When times are tough and budgets squeezed, PR and marketing are often the first to go. But (there’s always a but) skimping on services that will ultimately help your business isn’t a great idea. The key is proving to your board, management team, powers that be, that PR and marketing can deliver a return on investment, not just during times of prosperity, but also during times of uncertainty.
Our COO, Hayley Goff, recently chatted to Marketing Week about how PR can prove itself.
Life before PR
By Tara Williams, Head of HR
Like many industries, in PR we’re encountering a few challenges when it comes to finding skilled candidates. To be blunt, there are too many jobs and not enough candidates to fill them. Which is why we’re taking a more rounded approach to recruitment, including attending job fairs at nearby universities – to help stimulate interest in the discipline of PR & marketing early on.
While developing a deck that really sells PR (and of course us as an employer!) I found myself using a lot of industry terminology (jargon 😊) and realised university students won’t know what it means and will likely be put off by it.
Which got me thinking about the things I didn’t know before joining a PR agency… like what PR professionals actually did (I’m a hardcore human resources specialist), what lead generation was or what influencer relations entailed.
Expecting that this was the experience of many of my colleagues, I asked them the question and this was what they said…
Before working in PR, I didn’t know what…
“A press release was!” Bekki Bushnell, Head of Business Development and Associate Director
“Circling back meant. Or edge computing.” Emily Fishburn, Senior Account Manager
“News hijacking! It was a term that baffled me for a while especially when it’s called different things such as fast action or fast response comment.” Angelo Suanno, JAE
“PR!!” Ellie Nash, Senior Digital Account Executive
“Before working in PR, I had no idea just how much technology went in to making my favourite TV programme appear on my screen – in my mind, it was just kind of there, and I had never given the actual logistics any thought!” Amber Chawner, Account Manager
“Interoperability.” Leo Nash, AE
“I had no idea what an influencer was, or how broad the term could actually be.” Sophie Sadler, Senior Account Director
“The channel!” Suzanne Griffiths, MD
“An ebook.” Laura Bundy, JAE
“IoT, DDoS, SOC, MDR, XDR…” Annabelle Tooby, AE
While some of these terms are specific to the industries our clients work in, it does highlight that truly modern PR encapsulates a lot more than just traditional media relations. And offers a world of opportunities to those ready to take the leap.
While I’ll stick to my strengths in HR, I love the fact that a career path in PR can be so varied – something I’ve seen first hand and one of the first things I mention to candidates just starting their careers.
Want to find out more about PR? Take a look at what we do as a B2B Tech PR Agency
Can PR help you grow during periods of economic uncertainty?
By Bekki Bushnell, Head of Business Development
The last two years have been interesting, haven’t they? I won’t waste time recapping, we’ve all lived through it. But just as we thought we were out of the woods, along comes an anticipated recession. You can’t make it up.
As we know, the first fatalities of any period of uncertainty are typically PR and marketing. But as we saw from the pandemic, the brands that continue to invest in these functions are able to better connect with their audiences on a meaningful level, build trust, brand loyalty and ultimately grow their business in the longer term.
If the UK does go into a recession, it may be hard to find a brand that remains unaffected — particularly when it comes to PR and marketing budgets. In fact, according to an IPA Bellweather study taken during the pandemic, marketing budgets in the UK have suffered the highest cuts in the 20+ history of the report.
However, just because the majority of businesses might do it, is it the right thing to do? As a PR agency, we’re always going to argue no, and there is evidence to back this up. A study by Harvard Business School researchers shows companies that cut marketing investment come off worse when coming out of a downturn.
Here are our top four reasons to keep doing PR during the times of economic uncertainty based on our 25+ years of experience in the industry:
#1 Communication is still important
Never write off the importance of communications. Now more than ever your stakeholders, be it, customers, staff or investors, will look to you for assurance. Whether that’s about operations, customer service or delivery, the best way to do this is through communications – so keep the communications flowing because once those relationships are gone, they’re very hard to build back up again. It’s about having a constant stream of open and transparent information to avoid assumptions being made. This is especially true when it comes to the media – you want to keep those strong relationships so that when you’re ready to kick-start wider campaigns, they still know who you are and what your business stands for.
#2 The trust factor
If you don’t communicate, how do you build trust? In times of uncertainty, people want to spend money with businesses they know will deliver for them in the way that they need. Your customers trust you to do this and it’s one of the ways you can demonstrate your credibility to those brands you are yet to work with you. If you’ve developed a new product or service, that builds trust because it shows you understand the landscape your clients and prospects operate in and are evolving to ease their pain points. If you’ve recently secured investment, appointed senior hires or made an acquisition then you are growing, and that builds trust because to grow you must be trusted by others.
So why keep doing PR? A good PR agency will work with you to pinpoint the right stories and messaging that will evoke the right reactions from your target audiences and understand which triggers will lead to a sales enquiry.
#3 PR can be flexible
You may have the impression that PR is something that requires a big budget and isn’t very flexible. I’m happy to tell you that you don’t need to execute extravagant ideas or invest in a big PR campaign. Part of this is having an agency and account team that respond to your current needs. Your account team should advise and guide you through any situation you find yourself in and if that means reducing spend or reallocating some budget to focus on a different area such as crisis comms then there’s nothing to say that can’t be done. There is also no need to put blind faith in an agency in hope that they deliver results — make sure you are working with a partner that puts in fixed deliverables, set KPIs and formal service level agreements so you have total peace of mind about your investment.
#4 PR is so much more
There’s more to PR than traditional media relations. Whether that’s working with you on social and digital, delivering creative campaigns or incorporating marketing elements, the agencies of today have broader skills across channels and can tailor make campaigns to suit your business needs — now and into the future. More than that, account teams often act as an extension of your own and have tremendous value to add over above “traditional PR”, especially in times when proving a return on investment is so important.
In times like this PR still has an incredibly important role to play in maintaining brand health and engaging with your audiences — whether you’re using it in the same way as before or in an adapted way. And with budgets under scrutiny, working with the right team can help you realise your ever-important return on investment.
By Mark Wilson, Creative Director
Video used to be a term that made marketing & PR teams clench their teeth and wonder in vain where the budget would come from. Unless you were a global brand with a multi-million pound budget, doing video – getting actors, filming it and editing was almost a pipedream. Enter 2022 and things have changed.
One of the many things that lockdown has taught us – apart from how to properly wash your hands and bake the perfect rye bread – is that compelling video doesn’t have to be costly.
With the right message and execution – you can capture the essence of your brand, show your personality and reach your objectives which is why video marketing is so important.
Now, that’s been a long intro to get to the point, which is a neat little segue into my first reason…
#1 Visibility
In an attention deficit world, video helps brands get to the point quickly. It attracts audiences better than copy alone, and gets them engaged faster and keeps them engaged longer; whether that’s on your socials, campaign landing pages or on your brand website.
#2 Shareability
Video also has the potential to go viral. That’s what every brand wants. In the B2B tech space that’s not always possible… BUT with video, it can be more easily shared, maximising exposure for PR and marketing campaigns.
#3 Versatility
It’s versatile – so from brand awareness and product launches, to recruitment and customer success, it can capture different audiences and fulfil myriad objectives. It can inject life into old formats (the video case study is far more engaging than just the normal written version) and be used to bring an added level of verve to organic social posts and content marketing campaigns.
#4 Likeability
You can convey personality – something that’s needed and appreciated in B2B marketing. Animation or live action, doesn’t matter, both are opportunities to show your brand flavour. It gives you the opportunity to tell a story, to be more relatable to your audiences, and be more personal.
#5 Findability
Video also impacts in SEO. Not only can you catalogue your keywords in a video and potentially feature on search results pages, but…video ultimately drives traffic to your website and, as mentioned, keeps visitors engaged, i.e. on your site for longer, all things search engine algorithms take into account when ranking your site.
By Hannah Buckley, Head of Content
The awards calendar forms part of many a PR & marketing plan, regardless of the industry you’re in. Taking home an award (even in some instances being shortlisted among high profile brands) is a great way to showcase your talent and expertise in your industry, demonstrate credibility and strengthen your reputation in the market.
What do you need to consider when writing a winning award entry?
The criteria for different awards is obviously… well, different. But there are 5 key areas you should always consider. I’ve sketched them out below:
#1 Always read the rules and entry requirements
It sounds quite obvious but a lot of valuable information can be missed if you skip over this stage and go straight to drafting. It’s kind of like ignoring the instructions on an IKEA bookshelf – you know what it’s supposed to look like at the end but could be missing out on the finer points of fitting that wood screw or using a wall stud.
Word count, specific questions that need answering, facts that need to be included, and of course the deadline – are all vital to writing a winning award entry.
#2 Ensure you’ve got the relevant content
This follows naturally from understanding the requirements. You’ve got a lot to say, many highlights and great achievements, but which category is the best fit? Do you have all the information that’s required? Do you need to chat with sales about a deal they secured? Do you need information from HR about company culture? Get all your content together, have another look at your requirements and then identify any gaps.
#3 Show results
It’s one thing to talk about your successes; it’s another to use tangible facts and figures to show that. Judges love seeing measurable results that will give your entry context. Remember that the judges won’t necessarily be as familiar with your industry as you are, so showing a clear picture of your success will help you stand out.
Don’t be afraid to add customer testimonials or any stats around customer satisfaction – this will also help build the bigger picture.
#4 Make it visual
Words are powerful. But having strong images to support them is even better. Whether that’s showing your latest product in action (if it’s a product category) or having a creatively designed infographic to show your company stats, great images always elevate your entry and make it more appealing to the judges.
#5 Make sure it’s professionally written
Here at Whiteoaks, this is what we do, so of course we’ve got a vested interest in this step! But in a nutshell, never hand this off to a junior, do it at the last minute, or use the exact same copy as last year. A winning award entry tells a clear and engaging story, using concise language. It needs to balance those elements with answering the requirements AND within a specific word count. Leaving this in the hands of professionals also means it will be accurate, properly proofed, and reflect the style and tone of your organisational messaging.
At Whiteoaks, in the last year alone, our Content Team has drafted 10 winning award entries for our clients. Get in touch if you’re keen to chat about how we can help you draft your next winning entry.
By Emily Fishburn, Senior Account Manager
The enterprise technology space is a highly competitive and crowded one. As with similar marketplaces, the most successful brands are those that not only deliver a good product or service, but stand head and shoulders above competitors.
Easier said than done. But it can be done.
Increasingly, PR is being used as one of those tools to help brands in the IT space distinguish themselves from their competitors. Just how can B2B tech PR help? If you’re in this space, we’ve compiled a list:
Thought leadership
The media is saturated with articles on popular topics like SaaS, big data or cloud, which means it’s harder to have your voice heard. B2B PR (and working with the right PR team) can help strengthen your voice by refining your messaging and making sure your subject matter experts come across in the best possible way.
It’s not about shouting louder than your competitors, it’s about saying something of value; something that will resonate with your prospects and answer a question, pose a solution or open their eyes to something new.
Here, having a definite opinion – and not being afraid to voice it – is also one of the ways to get yourself heard through thought leadership. You’re the expert in your field, so don’t be afraid to be outspoken, or even controversial if you have the facts or experience behind you.
Proactive commentary
In the same vein, having a strong opinion or something fresh to say on breaking news stories or emerging trends will give your brand a tremendous advantage. Again, this demonstrates your expertise and helps build the credibility of your brand. Be ready to jump on those chances – whether that’s giving your PR team your views and thoughts in preparation, or being readily available when opportunities (or the BBC) come knocking.
Media briefings
The traditional media briefing still plays a massive role in brand awareness. Work with your PR team to build those relationships with key media, not just to talk about product updates, but wider strategy and industry trends — again, not being afraid to voice an opinion or have a view that’s different from the herd.
The right relationships
It’s worth saying that you won’t be courting the entire UK media. Instead, there will be a few publications and journalists that are key to your PR plans and business objectives. So it’s vital that you’re talking to them in the right way about the right things. Product updates would never be shared with national publications, but solid case studies and press releases would resonate with the channel press.
The humble case study
Nothing sells your business like happy customers. Don’t forget about the impact that B2B content such as a well-written case study or customer testimonial can have on your desired audience. Case studies with clear results and demonstrable return on investment can be used throughout the marketing funnel, but especially with prospects in the consideration and decision phases.
What’s next?
PR gives you a number of tactics that can be used to elevate your brand, grow awareness of your offering and make you stand above your competition. Working with the right digital PR agency ensures those tactics become powerful tools that can help you reach your target audiences in the right way and ultimately achieve your business objectives, whether that’s boosting awareness, M&A or expanding into new markets.
If you’d like to chat about how we can help your business, please get in touch.
By Ella Thompson, Senior Account Director
Since the birth of the internet, cybersecurity has been a growing concern for businesses around the world. The number of cyberattacks has steadily grown year-on-year and experts predict it will carry on this way for the foreseeable future. In addition, cybercriminals are becoming increasingly sophisticated – they can find the smallest weakness in a network and exploit it without the company even knowing.
But it’s not all bad news. There has been a boom in the cybersecurity industry and companies reinforcing their cyber defences. Reports suggest that the UK cybersecurity industry is growing at a rate of over 20% a year with the global market projected to reach $258bn by 2025. With such a competitive landscape – how can cyber companies stand out from the crowd?
One of the best ways is to invest in cybersecurity PR. This helps increase brand awareness, showcase expertise and drive leads. But with such a crowded marketplace, how do you stand out from the rest?
Here are my three tips for developing an effective PR campaign in cybersecurity:
Understand your audience
The first thing you need to do when considering PR is to understand your audience and who you’re trying to influence. In the past, cybersecurity was not considered a board issue, it was left up to the IT director or manager to control. But with the ever-growing threat to companies and the risk of hefty fines from regulation such as GDPR, it has now become a top priority for the C-Suite.
There are now multiple decision-makers involved in cyber security strategy and purchasing decisions, so you need to create messages that suit each audience. Messaging that resonates with IT leaders isn’t going to have the same impact with the C-Suite. Your IT audience will be able to understand the technical jargon, whereas the C-Suite will be looking at the overall importance to the business and how it impacts the bottom line.
Once you understand your audience, you can then identify the target media you need to engage with to reach them. For example, while tech and cybersecurity titles may be best for your IT decision-makers, you may want to consider broader business and national titles for business leaders, adjusting your messaging (and tactics) to ensure the content engages and resonates with the right pain points for that audience.
Define your PR strategy
Cybersecurity dominates the media headlines; whether that’s a company experiencing a breach or another receiving a fine for misuse of sensitive data – there’s rarely a week that goes by without some form of cyber attack in the news. When appointing a PR agency you need to know that they have the right relationships with the media so that they can get you to the front of the queue when journalists are looking for experts to comment. Speed is key when reacting to breaking news, but some groundwork needs to be done so you can make the most of this PR opportunity when it comes about. This could be through building the profile of your spokesperson with the media so that journalists think of you when an opportunity to comment comes up or having the views of your subject matter experts documented to help with drafting comments.
As well as developing a process for reacting to breaking news stories, you also need to consider your proactive PR strategy. Ensuring the agency truly understands your business objectives will be critical in defining a compelling content strategy, storylines and PR programme that will resonate with your target audiences. It’s also important to identify which areas of the industry you want to target and have a voice in. Then you need to ensure that you are creating content with intent in these areas to establish yourself as an expert.
Be bold
Finally, there is a lot of noise in the cybersecurity industry. Most industry players are saying similar things and it can be hard to stand out from the crowd. It pays to be bold with your statements; just because 90% of cybersecurity professionals are saying the same thing doesn’t mean that you should follow. By developing an alternative perspective on an issue, challenging misconceptions or making predictive or bold soundbites, you can stand out in the media and increase your awareness. The important thing here is that your PR agency should be able to help you find your niche; balancing your messaging and objectives with what your audiences (and the media) need to hear.
If you’d like to hear more about our approach to cybersecurity PR or how we’ve helped similar clients, then please get in touch.
By Ellie Nash, Digital Account Executive
Whether your business goals are growth, boosting customer engagement or reaching new audiences, social media has a definite role to play – especially used in concert with your wider PR and marketing plans.
But where do you start?
Here are our four tips on improving your social strategy, reaching your social media goals, and improving your online presence.
Connect with Industry Influencers:
Connecting with industry influencers/creators is an important part of enhancing your online presence. You can do this through engagements.
Engagements are where you or your organisation will interact with an industry expert in your field of work who is currently discussing a hot topic that has relevance to your organisation/the services you provide. For example, if you were a healthcare organisation and the Minister for Public Health tweeted something that you feel you could contribute to or provide a valid solution to, don’t hold back, get involved!
Here are some of the benefits:
At Whiteoaks, we would recommend making most of these engagements on Twitter. Twitter is more conversational, casual and is more seamless to find trending hashtags that apply to your industry. If you are planning on engaging with an influencer or creator, possibly consider ending your engagement with a question, such as, ‘What are your thoughts on this?’. This encourages more opportunity for the individual or others to get back to you and get involved.
Use MORE Video:
As the millennial and Gen Z attention span decreases, the demand for short and snappy videos increases. According to a recent infographic by Social Media Today, the average attention span of this generation ranges from 8-12 seconds… And that’s why short-form videos are key!
Now, we’re not pleading with you to set up a TikTok account but keep in mind that short, snappy videos are the way of the future. Videos are becoming so attractive to audiences as it allows them to digest information from videos that are long enough to catch their attention and short enough for them to leave them wanting more.
For the most part, this is a chance to show off the personality of your business, the talent of your team and the fun you have within the office.
Here are a few examples of content that we would recommend you post, depending on the type of business you are:
… These are only a few examples of some of the content that could make your business go viral, be creative!
Implement Paid Social:
Why should you use paid social? It’s not just used to boost organic content. It’s a lot more targeted than that.
So think about targeted content like eBooks, webinars, and whitepapers, leveraging your best content. You can use these to fuel your paid campaigns across platforms, such as Twitter, LinkedIn and Facebook. With LinkedIn specifically, there is the opportunity to be really targeted across personas, industry, job title, age, geography, company size… the list goes on. You can use it to find and engage with new audiences.
The key thing about these types of targeted campaigns is that they can be measured, and you can determine your ROI. While paid gets the quick-fire results based on specific campaigns, having organic running concurrently building your brand story and presence provides longevity.
Using both paid and organic social media together makes sense. And when you’re using social as part of a larger PR and marketing strategy, they pack a powerful punch for reaching those objectives – be it lead generation, brand awareness or expansion.
Start using a Social Media Calendar:
Social media calendars are essential to keep your team and content on track and heading in the direction you want it to.
Google sheets is great for hosting your social calendar.
Here are a few of the benefits of implementing a calendar to your strategy:
Social media is an ever-changing world so expect to see a lot of new development in 2022 and make sure to take note of the brands that are harnessing these trends.
By Richard Garfield, Specialist Content Writer
Over the past couple of years, businesses have had to quickly adapt and change the way they promote their products and services. While the ever-changing marketing landscape may seem daunting, here are five key trends to keep an eye on during 2022 to ensure your content marketing plans stay on track.
#1 Empathetic marketing
Recent events have led marketing teams to take a more empathetic approach, which we are likely to see continue throughout 2022.
It’s a way of seeing your customer through their eyes and speaking to them as people and not simply as potential buyers. To do this you need to be clear who your customers are, what challenges and pain points they face and what motivates them into action. Answering these questions will be useful in producing content that evokes relatable emotions which will build trust, create better customer experiences and develop more authentic relationships.
#2 Hyper-personalisation
It’s well known that customising messages will improve customer engagement, especially when it comes to email marketing.
While this has become pretty much standard practice, a newer trend is now emerging with hyper-personalisation. This goes deeper than simply using a customers’ name as it taps into an individual’s preferences, desires and needs.
Basically, this uses data to deliver more personal and tailored products, services and information to create unique interactions with individuals. Hyper-personalisation can increase customer loyalty and create more enjoyable interactions.
#3 Shorter video content
During 2021 video content became a central part of many content strategies. TikTok alone grew by an impressive 173% and with Instagram embracing a shift towards video, so the importance of video content will surely grow in 2022.
As average times for watching videos continue to fall, short videos suit fast-paced social media platforms. According to Hootsuite just over 39% of businesses already use short video content to sell their products and services, with 30% reporting that it provides a higher ROI than their own websites.
When done well, video can create a deeper connection and capture the attention of potential customers more readily.
#4 Audio content and podcasts
Audio content has become more and more popular in part due to podcasts which are available live or on-demand. In a recent survey from HubSpot, 80% of businesses polled said they plan to invest either the same or more into podcasts and audio continue for the year ahead.
We expect this trend to continue in 2022 with more content that is directly linked to a brand being available as they are a great way to share information while listeners are doing other things such as driving to work, doing household chores, or working out.
#5 Optimising content with infographics
We expect to see the trend of consumers actively choosing content with visual displays such as infographics over content that is purely text in 2022.
Studies have shown that people can process images 60,000 times faster than text and in the same vein, people tend to remember only 10% of information through sound, while they remember up to 65% of information they see visually.
While images can be powerful on their own, when mixed with text they have even more impact, as audiences respond well to the combination of words and images. Articles with relevant images receive 94% more views compared to articles without images. Well-designed, attractive visual content, such as infographics, photos and animations, can increase visual interaction with consumers can drive emotions and help them along with their buying decisions.
Content teams must keep abreast of key marketing trends if they want to attract and retain their target audiences in 2022 as after all creating exciting content is what gets businesses and their brands noticed. However, this does not mean they can simply jump on new trends and ignore basic marketing practices, as without a unified content and marketing strategy this is unlikely to pay off in the long run. Making sure your content and marketing is aligned with the rest of your business and by clearly defining your marketing goals, will allow you to make the most of these trends.
If you have any questions or would like some help with your content marketing, get in touch with us.
It’s that time of year when the mystics grab their trusted crystal ball and take a long hard look into the future. For those of us in B2B PR & marketing, that approach just doesn’t work! Instead, we rely on educated guesses and the wise words of our experts.
We asked our Creative Director, Mark Wilson; Head of Content, Hannah Buckley; and Head of Digital and Social, Ross Walker for their take on what to expect from next year.
Mark on creative
#1 Focus on video and animation
We all had to work within the confines of the pandemic which meant finding other outlets or avenues for creative. Things like photo shoots, for example, couldn’t happen, so we had to find alternatives. Which is where video and animation shone and as a result, we can see can more of this next year. We are also going to see the use of video and animation in different media and areas, and across different platforms. Just look at the Channel 4 reality series that was produced exclusively for broadcast on Instagram.
#2 More green
Obviously there’s been a lot of focus on sustainability, not just because of the recent COP26, and I think will influence all areas next year. More brands will be shouting about their credentials and efforts next year – and will be pressed to prove it. But more than that, there’ll be pressure in the digital sphere to prove sustainability; how can digital brands be more energy efficient. If you consider the internet produces nearly 4% of the world’s greenhouse emissions, there is definite work to be done.
#3 Return of the DM
No. Not the direct message. I’m talking more old school. The direct mail. While direct mail like junk mail has had a steady presence in our lives, it will be the desk drop that is staging a comeback. This can be used as a way to get your brand to stand out, be more personalised and targeted. I think it’s just a really ripe area for creativity, especially because people are tired of receiving emails marketing emails, dozens a day. As we hopefully make a return to our offices next year and away from being in front of our screens 24/7, a physical, tangible thing will be well received.
Hannah on content
#1 Increased demand for a wider variety of content types
In today’s time-strapped environment, people are a lot more selective about what they consume, which has led to greater demand for videos and podcasts, to supplement more traditional types of marketing and PR content. These types of content are easy to digest, can be more widely shared and reach more audiences while staying true to the brand’s messaging.
#2 More data-driven content
This is really a circular thing and recognises the role content plays in the bigger picture, in terms of company goals and objectives.
With this, there will be more of a move towards data informing the types of content being created and at the same time there’s a push for content to provide tangible results that can be evidenced with hard data to show how content is helping to meet those company goals.
#3 More brands sharing more opinionated content
This is a more upfront up front way to engage with audiences, particularly as people are now a lot more discerning and know when they’re being sold or marketed to.
With that, some brands are being bolder with how they communicate with their customers and prospects to cut through the noise and make their voice heard.
This approach requires businesses to strike the right balance between being outspoken and potentially controversial, and remaining true to their brand’s messaging and values.
Ross on social and digital
#1 Employee advocacy
The term has been used quite a lot and it’s becoming more and more important for brands to adopt these programmes into their marketing. Essentially it’s about leveraging employee networks to promote the brand, ensuring they’re amplifying the messaging. But…all in a meaningful and authentic way! The obvious benefits are brand awareness and transparent engagement with target audiences. In addition, LinkedIn for example, is more inclined to push individual posts and content over those coming from corporate pages.
#2 Evolution of paid social
Next year it’s going to be more important than ever to stand out and leveraging paid social campaigns can really be beneficial, especially around brand awareness and lead generation. It’s a great way of building engagement and being more targeted. It does need to be underpinned by a solid content strategy to make sure your audience is consuming that content and interacting with your brand.
#3 Bet on organic social
With all the changes that have happened this year – enter the Metaverse! – there’s no guarantee that organic will continue to be effective; especially with the focus on paid and the fact organic reach has been steadily declining over the last few years. However, organic still has a definite role to play so we’ll see brands taking full advantage of that.
If you have any questions or thoughts on the trends, let us know! Or get in touch if you’d like to see how you can capitalise on them in 2022.
