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content creation Archives - Tan Media

corona virus covid-19

Brand content in the age of COVID-19

By | Banner - Advertisers, Banner - Content Creation, Banner - True Native, Content, Content Marketing, main blog

We’re now several weeks in to living life as we’ve never known it before. Coronavirus has changed everyone’s plans, from that city break that never happened, to multimillion-pound ad campaigns. But in times of crisis there are opportunities for some brands, as consumers take comfort in certain products and look for leadership from companies they trust.

Let’s split this into three parts: who consumers want to be advertising, who is advertising and who is succeeding in advertising during these uncertain times. And when I say advertising, what I mean is communicating. If you’ve never read Jeremy Bullmore’s definition of “What Is Advertising” – perhaps now is a good time as it’s a great read – his 1976 definition basically stands true today:

‘Any paid-for communication intended to inform and/or influence one or more people.’

Who do the public want to hear from?

So, let’s start with who consumers want to be advertising. Rather than make the bold assumption that now is not the time to be communicating, selling, or even discussing coronavirus, Opinium asked the British public just that.

The first surprising finding was that majority or those surveyed wanted to hear the same amount or, in certain sectors, more from brands – it wasn’t deemed to be a time to go dark by most. Perhaps less surprising were the sectors people wanted to hear more from:

Healthcare and pharma – 33% wanted to hear more
Supermarkets – 33% wanted to hear more
Food and drink – 28% wanted to hear more
Retailers – 21% wanted to hear more
Household goods – 20% wanted to hear more

When looking at who should be fronting the messaging, the response, without question, was those in the front line, with influencers and celebrities coming bottom. Practical, authentic information is in demand during a time of crisis. A 12 market brand trust report from Edelman found that brands should sell solutions…

84% percent of respondents said they want brand advertising to focus on how brands help people cope with pandemic-related life challenges.”

Who’s active right now

Aside from the Government, the most active sectors according to Winmo have been FMCG (comfort food in particular), home improvement (homes & garden) and entertainment (subscription streaming services, toys, computer games). There’s also been a big shift in channels with OOH and print budgets shifting online. From our own perspective, we’ve seen incredible engagement with home and garden content as people spend every day at home looking at all the jobs they’ve put off!

Who’s succeeding

Brands seen to be adding value by directly helping with the crisis are generating plenty of brand love online – from Barbour manufacturing scrubs, to Tesco donating millions to food banks, but there’s also plenty of space for those brands helping the public maintain some sense of normativity – Nike, for example, has made it’s training club app free of charge.

We’re currently helping brands react to the new “new” by using long form content to communicate information. Our tips on how to communicate in a crisis are here, or feel free to get in touch to see how we can help you distribute brand content across premium publisher’s here.

 

Hands showing signs

How to produce brand content that performs in 2020

By | Banner - Advertisers, Banner - Content Creation, Banner - True Native, Content, Content Marketing, main blog

January, by its very nature, often allows for a period of reflection. The madness of Q4 has passed and it seems like an opportune moment to take a look back at what worked well in 2019 and do more of the good stuff in 2020. With that in mind, I’ve been revisiting some of the most successful content we ran last year to see why it worked so well.

I’m going to keep this quite top line as we’re planning more regular sector specific pieces throughout the year (health, property, fashion, food & drink) – if you missed our recent travel content tips, you can find them here.

So, in no particular order, here’s some recommendations for your future brand content campaign:

Be authentic

We’ve been running multiple articles for a leading London hotel over the past 12 months. Whilst London recommendation pieces have worked well (arts, restaurants, events), the most powerful theme was actually under our noses – the hotel itself. Writing about the history of this iconic hotel and how you can feel it in the building proved to not only to be the most successful content in terms of engagement but also CTAs. The audience were keen to discover how they could buy into the magic.

Be useful

Campaigns that provide useful information based on the specialism of the brand continue to perform exceptionally well. Examples include an eye drops brand explaining how you can tell if you’ve dry eyes via a blink test, a housebuilder detailing exactly how Help To Buy works and a children’s food company with top tips for teething toddlers. If you’ve earned the right to talk expertly about a subject, use it for all its worth!

Be inspiring

It’s sometimes easy to forget that we’re in the market to sell something, whether that be the wider brand or an individual product. Think about how the content you are creating gives the reader inspiration to do something, whether that be create a spectacular cheeseboard for Christmas, start a new university course, or go and explore a new country. Three very different outcomes, but all successful this past December.

Computer keyboardBe data driven

Whilst the creative process is unlikely to be replaced by AI anytime soon, a good content strategy should make use of the wealth of amazing insights we can now report on. For several brands this year, we’ve tested advertorial content alongside softer, less product led content. Each article produced different outcomes, but broadly we found that advertorial content produced better CTAs, with the content marketing style pieces producing better CTRs. Map these to your business goals to produce better outcomes going forward.

Finally, if you do all these things, don’t be ashamed that you’ve something to sell in return – It’s what the value exchange is all about!

Contact us today to discover how we can help you create meaningful engagement with your target audience.

 

World Travel

Why long form content is key to influencing travellers

By | Banner - Advertisers, Banner - Content Creation, Content, Content Marketing, main blog, Uncategorized

2019 has been turbulent for the travel industry. 17 airlines have gone bust so far this year including heritage brand (and high street travel agent) Thomas Cook. As a parliamentary enquiry examines the reasons behind the company’s collapse, it’s clear there were multiple factors – from a botched merger to a pile of debt.

However, one reason that can’t be overlooked is changing consumer habits. According to trade body ABTA, only one in seven of us booked our holiday with a high street travel agent last year, and of those people it tended to be older and less wealthy consumers.

For most of us, both the starting and end points of planning and booking a holiday is now online, with many of us choosing to be our own travel agent, purchasing our flights and accommodation separately. But this user journey is far from simple – research from Expedia shows that in the 45 days before making a purchase, British travel consumers visit travel sites an average of 121 times!

Family seaside holiday

Decisions, decisions!

Perhaps the most surprising finding from the same report is that:

“More than half of British online travel shoppers begin their research with multiple destinations in mind — 54% are still considering multiple destinations when they begin their travel booking journey”

So, with nearly half of all consumers open minded regarding destinations, the opportunity for tourist boards, hotels, airlines and OTE’s (Online travel agents) has never been greater – with three quarters of the 50 million of us online in the UK engaging specifically with travel content.

January blues

As we approach peak booking period in the UK, when around 5 million brits secure their getaway each January, now is the time to inspire potential bookers and get front of mind. The way to do that? Inspirational long form content. Indeed, 65% of us are influenced by brand content while planning their trip according to travelagentcentral.com

Cruise Holiday Sunshine

So, what works?

We’ve run hundreds of travel campaigns over the past few years for hotels, airlines, train operators, cruise lines, OTE’s and tourist boards. Here’s three reoccurring content ideas that I’ve noticed driving the best engagement for our clients:

Think ahead – as summer draws to a close, minds turn towards Christmas markets. As the cold dark nights of January hit us hard, thoughts turn towards sunshine and beaches. There’s a good reason the BBC schedule Caribbean detective drama Death in Paradise each January! Use these themes in both article copy and headlines to connect with your audience.

Specialist Themes. Run multiple articles aimed at different interest groups. Think foodies, adventure travellers, solo travellers and even train geeks. Some of the best performing content we’ve run has targeted specialist interest groups, rather than just a broad-brush approach to a destination or country. You genuinely wouldn’t believe how many people love trains…

Build an itinerary. Successful brand content usually includes one of two things – useful or interesting information (and hopefully both!). It’s what we call the value exchange between advertiser and audience. City breaks are now the nation’s favourite getaway, and by their very nature, tend to be for a long weekend. “48 hours in the city of your choice” is a fantastic format that hooks the reader and provides useful information.

For more insights into native travel campaigns or to book a campaign, please contact us

 

5 things we learned planning 2019 clearing campaigns

By | Banner - Advertisers, Banner - Content Creation, Banner - Reporting, Banner - True Native, Content, Education, main blog

It’s been a busy few months developing university clearing campaigns with our agency partners. As students start to receive their results, applications will soon be flooding in. Here’s 5 things we’ve learned so far….

  1. Clearing is not as scary as people think, so communicate that

Clearing can seem daunting to students who don’t understand the process, whereas in actual fact the whole point about clearing is that it allows students to talk directly to universities. They’re able to quickly find out what courses are available to them and apply straight away, sometimes there and then over the phone.

Clearing cuts red tape and makes it easier for students to apply, meaning more students in the right courses, and more places filled up for universities. It’s up to marketing teams to get this message across to potential students.

Some of our best performing headlines and articles have been reassuring pieces, helping guide students through the process. At the same time, long form content gives institutions the ideal opportunity to position themselves as a viable option and provides potential students with the confidence to contact clearing teams.

  1. Consider your audience groups

Universities spend large budgets targeting potential students and signposting key courses, but should they spend more time thinking about who their audience is?

Whilst students will ultimately make the final decision on where and when to apply through clearing, they don’t have to do this on their own. Parents, teachers, tutors and heads of year all have an impact on a student’s decision, so universities also need to be engaging with these influencers and giving them the best possible information for them to pass on. It’s certainly worth considering producing bespoke content for these groups.

Young people on smartphones

  1. Don’t just focus on traditional school leavers

This year we have seen more universities expand the audience of their content campaigns to engage with mature students who are considering returning to university (or attending for the first time) to change or progress their careers.

The messaging to these potential students has to be really eye-catching and inspirational to encourage consideration and cut through the wealth of marketing aimed at more traditional clearing audiences.

Unlike school leavers, mature students don’t have parents and teachers drilling key application dates into them, so they often don’t realise its application season or fall foul of the ‘there’s always next year’ syndrome. Universities need to reach these students, often found in the local catchment areas, and explain the benefits of career focused courses. We’ve found messaging around career changes or progress have had the biggest impact across our network.

  1. Be strategic with your budget

We know results day is an incredibly important time to reach students as they have a very short window to make a decision. As a result, advertising spends on results day have become mind-blowing due to the sheer amount competition driving up the prices of biddable media.

With a click on Google sometimes costing upwards of £100 have you considered other DR channels like Native Display to diversify your results day strategy?

Another option to take the pressure off a very narrow window is to engage with students in pre-clearing. This gives universities a chance to get their message across with longer form, less DR based content.

That way when students reach clearing, they have already engaged with the university, have some understanding of its offering / courses, and see it as a viable option. Therefore, pre-clearing brand engagement can massively increase performance of your activity on the big day and get more out of your overall campaign.

Young adult at laptop

  1. Try out different content approaches and react to performance

Every university is different in their approach to the content they create. You often hear that copy needs to be authentic, and written in language that students will engage with, but what does that mean?

There’s no silver bullet when it comes to producing content – whilst we’ve a wealth of experience writing for student audiences – it’s still worth trying different approaches; analysing and optimising towards what’s performing best.

For us, that might mean testing an advertorial article full of facts about courses, campus locations and teaching against a softer content-led approach, written to engage students with the brand.

Both have their place in the recruitment cycle, but looking at engagement with the content, CTAs from the article page and back end data from clearing landing pages, you can understand which approach works best for your audience and optimise towards those articles, giving you the best value for your advertising spend.

 

create or to curate content

To create, or to curate, that is the question

By | Content Marketing, Native advertising

With native advertising and sponsored content now being the tool of choice for so many leading brands, the debate is now moving to an advanced discussion of the choice of strategy.

One of the first decisions will be whether to create, or to curate your content. Are you going to write brand new material, never before seen or read, that takes a fresh approach? Or do you curate your content, making use of your own assets and changing the way you share them; the product guide from last year, that video from the YouTube channel or the images from your social media channels.

In the beginning there was creation

One of the plus points of creating content is the chance to take a new direction; perhaps you want to capture a different audience or talk about a new topic. Good quality, fresh content will always attract followers who are searching for answers or to be entertained with new ideas. As you own it you can share it as you like, potentially increasing the opportunity to convert passing visitors to genuine leads.

As always success will be down to the quality of the content, there’s no room for vanity publishing here. If the work is up to scratch and offers genuine value to readers and rewards them for their efforts, then content creation is a great way to build your own credibility as a source of expertise.

Curating the existing collection

Curating existing content works to a different set of rules; in this approach you are driving more value from those existing brand assets. It’s a skill that develops from not only knowing your market extremely well but also being able to predict how that market will evolve; in effect the brand itself is becoming a publisher.

For some sectors curating will be the most appealing, particularly in areas such as fashion, motor and travel, where there is already so much content out there. Why invent the wheel, right? But it’s important to make it your own and develop a consistent brand voice that you can use throughout all your materials.

Room for both

Your content strategy should of course always be linked to your business objectives. It’s important for advertisers to create new content so you can stay ahead as the source of expertise and continue to deliver more value and better solutions. Nevertheless curating content has its place too! Your success here will depend on the editorial skills you bring to selecting the right material and then how you present the whole.

Over the longer period, think of your complete content strategy like a loaf of bread, sharing slices of interest specific stories to the market whose interest you share.

So, the answer is definitely to use both. It may be creating, it may be curating, they are both very powerful strategies when applied in the right context.

At TAN Media, we create and curate content for a range of brands across almost every vertical. We want to share our expertise and data insights, so you can make the most of content and engage with your target market. We would welcome the opportunity to discuss your content needs to compliment your current brand strategy.

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