One of the most common questions we get asked as an agency is how much content? Clients always want to know the level of content they should be placing on social media platforms and in traditional media.
It’s never straightforward and our answers to these questions will always vary but in my view there are some fundamentals that can be applied, whatever the business scenario.
Know your audience
Firstly you have to understand (along the lines of David Attenborough...) the characteristics and idiosyncrasies of the potential customers and influencers you are trying to reach. And before you start writing blogs, drafting reports, sourcing industry data, producing videos etc. etc. you need to think about the type of commercial messaging that will actually resonate with your target audiences.
Getting to know you
Knowing your audience is so important here. What do they really want to hear about? Latest industry trends? Educational insights? Or would they rather see amusing educational videos? Also what tone of voice and content will resonate with them? A formal transactional style or would they react more positively to a more informal casual approach?
Once you have agreed on the type of content and the overall style and approach you can start considering the level of content.
Now decide how much
If you are targeting senior decision makers the “less is more” approach, with the focus more on quality than quantity, will be the best option. A steady flow of well researched updates placed on selected target platforms will generate high levels of engagement with potential audiences, as opposed to multiple superficial posts which soon lose their impact and just bore your audience, not enticing them to engage with you.
If you are targeting a broader audience, an increased level of content updates will work well, spread across a wider range of platforms. This way, a broader seeding of content will hopefully create traction with all your target prospects at some point in all of their social media journeys.
But again, although in this case these updates need not be in-depth and can be more frequent, they must still meet the quality criteria – e.g. in line with agreed company and product messages, as well as being accurate and punchy. You can post amusing videos but all this broadcast content must still tick the corporate messaging box, no matter how ‘spontaneous’ or casual it may seem.
Time for content
But whoever you are targeting online or what content you are planning to seed, the overriding issue, and one which is often overlooked, is still the time your audience, whoever they are and whatever they do, actually has to engage with content. In our digital age. time is increasingly a rare commodity for most of us.
This is particularly pertinent for video – you really do need to get your key messages over in a punchy way within the first 10 to 20 seconds or risk being clicked away.
So no finite answers here, but the best way to navigate your way through the content maze is to understand your audience and really think about how much time they will really have to read tweets, look at video, read blogs etc across their working week.
Just think about their likely weekly diary, including their down time at the weekend, and this schedule will indicate pretty clearly the level of content from you they will be able to digest and engage with.
Before we start designing the ‘look and feel’ of a website, we will develop a site plan and wireframes.
A key part of designing an effective website is focusing on the online customer journey or User Experience (UX) – get this right and you can create a very ‘sticky’ website that users find compelling and will then keep revisiting time and again.
To start developing an effective UX it’s important to have a deep understanding of the whole cross section of users, so that you know what they are looking for, what they value and their abilities and limitations so you have a clear outline of their online user habits.
While developing the UX it is always important to keep front of mind the business goals and objectives of the web design project so that you can make the best informed decisions. An effective UX improves the quality of the user’s interaction of the website and enhances perception of the product or service that you are marketing.
When we develop a website design we always spend lots of time on creating compelling content. It is very important this is creative and original so that it fulfils user's needs. We will consider typical user journeys throughout the site and produce wireframe schematics to illustrate how the user can navigate from page to page, outlining how they will encounter typical content on their journey. This approach also includes thoughts on how navigation menus will work and how the site will appear on both desktop and mobile devices.
During the design process we will continually test and research different user journeys. We focus on understanding user behaviours and their needs and motivations. Our observation techniques include task analysis and reviewing feedback from users on a range of different devices. We continually evaluate usability, focusing on how users learn and interact with the interface, to help us to anticipate what users need and to ensure that the website design is easy to access, comprehend and that the quality content can be easily shared. As we develop the final web design we focus on ensuring that design ‘look and feel’ enhances the user experience and strongly reflects the brand’s values and positioning.
Once the website is live we then use powerful web analytics to collect data on user visits, habits and behaviours. This then gives us the opportunity to develop and enhance the UX, resulting in a very effective online marketing tool which helps our clients achieve their commercial goals.
We work with a wide range of companies and organisations, helping them to develop impactful communications strategies online. If you would like to talk to one of the expert team here at Westgate about helping you to develop a creative approach to your online marketing needs, to deliver greater commercial impact for your business, please email firstname.lastname@example.org. We would love to hear from you!.
This blog is dark and full of Season 7 spoilers…
As we mourn the fantasy series’ departure from our screens (until potentially 2019!), we have taken solace in reflecting on what we have learnt from the drama. In the process, we recognised a number of strategies that carry across to the modern PR industry.
1) Plan how and when to unleash your dragons
We may not have dragons but, occasionally, a wondrous and unique story arrives that makes PR legend. This story fills PR practitioners with excitement, as we know that this is something that every journalist in the Kingdom (or at least occupying the top tier of our media lists) will want to cover. In turn we will be able to create amazing, impactful coverage for our client that will be sung about by minstrels – perhaps even recent cast member Ed Sheeran – for years to come.
As we know, PR success can depend so much on timing and with rare and magical stories such as these, we want to release them at the moments that will create the most shock and awe. Creating multiple media angles offers each outlet a slightly different take on a story, allowing us to release news to a number of publications and generating a greater impact.
Daenerys has successfully done this throughout the series; each time a dragon appears on the show we see something more spectacular. From their hatching at the end of Season 1 to the first time Daenerys flies Drogon (Season 5, Episode 9), the audience never tires of seeing dragons.
Even in this series we are still learning more. We discover that dragons aren’t infallible – with Bronn’s attack, (Season 7, Episode 4) and the Night King’s javelin-throwing (Season 7, Episode 6). We also see that they have a softer side as Drogon enjoys being stroked by Jon Snow (Season 7, Episode 5). And who could’ve predicted that Viserion would become a wight dragon, breathing blue flames to destroy the Wall (Season 7, Episode 7)?!
Lesson: Give your audience exciting new content and they will keep wanting to hear more.
2) Winter is coming
If something is going to happen it pays to keep reminding your media contacts that it will be happening, whether it is releasing your client’s annual financials, launching a new product launch or organising a huge event.
Since Game of Thrones first aired, the Stark family has been heralding the arrival of winter and urging the population to prepare for it. Winter officially arrived at the end of Season 6, yet in Season 7, only Winterfell, the seat of the Stark family, is stockpiling ahead of the years of bad weather, dwindling food supplies and the Long Night. Building preparation time into PR plans will certainly help to ensure that your messaging is right, your strategy is in place and also allows you to warm up the media.
Lesson: Planning for preparation pays off.
3) Make the right amount of noise about your achievements
PR is all about making your voice heard and your accomplishments known and this series aired a scene that could not have demonstrated the power of introduction more.
In the third episode of the latest season, two major characters, Daenerys and Jon Snow, meet for the first time. Daenerys is announced by an incredibly long list of titles and achievements, whereas Jon Snow is introduced as “Jon Snow”, followed simply by “King in the North”.
This scene demonstrates two extremes, both introductions risk failing to make an impact particularly when pitching your client into the press. On the one hand, bombarding the journalist with so much background information about your client that they are bored before you reach the crux of your story fails to secure interest. On the other hand, by failing to properly introduce your client or make their importance known, you risk oblivion and wasting your whole launch strategy. Strike a balance when pitching to press, exude Daenerys’ confidence and major accomplishments but do it as succinctly as Jon Snow.
Lesson: Craft a short descriptor to introduce clients to the press, within it champion the most interesting points to capture attention.
Incorporate these three lessons into your next communications strategy and, while you may not be able to sit on the Iron Throne, your story could be shared across the seven kingdoms.
Why should you start engaging with us twenty somethings on social media? Because we’re glued to our smart phones – trust me! I can almost guarantee my entire age group will spend more time refreshing their newsfeed, than talking to another human in one day. “That’s terrible!” you say? Well I would say use it to your advantage. Every time we refresh, click on a related post, watch suggested video after suggested video, there are so many opportunities for you to engage with us.
Instant communication is a way of life. Taking notice of The White Company’s clothing brochure, posted through my letter box is out of the question. But show me pictures of your latest outfits and bed linen on Instagram?! I’ll like every picture and possibly take a look at your website, but only if the link is in your bio, or if I can swipe up… Not sure what I just said? Ok, let me explain.
Features on social media platforms make my life instantly easy, and Instagram is a great example. Let's say Urban Decay post a beautiful image of their latest eyeshadow palette and my initial reaction is “I need that”. I could close Instagram, open up Google, search for Urban Decay, go to their website, search again for the product and then buy it. This may take two minutes tops, but I want to cut out the middle man (sorry Google!) and Urban Decay know this all to well. In the description box of the image, they use the phrase “link in bio” which is the direct way to reach the product’s page on their website. This will take two steps, clicking on their icon which takes me to their profile page, tapping the link displayed in the profile description box, and there I am credit card in hand. Easy right? Now let's take it a step further.
Posting a tutorial on their Insta Story using this product, shows me how easy and quick it is to create a flawless smokey eye, I’ll swipe up and find myself ready to purchase. Does this make sense? We crave consistent engagement with online profiles, we want material gain, maybe a discount or a winnable competition and most importantly, we want to be entertained. The most successful online profiles are those who regularly post, with a consistent and engaging feed that appeals to their following.
The same rules apply to Social Media Influencers. If their feed consists of things we are interested in, (e.g. food, fitness, makeup, design...), they are entertaining and consistent with their online activity, we will want to engage with them. We enjoy watching them, getting to know them and asking them questions. Even though we’ve never met these people, we trust what they say and believe the teeth whitening kit they have just used which has changed their life, and naturally we will want to buy the same product. Do they always work for us? Not always. Do we continue to watch the influencers and buy the products they suggest? Of course we do. We might not engage with an advert at a bus stop or in a magazine, but if my favourite influencer on YouTube or Instagram uses a product, I’ll probably take an interest. Some companies have started involving online influencers with developing new products. Announcing these partnerships online will also help drum up interest before the product has even been made. “Sneak Peak” posts will encourage their following to engage with the brand.
Our relationship with brands has completely changed because of social media and if you don't have a strong and proactive online presence, filled with engaging personalities and relevant, topical content, you will struggle to engage with us twenty somethings.
Once a new brand is created it needs to be launched internally to get everyone behind it. It then needs to be promoted to the outside world to make the maximum impact.
Over many years the team at Westgate has distilled the process of launching a brand down to three key stages. Here is a quick snapshot of this winning formula:
Stage One – Living the brand
For a new brand to be truly effective it needs to be embraced by the organisation's employees. They need to be able to champion their new brand internally and externally.
An internal communications plan is essential to embed this change and to educate everyone in the organisation about the new brand, what it means and what is expected from everyone. At Westgate we create and run engaging workshops and presentations for our clients, designed for a cross section of different employee groups, to make them "brand champions".
These employees or brand champions will then help to educate and inspire the whole company on the new brand, its values and how everyone is expected to conduct themselves when doing business.
Stage Two – Promoting the brand
When all the key employees and leaders are fully up to speed with the new brand, it is time to launch it to the wider world. We develop a bespoke multi-channel communications plan using a blended programme of marketing, content generation and PR tactics to promote the brand values in a tailored way to engage with all the key external audiences and to generate maximum impact.
Stage Three – Assessing the brand to ensure long-term impact
Once all the proactive brand communications are underway, internally and externally, it is really important to then review all the new brand activity and make any appropriate changes or adjustments to ensure that it is as effective as possible and making the most commercial impact.
This process includes clearly agreeing the evaluation metrics, reviewing the current brand values and messaging and then taking any appropriate action.
Our focused approach to brand development always delivers impact internally and externally, as well as allowing a brand to remain as dynamic as possible both in the short and the longer term and delivering maximum value for our clients.