Emily Stonham
30th November 2018 - 6 mins read
V

ideo content is the perfect way to achieve this. Using videos to interact with your customer shows them the person behind the product, and demonstrates how it could benefit them in real life. After all, the modern customer is busy. And with more content available online than ever, it’s important that your content stands out from the crowd and captures their interest.

Of course, different content will work for different people.  You need to narrow down your audience and figure out exactly what they’re going to be interested in watching. This means profiling your existing customers and talking to people who chose to buy from you, as well as those that chose not to buy from you. Content formats like surveys or social media polls can be really useful for this sort of research.

There are so many types of video content to consider. Here are 5 of our personal favourites for you to consider adding to your content strategy.

Behind the scenes

A video showing the inner workings of your business is a fantastic way to personalise your marketing and build a deeper level of trust with your consumer. If you’re promoting a product, show sneak peeks of how it’s made or a snippet of a brainstorming meeting. If your business offers a service, try filming a set-up before an event or consultation.

Obviously, you don’t have to show the whole thing, but giving your customers a glimpse behind the scenes can help them relate to your business on a more personal level and feel more interested in what you’re offering.

Some of the best behind the scenes video content comes from online brands. Fashion brands are particularly good at using this style on social media to keep their fans excited about upcoming products and collections.

A great example is the printing company Awesome Merchandise, who create personalised merchandise for businesses. They show behind the scenes shots of their machines embroidering and printing, and take a lot of photos off their staff working or on days out. These pieces of content help the customers feel like they’re in the factory or office with the team, and thus feel more connected.

Interviews

On the other end of the spectrum, an interview could be a great piece of content to film. This could be an interview with a team member, to find out more about the business and their day-to-day life. It could be an interview with a key influencer in your industry, perhaps talking about predictions for future trends or technological developments. You could interview customers, your boss or even strangers at a convention or networking event. There are a lot of possibilities with this idea - just figure out what you’d like to communicate, and work backwards from there.

Our sister company, Media First, often uses this video format to create customer testimonial videos such as this one. The benefit of using interviews in your content marketing is that it offers an engaging narrative for consumers, and can showcase different points of view.

Instructional videos

If you’re offering a product, a video detailing how to use it can be really beneficial for customers. Numbered videos can be really helpful e.g. ‘5 ways to use make the most of…’ or ’10 ways XX product can help your team’.

A key benefit of instructional videos is that it can also help to reduce the strain on customer services, sales and support teams. This style of video will often be created to answer a frequently asked question, and thus make the customer experience more pleasant overall.

A great example of this style of content would be makeup gurus, specifically on YouTube. Jeffree Star, a famous fashion influencer and businessman, creates makeup tutorials using his own products and techniques. The overall effect of this is that the customers gain more information about the product and engage more deeply with the brand itself.

Product launch

A great piece of content to create is a video promoting new products or events that your business is launching. A video could include sneak peeks/glimpses of the product, to generate hype around your brand. This could even tie in with other pieces of content, like competitions or give-aways to get more customers excited.

Alternatively, you could create an in-depth piece of content that highlights the key benefits of your new product, and gives the customer a reason to come back to your business.

This is often done really well by game development companies. When new video games are being released, companies often rely on social media hype to get the word out. They’ll post sneak peeks and snippets of game play, all leading up to an elaborate reveal of the game. A great example of this would be the most recent installation of the Super Smash Bros game from Nintendo.

Vlog

This one may be a less popular idea, depending on the industry you work in, but vlogging can be a great way to humanise your business and connect with your customers on a more personal level. A vlog is essentially a video blog. They’re incredibly personal, and are hugely popular on social media.

An example of the crazy hype that these pieces of content can create is the latest trend on YouTube called ‘mukbangs’. A mukbang is an eating show, with the creator simply having a meal and chatting to the audience. This might sound ridiculous if you’ve never seen these - who would sit and just watch someone eat for fun?

Surprisingly, tens of millions of people tune in to watch these on YouTube and Twitch. The appeal is the personal aspect, where the audience feels like they’re having a meal with a friend. Here's an example from a popular creator named Josh Peck.

Mukbangs can be used for marketing new products from fast food companies, like Taco Bell or McDonalds. They may not seem like the most obvious choice for a piece of content, but the cult following that they have online is immense.

Additionally, this type of content can be tailored well to fit most industries - for example ‘a day in the life of a digital marketing apprentice’ or ‘spending the day at a media training course’. They’re personal, fun and tie in well with the previously mentioned idea about a behind-the-scenes video.

Overall

Overall, it’s worth your time considering adding video into your content marketing strategy. It’s modern, engaging and also quite fun to produce. Customers love video content, and it can do incredibly well on social media.

And they don’t need to be long, either. When Thirty Seven launched a printed magazine earlier this year, we created a 15 second looped video to promote it that could be used on Twitter and LinkedIn- take a look at it here.

If you try out any of these ideas for a social media post, feel free to tag us - we’d love to see it.

Thirty Seven offers a huge range of content creation services, and we’d be happy to have a chat about any marketing projects that we could help your business with.

Marketing

Time saving Word tips for PR pros

Iain Wallace 20th February 2018 — 3 mins read
W

ell, at Thirty Seven we believe in making content creation as simple and efficient as possible.

Sometimes this involves adopting the latest technology to incorporate interactive games, contests and podcasts into corporate marketing strategies.

And on other occasions it can mean revisiting the tools we have used for years – like Microsoft Word – and finding ways to do things that little bit better.

So in this blog we thought we’d share some of the Word tips and tricks that our content creators love.

Tip 1 – Filling the gap

How many times have you been preparing content in Word when not all the information is immediately available? You still want to do the ground work on the document and check the layout so you need some filler text. There’s only so many times you can repeat the words ‘blah blah blah’ across your document before it looks a bit silly, so for some more realistic looking holding text you can ask Word.

For paragraphs of random text, simply type =rand() or if a bit of Latin is more your thing you can get the same by simply typing =lorem(). The standard is three paragraphs but place a number between the brackets and you’ll get the equivalent number of paragraphs of filler.

Go try it now and see what you get…

Tip 2 – Losing it

It’s very easy to lose your place when editing various sections of a document, especially when you are being continually side tracked by telephone calls, urgent emails and impromptu meetings.

When you finally get back to the work you set out to do, using <Shift> + F5 will allow you to cycle directly to the spots that you have edited most recently. Using the same shortcut on a newly opened document will put you straight back to the location where you were most recently working, allowing you to dive straight back in before the phone rings again.

Tip 3 – Repetitive strain

If you find yourself repeatedly dipping into certain words or phrases in your content, such as the sign-off at the end of blog posts, the clipboard panel could be your answer.

Open the panel using the small dropdown arrow next to the clipboard and the items you copy will stack up one by one, up to a maximum of 24. This gives you an always available list that you can pick from with a single click at any point in your document.

Even after you close down Word completely the full list is still there the next time you open a document.

Tip 4 – A ‘case’ in point

When consolidating background documents written by different authors you can save hours furiously editing or retyping erroneous upper and lower case letters by using the ‘Change Case’ button.

This button allows you to change entire sections of text from upper to lower case and vice versa as well as providing options to capitalise the first letter of each word and so on. What’s more, selecting your text and using <Shift> + F3 will allow you to do pretty much the same thing by toggling through the different case options until you’re happy.

Tip 5 – Not a paintbrush

Format Painter is another supremely handy tool when gathering and combining content from different sources. Far from anything to do with painting as the icon suggests, this button actually allows you to reformat huge swathes of text into your chosen style.

Select some text that’s in your preferred style. Hit the ‘Format Painter’ button and then drag your mouse over the separate section of text that you want to re-format to your chosen style. Quick, easy and a definite time saver.

We love the fact we are still finding out new things about a programme that has become an integral part of daily life for so many of us for so long. What Word features could you not live without?


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.  

Adam Fisher
2nd February 2018 - 5 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.