Adam Fisher
30th January 2018 - 3 mins read
O

f course, the regulations, which are supposed to improve data protection for EU citizens, residents and businesses, do have significant implications for brands and the way they communicate with their customers.

But is there another side to the doom, gloom and scaremongering?

Well, at Thirty Seven we believe the changes, which come into force on May 25, present an opportunity for marketers and could be a catalyst for good.

Before the rise of the internet it was very hard for brands to produce content, at least cost effectively.

But as the World Wide Web has gone from strength to strength it has become ever easier for organisations to reach customers.

However, this has come at a cost, because while content marketing has been enjoying a boom, there is little doubt it has been at the expense of quality. There’s now less craft and more churn in the majority of content and all too often what customers receive offers little in the way of value.

Of course what exactly constitutes ‘quality’ content is subjective, vague and elusive. However, Google uses a definition which I believe works as well as any.

Its evaluators use the EAT acronym when ranking website pages. It stands for Expertise, Authoritativeness and Trustworthiness and we believe it is a good model to adopt to ensure content stays ahead of the pack.

So how will GDPR impact the quality of content? Well, by giving people more control of their data they will also have more control of what information they receive.

Brands need to be able to show that consent to receive their information has been “freely given, specific, informed and unambiguous” – ideally this should be achieved through a double opt-in procedure involving a signup process, such as clicking a box, and a confirmation of that instruction by clicking a link in a follow-up email.

Businesses will also have to make it easy for that consent to be withdrawn at any time.

This means that, particularly in the days after the May deadline, many brands will have fewer people on their mailing lists. While there will still be those who argue that size matters, it is surely better to have a more concise list of people who look forward to receiving your content than a larger list of people who are indifferent and don’t really know how or why your emails end up in their inbox.

More importantly, it also means brands will have to work harder than ever to get people to subscribe and sign-up and continue to be happy to receive their content.

And that in turn means content needs to be better quality, targeted, personalised, niche and valuable. In short, content that turns recipients into fans.

Of course, it is possible that some email marketeers will try to duck these regulations or convince themselves that only the really big players will be targeted by GDPR enforcers in the early days, but the risks of non-compliance are eye-watering; a fine which is either four per cent of turnover or €20 million - whichever is the larger.

Another possibility is that organisations may simply reduce their email marketing activity as they struggle to comply with the GDPR May deadline and turn to social media more instead to fill the vacuum.

But to make that approach work they will still need to place greater emphasis on the quality of their social media output, because if customers are going to engage with that content they will again need to feel it has value and is worth sharing.

We are not suggesting that GDPR is going to improve the quality of the internet, but it will give the content you receive in your mailbox a much needed shot in the arm.

 

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

7 reasons your organisation should produce an eBook

Adam Fisher 10th December 2018 — 4 mins read
E

lectronic books, or eBooks as they are more commonly known, occupy the middle ground of the content world, between the shorter and more regularly produced blogs and the more formal, often academic approach, taken in whitepapers.

It is a format which has enjoyed something of a boom in recent years and it looks set for further success.

What exactly is an eBook?

When we talk about an eBook we are not talking about the publications you read through a device like a Kindle.

The eBooks we refer to are produced by businesses and typically come in PDF format.

They enable brands to explore a topic in deeper detail – often aimed at solving a problem customers may be experiencing - but through an easy-to-read style.

And producing them has many benefits.

So without further ado, here are seven reasons why your organisation should produce an eBook.

 

Cover a topic in more detail

If you are already regularly blogging, you are probably tackling topics in somewhere between 500 to 1,500 words.

An eBook enables you to tackle topics in much more depth, usually starting at around 5,000 words or around 20 pages.

This gives plenty of scope to educate, entertain and engage readers and potential customers.

Longer form content can appear daunting to a reader – many would be put off by a 5,000 word blog for example.

But putting it in the format of a well-designed eBook, which is supported by eye-catching design, will make them more likely to download it and read when they have time.

Not only that, but an information-driven, educational eBook could become a resource they refer to again and again.

This creates brand loyalty, enhance the reputation of the band and the connection the customer has with it and ultimately helps to drive revenue.  

 

Showcase expertise

Producing an eBook can help position your organisation as a thought leader in its industry and showcase its expertise.

Tackling important issues which matter to your customers in detail not only reveals a deeper level of understanding but will also encourage prospects to view your organisation as a trusted source of information and as a problem solver.

This in turn helps organisations cultivate the credibility customers look for.

 

Generate revenue

eBooks are a great way to generate new leads that could lead to new sales.

In return for your carefully crafted insight, potential customers typically need to provide their email address for the download link.

In some cases they may also be required to provide other details such as job role and phone number.

That means an organisation now have valuable information about someone who has expressed an interest in your content.

They are also a great tool for sales teams to use to generate interest and new business.

 

Reusable content

One of the great benefits of an eBook is that it provides a lot of content which can be repurposed and recycled in blogs.

I have written a few eBooks for our sister company Media First and I have been able to take parts from each one, whether it is a chapter, section or even just a paragraph, and turn that into a blog at later date.

For example, one I wrote on the importance of preparing for a media crisis has led to blogs on holding statements, risk register, the importance of communicating internally and identifying the right spokesperson.

Additionally, they also provide plenty of reusable content for social media teams.

 

Rise above the competition

Not only do eBooks provide another channel to promote your organisation, but they are also something many of your rivals may not be using.

There are plenty of blogs out there, for example, but how many companies in your sector go beyond that?

So, not only do they help to ensure your brand stands out, but they could also help you tap into a wider audience.

 

Retains its value

An eBook is an item of content which retains its value.

Unless it is on a particularly time sensitive subject, it can stay on your website indefinitely generating leads and interest.

You can also keep referring back to it in blogs to attract new readers and post about it on social media.

At the very worst you may just need to update it occasionally.

 

You may already be half-way there

If you are already regularly producing content like blogs then you may already be well on your way to producing an eBook.

Your existing content could form the basis of your eBook and may just need some repositioning, a slightly different angle, more detail and some good design.

 

In summary, eBooks are premium content which should form part of your content marketing strategy.  If they don’t, your customers may just find the information they are looking for through a rival organisation’s eBook.

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.

Aimee Hudson
2nd October 2017 - 8 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.