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Hub’s top takeaways on producing 'help content'

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As part of its Help, Hero, and Hub series, Hub hosted the ‘Help and How to Content’ event earlier this month, in which a panel of experts discussed tips on creating effective help content.

Panelists included Tom Reding, head of programming & audience at Red Bull Media; Simon Longfellow, head of Steps to Investing; Benedict Cordy, acquisition marketing manager at Whittard of Chelsea; and Hub’s founder, David Hunstone.

“Help content is content that helps your customers during their times of need,” said Hunstone. “It ensures your consumers get the most from your expertise, products and services. It’s not only helpful for current and prospective buyers but also for you.”

Here are the top five takeaways from the event so that you can build and improve your brand’s communication strategy using help content.

Evergreen

Hunstone believes that help content is evergreen; it doesn’t fade with the change of season and it will always be invaluable to you and your customers. This type of content anticipates and answers the questions that people are bound to have. Make it relatable and relevant, so that people can engage with your brand over time.

Reding and Cordy agree, revealing that some of their most-watched videos fall under the evergreen help content category. Red Bull’s “How to Cut Touring Skins” got over 10,000 views in just one day.

Additionally, evergreen content can also boost your site’s traffic, improve your SEO offering and increase your keyword rankings as well as your shares on social media.

Covers all parts of the journey

“Helpful content covers all parts of the customer’s journey,” said Hunstone. This type of content ties you and the consumer together and allows you to go through critical moments that matter. Help content is available for customers during the entire process and offers them support until they make their final purchase.

New customers

Cordy revealed how the Whittard of Chelsea team had realized that there was an information gap between tea bag and loose-leaf tea drinkers, which led them to create an instructional loose-leaf tea video. It gained over 5,000 views in just four days. And they were able to establish themselves as a trusted authoritative voice in this space while also promoting their products. Viewers likely to use and find this help content valuable – as they are more inclined to purchase loose leaf tea supplies from Whittard of Chelsea, as an overwhelming majority of people (81%) will recall a product if it has been mentioned in a demonstration.

Builds trust
Making people feel comfortable to interact with your brand in a meaningful way is key to building trust.

According to Simon Longfellow, help content encouraged customers to trust big financial organisations again post-global financial crisis. He shared steptoinvesting.com's Learning to Invest in 5 Easy Steps guide, which looks at tips to establishing trust. Longfellow explained that the campaign was pitched as “an educational resource and tool” with the purpose of helping people learn more about investing and why they should be doing it.

Help content makes your brand more personable. It shows that you’re empathetic and that you can understand your customer’s problems and pain points.

Maintains engagement

It is important for your brand to maintain its level of engagement with your followers and consumers. This can be done easily by using help content as part of your communication strategy.

“You have to be consistent,” said Tom Reding at Red Bull. “There’s no point in popping into people’s lives for a big moment once a year and then disappearing. You’ve got to remain relevant, and this is a fantastic model for doing that.”

Red Bull create a string of ‘how-to’ bike films to satisfy their bike fans. This content helps them learn more about bikes and biking, and it’s been a great way to keep consumers engaged with the brand.

Want to learn more about Hub, Hero, Help Content?

Through this series, various panelists will explore all components of the Triple H strategy – Help, Hero and Hub.

If you found this article useful and want to learn more, sign up to Hub’s next event “Building a Video Strategy Part 02: Hero Content”or register here to watch the “Help Content” event video.

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Billion Dollar Boy hires Kathy Dover as first-ever Director of Client Services as it scales up its business and develops its tech offering

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Billion Dollar Boy, the global influencer marketing agency, has hired Kathy Dover, formerly a client at Maybelline and Garnier as well as Head of Account Management at VCCP Blue, as its first-ever Director of Client services.

On the back of impressive growth in 2018, Billion Dollar Boy has initiated an ambitious scale-up plan, which is centred on expanding its agency business and licensing its own in-house technology, including StoryTracker – the industry’s first and only AI-powered Instagram Story tracking tool.

In her new role, Kathy will work with the senior management team to support the growth plan by adding 15-years of experience on both agency and client-side to the business. She will also take responsibility for the account management teams, developing their relationships with clients and ensuring the delivery of a premium service.

Most recently, Kathy led the integrated marketing communications teams at Maybelline and Garnier UK. Prior to this, she worked as Head of Brand at Lastminute.com. While working agency-side she led the account management team at VCCP Blue where she was integral in developing the original Compare The Meerkat campaign for Comparethemarket.com.

Edward East, CEO Billion Dollar Boy, said: “Kathy has amazing experience on both sides of the fence, which means she is able to see the potential of influencer marketing across the whole marketing mix as well as understand what clients want, and need, from the medium. As we continue to scale up and drive our technology offering, Kathy will ensure we are always communicating this to the client in the right way and bring gravitas and experience to the business.”

Kathy added: “Influencer Marketing is growing so quickly there is a massive opportunity now for us to really raise the standard of measurement and effectiveness and cement its position as an integral part of the marketing mix. Through BDBs tech and measurement advancements, we can really start to bring some rigour and finesse to the medium and achieve this goal. I’m excited to be involved in that and in driving the team’s impressive growth strategy.”

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China marketing specialist Hot Pot hires Cat Navarro as Chief Operating Officer

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Hot Pot, the full-service China marketing agency, has hired Cat Navarro, a business transformation specialist of more than 15 years, as its first-ever Chief Operating Officer.

For the past five years Hot Pot has been steadily growing its business, but with the massive acceleration of Western brands entering the Chinese market and the prediction that China will account for 60% of all e-commerce by 2020, it has put in place ambitious plans to scale-up and match that expansion.

Cat’s appointment reflects the company’s ambition. Her responsibilities will include the dual roles of implementing and overseeing transformation strategies, growth strategies, management structures, operational duties and workflows as well as acquisition, retention and training of talent.

Cat has spent 10 years leading high-profile change programmes for large organisations (SITA, AMP) and Australian government bodies (police force, housing). She then transferred those skills to scaling early-stage London-based businesses such as Quill Content, Ometria and The Sandpit.

Jonathan Smith, founder and CEO of Hot Pot, said: “We are excited to be entering the next phase of Hot Pot’s growth. To successfully scale the business, we knew we needed someone to have the requisite attention to the granular details but also be able to deliver on our overarching strategic goals.

“Cat’s depth and breadth of experience allows her to do this. She is exceptional at putting the right structures in place, operates at pace, and has an absolute passion for finding and developing the best talent.”

Cat Navarro added: “Hot Pot encourages brands to throw away the rule book and do things differently when it comes to marketing in China, and I’m excited to bring this bold philosophy to my role. When scaling a business that’s niche or disruptive, you can’t just rely on what you know or how others do things. Doing that just puts you on the same playing field as everyone else.

“I’m also thrilled to be leading both operations and talent, because the two are so intrinsically linked. It’s great to work alongside a CEO who invests in his staff as much as he does in the growth and profitability of the company and its clients.”

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10 questions with… Anna Watkins, UK managing director of Verizon Media

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In an attempt to showcase the personalities of the people behind the media and marketing sector, The Drum speaks to individuals who are bringing something a little different to the industry and talks to them about what insights and life experience they can offer the rest of us. This week's 10 Questions are put to Verizon Media's UK managing director Anna Watkins.

What was your first ever job?
It would have been washing my dad's car to earn my £1 pocket money each week. Smart man.

Which industry buzzword annoys you most?
Relatable.

Who do you find most interesting to follow on social media?
@POTUS is truly mind-boggling.

what is the highlight of your career (so far?)
Working with such a creative, inspiring and intelligent bunch of people every step of the way.

What piece of tech can you not live without?
It's baffling that I was born in London yet still seem to use Citymapper every day.

Who or what did you have posters of on your bedroom wall as a teenager?
Adam Ant and Count Dracula (aged 7). I'm not quite sure what that says about me.

In advertising, what needs to change soon?
We need a truly diverse workforce.

If you could change anything about a social media platform you use, which one and what would you choose to do?
It’s more a question of changing myself – I need to flex my creative muscles if I’m ever to make more than one friend on Tumblr…

What is (in your opinion) the greatest film/album/book of your life?
Scarface / Sign of the Times / War and Peace – delusions of grandeur, mine and theirs.

Which industry event can you not afford to miss each year and why?
The big awards bashes – it's like going to a series of weddings where you know half the guests.

The Drum's 10 Questions With… runs each week with previous entries available to view here.

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