Wednesday, 27 July 2016
Saturday, 22 August 2015
- an emotive email subject line
- unexpected video content
- social media conversation starters.
About the author
Thursday, 20 August 2015
Video for visual, auditory and reading learners. http://t.co/OycmXlEpJu— onvedeo (@Onvedeo) August 17, 2015
- Consumers conduct extensive research before making important buying decisions.
- Content marketing has an important role in educating your audience.
- People learn in a range of different ways.
- Content can be re-purposed to cater for a range of learning styles.
Tuesday, 18 August 2015
Why content credibility matters
Finally, and perhaps most importantly, a good online experience for visitors to your website matters in the same way that a good face-to-face experience does. It is a touch point that contributes to achieving the strategic goal of achieving and maintaining high customer satisfaction levels.
Segment your audience. Understand who the decision making units and influencers of decisions are. [click to Tweet]
3 Ways to Segment Your Email Marketing Audience for Better Engagement - (A) http://t.co/zDWgqeqS79— State of Digital (@stateofdigital) August 16, 2015
- social listening exercises (including sentiment analysis)
- primary research, such as telephone interviews
- secondary desk-based research.
B-to-B marketers continue to benefit from lead nurturing campaigns. #B2BMarketing via @KoMarketing http://t.co/1io1zYURe8— BMA National (@BMANational) August 18, 2015
6 Practical #Tips For Building Relationships & Establishing Trust With Social Media - ModernLifeBlogs http://t.co/rx2Loi8yiC #SocialMedia— ModernLifeBlogs (@ModernLifeBlogs) August 18, 2015
- analysing the interviews you carried out in step 2
- studying correspondence into your call centre
- assessing the terminology in online forums and social networks used by your target audiences.
- ensure the message received is the one you think has been delivered
- understand what key messages can be recalled
- learn about how your content made the reader feel.
How B2B companies can use customer feedback to boost their bottom line: http://t.co/cLtP84gorV [new ebook] #UX #mktg pic.twitter.com/9QUoYWSFzr— UserTesting (@usertesting) August 18, 2015
"The greatest problem with communication is the illusion that it has taken place" -
George Bernard Shaw
Tuesday, 30 June 2015
Providing a detailed and accurate writers brief is essential in ensuring the content returned is as close to the desired end result as possible.
11 essential items to include in a content brief [Share on Twitter]
1. Audience profile
Provide details about the intended audience. Give information about their demographic make-up; likes and dislikes; level of existing knowledge regarding the subject areas to be covered, and so on.
Understanding the profile of the target audience will give the writer the best possible insight into the appropriate use of historical and cultural references to use to illustrate their content. It will also affect the tone of voice selected for the piece.
Learning from Q&A--Build your audience profile and then develop your content around what it is your audience wants to see #briteassembly— GA Melbourne (@MelbourneGA) June 4, 2015
2. Key messages to be delivered
Consumers of digital content are time poor. If your audience reads one paragraph of your content, which key message needs to be delivered above all others? [click to Tweet]
Providing such guidance to writers will help to ensure accurate placement of content (above the scroll; in H1, H2 headers; meta descriptions, and so on).
It is likely that the content being created forms part of a wider narrative and is one of many touch points that the reader will have with your brand.
Clearly explain to the writer which materials the target audience is likely to have accessed before, and content that will follow.
— SlideShare (@SlideShare) June 30, 2015
4. Tone of voice
If your brand guidelines don't already contain guidance, consider providing the author with a tone of voice document which details where the content should be positioned along a number of continuum’s:
- formal/relaxed, and so on.
Your Brand’s Tone of Voice and 5 Reasons Why You Should Care About It http://t.co/fqsLZwQfDK #branding #marketing— Juntae DeLane (@JuntaeDeLane) June 30, 2015
5. Takeaway messages
Be explicit about what the takeaway messages of the content should be. Describe how the reader should feel after accessing the content, and the key points they should be able to recall. [click to Tweet]
6. Word count / article length
It sounds obvious, but be clear on the required content length. Too many words may lead to heavy editing which affects the narrative. Too few words and the content may fall short of achieving its objectives.
If you are asking writers to provide titles, meta descriptions, email subject lines, and so on, remember to be prescriptive with character limits, to help ensure your digital content is fully optimised for the platform used.
Research shows 1500 word blog posts get more links, shares and views. But be careful not to pad content for length. https://t.co/eHpifZI2K0— samanthastone (@samanthastone) June 30, 2015
7. Content format
Be clear about the format the content being produced will take (blog post, slideshare, infographic, email, eGuide and so on). This will have a significant impact on the writing style used. Where possible, provide examples of existing content in the same format.
Provide the writer with details of the keywords and phrases that the content needs to include. State where these keywords should to be place within the copy, and the density of use.
9. Trusted sources of background information
Provide links to any sources of information you have that will help them understand the subject area in greater detail.
This should not be a replacement for the desk research that they conduct themselves, but simply provides examples of trusted sources of credible information.
10. Deadline! #PR Tip: Be sure to always comply with a reporter’s deadline & communicate w/ clients in a timely fashion.
Provide clarity on the deadline for content to be completed. Where necessary, indicate the number of amends cycles that are likely to be required. This will help writers to plan their time effectively in order to deliver on time.
11. Publication date and place
Many copywriters like to provide links to the content they have helped to create on their own websites and blogs. It's a great opportunity to get an all important back link or two!
What are your must include items?
#PR Tip: Be sure to always comply with a reporter’s deadline & communicate w/ clients in a timely fashion.— IndraPublicRelations (@indraPRGroup) June 19, 2015
Tuesday, 31 March 2015
How do you take that next step to set your employees on the right path? Here are three ideas to.. http://t.co/ELeD4NNWfL #socialmedia— Hicham Chraibi (@hichamchraibi) June 9, 2015
Protecting confidential information on social media
- If an individual is a LinkedIn Company Page administrator, and their personal account is compromised, the unauthorised party automatically has access to the Company Page(s) they manage. Ensuring administrator’s personal account passwords are ‘strong’ and changed frequently will go some way towards mitigating this risk. Social media accounts have also been intentionally compromised by employees looking to establish rival firms.
- Organisations need to be clear about the process for transferring contacts and business related conversations stored within social media accounts administered by employees. For example, there have been a number of instances where employees have taken a Twitter following with them when changing employer.
#podcast : How companies can work with employees on social media to create trust and interest. http://t.co/JvZ834sy7v #socialbiz— Ted Coiné (@tedcoine) June 5, 2015
- HellPizza: http://mosh.co.nz/social-media/to-facebook-hell-back-or-how-to-lose-your-client-20000-fans/
Protecting online reputation
Balancing the rights of the organisation and the individual
- A manager at JD Weatherspoons claim for unfair dismissal, after she was fired for posting comments about the pub chain’s customers on her personal Facebook wall, was unsuccessful. Although the defendants comments were only visible to her Facebook friends, the number of them (646) was an important consideration in the case as it was thought to large enough to constitute bring the organisation into ‘public’ disrepute.
- A Texan teenager’s unsavoury tweet about starting a new job at a pizzeria got her the sack before she had even started.
Brands have a responsibility to educate their employees on what's acceptable on online: http://t.co/SDUgwGgAGg pic.twitter.com/ANnAxxyuUg— Digital Royalty (@DigitalRoyalty) May 31, 2015