How to Millennial-Proof your Content Marketing

Millennials are often described as confident, liberal, lazy and even indecisive. But, now more than ever, this generation of 18-34-year-olds is recognised for their spending power, which is predicted to reach about $1.4 trillion annually in 2020. No surprise then that every brand wants to catch this generation. But getting and holding their attention is no small feat – especially when it comes to online behaviour. Millennials react differently to trigger points because of the overwhelming presence of technology in their lives (think Snapchat and Instagram). It also makes them the most informed generation!

Effective content marketing starts with a great storyline, so in order to connect with this generation, you need to find a story to tell. So how does one intrigue this bunch and hold their attention?

Here are five tactics that can help with your Millennial content marketing:

Don’t curate, create original content

Creating original content gives your brand unique value online. Initiate the conversation! Original content, in the form of an e-book, infographics or blogs, also works exceedingly well as a lead gen tool, especially to drive traffic to your landing page. Better still – Google loves original content especially if it’s useful and SEO (Search Engine Optimisation) friendly!

Optimise content for social

Social is the new SEO, driving the most significant traffic back to brands. Invest a chunk of your marketing budget in optimising content for social platforms. Short captioned videos need to grab their attention in the first ten seconds. Make sure you keep it crisp, as Millennials don’t wait around to watch long and boring videos!

Lean on data

Using data to analyse the performance of your content can give you an insight into what kind of content potentially turns readers into customers. Use tools like Google Adwords keyword planner to help find relevant keyword phrases that people search for. It will help you to come up with exciting and relevant blog ideas. Similarly, use Google Analytics to track and measure whether your content resonated with your audience and how it performed.

Stick to authenticity

Millennials can spot an ad from a million miles away. So keep your communications, advertisements, and content as authentic as possible. Share real, actionable tips, be transparent in sharing and keep adjectives to a minimum. Most importantly, know your authentic voice and use it effectively to connect. Don’t just market to them.

Make it Insta-worthy

Each piece of content should be designed with Millennials in mind. Feature items that are instantly shareable – both in real life and online. Do also partner with key social media influencers (who breed authenticity) to help spread your story. Brands should prioritise influencer campaigns when marketing to Millennials. They relate to the authenticity of influencer content and prefer the no frills, real, up close and personal nature of the medium the influencers use. When creating content for Millennials, keep in mind what they value as well as where and how they consume content.

Like what you’ve read? Drop a note at hello@mutant.com.sg for a customised content marketing plan for your brand!

 

6 tips to help you pick the right content marketing agency

If you’ve heard it once, you’ve probably heard it a thousand times: content is king. And unless you’ve been living under a rock, you would also understand the important role content marketing plays in driving leads and delivering results.

Traditional marketing is falling out of favour with many consumers, and content marketing fills the gaps with regular creations and distribution of quality information relevant to your target audience – drawing them in and ultimately turning prospects into customers.

Sounds great doesn’t it?

But the only problem is that content marketing requires a full strategy, time and dedicated resources. This means that at least one or two team members should be dedicated to executing your content strategy, which can be tough, particularly if you don’t have the knowledge or manpower. If you don’t have the time, your next bet is to hire an agency to assist you. Agencies are generally made up of skilled professionals, meaning you can utilise many different talents and levels of expertise to help you drive your marketing strategy forward.

But with so many agencies out there, how do you pick the right one?

Here are some tips to consider when choosing a content marketing agency:

1. Define your purpose

This may seem like a no-brainer question, but so many brands out there get caught up in creating content just for the sake of it. When planning your strategy, really think about your key goals, and what you want to achieve. Do you want traffic? Increased conversions and leads? Or perhaps building brand reputation and awareness?

Your goals will determine your agency evaluation criteria. For example, if you’d like to to develop a strong content strategy, you might focus more on the team’s knowledge of your industry and knack for strategic and analytical thinking. But if you just want to outsource the content creating process, you would more likely look at hard skills such as subject matter expertise and video or photo editing skills. Most brands might not require the full breadth of an agency’s content marketing skills, so tailor your search accordingly.

2. Measure success

Ultimately, what you want out of your chosen agency is measurable results – to determine your ROI. So find out how they measure success and what content management tools and data sets they use. Getting to know and understand their processes should give you more confidence to select the right agency for you. 

3. Do the groundwork

Being a content marketing agency without a blog and social media accounts is akin to a pilot without a license: unqualified for the job. Don’t take what they say at face value, do the necessary legwork to validate their claims. Check out the quality of articles on their blog, who writes it, and how they’ve been growing over time. Their abilities should shine through at this point, and if you remain unimpressed, move on to the next agency.

4. Get to know the team

Ensure the people working on your account are knowledgeable and skilled. It’s not uncommon for top-level executives to pitch for your account, and then pass it over to other members in the agency – but it’s also your job to get to know who will eventually be on your team. Clarify these details, find out their track record, and if possible, meet and get to know them. They are the ones who will pluck out everything amazing in your company, and turn it into fantastic content that’s worth sharing.

5. Test the relationships

A good relationship is crucial, so make sure to pick a team that you’re completely comfortable and confident in. Besides having faith in the agency’s abilities, you should also feel assured that they will not hesitate to tell you if your ideas might not work, and recommend other strategies that are in line with your goals. Having a good working relationship also helps when you have to coordinate between your in-house team and the agency. The agency should be working as an extension of your company, and should help make this process seamless.

6. Don’t forget culture and values

While it’s important to assess an agency’s skill set and competency, cultural fit is also an important factor to take into account. Besides allowing for a smoother partnership, a good culture also determines the type of team you get. People are an agency’s number one asset, which means success comes from the right people with the right skills, doing the best for their client. It’s essential for the agency to have clear values in place, because those values shape the culture that attracts and retains top talent. Without an amazing culture, an agency will be subject to high turnover, which may affect your account.

And there you have it, 6 things to help you choose a content marketing agency. It’s not an exhaustive list, but it should help you get started and point you in the right direction.  

Drop us a note if you’re in the market for a creative content marketing agency. Reach us at hello@mutant.com.sg.

 

6 common content marketing mistakes

It’s true, content marketing is one of the more effective strategies used today by modern marketers. A clear strategy helps brands to not only reach their intended audience, but the results also provide helpful consumer insights to improve future campaigns.

The process requires commitment, planning and patience and there are a lot of mistakes that many of us are guilty of making. Here are some of the more common ones:

Failing to plan

Content marketing strategies executed without proper planning and research are bound to fail. Firstly, figure out what your end goal is and then what you need to produce to attain it. Find the right people who can help you create great content and study your market to determine the perfect way to capture attention. 

Not understanding your audience

Understanding the needs and wants of your target market is essential to help you create the best strategy and connect your audience with your brand. Defining this factor will help you come up with more targeted material, which become more effective in attracting potential customers and increasing conversions.  

Producing mediocre content

Creating any old content is relatively easy. But coming up with something which is relevant, informative and worth-sharing is more difficult. Poor content will rarely succeed so it’s important to take the time to carefully plan your strategy – otherwise its unlikely anyone will engage with your work.

A lack of consistency

This goes back to having a clear goal and strategy in place. It’s important to publish content which is consistent with your brand – have you aligned your messaging?, are you using common fonts, colours and imagery? Maintaining consistency helps build your brand and ensure there are no mixed messages.

Overlooking calls-to-action

While the purpose of content is to inform and not directly promote, there still needs to be a clear call-to-action linked to each piece – whether its on your company blog, social media platforms, or whichever distribution channel you choose. This can be as discreet as a link to a landing page or a newsletter sign-up box but is important as it helps directs your readers to your offering.

Forgetting social media

In today’s digital age, social media is such a powerful marketing platform. It’s a great channel for content distribution, is very cost effective, and helps drive more attention to your brand. Start creating shareable content and always incorporate social media into your content marketing strategy.

 

Always take time to review your content. Whether you are writing an article or creating a video, everything you put out into the public forum can affect your brand’s success and reputation, so make sure you take the time to get it right.

Need help with your content marketing strategy? Get in touch with us hello@mutant.com.sg.

 

3 tips to creating smart content

It’s no question that content is an integral part of any marketing strategy and has consistently proven to be effective for lead generation.

While creating content is relatively easy, the challenge most marketers face is whizzing up relevant content that truly appeals to their target audience.

Your content means very little if you can’t fuel your viewers with enough information that excites and invites them to patronise your business. So ensuring you write interesting pieces and develop engaging visuals that are consistent with your marketing objectives is a top priority.

Here are three tips to help achieve smart content for your audience:

Think of your topic and stick to it

Before penning your content, carefully map out all your ideas. Then figure out exactly what story you want to share and how you wish to narrate it.

Determining your subject will help you create better content and you’ll be able to deliver more meaningful information. Your readers will also find it easier to follow your story when you haven’t been specific and provided a clear trail of thought.

Aim to inform, not to promote

Very few people, if anyone, wants to read something that’s basically screaming ‘Buy me now!’ It’s purpose should instead be to is to share information about your brand, and educate your reader. Excessive promotion can make you appear weak and desperate. Instead aim to build trust and show the value of your brand through engaging content.

Keep it short and don’t ramble

We all have have short-attention spans. Use simple words when expressing your thoughts and eliminate qualifying words to effectively get your message across.

Think less is more and your audience will appreciate it. Avoid rambling and always stick to your main subject.

Creating content should be fun and is a great way to get your creative juices flowing.

If you need help putting some life into your content, get in touch with us at hello@mutant.com.sg.

Is your brand Insta-worthy?

“What’s your Instagram account?” is probably one of the most frequently asked questions by everyone, everywhere. While Instagram used to be known as a mere trendy “millennial” hangout platform, it has evolved into an incredible social networking and advertising tool for businesses to utilise. In fact, it is the fastest growing social media site worldwide with over 500 million active users, 300 million of which use it at least once a day.

We all know that Instagram offers visual content, but what exactly makes it so successful, engaging, and popular? Here are some compelling reasons why your business should hop onto the Insta-bandwagon:

1) A picture tells a thousand words

Sure, you can always slap on a paragraph of text for your readers to digest, but having your consumers recognise your brand personality through jaw-dropping images effectively takes engagement to a whole new level. Coca-Cola sure knows a thing or two about Instagram – they successfully demonstrate the fun, unique, and vibrant brand through great imagery.

Instagram-cocacola

Source: @cocacola on Intagram

2) We live in a mobile world

Every business is looking for creative ways to produce thumb-stopping content. Luckily, Instagram is one of the very few apps where the interface itself is designed to be optimised on mobile. As such, visual content is the main focus simply because it’s easy to digest. Swiping through Instagram has never been easier and successful businesses can capitalise on this opportunity to directly reach key audiences.

3) In-app opportunities are endless

Instagram provides a whole range of activities which allow you to not only reach out to your audience, but also let them interact directly with you. For instance, one of the most effective Instagram uses is to host giveaways or contests. Lancome launched the #bareselfie campaign to promote its DreamTone serum and the results were miraculous – generating more than 500 fan Instagram photos, 50% of the serum’s sales, and a 4% conversion rate on Lancome’s site. Initiatives such as contests help to increase visibility, and gives your audience a chance to react to and participate in your campaigns.

Instagram-Lancome-competition

Source: @lancomeusa on Instagram

4) Ads are beautiful too

Let’s face it, everything on Instagram is breath-taking, even sponsored ads. Instagram utilises native advertising strategically, where ads are curated to blend in together with the platform’s original posts. People usually avoid ads the second they see one, but on Instagram you probably won’t mind taking a short glance. Ads, such are the examples below, are also paired with an effective call-to-action, helping to further drive engagement and increase website site traffic.

                                                      Instagram 4        Instagram 2

Sources: @magnum and @beautifullovewedding on Instagram

It’s time to strip away the stereotype that Instagram is only for attention-seeking teenage users.

This increasingly popular platform can do amazing things for your brand’s presence, visibility, and overall performance. If your brand is not already on Instagram, it’s time to jump onboard.

Follow our Instagram page @mutantcomms and drop us a note at hello@mutant.com.sg to see how we can help build your social media presence through great content.

 

How to nail your professional bio

Whether you’re writing a bio for yourself, the company you work for, or even for someone else, you want to make sure that it’s exciting enough for others to take an interest. Writing corporate content is hard. Very few people really know how to write informative pieces that aren’t front loaded with a heavy sales push – and our bios are no different. They act as a marketing tool that helps others understand who we are (or what our company does), and aim to educate the reader by providing useful background information.

But how exactly do we do this?

The most basic thing to look out for would be the point of view in which you are writing from. A corporate bio should always be written in third-person as it sounds more credible and professional. But don’t let us get you confused with a LinkedIn or social media bio, as this should be written in first-person. Suggested read: LinkedIn for the entrepreneur

Here are some essentials you should keep in mind when you’re writing your bio:

Establish your credentials

Grab the reader’s attention and showcase formal credentials like certificates, awards and job titles. At the same time, don’t let your informal credentials go unnoticed. How have your life experiences shaped you as an individual and how has that gained you an advantage in a particular industry? Only talk about your most relevant accomplishments because you don’t want to drown your reader in a long list of accolades.

Build credibility

Demonstrate your expertise in a particular field by proving that what you do is recognised by others. Where possible, add in a list of articles you’ve been featured in or anything you have published that’s relevant.

Be human

We know, you want to impress others by sounding as professional as you can. The thing is, we are all humans and come on, everybody loves a little humour. You want people to know that you take your work seriously, but at the same time can be relatable. Of course, always remember the context of your bio and where it’s like to appear, then tailor accordingly.

Keep it short and to the point

Speaking of space, the last thing your reader needs is a bio that just doesn’t seem to end…ever! With the human attention span getting shorter, it’s always good to only emphasise the most important points.

PRO TIP: Have both a short and long version of your bio.

Attach a photograph

This is probably the most underrated tip mentioned when it comes to writing bios. Yes, you’ve got your contact details there, you’ve included links to various social media profiles but you’re missing one of the most important features of a bio: a photograph. Readers like to put a face to the name, and when we say attach a photograph we don’t mean any casual selfie you took from your smartphone – get a professional shot taken as nobody likes to be let down by a sloppy picture.

Tone and format

Sit down and start thinking of how to best structure your bio. Where is it going to appear? Think about tone – formal or informal? Bios should be easily adapted to suit different situations. For example, a bio in a company media kit may be slightly different to one that you’d send off when pitching for an industry speaking slot, so it’s important to create something that you can adapt and repurpose.

Do you need help with your bio? Drop a message to hello@mutant.com.sg 

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8 tips for writing a killer award entry

Have you have spent the year executing great campaigns, or working on the most magical product available in the market? Your work speaks for itself, your customers love you, and the only thing missing is that industry award that recognises your efforts.

Just like Leonardo DiCaprio’s long-awaited Oscar, an accolade is what you have been patiently waiting for.

Industry awards can give your brand credibility and take your business to new heights, but the competition is fierce.

Funny example of image for award submissions for content writing

 

 

 

 

 

 

So what’s the secret?

We’re afraid there’s no secret sauce to guarantee a win, but there are a few things you can do to better present yourself, your content and supporting data or results.
1- Remember the submission deadline

Never forget this, and don’t ever assume you are an exception. Find out when the applications are due and set a date at least two weeks back in your calendar to begin prep. Chances are the organisers may extend the deadline, but never plan for that. Better to be safe than sorry! You might also want to take note of the applicant shortlist dates and the date for the awards night and add them to your calendar.

2 – Look at the weightings

Assess each question and look at how the scoring will be done. Is each section weighted equally? Or do certain sections carry more value? Where more value is given, remember to spend more time providing the right information – otherwise you will lose out on valuable points.

3 – Get factual

Read the application criteria and work out what data you need to supply. Is it financial? Is it relating to business or campaign performance? Whatever it may be, get your facts together and have the supporting data ready and available to add into your application. You can opt to keep sensitive information confidential but it always helps to present this to the judges, so never skimp on the details.

4 – Prepare

You can write all the words in the world, but if you don’t have detailed information available about your campaign, product, or event, then you will not convince the judges. Never assume the judges know your company – no matter the size or credibility of your business. Explain your offering in the application in a clear and concise manner, and avoid babbling.

5 – It’s all about results

This is one of the more important parts. Here is where you get to demonstrate that what you’ve done actually works. In most cases, this section holds the highest weighting, so make it count. Explain what you set out to do and what was achieved. Again, never assume the judges know anything about you, so go into as much detail as possible and use examples, figures, links and visuals to support your content.

6 – Stick to the word count

This is pretty self-explanatory. As a general rule, aim for better content and fewer words, and don’t go over the word count as you may be penalised. The judges will have a lot of applications to read so you need to get to the point quickly. Chances are they won’t read every single word, so including facts and figures in graphs, charts or interesting graphics can really help.

7 – Proofread

Don’t rush these things. Take your time, think carefully about each section and triple check your work. Does it make sense? Have you addressed all components of the application? Do you have solid figures or examples to support your words? Ask a colleague to check your work – they should be able feedback on any flow or grammatical errors.

8 – Follow submission instructions

Pay close attention to the instructions – all of them. Is it to be submitted online, or do need to email your application directly? Understand what company information you are required to include, and source all the images you need. Sort out payment (if required) and – voila! – you’re done.

Need help creating a crafty entry? Drop a message to hello@mutant.com.sg 

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How to give your digital content a makeover

In today’s digital society it has become increasingly difficult for brands to stand out and be seen by the right people. There is so much information online that it’s easy to get lost in the noise – our attention spans are getting shorter and our thumbs are clicking quicker. So, how can brands disrupt the digital landscape and really make an impact?

The answer: by creating thumb-stopping content.

Dare to be different

Content marketing is about being different and creating a new and interesting way of presenting information. Find something unique to your brand – that one thing that represents your brand and your brand only – and base your content around this.

As an example, Australian beauty brand, frank body have done a phenomenal job with their #thefrankeffect and #letsbefrank campaign. This feminine and flirty campaign has encouraged ordinary people to try the coffee scrubs and share their experiences on social media. Here’s an example from the frank body’s Instagram:


The result? From 0 to 350,000 Instagram followers in 12 months.

Create unique and quality content

Products and services no longer sell themselves. We live in a world where the traditional sales approach is a thing of the past, and consumers are seeking timely and accurate information to meet their needs. This means brands need to be at the forefront of what their target audience wants. Very few people these days really read, engage with or trust those direct and pushy sales emails and calls – it’s often intrusive and lacks credibility.

Creating original content in the form of imagery, blogs, illustrations or videos is a great way to stand out from the crowd without being intrusive.

On Facebook, for example, you are competing with everything on someone’s News Feed: pictures of their friends, family, cats, birds, babies…you get the picture. So why should they click on your content?

Personally, I love food – creating and eating it. So I naturally am drawn to food videos. However, there is a big difference between the good and the bad.

This one, for example, is not my favourite. The food looks good but I start to lose interest after about 3 seconds as the video is just not interactive enough for me:

However, I will always stop to watch videos from Tasty simply because they are quick, fun to watch, informative and appealing.

Be prepared for active engagement

Talk to your audience and engage them with your brand. Humans are a very social bunch and want to be involved and participate in different things. So why not create your content in such a way that encourages an action? We don’t all have to be selling fluffy bunnies or makeup to engage with consumers. Even the more serious industries can create great thumb-stopping content.

One of my favourite examples to use is from Hubspot, an inbound marketing software platform. I receive emails from them on a daily basis and I open each email every day. Why? Because the content they supply is very eye-catching, informative, and gives me access to some great resources and events that make my job easier…all at no charge, meaning there is no trap or risk involved.

Being creative and standing out from the crowd is not as hard as you may think. It’s all about thinking strategically and daring to be different – but providing quality and useful content at the same time.

Don’t copy what someone has done – instead think about alternative ways you can reach your audience through social media, emails, or online.

Disrupt the digital landscape and give your readers a reason to click through.

Need some help? Write to us at hello@mutant.com.sg.

 

Are you adding those snaps to your brand story?

You’ve realised the potential of building your brand’s presence on social media. You’re running a great Facebook page and you have an Instagram account with a massive following. Your Twitter page is updated every ten hours and engagement is high. Everything seems perfect…

Or so you think.

The idea of Snapchat was born half a decade ago and its founders turned down Facebook’s offer to buy it over for US$3 billion in 2013. Today, Snapchat is the fastest growing social network for millennials.

If you’ve not jumped onto the Snapchat bandwagon, you’re missing out on reaching the 100 million active users around the world. You might argue that you’re not trying to target Millenials – but hey, don’t all kids grow up? Trust me, the majority of them have friends or relatives of all ages and can surely share your content with them.

If you haven’t began your Snapchat journey, its not too late to start. Heres’s some tips to get you going:

1. Offer time-sensitive deals

A post on Snapchat, or more commonly known as a ‘snap’, lasts for a maximum of 10 seconds and is available for only 24 hours. This initiates a sense of urgency and FOMO (fear of missing out) – which means more people are likely to view your content.

Here are some brilliant examples of how to surprise your followers with small perks – a sure way to build brand loyalty. Better yet, get them to screenshot the snap (you can see who screenshots your posts). It makes your post more shareable and this stretches the reach of your content.

time deals

2. Rock behind-the-scenes

You don’t need to look pretty on Snapchat – save those filters for your Instagram feed. Build your brand’s personality into each snap and offer your followers exclusive content.

Take a look at these snaps from Free People. If you’re a fan of their clothes, wouldn’t you want these little sneak peeks? Well, I certainly would. They don’t have to be shot in great lighting or filtered perfectly. Be authentic – you’re showing your followers what goes on behind that six-hour photoshoot and we know it’s not all rosy!

3033793-inline-i-7-the-best-brands-on-snapchat-so-far

 

3. Go live

Yet another way to provide an element of exclusivity – give your followers access to live events that happen right there and then. Leverage on your Facebook or Twitter accounts and tempt people to tune into Snapchat.

Vanity Fair got up-close-and-personal with celebrities at the 2015 Oscar Party, and of course its followers did too.

oscars_vanity

 

4. Tell a real story

Like most social media networks, the main purpose of Snapchat for brands is to engage viewers and ideally convert them into consumers. Boring content only leads followers to move to another story and You don’t want that to happen to yours!

Great tip: Ask your followers a question in one snap, and answer it in the next. Keep them on their toes and make the process fun and interactive.

GrubHub did a fantastic job in leveraging Snapchat to convey a message. It doesn’t shout for followers to purchase, but centres its snaps around the main product offerings. Check it out:

 

tell a story and engage

5. Empower influencers

Influencers rule social media and Snapchat is no stranger. Partnering with Snapchat influencers is more commonly known as a ‘Snapchat Takeover’. This is where influencers sign into the brand’s Snapchat account for a period of time, and post content aimed to increase followers, reach and engagement.

Disney approached Shaun McBride (@shonduras), a Snapchat influencer renowned for creating sophisticated art works on his snaps, to promote a Frozen-themed event. Fans got a chance to follow him go around Walt Disney World on Disney’s Snapchat story.

 

influencer

 

 

The best feature of Snapchat is that your story is always fresh. Vertical videos now allow brands to capture audience attention by taking up entire screens, which means that your audience is completely focused on your snaps without any distractions.

How do your followers find you?

If you’ve got a mailing list, let your subscribers know that you’re on Snapchat by including your username and reasons why they should follow you in your next emailer. Alternatively, you can add your Snapchat username into your bio on your various social media platforms, or share your Snapcode as an image on Facebook, Twitter and Instagram.

Need help deciding on the best social media strategy for your business? Get in touch with us at hello@mutant.com.sg.

 

FunTech: Make that content cray

Making tech sound complicated is easy. Just whir adjectives, buzzwords, and punctuation into a blender and you have the first boilerplate for many startups. But making unsexy topics sound fun is totally do-able, it’s just a matter of finding a creative angle.

Almost all industries require content because words travel fast. So, to effectively create articles that are more fun and engaging, try these simple tips:

Warm up with your intro

The beginning of the article has the most room for weirdness. Feel free to start off with a joke, or a topic everybody can relate to. For example, if you’re writing about your newest cloud platform, talk about the issue that it’s solving rather than getting deep into the features right away. Or pick a hot news topic to spin off of. I.e. “While we can’t take #brexit back, at least we’ll be able to…” Riding a news hook for your blog is great for SEO and will lure the reader in right away.

Quote more interesting people

As a content writer you’re not going to be an expert at everything, so get the opinion of someone who does. A quote from an expert (especially a funny one) can really bring a piece of writing to life.  If you don’t have anyone specific, quote someone who has an excellent view point on the subject.

Check your tone

Don’t be too formal. Geek speak will soak up the fun like a mouthful of Scottish Shortbread without a glass of milk in sight. Sarcasm, humour and wit can be carried across any topic. Be upbeat so it’ll be easier for your audience to read it. Happy readers means more shares.

Be concise

A super wordy post will cast your reader’s eyes from your blog to instagram memes in 30 seconds or less. If there is a word that can be taken out, remove it, if there is one word that can replace three, replace it. The fewer words the better.

Here’s a tip: Show don’t tell. Instead of saying something is ‘smart, innovative, state of the art, revolutionary’, explain how it works, why it’s different, and lead the reader to come up with his own adjectives.

Pick a picture outside of the box

Alright alright, the ol’ ‘hands on the keyboard’ photo is always a great default for online blog topics, but take your stock photo game one step further. The image should illustrate the article you write, but not imitate it. Use metaphors with your imagery and people will be able to channel more than just what meets the eye. For example, you’re writing about how a certain app can connect us all, a picture of laughing people in a crowd, skyscrapers, globes, or even traffic can still elicit the feeling of ‘ connection’. Making the reader work just a little bit will help them remember your article.

Writing is hard

 

And there you have it! Making content go a little cray just takes some imagination, creativity, and thinking outside the box. Need more advice on adding a little zing to your content? Write to us at hello@mutant.com.sg.

 

Everything you need to know about copywriting and SEO

So, you’ve nailed down your content – now what? Maybe you’re struggling with content optimisation and how to get the most out of your copy. Perhaps the thought of keyword planning and SEO makes you nervous.

Very few of us actually understand the mechanics behind search engine optimisation (SEO). After all it is a beast, and Google’s search ranking algorithm doesn’t help the situation either. Unless you are an SEO specialist, leave this task to the experts – they are at the forefront of all the updates and latest tricks, and you should concentrate on producing quality content.

With that in mind, here’s what you need to know:

What exactly is content optimisation?

Content marketing should play a key role in any marketing plan. To optimise content simply means to a) make it search engine friendly and b) drive action that ultimately leads to a sale.

It combines a mix of your chosen keywords and an opportunity to build brand trust and authority. Brand trust and authority are not built through a pushy sales pitch, but instead a long-term series of informative and educational content pieces.

Ok, so where do I start?


If you have hired an SEO agency, make sure you work closely with the team to identify your top keywords that will help your content rank. Next, put together a content calendar of topics that are related to your business and be sure to run these past your agency to see how they fit with the overall plan.

If you don’t have an agency and are working alone, make use of the free Google Adwords Keyword Planner and work out which keywords you’d like to rank for, then plan your content accordingly.

Next, try and feed in the keywords into the title and body of your content piece, but don’t go overboard and use it five times in one sentence. Your content will not only read poorly, but there is no additional benefit for your SEO.

The trick is to distribute keywords sporadically across the piece and feed them in a few times, as and when its applicable to mention. Never compromise on the quality of your piece for the sake of SEO – find that happy balance.

Suggested Read: 3 steps to creating targeted content that sells

Your last content optimisation action should engage the reader with a call-to-action, or CTA. This is something that prompts action from the target audience, It can be in the form of a downloadable resource, a link to enter a competition, or whatever you feel is necessary to move that person further down the sales funnel.

TIP: Avoid actually selling. Give your reader an incentive to click and download, or contact you directly.


Add visual content

Images are just as important in your blog as the words themselves. We are a very visual generation and your content marketing plan should incorporate a healthy mix of written and visual content. Always make sure you have a great image to accompany your content, which should help drive click-throughs and engagement.

Remember that when you are uploading content online, your images should be titled with your keywords in mind – both Title and ALT tags. This will increase your chances of ranking higher on Google.

Making it all work

Make it a priority to write each piece of content with your target audience in mind, and then tie it in with your chosen keywords. You should never write anything without thinking about who it’s meant for, and why your content will help them. Be smart and kill two birds with one stone by mixing great content that is also search engine friendly and optimised for a sale.

Your content should give readers a sense of trust for your brand and have them coming back for more.

Get in touch with us if you need help in creating content that works for your business. Drop us a note at hello@mutant.com.sg.

 

Emoji Marketing: Using tiny images to send a big message

The way we communicate with each other is constantly changing, thanks to technology. I mean, 10 years ago, would you have been able to decipher this sentence?:

OMG, IDEK. LOL IDC… actually, IDGAF TBH. BRB, TTYL.

Okay, that might be a bit of an exaggeration, but the way we speak to each other is constantly evolving. Abbreviations are one thing, but in today’s social landscape emojis are taking over, too.

The popularity of social media has promoted the use of visual media. Our words are becoming substituted with small emojis, or digital images, that represent faces, animals, fashion, accessories, hearts, weather, food, sports…and the list goes on.

Emojis can tell a story. In fact, you could send a message to a friend filled entirely with emojis and chances are they would understand what you were trying to say.

Take a look at this creative text message:

A great example of the new way to communicate for content marketing

Source

A new way to communicate

Could our shortening attention spans and love for visual media be the cause of this phenomenal obsession with emojis? Is this the future of content?

A picture says a thousand words and as we all seem to be so time poor, it just seems easier to use pictures instead of words.

Emojis have only previously been used for social purposes, but nowadays many brands are beginning to adopt emojis to add flavour to their communications.

A great and effective content example for outdoor advertising
Domino's recent tweet consisting of emojis to convey the message - a great content marketing example

Why are we so obsessed?

These miniature images suddenly appeared in our phones and, as a society craving constant change and new ways to communicate, we pounced. It simply proves that great content is about so much more than just words.

In fact, some of the most lucrative content out there is solely emojis. Kim Kardashian changed the game when she released the ‘Kimoji’ app you can buy from iTunes. Even bad boy Charlie Sheen has released his own ‘Sheenojis’. It’s truly becoming an obsession led by many famous and influential figures.

The use of emojis is relentless – but it’s simply a representation of our need to not only “tell” content, but “show” it. While emojis have become a ubiquitous part of social media and Internet language, it’s worth considering how you might be able to incorporate them into an appropriate campaign or messaging.

(PROTIP: Just be sure you know what the emoji means so your message doesn’t backfire! For example, the eggplant emoji does not simply represent an eggplant anymore… be careful!)

It’s fair to say emojis are here to stay, and we will continue to see them evolve in content both online and offline.

Now, go ahead and take this test and find out which emoji best represents you. Have fun!

Do you need help creating some crafty content? Drop us a note at hello@mutant.com.sg.