Adam Fisher
7th November 2018 - 5 mins read
T

o put that quantity in context, according to TrackMaven, over the past five years, the average number of blog posts published per brand per month increased by 800 per cent. 

Everyone wants their written content to engage, entertain and entice their readers, but with this content overload – or ‘content shock’ as I have also seen it called -  it is increasingly hard for your words to stand out.

So how can you ensure your written content gets read?

 

Adopt a conversational style

It might break certain grammatical rules, but adopting a conversational style when writing your content will help your readers feel you are talking directly to them.

When I write, I always try to use the same informal language I would use if I was talking to a friend.

That doesn’t mean I write exactly how I talk, but, to adopt a quote from American novelist Elmore Leonard, I don’t want my writing to sound like writing. Formality is boring.

I avoid long words and unnecessarily complicated language and I place a lot of emphasis on the words ‘you’ and ‘I’ because I want to make it personal. I want to foster familiarity and for you, the reader, to believe the content you are reading has been produced specifically for you and not everyone on our mailing list.

And I ask a lot of questions. Why? Well because conversations are full of questions. The only difference in my writing is that I also (hopefully) provide the answers.

 

Make your writing look appealing

Inserting picture and infographics and including lots of white space into your content will certainly help, but there are other subtle techniques you can deploy to make your written content more appealing.

Readers find huge paragraphs and big blocks of text daunting and ultimately off-putting. If you look at newspapers, and yes I know print circulation figures are in decline, almost every paragraph consists of just one sentence.

Similarly, long sentences can be a big turn-off. If your sentence is longer than 30 words it needs to be split up into smaller sections.

You may have been told at school not to start sentences with ‘and’ or ‘but’.  But now is the time to break those rules because there is nothing wrong with this in the grown-up world of content. And it is a great way of keeping sentences short and snappy. (See what I did there!)

Pull-out quotes, click-to-tweets and sub-headings are also great ways of breaking-up large sections of text.

 

Show you are human

People are interested in stories about other people.

The human touch lights up content and prevents the author sounding distant, detached and boring. It also builds connections with your audience.

I often include experiences from my career and even parts of my home life to illustrate points in my writing and the content which includes these examples and anecdotes is often the best performing.

Why? Because it make the content more relatable and also validates why I should be in a position to offer advice.

Strong personal opinions can add the human element we look for in an increasingly automated world.

At Thirty Seven, we thrive on creating authentic content which is original, credible and packed with human interest. Via: @37agency

 Offer something unique

Type ‘content marketing’ into Google and it returns more than 33 million results.

So your content needs to offer something different to stand-out from the noise.

That doesn’t mean you can’t write about the issues that other people in your sector have already been speaking about. But you need to offer a different perspective, point of view or an interesting twist.

You need to be able to add to the conversation, not repeat it.

Narrowing your subject down will help. I blog a lot on media training issues for our sister company Media First.

That is a broad subject area, so I often break it down into specific areas where it can be easier to add something unique or unusual. For example, I have written blog on how to handle specific types of questions, such as personal ones, and particular types of interviews, such as doorstep interviews.

 

Know your audience

The best way to attract readers is to ensure you know who you are trying to appeal to.

If you don’t know enough about your readers and the questions they are looking for answers to, it is unlikely you are going to be writing on topics that are relevant.

 

Spend time on the headline

The headline is obviously crucial for attracting people to your content. It is the gateway.

But it is a balancing act.

Over promise and you are in danger of creating click-bait which could result in people visiting your website and leaving again almost immediately (this is known as a bounce rate).

Under-sell it and you are not going to attract the number of readers your content deserves.

So how can you get the headline right?

Numbers are a good tool, particularly odd ones, and questions are enticing – just look at how often the Daily Mail uses a question in a headline on its website.

Words like ‘how’, ‘why’, and ‘who’ also have reader appeal. 

And, at the risk of sounding like a broken record, keep it short.

Sites like CoSchedule will analyse your headlines and give tips on how to improve them.

 

Nail the intro

The introduction is a crucial part of any written content - it is the hook to get people to invest time reading the rest of what you have written.

The first thing I would say here is don’t repeat your headline in your introduction. This is something I see quite a lot of and it is incredibly dull and pointless.

It is also a good way of ensuring readers will quickly lose interest.

To entice the reader your introduction needs to show them they are going to read something relevant, timely, unusual or controversial (without offending them).

As with the sentences in the rest of your content, you need to keep your introduction short.

 

Promote, promote, promote

As much as I would like to tell you it is all about the writing, promoting your content properly is vital.

Email marketing, social media, PR, guest blogging and paid promotion are just some of the tactics you can consider to attract more people to your work and ensure your content marketing works.

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper. 

Marketing

Six benefits of employee advocacy on social media

Adam Fisher 2nd May 2018 — 6 mins read
W

hat this means is that ‘employee advocacy’ is more than just some trendy buzzword.

It is something that businesses should strive for on social media and something with lots of possibilities. It is also something which some of the country’s leading brands are already doing as we will show you later.

 

Reach

Arguably the biggest reason to strive for employee advocacy on social media is one of mathematics.

The simple fact is that if your employees share your content it reaches a much bigger audience.

Many of us have Facebook accounts. In fact, there are around 32 million user accounts for that network in the UK alone.

The interesting bit is that the average number of ‘friends’ for a user currently stands at 338.

So, if you have 10,000 employees and just five per cent of them started sharing your company’s social media posts, your content would reach an extra 169,000 people – that’s a lot of extra people who could be seeing your content.

And if you have younger members of staff they will have significantly bigger networks. 27 per cent of 18-29 year old Facebook users have more than 500 friends.

If your employees are on Twitter, the reach is equally impressive. The average user there has more than 700 followers and, if you take out the accounts with more than 100,000 followers, then that average is 453.

If your staff are active on LinkedIn then they could potentially have a bigger audience, as 27 per cent of us have between 500 and 999 connections.

These numbers alone tell you that your employees are one of your most powerful social media marketing tools.

 

Trust

The great thing about your employees sharing your content is that potential new customers are seeing it through people they have a connection with and invariably trust.

In the age of fake news, it is perhaps not surprising that research has shown people’s trust in content on social media is stronger if they know the person who has posted it.

Additionally, the 2018 Endelman Trust Barometer showed that ‘a person just like yourself’ is seen as the third most credible spokesperson, showing that people typically trust their peers.

Tellingly, ‘employees’ also scored significantly higher than ‘CEO’ or ‘Board of Directors’ in the credibility stakes.

This all shows that content is trusted more when it is shared by people rather than broadcast by brands.

 

Industry experts

Not only can your employees help to spread your content and messages on social media to a wider audience, but they can also start to become seen as experts in their field and thought leaders.

The more they share, comment and discuss relevant topics on social media the more they will showcase their expertise and knowledge.

This is a mutually beneficial process. 

The organisation stands out as a brand with talented employees willing to share their thoughts and expertise and as one which is open to new ideas and collaboration.

Meanwhile, the employee benefits by building their personal brand and network, as well as from feeling trusted to talk about key issues.  

 

Empowering

It was only recently that I worked in a place where all employees – other than me who was managing the corporate social media accounts – were denied access to social media channels through the organisation’s computers.

Not only did this not feel particularly trusting, but it was also a largely pointless exercise, as technology had overtaken the decision makers and the vast majority of people had access to smartphones.

I felt at the time, and I still feel now, that a better approach would surely have been to encourage employees to talk about their work on social media channels, blogs and even forums and allow their expertise and passion for their roles to shine through.

 

 

Consistency

Some of your employees may already be posting and sharing stories about your organisation.

But is it what you would want them to share? Does it include the most up to date information, for example?

A more structured approach to employee advocacy will help ensure the right messages get out without losing that all important authenticity.

 

Attractive

Many of us have worked in places, or at least seen job advertisements, for companies that speak eloquently and glowingly about their culture.

But those messages are much more authentic when they come from current employees.

Employee advocacy can, therefore, help you attract the best talent and people who will add value to the organisation and make it more likely you will retain them.

 

Employee advocacy in action

Retailer John Lewis recently carried out an employee advocacy trial.

Just before Christmas around 100 ‘partners’ from six stores were selected to share specific content on Instagram and Twitter.

Using the hashtag #wearepartners, the three-month trial generated nine million impressions.

Meanwhile, Sky is using employee advocacy to showcase its position as an employer of choice. The hashtag #LifeatSky is regularly used by people across the organisation, including some of its big name presenters, to highlight the perks of working for the broadcaster.  

Your employees tell the best stories, they're authentic and you should be encouraging them to share on social media. #employeeadvocacy via: @37agency

 

The challenge

But employee advocacy is not without its challenges and it would be amiss of us not to mention them.

Firstly, employees are going to need some great content to share, so a solid content marketing strategy needs to sit behind this approach.

Another issue is that while some people will embrace this enthusiastically, others will be more reticent. One of the biggest factors here is a fear of doing or saying something wrong which could see them face disciplinary measures. The key to tackling this particular challenge is to have a clear social media policy and guidelines in places.

Others may not feel motivated to share content, so it is important that personal benefits, such as wider personal networks and the development of their own personal brand, are explained to them.

It is also important that leaders buy-in to employee advocacy and lead by example. If they are not active on social media and are not sharing content why should the employees? It is particularly important that middle managers, who are often more visible than the senior leaders, embrace the programme.

Finally, there is the issue of trust. As I hinted at earlier when discussing my own experience at a previous employer, if you can’t trust your employees to have access to social media at work then you can’t realistically expect them to share your social media output.

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging, informative and shareable so you gain brand awareness and engagement whether it is social media content or a Whitepaper.

Additionally, our sister company Media First offers bespoke social media training courses

Adam Fisher
16th May 2018 - 7 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.