad. But this incredible effort from Oreo should surely reign supreme on the iron throne. 

Lessons to Learn

Even if your brand has nothing to do with the subject in question – for example mythical kingdoms and fire-breathing dragons – you can still capitalise on popular culture to create stellar content marketing campaigns. 

Newsjacking can help you stay front of mind among audiences, especially if you can ride the buzz wave for as long as possible. Remember to be creative with campaigns that are both on-brand for your company and relevant to pop culture trends. 

People & Society

Topic – James Charles

James Charles, a YouTube personality and make-up artist, rose to prominence in May this year due to a feud with his long-time collaborator Tati Westbrook, who heavily criticised him in a 43-minute long video. Charles lost millions of subscribers as a result, and recently revealed that he has not mentally recovered from the ordeal with Westbrook. 

Content example

Before the controversy with Westbrook occurred, Charles was the first male spokesmodel for cosmetics brand CoverGirl, working alongside Katy Perry. This year, he appeared in a bullying prevention spot for Ad Council to highlight the backlash social media stars come under. 


Lessons to learn

“Influencer marketing is one of the most hyped marketing strategies today,” says Anne Hunter, Executive Vice President, Strategy & Growth, Kantar. “However, in a world that rises and falls on public opinion, at the speed of digital, there are dangers in an influencer strategy.”

Seeing as influencer marketing forces you to give up a fair amount of creative control, you should conduct thorough research on those you want to speak on behalf of your brand. Don’t forget to clearly define your brand’s messaging or the campaign’s expectations either. 

Now that the end of 2019 is within sight, most content marketers will be focusing on next year. Unfortunately, we can’t predict the trends that will make headlines in 2020, but we can help with all your content marketing needs. Get in touch for details.