tag:econsultancy.com,2008:/topics/content-marketing-and-strategy Latest Content marketing content from Econsultancy 2016-05-26T15:15:19+01:00 tag:econsultancy.com,2008:BlogPost/67874 2016-05-26T15:15:19+01:00 2016-05-26T15:15:19+01:00 The rise of the artisanal tone of voice among brand marketers Nikki Gilliland <p>With an increasing desire from consumers to know <em>how</em> and <em>where</em> products are made, small and artisan brands are growing in popularity.</p> <p>As a result, reassuringly authentic copywriting is popping up all over the place.</p> <p>So why do we want to buy beer from micro-breweries, get our caffeine fix from pop-up coffee shops, and source sourdough from independent bakeries?</p> <p>Perhaps it’s the reassuring nature of the old butcher, baker and candlestick maker – a place where you can go for a chat as well as a quick shop.</p> <p>Or, maybe we just believe that it’s worth spending a little extra on something premium or independently produced.</p> <p>Either way, copy that was once quirky and witty is now thoughtful and earnest.</p> <p>Look at Teapigs for example - a company that has six pages of its website dedicated to telling you how high quality its product is.</p> <p><img src="https://assets.econsultancy.com/images/0007/5262/Teapigs.PNG" alt="" width="780" height="473"></p> <p>With its slightly unconventional packaging, Orchard Pigs is also still slightly 'Innocent-esque' - but by detailing its 'expertly crafted' cider that's rooted in 'fine Somerset tradition', it can't help but big up its humble beginnings. </p> <p><img src="https://assets.econsultancy.com/images/0007/5234/Orchard_s_Pig.PNG" alt="" width="780" height="472"></p> <p>Likewise, Primrose's Kitchen has a name that directly reflects the artisanal nature of the product.</p> <p>Its muesli, made in the heart of Dorset, is a world away from the mass-produced, sugar-saturated world of Nestle. </p> <p><img src="https://assets.econsultancy.com/images/0007/5235/Primrose_Kitchen.PNG" alt="" width="780" height="620"></p> <p>Of course, it’s not only lesser-known brands that are capitalising on this image.</p> <p>Larger corporate companies are now deliberately trying to appear smaller in order to get a slice of the action. </p> <p>Have you popped into <a href="https://www.theguardian.com/business/2016/feb/10/tesco-takes-full-ownership-of-harris-hoole-coffee-chain">Harris + Hoole</a> lately?</p> <p>With its dedicated baristas and laid-back atmosphere, it markets itself as the ultimate independent coffee shop.</p> <p>A company that literally ‘pours hours of training’ into bringing you the ultimate cup of coffee. You’d never guess it was owned by Tesco. </p> <p><img src="https://assets.econsultancy.com/images/0007/5236/Harris___Hoole.PNG" alt="" width="780" height="463"></p> <p>Costa Coffee is also well-known for using these tactics.</p> <p>With 1,500 stores in the UK alone, it is one of the biggest and most recognisable brands on the high street. Yet, it still tries to convince us that every single one of its employees was born to serve skinny lattes.</p> <blockquote> <p>Coffee is an art, and our baristas are artisans – learn about the passion and precision that goes into each cup.</p> </blockquote> <p>Nice to hear, but if you’ve ever queued for a coffee at 8:50am on a Monday morning you’ll know that staying calm and not spilling anything is the main priority for staff.</p> <p><img src="https://assets.econsultancy.com/images/0007/5237/Costa_Coffee.PNG" alt="" width="780" height="473"></p> <p>A brand that has mass-market appeal, Walkers Crisps is another culprit.</p> <p>Usually synonymous with famous footballers and big advertising campaigns, it's been trying a different tack of late.</p> <p>With a focus on real ingredients (as opposed to fake ones, I suppose), Market Deli crisps is an attempt to target a more discerning consumer.</p> <p>Promoting itself as “inspired by authentic produce found in delicatessens across the UK”, it is a somewhat strange concept.</p> <p><img src="https://assets.econsultancy.com/images/0007/5238/Walkers.PNG" alt="" width="780" height="291"></p> <p>Could the fact that the product is <em>inspired</em> by authentic produce mean just that?</p> <p>Inspired, but not actually authentic in itself?</p> <p>The danger of the artisanal tone of voice trend is that it will result in false advertising. And sadly, there have already been examples.</p> <p>Tesco was recently <a href="http://www.theguardian.com/lifeandstyle/wordofmouth/2016/mar/22/tescos-fictional-farms-a-marketing-strategy-past-its-sell-by-date">called-out</a> for using fictional farm names on the packaging of fresh produce. </p> <p>Though the supermarket chain has since explained that the likes of ‘Boswell Farm’ are simply brand names, and in no way meant to suggest the place where the meat was actually sourced, it certainly doesn't instil confidence in the consumer.</p> <p>Rather, it just goes to show how the lines between artisan brands and artisanal <em>branding</em> are becoming well and truly blurred. </p> <p>When it comes to trust, at least you know what you're getting with a classic bag of cheese and onion Walkers.</p> <p><em>For more on this topic, book yourself onto Econsultancy's <a href="https://econsultancy.com/training/courses/online-copywriting-advanced">Online Copywriting Course</a> or check out these posts<strong>:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/65198-a-simple-tip-for-improving-your-brand-tone-of-voice-guidelines/"><em>A simple tip for improving your brand tone of voice guidelines</em></a></li> <li><a href="https://econsultancy.com/blog/67149-how-to-create-simple-brand-tone-of-voice-guidelines-for-twitter/"><em>How to create simple brand tone-of-voice guidelines for Twitter</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/67856 2016-05-18T14:16:18+01:00 2016-05-18T14:16:18+01:00 Four delicious examples of food & drink brands on Instagram Nikki Gilliland <p>For brands, Instagram is the ideal platform to exploit this growing 'foodie' obsession.</p> <p>But with competition rife, and millions of daily posts using hashtags like #foodporn, how does anybody stand out?</p> <p>One of the biggest categories in this year’s <a href="http://www.festivalofmarketing.com/awards">Masters of Marketing Awards</a> is social media, so we thought we'd highlight a few food and drink brands with Instagram feeds guaranteed to make you drool (and more inclined to spend).</p> <h3><strong>Starbucks</strong></h3> <p>Love it or hate it – Starbucks is undeniably successful when it comes to social media.</p> <p>With 8.8m followers, its Instagram feed demonstrates how a single product can also promote an entire lifestyle.</p> <p>Instead of simply posting photos of people drinking coffee, Starbucks hones in on the experiences surrounding it. </p> <p>From weekend breakfasts in bed to over-caffeinated days at work, the images highlight the everyday rituals we can all relate to (as well as the motivation we often need to get us through a particularly slow day).</p> <p>Starbucks markets coffee culture at a truly universal level. And while the photos themselves might not be original or all that interesting to everyone, it’s impossible to deny that they are well executed. </p> <p>Delivering consistently relevant, relatable, and on-brand images to an ever-thirsty audience – it never fails to deliver a buzz.</p> <p>Furthermore, by regularly posting fan photos on its feed, Starbucks puts the consumer at the forefront of its content.</p> <p><img src="https://assets.econsultancy.com/images/0007/5003/Starbucks.PNG" alt="" width="750" height="499"></p> <h3><strong>Oreo</strong></h3> <p>Known for its <a href="https://econsultancy.com/blog/63140-eight-great-examples-of-agile-marketing-from-oreo/">creative marketing efforts</a>, Oreo continues be one of the most inventive food brands on social media.</p> <p>Back in 2013, it was the very first company to promote Instagram in a Super Bowl ad – a shrewd move that saw 2,200 followers increase to 35,000 in just a few days.</p> <p>With its ‘crème or cookie’ debate, Oreo encouraged fans to tag a photo using the hashtags #cookiethis or #cremethis, eventually picking the best and creating real-life versions of the pics.</p> <p>By capturing excitement and conversation around a national event, Oreo is an example of a brand using Instagram to create fun and engaging <a href="https://econsultancy.com/blog/67762-real-time-marketing-the-key-to-real-success/">real-time marketing</a>.</p> <p>Combined with clever and humorous video ads and inventive recipes, this makes for an Instagram feed that is often more enjoyable than consuming the cookie itself. (Or maybe I’m just more of a Digestive fan.)</p> <p><img src="https://assets.econsultancy.com/images/0007/5004/Oreo.PNG" alt="" width="750" height="497"></p> <h3><strong>Jamie Oliver</strong></h3> <p>TV shows, books, utensils and restaurants are just a few of the components that make Jamie Oliver a multichannel, one-man brand.</p> <p>In recent years he has turned to social media to promote a multitude of projects, and none more so than his #foodrevolution movement. </p> <p>An effort to inspire ‘change in the way we access, consume, and understand food’, the ‘Food Revolution’ has come to stand for more than just a single campaign about obesity. </p> <p>Now used to promote everything from one-off events to everyday healthy recipes on Instagram, the hashtag has spiralled into something far bigger than its original purpose.</p> <p>Also a <a href="http://www.jamieoliver.com/news-and-features/news/jamies-food-revolution-the-news-so-far/#JBfOgXM50BKWA3zy.97">yearly event</a>, Food Revolution Day marks Jamie’s continued efforts for change alongside awareness of basic health and nutrition. </p> <p>With a separate Instagram account for Jamie’s Food Tube, offering a behind-the-scenes look at his YouTube channel, Jamie (or more likely a few of his <a href="http://www.theguardian.com/lifeandstyle/2014/jun/22/jamie-oliver-food-revolution-online-video">8,000 employees</a>) is an example of a brand using the platform to serve up inspiring and surprisingly educational content.</p> <p><img src="https://assets.econsultancy.com/images/0007/5005/Jamie_Oliver.PNG" alt="" width="750" height="496"></p> <h3>Red Bull</h3> <p>For anyone who is unaware of Red Bull, it would be easy to assume the brand is directly related to extreme sports.</p> <p>As shown in its adrenaline-packed <a href="https://econsultancy.com/blog/62178-how-red-bull-uses-facebook-twitter-pinterest-and-google/">social media posts</a>, Red Bull is the sponsor for multiple sports teams, stunt bikers, snowboarders, BASE jumpers and more.</p> <p>As a result, the company’s core marketing strategy is rooted in selling the brand to a very clearly defined and targeted audience.</p> <p>This might mean that anyone uninterested in extreme sports will have a quick scroll and leave, however, it also guarantees fans will return time and again.</p> <p>Combined with an ability to tell a story through compelling content, Red Bull is an example of a company using Instagram to set itself apart from others.</p> <p>Since famously using the platform to document <a href="https://econsultancy.com/blog/10897-five-content-marketing-lessons-from-the-red-bull-stratos-jump/">Felix Baumgartner’s record-breaking jump from space in 2012</a>, Red Bull has been the brand to beat.</p> <p>And for its 4.7m followers, it’s clear why it is so much more than just an energy drink.</p> <p><img src="https://assets.econsultancy.com/images/0007/5006/Red_Bull.PNG" alt="" width="750" height="496"></p> <p><em><strong>Don’t forget to get your entries in for the <a href="http://www.festivalofmarketing.com/awards/enter-now?_ga=1.123821196.789611254.1462268459">Masters of Marketing</a> awards before 3rd June!</strong></em></p> tag:econsultancy.com,2008:BlogPost/67831 2016-05-17T15:01:00+01:00 2016-05-17T15:01:00+01:00 Electronic Health Records (EHRs) could help pharma marketers reach doctors Patricio Robles <p>But according to Ogilvy CommonHealth Worldwide, pharma companies might be overlooking a potentially powerful tool for reaching physicians: <a href="https://en.wikipedia.org/wiki/Electronic_health_record">electronic health records (EHRs)</a>.</p> <p>As <a href="http://www.fiercepharma.com/marketing/ogilvycommonhealth-takes-deep-dive-ehr-as-a-marketing-strategy-for-pharma-clients">detailed by</a> FiercePharma's Beth Snyder Bulik, a leading pharmaceutical company used an EHR-focused campaign in an effort to make one of its antibiotics top of mind for physicians at the point of care:</p> <blockquote> <p>Beginning with 320 hospital targets, the company and its distribution partners found 192 active EHR systems users and targeted messages to them. The results were more than encouraging.</p> <p>The EHR program achieved a 28% engagement rate with physicians in the first month, followed by 36% and 26% in the following two - the first three of an ongoing six-month campaign.</p> </blockquote> <p>Ritesh Patel, Ogilvy CommonHealth's chief digital officer, notes that EHR campaigns aren't about advertising.</p> <p>"It's not just about product messages, but also messages about education or pipeline drugs or presenting data to physicians, which now goes to strategy," he explained.</p> <h3>Opportunities and challenges</h3> <p>EHR adoption has grown significantly in recent years. According to SK&amp;A, by January of this year, more than half (59%) of providers reported using an EHR, and in some specialties, the adoption rates are much higher.</p> <p>For example, SK&amp;A says that EHR adoption is 75% in internal medicine and pediatrics. What's more, large numbers of physicians are using EHRs in meaningful ways.</p> <p>Case in point: when Practice Fusion, a cloud-based EHR provider, released a clinical decision support program, it "reached more than 50,000 physicians and 3.7m patients resulting in 25,000+ more patient plans, which was a five-fold increase."</p> <p>Statistics like this suggest that EHRs now represent a big enough channel for savvy pharma marketers to put to good use. But doing so won't necessarily be easy.</p> <p>For one, as FiercePharma's Bulik notes, there are hundreds of EHR providers.</p> <p>Different EHR platforms have different capabilities, and while the industry does have standards, integration isn't always easy. </p> <p>Additionally, because the content available through each EHR is generally customized for and controlled by providers, getting distribution means that marketers will sometimes have to work on a provider-by-provider basis.</p> <p>More worryingly, despite growing adoption of EHRs, there are still growing pains. Troubling surveys indicate that physicians and care providers <a href="http://medicaleconomics.modernmedicine.com/medical-economics/news/more-trouble-ehrs">aren't satisfied</a> with EHR technology.</p> <p>In one study, more than one half of respondents indicated that their EHRs were making it difficult for them to improve efficiency. </p> <p>The authors of the same study did find that satisfaction with EHRs increases the longer they're used, so some of these growing pains could be short-lived. </p> <p>Pharma companies themselves could help the situation by targeting EHR users with proprietary data and content.</p> <p>As Deloitte Consulting and the Gerson Lehrman Group <a href="http://blogs.deloitte.com/centerforhealthsolutions/pharma-adoption-of-social-media-a-prescription-for-physician-engagement/">discovered</a>, a large majority (84%) of physicians Deloitte and GLG surveyed indicated that efficacy and outcome data, as well as clinical guidelines, influence their drug utilization decisions.</p> <p>Furthermore, well over half (65%) stated they'd be interested in interacting with pharma over social channels around this type of content.</p> <p><img src="https://assets.econsultancy.com/images/0007/4886/pharmadata.png" alt="" width="481" height="326"></p> <p>With the right content and integrations, EHRs could be an even more effective channel than social for pharma marketers and the good news is that the window of opportunity is still open, at least for a short while.</p> <p>"You're not too late today, but you will be by this time next year," Will Febbo, CEO of EHR provider OptimizeRx, told Bulik.</p> tag:econsultancy.com,2008:BlogPost/67818 2016-05-11T15:11:51+01:00 2016-05-11T15:11:51+01:00 Content is king, but for brands, there's too much of it Patricio Robles <p>Obviously, as Pierce points out, "You could never read and see everything online. Not in 100 lifetimes. Not even if you never ate or peed or worked again."</p> <p>That's a blessing and a curse for individuals, but increasingly, it's a thorn in the side of brands.</p> <h3>Brands become content creators</h3> <p>Thanks to the rise of <a href="https://econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats">ad blockers</a> and generally skeptical consumers, more and more brands are becoming content creators.</p> <p>Starbucks, for example, isn't just a coffee chain. <a href="https://econsultancy.com/blog/66192-are-brands-the-saviours-of-long-form-content">It's a storyteller</a>, and not a bad one at that.</p> <p>By creating content and not ads, brands are hoping that they can reach consumers and build stronger relationships with them, but cutting through the clutter is increasingly difficult because of the deluge of content.</p> <p>To help consumers separate the wheat from the chaff, popular platforms on which content is distributed and shared are increasingly turning to algorithms.</p> <p>While Facebook's News Feed has been subject to an algorithm for years, <a href="https://econsultancy.com/blog/67656-instagram-is-shaking-up-its-feed-with-an-algorithm-what-brands-need-to-know">Instagram</a> and <a href="https://econsultancy.com/blog/67515-twitter-unveils-new-timeline-feature-what-you-need-to-know">Twitter</a>, services that have historically displayed content in chronological order, have recently introduced algorithms of their own.</p> <p>Many users have voiced displeasure about the introduction of these algorithms, but given the overwhelming amount of content posted to Instagram and Twitter, it's not hard to understand why these companies are adopting them.</p> <p>Beyond trying to make sure users see the content that's most likely to be relevant to them, algorithms pave the way for these services to more tightly control organic reach, which can in turn be used to bolster their paid ad offerings.</p> <h3>It's not just algorithms</h3> <p>Algorithms present brands that have jumped on the content bandwagon with numerous challenges.</p> <p>The biggest: it's increasingly difficult and costly to ensure that content gets delivered to its target audience.</p> <p>Quality content isn't cheap to produce in the first place, so brands that aren't getting the love they want from the algorithms often face a sub-optimal choice: pay up or let expensive content go to waste.</p> <p>But it's not just algorithms that brands have to worry about.</p> <p>In the past week Facebook <a href="http://gizmodo.com/former-facebook-workers-we-routinely-suppressed-conser-1775461006">has come under scrutiny</a> after some of its former "news curators" claimed that they "routinely suppressed news stories of interest to conservative readers from the social network’s influential 'trending' news section."</p> <p>While the alleged suppression of content from conservative news sites doesn't relate directly to brand content, it highlights the fact that employees at companies like Facebook exert significant control over the content that large numbers of consumers see.</p> <p>This means that a small group of individuals can make decisions that impact millions upon millions of people.</p> <h3><strong>So what are brands to do?</strong></h3> <p>For better or worse, it's increasingly difficult for brands to ignore content marketing altogether.</p> <p>Content marketing can deliver ROI, and there are <a href="https://econsultancy.com/blog/67775-six-common-reasons-content-marketing-campaigns-don-t-perform">common mistakes brands can avoid</a> to increase the likelihood of <a href="https://econsultancy.com/blog/62001-content-marketing-strategy-an-a-z-guide-to-success/">success</a>. Econsultancy's <a href="https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing/">Periodic Table of Content Marketing</a> can help. </p> <p>But as content volumes increase and third-party distribution platforms become the primary means through which digital content reaches consumers, brands will have to get to grips with the fact that embracing content creation will not be a panacea.</p> tag:econsultancy.com,2008:TrainingDate/2956 2016-05-11T10:38:02+01:00 2016-05-11T10:38:02+01:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2015 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 3-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:TrainingDate/2949 2016-05-11T09:31:43+01:00 2016-05-11T09:31:43+01:00 Content Marketing for Web, Mobile and Social Media - Singapore <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2016 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:BlogPost/67822 2016-05-09T14:19:00+01:00 2016-05-09T14:19:00+01:00 Four great examples of marketing to millennials Nikki Gilliland <p>(Top tip: definitely not by shoe-horning in some slang.)</p> <p>From daily vlogs to daredevil stunts, and with such a wealth of <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a> possibilities, let’s take a look at the brands who have best captured the millennial’s (increasingly short-spanning) attention.</p> <h3>1. Airbnb - Creating content with substance</h3> <p>Millennials aren’t interested in the hard sell. Young adults crave content that has an inherent purpose, other than being a vehicle for the product itself.</p> <p>Whether it’s a viral video, an infographic or just a great story, content must be able to entertain or inform. Or in an ideal world, both.</p> <p><a href="https://advertising.yahoo.com/Articles/Content-Marketing-PDF/">Research</a> has shown that capturing a specific mood or moment is particularly effective when marketing to young people. With an emphasis on adventure, exploration, and self-discovery, Airbnb has captured the millennial’s desire for travel. </p> <p>The community feel and Instagram-inspired content of its blog helps to align the brand with those who are no longer satisfied with just a gap year.</p> <p>That being said, it is the company’s success with young people that has also helped increase its popularity with <a href="http://fortune.com/2016/02/16/airbnb-hotels-survey/">older generations</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/4728/AirBnB2.PNG" alt="" width="730" height="394"></p> <h3>2. Dominos - Utilising new platforms</h3> <p>Most millennials use Pinterest, Twitter and Instagram. As a result, more and more brands are realising that they’ve no choice but to use them too.</p> <p>If done right, tons of consumers will happily pin, retweet and Like otherwise stagnant content into a viral tailspin, making social media not just the obvious choice, but the most valuable one for any campaign.</p> <p>A brand that has recently utilised the potential of Snapchat, the <a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat">hottest platform of the moment</a>, is Dominos.</p> <p>Though it has always made excellent use of social media, the brand recently took the plunge and made its Snapchat debut with a short film, ‘Dough to Door’.</p> <p>Similarly, its latest campaign uses bespoke face swaps to display the unbeatable feeling of joy when the delivery man rings the doorbell. What millennial could fail to relate to that?</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Pizza Lovers! Open up <a href="https://twitter.com/Snapchat">@Snapchat</a> and have a play with our mouth-boggling new Lens. Tweet us your snaps! <a href="https://twitter.com/hashtag/Greatness?src=hash">#Greatness</a></p> — Domino's Pizza UK (@Dominos_UK) <a href="https://twitter.com/Dominos_UK/status/726410827616555008">April 30, 2016</a> </blockquote> <h3>3. Nike - Promoting experiences</h3> <p>Millennials are all about memorable experiences – they are on a constant quest for the next big thing to eat, drink, shop, do, think or feel.</p> <p>From travel experiences to sporting ones, big brands are beginning to capture this need with an all-round epic customer journey.</p> <p>Known for its motivational messaging, Nike is a brand that sells the experience of exercise as much as the product itself. With 45.3m followers, its <a href="https://www.instagram.com/nike/">Instagram</a> page demonstrates the sheer power of inspirational photo.</p> <p>Recently, Nike has also delved into the (largely untapped) world of long-form advertising in the form of a <a href="https://www.youtube.com/watch?v=Iggq7fbL6-8">mini-series</a> targeted at female millennials.</p> <p><iframe src="https://www.youtube.com/embed/Iggq7fbL6-8?wmode=transparent" width="560" height="315"></iframe></p> <p>Margot and Lily – based on the competitive nature of two sisters – conveniently ties into the brand’s ‘Better for It’ campaign. </p> <h3>4. Carlsberg - Being relatable</h3> <p>As soon as there is a label for a particular age group, it’s far too easy to <em>over</em>-generalise.</p> <p>It’s vital to remember that millennials – whilst all born as part of the same generation – can have wildly different experiences, perspectives and opinions. </p> <p>Consequently, any good marketing campaign has to go deeper than what's 'cool'.</p> <p>What kind of person are you targeting? Where are they from and what is important to them? Social groups and life stages all play a vital part in how the audience will respond and engage. </p> <p>A brand that knows its audience well but is still willing to move away from a certain stereotype is Carlsberg. With humour at the core of all its advertising, it has found recent success with reactive content.</p> <p>Jumping on the furore caused by the ‘Are You Beach Body Ready’ campaign, it cleverly placed ads asking commuters if they were ‘Beer Body Ready’.</p> <p>The combination of timely relevance and relatable humour made it one of the most <a href="https://econsultancy.com/blog/67373-carlsberg-probably-the-best-content-strategy-in-2015/">inspired campaigns</a> of the past few years.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">You don’t need <a href="https://twitter.com/hashtag/ProbablyTheBest?src=hash">#ProbablyTheBest</a> body to enjoy a beer on the beach, or in your local pub. Budgie smugglers optional. <a href="http://t.co/HU0w0cHYxt">pic.twitter.com/HU0w0cHYxt</a></p> — Carlsberg UK (@CarlsbergUK) <a href="https://twitter.com/CarlsbergUK/status/593390379728302081">April 29, 2015</a> </blockquote> tag:econsultancy.com,2008:BlogPost/67804 2016-05-04T12:07:51+01:00 2016-05-04T12:07:51+01:00 Capturing Micro-Moments & Answer Boxes for content success Richard Marriott <p>Now I’m not a massive fan of buzzwords but like it or not these ‘micro-moments’ should be forming a critical part of your <a href="https://econsultancy.com/reports/seo-best-practice-technical-seo-on-page-optimization-and-landing-page-optimization/">on-page content strategy</a> for 2016 to ensure you are always supporting your customers throughout every stage of the buying cycle. </p> <p>Firstly, lets start with the basics, what is a micro-moment?</p> <h3>Micro-moments</h3> <p>In a nutshell, mobile has significantly changed the customer journey by allowing us to be ‘always on’.</p> <p>The traditional journey is now different and broken down into lots of real-time, intent-driven search queries.</p> <p>Google breaks them down into the following 'Moments':</p> <ul> <li>Is it worth it</li> <li>Show me how</li> <li>Time for a new one </li> <li>Didn’t plan for this</li> <li>One step at a time</li> <li>Ready for a change</li> <li>New day new me</li> <li>I wanna talk to a human</li> </ul> <p>There is also a lot of emphasis on: </p> <ul> <li> <strong>Be there:</strong> ensuring you are visible.</li> <li> <strong>Be useful:</strong> deliver relevance in their micro-moment of need.</li> <li> <strong>Be quick:</strong> mobile UX, site speed and page structure.</li> </ul> <p>This graphic from the Think With Google site sums it up nicely:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4529/micro-moments-blog-flyer.png" alt="" width="470" height="433"></p> <p>Think about your most recent purchase and how you can fit this into the context of the list above; how you searched, where you searched and what the outcome was. </p> <p>So where do you start with capturing these micro-moments? This might seem daunting but break it down logically and it's pretty straight-forward:</p> <ul> <li>Understanding audience</li> <li>Persona creation</li> <li>Mapping moments to personas and keyword research</li> <li>Competitor analysis</li> <li>Content structure</li> </ul> <p>During the rest of this post we are going to focus on the ‘be there’, ‘be useful’ and ‘be quick’ sections of the micro-moment.</p> <p>While I can’t cover all aspects of the ‘be quick’ recommendation such as site speed, we can consider the way content is structured for mobile to ensure it's easily navigable and consumable (which kind of falls into the useful bit too). </p> <h3><strong>Understanding audience</strong></h3> <p>We start by putting a huge focus on audience insights and <a href="https://econsultancy.com/blog/66976-are-your-audience-personas-really-helping-to-inform-your-content-strategy/">content personas</a>. </p> <p>After all, if you don’t understand your customer and their needs how can you execute <a href="https://econsultancy.com/training/courses/digital-content-strategy/">a successful content strategy</a> to support them throughout the purchase funnel and ultimately increase conversions.</p> <p>Once we have defined these personas we can then begin to think about their individual needs in the buying cycle and look to capture this traffic with content.  </p> <p>Here are a few simple examples on where to gather insight from:</p> <h4><strong>1. Internal data</strong></h4> <p>Clearly the most valuable place you can begin is with your own customer data.  </p> <p>If you are lucky enough to have mosaic data or have done focus group research in the past then use it!</p> <p>If not, then as a minimum export sales/conversion data and segment into persona-related data where possible (depending on the data you have).</p> <p>As a really top-level example, this could be age, gender, location and category of product purchased from. Google Analytics demographics will also help with further insight.</p> <h4><strong>2. Social data</strong></h4> <p>When it comes to audience understanding, where better to look next than at your (or your competitor's) social data. </p> <p>In my personal opinion Facebook Audience Insights data accessed through the Ads Manager is brilliant for audience understanding, and best of all it's free.</p> <p>The tool is supposed to help with your Facebook Ad targeting, however this data can also be used for persona creation and developing content that resonates with your audience.</p> <p><strong>3. YouGov audience profiler (free tool)</strong></p> <p>The <a href="https://yougov.co.uk/profileslite#/" target="_blank">YouGov Profiles</a> tool is great to get more insight on your audience.</p> <p>Simply type in your brand, a larger competitor or pastime and it returns lots of rich data on your specific audience.</p> <p><img src="https://assets.econsultancy.com/images/0007/4592/Screen_Shot_2016-05-04_at_11.03.31.png" alt="" width="800" height="450"></p> <h3><strong>Persona formulation</strong></h3> <p>Each brand will be different when thinking about the number of personas you are going to have, and it also depends on the amount of time and resource you have available.</p> <p>Firstly you need to be realistic with what you can achieve and service properly, and also think about whether you need a persona set per product category or whether you can use the same set across the business. </p> <p>Too many personas will potentially dilute what you are trying to achieve, and only having one will lead to the content being too narrow and not appealing enough to the larger audiences.</p> <p>Broadly speaking we normally look to use between three and five personas per category/business. </p> <p>Below is an example on how to formulate these personas along with a <a href="https://www.zazzlemedia.co.uk/persona-template/?utm_source=Econsultancy&amp;utm_medium=Earned&amp;utm_campaign=Micro-Moments-Post" target="_blank">handy link to the template</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4530/persona-blog-flyer.png" alt="" width="470" height="371"></p> <h3><strong>Competitor analysis</strong></h3> <p>There are several methods available for SEO competitor analysis.</p> <p>In my opinion <a href="https://www.semrush.com/" target="_blank">SEM Rush</a> is a pretty efficient way of checking not only what your competitors are ranking for, but also any Answer Boxes they currently own.</p> <p>By searching for said competitor/site then selecting 'organic search positions', you can see the terms your competitor ranks for. This can be exported and filtered until your heart's content! </p> <p>The next level is to look at which Google Answer Boxes are they capturing. To see this simply filter by SERP feature, then featured snippet:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4531/sem-rush-msm-blog-flyer.png" alt="" width="470" height="280"></p> <p>Then sense-check against the terms in the SERP:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4545/serp-answer-blog-flyer.png" alt="" width="470" height="439"> </p> <p>As you can see, these Answer Boxes are appearing at the top of the organic results and capturing a lot of real estate in the SERP, so it's great for awareness and capturing traffic at the top of the funnel.</p> <p>Google doesn’t automatically scrape the first result either. We’ve seen Answer Boxes being won by terms ranking within the top five.</p> <p>We’ve also seen great success with some of our clients utilising these, and with <a href="https://econsultancy.com/blog/67569-google-kills-right-hand-ppc-ads-how-should-marketers-respond/">no ads down the side of the SERP</a> there are some people speculating that this will allow extra space for <a href="https://econsultancy.com/blog/62241-google-s-knowledge-graph-one-step-closer-to-the-semantic-web/">the Knowledge Graph</a>.</p> <h3><strong>Mapping moments to personas (be there/be useful)</strong></h3> <p>Once the personas have been created we then need to understand their individual needs and how to ensure you have the right content for them at every stage of the purchase funnel.</p> <p>So let's start that process. Choose one of your personas and think of queries that fall into each of the 'moments' listed at the top of this post.</p> <p>Now in terms of keyword research around these, I’m not going to teach anyone to suck eggs as I’m sure most will know your keyword sets and there is already enough information on this available elsewhere.</p> <p>However, to capture these micro-moments, keyword formulation should be considered in a slightly different way to really start to understand where the opportunity is, how the consumer will want to consume the content and ultimately how to structure that content to meet their needs.</p> <p>Start by using <a href="https://adwords.google.co.uk/KeywordPlanner">Google's Keyword Planner</a> to look at search volumes.  </p> <p>To give you some inspiration on what longer-tail terms your audience might be searching for, a couple of handy tools I’ve come across are <a href="http://answerthepublic.com/">Answer The Public</a> and <a href="http://lsigraph.com/">LSI Graph</a>.</p> <p>These deliver the what, when, how, why and sematic phrases for your head terms, and both churn out cool suggestions like this:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4533/answer-the-people-blog-flyer.png" alt="" width="470" height="470"></p> <p>And this:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4534/lsi-graph-blog-flyer.png" alt="" width="470" height="342"></p> <p>These terms should be considered when formulating functional content on product/category pages and also when creating blog strategies to capture this additional opportunity.</p> <p>So, not all of these suggestions will be relevant to your customers, but when you collectively understand and map them out and tie them back to your content personas, it will help inform your content strategy. </p> <p>To help you map this out, I have created an example template for you to <a href="https://www.zazzlemedia.co.uk/mapping-moments-personas-template/" target="_blank">download here</a>:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4536/mm-template-blog-flyer.png" alt="" width="470" height="175"></p> <h3><strong>Content and page structure: ‘Be Quick’ / ‘Be Useful’</strong></h3> <p>Content structure is a key reason for why Google displays Answer Boxes from sites that have well-designed pages that answer the question quickly and efficiently. </p> <p>Think back to the intro with the change in search now being based around hundreds of real time, intent-driven search queries.</p> <p>It’s also critical that you take a mobile-first view on these pages so users can easily navigate to the part of content that answers their question, rather than having to infinitely scroll (we know how much it annoys us all!).</p> <p>Below is an example of how to structure content well:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4544/mas-breakdown-blog-flyer.jpg" alt="" width="470" height="247"></p> <p>Rather than have multiple pages for multiple micro-moments, I’d recommend creating pages that answer multiple queries/micro-moments around a similar topic or theme.</p> <p>Critically the page starts with a relevant H1 tag followed by some above-the-fold succinct content which answers the user's query within a couple of sentences.</p> <p>Then, if you have multiple questions or areas to cover in the page then create these in a bulleted list with anchor tags that link to the relevant part further down the page.</p> <p>These ‘sub-sections’ should be titled with an H2 with the detail being displayed clearly using tables and lists to make it easy to consume.</p> <h3><strong>Conclusion</strong></h3> <p>Getting the audience part right is the first big hurdle, but once you have your personas nailed down, do your competitor analysis to see if anyone is really owning this at the moment and see if you can take any inspiration.</p> <p>Then use keyword research and some of the query tools I've mentioned to really define micro-moments and pinch points that your customers might be struggling with and map those to the personas to help prioritise content.</p> <p>Once you’ve made it that far create and structure your content while always considering:</p> <ul> <li>Be there.</li> <li>Be useful.</li> <li>Be quick.</li> </ul> tag:econsultancy.com,2008:BlogPost/67748 2016-04-28T11:00:42+01:00 2016-04-28T11:00:42+01:00 Three ways marketers can benefit from the drone revolution Patricio Robles <h3>1. Drones allow marketers to provide new perspectives</h3> <p>Drone technology literally gives marketers the ability to create compelling audiovisual content that offers perspectives never before possible, or only possible at significant cost and thus only available to marketers with significant budgets. </p> <p>The ability for even the smallest of businesses to take advantage of drone imagery is exemplified by Captain Dave Anderson, who runs Capt. Dave's Dolphin &amp; Whale Watching Safari in Dana Point, California.</p> <p>One of his drone videos of dolphins has racked up nearly 12m views on YouTube.</p> <p><iframe src="https://www.youtube.com/embed/Bo_f8mV5khg?wmode=transparent" width="560" height="315"></iframe></p> <p>While drones are becoming both more affordable and usable, even marketers without drones of their own can incorporate drone content into their campaigns as drone-captured photos and videos can increasingly be found on <a href="https://econsultancy.com/blog/2515-stock-photography-resources-and-tips">stock photo</a> and video services.</p> <h3>2. They speed time-to-market </h3> <p>Because drones are now widely available and can be put to use with little hassle, marketers are able to add new perspectives to their campaigns without suffering long delays.</p> <p>Increasingly, specialist skills aren't even required for certain applications.</p> <p>"Recently some of the sophisticated capabilities have gotten cheap and easy to use,"  Timothy Reuter, founder of the largest drone club in the US, <a href="http://www.cnn.com/2014/05/22/tech/innovation/drone-uav-photography/">told CNN</a> in 2014.</p> <blockquote> <p>The difference between the professional and hobbyist tools isn't that big anymore - that's part of the revolution.</p> </blockquote> <h3>3. The sky is now the limit when it comes to creativity</h3> <p>The new perspectives marketers can take advantage of coupled with quick time-to-market means that rapid experimentation is possible.</p> <p>Marketers can now exercise a great deal of creativity when employing drones to create content.</p> <p>But the most creative marketing-related drone applications aren't about content.</p> <p>Some trailblazing marketers are also putting drones to use in more cutting-edge ways. Drones are being used to deliver aerial advertising in a new, less costly fashion.</p> <p><iframe src="https://www.youtube.com/embed/0rUVmAbc4jw?wmode=transparent" width="560" height="315"></iframe></p> <p>And Camisaria Colombo, a Colombian clothier, even used drones to fly mannequins alongside buildings in Vila Olimpia, Sao Paulo's business district, to market its wares to businessmen.</p> <p><iframe src="https://www.youtube.com/embed/QeU4rlgmV8M?wmode=transparent" width="560" height="315"></iframe></p> <p>There are creative non-consumer-facing applications for drones too.</p> <p>Just as brick and mortar businesses are increasingly adopting technologies <a href="https://econsultancy.com/blog/64277-how-to-use-free-wi-fi-for-social-marketing-and-analytics/">like WiFi tracking to monitor customers in-store</a>, drones can be used to gather data that marketers can analyze to develop actionable business insights.  </p> <p>Obviously, regulation of how drones are used could add red tape that makes it more difficult for marketers to use drones across all of these applications.</p> <p>But the general consensus is that drones are here to stay, so in the coming year expect to see more marketers flying high.</p> tag:econsultancy.com,2008:BlogPost/67775 2016-04-22T15:15:00+01:00 2016-04-22T15:15:00+01:00 Six common reasons content marketing campaigns don't perform Patricio Robles <h3>1. You didn't do the research</h3> <p>Content marketers should remember that even though content is ultimately expected to deliver a return on investment, it won't do that if it doesn't deliver value to the target audience.</p> <p>While some content marketers might assume they know what's of value to the target audience, the best way to identify the best opportunities is to do market research before any content is created.</p> <p>Market research can take many forms, and marketers should remember that analytics data and data from CRM systems can be a valuable source of worthwhile ideas.</p> <p>For more on this, read: </p> <ul> <li><a href="https://econsultancy.com/blog/66976-are-your-audience-personas-really-helping-to-inform-your-content-strategy/">Are your audience personas really helping to inform your content strategy?</a></li> </ul> <h3>2. The content doesn't align to the objectives</h3> <p>Even great content can fall short when it's not aligned well enough to a campaign's objectives.</p> <p>For example, if a company is aiming to generate leads for a new service but its snazzy infographic is only modestly relevant to the target audience, it might not see the desired results because it won't capture attention from the right people.</p> <p>For more on this, read:</p> <ul> <li><a href="https://econsultancy.com/blog/64044-the-content-cycle-how-to-improve-your-campaign-strategy/">The Content Cycle: how to improve your campaign strategy</a></li> </ul> <h3>3. The content isn't compelling</h3> <p>The web is awash in content, and more and more companies have adopted content marketing, so it can be difficult for brands to stand out.</p> <p>If content isn't interesting, informative or insightful, a campaign isn't likely to deliver on its objectives. It's that simple.</p> <p>For some inspiration on your content marketing efforts, check out these other posts:</p> <ul> <li><a href="https://econsultancy.com/blog/66247-14-examples-of-evergreen-content-formats-that-work-wonders/">14 examples of evergreen content formats that work wonders</a></li> <li><a href="https://econsultancy.com/blog/65518-six-examples-of-interesting-content-from-boring-businesses/">Six examples of interesting content from ‘boring’ businesses</a></li> </ul> <h3>4. The presentation is lacking</h3> <p>Content experience matters.</p> <p>Making the right presentation decisions – delivery format (eg. web page versus infographic versus whitepaper PDF), typography, use of graphics and video, etc. – is critical, as is ensuring that the final product is professional if not highly-polished.</p> <p>Econsultancy's own <a href="https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing/">Periodic Table of Content Marketing</a> will help choose which content format to use.</p> <p>It's also a good example of how presentation can bring a potentially dry topic to life (even if we do say so ourselves).</p> <p><a href="https://assets.econsultancy.com/images/0004/5832/The_Periodic_Table_of_Content_Marketing.png"><img src="https://assets.econsultancy.com/images/resized/0004/5829/the_perdiodic_table_of_content_marketing-blog-full.png" alt="" width="615" height="387"></a></p> <h3>5. The distribution strategy is wrong</h3> <p>Even the best content doesn't distribute itself.</p> <p>Having <a href="https://econsultancy.com/reports/maximising-the-reach-of-your-content-assets-digital-marketing-template-files/">the right content distribution strategy</a> can mean the difference between content reaching the right people or not.</p> <p>While social media is often a potent distribution channel for content marketers, successful campaigns, particularly in B2B markets, frequently rely on other channels.</p> <p>This can include owned channels like company websites and mailing lists.</p> <h3>6. Quantity is prioritized over quality</h3> <p>While content marketing teams may feel good about their ability to produce content in large volumes, quantity doesn't guarantee results.</p> <p>This is something Chris Sheen, Head of Marketing at SaleCycle, explained in a post about <a href="https://econsultancy.com/blog/67475-why-80-of-our-b2b-content-marketing-failed">why 80% of his company's content failed</a>.</p> <p><iframe src="https://www.youtube.com/embed/TotoIZdle3c?wmode=transparent" width="560" height="315"></iframe></p>