40 . Glasgow Business June 2016


and tell a story. To paraphrase another veteran communicator, comedian Frank Carson, “it’s the way you tell ‘em”. Allan continued: “It's very


tempting to conclude that content marketing allows us to bypass traditional media and communicate directly with our desired audience. But there's a reason we’re not all journalists; the truth is that what you tend to see coming out of corporate blogs isn’t terribly interesting. For every great blog, there are 999 that are just a clumsy extension of the business’s marketing. “In a brochure, for example,


it's fine to say ‘we're a solutions- driven company, developing integrated, bespoke packages for our clients’ but that language just doesn't work on social media. If you're talking to a client, discussing something with them over a cup of coffee, that's the tone you should take. Conversational, informal and wity if the subject mater lends itself.” Te overriding message is that,


regardless of the channels you choose, successful marketing and PR in the digital age are less about


”Each piece of content should be viewed as a kind of mini campaign”


imposing a message on customers, and more about listening and atempting to engage them in a conversation. “To get the most from your


efforts, listen to the conversations customers are having online and target your resources accordingly,” said Allan. “Tere will be a tone of voice, there will be topics that come up again and again; then you can decide whether you have something of value to say. You always need to start from the standpoint of being seen to be helpful. What value can we provide to this audience? If you can do that, then you're 90 per cent of the way to having an effective strategy.” Te importance of shaping


campaigns across channels to fit with the target audience is echoed by Garry, who said: “We now live in a connected world where stories are strategically positioned across print, social and other digital platforms. Rather than


living in silos, PR, marketing and social are now joined-up to ensure that content and messages are delivered to the right audiences at the right time. “Te approach should be very


much seamless. Te use of social analytics has also brought greater sophistication in targeting and measuring the success of campaigns. Being able to be more forensic about campaigns has enabled the industry to learn, do things beter and ultimately deliver beter results for clients.” Te landscape today is


markedly different even compared to five years ago. Yet as both consumers and communications professionals become more sophisticated – both in their use of technology and receptiveness to new kinds of storytelling – the only real certainty is change. “I've seen businesses grow


from nothing to massive corporations, and individuals


become major influencers, just through determination and clever use of online channels,” said Stephanie. “Te potential there is massive. Exactly how that will change the advertising and PR games in the long term is less certain; I think everyone recognises it's still quite early days. We've come a long way, yes, but change isn't slowing down any time soon.” Garry agreed, going so far


as to argue that businesses would be “foolish” to draw an artificial line between their online and offline activities. He said: “We as consumers are


in a connected world, whether we like it or not. So, when we’re exposed to that billboard, there’s every chance our phone may know we’ve seen it. When that advert is on during the Coronation Street break, our tablet is in our lap serving as our second-screen. In fact, the concept of “channels” is blurring as billboards, such as those offered by Amscreen, become smart, reacting to our gender, our facial expressions and so on... We have to understand that the consumer’s journey is very fluid.”


ADVERTORIAL


HEALTH AND SAFETY ASSISTANCE AT CITY OF GLASGOW COLLEGE


City of Glasgow College is now offering health and safety assistance specifically designed for small to medium sized businesses. We offer a flexible package


that can be tailored to suit your specific business needs. It provides all the documentation you need to demonstrate compliance with legal duties and satisfy tender conditions. This will also enable your company to successfully join accredited schemes such as CHAS, Achilles etc.


Our typical package includes... • Health and Safety Policy: Required by law for businesses with 5 or more employees. For fewer than 5, it demonstrates commitment to safety.


• Forms and Guidance Notes: Including Risk Assessments, Method Statements, Accident Reporting and Investigating


• Retained Consultancy: Allows your company to name our partners, G&A Wilson, as your Health and Safety Consultants on forms and when applying for new contracts.


• Reviews: (two half days) These include the provision of short training courses to ensure employees have the knowledge to carry out their work in a safe manner.


We also assist businesses in completing forms, can attend meetings with clients or HSE inspectors, carry out safety inspections or investigate accidents.


FIND OUT MORE


For further information, please contact City Enterprises on 0141 375 5571 or email commercial@ cityofglasgowcollege.ac.uk.


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