•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

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!

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.

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.

Competing marketing agencies produce generalised and non-area-specific content. Difficult to stand out amongst the other franchises, and the current content being produced doesn't align with the brand image.

Questions may ask:

How can we make the content more engaging? How can we make it more personal to the franchise office and differentiate from local competitors?

What type of content is best received by our target audience?

We can gather this data by comparing social media metrics of different content produced, such as content with varying formatting, wording, and themes.

We can also use the analytics platform on these channels to understand our audience better and tailor these campaigns to suit their needs and wants.

• As we work with more customers it will be easier to notice common trends in their personas. e.g. using social media analytics tools.

• Ignoring anomalies will ensure customer data is more relevant.

• 
  

How can we find time to frequently contact customers to gather detailed info about any business updates or any new changes to workload preference?

Do our customers still like the approach we have when completing their work or shall we update their client persona?

Would our customers like an additional service e.g backlinks? to contribute to business profits

• Don’t always have reliable customer data

• It’s hard to know exactly what customers want

Questions customers may ask:

• What hot tub is best for my needs and budget?

• How much will delivery and installation cost?

• What’s included in the aftercare and servicing?

How we gather more info:

• Getting feedback from start to finish of the customer journey

• Using our delivery and service teams to learn from real customer experiences

• Collect reviews and feedback on online sources

• Conduct interviews and focus groups with frontline clinicians across disciplines.

• Use anonymised case studies to understand day-to-day challenges.

• Gather feedback from young people and families about their care experiences.

• Analyse referral patterns, service bottlenecks, and unmet needs.

  
  

  Questions:

  
  

• How can we access more timely and holistic information about a young person’s mental health journey?

• What strategies help build trust with hard-to-reach young people?

• How can we ensure that assessment tools reflect current realities and diverse experiences?

• Are we collecting the right kind of data to personalise care and improve outcomes?

  
  

Use of surveys, feedback forms or in person calls to asses any feedback. Quantitative scale or qualitative questions.

Data will be fairly small as we haven't got thousands of clients

'What did you find useful'

' what could be improved'

'What areas would you like to see more of'

'What challenges did you face that we helped overcome'

2) Encourage customers to download our app using QR codes and exclusive in-app promotions. This can make it easier to keep customer data up to date and relevant, without being too intrusive.

Lack of communication between sales and marketing

Long sales cycle

No integrated CRM systems

Questions:

How do we better capture customer needs and pain points?

Multiple decision-makers involved (technical + non-technical)

Can we personalise campaigns without overcomplicating things?

Gather data through: interviewing sales team, asking the customer for their feedback, Analytics, site visits

Is this actually making a difference?

How do we know we are spending in the right places?

To get better data and build more personas we need to keep learning from our clients. Through check-ins, or how we track engagement in our new CRM. it’s about building a clearer picture of what matters to them and what they need from us.

Our organisation uses SE Ranking which is great to understand what content could be written. You can do keyword research on there in which, say it was a cosmetic business… type in a keyword such as micro blading and SE will have ideas based on search volume (mainly great for blog content) so if you found a question with 300 search volume but 5 difficulty you have a strong chance to rank and 300 potential sales - if they are interested after the blog.

Look at competitors blogs, pages and content. Are they ranking well continuously? What content are customers frequently consuming from them? Gather an idea of popular content and be original from that.

Customer questions and feedback on your content.

Google search trends & social media trends to help tailor your content to what is currently popular.

Asking an agency or industry expert what content you should be creating

Use AI to present new ideas

Monitor which posts work and which dont (A/B testing, CTR rates etc)

Use social media analytics and adapt from there (educational posts work?)

Brainstorm with team members

Check resources such as hubspot etc

• Share expert insights – Break down clinical trends, policy changes, or CAMHS best practices.

• Create polls – Ask about values, career preferences, or challenges in CAMHS work.

• Use awareness days/weeks – Build content around Mental Health Awareness Week, World Suicide Prevention Day, etc.

• Highlight real experiences – Share anonymised stories or day-in-the-life spotlights.

• Offer career tips – CV advice, interview prep, how to transition into CAMHS roles.

• Feature job roles – Go beyond job ads describe the impact, team culture, and growth opportunities.

• Repurpose internal wins – Showcase how you improved a hiring process or supported a candidate.

• Show behind-the-scenes – Team culture, training days, events, or celebrations.

• Educate on soft skills – Talk about emotional intelligence, resilience, and communication in CAMHS.

• Use data or stats – Share figures about demand, outcomes, or training needs in CAMHS.

• Shout out your team/clients – Celebrate clinicians, placements, or partnerships.

• Look into emerging trends on social media

• Use special occasions throughout the year to tap into a "limited time" offer so customers feel intrigued.

• Monitor previous content that has done well on social media and try and improve it.

• AI

• Interact with your customers online by setting out competitions and giveaways.

• Don't have reliable customer data

How to gain more reliable data

• Making content more engaging by prompting customers to answer open ended questions on their favourite products on what thewy would like to see more of

  
  

·        What questions do prospects ask most often?

·        What objections slow down the sales process?

·        What are common post-sale support issues?

Analyse Social media and website analytics

Feedback/Surveys

Industry Forums

Networking

Market Trends

Competitor analysis

Use AI prompts

. More case study videos as we know alot of people are moved more by emotions

. Ask Chatgpt for content ideas but make sure to give chatgpt the sufficient information needed inorder to provide us with good/successful ideas

. Post about health days/awareness days on socials

.look at our competitors content and compare

• Are backlinks important for Seo?

• could Seo be replaced by Ai?

• How social media Algorithms work

Exploding topics:

• What social media apps have been banned?

• Free Seo tools to help rank

Did these keeping in mind what we seek/do: SEO, social media, keep up to date with online algorithms etc

• Create a Wellness Garden: Guide customers on transforming their gardens into serene wellness spaces with features like pergolas, climbing plants, and water elements.

• Edible Landscaping: Introduce the concept of potager gardens—stylish kitchen gardens combining vegetables, herbs, and flowers for both beauty and utility. ​

• Eco-Friendly Gardening: Discuss the shift towards sustainable gardening practices, such as using native plants, reducing lawn areas, and incorporating pollinator-friendly species. ​

  
  

Hot Tub Maintenance & Tips

• Beginner's Maintenance Guide: Offer a simple checklist for new hot tub owners covering water testing, filter cleaning, and routine maintenance. ​

• Seasonal Care Tips: Provide advice on preparing hot tubs for different seasons, ensuring optimal performance year-round.​

• Troubleshooting Common Issues: Address frequent problems like temperature fluctuations or jet malfunctions, offering solutions and when to seek professional help. ​

  
  

Financing & Ownership

• Understanding Hot Tub Financing: Break down financing options, including in-house plans and third-party lenders, to make hot tub ownership more accessible. ​

• Cost of Ownership: Detail the ongoing costs associated with hot tub ownership, from energy consumption to maintenance supplies.​

  
  

Engaging Content Ideas

• Customer Testimonials: Share stories and photos from satisfied customers enjoying their Black Diamond Spas.​

• Behind-the-Scenes: Offer a glimpse into the delivery and installation process, highlighting the care and professionalism of your team.​

• Interactive Q&A Sessions: Host live sessions addressing common questions and concerns, fostering community engagement.​

"Meet the team" content to put a face to the business - makes it feel more personal to see who actually makes the products.

Behind the scenes content is very popular, show the actual processes and journey each product goes through.

Sustainability is a big trend, showing how we use renewable resources and contribute to the green ethos.

Q&A style content to answer common questions customers have.

Supporting local businesses is important, showcase the ones we work closely with and speak to industry experts.

• Top 5 Soft Skills Every CAMHS Professional Needs (That Don’t Come With a Certificate)

• Day in the Life of a CAMHS Practitioner: What You Don’t See in the Job Description

• What Makes a Great CAMHS Candidate? Insights from Our Recruitment Team

• Myth-Busting CAMHS Roles: What’s Actually True?

Polls

• Would you apply for a job if the salary isn’t shown?

• What’s the most important quality in a CAMHS colleague?

• Which of these would make you more likely to apply: Clear onboarding, CPD, Flexibility, Mentorship?

Photo/Behind-the-Scenes Posts

• Office/team celebration days (e.g. Easter, Mental Health Awareness Week)

• Staff training or CPD events

• Desk setups, recruitment days, or meeting “the faces behind the roles”

  
  

Mini-Resources / Tips

• How to Tailor Your CAMHS CV in 5 Steps” – carousel or single graphic

• Preparing for a CAMHS Interview? Here’s What to Expect” – text post or PDF

• 3 Ways to Show Soft Skills in Your CAMHS Application

Repurpose Your Own Content

• Take comments from high-performing posts and turn them into new graphics

• Turn poll results into a mini-report or insights post

• Clip video/audio from team meetings or interviews for short-form posts

• Why waiting times aren’t just an NHS problem and how councils can help ease the pressure?

• What we’re hearing about social care right now and what needs to change?

• AnswerThePublic

  great for seeing the actual questions people are Googling around topics like commissioning, placements, or school transitions.

• Reddit

  surprisingly useful for seeing unfiltered conversations in education, social work, and NHS threads. It can give us ideas for what people are genuinely thinking, not just what’s in reports.

  
  

• Seasonal & Topical Ideas

  7. Wendy’s UK Roast Battle (Holiday Edition)

  • Characters (or real Wendy’s employees) roast classic UK holiday traditions.

  • Tie-in to Christmas jumper day, Bonfire Night, etc.

  8. Love Island Tie-In: “Lettuce Be More Than Mates”

  • Limited-time meal deal for two.

  • “Couple up” menu names, spicy dips, romantic lighting in stores.

  9. St. George’s Day: Knight the Nugget

  • Dress chicken nuggets like little knights.

  • “Only the brave eat ‘em with Ghost Pepper sauce.”

Social Media Trends -

• Use specific sounds that are trending on TikTok or trending challenges, try an incorporate specific products.

  
  

  Use feedback (positive and negative) you receive from customers about your products and make a humorous video.

  
  

'what is a marketing apprentice'

' what do marketing apprentices do'

'how old are marketing apprentices'

'How much training does a marketing apprentice do'

Based on the back of this i would aim to do more educational content answering a lot of these questions but in shorter bitesize pieces.

Educational, industry insights and future trends are hot topics because buyers want to know that you understand the future of manufacturing.

some examples:

·        Top 5 Manufacturing Trends in the UK for 2025

·        Why Sustainable Manufacturing Is Gaining Momentum in 2025

·        How AI and Automation Are Transforming Production

·        The Future of Manufacturing

·        Future of Robotics in Factories

·        How to Improve Factory Efficiency

As the next campaign that we will be running is going to be a collab with an influencer, which the theme will be natural yarns. searches tend to be how to look after cotton yarns and why you should be using them, so informational content might be helpful for the customer.

2. Audio

3. Written content

4. Long form video

5. Short form video

6. Photography

7. Graphics

8. White papers

2) Sound

3) Written content

4) Long form

5) Short form

6) Photography

7) Graphics

8) White papers

2.audio

3.written

4.long form videos

5.short form videos

6. graphics

7.photography

8.white papers?

5= short form video

8= white paper

2= long video

6 = photography

7 = audio

3 = graphic

4 = written content

photography - used on socials but mainly for product images

sfc - reels

written - blogs

audio - voice over in reels

graphics - used for collabs

Photography

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

Audio

UGC

• Computer-designed images for social posts

Photography

• Company-owned stock images used for social media posts and blogs

Short-form video

• slideshows

Long-form videos

• Q&A video series

Written

• Blogs, email campaigns, social media posts, press releases

Audio

• Podcasts

  
  

https://www.linkedin.com/posts/camhspro_5-red-flags-activity-7292467035869986817-GRbz?utm_source=share&utm_medium=member_desktop&rcm=ACoAAD-TxxgBKK4s-arOjAA0eYC4IQRvX4AVpbk

https://www.linkedin.com/posts/camhspro_young-wellbeing-hub-webinar-activity-7289628926019035136-jvUO?utm_source=share&utm_medium=member_desktop&rcm=ACoAAD-TxxgBKK4s-arOjAA0eYC4IQRvX4AVpbk

Photography:

https://www.linkedin.com/posts/camhspro_skitrip-teamincentive-camhsprofessionals-activity-7313129673297743873-Bruc?utm_source=share&utm_medium=member_desktop&rcm=ACoAAD-TxxgBKK4s-arOjAA0eYC4IQRvX4AVpbk

Short form Vid:

https://www.linkedin.com/posts/camhspro_internationalwomensday-iwd2024-womeninleadership-activity-7303701075256111106-9mve?utm_source=share&utm_medium=member_desktop&rcm=ACoAAD-TxxgBKK4s-arOjAA0eYC4IQRvX4AVpbk

2.Audio

3.Written content

4.Long form video

5.Short form video

6.Photography

7.graphics

8.white papers

Photography - Events, pictures of me!

https://www.linkedin.com/posts/andrew-smithson1_spent-the-day-with-ashleigh-gorton-at-the-activity-7313214788413587457--G-9?utm_source=share&utm_medium=member_desktop&rcm=ACoAACFG8pYBtOuyCf4BOJa-4OxyAu7jgu8snxA

Videos - dont use yet, awaiting new office!

Written content - see blogs: https://themarketingtrainer.co.uk/blog/recruitment-vs-marketing-two-sides-of-the-same-coin/

Audio - awaiting new office for new stuff but we do have a podcast episode via mark simpkins

White paper: See ash research, not published yet

UGC - google reviews

• behind the scenes tour content

https://www.linkedin.com/feed/update/urn:li:activity:7307354126303064064

Graphics

• created lots of infographics about our ingredients

https://www.linkedin.com/feed/update/urn:li:activity:7297977076593115136

Long form video

• hosted multiple webinars about our products & posted the recordings

Website link: https://activeinternetmarketing.co.uk/

Short form videos- a branded video at the beginning top of the site. We have this displayed on our tv’s at work too.

Graphics: we create and add graphics to our social media such as instagram:

Instagram link:https://www.instagram.com/activeinternetmarketing?igsh=MTA4MzgxNTl0bzFpdQ==

We have reviews on our site which would cover UGC.

We include photography from our Lunch and Learn events that can be used for content on socials but also for upcoming events to promote the look of previous events.

Event page link: https://activeinternetmarketing.co.uk/events-active-internet-marketing/

We are soon to begin a podcast too in Stamford, so will be hopefully starting that further into the year.

short form videos

written content

We regularly use custom graphics on LinkedIn to support reports and blogs. These are either designed in-house or with our designer
📎 Example: Travel to School Infographic – IMPOWER

Photography
We use event photography and team photos to add a personal touch to our content, especially for blogs and case studies. It’s usually used to highlight team collaboration or share moments from conferences like NCASC.
📎 Example: Check our LinkedIn page – IMPOWER LinkedIn

Reason for use:
Builds authenticity and trust by showcasing real stories and experiences from professionals or candidates.

Advantages:

• Cost-effective with minimal production

• Acts as powerful social proof

• Engages audiences with relatable content

Disadvantages:

• Less control over quality and messaging

• Requires permissions or moderation

• Can be inconsistent in volume or tone

Hardware/Software Needed:

• Smartphone for capturing content

• Canva or native platform tools for resharing

• Social inbox or email for gathering submissions

2. Audio

Reason for use:
Good for storytelling, interviews, and educational content around complex topics.

Advantages:

• Easy to consume during commutes or multitasking

• Builds familiarity through voice

• Encourages long-form engagement

Disadvantages:

• No visual component

• Harder to repurpose into visual content

• Requires editing and distribution setup

Hardware/Software Needed:

• Microphone, headphones

• Recording/editing software like Audacity or GarageBand

• Hosting platforms like Spotify or Buzzsprout

3. Written Content

Reason for use:
Ideal for explaining processes, sharing expert advice, and supporting SEO.

Advantages:

• Searchable and long-lasting

• Supports brand voice and thought leadership

• Easy to convert into other formats

Disadvantages:

• Time-consuming to write well

• Can be overlooked in fast-scrolling feeds

• Less interactive than multimedia

Hardware/Software Needed:

• Word processors like Google Docs or Word

• Grammarly or Hemingway for editing

• CMS or LinkedIn for publishing

4. Long-Form Video

Reason for use:
Suited for in-depth storytelling, education, or role insights.

Advantages:

• Allows for deeper exploration of topics

• High engagement potential

• Can be repurposed into short clips

Disadvantages:

• Time and resource intensive

• Requires strong planning and scripting

• Less suited to fast-paced platforms

Hardware/Software Needed:

• DSLR or smartphone camera, tripod

• Editing tools like Adobe Premiere or iMovie

• YouTube, Vimeo or LinkedIn for publishing

5. Short-Form Video

Reason for use:
Designed to quickly grab attention and deliver bite-sized insights or announcements.

Advantages:

• Highly engaging and shareable

• Supported by most algorithms

• Easy to produce and post regularly

Disadvantages:

• Limited room for detail or context

• May lack depth

• Requires consistent posting to maintain reach

Hardware/Software Needed:

• Smartphone, basic lighting

• Editing apps like CapCut or TikTok

• LinkedIn video, Instagram Reels or TikTok

6. Photography

Reason for use:
Useful for humanising the brand, showcasing events, or giving a behind-the-scenes look.

Advantages:

• Builds visual familiarity

• Easy to digest and scroll-stopping

• Great for workplace culture posts

Disadvantages:

• Needs good lighting and composition

• Can appear staged if overused

• Requires a strong brand aesthetic

Hardware/Software Needed:

• Smartphone or camera

• Editing tools like Lightroom or Canva

• Cloud storage like Google Drive or Dropbox

7. Graphics

Reason for use:
Used to visually explain ideas, highlight stats, and promote roles or services.

Advantages:

• Effective for carousels, infographics and quotes

• Supports consistent branding

• Easy to create at scale

Disadvantages:

• Requires basic design knowledge

• May lack emotional connection

• Can become repetitive if not varied

Hardware/Software Needed:

• Canva, Adobe Illustrator, or Figma

• Brand templates or asset libraries

• Scheduling tools for publishing

8. White Papers

Reason for use:
Great for establishing authority through in-depth research or thought leadership.

Advantages:

• Shows credibility and expertise

• Ideal for B2B engagement

• Provides valuable downloadable content

Disadvantages:

• Requires significant time and research

• Less suitable for social-first consumption

• Often has a niche appeal

Hardware/Software Needed:

• Google Docs or MS Word for drafting

• Canva or InDesign for layout

  
  

Why: Promote offers, explain things clearly
Pros: Eye-catching, shareable
Cons: Takes time to design
Tools: Canva, Photoshop

Photography

Why: Show off spas, installs, and our team
Pros: Builds trust, looks professional
Cons: Needs good lighting and planning
Tools: Phone/DSLR, Lightroom

Short-form Video

Why: Great for social, behind-the-scenes, quick tips
Pros: High engagement, easy to digest
Cons: Needs regular content
Tools: Phone, CapCut, Instagram

Long-form Video

Why: Demos, deep dives, customer stories
Pros: Builds authority, SEO boost
Cons: Time-consuming to film/edit
Tools: Camera, mic, Premiere Pro

Written Content

Why: FAQs, blogs, SEO, product info
Pros: Easy to update, great for search
Cons: Needs time to write and refresh
Tools: WordPress, Google Docs

Audio

Why: For future use – guides, testimonials
Pros: Easy to listen to
Cons: Not used much yet
Tools: Mic, Audacity, Spotify

White Papers

Why: For dealers or B2B info
Pros: Builds trust, professional
Cons: Formal, takes time
Tools: Word, InDesign

Why use it: To establish authority and share in-depth, evidence-based insight.

• Pros: Builds trust, great for B2B and technical audiences.

• Cons: Time-consuming, not suitable for casual audiences.

• Software: Microsoft Word, Google Docs, Adobe InDesign, Canva (for layout)

Graphics

Why use it: To visually simplify complex information or data.

• Pros: Eye-catching, easy to share, boosts engagement.

• Cons: Needs design skill, may oversimplify.

• Software: Canva, Adobe Illustrator, Figma

Long-form Video

Why use it: To educate, tell brand stories, or conduct deep dives.

• Pros: High value, improves SEO, great for building trust.

• Cons: Expensive to produce, lower attention span online.

• Software: Adobe Premiere Pro, Final Cut Pro, Zoom (for webinars), OBS Studio

Written Content

Why use it: To inform, rank on search engines (SEO), and share knowledge.

• Pros: Evergreen, good for thought leadership and blog traffic.

• Cons: Can be time-intensive, lower visual engagement.

• Software: Google Docs, Grammarly, Notion, WordPress (for publishing)

Audio

Why use it: To connect in a personal and flexible way, e.g. during commuting or crafting.

• Pros: Passive consumption, builds intimate connection.

• Cons: Harder to discover than visual content, editing can be complex.

• Software: Audacity, Adobe Audition, GarageBand, Anchor.fm

Short-form Video

Why use it: To grab attention quickly and encourage social media engagement.

• Pros: Highly shareable, perfect for reels, TikTok, and ads.

• Cons: Very short shelf-life, requires regular updates.

• Software: CapCut, InShot, Adobe Premiere Rush, TikTok/Reels native editors

Photography

Why use it: To tell visual stories and build brand identity.

• Pros: Versatile, emotional appeal, great for social and e-commerce.

• Cons: Needs consistency, can require professional equipment.

• Software: Lightroom, Photoshop, Canva, VSCO

User-Generated Content

Why use it: To build community trust and authentic brand credibility.

• Pros: Free content, powerful social proof, boosts reach.

• Cons: Can’t control quality or tone, risk of negative comments.

• Software: Instagram, Facebook, Trustpilot, Mention (for monitoring)

Pro - authentic and provides credibility

Cons - harder to get (aka get clients to commit)

Hardware - possible cameras or just a message maybe depending on type

Graphics:

Pro - visually pleasing, eye catching, brand consistent

Con - may require specialist use to create good images

software - canva, Photoshop, chat gpt, perplexity, midjourney

Photography

Pro - visually pleasing, eye catching, authentic

Con - can be hard to produce good quality, possibly expensive

Hardware - camera and editing tools

Short form video:

Pro - visually pleasing, eye catching, authentic, fast, simple, attentive.

Con - may not get full message across

Hardware - camera and editing tools then platform to post (social media TIKTOK insta etc)

Longform video:

Pro - visually pleasing, informative, story based, entertaining. Can display full message

Con - time consuming to watch, may not grab attention

Hardware - camera and editing tools then platform to post (social media TIKTOK insta etc) or YouTube for longer.

Written content:

Pro - factual, formative and educational

Con - harder to set tone, not a visually pleasing for some people

Software - blog posting site (website etc)

White papers:

Pro - educational, factual, informative, useful

Con - Long, lot of effort to create (finding stats etc)

Software - Blog posting places

Reasons for Use:

• Builds trust through authenticity

• Engages community

• Provides social proof

Advantages:

• Cost-effective

• High engagement rates

• Encourages brand loyalty

Disadvantages:

• Limited control over quality or messaging

• Potential copyright or moderation issues

• May require permissions for reuse

Hardware/Software Needed:

• Social media platforms (Instagram, TikTok, etc.)

• UGC platforms (e.g., TINT, Stackla)

• Moderation tools

2. Audio (e.g., Podcasts, Voice Notes)

Reasons for Use:

• Great for multitasking audiences

• Builds brand voice and personality

• Accessible for visually impaired users

Advantages:

• Low production cost

• Personal and intimate format

• Can be repurposed into other formats

Disadvantages:

• Harder to search/index

• Requires consistent publishing to maintain listeners

• Less visually engaging

Hardware/Software Needed:

• Microphone, audio interface

• Software: Audacity, Adobe Audition, GarageBand, Anchor

3. Written Content (e.g., Blogs, Articles, Copywriting)

Reasons for Use:

• Great for SEO

• Builds thought leadership

• Easily shareable

Advantages:

• Cost-effective

• Indexable by search engines

• Easy to edit and update

Disadvantages:

• Time-consuming to write quality pieces

• May not engage visual or auditory learners

• Needs strong writing skills

Hardware/Software Needed:

• Computer

• Software: Google Docs, Grammarly, CMS like WordPress

4. Long-Form Video (e.g., Webinars, Documentaries)

Reasons for Use:

• In-depth storytelling or education

• Ideal for webinars, tutorials, interviews

Advantages:

• Highly informative

• Can establish credibility

• Keeps viewers engaged longer

Disadvantages:

• Time-consuming and expensive to produce

• Requires editing and scripting

• Not suited for short attention spans

Hardware/Software Needed:

• Camera, microphone, lighting gear

• Software: Final Cut Pro, Adobe Premiere Pro, Zoom for recording

5. Short-Form Video (e.g., Reels, TikToks, Shorts)

Reasons for Use:

• Perfect for grabbing quick attention

• Ideal for social media engagement

Advantages:

• High reach and engagement

• Quick to produce and consume

• Trend-driven, can go viral

Disadvantages:

• Short lifespan

• Limited messaging depth

• Requires constant content flow

Hardware/Software Needed:

• Smartphone with a good camera

• Apps: CapCut, InShot, TikTok editor, Instagram

6. Photography

Reasons for Use:

• Showcases products, services, team, events

• Enhances visual identity

Advantages:

• Visually appealing

• Multi-platform usage (website, social, print)

• Builds brand aesthetic

Disadvantages:

• Requires visual skill or professional photographer

• Can be expensive to produce high-quality shots

Hardware/Software Needed:

• Camera (DSLR, mirrorless, or smartphone)

• Software: Adobe Lightroom, Photoshop, Canva

7. Graphics (e.g., Infographics, Icons, Illustrations)

Reasons for Use:

• Simplifies complex data

• Increases content engagement

Advantages:

• Highly shareable

• Easy to understand

• Supports visual learners

Disadvantages:

• Requires design skill or resources

• Time-intensive to produce high-quality graphics

Hardware/Software Needed:

• Computer/tablet

• Software: Adobe Illustrator, Canva, Figma

8. White Papers

Reasons for Use:

• Demonstrate expertise

• Educate B2B audiences

• Generate leads

Advantages:

• Builds credibility

• Great for gated content strategies

• Deep-dive on topics

Disadvantages:

• Time-consuming to research and write

• May not appeal to casual audiences

• Requires professional tone

Hardware/Software Needed:

• Computer

• Software: Microsoft Word, Google Docs, InDesign (for design), PDF tools

Advantage: creates a sense of trust with your brand by using real customers feedback
Drawback: Quality and messaging can be inconsistent or innacurate because you haven't made it yourself.
Tool: social media

2. Audio

Advantage: Easy to make and effectively gets the message across.
Drawback: Niche content, not everyone likes listening to podcasts / audio only content.
Tool: Audacity to record

3. Written Content

Advantage: provides more in depth information that anyone can access easily
Drawback: poor engagement when compared to visual graphics
Tool: microsoft word

4. Long Form Video

Advantage: gives a lot more info than other types
Drawback: costs a lot and takes a while to make
Tool: Adobe Premiere Pro

5. Short Form Video

Advantage: great for engagement
Drawback: lacks substance due to not being long enough to go into depth
Tool: CapCut

6. Photography

Advantage: Visually showcases real aspects of your business
Drawback: can be expensive to hire a professional photographer
Tool: canva

7. Graphics

Advantage: Ideal for showing key info and engaging customers
Drawback: Can be received poorly if it isn't designed well.
Tool: Canva or Adobe Illustrator

8. White Papers

Advantage: gives you scientific, professional backing to increase trust
Drawback: takes a very long time to make
Tool: Microsoft Word

reasons for use: it is an easy way to fill up white space on the page but not be too filling with many images. Easy sometimes fun content to consume.

Advantages: easy content to digest

Disadvantages: may make page speed slower if not done correctly

short form:

reasons for use: another easy to digest content to be engaging and maybe a good use for trends for social media

advantages: could get a lot of interaction and page views.

disadvantages: easy to scroll past and needs to be engaging quickly

long form:

reasons: to be educational and be able to sell many details about the product or service

advantages: could give people a lot of insight to your business and if interested, could win a potential sale

disadvantages: could equally bore a lot of people if they are not your direct form of target audience, time consuming.

written

reasons: is a great way to get across points and you can be quite creative with writing to fit what you are trying to sell.

advantages: people typically aim for an answer so written work will do more than an image

disadvantages: can be time consuming and must be updated especially for seo.

audio:

reasons: change up your content style

advantages: fun way to get a point across

disadvantages: may not be cost effective and again can be time consuming and not even gain reach

UGC

reasons: improve brand loyalty

advantages: people trust reviews and can see reputation to trust

disadvantages: not everybody leave reviews etc so could be waiting for nothing

Advantages:

• High credibility and authority

• Great for B2B marketing

Disadvantages:

• Time-consuming to create

2. User-Generated Content

Advantages

• Builds trust and authenticity

• Low-cost content creation

Disadvantages:

• Hard to control quality

3. Photography

Advantages:

• Visually engaging

• Great for social media and storytelling

Disadvantages:

• Can be expensive if using professional services

4. Short-form Video

Advantages:

• High engagement and shareability

• Perfect for mobile users

• Great for brand awareness

Disadvantages

• Requires consistent production to stay relevant

5. Audio

Advantages:

• Convenient for multitasking audiences

• Builds loyal customers

Disadvantages:

• Difficult to measure engagement

  
  

  6. Written Content

Advantages:

• Great for SEO

• Easy to produce and edit

Disadvantages:

• May require strong writing skills

7. Long-form Video

Advantages:

. Strong lead generation (especially webinars)

Disadvantages:

• Requires planning

• Can be overwhelming

8. Graphics

Advantages:

• Easy to digest complex information

Disadvantages:

• Can become outdated quickly

• For social media or on the company website

• Advantages: easily digestible, engaging, promotes brand awareness

• Disadvantages: time-consuming to create, easy for users to scroll past if too content-heavy

• Need graphic design software and knowledge

Photography

• To accompany written content and make campaigns more visually captivating

• Advantages: ease of use, equipment is easily accessible

• Disadvantages: editing etc. can be time-consuming, high competition

• Camera required, editing software

Short-form videos

• social media reels, website

• advantages: engaging, easily digestible, high potential to reach wider audience

• disadvantages: high competition, editing and knowledge of algorithms and target audience required

• editing software

long-form

• documentaries, interviews

• advantages: informative, shows expertise, helps audience gain knowledge and insight

• disadvantage: time-consuming, potential for engagement drop-off

• editing software

written content

• brand awareness, keep target audience engaged, showcase expertise and differentiate from competition

• Advantages: increases brand awareness, helps customer buying process and lead generation

• Disadvantage: high competition, requires customer persona knowledge

• analytics to understand customer persona

audio

• podcasts, voiceovers

• advantages: engaging, brand awareness across different platforms, showcase expertise

• disadvantages: time-consuming, requires equipment and editing knowledge

• recording tools and editing software

white paper

• press releases, articles

• Advantages: showcase expertise and knowledge, reach a wider audience

• Disadvantages: time-consuming for writing and researching

• access to publication sites and real-time data

UGC

• makes content more authentic and engaging for audience, build trust for customer buying experience

• Advantages: easy to distribute, helps differentiate from competition

• Disadvantages: High competition, needs knowledge of customer persona

• 
  

We post content for either employers or potential apprentices and current apprentices. For any apprentices it tends to be educational/advisory and for employers maybe a bit more saleslike.

Engaging - we use images, photos, statistics, benefits or even questions to generate thought.

Clarity- Our tone is simple and effective. We speak like normal people and don't go too formalised.

Consistency - our colour pallet is the same all over and our message tone is very similar. Relaxed, light hearted and friendly

Engaging: Use graphics, photography and short form videos to capture the attention of tiktok and instagram scrollers. Use humour and trending memes to spark interest.

Clarity: Use a voiceover on short form videos to explain a new restaurant's opening or a new product available. Respond to viewers' comments in the comment section if they have any questions.

Consistency: Emphasise the brand's USP compared to other fast food chains. Maintain the same style graphics and colour scheme across all social media platforms and the website for a consistent brand image.

• Competitor research to see what marketing strategies work for our audience

• We have consulted agencies and professionals to guide our marketing based on industry trends and customer interests

Engagement

• Using short form videos and graphics rather than just text

• Creating new content and focusing on new campaigns rather than recycling old posts helps the page feel fresh and keep followers engaged for longer.

Clarity

• Explaining complex processes in simple ways to ensure customers understand what our products do.

• We try not to use overly scientific language and focus on products from a customers perspective so that anyone who watches the content can relate to it.

  https://www.linkedin.com/feed/update/urn:li:activity:7295109276526669826

• 
  

Consistency

• Our graphics always follow the colour scheme and branding of the product they are relating to.

• We aim to keep a regular post schedule of once per week on LinkedIn

• We've identified that our customers (B2B) main pain point is a lack of personalised and local content distributed by other agencies

• All campaigns are localised and written individually for each office we service

  • we understand the customer personas for each office and tailor our campaigns accordingly

Engaging

• Our graphic designer generates new imagery to accompany our campaigns

• We have a CTA with every campaign

• Each month we have a different campaign theme that is relevant to the office's target audience so not to repeat posting the same content

• Produce variety of content: mix of audio, videos etc.

Clarity

• We each have a Grammarly account linked to our computers to ensure written content is clear and grammatically correct

• We create campaigns in a company-wide template to ensure formatting is clear and concise

Consistency

• Written in brand voice that differentiates us from competition

• Use Monday.com as our monthly content planner that distinguishes what is posted when across which platform

• All images have company logo across all platforms

How it’s being done:

• Posts often reflect sector-specific themes like safeguarding, trauma-informed care, and the emotional demands of CAMHS work.

• Content such as job ads, professional development opportunities, and sector challenges resonate with CAMHS clinicians and support workers.

How it could be improved:

• Use audience polls and comments more often to identify emerging needs and content gaps.

• Create content around real issues CAMHS professionals face (e.g. burnout, supervision, CPD routes, working with neurodiverse young people).

• Feature more voices from the field (e.g. clinician spotlights, real-life stories).

Engagement

How it’s being done:

• Posts with questions, polls, and bold opening lines encourage comments and reactions.

• Visual content like carousels and short-form videos help boost reach.

How it could be improved:

• Introduce interactive formats like Instagram stories, "day-in-the-life" reels, or clinical dilemma discussions.

• Share behind-the-scenes moments or relatable workplace content (e.g. “Things only CAMHS clinicians say…”).

• Increase the use of emojis, reactions, and casual tone where appropriate to feel more human.

Clarity

How it’s being done:

• Job ads are usually structured with headings, bullet points, and clear CTAs.

• Posts tend to be straightforward in tone, with content focused on a single topic per post.

How it could be improved:

• Avoid clinical jargon unless it’s clearly explained or relevant to qualified professionals.

• Use more visuals (e.g. icons or diagrams) to break down complex topics like funding pathways or role comparisons.

• Ensure every post includes a clear next step or question for the audience.

Consistency

How it’s being done:

• Posts reflect a tone of professional support and encouragement, aimed at mental health workers.

• There’s some consistency in the visual branding (e.g. colours, font styles in graphics).

How it could be improved:

• Build a clear content rhythm (e.g. Poll Monday, Carousel Wednesday, Job Friday) to create familiarity.

• Ensure all content types from stories to static posts align with tone of voice: warm, knowledgeable, supportive.

• Audit past content to ensure brand tone and visual identity are uniform across platforms.

We could use customer feedback and align with sales to improve this.

Engaging: we use visuals- short videos/photography showcasing production, machinery, processes

we can improve this by doing success stories and case studies

Clarity: we use headings, short paragraphs, bullet points. CTA’s

Consistency: brand tone, colours, graphics is kept the same across the platforms we use.

Engaging- We offer a free Seo consultation which allows potential clients to come visit us in person and discuss what we can offer them and understand what they need. This gives us a chance to sell our services based on what they are explaining they are struggling to do themselves. We have a meet the team on our page with visuals so people know who covers what role.

Clarity- instantly we include our main tag line which is about generating leads. This concludes our main goal for all clients so they are aware that regardless of the input that is what’s in mind. Straight below this there is two buttons to click one says ‘I want more leads’ the other links to the ‘free seo consultation’.

Consistency- we are most consistent with blog posts which are completely relevant to current trends or new services on offer. For example we now offer a backlink service people can pay for so we have made a content plan to promote backlinks on different platforms and through blogs on the site.

Our target audience is particularly interested in the outcomes we've achieved for our clients. That’s why we regularly share case studies and highlight the impact our reports and publications have made in their lives. These stories showcase how our work has been both meaningful and useful.

Engagement

To make our posts more engaging, we could introduce swipe-through posts, short-form videos, and interactive content like videos with clickable buttons. These formats are more dynamic and can help boost audience interaction.

Clarity

Our posts, reports, and publications are clear, concise, and easy to understand. We ensure the information is accessible for a wide range of readers.

Consistency

While we have a podcast, we currently don’t post consistently. Regular episodes would make a real difference especially for children, adult, and health delivery directors who could listen during their commute. We could cover hot topics, policy updates, and improvements happening in the NHS in 2025 to keep our audience informed and engaged.

Engaging - Often have polls and question airs on our storys, find that is the best way to engage with our customers as there is a physical prompt to engage with us if they would like to do so

Clarity - BTS videos are often given voice overs to help the viewers follow the video

Consistency - colours, fonts, tone is all aligned with our brand voice and if something is ever changed it is changed for every channel so it all looks seamless

White papers

Long form video

Short form video

Graphics

Photography

Audio

Written content

UGC

Least expensive

USG - should be free for reviews etc

Audio - press record and go, depends on equiptment

Graphics (cost of canva or photoshop, more costly if outsourced)

White paper - cost to do/arrange research

Photography (by a professional)

SFV - see below

LFV (dependng on content, actors, location, camera equiptment, drones etc)

Photography (by a professional)

Written content

Graphics

UGC

audio

photography

short form video

longform video

white papers

MOST

1.white papers

2.audio

3. photography

4. long form

5. graphics

6. short form

7.written

7.UGC

2.        Written content

3.        White papers

4.        Graphics

5.        Photography

6.        Audio

7.        Short-form video

8.        Long-form video

1. Long-Form Video

   • High cost due to filming, editing, scripting, possibly hiring talent or videographers.

2. White Papers

   • Involves research, expert writing, editing, design/layout, and often review by multiple stakeholders.

3. Audio (e.g. podcasts)

   • Requires recording equipment, editing software, hosting platforms, and ongoing time investment.

4. Graphics

   • Professional-looking graphics may need a designer or good quality software. Brand consistency adds design time.

5. Written Content

   • Lower cost but time-intensive; depends on the writer's skill and whether it requires research or approval processes.

6. Photography

   • Mid-cost: can be cheap if done in-house with phones, but higher if you hire a photographer or use editing tools.

7. Short-Form Video

   • Cheaper than long-form; can be shot on a phone and edited quickly with basic apps, but still takes time.

8. User-Generated Content

   • Least expensive as it comes from your audience. Only minor editing or moderation may be needed.

   Least

audio, ugc, written content

most

photography, white paper, long form

Reason for use:
Builds authenticity and trust by showcasing real stories and experiences from professionals or candidates.

Advantages:

• Cost-effective with minimal production

• Acts as powerful social proof

• Engages audiences with relatable content

Disadvantages:

• Less control over quality and messaging

• Requires permissions or moderation

• Can be inconsistent in volume or tone

Hardware/Software Needed:

• Smartphone for capturing content

• Canva or native platform tools for resharing

• Social inbox or email for gathering submissions

Cost/Resources:
Low cost. May only need a content coordinator or community manager to gather and moderate content.

2. Audio (e.g. Podcast)

Reason for use:
Good for storytelling, interviews, and educational content around complex topics.

Advantages:

• Easy to consume during commutes or multitasking

• Builds familiarity through voice

• Encourages long-form engagement

Disadvantages:

• No visual component

• Harder to repurpose into visual content

• Requires editing and distribution setup

Hardware/Software Needed:

• Microphone, headphones

• Recording/editing software like Audacity or GarageBand

• Hosting platforms like Spotify or Buzzsprout

Cost/Resources:
Medium to high cost. May require a podcast editor, host/speaker, and possibly a producer or VA for admin tasks.

3. Written Content

Reason for use:
Ideal for explaining processes, sharing expert advice, and supporting SEO.

Advantages:

• Searchable and long-lasting

• Supports brand voice and thought leadership

• Easy to convert into other formats

Disadvantages:

• Time-consuming to write well

• Can be overlooked in fast-scrolling feeds

• Less interactive than multimedia

Hardware/Software Needed:

• Word processors like Google Docs or Word

• Grammarly or Hemingway for editing

• CMS or LinkedIn for publishing

Cost/Resources:
Low to medium cost. Requires a skilled copywriter or content strategist, possibly internal approval.

4. Long-Form Video

Reason for use:
Suited for in-depth storytelling, education, or role insights.

Advantages:

• Allows for deeper exploration of topics

• High engagement potential

• Can be repurposed into short clips

Disadvantages:

• Time and resource intensive

• Requires strong planning and scripting

• Less suited to fast-paced platforms

Hardware/Software Needed:

• DSLR or smartphone camera, tripod

• Editing tools like Adobe Premiere or iMovie

• YouTube, Vimeo, or LinkedIn for publishing

Cost/Resources:
High cost. May need a videographer, editor, scriptwriter, and possibly presenters or actors.

5. Short-Form Video

Reason for use:
Designed to quickly grab attention and deliver bite-sized insights or announcements.

Advantages:

• Highly engaging and shareable

• Supported by most algorithms

• Easy to produce and post regularly

Disadvantages:

• Limited room for detail or context

• May lack depth

• Requires consistent posting to maintain reach

Hardware/Software Needed:

• Smartphone, basic lighting

• Editing apps like CapCut or TikTok

• LinkedIn video, Instagram Reels, or TikTok

Cost/Resources:
Medium cost. Needs a content creator or social media exec comfortable with video, plus someone to edit.

6. Photography

Reason for use:
Useful for humanising the brand, showcasing events, or giving a behind-the-scenes look.

Advantages:

• Builds visual familiarity

• Easy to digest and scroll-stopping

• Great for workplace culture posts

Disadvantages:

• Needs good lighting and composition

• Can appear staged if overused

• Requires a strong brand aesthetic

Hardware/Software Needed:

• Smartphone or camera

• Editing tools like Lightroom or Canva

• Cloud storage like Google Drive or Dropbox

Cost/Resources:
Low to medium cost. Can be done in-house or with a freelance photographer for events.

7. Graphics

Reason for use:
Used to visually explain ideas, highlight stats, and promote roles or services.

Advantages:

• Effective for carousels, infographics, and quotes

• Supports consistent branding

• Easy to create at scale

Disadvantages:

• Requires basic design knowledge

• May lack emotional connection

• Can become repetitive if not varied

Hardware/Software Needed:

• Canva, Adobe Illustrator, or Figma

• Brand templates or asset libraries

• Scheduling tools for publishing

Cost/Resources:
Medium cost. Requires a designer or trained team member with visual content skills.

8. White Papers

Reason for use:
Great for establishing authority through in-depth research or thought leadership.

Advantages:

• Shows credibility and expertise

• Ideal for B2B engagement

• Provides valuable downloadable content

Disadvantages:

• Requires significant time and research

• Less suitable for social-first consumption

• Often has a niche appeal

Hardware/Software Needed:

• Google Docs or MS Word for drafting

• Canva or InDesign for layout

• Email tool or PDF hosting for downloads

Cost/Resources:
High cost. Needs subject-matter experts, a writer or researcher, a designer, and internal reviewers.

Laptop, pen and paper?

Low cost

Resources - in house can sort, outsourcing may be more (copywrighter)

UGC:

People (clients or customers)

Low cost

Need people to do reviews, can be a simple google review which takes seconds or can be an interview etc which may be more.

Audio:

Need recording equipment and editing software

Low to medium cost

Depends on the content, may use voice actors

Graphics

Need software such as canva or photoshop

low to medium cost

A simple post will be fairly cheap and can be done in house but may outsource to a graphic designer which may cost more

White paper

Need a laptop and then any research material (journals etc). some can be free but may need to pay for extra material

Medium cost

The cost will be mainly dependant on time taken to complete. It can take a while to prepare so cost is anywhere from cheap to high

Photography

May need specialist camera equipment or just a Phone.

Cost can be low to high

Cost will depend on if a photographer is needed, backdrop, editing etc

Videos Short and long

May need special equiptment

Cost can vary

Depends on content

cost- High

resources- different online technology to produce reports, need in-house team to generate these??

Graphics:

cost: medium

resources: graphics team

Long form video:

cost: High

resources: production team if frequently needed

Short form video:

cost: medium

resources: social media team as this is most likely what the content is for

written content:

cost: medium

resources: Seo team

UGC:

cost: low

resources: just a platform for people to leave reviews etc

Photography:

cost: medium to high

resources: high tech equipment or crew

Audio:

cost: medium to high

resources: studio for podcasts, various equipment, maybe production team

Cost: £££

Resources: Researcher, writer, editor

Graphics

Cost: ££

Resources: Graphic designer & design software

Photography

Cost: ££

Resources: Photographer & camera equipment

Short form video

Cost: £

Resources: Social media manager and / or videographer, camera equipment and microphones

Long form video

Cost: £££

Resources: Social media manager, videographer, editor / producer, camera equipment, microphones, editing software

Written content

Cost: £

Resources: Writer / editor

Audio

cost: ££

Resources: Audio engineer / producer, microphones

UGC

Cost: £

Resources: Social media manager

Cost: £

Resources: Inhouse. Requires research and allocated to those in charge of content writing.

Graphics

Cost: ££

Resources: Graphic designer with access to software

Long-form video

Cost: £££

Resources: Filming equipment, editor to edit footage and create the video

Short-form video

Cost: ££

Resources: Filming equipment, can be done inhouse as (usually) less editing involved or can be done directly on social media platform

Written Content

Cost: £

Resources: Inhouse. Delegated to person in charge of copywriting, minimal resources required

UGC

Cost: £

Resources: Manger to watch over forum to ensure company is engaged with content

Photography

Cost: ££

Resources: Camera and editing equipment. May consider outsourcing a photographer.

Audio

Cost: ££

Resources: Recording equipment and microphones. Requires an editor or software

Equipment: Phone (to collect or repost), social media apps
Cost: £ (Low)
Resources: Social media manager or marketing assistant (to monitor, repost, and engage)

2. Written Content

Equipment: Google Docs, WordPress, Grammarly
Cost: £ (Low)
Resources: Copywriter, content marketer, or SEO specialist

3. Graphics

Equipment: Canva, Photoshop, Illustrator
Cost: £–££ (Low to Medium, depending on tools or if outsourced)
Resources: Graphic designer or marketing team member with design skills

4. Photography

Equipment: Smartphone or DSLR camera, Lightroom or editing software
Cost: £–££ (Low to Medium, higher if hiring a pro)
Resources: Photographer (in-house or freelance), content creator

5. Short-form Video

Equipment: Smartphone, CapCut/InShot, tripod, ring light
Cost: £–££ (Low to Medium)
Resources: Social media content creator, videographer, editor

6. Audio

Equipment: Microphone, Audacity or GarageBand, headphones
Cost: ££ (Medium)
Resources: Audio editor, podcast host/speaker, scriptwriter (optional)

7. Long-form Video

Equipment: DSLR or high-quality camera, microphone, lighting, Premiere Pro or Final Cut
Cost: ££–£££ (Medium to High)
Resources: Videographer, editor, on-camera presenter, possibly a scriptwriter

8. White Papers

Equipment: Word, InDesign, PDF software
Cost: £££ (High – especially if designed professionally)
Resources: Industry expert or researcher, professional writer, designer

• Cost: £

• Copywriter

Graphics:

• ££

• Graphic designer

UGC:

• ££

• Content creator/Social Media manager

Audio:

• ££

• Script writer

Photography:

• ££

• Photographer/visual content creator

Short form Video:

• ££

• Content creator/ videographer/UGC Creator

Long form video:

• £££

• Video producer/ videographer/Creative producer

White papers:

• £££

• Content writer/technical writer

• Equipment: Design software (e.g., Canva computer/laptop

• Cost: low - if its an outsourced graphic designer high

• Resources: Graphic designer, content writer

2. Blog articles

• Equipment: Laptop, CMS platform e.g WordPress

• Cost: low

• Resources: Content writer

3. Short-form video

• Equipment: Smartphone or DSLR camera, tripod, lighting kit, basic editing software (e.g., iMovie, Premiere Rush)

• Cost: medium- high

• Resources: Videographer, editor

4. Long-form video

• Equipment: High-quality camera, audio recording equipment, lighting rig, professional editing software

• Cost: high

• Resources: Director, camera, editor, scriptwriter, sound technician, actor

5. Social media posts

• Equipment: phone or laptop, scheduling tools

• Cost: low- if it's paid ads high

• Resources: Social media manager, content creator, graphic designer

6. Podcasts

• Equipment: Microphone, audio interface, headphones, recording software

• Cost: medium - high

• Resources: Host, audio editor, producer, guest speaker(s)

Copyright is a legal protection for original works like writing, images, videos, or designs. It means only the creator (or owner) has the right to use, copy, or share that work.

Intellectual Property (IP)

Intellectual property includes copyright, trademarks (like logos and slogans), patents, and other creations of the mind that a business can own and protect.

How This Impacts Marketing at Sirius Manufacturing Group

At Sirius, we create and use a lot of content— like brochures, case studies, websites, and LinkedIn posts. Copyright and IP laws affect us because:

• We must use original content or have permission to use others’ work (like stock images or music).

• We need to protect our brand assets (like logos and designs) to maintain a strong identity.

• Using copyrighted material without permission could lead to legal issues or reputational damage.

• Impacts marketing as other marketing agencies in the care sector cannot take our campaign ideas or use our company-specific stock images and use them in their campaigns.

Copyright ensures that others do not use your ideas or work without your permission.

• Impacts marketing as it means we can ensure we maintain our USP of personalised content creation

So we would need to be careful not to misuse any of our partners IP. such as using the CIM logo without permission or making false claims on their behalf (for example claiming we are the CIM)

Copywright is a specific IP?

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

Copywrite affects my marketing as we cannot use certain photos, music or movies etc. without authorisation from said organisation. Therefore we must come up with our own unique ideas in order to avoid any such legalities. We must also copywrite our own photos, logos, or any tangible products against others.

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

"Copyright is a legal right that protects the use of your work once your idea has been physically expressed."

• Copyright impacts my marketing by preventing the use of certain images, audios, videos and text without express permission from the owner.

• It means you must always check whether any assets you use have copyright protection to avoid liability and fines.

This impacts marketing more positively than negatively as it means any graphics you have created yourself, audio music for your branding and much more cannot be completely copied by others.

If this could be copied by other businesses then there would be much more chance that your efforts would be thrown under the bus just because somebody else took seconds to use it.

Intellectual property- helps you to stop people stealing or copying e.g the names of your brand, your inventions, your designs, what you write etc.

This effects marketing as it allows businesses to build strong brands, differentiates their products and protects their creative assets.

Copyright is a type of legal protection that gives the creator of original works like writing, music, artwork, photography, or video the exclusive right to use and distribute that work. It exists automatically as soon as a work is created and fixed in a tangible form.

Examples:

• A photo taken for a campaign

• Website copy

• A jingle or theme tune

• A company brochure

Intellectual Property is a broader legal concept that includes copyright, but also covers other forms of intangible creations like:

• Trademarks (e.g. logos, brand names)

• Patents (inventions or processes)

• Design rights (visual appearance of a product)

• Trade secrets (confidential business info)

  
  

  Content Use and Ownership

  • Marketers must ensure they have the right to use images, music, or text either by creating it, licensing it, or buying it.

  • Using copyrighted material without permission (e.g., a popular song in a video) can lead to take-down notices or legal issues.

  Brand Protection

  • Logos, slogans, and distinctive brand assets should be trademarked to prevent misuse by competitors.

  • Marketing must use the brand consistently and ensure others don’t infringe on it.

  Creative Assets

  • Any marketing materials created by freelancers, agencies, or external creators need a contract clarifying who owns the copyright.

  • Without this, the original creator may retain rights, limiting how the content can be used.

    
    

    Social Media Risks

  • Sharing or reposting user-generated content or memes without credit or permission can breach copyright rules.

  • Soundtracks on reels or TikToks must be copyright-cleared.

  Innovation and Campaigns

  • Campaign ideas and product names can be protected under IP to stop imitation.

  • Marketers also need to ensure their ideas don’t unintentionally copy others’ protected concepts.

Copyright is a type of legal protection that gives the creator of original works like writing, music, artwork, photography, or video the exclusive right to use and distribute that work. It exists automatically as soon as a work is created and fixed in a tangible form.

Examples:

• A photo taken for a campaign

• Website copy

• A jingle or theme tune

• A company brochure

Intellectual Property is a broader legal concept that includes copyright, but also covers other forms of intangible creations like:

• Trademarks (e.g. logos, brand names)

• Patents (inventions or processes)

• Design rights (visual appearance of a product)

• Trade secrets (confidential business info)

  
  

  Content Use and Ownership

  • Marketers must ensure they have the right to use images, music, or text either by creating it, licensing it, or buying it.

  • Using copyrighted material without permission (e.g., a popular song in a video) can lead to take-down notices or legal issues.

  Brand Protection

  • Logos, slogans, and distinctive brand assets should be trademarked to prevent misuse by competitors.

  • Marketing must use the brand consistently and ensure others don’t infringe on it.

  Creative Assets

  • Any marketing materials created by freelancers, agencies, or external creators need a contract clarifying who owns the copyright.

  • Without this, the original creator may retain rights, limiting how the content can be used.

    
    

    Social Media Risks

  • Sharing or reposting user-generated content or memes without credit or permission can breach copyright rules.

  • Soundtracks on reels or TikToks must be copyright-cleared.

  Innovation and Campaigns

  • Campaign ideas and product names can be protected under IP to stop imitation.

  • Marketers also need to ensure their ideas don’t unintentionally copy others’ protected concepts.

Intellectual property covers a wider range of things like branding, logos, frameworks, written content, and even tools or methods we’ve developed. It protects the stuff we’ve created as a business and gives us ownership over it.

How it impacts us at IMPOWER

We create a lot of original content e.g blogs, reports, frameworks (like EDGEWORK), infographics, and videos. So copyright and IP make sure no one can just take our stuff and use it like it’s theirs.

When we use images, videos, or content from other people, we have to be careful it's either royalty-free or we’ve got permission to use it. That way, we avoid any legal issues.

Our brand is part of our IP so things like the IMPOWER logo, our colours, tone of voice, and even how we speak about our work need to be used consistently and be protected.

Copyright is a legal protection for original works like writing, images, videos, or designs. It means only the creator (or owner) has the right to use, copy, or share that work.

Intellectual Property (IP)

Intellectual property includes copyright, trademarks (like logos and slogans), patents, and other creations of the mind that a business can own and protect.

• We use our own original photos and videos for promotions, installs, and product showcases to avoid copyright issues.

• We use licensed music or royalty-free tracks when creating video content for social media or ads.

• We use design tools like Canva Pro or work with in-house designers to ensure all graphics are created legally.

• We use written permission or clear tagging when reposting customer content to make sure we have the right to share it.

• We use contracts with freelancers or agencies that clearly state we own the content they create for us.

Copyright is legal protection that prevents your work and stops others from using it without your permission.

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.

How this impacts us, well we create lots of tangible products such as labels, shadecards and promotional pieces that all need to be made sure that they can not be copied. Another way this affects me in my day to day work is that due to copyrights it may put limitations on my work e.g using pictures from the internet etc

What it is:
A legal framework that governs how personal data is collected, stored, and used across the EU and UK.

Impact on Marketing:

• Marketers must get clear consent before sending emails or collecting personal data.

• Must provide opt-out options and clear privacy policies.

• Data used for targeting (like on LinkedIn ads or email lists) must be lawfully obtained and securely stored.

  
  

Defamation

What it is:
Making a false statement that damages someone's reputation.

Impact on Marketing:

• Avoid making negative or untrue comparisons with competitors or individuals.

• All claims in testimonials or reviews used in marketing must be truthful and verifiable.

• Use sensitive, respectful language, especially in healthcare-related content.

  
  

Misleading Claims

What it is:
Advertising that gives a false or exaggerated impression of a product, service, or outcome.

Impact on Marketing:

• You must back up any claims (e.g., about candidate success, impact, or outcomes).

• Avoid overpromising especially in sectors like mental health or education, where trust is key.

• Content should be balanced and factual, not hype-driven.

  
  

Right of Publicity

What it is:
A person’s right to control how their name, image, voice, or likeness is used commercially.

Impact on Marketing:

• Written permission is needed to use someone’s face, name, or story in campaigns.

• Especially important in recruitment and healthcare where individuals may be more vulnerable.

• Using staff or client photos? Always get a signed release form.

ASA (Advertising Standards Authority)

What it is:
The UK’s regulator for advertising across all media.

Impact on Marketing:

• Campaigns must be legal, decent, honest and truthful.

• ASA can ban ads that are misleading, offensive, or not clearly labelled (e.g., native ads or influencer content).

• Healthcare ads must follow extra sensitivity and accuracy rules.

  
  

Accessibility Compliance

What it is:
Ensuring digital content is accessible to people with disabilities (e.g., through screen readers, captions, readable fonts).

Impact on Marketing:

• Videos should have subtitles or captions.

• Social posts should avoid jargon and use alt text for images.

• Websites and PDFs should be formatted for assistive technology compatibility.

  
  

Transparency

What it is:
Being open and honest about intentions, affiliations, and how information is used.

Impact on Marketing:

• Be clear when content is sponsored, promotional, or affiliate-linked.

• Always explain how data is collected (e.g., on job applications or contact forms).

• Builds trust, especially in sensitive sectors like CAMHS or healthcare recruitment.

  
  

CSR (Corporate Social Responsibility)

What it is:
A company’s commitment to social, ethical, and environmental standards.

Impact on Marketing:

• Highlighting CSR initiatives (e.g. mental health awareness, sustainability) builds brand trust and loyalty.

• Must be authentic greenwashing or tokenism damages reputation.

• Drives connection with socially conscious candidates and partners.

Definition: Making a false statement that harms someone’s reputation.
Marketing impact: You must be careful to avoid negative or untrue statements about competitor brands to stay legally safe.

2. Misleading Claims

Definition: Saying something false or exaggerated about a product or service.
Marketing impact: all claims have to be accurate and supported by evidence.

3. Right of Publicity

Definition: A person’s right to control how their name, photo etc. used commercially.
Marketing impact: Using someone’s image or without permission can lead to legal action, so you have to get their consent

4. GDPR (General Data Protection Regulation)

Definition: A law that protects how personal data is collected, stored, and used in the EU.
Marketing impact: You need clear consent before collecting user data or risk fines.

5. ASA (Advertising Standards Authority)

Definition: UK regulation body for advertising
Marketing impact: Marketing materials have to follow ASA guidelines for honesty, clarity, and fairness, or they may be fined.

6. Accessibility Compliance

Definition: Making sure content is usable by people with disabilities
Marketing impact: Ensuring websites, videos, and posts are accessible widens your audience and prevents discrimination risks.

7. Transparency

Definition: Being open and honest about your company's products and procedures
Marketing impact: You have to be totally transparent when marketing to build trust and long term relationships with customers.

8. CSR (Corporate Social Responsibility) Claims

Definition: a company’s efforts to be socially and environmentally responsible.
Marketing impact: claims must be honest and verifiable, false claims can damage brand credibility.

Definition: A law that protects personal data and privacy for individuals in the EU (and UK).
Impact on Sirius:
We must handle contact forms, newsletters, and customer data responsibly making sure we have consent to collect and use personal info. This keeps our email marketing and website practices compliant.

2. Defamation

Definition: Making false or damaging statements about a person or business.
Impact on Sirius:
All marketing materials, including case studies or competitor comparisons, must be truthful and respectful to avoid legal issues.

3. Misleading Claims

Definition: Advertising something in a way that is false, exaggerated, or unclear.
Impact on Sirius:
We need to ensure all claims in brochures, website content, and social posts like product performance or benefits are accurate and backed by evidence.

4. Right of Publicity

Definition: The right of individuals to control how their name, image, or likeness is used commercially.
Impact on Sirius:
We must get written consent before using photos, testimonials, or quotes from clients or staff in marketing materials.

5. ASA (Advertising Standards Authority)

Definition: The UK’s regulator for advertising across media. They enforce rules that ensure ads are legal, decent, honest, and truthful.
Impact on Sirius:
All campaigns digital or print must follow ASA guidelines to avoid being flagged or removed, especially for claims, endorsements, or promotions.

6. Accessibility Compliance

Definition: Ensuring digital content (like websites and PDFs) is usable by people with disabilities (e.g., screen reader friendly, good contrast, alt text for images).
Impact on Sirius:
Our marketing materials must be designed to be inclusive, which also improves user experience and expands our reach.

7. Transparency

Definition: Being open, honest, and clear about who we are, what we offer, and how we operate.
Impact on Sirius:
We should clearly state pricing, capabilities, and limitations of our services building trust with clients and prospects.

8. CSR (Corporate Social Responsibility) Claims

Definition: Public statements about a company’s positive impact on society or the environment.
Impact on Sirius:
If we promote CSR efforts (e.g., sustainability or charity work), they must be truthful and not exaggerated, this avoids “greenwashing” and strengthens brand credibility.

Definition: A regulation that governs how companies collect, store, and use personal data of individuals in the EU.

Impact on You:

• You must gain consent before collecting customer emails (e.g. for newsletters).

• Cookie banners must be clear and give options.

• You must securely store customer data and delete it if requested.

2. Defamation

Definition: Making false statements that damage someone’s reputation.

Impact on You:

• Be careful when comparing Woolyknit to competitors—don’t claim theirs is “low quality” without evidence.

• Avoid publishing or reposting customer comments that could be considered defamatory.

3. Misleading Claims

Definition: Advertising that exaggerates or falsely represents a product.

Impact on You:

• Avoid claiming “100% British wool” unless it truly is.

• Don't exaggerate results (e.g. “Knitting this will make you stress-free”).

4. Right of Publicity

Definition: Legal right to control how your name, image, or likeness is used commercially.

Impact on You:

• You must get permission before using customer photos or testimonials in ads.

• Avoid using influencers’ names or images without proper contracts.

5. ASA (Advertising Standards Authority)

Definition: UK’s advertising regulator ensuring ads are legal, decent, honest, and truthful.

Impact on You:

• Your social media ads, email campaigns, and website copy must follow ASA rules.

• Promotions must be clear about terms, dates, and exclusions.

6. Accessibility Compliance

Definition: Ensuring digital content is usable by people with disabilities (e.g. screen readers, colour contrast).

Impact on You:

• Your website and digital content should be easy to navigate and read by everyone.

• Add alt text to images, use readable fonts, and ensure proper contrast.

7. Transparency

Definition: Being honest and open about your products, practices, and marketing.

Impact on You:

• Clearly list materials, pricing, and shipping policies.

• Disclose partnerships (e.g. “This post contains affiliate links” or “#ad”).

8. CSR (Corporate Social Responsibility) Claims

Definition: Statements about a company’s positive social/environmental actions.

Impact on You:

• If you say you use “sustainable wool” or support local farmers, you must back it up.

• Avoid greenwashing—be specific and truthful in your sustainability claims.

Defamation is the act of communicating a false statement that injures a individuals/business reputation. This affects marketing if it occurs, as it can damage consumer trust and negative public backlash.

Misleading claims the use of fraudulent information about a product of service designed to mislead customers and encourage purchasing decisions. This can affect business sales.

Right of publicity is an intellectual property right that protects a persons name etc. Businesses cannot use someone elses name or likeness in advertisements without consent. Can lead to lawsuits and legal fees.

ASA makes sure ads across the UK media stick to the rules. Marketing violations to this can lead to reputational damage and legal action.

Accessibility compliance involves precise designing and delivering of materials that are useable by people with disabilities. If marketers do this it can reach a wider audience, improve user experience and reduce legal risks... is also great for seo.

Transparency refers to marketing being open and honest about its products, pricing values etc. This practice build trust, loyalty and engagement.

CSR refers to the companies commitment to conducting its business ethically and with positive impact on society and environment. This will bring community engagement and improve brand reputation.

Defamation: Making false statements about someone that damages their reputation. We must be careful when publishing statements and messages in campaigns that may affect other competitors.

Misleading claims: Deceive or misguide consumers. May lead to a lack of trust between the organisation and consumer, damage their rep and costly solutions to recover.

Right of publicity: An individuals' right to protect the commercial use of their name and details without consent. In our marketing we cannot use a customer's name, details or a video of them in one of our campaigns without their official consent.

ASA: UK's independent regulator for advertising. Ensures adverts are legal, honest and truthful. We must adhere to their standards in our own marketing efforts to avoid customer complaints regarding our campaigns.

Accessibility Compliance: The practice of ensuring that digital content, websites, applications, and physical spaces are usable by people with disabilities. We must adhere to guidelines and laws in our own advertising so everyone can navigate our website and app easily.

Transparency: Open, honest and clear about any actions or decisions made by the organisation. We must conduct all of our campaigns and events with honesty and openess.

CSR: statements made by a company about its efforts to operate in an ethical, environmentally sustainable, and socially responsible manner. It can enhance our reputation if done properly, helping build consumer trust. Avoid backlash and harm.

• Need to ensure that our enquiry page gives users the option to share their details and access to their cookies

Defamation: Making untrue statements about a person or their character, causing harm to the individual or their reputation.

• Relevant as cannot base campaigns or content on untrue/ unsupported statements, particularly if we are writing about another person or slandering a competitor

Misleading claims: Statements that mislead consumers about a product, service or company.

• We must convey our marketing services as what they are and not make false promises to clients. Must be transparent in our abilities.

Right of publicity: protects a person's identity from unauthroised commercial use.

• When we create posts/ blogs featuring real-likfe experiences or clients, we must get permission from the individual.

ASA: Authority that ensures all advertisements being publicised are compliant by their standards as to prevent harm.

• We must ensure our Google Ads are compliant with the regulations

Accessibility Compliance: all digital content can be used by people with disabilities

• Our digital content must be adjustable to be viewed by viewers with visual/ audio impairments

Transparency: companies must be clear and transparent about how they use data being collected

• On the enquiry page on our website, we must state what the personal information is being collected for and how it will be stored

CSR Claims: claims made by companies about their social and environmental impact

• We claim to be hands-on with our clients and to humanise their marketing strategies, which we must uphold when working with them.

Defamation
Don’t make false claims about others. It can land us in hot water.

Misleading Claims
We’ve got to be honest. No overhyping results or pretending something’s better than it is.

Right of Publicity
If someone’s face, name or story is in our content we need their permission, always.

ASA
They keep ads in check. Anything promotional needs to be decent, legal, and honest.

Accessibility
Make sure everyone can access our stuff think captions, alt text, readable formats.

Transparency
Be clear about who we are, what we do, and what people are signing up for. No fluff.

CSR Claims
If we say we care about social good, inclusion, or the planet we need to show the receipts.

Wormeye photo of famous halloween characters looking at you and staring at you in horror. Make it a cloudy day. Ask them to open a lid first to then look at the camera.

Create a magic realism photo of a black cat brewing a dangerous potion in a cauldron in the middle of the woods under a full moon.

An x-ray image of two people holding hands walking through a graveyard with gravestones and bats in the background. They should appear as skeletons.

Night vision photo of Jigsaw from the movie Saw cycling on a tiny tricycle weaving through gravestones in the night with the stars being the only source of light.

Create a tilt shift image of a bunch of vampires stood on the road outside a petrol station at night. Make the image dark (as it is night) but have the lights from the car garage reflect across the road.

create a photo of a young boy walking through a dark forest. The trees are extremely tall and the boy looking up with a scared face at a vampire showing his sharp teeth wearing a long black cloak

Silhuoette Theme of a dramatic silhouette of a person in costume standing next to wolf under a glowing full moon. Keep it simple but eerie, where only the outlines tell the story

Green blurred background

Womens face - olive skin tone

dark brunette hair with fringe

gold earrings

reflection in glasses of water with a green undertone

Echo print

black background

two faces layered one near enough transparant facing same direction lit up red at the front with black shadows

Xray image of John Kramer setting up a trap in a derelict abandoned house with a tool box on top of a sdesk next to him

Subject: big, detached house with Halloween decorations

Setting: lit up carved pumpkins on the doorstep and a lights on trees. Full Moon in the night sky.

Composition: the house should be centered with the decorations at the front

Lighting: night sky with moonlight reflections

Additional info: the image needs to look like it’s a still from an old movie

Consideration: White papers, email marketing.

Conversion: Call to action (book a call, sign contract)

Retention: Product/Service based. Reviews (UGC/written content)

• Social media content: We post lots of brand info on our social media pages to raise awareness.

• Attending trade shows: Speaking to high profile businesses establishes a place in the industry.

Consideration

• Webinars: Showing off some of our products or our facility builds credibility and establishes why our products are better.

• Email marketing: Newsletters / updates to keep potential customers in the loop about new developments.

Conversion

• Sending out product samples: Letting customers test our products before purchase builds trust.

• Sell sheets / product info pages & white papers: Giving more in depth product information at this stage helps customers realise it is worth buying.

Retention

• Email marketing: Keeping in touch with customers and building a relationship encourages them to purchase again.

We build visibility through social media, lifestyle content, and blogs that offer tips and inspiration. SEO and Google Ads help us appear when people search for spa-related topics.

Consideration

Our product pages provide clear details, photos, and finance info. Customer reviews, comparison content, and expert advice help buyers explore their options confidently.

Conversion

We offer flexible finance, showroom visits, and a smooth checkout process. Personalised quotes and clear calls to action make buying easy and stress-free.

Retention

Post-sale, we focus on service, support, and staying connected. Our in-house team handles delivery and aftercare, while email marketing keeps customers engaged with tips, offers, and reminders. We also offer an accessory shop and loyalty rewards to encourage repeat business.

• Social media presence on Linkedin, where we circulate written content and graphics demonstrating our company values and examples of work

Consideration: When other offices express their interest, we point them towards our website and arrange meetings with our network (current customers). As this is a small business within a tight-knit franchise, customer experience and reputation is most valued.

• Our website has written content of testimonials from our clients and short-videos of our work

• Send long-form video of an interview with our clients and send white paper document that explains our values and services with a CTA of booking a demonstration workshop

Conversion: We drive conversion through continuous face-to-face meetings and emails to resonate with the personalised touch that is important to offices within the franchise.

• During the meeting, we have a presentation that shows how we differentiate and how we align with their company values.

• Presentation has UGC that allows them to use our virtual room which is our USP for recruitment. This fosters a relationship to build on providing other marketing services

Retention: We have continuous check-in meetings with each client and have groupchats with each office we manage to discuss upcoming campaigns and provide ideas for discussion.

• Examples are posted on Linkedin to help the clients build their own reputation while also building our own brand awareness.

https://www.linkedin.com/newsletters/multi-channel-7311039840328794112

Consideration- once customers have reached our service pages they will be able to see what we do and how we do it. With clear written content that has enough to keep the attention but not too much where it’s boring.

Here is a link to the seo page: https://activeinternetmarketing.co.uk/seo/

Conversion: Throughout this page after every section of text we try to drive action. At the start of the page we instantly say what we can do and then encourage them to book a free consultation. This continues after each paragraph with interactive buttons to click on to take them to our contact page. We also have at the end a ‘What people say about us’ with testimonials and reviews to end on a positive note and a conclusion to our success. Which should end the potential customers read to a convincing one.

Retention: For the customers who did convert, after the free consultation we will have continuous contact seen as we are an agency. Our clients receive phone calls and can talk to us at any point. We have a 3 month cancellation period which also allows us enough time if people’s limited contract comes to an end to persuade them of other services.

At IMPOWER at the awareness stage a director of children's health may come across us at NCASC which is the annual National Children and Adult Services Conference and is a three day conference for elected members and senior leaders in local authorities with responsibility.

Consideration:
If they come across our stand and engage in a conversation, they may take away one of our reports or attend a breakfast session, giving them a chance to learn more about our approach and values.

Conversion:
If the conversation continues, we might follow up with a tailored insight or arrange a meeting to explore how we could support them.

Retention:
Once we’ve worked together, we stay connected through regular check-ins, newsletters, events, and shared learning many of our clients go on to work with us again or recommend us to others.

Awareness: Follower growth, Engagement such as comments/likes, Impressions, Reach

Consideration: Video watch time, Website traffic, Bounce rate

Conversion: Conversion rate, Downloads -Leads, Cart abandonment rate

Retention: Referrals, Customer retention rate, Repeat purchase rate

Consideration = Website/product page, customer reviews, blogs

Conversion = Product samples/offers/exclusive products and discounts through our mailing list

Retention = keep customers up to date via email and socials

• Reach

• Impressions

• Follower growth

• Video watch time

• Engagement such as comments/likes

• Website Traffic

  
  

  
  

Consideration

• Leads

• Downloads

• Bounce rate

• Website Traffic

• Engagement such as comments/likes

Conversion

• Conversion rate

• Cart abandonment rate

• CPA

Retention

• Customer retention rate

• Repeat purchase rate

• Referrals

• website traffic

• bounce rate

• Follower growth

• impressions

• reach

Consideration

• video watch time

• engagement (comments and likes)

• downloads

Conversion

• conversion rate

• Cart abandonment rate

• referrals

• leads

Retention

• Cost per acquisition

• Repeat purchase rate

• customer retention rate

• Impressions, engagement, CPA, reach

Consideration

• Follower growth, video watch time, website traffic, downloads

Conversion

• Cart abandonment rate, leads, conversion rate, bounce rate

Retention

• Repeat purchase rate, referrals, follower growth

• Reach

• Impressions

• Website traffic

• Follower growth

• Video watch time

  
  

Consideration

• Engagement such as comments/likes

• Bounce rate

• Downloads

• Leads

  
  

Conversion

• Conversion rate

• CPA (Cost Per Acquisition)

• Cart abandonment rate

  
  

Retention

• Customer retention rate

• Repeat purchase rate

• Referrals

Consideration – Website analytics, feedback from sales

Conversion – volume of presentations delivered, number of site visits

Retention – replies, call frequency

Reach

engagement

bounce rate?

Consideration:

impressions

downloads

follower growth

video watch time

website traffic

Conversion:

cart abandonment rate

leads

conversion rate

Retention:

customer retention rate

leads

repeat purchase rate

referrals

Metrics:

• Reach

• Impressions

• Follower growth

• Website traffic

• Video watch time

Consideration

Metrics:

• Engagement

• Bounce rate

• Downloads

• Leads

  
  

Conversion

Metrics:

• Conversion rate

• CPA

• Cart abandonment rate

• Referrals

  
  

Retention

Metrics:

• Customer retention rate

• Repeat purchase rate

• Referrals

• Engagement from existing users

Metrics to track:

• Reach

• Impressions

• Website traffic

• Follower growth

• Bounce rate

Channels:

• LinkedIn

• X (if active again)

• Website/blog

• Email headers/campaigns

• Conference attendance visibility (like NCASC)

Consideration
Metrics to track:

• Engagement (likes, comments, shares)

• Video watch time

• Downloads (case studies)

• Leads (tracked via forms or CRM)

Channels:

• Linkedin posts with report links or case studies

• Mailchimp email newsletters

• Webinars or event sessions (like NCASC breakfast sessions)

• CRM (CityDynamics)

Conversion
Metrics to track:

• Conversion rate

• Referrals

Channels:

• Direct outreach follow-ups via CRM

• Email campaigns with a clear CTA

• Linkedin DMs (used after in-person events)

Retention
Metrics to track:

• Customer retention rate

• Referrals

Channels:

• Mailchimp client updates

• Events with existing clients

• Client check-ins via CRM

• Blog mentions/spotlights on client impact

https://www.linkedin.com/in/andrew-smithson1/

Liked - Friends new job role, football posts, any friends celebrating success

Commented - Ash post regarding how many emails in inbox

Bookmarked - food recipes on insta and running workouts (prior to injury) and easy guitar lessons

Shared: Friends job/business awareness, company posts

Followed page: Football, athletes. LinkedIn i now start to follow company pages so please send me yours!

• I have folders for travel e.g tips on where to go and stay. I also like and save alot of food recipes.

• instagram

• I like alot of my friends pictures, food content and travel

• I follow motivational and funny content

https://www.tiktok.com/@createaplatewithdina/video/7361968509976448298?q=food%20reciepies&t=1745578587667

https://www.tiktok.com/@fesutill/video/7309625809994534177?q=zanzibar&t=1745578630627

https://www.linkedin.com/posts/marketing-xyz-co_im-overwhelmed-with-requests-to-create-engaging-activity-7319370443952381952-6wQd?utm_source=share&utm_medium=member_desktop&rcm=ACoAAD-TxxgBKK4s-arOjAA0eYC4IQRvX4AVpbk

Shared -

https://www.linkedin.com/posts/michaelwigington_fancy-a-job-as-director-of-wellbeing-for-activity-7320819626752303104-x7S1?utm_source=share&utm_medium=member_desktop&rcm=ACoAAD-TxxgBKK4s-arOjAA0eYC4IQRvX4AVpbk

followed -

https://www.linkedin.com/groups/100358/

commented - https://www.linkedin.com/feed/update/urn:li:activity:7315363443534950402

Tiktok (commented) - I don’t comment but maybe would have tagged someone

https://vm.tiktok.com/ZNd2MJKNV/

Tiktok- (Shared)- Share as an idea for something to do.

https://vm.tiktok.com/ZNd2MDnhg/

https://www.linkedin.com/posts/marcus-koehnlein_innovation-creativity-mindset-ugcPost-7320528554834718720-0_xw?utm_source=share&utm_medium=member_desktop&rcm=ACoAAEdR12sBJc-kPOhy-48yIpkI6d-9DBdh5Iw

commented

https://www.linkedin.com/posts/stevenbartlett-123_ai-is-making-us-inauthentic-activity-7320017151019425793-hbwu?utm_source=share&utm_medium=member_desktop&rcm=ACoAAEdR12sBJc-kPOhy-48yIpkI6d-9DBdh5Iw

Shared

https://www.linkedin.com/feed/update/urn:li:activity:7315351339125927936

Bookmarked

https://www.linkedin.com/feed/update/urn:li:activity:7305928160519327744?updateEntityUrn=urn%3Ali%3Afs_updateV2%3A%28urn%3Ali%3Aactivity%3A7305928160519327744%2CFEED_DETAIL%2CEMPTY%2CDEFAULT%2Cfalse%29

Followed page

https://www.linkedin.com/in/dhruvinp/

Newcastle united - football news etc.

Newcastle United (@nufc) • Instagram photos and videos

Nike - running tips hints etc. I also check out any new clothes launch that comes out.

Nike (@nike) • Instagram photos and videos

Joe Wicks - diet tips and workouts. The food is so simple and delicious! It inspires me to cook healthy food instead of eating pizza!

Joe Wicks (@thebodycoach) • Instagram photos and videos

SkySports - Various sport updates, mainly football and golf.

Sky Sports (@skysports) • Instagram photos and videos

Multiple Skiing pages - i like to watch the content as it motivates me to go again

skiing • Instagram photos and videos

Natalie Barnett – She’s about to open a women-only gym in Wandsworth, London (which I’m so excited about!). She’s really vocal about how uncomfortable gyms can be for women and the experiences of SA that often go unspoken. I love how she’s creating a safer space where women can just focus on feeling strong and empowered.

Sophia Tuxford & Cinzia Baylis-Zullo – Hosts of The Girls Bathroom podcast. They talk about funny, super relatable stuff friendships, relationships, all the awkward in-betweens. Listeners send in their own stories for advice, and it honestly feels like a chat with your best friends.

Robert Madu – A Christian pastor I really enjoy listening to. He speaks with so much energy and clarity, and I always come away feeling encouraged and grounded.

I like the content – he uses real world examples about work, wellness

https://www.linkedin.com/in/stevenbartlett-123/

I’ve  always found Steven Bartlett motivational – I have also attend his event and read his book. His content and podcasts are based on business and life.

https://www.linkedin.com/company/ferrari/posts/?feedView=all

Just because I like Ferrari’s

https://www.linkedin.com/company/gradgirlmarketing/posts/?feedView=all

I like to read Ashleen’s content and often save posts that may help with my job role

https://www.linkedin.com/company/wec-group-ltd/posts/?feedView=all

WEC Group is our biggest competitor so I like to keep an eye on their content

• Liverpool FC: I support them and follow sport https://www.instagram.com/liverpoolfc/?hl=en

• Sky Sports: Same as before https://www.instagram.com/skysports/?hl=en

• Thatguysjokes: They post funny content https://www.instagram.com/thatguysjokes/?hl=en

• Neural Viz: They make funny AI videos https://www.instagram.com/neuralviz/?hl=en

• Rory Mcilroy: I like golf https://www.instagram.com/rorymcilroy/?hl=en

In print we trust

we are tala

luxe collective

sydeny lane offical

I like seeing what new clothes are out there and the new trends.

Instagram

• Best times to post: Generally Monday to Thursday between 10 a.m. and 3 p.m., with peak engagement midday; also early mornings around 5–7 a.m. can work well210.

• Tone of voice: Helpful but not overbearing; simple but not condescending; empowering but not pushy1.

• Best content: Engaging Reels with trending sounds and strong hooks perform well; regular feed posts 2-3 times per week are recommended23.

Facebook

• Best times to post: Early mornings between 7 a.m. and 10 a.m. are optimal, with Fridays, Wednesdays, and Mondays being the best days56.

• Tone of voice: Warm, friendly, and informal to connect with a broad audience; content should be engaging and shareable.

• Best content: Posts that encourage interaction such as questions, videos, and timely updates tend to perform best.

LinkedIn

• Best times to post: Weekdays between 8 a.m. and 6 p.m., especially early mornings 8–10 a.m. and lunch hours 1–2 p.m.; Monday mornings and midweek are strong times711.

• Tone of voice: Professional and formal but still warm; tailored to a professional audience including companies and partners7.

• Best content: Thought leadership, industry insights, professional updates, and networking-focused posts.

X (formerly Twitter)

• Best times to post: Weekday mornings, especially around 8–9 a.m.; Wednesday at 9 a.m. is peak engagement time; Tuesday and Thursday mornings also perform well9.

• Tone of voice: Concise, timely, and conversational; often more casual but still professional depending on audience.

• Best content: News updates, quick insights, trending topics, and engaging questions or polls.

TikTok

• Best times to post: Varied by day, with strong times including 6 a.m., 10 a.m., and 10 p.m. on Monday; 2 a.m., 4 a.m., and 9 a.m. on Tuesday; and evenings around 7–9 p.m. on weekends8.

• Tone of voice: Fun, authentic, and creative; content should feel native to TikTok’s casual and entertainment-driven style.

• Best content: Short, engaging videos using trending sounds, challenges, and visually captivating storytelling.

• Best Time to Post: Generally, weekdays between 7 a.m.–9 a.m., 1 p.m.–3 p.m., and 7 p.m.–9 p.m. are optimal, with Wednesday and Thursday being particularly good days

• Tone/Voice: Instagram favors a warm, friendly, and visually engaging tone. Use informal language, emojis, and storytelling to connect with younger, visually oriented audiences.

• Content Type: High-quality images, short videos, Stories, Reels, and interactive content like polls and quizzes perform well. Creativity and authenticity are key.

Facebook

• Best Time to Post: Weekdays between 9 a.m. and 3 p.m. EST, with specific good times like 9 a.m., 12 p.m., and 7 p.m. on Monday, and 8 a.m. to 6 p.m. on weekends. Avoid late nights and Sundays for best engagement

• Tone/Voice: Friendly and conversational but can be a bit more formal than Instagram depending on the audience. Emojis and casual language work well for younger demographics.

• Content Type: Mixed media including videos, images, links, and text posts. Videos and live streams often get higher engagement. Content that encourages interaction (comments, shares) is effective.

X (Twitter)

• Best Time to Post: Early mornings (7 a.m. to 9 a.m.) and around lunch hours (11 a.m. to 2 p.m.) on weekdays, with Wednesday and Thursday being top days

• Tone/Voice: Concise, witty, and timely. Twitter favors a conversational and sometimes informal tone, with a focus on trending topics, news, and real-time engagement.

• Content Type: Short text updates, images, GIFs, polls, and threads. Use hashtags strategically to increase reach.

LinkedIn

• Best Time to Post: Midweek, especially Tuesday to Thursday between 10 a.m. and 12 p.m. Engagement is highest during business hours, roughly 8 a.m. to 6 p.m.

• Tone/Voice: Professional, warm, and informative. The tone should reflect your brand’s identity but remain formal and respectful, avoiding slang or overly casual language.

• Content Type: Industry news, thought leadership articles, company updates, professional achievements, and educational content. Use rich media like infographics and videos to enhance posts.

TikTok

• Best Time to Post: 10 a.m. and 6 p.m. on Tuesday and Thursday are peak times, with additional good engagement on Sunday, Monday, and Tuesday evenings (4 p.m., 8 p.m., 9 p.m.)

• Tone/Voice: Creative, fun, and authentic. TikTok content should be informal, entertaining, and often humorous or trend-driven.

• Content Type: Short, engaging videos with music, challenges, and trending hashtags. Content that blends naturally with TikTok’s culture and uses platform features (effects, duets) performs best.

• Best time to post: Typically 9 AM – 11 AM or early evening (6 PM – 8 PM) on weekdays.

• Tone & voice: Visual, inspirational, and aspirational. Keep the voice authentic and on-brand, with a touch of creativity or aesthetic appeal.

• Best content: High-quality images, Reels, carousel posts, behind-the-scenes content, and short how-tos or tips. Stories with interactive stickers (polls, quizzes) boost engagement.

Facebook

• Best time to post: Weekdays 1 PM – 4 PM, especially Thursdays and Fridays.

• Tone & voice: Friendly, informative, and community-driven. Slightly more formal than Instagram but still personal and conversational.

• Best content: Engaging videos, curated articles, live streams, and community-building posts. Use groups and events to foster deeper connection.

X

• Best time to post: Weekdays 8 AM – 10 AM and 6 PM – 9 PM. Best on Tuesdays and Wednesdays.

• Tone & voice: Witty, concise, conversational, sometimes bold or thought-provoking.

• Best content: Timely updates, hot takes, memes, threads, polls, and trending topic engagement. Fast-paced and great for real-time convos.

LinkedIn

• Best time to post: Tuesday to Thursday, 8 AM – 10 AM or 12 PM.

• Tone & voice: Professional, motivational, and value-driven. Think thoughtful, polished, and informative—without being too stiff.

• Best content: Thought leadership articles, personal career stories, industry news, tips, and insights. Native documents (like carousels), videos, and polls perform well.

TikTok

• Best time to post: Evenings and weekends, especially 6 PM – 10 PM.

• Tone & voice: Casual, fun, creative, often humorous or bold. Authenticity is key—polished doesn’t always mean better here.

• Best content: Short-form videos, trends, storytelling, behind-the-scenes, challenges, relatable skits, and tips/hacks. Sound and timing are everything.

Best Time to Post:

• Weekdays, especially between 3 p.m. – 6 p.m. (local time)10.

• Early mornings (7–9 a.m.) and early afternoons can also work well8.

Tone/Voice:

• Authentic, visually engaging, and conversational.

• Use a friendly and approachable tone, with a focus on storytelling and aesthetics.

Content That Works Best:

• High-quality images and short videos.

• Stories, Reels, and interactive content like polls and Q&A.

• Behind-the-scenes, user-generated content, and trending challenges.

Facebook

Best Time to Post:

• Weekdays between 8 a.m. and 3 p.m. (EST)54.

• Mondays to Fridays are optimal; avoid late nights and Sundays for most brands58.

Tone/Voice:

• Warm, friendly, and informal, but adaptable to your audience6.

• Emoji use is common, and posts can be more conversational.

Content That Works Best:

• Videos (especially live), images, and link shares.

• Community-driven content, polls, and questions.

• Informative posts, event promotions, and shareable memes.

X (formerly Twitter)

Best Time to Post:

• Weekdays, especially 8 a.m. – 10 a.m.10.

• Early mornings and around lunchtime see the most engagement78.

Tone/Voice:

• Witty, concise, and timely.

• Use a conversational and sometimes playful tone, but remain professional for brand accounts.

Content That Works Best:

• Short text updates, trending hashtags, and real-time commentary.

• GIFs, polls, and quick updates or news.

• Engaging with trending topics and responding to followers.

LinkedIn

Best Time to Post:

• Weekdays, especially Tuesday to Thursday, between 10 a.m. and 12 p.m.7.

• Early mornings (7–9 a.m.) and early afternoons also perform well610.

Tone/Voice:

• Professional, informative, and authoritative, but still warm611.

• Avoid overly casual language; focus on value and expertise.

Content That Works Best:

• Industry insights, thought leadership articles, and company news.

• Professional achievements, case studies, and career tips.

• Native documents, infographics, and videos.

TikTok

Best Time to Post:

• 10 a.m. and 6 p.m. on Tuesday and Thursday12.

• 4 p.m. – 7 p.m. on weekdays are also effective windows107.

Tone/Voice:

• Creative, energetic, and authentic.

• Use humor, trends, and a relatable voice—avoid overtly promotional content7.

Content That Works Best:

• Short, entertaining videos.

• Challenges, trending sounds, and behind-the-scenes clips.

• Educational content packaged in a fun, fast-paced format.

  
  

• Best time to post:
  Weekdays between 9 AM–11 AM or around 6 PM
  (Tuesdays & Wednesdays perform well)

• Tone/Voice:
  Friendly, visual, creative, slightly aspirational

• Best content types:

  • Reels (trendy + informative)

  • Carousels (tips, tutorials, behind-the-scenes)

  • Stories (polls, Q&As, product tags)

  • UGC (User-Generated Content)

👥 Facebook

• Best time to post:
  Weekdays between 1 PM–3 PM
  (Especially Thursdays and Fridays)

• Tone/Voice:
  Informative, conversational, community-focused

• Best content types:

  • Group discussions

  • Facebook Lives & Events

  • Posts with local relevance

  • Longer-form captions, how-tos, and curated blog links

🐦 X (formerly Twitter)

• Best time to post:
  8 AM–10 AM and 6 PM–9 PM, Monday–Friday

• Tone/Voice:
  Witty, snappy, opinionated, timely

• Best content types:

  • Threads with value or personal stories

  • Polls, memes, trending hashtags

  • Links to blogs, resources

  • Quick marketing tips or breaking news

💼 LinkedIn

• Best time to post:
  Tuesday–Thursday, 7 AM–9 AM or 12 PM (lunchtime)

• Tone/Voice:
  Professional, empowering, thoughtful, insightful

• Best content types:

  • Career journeys or lessons learned

  • Tips for grads or job seekers

  • Industry insights, webinars, events

  • Carousels with step-by-step advice

  • Personal success stories with real-world value

🎵 TikTok

• Best time to post:
  6 PM–10 PM, particularly Thursday–Sunday
  (Weekend scroll time = peak time)

• Tone/Voice:
  Casual, fun, trend-aware, relatable

• Best content types:

  • Quick how-tos and hacks

  • Behind-the-scenes production

  • Day-in-the-life as a content creator or marketer

  • Trending sounds/challenges with a niche twist

  • Storytime or mini tutorials (captioned for silent watchers)

Instagram

Best Time to Post:

• Optimal hours: 9–11 AM and 1–3 PM (weekdays); weekends 10 AM–6 PM7.

• Peak engagement: Midday and early afternoon (3–6 PM)10.

Tone & Content:

• Visual-first: High-quality photos, Reels, and Stories with vibrant aesthetics710.

• Engaging hooks: Use trending audio, hashtags, and interactive stickers (polls, quizzes)7.

• Community-driven: Highlight user-generated content and behind-the-scenes moments10.

Facebook

Best Time to Post:

• Weekdays: 8 AM–12 PM (Tuesdays/Thursdays peak)45; 9 AM–3 PM EST5.

• Weekends: 10 AM–6 PM EST5.

• Industry variations:

  • Fitness: 6 AM, 10 AM, 7 PM5.

  • Entertainment: 1 PM, 5 PM, 9 PM5.

Tone & Content:

• Conversational: Friendly, relatable posts with questions or calls-to-action35.

• Video focus: Live streams, tutorials, and short clips (algorithm prioritizes video)5.

• Localized timing: Adjust for audience time zones (e.g., 3 AM CST targets 9 AM London)4.

X (Twitter)

Best Time to Post:

• General: 8–10 AM weekdays10; midday (12–3 PM)7.

• News-heavy: Early mornings for breaking updates10.

Tone & Content:

• Concise & timely: Leverage trending hashtags, threads, and real-time commentary710.

• Engagement-driven: Polls, GIFs, and replies to boost visibility10.

• Link-sharing: Curate articles or blogs with brief insights7.

LinkedIn

Best Time to Post:

• Peak hours: 10 AM–12 PM (Tuesday–Thursday)7; 7 AM–4 PM weekdays10.

• Professional focus: Avoid weekends and late evenings6.

Tone & Content:

• Professional voice: Formal yet approachable; avoid slang69.

• Insight-driven: Industry reports, career tips, and thought leadership articles79.

• Engagement tactics: Use LinkedIn-native video and carousel posts7.

TikTok

Best Time to Post:

• Optimal window: 10 AM–12 PM (Tuesday/Thursday)7; 4–7 PM weekdays10.

• Youth audience: Evenings (7–9 PM) for Gen Z7.

Tone & Content:

• Authentic & playful: Raw, unpolished clips with trending sounds/challenges710.

• Hashtag strategy: Use niche hashtags (#BookTok, #FitTok) for discoverability7.

• Storytelling: Quick tutorials, humor, or relatable skits (15–60 seconds)10.

• Post mid-morning and mid-afternoon

• More personal content, memes, reels