Character/persona

Tone

Language

Purpose

•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.

•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

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/

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

Advantages

Disadvantages

Hardware/software needed

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

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)

Consideration

Conversion

Retention

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

KREA

Runwayml

Create videos using https://runwayml.com/

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

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

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?

Commented

Bookmarked

Shared

Followed page

Please add links.

•Features: Describe what the product/service includes.

•Advantages: Highlight what sets it apart from competitors.

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

•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.

Facebook

X

LinkedIn

TikTok

https://www.perplexity.ai/

•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.).

Facebook

X

LinkedIn

TikTok

https://www.perplexity.ai/

PLEASE ADD EXAMPLES- (SCREENSHOTS) (LINKS)

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

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

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

•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.

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.

https://pictory.ai/

UPLOAD YOUR VIDEOS / LINKS HERE.

Introduced to Klaviyo, started having more involvement with emails and how that platform links to our Shopify site.

Designing banners for our stand at RHS trade show last week.

I have wrote the June newsletter

done some SEO implementing for the show website, on here and there

Completed my month 3 & 4 assignment woo!!

Got a job :O

Did lots and lots of content creation, graphic design, branding, and have been learning loads about how a business runs (used capcut, canva, lighroom, photoshop, premiere pro, social media platforms)

This may therefore hinder the accuracy and limit our ability to correctly target content. The customers themselves may find that content doesn't particularly relate to them or their needs.

In order to combat this, we should initiate more discussions with customers whether through focus groups, questionnaires, or surveys through email etc (primary research).

use software like shortimize to accurately source high performing content and anomalies to see what hooks and content will perform best and is most applicable to your organisation

Problems

-Lack of info on product pricing, maintenance info, installation guides. May be deterred by lack of useful content

Our current personas may not be useful as we don't have time to collect new data all the time, and we now are targeting most psychographics with different product ranges at different price points.

What events and problems may your

organisation customer persona face?

• Lack of reliable/relevant customer data (eg. not participating in surveys, inaccurate responses to said surveys)

What questions may they ask as a result of those problems and events?

• May find that the content currently being produced by our organisation isn't relevant as a result of the lack of data.

How can we gather more accurate and relevant customer data to create realistic personas?

• In-person conversations at our expos to gather a more realistic/truthful idea of what our audience is like, and what they are looking for when consuming content.

• Analytics tools on social media/email campaigns to see what content is driving the most engagement/conversions
  

• PR Boxes - not necessarily social content but 'unboxings' would be posted from recipients as a form of 'advocate marketing'

How to videos, how to use each product in depth

Humorous content for tiktok reels etc, memes that are relevant, trendy and more 'fun'

Influencer collaborations that are not necessarily promotional but more centered around their experience of the products and the realistic application (of course somewhat promotional)

2 Audio

3 Written Content

4 Long form video

5 Short form Video

6 Photography

7 Graphics

8 White Papers

2- audio

3-graphics

4-long form

5-short form

6-photography

7- white papers?

8- written?

2. Audio

3. Written content

4. Long-form video content

5. Short-form video content

6. Graphics

7. Photography

8. White Papers

photography https://www.instagram.com/p/DLabQy9t_z6/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

graphics

https://www.instagram.com/p/DLjxigItmAi/?hl=en&img_index=1

Written

https://thefeets.com/blogs/source

written content - https://thebusinessshowus.com/blog-library

user-generated content - https://thebusinessshowus.com/testimonials

Short form video - https://www.tiktok.com/@businessshowmedia

Photography - https://www.instagram.com/thebusinessshowus/

https://www.ruby-group.co.uk/collections/frame-only-open-roof-pergolas/products/flat-top-premium-pergolas-frame-only

Long form video

https://www.ruby-group.co.uk/collections/equal-split-driveway-gates/products/highampton-t-g-entrance-gate-pair

Short form video

-Instagram + Meta reels,

Written Content

-https://www.ruby-group.co.uk/pages/pergola-buying-guide-1

2. Audio

   https://www.openbankingexpo.com/ondemand/how-open-banking-is-making-a-difference-for-canadian-smbs/

   
   

3. Written content

   https://www.openbankingexpo.com/news/wollette-partners-with-ordo-to-power-wollettepay/

4. Long-form video content

   https://www.openbankingexpo.com/ondemand/in-focus-bank-payment-from-launch-to-lasting-impact/

5. Short-form video content

   https://www.linkedin.com/feed/update/urn:li:activity:7346885628191539203

6. Graphics

   https://www.linkedin.com/feed/update/urn:li:activity:7348697470652100610

   
   

7. Photography

   https://www.linkedin.com/feed/update/urn:li:activity:7344116486275293186

8. White Papers

more thorough info, structured, informative

can include lots of info

not visually engaging

word/googledocs

graphics

visually captivating content that can also be informative/educational

Visually engaging

Limited Space and content

canva, photoshop etc

long form

Have in depth discussions or tell a longer story

Can include a lot within and tell interesting stories

can be difficult to keep attention

premiere pro, capcut etc

written content

more thorough info, structured, informative

can include lots of info

not visually engaging

word/googledocs

audio

used for long discussions typically

can fit a lot of information and can delve into different topics

no visuals so has to be audibly engaging

voice recording softwares

short form

punchy, engaging, humorous content

quick effective messaging, reach audience in a alternative more relaxed way

cant fit ore information

tiktok, instagram, capcut, inshot etc

photography

capture real life imagery, more realistic and credible

increases credibility, relatability

Static only so can only be of one thing

lightroom, photoshop

UGC

Build reputation, credibility and awareness

X2

Dont have full control of output

instagram, tiktok

+ Creates trust amongst your audience, real insights from like-minded people

- Can be hard to get people to agree to making it for some industries, specifically if on a smaller scale.

Audio

+ This is seen less from businesses, a reliable content type

- Can be time consuming and need different equipment

Written Content

+ Can be used as an informative content type, and a good SEO tool.

- AI can be overused for this field and become uncreative.

Long form

+ Informative and interactive

-Can take time and expertise to film and edit

Short Form

+ Good for engagement on social channels - So much competition

Photography

+ Always good to use high-quality images of the products outside of the HQ

- Camera equipment can be incredibly expensive, and being able to contact customers and getting their consent to take photos all over the country can be challenging.

Graphics

+ Good for getting a message across quickly or capturing attention

- High quality graphics require good knowledge of editing softwares (photoshop, indesign)

White Papers

+ Positions the brand as a trusted expert in the field

- Requires research, design and expert input

Reason for Use

• Encourages deeper engagement

• Suitable for storytelling and expert opinions

  
  

Advantages

• Easy to produce remotely

• Consumable during multitasking

  
  

Disadvantages

• Editing requires some technical skills

• Harder to repurpose visually

  
  

Hardware/Software Needed

• Microphone

• Recording software

• Hosting platform

Written Content

Reason for Use

• Supports SEO and discoverability

• Captures direct user insights and feedback

• Easily shared across platforms

  
  

Advantages

• Low-cost and accessible to all users

• Quick turnaround and scalable

• Easy to edit and repurpose

  
  

Disadvantages

• May require proofreading or fact-checking

• Lower engagement compared to visual content

Hardware/Software Needed

• Computer or mobile device

• Word processor (e.g., Google Docs, Notion)

• CMS or social platform (e.g., WordPress, LinkedIn)

Long-Form Video Content

Reason for Use

• Allows for in-depth exploration of topics

• Builds authority and brand loyalty

• Ideal for educational or demonstration content

  
  

Advantages

• Strong storytelling potential

• Can be repurposed into short clips

Disadvantages

• Time-consuming and resource-heavy

• Higher production skills required

• Longer editing and publishing cycle

Hardware/Software Needed

• HD camera or smartphone

• Microphone

• Tripod and lighting setup

• Video editing software

• Hosting platform

Short-Form Video Content

Reason for Use

• Drives high engagement and reach

• Perfect for trends

• Aligns with social algorithms

Advantages

• Easily created on mobile

• Low cost with high viral potential

• Fast production cycle

Disadvantages

• Short attention span limits depth

• Can be over-saturated

• Requires quick adaptation to trends

Hardware/Software Needed

• Smartphone

• Tripod or stabiliser

• Editing apps

• Social media apps for publishing

Graphics

Reason for Use

• Simplifies complex information

• Highly shareable and visual

• Strong brand-building tool

Advantages

• Grabs attention quickly

• Easily repurposed across channels

• Versatile format (educational or entertainment)

  
  

Disadvantages

• Can be time-consuming to design

• Requires design skills or templates

• Risk of inconsistency in user-submitted quality

  
  

Hardware/Software Needed

• Computer or tablet

• Graphic design tools

Photography

Reason for Use

• Demonstrates product or service use

• Supports community-driven marketing

  
  

Advantages

• Builds trust with real-user visuals

• Easy to collect through campaigns

• Enhances brand storytelling

  
  

Disadvantages

• Varies in quality depending on the user

• May require consent/licensing

• Limited context compared to video

  
  

Hardware/Software Needed

• Smartphone or camera

• Photo editing tools

• Cloud storage

White Papers

Reason for Use

• Establishes authority and thought leadership

• Ideal for B2B lead generation

• Adds credibility to the brand or ecosystem

  
  

Advantages

• High-value downloadable asset

• Great for gated content strategies

• Useful for partner co-branding

  
  

Disadvantages

• Requires strong writing and research skills

• Long production cycle

  
  

Hardware/Software Needed

• Computer

• Word processing software

• Hosting or CRM platform for download

Engaging - visually pleasing graphics, photography/videography at events however could work on more things such as polls or q&a's to make content more interactive

Clarity - in emails we make the wording skimmable, clear buttons, clear msg throughout, same with website and social media

Consistency - buttons, fonts, colours etc are all consistent for branding purposes, our emails/newsletter can be similar but we do switch it up every time whilst remaining consistent with branding so we become recognisable

Engaging - I do think that our social posts often lack an engaging element - timber isn't particularly exciting so we need to tie it in with trends initially to boost engagement.

Clarity - Our content needs to steer away from industry jargon where possible, as the average person doesn't know all the technical words for our products. Our blog content is simplified and draws the reader more to style.

Consistency -We are consistent across platforms and everything is linear with brand identity.

• Keep up to date on industry news/trends via daily Google Alerts which form the basis of our written content as well as some of our visual content (eg. infographics).

Engagement:

• Deliver a wide variety of content in digestible and intriguing methods to suit different attention spans, interests

Clarity:

• Avoid heavy usage of niche jargon despite the majority of audience being high-ranking industry members. Done to encourage acquiring new members of the industry with less of an understanding also.

Consistency:

• Avoid hypocritical points in writing, and also points that go against our organisation's stand-point on Open Banking/Finance.

  
  

• Make sure branding is consistent in regards to colour palette, imagery etc. and to consult the team before altering any of these factors or re-branding entirely

We stay in touch with the endurance athlete community as well as the founder and CEO being an endurance athlete himself, so he helps to ensure we stick within the boundaries of those sports and interests

Engaging:

Very visually captivating, using colour, typography, hooks, and photography to engage and captivate the viewer's attention

clarity:

Ensuring we use industry relevant terminology and that the copy isn't too wordy or complicated ensuring it sticks to the point.

-Photography

-Graphics

-White Papers

- Audio

-Long form

-UGC

-Short form

-Written Content

Least

White papers

Graphics

Audio

Written content

User-generated content

Short-form content

Least expensive: Photography

White paper

audio

short form

long form

graphics

ugc

photography - most

resources - writer/editor/publisher type role

cost - high

graphics

resources - graphic designer/branding manager

cost - high

Long form video

resources - videographer/content specialist

cost - medium

short form video

resources - content specialist or social media exec/manager

cost - low

written content

resources - copywriter, writer

cost - low

UGC

resources - marketing team/event operations type role

cost - low

photography

resources - photographer

cost - medium

audio

resources - unsure

cost - low

Photography - £££ - Need a photographer who is also confident with editing

Short form - £ - can be filmed by anyone, and shot on a phone

Long form - £ - need someone with basic editing skills but can also be shot on a phone

Audio - ££ - audio equipment can be costly, need someone who knows how to set it up and how to edit it all

Written Content - £ - Don't have to hire anyone as AI can write it.

Graphics - ££ softwares are expensive, as are graphic designers.

UGC - ££ can be free, but you may want to take influencers on board, which can be costly to the business if gifting products or negotiating brand deals. Need someone to recruit them and reach out.

• Long-Form Video Content

  Equipment: HD camera or smartphone

  Microphone, Tripod and lighting setup, Video editing software , Hosting platform

  
  

  Cost ££-£££

  
  

  People: Marketing, graphic design, motion effects team

  
  

• Short-Form Video Content

  Equipment: Smartphone, Tripod or stabiliser, Editing apps

  Social media apps for publishing

  
  

  Cost: ££

  
  

  People: Marketing team

  
  

• Graphics

  Equipment: Computer or tablet,

  Graphic design tools

  
  

  Cost: £-££

  
  

  People: Marketing team, graphic designer/illustrator

  
  

• Photography

  Equipment: Smartphone or camera, Photo editing tools, Cloud storage

  
  

  Cost: £-££

  
  

  People: Photographers

  
  

• White-papers

  Equipment: Computer, Word processing software, Hosting or CRM platform for download

  
  

  Cost: ££-£££

  
  

  People: Journalists

Copyright protects your work and stops others from using it without your permission.

Intellectual property is something that you create using your mind - for example, a story, an invention, an artistic work or a symbol.

A legal right that protects original creative works, such as videos, images, written content, and graphics which grants the creator exclusive rights to reproduce, distribute, or license them.

Intellectual Property:

A broader category involving 'creations of the mind', including:

• Copyright (creative content)

• Trademarks (logos, brand names)

• Patents (inventions)

• Trade secrets (proprietary business information)

You automatically get copyright protection when you create:

• original literary, dramatic, musical and artistic work, including illustration and photography

• original non-literary written work, such as software, web content and databases

• sound and music recordings

• film and television recordings

• broadcasts

• the layout of published editions of written, dramatic and musical works

You can mark your work with the copyright symbol (©), your name and the year of creation. Whether you mark the work or not does not affect the level of protection you have.

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

• Data protection law governing how personal data is collected, stored, and used.

  
  

• Marketing campaigns must secure consent for email outreach and ensure privacy-compliant handling of all analytics and collected data.

  
  

Defamation

• False or damaging statements that harm an individual or organisation’s reputation.

  
  

• All promotional and editorial content must be fact-checked to avoid reputational or legal risk.

  
  

Misleading Claims

• Statements that are false and/or exaggerated, potentially deceiving the audience.

  
  

• All event benefits, white-papers/press releases and speaker credentials must be presented accurately and supported by verifiable facts.

  
  

Right of Publicity

• Legal right of individuals to control the commercial use of their name, image, or likeness.

  
  

• Consent must be obtained from speakers, attendees, or partners before using their photos or quotes in marketing materials.

  
  

ASA - Advertising Standards Authority

• The UK’s regulator for advertising across all media.

  
  

• Marketing content must be clear, honest, and socially responsible to avoid complaints or sanctions from the ASA.

  
  

Accessibility Compliance

• Ensuring digital and physical content is usable by individuals with disabilities.

• Marketing assets must meet accessibility standards (e.g. alt text, contrast ratios, video captions) to ensure inclusive engagement.

  
  

Transparency

• Openness and honesty in communication.

  
  

• Disclosures must be clear in sponsored content, ticket pricing, and speaker affiliations to build trust.

  
  

CSR - Corporate Social Responsibility claims

• Statements about a company’s environmental, ethical, or social impact.

  
  

• Any CSR messaging must be aligned with actual practices to avoid accusations of misleading the audience or appearing untruthful.

• We must have clear consent for email marketing and cookie tracking

• Customer data must be securely stored and only used for stated purposes

Defamation - Publishing false statements that harm someone’s reputation.

• We must be careful to not speak on any competitors.

Misleading Claims - Any false, exaggerated, or unprovable claims in marketing that could deceive consumers.

• Clear on pricing

• Have to be truthful about the timber we are selling, and how we have sourced it, along with how long it is expected to last (warranty)

Right of Publicity - The right of individuals to control how their image, name, or likeness is used commercially.

• We need written permission to use images of people (influencers, commuters and their houses, staff in ads or social content

ASA - Advertising Standards Authority - The UK’s independent regulator for advertising across all media.

• Our ads must be honest, decent, and not misleading

• Have to disclose clearly any paid promotion with influencers on social media.

Accessibility Compliance - Ensuring digital content (e.g. websites, videos) can be used by people with disabilities.

• Have to make sure on a lot of 3rd party platforms that our ads have alt text for images and are in readable fonts . They won't be approved without this.

Transparency - Being open and honest about your products, pricing, policies, and intentions.

• We must include clear info on delivery, returns, and materials (FSC registered)

• Need transparency to build trust and consequently understanding if something does go wrong.

CSR Claims - Statements about your company’s ethical, environmental, or social practices.

• Any of our sustainability or ethical sourcing claims (FSC-certified timber, “locally made”) must be accurate and backed by evidence.

• We must be careful not to over state eco-friendliness.

If you’re collecting emails, using cookies, or retargeting people with ads — you need clear consent. You also need to be transparent about what you're collecting and why.

2. Defamation

Making a public statement that damages someone’s reputation and isn’t true. Could be about a person, company, or competitor.

You can’t call out competitors in a way that’s false or unfair for example

3. Misleading Claims
When you exaggerate or lie in your messaging. Saying something is “the best” or “cures everything” without proof can fall under this.

If you say your product “gets rid of athlete’s foot” or “stops all foot pain” — you better be able to back that up with evidence or clear wording

4. Right of Publicity
The right people have to control how their name, image, or likeness is used commercially.

If you use someone’s face, voice, or even name in your ads (like an athlete, influencer, or customer) you need their permission.

5. ASA
They’re the UK’s advertising watchdog. They make sure all ads are legal, decent, honest, and truthful, across TV, print, digital, and social.

If you’re running Instagram ads, influencer collabs, or email marketing in the UK, you have to follow ASA’s rules.

6. Accessibility Compliance
Making your content usable for everyone, including people with visual, hearing, or motor impairments.

Think alt-text on images, captions on videos, and high-contrast fonts. If your site, social posts, or ads aren’t accessible, you’re excluding potential customers, and could face legal issues depending on your region.

7. Transparency

Being clear and open about who you are, what you offer, and how you do it.

People can smell BS. Transparent brands build trust faster. If you edit testimonials, hide ingredients, or don’t explain pricing or performance honestly.

8. CSR
When brands talk about their environmental, ethical, or community-focused efforts, like sustainability or giving back.

If you claim to be “eco-friendly,” “sustainable,” or “made ethically,” you need to prove it.

Double exposure of 2 porcelain dolls dressed in white. Both in a scary dark attic surrounded by cardboard boxes. The attic is full of cobwebs and there is a yellow, cloudy mist coming through a window above them.

A night vision photo of a Victorian-era girl standing, in her old-fashioned bedroom, in front of a cracked antique mirror. Her reflection is creepy and is smiling but the girl herself is not smiling

Close up shot of a devious carved pumpkin head with bright red flames emitting from their eyes, nose and mouth with dark back smoke in the background. Shot in f4

wide shot photo of pennywise the clown from IT in the middle of an empty road in the middle of the woods with his head slanted to the side with a big smile and fog in the background

Consideration: Awards category spotlight to educate on the categories of our upcoming awards ceremony and to drive action to enter/take a look at our other events: https://www.linkedin.com/feed/update/urn:li:activity:7346553344586395648

Conversion: Event deadline warning to inform engaged, potential attendees to sign up now with clear CTA: https://www.linkedin.com/feed/update/urn:li:activity:7346179593231327233

Retention: Post-event photo compilation and summary of what took place to recognise the end of one of our biggest events and encourage attendees to keep updated/attend future events: https://www.linkedin.com/feed/update/urn:li:activity:7340828033127243777

• Google Ads - shows our company first to high-intent searchers.

type 'wooden pergola' into google

Consideration

• We have buying guides for pretty much every product line, educating customers on maintenance, measuring and installing, along with how different styles are suited to different budgets.

• https://www.ruby-group.co.uk/pages/pergola-buying-guide-1

Conversion

• Our contact options, particularly our live chat, emphasise talking to a 'real expert'. Questions can be answered and quotes put together straight away off the back of that.

• https://www.ruby-group.co.uk/?srsltid=AfmBOooSRUQUruorOF3e145RqOMTHj0s7ySHC_ClmuG6mC8O1AekuWLi

Retention

• Our newsletter has regular updates to subscribed customers, often offering discounts and exclusiveness to new products.

Consideration: we have our website and amazon storefront with brand based graphics and lifestyle imagery mainly. Along with infographics for ingredients and usage.

https://www.amazon.co.uk/stores/TheFeets/page/214A4A34-DCBC-431A-93D0-BDB5FAB5DF36?is_byline_deeplink=true&deeplink=214A4A34-DCBC-431A-93D0-BDB5FAB5DF36&redirect_store_id=214A4A34-DCBC-431A-93D0-BDB5FAB5DF36&lp_asin=B0FDLF6Y7K&ref_=ast_bln

Conversion: not sure

Retention: Post purchase followup emails (3 emails across the next month) dont have a link

• Reach

• Impressions

• Web traffic

Consideration:

• Engagement

• Video watch time

• Bounce rate

• Follower growth

Conversion:

• Cart abandonment rate

• Leads

• Downloads

• Conversion rate

Retention:

• Referrals

• Repeat purchase rate

• Cart abandonment rate (for repeat purchases only)

Reach - A

Customer Retention - R

Impressions - A

Cart Abandonment Rate - Conv

Downloads - Cons

Leads - Cons

Repeat Purchase rate - R

Engagement - Cons

Conv. Rate - Conv

Follower growth - Cons

Referrals - Cons

Video watch time - Cons

Bounce rate - Conv

Website traffic - Cons

Cpa, reach, engagement, follower growth, video watch time, impressions

consideration: downloads, leads, website traffic

conversion:

cart abandonment, conversion rate, bounce rate

retention: referrals, repeat purchase, customer retention

https://vm.tiktok.com/ZNd5bUYvb/

comment - i don't comment on things :(

bookmark - 

https://www.instagram.com/reel/DL7goxoi3qB/?igsh=MWwxOXc5bjN5MjUx

shared/reposted - 

https://vm.tiktok.com/ZNd5byS78/

followed - 

https://www.instagram.com/sully_and_fibi?igsh=emR4MTU1OGdlNDJr

2. https://www.instagram.com/madujune_/?hl=en

3. https://www.instagram.com/pibble12/?hl=en

4. https://www.instagram.com/playoverwatch/?hl=en

5. https://www.instagram.com/loisvb/?hl=en

https://www.instagram.com/insidehistory?igsh=OWplMWx6MmZnNXBp

https://www.instagram.com/hidden.ny?igsh=MThiZXllbGs4dGN4cw==

https://www.instagram.com/hypewhip?igsh=MWpjMGR3aDljNDVr

https://www.instagram.com/nature.festt?igsh=Mm9pbm9raHMxYnR6

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

Lando norris

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

Heather Bowling

https://www.tiktok.com/@bowling42069

Pretty Little Thing

Coach

3 PM to 6 PM on weekdays (especially Wednesday)

Short videos (under 15 seconds) perform best, followed by static images and longer videos (15-60 seconds). Tone: authentic, engaging, visually appealing, often informal and creative to connect emotionally with users

Facebook

4 AM to 6 AM on Tuesdays and Wednesdays; generally 7 AM to 4 PM on weekdays

Professional, informative, and value-driven content. Tone: formal to semi-formal, authoritative, and trustworthy

X

9 AM to 11 AM on Wednesday, Thursday, Friday; also 8 AM to 10 AM on weekdays

Timely, concise updates, news, and conversational tweets. Tone: direct, witty, and engaging, often informal

LinkedIn

4 AM to 6 AM on Tuesdays and Wednesdays; generally 7 AM to 4 PM on weekdays

Professional, informative, and value-driven content. Tone: formal to semi-formal, authoritative, and trustworthy

TikTok

7 AM to 11 AM on Thursdays; also good times include 4 PM to 7 PM on weekdays

Short, entertaining, and highly engaging videos that are creative and very trend-driven. Tone: casual, fun, authentic, and often humorous or inspiring

Best Time to Post: Weekdays between 3 p.m. and 6 p.m.

Tone/Voice: Visual-first, Use a friendly, relatable, and conversational tone.

Content That Works Best: High-quality images, short videos, Reels, Stories, and carousel posts.

Facebook

Best Time to Post: Weekdays: 9 a.m. to noon, with Wednesday being especially strong.

Tone/Voice: Conversational, approachable, and community-focused. Slightly more formal than Instagram but still personable.

Content That Works Best: Videos, live streams, community discussions, informative posts, events, and shareable graphics.

X (Twitter)

Best Time to Post: Weekdays: 8 a.m. to 10 a.m.

Tone/Voice: Concise, witty, timely, and conversational.

Content That Works Best:

Short text updates, trending topics, polls, and memes. Real-time commentary, news, and quick tips.

LinkedIn

Best Time to Post: Tuesday, Wednesday, Thursday: 10 a.m. to 12 p.m.

Tone/Voice: Professional, insightful, and value-driven. Maintain a helpful, authoritative tone.

Content That Works Best: Industry news, thought leadership articles, company updates, and professional tips. Infographics, case studies, and employee spotlights.

TikTok

Best Time to Post: Tuesday and Thursday: 10 a.m. and 12 p.m.

Tone/Voice: Playful, creative, and authentic. Embrace trends, humor, and a less polished, more spontaneous style.

Content That Works Best:

Short-form videos, challenges, trending audio, and behind-the-scenes content.

Best Time to Post:

• Weekdays, especially 3 p.m. – 6 p.m.

• Mid-week days (Wednesday, Thursday) often see higher engagement

Tone/Voice:

• Authentic, visually engaging, and aspirational

• Use a conversational, friendly tone

Content That Works Best:

• High-quality images, short videos, Reels, Stories

• Behind-the-scenes, user-generated content, and interactive features (polls, questions)

• Consistent visual branding and use of relevant hashtags

Facebook

Best Time to Post:

• Early morning to midday on weekdays:

  • Monday–Friday: 9 a.m. to noon

  • Wednesday is especially strong

• Weekends: 6 a.m. to 9 a.m.

• Avoid late-night posts as they tend to get buried

Tone/Voice:

• Conversational and community-focused

• Informative, approachable, and sometimes playful, depending on audience

Content That Works Best:

• Short videos, images, curated links, and questions to spark discussion

• Live videos and content that encourages sharing or commenting

• Use Facebook’s tools (like polls and events) to drive interaction

X (Twitter)

Best Time to Post:

• 8 a.m. – 10 a.m. on weekdays

• Early mornings and lunch hours see higher engagement

Tone/Voice:

• Concise, witty, and timely

• Use a direct, personable, and sometimes humorous tone

Content That Works Best:

• Short updates, trending topics, news, GIFs, polls

• Threads for storytelling or deeper dives

• Engage with replies, retweets, and trending hashtags

LinkedIn

Best Time to Post:

• 10 a.m. – 12 p.m. on Tuesday, Wednesday, and Thursday

• Weekdays between 7 a.m. – 4 p.m. also perform well

Tone/Voice:

• Professional, insightful, and value-driven

• Maintain a knowledgeable and respectful tone

Content That Works Best:

• Industry insights, thought leadership, company news, and professional tips

• Native documents, infographics, and short videos

• Use 1–2 relevant hashtags per post for reach

TikTok

Best Time to Post:

• 4 p.m. – 7 p.m. on weekdays

• 10 a.m. and 12 p.m. also strong, especially on Tuesday and Thursday

Tone/Voice:

• Playful, creative, and authentic

• Use a casual, energetic, and relatable tone

Content That Works Best:

• Short-form video, trends, challenges, and creative storytelling

• Use trending sounds, effects, and hashtags

• Focus on entertainment, humor, and originality; avoid overly polished or corporate styles

• Prioritizes Reels and short-form video; Reels > Carousels > Stories > Images.

• Engagement quality matters: saves and shares are valued more than likes.

• Original content is promoted; reposts and duplicates are penalized.

• Use relevant keywords, 5–15 targeted hashtags, and location tags for better search.

• Encourage DMs, comments, and saves with interactive content.

  
  

Facebook

• Meaningful, long-form discussions and group/community content perform best.

• Trustworthiness of source and content quality are key; clickbait and spam are penalized.

• Consistency and posting in active groups boost reach.

• AI-generated content influences visibility.

  
  

X (Twitter)

• Dual algorithm: ‘For You’ (AI-driven) and ‘Following’ (chronological).

• Engagement from verified users, multimedia content, and trend relevance increase reach.

• Timely, concise, and relevant posts perform best.

  
  

LinkedIn

• Boosts content from your direct network and those from high ranking positions

• Regular posting (2–3 times/week) and use of native documents/carousels recommended.

• Hashtag relevance and new topic expertise tags help ranking.

• Quality, professional, and discussion-oriented content prioritized.

  
  

TikTok

• ‘For You’ feed driven by watch time, replays, and engagement.

• Trending sounds, topics, hashtags are critical.

• Hook users in the first 3 seconds; maintain high watch-through rates.

- prioritises original, creative content and values shares and saves over likes and comments.

-The platform uses multiple AI-driven ranking systems for Feed, Stories, Reels, and Explore, each analysing user behaviour (watch time, interactions, relevance, and past activity)

X

-The X algorithm surfaces tweets based on recency, engagement (likes, retweets, replies), and relevance to the user’s interests and network.

Tiktok

-“For You Page” algorithm is driven by watch time, rewatches, engagement (likes, comments, shares, saves), and how quickly users skip or finish your video.

Facebook

-prioritises meaningful interactions—content that sparks conversations, especially in comments and shares. It favors posts from friends, groups, and pages you interact with most.

Linkedin

-favours meaningful professional engagement—posts that spark conversations and provide value.

-It prioritises content from users networks and those with whom they interact most.

Tips

• Create videos with a strong hook in the first 1-2 seconds (Insta + Tiktok)

• Tweet during peak hours

• Focus on quality engagement over value metrics

How the Algorithm Works:

• Instagram uses multiple algorithms for Feed, Stories, Explore, and Reels, but all prioritize engagement (likes, comments, shares, saves) and interest (how much you interact with an account).

• Early engagement is critical: posts that get quick interactions are more likely to be shown widely.

• Content from accounts you interact with most is prioritized.

Tips to Boost Reach & Engagement:

• Engage in the first hour: Respond to comments quickly and post when your audience is most active.

• Mix content types: Use Feed posts, Reels, and Stories to leverage all parts of the platform.

• Use interactive features: Polls, questions, and quizzes in Stories drive taps and replies.

• Create shareable, save-worthy content: Memorable or useful posts get more saves and shares, signaling value to the algorithm.

Facebook

How the Algorithm Works:

• Facebook prioritizes meaningful interactions—comments, shares, and reactions—especially those that spark conversations.

• Video content, especially Live and Reels, is favored for higher reach.

• Posts that perform well with a small group are distributed to a wider audience.

Tips to Boost Reach & Engagement:

• Encourage conversations: Ask questions, use polls, and prompt followers to comment.

• Use video and live content: Facebook rewards watch time and live interactions.

• Post consistently and at optimal times: Timeliness increases visibility.

• Leverage Reels: Short-form video is getting extra algorithmic attention.

X (Twitter)

How the Algorithm Works:

• X’s algorithm surfaces content based on recency, engagement, and relevance (your past interactions).

• Tweets with more replies, retweets, and likes are more likely to appear in feeds and recommendations.

Tips to Boost Reach & Engagement:

• Post timely, relevant content: Trending topics and hashtags can boost visibility.

• Encourage replies: Ask questions or prompt discussions to drive replies and retweets.

• Use media: Images, videos, and polls increase engagement rates.

• Engage with others: Replying and retweeting others increases your own visibility.

LinkedIn

How the Algorithm Works:

• LinkedIn’s algorithm focuses on relevance (professional interests, connections) and engagement (likes, comments, shares).

• Content from your network and industry leaders is prioritized.

Tips to Boost Reach & Engagement:

• Create high-quality, relevant content: Share insights, industry news, or thought leadership.

• Prompt engagement: Ask questions, use polls, and encourage comments.

• Post during business hours: Timeliness matters for visibility.

• Engage with others: Commenting on and sharing others’ posts increases your own reach.

TikTok

How the Algorithm Works:

• TikTok’s “For You” feed is driven by engagement (watch time, likes, comments, shares), video completion rate, and use of trending sounds and hashtags.

• The first few seconds are critical for retention and reach.

Tips to Boost Reach & Engagement:

• Hook viewers in the first 3 seconds: Capture attention immediately.

• Use trending sounds and hashtags: Increases discoverability.

• Engage with others: Comment, duet, and stitch to build connections and visibility.

• Post at peak times: Share content when your audience is most active.

• Tell stories and use CTAs: Storytelling and clear calls-to-action drive more engagement.

• Go live: Live streams foster real-time interaction and boost algorithmic favor.

Posting at the wrong times or irregularly.

Lack of relevance to the audience e.g our audience is predominantly older- some trends would not resonate with them or would be misunderstood.

Poor quality deters engagement.

Examples - my company hiring someone with no social media presence, to create our content. Using random audios behind unengaging clips, the algorithm won't get the videos out there.

-Posted at times when your audience is not active

-Posted too shortly after another post

-outdated trends or messaging

-Inconsistent messaging/branding

• Failure to engage: Not responding to comments, messages, or community interactions leads to decreased reach and loyalty.

• Controversial or tone-deaf campaigns: Misjudging cultural context or using clickbait/offensive headlines can cause backlash and damage reputation.

• Overpromising and underdelivering: Promoting experiences or products that don’t match reality leads to disappointment and negative word-of-mouth.

  
  

• Misuse of trends or formats: Relying solely on one or two formats or chasing trends without relevance can cause engagement to drop.

  
  

• Neglecting analytics and feedback: Not tracking performance or adapting based on data leads to repeated mistakes and stagnant growth.

Both me and my manager use way too many emojis/hashtags in our written content which has made our content seem 100% AI generated, and thus people not wanting to engage with it - we are now copywriting mostly from scratch and are trying to stray away from the 'AI writing style'.

• experienced, honest, and helpful - like a team of experts you’d trust to build your garden furniture.

Tone

• formal and direct, but friendly

Language

• emphasis on British-made products

• Try to avoid too much jargon where possible

Purpose

• aiming to reassure customers -especially older, affluent buyers - that they’re investing in quality.

• A trusted, authoritative hub and networking space driving the global Open Banking conversation.

  
  

Tone

• Professional, forward-thinking and inclusive, with a focus on clarity and insight.

  
  

Language

• Press releases, white papers... - clear, concise and informed, with purposeful use of jargon.

• CTA-based social content can have an excitable and almost playful tone to buld hype for events/meet-ups

Purpose

• To lead and accelerate collaboration, innovation and progress in Open Banking.

• Gritty, humble, practical

• Driven by experience, not ego

• Cares about recovery as much as performance

• Knows the little things (like footcare) are the big things

Tone:

• Confident but not cocky

• Honest, sometimes cheeky

• Uses simplicity as power

• Swears occasionally to reinforce authenticity

Language:

• Short sentences

• Active voice

• Athlete-specific pain points

• Relatable phrasing like Dream big. Move far. Recover smart.

Purpose:

• ducate athletes on prevention vs. reaction

• Normalize high-quality footcare for active people

• Inspire through real-world grit and recovery

• Differentiate from cheap, chemical-heavy products or generic athlete’s foot solutions

go get it

foundation for success

Everything she found online looked generic or cheaply made. Helen didn’t want to compromise on the quality, even though her budget wasn't the biggest. She wanted something that would last, and fit perfectly with the character of her new home.

That’s when she discovered pergolas from Ruby UK! Made-to-order, crafted from sustainably sourced timber, and custom-built to suit any garden size! It was exactly what she was looking for. She just knew she needed one.

Within weeks, her new pergola arrived - solid, beautifully finished, and just the right size. Helen finally hosted her first garden party (first of many), surrounded by friends and laughter. Exactly what a British summer should be about.

Jordan had always been fascinated by the future of finance. As a product manager at a growing fintech company, he closely followed Open Banking trends, read every industry report he could find, and regularly tuned into webinars. Still, he often felt like an outsider looking in, uncertain of how to get involved in a meaningful way.

One day, while browsing LinkedIn, he came across Open Banking Expo. The agenda for their upcoming UK event immediately stood out. It featured practical case studies, insightful panels with regulators, and sessions focused on real product challenges. For the first time, an event seemed to speak directly to professionals like him.

Even with that excitement, Jordan hesitated. He was not a founder or a senior executive. He questioned whether the event would be relevant or whether he would feel out of place. That uncertainty faded when he saw who was attending. Product teams, digital leads from established banks, start-up founders, compliance specialists, and policy makers were all part of the conversation. It became clear that this was a space built for collaboration across every level of the industry.

At the event, Jordan attended a session on embedded finance that sparked a brand new idea for his product roadmap. He stayed behind to speak with one of the panellists who later introduced him to a potential partner. The insight he gained and the conversations he had left a lasting impact.

When he returned to work, he brought with him clarity, confidence, and new connections that would shape his next steps. Open Banking Expo gave him a seat at the table and a voice in the future of finance.

In a panic, Chris looked around for the best natural footcare products on the market that could keep him on the move with his boys. He discovered The Feets, an all natural active footcare company that addressed his athletes foot and sore soles.

After a couple of weeks using The Feets, Chris' feet are feeling stronger and healthier than ever, and he's overwhelmed with joy to be able to continue his frequent runs with his sons.

Reach - awareness

customer retention rate - retention

cart abandonment rate - conversion

impressions - awareness

downloads - consideration

engagement - awareness

conversion rate - conversion

follower growth - consideration

referrals - conversions

video watch time - consideration

website traffic - awareness

bounce rate - consideration

newsletters so audience can keep up to date when new shows are coming up, updating the website. Email campaigns of ticket reg open and posting on social media when a show is coming up

https://www.instagram.com/p/DEXv1F1ooW4/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

consideration:

staying active on social media via instagram and Linkedin and monitoring engagement to see what our TA engages with most - newsletters with links and tracking codes

Conversion:

buttons in email campaigns for tickers clear and concise within the first quarter of the email, hyperlink website within the email with tracking codes, and countdown posts/emails to the show to urge people to get a ticket

Retention:

running campaigns such as keynote announcement, showguide, newsletters with updates, reminders of the show coming up, text msgs

https://www.instagram.com/p/DJEYRgosB2H/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

https://vm.tiktok.com/ZNdmF7Cvc/

commented:

https://vm.tiktok.com/ZNdmFCVk3/

Bookmarked:

https://vm.tiktok.com/ZNdmFtkSs/

Shared:

https://vm.tiktok.com/ZNdmF3Hdj/

Followed page:

https://vm.tiktok.com/ZNdmFVwGU/

All TikTok lol

https://www.tiktok.com/@zoebaptistee?_t=ZN-8y8ADjNubXq&_r=1

https://www.tiktok.com/@rhegan777?_t=ZN-8y8AH9g8nFm&_r=1

https://www.tiktok.com/@jenny155xx?_t=ZN-8y8AI5tM6QI&_r=1

https://www.tiktok.com/@fernandaraamirez?_t=ZN-8y8AMPR7H42&_r=1

The best time to post on Instagram in 2025 varies by day but generally falls in the late morning to mid-afternoon during weekdays, with some notable evening peaks on certain days

tone of voice - authentic, conversational, positive

content - short-form videos

Facebook:

tone of voice - conversational but more detail, authentic and community based

content - short form video that is educational

best time to post - late morning, early afternoon

X

tone of voice - direct and punchy

content - short text posts

best time to post - late morning, early afternoon

LinkedIn

tone of voice - professional but human

content - text only posts

best time to post - 8am-11am

TikTok

tone of voice - authentic and unfiltered

content - short-form videos

best time to post - early afternoon

Instagram uses machine learning to personalize the feed, Stories, Explore, and Reels tabs. It ranks content based on:

• User interest (what they engage with)

• Relationships (people you DM, comment on, tag)

• Recency (newer posts get priority)

• Engagement type (saves > shares > comments > likes)

• Content type variety (Reels, carousels, etc.)

Facebook:

Facebook’s Feed algorithm prioritizes:

• Meaningful interactions (comments, shares, long replies)

• Dwell time (how long someone stays on your post)

• Relevance (content based on past engagement)

• Recency and content type mix

• Posts from friends & groups over pages

X:

X uses a mix of real-time signals and user behavior:

• Engagement (likes, reposts, replies, bookmarks)

• Follower graph (who engages with you and who they follow)

• Post quality (virality, no spam, meaningful replies)

• Content freshness and format

• Community and topic relevance

LinkedIn:

LinkedIn favors relevant, valuable, and authentic content. It ranks posts based on:

• Initial engagement (first 1 hour is critical)

• Comment quality (real responses > emoji replies)

• Dwell time (people reading = higher reach)

• Professional relevance (how it matches user interests/industries)

• Relationship strength (1st-degree connections get priority)

TikTok:

TikTok’s “For You” page (FYP) is driven by:

• Watch time (more important than likes)

• Rewatches / Loops

• Engagement (saves, comments, shares)

• Completion rate (how many watch all the way through)

• Video info (captions, audio, hashtags, keywords)

• User interaction history (personalized feed)

no storytelling or personal experience to resonate with the audience

posting at the wrong times or times that are too popular of a window, content can get lost

not relevant to the audience

not targeting pain points of the audience

poor quality

not visually appealing

no consistency in posting or branding

using the wrong type of content for the audience and platforms e.g. using long form video for instagram reels

professional, insipring

tone:

friendly/playful

language:

serious but simple

purpose:

inform and sell

Business was booming but all of a sudden her clientele came to a halt and she has figured out that she needs to market her business to progress. But all of the options on how to do this is overwhelming and has no idea where to start.

She figures out that there is a business event with hundreds or companies promoting their products and services that can help her and also speaking sessions from key decision makers within well renowned companies who offer advice on how to grow your business successfully. She is even more relieved to find out the event is free and down the road from her!

She was finally able to take the time to network and find out that her business can grow a lot easier than she thought and most of the time AI tools can help her do this. The event was successful and Amelia gained so much insight and reliable sources on what she should invest her money into.