Content Marketing London

Content Marketing Inspiration – The One Page Website

8th December 2015 by miranda Leave a Comment

Have you thought about displaying your branded content on a fancy one page website? They really are the latest thing in London’s content marketing world. They definitely look great and provide a unique user experience, but are they worth the time and expense?

The Costa Experience is a really cool example. This is an informational page, with a subtle hint to getting the reader to visit Costa and pick up a coffee. This is packed with genuinely interesting facts about how your coffee is made and ends up in store, and looks beautiful of course. It’s shareable, lends itself well to social media and educates their audience about the brand.

So they’re great for consumer brands like Costa, but what about more more luxury brands? Well Swiss Airlines has a brilliant site which let’s you experience a day in the life of their crew. This branded content offering is very comprehensive, with videos and interactive infographics included too. Again, this is a great branding exercise that informs and inspires with stunning visuals.

So should this one page beauties replace multi-page sites? In two words, absolutely not. They are a fantastic branded content solution to special projects or promotions. You may be able to simplify a dense, information-heavy site into a one pager to target a certain demographic. But this should not replace your regular site offering, it should enhance it. Of course it very much depends on your industry, and they are naturally going to fit better with certain brands than others.

So remember to consider your aims carefully before looking into the one page option, and make sure you consult a specialist content marketing agency to get their advice.

P.s. We couldn’t do a one page site without shouting about this beauty

Luxury Branded Content

8th December 2015 by miranda Leave a Comment

A couple of weeks ago, British Airways launched a stunning piece of branded content, a luxury in-flight magazine for their first-class cabin customers. Well, it’s less of a magazine and more of a book-like gift, check out what the publishers say about it here. It got us to thinking about how content marketing agencies in London and beyond help prestige brands capture the attention of their discerning customers. It’s a tough one for luxury brands as they must uphold the perfect combination of aspiration, confidence and exclusivity. Luxury brands have traditionally been a little shy of keeping up with the Jones’ in terms of innovative branded content. Let’s take a look at a couple of noteworthy examples.

Fashion, beauty and fragrance brand Chanel really know what they are doing when it comes to content marketing. On their website, they have a subpage charting their history through beautiful photography. You can almost smell the eau de parfum as your scroll through! Chanel also have their own news site for their customers to keep abreast of their latest movements. We love this interactive timeline especially, they certainly know how to make their customers feel very special. The key here is the celebration of Chanel’s proud history, but still inspiring excitement about the brand’s future.

Land Rover have since launched a downloadable customer magazine called OneLife which also ups the exclusivity factor. Videos, gorgeous imagery and exclusive content make the publication a great added-value tool for current customers, as well as making non-Land Rover owners drool with jealousy.

Branded content in the luxury industry seems like a doddle, but some more historic brands have certainly found it hard to engage with today’s digital market. The need for great content that can perform on multiple platforms, retain loyal customers and attract new ones is a challenge that most content marketing agencies face.

The best of Halloween’s branded content

9th November 2015 by miranda Leave a Comment

A content marketing agency will always feel the excitement coming up to Halloween. And why wouldn’t we? It’s worth £300 million in the UK alone every year, and it’s a great opportunity for businesses to flex their creative muscles in terms of creating branded content. We love the challenge… This year was no exception in terms of great campaigns, and we share our favourites with you below.

Burger King – Hallowe’en Whooper Sandwich

This bbq flavoured black burger bun caused quite a stir this year. Already very successful in Japan, this year it appeared on UK menus for the first time. Now we love this branded content for a few reasons. It’s a genuinely interesting talking point in terms of visuals, who can turn away from a poster of a burger encases in a black bun? It reflects the humorous and jovial feel of hallowe’en whilst still capturing the weird spookiness. And it compels you to want to taste it! (FYI – it was very tangy and we don’t want to talk about this hastag).

Cadbury Graveyard

This was a seriously clever London content marketing campaign, evoking memories of chocolate bars from years gone by. Inviting users to vote for either the Fuse or Cadbury’s Marble using a spooky animation of a graveyard, it engages both fans of the long-dead confectionary and arouses the interest of those too young to have tried them. Users then entered into a competition to win a taste of the discontinued choc

LG- So real it’s scary

Ok, so this one is pretty old now, but we love it so much we had to include it here. This branded content has it all: humour, spookiness, impressive technology, and genuinely sharable content. If you haven’t seen it, head over to YouTube now and give it a watch. We won’t spoil it for you.

Branded content & the Infographic…is it here to stay?

28th October 2015 by miranda Leave a Comment

The internet and print media alike is awash with a particular type of branded content. You can’t help but notice the prevalence of infographics absolutely everywhere. A Content Marketing Agency will sing their praises and uses, and you can’t turn on the news or open a paper without seeing one. But the question is, are they a flash in the pan? We want to ask: are they genuinely useful pieces of branded content?

Because infographics are having a bit of a seminal moment, people are falling over themselves to create them. ‘Employ a London content marketing agency and get publishing’ seems to be the order of the day. However this means that there is an influx of people getting it wrong! Infographics are not always something that can be rushed out in a few days to keep up with the marketing Jones’.

Yet again we come back to that age-old marketing tool: storytelling. If your infographic isn’t telling a compelling story, don’t bother creating it. If your infographic isn’t sharing genuinely useful information, don’t bother creating it. If your infographic isn’t targeting anyone in particular, don’t bother creating it.

Infographics, more than other types of branded content, need a very clear focus. Their beauty is their simplicity, and their ability to communicate complex data through imagery. But achieving this is no simple feat. It has to be user-friendly, pretty, AND interesting.

If made well they can take the world by storm. If you didn’t see the ‘What happens one hour after drinking a can of coke’ infographic you must have been living under a rock. It’s a great example of an infographic done well: it’s simple, contains shocking info, and applies to so many of us. Done well, infographics will continue to entertain and inform. But as marketers we need to question the quality and audience first.

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