Seeing how my children are taught now at primary school definitely makes me question the quality of my own education! This week they bought home their school reports which my wife and I were very impressed with. Not just behaviorally but also with regards to how their academic progress is being monitored. For every subject they have a complex set of targets and objectives that they are already expected to be hitting. It was particularly interesting to read these in the context of my own performance review this week!

Recently, whilst chatting to my eldest, she took a liking to a word which I used in our conversation and asked "Can I 'magpie' that?" This wasn't a phrase I'd heard used before? Essentially it means stealing a word from somewhere else to enhance her writing. When the class hear or read a word that appeals to them they tell the teacher who adds it to the 'magpie words' board. With the whole class doing the same it means there's always a fresh display of words to 'magpie' into their own writing.

This is an interesting way to encourage taking the best ideas from a variety of sources to pull together and create something new. It also enhances the poor reputation of the magpie who, despite their dashing looks and mischievous demeanour, are often seen as the dandy highwayman of British birds. There's a reason they're currently a winner in the bird race. Numbers are up, and from having been persecuted in Victorian times, they are now a common sight in our gardens, cities and on busy roads.

So what's the lesson here for digital? Well, for me it's about being always inquisitive and able to pull together to collect and share the best ideas. This is particularly demonstrated when working client-side with agencies. I've seen lots of examples of in-house marketing teams sticking with a good agency and continuing to innovate and progress together. When done well this suits both parties.

However, I've also seen examples of where agencies on retainers impress in the initial pitch but then get increasingly lazy once they're not challenged. New ideas dry up or are only shared with the more reckless clients who are willing to take risks. This client and agency dynamic is like the common sight of a magpie on the M25. Having spotted a bit of roadkill, they hop and fuss about it, pecking away, whilst certain death is only a couple of feet away. A high risk strategy indeed but with excellent potential ROI!

This ability to 'magpie' has been a particularly useful technique for me is when working on larger projects. I am yet to find an agency that offers the total package. Some 'full-service agencies' excel at strategy and stakeholder management, some at design, and some at just getting the final product over the line. It's definitely time consuming but for me the ability to identify the best attributes of each, and fuse them together, is very important. The knowledge transfer it requires helps bring fresh thinking to the internal team and the end product. I certainly learn more working with a number of individuals with different skill sets and project management techniques than being stuck with just one way of doing things.

This is why for our website project we split it into three distinct work streams - Discovery, design and development. So that we could pull on the best agency skill set for each. Our team project room (or 'war room') has walls covered in design ideas, examples of copy and imagery we like and anything else we've gained from our agency discussions (and beyond) to help enhance what we eventually deliver.

Essentially it's about always learning from external sources and sharing ideas with a close-knit team who look out for each other in the way magpies do. As an extreme example of their high risk lifestyle they sometimes even hold 'funerals' for a dead companion. If a bird is killed on the road, one will start to squawk, attracting more magpies, and some of them will actually lay blades of grass next to the body, stand quietly as if 'paying their respects', then fly off.

If we don't hit the pre-agreed deadline I have no doubt that this would be something we would do for each other given what we have been through to get this far!
By now I'm a bit of a veteran at awards events. I started getting shortlisted for them ten years ago and have bought home sixteen individual trophies. That's a lot of wear for the trusty old dinner suit (although this only equates to 16+ x 3 hour stints!)

With a few exceptions, these have been industry specific awards for websites, social media and digital strategy. In fact, only when I have won for this blog has it been against those in different sectors to myself.

The success we saw for our 'Shaping Your World' campaign late last year spurred us on to look at mixing it up with the big boys! We felt it was time to put together some impressive entries to evidence our credentials at the CIPR Excellence Awards 2018. Now in their 34th consecutive year, these are the PR industry's most prestigious celebration of creativity and professionalism.

We spent a lot of time deliberating over which categories to enter. 'Best Construction, Property or Infrastructure Campaign' seemed an easy fit but we also liked the look of the new category for 2018 'Best Use of Content'.

Given that we're a small in house team it took a while to compile these submissions. We needed all our skills from writing, to data analysis, to design. After entering we watched the shortlist announcement closely and were extremely excited to have been listed for both. What followed was two panel interviews to complete a rigorous selection process. It's a good job we didn't have to feign any enthusiasm - and being involved in every aspect of the campaign meant we could also answer every question...

The second of our trips to the stage
So, last Wednesday, we headed into London (with no help from the recently 'revised' train timetable) to attend the ceremony. This was held at the The Artillery Garden at the HAC. A very impressive venue indeed with a funfair, drinks reception, photo booth, candy floss machine and unlimited pick and mix. The night had started well!

We took our seats and started biting our nails in anticipation. The upbeat atmosphere was enough to keep us entertained until our categories were announced. And then we won. In BOTH categories for which we were shortlisted! The only drawback was that we were immediately thrust into the limelight (literally) to be video interviewed. After two hours in a darkened room it's quite disconcerting to suddenly have a camera light shined into your face!
Of course, this was an absolutely brilliant night of celebration and the culmination of nine months of intense work in getting 'Shaping Your World' launched.

Proud winners
This campaign, as I've mentioned before, was so complex to devise and put in place. We continue to hold regular meetings to assess where we can grow it further and to assess performance. The key element to it's success is the collaboration we've had across the business and beyond. There have been so many positive client conversations that I've lost count! Also, seeing the amount of times it pops up on social media at a school careers fair means we owe a debt to colleagues in continuing to spread the word.

Being awarded best in class against our peers gives us fresh impetus to bring them on board to share the campaign far and wide. Only by working together can we make this a bigger success outside of the world of awards nights. There's a reason it wasn't heavily branded as Kier at the beginning!

With every day at work being an unrelenting amount of work on our new website it's nice to take some time to focus on what we have delivered. Receiving our two shiny trophies definitely helps give me the fresh energy to see our latest project over the line.
Having a massive project to deliver in record time certainly tests my blogging discipline! Managing multiple web agencies to deliver a new corporate website, combined with an ambitious home extension project, means I have little room in my life (and brain) for much else.

So it's a good job that we're only delivering an Minimum Viable Product (MVP) on website launch. That should make the pre-launch much less intense right? Well, only if we're clear about what this actually means...

When done properly a Minimum Viable Product (MVP) is a great way of building user-centric digital services in a fraction of the time. The idea is to get something basic to market (i.e the shell of a website) as soon as possible and to start testing. You can then use all of the feedback gathered to continue to develop it long into the future.

The classic analogy here is that of a skateboard as a precursor to a Ferrari. It's basic but perfectly usable and It lowers the cost of development because you only build what people will use. The ultimate goal being that this leads to a more desirable product because it gives people exactly what they need. As developers we don’t end up paying for features that just clutter the experience.

But the danger when commissioning an MVP is that despite saying this is what we want what we actually expect is a fully blown, fully featured, PHAT website. Essentially we're only calling it an MVP because we're trying to get it developed in the shortest possible time at a low-cost.

Our users will NOT be happy with a skateboard while expecting Customer Experience provided by a red Italian convertible.

"Perhaps a better term is Minimum Lovable Product. A bicycle is a lovable and useful product for somebody with no better means of transport, but is still very far from the motorcycle that it will evolve into" - Henrik Kniberg in “How Spotify builds products

Users have to love it but time-to-market or time-to-value have to also be short. And of course our MVP has to be cheap. Can it be done? Can we develop a great quality product in a very short time at a low budget?

This is not an easy ask and those familiar with the project management triangle will know that something has to give. This pits time, cost and scope against each other and states that you have to pick two of the three. So what do we sacrifice? Buy ourselves more time? Increase the cost? Or reduce the scope?

So this brings this post up to date as to where we're at with our MVP website project. Negotiating our project scope to optimize product budget, timeline and quality. Of course, this requires a lot of heated discussion and healthy debate. But so has every successful project I've ever worked on! MVP is just the first milestone of the long journey.

Whilst on the subject of successful projects, we spent this Wednesday evening at the Drum Marketing Awards in London. This was the to be the first appearance of our 'Shaping Your World' campaign on such a grand stage. Whilst I had attended the CIM awards a few years ago just being shortlisted in the same category as Spotify and Dropbox was a massive achievement for us.

This meant I was even more nervous than usual and even though we didn't bring home the trophy I found it a great networking opportunity. We were sat next to the fellow marketers from LADbible and the BBC and made sure we gave each other lots of support.

This won't be the last high-profile event where we'll be representing either with lots on the horizon. Before we can draw breath we'll be off to the CIPR Excellence awards this Wednesday. Time for me to up my sleep game and start getting to bed at a reasonable hour in preparation...
Since publishing my last post on content strategy I saw this great opinion piece in The Drum. It argues that 'content' as a term is actually absurdly vague. It's use in a digital context is originated by website programmers as a term to describe the stuff that wasn't code.

As a quick shorthand term it has now snowballed and is used for pretty much everything we produce. Recording a video is content, taking a photo is content and even writing an email is content. I wholly agree with this argument that content as a term is far too generic and doesn't suggest that it is much fun to create let alone consume. Who wants to read some 'content' to their child at bedtime?!

When I used to work in a library I remember it being re-branded the Learning Resource Centre (LRC). This was to denote that it held more than books but it didn't stop everyone still calling it the library, as that's what it was...

It always works better when we call things what the actually are. It's time to start being specific again and talking about 'website copy', 'social media infographics' or 'short videos'. Content as a term does not do justice to the effort that goes in to creating the copy and imagery required for a new website. I wonder if I'll be brave enough to address this point at the 'Content Strategy Masterclass' which I'll be attending this week at the Design Museum?!

This argument opens up some other big issues for me with the jargon used in digital marketing. Most industries have people who look to impress by using the latest pretentious jargon - and if it doesn't exist already then they invent it! I've seen lots of examples at work of people using jargon or acronyms to try to look intellectually superior to others. There is no shame at all in asking what an acronym means.

The worst, and most prevalent, buzz phrase for me is 'thought leadership'. It's also become too broad a brushstroke for people who share their thoughts about trends and breakthroughs in their field, with a view to position themselves as authorities on a subject. It seems that many people are striving to be 'thought leaders' when only a handful of people on the planet can truly claim to have completely original ideas. After all there's a very good argument that original ideas and thought are a thing of the past and everything is a remix anyway.

In writing this blog the most I would say about myself is that I am a committed custodian of ideas, innovation, thinking and sharing. Even that sounds a bit like overstating it when I'm just trying to honestly share some anecdotes and real-life experiences from working in digital.

In my job I frequently switch between either an unhealthy overwhelming self belief or the feeling that I'm an impostor who is going to get found out! There's a chance the latter is true but the self-respecting part of me wants to challenge that notion.

As with most of us, when I get stuck on a task or am looking for recommendations for tools/resources/strategies/solutions, I often ask my network for help. This usually works and I get lots of really useful help but some come with the disappointing prefix of one word 'Just...'

Just use this software/platform/toolkit/methodology…”

“Just” makes me feel like an imposter. “Just” presumes I come from a specific background, studied certain courses in university, am fluent in certain technologies, and have read all the right books, articles, and resources. “Just” is a dangerous word.

My wife regularly uses it when explaining her profession - 'I'm just a stay at home Mum'. I tell her off for this all the time as it massively underplays the work she does. She works longer hours and a lot harder than me!

The amount of available knowledge in our field (or any field really) is growing larger and more complex all the time. That everyone has accessed the same fundamental knowledge on any topic is becoming less and less probable. We have to be careful not to make too many assumptions and undermine people who have a real willingness to learn. There are some great resources out there to help.
Every marketer talks about the importance of content. I believe that it's the most important (and hardest) part of any project. But what does good content look like and how is it generated?

As we're now deep into the development of our new website I thought I'd share the method we've been using for business orientated outcomes. The main aim, as always, is to be as useful as possible to any future visitor.

By using the core content model (devised by someone far cleverer than me and introduced to us by our web agency) we begin by auditing the content we have. This involves cross referencing our top 20% search engine ranked pages with our top 20% visited pages. By doing this we identify what content we need to keep before rewriting it.

We pick out the keywords for each of these pages which we need to keep for SEO purposes being sure to keep the user in mind at all times. For example, visitors to our 'About Us' page will have clear questions in mind such as 'Can I work with these people?' 'Why are they better than the last 5 companies I've looked at?' By answering these user questions in a conversational (i.e. no jargon) way it's much easier to show the personality of our brand. We've even tried recorded interviews with colleagues answering these questions to ensure the writing style is more personable.

Next we need to involve our editorial council to generate the new content. To do this we've created a helpsheet which identifies the cores. Each representative of the business first lists their 'Business Goals' and 'User Tasks' for their proposed page. For example, these could be 'To help increase knowledge of BIM' and 'To see projects utilising BIM'.

An example of our new content template
Then we ask them to plan the inward paths to this page (i.e. how will users find it). These could be 'By Googling BIM' or 'By clicking on a homepage link'.

After this they need to determine the core content. To do this they need to think about what content is needed for the user to achieve their goals. The format of this can be defined as anything from either text, video, an infographic or a quiz.

Finally, they need to set the forward paths - where does the visitor go next? This could be either looking at other modern building techniques or getting in touch to find out more.

By looking at everything in tandem with a well researched list of keywords, and in the context of tasks, all content will be written with the user in mind. It also means that editors are forced to think about the real business case for everything that is published on the website. This process ensures nothing is published on a whim but that the purpose of each webpage is clearly documented.

We've started using the excellent tool 'Gather Content' to collect what we need from the business in the correct format. We can set module types for consistency along with character and word limits. Editors fill in the form and it is all ready to populate the CMS via the existing integrations. I've found tools like this (which allow us to work on project tasks in tandem) are essential when on a tight schedule!

Whilst I'm on the subject of content I spent last Friday at interviews for the CIPR Excellence Awards where our Shaping Your World campaign is shortlisted for 'Best Use of Content'. This was a great experience and we discover if we've won for either this or Best B2B Campaign (for which we're also shortlisted) on 6th June.

We've also achieved another ambition by being shortlisted for the Best Integrated B2B Campaign at the Drum Marketing Awards. This is for the same campaign and is a massive achievement given we're up against companies list Spotify and Dropbox! The awards for this are the previous Wednesday, 30th May, so it should be a great fortnight of celebrations.
Something is wrong with social media. It's been widely publicised this week that the backlash is in full swing. This ongoing debate is not going to go away any time soon. I'm sure we've all experienced that world weary feeling whilst scrolling through our newfeed. For many of us it may be increasingly attractive to not engage at all. I try to limit most of my social use for professional purposes. But this means I am still complicit despite my Facebook account being a neglected place with no real reason to even exist.

One of my main proactive interventions is a refusal to let my children watch YouTube videos unsupervised. My fear being that they're just one 'recommended video' away from something potentially harmful.

The new Samsung Galaxy J2 Pro
This weekend Samsung announced their new J2 Pro Smartphone. It's main feature is that mobile data is totally blocked, including 3G and Wi-Fi. This device is being targeted at students who don't want to worry about data charges and need to focus on their studies. It's definitely an attractive option for me as my eldest approaches secondary school age!

For over 10 years people have shared the most intimate parts of their digital life. It is only now that they acknowledge feeding profit-maximizing surveillance machines. But Facebook can’t stop monetizing this personal data for the same reason that Costa can’t stop selling coffee - it’s the heart of their enterprise.

So why has it taken this long for people to get smart to this? For me the main reason is that people didn't want to hear it. The benefits were too alluring, enjoyable and empowering. A large proportion of the population are dealing with an addiction. So as with all addictive substances people become self destructive and continue regardless.

The instant gratification of social media use is prioritised over finding ways to make it less intrusive and exploitative. Recently we've seen many governments and organisations attempting to control this through policy. The cookie law was a distant failed attempt to be more responsible about data collection. I remember the panic we had to get this implemented on an old website! And now we have GDPR on the horizon <groan...>

But these efforts don’t touch the underlying problems, and in fact could make it harder for start-ups to compete with large corporates.

To really change the way the social media works the most effective route would be to take a genuinely moralistic outlook. If the moral compass of each organisation was clearly defined from the outset it would help prevent illicit behaviour. The argument being that in a cut-throat world you must join them in order to beat them. 

What starts out as a campaign to increase sales can soon take a dark turn as more aggressive methods are employed. We've all seen tactics such as re-targeting, click bait or the massaging of analytics data being employed. If all companies, and individuals, begin with a clear manifesto to control and define their behaviour these practices would cease. 

The original dream of social media was to produce healthy discussions, to unlock new forms of creativity, and to connect people to others with similar interests. This still happens in many circles and needs to be championed. 
Spring has sprung!

Social networks could, for example, give their users an automatic 'self-cleaning' option. This which would regularly clear their profiles of apps they no longer used, friends and followers they no longer interacted with, and data they no longer needed to store. If these tools were enabled, users would need to take action if they didn’t want their information to disappear after a certain number period. 

This would mean social graphs are temporary, rather than preserving them forever by default. It would undoubtedly be bad for most social networks’ business models. But it could create new and healthy norms around privacy and data hygiene, and it would keep problems from piling up as networks get older and more crowded. It might even recapture some of the magic of the original social networks, when things were fresh and fascinating, and not quite so scary. 

The subtitle of this blog has always been 'Digital Marketing with Morals'. This is something I constantly strive for despite often falling sadly short.
The most important way to run a new website project is to engage directly with end users and the goals of the business. By talking to people in person the insight gained is invaluable. However, this can definitely be complimented by a decent amount of desk research.

Over the last few weeks we've been pulling together all the data sources at our disposal to get a full picture of our current users. We also have a lot of extra information around key clients and opportunities in our increasingly powerful CRM (Customer Relationship Management).

Social media

One task which we're looking at is an overview of our current social media channels. This isn't a full review of their effectiveness to define the strategy, but more taking stock of where we currently are. After all, I have to have a project to keep me busy once the website is live! I'm looking at:
  • The most shared content from us and our competitors
  • Phraseology to determine discipline around industry language
  • Positive and negative sentiment to inform the content strategy and customer service focus 
This will give us a good insight into how our current channels and the terminology used on the website will work together.

Existing site map

It's important to have this logged before work begins! A nice free tool for doing this to GlooMaps. It has all the sharing and export options you could possibly need and is really user friendly.

Contact us form

Our current form pipes queries through to the relevant part of the business based on the enquiry type. This means we can export a full report of all submissions from 2017-18. By mapping them to different parts of the business we can identify how this important section will take shape on the new website.

Internal search terms

We're pulling together a years' worth of search terms and am organising them by key themes. For example, those related to job searches. This informs the weighting of content for the new site and identifies specific times when certain content is more popular for the content strategy.

Referral terms

For this we're using SEMRush which is an extremely powerful SEO (Search Engine Optimisation) suite. This allows us to determine how users have found our website and the terms used. Rather than using Google Analytics data it has the added bonus of giving us a comparative positioning map. This identifies competitors and shows the strengths and weaknesses of their domains' presence in organic search results.

Branded traffic

SEMrush's split of branded vs. unbranded traffic is a really interesting metric for us. It identifies the 'best in class' competitor websites who have traffic we could gain by increasing our own ranking for non-branded keywords.

Keyword opportunities

Whilst SEMrush has a massive amount of data on the opportunities available we've been complimenting this with WordStream. Their free keyword tool shows search volume, competition and opportunity score. Structural/civil engineer have been identified as some of the terms we need to definitely rank for in the future!

Business insight

The challenge here is to first decide on what will be useful to inform the content strategy. To begin, We're identifying key clients by region and looking at separate HR job search data. CRM is essential in showing us how we currently map sectors and for identifying the stages of our current bid processes.

These are just some of the ways we're pulling together our current data. The key is ensuring everything we have gives us actionable insight. Ultimately, we want an informed content strategy for our new website which puts the user's needs first.

I'm already learning so much about the business, our online community and our competitors. This should mean that maintaining the website becomes a much easier, more strategic task post launch!
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