Adam Fisher
2nd November 2018 - 5 mins read
B

ut there are some themes which run through content that makes people stop scrolling, think differently and take action.

In fact, we believe there are seven critical factors that all written content should strive to include. A piece of writing doesn’t necessarily have to contain all of these elements but consideration to each should be given before you put pen to paper.

 

Emotional storytelling

Humans have been communicating through stories for more than 200,000 years. 

And today, while ‘storytelling’ has become something of a content marketing buzzword, good stories still stand the test of time.  

Compelling content features personal stories which readers can relate to, that stirs emotions and takes them on a journey.

People want to hear stories about other people – humans bring stories to life.

If you think about the stories we consume every day through newspapers and broadcast media, they are all about people. And the first question journalists ask themselves when working on a story is ‘so what does this mean to people?’.

Strong content harnesses this human interest in the same way.

At Thirty Seven, we use journalists to tell captivating stories in the digital world

The ‘so what’ factor

Strong content often excites, shocks and causes people to think differently.

Often, great content is original. Even the best writers will struggle to make the same tired arguments interesting for an audience that has heard it all before. 

It is the same principle that makes a story newsworthy. Journalists are always looking for something unusual or new to write about, whether it is an opinion, some original insight or a new product. Stories that include these factors will get more airtime and newspaper coverage.

To stick with that journalism theme, and to use an old adage, dog bites man is not a story, but man bites dog certainly ticks the unusual box.

Just ensure that any new, unusual or bold claims in your content can be backed up. Oh – and just because something is ‘new’ does not make it interesting. Consider this carefully - why should people care about your content?

 

Make it personal

Often the real strength of content lies in how much of themselves the author is prepared to share.

Personal anecdotes add real credibility to content and can bring the message you hope to get across to life.

Referencing problems, issues and frustrations that you have overcome, and how you solved them, shows that you are ideally placed to be producing this content.

In the blogs I have written for our sister company Media First, it is the ones where I have drawn on my experiences in journalism and communications which get the biggest response and the most interaction.  

You can also make content personal by writing the way you speak. I’m a great believer in trying to write the way I would tell the story if I was talking to friends in the pub – just without the bad language.

When producing quality content, draw in on your own experiences. People want to relate to what they're reading. - Via @37agency

 

Originality

Let’s face it, there is a lot of content out there, so to stand out and grab attention in a really crowded marketplace you need to offer something different.

Essentially, your content needs to add something new, whether it is a different perspective or opinion on a topic. This means you need to know your subject inside out, through extensive research and interviews and also know what other people have previously written about it.

Including personal experiences and examples can certainly help boost the feeling of originality and authenticity.  

 

Educational

Valuable content often provides answers to the questions your customers are asking.

This means that in order to produce meaningful content you need have a really good grasp of who your audience is and what the issues are that matter to them.

For some brands, the concern with this approach is that they are giving away their knowledge and expertise with no guarantee of a return.

But those who can see past this and can help customers address their challenges become trusted, are viewed as being credible and tend to build long lasting business relationships.

 

Strong headlines

A strong, interest-sparking headline, can be the difference between someone reading your carefully prepared work or it heading into the content abyss.

But what makes a compelling headline?

Numbers are an important tool – take another look at the headline of this blog. But, we are far from being alone in our use of numbers. If you look around on the internet you will find lots of content headlined ’9 reasons why…’ or ‘7 steps you must take…’.

Relatively low numbers can suggest your content is succinct and incisive, while it is widely considered that odd numbers work better in headlines. They also suggest authenticity because, rather than rounding up advice into a neat ten, for example, you are just giving them the information they need to know.

And as much as it pains me, as a former journalist who was taught to always spell out the numbers one to nine, using the actual digits appears to be more powerful in web content headlines.

 

Bold statements are another good way of ensuring headlines stand out and can add intrigue while asking questions in the title can leave readers wanting more. If you look at the Daily Mail website – the most popular English-language site in the world – you’ll notice it regularly uses questions in headlines to draw readers in.

 

Simplicity

An often overlooked factor in strong content is simplicity.

Readers want content which is easy to understand and consume. They will quickly lose interest and switch-off if they can’t understand what you are trying to say.

This means it is crucial that your content uses the same language your readers would use in everyday conversation.

Short paragraphs and sentences are important factors here, while jargon and unnecessarily complex or decorative words should be avoided – remember, you are not producing content to impress colleagues with your vocabulary.

You can read more about the importance of simplicity in content marketing in this recent blog.  

 

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

Memes in marketing - when brands go millennial

Emily Stonham 19th December 2018 — 7 mins read
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e’re a strange bunch, and it’s because of this that brands have found it so hard to market to us. How can you expect to see results from a lovingly crafted, artistic marketing campaign on TV when the height of comedy for my age group is someone doing surgery on a grape?

There’s been plenty of examples over the years of brands trying to capitalise on our strange humour, ranging from the mildly successful to the downright embarrassing. Brands using memes in marketing seems to be one of the main offenders here. If you’re not familiar with memes, Google defines them as ‘an image, video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by Internet users, often with slight variations.’

My generation in particular (Gen Z, born from 1995 onwards) is often berated by the media for being glued to our phones. Whilst I disagree with this being true for every teenager, stereotypically it can be true for quite a few of us.

A lot of us adore social content, and would rather be on Netflix or YouTube than traditional TV channels. Memes in particular form a large part of the content of many social media platforms for my generation now, specifically Instagram, Reddit and Tumblr. Despite all this, a lot of brands seem to be missing the mark with their attempts at humorous marketing.

Here’s three of my favourite examples of corporate meme usage - good and bad - with some insights on how to use memes and modern humour to your brand’s advantage online. 

 

Denny’s Twitter Account

The American diner Denny’s has found a unique niche on Twitter. Namely, it’s one of the weirdest corporate accounts out there - and people love it. In 2013, the brand’s social media was taken over by the EP+Co agency. They had one simple aim, which was to make the brand’s social media activity not sound like a corporate account.

Fast forward to 2018, the brand is infamous for its bizarre and occasionally disturbing breakfast-themed content on a number of platforms. They’re experts at hijacking popular trends and current news and popular culture events on Twitter, such as the removal of the iPhone headphone jack.

 

 

Such is Denny’s success that they have international followers from places that don’t even have one of these restaurants. Its Twitter account even helped kickstart a new meme format a while back, by hiding a message in a pancake.

 

 

Gucci Memes

Here’s a surprising one. Out of all the brands to use memes in marketing, would you expect a luxury, high-end retailer to get involved? Not many people did, which is why these were received with gleeful concern.

Gucci created #TFWGucci (That Feeling When Gucci) to promote its new line of watches. They commissioned a number of pieces of artwork, and then had popular meme creators make content with them. The results were fairly mixed.

 

  

 

Some were pretty funny and went down well online, but others just seemed a bit odd and out of touch. Fashionista made some pretty good points in this article, mentioning how it’s strange for a large, established brand like Gucci to be making memes, as the origin of niche memes involved talking about topics like mental health - which were too taboo to talk about in mainstream media.

 

 

Overall, it was interesting but seemed a little bit out of character for such a high-status brand. To really appeal to the meme community, Gucci should have probably had a bit more existential dread

 

Wendy’s Memer Advert

This one is a little older, but it still makes my soul hurt.

When it first came out, it had people debating whether this was deliberately meant to be so terrible, in order to create hype online.

Anyone who’s been vaguely aware of memes for the last few years or so will see the glaring issues with this advert.

It’s just cringey. Plain and simple. There’s no punchline, there’s not even really an element of self-awareness – which is one of the elements that memes are normally recognised for.

This meme format with the bold white text and ‘like a boss’ arguably hasn’t been funny for a good ten years or so. It’s completely out of date, which defeats the objective of using memes (they’re topical and based heavily around online trends).  

Regardless of whether this was genuine, self-aware or an attempt at possibly creating nostalgia for meme fans, I don’t think it worked very well. It left many online viewers feeling irritated and enraged by how out of touch it was.

If the point of the advert was to get people talking about the brand (and how out of date it was), then fair play. But if the point was to make sales, I don’t think this was the best strategy as many seemed more annoyed with the brand than engaged with it.

There’s even a Reddit thread dedicated to this sort of mishap, called r/CorporateFacepalm. It’s worth checking out before you try any sort of memes out yourself – or if you just want a laugh.

There’s plenty more examples of corporate memes dotted all over the internet - some mildly funny, others just simply embarrassing.

In all seriousness though, creating memes can be a dangerous game to play when using them for advertising or marketing a brand. For example, memes can have hidden meanings or symbolisms that will be understood by people active on particular parts of social media, but skate right over the heads of corporate teams.

Pepe the frog, for example, was a very popular meme a while back.

 

 

Pepe was widely used by the media and political campaigns until he was found to have associations with the alt-right. Pepe never originally had racist associations, but it was hijacked by certain groups of people to suit their own causes.  

By the time Pepe was used in the 2016 United States presidential election campaign, he had already been branded a hate symbol. He’s now in the Anti-Defamation League’s guide to hate symbols, much to the amusement of some parts of the internet.

This happens fairly frequently, and unless you have someone working for you who spends the majority of their time looking at memes, you might accidentally post something that has horrible hidden messages associated with it. It’s a big risk to take, especially for large or well-established brands.

Another negative to using memes is how quickly they age. As I was researching for this blog, I came across a bunch of meme adverts from around 2012-2015. This article from Digiday has some good examples of what I mean- specifically, the Virgin Media one. My first reaction was that they were terrible, simply because of how outdated they automatically seemed to me.

Thinking about it, it’s quite likely that these campaigns would have been funny when the memes were on trend. They fit the meme well, and they’re not too awkward. But they seem so bad to us now because of how old the format is.

Meme trends change so quickly and so do reactions to them. In the time that it’s taken me to write this blog and get it through the editing/approval process, the ‘doing surgery on a grape’ meme I referenced in the opening paragraphs has already gone out of date and is now considered to not be funny.

If your brand is modern and has a fairly young audience, it can be a highly effective marketing strategy to use memes and edgy jokes in your content. If not, your audience may be confused by your attempt at being trendy. Bear in mind your target market, especially if you’re attempting dark humour with your campaigns.

And steer clear of using memes unless you’re absolutely certain that your audience will enjoy them, and that you understand the meme properly. It’s not worth the effort if your campaign is just going to end up being mocked on a Reddit thread.

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 an eBook.

Emily Stonham
7th December 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.