Mark Mars
14th November 2018 - 3 mins read
O

n the other side you have the bigger, older warrior, still looking to give readers a more rewarding, informative and educational experience.

And you would be forgiven for thinking this has increasingly become something of a one side battle, with more and more content dipping below the 1,000 word mark.

At Thirty Seven, we believe brands should act like a publishing house producing a mixture of long and short content.

But we also strongly believe that long-form content is greatly underrated, that its strengths are perhaps not as widely appreciated as they should be and that it is not ready to be backed into a corner or hit the canvas just yet.

Don’t get me wrong, there is some great short-form content about. But it is ubiquitous and consequently it has become really tough for the good stuff to be seen and heard.

I passionately believe the quality has gone out of the industry and that too many agencies just churn out short content because it is the fashionable (and easier) thing to do.

This content almost always lacks depth and leaves the reader craving more detail. I’ve lost count of the times I have clicked on something with an interesting looking headline, only to be left disappointed as I find it consists of around 300 words and offers little or nothing I don’t already know.

In some cases the content is actually closer to the 280 characters of Twitter than anything really meaningful or educational.

And, I’m not alone. Studies have shown that the desire for long-form content has never gone away. More specifically, there has been a trend towards longer content in non-fiction long-form storytelling. From documentary form factors such as ‘The Journey’ from Amex, serial podcasts like Stories of the InterContinental Life, and through social media ‘story platforms’ or a well-worked blog series.

Creating compelling long-form storytelling content is not easy, nor should it be.

Investing in long-form content is sometimes perceived by sceptics as a gamble because of our supposed shrinking attention spans, the time pressures of modern life and a fear of giving away too much knowledge.

But it is a myth that we now have shorter attention spans than goldfish. The statistic sounds great and gives agencies an easy 'out' but it’s just not true and it is damaging content marketing.

Our attention span is changing, becoming more intensive, more efficient and hungrier for information. Human attention spans are nowhere near satisfied with eight-seconds of ideas or content. They want more and according to a recent BBC report, we can all vary our attention spans according to the task at hand.

And actually longer content does not take as long to read as some people believe. It actually takes just seven minutes to read 1,600 words - a length considered by many to be the optimal blog length.

I would argue that this is actually the shortest form of long-form content and that really effective long-form content goes beyond the written word. It is also about video documentaries, podcasts and stories told across various content formats.

 

Long-form content enables brands to take a much deeper look at a subject and really showcase its expertise in an area increasing its credibility and positioning itself as a thought leader ahead of its competitors.

And because people like it, they tend to share it more. Research from Moz and BuzzSumo has shown that despite 85% of all content on the internet being less than 1,000 words, content over that threshold consistently receives more social media love.

As well as resonating with readers it is also rewarded by search engines.

Don’t get me wrong, short-form content certainly has its place, especially when it comes to driving traffic to a website. But it is the longer form which really builds relationships and turn readers into customers.

Of course, it’s harder to write and requires much more research, but get long-form content right and it can deliver a knockout blow for your brand.

 

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

5 marketing and advertising campaigns that imploded in 2018

Emily Stonham 5th November 2018 — 10 mins read
W

hat better way to mark Bonfire Night than to ‘remember, remember’ some digital marketing and advertising stories which went up in smoke this year?

We’ve picked five of the most spectacularly misjudged efforts from 2018.

Some of them are simply ridiculous, others are just offensively tone-deaf.

 

Mastercard Football Tweets

Starting off with a social media campaign that it’s hard to believe ever got approved, cast your minds back to May. Mastercard announced a two-year campaign on its Twitter feed that offered to donate the equivalent of 10,000 meals to the World Food Program.

It sounded nice in principle, until the next part of the paragraph which stated that the meals would only be donated if footballers Messi or Naymar scored a goal.

Understandably, people were outraged online. Why should the starvation and malnourishment of children be left down to a glorified game of fetch? (Sorry football fans - Ed)

There were surely good intentions behind this campaign, but the stunt did nothing but wind up social media users and paint Mastercard in a bad light.

If an organisation has the ability to donate such large amounts of money, it seems like a better idea would be to donate the money rather than publicly flaunt it online for the sake of a football match and a bit of misplaced PR.

 

IHOP/IHOb Name Switch

In June, the American brand IHOP (International House of Pancakes) announced to its distraught followers that they were changing their name to ‘IHOb’ and invited everyone to guess what the ‘b’ stood for.

It caused a lot of dismay with its audience, and earned them a lot of sassiness from other brands.

This stunt seems to have been a lot more trouble than it was worth. After a month or so of IHOb drama and many ‘b’ related tweets, the company announced that the ‘b’ stood for burgers.

I think Mashable put it best when they called the stunt ‘thoroughly underwhelming’. A brand’s name is a huge part of its identity, and the month long change doesn’t seem to have had the desired results for IHOP.

H&M Sweater

Moving on to a social media crisis that should really have been anticipated, H&M found itself in hot water due to one of its clothing adverts. The image depicted a black child wearing a sweater that said ‘coolest monkey in the jungle’.

 

Social media users were immediately enraged - citing the fact that the other white models were wearing different sweaters, and questioning how this photo got approved by an entire team.

This particular controversy caused a lot of debate. Some people immediately declared this a racist act, with celebrities such as The Weeknd publicly breaking any ties that they had with the company. Consumers boycotted the brand, and stores were even faced with vandalism in response to the advert.

 

Here's a video of the protesters destroying a store, via EuroNews on YouTube.

 

However, some determined that this was not at all a racist act, including the boys own family, who said that it did ‘not ring alarm bells’ and they didn’t deem it offensive. Other social media users defended the company’s actions, questioning whether a large company would have deliberately tried to offend people in this manner.

 

Heineken Light Beer

Continuing the theme of unintentional offensive advertising campaigns, this particular one had critics wondering whether Heineken had deliberately created a racist advert in order to attract more attention.

The advert in question is for their light beer, and features a bartender sliding a beer bottle down the bar. It passes several black people, and ends up being picked up by a light skinned woman - with the tagline ‘sometimes, lighter is better.’

People were fuming. The ad suggests a preference for light skin, and the tagline comes across in a horribly offensive way.

Chance the Rapper, a popular musician, branded the advert as ‘terribly racist’ on social media. He also opened up an interesting discussion about whether brands were deliberately using racist imagery or offensive slogans to gain more media coverage.

Shortly after, the advert was pulled, and Heineken issued an apology, announcing that they ‘missed the mark’ with this advert.

 

Snapchat Rihanna Advert

The final example we have today is an advert that caused a lot of distress and outrage online.

For those who may not know, the singer Rihanna was a domestic abuse victim at the hands of her ex-partner Chris Brown. The case is understandably something that Rihanna has tried to distance herself from.

It’s therefore a shock that Snapchat would allow a game to promote this advert on its ‘story’ feature.

The advert was for a ‘would you rather’ styled game, and presented the option to slap Rihanna or punch Chris. Social media users called it ‘tone deaf’ and ‘awful’.

As one user pointed out on Twitter, adverts on social media have to go through an approval process. This means that multiple people looked at this advert, thought about it and said to themselves ‘yes, this is fine.

Rihanna herself condemned this advert, wiping over £700m off of Snapchat’s parent company's value in the process. She discussed the ad on an Instagram story, saying it was ‘intentionally shaming domestic abuse victims’.

 

Snapchat immediately pulled the advert and issued an apology, saying it had been put up in error, but it seems the harm had already been done. Countless people were upset by the fact this advert had ever been created in the first place, regardless of Snapchat’s insistence that it was a mistake.

 

Overall

Overall, there’s been some pretty poor advertising and marketing mistakes this year. From the ‘simply underwhelming’ to the ‘disgustingly offensive’, there hasn’t been a shortage of questionable campaigns to learn from.

So, what can your business learn from these examples in particular?

Firstly, and I know it sounds obvious, but consider carefully how people will react to your campaign. This is especially important if it features something sensitive, e.g. poverty, discrimination or politics.

For example, there were undoubtedly good intentions somewhere in the Mastercard football campaign, but the delivery and perception of it online led to it being seen as something twisted and ugly.

Using crowd feedback to gauge responses on topics like charity can be a great way to prevent things like this happening. Try tools like Instagram or Twitter polls, or encourage users to submit questions or statements - perhaps which charity they’d like your business to support.

Another important consideration is how social media will impact your campaign. I’m sure that the H&M photo didn’t seem like a huge issue at the time to the photographers and creatives, but once social media users got hold of it, the story took on a different turn.

Consider how your campaign will look out of context. Does it still make sense? One of Dove’s ads from 2017 shows the importance of considering context more carefully. A sequence of 4 photos were taken out of the whole advert, and they spread like wildfire.

Here’s the sequence of 4 photos.

 

And here’s the full advert, from Business Insider's channel on YouTube.

The set of four photos looks to be implying that dark skin is dirty and that white skin is pure. It’s crucial to make sure that your advert can’t be taken out of context and be given a whole new meaning.

The final thing to consider is using humour. It might be hilarious to you and your team, but jokes in marketing and advertising can often be lost in translation, especially if it’s dark/offensive humour. If you’re not sure, it’s best to leave it alone.

What’s the worst example of marketing or advertising that you’ve seen this year? Feel free to let us know on our Twitter at @37agency.

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.

Adam Fisher
14th January 2019 - 6 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.