•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

Cost

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

Defamation

Misleading claims

Right of publicity

ASA

Accessibility compliance

Transparency

CSR claims

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

KREA

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

Add your 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

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 (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.

https://app.pictory.ai/signup

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.

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

Not searching for the specific product

Unsure what they want/need exactly, think they need one thing but need another

• sticking to timescale

• cost

• sustainability

Questions:

• how is it cost-effective

• How can we stick to the timeline

• Is the company sustainable

• is company reliable

2) may ask for previous examples using our products to ensure good quality. May go somewhere else for rendering and insulation products who have a bigger brand presence such as k rend.

Questions:

• What is the most cost effective way to solve the problem?

• Is this worth the investment?

• Is this trustworthy?

Answer the public

Location pages

They Ask You Answer FAQ Blogs

• Worries about their child's specific needs being met

• Safety

• Location

Questions asked:

• What unique things does this school offer?

• What are the measures to keep students safe in and out of school?

Use of AI

Create Collages of products on pinterest

• EAL Communications

• Parents have quite a low reading age - if content has to be quite wordy it may not be understood

• Lots of options to weigh up - are we the right school

• Safety

• Location

• Extra-Curricular Activities

• May have to seek a translator to be able to communicate our messages in a clearer manner that is understandable for them // create EAL friendly posts

• Try to keep the language on our posts as simple as possible/ altering any copy that we get sent to ensure that it is user friendly

• What unique things do we offer ?

• What measures are in place to keep my child safe in school ?

• What extra-curricular activities do you offer ?

looking for social media trends across all social media platforms

ask the public/ our customers

see if there are any gaps in existing content!

Is Your Website Accessible?

Is there any value in seasonal campaigns for B2B?

When Is It Time For A Website Re-Design?

How to Build a Data-Driven Digital Marketing Funnel

Is Twitter/X The Right Platform For Your Business?

The Role of Social Proof in Web Design: How Testimonials, Reviews, and Case Studies Build Trust

Reasons Why Your SEO Strategy Isn't working

Social Media Metrics That Matter: What to Track and Why

The Best Wordpress Plugins

School Surveys - Parent , Student & Staff feedback can help to tailor our content

content gaps in the industry

analysing the companies b2c data on marketing channels- what platforms is/isnt performing well, come up with a new strategy

step by step process on how to use our products

customers testimonials

case studies

incentives, giveaways, user engagement

trends

post with themes, xmas, Black Friday, new year, Boxing Day, bank holiday etc

Case Studies

FAQs

Analysing social media platforms to ensure your providing content to a relevant customer demographic

Meet the team content

Customer testimonials

2 - Audio

3 - Written content

4 - Long form video

5 - Short form video

6 - Graphics

7 - Photography

8 - White paper

2 - audio

3 - written content

4 - long form video

5 - short form video

6 - graphics

7 - photography

8 - white papers

2)audio

3)written

4)long video

5)short videos

6)photography

7)graphics

8) white paper

Short form video (TikTok)

Written content (Blog, newsletter)

User generated content (Testimonials)

2- Audio

3- Written Content

4- Long-Form Video

5- Short-Form Video

6- Photography

7- Graphics

8- White Paper

Photography- Pictures of all the work we do, windows, doors, conservatories etc.

https://uk.pinterest.com/RugbyDoubleGlazing/pins/

Written content- Blogs and FAQs on our website

https://www.rugbydoubleglazing.co.uk/news/

https://www.rugbydoubleglazing.co.uk/faq/

Short form video: events, educational content, promoting fundraisers

Written content: testimonials, newsletter

Audio: featuring on podcasts

https://www.instagram.com/thebarnatdrovers/

Short form video

https://www.tiktok.com/search?lang=en&q=Drovers%20rest&t=1732791314463

Written content - On our instagram posts ^

User generated content -

Reviews and feedback -

https://www.tripadvisor.co.uk/overview?locationId=10093621

https://www.instagram.com/p/C_ANeYNNIG2/

Photography- photograph products or go to installers on site to get in action shots

https://www.instagram.com/p/C-Pm72YNHN8/

short term video- tik toks, mostly asmr of base coat/render

https://www.tiktok.com/@ewistore/video/7431970952705019168

long term video- YouTube, have guides

https://www.youtube.com/channel/UCP3a-e5efQWUBarT9iICkBQ

written content- blogs

https://ewipro.com/articles/

audio- podcast, but the video is on YouTube?

https://www.youtube.com/watch?v=zZf6oc5Qpqc not too sure if this counts

user-generated content- installers send us photos of their projects on site- and we share them on our social media and tag them!

https://www.instagram.com/p/C-XjQYYNXjb/?img_index=1

The Albion Academy (@albion_academyul) • Instagram photos and videos

Photography On Social Channels

The Albion Academy (@albion_academyul) • Instagram photos and videos

Short Form Video - Instagram

The Albion Academy (@albion_academyul) • Instagram photos and videos

The Albion Academy (@albion_academyul) • Instagram photos and videos

Long Form Content - YouTube Promotional Videos

Discover The Albion Academy

Written Content - Newsletter

Newsletters | News & Guidance | The Albion Academy

Testimonials - UGC

The Albion Academy (@albion_academyul) • Instagram photos and videos

Advantages: Branded graphics to make you recognisable.

Disadvantage: Requires a background in design.

Hardware/software needed: Photoshop/Illustrator, however there are tools such as napkin.ai that allow you to create graphics without experience. Or outsourcing the design on sites such as Fiverr.

Photography

Advantages: Shows practical examples of your work. Good for press releases. Makes your brand more human.

Disadvantages: Getting good quality, usable images is difficult.

Hardware/software needed: Camera/phone, maybe artificial lighting.

Short-form video

Advantages: Keeps you up-to-date with the most digestible form of media at the moment. Trend cycle participation. Virality.

Disadvantages: You are representing your business so must follow branding guidelines. Difficult to keep up to date on trends or make fresh content.

Hardware/software needed: Phone, maybe an editing software like premiere pro for high quality content.

Long-form video

Advantages: Places you as an expert in your field. More accessible than written content. Easier to discover than on-site blogs. Organic social backlinks.

Disadvantages: Time consuming, resource intensive.

Hardware/software needed: Camera/phone, editing software, maybe artificial lighting, maybe microphone.

Written content

Advantages: Boosts SEO. Thought leadership. Can advertise your products without directly selling.

Disadvantages: Requires an understanding of SEO and Google SERP, can fluctuate in success.

Hardware/software needed: Yoast plugin, analytics tools, perhaps AI tools for idea generation.

Audio

Advantages: Emerging content that is becoming more mainstream. Thought leadership. Easily discoverable on streaming platforms.

Disadvantages: Resource intensive. Requires a lot of time. Must be consistent.

Hardware/software needed: Microphone, editing software.

White papers

Advantages: Make you an expert in your field. Professional.

Disadvantages: Labour intensive. Only relevant for a short amount of time upon release before new trends/statistics etc come out.

Use-generated content

Advantages: Make you look reliable and trustworthy.

Disadvantages: You must maintain a good review average.

Disadvantage - Negative feedback - bad reviews bad scoring - Use to improve and adapt business to match target market

Photography - Visual and aesthetic appeals to people Negative- Some photography could be bad quality or not properly picture the actual product - misleading - Used to show venue and get your business out there with stunning imagery.

Audio - People can listen - Easier - Negative is sometimes audio muffled - risk of copyright. Used to engage with customers verbally - feels more connecting than a picture.

Short form video - Engaging and entertaining - Negative - some people dont like video - dont have time to watch. - Used to create reels and tiktoks which will be shared and liked across social media.

• Advantages: Can help with brand awareness, and visually pleasing

• Disadvantages: Can sometimes require time/effort to create

• Software: Canva, other graphic design platforms

Photography

• Advantages: Emotionally tells a story, connects audience more

• Disadvantages: In a school setting we require student content, can be time consuming

• Hardware: Camera/phone

• Software: Editing platforms

Short-form Video

• Advantages: Engaging and often does well on social media

• Disadvantages: Can't explain as much or deliver as many messages

• Hardware/software: Camera/phone/editing platform

Long-form Video

• Advantages: Can deliver a story or a more in-depth message

• Disadvantages: May have a smaller reach as it is less engaging

• Hardware/software: Camera equipment/audio equipment/editing platforms (e.g. Filmora)

Written Content

• Advantages: Can explain an event, story, topic in a lot of detail, can also help with SEO on websites (articles)

• Disadvantages: Can be time consuming to create often

• Software: CMS platform if uploading to website

Audio

• Advantages: Podcasts can be a great way to position a brand as an industry expert and reach a specific audience

• Disadvantages: Time consuming and expensive to set up

• Hardware/software: Audio equipment/editing platforms

White Papers

• Advantages: Can position a business as an industry expert and gain trust of customers

• Time consuming to produce

• Software: Word/canva/platform to produce the report

User-generated Content

• Advantages: Acts as a form of social proof, gaining more trust for the brand/business

• Disadvantages: Relies on customers leaving positive feedback and engaging with the business

• Software: Social media, google reviews, surveys

visually appealing

helps brand identity

more likely to engage users than written posts

disadvantages- software such as adobe and canvas come with a subscription- not accessible to everyone.

too many graphics can become repetitive

photography- advantages

-good to see product in real life- builds trusts

story telling- can visually see the products being used

visually pleasing- more engaging that written text sometimes

disadvantages-

time consuming, sometimes our photographer has to go on site which requires travel

software- adobe Lightroom and photoshop mentioned briefly not accessible to everyone

expensive- not many people can afford photography equipment.

short term videos-

advantages

can engage users, especially if they do not have time to watch a long video.

catch attention quickly

disadvantages-

have to make sure the content is exciting enough for users to watch the whole video.

don't get a lot of info across

long term videos

advantage- good for story telling, inform, educate

disadvantage-

needs to be compelling enough for viewers to finish the video drop off rates , hard to maintain attention span compared to short videos.

written content-

advantages

inform, educate, persuade. good for people who are genuinely interested in the project

disadvantages: peoples attention span, some prefer reading shorter texts.

time consuming for some users

need a copywriter who is knowledgable

audio-

advantages-

can listen anywhere, more accessible to people who cannot read well

disadvantages,

no visual elements, struggle if hearing someones voice is enough to capture audience.

need good equipment to create high quality audio, may be expensive

not accessible to people with hearing impairments

user generated content

advantages

builds trust with users, seeing other peoples experience with product or service increases validity

it also increases customer engagement

disadvantages-

content may not be high quality

sometimes all feedback are not positive

white papers-

advantages-

educational, inform and engage

can attract clients or companies?

disadvantages

complex, time consuming, takes a lot of time to gather data etc.

Purpose: To leverage authentic, customer-created content for marketing campaigns.

Advantages:

• Builds trust and authenticity

• Cost-effective marketing tool

• Improves conversion rates

• Provides consistent source of inspiration

Disadvantages:

• Potential quality inconsistencies

• Requires permission and proper attribution

Hardware/Software:

• Social media management tools (e.g. Meta Business Suite)

Photography

Purpose: To visually showcase products, services, or brand identity.

Advantages:

• Highly engaging visual content

• Versatile for various marketing channels

Disadvantages:

• Can be expensive for professional shoots

• Requires skill to produce high-quality images

Hardware/Software:

• Digital cameras or smartphones

• Photo editing software (e.g., Adobe Photoshop, Canva)

Short-Form Videos

Purpose: To create quick, engaging content for social media platforms.

https://www.instagram.com/reel/C9AH_UPCQFW/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Advantages:

• Highly shareable

• Suitable for platforms like TikTok and Instagram Reels

• Can quickly convey information

Disadvantages:

• Limited time to convey complex messages

• Requires frequent content creation

Hardware/Software:

• Smartphone or video camera

• Video editing apps (e.g. CapCut for tiktok in particular)

Long-Form Videos

Purpose: To provide in-depth content, tutorials, or brand storytelling.

Advantages:

• Allows for comprehensive information sharing

• Good for educational content and detailed product demonstrations

Disadvantages:

• Time-consuming to produce and could have heavy costs associated.

• May have lower engagement on some platforms

Hardware/Software:

• Professional video cameras

• Video editing software (e.g., Adobe Premiere Pro, Final Cut Pro)

Audio

Purpose: To create podcasts, audio ads, or voice content for marketing.

Advantages:

• Can be consumed while multitasking

• Builds intimate connection with audience

Disadvantages:

• Limited visual appeal

• Requires good audio quality for effectiveness

Hardware/Software:

• High-quality microphones

• Audio editing software (e.g. Adobe Audition)

Written Content

Purpose: To provide detailed information, blog posts, articles, and website copy.

https://www.rugbydoubleglazing.co.uk/news/

Advantages:

• Improves SEO

• Can convey complex information effectively

Disadvantages:

• Requires strong writing skills

• May not engage visual learners as effectively

Hardware/Software:

• Word processing software

• Content management systems (e.g., WordPress)

Graphics

Purpose: To create visually appealing images, infographics, and designs for marketing materials.

Advantages:

• Can simplify complex information

• Highly shareable on social media

Disadvantages:

• Requires design skills

• Can be time-consuming to create

Hardware/Software:

• Graphic design software (e.g., Adobe Illustrator, Canva)

White Papers

Purpose: To provide in-depth, authoritative reports on specific topics related to a company's industry or products.

Advantages:

• Establishes thought leadership

• Useful for lead generation

Disadvantages:

• Time-consuming to research and write

• May have limited appeal to general audience

Hardware/Software:

• Word processing software

• Design software for layout (e.g., Adobe InDesign)

Reasons for use: establish authority, support decision-making, provides in depth information

Advantages: Builds credibility, educates readers, attracts B2B leads

Disadvantages: Time-intensive to create, may not appeal to casual audiences

Software needed: Word processors (Microsoft Word, Google Docs), design tools (Canva, Adobe)

User Generated Content

Reasons for use: Engage audiences, build trust, and showcase authentic experiences

Advantages: Low-cost, enhances credibility, fosters community involvement

Disadvantages: Quality control issues, requires active monitoring

Software needed: social media platforms, ugc tools

Graphics

Reasons for use: simplify complex information, increase visual appeal, and boost engagement

Advantages: Highly shareable, versatile, improves comprehension

Disadvantages: requires design skills, time-consuming to create

Software needed: Canva, Adobe Illustrator, Photoshop

Photography:

Reasons for use: Capture attention, showcase products/services, and enhance branding

Advantages: Boosts visual appeal, conveys authenticity, reusable for various platforms

Disadvantages: High-quality photography can be costly and time-intensive

Hardware needed: camera or phone with good quality

Long form video:

Reasons for use: Deep storytelling, tutorials

Advantages: Builds strong connections, great for detailed explanations

Disadvantages: Requires significant resources, longer production time

Hardware needed: camera, microphone

Software needed: video editing tools like Adobe

Short form video:

Reasons for use: Quick engagement, trending formats

Advantages: easy to consume, shareable, ideal for platforms like TikTok or Instagram

Disadvantages: Limited depth, requires creativity to stand out

Software needed: video editing apps like capcut

Written Content:

Reasons for use: Inform, educate, and improve SEO

Advantages: Versatile, affordable to create, boosts website traffic

Disadvantages: Requires consistent quality, less engaging for some audiences

Software needed: Word processors, content management systems

Audio:

Reasons for use: Reach on-the-go audiences, share expertise, and build a personal connection

Advantages: Accessible, less visual effort required

Disadvantages: audio quality must be high, requires consistent topics and scheduling

Software needed: Podcast hosting platforms

• Helps to increase brand awareness

• Can solve problems through what you design

• They can be too loud - if there are lots of colour ways / elements needed on the pieces

• Adobe Creative Cloud Software for more in depth use of tools and grid systems

• Canva can also be used to create graphics

Photography

• Evokes emotion

• Celebrates what is happening on and around the school

• Establishing what you wish to evoke through the images - what do you want to highlight / will that be received well (can be difficult at times)

• Image consent

• Camera / Phone - mini ring light / diffuser

Short Form Video

• Engaging

• Visual

• Cant deliver a great deal of messaging through them

• Editing software - like premier pro

Long Form Video

• Better for more in-depth messages

• Smaller reach at times as there is a loss of attention

• Canva - filmora

Written Content

• Delves into events

• Quite time consuming to create / design and publish

• CMS on the website for uploading

White Papers

• Allows business to sell their expertise

• Time consuming

• Canva / Word

User Generated :

• Authentic

• Can be used over and over again

• Cost effective - FREE

• Helps to build connections / provides us with areas of improvement & what we have done well

• Can be hard to track / collate if paper forms are used

• Lots of parents forget to leave contact details , so if they have raised an issue , its harder for us to contact them and help to rectify it.

• Microsoft Forms - is the usual way we run testimonials

Audio :

• Convenient - can be listen to whilst travelling

• Can be tailored to specific target audiences

• Authentic - hearing a persons voice

• Lack of visual elements

• Loss of attention

• Difficult to repurpose across platforms

• Microphones , Headphones , Arms for Mics , Sound proofing & an Editing Software - Adobe Podcast ?

Engaging: Fun tone of voice, engaging graphics

Clarity: Concise but descriptive, explaining key terminology.

Consistency: We're not consistent across platforms because we're trying to reach different audiences for different outcomes on each platform (The site blogs and TikTok don't use the same voice for example)

Engaging - We make sure to always use different imagery and colours through our posts so each post is different and eye catching to our market.

Clarity - our brand key of fonts and colours is put together to ensure all our posts and edits are clear and easy to understand.

Consistency - We consistently post every day - Wednesdays are wedding Wednesdays we consistently post. Post regularly on stories too. Keep constant with our postings

• About our projects / achievements / events

Engaging:

• Usually images or videos are used as they tend to see more engagement - we did a poll to ask which content our audience preferred and video ranked highest

• We need to have more CTA's

Clarity:

• All our posts have an informative caption.

• 
  

Consistency:

• We follow a weekly posting schedule where each day has it's own topic which remains the same every week.

• Our voice remains consistent on social media and website

• Conduct audience research to understand their needs and interests

• Google analytics and social media metrics

• Stay updated on trends

Engaging:

• Create interactive content like polls and quizzes

• Use storytelling to connect emotionally with audience

• Graphics and photography

• Respond promptly to comments and messages

Clarity:

• Write simple and straight-forward

• Clear formatting

Consistency:

• Use content calendar

• Maintain a consistent style

• Monitor performance

• Schedule ahead pf time

Engaging- We use links to our website to make content engaging, for example when promoting our doors we leave a link to a remote visualiser where people can design their future doors, however will first willingly enter their details to do so meaning we can contact them for a quote.

Clarity- The content is often bullet pointed or separated by paragraphs making for an easy read.

Consistently- Content is always clearly labelled with our logo or states our company name at the forefront of the post, helping keep our company at the forefront of local peoples minds when coming to renovate their home.

Written content

White papers

Short form video

Long form video

Graphics

Photography

Audio

• Celebrating what our students have been getting up to , reward focused posts , brilliant work

• Promoting elements that the students can attend and also family can come along to. I.e. extra-curricular clubs , school shows

Engaging - Photography and Short form videos are the elements that get us the most engagement as they are usually quite colourful , showcases the students again.

Clarity - Concise captions that use simple language to ensure that they are understood by our demographic. Usually has a CTA included.

Consistency - We post everyday. Some days do have a post focus as in on Fridays a post about the celebration station will go out , which is where students present pieces of their work that they are proud of.

Always use our logo on our designs , even though you can see its from our account. It is just something I like to add to ensure it is really clear.

• written content

• user gen

• white papers

• short form video

• audio

• photography

• long form video

• graphics

Most expensive

• Each academic year we review the AIPs (Academy Improvement Priorities), and in the weekly marketing meetings with the senior leadership team, we make sure that the content that we are putting out is aligned with these aims.

Engaging:

• Try to use clear but engaging graphics

• On the internal TVs in school, I will use animations to make sure the content is engaging for students

Clarity:

• Use spellcheck tools to make sure that there are no mistakes

• I try to state the aim/audience in the first line of social media captions (e.g "Reminder!", "Calling all parents!")

• Graphics - clear and single message in the graphic

Consistency:

• We use brand kits on Canva to make sure the branding stays consistent across all the marketing content we create (see photo)

• I often refer back to the SCA values when writing copy (social media captions, website content, newsletters etc.) to make sure the brand voice is consistent

ugc

White papers

Short form video

Audio

Long form video

Graphics

Photography

Written Content

White Papers

Short Form Video

Graphics

Photography

Long Form Video

Audio

create content on what our target audience interests are. across our channels we engage with our users when it comes to seeing projects using our products.

engaging-

to ensure our content is engaging we use different types of visual imagery so we don't post the same things over and over again. on social media posts we tend to finish a post by writing 'visit our website' 'call us for more info' so plant of CTA is used.

clarity-

on our channels being clear concise with our language on our posts is very important as it is straight to the point and easy to read. we also use examples or simple infographics to show step by step processes

consistency- our channels are very consistent as we schedule our posts weeks in advance, posting 3x a week and reels, tik toks 2x a week. We are up to date with our users by answering questions, liking stories that they have tagged us in or commenting on posts.

1. UGC

2. Written content

3. White papers

4. Photography

5. short form videos

6. long form videos

7. graphics

8. audio

1. User generated content

2. Written content

3. Graphics

4. Short form video

5. Audio

6. Photography

7. White papers

8. Long form video

• UGC

• Written content

• White papers

• Photography

• Short-form video

• Graphics

• Long-form video

• Audio

Most expensive

1. user generated content

2. white papers

3. written content

4. long term videos

5. audio

6. short videos

7. photography

8. graphics

• low cost

• Keyboard

• Person to write

User gen:

• low cost

• need other ppl to post

white papers:

• low cost

• need someone to write it and something to write with

short form video

• mid cost

• might outsource it

• might use Adobe softwares

• need a person to make it

Audio

• mid cost

• Mic

• someone to speak & record

Photography:

• mid-high cost

• camera, studio, lighting, editing softwares, might need to outsource

• photographer and editor

Long form video:

• mid-high cost

• might need to outsource

• camera, editing software

• Videographer, editor

Graphics:

• high cost

• design software, might outsource

• graphic designer

User generated content - Helps you get some first hand reviews and feedback for how people feel about your company

Disadvantage - Negative feedback - bad reviews bad scoring - Use to improve and adapt business to match target market Cost's- Can be cheap, runs off other pages where people can leave you a review.

Resources - Trip advisor, Google reviews, Instagram comment section, BB, Hitched.

Photography - Visual and aesthetic appeals to people Negative- Some photography could be bad quality or not properly picture the actual product - misleading - Used to show venue and get your business out there with stunning imagery.

costing - when done by yourself cheap, when done professionally can be expensive.

Resources - Online photographers or your own camera/ iPhone.

Audio - People can listen - Easier - Negative is sometimes audio muffled - risk of copyright. Used to engage with customers verbally - feels more connecting than a picture.

Costing can be low - Just an audio over a video done on a phone or electrical device. If you want done and edited professionally can again go up In price.

Short form video - Engaging and entertaining - Negative - some people dont like video - dont have time to watch. - Used to create reels and tiktoks which will be shared and liked across social media. costing is pretty low. Edit on TikTok or instagram reels.

Use adobe or online softwares

equipment - none, we get sent these on our socials

costs- £

resources- social media channels

white paper

equipment- a laptop access to google docs or what software you are writing the report on

costs- ££

resources- data analysis software, google analytics any analytics tools

written content

equipment- laptop

costs- £

resources- copyrighter

long term videos

equipment- camera equipment

costs- ££

resources- editing software such as adobe

short term videos

equipment- camera equipment

costs- ££

resources- edit onto software such as adobe, need a videographer

audio

equipment- microphone

costs- ££

resources- need to edit the sound etc so adobe software, need someone with a clear voice

photography

equipment- camera

costs-££

resources- photographer, edit on Lightroom or photoshop

graphics

equipment- laptop

costs-£££

resources- adobe software or canva- graphic designer

on our marketing team luckily we have an in house photographer/videographer, graphic designer, copyrighter and a social media team. so if you had to out source it would be more expensive

• Adobe Creative Cloud Software for more in depth use of tools and grid systems

• Canva can also be used to create graphics

• ££

• No need to hire - as I hold a Graphic Design Degree and have freelanced in the industry before.

Photography

• Camera / Phone / Ring Light / Light Diffuser

• ££

• Usually, I take the pictures for our content. But if we want some updated professional photographs , we tend to outsource a photographer.

Short Form Video

• Phone / Mics / Editing Software

• ££

• I would plan , film and edit the videos into a reel for our social media channels,

Long Form Video

• Camera , Lighting , Mics , Tripods , Editing Software

• £££

• Long form videos for us are usually promotional assets such as an advert for our Open Evening. In this case , we outsource professional videographers.

Written Content

• Laptop

• £

• May need to outsource a copywriter depending on what we are writing about.

White Papers

• Canva / Word / A Laptop

• ££

• Need data analysis tools , may have to reach out to finance team if it is discussing budgets etc

User Generated :

• Our User-Generated content is usually parental / student feedback which we use Microsoft forms for and our own laptops for

• £

• Speak to the IT team about setting up the form and distributing it onto the laptops ahead of a parental evening in which wish for feedback

  
  

Audio

• Microphones , Headphones , Arms for Mics , Sound proofing & an Editing Software - Adobe Podcast ?

• £££

• Initial costings can be quite cheap but if you want quality equipment and good edits , would have to spend quite a lot.

Costs- Reasonably cheap and easy way of increasing engagement on content

Resource- People are required to engage in order for this to be effective

Photography: Equipment- Digital cameras or smartphones, Photo editing software (e.g., Adobe Photoshop, Canva)

Costs- Dependant on the level of quality you are aiming for then costs may be high

Resource- Professional photographer may be required

Short form videos: Equipment- Smartphone or video camera, Video editing apps e.g. Capcut

Costs- Majority of the time would be cheaper to make content with as usually used for social media content rather than paid production

Resource- Social media manager/admin may be needed

Long form videos: Equipment- Professional video camera's, higher end editing software e.g. Adobe premier pro

Cost- May have high costs dependent on the purpose of the video

Resource- employing a video editor

Audio: Equipment- High quality microphones, audio editing software e.g. adobe audition

Cost- Could be high depending on the quality of content you put out

Resource- Paying a special guest to come on to your company's podcast

Written Content: Equipment- Word processing software, content management e.g. Wordpress

Cost- Reasonably cheap in comparison to video/audio content

Resource- AI grammar tools e.g. Grammarly or colleagues to proof read

Graphics: Equipment- Graphic design software e.g. adobe illustrator, Canva

Cost- Could be expensive depending on the plan you purchase

Resource- may have to employ expert to save time and maximise content quality e.g. graphic designer

White papers: Equipment- Word processing software

Cost- Reasonably cheap in comparison to video/audio content

Resource- AI grammar tools e.g. Grammarly or colleagues to proof read

Equipment: Social media on laptop and phone

Cost: Low

Resources: Social media comments and messages, emails

Written content:

Equipment: Laptop/computer

Cost: Low

Resources: SEO research, writing tools

Audio:

Equipment: Microphone, headphones

Cost: Moderate

Resources: Editing software like Garageband and hosting platforms

Graphics:

Equipment: Computer, tablet

Cost: Moderate

Resources: Design skills, tools like Canva

Photography:

Equipment: Camera, phone, tripod, lighting

Cost: Moderate to high

Resources: Photo editing software (Lightroom, Photoshop)

Short form video:

Equipment: Phone or camera

Cost: Low

Resources: Time for shooting and editing, tools like Capcut

White papers:

Equipment: Computer/laptop

Cost: Moderate - research, writing, and professional design

Resources: Expert contributors, design tools

Long form videos:

Equipment: Camera, lighting, microphone

Cost: High - requires significant production and editing resources

Resources: Editing tools and software

It is important in marketing not to use someone else's copyrighted content within your own work, such as music, imagery, brand names or logos. Sometimes even brand colours are trade marked (ex: Tiffany blue)

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

Copyright and Intellectual Property can help with Protection of Marketing Assets: They can protect our original creations such as logos, slogans, and advertising content through copyright and trademark laws. This ensures exclusive rights to use these assets in marketing campaigns.

it effects my marketing as I have to ensure all content, graphics, videos I create are original.

for example another company who sells our products copied a previous graphic design, and we had to tell them to take it down.

intellectual property IP- its like copyrighting but bigger it includes, copyright, trademarks, patent and trade secrets. basically legally protects what your company creates, like a product

this effects our marketing as it ensures that our products and content are original and none else can use it!

Copyright protects original literary, dramatic, musical and artistic works. You get copyright protection automatically - you do not have to apply or pay a fee. There is not a register of copyright works in the UK.

Intellectual Property

Intellectual property is a broader term that encompasses copyright, trademarks, patents, and other forms of protection for creative and innovative works. Intellectual property is something that you create using your mind - for example, a story, an invention, an artistic work or a symbol.

Owning intellectual property

You own intellectual property if you:

• created it (and it meets the requirements)

• bought intellectual property rights from the creator or a previous owner

• have a brand that could be a trade mark

How these impact marketing:

We must avoid copyright infringement when creating marketing content. This includes pictures, trademarked names, logos, music etc.

Intellectual property - Something you create yourself like a piece of work, a symbol or story.

Both are so important in work as it prevents and protects your product. Your logo for example, cannot be stolen and used by another company.

Copyright protects original literacy such as theatrical elements like drama , music and art.

Intellectual property is something that you create yourself like an piece of artwork , a story or symbol.

Having IP prevents people from stealing / copying your work , name and designs.

They help to protect to brands , their creations and advertising.

Defamation: To aim to ruin someone's personal or professional image by committing libel, usually for one's own invested interests or biases.

Misleading claims: For a brand/individual to gain momentum off of advertising that they are aware is not factually correct/possible. By selling a service or product under the guise of a different/better product or service.

Right of publicity: In theory, right of publicity applies to everyone, though in practice is most commonly used for celebrities, it gives individuals the right to their own identifiable features and traits, protecting their image from commercial misuse.

ASA: The Advertising Standards Authority ensures that all promotional material within the UK conforms to a strict set of guidelines (CAP and BCAP) so as not to mislead consumers, promote dangerous of harmful ideologies, etc.

Accessibility compliance: Ensuring that content can be used and is easily digestible for everyone regardless of disability.

Transparency: Including T&C's where appropriate - for example, for advertising directed to 18+ adults, or in advertising that has been adjusted to improve results (ex: post-production editing on an ad for whitening tooth-paste)

CSR claims: Corporate social responsibility aims for candid communication between the company and the consumer regarding sustainability efforts, ethical production, or charitable causes included in campaigns.

Intellectual property refers to ideas, designs, or creations that are legally protected from unauthorised use.

Impact on marketing:

• Legal Compliance: Ensures all content follows copyright laws to avoid legal issues

• Encourages Originality: Promotes creating unique, impactful content that aligns with our mission

• Protecting Our Brand: Safeguards our charity's branding and materials from misuse

The Data Protection Act 2018 is the UK’s implementation of the General Data Protection Regulation (GDPR). Everyone responsible for using personal data has to follow strict rules called ‘data protection principles’.

• This impacts how marketers can store and use data they collect from marketing activities.

Defamation

Defamation refers to the act of communicating false statements about a person to a third party, resulting in damage to their reputation.

• Marketers must take time to ensure that the content they are producing is accurate and true, to avoid damage to reputation and costly/time consuming legal issues.

  
  

Misleading Claims

The Consumer Protection from Unfair Trading Regulations mean you cannot mislead or harass consumers by, for example:

• including false or deceptive messages

• leaving out important information

• using aggressive sales techniques

These must be taken into account when creating marketing content.

Right of Publicity

Rights for an individual to control the commercial use of their identity, such as name, image, likeness, or other unequivocal identifiers.

ASA

The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules (the Advertising Codes).

• Marketers must be aware of these codes when producing advertising content

Accessibility Compliance

Accessibility compliance refers to the process of optimising visuals, content and navigation of a website to serve those with disabilities. There are several guidelines and laws that websites must follow to be compliant.

• It is important for marketers to consider accessibility (e.g. colours) when designing marketing content and websites

Transparency

Transparency in marketing refers to the practice of openly and honestly sharing information about a brand, its products, services, and business practices with consumers. It involves being clear, truthful, and accountable in all aspects of brand communication.

CSR Claims

CSR claims are statements made by companies about their Corporate Social Responsibility (CSR) initiatives and practices.

• CSR claims can demonstrate a company's commitment to social and environmental issues. They can cover various areas such as sustainability efforts, community involvement, fair labor practices, and charitable donations.

• Definition: A regulation in the EU law on data protection and privacy that governs how personal data of individuals is collected, stored, and used

• Impact on Marketing: Requires businesses to obtain consent before collecting data, limits the use of personal information, and imposes penalties for non-compliance

Defamation:

• Definition: A false statement that harms a person’s reputation

• Impact on Marketing: Defamatory statements about individuals or organisations in marketing content can lead to legal actions, damage to reputation, and loss of trust with audience

Misleading Claims:

• Definition: False or exaggerated statements about a product or service that can deceive consumers

• Impact on Marketing: Misleading claims violate consumer protection laws and can result in fines, loss of consumer trust, and harm to a brand’s reputation

Right of Publicity:

• Definition: The right of an individual to control how their image, name, or likeness is used commercially

• Impact on Marketing: Using a person's image, name, or likeness without permission can result in legal issues. For a charity like ours, this is important when using images or testimonials of beneficiaries, ensuring we have consent

ASA:

• Definition: A UK-based organisation that regulates advertising across all media to ensure ads are truthful, legal, and respectful

• Impact on Marketing: Ads must comply with ASA guidelines. Failure to do so can lead to ads being banned or facing public backlash

Accessibility Compliance:

• Definition: Ensuring that websites, apps, and digital content are usable by individuals with disabilities

• Impact on Marketing: Accessibility compliance ensures that marketing content is inclusive and reachable for all, including people with visual, hearing, or cognitive impairments

Transparency:

• Definition: The practice of being open and honest about business practices, especially in terms of data use, pricing, and organisational values

• Impact on Marketing: Transparency builds trust with audience, showing that you have nothing to hide. It is essential for charities like ours, especially when soliciting donations or explaining how funds are used

CSR Claims:

• Definition: Public statements about a company’s efforts and commitment to social, environmental, and ethical practices

• Impact on Marketing: Making CSR claims in our marketing can enhance our charity’s reputation and attract supporters, but they must be backed by genuine actions. False or unsupported CSR claims can lead to backlash and damage to credibility

Things such as email marketing must be consented impacting our campaigns, meaning we must ensure our contacts are definitely signed up to receive marketing emails from us.

Defamation- the action of damaging the good reputation of someone; slander or libel.

This may effect things such as reviews/customer testimonials if unhappy customers are writing false claims then this could fall under defamation.

Misleading Claims- A claim that is intentionally or recklessly made to promote a product or service. For example, claiming a product is a different color than it is in the ad.

This may effect ads put out by us, so we need to make sure we are being as clear as possible when promoting our products.

Right of publicity- The right of publicity is an intellectual property right that protects a person's identity from being used for commercial gain without their permission.

ASA- Advertising Standards Authority

The UK's independent advertising regulator that ensures ads follow the Advertising Codes. The ASA's work includes monitoring ads, responding to complaints, and providing guidance to the industry.

Impacting our marketing when creating ads we need to ensure we are following their regulations in order to avoid fines or sanctions.

Accessibility compliance- Accessibility compliance is the practice of following guidelines and standards to ensure that digital content, services, and products are accessible to people with disabilities. It involves removing barriers and creating inclusive experiences for everyone.

Helps us tailor marketing for individuals who may have disabilities, improving the user friendliness of our content.

Transparency- Transparency in marketing is a business practice where a company is open and honest with its customers about its products, services, and business operations.

This means we need to ensure our content is clear and has a honest meaning throughout.

CSR Claims- A management strategy that involves integrating social and environmental concerns into a company's operations and interactions with stakeholders.

Defamation - Trying to ruin someones personal image or presence by commiting slander or libel.

Misleading claims - Advertising something which is not actually how it is marketed. E.G Free goods when it is actually free after spending certain amount.

accessibility compliance - content is able to. be used easily for everyone.

Transparency - being open and honest about something. Building an open honesty which is clear

ASA- Advertising standards. enforcing advertisement codes and ensures all averts are to a standard appropriate for public.

CSR Claims

integrating social and environmental concerns into their business strategy.

statements made by companies about their social responsibility.

Right of publicity -

individual are able to control the use of identity. Name or image is an example

stands for general data protection regulation, this ensures that people should have control over their data

this effects my job as. marketer as when I do email marketing I have to ensure that the users made clear consent to opt in to receiving the emails. and we have to make sure that we do not share their personal information

Defamation

refers to making false claims statement that can tarnish someones reputation

in my marketing role I have to make sure that all my messages and info I am putting out there are true and not misleading

Misleading claims-

claims that refer to information that misleads a customer about a product or service

as I manage all the social media accounts and emails, I communicate with the users often so ensuring I am honest to maintain a good relationship with the community is very important.

ASA

advertising standards authority- this is a practice to promise all marketing practices are legal and honest in the UK

This relates to me in my social media marekting role as I have to be compliant when creating content.

right of publicity

means an individuals right to control how their identity is used for commercial purposes, for example you can't use someones name in marketing purposes if you don't have their permission

accessibility compliance

ensures that our website, content is accessible to everyone with disabilities

this effects my marketing as when I create content I have to ensure that I am using the right colour palette so it is easy to read

transparency

this means just being honest about the business and using terms and conditions.

it effects my role as it builds trust with the customers.

CSR

companies statement about their commitment to social, environmental and ethical practices

how it effects me- I have to showcase our efforts with our audience, for example every month I upload a sustainability efforts every month!

csr claims

Defamation - is the act of making false, damaging statements about a competitor, product, or service with the intent to harm its reputation. - Can damage both brands reputations / makes you seem not trustworthy if you committed something like this.

Misleading Claims - refers to false or deceptive statements about a product or service that can misinform or deceive consumers via exaggeration. 'we are the worlds best school' (example) - loss of trust / makes you appear to be unreliable

Right of Publicity - the individual's right to control the commercial use of their name, image, likeness, voice, or other identifiable aspects of their persona. - Consent would be needed

ASA - UK's regulatory body that ensures ads are truthful, legal, and not misleading. It enforces advertising standards to protect consumers and maintain fairness in marketing.

Tableau image of a vampire and a zombie sat in the Oval Office of White House. The room is lit by candlelight, with cobwebs and an American flag torn in the background.

Closer image of people at the front door of the house trick or treating, make the door big, glowing and including things like pumpkins and ghosts

A wideshot photo of a witch sat on an armchair casting spells with a small black cat near her feet. The background is a forest at night.

Snorricam of a dark hallway with the walls caving inwards. At the bottom of the hallway is a small candle hardly lit, and a girl stood looking lost.

Create a wideshot of a witch riding a broomstick cackling as her cat is free falling. The moon should be in the distance and a fire below on the ground.

prompt: create a wide shot of a terrifying clown waiting for members of the public

cinematic image of a black cat and a skeleton having lunch together with dark vibes

Close up image of a witch carving a cat on a pumpkin in an autumnal background

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.

Consideration - they will get in contact for a quote and some information. Once they receive this information its a waiting game for them as they consider, competitors and pro's or con's of our venue. https://business.bridebook.com/dashboard

https://bridebook.com/uk/wedding-venues/the-barn-at-drovers-hay-on-wye-herefordshire-csy8JaNmzY

Conversion - They decided to go through with us as a venue. Converts from an interest to a paying couple. We will get a payment scheme up and running where they pay a £5000 deposit and we block dates off.

Retention - They continue to keep in contact, coming back for dining with us and attending our open days etc.

After their wedding they continue to book stays with us to come back and " reminisce" their wedding.

Consideration: When a business decides it needs our marketing services, we make content invested in the transparency of the business, which addresses pain points and how to solve them. For example, the price, how to find the best agency for the work, and also offering free downloadable content to give the client the opportunity to attempt the services themselves, before ultimately realising they need to invest in an agency.

Conversion: With compelling CTA's in the content, leads are generated through phone calls or email and we arrange a 1-2-1 free consultation. Following this, we email the client with a free downloadable marketing checklist as well as links to content we have previously produced that we may have discussed in the onboarding session, such as blogs, case studies, or press releases.

Retention: Regular social media and email newsletters keep our clients engaged with the work we do, offering new trend-based insights and marketing tips that provide enough information to feel helpful but not so much that they can do our work independently without outsourcing.

Posting on social media and attending events https://www.linkedin.com/posts/ccl---prestressed-concrete-specialists_constructioninnovation-jeddahconstruct2024-activity-7247176760637763584-PWPX?utm_source=share&utm_medium=member_desktop

Consideration:

Case studies and informative content on website

https://cclint.com/wp-content/uploads/2024/02/CDC_SigmaSlab_Project-Sheet-1.pdf

Conversion:

Fill in form on website so our sales people to get in touch

https://www.cclint.com/contact-us/

Retention:

Sales team stay in communication

I think we sometimes use email marketing (but I haven't been involved with this)

Instagram

Instagram

Instagram

Consideration - Social Media

Instagram

Instagram

Conversion & Social Media / Text Messages / Email Marketing / Letters Home / Events

Instagram

Instagram

Instagram

Retention - Feedback / Working with the community / celebrating cultures documented on socials.

Instagram

Instagram

Instagram

Instagram

Consideration- Short-form videos, help introduce potential customers to our business and what we are all about. Photography, to showcase the work we have done and what we could potentially do for more people. Also written content such as blogs and case studies would be used to help further inform the person that we are the right choice for them.

Conversion- A quote would be provided to them on what exactly they are potentially purchasing from us with all the information surrounding the work, along with follow up phone calls to discuss if they are happy with the quote.

Retention- Email marketing (photography and written content) would be used to help keep in touch with people, to potentially encourage future purchases from existing customers.

at my company we capture peoples and target audience attention by having a strong presence on social media. We follow other companies in the same industry, such as installers who use our products. We also post a lot of information about our products in various content

https://www.instagram.com/p/DBgLZbyt3zu/

Consideration-

to engage and educate our audience we share about what our products and services do, the benefits, testimonials. I engage with installers who use our products.

https://www.instagram.com/p/DBqmdaxAqnq/

https://www.instagram.com/p/DCUaXZyokHh/?img_index=1

conversion-

to create conversions we have plenty of CTA's in our posts and on our website. for example when you sign up to our newsletter you can get 10% off of your first purchase if you use a code.

retention-

to encourage repeat purchases and customer relationships we post plenty of user-generated content. when I post their project using our products I highlight what products have been used, how good the transformation is and I tag their business in the post. I also interact a lot with the users by commenting, liking and sharing their posts that feature our products! we also have a business development management team who take clients who use our products a lot out to places such as food, football matches building a relationship with them as an incentive!

https://www.instagram.com/p/DCOhtDfJR4j/?img_index=1

Potential supporters or beneficiaries become aware of our charity and its mission. The main type of content we use for this is social media stories as they get the most engagement and emails and events/sessions.

Consideration:

People start to consider supporting or seeking help from the charity. Content used: Feedback from our clients on social media and emails.

Conversion:

Supporters take action, such as donating, volunteering, or beneficiaries accessing services. Content used: email campaigns, social media messages.

Retention:

Maintaining relationships with supporters and beneficiaries for continued engagement. Content used: personalised thank you emails or direct messages, continued in-person support for beneficiaries, exclusive sessions and events for our beneficiaries/supporters

Our customer is local, therefore awareness is often word-of-mouth, local paid ads on facebook, bus stop ads

• May search for 'schools in Salford' - come across the website: Salford City Academy > Home

• May see bus stop advert

• Word-of-mouth is crucial, therefore we do a lot of community work

• Transition (working with local primary schools) is a massive part of awareness for a school. Primary Zone

Consideration

Parents will likely attend several Open Evenings in the area to consider which school is the best fit, therefore this event is a crucial element of the consideration stage.

• Open Evening ads on socials

• Long-form video (promotional video for the school): https://www.instagram.com/reel/DAkw5S0tPiv/?igsh=MXh3bm93Zjhmb3l5dw==

• Royal mail door drops

• Prospectus

  
  

Conversion

We offer as much advice and aid to parents as possible to make their process of applying to SCA easier.

• Language guides for Open Evening for EAL parents: https://www.instagram.com/p/C_iwjTXtbCf/?igsh=MWRnazdrb3d5cDA1Yw==

• On Open Evening staff were assisting parents with applications.

• Applications flyer: https://www.canva.com/design/DAGS4Y2g2jc/p6lc4t9EJtnKuHFCPBFwXA/view?utm_content=DAGS4Y2g2jc&utm_campaign=designshare&utm_medium=link2&utm_source=uniquelinks&utlId=h2402691536

Retention

To foster loyalty, we use our social media accounts heavily to engage with parents/students. We also use newsletters and emails to regularly communicate school activities. Events are also crucial for retention, we invite parents in for awards events and cultural celebrations.

• Social media accounts (facebook, insta, X, LinkedIn)

• Newsletter: Welcome Back

• SCA Community Hub - We have recently launched as a Community Hub, where we work with partners of the school to offer services in the local area. This helps solidify our brand in the area and creates long-term local relationships. Salford City Academy > Community Zone

Consideration: CTR, Site visits, Retention, Bounce rate

Conversion: Conversion rate, Lead generation, downloads

Retention: Impressions, Email open rate, CTR, Unsubscribes

• Impressions

• Engagement rate

• Follower growth

• video watch time

  
  

Consideration:

• Cart abandonment

• Downloads

• Leads

• website traffic

• bounce rate

  
  

Conversion:

• referrals

• conversion rate

• CPA ?

• Leads

  
  

  Retention:

• Customer retention rate

• Unsubscribes (from email marketing)

• Email opening

  
  

Consideration - Leads - If we have a hot lead its usually couples which respond quickly and ask very detailed questions. Website traffic high as they are considering us against competitors.

Conversion - Following will grow - Couple wants to keep up to date with our venue - feel in the loop. Comment and like our post's.

Retention - Repeat purchasing - They book more reasons to come to venue or attend events held here.

The metrics I would use for social media to track awareness would be reach- this would show many users have seen the content. Engagement rate- likes, shares,comments a high engagement rate shows that the audience is reacting well with your content. follower growth and website traffic growth- shows if our brand awareness is increasing

Consideration-

the metrics that shows to educate and engage users would be engagement rate again, comments likes and shares, shows audience is enagaging in our brand. Click through rate- we have links in our bio that we can track number of clicks- shows how many users want to learn more

Conversion-

conversion rate, to see how many users who are purchasing, subscribing or signing up.

leads- on the website we can track how many people have signed up to the newsletter from the website.

Retention-

on mail chimp we can see users who are and not active with our emails.

testimonials- look at reviews, comments about our company to see customer satisfaction. Repeat purchasing

Retention-

• Impressions

• Reach

• Web traffic

• Follower growth

• Impressions

Consideration

• Bounce rate

• Video watch time

• Cart abandonment rate

Conversion

• Downloads

• Leads

• Conversion rate

Retention

• Repeat purchase rate

• Referrals

• Comments/likes

• Reach

• Video watch time

• Follower growth

• Impressions

• Website traffic

Consideration:

• Leads

• Bounce rate

• Engagement

• Downloads

Conversion:

• Cart Abandonment rate

• Conversion rate

• CPA

Retention:

• Referrals

• Repeat purchase rate

• Customer retention

• Impressions / Engagement

• Video watch time

Consideration

• Footfall into the event - how many people attended

• Reach

  
  

Conversion

• Number of Sign Ups to School Tours / Admissions / Events Via Ticket Source & Event Brite

Retention

• Number of First Choice Applications / Total Number of Applications / Analysis of Feedback - reaching out to those who have a query.

Consideration- Website traffic, video watch time, bounce rate

Conversion- Conversion rate, leads, phone enquiries

Retention- Unsubscribers, openers, recipients, clickers

Platform-Specific Observations:

• Grad Girl Marketing uses TikTok, Instagram, and LinkedIn to engage their audience. TikTok content focuses on quick, informative videos about marketing careers, tools, and job opportunities, appealing to younger audiences seeking career advice. Instagram complements this with aesthetically designed posts and relatable reels, while LinkedIn offers professional posts and career tips.

  
  

Competitor Comparison:

• Grad Girl Marketing differentiates itself by creating highly relatable content aimed at marketing graduates and professionals. Compared to broader career platforms, its niche focus gives it an edge in targeting marketing students and early-career professionals. However, competitors might surpass in areas like posting frequency or collaborations with major brands.

  
  

Detailed Content Breakdown:

1. Common Themes:

   • Career advice for marketing students.

   • Guides to tools like Semrush, Adobe Express, etc.

   • Tips for navigating internships and marketing job searches.

2. Content Types Used:

   • TikTok: Short form videos (e.g., job-finding tips, career tools).

   • Instagram: Infographics, reels, and carousel posts.

   • LinkedIn: Professional posts and updates.

3. Frequency of Posting:

   • TikTok appears to have frequent updates with high engagement per post. Instagram follows with multiple posts per week, while LinkedIn posts are less frequent but highly curated.

4. Content Quality and Visuals:

   • High-quality videos with clean editing on TikTok.

   • Instagram posts emphasise vibrant, eye-catching visuals.

5. Engagement Tactics:

   • CTAs encouraging downloads of free templates or career guides.

   • Interactive elements such as polls and comments to engage followers.

   • Social proof through user testimonials or real-world examples.

Competitors:

1. Girls in Marketing

   • Focus: Empowering aspiring and professional marketers through training, memberships, and resources.

   • Platforms: Instagram and LinkedIn.

   • Offerings: Online courses, community memberships, and career guidance.

   
   

2. Digital Mums

   • Focus: Digital marketing training for mothers looking to upskill or re-enter the workforce.

   • Platforms: Instagram and LinkedIn.

   • Offerings: Social media courses tailored to career changers or those seeking flexible work.

     
     

3. Marketing Solved

   • Focus: Free and premium resources for marketers, including templates and educational posts.

   • Platforms: Primarily Facebook and Instagram.

same target audience and aim as girl grad with inspiring young women to get into marketing

pretty little marketer-

https://www.instagram.com/prettylittlemarketer/?hl=en this account is very similar to gradgirls marketing but they don't give tips in how to get into marketing-just what's going in the industry

Key message -

Content goals - Reach people who are eager to learn and strive for knowledge.

What posts/content get best engagement - their linked in and TikTok videos talking through top tips.

Common themes - Pink post with questions and answers in slideshow format on Instagram.

Interaction - rhetorical question in their caption which is discussed in comments.

Content types - Instagram post with q&a's.

Frequency - daily

Themes - educational content with different tips and facts

engagement tactics - Rhetorical question, bright colours large fonts

Quality - good quality high visuals

Platform specific - very girly niche, colours emoji's fonts etc

Competitors - girls in marketing - very similar posts and brand.

https://www.instagram.com/hollandcooperclothing/

Commented - Maxtan giveaway contest

https://www.instagram.com/maxtansalon/

Bookmarked - Cheltenham races New Years day tickets

https://www.instagram.com/cheltenhamraces/

Shared - The giveaway from above

Followed page - Mj lashes

https://www.instagram.com/lashesandbeauty_bymj/

https://www.instagram.com/p/C0JYH41Ci3g/?hl=en

I like getting funky nails !!

saved:

https://www.instagram.com/p/CkyN8kuOR6I/?hl=en&img_index=1

tattoo inspo

Shared:

https://www.instagram.com/p/DC2CdwAinpX/?hl=en&img_index=1

I always share my sisters hairdressing account when she posts a hair do!!

Followed page: https://www.instagram.com/blossom_plant/?hl=en

I love plants but I always kill them off so I need to learn how to keep them alive

commented

comment on my sisters hair dressing account!

TikTok · Life in Manchester

Liked

Annie-Mai Hodge on LinkedIn: Social media updates you NEED to know: ✍️ WhatsApp is rolling out voice… | 86 comments

Bookmarked

TALA® on Instagram: "The only dress you'll ever need in your capsule wardrobe."

Shared

https://vm.tiktok.com/ZGdjMysSV/

Commented - Instagram

Bookmarked - Instagram

Shared - Kerri Cunningham (@murphys_sketches) • Instagram photos and videos

Followed - Instagram

https://vm.tiktok.com/ZGdjMN4V8/

Saved/bookmarked:

https://www.instagram.com/p/Cxdp1h8JXHq/?igsh=MXFrNDN6MjR0dG9xbw==

Commented:

I never comment on things

Shared:

https://vm.tiktok.com/ZGdjMjAK8/

(I love anything edited to cool music especially Tim burton characters lol)

Followed page:

https://www.tiktok.com/@art.of.gold?_t=8rnTTFVG436&_r=1

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

I like going gym so I follow my fave place to get gym clothes.

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

follow my fave coffee shop at uni, my friend also works there, think their content is quite cool!

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

adele, love her, great gal

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

my fave jewellery brand, nice to get updates and see their products

https://www.instagram.com/crossfithereford/

Shropshire horse - Keep up to date with rides and trail hunting sessions that are on so I can take part.

https://www.instagram.com/shropshireThhorsehirelings/

royal Marines - My boyfriend is in marines so interesting to keep in the loop

https://www.instagram.com/royalmarinesreserve/

Fairfax and Favour - Keep watch on their sales and new product releases.

https://www.instagram.com/fairfaxandfavor/

The Celtic manor - Like to see spa trips and they post nice aesthetic pictures.

https://www.instagram.com/thecelticmanor/

Nfl- Clip from the recent game last night: https://www.instagram.com/p/DC8Saw8RuMN/?utm_source=ig_web_copy_link

Birmingham city football: Promoting Christmas clothing line: https://www.instagram.com/p/DC4ek2qNNVE/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@emilyjennyhair__ - Alternative hairstylist based in Birmingham.

@knotfest - Just had their lineup on my discovery page and it looks so good I want to buy a ticket

@dr.korpus - horror illustrator - really cool medical illustrations

honestly my discover page today isnt great thats all thats popped up that's good (i saved and followed all of these)

https://www.tiktok.com/@livs.lines?_t=8rnTfoCerYH&_r=1

Music artist: I like the music so staying up to date and like to see it on my feed

https://www.tiktok.com/@luvcat.mp3?_t=8rnTkIsCfVw&_r=1

Cat stuff: educational content

https://www.tiktok.com/@jacksongalaxy?_t=8rnTlj2v0HB&_r=1

Light amusement: to give me a little giggle

https://www.instagram.com/serotoninmemes?igsh=NmwyaTMzeXdhMnFz

Sims 4: I like building on sims so inspo content I guess but also I just like to watch it

https://www.instagram.com/daniellebuilds?igsh=aWppM2cxb3VwcGFs

I followed the Ashmolean Museum yesterday after seeing an Instagram post for their Stanley Donwood and Thom Yorke exhibition. I saw this because I follow Radiohead on Instagram and they have been tagged as a featured creator.

I follow FANGORIA on Instagram because they have an archive of editions (and who buys magazines anymore) and I love horror movies so they're my updates. I try to keep up to date when a new edition comes out.

I followed a brand called cemetery crypt on Instagram after getting loads of ads for their products because they're a small business who design and customise their own clothing an accessories.

I follow a lot of publications like Kerrang, NME and Rolling Stone across social media for updates in the music industry. Their posts are frequent and really clear about what's in the article so i can decide if I want to read it.

cats • Instagram

Bookmarked:

edinburgh cabin • Instagram

Shared:

cat memes • Instagram

Followed page:

https://instagram.com/englishcountrysides/

Dazn Boxing: I watch a lot of boxing so would follow this page to see the latest news, highlights, and upcoming fights. https://www.instagram.com/daznboxing?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==

PGA tour: I play and watch golf, so would follow this page as I'm interested in the content they put out. https://www.instagram.com/pgatour?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==

Girlhood (@girlhooduk) • Instagram photos and videos

@Paigenco - a wedding stationery business that I freelanced for. Her work is so aesthetic and visually appealing.

Paige Cartledge (@paigenco) • Instagram photos and videos

@hello_henry - close friends with my sister & all of our family have ordered work off her because they are really cute.

S A R A - artist, personalised cards and portraits 🎨 (@hello___henry) • Instagram photos and videos

@GirlsinMarketing - listened to their podcast before / like looking at their advice posts

Girls in Marketing | Marketing Community | Welcome to the Girls in Marketing community and platform, we’re here to empower and inspire all those in the marketing industry to achieve... | Instagram

@zjm.marketing. - like her branding !

Beauty & Fashion Social Media + Content Experts | Zoe&Co (@zjm.marketing) • Instagram photos and videos

• Find hidden gems for food and drink where I live

2. @wearetala (Instagram)

• Can stay up to date with deals

3. @nelsonpickles (TikTok)

• cute dog

4. @runspace_cat (TikTok)

• Running advice/inspo

5. @the.manc (TikTok)

• Shows new venues/gigs/music etc.

I love the aesthetic/visuals of the account

2:

https://www.instagram.com/rider.rebellion/

I like motorbikes and enjoy the edits this account makes

3:

https://www.instagram.com/historyphotographed/

The account shares moments of history and I enjoy learning about them

4:

https://www.instagram.com/cleaningwithida

Shares cleaning tips and hacks

5:

https://www.instagram.com/tinykittenshq

Cute rescue stories of kittens :)

Facebook - We use Facebook for events - Creating an event so people can click going or interested and pay for ad's.

X - Haven't personally used this so im not sure but maybe for debates or polls and feedback.

Linkedin - More professional content and work related postings.

TikTok - Humorous or more relaxed content. Short form video's.

• Post consistently, aiming for 1-2 Stories per day and regular feed posts

• Create high-quality, visually appealing content that aligns with your brand identity

• Use relevant hashtags to increase discoverability, but avoid overusing generic ones

• Engage with your audience through comments, direct messages, and interactive features like polls or questions in Stories

Facebook:

• Share a mix of content types, including text posts, images, videos, and live streams

• Use Facebook Groups to build a community around your brand or industry

• Respond promptly to comments and messages to maintain good customer relations

• Share user-generated content to increase authenticity and engagement

X:

• Use concise, attention-grabbing language in your tweets

• Incorporate relevant hashtags to join conversations and increase visibility

• Engage in real-time conversations and trending topics

• Use visual content like images and GIFs to stand out in the feed

LinkedIn:

• Share professional, industry-relevant content

• Use long-form articles to showcase expertise and thought leadership

• Engage with your network by commenting on and sharing others' posts

• Post during business hours when professionals are most active

TikTok:

• Create short, engaging videos that align with current trends and challenges

• Collaborate with influencers or other brands for wider reach

• Post consistently and frequently to maintain visibility on the For You Page

• Use relevant hashtags to increase discoverability

Facebook: High quality images (with alt text!) and captioned video content do well. Post consistently but not so regularly people are sick of seeing it. Optimised profile.

X: The best practice is to delete the app.

LinkedIn: Carousels perform really well. Short sentences with gaps in between have better engagement because it's easier to read than paragraphs. Hashtags aren't that useful anymore.

TikTok: Short-form videos that are engaging within the first second have high engagement. Niche hashtags perform well, hashtags that are too broad get lost in the algorithm. Caption SEO is important - many people use TikTok as a search engine. Videos over a minute are the only ones that pay out on the creator scheme but they're harder to get good views and engagement on. Use trending sounds.

1. Post consistently, aiming for at least 4 times per week

2. Embrace Reels, as they tend to get higher engagement rates

3. Optimize your profile for search, including your display name, bio, captions, and hashtags

4. Maintain cohesive branding across your profile and content

5. Use Instagram Stories daily, posting 1-2 stories for better engagement

6. Leverage user-generated content to increase visibility and brand recognition

7. Pin important posts to the top of your profile

8. Engage actively with your community through comments and direct messages

Facebook

1. Post consistently, but avoid overposting.

2. Share a mix of content types, including videos, images, and text posts.

3. Use Facebook Live to engage with your audience in real-time.

4. Optimize your posts for mobile viewing, as most users access Facebook via mobile devices.

5. Utilize Facebook Groups to build a community around your brand.

6. Leverage Facebook Ads for targeted reach and promotion.

X (formerly Twitter)

1. Tweet frequently, as the platform moves quickly.

2. Use relevant hashtags to increase discoverability.

3. Engage in conversations and respond promptly to mentions and direct messages.

4. Share a mix of original content, retweets, and curated content.

5. Use Twitter polls to encourage engagement and gather insights.

6. Keep tweets concise and use visuals when possible.

LinkedIn

1. Share professional, industry-relevant content.

2. Engage with your network by commenting on and sharing others' posts.

3. Publish long-form articles to establish thought leadership.

4. Optimize your profile with a professional photo and compelling headline.

5. Join and participate in relevant LinkedIn Groups.

6. Use LinkedIn's native video feature for higher engagement.

TikTok

1. Create short, engaging videos that align with current trends.

2. Use popular music and sounds in your videos.

3. Participate in challenges and create your own to boost engagement.

4. Utilize TikTok's various effects and filters to make your content stand out.

5. Post consistently and at optimal times when your audience is most active.

6. Engage with your audience through comments and duets.

7. Use relevant hashtags to increase discoverability.

• Focus on high-quality visual content.

• Utilize Stories and Reels for engagement.

• Use a mix of popular and niche hashtags.

Facebook

• Optimize your business page with complete information.

• Post consistently using a content calendar.

• Leverage Facebook ads for targeted reach.

X (formerly Twitter)

• Engage in relevant conversations and respond promptly.

• Share timely news and industry trends.

• Incorporate multimedia (images, videos, GIFs).

LinkedIn

• Share professional content and industry insights.

• Engage with your network through comments and shares.

• Encourage employee advocacy for broader reach.

TikTok

• Create authentic and entertaining content.

• Participate in or create trending challenges.

• Collaborate with influencers for wider audience reach.

high quality imagery

carousels

visually pleasing graphics

staying on brand

short captions

videos

story telling

Facebook-

high quality imagery

videos

use Facebook groups (our target audience community is big on Facebook so v important for us)

ideal for interaction with users

x-

have to be consistent

use hashtags

share like and comment to engage

linked in

great for proffesional industry updates!

tik tok-

short videos are the best

have to capture the audience attention in the first second otherwise users will drop off

follow trends

post consistently

• Clear bio and recognisable profile pic

• Aesthetic content, consistency

• Consistent/regular posting schedule

• Instagram Reels

• Use relevant hashtags (avoid spam)

• Use stories to get a wider reach

• Engage - CTA, respond to comments, share others posts

• Analyse performance

Facebook

• Know your audience - use Facebook Insights

• High quality visuals - eye catching content

• Short-form video content can be successful

• Use stories to get wider reach

• Engagement - CTA, respond to comments, share others posts

• UGC to increase authenticity

X

• Clear bio, profile pic and header image

• Consistent posting, trending topics will perform better

• 1 - 2 strategically picked hashtags (avoid spam)

• Short captions - keep messages simple

• Respond to comments and mentions, have clear CTA in posts

• X features such as polls can increase engagement

LinkedIn

• Clear bio and profile pic

• Professional or creative banner

• Share unqiue, relevant and valuable content regularly

• Professional tone

• Industry specific content

• Engage with comments and other posts within the industry

• Engaging visuals do well

TikTok

• Understand audience - research demographics

• Develop a consistent content posting strategy

• Research current trends

• Short videos

• Engaging captions with CTA

• Engage with audience, ask people to respond in comment etc.

• Video responses

• Polls & challenges

• Creator collaborations

• Track analytics

• Use Insta stories & stickers on the stories

• Respond to comments and dms

• Carousels , memes and reels

• Post at optimal times and consistently

Facebook

• Share a mix of content types - saying reels & videos do well on here

• Use groups to help build a community.

• Respond to comments and queries as soon as you can.

• Post regularly

X

• Asking Questions and creating threads are good for engagement

• Post regularly

Linked In

• Carousel posts perform well on here

• Responding to engagement as soon as you can

Tiktok

• stay up to date with trends

• Interact with comments

• Tell a story

• Make sure first three seconds of your video is engaging

• Post frequently

Facebook's algorithm prioritizes:

• Content from friends and family over businesses

• Posts from users you frequently engage with

• Content with high engagement (comments, reactions, shares)

• Recent posts from close connections

• Content types you engage with most frequently

Impact on reach and engagement:

• Emphasizes meaningful interactions and time spent on content

• Favors posts in Groups and Events

• Reduces organic reach for business pages, requiring more engaging content

Instagram Algorithm

Instagram uses separate algorithms for Feed, Stories, Explore, and Reels. Key factors include:

• Post popularity and engagement speed

• User activity and interests

• Relationship history with the poster

• Content relevance based on keywords and hashtags

Impact on reach and engagement:

• Prioritizes content from accounts users interact with regularly

• Favors recent posts and trending content

• Rewards consistent posting and diverse content types (photos, videos, carousels)

TikTok Algorithm

TikTok's algorithm focuses on:

• User interactions (likes, shares, comments)

• Video details (captions, sounds, hashtags)

• Device and account settings

• Watch time and video completion rates

Impact on reach and engagement:

• Rapidly surfaces new content to a wide audience

• Prioritizes engaging content over follower count

• Rewards trending sounds and effects usage

LinkedIn Algorithm

LinkedIn's algorithm considers:

• Content quality and relevance

• User connections and interactions

• Engagement probability, especially within the first hour

• Consistency in posting

• Author credibility and expertise

Impact on reach and engagement:

• Favors content that generates meaningful comments

• Prioritizes posts from personal profiles over business pages

• Rewards consistent, high-quality content creation

X Algorithm

X's "For You" feed algorithm focuses on:

• User connections and followed topics

• Content quality and credibility

• Post popularity, especially within the user's network

Impact on reach and engagement:

• Emphasizes real-time content and trending topics

• Rewards posts that generate quick engagement

• Surfaces content from outside a user's direct network based on interests

• How the algorithm works:

• Prioritises content based on relevance, user interaction history, and content format.

• Metrics like saves, comments, shares, and likes are key.

• Newer content gets a temporary boost.

• Stories and Reels are highlighted for their high engagement potential.

• Impact on reach and engagement:

• Visual and interactive content (e.g., Reels) tends to reach a wider audience.

• Posts with strong call-to-actions (CTAs) encouraging saves and shares boost algorithmic favour.

• Use of hashtags and trends can amplify reach.

Facebook:

• How the algorithm works:

• Focuses on meaningful interactions, such as comments and reactions over passive likes.

• Prioritises content from family, friends, and groups over brand posts.

• Videos and posts generating discussions gain traction.

• Impact on reach and engagement:

• Organic reach is limited for business pages, incentivising ad use.

• Community-driven content (e.g., polls, group discussions) increases engagement.

• Short-form videos and live streams are favoured.

X:

• How the algorithm works:

• Prioritises recency and engagement (likes, retweets, replies).

• Personalised feeds combine "For You" and "Following" content.

• High activity accounts and trending topics gain visibility.

• Impact on reach and engagement:

• Timely posts related to trending topics or hashtags gain reach.

• Engagement with other accounts (e.g., retweets, replies) enhances discoverability.

• Visuals and polls help posts stand out.

LinkedIn:

• How the algorithm works:

• Content relevance is determined by professional interests, job titles, and interaction patterns.

• Comments, shares, and reactions carry more weight than likes.

• Text posts, videos, and polls perform well for engagement.

• Impact on reach and engagement:

• High-quality, value-driven content (e.g., career advice, industry insights) thrives.

• Employee advocacy posts with tagged mentions boost visibility.

• Niche-targeted hashtags improve reach.

TikTok:

• How the algorithm works:

• Content is shown based on user interaction history, watch time, and video completion rate.

• Use of trending audio, effects, and hashtags boosts discoverability.

• Early engagement heavily influences a video's reach.

• Impact on reach and engagement:

• Authentic, engaging videos perform best.

• Trending challenges, duets, and sounds amplify engagement.

• Posting at optimal times increases visibility.

Instagram has multiple algorithms tailored to different aspects of the app:

• Feed algorithm (favours posts with high early engagement)

• Stories algorithm (prioritises stories from accounts users interact with most)

• Reels algorithm (promotes similar content to what users engage with regularly)

• Explore page algorithm (showcases content from accounts similar to those users already follow and interact with)

Instagram's algorithms reward content that resonates with the audience, encouraging creators to produce high-quality, engaging posts that spark interactions.

Facebook

Facebook's algorithm prioritizes:

• Posts from friends and family

• Content that sparks meaningful interactions

• Posts that are informative or entertaining

• Content types users frequently engage with

This algorithm encourages more personal interactions and can make it challenging for businesses to achieve organic reach. It emphasizes the need for creating content that genuinely resonates with audiences and sparks conversations.

X

X's algorithm considers:

• Recency of tweets

• User interactions

• Tweet engagement (likes, retweets, replies)

• User's network and interests

The algorithm promotes timely, relevant content and rewards accounts that consistently produce engaging tweets.

LinkedIn

LinkedIn's algorithm focuses on:

• Content relevance to professional interests

• User connections and network

• Engagement levels within the first hours of posting

• Content quality and format (text, images, videos)

This approach encourages professionals to share industry-relevant content and engage with their network regularly. It rewards thoughtful, valuable contributions that spark professional discussions.

TikTok

TikTok's algorithm considers:

• User interactions (likes, comments, shares)

• Video information (captions, sounds, hashtags)

• Device and account settings

• Content completion rate

TikTok's algorithm is highly personalized, quickly adapting to user preferences. This can lead to rapid content virality and encourages creators to produce engaging, short-form videos that capture attention quickly.

User interactions: Posts from accounts you've liked, commented on, or messaged.

Content type preference: Video, carousels, or Reels depending on your activity.

Recency: Newer posts are favoured over older ones.

Relationships: More visibility for close friends or frequently engaged accounts.

Relevance: Uses AI to predict what content you’d find interesting.

Facebook

Friends and family: Prioritising personal interactions.

Meaningful interactions: Posts that get comments and shares perform better.

Video content: Live and videos are often favoured over external links.

Engagement baiting: Posts asking for likes or shares are demoted.

X

For You: Prioritises popular and trending content using AI, regardless of follows. (And often, in my experience, the most disgusting right wing rage bait you've ever seen)

Following: Displays content chronologically from accounts you follow.

LinkedIn

Professional relevance: Content related to career development or industry updates.

Engagement signals: Comments and shares matter more than likes.

Connection strength: Posts from first-degree connections are prioritised.

Retention: Longer time spent on a post signals relevance.

TikTok

Content performance: Likes, comments, shares, and rewatches.

User interests: AI tracks your viewing habits and adjusts your FYP accordingly.

Video completion rates: Videos watched all the way through are prioritized.

Freshness: Recent uploads have a higher chance of being seen.

Instagram uses multiple algorithms tailored to different sections of the app

1. Feed and Stories Algorithm:

   • Prioritizes content from friends, family, and close connections

   • Considers user relationships, interest, and post relevancy

   • Factors in post popularity, user interaction history, and content type

2. Reels Algorithm:

   • Focuses on entertaining and inspiring content

   • Considers user engagement, interaction history, content quality, and creator popularity

3. Explore Page Algorithm:

   • Based on past interactions and content liked by similar users

   • Evaluates post popularity, user activity, and account information

Key ranking factors include relationship between creator and viewer, user interest, and content relevancy

Facebook Algorithm

Facebook's algorithm prioritizes:

1. Meaningful interactions, especially from friends and family

2. Content that sparks conversations and engagement

3. Video content, particularly live videos

4. Local and timely content

5. Authentic and non-misleading posts

The algorithm considers factors such as post type, posting time, and engagement rates to determine content visibility in users' feeds.

X (formerly Twitter) Algorithm

X's algorithm focuses on:

1. Recency of tweets

2. User engagement (likes, retweets, replies)

3. Relevance to user interests

4. Account credibility and tweet quality

5. User relationships and interactions

The platform uses machine learning to predict and show content users are most likely to engage with.

LinkedIn Algorithm

LinkedIn's algorithm prioritizes:

1. Personal connections and network relevance

2. Content quality and engagement rates

3. User interests and professional attributes

4. Post format (text, images, videos)

5. Timeliness of content

The platform aims to balance content from individuals and companies, favoring posts that generate meaningful professional discussions.

TikTok Algorithm

TikTok's algorithm is known for its highly personalized "For You" page and considers:

1. User interactions (likes, comments, shares, and video completions)

2. Video information (captions, sounds, hashtags)

3. Device and account settings

4. Content categories and trending topics

5. Video completion rate

The Instagram algorithm significantly impacts reach and engagement by prioritizing content that generates meaningful interactions. Here are the key points:

• Engagement: The algorithm favors posts with high engagement, such as likes, comments, shares, and saves, especially soon after they are published.

• User Relationships: Content from accounts with which users frequently interact is prioritized, indicating strong user relationships.

• Recency and Relevance: Newer posts and content relevant to the user's interests and past interactions are given preference.

• Shares in DMs: Private shares in direct messages are a powerful signal, indicating high engagement and potentially boosting reach.

• Content Quality: High-quality content that encourages conversation, shares, and saves is more likely to be seen by a wider audience.

By focusing on these factors, creators can increase their reach and engagement on the platform.

Facebook

The Facebook algorithm significantly impacts reach and engagement through several key factors:

Engagement

• Posts with high engagement (likes, comments, shares, reactions) are prioritized and shown to a larger audience. Engagement is a crucial ranking signal, indicating to the algorithm that the content is valuable and relevant

Relevance and User Behavior

• The algorithm assesses content relevance based on user behavior, such as past interactions with similar posts, the type of content, and the user's interests. Content from sources users frequently interact with is more likely to be shown

Recency

• Recent posts are more likely to be shown in the News Feed, as the algorithm favors up-to-date content

Predicted Engagement

• The algorithm predicts how likely a user is to engage with a post and ranks it accordingly. Posts expected to generate meaningful interactions, such as comments and shares, are ranked higher.

X

Engagement

• The algorithm prioritizes tweets with high engagement, such as likes, replies, and retweets. Posts that generate conversations and interactions are more likely to be shown to a wider audience

Recency

• Fresh content is favored, with recent tweets given higher visibility, especially those related to trending topics and current events

Relevance and User Behavior

• The algorithm assesses content relevance based on user interactions, preferences, and behaviors. It ranks tweets based on how likely a user is to engage with them, considering factors like past interactions and the type of content.

Account Credibility and Content Type

• Verified accounts and those with a good reputation are given a boost. The algorithm also favors content with rich media like images, videos, GIFs, and polls, which drive higher engagement.

Linked In

Engagement Signals

• The algorithm prioritizes posts with high engagement, such as likes, comments, and shares, especially if they occur within the first hour after posting. Meaningful interactions from relevant professionals in your field are valued more than general likes.

Recency

• Fresh content is favored, with recent posts given higher visibility. Regular posting helps maintain visibility and engagement.

Relevance and User Behavior

• The algorithm assesses content relevance based on user interactions, preferences, and behaviors. It prioritizes content from personal connections and those with shared interests and skills.

Composition Signals

• The algorithm evaluates the composition of posts, including the presence of rich media, the topic's relevance, and the professionalism of the conversation in the comments. Content that shares knowledge or advice is given more visibility.

TikTok

Engagement

• Likes, shares, comments, saves, and video watch time are crucial. High engagement rates, especially if users watch videos to the end, indicate valuable content and increase its visibility on the For You Page (FYP).

User Interactions

• User actions such as following accounts, liking, sharing, and commenting on videos influence what content is recommended. Negative feedback, like marking videos as "Not Interested," reduces visibility.

Video Information

• Captions, hashtags, sounds, and effects help the algorithm understand the content's context and relevance, making it more discoverable.

Device and Account Settings

• Factors like device type, language preferences, and location settings are considered, though they hold less weight than engagement and video information.

has separate algorithm pages for explore, reels, stories and feed

they're based on

the users interests and activities

hashtags that they may follow

if the post is popular with engagement

more visibility if you are engaged with the account or if you have just recently followed them

Facebook

algorithm favours friends and family

videos

content that encourages conversations

local posts are often highlighted

impact on reach and engagement, not good for business' organic reach as its more for personal use, more community discussions

linked in

algorithm is based on the industry you are interested in

who you network with

who other users network with

videos written images are used a lot

impact on engagement- prefers industry proffesional content

tik tok

algorithm works based on the users interests and engagement history

if the user uses audio, effects trends

if the TIK TOK has early engagement more chance it will get a higher reach

impact on reach and engagement

x

algorithm is based on your interest and past engagement

what posts are popular

impact on engagement

very on trend what is currently happening

can see content that isn't within your interests

• Content doesn’t align with the audience's needs, interests, or pain points.

• Fails to consider demographics, psychographics, or behaviojral data.

• Example: Posting professional content on a platform like TikTok without adapting to its informal, entertainment-focused tone.

2: Weak Strategy

• Lack of a clear purpose or goal for the content.

• Absence of alignment with a broader marketing funnel or journey.

• Example: Posting random content without mapping it to the awareness, consideration, or conversion stages.

3: Inconsistent Quality

• Poor design, low-resolution visuals, or unengaging writing.

• Errors in grammar, formatting, or visual layout reduce credibility.

• Example: A blog post filled with typos, making the brand appear unprofessional.

4: Lack of SEO/Keyword Strategy:

• Neglecting keyword research or using irrelevant keywords.

• Missing metadata (e.g., titles, alt text) and backlinks.

• Example: Publishing a blog with no optimisation for search engines, leading to low traffic.

5: Ineffective Promotion

• Relying solely on organic reach, which is limited on many platforms.

• Not using paid ads, partnerships, or email campaigns to boost visibility.

• Example: Posting on Instagram without leveraging Stories or Reels for greater reach.

• Content based on keywords and hashtags

• Relationship with the content creator

• Post popularity

Facebook -

• focuses on comments and reactions - hence why they offer different reactions.

• Prioritises family and friends posts - Relevant posts to you rather than ads or brands

  
  

  X -

• Very engaging

• No filter so people have a free for all of comments and opinions

• "For you" "Following"

Linked In -

• Professional - Interests and job titles - Interaction pattern.

• comments and shares/ interactions have better effects than likes

TikTok-

• watch time and views

• Trend's, popular audios and hashtags

• easy to grow and expand your business through viewings and comments

Lack of CTAs- This leads to lower levels of engagement, due to the reader/viewer not knowing the sole purpose of the post, so majority of the time carry on scrolling.

Not aiming posts at your specific customer persona will also negatively impact engagement, as the post is not reaching the right demographic of people.

Failure to Identify and Fill Content Gaps

• Content Holes: Not identifying and filling "content holes" or gaps in your industry can mean your content is not addressing the specific needs and questions of your audience, leading to lower engagement and reach.

Poor Content Quality and Relevance

• Lack of Value: Content that does not provide meaningful value to the audience can lead to disengagement. Ensuring that your content is insightful, relevant, and answers the audience's questions is crucial for maintaining engagement and achieving KPIs.

• SEO Issues: Neglecting SEO best practices can reduce the visibility of your content, leading to fewer people consuming it and lower engagement rates. Regular SEO audits and optimization are essential.

Ineffective Content Distribution and Promotion

• Timing and Delivery: Posting content at the wrong time or using ineffective distribution channels can reduce its reach and engagement. Understanding when your audience is most active and using the right channels is vital.

• Lack of Engagement: Failing to encourage meaningful interactions (e.g., likes, comments, shares) can signal to algorithms that the content is not valuable, reducing its visibility and engagement.

Ignoring Data and Analytics

• Not Measuring Performance: Not regularly measuring and analyzing the performance of your content can prevent you from identifying what works and what doesn't. This oversight can lead to continued production of ineffective content.

Changes in Audience Behavior or Market Conditions

• Shifts in User Behavior: Changes in customer expectations, new competition, or updates in algorithms can affect how your content performs. Staying adaptable and responsive to these changes is crucial.

• Competitive Landscape: If your competitors are producing better content around the same keywords or topics, your content may not stand out. Monitoring competitors and adjusting your strategy accordingly is important.

Inconsistent Content Strategy

• Lack of Consistency: Irregular posting and inconsistent content quality can lead to a drop in engagement and visibility. Maintaining a consistent content calendar and ensuring high-quality content is essential.

bad quality of images, graphics and videos just bad quality of content overall. just turns users off, doesn't show a high level of visibility

inconsistent

if you are not consistent with posting you will have less engagement as does not look proffesional or trustworthy from a business pov.

lack of optimisation-

without optimising content it may not reach the target audience, such as key words

weak purpose

if the purpose or direction what you want the users to do next they won't take action and may cause confusion

An example of this happening to us was when we release our open day to begin with we had used the incorrect marketing for our brand. Not hitting our target market as the colours were off and the word phrasing of it was not on brand so we re did it and it was successful.

• Timing - I find that posting at the wrong time of day can have a huge impact on the reach a post has (audience often less active during 9-5 working hours)

• Lack of engagement - If there is no clear CTA or engaging element, will perform worse in the algorithms

• Failure to adapt to algorithm changes/trends - Sticking to old techniques rather than keeping up to date with changes may mean posts do not perform as well

• Wrong audience targeted - Pushing a message out on a platform without thinking about the audience (e.g. our messages about recruitment tend to be for X and LinkedIn, whereas light hearted celebration messages perform best on Insta/Facebook)

• Lack of visual appeal - Competition is high so it is important to stand out visually and catch people's eye

tone- direct

language- playful, friendly

purpose- sell

• Inspiring

• Professional

Tone:

• expert / knowledgeable

• Uplifting

Language:

• formal

• serious

Purpose:

• engage

• inform

• educate

• Salford City Academy has a friendly character/persona (advertise all of the extra-curricular activities and offerings of the school), combined with the professional tone that reflects an educational establishment

Tone

• The tone in general is personal and humble, we try to celebrate individual students and put forward the brilliant things they achieve in school

Language

• Language should be simple and easily understandable, our target audience encompasses a wide range of people with differing levels of reading ability

• Spelling/grammar/punctation is still important though, as mistakes would reflect a poor educational offering

Purpose

• The purpose often changes, but includes: engaging parents and students, educating, informing (reminders etc.), promoting events, celebrating students

Tone: Honest and Helpful

Language: Friendly and informative

Purpose: Inform, educate, persuade

Tone - Very relaxed and understanding however in emails and messages still adopting a professional manor.

Language - Professional language, however still connecting with customers on a more intimate level.

Purpose - The purpose for adopting a more intimate bond and relationship with our customers is because weddings are a long process where we are in contact with people for up to 3 years prior to the event. therefore by embracing a very relaxed personal tone with them we make them feel at ease and It will stick in their mind for further along the road. For example a couple came for a viewing at our venue and they said they heard about us because friends of theirs said we were super accommodating and embracive to them when they came and stayed onsite

• Warm and compassionate

Tone:

• Soft

• Serious (When discussing serious matters)

Language:

• Direct

• Supportive

• Impactful

Purpose:

• To provide safety, resources, and hope for women and children affected by domestic abuse.

• To educate the public on the realities of domestic abuse and advocate for systemic change.

• To inspire action and support through donations, partnerships, and volunteerism.

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problem

Isn't is hard trying to fit everything in one day? Work, seeing friends and family, commuting, cooking, actually sticking to.a fitness routine .. well you can see where I am going with this

agitation

what makes it worse sometimes is that you realise how exhausted you are from trying to achieve a million things in one day and you don't prioritise your health and you feel it internally and physically!

solution

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• "Struggling to find time to work out? Imagine transforming your fitness in just 10 minutes a day!"

Interest:

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• "Finding time to work out feels impossible with a busy schedule."

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Advantages

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• "Daily 10-minute workouts that are personalised to your lifestyle and accessible on your phone."

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OR

• using specialised engineering techniques, wherever we are in the world.

Jessica, a mother of two, is trapped in an abusive relationship. She feels isolated, afraid, and uncertain of how to escape, fearing for her children's safety and her own.

Conflict:

After years of emotional and physical abuse, Jessica reaches a breaking point. She knows she needs to leave but has no financial resources, no support system, and no idea where to turn for help. She feels overwhelmed, believing there’s no way out.

Resolution:

Jessica discovers our charity through a social media campaign and reaches out via our confidential helpline. Within hours, she is connected to a our team who arranges refuge for her and her children. Over time, our charity provides her with refuge, counselling, legal aid, and job training, empowering her to rebuild her life and find independence.

Emotional Appeal:

Jessica's story is one of courage and hope. Through our charity's help, she not only escapes a dangerous situation but also regains confidence and creates a brighter future for her children. Her journey showcases the power of compassion and community in transforming lives, inspiring supporters to donate or advocate for change.

One day he noticed that his neighbours are getting some work done on their home. As he had nothing else to do he watched from his window as they applied insulation and render transforming this house from what looked like his to something unrecognisable.

He learned that the materials from EWI Store, known for their quality products and a list of trustworthy EWI Pro approved installers. This calmed his nerves as he didn't want to waste money on products and installers who are not good at their job.

Feeling inspired, Alan decided to take the plunge and contacted one of the installers. He really had enough of the cold and he's finally gotten excited about the idea of his house being cozy and warm. The process was smooth and easy, and before he knew it, his home was wrapped in a thick layer of insulation. As the first day of winter came and the frosty mornings begun Alan felt a wave of relief over him. Winter no longer seemed so daunting to Alan and now he can enjoy watching the snow fall.

Sarah, a mother of two, is trapped in an abusive relationship. She feels isolated, afraid, and uncertain of how to escape, fearing for her children's safety and her own.

Conflict:

After years of emotional and physical abuse, Sarah reaches a breaking point. She knows she needs to leave but has no financial resources, no support system, and no idea where to turn for help. She feels overwhelmed, believing there’s no way out.

Resolution:

Sarah discovers our charity through a social media campaign and reaches out via our confidential helpline. Within hours, she is connected to our team who arranges safe refuge for her and her children. Over time, our charity provides her with our refuge, counselling, legal aid, and job training, empowering her to rebuild her life and find independence.

Emotional Appeal:

Sarah's story is one of courage and hope. Through our charity's help, she not only escapes a dangerous situation but also regains confidence and creates a brighter future for her children. Her journey showcases the power of compassion and community in transforming lives, inspiring supporters to donate or advocate for change.

As Sarah pored over blueprints late into the night, doubt crept in. Could her vision become a reality? The conventional construction methods wouldn't suffice, and time was running out.

Just when all hope seemed lost, Sarah discovered CCL. With over 80 years of experience and a global presence, CCL offered the specialised engineering techniques she desperately needed. Their team of experts listened intently to her ideas, offering innovative solutions that aligned perfectly with her vision.

Working hand-in-hand with CCL, Sarah's project began to take shape. The company's attention to detail and ability to see the bigger picture complimented her creativity perfectly. As the skyscraper rose floor by floor, Sarah's confidence rose with it.

Months later, when Sarah stood atop her completed skyscraper, she was able to look out and see the city she'd transformed. Thanks to CCL's expertise and unwavering support, her dream had become a reality.

Sarah's skyscraper wasn't just a building; it was a symbol of innovation, sustainability, and the power of collaboration. As Sarah watched the sun set behind her creation, she knew that with CCL by her side, this was just the beginning of her architectural journey.

He then came across Rugby Double Glazing through his google search, he was amazed by the stunning reputation and the glowing customer testimonials, which then lead him filling out the enquiry option in order to receive a quote.

He then met with our sales team who complete changed his perspective on the double glazing industry, as he felt valued and appreciated as a customer, leading to him finally taking the step and purchasing his new windows and doors to renovate his home. He then proudly left a review saying once purchasing from rugby double glazing he's never looked back.

Sam, the eldest of her children has always wanted the opportunity to try rowing. He often begged his mum to sign him up to classes in the area. Despite all her hard work, on her own this is something Rachel cannot afford for her son.

One day Rachel is scrolling through Facebook, and comes across an advert for a school not too far away. Salford City Academy, she clicks on the link that takes her to a web page.

Over 50 different clubs! Rachel couldn't believe it, students here had the opportunity to get involved in so many different things. Football, dancing, chess, and even rowing! She grabs the opportunity and immediately signs up to visit the Open Day.

One year on, Sam is happy and thriving at Salford City Academy. He was finally able to try out rowing, and with the wide range of activities offered at school, he has even discovered a new passion for art! Rachel feels so grateful to have found a school that values her children's interests, and can't wait to send her second son, Robbie, there too!

That’s when he turned to Eighty3 Creative. Together, we mapped out a full-service marketing strategy to highlight his unique craftsmanship and history. From revamping his website with engaging content and SEO to launching targeted ads that spoke directly to his audience, we made his brand impossible to ignore. Social media became a platform not just to sell but to share the human side of his business; the stories, the people, and the successes.

The result? Alex’s business didn’t just grow; it thrived. His online traffic tripled, and inquiries from new clients poured in.

Alex’s story proves that with the right digital strategy, even a small manufacturer can achieve big results. His family's legacy continues to grow and stay up-to-date with changing times.

Until they came across the Barn at Drovers...A Off the beaten track, unique wedding venue, with 3x Rustic barns as their venue and filled with animal. It was everything they had been looking for and more, and they HAD to make it work. However upon their viewing they were worried about the price tag that came with the venue...

After noticing their concerns the two lovely managers at Drovers spoke through with the couple about smart ways they can decrease their budget and save money!

After a few weeks of discussions and comparing ideas and notes they finally decided it was to be! after all they were not going to pick any other venue!

Fast forward 2 years time... Its their wedding day! And Hannah and Al couldn't be happier! They tie the knot, they smile for their pictures and they drink fizz whilst enjoying a true Drovers feast! All thanks to Drovers and the people who work there!

On her transition day at The Albion Academy, Anya wakes up early and feels a whole host of emotions. Until she walked up to the school gate and was met by Mrs Mallon , the head of transition who greeted her with a smile and took her to her form , where Mrs. Johnson waited to greet her with a warm , welcoming smile.

She said "Hello Anya , I know it can be scary starting a new school, but you're not alone. Many of our students have been in the same position as you before and they love it here. Let me introduce you to some of your classmates".

Mrs. Johnson introduced Anya to Bella & Kiara who Anya quizzed all about the school , asking what their favourite lesson were and also if they would like to sit with her at lunchtime. Bella and Kiara stayed with Anya for the rest of the day. If it wasn't for Anya's bravery her initial thoughts and feelings would have stopped her from being as courageous.

Anya left school feeling happy , ready to return and with a small friendship group that she developed with the guidance of her form tutor and transition lead. She told her parents all about her first day at her new school and the stress that they once felt diminished.

https://video.pictory.ai/preview/1011689021233412156271732894271529