How to write an appealing boilerplate

by Harshitha K | Aug 22, 2019 | Content Marketing, Marketing, Public relations

Reporters are on the lookout for a piece of information that acts as a bird’s eye view of the company. It is necessary to keep the information to the point and refrain from including less important information. However, while you’re engaged in the process, it can be hard to narrow down the vast amount of company information to a short piece of content. A boilerplate contains only those facts and pieces of information that are vital to describe the company precisely.

Generally included at the end of a press release, a boilerplate should consist of not more than 3-4 sentences. It allows the reader to gain knowledge about the company that is not just concise, but also meaningful and adequate. The idea behind a boilerplate is to keep information comprehensive and not cluttered.

An ideal boilerplate or simply put, an “About us” statement should integrate relevant information that the media reporters and the consumer audiences can refer. If you are aiming to write a wholesome boilerplate, you should include the following details:

When was the company founded?

Information about the time when the company was established, helps the readers know how long the company has been in existence. Journalists often describe a company based on the number of years of experience the company has in the market.

Where is it located?

When the location of the company is specified, audiences looking for a service provider within their locality will be interested. It is easier to work with a company that is within the confines of city/place than looking farther away.

Is it a publicly held/ privately held/ start-up organization?

The nature of an organization helps the journalists convey the type of work that the company t. Additionally, specifying what sector it belongs to will help the audiences estimate the feasibility of being associated with such a company.

What are the core products and services offered?

The most crucial element of a boilerplate is the catalogue of products and services offered. The readers can analyze the products and then select one that is most relevant to them.

Who is the target audience?

Stating the stakeholders that the company caters to will give clarity to the reader and thereby help them draw any conclusions.

Has the company been awarded?

Achievements entitled to a company, if mentioned, might prove to be useful when journalists elucidate more on the company to the readers. It gives an instant facelift to the company and helps the client decide in favour of the company.

What is the Unique Selling Proposition(USP)?

The crux of an ideal boilerplate is the USP or the Unique Selling Proposition, which determines whether or not the reader finds your company appealing enough to consider working with. The USP must state what makes the company different from the others in the market.

Finding the right mix of facts that constitute a boilerplate needs to be remembered. The arrangement and order of these elements are also crucial that they impact the entire look of the boilerplate.

Even though boilerplates are typically used in press releases, they make a good fit for a company’s sales pitch, brochure and also on a website’s “About Us” section.

Here are some examples of well-written boilerplates that you could use as a reference:

NETFLIX:

Netflix is the world’s leading internet entertainment service with 139 million paid memberships in over 190 countries enjoying TV series, documentaries and feature films across a wide variety of genres and languages. Members can watch as much as they want, anytime, anywhere, on any Internet-connected screen. Members can play, pause and resume watching, all without commercials or commitments.

Refer: https://www.netflixinvestor.com/ir-overview/profile/default.aspx

NIKE:

NIKE, Inc., based near Beaverton, Oregon, is the world’s leading designer, marketer, and distributor of authentic athletic footwear, apparel, equipment, and accessories for a wide variety of sports and fitness activities. Wholly-owned NIKE, Inc. subsidiary brands include Converse, which designs, markets and distributes athletic lifestyle footwear, apparel and accessories; and Hurley, which designs, markets and distributes surf and youth lifestyle footwear, apparel and accessories. For more information, NIKE, Inc.’s earnings releases and other financial information are available on the Internet at http://investors.NIKE.com. Individuals can also visit http://news.NIKE.com and follow @NIKE

Here’s a boilerplate for our agency, Fablesquare:

Fablesquare is a full-service marketing agency based in Bangalore, India. Incorporated in October 2016, Fablesqaure caters to the marketing requirements of both B2B and B2C businesses. Fablesqaure provides end-to-end marketing services such as Branding, Digital Marketing, Website design, Content marketing, Influencer marketing, and Public relations. Since its inception, Fablesqaure has worked with 80+ clients and has successfully completed over 175 projects.

For more information, visit https://www.fablesquare.com/.

WHICH IS BETTER – SEO OR CONTENT MARKETING?

by Mangal Karnad | Aug 5, 2019 | Content Marketing, SEO

SEO vs. Content Marketing

I think you would agree with me when I say:

You want your website to be a High ranking Search Engine Optimized (SEO) website with loads of traffic coming in.

Let me tell you what SEO and Content Marketing are

SEO is short for search engine optimisation. It is the process of improving the Content on a website to make sure people can easily find it via search. The fact is, an SEO friendly website is at the top of the page (high ranking) of the search result (SERP) unless there is a promoted result (which is an ad) at the top.

Content Marketing is the creation of relevant content and making it available to the target audience, so as to inform and engage them.

How are SEO and Content Marketing interlinked?
Create value for the reader:

There are some misconceptions about SEO. SEO is no more about keyword stuffing. Ranking a website was relatively easy in the past; the practice was to look for keywords which had the highest search volume and use them in the website content liberally. While stuffing keywords tricked the search engines, the content became unnatural and less enjoyable to read.

Now, the focus has shifted to creating informative and meaningful content around the keyword.

Establish Subject Matter Expertise with Content Marketing:

Moreover, this is where content marketing comes into play. Content Marketing – is the creation and sharing of information (Content) in the form of blogs, infographics, case studies, infographics and videos that educate the prospects. The Content is placed on the website and strategically shared on various platforms as people consume content from different platforms.

Content marketing not only helps you build your brand’s awareness but also helps in establishing your subject matter expertise.

Leverage content for better SEO:

Creating useful, informative Content consistently will help improve SEO. Using relevant keywords in the right context will also enhance user experience and make them visit the website directly and often. Direct website visits are one of the critical aspects of Search Engine Optimisation.

Create relevant and informative Content:

Write interesting Content and internally link your website. Internal links are links that provide more information on the topic form another page in the same site. When visitors dwell, spending more time reading and browsing multiple pages, the bounce rate is bound to reduce. If enough people spend time reading, Google will make it easier to find by up ranking that piece of content.

Backlinks establish authority:

Backlinks are incoming links to a webpage. When your content is authoritative, and readers benefit from it, they refer to your site with a backlink.

Make your Business Discoverable:

While Good SEO practices help your content to be found by consumers who search for it, great content helps improve your SEO results. These two are a marketer’s compelling tools.

SEO is all about ranking high on search indexes. Creating fresh and valuable content frequently will help improve SEO ranking. SEO and content marketing work hand and glove, and are both essential to make your website (and hence the business) discoverable.

New Media and its impact on PR practice

by Mangal Karnad | Sep 29, 2018 | Public relations, Thought Leadership

Welcome to the Age of New Media. Gone are the days when we had select few print publications, a handful of TV Channels and a fixed style of news reporting. The advent of the Digital Age has bought in an exhaustive list of new media thereby expanding the scope of coverage and opportunities.

Traditionally, media companies presented factual, unbiased reporting to their readers or viewers in order to provide them information. Today anyone with a smartphone or a tablet can create and share news or information to reach masses through various social media platforms.

However, this doesn’t mean that journalism is dead. With a shift in demographics like higher disposable incomes and the need to be well-informed, the new age media has the onerous task of living up to it. The new age millennial has a shorter attention span, and they are always on the hunt for compelling and gripping stories and content. Hence, new age journalism is all about reaching a larger audience in a shorter period time with exciting content.

Role of a Journalist or a PR professional in the age of new media:

Journalism today is no more about just writing and speaking. New age journalists rely both on verbal and visual communication skills and keep themselves updated with various forms of social media to tell their stories. Often, they are needed to take photographs or shoot videos, design the layout for the website or promote their message through social media. The traditional media houses are catching up fast and are exploiting the new media to expand their reach. PR professionals need to be creative and sharpen their pitching skills.

The media today needs a PR person more than before. Journalists are constantly on the lookout for new stories and information, and they pick up interesting stories from the social media feeds! PR firms need to be on the alert for such opportunities for their clients. The ordinary pitch isn’t going to work much longer. A creative pitch which is short, crisp, and accompanied by videos and infographics might be preferred.

Influence of Social media:

With the changing times, media has evolved too. As everyone is glued on to his or her smartphones today, the source of breaking news is no more the Newspaper or TV, but the various social media handles that one owns. Journalists share their personal opinion or a story more openly on social media than via traditional medium. Therefore, there is less fact-checking involved here as there is a constant need to upload new information before it gets published (by someone else) and becomes stale. No wonder for publications the order of the day is “Publish first and then correct if necessary.” Twitter is considered as a “news network” as it is the social media platform where generally news breaks first.

Social media has influenced public relation practitioners too, and the industry has seen some dramatic changes as well as new opportunities for communicating with clients and businesses. As journalists are more active on social media and pick stories from these mediums, therefore PR people should be active on these mediums too and portray and post newsworthy content on behalf of their clients in such a way that it is of interest to the media.

It is important to grasp these new channels of communication so that we can effectively use them as a means to communicate with the public and to see how it affects the PR practice. The journalism and PR programs in colleges need to implement these changes in the course curriculum to equip future practitioners with the knowledge and skills required to handle these media.

Do I really need a Website? – Part 1

by Dhanya J | May 1, 2018 | Branding, Content Marketing, Design, Marketing

website

/wɛbsʌɪt/

noun

a set of related web pages located under a single domain name.

A question which haunts any small businesses is “Do I really need a website?”.

In simple words possible, Yes! You do!

The reason is also extremely simple. In one word, No, two words to be precise.

Digital Footprint

It may sound preposterous. It really isn’t. The whole idea of anything ranging from posting a personal photograph to updating your current location on social media is all about Digital footprint.

Having a website helps a business greatly.

Visibility

It is a beacon where customers can queue in front of your door. It not only provides you with visibility but also sales and a way for you to advertise your expertise. A clean, beautiful website with necessary content surely puts you ahead in the game.

Credibility

Small businesses face problems with credibility. A customer is always aware of this fact and before placing for service or product, he/she will have a look at your website. And what would they think if you had no/mediocre website? You guessed it right. They walk right past you. This has a huge impact on sales.

Engagement and Retention

Customers are always on the lookout for engaging content. Blogs are a way to achieve that. Websites with blogs are always appreciated. Blogging is also a way of increasing traffic to your website and it is one of the most sought-after marketing tools.

According to Hubspot, 53% of marketers use blogging as a top inbound marketing priority. Another statistic to blow your mind away, according to Hostingfacts, There are now 3.74 billion Internet users in the world as of March 2017.

So, in short, your business is available to this huge number. With proper plans and marketing strategy, you can tap into the plethora of prospects.

Why

The question now really is “Why don’t I own a website?”. Think about it, in this time and age, where there is tons of competition, getting ahead is what counts. Smaller things in a business which were not a priority, makes a huge difference now. Companies are finding out ways to entice customers. Websites are one way to create a buzz and remember “First Impression is Key”.

Who is a Thought Leader? What is Thought Leadership Marketing?

by Mayur Bhat | Mar 25, 2017 | Branding, Content Marketing, Influencer Marketing, Public relations

You might have come across the term Thought Leader in big events, the media, newspapers or websites. But Who is a Thought Leader? What does he do? You’ve probably heard people saying Bill Gates is a Thought Leader or Steve Jobs is a Thought Leader. Does that mean you have to build a multi-billion dollar organisation to become one?
Well, not exactly. Although, that is one way to go about it.

Who is a Thought Leader? What does a Thought Leader Do?

A Thought Leader is a reliable, informed Opinion Leader and a go-to person in his/her field of expertise or domain. He/She is a trusted source of information and guidance, who moves and inspires people with innovative ideas, turns ideas into reality. He/She works, not just for the benefit of his organisation, but for the betterment of the domain and the entire eco-system. They address and solve some of the biggest problems faced by the eco-system.

Thought Leaders can be an individual, a group or an organisation.

Are You a Thought Leader?

Well, it’s a simple checklist.

Are you making a difference to the community/ecosystem?
Do you have revolutionary/break-through ideas?
Do startups, business owners, media or people at large, seek your guidance/consultation in a particular field?
Are you called upon to solve large problems?
Do you inspire people/organisations to make a difference to the community/ecosystem?

If you have a few of these checked, chances are, you’re a Thought Leader.

What is Thought Leadership Marketing?

Thought Leadership Marketing is the craft of positioning yourself or your organization as a constant source of guidance, innovation, and compelling, reliable content, thereby attaining the status of a Thought Leader.

How to Become a Thought Leader?

A word of caution, this does not happen overnight. It is a long, persistent effort. But the journey is always rewarding for you and the organisation. One sure way is through Thought Leadership Marketing. Your company can be viewed in the same way by creating content that resonates with your customers and members of your industry.

One sure way is through Thought Leadership Marketing. There are 5 aspects to it.

Great Branding (Personal or Company)

How you position your organisation is everything. It addresses your brand’s mission, it’s goals, it’s domain, it’s target audience and it’s USP. This is the first thing that needs to be done as it sets hygiene in place and it becomes the foundation for all the other activities. People need to know who they are dealing with and what they believe in.

Content Marketing

They say ‘Content is King’. I know, I know. It’s cliched. But it never gets old because it’s true. Your content drivers all your other activities. What people seek from you is information, consistently. There’s not getting around that. It is one of the most effective ways to convey your value proposition, your contributions, and your mission.

Public Relations

People underestimate the value of public relations. It is Earned Media and it demands reverence. A journalist’s credibility is on the line when they write something, and they have a huge expectation from the publication and their readers to give them credible, compelling information. Getting covered in the right publication could be one of the most valuable additions in your Thought Leadership Marketing Campaign.

Social Media

Social Media is an affordable platform to reach a vast majority of your target audience (depending on your domain). It is probably the easiest way to get your message across the masses. It goes without saying that the social media posts need to be interesting. Quora, Reddit, and some other forums go a long way in establishing your value. (We advise a word of caution when using social media because you are accountable for what you say.)

Events

Nothing beats meeting your peers, followers face to face. It establishes a connect unlike any other. Finding a speaking slot at relevant events and delivering a meaningful, relevant speech can be extremely effective in certifying your domain expertise. When you deliver one good speech, people tend to invite you for more speaking slots.

But remember, with great power comes great responsibility. It is a thought leaders duty to work towards the betterment of the domain and the eco-system.

If you found this blog useful, we would love to have a conversation with you and hear about it. If I have missed out something, please feel free to write it in the comments section.

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