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Sharing your branded content via email – 3 ways to drive email sign ups

22nd October 2015 by miranda Leave a Comment

So your London content marketing agency has sorted you out with some truly decent branded content. You’ve got an outreach plan to execute, you’re ready to go right? But have you thought about giving your email subscriber lists a push? You’ve spend money on great content, and email is one of the easiest ways to share it, so it’s a good idea to make sure you’re reaching as many relevant people as possible. Today, we share our quick tips on driving people to sign up to your branded content emails.

  1. Site pop ups

No, we haven’t gone mad. Once the preferred tactic of spam-loving content marketing agencies, pop ups are back! These don’t have to be irritatingly popping up constantly, taking no notice of the user batting it away. They can be quite sophisticated things these days. Using cookies they can detect if a user has already signed up or stated that they are not interested. So you’re not going to annoy your visitors. WordPress have some great plugins that are very easy to set up as a starting point.

  1. Play the exclusivity game

You need to give people a reason to want to sign up to receive your branded content. One easy way of driving this desire is to offer a ‘one day only deal’ or some kind of exclusivity linked to signing up at a particular time. For example, you could offer them something that only they will get by signing up today e.g. access to a resource. Make you make use time-sensitive language too, like ‘for a limited time only’ This is a proven method in ecommerce retail, and it’s a canny idea for content marketing too.

  1. Use a Twitter card.

This is similar to a pop up, but less invasive. It’s basically a sponsored Twitter advert, that will appear on a chosen audience’s timeline. They are customisable, and mean a user can quickly tap in their email address without navigating away from what they’re doing – brilliant!

Be sure to track the success of these techniques, and refine and change them as and when needed. Data is your friend!

wordwide brandedcontent-emailmarketing signuptips

Filed Under: Branded Content, Content Marketing, Social Media Tagged With: branded content, emailsignups, marketingtips

Making your branded content consistent – our pick of the best brand guidelines

15th October 2015 by miranda Leave a Comment

Brand guidelines are ubiquitous in London content marketing agencies and design studios alike. They act as a bible for everyone from designers, printers, copywriters, sponsors and affiliates, and serve to ensure that branding is never diluted and always consistent. This all sounds a bit formal and dull, but they can be things of beauty in themselves. Take a look at these fine examples:

1. The Beano

Created by designer Wayne Hemingway, these guidelines are something a little bit special. Nostalgic and charming, it features stunning original Beano patterns from yesteryear. Completely gorgeous and doesn’t skimp on the details.

beano

2. Jamie Oliver

More of a brand than a person these days, Jamie’s guidelines for anything and everything he puts his name to is a great example of a very comprehensive brand guideline document. The level of detail that has gone into explaining the tone of the brand is remarkable. There’s no excuse for accidentally using his brand wrongly. Click here to read the full 104 page whopper of a document. Branded content perfected.

jamie oliver

 

3. Nike football

Simply too sexy not to mention, this is a beautiful and bold brand book that, whilst not particularly wordy, still communicates Nike’s core values over 92 pages. The stunning photography makes this worth a look.

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4. Channel 4

Trying to create brand guidelines for a whole television channel is no mean feat. Shorter than others featured in this list, but still a concise account of how to accurately present the network. Their copy guidelines are a pedant’s dream too, nothing is left to chance here. Bravo! Click here to have a look

We hope that you feel inspired to jazz up your own brand guidelines. Whilst a 100 page extravaganza of typography and imagery is not necessary for most businesses, people you work with will thank you in spades for nailing down the basics in defining your branded content.

Filed Under: Branded Content, Content Marketing

How to improve your branded content using tone of voice

13th October 2015 by miranda Leave a Comment

Content Marketing in London is enjoying a fashionable status at the moment. It’s all about great social content, blogs, articles, infographics, viral video, quizzes, games – the list of branded content opportunities is endless right now. And good on you guys who are putting it out there. But we want to hark back to that age-old cliche: Any decent Content Marketing agency would agree – it’s not what you say but how you say it.

Cliches are so for a reason: they’re usually true.

Why should you care about a consistent tone of voice in your branded content? Well, it instills trust in your audience for one. If people feel familiar and comfortable with your style, they are more likely to convert. If people can distinguish your content from your competitors, you are onto a winner. It’s also a great way to show the personality behind your brand, which is really important in otherwise staid industries.

Hiring a bunch of independent freelancers to get your name out there in the content world is great stuff – However, the first rule of content strategy is to maintain consistency. This is especially true if your content writing is a team effort. In the same way that a successful chef doesn’t let dishes on their menu until they are confident that it fits in with their ethos, same goes for your content. You may have a team of talented content creators at your disposal. But if they’re all stabbing in the dark in terms of your core values, the disjointedness is going to show.

The practice of recording and documenting your brand’s voice is an interesting and worthwhile task in itself. It really helps you to hone in on what’s unique about your business. Simply thinking about key words you want your audience to associate with you or nailing down why someone should do business with you is a great place to start.

If you’re looking for the ultimate inspiration, MailChimp’s wonderful content style guide is about as concise as they get.

contentmarketinglondon_branding_businesstoneofvoice

Filed Under: Branded Content, Content Marketing

Content Marketing London social tips: 5 cardinal social media sins and how to avoid them

13th October 2015 by miranda 2 Comments

We like to think we’re a generous bunch here at Word Wide, and not your usual content marketing agency. So to help you out with your branded content plans, we have decided to compile a list of the top five social media sins that can catch businesses out. Warning: the below countdown may cause some toe-curling:

  1. Misplaced user-generated content

We are all for a bit of audience anticipation, but before you invite your audience to interact with you, it’s sensible to do a quick common sense check before posting. You only have to google #ImaMetsFanBecause or #AskBoris to see why. If you think a hashtag can be hijacked, don’t use it.

  1. Buying your audience

Do not even contemplate doing this. It may seem a tempting quick fix to building engagement, but it will do you more damage in the long run. Most people can smell an account that buys likes or followers a mile off. It’s not a credible audience and everyone will know it.

  1. Over-enthusiast posting

We’ve all encountered business accounts like this, and it’s fair to say they usually last a day before we hit UNFOLLOW in a rage. Posting regularly is important, but spamming your customer base with constant updates and excessive branded content is not going to make you very popular.

  1. Never posting at all

On the opposite end of the scale, it can be just as bad to let your accounts lie dormant. If you haven’t got time for regular updates, make sure that you schedule in some posts to go out over the next few days when you do log on.

  1. Don’t feed the trolls!

Business social media accounts will more often than not be treated as an outlet for any disgruntled customers. If this does happen, try and direct the conversation away from the public arena by asking for their email address and reassuring them that their problem will be dealt with. Some companies run an extra social account to ask as a kind of “helpdesk”. This is a smart move if you get a lot of customer queries, as it ensures any negativity is kept away from your main account.

Happy guilt-free social media-ing!

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Filed Under: Branded Content, Content Marketing, Social Media Tagged With: content marketing london, content marketing tips, social media tips

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