I hate to tell you, but you can’t just ‘have ideas’. You can only create conditions conducive to having good ideas by equipping yourself with as much intellectual ammunition as possible and keeping those creative muscles well exercised. Steve Jobs said, ‘creativity is just connecting things’ and that’s exactly what having ideas is in its simplest form: connecting one thing to another thing to come up with a new thing. Whether you’re in a creative role and it’s literally your job to come up with ideas daily, or they’re needed in a less obvious way, like finding a solution to a client’s problem, ideas are always needed in the workplace in some capacity. So here are some things we do at Builtvisible to create the right environment for the ideas to come. Research An obvious first step, but one that often gets skipped in favour of getting down to it. Have a look at what’s currently out there about the topic you need ideas … [Read more...] about Ideas that work (and how to have them)
Content creation is more than “just writing” or plopping in as many meme-worthy Shutterstock images as possible – it’s a daring dance that involves being creative, engaging, and targeting the right audience. Not everyone gets that, including most competitors, so take advantage of that lapse in judgement and make your brand stand out as something unique. To achieve this, your brain needs to process multiple streams of information and transmogrify it into something special. And fast. It’s not a task for the faint of heart. So, what if you don’t want to just get the ball rolling? How about turning it into a boulder of engagement goodness to speed up lead accumulation, Indiana Jones-style? After all, great content is a core pillar of any successful digital marketing strategy, affecting everything from brand reputation to your site’s click-through rate (CTR). Why miss out? Today, let’s explore how great web content can help you leapfrog … [Read more...] about Struggling to Get More Leads? Write Great Content!
Google constantly updates its search algorithms without warning or fanfare. Rankings go up, rankings go down, but Google rarely shares more than the odd cryptic Tweet meant to put the minds of webmasters at ease. Over the past year or so, algorithm updates have increasingly rewarded websites that demonstrate expertise, authoritativeness and trustworthiness (E-A-T) through their content, although it’s worth noting that this has always been Google’s intention. These three pillars of content quality are discussed in Google’s Search Quality Rater Guidelines, a 166-page manual given to the ‘search quality raters’ who evaluate Google’s search results. Demonstrating E-A-T is especially important for ‘Your Money or Your Life’ (YMYL) websites, which publish content that could “potentially negatively impact users’ happiness, health, financial stability, or safety.” This generally means websites that provide financial or medical … [Read more...] about How YMYL Websites Can Improve E-A-T
After analysing over 100,000 stories written by children for its annual writing competition, Oxford Dictionaries for Children announced that its word of 2018 was ‘plastic.’ Not long before this, David Attenborough had enrapt audiences with a warning about the devastating effect our global plastic consumption has on marine life in ‘Blue Planet II.’ The above example demonstrates how public attitudes can change at the hands of the media. It proves that the content we consume can bring attention to worthy causes and actively change our outlook. The same shift is reflected in the mindset of consumers. Recent polls revealed two-thirds of consumers think it’s important for brands to take a public stance on social and environmental issues, with up to 87% of participants saying they would buy a product with a social and environmental benefit if given the opportunity. These attitudes are undoubtedly entering the ethos of global brands with the recent drive towards … [Read more...] about How to care in content marketing, conscientiously
As your business scales and evolves, there’s an ever-present question about whether or not you need agency support across key disciplines. The in-house vs. agency argument has raged on for decades, and there are strong arguments for both in-house and agency staff leading strategy and execution. This article will serve as a decision making guide for any in-house marketers currently considering how a content agency might fit into their strategy. It will pose some of the questions you’ll need to ask yourself whilst you make this decision. Though the focus is on content, the consideration process is the same for hiring most specialist agencies. Despite my current agency-side position, I aim to give a balanced view on the pros and cons of hiring an agency, drawing on my previous experience both sides of the table. When a brand hires an agency before they’re quite ready, nobody wins, so it’s in everyone’s interest that brands only go out to tender when they are … [Read more...] about Should you hire a content agency, or keep resource in-house?