Why You Shouldn’t Trust General Stereotypes About Your Audiences

At Social Media Week New York 2018, Aaron Goldman, Chief Marketing Officer at 4C, discussed how data can reveal surprising and counterintuitive insights, and how marketers can leverage these insights to better engage with their target audiences.

In this clip, Aaron talks about how hyper-specific segments are key to figuring out the targeting needed for different parts of an audience.

Read the full recap and sign up for SMW Insider to watch the full session.

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

The post Why You Shouldn’t Trust General Stereotypes About Your Audiences appeared first on Social Media Week.


6 Best Practices For Creating Great Content

Over the years the phrase ‘content is king’ has been thrown about to inspire marketing teams to create more and more amazing material for audiences, resulting in a huge increase in articles and content creators on the web.

With more people venturing online, more social media users and the rise of the blogger and “influencer” the competition for creating amazing, unique articles, imagery and marketing campaigns is high.

To keep you on your A game for creating content, we’ll take you through the best practices that will transform your content to dull and boring so you can stand out from the crowd and create truly great content.

1. Think of The Audience

This is the single most important point you need to take away with you. Your audience is the sole reason you are creating content in the first place and so they are your priority when it comes to copywriting.

Whatever it is you’re writing about and the reason behind it, the fundamental reason is to satisfy them, may that be through answering a question, entertaining them, encouraging them to buy a product and fulfill their needs or similar.

As a result, you must always think and refer back to what it is they want, why you’re creating the content and make sure every piece of information within the article relates to this and fits this purpose.

2. Write For Long Tail Keywords

A common flaw that copywriters fall into is writing content for short, highly competitive keywords. For example, say you were a rare vinyl seller looking to create bespoke articles on how best to clean and care for vinyl.

Although ‘clean vinyl records’ has 1,000 average monthly searches, ‘how to clean vinyl records with soap and water’ has 40 average monthly searches which hence has a lot less competition and a bigger chance for you to rank well for this keyword.

If you can create a piece that is optimized for this keyword, once you’ve secured a high search ranking, you can start to create more pieces of content, may these be videos, social media imagery or so on, that target ‘clean vinyl records’ specifically.

This way, because you’ve already gained a high authority and relevance ranking on search engines for the long tail keyword, you’re chances of ranking for the shorter, more competitive keyword is more achievable.

3. Complete Your Keyword Research On Multiple Tools

Just because Google Ads Keyword Planner shows that ‘clean vinyl records’ has the highest searches, doesn’t mean you should settle for this information. Explore the web – that’s what it’s there for. Use other tools like BuzzSumo to get title ideas, complete social media searches and see what hashtags are trending.

Take a leaf from a scientist’s book. They must do lots of research, consult multiple sources of different types may that be a book, the internet, physical experiments and so on, to get a proper understanding of what it is they’re focusing on.

Sources often contradict themselves and offer varying opinions so it’s good to see what other people and tools are saying about the keyword or topic you want to talk about. Finding your next golden nugget of wisdom is often in the places you don’t commonly visit, so research about.

4. Know Your Text Structure Before Writing

Having a strong idea of the format of your post is essential before you start writing. Good structure means your blog post will be SEO optimized, highly readable for your desired audience and so, will make it a quick read. Something that’s becoming increasingly important in the online world.

It’s known from research that typically, users read the title, first paragraph, headings, subheadings and the first sentences of paragraphs. This is how people learn what your text is about and urges them to continue reading. Take this information on board and run with it.

How To Set Up Your Blog Structure

To set up your structure, you first need to follow the below steps to create the skeleton of your article.

Step 1 – Know the main question you’re answering i.e. what it is your audience is asking or wants to know.

Step 2 – Know the message you are trying to convey in your blog post i.e. what your answer to the question is and include this in your first paragraph.

Step 3 – Create a list of things you will cover in the article i.e solutions you’re offering, tips for doing something and so on.

Step 4 – Bundle these ideas together with headings and subheadings.

Step 5 – Finally order these topics either thematically, chronologically or step-by-step problem-solving.

  • Thematic ordering will be based on different subjects at a time, perhaps colour then size, then style.
  • Chronological ordering will be in time order that an event has happened or how to do something.
  • Problem-solving will be stating the problem then offering a new solution with each new heading and paragraph.

Best Practices for Creating Great Content | Kanuka Digital

You can see in the above image that there is a clear structure with the paragraphs clearly answering the questions within the subheadings, making it extremely easy to read and digest even at first glance. This post has been ordered in a thematic style.

5. Start Writing Where You Feel Most Comfortable

Start where you feel most comfortable. Sometimes people can stress over getting the first part of the post written. Don’t. The first paragraph is usually the hardest. It’s got to be the most intriguing, of high quality and optimized for SEO purposes.

Perhaps there is a certain point in the post you’d prefer to write about or have more information on. Start there and you’ll then get into your own flow of writing the next paragraphs.

Don’t fear that jumping from paragraph two to paragraph four will disrupt your flow and make your post sound “jumpy”. You can easily enhance your sentences in the correction phase of your post if it doesn’t flow exactly how you’d like.

Tip: Yoast suggest blog content writing is made up of three parts. Preparation which amounts to 40%, writing which amounts to 20% and correction which amounts to the final 40%.

6. Avoid Referring Back To Previous Paragraphs In First Sentence

So, as we know people read the first sentence of your paragraphs first, it’s important to never start a new paragraph with “this means that…” Your audience would have to read the previous sentence or two to get a proper idea of what you’re discussing which can interrupt their flow, damaging the posts’ readability and usability.

Instead, each new paragraph should be easily readable without having to fully understand and read the previous. Of course, you’ll want to continue the flow of conversation as you create a new paragraph though it should be expanded slightly or merge onto a new topic, time or place.

No one enjoys reading massive chunks of text so it’s simple. Split them up when it’s relevant to, without making them hard to read if the first chunk of text isn’t present.


When it comes to creating content, if your post is useful to your readers, it’ll be useful for Google and will usually be SEO friendly too. By focusing on your audience, prioritizing its readability over SEO – though not to neglect it completely – you’ll find over time, the post’s bounce rate will decrease and your search rankings will improve.

For more handy tips to improve your digital marketing practices, check out the Kanuka Digital blog.

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

The post 6 Best Practices For Creating Great Content appeared first on Social Media Week.


4 Quick Ways To Improve Your Social Media Marketing Efforts

Social media marketing has grown tremendously in the last decade. It has evolved from being a tool for friends to keep in touch to a powerful marketing opportunity for businesses of all sizes. Today, companies can’t hope to stay competitive if they’re not putting some effort into social media. As far back as 2014, 92% of marketers believed that social media was important for their company’s marketing success.

Social media marketing can be confusing. It can also be time-consuming and ultimately not very successful without knowing the best practices and keeping a consistent posting schedule. If you’re struggling with how to establish brand awareness and loyalty on social media, here are 4 tips to help you improve your social media marketing efforts.

Target Generation Z

Generation Z is becoming a powerful part of the economy. They’ve grown up with technology as a driving force in their lives. They’re social media savvy, and 70% of them buy products and services on these sites. If Generation Z is part of your audience, you need understand their behavior and to speak directly to them.

What does Generation Z want? They want brands to get to the point. Attention is a premium. It’s important to start off with powerful storytelling as a hook. They like to be engaged with the marketing process through interactive content, and they’re big advocates for social and environmental responsibility. Brands need to embody these values and create a consistent message across channels to engage with Generation Z.

Content Diversification

Getting enough content out into the world is a challenge for businesses without big marketing teams and bigger budgets.

Blogging can bring in traffic and play a key role in content marketing. But content diversification can help you keep things fresh and interesting. It will also keep you from running out of ideas and providing readers with more engaging content.

Making sure your content stays fresh and interesting will be essential for optimizing your digital marketing efforts, yet the landscape will be competitive.

“Companies will really need to adapt to this trend to stay in the game,” said Daniel Kempe, CEO of Quuu, in a recent expert round-up on the future of digital marketing.

Because of this competition, Kempe predicts that marketing firms will merge with creative firms. “We’ll see larger companies hiring video producers and graphic designers to collaborate with their marketing teams.”

Adding visual components can break up large amounts of text and create a more mobile-friendly experience. Video, screenshots, lists, and how-tos—your format can change from post to post. You can also use social media content to ask questions. Other options include prompting engagement and create engaging short-form posts that instantly get to the point.

Having a range of content will appeal to more potential customers and help keep you from getting stuck in a marketing rut.

Ask for Feedback to Improve Customer Support

You can’t improve your products or service and customer support without knowing what you need to work on. The first step in improving your customer support is to monitor what people are saying about your company on different platforms. After your initial audit, you can set up alerts for when people mention your brand in a specific way.

Social media has become an important channel for providing customer service. You need to have someone responding to both positive feedback and criticism, and use that feedback to improve your service and amplify what you’re doing well. Social media can be a powerful tool for gaining real-time feedback from your customers—both good and bad.

Remain Informed on Privacy Updates

Ignorance isn’t bliss when it comes to consumer privacy. After Facebook’s recent scandals, people are more wary than ever about what is done with their personal data. Many sites have updated their privacy policies, and companies need to stay up to date with this information to avoid violating each platforms’ policies and terms of service. Now that Europe’s sweeping new data privacy policy is in effect, companies need to be extra diligent about handling data responsibly.

Companies that don’t adhere to applicable policies and regulation can expect negative consequences, whether from the sites themselves or unhappy consumers who feel violated. First and foremost, however, your reputation shouldn’t affect how you approach the ethics of the situation—your consumers deserve the respect you’d give your own personal data. Ethics in big data is still a topic that is being explored, but that doesn’t give marketers an excuse to exploit consumers’ data. Most people know what crosses the line and what doesn’t.

Trends are Always Shifting

When you’re trying to create better content and improve your social media marketing, it’s important to realize that things can change almost overnight. It’s key to keep up with shifting trends in the industry and constantly aim to adhere to best practices.

With that said, there are a few principles that never change in social media marketing. Using storytelling techniques to engage your audience and creating consistent, quality content on a regular basis never go out of style. Social media marketing is a marathon, not a sprint, but by implementing the latest best practices, it can become an important part of your marketing strategy.

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

The post 4 Quick Ways To Improve Your Social Media Marketing Efforts appeared first on Social Media Week.


Interview: That Lot’s David Schneider Discusses the Need for Creativity in Content Creation

At Social Media Week New York 2018, David Schneider and David Levin, Creative Directors of the UK agency That Lot, explored platforms, platform specificity and native innovation during their session “Creating Social Gold: The Art of Platform Specificity.”

Throughout the session, they shared case studies from clients like Channel 4, Nat Geo, Jamie Oliver and The Voice, and discuss how platform-led brands and broadcasters nailing it on social in creative, highly-engaging ways.

We sat down with David Schneider after his session for more insights into adding innovation and originality to social.

Check out the full interview above and a list of what was discussed below.

  • How important is innovation and creativity in content creation
  • Is he seeing any specific trends in creative production of social media
  • What his thoughts are on the future of social media and their respective platforms

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

The post Interview: That Lot’s David Schneider Discusses the Need for Creativity in Content Creation appeared first on Social Media Week.


Things To Do In Cardiff – have a free consultation with MA Consultancy

Welcome To MA Consultancy Dedication, hard work and passion is how our digital marketing agency has flourished in the past years. Completely committed to providing our clients with not just results, but with an exceptional level of service from start to finish. This isn’t just a job for us, seeing our clients gain and improve […] […]



Lots to be thankful for… #MarketingWales #TourismWales


Facebook VP Carolyn Everson: The Future Of Ads On Instagram, WhatsApp

Facebook’s VP of Global Marketing Solutions, Carolyn Everson, sat down with The Wall Street Journal’s Media and Marketing Reporter Lara O’Reilly at Advertising Week and discussed, among other things, the future of Instagram and WhatsApp as far as marketers and advertisers are concerned.

IG and WhatsApp are two of the highest profile acquisitions Facebook has made, and their global success is a major part of what makes Facebook so powerful from a marketing perspective—especially Instagram, the rising star of social media.

At the same time, both platforms are becoming the subject of intense scrutiny as Facebook continues to use them as vehicles to drive ad dollars, much to the chagrin of their founders. Everson discussed the public acrimony between Facebook and its portfolio companies—check out the main takeaways, below.

[Click here to read Everson’s thoughts on the future of Facebook]

Instagram is not about to become “another Facebook” for consumers

Instagram’s co-founders recently stepped down from the company, and as the former head of Facebook’s News Feed steps into the leadership role, some have worried that Instagram will become a Facebook clone—which is exactly what many Instagram users don’t want.

Everson says that turning Instagram into “another Facebook” would be a mistake.

“We have every incentive for Instagram to have a unique value proposition… that would completely destroy its value,” she said.

Marketers, however, want a simplified backend across all Facebook platforms

While consumers may not see big changes to the Instagram user experience any time soon, Everson did note that a goal for the company was to “simplify” the infrastructure for marketers.

“We have a unified backend infrastructure so that marketers can upload their creative, we can help adapt it to different platforms… and just simplify their life,” she said.

“My team around the world is one unified team to the marketer, because a marketer doesn’t need to have four different meetings,” she added.

Instagram Stories is still the best deal for brave marketers


O’Reilly asked what Instagram would do to increase monetization of the platform’s Stories, which has become an unexpected hit for the company.

Everson responded by noting that monetization always takes time to catch up to a new user behavior, citing the company’s switch to mobile as another recent example.

But when it comes to the prices of advertising on Stories, Everson said that the company wouldn’t raise prices arbitrarily.

“Marketers are rewarded for bravery for moving into new ad formats,” where the prices are just less expensive, she said. “The real savvy marketers have really figured that out and are shifting rapidly into Stories.”

[We’ve been telling you to invest in Stories for awhile now, by the way.]

Small business is the driving force of advertising on WhatsApp

Facebook has moved more cautiously with messaging app WhatsApp when it comes to advertising. Everson pointed out that it took time to understand the “consumer value proposition” of the app, which is now revealing itself without Facebook creating a tool to manufacture one.

“People are already communicating with businesses.You go to India—the majority of businesses have WhatsApp accounts, they don’t have websites,” she said. “We saw that people wanted to communicate with businesses… we saw that behavior and started to build out those tools.”

Expect 2019 to bring changes for WhatsApp

Everson emphasized that the company would be “very cautious and slow moving” on WhatsApp overall—but that 2019 would be a year of new things for the app, such as targeted ads.

“What we’ve talked about publicly is that in 2019 we’ll talk about ads in Status [the WhatsApp version of Stories] in WhatsApp,” she said.

For the full conversation, head over to Facebook Business to watch the video.

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

The post Facebook VP Carolyn Everson: The Future Of Ads On Instagram, WhatsApp appeared first on Social Media Week.


Facebook VP: 5 Things To Know About The Future Of Facebook

It’s Advertising Week in New York City, and of course everyone wants to know what Facebook is planning on doing to help shape the future of digital ads, marketing, and content creation in general.

Luckily, the week started off with an insightful interview of Facebook’s VP of Global Marketing Solutions, Carolyn Everson, conducted by The Wall Street Journal’s Media and Marketing Reporter Lara O’Reilly.

Since the conversation was long and detailed, in this post we’ll detail the biggest takeaways from Everson’s thoughts on Facebook’s present and future. Here’s what the VP thinks about shadow profiles, third-party data, the midterm elections, and more.

Facebook is working to reassure marketers and advertisers after the latest hack

A recent “sophisticated attack” by hackers allowed them the ability to control around 50 million Facebook accounts, in another major blow to the world’s biggest social media network.

According to Everson, many of the marketers and advertisers she has spoken to have shown “empathy” for Facebook, understanding that cyberattacks are among the biggest threats that any company can face.

As for how Facebook has worked to ensure user and marketer safety, Everson said that the business team “put out a very practical guide over the weekend” with best practices, including understanding who the administrators are on an account. Everson said that Facebook ensured marketers that credit card information “could not have been taken by the hackers.”

A major cultural shift is underway at Facebook

In emphasizing that Facebook’s “entire existence” is to come in and serve people and marketers, Everson noted that the company taking responsibility for its power and influence marked a “cultural shift.”

“At the end of the day we have a responsibility to people,” Everson said, noting that recent scandals and issues like foreign interference in elections and misinformation was driving the company to change in a way that Cambridge Analytica couldn’t.

Between this recent hack and the larger questions of information and trust, Facebook is trying to change the perception that they don’t have users’ best interest at heart.

Facebook is deciding whether to use “shadow information” to advertise to users

Another area where Facebook has been getting heat is in their use of “shadow profiles” and other non-user data, as well as the information users provide for two-factor authentication, in advertising.

Everson talks are underway at Facebook to decide how best to use this information—if at all—going forward.

“We’re going to fix it,” she said. “Either we need to be much clearer about the fact that we’re utilizing this data because it’s not totally clear to users… Or we will no longer utilize it for ads.”

The issue here, according to Everson, isn’t that data is being used for advertising. It’s about transparency and control.

“The vast majority of people want their data to be utilized, but they want to be in control of it… because they don’t want their time wasted,” Everson said.

Facebook is working to ensure all data used on the site is “ethically sourced”

Facebook recently ended a major deal between the company and major data brokers, and as of Oct. 1 is no longer facilitating an automatic upload from a third-party data source in the U.S. (this change happened earlier in Europe). Why?

“Where did [this data] come from? Did consumers give permission to have that data be utilized in such a way? There is a burden of responsibility placed on the marketer,” said Everson. “… Our goal with this is to ensure that whatever data is utilized it ethically sourced and marketers have permission to use it.”

The platform learned a ton from the 2016 elections

Everson said that Facebook is “much more prepared” for the 2018 midterm compared to the 2016 presidential election, and has done a lot better with significant elections that took place around the world in the last two years.

According to Everson, Facebook is focusing on removing fake accounts, identifying operations of foreign interference, fighting fake news and misinformation (and drastically downgrading the spread of fake viral posts), reducing civic spam, and working with law enforcement on potential threats, 11th-hour and otherwise.

Facebook Business posted the conversation in full, and you can watch it here.

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

The post Facebook VP: 5 Things To Know About The Future Of Facebook appeared first on Social Media Week.


How You Can Use Data To Make Better Decisions

At Social Media Week New York 2018, Rick Martira, VP of Marketing at Unified, discussed the steps brands are taking to gain more insight into their social advertising, and how this growing demand is shifting the social advertiser mindset of marketers.

In this clip, Rick discusses why instead of dumping all data into the same pool, you should focus on creating context and purpose to the data.

Read the full recap and sign up for SMW Insider to watch the full session.

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

The post How You Can Use Data To Make Better Decisions appeared first on Social Media Week.


Find Solutions with Mike Armstrong – Marketing Wales…