Branded Content: 6 Things To Remember before Publishing

Close-up of male hand with pen ready for writing

We all know that tight deadlines and a busy everyday life at the office can make you compromise or perhaps skip double-checking. Therefore, as a little help to content marketeers, we have made a small checklist. By following this you will hopefully avoid too many major mistakes.

  1. Make sure all content is relevant to your business
    Just as all your other marketing efforts should support your overall business objectives, each piece of content should aim to meet specific subgoals that flow into higher-level achievements. Whenever you publish content it should be relevant for both your audience and your own business perspectives. Always ask yourself if this specific piece of content is relevant enough to publish.
  1. You can’t and don’t need to be relevant for everybody all the time
    You have probably heard it many times before, but if you’re trying to be something for everyone you end up being nothing to no one. There – we said it! The same thing is valid for each update or piece of content. It doesn’t need to address your entire customer database or Facebook fans at once. What it does need though, is to speak to a relevant segment of that audience. Remember to have your marketing- and Social Media persona in mind and always have your playbook within reach.
  1. Be seen and optimize with keywords.
    Each piece of content should include a couple of keywords from your overall list. You have put efforts into producing the content, so make sure it gets found and has a long-lasting life span.
  1. Ensure your copy is demanding as much attention as possible
    You are hopefully already publishing a lot of content in different formats. Just don’t forget the basics. A good attention-grabbing headline is key – always! The choice of headline decides how many potential readers will read and engage with your content.
  1. Have a consistent Tone of Voice
    Your content must speak in a human voice to a human audience. The objective is for your content to have a consistent voice regardless of who is doing the writing, what platforms you are using and which segment you are addressing. From a brand perspective you want to be relatable as well as recognizable to the receivers. And as mentioned before always have the playbook within reach to check if you are aligned with the guidelines.
  1. Review your copy for typos
    Always have several sets of eyes checking each piece of content. Do not rely on word processors and their spell checking features, they don’t catch everything – especially not the most frustrating typos such as using “there” instead of “their” etc. Also make sure to have a consistent approval process to avoid stress when there is a tight deadline.

At Mindjumpers we have been producing branded content on a daily basis since our early days. We know that you will only meet and exceed your content strategy objectives by having a well-defined strategy, and not least a well-designed editorial structure. If you want to learn more about creating relevant content, we have written some more here or what about these 5 tips to assist your workflow?

 

Live Streaming and the Demand for Now

blogLive video has been something reserved only for significant occasions in the past, whether it be a big TV event or an important news story. This is all changing now as social media gives the power to the people and makes it easier than ever to broadcast without a TV deal.

So where are we currently? It seems all the giants have joined the party now – YouTube is the latest to jump on board by adding the ability to live stream directly from your phone. It’s important to note here how different YouTube’s audience is to Facebook and Twitter’s – subscribers on YouTube are there predominantly to watch videos, and considering YouTube’s experience within video in general, it will be interesting to see how these two compete most of all.

Tumblr on the other hand seems to have taken a slightly different route by allowing third-party apps to stream live video straight to its service. A very open-minded approach that bears witness to the fact that social is embracing the live streaming movement.

 

Real-Time Marketing

So what does this movement mean for brands? In an age where we have access to an overloading amount of content, content marketing is taking a new form – “real-time marketing” will now gain a larger footprint than ever before and the fundamental difference is the urgency it demands from viewers. This in itself is extremely valuable, considering the sheer amount of content we’re already drowning in. Viewers are also less critical and less demanding when it comes to live video. The fact that it’s live is the biggest factor and it doesn’t play out the same way when you re-watch a video that was originally live. Therefore, viewers end up chasing the video as soon as they’re notified of the stream, instead of “saving it for later”, which in turn also eliminates the potential for it to be lost in the billions of hours of content it’s directly competing with.

 

Quality Control

I’d also say the whole removal of picture-perfect images that Snapchat brought to the table has eased us into live streaming our own content – it may not be perfect, but who cares? You can now also broadcast live to Facebook from MSQRD, which is extremely Snapchat-like. So will the fact that absolutely anyone is now able to stream their lives have an effect on the overall quality of this type of content? Compared to the quality control TV has had over the years, it’s almost non-existent on social media. Time will tell if we want to see our friends live stream themselves doing nothing or whether a stream needs more of a purpose.

All things considered, live streaming will soon be a standard form of expression via social, much like it’s become a standard form of communication over the years with Skype and FaceTime. It’s time for brands to take a good look at their strategy and embrace the live streaming age that’s only going to grow from here.