Blog Archives - Page 8 of 21 - Mutant Communications

Let’s talk branded video content

From online TV or subscription services like Netflix, to free video on platforms such as YouTube and social media, folks in Asia are consuming more video content than ever before. You’ve heard this all before – and while brands now have a robust video strategy in place, creatives are still far from perfect.

Here’s our 5 key takeaways on creating effective online ads for branded video campaigns:

Optimise video for mobile

Mobile is already the primary device for accessing the internet in APAC, yet, brands still choose to produce glossy 30-second TV-type ads that do little to hook mobile users. Because content is consumed differently on mobile devices, brands need to ensure their videos capture attention and emotion from the get-go.

Make a sentimental pitch

Video tech company Unruly’s data shows that sentimental storytelling ads are the best performers for 18-34 year olds, a key audience segment for many brands. The study showed that millennials have a stronger reaction to emotional content like this 2014 campaign for Thai Life Insurance.

Make it work for sound-off

According to Unruly, 80% of millennials mute a brand’s video ads. To engage this audience, advertisers need to create content for a sound-off experience. Avoid dialogue and use text and graphics to draw consumers in

Tailor video for specific social media

YouTube users hold phones sideways to consume content, while Facebook videos are best viewed upright. Majority of Facebook video is watched without sound, while YouTube is always played with full sound. Instagram, Snapchat and Twitter come with their own peculiarities. Brands that stand out are the ones that are tailoring social media content for each channel and country’s internet speeds.

Think beyond views

When it comes to measuring a video’s success, views aren’t everything. Whether it is to increase awareness, consideration, or influence sales, it is important for advertisers to establish marketing goals for their campaigns, and then come up with a set of KPIs to track and measure campaign success.

Let us help you create effective content – drop us a message at hello@mutant.com.sg

PR is evolving, and so should you

The way we communicate has completely changed over the past decade, including the concept of Public Relations and the way we do business. Recent office chatter brought up stories of how things were done back in the day. All media clippings were processed in-house and keeping a media list up to date was a job on its own. Today we outsource these services that helps us focus on what’s important.

In a rapidly evolving industry, there is no place for complacency. PR professionals should develop a hunger to learn more and become a specialist in the field. The ability to write an impressive press release and put together an amazing pitch is no longer good enough. The scope has moved far beyond drawing up a media list, writing a press release and following up. In order to make an impact across all platforms, we now have to focus and build relations with key media in the digital and social space. PR professionals or agencies that are not evolving with this landscape will be left behind.

Clients are expecting more. They want to be relevant and make an impact where it matters most. Here’s how PR and marketing can adapt to meet clients’ growing needs and demands.

Access to information in the palm of your hand

Unless you’ve been living under a rock for the past decade, the way people access information has changed entirely and continues to change. Your target audience have gone from readers to users. Information is readily available to anyone, everywhere, at any time. Make sure you change with the times and keep content interesting, relevant and easy to consume. Check out our blog 3 ways to help bring your content back to life for some tips!

Find the right influencers

PR professionals and brands still dismissing influencers and bloggers as real content creators are committing professional suicide. Influencers are the most connected people today. Their devoted followers trust what they say and many influencers have larger followings than many media outlets. Collaborating with an influencer in your industry is a great way to get traction and interest in your brand or product. A word of caution though — don’t go in blind, it’s important to partner with someone who is relevant and authentic to your audience and brand.

Learn a new skill

The PR scope is getting wider and clients are demanding more. To be able to keep up with the demands, learn a new skill, understand how digital platforms work – it’s the only way to improve your offering.

Content

Content is and will always be king. Having the ability to create compelling and shareable content will make you indispensable. Learn the art of writing for various platforms. Know your audience and create captivating content that will get people talking. Great content adds value to SEO efforts and it encourages engagement, which means your content or brand will be seen.

Public Relations will always be about storytelling and being able adopt a forward thinking approach to how we achieve our targets.

Need help telling your story? Drop us a message at hello@mutant.com.sg

How to create a Buyer Persona

Sophie is 35 years old. She’s just been promoted to Marketing Manager at the Tech company she works for. She learned the ropes in a Marketing Assistant role and her seniors expect a lot from her position. Her first order of business: improving the effectiveness of the company’s marketing.

Here’s the catch, Sophie isn’t a real person. She’s a buyer persona – a representation of an ideal buyer.

With consumers exposed to as many as 5,000 marketing messages every day, creating user personas help businesses break through the clutter and capture attention with relevant content. It humanises your customers and paints the picture of an individual buyer, identifying their problems and values.

Apple’s success story

Apple effectively uses buyer personas for its different products. Check out their persona focus technique in this iPad 2 advertisement:

Now watch this:

https://www.youtube.com/watch?v=rTFPB4OUqrM

The first features the user scrolling stocks and investment portfolios, capturing the business professionals’ attention. Suddenly, they can see how this product would fit into their work life and visualise themselves using it in their day-to- day business needs. The second shows an adrenaline junkie preparing to take on the torrential rain with his iPhone 7. Creating this persona attracts the outdoorsy types and demonstrates the waterproof features of the new device.

How to create buyer personas

Creating the profile is probably the most important stage in the process – get the wrong persona and you’re marketing to a completely different audience, not to mention wasting your time and efforts. Here’s a couple of steps to consider to get you started when creating your buyer persona:

1. Establish the basics

Segment your target group and ideal buyer by gender, age, job title and role responsibilities. Identifying these basics will give you a strong starting point of who you are targeting.

2. Learn from example

When you create a persona, you are creating an example of your ideal consumer. From this example, you can identify your consumer needs, objectives and potential obstacles. Doing this also gives insight into how your buyers view your products and services. Use this information wisely to improve your offerings.

3. Study, study, study!

To do this study their needs, concerns, frustrations, urgency to buy and ability to buy. This helps to develop and tailor content that appeals to your target audience, resulting in greater leads and sales.

If you need help creating your buyer persona, drop us a note at hello@mutant.com.sg – we can help you to tap into your target market!

Small fish, big pond. When to outsource your marketing

Whilst almost everyone can grasp the basics of marketing, what does it take to really shine?

The overarching goal for most businesses is to expand and grow, though when it comes to marketing, too often there is a shortage of time and resources to figure out the most effective digital, transactional, and diverse strategies. Sure, you can try do it all yourself but that could lead to poor quality, potentially harming your business. And what a waste of your productive time and money that would be!

Hiring an agency to give you a hand is no longer exclusive to bigger shops, in fact, it is a lot more common than you think for small to medium size businesses to call in some experts to give them the boost they are looking for.

First and foremost, you get a VIP pass to expert industry knowledge. The benefits are immediate. A great marketing agency is not only up to scratch with marketing technologies and how to make them work for you, they also have the experience of doing it for others. This could give you the edge you need and saves you scrambling to play catch-up with competitors.

Secondly, putting your marketing in the hands of specialists, means your marketing won’t suffer due to staffing issues. Consistency is key when it comes to successful marketing, especially online – if not, Google will notice flows in your content production. Nowadays, all it takes is for your in-house marketer to go on holiday or have a sick day to affect the smooth running of your output. Outsourcing simply keeps the consistency despite what may be happening in the office. All the while, you get to focus on what your business does best. Working with the right agency not only means being up to date with latest technologies, it also helps to know where your target audience is and what systems are best suited to tap into them. All you need to do is sit back and watch your market grow with the trust that this is being done for you.

Outside knowledge from working with an agency can bring you and your business numerous benefits that you may not have considered; fresh eyes, new ideas, industry expertise and technology know-how. Skype, for example, used a team of developers in Estonia to build out their business when they first got started in 2003, leading to a buy out with Microsoft in 2011 for $8.3 billion USD. Slack is another company that has seen great success outsourcing design in its early days.

Last, but certainly not least, brand monitoring. Outsourcing your marketing function shouldn’t be a one-trick pony. A dedicated and proactive agency should be continually optimising your marketing efforts. The world is a competitive place for brands big and small, and it is crucial to lower your risk of market stagnation. Brands need to be up to speed, consistent, as well as creative with their ideas. Having a great marketing campaign but not the strategy and monitoring in place is a slippery slope for brands. However, an agency will constantly try new things to keep your business on trend to deliver agreed-upon goals.

Sound good? But where do you start. Choosing the right agency for your business can be mind boggling and full of people trying to sell you something without your objectives in mind. Find an agency that understands your brand and is willing to take the time to work out the best strategy for your business.

If you want to discuss your business potential, big or small, drop us a message at hello@mutant.com.sg

How to combat fake news

There’s no news like fake news! While fake news has been around for a long time, the 2016 US presidential election showed the lightning speed at which it goes viral on social media. And brands aren’t spared either – the rise of malicious content and alternative news sites means that brands have to protect themselves, now more than ever. That’s exactly what a Washington DC pizzeria discovered when it fell victim to fake news reports that led a man to open fire in the restaurant following claims of it being a child-abuse ring.

For brands, combatting the menace of fake news means getting back to the basics of PR and developing a crisis communications plan. Here are some tips for brands to counter fake news effectively:

Stop feeding the trolls

If you’ve fallen prey to fake news, assuring people by making official press statements would only grant a short-term relief. Take this opportunity to turn a crisis around. Instead of replying to negative messages with negative response, focus on spreading positive news. Be diligent in your response, leaving no room for interpretation. Explain why the news is incorrect, state your brand’s position in that context, and distribute your content accordingly.

Don’t over react

Recognise the difference between fake news and sarcasm as some media outlets may take a contrarian view. Identifying this can be crucial and should be tacked with good humour as opposed to being defensive!

Make employees your brand advocates

In times of a communication breakdown, it is key to ensure every employee is equipped with the right message. To do this, everyone in the company should know what happened and where the truth lies. An employee may take to social media to express their own opinion about the firm, and if this opinion is ever based on fake news – a small spark is enough to start a fire.

Active monitoring and response

Implement robust monitoring for all social channels, sub-brands and key spokespeople. Get rid of auto-responses, instead respond proactively and in real-time. Moreover, investments in paid search and promotion on social media sites can go a long way to countering fake news. Have adequate skills and budget in place for paid planning and targeting.

Publish more often

Written content has the ability to combat a fake news story, alter a negative situation, and reinvent your brand in a positive light. Do not republish attacks. Instead, share positive content that counters fake news via owned, shared media channels and influencers including traditional media in the form of blogs and thought leadership.

Facing troubles tackling fake news? We can help! Reach us at hello@mutant.com.sg

4 Step guide to defining your brand voice

When it comes to your business, your brand voice is everything (well, almost!). Your voice communicates your brand, core values and the type of relationship you want to have with your consumer. It sets expectations and helps build trust. In fact, your brand voice is so impactful – it can make or break your business. That’s why it’s important to get it right early on.

And yes, we know it’s no easy task creating a voice for your brand. It takes time to get it right so you should never rush it. Take your time and follow these four steps:

Step 1: Who are you?

It’s as simple as that. What is your business all about? At this stage, it is about defining your company values – what you stand for, what makes you unique, and why you exist? And even if you aren’t offering the sexiest product in town, it doesn’t mean you need to come across in a boring manner. Have fun with your brand and really stand out from the crowd! Suggested read: FunTech: Make that content cray

Step 2: Who are you talking to?

First, define your audience. Who is your key customer? Are they likely to respond to a very casual tone with lots of humour? Or perhaps your customers prefer a more corporate approach. Either way, you know your customers, so work out the best way to speak to them.

Get your team together and brainstorm answers to the following:

I want my brand to make people feel _______.
Three words that describe my brand are _______ , _______ , and _______.
I love the brand voice of _______.
I dislike the brand voice of _______.

Doing this will really help you define and drive your communications.

Step 3: Strip it back

Ok, so you’ve now identified what your brand represents and who you’re talking to. The next step is to create a list of brand buzzwords and as well, a banned list of words or phrases. Focus on specific things that encompass what your brand represents and decide how you’d like them to be communicated. Here’s your chance to think outside the box and really get creative.

Step 4: Stimulate visually

Words are one thing, but a picture tells a thousand words. The imagery you use across your marketing should show a brand story and convey a strong message. Try creating a series of graphics that are unique to your brand and match this with quirky copy.

Here’s our favourite example of a brand that’s really created an amazing voice – Vinomofo. Their audience is made up of wine lovers but what makes this brand unique, is how they convey their message to their audience. From the way website looks, to the fun tone used in their copy, all the way through to culture which is clearly represented through the imagery – it all really helps differentiate the Vinomofo brand from any other wine company or distributor around.

Check out the tone of their website bio:

Do yourself a favour and scroll all the way down to the bottom of their home page – make sure you read all the text. It’s so funny and entertaining! It’s rare to find a brand that communicates this way. Reading their content makes you feel like you’re having a direct conversation with Vinomofo – and they really do have fun communicating their message.

If you need help standing out from the crowd, drop us a note at hello@mutant.com.sg – we can help you take your brand tone from boring to brilliant!

How to manage your brand reputation online

The secret to becoming a world class brand? Going beyond social presence. Technology has enhanced the ability for brands to engage consumers anytime, anywhere –but you can’t just rely on the technology alone. In the fast-paced world of GoPro, Netflix, Spotify and Instagram, let’s not forget Pampers, Oreo, Dove and Charmin. And for good reason.

The success of these legacy brands proves that while creating a kick-ass marketing content strategy is vital, maintaining reputation is just as (if not more) crucial to your brand. So how do you keep up?

Here’s a few tips to get you started:

Monitor what people are saying about you

Blog posts, social media, customer comments, reviews, Tweets need to be on your radar. Every time you find a comment about your brand online, remember others can see it all over the world. However, sifting through all your online data can be time consuming. Tools such as, Google Alerts and MonitorThis, are easy to set up and allow you to filter to get the relevant notifications.

In today’s highly competitive world, tracking and listening to social conversations aren’t enough. Brands need to proactively engage with consumers – this includes responding to both positive and negative feedback and reviews. Nobody wants to do it, but to manage your online presence, you must deal with negative feedback head-on.

The best way to protect your brand image is to work to resolve negative criticism. Not all feedback is bad feedback, distinguishing the harmful from the productive is key. If there is feedback that you can work with – it is often useful to keep your response visible, just make sure you are able to identify the difference between trolls and constructive criticism. Stumbling across posts or comments that are less favourable means that your target audience can too, which is why removing negative comments from internet trolls on your website or blogs is vital too.

Create amazing content

Anyone can sit down and write a ‘standard’ blog post, but creating ‘amazing’ content — that takes time, dedication, and effort. That’s what Oreo’s Halloween 2015 campaign demonstrated when the brand created a Vine video series spoofing classic horror movies featuring cookies.

Understand your audience

This always has (and always will be) key to maintaining a relationship with your consumer whether it’s online or offline. One brand that gets it is Netflix. The video streaming company leverages its vast amount of data to dig deeper and understand who its social audience is. Whether it’s a famous quote from one of its available titles, or a GIF that summarises how most of us feel about the video streaming site, Netflix continues to create content that its users can relate to.

Embrace the weird and run with it

Whether it’s fun, silly, quirky, factual or awkward – embrace your target audience’s humour and reflect that in your brand’s personality. The big names in branding don’t just use social to market products. They create a community that can come together to share advise, feelings and memories. This is simply learning to nurture your target market. The iconic nappy brand, Pampers, creates a safe online platform for soon-to-be parents to come together as they embark on the adventure together.

Big bang versus thinking small

When toilet roll company, Charmin, were faced with the difficulty of creating excitement around their loo roll, did they succumb to the challenge of coming up with a killer marketing strategy? Nope, they introduced #TweetFromTheSeat campaign, where consumers could participate in the hilarity of Tweeting while…er, doing their business. Ridiculous but effective.

Satisfy customer cravings

Whether it’s a Galaxy chocolate advert or the latest news on upcoming technology trends for 2017, it’s worth tapping into consumer insights. A great way to pique your target market’s interest is to empower users – user generated content makes the brand more approachable. This also allows you to convert their eagerness into a marketing win. Users get the opportunity to share their own story socially. GoPro not only create great content for social but also amplify user-generated content with zero ad spend. Win, win!

The bottom line is that your online management and reputation is important, now more than ever. Brands need to stay abreast with what is happening with their image online. Once you’ve found your online voice, be mindful of your ongoing image and how you want to be seen to the world. No two brands are the same and neither is their reputation. It is about identifying the right strategy that works for your brand.

If you need help creating your personalised brand strategy, drop us a note at hello@mutant.com.sg

3 Ways to help bring your content back to life

Creating content may seem simple, and sure enough it is, but keeping your audience engaged is a totally different game. When we talk about content, you might automatically think of a blog post or article that you post onto your website, and while this may be partly true, content can come in many different forms, such as videos, graphics and e-books. Often these can be a lot more interesting and creative – and is exactly what is needed to keep your readers interested and engaged.

Here are three tips you can use to keep your content alive, and your audience coming back for more:

1 Repurpose and re-use

No doubt you have already written a lot of content, much of it is probably timeless. Great – don’t waste it. Just because you’ve written a blog and posted it on your website one year ago, doesn’t mean it needs to stop there. You can re-use your evergreen content and repurpose it for a different platform. For example, if you’ve shared some amazing healthy tips about the different ways to use chia seeds, why not create bite-sized video content and deliver this across your social media channels. You can even do a recipe album on Facebook. Remember, there are endless ways to revitalize older content and re-fresh it to keep your readers excited and engaged with your brand.

2 Hook with a headline

You can spend all the time in the world creating something fancy, and sure, that’s very important. But what’s equally important is the hook of your headline. Your headline is what will draw readers in and get them to click your material. Get creative and tip the readers off with just enough information to maintain the mystery. But make sure you’re genuine with your headlines and avoid creating clickbait headlines as that will just annoy people. Here’s a great example from Buzzfeed on Facebook for all you Friends lovers out there. I don’t know about you, but I certainly clicked on this link.

3 Get personal

Gone are the days where direct selling was the main way to secure business. We’re now living in a world where customers want to see the ‘real’ you – and the Internet and social media have opened the doors to this type of discovery. Your customers want to know your story, the people behind the brand, and they want to talk to you. Share real stories about real people – be it case studies or behind-the-scenes footage. Open the lines of communication with your customers through social media by posting exciting and fun content, and write as you would speak – you know, like a conversation.

It’s time to let your customers in and get personal. Tell your brand story and develop content with a human element. Show people who you are and what you can do without making an obvious sales pitch. Your content strategy should be filled with cool ideas that have your customers craving for more. The key is to have fun, be consistent and creative.

Let us help you bring your content back to life – drop us a message at hello@mutant.com.sg

How to come back from a content mistake

One Academy Award, 14 Oscar nominations, and once considered the most powerful man in Hollywood – Warren Beatty is now going to be remembered as the guy who read out the wrong name.

Things went downhill soon after the cast of LaLa Land went on stage to receive the coveted Best Picture award. Even as one of the producers was speaking, viewers at home saw someone run across the stage holding an envelope. It was quickly announced that it’d been a mistake, and that Moonlight was the actual winner of the prestigious award. The live audience collectively held its breath the entire time. But no matter how many times you watch the blunder, it doesn’t get any easier watching poor Beatty trying to explain it away.

But, mistakes happen. And marketers operating in real-time know this better than anyone else. We’re breaking down the mistakes and lessons to be learnt from this train-wreck.

Mistake #1: Driving yourself crazy with self-editing

Of course, checking what you have written is a good habit to get into, but do you really need to spend hours self-editing content that already took you hours to write? When it comes to content marketing, practice makes perfect. Yes, editing is crucial, but it should only take you a few minutes. Constantly reviewing something is a recipe for disaster, at least in the same day. When the writing is still fresh, your mind will automatically make up the gaps in your copy and your editing will be subpar. Instead, put it away and come back to it another day — or at least several hours later.

Mistake #2: It isn’t relevant

You take the time to write a content piece, possibly spend longer than you should editing and build a landing page, then there’s one thing that kills it- it’s irrelevant. And we all know that irrelevant content doesn’t drive engagement. The answer to this is simple – sit down and do your homework. Make your content is easy to read and digest. The goal is to leave your readers hungry for more.

Mistake #3: You’re too jumbled up in SEO

If you are clogging your content with back links and unnecessary keywords, your just making life harder for yourself, and your readers. Remember to write for people first, and search engines second. This way, it makes your content more readable and sharable.

Mistake #4: Your focus is quantity over quality

The biggest secret to content marketing is just that, the content. Producing blogs posts to fill that promised KPI isn’t going to bring much value. One of the biggest mistakes made is wasting precious time and resources creating content that is not attracting your target audience. Delve into the mind of your audience. Who are they? What do they need help with? And craft content to solve their problems. This is a lot more valuable than the rat race of getting a blog out before your neighbour just for the sake of it. Put more focus on creating and promoting quality content that’s fit for purpose.

Mistake #5: You’re selling too hard

Golden rule#1: content marketing is not created for hard selling. You create to educate, inspire, engage and build your brand. Not to receive immediate acquisition. Of course, gaining business is an important goal, but it shouldn’t be obvious to customers. These days everyone does their homework online before purchasing. That’s why it’s important to provide relevant information, answer consumer questions, solve problems and offer alternative perspectives. Because if you don’t, someone else will.

Mistakes happen to the best of us – it what makes us human. Here’s hoping that LaLa Land Producer, Jordan Horowitz, and Moonlight’s Director Barry Jenkins can see it in the same light.

If you need help crafting a killer content marketing strategy, drop us a note at hello@mutant.com.sg

6 tips to help you pick the right content marketing agency

If you’ve heard it once, you’ve probably heard it a thousand times: content is king. And unless you’ve been living under a rock, you would also understand the important role content marketing plays in driving leads and delivering results.

Traditional marketing is falling out of favour with many consumers, and content marketing fills the gaps with regular creations and distribution of quality information relevant to your target audience – drawing them in and ultimately turning prospects into customers.

Sounds great doesn’t it?

But the only problem is that content marketing requires a full strategy, time and dedicated resources. This means that at least one or two team members should be dedicated to executing your content strategy, which can be tough, particularly if you don’t have the knowledge or manpower. If you don’t have the time, your next bet is to hire an agency to assist you. Agencies are generally made up of skilled professionals, meaning you can utilise many different talents and levels of expertise to help you drive your marketing strategy forward.

But with so many agencies out there, how do you pick the right one?

Here are some tips to consider when choosing a content marketing agency:

1. Define your purpose

This may seem like a no-brainer question, but so many brands out there get caught up in creating content just for the sake of it. When planning your strategy, really think about your key goals, and what you want to achieve. Do you want traffic? Increased conversions and leads? Or perhaps building brand reputation and awareness?

Your goals will determine your agency evaluation criteria. For example, if you’d like to to develop a strong content strategy, you might focus more on the team’s knowledge of your industry and knack for strategic and analytical thinking. But if you just want to outsource the content creating process, you would more likely look at hard skills such as subject matter expertise and video or photo editing skills. Most brands might not require the full breadth of an agency’s content marketing skills, so tailor your search accordingly.

2. Measure success

Ultimately, what you want out of your chosen agency is measurable results – to determine your ROI. So find out how they measure success and what content management tools and data sets they use. Getting to know and understand their processes should give you more confidence to select the right agency for you.

3. Do the groundwork

Being a content marketing agency without a blog and social media accounts is akin to a pilot without a license: unqualified for the job. Don’t take what they say at face value, do the necessary legwork to validate their claims. Check out the quality of articles on their blog, who writes it, and how they’ve been growing over time. Their abilities should shine through at this point, and if you remain unimpressed, move on to the next agency.

4. Get to know the team

Ensure the people working on your account are knowledgeable and skilled. It’s not uncommon for top-level executives to pitch for your account, and then pass it over to other members in the agency – but it’s also your job to get to know who will eventually be on your team. Clarify these details, find out their track record, and if possible, meet and get to know them. They are the ones who will pluck out everything amazing in your company, and turn it into fantastic content that’s worth sharing.

5. Test the relationships

A good relationship is crucial, so make sure to pick a team that you’re completely comfortable and confident in. Besides having faith in the agency’s abilities, you should also feel assured that they will not hesitate to tell you if your ideas might not work, and recommend other strategies that are in line with your goals. Having a good working relationship also helps when you have to coordinate between your in-house team and the agency. The agency should be working as an extension of your company, and should help make this process seamless.

6. Don’t forget culture and values

While it’s important to assess an agency’s skill set and competency, cultural fit is also an important factor to take into account. Besides allowing for a smoother partnership, a good culture also determines the type of team you get. People are an agency’s number one asset, which means success comes from the right people with the right skills, doing the best for their client. It’s essential for the agency to have clear values in place, because those values shape the culture that attracts and retains top talent. Without an amazing culture, an agency will be subject to high turnover, which may affect your account.

And there you have it, 6 things to help you choose a content marketing agency. It’s not an exhaustive list, but it should help you get started and point you in the right direction.

Drop us a note if you’re in the market for a creative content marketing agency. Reach us at hello@mutant.com.sg.

Fall in love with data to shape your content marketing strategy

The first thing that often comes to mind when someone mentions content, is creativity. That’s almost true – great content is indeed dependent on creativity, but it’s also reliant on data. Data helps guide content towards the next best direction. After all, brands aren’t just shelling out money for nothing – they want to see value and ROI.

Data should never be an afterthought. It should be looked upon as an integral part that can help a business angle its content to accurately reach their audience and drive results.

So if you’re having trouble filling up your content calendar, look to your data set first. It’ll give you access to the latest trends and insights – and as well a whole new mindset on how to approach your content marketing strategy.

Here’s where to start:

Step 1: Do your research

Kick off with extensive research on the external data that’s available to you out there. Start with these:

1. BuzzSumo

BuzzSumo is great if you’re looking to see which specific keywords/topics are trending. You’ll also be able to see the number of social shares and engagements a particular topic has received. You’ll be in luck if the topic you’re writing about is already trending.

2. Google Trends

Always wondered what people are searching for on Google? Here you’ll find market-specific trending searches and search interest in various topics/keywords.

3. Twitter

Twitter makes it really easy for you to look at what is currently trending – just look to the left on your homepage and you’ll see the number of tweets each trending hash-tag has received. You’ll also be able to view market specific stats relevant to your preferred location.

4. Instagram

Instagram doesn’t quite have the same function as Twitter, but if you tap on the ‘Explore’ tab in your account, you can see what’s popular. Keep in mind that this is tailored according to your behaviour on Instagram, so the results won’t be an accurate reflection of what is truly trending.

Another feature of Instagram is hash-tags. Hash-tags with the most number of posts attributed to them signify popularity. Movements or trends that start on Instagram will usually use a unique hash-tag to group all related posts together as well. For example, take a look at Jamie Oliver’s #MeatlessMondays. Since this began, hordes of other food bloggers and enthusiasts have jumped on the bandwagon to produce related content.

If you’re unsure what hash-tags to use? Check out this link. However, it’s always important to keep your hashtags relevant to your content. For example, don’t hash-tag #dog if your photo is about baking.

5. Facebook

If you’re on Facebook’s mobile application, you’ll be able to see what’s currently trending through a quick tap on the search bar. This mostly changes everyday so if you see recurring topics that have remained on this page, you’ll definitely want to try and angle your content around that.

Step 2: Look deeper into your existing content

Recommended reading: When was your last content audit?

Now that you know what topics people are talking about, you should now take a look at the other side of the coin. An internal content audit will give a deeper insight into how well your current content is performing. This is where you’ll find out what your audience likes, and what they aren’t really receptive to.

For starters you can take a look at your website analytics and social traffic.
Website analytics

Google analytics is a nifty tool for any content marketer out there. Simply set up your account and copy the unique code on your site (if you aren’t sure how to do this ask your web developer). This tool will offer insights on your web traffic and referrals – you’ll also be able to identify your most popular content pieces in terms of views, time spent and bounce rate.

Social traffic (Facebook, Instagram and Twitter)

1. Twitter Analytics – this can be found on the top right portion of your account.

Here you’ll find tons of useful data, including Tweet impressions, profile visits, mentions and follower growth. You’ll also be able to export these analytics into a useful Excel sheet so you can match these numbers together with other data that you’re analysing.

2. Instagram

If you’ve linked up your Facebook page with your Instagram account to get a business profile, you’ll get access to useful data including number of impressions, reach and engagement for each Instagram post. Simply go to each photo and tap on ‘View Insights’.

3. Facebook

Facebook has a really intuitive way of presenting data. Simply go to your Facebook business page and click on ‘Insights’. This tab will tell you everything you need to know from the thousands of people you’ve reached to the number of people that have liked/un-liked your page in the past month.

For starters, click on ‘Export Data’ and exporting ‘Post Data’. This will show you key information on individual post, such as reach and engagement. But of course, feel free to play around with your Page insights – there is a lot there to explore.

Step 3: Set your KPIs

Now that you’ve extracted your internal and external data, the next step is to set your KPIs. With all of your previous research in mind, you should now have a clearer idea of what a good result looks like, and what doesn’t. This would then set you up to decide on achievable and realistic KPIs. Here’s some ideas for realistic goals you can set:

Web traffic

In Google Analytics, you’ll want to set your goals based on your past sessions, new users and page views. If you’re slightly more advanced, you can break the data down to the different channels where your traffic comes from. For example, finding out where the majority of your web traffic comes from, i.e.Google, Facebook, Twitter, Newsletter etc.

Engagement

One of the biggest issues that content marketers face is driving engagement from their audience. Because you’ve already done your content audit, you’ll now know what numbers signify a good engagement rate.

On social, you could set goals based on reach, impressions, engagement, link clicks, comments and shares. On your website, you may want to work on improving lead generation from newsletter sign-ups or free source downloads through your content.

Getting started on a content marketing strategy can seem daunting because there are so many factors to consider. But take it one step at a time and it’ll no doubt pay off.

And finally, in the wise words of David Welch, Former Adobe VP of Marketing Insights & Operations, ‘Creative thrills, but data pays bills’.

If you need help in shaping and executing your content marketing strategy, drop us a note at hello@mutant.com.sg.

7 things to consider when choosing the right PR agency

Are you thinking about hiring a PR agency?

With so many agencies to choose from, it can definitely be an overwhelming process to find the perfect partner to help communicate the right brand message to the right audience.

Whether you have gone through the selection process in the past or you’re looking for the first time, here are the 7 crucial factors to consider when screening potential agencies:

1. Plan and prepare

First and foremost, you’ll need to decide what your business goals and objectives are. Do you want to achieve brand awareness, or make your new product launch the talk of the town? Or perhaps you want to establish yourself as an important thought leader in your field? Having a clearly defined goal helps to narrow your search down to find agencies with the right capabilities and expertises.

2. Size does matter

Bigger doesn’t necessarily mean better. Large firms may have greater manpower and resources, but smaller agencies make up for it with a nimble and flexible team that’s quick to catch changing trends. By default, smaller agencies have a flatter hierarchy with less bureaucracy and red tape. This can translate into saved time and resources, and greater visibility into operations. What’s important is to identify an agency with the right size and fit for your brand – one that has the relevant experience and staff to meet your needs.

3. Avoid a bait-and-switch

When hearing pitches, pay attention to the team. Make sure what you see is what you get. Are you dealing with a large agency where smaller accounts are handed down to junior staff? Will the team pitching to you be working on your account? Some agencies send a pitching team made up of senior partners and the top creative honchos to woo you, but once business is secured, the account will be handed off to other members of the team. Clarify who will be developing and executing the campaign to avoid unpleasant surprises.

4. Making connections

When you hire an agency, you gain their valuable contacts and connections. Make sure the agency has trusted and positive relationships with the right people and media. Besides making it faster for you to see results, your business would also be able to leverage upon those relationships beyond PR purposes.

5. Area of expertise

It goes without saying that the agency you hire should understand your industry and the basics of your field. Having to constantly explain programmatic buying to the account manager can get frustrating, so pick an agency that has experience in your industry and region. They should be able to work their magic and simplify the technical jargon, making even the most unsexy topics sound fun.

6. Practice what they preach

PR is one of the fastest moving industries, and it’s important to ensure the agency you choose is dynamic and always one step ahead.

Here are a few things to keep in mind when making a decision:

Are they experienced with social media?
Do they provide digital strategies in addition to traditional PR?
Are they able to provide media training?
Can they build great thought leaders?

If, for example, an agency says they specialise in executing social media strategies, check to see if they have an updated blog and social media pages. You can tell a lot about an agency through its online presence. Are they practicing what they preach?

7. Counsellor versus yes-man

While it’s important for an agency to execute campaigns well, they should also be providing strategic counsel and speak up when they feel your ideas won’t achieve much. Instead of a yes approach, an agency that challenges your ideas and offers alternative solutions works better than one agreeing to every single idea. Having an objective view and strong news judgement is one of the biggest benefits to hiring a PR agency. You want an agency that takes initiative and thinks outside of the box to find the best solution to help achieve your goals.

Keeping these tips in mind will help you choose the right PR agency with the appropriate capabilities, experience, and right fit for your company.

Keen to learn more about what Mutant can offer? Drop us a note at hello@mutant.com.sg.