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CONTENT MARKETING CAMPAIGN
McCANN BRISTOL: REFUGE - MY HUSBAND, MY LOVER
This is a great piece of work. 'My Husband, My Lover' is the follow-up to McCann Bristol's pro bono campaign for Refuge that started with a series of compelling reversible poems over the 2018 Christmas period. This time, with Valentine's as the focal delivery date and subject-matter, a single poem has been released.
Read the poem top to bottom and you are caught up in a whirlwind romance. Read it in reverse and the narrative shifts, shocks and makes you think, reflective of just how quickly a relationship might take a turn for the worse.
There is no doubt that this is a clever and we'll crafted campaign. It is rightly gaining plaudits for its message but those are mostly to be found on LinkedIn or among marketing professionals on Twitter, as curated and amplified by the charity itself on their social network.
A victim may not self identify and share their experience of, or how they identify with, the campaign itself on social. It is great work that truly should be seen. I just hope that as a piece of persuasive messaging, it has been effective where it matters and with the right people, not marketers.
Additional channel support for the Christmas campaign poems also saw two video versions created and full page print ad distribution. Whether the Valentine's poem was created by the considerable copy talent at the same time as the Christmas assets is unclear. A single Christmas video to enable a single Valentine's video would have been a possible consideration for the benefits of campaign recall over time.
The charity's role in social should be to convert the campaign awareness into vital and discrete support for victims or education for those to spot the signs of domestic abuse in others. Support can be achieved through the dedicated Freephone 24-Hour National Domestic Violence Helpline: 0808 2000 247.
A clever social interpretation would be to deliver the poetry content through Instagram Stories using the tap-along functionality for the first read, followed by an instruction to encourage a reverse tap to activate the mechanic in a more tactile manner. Additionally, the use of the Thread mechanic on twitter would allow for the narrative to unfold before the culmination in the reverse read engages you with the upward scroll.
Agency: McCann Bristol
CONTENT MARKETING ARTICLES
A Clear Choice: Fiverr Acquires ClearVoice - Fiverr
Whilst Fiverr had an early reputation for being the go to place to get a caricature version of someone’s face for a quick Secret Santa fix, it has quietly been responsible for the outsourcing of some of the trickier content marketing elements that small to medium businesses need to build out their brand. From voice overs for demonstration videos, to quick explainer animations or infographic visuals, Fiverr has a deep database of micro-freelancers. So too does Clearvoice. Combined, they provide a chance to scale up even further and into specialist subject matter in written, audio and video content too.
“Content marketing-related services are among the most in-demand services on Fiverr right now.”
The AI and Machine Learning Revolution Is Coming for Content Marketing - CMS Wire
The AI and ML intersection in content marketing is currently more in the camp of automation, efficiency and reducing the need for human controlled processes with risk of error in the CMS but the not too distant future of ‘computer-led’ content marketing goes beyond smart bulk editing and content organisation.
“The current application of AI and ML in content management is more akin to power-assisted steering than a self-driving car.”
The secret taxonomy behind IKEA’s product names, from Billy to Poäng - Quartz
Who knew there was such rhyme to the reason your Billy bookcase is named so? This article provides compelling insight into the team that decides exactly what your flat-packed furniture items should be called.
With only a few taxonomical adjustments over the years, as product ranges and increased, the core rules have stood the test of time and came to be because of the founder’s struggle to recall product numbers and names when they were sequentially assigned.
CONTENT MARKETING TOOL
CONTENT MARKETING EVENT
DMA: Understanding the value of influencer marketing, LONDON - 26 February 2019
Join the DMA’s Social Media Council as they bring together industry experts to dissect the inner workings of influencer marketing.
“Join experts in influencer marketing from every part of the food chain to help you see through the smoke and mirrors as they discuss the rules, regulations, myths and tips of influencer marketing.”
Hear the newly released guidance from the DMA social media council
Hear advice on working with influencers, from the influencers themselves
Meet and network other professionals from their industry
Tickets are FREE for members and £50 non-members: https://dma.org.uk/event/understanding-the-value-of-influencer-marketing
Full Disclosure: As Chair of the DMA’s Social Council, I will be Chairing this event.