One of the biggest problems facing Content Marketers is how best to represent ‘The Brand’ when developing engaging content.
I’ve got a newsflash for you:
YOU DON’T HAVE TO!!!!
In fact, I’d go even further and say you should always try to move away from your brand when building content. The less ‘advertorial’ the content is, the more engaging and sharable it will be.
Far be it from me to tell you your brand is boring, but unless you own a company that makes Star Wars costumes for cats, the internet won’t care what you have to say.
The best content is the stuff that:
- Fills a knowledge gap,
- Answers an important question, or,
- Gets people worked up into a frenzy of commenting and sharing.
You need to ask yourself one important question when planning your content:
Who Will Find This Interesting?
The best answer to this question is ‘Everyone’. You need to ensure maximum appeal to encourage maximum sharability. You need to be getting your content in front of high authority websites and bloggers. If they see the value of the content, they’ll be more willing to use it and provide you with that all-important link. You will never, ever, ever be able to trick people into posting an advert for your website. That’s just not how it works. However, if you’re offering something entertaining or useful that they can reuse to their advantage, they’ll be much more willing to promote your brand.
Here’s a nice thought experiment to explain what I mean:
You’re at a festival with two stages. On one stage, a man is stood talking about the history of his company. On the other stage, a man is riding a lion and juggling swords while a penguin tries to shoot an apple off of his head with a revolver. Who do you think would draw the bigger crowd? Which will be filmed and go viral on the internet and which will be ignored?
The internet is the world’s biggest festival. There’s plenty of content out there, so make sure yours stands out.
I know what you’re thinking: ‘But, Joe! My brand is interesting. I’m offering something unique and my clients love it’. That may be true, and it’s a great system for driving sales. Unfortunately, web content for the most part isn’t about driving conversions – it’s about promoting the brand, building authority and increasing engagement.
I’ll agree your brand probably is very interesting, but I guarantee you’ll find your content more successful if you focus on using your unique industry position to inform your content, rather than define it. I’ll bet you’re sitting on a goldmine of insider information that would be perfect for filling knowledge gaps or creating a useful resource. Everyone has some information lying around – whether you’re a travel company with a great knowledge of the most beautiful places to visit in Europe or a rug manufacturing company with an insight into the psychology of rug design. Put a spin on your data and make it as interesting as possible.
Here’s a takeaway list of things to remember when planning content:
Interest: You need to make it interesting. Make sure nobody will be saying ‘So What?’
Emotion: Getting people worked up on a human level is a surefire way to increase engagement. Happiness and funny content are well shared, but (I’ll let you in on a secret…), making people angry is the best method. The more furious people get, the more active they become. That’s how the Daily Mail is so successful (See Matt’s post: ‘Why the Daily Mail became the world’s most read newspaper‘)
Topical: Try to tap into a current trend on Social Media or in the news. If you can give it a new slant, all the better.
Usable: Usability is a hugely beneficial trait of online content. If people think their friends might find it helpful, they’ll send it to them. Life Hacker is a fine example of this in practice.
In summary: sometimes it pays to step away from your brand a little in the name of creating good content. Especially on the internet.
Take a look through our Complete History of Viral Content and apply this criteria to see why things were successful.
Today is the day that ad:tech came to town!
Behind the glass doors at National Hall, Olympia lay a smorgasbord of digital know-how; from online marketing guru’s to customer relationship management specialists and experts on mobile marketing.
With seminars to the left, conferences above and pop-up stands everywhere else, people from far & wide scattered about the building, shuffling papers and clutching iPad’s on a journey to learn how to be better at their job.
After circling the perimeter to check out some of the businesses on show, I found my way to Oban Multilingual‘s free seminar, where Jonathan Murphy covered tips on how to successfully run multilingual PPC campaigns.
Helpful tips on multilingual PPC campaigns:
- Some PPC campaigns are generally easier to rank in non-English speaking countries, because competition isn’t always as fierce.
- When setting up domains in foreign languages, Google translate should not be an option.
- Whilst Google is king of the search engine in the UK, this doesn’t always apply abroad; Asia favors Baidu and Yandex is popular in Europe – this should be taken into account.
- Webpages should be translated (by a qualified copywriter) after research has been carried out on things like colloquialisms or Americanisms such as “free delivery” that changes to, “free shipping” for websites in the USA.
- Call-to actions and the colour used to display them is important; red is popular in Asia whereas orange is something that would be used in the UK (where red is usually a no-go for a call-to action).
Other useful marketing tips:
After the above I milled about, popping in and out of other talks, to see what other gems I could pick up – Here are a few I particularly liked:
- New international website with no inbound links and no indexed pages? – Try PPC!
Instead of waiting for Google to trawl through the pages on your website and index them, think about how Google uses it’s robot: adsbot-Google.
Pages will be read if you are buying traffic to them, which can eventually lead to rankings, even when the website is relatively unknown.
- Using video marketing in Google’s display network? – Include a transcript!
YouTube allows you upload transcripts for your videos to determine the video’s keyword relevancy for a user searching for that topic. However, it has been tested and proven that Google also uses these transcripts outside of YouTube to index these videos too! So transcripts could help your video turn up in a Google search…
- Are your YouTube videos getting enough attention? – Stop other ‘related videos’ videos showing up after yours yours (when embedded on a website)
Suggested videos are great and all, but not when they could potentially drive business away from you. Simply disable related-video suggestions on YouTube before embedding them. Problem solved!
I hope you find this information useful, I did!
March 19th, 2013.
Over the past few decades, businesses which engage in advertising, PR and marketing have increasingly turned to research in the cognitive sciences to inform their decision making. The hope is that greater insight into the psyche of the consumer will ultimately lead to more profit. In recent years, the rapidly developing field of neuroscience has come to the fore with organisations as diverse as PepsiCo, Intel, CBS, eBay and ESPN utilising ‘neuromarketing’ company NeuroFocus to test for various physiological and cognitive responses to commercials, branding and products.
There is a straightforward reason for making use of such complex science:
We need some understanding of who and what we are communicating with, if we want to have any hope of them understanding us. This is why it is worthwhile incorporating an understanding of cognitive science, whether psychological, philosophical or neuroscientific, into an outreach strategy. Even a cursory glance over the cognitive science page of Wikipedia will reveal that our gut instinct about both ourselves and others is more often than not, flat out wrong. A good outreacher needs to dig a little deeper.
Classic Study: Behaviourism – Skinner and the Rat
Psychologist B.F. Skinner devoted the bulk of his career to the understanding of human behaviour. Perhaps his greatest contribution to cognitive science was his theory of operant conditioning, which holds that behaviours can be learnt on the basis of positive or negative reinforcement.
Skinner demonstrated his theory with a device known as the ‘Skinner Box’, which featured little more than a small container, a hungry rat and a selection of levers. When pressed, one of the levers would release a small pellet of food. Quickly the rat learnt to only press this lever if it wanted to get what it desired. Reinforced by the reward of food, the rat would readily repeat this action over and over again.
But what does this tell us about outreach?
It tells us that well-rewarded behaviour will be repeated. For example, if a journalist has posted an infographic before, had good results, then they are likely to do it again. They know the operation and realise the benefits. This factor of repeatability means that outreach is more scalable.
However, this is not to say that we shouldn’t outreach to those who have never posted infographics before. It took Skinner’s rat some time to understand the process, but once the behaviour is learnt, it is likely to be repeated. This is where persuasion and information kicks in. We wouldn’t dream of entrapping potential clients in a cage to reap some reward: in the rat’s case this was a bag of food, in our case it will be the prospect of driving traffic and awareness towards their website, or just spreading the joy of infographics. Our positive reinforcement will be much harder to enforce. So we have to provide examples of previous successes, as well as building trust to get clients pressing the lever for content again and again.
Wisdom of the Ancients: Emotion and Reason
In the great philosopher Plato’s famous analogy of the soul, emotion was two horses pulling a charioteer, reason, in opposing directions. The harmonious soul would be able to keep both emotion and reason in balance. A strong outreach strategy should have a similar aim.
- Marketers must be able to reassure the logical characteristics in consumers. A tug-at-the-heartstrings ploy may go over some peoples’ heads, or worse still, invite cynicism.
How does this relate to outreach?
- While using emotional hooks is important for content you can’t rely on it for all methods of outreach.
- Know your market. Some markets will not mind their emotions being pandered to whereas others will see this as little more than fluff, prizing ‘the facts’ much more highly.
A more integrated approach between the emotional and the rational will maximise the effectiveness of the outreach.
Recent Study: Optimism Bias and the Effort of Rejection
Optimism Bias:- Research into human decision-making suggests that humans are naturally hard-wired to believe.
It requires greater cognitive resources to question an assumption. It is more effective to believe something than to reject it. By nature, we are trusting. This is why big institutions, popular brands and institutions are built on popular belief and trust. To constantly test and question stimuli would be too draining on our cognitive resources.
How is this applicable to outreach?
- Spend time outreaching to larger influencers. Your content/image/post/media will have greater longevity and far reaching effects- people trust household names.
- Engage in an initial conversation to build the relationship, assuring and informing your outreach target. Eventually, once the aims have been met, it will be far less likely that your request will be denied due to the cognitive efforts of rejection on the receiver’s part.
- Have a full proof strategy, that way you are prepared to respond to any queries.
- This can also be applied to persuasion, turning a ‘no’ into a ‘yes’. It’s like a mental tug of war, making the effort of rejection even more exhausting.
- Well-rewarded behaviour will be repeated.
- Emotion and reason come hand-in-hand. A conclusion (logic) usually results in an action (emotional impulse).
- Determine the market before taking the plunge, whether a more emotive or logical method should be applied.
- Have a full proof outreach POA so that any queries can be met with total reassurance, making rejection less probable.
- Use other brands and institutions where possible to enhance your own content.
December 7th, 2012.
There are a million and a half blog posts about how Online Retailers keep their drop-off levels down; but what methods do they have in place to make you loosen up with your spending.
Charities have been doing it for years. Getting you to put your hand in your wallet is their speciality. Just when you thought you would ignore their pleadings something tugs at your heart strings. A little niggle that says “do it now, you know you want to”. Anyone who’s watched Jeremy Kyle knows what I’m talking about. Right after the Foxy Bingo guy announces the break, you’re confronted with 4 minutes of hunger-ravaged children reaching out from the Plasma Screen. It’s emotional Blackmail.
But it’s effective…
Online retailers are getting in on the action too. They haven’t quite gone down the guilt road yet (though I’m sure they would if they could) but they are playing with your mind to get you to ACT NOW and not go elsewhere.
…Pulling on the purse strings if not pulling on the heart strings.
It’s even more difficult to create that sense of urgency online, especially when it’s so easy to check prices and offers on other retail websites. Even a website has the right product at the price you’re willing to pay; you would more than likely check elsewhere. So the only weapon left in the web retailers’ arsenal is the notion that if you don’t buy something there and then, you’ll lose it forever.
So let’s see what online retailers do to keep us from doing a wider search, making a coffee, talking to the wife, walking the dog, looking up trivia from The Godfather, looking up how tall Andre the Giant was, looking up the longest recorded flight of a chicken, sitting on Reddit for 2 hours and then going to bed having forgotten we wanted to buy anything in the first place!
1) Act Now to Avoid Dismemberment. I mean Disappointment
You’ve probably seen this on concert ticket sites especially. “only 2 tickets available at this price – book now to avoid disappointment.” Is this really true? Can it really be the case that every time I search for an airline ticket, only 2 seats are available on the flight that I wanted to take? It’s the travel-ticket equivalent of a Saw trap.
‘All your life you’ve enjoyed a leisure of choice when buying things online, but now you have 30 seconds to decide, or lose… everything!’
It’s incredibly persuasive and a panacea for retailers who are faced with an audience of fence-sitters and flip-floppers.
2) Safety in numbers
‘17 others are looking at this item now’.
’29 people are watching this item’
‘143,343,123 people are scrambling for their card details so they can buy this item and you can’t!’
Talk about putting the frighteners up! Nothing invokes a reaction like a bit of competition. Regardless of whether it’s true or not, these stats make you feel two things:
a) This product is in high demand and might run out.
b) This product is popular, so it must be good.
Suddenly certain things like price comparisons seem less urgent. I was going to go and see if I could get it cheaper elsewhere but I can’t risk losing out to other shoppers. I might never see a Self-Stirring Mug at this price again!
The painful things about these methods is that you actually have no idea if it’s true of not. It could just be automated. But does the risk outweigh the reward? Probably not.
3) What’s in a Name?
‘Wayne in Manchester also bought this item’.
Although this isn’t one of the sweat-inducing panic-purchase inducers we’ve come across so far, it could be the push needed to get you to click ‘buy’. Chances are, ‘Wayne in Manchester’ isn’t your friend or financial advisor, so why does his opinion matter? It’s possible he’s not even real! But the fact that someone bought the item is enough of an endorsement to tip even the most frugal shopper over the edge.
If you don’t believe me; think of all those times you’ve been looking at an item on Amazon and thought ‘Nobody’s interested. There must be some hidden catch I’m not seeing.’ Or you’ve been browsing Ebay and seen an item with no bids: rather than thinking ‘wow. I must have stumbled on a bargain’, you think ‘I must be missing something here!’.
Maybe this says something about mob mentality, maybe we just like to follow the herd. It works well all the same, and ‘Wayne in Manchester’ is presented as the spokesman of wise purchasers and his presence on the page alone is enough to egg you on to buy something.
4) Is that a ‘Buy’ Button on Your Page, or Are You Happy to See Me?
Basic as the big [BUY NOW] button seems, it’s the dominant feature of the page.
For those of us who have gotten to grips with Traffic Signals, Green means GO! GO, GO, GO! So it’s no mistake that the only colour on the page is green, and subsequently the whole page screams ‘BUY BUY BUY’. Psychologically, we’re hopefully still capable of exercising some decorum; we are free-thinking people after all. But with structured, thought-out tricks like this, turning away has never been harder.
Even as I write this I want to click on the screenshot image, just to do as I’m told. It really sucks you in like a blackhole (or maybe a greenhole?). You have no chance.
5) And That’s Not All!
As well as all the mind games and emotional turmoil these companies make us go through to convince us to buy things; occasionally they’ll throw you a treat to sweeten the deal. Like when I recently bought 77 Antique Globes. The Price-Tag of £60,830.00 seemed a little steep and I must confess I was in two minds about whether to click ‘Buy’. But when I realised that the company offered Free Delivery, I couldn’t help but go ahead with the purchase.
Now I’ll never be lost again. But I will spend the rest of my life cursing myself for falling for the ‘free delivery’ option. Other sales incentives (also known as ‘close incentives’ or ‘things that are so cheap we can give them away for free without affecting our profits’) include ‘10% off your next order when you buy now’ and ‘Free warranty up to 30 days!’.
So now we’ve identified the ways in which online retailers fishhook us into a sale, we can go back to shopping online with a renewed sense of freedom. There’s no way any of us will ever fall for those tricks again.
What is Movember?
- Movember (a combination of the terms Moustache and November), is an annual national incentive welcomed far and wide by mo bro‘s (Movember brothers, I think) who help to raise awareness for men’s health, specifically prostate cancer and other male cancer initiatives, by the growing of their moustaches.
- The idea was launched circa 1999 by a group of 80 guys in a pub in Adelaide – and since then has gotten great publicity for it’s cause, with ambassadors including many well known celebrities such as Justin Bieber, Snoop Dogg and UFC Lightweight Champ Frankie Edgar.
- The campaign has even gone on to partner with Google Chrome to create a video:
Great! – What can businesses learn from Movember?
Aside from the success that comes with the genuine promotion of a charitable cause, there are many things all business owners and it’s employee’s can learn here, including:
1) Teamwork increases the odds of success!
It was a team of 80 guys that first started the initiative, not just one. Now, while it is entirely possible to begin something on your own and grow it from there, it is so much easier having people agree on the same thing from the start.
Aside from the team of people being on the same wavelength, being part of something gives it more power, which gets things going faster than if you have to wear all the hats yourself!
2) The best gains can be gotten through giving something away!
There’s a reason why on your lunch-break, if you’re lucky you’ll see a coca-cola van parked up, attached to a trolley full of free drinks it’s giving away – branding.
Being known to seduce potential customers with your product is an age-old tactic and is regularly used, use it!
The original mo bro’s gave away their freshly shaven upper lips and gained tonnes of cool-points in return.
Whatever your business niche, offer up some freebies! It might lose you money in the short run, but could very well gain you leads and will strengthen your brand awareness in the long run.
3) People outside of your niche, will help you – if what you are doing helps them!
With the recent banking scandals and shortfalls related to the Olympics, it might be hard to believe it, but people like to be nice! – Even more so when other people appreciate their niceness.
One example of this is Qantas - the flag carrier of Australia, who painted a moustache on one of its airplanes in aid of the charity in 2011.The famous ‘tache can also be spotted at the Qantas terminal where it is displayed proudly on the entrance building:
The business of aviation isn’t particularly well known for charity among the masses, however Qantas getting involved in this shows that it doesn’t matter what you do, it will be recognized if there is genuine goodwill behind it!
4) Forget paid promotion in hopes of going viral, if your idea/cause is a good one, that is PR enough!
It’s true you can buy your way to a million views on YouTube and etc. but I’m guessing the satisfaction isn’t nearly as close to when something genuinely takes off!
Of course working with internet giants Google can bring any cause to the attention of the masses, mostly because Google pretty much run the inter-web. However, it wasn’t Google that shed light on Movember alone.
The charity worked its own way to the forefront for many reasons the biggest being that it relates to men, who make up a huge scale of the population!
Allowing/encouraging others to get involved in your cause, means they’ll feel closely related to it, and if it appeals to them personally they’ll be even more likely to continue or at least acknowledge it among peers.
After that, going “viral” is almost the next step, simply because people will want to be a part of something so good!
Ask Men‘s Movember movie comedy short:
MovemberTV: Movember’s Impact on Awareness