Bopgun, a brand, strategy and digital agency, has been selected from a number of agencies to support Puzzler Media with the UX, design and development for a new lead generating B2B website.
Puzzler Media is the UK’s largest supplier of printed and digital puzzle-based content, backed up by end-to-end content management and support. With over 50 years’ experience, Puzzler Media is the go-to name in puzzles, working with business worldwide from national and regional newspapers to magazines, membership organisations and individual brands.
With only a consumer-facing website, Puzzler Media identified the need for a new B2B website to improve their online presence, increase brand awareness and ultimately generate leads. The website will showcase the huge range of puzzles on offer, alongside solutions to deliver content and client case studies that demonstrate their experience and capability – all delivered in a clean and user-friendly design.
“B2B is an exciting and growing part of our business. We help a multitude of clients in supplying print and digital puzzle content and tech solutions. We didn’t have a site that reflected the breadth of content and the quality of our client base. We chose Bopgun because, based on the good work we have seen them deliver for other clients, we believed they were the best agency to deliver our Puzzler Business Partnerships ‘shop-window’. We’re really excited to be partnering with them on this project.” Lynda Newland, Deputy MD, Puzzler Media.
Launched in 2008, Bopgun is a multi-disciplined creative agency with an unrivalled background across the publishing industry. With both the founders having worked in various roles at Future Publishing for over 14 years between them, Bopgun has grown into a substantial and distinguished company working with some of the world’s leading industry players including Elsevier, Story House Egmont, Anthem Media, Hachette Partworks and Kelsey Media to name a few.
From engaging websites for the likes of Marvel and Disney, to e-commerce subscription sites, promotional campaigns, animations and illustrations, Bopgun prides itself on delivering real value to the publishing industry.
“We were thrilled when we heard we’d won this project with such a prestigious brand as Puzzler, known by their existing clients as the UK’s largest puzzle supplier. Knowing how important it is for their business to convey their detailed and wide range of puzzles is the sort of challenge we love!” David Mathews, Managing Director at Bopgun.
Listening to podcasts is a great way to inspire and inform your creativity. We asked members of the Bristol Creative Industries LinkedIn group, which has over 7,400 members, to share their recommendations. Happy listening!
Created by the magazine dedicated to the creative industry, the Creative Boom Podcast features candid conversations with artists and designers about their creative journeys. Listen here.
Recommended by Ellen Carroll.
This is a podcast that “questions assumptions in the tech world and celebrates those working with technology in unconventional ways.” Listen here.
Recommended by Jessica Morgan (see Jessica’s BCI profile for Carnsight Communications here).
Hosted by Adam Tuckwell and Jon Wilcox, the PR Hub Podcast is a conversational PR and marcoms podcast with special guests discussing the world of communications. Listen here.
Recommended by Gina Jones.
This podcast includes interviews and discussions between Robert Craven and digital agency experts providing insights to help you grow your digital agency. Listen here.
Recommended by Robert Craven.
This podcast focuses on documentary film making and the people who do it. Listen here.
Recommended by Stuart Fox.
This podcast features marketers telling the stories behind the strategies that led to amazing work. Listen here.
Recommended by Kevin Mason (see Kevin’s BCI profile for Proctor + Stevenson here).
Hosted by Jon Evans, this podcast “uncovers the bulls**t and carefully managed PR messages to explore the good, the bad and quite frankly downright ugly truth about marketing”. Listen here.
Recommended by Matt Ramsay (see Matt’s BCI profile for Activation here).
This podcast features B2B marketers and creatives from the tech world discussing the role that creativity plays in helping them market their business. Listen here.
Recommended by Dave Corlett.
Hosted by entrepreneur and Dragons’ Den investor Steven Bartlett, this podcast is described as “an unfiltered journey into the remarkable stories of the people that have defined culture, achieved greatness and created stories worth studying”. Listen here.
Recommended by Alli Nicholas, membership manager at Bristol Creative Industries.
This podcast features conversations on the art of creative entrepreneurship. It is hosted by leading creative business experts David C. Baker and Blair Enns. Listen here.
Recommended by Alli Nicholas.
David C. Baker joined BCI for an event in February 2021 to share brilliant tips on how creative businesses can write the perfect positioning statement. Read a summary of his advice here.
“Aaron Dignan and Rodney Evans help teams all over the world discover a more adaptive and human way of working. Now it’s your turn. Each week, they’ll bring you a counterintuitive take on a common challenge at work—and you’ll hear from guests who have been there and found their way to something better.” Listen here.
Recommended by Kim Slater.
This podcast focuses on the smallest changes that can have the biggest impact. It shares simple evidence-backed tips to help you kick bad habits, get a raise, and grow a business. Listen here.
Recommended by Dr Thomas Bowden-Green.
“Organisational psychologist Adam Grant takes you inside some truly unusual places, where they’ve figured out how to make work not suck.” Listen here.
Recommended by Chris Thurling, chair of Bristol Creative Industries following a recommendation by Ann Hiatt.
This podcast from Creative Review looks at what is wrong with the creative industries and how to fix it. Listen here.
This podcast, from the community for creatives to make our industry a better place, interviews creatives, mental health experts and consultants to share advice, stories and conversations. Listen here.
JonesMillbank, Bristol-based video production company, worked with independent marketing communications agency Golley Slater to bring its campaign for Save a Life Cymru to fruition.
It comes as data reveals that every year in Wales more than 6,000 people will have a sudden cardiac arrest and around 80% of those will happen in the home. New data shows that almost one in four of us (24%) have witnessed someone collapse and possibly need bystander CPR and defibrillation intervention.
Yet, less than half of adults in Wales are confident in performing CPR: however, when people understand that on calling 999, the call taker will talk you through CPR and direct you to the nearest registered defibrillator, 73% of adults said that they would feel more confident to intervene.
Survival rates fall by 10% every minute without CPR or by using a defibrillator, can improve a person’s chance of survival.
Golley Slater developed the campaign strategy and creative for Save a Life Cymru – Help Is Closer Than You Think – which aims to show that if you see a cardiac arrest, there is more support around you than you might realise and commissioned JonesMillbank to produce and create content across the campaign, including bilingual TV commercials, radio commercials and social adverts.
Supporting studio photography was also captured to roll the campaign out across digital, print and OOH.
“Working on the production of such a holistic campaign, let alone one for a good cause, was a fantastic opportunity and allowed us to add a huge amount of value and experience” said Russell Jones, Co-Founder at JonesMillbank.
“We already work with NHS England and a number of individual Trusts and we understand the importance of that value alongside impactful messaging”.
Dave Warfield, Creative Copywriter at Golley Slater said “the team over at JonesMillbank built a fun, creative relationship with us from the off which made treatments of scripts and finding inventive solutions enjoyable and painless.”
Lewis Clements, Senior Art Director at Golley Slater added “being so well organised on shoot days and accommodating in post-production kept the atmosphere upbeat throughout the process and made all the difference in bringing our ideas to life, exactly as we imagined them. Real patience, craft and willingness from start to finish.”
Production was shot on-location in Wales at Little Man Coffee in Cardiff and Firebug Studios in Barry.
Save a Life Cymru is Wales’ national organisation which aims to improve cardiac arrest survival rates in Wales. The Welsh Government-funded organisation promotes CPR and defibrillation within communities and encourages everyone in Wales to learn or to top up their CPR skills.
Visit https://jonesmillbank.com/work/nhs/save-a-life-cymru to view the campaign and behind-the-scenes stills.
***
JonesMillbank are a passionate full-service video production company
They work in-house with a talented team of multi-disciplined creatives, all the while telling authentic stories long before it was cool for a range of clients such as University of Bristol, IDLES, NHS England, The Royal Mint and Battersea.
jonesmillbank.com
01173706372
[email protected]
Lately, it seems that creatives everywhere have been doing double takes as AI-powered tools start to seep into mainstream media. With DALL-E creations hot on the heels of graphic designers and free copywriting sites like Jasper looming over busy marketing teams, now’s not the time to stick our heads in the sand. Instead, we want to find out whether this new wave of computer-controlled craft is really a cause for concern – or if we can make it work in our favour.
First things first: When talking about AI potentially replacing us creatives, it’s worth examining what creativity really means. Albert Einstein defined it as “seeing what others see and thinking what no one else ever thought.” Many, including a lot of us here at saintnicks, are in agreement, viewing creativity as inventiveness, as our inherent ability to use imagination to originate something new. In fact, the Cambridge English Dictionary’s definition of creativity is “the ability to produce or use original and unusual ideas.” This human ingenuity is difficult to replicate – and the reason why icons like Beethoven, Maya Angelou, Matisse, the Wright brothers, or Wes Anderson are so revered.
On the contrary, others (like Steve Jobs, for example) view creativity from a more practical point of view. Jobs said, “Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something.” That implies creativity is just a skill that can be learned and developed over time using reference points as inspiration. If humans, therefore, only build on what they have learned and what others have done in order to be creative, then it’s easy to argue that AI, too, can be creative. Because that’s essentially what AI does – it takes existing information (data) and, using clever algorithms, generates fresh, new content. But we’ll get to that a bit later.
In the defence of creatives, I believe there’s more to it. Sure, creativity is original, inventive, ingenious – maybe even learned. But it’s also intentional. It’s emotional. It’s contextual. As a copywriter, for example, I’m able to write with foresight and intuition. I know that an audience is likely to prefer one tagline over another, or laugh at a certain word, or be touched by a speech, simply because I share the same human experience as the people I’m talking to. I’m sentient. I consciously want my readers to feel something, I can intend for my words to elicit a response.
As humans, our thoughts, our memories, our physical sensations and the environments that surround us play huge, important parts in our lives. It’s our creativity that enables us to make connections between these things. When we create art – and I mean art in its loosest sense here, i.e. anything that’s an expression of creativity – we are either trying to discover something about ourselves, make sense of the world, affect our audience or express our thoughts and feelings. We have an innate human desire, an urge to create something meaningful.
A machine can’t do that. It doesn’t have the capacity for free thinking, nor does it have emotional intention. It can’t look at its audience and think, “I want my art to make you laugh or cry, I want to start a discussion around this topic, I want to comment on the state of the world.” Even the smartest AI can’t independently create art with meaning.
So, how can AI still be a threat to creatives if it can’t have an intention? Well, let’s look at the world of visual art for a moment.
Those who recently attended Glastonbury Festival may have crossed paths with Ai-Da, an artist who created portraits of the four headlining acts during a live painting demonstration. Although ‘live’ may not be the right word for it. You see, Ai-Da is a robot. The world’s first ultra-realistic artist robot, in fact. She uses cameras in her eyes, AI algorithms and a robotic arm to draw, paint, sculpt and perform poems. For years, she’s travelled the world, displaying her artwork in galleries, talking about her experience as a humanoid artist. You can even follow her on Instagram.
While, at first glance, Ai-Da could be mistaken for something from the year 3000, the AI she uses to create her art is quite simple. Allow me to get a bit technical here. You see, there are two different types of algorithms that can be used to create images through AI. The first one is Neural Style Transfer – where AI applies the style of one image to another. The Mona Lisa recreated in the style of Kandinsky. A photograph of an avocado re-styled as Warhol’s pop art. A pencil sketch turned into a Picasso. In order to function, the Neural Style Transfer needs both images as reference points to create its final product. This is what Ai-Da does, too. Using her ‘eyes’, she receives a reference image which she then replicates in her own, pre-programmed style. To really wrap your head around it, you can think of Neural Style Transfer as a fancy Instagram filter. Still with me?
Then there’s Generative Adversarial Networks – or GAN, for short. Unlike Neural Style Transfer, GANs can create original images from scratch. Well, sort of. GANs work by predicting an outcome based on a certain prompt. Using a set of data, they generate new examples that could plausibly fit in with the original data. So if the dataset is Van Gogh’s 900 paintings, the GAN would generate a new original image that looks like it could fit into a Van Gogh collection.
The results of GAN are pretty successful. So successful in fact, that, in 2018, Christie’s became the first auction house to offer a work of art created by an algorithm – which sold for a whopping $432,500. The artists behind Edmond de Belamy, as the artwork is called, are French collective Obvious. Using a dataset of 15,000 portraits from WikiArt, painted (by humans) between the 14th and 20th century, Obvious’ GAN created a new piece of art depicting a somewhat-blurry gentleman.
DALL-E is currently not available to the public – but the concept quickly took on a viral life of its own when Boris Dayma, a machine learning engineer, created the more accessible DALL-E mini (now called craiyon). Trained on much smaller amounts of data than DALL-E, craiyon’s machine learning improves day by day based on information inputted by its millions of users. For now, the resulting images are, at best, suited to meme culture – but as these technologies develop, it’s easy to see how they could become a part of everyday professional life. Print ads, book covers, blog headers, social posts, stock imagery, web content… the possibilities are endless. So where does that leave us?
I think the answer lies within the execution. All of these technologies, from DALL-E to Jasper, rely on prompts. They require us – the humans – to do the big thinking before they can switch on and start churning out their art. And it’s within the prompt that true creativity really lies. It’s not the machine that came up with the idea to have steampunk teddies go grocery shopping, it’s the person. The prompt satisfies both our aforementioned definitions of creativity – it requires imagination, and an ability to come up with something original, but it also requires a connection to be made, as Steve Jobs said. AI is the executioner, the maker, but we are the originators, looking at things differently, thinking up unimaginable things. To find the perfect image, you need to provide the perfect prompt. If AI can’t originate, then we creatives are still needed.
Now that we’re safe in the knowledge that AI, for the time being, isn’t going to come for our jobs entirely, we might even be able to look at how it can enhance our work and make us better. As OpenAI’s CEO Sam Altman described it in an interview with the New Yorker, AI can – and should – ultimately just be treated as “an extension of your own creativity.”
In agency life, a lot of time can be wasted during the original concepting phase when all you really want to do is spit-ball ideas and get your clients’ reaction. Tools like DALL-E can be a great help to you if you’re short on time but want to present a few visuals to illustrate an idea. Even if it’s just a word on a shop front or a puppy wearing a hat. It gives a lot more power to the “What if?” when suddenly that question can be answered in minutes, rather than having to mock it all out on photoshop for hours. Plus, you’ll never have to trudge through a stock image library ever again.
One of the most remarkable features of DALL-E is its ability to make edits to an image it has already created. Want to see what a flamingo would look like inside of the pool rather than next to it? Just tell DALL-E to move it around. Boom. Little tweaks that can take up annoying amounts of time can be executed with a few verbal prompts.
Writer’s block can be one of the most debilitating experiences for someone whose livelihood depends on how many words they can get down in an hour. AI tools like Copy.ai can act not only as a timesaver when deadlines are looming but also serve up inspiration when you’ve been staring at a blank page for far too long. Using a link, a couple of words or a simple description, Copy.ai can generate headlines for Facebook, brand mottos, meta descriptions and more. It even lets you rewrite existing text in a different tone. The output is never final-product worthy and definitely needs a human eye – and hand – to finish it off for a client, but it’s a great tool for getting that pesky first draft out of the way. Full disclosure: I actually used Copy.ai myself recently to come up with some alternatives for a Call to Action button – and it worked a treat.
So, there you have it. Whilst AI might come off as a bit of a scary, magical beast at first, it can actually serve as a handy little tool to keep our creative juices flowing. And no, I don’t think it will be replacing our creative team anytime soon. We’re far too much fun in the office.
To chat with our team or learn more about saintnicks, head to www.saintnicks.uk.com.
Some people seem to be under the impression business blogs are a little yesteryear. But don’t be fooled. Just because there isn’t the same level of hype about them when they were a brand spangly new phenomenon, doesn’t mean they’re not working away in the background earning the clever businesses that are utilising them well, excellent value for money. Business blogs are now an integral part of content strategy in mainstream marketing campaigns, so if you’re not yet writing a business blog of your own, you should be.
There are lots of reasons your business should get blogging, but here are 5 to get you started.
A well-written business blog allows you the time and space on your website to tell visitors everything you want them to know.
Writing website copy isn’t easy. You want to tell visitors everything about you so that you don’t miss a single potential lead. But here’s the rub, unless your offer is spectacularly unique for a very niche audience, you can’t speak to everyone with every word you write. Web copy needs to be short and snappy to grab attention quickly before visitors click away to another site.
That’s where a business blog can come in very handy. You can have an entire section of your website dedicated to the nitty gritty. Blogs can be populated with more information about you, your business, your customers, your opinions, and your industry. Even if you feel you don’t have enough to say to fill a blog, believe me, you do!
And it’s not overkill because readers that land on your blog are likely looking for specific answers to a problem, or a question they have, and will select the blog most relevant to them.
A blog is your chance to share more of your personality with your audience than you ever can in a few short pages of snappy copy that make up the body of your website.
2. Offer advice, training, and tips online
Whatever the service or product you’re selling, people buy from people they trust. A well-written business blog allows you to show off your expertise to potential customers, without flooding the body of your website with words. Some companies I have worked with are nervous at first about giving too much away for free, but they soon see that by building credibility and trust online, they are encouraging more enquiries that lead to valuable and long-lasting relationships.
And no amount of words on a page will ever be the same the same as them buying your product or service. For example, home improvement companies might share some top DIY tips for the simple jobs around the home, but there will always be people that will prefer to employ someone to come and do it for them, and they’re more likely to pick up the phone to you if they have found you open and honest online. In this same example, there will also always be home improvement projects that are too big for people to take on themselves, so they will want to outsource.
3. Create a community or network
One of the best ways to generate leads is by building a network of like-minded people. When we feel like we are surrounded by similar people in a similar situation to our own, we’re more likely to engage in the conversation and act on the issues at hand. A business blog on your website that encourages people to share their views, and perhaps includes contributions from relevant third parties, can provide a safe space for everyone to share ideas, problems, and solutions. By being the creator of this network, you put your business at the center of a hub of activity. Playing on the Fear of Missing Out phenomenon, people won’t want to miss what you have to say and won’t forget the company that brought them this community.
4. Reach further than your locality
All I have known in my working life is marketing and I honestly believe in using a range of marketing tactics for best results. But different mediums have different benefits and downsides and offline techniques do have a more limited reach. For example, a feature in a trade magazine might hang around in an office of your relevant target market for a couple of months if you’re lucky but will soon be filed or recycled. An advert in your local paper might speak to just the right person when it lands, but if the need isn’t there at that moment, it will be missed and never referred to again. Online activity on the other hand is here to stay.
Blogs especially tend to be used as more of a resource for people doing research, and it doesn’t matter whether they know you or not, whether they are directly involved in your industry or not, or whether they are local to you or not. It also doesn’t matter if a particular blog post is a couple of years old – if it answers their query, it gets used.
When you think that 85% of people research online before making a purchase, you start to see the far-reaching scope for publishing more content on your website and making the most of this first step in the customer journey
5. Boost your business
Last, but certainly not least, blogs are good for business! It can be difficult to buy into blogging when the results aren’t always a direct click of a button to buy, but building your online reputation holds a lot of value. A well-written and consistently produced business blog commands interest and will generate more enquiries in the long-run. The statistics speak for themselves.
There are a whole host of benefits to having a business blog but even if you are totally sold on the idea of producing regular content for your website, it’s not always easy to do. The day to day running of the business gets in the way, and with the very best intentions, it slips down the priority list. If this sounds like you, outsourcing a copywriter to write your business blog could be a good option to allow you to have your cake and eat it!
Our latest survey has found that most people (68.2%) do not recognise a Google Ad in their search results. This means that almost a third of us DO recognise the Adverts in our search results and almost 80% of those people (78.6%) will then refuse to click on the Ads.
Over the past six years , Varn have conducted research every six months to measure the degree to which people can recognise the Adverts within the Google Search results.
We work with our clients to hypothesise and evaluate holistic click through rates with and without the presence of a paid ads in the SERPs. Where possible we review the revenue per click generated by each channel in the context of search competition to identify the best search strategy. We are often reviewing data about click through rates on Adverts vs Organic listings, and we have always wondered who actually recognises a Google Ad when they search and what do they do then?
We all know how important advertising revenue is to Google. In 2021, Google’s ad revenue reached a staggering $148.9 billion. Add in YouTube advertising revenue and Google Networks advertising revenue, we have a total of £208.7 billion. This amounts to 81% of Google’s total revenue so, perhaps unsurprisingly, advertising and paid search is vital to Google. But how much do people recognise it’s advertising they see when they do a Google search?
We have been curious about this for some time and for the last 6 years, every six months in the UK, we have conducted a survey online asking over 1000 people across all age groups:
“Do you know which links on the Google search results page are paid adverts?”
Our research has highlighted that the majority of searchers (68.2%) still do not realise it is an Advert that is appearing at the top of their Google search results.
This is good news for advertisers, as this large proportion of searchers won’t be put off by anti-advertising perceptions, before clicking on your website. However, it does pose the question that if 68.2% don’t realise they are looking at an Advert, then 31.8% do recognise they are seeing Adverts in their SERPs.
Well, based on our latest findings, 25% of people do recognise it’s an Ad. They will then refuse to click on it. Only 6.8% of the people that recognise a Google Advert will then actually go on to click.
This means that 78.6% of the people that recognise Google Adverts, refuse to click on them!
This implies there is a large chunk of your potential market deliberately choosing to ignore your advert. With an estimated 3.5 billion searches per day in the UK alone, based on our findings, 31.8% of those searches, (1.1 billion) will know that there are Ads in their search results. Of those 1.1 billion searches, almost 80% of those searchers could be actively choosing not to click on your Ad. This is a large amount of people searching and making a conscious choice to ignore your Advert, precisely because it is an Ad.
Given we know these searchers will knowingly refuse to even look at your paid Ad, this means your business will need to try and engage with these people with other ‘search’ tactics. You simply can’t just throw budget at a paid media strategy alone, instead organic search will have an important role to play and a combined or hybrid search marketing strategy is needed.
From Google’s perspective they state that:
“Google’s first responsibility is to provide Search users with the most relevant possible results. If businesses were able to pay for higher rankings in the search results, users wouldn’t be getting the information they’re looking for.”
We examined how Google have presented Adverts to the searcher over time. Interestingly, since 2013, Google has changed it’s adverts over time to be less obvious. In the graphic below you can see how Google search Ads have evolved. The format and styling change frequently and it could be suggested that the graphic signposting of Adverts has become much more subtle over time and more in line with a standard organic listing.
When we look at our Varn research over the last 6 years, the ability to recognise an Advert hasn’t changed a great deal, even though theoretically people are getting wiser to how search engines work. It has remained between about 57% and 65% since 2017 and you can see how this may be influenced by the design of the Google Ad labelling which has since transformed to look more like regular Google listings. This year we see that figure at 68.2%, at a time when the Ad design really is very similar to an organic search listing.
Can you spot the difference…?
It really is not surprising that the majority (68.2%) of people still don’t recognise Ads, as if you line up a paid Advert and an organic search result and see how they actually look to a searcher, you can see there is not much difference at all:
We have also seen that Ads can often take up most of the page of a search result. Combine this with the subtle design cues used to indicate the Advert status, you can see why people may not understand they are looking at just Ads rather than organic search results.
A good example is, if you search something close to our heart…. ‘SEO agency Bristol’. As you will see the paid Ads take up your whole screen when you initially search and you have to actively scroll down to get to the first organic search results. Given that 75% of people don’t scroll past page 1, those Adverts can really take up people’s attention and clicks.
When we compare that back to 2009, these were the sorts of results you would see. It is really quite noticeable the the ‘Sponsored links’ are very clearly labelled.
In order to make sure your website is visible to the biggest search audience possible, it really is vital to make sure you have a search marketing strategy that embraces both SEO (organic search results) and PPC (paid search advertising).
We know from our ongoing research that the majority of the search market will not even recognise the Ad, and we can see from the examples of how Advert styling has evolved over time, why that has remained high. However, we know that we can’t ignore the large proportion of a target market who do know an Ad when they see one, especially as almost 80% of these searchers will then decide not to click. Therefore, it is critical to execute both SEO and PPC in the most optimal way possible, to ensure you are not missing out on potential clients.
Data suggests that approximately 53% of all website traffic comes from organic search and 27% from paid media,so it really is a sensible idea to not put all your eggs in one search basket. Neither organic nor paid search is inherently superior to each other and whilst paid ads do have a cost, you should be trying and testing both paid search and SEO, (with organic search optimisation, you’ll have to test for at least six months). By testing, reiterating and learning from both paid media and SEO, you can see what works for you and your business, short and long term, ensuring you capture all the possible clicks out there.
Given our latest research findings combined with the need to have a strategy that ensures you speak to the widest possible target search audience we have a clear recommendation. The best way to optimise reach and drive rankings and clicks, is to adopt both SEO and PPC strategies and tactics and to ensure you carefully plan and structure both for optimal results.
And Google seems to agree so we will leave the last word to them…
“Using SEO and Google Ads together may give you the best chance of bringing traffic to your site in the short term, and enhancing your business’s presence online for long-term success.”
Get in touch here to find out more about how to perfect your own hybrid model of optimised organic SEO combined with paid search media.
Inclusive marketing has come a long way over the past few years. This is because for the consumers of today, creating a stellar product or providing a first-class service is not enough to convince them to buy from you.
Customers care about the ethics behind your brand more than ever before and will make purchase decisions based on factors like diversity and sustainability.
And while we are now firmly in the “Age of Diversity”, many brands are still falling short.
We think it’s time to change.
To that end, we’ve put together a new industry guide, “Digital Marketing: The Age of Diversity?” And you can download it free here >>>
The guide addresses the discrimination that still exists across the digital marketing industry, and what we can do as an industry to champion diversity.
In essence, we want this guide to start these difficult conversations and help brands take those first steps towards creating content that is inclusive for all.
The AI and advertising industries have a gender bias problem. And yes, while this bias may not be as obvious as it used to be, sexism still exists within these industries, and we could do a lot more to overcome these bias boundaries.
When we look back at advertising from the mid-1950s, you’ll notice that BIPOC, LGBTQIA+ communities, and people with disabilities were non-existent, and women were only depicted as domesticated goddesses, sexy, slim, with perfect hair and makeup.
You may think that these misrepresentations or lack of representation are a thing of the past… but that isn’t the case.
Billions of people every day use the internet to buy clothes, book holidays, play games, watch videos or search for random trivia.
For a lot of people around the world, navigating the world wide web can be done with a simple touch of a button. However, a huge proportion of the population can find this navigation process a lot more challenging.
The vast majority of websites today are “inaccessible”, which prevents the world’s one billion disabled people – 15% of the global population – from enjoying an easy online experience. So how can we change this?
You can get a free copy of the guide here. And if you have any questions, feel free to drop us a message.
Our creative and digital industries are facing a critical shortage of developer skills right now, particularly when it comes to Web3 developers, with Web3 developers only representing 1% of worldwide devs. Yet there’s so much potential for positive, disruptive change. Collectively we need to up-skill our teams to realise that huge potential.
But WTF is Web3 and why should we care?
Simpleweb is hosting a month-long virtual festival throughout October to help to demystify Web3 and see past the nonsense. The goal is to onboard the next generation of Web3 talent across the UK. Similar to a hackathon format, they’ll be helping agencies, developers and UX teams learn the fundamentals and begin their Web3 journey, using a range of Web3 tools and best choice blockchains.
Participants will learn about Web3 and its benefits to help build expertise and extend product & service offerings, and agencies can enter individuals or teams who will be able to work together and bring their collective knowledge back to share with others. They’ll also receive an NFT certificate of completion, as well as get the chance to win a number of prizes across different categories. It’s free to join, and could contribute to agencies’ CPD efforts as well as innovation endeavours.
Another opportunity for us to pull together to put Bristol on the map, supporting our creative and tech talent and building an even stronger community. Why wouldn’t you?
https://www.meetup.com/simpleweb/events/287735158/
In my 20+ years in marketing, I have heard my fair share of reservations from clients about outsourcing copywriting for their business. They know they need an external resource to get through the work, and they know someone else out there can probably do a better job than their already stretched internal resources. But they worry that their website, feature article, or business blog won’t sound like them if it’s written by someone else.
This is an important point to address, particularly when talking about blogging because your business blog should be an accurate reflection of you and your brand. One of the major benefits of a blog should be that existing and potential customers can get to know you better.
How can this be achieved if it’s being written by anyone outside of the company?
The answer: because that’s what copywriters are trained to do.
A good copywriter won’t insist that you adopt their style of writing in your marketing communications. They will take time to understand your business values, learn your voice, and adapt their style to suit your company. Of course, they will need your input up front on the topics you wish to cover, and the tone of voice you want to portray. For example, are you looking for a serious and authoritative business blog, or are you looking for something a bit more casual and fun? But once these ground rules have been established, they should be able to be left to their own devices to create the glorious content you’re looking for.
The outcome is advice and information for your clients that sounds like you, but better.
I am very grateful to have received feedback from clients many times to say that a piece of writing I have completed for them was exactly what they wanted to say but more eloquently put, or that I have phrased something in a way they wouldn’t have thought of. This is a benefit I can offer as a result of over 20 years of writing copy for different clients, multiple PR & Marketing courses, qualifications, and being able to dedicate all of my working hours to the one task of writing.
Shock, horror, I’m losing control!
Sometimes people are simply nervous of the loss of control. Which as a complete control freak myself, I understand! So, bear in mind that it doesn’t have to be an all or nothing partnership. While I wouldn’t recommend physically collaborating on a piece of writing and having more than one writer producing the bulk of the content (that would just get messy), I would always encourage clients to work as closely as they feel comfortable with their writer.
For some this means downloading content ideas and leaving their copywriter to it, but for others for whom this is a new concept, they offer up ideas for the blog but might also offer feedback on some initial bullet points during the planning phase, and work together on the editing process once the work is complete. We don’t always know what we like or don’t like until we see it. If you’re honest about your likes and dislikes in a piece of writing, your copywriter will continue to tweak the style until they are supplying copy that you are completely happy with first time, every time.
I can do it myself
You may be reading this thinking that employing a freelance copywriter is nice in theory, but that you are able to write your own business blog. You’ve done it before, you can do it again. But as your business grows the issue isn’t talent, it’s a lack of time and thinking space. You need time and space to allow the creative juices to flow sometimes, and often you need to research a topic to make sure you have your facts straight. All of this takes time, which becomes in shorter and shorter supply as your business grows.
Shoehorning your business blog into someone else’s role in the organisation won’t work.
Many companies that try to maintain control over their blog content internally end up with an inconsistent blog that doesn’t sound like them anyway because the posts that do make it through, have been rushed. It’s not negligence on the part of the internal writer, but if there are customers to serve, you and your employees will rightly put these customer facing tasks above a blog post.
It can feel counter intuitive at first to spend time recruiting a freelance copywriter but handing over your business blog to a third party is a fantastic way to save time, guarantee the consistency of your business blog, and ensure it continues to sound like you. Because it isn’t rushed. It can remain a well thought out and considered blog, with enough time spent on each piece to sound like the quality focused company you want to portray.
Blog writing for business is one of the most effective marketing tactics B2B organisations can deploy. It draws traffic to your site and provides buyers with useful information. The effects of blogging are cumulative: the more you do it, the better it gets. And – most important of all – it’s a channel you own. You’re not beholden to anyone or any other business, it’s your space to do with as you will. In an age of scattered attention and ever-changing social media algorithms, that’s a precious commodity!
Here’s why writing a blog for business is a worthwhile investment.
A business blog shows people that you’re credible, that you have something to say and you’re willing to share it. This transparency helps to build trust with your potential clients.
Trust cannot be underestimated when it comes to winning over B2B customers. These are savvy buyers and they want reassurance that you’ll do what you say. Get it right and blogging is most definitely good for business. According to research by FocusVision, 65% of B2B buyers say that vendor websites are influential in their decision making – more than any other type of content. A regularly updated blog ensures your website stays relevant for those potential customers: it provides them with answers to their questions and gives them confidence in your offer.
A blog on your site is important for business because you own it! Your business blog is your space. Unlike the rented space on social media, your blog belongs to you. It’s not at the mercy of sudden algorithm changes. And there’s no risk of a favourite feature suddenly disappearing and taking your audience with it.
According to information published via HubSpot, a blog is in the top three owned media channels for B2B marketers, along with a website and an email newsletter. Blogs drive traffic, increase visibility and generate leads. While they take a little work to maintain, the payoff is an engaged audience, buyers that trust the brand and more opportunities to do business.
Blogging for business and SEO go hand-in-hand. Google loves authoritative websites – sites that it perceives users find helpful. The figures are hard to ignore: blogs can lead to a 434% increase in indexed pages and an increase in indexed links of up to 97% (DemandMetric).
And while technical chat isn’t exactly a turn-on for all of us, a site that ranks means a better chance of ending up in front of the right people. 55% more people, as HubSpot estimates that’s the uplift in website visitor numbers among businesses that blog versus those that do not.
A consistent schedule is critical when writing a business blog. The frequency depends upon your industry, your audience and how often you can reasonably commit to writing. There’s no point making a commitment to blog daily if you know that doesn’t work for your schedule. It’ll only set you up for failure, cause you to feel disheartened and scupper the blog’s future before it’s begun.
If you’ve never blogged for business before, then a blog per month is a great place to start. A blog each month keeps your content fresh and your audience engaged without taking over everything else. A once-a-month schedule is especially good for businesses with small teams or solopreneurs who want to create content, while still having time to actually do their job.
If you do have the capacity or resources to blog more often, do it! There are no hard and fast rules. If it works for your audience and meets your goals, you can write blogs for your business as often as you like.
No matter how often you blog for your business, the key is to stick with it. If content is King, then consistency is Queen! Remember, the aim of blogging is to build trust between your business and your audience. And while showing your hand in the form of content does build trust, so too does doing what you’ll say you’ll do. If you commit to posting once a month, then do it. If you commit to posting every week, do that.
Blogging delivers results. It must do, or why would businesses keep investing in it when there are many other demands on marketing budgets? Short articles of less than 3,000 words were ranked third among the B2B content that generated the best results, according to the Content Marketing Institute.
And while blogs are a great way to draw traffic to your business’ website, you don’t have to wait for people to come to you. Pair your blog with a regular newsletter and you’ve got a powerful duo: ‘1,000 small business owners ranked email marketing as the second most effective medium for building brand awareness’ (Campaign Monitor, 2019).
Like your blog, your newsletter list is your property. It’s made up of people interested in what you do, who trust you enough to give you their details. Don’t ignore them. Deliver your blog to your newsletter list and build a relationship based on shared knowledge and mutual respect.
Blog writing for business has many benefits. It nurtures a relationship between your brand and your audience, builds trust, draws traffic to your site and increases opportunities to do business.
To succeed with blogging for business, keep the following in mind:
Laura Summerhayes is the owner of and copywriter-in-chief at Great Copy Matters. Working with B2B service businesses, Laura crafts compelling, engaging copy that lets people know why they should work with you. Like the idea of a regular blog, but prefer to let someone else do the hard work? Feel free to get in touch to discuss how writing a regular business blog could benefit your brand.
