# data[].attributes.body
Developing a Value Proposition

•Identify the Target Audience: Understand their needs, desires, and pain points.

•Define the Primary Benefits: Specify how the product/service resolves a need or delivers something desired.

•Differentiate from Competitors: Clarify the unique attributes that make your solution the best choice.

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Describe your organisation under the following categories

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Describe your organisation under the following categories

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What is their -

Character/persona

Tone

Language

Purpose

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List Reasons why content fails/doesn’t hit the objectives/KPIs set

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List Reasons why content fails/doesn’t hit the objectives/KPIs set

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Any experiences you can share?

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Tell a story with your customer as the character

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Tell a story with your customer as the character

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•Character: Place the customer as the hero in the story and make the product the guide.

•Conflict: Highlight a relatable problem or obstacle.

•Resolution: Present the product or service as the means to overcome the problem and achieve success.

•Emotional Appeal: Engage readers emotionally, making the story memorable and persuasive.

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Grad Girl Marketing Content Strategy - Group Task / Presentation -no more than 10 minutes - Attach your slide deck below when completed

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Grad Girl Marketing Content Strategy - Group Task / Presentation -no more than 10 minutes - Attach your slide deck below when completed

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1. Who is their target audience?

2. What is their key message?

3. What are their content goals?

4. What posts/content get the best engagement?

5. How does this account interact with the followers? Any common themes?

6. What content types are used?

7. Frequency of posting?

8. What content themes are there? (educational content,product posts etc)

9. Content quality and visuals

10. Engagement tactics – CTA, interactive elements, social proof?

11. Platform specific observations

12. Competitor comparison

PLEASE ADD EXAMPLES (LINKS)

https://uk.linkedin.com/company/grad-girl-marketing

https://www.instagram.com/gradgirlmarketing/?hl=en

https://www.tiktok.com/@gradgirlmarketing

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What are the best practices for the below? Best time to post? tone / voice / what kind of content works best on each platform etc.

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What are the best practices for the below? Best time to post? tone / voice / what kind of content works best on each platform etc.

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Instagram

Facebook

X

LinkedIn

TikTok

https://www.perplexity.ai/

# data[].attributes.headline
Rewrite the following in the AIDA framework

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Rewrite the following in the AIDA framework

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“Get in shape with 10-minute daily workouts tailored to your lifestyle, all in the convenience of your phone”

•Attention: Grab the audience’s focus with a compelling headline or opening sentence.

•Interest: Maintain their attention by presenting engaging and relevant information.

•Desire: Stir up a desire by emphasising how the product or service benefits the audience.

•Action: Conclude with a clear call-to-action (CTA), guiding the reader on what to do next (buy, sign up, etc.).

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Research the algorithms for each platform- how do they impact reach and engagement? Any advice / recommendation to get more reach / engagement...

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Research the algorithms for each platform- how do they impact reach and engagement? Any advice / recommendation to get more reach / engagement...

# data[].attributes.body
Instagram

Facebook

X

LinkedIn

TikTok

https://www.perplexity.ai/

# data[].attributes.headline
Rewrite the following in the PAS framework

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Rewrite the following in the PAS framework

# data[].attributes.body
“Get in shape with 10-minute daily workouts tailored to your lifestyle, all in the convenience of your phone”

•Problem: Identify a relatable issue or pain point the audience faces.

•Agitate: Amplify the problem's emotional impact, making it feel urgent.

•Solution: Provide a solution—your product or service—showing how it addresses the issue.

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Rewrite the following in the FAB framework

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Rewrite the following in the FAB framework

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“Get in shape with 10-minute daily workouts tailored to your lifestyle, all in the convenience of your phone”

•Features: Describe what the product/service includes.

•Advantages: Highlight what sets it apart from competitors.

•Benefits: Emphasise how it improves the customer’s life.

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Pick five different pages/accounts that you follow (personal) and explain why

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Pick five different pages/accounts that you follow (personal) and explain why

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Please add links.

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Scroll through your social media feed (personal), find 5 pieces of content that you would/have:

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Scroll through your social media feed (personal), find 5 pieces of content that you would/have:

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Liked

Commented

Bookmarked

Shared

Followed page

Please add links.

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What events and problems may your organisation customer persona face? Lack of reliable & relevant customer data?

What questions may they ask as a result of those problems and events? How can we gather more accurate and relevant customer data to create realistic personas?

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What metrics would you measure for each stage? Match the below.

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What metrics would you measure for each stage? Match the below.

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Awareness

Consideration

Conversion

Retention

CPA –Reach -Customer retention rate –Impressions -Cart abandonment rate –Downloads -Leads -Repeat purchase rate -Engagement such as comments/likes -Conversion rate -Follower growth –Referrals -Video watch time -Website traffic -Bounce rate

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Create images based on the prompts you have created in the previous slide

Add your pictures here - Halloween and work related ones you can actually use in your content marketing!

KREA

Create videos from the images you created with Krea using https://hailuoai.video/

Add your images and videos here - Halloween and work related ones you can actually use in your content marketing!

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Define each and how it impacts marketing / your marketing 

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Define each and how it impacts marketing / your marketing 

# data[].attributes.body
GDPR

Defamation

Misleading claims

Right of publicity

ASA (Advertising Standards Agency)

Accessibility compliance

Transparency

CSR (Corporate Social Responsibility) claims

# data[].attributes.body
Apply 2 different styles to your prompt

https://eyecannndy.com/

e.g..

Wideshot photo of a blue pumpkin in front of New York Time Square, with the buildings in the background at night. There are lots of people staring at the pumpkin

Double exposure photo of two pumpkins in a nightclub, with flashing lights in the background. There is a DJ stand behind the pumpkins

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Define copyright and intellectual property and explain how they impact your marketing

# data[].attributes.subject
Define copyright and intellectual property and explain how they impact your marketing

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What does the journey look like for your organisation? What content does your organisation use at each stage? Please add links to illustrate each stage.

# data[].attributes.subject
What does the journey look like for your organisation? What content does your organisation use at each stage? Please add links to illustrate each stage.

# data[].attributes.body
Awareness

Consideration

Conversion

Retention

# data[].attributes.headline
For each of the content types, expand upon what would be needed for the below

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For each of the content types, expand upon what would be needed for the below

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Just focus on the following -

Equipment ( You have done this in Task 6 so copy it over)

Cost - put low, medium or high or £/££/£££

Resources (what people / roles do you need to hire)

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Rank the types of content from least expensive to most expensive

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Rank the types of content from least expensive to most expensive

# data[].attributes.headline
How does your organisation achieve the below in their content? If they don’t, how could they?

# data[].attributes.subject
How does your organisation achieve the below in their content? If they don’t, how could they?

# data[].attributes.body
Relevant – Should align with target audience’s interests, needs or preferences

Engaging – Should be designed to capture attention, spark interest or encourage interaction

Clarity – Should be clear and easy to understand

Consistency – Should be aligned with the brand’s voice and maintain consistency across different platforms

# data[].attributes.body
Reason for use

Advantages

Disadvantages

Hardware/software needed

# data[].attributes.headline
Position the content where they would typically sit on the map

# data[].attributes.subject
Position the content where they would typically sit on the map

# data[].attributes.headline
Which of the below does your organisation use?

# data[].attributes.subject
Which of the below does your organisation use?

# data[].attributes.body
Give examples if you use:

Please add some links from your business website / social media etc.

Graphics (including infographics and computer-designed imagery)

Photography

Short-form video

Long-form video

Written content

Audio

White papers

User-generated content

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Tools for generating content ideas - Use the tools listed to find content ideas for your business

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Tools for generating content ideas - Use the tools listed to find content ideas for your business

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Think of ideas for creating new content you can also use some of the following tools -

https://trends.google.com/trends/

https://answerthepublic.com/

https://explodingtopics.com/

https://www.reddit.com/

If you have access to a google AdWords account then use Keyword planner tool

https://ads.google.com/

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How else can we get ideas for our content?

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How else can we get ideas for our content?

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•At the end of the training you will be able to:

•Explain the types of content that can be created for marketing communications

•Explore the factors that influence the content selection

•Recommend appropriate marketing content to meet campaign objectives

•Use Gen AI tools to be able to create different types of content

•Understand how to structure prompts for Gen AI tools

•Apply different copywriting techniques

•Understand asset management and quality management of assets

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Emma had always imagined her wedding day, but as a young teacher with a tight budget, finding the perfect gown seemed impossible. After visiting several shops and feeling disheartened by the high prices, she was ready to give up.

Then she discovered Elite Bridal. The moment she stepped inside, her eyes fell upon a breathtaking gown with an illusion back and gorgeous pearl detailing. It was everything she had ever dreamed of—but she was worried about the money. She knew weddings were expensive and didn't want to spend all the budget on her dress.

Noticing Emma's hesitation, a lovely sales consultant approached her with a warm smile. “At Elite Bridal, we offer flexible payment plans with no credit checks, so you can get your dream gown without the financial stress,” she said.

Hope reignited, Emma tried on the gorgeous gown. As she looked in the mirror, she felt like a true bride for the first time. It fit perfectly, hugging her curves in all the right places. With the consultant’s help, she secured her dream dress without the financial stress she feared.

On her wedding day, Emma walked down the aisle in her dream gown, radiating confidence and joy. She realised that with the right guidance, she didn’t just find a dress; she discovered a way to make her dream come true.

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Match the statements to the content type

# data[].attributes.subject
Match the statements to the content type

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Exploding Topics - Discover the hottest new trends.

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See new market opportunities, trending topics, emerging technology, hot startups and more on Exploding Topics.

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Hailuo £8 a month, 35 no-wait generations a month with free 3 daily gens

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Hailuo £8 a month, 35 no-wait generations a month with free 3 daily gens

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Reddit is a network of communities where people can dive into their interests, hobbies and passions. There's a community for whatever you're interested in on Reddit.

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Sometimes only sections of the video are useful

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Sometimes only sections of the video are useful

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LumaLabs, great when works, £20 a month without watermarks, 150 quick gens

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LumaLabs, great when works, £20 a month without watermarks, 150 quick gens

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1- Creating the wrong content for the wrong customers due to inadequate customer data = less engagement.

2- Why we are not receiving the engagement we are working hard for because of unreliable customer data making up an unrealistic customer persona?

3- By using a tool to assess audience, and by checking frequently and updating customer personas to match recent data.

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unclear buying motivations: hard to know why they want to buy the jewellery e.g weddings or for a gift

What factors matter most in their purchase decisions?

Challenges in Building Trust and Loyalty: requires customer confidence in the quality and value of the products

How do I make customers trust my brand and return for repeat purchases?

can gather more accurate data by creating polls and question boxes on socials, take advantage of access to analytics and buying patterns alongside customer reviews and feedback

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lack of reliable customer data, inconsistent feedback, or poorly defined audience segments

how can we fix gaps in our data collection? what tools will help us better understand our customers?

use customer relationship management (crm) tools, surveys, and digital analytics to track preferences and behaviors

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Observing content from competitors and evaluating their engagement from their content/ what are they doing different to us.

Keyword research, finding trends

Through campaigns, divide audience up into categories and tailor content directed for each category, to make more specific content.

Sampling and posting different forms of content, analysing which attracts more engagement over time e.g. Polls, graphical content, blogs etc.

Dive through past content and evaluate what type of content did well.

Developing reliable customer personas

by gathering information such as what they like, comment on, following etc

Trying new content

Collaborations may drive new traffic

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customer feedback ask customers.
competitor analysis study competitors.
keyword research find trends.
trending topics check tiktok/instagram
industry forums explore communities.
repurpose content update old posts.
collaborations team up with influencers.

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using socials to see what competitors are doing and if we can replicate what they are doing.

customer feedback and reviews to know what our customers what to see or are interested in

social media insights on what is working and what isnt

seasonal content at different point of the year alongside following trends

UGC content

real life customer stories and testimonials

after care tips and styling guides

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Content Creation, Marketing & Copywriting

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Content Creation, Marketing & Copywriting 2

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Real life love stories of brides that have used our jewellery on their wedding day, can be a blog or story or reel

real life interaction and interviews

in office content using our staff to create TikTok's to break down the wall between customer and the brand

use of model on photoshoot to create UGC while on shoot

behind the scenes in different areas

how the jewellery is picked and packed

how some of the jewellery is made in house

day in the life of different people in the office and what they do i their day

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top cosmetic dentistry treatments process/benefits.

dentistry myths busted debunk common dental myths.
teeth whitening tips.
importance of oral health how oral health affects overall well-being.
what is a smile makeover? explain the process and benefits.
benefits of regular cleanings why cleanings matter long-term.
answer common dental questions based on reddit FAQs.

patient spotlight feature real dental transformations.
dental care for kids tips for teaching kids oral hygiene.

latest dental technology new tools and tech in your practice.
dental hygiene tips everyday tips for a healthy smile.

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On reddit users ask questions for other users to answer and help them. This is a popular platform to find opinions, answers and topic information. For example, i looked at Flood risk assessments, we can use the questions the users are asking to create content. By posting on what a Flood map is. Or finding the questions with the highest comments to reveal the most common questions asked around the topic and use it to our advantage to create content on tips on how to go through a smooth process when planning and purchasing environmental reports

Google Trends

I searched for flooding, and the related topics showed me villages suffering from flooding currently in the UK. Which would be a perfect advantage of using keywords such as 'Cheadle' for generating great SEO. In a blog, what villages are suffering from flooding at the moment?

Cheadle Village what are the effects of flooding? Blog

A forum on Sustainability Topic, how can we implement sustainable options through environmental planning.

Exploding Topics

By discovering hot topics internationally, we can see the growth of topics too. By focusing on the hot topics we could encourage more engagement.

Answer the public

Using the top three questions associated with the keyword searched we could make a Q&a (answering most common questions)

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Content Creation, Marketing & Copywriting 3

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1 user-generated content
2 written content
3 written content
4 long-form video
5 short-form video
6 photography
7 graphics
8 written content

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1- UGC

2- audio

3- written content

4- Long-form

5- short-form

6- photography

7- graphics

8- white papers

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1-UGC

2audio

3written content

4long form

5short form

6photography

7graphical

8white papers

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Content Creation, Marketing & Copywriting 4

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Graphics and photography -- https://www.instagram.com/p/DEvBM3OzT3s/?hl=en

https://lilyandroo.com/?_gl=1*1uvgqep*_up*MQ..*_gs*MQ..&gclid=Cj0KCQiA-aK8BhCDARIsAL_-H9l4clH87PQNj77s3dcfgtggsz45yyHFGOzOPt0nmVj39x16X-UZOJMaAlLzEALw_wcB

short-form

https://www.instagram.com/p/DEzxvhfuc3l/?hl=en

UGC

https://www.instagram.com/p/DEsWIEmPxUy/?hl=en

https://www.instagram.com/p/DEP_FY0vMrg/?hl=en

audio

https://www.instagram.com/reel/DDaF1RroiOP/?hl=en

written content - blog posts

https://lilyandroo.com/pages/shop-the-look-wedding-jewellery?_gl=1*mua6mw*_up*MQ..*_gs*MQ..&gclid=Cj0KCQiA-aK8BhCDARIsAL_-H9l4clH87PQNj77s3dcfgtggsz45yyHFGOzOPt0nmVj39x16X-UZOJMaAlLzEALw_wcB

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LILY & ROO on Instagram: "Update your jewellery collection with our latest New In pieces. Shop now!"

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lilyandrooldn on January 12, 2025: "Update your jewellery collection with our latest New In pieces. Shop now!". 

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View this post on Instagram

A post shared by LILY & ROO (@lilyandrooldn)

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Graphics- we promote our reports through graphics made on canva ready to use on our website, linkedin and newsletters. https://www.linkedin.com/feed/update/urn:li:activity:7284956644898168833

Photography is used on our website to introduce employees or integrated with written content in a blog. https://geosmartinfo.co.uk/about/our-team/

Short form videos- are usually posted on our linked in, for example hiring, or general topics. https://www.linkedin.com/feed/update/urn:li:activity:7283044841880489984

long form video- is used on our website discussing important topics longer than a minute https://geosmartinfo.co.uk/2024/10/geosmart-chair-why-ive-written-to-the-government/

written content- Educational/ blog https://geosmartinfo.co.uk/2025/01/the-effects-of-uk-storms-and-flooding-lessons-from-storm-bert-and-darragh/

Audio- Webinars most weeks where customers can join (closest to audio)

https://attendee.gotowebinar.com/register/8420991776313443677

white papers- Our reports / confidential to clients

UGC - A customer review we reposted

https://www.linkedin.com/feed/update/urn:li:activity:7275782083598249985

# data[].attributes.body
graphics used in instagram stories to promote appointments and cancellations. Used on the website to promote services.

photography used across instagram stories and photos.

short-form video used on tiktok, instagram, and youtube shorts.

long-form video not used currently, but planning to - youtube video explaining the benefits of cosmetic dentistry in detail.

written content used in instagram descriptions and blog posts

audio not used.

white papers recently uploaded an ad in the village connect magazine promoting a dental service with a special offer.

user-generated content - patient testimonials and before-and-after photos submitted by customers

web https://www.priorshalldental.com

https://www.instagram.com/priorshalldental?igsh=MTIzM3lyMmIyOHRs

https://www.tiktok.com/@priorshalldental?_t=ZG-8t72UhLe5zM&_r=1

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Content Creation, Marketing & Copywriting 6

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white papers
reasons for use: provides in-depth insights on complex topics, builds trust.
advantages: detailed, informative, great for lead generation and thought leadership.
disadvantages: time-consuming to create, requires expertise, not as engaging for all audiences.
hardware/software needed: word processor, design software

graphics
reasons for use: visually communicates key messages, grabs attention.
advantages: eye-catching, great for social media, can explain concepts quickly.
disadvantages: may oversimplify or miss critical details.
hardware/software needed: graphic design software

long-form video
reasons for use: offers deep dives into topics, ideal for educational content, storytelling.
advantages: highly engaging, allows for detailed explanations, good for building authority.
disadvantages: requires editing, can lose attention if too long.
hardware/software needed: high-quality camera, microphone, video editing software

audio
reasons for use: offers convenience for on-the-go consumption, ideal for podcasts or voiceovers.
advantages: easy to consume, great for personal connection, builds intimacy.
disadvantages: limited engagement.
hardware/software needed: microphone, audio editing software

short-form video
reasons for use: grabs attention quickly, perfect for social media and quick tips.
advantages: high engagement, shareable, ideal for showcasing highlights or teasers.
disadvantages: limited depth, short attention span, may not provide enough value.
hardware/software needed: smartphone or camera, video editing app

photography
reasons for use: visually represents your brand, captures emotions, and adds authenticity to posts.
advantages: high impact, great for social media, builds trust.
disadvantages: can be expensive to produce, requires skill for quality results.
hardware/software needed: camera, photo editing software

user-generated content
reasons for use: builds trust, provides social proof, and encourages community engagement.
advantages: authentic, cost-effective, great for increasing credibility and brand loyalty.
disadvantages: requires engagement, not always predictable.
hardware/software needed: social media platforms.

# data[].attributes.body
Graphics

Reason for Use: To visually represent information and build up brand identity.

Advantages: Quick to take in, visually appealing, strengthens the brand consistency.

Disadvantages: Can be hard to convey complex data clearly, may require design expertise.

Computer, canva or photoshop

Photography

Reason for Use: To show products, lifestyle shots

Advantages: High-quality photos build trust and highlight product details effectively.

Disadvantages: Requires professional equipment or skilled photographers for high impact.

high quality camera equiptment and lighting

3. Short-Form Video

Reason for Use: To create quick, engaging content that captures attention quickly.

Advantages: High engagement, easily shareable.

Disadvantages: Limited time to convey a message.

camera/phone, tiktok, instagram, pinterest

4. Long-Form Video

Reason for Use: To provide detailed content such as tutorials

Advantages: Builds a better connection with audience, great for storytelling.

Disadvantages: Time-consuming to produce, requires the viewers commitment.

tripod, lighting, camera, editing software

5. Written Content

Reason for Use: To educate or inform customers

Advantages: Can go into detail

Disadvantages: Less engaging than visual content, may require high-quality writing skills.

computer, document writing, word, google docs

6. Audio

Reason for Use: To provide engaging podcasts, voiceovers, or branded music.

Advantages: Hands-free, convenient, perfect for educating on the go.

Disadvantages: Less visual impact, requires quality sound production.

clear microphone, garage band

7. White Papers

Reason for Use: To present detailed analysis or research on products.

Advantages: Builds trust with in-depth information.

Disadvantages: Requires significant time and research, may not be accessible to casual readers.

computer, word, docs, excel

8. UGC

Reason for Use: To showcase customer-generated content, build community and trust.

Advantages: Authentic, cost-effective, increases social proof.

Disadvantages: Quality control can be inconsistent, can be paid videos

mobile and social media platforms

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UGC- To engage with customers, more exciting content for them as its interactive.

Advantage- Aligns with customers interests and makes their interaction feel valued increases loyalty

Disadvantage- Customers may expect more UGC and less general content e.g written content, which could cause disinterest if they no longer feel they get to interact with the brand.

Software needed- Linked in, creating a poll or a discussion in the comments.

Podcast- A popular content type nowadays, it can be left in the background and still be effective.

Advantage- Customer does not have to pay full attention.

Disadvantage- Can be hard to keep the engaging momentum in the podcast.

software- goto webinar, youtube.

Graphics- Visual interpretation of the brand

Advantage- Customise graphics to be visually appealing to rear customers in.

Disadvantage- Can sometimes be time consuming.

Software - canva

White papers- research papers, reports.

Advantage- Adds modesty and sophistication to brand image.

Disadvantage- Some customers are not drawn to lot's of writing/ would rather read a short paragraph to not fill up time.

software- word

Photography- imagery used

Advantage- Customisable, if taken yourself no copyright claims

Disadvantage- copyright can be an issue

Photoshop

Long form video- long educational video

advantage- can be educational and allow companies to distribute lots of information.

Disadvantage- time consuming for customer

software- youtube

Short form video- short video

advantage- reels, shorts videos under a minute can be appealing for customers as its not time filling.

Disadvantage- limited content displayed

software- instagram, facebook, tiktok

Written content- articles/books

Advantage- can be informative for customers especially blogs

Disadvantage- Some customer may find time consuming to read

Software- word

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Content Creation, Marketing & CopywritingG 7

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Relevant - Our audience is divided up into campaigns. One of our campaigns audience are architects, planners, surveyors which means we design content aligning with their needs, preferences and interests - Such as webinars based on specific topics such as how to know if the land you're buying is contaminated or at flood risk, their interest is buying land or carrying out architecture for as client so this classifies as needs and interests.

Engaging- We actually don't really post content too engaging, we should consider a forum or Q&a.

Clarity- Our content is very clear and concise, we make sure our brands missions are pursued clearly through posts on Linkedin.

Consistency- We use a calender called Airtable, which is where we schedule our social posts month to month. What campaigns are being covered making sure we are meeting our target.

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Relevant- all our content is aimed towards our target audience of females between the ages of 18-35 for gift givers or those planning weddings, therefore we partner up with other brands for giveaways such as winning trips away to keep them intrested in the brand gaining more engagement

Engaging- on social platforms we use question boxes and timers to when sales are going live. with inspiration on what to wear for different occassions such as mother of the bride, brides, bridesmaids, gifts for girlfriends and so on

Clarity- we never use too many words on socials as we do not want to loose the readers attention unless it is a blog then this will be in long-form

we use images that relate to what is being posted such as valentines day we will use imagery using all out heart jewellery

Consistency- we stay with the same type of simplistic templates and colour schemes for our socials and instagram stories. we post daily and track this using a calendar app called later

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relevant
We engage with our patients through polls and feedback to understand their concerns and interests. Our content is tailored to topics like common dental issues, cosmetic procedures, and oral health tips that resonate with our audience.

engaging
We capture attention with high-quality visuals, interactive content like polls, and share patient success stories and transformations. Short-form videos and user-generated content also.

clarity
Our messages are always easy to understand, using simple language, clear visuals, and step-by-step guides where necessary. We avoid jargon and ensure our posts are clear and accessible to everyone.

consistency
We maintain a consistent tone of voice and messaging across all content by aligning with our practice’s values and brand identity. We keep to the same colours, fonts, visuals and theme.

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1 written

2white paper

3UGC

4Photography

5Audio

6Graphics

7Short video

8Long video

(no clue if this is right)

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1. Written Content

2. UGC

3. Short-Form Video

4. Graphics

5. Photography

6. Audio

7. White Papers

8. Long-Form Video

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1. written content

2. user-generated content

3. graphics

4. white papers

5. photography

6. short-form video

7. audio

8. long-form video

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Content Creation, Marketing & Copywriting 8

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£ UGC- 3 - Marketing team - To engage with customers, more exciting content for them as its interactive.

Advantage- Aligns with customers interests and makes their interaction feel valued increases loyalty

Disadvantage- Customers may expect more UGC and less general content e.g written content, which could cause disinterest if they no longer feel they get to interact with the brand.

Software needed- Linked in, creating a poll or a discussion in the comments.

££ Podcast- 5 - Director - A popular content type nowadays, it can be left in the background and still be effective.

Advantage- Customer does not have to pay full attention.

Disadvantage- Can be hard to keep the engaging momentum in the podcast.

software- goto webinar, youtube.

£ Graphics- 6 - me - Visual interpretation of the brand

Advantage- Customise graphics to be visually appealing to rear customers in.

Disadvantage- Can sometimes be time consuming.

Software - canva

£ White papers- 2 - third party/ cost research papers, reports.

Advantage- Adds modesty and sophistication to brand image.

Disadvantage- Some customers are not drawn to lot's of writing/ would rather read a short paragraph to not fill up time.

software- word

£ Photography- 4 - third party/manager

imagery used

Advantage- Customisable, if taken yourself no copyright claims

Disadvantage- copyright can be an issue

Photoshop

££ Long form video- 8 - thirdparty

long educational video

advantage- can be educational and allow companies to distribute lots of information.

Disadvantage- time consuming for customer

software- youtube

£ Short form video- 7 - us, thirdparty

-short video

advantage- reels, shorts videos under a minute can be appealing for customers as its not time filling.

Disadvantage- limited content displayed

software- instagram, facebook, tiktok

£ Written content-1 us - articles/books

Advantage- can be informative for customers especially blogs

Disadvantage- Some customer may find time consuming to read

Software- word

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white papers
equipment: computer, word processor
costs: moderate (unless outsourcing writing or design)
resources: expert knowledge, time for research and writing

graphics
equipment: computer, design software
costs: moderate (software, or outsourcing design)
resources: graphic designer, creative team, time for design

long-form video
equipment: high-quality camera, microphone, lighting, editing software
costs: high (equipment, editing software, possible outsourcing)
resources: videographer, editor, time for filming and post-production

short-form video
equipment: smartphone or camera, editing app
costs: low to moderate (minimal equipment, editing software)
resources: content creator, time for filming and editing

written content
equipment: computer, word processor
costs: low
resources: writer, time for research and writing

user-generated content
equipment: smartphone or camera
costs: low (if using customer submissions)
resources: social media monitoring, engagement, incentives

photography
equipment: camera (DSLR or smartphone), editing software
costs: moderate (camera, software, or outsourcing)
resources: photographer, editing team, time for photoshoot and editing

audio
equipment: microphone, audio editing software
costs: low to moderate (microphone, software)
resources: voice, audio editor, time for recording and editing

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Written content-

£ - content writer, copywriter

UGC-

£- Social media manager

Short- form video-

££- social media manager, editor

Graphics-

££-brand specialist, graphic designer

photography-

££ to £££- photographer, editors

audio-

££- voiceover artist, audio engineer

long-form video-

£££- video production, videographer, editor

white papers-

££ to £££- data analyst, technical writer, researcher

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Content Creation, Marketing & Copywriting 9

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Copyright-

A collection of guidance about how to protect, manage and enforce copyright. Copyright protects original literary, dramatic, musical and artistic works.

It helps protect your original jewellery designs, photography, branding, and content, ensuring that competitors can't copy or misuse your work.

third-party content (like music, images, or video), proper licensing to avoid copyright infringement.

User-generated content (UGC) also requires clear permissions to avoid ownership issues.

Intellectual property-

Having the right type of intellectual property protection helps you to stop people stealing or copying:

the names of your products or brands

your inventions

the design or look of your products

things you write, make or produce

Safeguards jewellery designs, logos, and content from being copied.

Helps monitor and prevent competitors from using your work without permission.

can support the growth of the company

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Copyright - protects original literary, dramatic, music and artistic works.

Intellectual property - A collection of guidance about how to protect and manage and enforce copyright.

Impact my marketing -

No use of any content/imagery displayed on google, Bing, safari for public advertisement without permission. No use of music in the background for short videos due to artists permission, unless its not licensed. No copying of written work, unless you refer to the source. In order to avoid copyright claims, i have to make my own unique graphics, written work and photos.

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copyright is legal protection for creators of original works like writing, music, or images, while intellectual property (IP) covers creations of the mind, such as inventions and designs.

Respecting copyright and IP laws is vital. Using copyrighted materials without permission will lead to legal issues. We protect our content, like marketing materials or patient education, to safeguard our brand and prevent misuse.

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Content Creation, Marketing & Copywriting 10

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Content Creation, Marketing & Copywriting 11

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GDPR: The General Data Protection Regulation governs how businesses collect and handle personal data, impacting marketing by ensuring customer privacy and data security in different campaigns.

Defamation: Defamation involves making false statements that harm a person's or brand’s reputation- it impacts marketing by requiring careful and specific language to avoid legal consequences.

Misleading Claims: Misleading claims are false or deceptive statements about products or services, which can lead to legal actions and damage a brand’s trust in marketing.

Right of Publicity: The right of publicity protects an individual’s control over the commercial use of their name, image, or likeness, affecting marketing strategies that involve celebrities or influencers.

ASA: The Advertising Standards Authority regulates advertising to ensure it is truthful and non-offensive; marketing must comply to avoid fines and reputation harm.

Accessibility Compliance: Accessibility compliance ensures marketing materials are usable by all, including those with disabilities, enhancing inclusivity and broadening audience reach.

Transparency: Transparency in marketing involves being honest about product features, pricing, and business practices, fostering trust and positive customer relationships.

CSR Claims: Corporate Social Responsibility claims highlight a company’s ethical practices and social contributions; false or exaggerated CSR claims can damage credibility and customer loyalty.

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1. gdpr controls patient data use and impacts our marketing by requiring consent for data collection in forms or emails

2. defamation means false statements that harm reputations and impact our marketing by prohibiting false claims about competitors

3. misleading claims are false or exaggerated statements and impact our marketing by requiring accurate claims about services or results

4. right of publicity protects individuals’ names and images and impacts our marketing by requiring consent to use patient photos or testimonials

5. asa regulates truthful advertising and impacts our marketing by ensuring all promotions meet advertising standards

6. accessibility ensures usability for disabled people and impacts our marketing by requiring websites and ads to be inclusive

7. compliance means following laws and standards and impacts our marketing by ensuring all legal and professional rules

8. transparency means clear communication and impacts our marketing by requiring honest pricing and treatment details

9. csr claims promote ethical practices and impact our marketing by requiring eco-friendly or charitable claims to be truthful

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GDPR - European Union law that protects the privacy and security of personal data.

We can't share previous reports from well known clients or wite any case studies on them due to GDPR, which would be good for our reputation.

Defamation - is a false statement that harms someone's reputation. It can be spoken or written, and can include media like photographs and cartoons.

in marketing defamation can include making false or damaging statements about a competitor's products or services publicly

Misleading claims - an ad is misleading if it has false or deceptive information

We have to make sure our advertisement on reports are accurate and not misleading to any degree.

Right of publicity - The right of publicity is an intellectual property right that protects against the misappropriation of a person's identity

When we post about employees promotions we keep it simple and we keep it appropriate.

ASA - The ASA makes sure ads across UK media stick to the advertising rules.

We make sure our advertising is truthful and not manipulating other opinions

Accessibility compliance - process of making digital services accessible to people with disabilities. In the UK, public sector bodies must comply with accessibility regulations.

In marketing we make sure our content is perceivable and operable

Transparency - improve transparency and accountability for companies and other legal entities.

We ensure this in our terms and conditions.

CSR - statements that a company makes about its social, environmental, and economic impact.

Our website and products are all about being sustainable when going through the planning process.

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Content Creation, Marketing & Copywriting 12

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Content Creation, Marketing & Copywriting 6

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Double exposure of a realistic angry short witch, stirring a cauldron, in front of an old haunted castle at dusk. There are bats flying around the witch.

Zoom into a realistic creepy ghost figures mouth, in a dark gloomy forest. The trees then start smiling.

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A wide shot of a glowing Halloween pumpkin on a street in London at night. In the background, you can see Big Ben. The street is decorated for Halloween with fog and spooky lights.

A double exposure photo of two skeletons working out in a gym. The skeletons are lifting weights, and their bones slowly growing bigger, in the background there is Halloween things like bats flying and mist in the air.

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ultra wide angle- The background features a dimly lit stage with a vintage velvet curtain in deep red. skeletons in top hats and bow ties are doing poses, each wearing a different pair of bold, eyewear. the skeletons move and dance, their bones clink and the stage lights flicker, casting eerie shadows.

double exposure- Skeletons ride the London Eye, wearing bold, spooky eyewear. Their hands hold lanterns looking at misty city below. The double-exposure effect merges their frames with their skeletal forms, creating a haunting vibe.