Category: Uncategorised

By Susan Richter, Marketing Communications Manager

It’s fair to say we’re a cynical bunch when it comes to being a consumer. After all, we’ve had a lot of practice. We know phrases like “never seen before low prices” and “wait…there’s more” are mostly hype, and we know BOGOF doesn’t always translate into better value.

What about as business consumers? Especially marketers? Ramp that cynicism up to the max! We know all the tricks and which questions to ask. We can see through the marketing hype, which makes us better at scouting out value and finding what we actually need. At least it should!

But it also means that as marketers marketing to fellow marketers, we need to be spot on because we’re a far less forgiving bunch. It’s a bit more complex than making sure the content is relevant to the target audience, timely and has value. It’s about getting the little things right, being smart and continuously striving for improvement.

Without sounding too sanctimonious or naming and shaming, here’s my list of things to avoid based on real examples:

– Don’t tell me you’ve prospected with care and then ask if I am the right contact to approach
– Personalisation is great; but don’t talk like you know me. You can be friendly and engaging without being creepy!
– Don’t send a follow-up email to a mythical first email. Even worse, don’t send a follow-up email three hours after the first one
– Don’t try sell me things that are clearly not appropriate for a PR agency or part of our offering – like a listing on Amazon or social media services
– Pay attention to your preview text and make sure your subject line, even if the email is valid, doesn’t sound like a phishing email or clickbait
– Don’t send the same email twice from two different salespeople
– Don’t send the same email to me a few weeks apart featuring the same spelling mistake!
– I appreciate some may like this approach, but don’t ask me to click on your diary to book in a call! You want it? You need to work for it.

And finally… proofreed…proferead…proofread. Don’t let grammar issues, typos or blatant misspellings creep into your emails!

All that said, I am not a complete grump. I do enjoy a good sales email, even when the content / service on offer isn’t that relevant to me. I received a great message the other day that was self-deprecating (yes, I am aware it was the author not the message 😊), honest and quite funny.

            “Hi Susan – bumped into you on LinkedIn and I was hoping to try and strongarm you into a dull and monotonous pitch where we can bore you to death on the wild tales of our many digital successes.

Not really, but my boss told me to try some varied approach methods – not sure that one will stick.”

Now that is something I can appreciate!

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.

Hannah Buckey, our Head of Content chats to us about her experience of working at Whiteoaks and the path that led her here.

Ross Walker, Head of Digital & Social, shares his trends to watch out for in 2022 by looking back at this year, dissecting the social media landscape and looking even further ahead than 12 months.

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.

By Millie Goodwin, Business Development Executive

What’s your career background, in brief?

After going to college, my first job was as an Account Assistant at the luxury car dealer, Rolls Royce. While it was nice working for such a high-end brand and experiencing the luxury market, I felt it was time for a change and a new challenge, so I decided to dive into the PR world.

What’s the most challenging job you’ve ever had?

By far my most challenging job has been working as a waitress in a pub, with it being my first job, I was quite shy and I was really thrown in the deep end with it. Firstly, I realised how challenging some people can be. Secondly, I was working for my parents and if you have ever worked with family before, you know what a big no no it can be.

What apps, technology items and gadgets can’t you live without?

I hate to say but Instagram 100%. I have a love/hate relationship with it, I love it because I’m quite a nosey person, and I love to get inspiration of things to do and places to go. But I know it has its negatives and can be quite toxic.

What’s the best advice you’ve been given?

My favourite quote ever is “great things never come from comfort zones”. I don’t think it’s a particularly well known or famous quote. But I believe it’s so true, all those scary job interviews, nervous first days, awkward moments, and all the mistakes you make are just pushing you to be more confident and realise how much you are capable of.

Name one thing about your job that gives you a sense of satisfaction or makes you leave the office smiling…

I haven’t worked in new business for too long, but in my short time, I have learnt there is nothing more thrilling and exciting than getting a response from a potential new client, knowing your work stood out against the rest is truly a great feeling. It makes me excited to win some new business!

Do you personalise your workspace?

Unfortunately, not yet but I intend to get a plant (probably a fake one) because I don’t think I would keep a real one alive. I’ll definitely get some organisers because a tidy space is a tidy mind.

What’s the first thing you do in the office in the morning?

100% make myself a cup of tea, I cannot function without my morning cuppa.

What are you reading, watching, or listening to at the moment?

At the moment, I’m watching Grey’s Anatomy, it’s by far one of the best things I’ve ever watched, I’m currently on season 5 and there is 18 so I think it’s going to be keeping me busy for a while.

By Laura Bundy, Junior Account Executive

It’s no surprise, that after a dramatic rise in smartphone usage, we would one day need to learn the TLC behind our greatest connection.

This week Apple introduced us to ‘self-service repair’, a scheme that allows customers to fix their own devices by gaining access to the tools and guides to do so. This has been applauded for the opportunity it has given and for the right to repair that many feel is owed to them. With the amount current iPhone and MacBook’s go for, it’s no wonder that its owners believe once the product is theirs, they should be able to have full access to it- parts and all. But what does this mean in the long run?

Hanging up on old habits

With COP26 being such a hot topic throughout society, it raises the question as to how this scheme may help in driving forward progression in sustainability. Or how we as individuals can influence this change. We’ve all been there, the excitement of purchasing your phone quickly turning into panic over how you can protect it. We buy screen protectors, cases, we keep the box in the back of our cupboards for years just in case it’s needed. Yet, when it comes to looking after our once loved now broken products, we result in chucking them away and buying new as quickly as we replaced the one before. I believe that with this new scheme there will be a change in habit, now that we have the access to solve any issues that may arise. Consumers instead may work on fixing and quickly resolving the problem, causing less hassle for the customer than buying a new product itself. In turn, aiding in the recycling and reconditioning of technological devices.

Fixing the progress

Apple has made their stamp too, claiming that customers who return their broken part for recycling will receive credit toward their purchase. With a company as huge and influential as Apple this can only prove to be successful in setting an example for the rest to follow and to perhaps inspire others to do one better. Representing a way to source such a positive impact on the climate! Could this be the way forward for technological businesses? A move in the right direction, to create an element of sustainability and care in how we tackle protecting the environment. I for one believe that this will have a domino effect in businesses to come, raising the importance of sustainability and laying out how this could be achieved.

There has been a mark made in the technological world toward positive environmental impact, the question is, how long till others follow in its footsteps.

A good client-agency relationship is a partnership. At least it should be. But too often it’s relegated to a transactional relationship – something we hear often in a new business environment.

What’s needed to build a lasting long term relationship and ensure your long-term growth? What should you expect from your PR agency? While the list isn’t exhaustive, here are Chief Client Officer, John Broy’s 5 things:

By Leo Nash, Junior Account Executive

What’s your career background in Brief?

I graduated from Bournemouth University last year with a degree in Public Relations. I worked at Victoria’s Promise, a woman’s cancer charity, for a year as a PR Intern and have worked in the hospitality industry for over three years!

What’s the most challenging job you’ve had?

Although extremely rewarding, working at the Basingstoke Vaccination Centre was really challenging and physically demanding due to the long hours and freezing weather. Talking down anti-vaxxers wasn’t much fun either.

What apps, technology items and gadgets can’t you live without?

It’s got to be Spotify really, podcasts and music get me through the day.

What’s the best advice you’ve been given?

You can always add more spice, but you can’t ever take it out!

Name one thing about your job that gives you a sense of satisfaction or makes you leave the office smiling…

Having only really started my career path, I have to say learning new things and seeing improvement in day-to-day tasks is giving me a kick as of late.

Do you personalise your workspace?

Only with snacks, nothing special.

What’s the first thing you do when you get into the office in the morning?

Say good morning and head for the coffee machine.

What are you reading, watching or listening to at the moment?

Currently reading Go Ahead In The Rain by Hanif Abdurraqib, watching What we do in the shadows and revisiting MFDOOM’s discography.