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Newsjacking for content marketers
Some PR professionals believe that the days when companies simply punted out a press release and secured lots of media coverage have gone forever. Getting coverage for clients now requires more imaginative approaches using content, ideas, stunts and social media.
One tactic that a lot of PR companies are especially keen on at the moment is also very relevant for content marketing – and this is newsjacking.
In a nutshell newsjacking is when a brand attempts to add their take on a news story that has just broken. An obvious recent example was the aftermath of referendum where brands were pushing their opinions to journalists about how they thought Brexit might affect their business. Marketing agency The Oystercatchers scored highly with this take on Brexit which made Marketing Week. Here’s another example from a high profile British startup Vinaya. B2B brands have traditionally had their say on other major events too like the budget, while others have cheekily created content to newsjack sporting events like this take on Wimbledon from Macmillan Cancer.
It doesn’t have to be huge news story though. An interesting opinion piece in a newspaper can spark a response from a brand which sometimes will get picked up and turned into a story by other media companies.
In the PR world newsjacking is often a commoditised process. Companies agree a series of statements with their communications representatives about stories they want to comment on long before specific stories break. They can then distribute these to journalists very quickly.
In the content marketing world newsjacking is still a significant opportunity, but it is tackled in a very different way.
For example, many brands have used their social media channels to newsjack, offering opinions on events and stories through Facebook, Twitter etc. There was a huge flurry of activity from brands around the Pokemon Go phenomenon last week.
Where newsjacking is ultimately most effective in content marketing is when a brand responds to events or stories and then creates content that tackles issues that have just been raised. Crucially though, the content that is published has a degree of longevity about it, so it doesn’t cease to be relevant when the story it references disappears.
Some golden rules
With most newsjacks time is of the essence. It is essential for brands to respond within 24-48 hours. That means creating content very quickly.
Here then are a few questions brands need to ask before they start the process.
1. Is the brand really contributing anything tangible to a debate? – If a brand has nothing meaningful to say there is very little point in producing the content. It may sound obvious but there are countless examples of brands who have waded in with content when they really probably shouldn’t have.
2. Does it feel a little dad on the dancefloor? – Is the brand attempting to muscle in on a debate that they don’t really have the credibility to get involved with. Will it just be perceived as bandwagon jumping?
3. How evergreen is the content? – It is so important to ensure that by becoming engaged in a newsworthy issue that brands create content that may be useful (and discoverable) at a later date. Particular attention needs to be given to the headline, opening paragraph etc to maximise the article’s SEO potential.
4. What questions does the article answer? – If brands can provide background, context or a view of how an event may affect things in the future they are probably in the right place.
5. How should brands distribute their content – In other words ‘is it PR-able?’ If the content is strong then it might be worth sending it via email to key journalists, or maybe tipping off influential that you have posted on the topic via Twitter and other social channels. There may also be a case for using content recommendation services like Taboola and Outbrain.
6. What is the brand really going to get out of the newsjack? – In my experience it is worth asking this question twice. Once, when starting to create the content, and then again when it is finished. It is all very well producing insightful fascinating copy, but it is meaningless for a brand if it is not going to get links, plugs etc out of it.
7. Be prepared to experiment – Newsjacking can be a highly potent tool for content marketers who are seeking wider audiences for their branded content. It doesn’t however work all the time. Sometimes a branded voice might get lost among other competing stories. Ultimately it makes sense then to experiment to see what actually works.
Newsjacking can be very useful to content marketers, but brands need to ensure that they have very clear KPIs from their jacks, or else it can turn into a very weak kind of vanity publishing.
Commissioned by The CMA
CMA Summer Party 2016
We just wanted to say a massive thank you to everyone that came to our summer party on Thursday evening, it was a great success and the weather was very kind to us!
You can view the pictures from the night on Flickr.
Pictures from the night are also up on Instagram – you
can find us at: @cma_uk
Please follow us if you aren’t already!
For all those who took pictures please #cmasummerparty so we can add them to our Instagram page.
We look forward to seeing you all again soon!
Highlights from July’s Digital Breakfast on Creating unique, interactive and impactful content.
There was a great turnout at our July breakfast on Wednesday 13th, thanks to everyone that came! We had 7 CMA member agencies attend as well as companies such as Grey London, Liberty London, Nestle, QVC, Taboola, Zurich Municipal and Adhoc PR to name but a few.
Huge thanks to our three speakers; Bizhan Govindji, Digital Stratetgist at Ogilvy, Peter Kirk, Director of Kirk Direct Marketing Consultants and Stephen Wise, Co-Founder & MD of Trigger Buzz.
View video highlights below:
We are taking a break in August so our next breakfast is on 7th September, which will be on Discoverability: Focusing on distribution, reach and marketing your content.
The speakers will discuss:
Changes in long tail search and Google’s knowledge graph
The increasing role of long form digital content in search success
Approaches to ‘intelligent content’ and adaptive media for discoverability
Working with social influencers to maximise reach
The vital role of paid search and social advertising in driving content to audiences
You can book your place for the next breakfast here.
We had some great social interaction to go with the audience engagement, thanks to everyone that tweeted and used the hashtag #CMAdigital!
Please see the best of the morning’s tweets below:
[View the story “Social highlights from the July Digital Breakfast” on Storify]
Stats, facts and future trends – June 2016
This month, we look at the increase in interactive content, the vital part secondary influencers play in successful campaigns, and why ‘dark social’ dominates social sharing.
Marketers plan more interactive content
Three quarters of content marketers plan to increase their use of interactive content in 2016, with even more agreeing that such material is more effective at grabbing users’ attention, a new report has said. The study, from the Content Marketing Institute (CMI), found that:
• 53% of content marketers were already using interactive content, including assessments, calculators and contests, a figure that rose to 65% at the enterprise level.
• 81% agreed that such content was more effective at the critical engagement stage, while 79% agreed that it enhanced retention of brand messaging when combined with traditional marketing tactics.
• Respondents chose educating the audience as the primary purpose (75%), followed by engagement (59%), lead generation (58%) and creating brand awareness (57%).
The authors, Tim Walters and Robert Rose, observed that the internet is finally moving from “a static, one-way publishing platform” into “a true two-way dialogue” that enables marketers to gain a deeper insight into what consumers are trying to achieve and how marketers can help.
“It’s the difference between watching customers as they stroll through a store and having a conversation with them,” they said. Further, “consumer expectations and demands will soon make interactive content an imperative … increasing exposure to interactive content will excite an appetite among consumers that cannot be satisfied with traditional passive content alone”.
Source: Content Marketing Institute
To read the full article, click here.
UK social media users turned off by brand bombardment
A study by The Chartered Institute of Marketing (CIM) has indicated that an increase in brand content delivered on social media platforms would turn consumers off the brand. The study found that:
• 52% of UK social media users said a brand bombarding them with too much content would lose trust/be turned off by a brand on social media.
• 39% said that they would be turned off if they found out that content the brand claimed to be real wasn’t genuine.
• Further down the list, 22% would lose trust in a brand if they read a negative story about them in the press, while 20% would be turned off if others on social media had bad experiences with the brand.
The problem is, brands don’t appear to be heeding the warnings. April 2015 polling by Atomik Research for content marketing agency Headstream asked UK internet users what most frustrated them about social media updates. The most popular answer? “Too much” of it.
Sources: The Chartered Institute of Marketing, Atomik Research, Headstream
To read the full article, click here.
Focus on ad content, not device
New research has shown that consumers are embracing screens equally and showing similar emotional reactions, regardless of device, when it comes to video advertising. Gateway Research analysed 1,290 ad spots, across TV, desktop and mobile, amongst 60 Australian participants, and found that:
• Desktop was just as effective as TV in driving emotional impact.
• Consumers were focused primarily on content rather than device.
• Message attention and ad recall showed little difference between screens, although leading with TV or desktop exposure followed by mobile created highest emotional connection with consumers.
• The use of familiar faces, movement and animals in creative were the most effective triggers for gaining attention, while music, humour and familiarity were key to an emotional reaction.
Ken Pao, Managing Director, APAC, Videology, observed that most video-related research focused on simple usage statistics. “Based on in-depth analysis of consumer viewing habits, in a live setting, this study lifts the lid on the black box of consumer behaviour and uncovers what it really takes to capture viewer attention,” he said. “Key to success is high quality creative.”
To read the full article, click here.
Secondary influencers key to ‘virality’
A new study has said that secondary influencers – defined as those who share content received from other influencers – are the true key to an online video going viral and achieving the highest levels of engagement and reach. Ogilvy & Mather analysed the sharing patterns of 66 video campaigns and found that:
• Only one in five of the videos tested on Twitter managed to motivate a second wave of influencers.
• But the vast majority of those that did (more than nine out of ten) were successful. This was true no matter what the style or source of the video.
• The most significant common theme in successful content was that secondary influencers want to add their own point of view.
• 60% agreed that this was a reason to share content – a percentage that jumped to 77% among the most influential online video sharers.
“Big influencers will give an initial boost [to a campaign] but those that had the longest tail and the most intense viewing were the ones with second tier influencers,” said Thomas Crampton, global managing director of Social@Ogilvy.
“First wave influencers offer a sugar high, second wave influencers are the ones that give a campaign its heft and momentum,”
Sources: Ogilvy & Mather, Marketing Week
To read the full article, click here.
Native video beats pre-roll
Mobile video ads on publishers’ websites can perform significantly better than those on social media, according to new research. Teads, a native video advertising company, used eye-tracking in a laboratory environment to measure the impact of various content environments on the performance of mobile marketing and found that:
• The content environment is a major contributor to how users engage with advertising.
• In-article native video ads are more likely to be viewed than those in social feeds – by nine in ten respondents compared to six in ten – while dwell time for such ads is 24% longer.
• Consequently, unaided ad recall for this format was around twice as high as for skippable pre-rolls.
• Purchase intent was shown to be 27% higher for native video ads than for skippable pre-rolls or those in social feeds.
“People are engaging in a very different manner,” Bertrand Quesada, Teads CEO, told Adweek, adding that the level of engagement for video ads on Facebook and Twitter was “nowhere near” that of the videos his business placed on publishers’ websites.
Sources: Teads, Adweek
To read the full article, click here.
Dark social dominates mobile sharing
New research has shown that online content typically comes with a variety of social sharing options, but the great majority of mobile users prefer to share via email, text and instant messaging, or ‘dark social’. Martech company RadiumOne analysed the actions of 940m users around the world who shared content and found that:
• Despite publishers making it easy to share content via a range of social media platforms, more than three quarters (77%) of publishers’ and marketers’ content shared via mobiles in the UK happens in ‘dark social’.
• Just 23% is shared on social networks.
• The UK figures for dark social sharing were slightly below the global average of 82%, although more UK users were likely to engage with content shared this way.
• 80% of UK mobile clickbacks happen via dark social, compared to 67% globally.
Rupert Staines, European Managing Director at RadiumOne, suggested the industry – brands, content creators, media buyers – need to take a broader and more ROI-focused approach to how they think about this aspect of the sharing universe. But “brands can harness sharing technology to allow them to take a channel and platform-agnostic approach to keeping up with consumers,” he said. “The opportunity for brands is to track, gather and activate these valuable signals to connect their owned and earned media investments with paid media effectiveness.”
To read the full article, click here.
Interactive content commands content marketing and paid social channels
Research suggests that content marketing is the leading format for campaigns which include interactive media content. Staffing firm TeamPeople surveyed media and audiovisual professionals in the US about how they use interactive media content – material designed specifically for audience interaction and broadcast via digital channels – and found that:
• More than two-fifths (43%) of US media and AV executives are creating interactive media content for content marketing.
• Nearly the same number are working on interactive content for paid social media campaigns (42%).
• Internal brand promotion (42%) and non-paid social media (38%) are other areas that respondents said they create interactive content for.
• However, 18% said they are not creating interactive content for any of their marketing campaigns.
A separate study in March 2016 from YuMe and Ipsos polled US internet users on their stance toward interactive vs non-interactive video ads. Of those surveyed, 54% said they paid more attention to a highly interactive format, such as videos that had embedded quizzes. That compared to 48% who said they paid more attention to non-interactive video ads. And nearly half of respondents said they would opt for ads delivered with more interactivity, which can also include social features or interactive buttons.
Sources: TeamPeople, YuMe, Ipsos
To read the full article, click here.
Commissioned by The CMA
CMA declares: “We’re backing Effectiveness Week”
An industry-wide initiative promoting effectiveness in all forms of marketing takes place later this year. Clare Hill, Managing Director of the Content Marketing Association, explains why the CMA is getting behind it and outlines some of its plans
The UK has always led the way in the science of marketing communications effectiveness, thanks in large part to the pioneering work of the Institute of Practitioners in Advertising.
At the CMA, effectiveness is a subject close to our hearts. We’ve always believed that, for content marketing to thrive, we’ve got to demonstrate the difference we make. Clearly, we’re succeeding. That’s why content marketing accounts for around 20pc of UK marketing spend, and is rising.
We practice what we preach: our awards, for example, have always required entrants to submit evidence of effectiveness. Indeed, we’re the only unique set of content awards to demand this.
Last year’s winners, for example, included Shell, Barclays, Argos, Dell and John Lewis. All achieved exceptional effectiveness results.
So we’re excited about Effectiveness Week, coming up in the autumn in London, and even more excited to be playing a key role in the event.
Moreover, we’ll be publishing a special report containing the latest thinking on effectiveness from our members in the run up to Effectiveness Week.
You can read more about Effectiveness Week here. Effectively – urgh, sorry about the pun – it’s partly a celebration of effectiveness and partly an exploration of cutting-edge thought leadership into evidence-based decision making across all areas of marketing investment.
Both parts are vital. One, because we should cheer and showcase effective marcomms activities; and two, because in a world of increasing complexity, where different disciplines work together as never before, the challenges of proving effectiveness are mounting.
One reason we’re particularly excited about Effectiveness Week is that it’s a cross-industry initiative, which is why we’re partnering with organisations such as the IPA, Internet Advertising Bureau, Direct Marketing Association, Thinkbox and the Public Relations Consultants Association.
We’ll all benefit from the contribution different disciplines can make to the science of effectiveness. This is especially true of content marketing, which is a broad church and encompasses both many different disciplines and channels – video, social, print, apps, user-generated content and so on, as well as earned, owned and paid-for media – and can often be the core activity around which other marketing runs.
We can all learn from each other.
There will be multiple strands to Effectiveness Week, and the CMA’s plan is to focus on three main areas. These are:
1. The areas of spend that are most troublesome to account for
This falls square into our territory, we reckon. It’s relatively easy to track content metrics such as reach, shares, uniques and engagement, but when brands are executing multiple types of activity, harder to translate these into bigger-picture measures like brand favourability, advocacy or purchase intention. But if we can get this right, it will allow brands to make comparisons between different types of marketing activity in order to allow for budgets to be allocated in an optimised way, or for different activities to be weighted at different times.
2. Building growth in the long, rather than the short, term
Again, this is CMA members can properly engage in. Content is essentially a longer-term play by brands, and plays multiple roles. Sometimes this is to raise awareness by entertaining or being useful; and sometimes it’s to retain or reward customers with special offers or value propositions. Either way, content is very much key to a brand’s longer-term health and reputation.
3. Paid/owned/earned – multi-channel, multi-platform optimisation
If ever there was a discipline that worked across the paid/owned/earned spectrum, it’s content marketing. Over the last decade content has moved from being a primarily owned channel to one that exploits – via shareability – the earned channel, and is increasingly backed by and integrated with paid-for media. But getting it right is complicated, and involves deep understanding of the roles played by different channels, how to balance paid with earned and owned, and the interplay of content and context. Here, we know CMA members are both supremely experienced and expert.
So, we’re asking our members who want to get involved in these exciting areas to make contact so we can start putting together our contribution.
All this adds up to a perfect opportunity for CMA members to demonstrate their thought leadership in this area.
So we’re planning to publish one of our industry reports into effectiveness measurement just before Effectiveness Week.
This will be our fourth such report, following on from Data Intelligence, Video Engagement and the Role of Social.
Each has been really well-received, generated significant press coverage, and reinforced the credentials of CMA members as subject experts. All told, the reports have been downloaded 2,800 times, including by 200 brand marketers.
Anyone who would like to contribute should get in touch with me via my contact details below.
Effectiveness Week is a terrific initiative, and one that also offers the CMA and its members the chance to demonstrate the huge contribution we make to the whole industry.
Please contact me at firstname.lastname@example.org or on 020 7492 1986.
Clare Hill, MD, The CMA
A day in the life… Nina Harrison-Bell, CEO at Videojug Networks
Every day in my working life is different and that’s why it’s so exciting, and why I love what I do. During my 10+ years at ITN, no single day was the same and there’s an element of that here at Videojug.
We are a small team and I like to start the week by getting the whole team together for a meeting. It’s an opportunity to regroup after the weekend, to plan and get our heads in the right space for the week ahead. It’s a time when we can all share what projects we are working on or pitching for, as well as ideas about how to potentially develop our craft in the way we go about our business. This is how we learn from each other. Teamwork makes everything possible, and coming together as a team at the start of the week reinforces that notion.
The day starts with a phone call from a client who needs to send out an important message to employees and investors about a fundamental change in their leadership. They need the video on their intranet for their 80,000 global employees by the end of the day. It’s our job to work out how we are going to make all this happen and it requires that we pull together all our powers of problem solving and strategic thought. It’s creative as well as hard graft and it’s hugely satisfying when it works so well.
In our business there is never time for standing still, my next priority is to have a conversation with Sara, our Project Manager, about how to fast track the footage a team have just shot in the Gulf back to London for a Private Equity firm’s edit. We love unpredictable challenges and these kind of puzzles are just one of the many ways we are kept on our toes.
I move straight on to a meeting with Jamal, our Head of Online, and Paul, Head of Channels, on how we plan to build our audience around some specific content on one of our network of channels. We also discuss the functionality of the latest client APP that we are building.
Pretty much every lunch is a working lunch, and if it’s not at my desk it will be out with a client, discussing how best to capture their message through video. Video and digital are arguably the most powerful tools in the box when it comes to sharing your story and I truly believe that the impact we have is very real.
Our clients put their faith in us to give them the best advice on how to approach their stories – they trust us to help shape and influence what they are saying, how they are saying it and who they are saying it to.
Let’s face it – everyone has a story to tell, and no one story is the same – and that is what makes things so much fun.
After lunch it’s a weekly catch up with Howard, Videojug’s Business Development Manager, who wants to talk through our new marketing materials. No matter what industry you are in, you have to constantly improve your ability to sell your own skills or products.
Next it’s jumping onto a conference call with the Head of Content of a well-known supermarket to follow up on our proposal to produce video content linked to one of their summer ad campaigns. They particularly like our creative approach and track record in food and drink video content (we have made several thousand of our own ‘How To…?’ Food and Drink recipe videos) as well as the technical recommendations made by Nicodemos, our Production Manager, in terms of kit for the video format we’re suggesting.
Our back catalogue of over 45,000 “How To…?” videos, means international media publishers often want to feature Videojug-owned content across their own channels and frequently in various different languages. This afternoon we have been asked for more content from a Russian publisher following the success of one of our videos, which demonstrates how to make string ball wedding decorations. It’s had over 61,000 views on their Facebook page in the first few days of being made available. We look forward to seeing the video being shared across their other pages in the coming weeks.
On any given day I will have several conversations that I didn’t necessarily see coming. This afternoon the calls come in thick and fast, first from the comms team of a FTSE 100 company, and then from a startup founder who needs a new website to take a product to market. Whatever the conversation or the problem, I am always confident that our talented, imaginative and brilliant team will be able to provide a solution.
The end of my typical day is focused on the other people I care about in my life and getting myself home for some quality time with my three children. This normally means squeezing in some algebra homework or cello practice, hearing about their days, sharing some highlights from mine and telling them a bedtime story.
Then before I know it, it’s time for the next day and the next story we’re asked to help tell and share. No Videojug day is the same as the next. But, whatever the day, the constant thread running through our week is the trust our clients place in us to tell their stories and help them reach the audiences that matter.
Brexit Round-up – What Does It All Mean For Media?
Please find below a roundup of the key trade media reactions to Brexit.
Brexit reaction: Ad industry rocked by UK vote to leave EU
Brexit vote shows catastrophic failure of communications
A nation divided: what marketers must learn from the Brexit vote
WTF: What Brexit means for the UK media industry
Did both Remain and Leave camps miss a golden opportunity to connect with young people over the Brexit?
As the UK prepares for Brexit, the nation’s advertising industry moves into uncharted territory
What impact will Brexit have on UK startups and innovation?
Why Brexit is both an opportunity and a strategic risk for marketers
Brexit: Media industry reactions // adspend analysis
Wall Street Journal
Advertising and Media Industries Brace for Uncertainty in Wake of ‘Brexit’
The CMA Awards 2016 are back and open for entry!
The CMA International Content Marketing awards are back and now open for entry.
Agencies from across the world will offer up their greatest work from the past 12 months for judgement by some of the biggest names in marketing.
Last year we had over 400 entries from 100 different agencies, and 21 countries, making them the most competitive content marketing awards in the world.
The event provides the industry with a stunning showcase of talent, expertise, inspiration and insight for brand marketers the world over.
For now, all we need is your e-mail address and client campaign/title.
Get ahead of the crowd, enter your details now! If you enter by July 15th, you stand a chance of winning Champagne Afternoon tea for two at the Hamyard Hotel.
Excitingly, this year we have introduced new awards designed to reflect the rapid changes in content marketing. There are now 25 categories available to enter, to win Gold, Silver and Bronze. The winners of categories 1-22 will be put forward for consideration for the ultimate Grand Prix award. This year you can enter the same entry into as many categories as you like.
You can enter a website, video, mobile/tablet app, print publication, social media campaign or an entire integrated solution. Whatever the channel, so long as it is content produced for a brand, you can enter it and it stands an equal chance of winning.
Entries can be made until Friday September 2nd at:
View 2015 Winners here
THE QUALIFYING PERIOD FOR ENTRIES IS
1ST SEPTEMBER 2015 – 31ST AUGUST 2016
The International Content Marketing Awards will be held on Tuesday 22nd November at the Roundhouse, London.
The awards will be hosted by the hilarious Stephen Mangan, best known for his roles in Green Wing and Alan Partridge.
CMA Member – £199 + VAT per entry
Non-CMA Member – £299 +VAT per entry
BECOME A SPONSOR
Get your brand in front of the industry’s key decision-makers by being a sponsor of the 2015 Awards. Please see our sponsorship pack or email email@example.com for more information.
John Brown wins again at Retail Week Customer Experience Awards
My VIP magazine, a quarterly title published by John Brown for Pets At Home, won the Content Marketing Initiative award for the second year running at last week’s Retail Week Customer Experience Awards, where the very best examples of UK retail customer experience were recognised.
Despite tough competition, My VIP, which has already won a number of coveted awards, came away from the Retail Week Awards with the trophy for a second time.
The judges’ comments were: “The judges praised the winner of this category for showing incredible success year on year at tapping in to its audience’s emotions and continually building on its close relationship with its customers through its innovative content.”
Gavin Hawthorn, Head of CRM and Content at Pets at Home said of the win:
“Winning the Retail Week CMA Content marketing initiative for a second year running is an achievement that genuinely fills us with pride. Our annual magazine reader research program has shown that every content area we provide is rated even more highly that the previous year, proving our ability to engage our loyal customers in an even more compelling way.
“As we continue our journey to being a world class pet business,My VIP magazine enables us to share our passion and expertise in a compelling format and we are delighted this was recognised by the judges against such a strong set of competing initiatives.”
Three other John Brown publications were also shortlisted by Retail Week: John Lewis Edition, Waitrose Food Magazine app and F&Fmagazine.
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