Adam Fisher
12th October 2018 - 7 mins read
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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

Six benefits of employee advocacy on social media

Adam Fisher 2nd May 2018 — 6 mins read
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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
20th July 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.