Iain Wallace
16th November 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.  

Marketing

Content should be more than just marketing

Tom Idle 29th March 2018 — 8 mins read

I couldn’t bear to sit around on the sidelines any longer while some agencies just messed things up,” is how James puts it when I ask why he’s decided to venture into the world of content marketing.

In his six years as MD of Media First, James and his team have been asked more and more to help with different communications challenges – to present better, to deliver more impactful messages, to shoot and edit film, to hone communications. “We’ve been naturally moving towards helping with content marketing over the years. Now, with Thirty Seven we will get to help our amazing clients in a much more involved way.”

James is joined by Mark, an ex-Microsoft application development consultant, who has been running his own content and design agency for the last five years. Having worked together enhancing Media First’s own content marketing and Search Engine Optimisation (SEO) performance, the pair decided to team up.

“We’ve built a loyal following and I enjoy knowing that what we are producing is worthwhile and entertaining,” adds James. “I knew that, so long as we kept enjoying the creative process and stayed true to our journalist-led concepts of always putting the audience first, then there was a good chance that people would continue to enjoy reading, watching and listening to the content we were making.”

Enjoying the frisson of their new business launch, the pair were keen to tell me how and why they plan to do content marketing better.

 

It seems that your decision to establish Thirty Seven was based on a belief that most content marketing is poor. What’s wrong with it? 

Mark Mars (MM): So much content is produced without any strategy behind it and the quality just isn’t there.

When it comes to SEO, there has been such a focus on creating pages that rank for certain keywords. What you often end up with is lots and lots of content which might create a decent search ranking, but the quality is so poor that visitors don’t stick around for long. Google has caught up with that and now has more quality measures in place.

James White (JW): SEO and content are still considered by some agencies to be separate pieces of work. But they need to be considered together. You don’t produce good SEO with poorly developed content; it just doesn’t work.

Also, the content marketing industry seems to be in a race to produce the most amount of stuff. Quality is coming second to quantity.

 

But clearly your customers are increasingly aware of the need to improve content quality. How have you evolved to cope with changing client needs?

MM: A hell of a lot has changed in the last five years. Back in 2014, spend in content marketing was about £125 million a year. By 2020, it is set to jump to around £350 million, so brands really understand that this is the best way to reach their audiences.

There is also more appetite from consumers to digest content in many different forms, which opens up plenty of opportunity for publishers and content creators.

But that is not to say that it is being done particularly well. About 80% of B2B marketers claim to use content marketing. But 70% of them lack a consistent or integrated content strategy—and that’s a big problem. There has been too much focus on quantity over quality.

JW: ‘Quality’ is such a generic term because it’s all subjective. You need to develop the right content, for the right audience, in the right format, at the right time and in the right place.

Brands need to think more like publishers to really get the value out of content.

 

You use journalists to deliver content for your customers. The benefits of doing that might be obvious, but what is it you’re getting from journalists that you might not get from other content creators?

JW: Well, content should be more than just marketing. It’s not just good enough these days to tell good stories. You have to educate, entertain and excite audiences. You have to give people a reason to care.

Journalists inherently get this. They know how to sniff out unique stories that make people stop, sit up and listen. My wife is a journalist and she has a great ability to be brutally honest. I could spend all day coming up with, what I think is, a great idea. I’ll go home and tell her about it and she’ll challenge me by saying something like, “Who cares? Why will your audience give a damn?”

And that’s what’s great about journalists. They can easily put themselves in somebody else’s shoes and work out how people tick. That’s why I’ve loved working with our team of journalists at Media First these past six years.

 

Back in 2014, spend in content marketing was about £125 million a year. By 2020, it is set to jump to around £350 million...

 

All of your customers will have very different needs. How do you approach each piece of work to deliver the best results?

MM: Well, you need to get into the mind of the client to find out what they want to achieve, rather than just blindly creating content. You need to help build a cohesive and coherent plan that includes not just what content you will create, but also how you are going to publish it and promote it.

JW: It’s all about meeting objectives. Is this content to raise awareness? Or is it to convert lurkers on a website into buyers?

It’s also about looking at data to find out what types of content a client’s audience wants and how it wants that delivered.

When we get into content creation mode, we work like an editorial newsroom to script, write, edit and sub-edit. That then goes through a cycle of refinements until we are happy for it to leave our office and reach the client for sign-off.

 

There’s a continuous debate about the virtues of long- versus short-form content. Which do you think is best?

MM: It’s not really about what’s better. It’s about what’s most appropriate.

We do live in a fast-paced world, but to say that nobody wants to read more than 500 words just isn’t true. Long-form content has always received more shares and links than shorter pieces. People do appreciate the time that goes in to creating quality long-form content. And Google does too, with their algorithm generally favouring longer content.

 

So, are there rules for creating great content that you stick to?

JW: We like to use the simple TRUTH test – that the content is Topical, Relevant, Unusual, Trouble (solves, raises awareness of or discusses) and importantly, contains Human interest.

But it has to be delivered in the right format as well. Many people were surprised to hear that Media First and Thirty Seven have joined forces to create this magazine. Yes, it might seem a bit retro but not all audiences are the same; not everyone wants to read a blog or get their information from social media. I have a Kindle and iPad at home but still buy books, newspapers and magazines.

 

The General Data Protection Regulation is coming, giving individuals more control over how their personal data is collected and used online. What will it mean for the content marketing industry?

JW: It’s certainly something our clients need to be aware of, not least because the new regulation is so far-reaching. It will affect not just marketing but internal comms and even supplier contracts.

You can either hide under your desk and pretend it’s not happening. Or you can see it as an opportunity to be proactive.

I personally think it’s a great thing. I will have more control over my data and who markets to me. And as a content producer, I will know that we are providing our audiences with information they want.

 

So, what does the future look like for content marketing?

MM: We are drowning in content and it is getting harder to get results. The average number of shares of any content has been steadily falling over the last few years. So the whole practice does need to evolve.

That means content marketers need to be a lot more strategic about the type of content they create, backed by better research. And instead of asking inexperienced or new writers to churn out low-quality pages of blogs for long-tail keyword targeting, content teams will be comprised of creative designers, developers, AI experts, videographers, as well as plenty of experienced writers and journalists too.

JW: We also know that it’s going to be important to work closely with our customers’ teams. I hate the concept of a full-service marketing agency, where everything is outsourced. I hate to see comms teams dwindling in size. We want to support our customers to retain in-house teams because we’ve seen just how important they are during the last 35 years working with Media First.

 

What’s with the name, Thirty Seven? How did you come up with that?

MM: Well, if you ask somebody to pick a random number between zero and 100, a disproportionate number of people will choose the number 37. The more you delve into the number – the fact that it appears more regularly than any other number in films, for example – you realise just how special it is. It’s attractive and we’re in the attraction game, so it made sense.

 

What’s it like working with each other? Do you always get on or are there things you disagree on?

MM: We’re very similar. We’re both ambitious and want to succeed.

But our work lives have been very different so we have different ideas about how things should be achieved.

JW: Sure, sometimes Mark and I approach things from a different angle. Occasionally this leads to disagreements. But we complement each other. If we were both the same, we wouldn’t be anywhere near as good as a team.

Ultimately, we both want to deliver projects that excite and motivate us. That’s the reason we get out of bed in the morning; not to just earn money to pay the mortgage. It’s about more than that.

 

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
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.