Adam Fisher
12th October 2018 - 7 mins read
T

wenty years down the line these terms are second nature to me, but I have to keep reminding myself that to many others they are a mystery.

Content production, like any other industry, has words, phrases and acronyms which while meaningful to those working in it, mean nothing to those outside.

Of course, we don’t use these terms in our content (we are still on a mission to eradicate all jargon from content), and we try to avoid using them when talking to clients.

But we thought it would be fun to take you through some of the frankly, often bizarre, and sometimes morbid terms we use and explain what they mean.

So here is our guide to copywriting jargon:

 

Above the fold – Traditionally this referred to broadsheet newspapers, with the top half of the page being above the fold, and therefore being the most prominent place for an article. It is now a term that is used in web design, referring to the part of the page visible without scrolling.

Blurb – The blurb is similar to a byline (see below). It is a brief introduction to the author that follows the headline.  If you look at our magazine In This Issue you will find some short text on each main article which details who wrote the piece and their experience.

Byline – The byline on a piece of content gives the name of the person who has written it. But it is not really about giving credit to the author. It is more of a tool which adds legitimacy to an article. For example, if you looked up the author of this post, you will see that I should know what I am talking about. When the byline is from maybe a senior leader in an organisation, or a particularly experienced writer, it can play a role in encouraging the reader to keep reading. The byline has evolved in recent times and will sometimes include a small bit of background on the author, or perhaps a Twitter handle so that readers can continue the conversation. 

Churnalism – Not a phrase you would hear at Thirty Seven. This refers to the practice of churning out content and articles rather than producing fresh, original and well-researched material.

House style – This refers to an organisation’s rules for writing, spelling and presenting content. For Thirty Seven, for example, one of the house rules is that numbers one to nine are always written out. In my experience, particularly from working in newspapers, any attempt to move away from house style is often met with profanities from editors and a stint in the naughty corner.

Greek – This is what we call the nonsensical text used when we are designing the layout for some content and the real copy is not yet available, even though it is actually Latin. You will probably have seen it at some point starting with ‘Lorem Ipsum’. This dummy text has more-or-less normal distribution of letters allowing the design to look complete so that it can be shared with a client. 

Gutter – No, not a reference to tabloid journalism. This refers to the white space in a magazine where two pages meet. It can also refer to the white space between text columns.

Hook – Hooks are a crucial component of effective content. These are the bits which keep your readers interested and engaged. They may be unusual facts, emotive examples, eye-catching statistics or perhaps posing a question the reader wants answered. Essentially, anything that encourages someone to keep reading the content is a hook.

Kerning – This may sound like some slightly obscure Winter Olympics sport, but kerning is actually the process of adjusting the process of space between letters.  I’m told by our designer that this is actually an ‘art’. But I write the words around here and I would describe it as a way of adding some polish to the design and improving legibility. Kerning can play a key role in eliminating orphans and widows, which sounds a lot more brutal than it actually is (more on those terms soon).

Kicker – This helpfully has a few different meanings when it comes to content. Traditionally, it has referred to a line above a headline which reveals something about the content – a sort of headline on the main headline.  More recently, it has also come to mean something surprising or poignant that is used to end a piece of content.  So if you hear us talking about a kicker, we could be discussing something at the beginning of a bit of content or something at the very end – helpful.

Orphan – One of the content world’s more morbid terms and something that is often confused with a ‘widow’. Even by those in the industry. It refers to a single word which appears at the top of a column or page. It is considered a villain of typography as it causes poor horizontal alignment at the top of a column or page. The key to remembering the difference is that an orphan is alone at the start, while a widow is alone at the end. Dark.

Pull quotes  A pull-quote is a strong, attention-grabbing quote, which has been, well, ‘pulled’ from the main text to add some visual flair to lengthy articles and make them more appealing to readers. Ideally, they are short, direct quotes, used to break up large sections of words and encourage the reader to keep going.

They are sometimes also called ‘callouts’ – but not by us.

Sidebar  This one more or less does what it says on the tin. It is a short article in a magazine or on a website sitting next to next to the main piece, which contains additional and supporting information  

Spike – Hopefully you won’t get to hear us use this phrase. It refers to a decision not to publish a piece of content or an article.

Standfirst – This is the term given to a brief introductory summary often used on longer forms of content. Its role is to give the reader an overview of what they will find in the rest of the blog or article and encourage them to invest their time in continuing to read. Generally, a standfirst will just be a few lines. Brevity is considered key.

Strapline – A strapline in print terms is a headline beneath the main headline, written in a smaller font, and used to give the reader further teaser information about the article.

Subheads – Subheads are the little headlines, usually one or two words long, that you will see scattered across longer forms of content. They serve a dual purpose. Firstly they break up the content making it appear less daunting for the time-pressed reader. Additionally, they make it easier for people to scan content to get a good idea of what it is about.

Teaser – This refers to a few lines of copy designed to encourage a reader to find the rest of the article. A printed magazine, for example, could include a teaser on the first few pages for a piece appearing further back in the publication.   

 

Tracking – Similar to kerning, but tracking is the process of adjusting the spacing throughout an entire word. Once kerning has been used to get the spacing right between each letter, tracking can be used to change the spacing equally between every letter at once. Clever hey? Still not an art though. (Stop picking fights with our designers Adam – Ed)

Widows – Another bleak term and something which is very similar to an orphan.  It refers to a short line – usually a single word - at the end of a paragraph or column. This is a design problem in printed content as it leaves too much white space between paragraphs.

WOB – Quite simple this one. It means white on black and refers to white text on a black or other coloured background.

 

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

Blink and you'll miss it- the benefits of ephemeral content

Emily Stonham 11th January 2019 — 9 mins read
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phemeral is defined by Cambridge dictionary as ‘lasting for a very short amount of time’.

There’s a few key types of ephemeral content that your business should consider experimenting with. The most popular form - and arguably the one that popularised temporary content - is Snapchat stories. You can also find stories on Instagram, YouTube and Facebook. There’s also a story function on WhatsApp, known as statuses.

Snapchat messages (snaps) also fall under this category, as do Instagram live videos. Snaps can only be viewed for a set amount of time, and Instagram live videos disappear from stories after 24 hours.

So, why should your business bother with making this style of content? After all, evergreen content is incredibly useful for marketing purposes so why stray away from that? In this blog, I’ve collected 7 key reasons why you should consider adding ephemeral content into your strategy.

 

Realism and authenticity

One of the main benefits of using ephemeral content is that it offers your customers a much more personal, authentic look at your brand. Using stories on Instagram, for example, makes it much easier to show viewers what your team gets up to throughout the day or to share a quick picture of the office dog having a nap.

I’ve written before about the importance of showing the human aspect of your business. Modern customers love seeing behind the scenes of their favourite brand, and they especially love having a relatable character/influencer to show them this. A good example of this is ASOS introducing their Insiders (a team of influencers working for the brand).

You could try using the story function on Instagram to show off a company event, or maybe demonstrate a new product that’s just arrived. It’s the perfect area to be slightly less formal than your main page, and your customers will thank you for it. Instagram stories have a number of handy functions for market research, too- it’s worth looking into polls, questions and sliders if you’re doing this.

 

Urgency

Another great reason to use temporary content is that it creates a real sense of urgency. Customers will often experience FOMO (fear of missing out) if there’s a timed offer shown on a story or live video, especially if it’s a brand they’re particularly fond of. This also applies to limited time offers shown on websites, like flash sales.

Fashion and beauty brands are particularly good with this. A brand that uses flash sales and promotions effectively is Disturbia, an alternative fashion company which creates unique, limited print run clothing. As a fan of this brand, I can confirm that it always seems to have a flash sale at the right time, which is not great news for my bank account.

Disturbia has found a great balance between having just enough flash offers to attract customers to come back to the website frequently, but not too many as to make them look fake. Over the last week, I've seen about 3 limited time offers on the website- enough to make a fan of the brand want to buy, but not too many to put them off.

Disturbia also has a good email marketing campaign, with quick sales and promos to encourage their readers to 'act fast' or 'not to miss out'. One of the key points that I believe has lead to them being successful here is the choices of urgent words used in their copy.

There’s a lot of fashion brands at the moment who have been caught out for having fake flash sales e.g. they’ll post ‘24 hours only!’ and replace the same offer 24 hours later with ‘48 hours only!’. It’s a popular tactic, especially with newer 'fast fashion' brands.

There’s even been a recent upset in the beauty community with a company called Kenza Cosmetics, who offered free brushes (spoiler- they weren’t free) for a limited amount of time. The limited amount of time seemed to go on for a very unlimited amount of time, and was immediately jumped on by Twitter and YouTube commenters. The scam ran a lot deeper than this, with famous YouTubers promoting products that mysteriously didn't turn up for months. Unfortunately, this type of scenario happens a lot online nowadays.

 

 

The main takeaway from this for brands looking to use temporary offers and flash sales is to find the right balance of offers and make sure they’re genuine. If your Facebook story says there’s 24 hours to use a discount code, make sure it’s actually 24 hours. You might get away with extending it a few times but customers will eventually pick up on the fact that your sales and offers go on for an inaccurate time. Eventually, this’ll lead to a distrust in your brand and a lack of engagement with offers. After all, if your 3 day offers normally go on for at least a week, why should they bother running to get their credit card?

 

Variation

A different reason to start using ephemeral content is that it can really liven up your social media strategy. If your brand has been consistently posting customer testimonials on Instagram at 3pm for the last 4 months, why not switch it up completely and do a livestream on your page unboxing your latest product? It can feel odd stepping outside of your usual comfort zone for content, but there’s only one way to find out whether it works or not.

Obviously, it’s important to do your research. If you want to use stories, make sure to check where the majority of your audience is. If your clients love using YouTube, there’s not much point just doing a brilliant story over on Facebook. If you want to go live, check out the times that your audience is online most frequently. The Instagram analytics section for business accounts is fantastic for this, as it can show you the relevant times for each day.

Social media is constantly changing and evolving, especially in regards to algorithms and content trends. If your page isn’t changing and growing with the platform, it’s likely that your engagement and lead generation will just die off over time. 

 

Speed and range

A great benefit of using temporary content is that it’s pretty quick to make. Due to the personal, informal vibe that most ephemeral pieces have, the amount of time that goes into creating it is significantly lower than creating evergreen content. Creating a behind the scenes Snap series would take a lot less time, effort and resources than creating a YouTube series with the same aim, for example. Live streaming is also relatively quick to set up, and is great to use for product launches or important events.

As lazy as it might sound, stories are a fantastic way to widen the range of your content marketing without distracting too much from your main pieces of content. In 2018, Instagram reported approximately 400 million daily story viewers. Snapchat followed behind with 191 million. Is this an audience that your business can afford to miss out on interacting with?

Instagram is arguably the best platform to utilise stories on. On this platform, it’s a mix of your existing audience and prospects who view stories. You can use hashtags on Instagram stories to get your story added to a tag story, which is displayed whenever people search for that term. It’s a great way to keep your brand in people’s mind too, as stories on Instagram are displayed right at the top of a user’s screen with the most recent and relevant being displayed first.

 

 

 

Staying active pays off with Instagram stories overall, and you’ll be able to monitor this in your analytics tab. Of course, other platforms have their benefits too and it’s worth exploring all of your key options. Determine where your audience is, and figure out which style of ephemeral content will catch their eye most effectively.

 

Reactivity

A final benefit of using ephemeral content is that it allows you to be much more reactive online. When an important event happens, it allows you to quickly jump on your page and post a genuine, casual response instead of spending a day crafting an intricate, corporate one.

Using stories or livestreams to document how your team feels about something that’s happening live is a brilliant way to connect with your audience further. This is especially true for events, as it relates what you’re posting to your audience’s perspective as a consumer.

Obviously, this style of quick, informal post isn’t appropriate for every scenario (probably best not to post a snapchat vlog series in response to a media crisis) but it can be a great way to increase the relevance of your content.

 

Overall 

Ephemeral content is definitely worth looking into if you want to liven up your content strategy and add some variation to what you’re providing for your customers. It allows you to position your company as relevant, authentic and modern, while still encouraging customers to buy from and interact with you.

Here are a few pieces of content that you could try out;

 

  • An Instagram livestream at an industry event.
  • A behind the scenes Snapchat series, showing an average day in your office.
  • Whatsapp status updates, hinting at your next product launch or collection.
  • A series of Facebook stories answering common questions from your audience.
  • A ‘takeover’ day on your Instagram story, where a member of staff controls the page for a day. Great for Q&As, office tours and promoting your latest services.
  • Snapchat stories of anything fun your office is getting up to, like a charity event or coffee morning. Informal content like this is a great way to add a personal feel to your content and help your audience relate to what you’re saying more.

 

Not sure where to start with creating temporary content for your social platforms? Thirty Seven offer comprehensive social media services, ranging from post writing and design, to account management. Feel free to get in touch with us today at hello@thirtyseven.agency to find out more about how we could help you with this.

 

Graham Jones
19th 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.