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The diligent amongst you may have noticed that recently an AMBITIOUS TikTok hit a million views. If you were part of that viewership, then thank you!

If not, then before you continue reading this. Stop.

Load up TikTok and take a watch… are you done?

Welcome back.

In this blog, we’ll explore the tactics behind getting more views on TikTok, try to break down and explain the TikTok algorithm, lay down some advice on creating engaging content, and emphasize the importance of producing high-quality videos.

But we’ll also tell you why you shouldn’t just go chasing views! There’s so much more to your content strategy than views and views alone.

What Counts as a View on TikTok?

A view on TikTok is counted the moment a user starts playing your video. This includes replays and views from both your followers and non-followers. However, keep in mind that watching your own video does not count as a view.

The TikTok algorithm is designed to prioritize engaging content that keeps viewers hooked until the end. Even if a user only stays on your video for a second, it will still count as a view. So, focus on creating concise and engaging content that captures attention right from the outset.

9 Tips To Getting More TikTok Views

If you want to know how to get more views on TikTok, there is one thing you have to have firmly set in your mind first.

There are going to be videos that fail.

Viral videos are few and far between. But the more videos you create and put out into the world, the more chance you have that they will start to fly. It’s really important to not be disheartened, we know how it can be, time and effort for little to no perceived result can be demotivating.

But the reality is, that TikTok is a particularly inconsistent social media platform. One piece of content on one specific day might sink like a stone. But if you post it 6 months later, you could end up with a quarter million views.

TikTok users regularly bemoan this lack of consistency in viewer figures. It can make it very hard to predict exactly what will perform well. In truth, there is no silver bullet as to how to get more views on TikTok.

So if you want to get more views on TikTok, creating content consistently is key. Additionally, consider responding to TikTok comments with a new TikTok video to drive traffic between videos and boost engagement.

Lean into the strangeness

TikTok is a strange place and TikTok views equate more to what’s trending at any given moment in time.

To capitalise on this, create videos that respond to questions from TikTok comments, enhancing engagement and views. That could be a cap-cut of a cat on a witches broom, mini-mic interviews or any manner of oddity.

From trending sounds and popular audio clips to TikTok Challenges and everything in between. Rule number one in your TikTok Strategy; if you want to create viral videos and make the most out of TikTok, then you’re going to want to lean into these kinds of viral TikTok trends.

Test & Learn

Once you’ve accepted and leant into the strange inconsistencies that TikTok can throw up, the next thing you need to do is adopt a mentality of testing and learning.

Be experimental with your TikTok account and try different things. If something doesn’t work right there and then, that doesn’t mean it never will. You can also come back to that idea, or particular piece of content at a later date.

But always keep trying new things and focus on creating quality content.

So, how can you create great video content?

Create Content That Grabs and Holds Attention

On TikTok you have mere seconds to make an impact. So your TikTok videos need to get straight to the point. Focus on creating videos that grab people and keep them engaged. Short, high-energy content with a clear story arc tends to perform best.

Jump on the Trend

TikTok’s algorithm loves content that’s on trend. Whether that’s emerging challenges, sounds and hashtags. By incorporating these into content you can see massive increases in views and engagement.

But remember, it’s not just about jumping on trends for the sake of jumping on trends. You need to make sure that when you’re creating on-trend content, you aren’t doing so at the demise of your own brand voice and message.

Hashtag and Sound Strategy

Hashtags are the key to discoverability on TikTok.

Our content strategists research and select a mix of trending and niche-specific hashtags for each post. We’ve also found that using popular sounds can increase a video’s reach. Our approach is to create a blend of trending audio and branded messaging to get the most impact.

Engage with the Community

Building a TikTok following isn’t just about posting great content – it’s about creating a community.

We encourage our clients to respond to comments, join the conversation and even feature user-generated content. This level of engagement not only increases visibility but also builds brand loyalty and authenticity.

Responding to comments with a new TikTok video can drive traffic between videos and further enhance visibility and potential reach.

Consistency is King

In our experience, consistency is key to TikTok’s success. We work with our clients to create content calendars that ensure regular and timely posts. This consistency tells the algorithm you’re an active and reliable creator which can lead to your content being promoted.

Data-Driven Content

You can take a data-led approach, with a strong emphasis on TikTok analytics. Monitoring performance metrics for each post will help you understand and refine your content strategies moving forward.

But Most Important Of All: Don’t Focus Solely on Views!

TikTok success is a mix of creativity, strategy and adaptability.

As a PR and content specialist, we’ve seen firsthand how these tactics can turn a brand’s TikTok presence from invisible to unmissable.

Getting to a million TikTok views may not be immediately straightforward, but that doesn’t mean it’s impossible. If you want to bring up your view count while making great short videos for your target audience, then you can follow the tips and strategies outlined above to help you along the way.

But the key to making the most out of your TikTok is to not go arbitrarily chasing views.

Chasing vanity metrics like views is an old-fashioned strategy like trying to put AVE onto PR coverage.

What you need to do is measure the impact your content is having. For example, every time you post a ‘day in the life’ video from one of your employees, you might see a spike in job applications – that kind of impact.

We’re not saying never look at views. You should do that.

But you should be looking at engagement, comments and sentiment. These are the markers that tell you your content has quality, relevance and meaning more so than views.

To make TikTok work for you, you need to strike the perfect balance between what’s trending and what’s right for you. By following these strategies, you’re not just chasing views; you’re building a robust engaged community that can impact your overall brand presence.

originally posted to www.carnsight.com

If you go along to a single networking event and expect to walk away with a handful of clients, you’ll be disappointed. Yes, it could happen – but most likely, you’ll walk away with a number of new connections. In time, these will then lead to opportunities. A group provides the start of a conversation, not the conclusion of one. Here’s why PR should be thought of in the same way.

Think about touch points

In marketing speak, touch points are the multiple points of contact that an organisation or its people have with customers or prospective customers. These might be physical, digital, or both. You generally need upwards of eight touch points before you convert a prospect into a customer. Just as a networking event provides a touch point, so does a piece of PR coverage. Rarely will a client feature in an article that directly leads a prospect to get in touch and buy their services (although it does occasionally happen). Generally, an article helps to build the story about a company, and provides its audience with a positive touchpoint.

Perfect your pitch

Formats vary, but generally speaking, you’ll be expected to pitch your business or services at some point during a networking event. That could be formally during part of the session, or informally over a drink. Even if you’re not working to a time limit, the punchier pitches are always the most effective. It’s best to get to the point quickly and make it clear, using language that resonates.

The same rules apply in PR. Being able to talk about your business and what it offers in one or two lines is invaluable. The elevator or party pitch idea is useful – if someone asks where you work and what you do, and they’d expect you to tell them clearly and relatively quickly. If you’re emailing a journalist, you need to be able to explain it in a scannable way. And ditch the jargon.

It’s not what you know…

In the words of Angela Roberts, who runs Cotswold Networking, a fast-growing networking group in our area: it’s not always the people in the room that you’re reaching through networking. It could be their wives, cousins, colleagues or friends. Good networking is about making connections, earning their trust and understanding that they can also connect you to others.

The same power of connection is true of PR. This ecosystem works in a number of ways. For instance, many journalists are now freelance and they work for multiple publications. Giving commentary to a journalist for a business site could easily be a gateway to them asking for comments for a future consumer opportunity (as it did with one of our clients, who ended up in Stylist magazine recently).

Being aware of the ecosystem

Equally, having comments featured in one article could lead to your expertise being sought for another one, by a separate journalist. When researching, journalists will often look through previous pieces on similar topics to find potential commentators. That happened to us when some initial comments in Raconteur on alternative Christmas parties led to a piece in the i Paper and two live BBC radio interviews. The strength and depth of the ecosystem shouldn’t be underestimated.

Being helpful pays dividends

As someone who tries to treat others as I’d like to be treated, I’d like to think I’m generally helpful and responsive. And helpfulness is a real focus for us in our work at Carnsight Communications. If we can connect people through our networks, all the better. It’s gratifying when we’re able to put the right people in touch with each other.

Translate this into your PR approach, and it will pay dividends. If you can connect a friend who needs PR with a journalist who needs their expertise – do it. Don’t expect payment or plaudits (although a thank you is always very welcome!) Helping out both parties only serves to strength your connections and build trust.

Always have a purpose in mind

Finally, networking for networking’s sake is like PR for PR’s sake – it won’t land. There are good reasons for doing both things, so make sure you’re clear on your goals.

Always start at the end – what do you want to achieve? It doesn’t just have to be new clients – with networking, it could be making connections with partner businesses, it could be about meeting people in a new area or it could simply be about socialising. For PR, it could be about recruitment or increasing your authority in a certain area. we’ve written more about the many things PR can deliver for your business in our blog.

And sometimes, happily, networking and PR collide. Here are some of the networks we belong to and contribute to editorially:

Bristol Creative Industries – content site and articles.

Cotswold Networking – via its online magazine.

The Business Exchange – through its magazine and online.

originally posted to www.carnsight.com

This article has previously appeared on the ADLIB Blog.

Understanding Digital Marketing salaries is pivotal for job seekers and employers alike. This ADLIB Digital Marketing salary guide provides essential insights into the factors influencing pay scales and highlights the importance of considering additional benefits beyond salary to attract top talent.

VIEW SALARY GUIDE

How do we benchmark salaries and rates?

The following is based on information collated through working in this industry day in, day out, client briefs taken and placements made by ADLIB in the South West. We stress the importance of context when making salary comparisons based on job title. In many cases, there is a significant variance between the bottom end and top end of salaries paid.

Comprehensive Salary Guide for Digital Marketing roles in the South West:

This guide provides salary bandings for various sector roles and their respective job titles, including:

• Content
• CRO
• CRM
• Paid Media
• Performance Marketing
• SEO
• Social Media

VIEW SALARY GUIDE

What to consider when assigning a salary to a role

If you choose to make a comparison, consideration should be paid beyond job title. For example, take into account the business proposition, any client base, specialist knowledge, time of establishment and management responsibilities. All of which will influence salary.

While salary is a key factor, it’s not the only consideration. To attract the best talent, employers should also focus on:

• Hybrid working patterns
• Flexible hours
• Bonus schemes
• Clear progression plans
• Learning and development budgets
• Wellness vouchers
• Maternity and paternity pay
• Pension contributions
• Health insurance schemes
• Discounted gym memberships
• Social activities
• A focus on employee wellbeing
• Inclusive working environment.

Conclusion

To attract and retain top-tier talent, consider the complete package: competitive salaries and a supportive, inclusive work environment.

Written by Tony Allen, Head of Marketing, Digital & eCommerce recruitment at ADLIB.
– Senior Appointments & Strategic Growth | Agency & In-house Marketing.

originally posted to www.carnsight.com

Is PR largely out of our hands? What can be controlled in a PR campaign?

In contrast to some other PR consultancies, we’re clear that we won’t guarantee our clients coverage in particular publications (especially not within a certain timeframe). It’s just not within our control to do so. In fact, there are a number of things that are out of our hands when it comes to running a PR campaign.

However, we can and do control most of the key parts of the PR process, and these are things that contribute to its success. So here’s more about how we run successful PR campaigns through Carnsight and what you should always consider when choosing a PR professional to partner with.

What coverage is likely

I’m always amazed at people we speak to who say they’ve worked with PR pros before who don’t generate a single piece of coverage for a piece of news. Not one piece. My issue isn’t that PR professionals should guarantee coverage (as I said above), it’s that the right PR consultancy should be able to indicate where they think coverage is possible, and advise on the right approach to secure it. If the news isn’t worthy of a release, it’s important to say so up front. There are other ways to generate coverage aside from pitching news releases, and that’s something that should be discussed before anything gets drafted.

What the angle should be

Sometimes clients come to us with an angle, and we discuss and refine. Sometimes we suggest taking a different approach to get them the results they’re after. That could be for a number of reasons – for instance their new website launch may not be considered newsworthy to publications, but their growth or expansion of the team could be (with a side message on the new site). Or it could be that their target media doesn’t actually cover news, only commentary (so it’s no point targeting them with a news story) or that competitors have recently done something similar, so we’d suggest changing the approach. The angle is key and we’ll always justify why we suggest the angle we do.

Good client service

Good client service is paramount. Maybe it’s because I’ve always worked in service businesses, maybe it’s because we understand how important reputations are, but we do our utmost to deliver good service at Carnsight Communications. That means everything from always keeping in touch, being responsive, regularly scheduling updates and always managing expectations. Sometimes we’re guiding our clients through the PR process for the first time, and often we’re answering questions. But good client service means a lot to us and is completely within our control. We’re proud of our five star Google reviews.

The pitching approach

Sometimes clients come to us with a sector to target in mind, or a dream publication. Sometimes they prefer more guidance from our side. We have a lot of experience across a range of verticals as well as business press and nationals, so we are always happy to give our take and create a bespoke pitching strategy. Although we can’t share details of individual media contacts, we always share a list of where we’re pitching, and that gets updated real-time, as we’re frequently speaking to media.

When to pitch

An important element in a successful pitch is knowing when the time is right. Sometimes it’s about ensuring a pitch ties in with an awareness or focus month. Sometimes it’s about reactive pitching to the right news story (or “newsjacking”). Sometimes it’s about knowing when the journalist is accepting pitches or giving them adequate time to consider a pitch and following up at the optimum time. And sometimes it comes down to the days and times to pitch for a particular publication. A good PR pro will advise and act on this and it should be within their control.

Sharing results and analytics

We still get the coverage buzz – from securing that key piece of coverage for the client to hitting a bullseye publication. We always start off with a media list and a target number of pieces of coverage (which isn’t the be-all and end-off but provides us all with a good guide). Sharing coverage secured is an important part of the process – both giving to our clients promptly and providing them with a platform which they can also share on with stakeholders. Analytics, too, are key. We use CoverageBook which allows us to share images, links and a range of metrics such as Domain Authority.

So there’s a lot that’s very much in our hands within a good PR campaign, and we ensure we provide a five-star service whatever the challenge.

originally posted to www.carnsight.com

By Leigh-Ann Hewer

Depending on your business type and even your individual career experience, hiring a copywriter might be second nature to you, or it might be something you didn’t even know you could do. In the industry I have worked in for most of my career, full-service PR and marketing agencies are in abundance, but copywriters, far less so. But when I attend networking events with other local PR and digital agencies, it’s part of the day-to-day running of their business. So, for the un-initiated, what sort of companies hire copywriters and what kind of things can they help with?

There are many unique variations of how a copywriter can be utilised in a business, but here is a selection to give you an idea.

Supplement agency deliverables

If a business has a fairly large marketing budget, they may decide to employ a full-service marketing agency to take care of all aspects of their marketing for them. The agency might work with the MD of the company, or an in-house marketing manager, to deliver a whole host of communications from PR and advertising, to e-mail marketing and social media management. However, sometimes, if there’s a wide scope of work, there are things the agency can’t help with.

For example, perhaps a company employs a B2B PR agency to place and write all of their trade magazine articles and press release, and build media relations on their behalf, while their in-house marketing team manages their social media channels. If that same company then wants a B2C blog to support their customer base, it might not be the best utilisation of time or resources of the agency or the in-house team. A third-party copywriter that is also an expert in that field, could research topics for them, make suggestions for new posts and deliver regular blogs every month to strategically suite in with the rest of their marketing activity.

It might not be blog posts that need supplementing, but it’s a great example of playing to different people’s strengths and building a team that can work seamlessly together to deliver everything you need.

Supplement in-house marketing teams

The same idea applies if you only have a directly employed marketing team and don’t use an agency. Your team might be fantastic at coming up with creative ideas for how to market your business, building relationships with magazines, and managing your social media channels. But perhaps they don’t have the time to dedicate to copywriting for longer pieces. Whether writing for e-shots, social media, blog posts, press releases or magazine feature articles, each channel requires something a bit different and rather than making do, you could supplement your in-house team resource with some additional copywriting support.

Support start-ups

When a business is first established, it often doesn’t have the in-house capacity to carry out all of the necessary marketing activities, nor does it have the budget to employ an agency. A copywriter can be an excellent interim solution, or even a sole solution in the beginning and then supplementary support as requirements and budgets increase. They will have the skill and expertise to guide you through what you need and to produce copy with impact. Whether it is populating your new website with words, establishing a business blog, or writing feature articles to promote your new business in trade magazines, a freelance copywriter can be a superb way to support your start-up business in the early days.

Marketing agencies in need of additional capacity

Copywriters are also utilised directly by marketing agencies who want some flexible additional capacity. They don’t necessarily need to employ an additional account manager or full-time or even part-time employee, but they do require some copywriting support across the accounts they manage.

I know from my own experience of working in a couple of different full-service marketing agencies, the amount of admin and juggling there is to do in agency life. It takes an inordinate amount of time to build and maintain client relationships as well as establish and nurture relevant media contacts. Add to this all the written work they need to supply across multiple accounts, and you can see why they need some extra help sometimes.

Copywriters can prove to be an excellent resource for agencies that want to ensure they deliver quality copy on time every time.

Different agencies work in different ways. Some assign copywriters to specific clients so they can become accustomed to that client’s objectives and learn what they like and what they don’t like in their copy, while other agencies prefer a scatter-gun approach to using copywriters as and when they need the additional capacity, across any and all clients. While I would argue the more a copywriter can understand the client, the better they can do their job, it’s horses for courses in terms of what works for the agency and the copywriter alike.

Marketing agencies’ own promotion

It’s quite a well-known phenomenon that marketing agencies are often poor at marketing themselves. It’s like the old tale of the cobbler who had terrible shoes. You spend so much time delivering the best service to customers that you don’t have the time to focus on your own needs. This is another area where external copywriters can offer peace of mind and remove hassle.

Whether it’s the business blog that never quite gets prioritised, or the feature articles in trade magazines to promote your wares, copywriters can take on this aspect of your marketing for you. Because you are a client to them, the work gets prioritised in a way it simply can’t be by in-house employees who have customers that must come first. And because copywriters generally only get involved in writing the copy, you still get to keep those media relationships that you have worked so hard to build, and full control over how your blog looks. In fact, no-one outside of the business needs to know that you haven’t written those words yourself.

Is partnering with a copywriter right for you?

Only you can answer this, but whether you are a full-service agency or a business wanting to market your wares, if you have identified a weak spot in your marketing delivery or know your team is pushed to the limit, it might be time to consider outsourcing some work to a third-party resource. Freelance support is flexible too, so if it doesn’t work out, you haven’t committed to a full employment contract. What have you got to lose?

If you would like a strong copywriter to join your team on a freelance basis, to help remove some of the pressure from your existing resources, I’d love to help. Drop me a line at helen@blogwrite.co.uk for a quote on any of your copywriting needs.

Most businesses now know about the power of content. But not all content is made equal.

Different types of content serve different purposes and audiences. So content, for content’s sake is not the best way to run your content marketing strategy.

What type of content marketing should you be creating? Which formats will work best for your audiences? Where should you be activating it for maximum effect?

These are all valid and common questions when approaching a content marketing strategy… and it all starts with understanding your audience.

Understanding Your Business and Audience

Knowing your audience is crucial to building out a strong and effective content strategy.

You need to know a couple of things before you start producing any content.

Firstly, you need to have a very clear understanding of your audience’s habits, behaviours and browsing patterns. What are the things they like? What don’t they like? What are their preferred channels?

There’s no benefit in creating a series of long-form blogs and whitepapers, when you’re audience prefers video content. There’s also little benefit if ploughing resources into channels and outlets that your audience simply does not exist in.

Understanding your business in relation to your audience is also very important.

You need to identify the needs of your audience; their pain points and what motivates them to take action. Then you have to overlay this understanding with content ideas on how you can answer those questions and fix their problems.

When you clearly understand these things, you’re on the first step to developing a content strategy.

Next, you need to understand the buying journey.

How The Buyer Journey Impacts Content Marketing Efforts

Principles such as the 95 – 5 rule outline that only 5% of your audience is ready to purchase at any given time. 95-5 states, that because of this, you should not spend all of your time and efforts trying to convert that 5%. Rather, you should spend it engaging with the other 95.

Now the buyer journey does vary from business to business. For some, it can be days, for others, years.

So what this means, in real terms. Is reducing the amount of hard sales content marketing you produce, in favour of more content that builds relationships, and loyalty and fosters engagement.

Producing high-quality content is great. But if all that content does is try to land a sale, your audiences are going to become very fatigued, very quickly.

What Makes YOU, different?

Finally, you need to understand and clearly establish your unique value proposition (UVP).

What sets you apart from your competitors? What makes your products or services unique?

By understanding your UVP, you can create content that showcases your unique strengths and differentiates your business from others.

This is what’s going to make you stand out!

Shaping Your Content Marketing Strategy

With an understanding of your audience’s interests and your own UVP, it’s time to start thinking about what content you can make,

A well-planned strategy will help you create content that resonates with your audience, aligns with your business goals, and sets you apart from your competitors.

Content creation is an extremely helpful way to drive prospects through the buying process, but also an incredible way to build brand loyalty. Rather than think about the quick wins, you should be thinking more in the long term.

Think about ways you can engage, entertain, delight and educate your audiences, rather than just trying to make a sale.

It’s not about conversions… it’s about conversations.

What content should you be making?

So, the Million Dollar Question… what kind of content should you be making?

Well the answer to that question, should become apparent once you’ve done all the appropriate strategic research and planning.

Depending on the content format and type you choose, you can appeal to buyers at different stages of their journey. From awareness and consideration, through to the final decision, different content types can have varying effects.

The awareness stage

At the awareness stage, potential customers realise that they have an issue that needs a solution.

They won’t be looking for answers at this stage but will turn to search engines and social channels to contextualise their problem.

The best type of content that would help generate leads at this stage is top-level informative and relevant content that will explain their problem, concern or situation. It won’t seek to offer immediate answers and solutions or try to push the issue.

It’s about educating and informing… and you can do this in a number of ways.

Blog posts

A blog post or article falls under the category of awareness stage content. Writing blog posts allows a marketing team to target a specific pain point or problem that your audience is experiencing. You may also use search engine optimisation to target keywords that match the search turn. This will assist you in creating valuable content that search engine users may find, in turn potentially generating leads.

White papers

White papers are a form of long-form material, similar to blog posts. However, they differ from blogs in that they provide a comprehensive answer to a specific issue. They can be used to inform, clarify and educate prospects during the awareness stage. They are especially helpful for B2B companies because they cover specific issues related to the industry.

Video Content 

For the awareness phase of the buyer’s journey, the following types of video content work best:

1. Brand films: These videos share your company’s values, mission and brand story to introduce yourself to potential customers.
2. Explainer videos or animations: These introduce your product or service by focusing on the audience’s pain points
3. FAQ videos: Short videos that answer common questions to educate searchers about their problems and potential solutions
4. Ads: Short, attention-grabbing videos that grab the viewer’s attention and send them to your website for more info

Keep these videos short, educating and engaging not hard selling. The goal is to present your best content, as the solution to the viewer’s problem and make them aware of your brand.

The consideration stage

This stage of the buying process is when your customer starts to think about which service or product to solve their issue.

With extensive research and careful consideration of all available options, it is regarded as the lengthiest phase of the buying process. During this phase, your content marketing strategy should include quality content that is as informative as possible, but content that also flexes your knowledge and expertise around the question at hand.

Social media

Social media can help reveal more about your product and brand.

It can also be the place where your audience can discover more about your brand’s reputation. Social media has an impact on consumers at the awareness stage, but it can also move people from the awareness stage to the consideration stage.

Successful social media marketing, for instance, can show competitive value, increase brand awareness and facilitate decision-making.

Video content

For the consideration phase of the buyer’s journey, consider the following types of video content.

1. Explainer videos: tell your product or service story, and how it solves the customer’s problem.
2. Demo videos: give customers a full view of how your product works, so they know what to expect.
3. Webinars: give customers in-depth information and engage with them live.
4. Comparison videos: compare your product or service to others, and show off your unique selling points.
5. Brand videos: show off your company’s values, culture and expertise to build trust and authority.

These videos should educate the audience about your solution, address their specific problems and differentiate your offering from competitors. The goal is to build trust, give detailed information and convince customers your product or service is the solution to their problem.

Email marketing

Email can be utilised at any point during the buying process, but it’s most effective during the consideration stage.

Your customer might not be prepared to make a purchase at this time. But any queries they might have can be addressed in your emails. Email also allows you to learn more about your audience. Click-through-rates, web traffic, bounce data, email opens and behaviours on your site can provide valuable insights.

To move buyers through the process, you can start introducing your product or service in more detail.

Decision time

This is the most valuable stage of the consumer buying process.

It’s where the buyer will evaluate all of their options and decide on the right provider for a solution. At this stage, your buyer knows about your brand through reading your social media network, digital content and high-quality blog posts, and now intends to make a purchase.

Here’s how you can make a difference at this stage

Free trial

Offering a trial is the best method to address any last-minute queries your customer may have about your service. It’s like how car dealerships give test drives. Many software companies free trials to potential customers to give potential customers increase their customer base and widen their market appeal.

Coupon or voucher

Because it appeals to your customer’s fear of missing out, a coupon or voucher is an excellent marketing strategy for the decision stage. Your customer is already fully informed about your company or product at this point in the process. They are now seeking an excuse to make a purchase. At this point, a short-term offer or deal can frequently earn their business.

Case study

A case study can be used in both the consideration and decision-making stages of the buyer’s journey. They’re essentially a kind of research report that focuses on how your solution helped business at another company. They’re excellent for demonstrating how and why your good or service is superior to those of your rivals. By analyzing these case studies, businesses can identify gaps and areas of improvement which can then be utilized to enhance their own strategy.

Video Content

For the decision stage of the buyer’s journey, the following types of video content work best:

1. Video testimonials: real testimonials from happy customers build trust and credibility and get the potential buyer to take action
2. FAQ videos: Answer any last questions or concerns customers may have before they buy
3. Product videos: show off your product’s features and benefits, so customers know why it’s the be
4. Comparison videos: Show a side-by-side comparison of your product or service vs competitors and your advantages

These should be high quality, short and focused on getting the prospect to buy your product or service. Get them to take action.

Timing is key

Creating content is always designed for the personality and interests of your target audience segments.

But always remember the 95-5 rule, not everyone is ready to buy from you right away. Warm up your audiences and work hard to endear them to your brand during this incubation period.

Wherever you post your content, be it on YouTube, LinkedIn or Facebook use proprietary analytics to monitor the reception of your content. Different channels often have different windows of opportunity for the most effective posting.

Test and learn with this, mix up your posting schedule and try to learn what times work best for you and your audiences.

The Prominence of Video

Now, you’ll likely have noticed the repeat mentions of various types of video content throughout the buyer journey.

Video is more than just a useful tool for conveying information. Video is one of the best ways to tell a story It also has the highest interest level out of any other content form. Making it one of the most valuable and effective parts of your content marketing efforts.

Video content is incredibly versatile and offers a wide variety of creative opportunities for video marketers. A YouTube video, for example, can educate customers on how to use a product, while also entertaining and engaging.

But, there can often be some confusion and concern about producing content like this. You want to be producing quality content. But a lot of people correlate quality content, with extremely high production value and an associated high cost. That’s not always the case.

For example, TikTok can be a very effective source of video content throughout the buyer journey. But TikTok videos don’t need massive production value… if anything, lower production value content works far better here, than something slick and shiny!

YouTube, is becoming increasingly important and quality is important here. It has to look great and something people always overlook, it has to sound great too!

If you’re committed to making video content, know also that sweating the assets is a good thing. Just because you’re making a YouTube video, doesn’t mean it should just be a YouTube video. Consider how you can slice and dice your assets to be used on different channels.

The greater your format variety, the greater your chance of cutting through.

Measuring and Improving Performance

Measuring and improving performance is critical for content marketing success. By tracking your performance, you can identify what’s working and what’s not, and make data-driven decisions to improve your strategy.

To measure performance, you need to track key metrics, such as:

• Website traffic and engagement
• Lead generation and conversion rates
• Social media engagement and follower growth
• Email open and click-through rates
• Sales and revenue growth

By tracking these metrics, you can identify areas for improvement and make adjustments to your strategy.

To improve performance, you need to analyze your data and identify opportunities for growth. This may involve:

• Refining your target audience and content strategy
• Optimizing your website and content for search engines
• Experimenting with new content formats and channels
• Improving your lead generation and conversion rates
• Enhancing your email marketing and automation efforts

By continuously measuring and improving performance, you can optimise your website content creation and activation, ultimately driving better results.

In summary

Content marketing isn’t about creating content for content’s sake – it’s about strategic storytelling that resonates with your audience. The key is knowing your unique value proposition and your audience’s journey, and focusing on the 95% who aren’t immediately ready to buy.

In the vast world of content creation, video content is king, it’s versatile and highly engaging across all stages. Remember, it’s about conversations not just conversions.

The ultimate goal? Content that educates, entertains and connects with your audience!

Originally published on www.carnsight.com

A tip for employee attraction and retention from our Founder, Jessica Morgan: “With the introduction of the Employment Rights Bill, an increased focus on the Real Living Wage and more discussion around policies for life stages, you’d hope we were moving towards a more level playing field in workplaces in 2025. Yes, as an employer I want a strong and stable team, but I also can’t forget my own experience as an employee, and the challenges I faced. Learning from what went badly for you as well as what went well should inform your behaviour as an employer. This feeds into my tip – don’t get so caught up in running your business that you forget the human experience of being an employee.

“Work and life don’t always balance perfectly – sometimes they blend, and that’s normal. So, a few hours off to attend a school sports days, take a pet to the vet or have a hospital appointment shouldn’t be something your employees dread asking for. Work can still be completed. Treating people like grown-ups whose lives outside of work are important should mean they’ll have a better and more productive experience inside work, in turn helping with retention and playing a role in the due diligence stage of recruitment.”

A PR tip from our Account Director, Leigh-Ann Hewer: “Understand the current journalist landscape: Journalists have it tough. Potentially tougher than ever before! So, to really maximise your PR in 2025 you need to truly understand the experience and challenges of being a journalist. From the pressure to get clicks and increasing expectations to write eight-plus articles a day, to the inundated email inbox and impossibly fast-paced news cycle, journalists need PRs to work with, not against them.

“Be responsive, concise, and patient and make sure you actually read the publication you’re pitching to! Of course, this has always been the case, but in 2025 this industry understanding will mean even more as pressures continue to rise and competition increases.”

A social media tip from our Account Manager, Alexandra Johansen: “Don’t underestimate the value of ephemeral content! Instagram made the ‘blink and you miss it’ feature a mainstay in the social media world, and the pandemic only saw its popularity rise. With fewer opportunities for in-person interaction and many feeling less connected, it was only natural to see ephemeral content being pumped out more and more from both personal and professional accounts. But in the last year or two, attention seems to have wavered, with reels taking the spotlight. While this is for good reason, in 2025, I think there’s something to be said for giving the story function some TLC again.

“Not all content is best suited to permanently stick around on your social media profile, be it Instagram, TikTok, Facebook or other. The story function is so well suited for that ‘in the moment’ content, helping your online community to feel like they’re keeping up with you in real-time, or seeing a side of your business that feels less curated. Take advantage of the sense of urgency and exclusivity that story content offers. It can be great for limited-time offers, flash sales, sneak peeks, and links. As stories disappear after 24 hours, they can also be a great way to encourage immediate engagement. The swipe-up and react functions are a great prompt for starting a conversation in the DMs, which is an opportunity for a more personal interaction with your followers than a comment on a regular post.”

A look into the future of socials, from our Social Media Manager, Laura Witte: “By 2025, social media will feel more like an extension of our lives than ever before—both the good and the challenging. AI will become a trusted companion for many, helping us create posts, connect with others, and even manage our time online. Platforms like Meta will offer deeply immersive virtual spaces where we can laugh, work, and share memories with friends, even if they’re halfway across the world. But alongside these innovations, we’ll see a growing focus on balance—tools to protect our mental health, ensure our privacy, and let us step back when we need a break. Social media will continue to evolve, not just as a place for content but as a space for connection and self-expression.”

A look at all things Influencers, from our Account Executive, Ellen Petit: “With the ever-changing digital landscape, there are some new tools worth implementing in your campaigns and strategy. And whilst what works for you will largely depend on your own goals and objectives, in 2025 the influencer tool will still be going strong. In a world of AI, influencers can give your brand the human face that is so needed, forming deeper connections with your target audience. They can build brand credibility, as their already-established community will better trust your brand.

“So, for 2025, consider using an influencer in your niche. This will target your desired audience, leading to higher levels of interaction and content that truly resonates with its consumers. And it’s not just the big celebs! Both micro and nano-influencers can amplify your brand’s messaging, reaching your audience in ways that traditional tools can’t.”

And that’s a wrap on the Carnsight Communications team’s 2025 PR and social media predictions and tips! We’ll catch you this time next year with our 2026 predictions and tips.

To see what other industry pros are predicting for 2025, take a peak at this feature from PR Moment.

Related blogs: Mastering Year-End PR Reviews and a look back at our 2024 Social Media Predictions

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