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.

Utilising video marketing in your content strategy
1024 692 Jane Hunt

5 great examples of video content marketing done right

Have you heard the news about video yet? It becoming a vital part of content marketing.

You might be thinking, “Yeah, and in other news, the Popes Catholic”

YouTube is the second most trafficked site, after Google and according to Cisco, by 2020, online videos will make up more than 80% of all consumer internet traffic.

It’s clear that video is a great tool for content marketing and that it’s what users are demanding, but you probably already knew that, so here are 5 great video marketing examples to give you some inspiration for your next campaign.


1. Blendtec

Blendtec seems like the obvious place to start. They have proved that there is no such thing as a boring industry and that video works no matter what product or service you are trying to sell.

Blenders are probably one of the duller products on the market – but start putting unusual stuff in them, they suddenly become a lot more interesting.

Blendtecs video marketing campaign is what put them on the map, and while certainly not everyone who watches their videos is going to buy a blender, they have definitely built a lot of brand recognition.

Their YouTube channel now has over 879K subscribers, with their videos still receiving hundreds of thousands of views.

It’s not just subscribers and brand awareness that their video campaigns have built. They saw a massive ROI for their videos, with a 700% increase in sales over a 3 year period.


2. Moz

Moz approaches their video marketing in a slightly different way, rather than trying to sell anything they use video to establish themselves as a thought leader within their industry.

Every week, Moz host its educational video series called ‘Whiteboard Fridays.’ The host uses this as an opportunity to share their knowledge on all things SEO. By having a regular series and using knowledge from experts, Moz has become the go-to for any and all SEO questions.

Another element of their series success is that the Moz team are active in the comments section on their posts. They have built a great relationship with their audience and if you write a comment you can actually expect to get an answer, which leads to regular engagement.


3. BuzzFeed

Anyone who has social media is thoroughly aware of just how addictive Buzzfeed’s video content can be. Whether its breaking news, funny memes or new recipes, BuzzFeed’s marketing team are social media savvy and able to put together engaging bite-size videos that make their audience stop scrolling.

BuzzFeed knows that social media distribution is the key to their success and create content that will appeal to their audience’s interest – putting a focus on engagement and value.

They have such a varied audience that they have created an umbrella of content with a number of different subtopic underneath it such as Tasty, Celeb, News and have given them all their own Facebook, Twitter, Instagram and YouTube pages, meaning their audiences only get content they want to see on their feeds.

This intuitive way of thinking about what their audience wants, and creating of high-quality content that works on the platform it is being viewed on (in BuzzFeed’s case, mobile) has led to a staggering 3 billion video views a month on BuzzFeed.


4. Airbnb

Airbnb is a company who has utilised content marketing to thrive and their video marketing is doing just as well.

They use strong storytelling in their videos to create a sense of community and build trust in the brand. Through their videos, they humanise their brand and they build relationships with their audience by creating regular video content for their YouTube channel every week.

They also use video as their main form of communication with their audience, for large company announcements, rebranding and even for PR crisis’.

Rather than shy away from the scandal, they used video to apologise, explain and cut through all the gossip.


5. JBH / Youth Employment Skills

Not to brag or anything, but we’ve put together a few great video marketing campaigns in our time as well. One of our favourites is a campaign we created for Youth Employment Skills.

The aim of the campaign was to boost signups for their service and we did just that – they had a 1,425% increase in signups as a result of the videos.

The targeted audience was hard to reach and wouldn’t want to listen to content created by people that assumed to know their needs. The brand was also unknown and the budget was extremely limited meaning we had to get creative with video ideas.

We achieved such great results by working with influencers at The Wall of Comedy to create funny, authentic video content that was specifically targeted at Facebook users as that was where the audience was spending time online.

The response from the target audience great and in total the videos accumulated:

  • 650,250+ Facebook video views
  • 4,662 Facebook engagements
  • 2,459,413+ Overall reach

Learn everything you need to know about influencer marketing with our definitive guide.

1024 533 Jane Hunt

How House of Cards changed the marketing game

Like many Netflix addicts, I’m all ready to spend my weekend binge-watching the new and final season of House of Cards.

But, before House of Cards became one of the most popular shows around (ranked 44 on IMDB), Netflix took a huge $100 million gamble on an unlikely season that no one was sure would succeed.

Today, we’re all hooked, and all your colleagues will be plugging their ears and moaning about spoilers when you want to talk about it on Monday morning. But just how did House of Cards pull Netflix out of a hole and change the content marketing game?


Obtaining the rights

Did you know that House of Cards was originally a four-part series that aired on the BBC way back in 1990? No, me neither until I started doing research for this blog post.

That version of House of Cards is also available on Netflix, set after Margaret Thatcher’s tenure at No. 10; it received really good ratings and momentarily was very popular.

An intern at MRC studios watched the series and wouldn’t stop talking about it, to the point that the studio decided they would look into buying the rights for the show.

Rights obtained all they needed was a director and a star. Naturally, they decided to pitch the show to David Fincher, director of other hits such as Fight Club and were interested in going after Kevin Spacey as their lead.  

A bidding war then began between a number of major networks, which Netflix ultimately won.


Where was Netflix before House of Cards?

Netflix was founded in 1977 (that’s just one year after Apple!) and became a public company in 2002 – way back when they were shipping out DVDs to people homes and relying on the postal service.

After seeing the success of YouTube and the popularity of streaming, Netflix began their own streaming project which went live in 2007, and they began to move away from their DVD business model.

At this point, Netflix had 1.2 million subscribers and saw steady growth over the coming years. It helped contribute to the distribution of indie movies and began acquiring rights for its own original content library but in 2011 Netflix took a dip.

Its CEO decided to split off the DVD rental side of the business into its own company called Qwikster, a decision that fostered nothing but ill will with their audience. The new service meant that customers had to create new accounts, something users weren’t happy about and led to Qwiksters short, one month, existence.


person streaming Netflix original content, house of cards


Then came House of Cards

House of Cards turned things around for Netflix. It aired in February of 2013 and according to The Wire it brought with it 3 million new subscribers worldwide (2 million in the US). This was a huge win for the company and they found that just 3 months after its launch they had already broken even on their $100 million investment.  

Netflix proved that there is incredible value in creating your own content.

With House of Cards, Netflix brought in the golden age of internet TV. From it, we have seen just how powerful original content can be; even the likes of Amazon jumped on the bandwagon, creating original content for its Prime customers such as Mr Robot.


Creating original content

You might not have a million dollar budget for your content like Amazon, Netflix, Hulu and Facebook but that doesn’t mean you can’t harness the power of original video content.

Even smaller brands are creating their own video series for their audiences to enjoy.

Original video content as part of your content marketing strategy

Moz – Whiteboard Fridays

Moz is a company that creates some great tools and products for SEO who for years now have been creating a segment every Friday called Whiteboard Fridays.

The short (usually under 10 min) segment covers a range of topics related to SEO with the aim to educate marketers. Some of their videos have amassed over 40K views and they have acquired a steady fan base which has helped establish their reputation as the go-to place for anything SEO related.


Want to learn more about Content Marketing? Read everything you need to know in our definitive guide.

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.


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.


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.’





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.




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.


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.