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We had so much fun designing these nifty brochures for Camp Gallagher, an amazing summer camp for middle schoolers and high schoolers in Lakebay, WA.
Retro fonts, stunning photos (Megan McMackin photography), campfire song lyrics, parent quotes and Sharpie-drawn icons (drawn by a former Camp Gallagher camper) all do a great job of capturing the spirit of Gallagher and the magic of summer camp.
Huh? This seems wrong. The shorter the video, the longer it takes? How does that make sense? The answer comes down to the editing process. Editing is a cruel mistress. It forces you to cut fantastic footage—amazing footage that you've grown to love. You have to be brutal with your decision making. The shorter the video, the more brutal you must be. It's agonizing and time-consuming, but most often makes for a better end product.
The beauty of video is that you don't have to tell the whole story to understand the whole story. Video makes exposition easy. Instead of explaining what happened next, you can convey the passage of time through a montage of still shots, a brief time-lapse sequence or with a text slide that says "5 months later."
Often, you don't need any of these tricks. Viewers can figure things out on their own. For example, if a shot of a pregnant woman and her husband cuts to a shot of a delivery ward, then to a shot of the same woman holding her newborn baby, the viewers understand what's happened. They didn't need to see the rush to the hospital, the Lamaze breathing, the pushing...
Gee whiz. Have you ever embarked on a royalty-free music hunt? It ain't easy! Even if you're willing to spend the big bucks to license a track, finding the perfect song to complement your footage takes patience, determination and time. Lots of time.
Sourcing the right backing track always comes down to the "guess and check" method. You may hear a song that seems perfect, but once you place it behind the visuals, it just doesn't fit. The only way to really know if a song works is to test it out behind your footage.
Shooting video outside—particularly an interview—has a lot going against it. The neighbor's barking dog, the roar of Boeing 747s overhead, the shifting sun casting crazy shadows over the subject's face—there's a lot to contend with. Yet, despite the hangups, we can't deny that outdoor video shoots make for more interesting, eye-catching footage.
The camera loves the outdoors! It soaks up the vivid greens, the warm light and the pleasant movement of wind through the foliage.
A loose script is a useful way to stay on track during filming and make sure the client's message comes through. However, sticking too closely to a script can make the video seem corny, overly promotional, stiff and ultimately, not very compelling.
The more you can use a subject's own words to tell the story, the more engaging their interview will be. Key to achieving this is asking well thought-out questions and being willing to go wherever the interview takes you. To make sure you get your all-important opening and closing lines, you can ask the subject to rephrase a particular point or say snappy, pre-written sentences. But having them read from a script is not recommended.
From gift guides to holiday greetings, companies large and small use the festive season as a way to connect with their customers on a deeper level. Here's a taste of what's kept us busy in the lead-up to Christmas:
Camp Gallagher is an historic summer camp, but this is its first Christmas under new ownership. After an inspiring campaign to save the camp, the Friends of Camp Gallagher nonprofit wanted to reach out to its members (and donors) to wish them well during the holiday season.
Fortunately, the nonprofit has a plethora of brilliant, high-resolution photographs featuring its gorgeous property on the south Puget Sound. We chose one that perfectly captured the Gallagher spirit and decided on the message, "Happy Everything," as the Camp Gallagher community has so much to celebrate this year.
Sherwood Forest Farms, which offers a wreath fundraising program for nonprofits, is certainly our most 'Christmassy' client of all! They wanted us to create a short, cheerful video that gave their customers a glimpse behind the scenes at their wreath warehouse.
Sherwood wreaths are handmade from the finest evergreen boughs of the Cascade Mountains. It was important to them that the high-quality of their products shone through in the video. They also wanted to show just how many people are involved in the wreath fundraising process. To achieve both goals, we chose to take viewers through the lifecycle of the wreath—from forest to doorstep.
Don't forgot, it's also our first Christmas as Cascadia Content! We wanted to give something of true value back to our clients. In addition to our well wishes for the holiday season, we threw in a gift voucher for $500-off one of our content packages.
Want to boost your content strategy in 2016? Get in touch to see how we can help.
Over the past decade, the world of late night has changed significantly. The end of the Leno/Letterman era ushered in a new batch of hosts keen to attract the next generation of late-night viewers. What can us content marketers learn from their tactics?
Image by Daniel Semper via Flickr
What the new era of late night understands is: today’s audiences don’t watch TV like they used to. We get fidgety and start to zone out faster than you can say ‘attention span’. The late-night hosts—particularly Jimmy Fallon, with the others soon following suit—zeroed in on this change in audience behavior and adapted the late-night format into a series of short segments that could be chopped up into easily digestible YouTube clips.
From Fallon’s ‘True Confessions’ and ‘Lip Sync Battles’ to Conan’s ‘Alex Trebek Has Gone Insane’, millennials finally had some late night they could sink their teeth into! Let this be a lesson to all us content marketers: for social, viral success (particularly with video), keep it short!
Every rule has its exceptions, and when it comes to the brevity rule, John Oliver’s show ‘Last Week Tonight’ is one of them. John Oliver’s success hasn’t, in fact, been due to short, snappy segments. Instead, the former Daily Show correspondent excels in thoroughly-researched presentations on life’s rage-inducing, yet under-reported, controversies.
Oliver’s comedic lectures are evidence of another important content marketing lesson: in the clickbait age of Buzzfeed listicles and Upworthy headlines, audiences crave quality. Perhaps best exemplified in his unexpected interview with Edward Snowden, Last Week Tonight gives us the substance we seek. Most impressive is Oliver’s follow-through—his commitment to his viewers. When he founded his ‘Church of Perpetual Exception’, donors were thrilled to discover an actual ‘thank you’ letter in their mailboxes, complete with cartoon sketch of the prophet himself.
Just like the web, late night television is a crowded space and audiences aren’t as loyal as they once were. Whereas the generations before us picked a show and stuck with it for sixty years, viewers these days follow the funny wherever it may lead them. For each host to get noticed, cornering their niche—their unique brand of comedy—has been vital.
Like a bit of self-deprecation? Conan’s a good bet. How about some silly SNL-style sketches? Fallon’s your man. With Kimmel, you’ve got your mainstream likability. Or there’s always Colbert for some intelligent character comedy.
Remember, essential to defining your brand is defining your audience. That’s where your brand story must begin.
When presented thoughtfully, user-generated content often does a better job of showcasing your brand than any fancy ad campaign ever could. Content created by real customers is inherently more authentic and relatable. Better yet? It’s free! Jimmy Kimmel tapped into this with his now-iconic ‘Celebrities Read Mean Tweets’ segment. The simple sketch has now been borrowed by everyone from the Drag Race queens to the National Hockey League.
And Kimmel’s user-generated success doesn’t stop there. His YouTube challenges—from asking parents to film their kids unwrapping terrible Christmas presents to urging kids to serve their dads breakfast in the shower—are some of his most successful bits to date. Hmm, I think it’s time Kimmel gives his viewers a raise!
Finally, there’s something late night has always done well: relevance. With most shows airing every weeknight, late-night writers pull from the day’s hottest news stories to create an entertaining show that matters to viewers right now.
Although 'evergreen' content plays an key role in content marketing, fresh, timely content is equally important. From real-time video streaming via Periscope to quick-thinking tweets that capture a cultural moment in time, being agile is crucial for quality content marketing. Essential to this is a short sign-off process, and therefore a trusting relationship between brands and their marketing teams.
Read more about our content marketing services and get in touch to find out how your company can benefit from a thoughtful content marketing strategy.
Drawing a blank? Relax! It's all part of the creative process (best. excuse. ever). Take a break from your brainstorming and try these six tricks for finding inspiration.
Image by Leonid Pasternak via Wikimedia Commons
Ugh. Of all the days to run out of words, it had to be today. The day before the big deadline.
This isn’t good. The only thing emptier than your Google Doc is your brain. No ideas. Zip. Zilch. Nothing. Nada.
Tumbleweeds.
The cursor blinks—nay, it taunts. What was that brilliant idea you had the other day? The one you told yourself to remember? It was so good. Award-winning. What was it!?
Time is speeding up. There's a bird squawking outside your window. You can't stop checking Facebook. Too much caffeine. Aaaaaaaahhhh!
OK, stop. Enough with the anxiety. You’re not some tortured artist, you’re a professional copywriter for Christ’s sake! Pull it together! YOU CAN DO THIS.
Walk to the sink, splash some cold water on your face and try the following:
Make your fourth grade teacher proud and sketch out a bubble map of your key points and themes. Include any important information (facts, statistics, product details, etc.) that you think is important. Even if the fancy words aren’t coming to you, it’s easy enough to input subheadings, calls-to-action and notes like [INSERT JAZZY TAGLINE HERE].
First, give yourself permission to be annoying. Once you’ve made peace with that, talk through the subject matter with anyone—your husband, your mailman, your mailman’s husband—who will listen. Chatting through the topic with an objective bystander is a great way to figure out how to break your message down into simple terms (particularly if you’re writing about something complex or highly technical).
This is the classic cure for writer’s block because it really works. Studies have proven that walking inspires creativity. So get those legs moving! And while you’re at it, eat something. It’s impossible to concentrate on an empty stomach.
One of the biggest struggles of web copywriting is that it’s often difficult to imagine how it will look on the site. Nice-guy web developers will send you wireframes ahead of time to give you an idea of how much copy is needed and where it will sit. But others may expect the copy to drive the design. If this is the case, use PowerPoint to throw together a rough mock-up of how you think the words should be arranged on each page. Adjust the font style and size to indicate headers, banner copy, body copy and calls-to-action.
Visualizing the layout like this—even though it's certainly subject to change—can help unearth all those glossy slogans and catchphrases that you have buried in your brain.
Take a break to study the competition. Have a gander at how others in the industry have described similar products and services, and how they've framed their messaging. Whether it's good or bad, the work of other copywriters can be a brilliant source of inspiration. Excellent copy reminds you of what works. Terrible copy reminds you of what doesn't.
No matter how clunky, full of clichés and uninspiring it is, just get some bloody words down. If you truly can’t stomach the mediocrity, pretend you’re someone else—some terribly inexperienced, right-brained non-writer. Whip out a first draft, leave it for an hour or two, then take up the role of professional copyeditor. You may find that approaching the copy as an editor, not a writer, is easier.
Feeling better? Good.
You got this.
Better yet, leave the writing to us! Get in touch to find out more about our copywriting services.
At what point should you reconsider your content sign-off procedure? When it starts to inhibit, rather than promote, creativity.
I believe in democracy.
And boy, do I love a referendum. Having just moved back to the US from Scotland, I’m super into them. A massive public vote where every citizen gets his and her say—what could be better than that? It’s democracy in its purest form.
I also believe in content marketing that’s of the people, for the people and by the people. The editing process is a fantastic way to collaborate, build on each other’s ideas and create something that’s better than the sum of its parts. But every system has its limits.
In theory, democratic content creation is brilliant. In reality, it’s a bureaucratic nightmare. [Tweet this]
When a single blog post goes through seven rounds of feedback emails, a new person cc'd each time, you end up with content that’s a shadow of its former self. Like a ghost-written celebrity memoir, it’s safe, watered down and devoid of all personality.
The solution? When it comes to content marketing, try thinking more ‘democratic republic’ and less ‘referendum’. You elect your leaders (savvy marketing experts) and place your trust in them to get the job done.
Here’s what that looks like:
Reduce the number of feedback sessions to two. That gives stakeholders one round for initial feedback and then another round to ensure any required changes were made correctly. When they view the content for a third time, it should be in its final, pristine state. Any new ideas or last-minute concerns? Too bad. Too late. You missed the boat. Sorry, not sorry.
To develop a successful content strategy, you need to produce regular, relevant content. A lengthy revision process makes this impossible. Being strict about your two feedback sessions will force stakeholders to narrow feedback down to specific requests rather than aimless questions like “Is this paragraph necessary?” or “Should we check with Legal on this?”
Why is the HR Director giving feedback on an infographic? What does the Head of Finance have to do with a blog post on cool, new industry trends? Why is the Office Manager cc’d on an email about blogger outreach strategies?
Internal stakeholders are an integral part of content marketing, but only if their role is relevant to the content. If you’re writing a product guide, the product manager is a key stakeholder. If you’re producing an HR training video, he’s not. Adjust your stakeholders on a project-by-project basis and only include those that actually play a role in that project's subject matter.
Key to successful content marketing is knowing your limitations. Instead of piling into a conference room for a three-hour meeting on a single web page, hire a copywriter who specializes in filtering detailed information into catchy taglines and concise calls-to-action.
Working with agencies and contractors that you trust makes your job, and that of your colleagues, easier. It gives you a huge head start on producing high-quality content in a reasonable timeframe.
For more content marketing tips, follow us on Twitter, or get in touch about creating a content strategy for your organization.
We’re biased but it’s true; content marketing is cool! That said, don’t let the glitzy world of content lure you into these common traps.
With its focus on brand storytelling and emphasis on eye-catching deliverables, content marketing is often more enticing to marketing directors than the many ‘necessary-but-dull’ corners of the industry (no offense, PPC).
However, you can’t build a strong content strategy off enthusiasm alone. To get the results you want, avoid these beginners’ mistakes.
We see this a lot. Ambitious brands are often keen to dive straight into content production before there’s a formal strategy in place. Part of the reason for skipping the planning stage is cost. It’s never easy to pay for something that you can’t physically see. The other reason is simply underestimating how important strategy is to content marketing.
But before you come out guns blazing, take the time to form a detailed strategy. Start with a thorough ‘Discovery phase’, including taking inventory of your existing content (and channels) and outlining your target audience.
You may be an expert on the subject matter, but what about copywriting? Design? Outreach? Ask yourself whether content production is really in your wheelhouse, and be honest with your answer.
Remember, even if you can do it all, it’s unlikely that you have time to do it all. 'Lack of time' was sighted as the number one content marketing challenge in a 2014 survey by the LinkedIn Technology Marketing Community. Unless you have a dedicated content team in house, working with outside contractors and agencies will be crucial to developing a thoughtful strategy that gets results.
Sure, you’ve splashed out on some killer copy for your website, but when’s the last time you reviewed your transactional content? From ‘order confirmation’ emails to ‘service renewal’ letters, the less sexy content is all too often overlooked.
As part of an overarching content marketing strategy, it behooves brands to invest in clear, concise copy for both email and snail-mail correspondence that, let’s face it, probably hasn’t been updated in years.
Perfecting a piece of content is one thing, editing it to death is another. Ambitious brands are often eager to involve everyone in the editorial process, but the truth is, not everyone understands what successful content looks like.
For content that’s refined, engaging and consistent with your overarching strategy, reduce your stakeholders and cut back on the number of review sessions. Resist the urge to CC everyone in the office on feedback emails. Instead, trust that your content experts will put their expertise to good use.
Ever come across a website that seems to be suffering a massive identity crisis? If your copy reads like the script for Aladdin's Genie, take a breath and invest in a set of guidelines outlining your brand’s unique tone of voice.
Key to developing your voice is remembering who you’re speaking to. Identify your target audience to ensure your tone appeals to their sensibilities and suits their reading level.
If a blog falls in the forest and nobody’s around to read it, does it make an impact? Not the best analogy, but you know where I’m going here. Content isn’t going to read itself! If you’ve invested in fantastic content, don’t forget the crucial sharing stage.
Keep in mind that a single piece of content can generate loads of engagement. Get more mileage from your infographics, blog posts and videos by sharing them multiple times on social media, linking to them from other content and reaching out to influencers who may be interested in sharing them with their audiences.
Here’s a quiz for you. What’s better?
A) A Facebook page with no posts
B) No Facebook page
The answer is B! If you don’t have the resources to manage social media accounts, follow up with outreach campaigns, produce a weekly podcast or complete a video series, then don’t start in the first place. Be realistic about your resources. It’s better to deliver one impressive project than 10 mediocre ones.
Once upon a time, SEO was easy. Hire a tech-savvy contractor to stuff keywords into website footers and spam articles to databases across the web—simple! But those days have long past. Google’s algorithm changes over the past decade have all but eliminated the spamtastic SEO tactics of yesteryear, and that’s a good thing.
If you’re still fussing over keyword density and sketchy link-building tactics, STOP. Put your energy into producing informative content that serves your audience and bolsters your credibility. Quality content is good for Google, good for your customers and, ultimately, good for your brand.
The main problem with ‘viral marketing’ (and there are lots) is that you can never truly predict what’s going to tickle the Internet’s fancy. Some businesses and ad agencies think they can, but the brutal truth is, you’ll never be able to guarantee viral success. The entire essence of ‘going viral’ is that it’s unexpected.
I’m not saying you shouldn’t hope to become an Internet phenomenon—a clever video that happens to strike exactly the right chord may take you from obscurity to fame (Dollar Shave Club comes to mind). But why target the world when you could produce content that will definitely interest your target audience?
Ever been stuck on a date with a guy who only talks about himself? Companies are guilty of this too. Although there’s room for a certain amount of ‘About Us’ chat, cut to the chase and tell your customers what you can do for them!
Startups are some of the most likely businesses to fall into the trap of detailing their process and boring the world with their creation myth. However, new businesses have an even more urgent need to clearly state what they can do for their audience (because they don’t have one yet!).
You’ve heard it a million times but it’s true; content marketing is a marathon, not a sprint. In fact, many agencies now require clients to sign a minimum three-month contract, encouraging them to think in terms of ongoing content rather than the outdated campaign approach.
Successful business leaders are rightfully concerned with ROI, but expecting a massive boost in sales after two blog posts is unrealistic. A major part of content marketing is understanding—and accepting—that it’s a long-term commitment.
For more content marketing tips, follow us on Twitter, or get in touch to find out how high-quality content can engage your existing customers and attract new ones.
Well, here we are!
For years we've talked about combining forces to start an agency of our own, and today we're thrilled to announce the launch of Cascadia Content. Four sisters, one agency, a shared passion for producing high-quality, brand-enhancing content—that's the idea!
Sisters who get bowl cuts together, stick together.
Have a look at what we do, find out more about us and please get in touch if you're in need of some top notch content.
In the meantime, bookmark our blog for agency updates, fresh content marketing insights and cool content we've come across that we'd like to share with you fine folks!
Mahalo!