content-strategy

Top 5 tools for marketing content success

Researching, creating, distributing, tracking and optimising content is hard work. Which makes it hard to have time for anything else. We use some really smart tools to help us lighten the load until one day, it can almost manages itself. 1. Wordpress Price: Free | Phase: Content Creation |  Skill to Implement: Low This might not be your first port of call but it can save you lots of time in the future. WordPress, along with a few plugins can be a really quick way of building your content on a rock solid foundation. If you’re struggling to create semantically correct pages then WordPress makes it easy out of the box. It also has some great free plugins to help you with your inbound marketing from end to end. Download and install on a web server www.wordpress.org Or use our cloud hosted and super fast servers Host with us 2. Campaign Monitor Price: $10 to start, pay as you go | Phase: Content Distribution | Skill to Implement: Low The first of our paid for services (albeit it, remarkably cheap). Campaign Monitor is the easiest way to start sending emails to your prospects and  existing customers. It comes with templates to send out …

Typhoon-helmet

Filming Christopher Ward’s new C1000 Typhoon – Cockpit Edition

We’re very pleased to launch the new film for Christopher Ward – C1000 Typhoon – Cockpit Edition Film If you’re a fan of Top Gun, own a pair of Aviator sunglasses or even a leather jacket then this is well worth a look. We were lucky enough to get hold of an actual Typhoon fighter helmet with two tours in combat under it’s visor. With such a great prop it had to be the centre piece for our film. We used a mix of film for the watch shots and CGI for the Typhoon fighter which gave us complete control of the jet’s movements. Often stock footage just doesn’t land the idea and even then you are limited by the quality and movement. CGI also has it’s ups and downs, striking a balance between a realistic looking scene and what you’d like to show can be difficult. However it pays off when you have a scene that you are in complete control of and with a little patience that 3D model will transform into something visceral and authentic. We’re pleased with the result so we hope you enjoy!

Cassanova-post-header

Can advertising make you a selfless lover?

They say beauty is in the eye of the beholder, so what we find attractive in someone is subjective. This doesn’t just apply to the way people look, but anything of an aesthetic nature, in fact anything light touches and inversely doesn’t, can be open to debate surely? It’s my opinion vs yours. We can try and apply logic but there’s really no right or wrong, a long nose vs short, a grade one vs long curly locks. We each see things that others don’t and find beauty in any detail. Of course if we all saw things the same way the world would be a very boring place indeed. Match.com have actually hit the nail on the head with their tagline – If you don’t like your imperfections someone else will. In advertising, however subjective, the beholder is your target audience. You want them to sit in pubs debating about the beauty of your product. And wouldn’t it be amazing if they fell in love with your product’s imperfections as well? As a creative you have to be incredibly objective, push personal preferences aside and dangle your mind into that of your target audience. What really appeals to them and how will we get them …

marshmallow

Taste the success in 2017

Happy New Year folks! It’s quite daunting to think that we’re now a year on from what Robert Zemeckis’s deemed to be the future in the 1989 ‘Back To The Future 2’. We don’t have hover boards yet, unfortunately, but we do have more of a dress sense, thankfully and in any case it’s a much more accurate representation than what ‘Space 1999’ must have been in 1999. It’s interesting to see how others perceive the future and 2016 is unwritten so what will those in 2017 be looking back on this year? Will you invent that new Smartphone that defies belief, or actually get a working hover board to market on Kickstarter, since I imagine all hover boards would be have to be kick-started anyway right? In any case it’s time to think big, and I mean REALLY BIG! In our new age of ‘appreneurs’ and boy-wonders sat in their bedrooms creating the next thing to rival Facebook there’s a lot of competition. I hope 2016 will be a historic year and why not make it a year to get that idea of yours off the ground and into the hemisphere! To do so it might help to ask yourself: Are you …

merry-christmas-newflight

Merry Christmas from NewFlight

We just wanted to say a big Merry Christmas to you all. We’ve had an incredible first year in business, with our new office and with a bigger team and looking back, so much has changed it’s hard to believe it’s all happened in such a short amount of time.   For some people we made little hand made cards, after a lot of time designing, deliberating and choosing the right materials we came up with a very simple premise. Based on the idea that we make amazing things from very little, from small beginnings to stunning looking creative and media. Our cards are premium black card with a minimalistic label on the front depicting a Christmassy snowy forest, on the inside is the inverse of that made from the same cut out of the same label. Each one was hand cut and written. Here’s the process:

photography-for-websites

Photography for Websites

Your website isn’t just an old book online, it’s a glossy magazine of the digital world. And to be exciting, immersive and enticing it needs imagery. Photography sells you, your business and gives a small experience of what you’re about. To get started with photography you need to select the right photos, these should be good quality, relevant and styled along your brand guidelines.   When we look for imagery we will either create a brief and take photos that we need or we’ll take a look on a few trusted stock websites. The key to using stock is to move away from cliched images of business people and look for lifestyle images that sell a story or an experience. It’s important to find a suite of images that compliment each other. Here’s a list of some of the stock sites we use and we’d recommend them for different reasons. Remember, doing some research you can find local talented photographers and get your own photos. Free stock sites: Unsplash This site is fantastic and caused quite a stir when it first emerged. Excellent quality photography, royalty free. Not best suited for business type settings but great quality and a nice style to …

Grape balloon

Great design makes me notice the fairground sign, great advertising makes me want to go to the fair.

Design and advertising is a marriage of two crafts. One can’t exist without the other when trying to get an idea across. You could have the best idea in the world, however if this is poorly executed no one will see the idea for what it is. And the reverse, a bad idea brilliantly designed will get the wrong idea seen by everyone. Reduce, reduce, reduce So it is very important to think about everything. ‘KISS’ – Keep It Simple Stupid, is what was drummed into me at art school. Great design is a process, a process of thought and reduction. Just like a great tasting gravy comes from a pot full of vegetables. The end result of a creative process is the reduction of idea after idea until the idea can’t be any clearer and you’ve reached perfection. Be authentic Essentially the job of Creative agencies is to be thoughtful down to the smallest detail. If we’re creating typography for a poster then we need to explain why we’ve chosen the typeface. If we’re selling a vintage car will the font be from the same era? If so what were the printing methods of that time and how can …

Nike Logo

Making marks and making your mark

Cast your mind back to your youth and those days sat in school classes. We all spent years gruelling through calligraphy lessons in a trance-like state of wavy c’s and join-y o’s, as our eyes hypnotically followed our teacher’s hand. We were, of course, learning how to communicate by making our very first marks onto paper. These individual marks each adopted a slightly different style, perhaps representing a slither of our personality. Those marks enabled us to communicate something to someone, in the clearest and most professional manner (if we were doing it correctly). That something could be our feelings; whether we’re scribbling in ANGER or jotting in silent awe. It’s a tool to represent ourselves, however we choose to use it. Sadly this all seems rather in vain when we get a job, ditch fountain pens for biros and revert back to the same sloppy non-joined up writing we adopted in First School. Consider the mark you’re making Logos are not dissimilar. They are merely another type of mark, a form of expression. So why isn’t this mark so often given the same, if not, greater importance? After all it’s the embodiment of an entire company’s identity, reduced to …

sell-the-bike-ride

Top 5 Types of Film For Your Business

Stop Boring Your Customers, It’s Time To Tell Stories Film for business is one of the biggest and growing areas of marketing, companies want to create stories for their customers, build aspirations and sell a lifestyle. Ever heard of the expression “don’t sell the bike, sell the bike ride”, it means don’t sell your product features, sell the benefit that product brings to your customer. The easiest way to do that is with video. Here are some of the types of video in your arsenal, when you think about how your brand can portray itself, one of these will most likely do the job but of course there are many more, if you can do something in real life, you can film it and show it. Explainer video An explainer video is a really good way to cut down on lengthy copy, downloadable spec sheets and 2 hour long sales calls. A 2 minute video should explain the problem a customer faces, the solution and the benefits your product provides to fix that and gives your customer faith. These can be used in lots of different places, on websites, in meetings and to existing customers looking to buy more of what you …

film

The Power of Film – Improve Your Company Image

Why Every Business Needs Video Video is one of the biggest and fastest growing ways of consuming media today, it’s the most effective form of portraying information due to it’s speed, simplicity and sincerity. In online marketing, if content is king then video is the crown. In business, video content let’s a customer into your office, into your culture and into your way of working. The power of video isn’t just in what you say, it’s how you say it and why it’s important because people can see you or they can see the results. It’s a very authentic experience. But that’s all very non-measurable and it creates a feeling of trust, but it’s proven too. Video helps not just the reaction and empathy a consumer has for you and your product but as a result, their propensity to buy from you increases, the length of time and effort they’ll put into researching you increases and the chances of being a better customer increases, here’s how: They understand you and your product better Customers can see you as a business, a persona. It’s a chance to get personal and customers can see what the product does, what it looks like …

inbound-overview

Definition: Inbound marketing

/ˈinˌbound/ /ˈmärkitiNG/ Inbound marketing is a particular process by which marketers create sales from new customers by creating resources that potential customers want. The main premise is to create content linked to your business and experiences that customers actively seek rather than pushing content onto them via advertising, bought email lists or hopes and prayers. Once they’ve found you, the trick is to nurture those potential customers and convert them into real customers. Here’s the 1,000 foot overview AWARENESS > EDUCATION > ACTION > RETENTION > ADVOCACY Awareness comes down to attracting your customers to your company on their terms. The best way to do that is to make really compelling marketing content that is invaluable and exciting to them. Things like blog posts, social media, search engine optimisation and promotions work really well as long as there’s some intelligent thinking and strategy behind them. This is called content marketing. Education has to be quite subtle. Providing good, informative and unbiased opinions work well with a touch of  “and by the way, we do this really well” added to the mix. This sort of thing works well in slightly more directed blog posts, immersive online experiences, whitepapers and with videos. Action is the good one that all …

motion-graphics

Motion Graphics: State of the Industry

We’ve been creating videos for digital distribution for a long time and we’ve noticed a keen shift in the market. It used to be that live video was the only option, with little exception perhaps with post production compositing. But, as the photoshop generation has more and more access to video, as well as the rise of shareable video content, we saw a hybrid emergence of motion graphics. Stunning graphics, animated to create a story or explain a concept. Now however, we see more and more a defining split. Filmic Recorded Video Vs. Pure Animation Video traditionally would be a specialist affair requiring years of experience (probably from a broadcasting background), a deep understanding of how cameras actually work and before HD, a video that recorded the necessities with creativity coming from the variety of shots and editing skill. It\’s still clear that purist cinematographers and video professionals go for a uniquely filmic look. The more professionally shot, the better the video becomes at reaching it’s usual objective, to build trust in an organisation. This is often fast-tracked with a strong depth of field look and more film-esque colour grading. The introduction of DSLR video cameras has made this more achievable by more people …

tomato-can-blues

How to Build the Best Marketing Campaign Pages

Marketing Campaign landing pages are a way to meet marketing objectives. Campaign pages are more than just landing pages, they\’re the spearhead of a micro brand experience and a complete marketing objective. A marketing campaign is a thought out approach to a business objective to reach it’s goals. A marketing campaign can be anything from a promotion, to a new product release, it\’s your way of telling the world what you\’ve done in a way that gets seen and gets results., Your campaign landing page will express objective in an easy to understand and compelling way. Tomato Can Blues from New York Times – Strong title, great imagery Headline Your headline will be your most important attention grabber. A good headline will ultimately mean more conversions (it\’s that important) and remember that it\’s what people will tend to use when they share the link on social media so it needs to be compelling. It should also react to the needs of the customer, the crux of your objective and in a way that is simple and profound. Incentives and Result Each campaign should have a customer incentive and a measurable result. A good incentive should be a part of a larger …

Step 5: How to Use Social Media in Your Content Strategy

Social media is a vital tool, it let’s you distribute your message to thousands of potential customers. There are 3 techniques to social media you should know about. Each one is really powerful but together, they’re unstoppable. The objective here is to start entering the lives of your customers. Be seen, be interactive and make conversations happen. It can be daunting though, everyone else is trying to do the same thing. 1. Post updates from external sources. Stay on top of your industry news and let others use you to stay up to date as well. The first thing to do is to start talking and the easiest way to do that is to find out what people are talking about and repost or retweet it. This isn’t just about reusing information for your benefit, it will help you learn about your market, what your competitors are doing, what people are looking for and what you can offer. To appear to be a thought leader, you need to know what’s going on. How you find that information can be in a variety of different ways. Here’s some easy starting points: Google Alerts Create a Google Alert for keywords and issues …

Step 4: Writing Articles for your Content Strategy

Writing articles is where you’ll be most of the time. It’s the hub of your content strategy, writing articles is the foundation for all of your digital marketing channels. 5 Top Tips for writing articles Plan each post ahead of time and where it fits into the greater picture. Never start writing your posts with the idea to go back to them, more often than not, you won’t. When you start, finish it. You can refine it later. You might want to start another article off the back of the one you’re writing, go ahead and start the new one halfway through the first but remember the above! Reserve 15 minutes per article, aim for at least 500 words, that\’s 30 words a minute. Not bad. If you don’t complete it in 15 minutes, come back 5 minutes later. Listen to music while you write, you’ll find writing tedious no doubt, but you’ll always look forward to your 20 minutes of music time. I know the feeling that it’ll take too long to write an article, if you actually time it, each one takes about 15 – 20 minutes if it’s planned. Think about how long you spend answering emails …

Step 3: Planning Your Content Strategy

Your Content Strategy will help you plan your content so that it is consistent and on target Doing the work now will mean that you always know what to write about and when. It will help to organise your site as well as give you a structure to work towards. Content Layout and Cornerstones Every keyword should have a “cornerstone page”. In SEO, every page has a page rank based on the quality and authority of the content it holds. So you need to write a page exclusively on the keyword that you’re after. Write about it from an experts perspective and explain what it is or what it does. Don’t make these product or service related (you can link to your products and services from it) but make them really useful for the people who will be reading it. Your page will be very succinct and include all the tips from our how to write content article but you will want to explain more than what is reasonable in one post. Create \”satellite\” pages which talk about more detailed aspects of the topic in their own succinct way, including the main keyword where you can, always link back to …

Step 2: Researching Your Content Strategy

Your Content Strategy is the hub of all of your inbound marketing. The strategy will bring together everything you want to say and want your customers to find you for. That means it’s a really good idea to research it before you jump in. For this website we’re going to continue down the inbound marketing theme. If I was to be completely honest I’d say I wanted to be number 1 in Google for “Digital Marketing”. But, I don’t think that’s going to happen any time soon so I need to pick a niche. It just so happens that I have a niche already, this all encompassing term that covers what we all love to do here. Now what we need to do is research that term and find out how best to pursue it. What we’ll need is a list of keywords to know what we should be talking about. The easiest way to find out what they should be is to figure out what people are already searching for and then talk about those things. Once we have a couple of articles talking about the right things, we can go into more detail about our specific customers and …

Step 1: Understanding Your Market

The first step to great marketing potential, is understanding. My old manager told me this, I said it was getting the right messaging. I was sort of right, but to get the right messaging you need to gain the complete understanding of your market and what you’re dealing with. The first thing to do is to understand the market and the business. Let’s explore the market for \”Inbound Marketing\”. Target Customers Enterprise Campaigns (events, launches, sales drives) Small – Medium businesses Marketing Agencies PR Agencies This is just my interpretation, you might think differently, I’m trying to establish who would want to benefit from inbound marketing and also, who I want to target and how I can. In the above four I have a great cross section of large, medium and then agencies representing more small businesses potentially. Because inbound marketing is a long term strategy and can be prohibitive to small companies, we need to be smart about who we approach and how we get them the best for their business. As a business owner I am using my gut feeling on this based on the clients I’ve worked for. We can hone down this list later on based on …

The Inbound Marketing Conversion Process

How to turn your knowledge and passion into customers. AWARENESS > EDUCATION > ACTION > RETENTION > ADVOCACY A lot of people look at this sort of thing and think that the Inbound Marketing Conversion process in theory is great, it sounds completely plausible, but, it won’t get them any sales for a long time. Add to this that if they’re experimenting with new things, they probably want quick results. This experiment is going to show you how I go through the marketing conversion process from start to finish, all you then have to do is rinse and repeat for your target market and your business (or ask us to!). I’m going to be using the same techniques I use for my clients and what I’d use for you too. I’ll write about every stage so you can follow along. Step 1: Understanding Your Market

Four Tips For On-Page Optimization

Wouldn’t we all love to know the Google algorithm! Of course, but sadly that’s never going to happen, so all we can really do is pay attention to Google’s SEO advice and not try and cheat the system. Instead of updating my existing post on the Basics of SEO, I’ve decided to write a new one so that I can have some sort of history on how both on-page and off-page Search Engine Optimization has evolved. This post’s main focus is on on-page optimization, because I think that’s the area most in our control, so we have no excuses for getting it wrong… Here are my four tips Keyword Density Google doesn’t publish an ideal keyword density percentage for your website copy. I’ve heard everything from 2% up to 7% of your content should include cleverly woven in keywords. My latest thought on this is that Google’s algorithm is getting more sophisticated and you no longer need to pepper your content with these triggers – Plus, I can’t see it being too long before Google can associate ‘car’ with ‘automobile’ for example… Check out this video with Matt Cutts, it’s the most trusted source on this topic: [video_frame] [iframe url=”http://www.youtube.com/embed/Rk4qgQdp2UA” …