3 things to note about influencer marketing

Influencer marketing is shaping up to be one of the most effective ways for businesses to get their message and products across. Scrolling through your Instagram feed, you see beautiful models wearing boutique swimwear in the Maldives, fitness junkies posing in new athletic gear or beauty gurus praising a new cosmetic product in a 20-second video. The likes and followers of these influencers are compelling enough for many companies to invest heavily. On the surface, influencer marketing may seem like a no-brainer, but we often see brands falling into common traps, doing more harm than good. Influencer marketing done right needs more than a pretty face with a decent following.

At the end of the day, influencer marketing is about your audience and your strategy to engage the right influencer. Before diving into sending out lots of DMs, there are some key things you should understand.

1. Is your brand the right fit?

Knowing your brand and field is the starting point for good influencer marketing. Although you can find influencers in almost every category, influencer marketing might not be a right fit for your brand. Take juice brand Marigold and influencer Naomi Neo’s fiasco last year, for example. The campaign fell apart, and criticism, mocking and parodies rolled in. Real influence comes from authenticity, but her caption stating she’s “always carrying around a carton of my favorite MARIGOLD PEEL FRESH juice” does not sound authentic at all. Naomi is a popular influencer in the lifestyle space with over 369k followers, but an influencer known for their healthy lifestyle, fitness or juicing recipes would have been a better fit for Marigold.

Although the beautiful brunette can sell swimwear and dresses, she might not be a good fit business. Depending on what category your business is in, you need to find the right influencers that can authentically represent your product.

When you get it wrong, the audiences may not be as receptive to the product. Hopping on the bandwagon with the assumption that influencer marketing is a sure way to achieve your goals can easily catch you out. It might even backfire and give you a negative reputation. Take a step back to consider who you are and what your brand stands for.

2. Numbers are not the be-all and end-all

It can be tempting to go with those influencers that have the largest following. However, don’t be seduced by the big numbers. Get over the obsession with followers – it’s a terrible representation of an influencer’s actual reach. Instead of mere follower size, you should also be looking at engagement rate and follower quality. Even users with a few hundred followers receive a couple of comments, so someone with hundreds of thousands of followers should also have a proportionate amount of comments. If this isn’t the case, it’s a sign the followers may be bought or are not engaged. Either way, it’s not beneficial for your brand.

To avoid the follower quality trap, scan the influencer’s followers to see if they are genuine. Look for inactive accounts with few posts or a vastly disproportionate amount of followers and accounts they follow. Be wary of comments like “love it!”, “super cool”, “Amazing :D” paired with random emojis that don’t seem aligned with the post. These are most likely bots that comment on behalf of accounts. Don’t be misled by such bot responses – genuine comments mean genuine followers.

3. Allow artistic freedom

Remember that influencer’s authenticity is key, so don’t treat them like a mercenary soldier if you want your campaign to really flourish. Avoid giving them strict criteria, providing a script or overseeing every single tiny detail. The influencers will know their audience better than you do, so let them inject their own unique voice and perspective into the project. Don’t be that brand that gets exposed when influencers simply copy and paste, forgetting to remove the instructions.

What you want instead, is to achieve a balance between micromanaging and giving complete artistic freedom. You want to ensure that the overall brand message is still relevant and aligned with your objectives while leaving room for the influencer’s creativity. Let them have the freedom to speak in their own voice that feels natural to their audience. Using an influencer to market your product should not indicate a lesser process strategy. The truth is that simply paying an influencer will not help you meet your business needs. The content creation process involving influencers can be a bit more complicated than typical campaigns. Prepare to put in the legwork to truly make an impact.

The key to effective and successful influencer marketing lies in building quality relationships with your audience. Choose influencers who resonate well with your brand image. Zero in on people aligned with your brand’s core values and stories. A great strategy involves a mix of influencers with both large and small followings.

 

Need help involving influencers for your brand? Drop us a note at [email protected]

Gen Z: Marketing to digital natives

While everyone is focused on getting the attention of millennials, the next generation (Z) is already having an impact on the media and PR industry. But who is this Generation Z and what sets them apart? Their behaviour online and the way they consume content will be a crucial indicator for what direction the PR and media world is moving towards. Here is how they are already changing the game.

Internet & social media generation

Generation Z could easily be renamed the internet & social media generation, as they not only grow up with the internet as their primary form of communication, but they are also the first generation to use social media and the internet from a very early age onwards. In 2015, 77% of 12–17- year-olds owned a mobile phone, which is reflected in the estimated 150,000 educational apps, 10% of Apple’s App Store, aimed at them. Generation Z isn’t just media-savvy, but ‘being online’ is a given for the generation of ‘digital natives’. This means that PR folks and marketers don’t just need to stay up-to-date with the latest digital and social media trends, they need to be ahead of the curve.

No more Facebook?

Talking to people who were born at the turn of the century, you will be surprised that, although they have a Facebook account, their chosen social media channels are in fact Instagram and Snapchat. While the Facebook feed still works to amplify articles and news from websites and brands, the content form must adapt to new social media platforms. To be sure, brands and media platforms are already experimenting with Snapchat and Instagram. Airbnb, for example, used an inspirational travel video series for their Instagram Stories to create awareness and buzz for the launch of Experiences on Airbnb.

 

However, given that both platforms display content only for a limited amount of time, PR and media must adapt to craft and develop impactful content to capture the attention of these younglings.

Skipping Ads

Inundated with content, this generation has done particularly well to filter out ads and sponsored content. Simply put, they won’t react to an ad, unless it benefits them and adds value to their lives. Marketers and PR folks need to be smarter with Generation Z, but shouldn’t try to outsmart them. Advertising and sponsored posts need to camouflage themselves into something that this generation wants to see.

Struggling traditional media

This lot has little regard for traditional media and are more likely to be consuming content on social media, blogs and YouTube. Showcasing your content natively on social media and working with trusted influencers can help to make inroads with Gen Z.

Long term investment

Despite skipping ads and filtering content that doesn’t interest them, Generation Z tends to be more loyal than the generation that came before them. As Gen Z consumers stay loyal to the brands they shop at and are more likely to stick with them throughout their lives, it’s still worth making the investment as a brand.

Although the content they consume tends to be very short-lived, the investment of brands and PR agencies will be long-term. This is good news for everyone, as customer acquisition is becoming more important and might have longevity – despite constantly changing consumer behaviours.

 

Like what you’ve read? Drop a note at [email protected] to talk about how to make your brand ready for the next generation. 

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Let’s talk branded video content

From online TV or subscription services like Netflix, to free video on platforms such as YouTube and social media, folks in Asia are consuming more video content than ever before. You’ve heard this all before – and while brands now have a robust video strategy in place, creatives are still far from perfect.

Here’s our 5 key takeaways on creating effective online ads for branded video campaigns:

Optimise video for mobile

Mobile is already the primary device for accessing the internet in APAC, yet, brands still choose to produce glossy 30-second TV-type ads that do little to hook mobile users. Because content is consumed differently on mobile devices, brands need to ensure their videos capture attention and emotion from the get-go.

Make a sentimental pitch

Video tech company Unruly’s data shows that sentimental storytelling ads are the best performers for 18-34 year olds, a key audience segment for many brands. The study showed that millennials have a stronger reaction to emotional content like this 2014 campaign for Thai Life Insurance.

 

 

Make it work for sound-off

According to Unruly, 80% of millennials mute a brand’s video ads. To engage this audience, advertisers need to create content for a sound-off experience. Avoid dialogue and use text and graphics to draw consumers in

Tailor video for specific social media

YouTube users hold phones sideways to consume content, while Facebook videos are best viewed upright. Majority of Facebook video is watched without sound, while YouTube is always played with full sound. Instagram, Snapchat and Twitter come with their own peculiarities. Brands that stand out are the ones that are tailoring social media content for each channel and country’s internet speeds.

Think beyond views

When it comes to measuring a video’s success, views aren’t everything. Whether it is to increase awareness, consideration, or influence sales, it is important for advertisers to establish marketing goals for their campaigns, and then come up with a set of KPIs to track and measure campaign success.

 

Let us help you create effective content – drop us a message at [email protected]

 

 

PR is evolving, and so should you

The way we communicate has completely changed over the past decade, including the concept of Public Relations and the way we do business. Recent office chatter brought up stories of how things were done back in the day. All media clippings were processed in-house and keeping a media list up to date was a job on its own. Today we outsource these services that helps us focus on what’s important.

In a rapidly evolving industry, there is no place for complacency. PR professionals should develop a hunger to learn more and become a specialist in the field. The ability to write an impressive press release and put together an amazing pitch is no longer good enough. The scope has moved far beyond drawing up a media list, writing a press release and following up. In order to make an impact across all platforms, we now have to focus and build relations with key media in the digital and social space. PR professionals or agencies that are not evolving with this landscape will be left behind.

Clients are expecting more. They want to be relevant and make an impact where it matters most. Here’s how PR and marketing can adapt to meet clients’ growing needs and demands.

Access to information in the palm of your hand

Unless you’ve been living under a rock for the past decade, the way people access information has changed entirely and continues to change. Your target audience have gone from readers to users. Information is readily available to anyone, everywhere, at any time. Make sure you change with the times and keep content interesting, relevant and easy to consume. Check out our blog 3 ways to help bring your content back to life for some tips!

Find the right influencers

PR professionals and brands still dismissing influencers and bloggers as real content creators are committing professional suicide. Influencers are the most connected people today. Their devoted followers trust what they say and many influencers have larger followings than many media outlets. Collaborating with an influencer in your industry is a great way to get traction and interest in your brand or product. A word of caution though — don’t go in blind, it’s important to partner with someone who is relevant and authentic to your audience and brand.

Learn a new skill

The PR scope is getting wider and clients are demanding more. To be able to keep up with the demands, learn a new skill, understand how digital platforms work – it’s the only way to improve your offering.

Content

Content is and will always be king. Having the ability to create compelling and shareable content will make you indispensable. Learn the art of writing for various platforms. Know your audience and create captivating content that will get people talking. Great content adds value to SEO efforts and it encourages engagement, which means your content or brand will be seen.

Public Relations will always be about storytelling and being able adopt a forward thinking approach to how we achieve our targets.

Need help telling your story? Drop us a message at [email protected]

How to create a Buyer Persona

Sophie is 35 years old. She’s just been promoted to Marketing Manager at the Tech company she works for. She learned the ropes in a Marketing Assistant role and her seniors expect a lot from her position. Her first order of business: improving the effectiveness of the company’s marketing.

Here’s the catch, Sophie isn’t a real person. She’s a buyer persona – a representation of an ideal buyer.

With consumers exposed to as many as 5,000 marketing messages every day, creating user personas help businesses break through the clutter and capture attention with relevant content. It humanises your customers and paints the picture of an individual buyer, identifying their problems and values.

Apple’s success story

Apple effectively uses buyer personas for its different products. Check out their persona focus technique in this iPad 2 advertisement:

 

Now watch this:

 

https://www.youtube.com/watch?v=rTFPB4OUqrM

 

The first features the user scrolling stocks and investment portfolios, capturing the business professionals’ attention. Suddenly, they can see how this product would fit into their work life and visualise themselves using it in their day-to- day business needs. The second shows an adrenaline junkie preparing to take on the torrential rain with his iPhone 7. Creating this persona attracts the outdoorsy types and demonstrates the waterproof features of the new device.

How to create buyer personas

Creating the profile is probably the most important stage in the process – get the wrong persona and you’re marketing to a completely different audience, not to mention wasting your time and efforts.  Here’s a couple of steps to consider to get you started when creating your buyer persona:

1. Establish the basics

Segment your target group and ideal buyer by gender, age, job title and role responsibilities. Identifying these basics will give you a strong starting point of who you are targeting.

2. Learn from example

When you create a persona, you are creating an example of your ideal consumer. From this example, you can identify your consumer needs, objectives and potential obstacles. Doing this also gives insight into how your buyers view your products and services. Use this information wisely to improve your offerings.

3. Study, study, study!

To do this study their needs, concerns, frustrations, urgency to buy and ability to buy. This helps to develop and tailor content that appeals to your target audience, resulting in greater leads and sales.

 

If you need help creating your buyer persona, drop us a note at [email protected] – we can help you to tap into your target market! 

 

 

 

 

 

 

 

 

 

 

 

 

Small fish, big pond. When to outsource your marketing

Whilst almost everyone can grasp the basics of marketing, what does it take to really shine?

The overarching goal for most businesses is to expand and grow, though when it comes to marketing, too often there is a shortage of time and resources to figure out the most effective digital, transactional, and diverse strategies. Sure, you can try do it all yourself but that could lead to poor quality, potentially harming your business. And what a waste of your productive time and money that would be!

Hiring an agency to give you a hand is no longer exclusive to bigger shops, in fact, it is a lot more common than you think for small to medium size businesses to call in some experts to give them the boost they are looking for.

First and foremost, you get a VIP pass to expert industry knowledge. The benefits are immediate. A great marketing agency is not only up to scratch with marketing technologies and how to make them work for you, they also have the experience of doing it for others. This could give you the edge you need and saves you scrambling to play catch-up with competitors.

Secondly, putting your marketing in the hands of specialists, means your marketing won’t suffer due to staffing issues. Consistency is key when it comes to successful marketing, especially online – if not, Google will notice flows in your content production. Nowadays, all it takes is for your in-house marketer to go on holiday or have a sick day to affect the smooth running of your output. Outsourcing simply keeps the consistency despite what may be happening in the office. All the while, you get to focus on what your business does best. Working with the right agency not only means being up to date with latest technologies, it also helps to know where your target audience is and what systems are best suited to tap into them. All you need to do is sit back and watch your market grow with the trust that this is being done for you.

Outside knowledge from working with an agency can bring you and your business numerous benefits that you may not have considered; fresh eyes, new ideas, industry expertise and technology know-how. Skype, for example, used a team of developers in Estonia to build out their business when they first got started in 2003, leading to a buy out with Microsoft in 2011 for $8.3 billion USD. Slack is another company that has seen great success outsourcing design in its early days.

Last, but certainly not least, brand monitoring. Outsourcing your marketing function shouldn’t be a one-trick pony. A dedicated and proactive agency should be continually optimising your marketing efforts. The world is a competitive place for brands big and small, and it is crucial to lower your risk of market stagnation. Brands need to be up to speed, consistent, as well as creative with their ideas. Having a great marketing campaign but not the strategy and monitoring in place is a slippery slope for brands. However, an agency will constantly try new things to keep your business on trend to deliver agreed-upon goals.

Sound good? But where do you start. Choosing the right agency for your business can be mind boggling and full of people trying to sell you something without your objectives in mind. Find an agency that understands your brand and is willing to take the time to work out the best strategy for your business.

If you want to discuss your business potential, big or small, drop us a message at [email protected]

 

How to combat fake news

There’s no news like fake news! While fake news has been around for a long time, the 2016 US presidential election showed the lightning speed at which it goes viral on social media. And brands aren’t spared either – the rise of malicious content and alternative news sites means that brands have to protect themselves, now more than ever. That’s exactly what a Washington DC pizzeria discovered when it fell victim to fake news reports that led a man to open fire in the restaurant following claims of it being a child-abuse ring.

For brands, combatting the menace of fake news means getting back to the basics of PR and developing a crisis communications plan. Here are some tips for brands to counter fake news effectively:

Stop feeding the trolls

If you’ve fallen prey to fake news, assuring people by making official press statements would only grant a short-term relief. Take this opportunity to turn a crisis around. Instead of replying to negative messages with negative response, focus on spreading positive news. Be diligent in your response, leaving no room for interpretation. Explain why the news is incorrect, state your brand’s position in that context, and distribute your content accordingly.

Don’t over react

Recognise the difference between fake news and sarcasm as some media outlets may take a contrarian view. Identifying this can be crucial and should be tacked with good humour as opposed to being defensive!

Make employees your brand advocates

In times of a communication breakdown, it is key to ensure every employee is equipped with the right message. To do this, everyone in the company should know what happened and where the truth lies. An employee may take to social media to express their own opinion about the firm, and if this opinion is ever based on fake news – a small spark is enough to start a fire.

Active monitoring and response

Implement robust monitoring for all social channels, sub-brands and key spokespeople. Get rid of auto-responses, instead respond proactively and in real-time. Moreover, investments in paid search and promotion on social media sites can go a long way to countering fake news. Have adequate skills and budget in place for paid planning and targeting.

Publish more often

Written content has the ability to combat a fake news story, alter a negative situation, and reinvent your brand in a positive light. Do not republish attacks. Instead, share positive content that counters fake news via owned, shared media channels and influencers including traditional media in the form of blogs and thought leadership.

Facing troubles tackling fake news? We can help! Reach us at [email protected]

4 Step guide to defining your brand voice

When it comes to your business, your brand voice is everything (well, almost!). Your voice communicates your brand, core values and the type of relationship you want to have with your consumer. It sets expectations and helps build trust. In fact, your brand voice is so impactful – it can make or break your business. That’s why it’s important to get it right early on.

And yes, we know it’s no easy task creating a voice for your brand. It takes time to get it right so you should never rush it. Take your time and follow these four steps:

Step 1: Who are you?

It’s as simple as that. What is your business all about? At this stage, it is about defining your company values – what you stand for, what makes you unique, and why you exist? And even if you aren’t offering the sexiest product in town, it doesn’t mean you need to come across in a boring manner. Have fun with your brand and really stand out from the crowd! Suggested read: FunTech: Make that content cray

Step 2: Who are you talking to?

First, define your audience. Who is your key customer? Are they likely to respond to a very casual tone with lots of humour? Or perhaps your customers prefer a more corporate approach. Either way, you know your customers, so work out the best way to speak to them.

Get your team together and brainstorm answers to the following:

  • I want my brand to make people feel _______.
  • Three words that describe my brand are _______ , _______ , and _______.
  • I love the brand voice of _______.
  • I dislike the brand voice of _______.

Doing this will really help you define and drive your communications.

Step 3: Strip it back

Ok, so you’ve now identified what your brand represents and who you’re talking to. The next step is to create a list of brand buzzwords and as well, a banned list of words or phrases. Focus on specific things that encompass what your brand represents and decide how you’d like them to be communicated. Here’s your chance to think outside the box and really get creative.

 Step 4: Stimulate visually

Words are one thing, but a picture tells a thousand words. The imagery you use across your marketing should show a brand story and convey a strong message. Try creating a series of graphics that are unique to your brand and match this with quirky copy.

Here’s our favourite example of a brand that’s really created an amazing voice – Vinomofo. Their audience is made up of wine lovers but what makes this brand unique, is how they convey their message to their audience. From the way website looks, to the fun tone used in their copy, all the way through to culture which is clearly represented through the imagery – it all really helps differentiate the Vinomofo brand from any other wine company or distributor around.

Check out the tone of their website bio:

Do yourself a favour and scroll all the way down to the bottom of their home page – make sure you read all the text. It’s so funny and entertaining! It’s rare to find a brand that communicates this way. Reading their content makes you feel like you’re having a direct conversation with Vinomofo –  and they really do have fun communicating their message.

If you need help standing out from the crowd, drop us a note at [email protected] – we can help you take your brand tone from boring to brilliant!

How to manage your brand reputation online

The secret to becoming a world class brand? Going beyond social presence. Technology has enhanced the ability for brands to engage consumers anytime, anywhere –but you can’t just rely on the technology alone. In the fast-paced world of GoPro, Netflix, Spotify and Instagram, let’s not forget Pampers, Oreo, Dove and Charmin. And for good reason.

The success of these legacy brands proves that while creating a kick-ass marketing content strategy is vital, maintaining reputation is just as (if not more) crucial to your brand. So how do you keep up?

Here’s a few tips to get you started:

Monitor what people are saying about you

Blog posts, social media, customer comments, reviews, Tweets need to be on your radar. Every time you find a comment about your brand online, remember others can see it all over the world. However, sifting through all your online data can be time consuming. Tools such as, Google Alerts and MonitorThis, are easy to set up and allow you to filter to get the relevant notifications.

In today’s highly competitive world, tracking and listening to social conversations aren’t enough. Brands need to proactively engage with consumers – this includes responding to both positive and negative feedback and reviews. Nobody wants to do it, but to manage your online presence, you must deal with negative feedback head-on.

The best way to protect your brand image is to work to resolve negative criticism. Not all feedback is bad feedback, distinguishing the harmful from the productive is key. If there is feedback that you can work with – it is often useful to keep your response visible, just make sure you are able to identify the difference between trolls and constructive criticism.  Stumbling across posts or comments that are less favourable means that your target audience can too, which is why removing negative comments from internet trolls on your website or blogs is vital too.

Create amazing content

Anyone can sit down and write a ‘standard’ blog post, but creating ‘amazing’ content — that takes time, dedication, and effort. That’s what Oreo’s Halloween 2015 campaign demonstrated when the brand created a Vine video series spoofing classic horror movies featuring cookies.

Understand your audience

This always has (and always will be) key to maintaining a relationship with your consumer whether it’s online or offline. One brand that gets it is Netflix. The video streaming company leverages its vast amount of data to dig deeper and understand who its social audience is. Whether it’s a famous quote from one of its available titles, or a GIF that summarises how most of us feel about the video streaming site, Netflix continues to create content that its users can relate to.

   

Embrace the weird and run with it 

Whether it’s fun, silly, quirky, factual or awkward – embrace your target audience’s humour and reflect that in your brand’s personality. The big names in branding don’t just use social to market products. They create a community that can come together to share advise, feelings and memories. This is simply learning to nurture your target market. The iconic nappy brand, Pampers, creates a safe online platform for soon-to-be parents to come together as they embark on the adventure together.

Big bang versus thinking small

When toilet roll company, Charmin, were faced with the difficulty of creating excitement around their loo roll, did they succumb to the challenge of coming up with a killer marketing strategy? Nope, they introduced #TweetFromTheSeat campaign, where consumers could participate in the hilarity of Tweeting while…er, doing their business. Ridiculous but effective.

Satisfy customer cravings

Whether it’s a Galaxy chocolate advert or the latest news on upcoming technology trends for 2017, it’s worth tapping into consumer insights. A great way to pique your target market’s interest is to empower users – user generated content makes the brand more approachable. This also allows you to convert their eagerness into a marketing win. Users get the opportunity to share their own story socially.  GoPro not only create great content for social but also amplify user-generated content with zero ad spend. Win, win!

The bottom line is that your online management and reputation is important, now more than ever. Brands need to stay abreast with what is happening with their image online. Once you’ve found your online voice, be mindful of your ongoing image and how you want to be seen to the world. No two brands are the same and neither is their reputation. It is about identifying the right strategy that works for your brand.

If you need help creating your personalised brand strategy, drop us a note at [email protected]

3 Ways to help bring your content back to life

Creating content may seem simple, and sure enough it is, but keeping your audience engaged is a totally different game. When we talk about content, you might automatically think of a blog post or article that you post onto your website, and while this may be partly true, content can come in many different forms, such as videos, graphics and e-books. Often these can be a lot more interesting and creative – and is exactly what is needed to keep your readers interested and engaged.

Here are three tips you can use to keep your content alive, and your audience coming back for more:

1  Repurpose and re-use

No doubt you have already written a lot of content, much of it is probably timeless. Great – don’t waste it. Just because you’ve written a blog and posted it on your website one year ago, doesn’t mean it needs to stop there. You can re-use your evergreen content and repurpose it for a different platform. For example, if you’ve shared some amazing healthy tips about the different ways to use chia seeds, why not create bite-sized video content and deliver this across your social media channels. You can even do a recipe album on Facebook. Remember, there are endless ways to revitalize older content and re-fresh it to keep your readers excited and engaged with your brand.

2  Hook with a headline

You can spend all the time in the world creating something fancy, and sure, that’s very important. But what’s equally important is the hook of your headline. Your headline is what will draw readers in and get them to click your material. Get creative and tip the readers off with just enough information to maintain the mystery. But make sure you’re genuine with your headlines and avoid creating clickbait headlines as that will just annoy people. Here’s a great example from Buzzfeed on Facebook for all you Friends lovers out there. I don’t know about you, but I certainly clicked on this link.

3 Get personal

Gone are the days where direct selling was the main way to secure business. We’re now living in a world where customers want to see the ‘real’ you – and the Internet and social media have opened the doors to this type of discovery. Your customers want to know your story, the people behind the brand, and they want to talk to you. Share real stories about real people – be it case studies or behind-the-scenes footage. Open the lines of communication with your customers through social media by posting exciting and fun content, and write as you would speak – you know, like a conversation.

It’s time to let your customers in and get personal. Tell your brand story and develop content with a human element. Show people who you are and what you can do without making an obvious sales pitch. Your content strategy should be filled with cool ideas that have your customers craving for more. The key is to have fun, be consistent and creative.

Let us help you bring your content back to life – drop us a message at [email protected]

How to come back from a content mistake

One Academy Award, 14 Oscar nominations, and once considered the most powerful man in Hollywood – Warren Beatty is now going to be remembered as the guy who read out the wrong name.

Things went downhill soon after the cast of LaLa Land went on stage to receive the coveted Best Picture award. Even as one of the producers was speaking, viewers at home saw someone run across the stage holding an envelope. It was quickly announced that it’d been a mistake, and that Moonlight was the actual winner of the prestigious award. The live audience collectively held its breath the entire time. But no matter how many times you watch the blunder, it doesn’t get any easier watching poor Beatty trying to explain it away.

But, mistakes happen. And marketers operating in real-time know this better than anyone else. We’re breaking down the mistakes and lessons to be learnt from this train-wreck.

Mistake #1: Driving yourself crazy with self-editing

Of course, checking what you have written is a good habit to get into, but do you really need to spend hours self-editing content that already took you hours to write? When it comes to content marketing, practice makes perfect. Yes, editing is crucial, but it should only take you a few minutes. Constantly reviewing something is a recipe for disaster, at least in the same day. When the writing is still fresh, your mind will automatically make up the gaps in your copy and your editing will be subpar. Instead, put it away and come back to it another day — or at least several hours later.

Mistake #2: It isn’t relevant

You take the time to write a content piece, possibly spend longer than you should editing and build a landing page, then there’s one thing that kills it- it’s irrelevant. And we all know that irrelevant content doesn’t drive engagement. The answer to this is simple – sit down and do your homework. Make your content is easy to read and digest. The goal is to leave your readers hungry for more.

Mistake #3: You’re too jumbled up in SEO

If you are clogging your content with back links and unnecessary keywords, your just making life harder for yourself, and your readers. Remember to write for people first, and search engines second. This way, it makes your content more readable and sharable.

Mistake #4: Your focus is quantity over quality

The biggest secret to content marketing is just that, the content. Producing blogs posts to fill that promised KPI isn’t going to bring much value. One of the biggest mistakes made is wasting precious time and resources creating content that is not attracting your target audience. Delve into the mind of your audience. Who are they? What do they need help with? And craft content to solve their problems. This is a lot more valuable than the rat race of getting a blog out before your neighbour just for the sake of it. Put more focus on creating and promoting quality content that’s fit for purpose.

Mistake #5: You’re selling too hard

Golden rule#1: content marketing is not created for hard selling. You create to educate, inspire, engage and build your brand. Not to receive immediate acquisition. Of course, gaining business is an important goal, but it shouldn’t be obvious to customers. These days everyone does their homework online before purchasing. That’s why it’s important to provide relevant information, answer consumer questions, solve problems and offer alternative perspectives. Because if you don’t, someone else will.

Mistakes happen to the best of us – it what makes us human. Here’s hoping that LaLa Land Producer, Jordan Horowitz, and Moonlight’s Director Barry Jenkins can see it in the same light.

If you need help crafting a killer content marketing strategy, drop us a note at [email protected]

6 tips to help you pick the right content marketing agency

If you’ve heard it once, you’ve probably heard it a thousand times: content is king. And unless you’ve been living under a rock, you would also understand the important role content marketing plays in driving leads and delivering results.

Traditional marketing is falling out of favour with many consumers, and content marketing fills the gaps with regular creations and distribution of quality information relevant to your target audience – drawing them in and ultimately turning prospects into customers.

Sounds great doesn’t it?

But the only problem is that content marketing requires a full strategy, time and dedicated resources. This means that at least one or two team members should be dedicated to executing your content strategy, which can be tough, particularly if you don’t have the knowledge or manpower. If you don’t have the time, your next bet is to hire an agency to assist you. Agencies are generally made up of skilled professionals, meaning you can utilise many different talents and levels of expertise to help you drive your marketing strategy forward.

But with so many agencies out there, how do you pick the right one?

Here are some tips to consider when choosing a content marketing agency:

1. Define your purpose

This may seem like a no-brainer question, but so many brands out there get caught up in creating content just for the sake of it. When planning your strategy, really think about your key goals, and what you want to achieve. Do you want traffic? Increased conversions and leads? Or perhaps building brand reputation and awareness?

Your goals will determine your agency evaluation criteria. For example, if you’d like to to develop a strong content strategy, you might focus more on the team’s knowledge of your industry and knack for strategic and analytical thinking. But if you just want to outsource the content creating process, you would more likely look at hard skills such as subject matter expertise and video or photo editing skills. Most brands might not require the full breadth of an agency’s content marketing skills, so tailor your search accordingly.

2. Measure success

Ultimately, what you want out of your chosen agency is measurable results – to determine your ROI. So find out how they measure success and what content management tools and data sets they use. Getting to know and understand their processes should give you more confidence to select the right agency for you. 

3. Do the groundwork

Being a content marketing agency without a blog and social media accounts is akin to a pilot without a license: unqualified for the job. Don’t take what they say at face value, do the necessary legwork to validate their claims. Check out the quality of articles on their blog, who writes it, and how they’ve been growing over time. Their abilities should shine through at this point, and if you remain unimpressed, move on to the next agency.

4. Get to know the team

Ensure the people working on your account are knowledgeable and skilled. It’s not uncommon for top-level executives to pitch for your account, and then pass it over to other members in the agency – but it’s also your job to get to know who will eventually be on your team. Clarify these details, find out their track record, and if possible, meet and get to know them. They are the ones who will pluck out everything amazing in your company, and turn it into fantastic content that’s worth sharing.

5. Test the relationships

A good relationship is crucial, so make sure to pick a team that you’re completely comfortable and confident in. Besides having faith in the agency’s abilities, you should also feel assured that they will not hesitate to tell you if your ideas might not work, and recommend other strategies that are in line with your goals. Having a good working relationship also helps when you have to coordinate between your in-house team and the agency. The agency should be working as an extension of your company, and should help make this process seamless.

6. Don’t forget culture and values

While it’s important to assess an agency’s skill set and competency, cultural fit is also an important factor to take into account. Besides allowing for a smoother partnership, a good culture also determines the type of team you get. People are an agency’s number one asset, which means success comes from the right people with the right skills, doing the best for their client. It’s essential for the agency to have clear values in place, because those values shape the culture that attracts and retains top talent. Without an amazing culture, an agency will be subject to high turnover, which may affect your account.

And there you have it, 6 things to help you choose a content marketing agency. It’s not an exhaustive list, but it should help you get started and point you in the right direction.  

Drop us a note if you’re in the market for a creative content marketing agency. Reach us at [email protected].