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Stuck in a marketing conference or planning meeting? Fed up of hearing the same buzzwords and platitudes? Then you need the New Narrative B2B Marketing Bingo card. It might not be a ‘game changer’ or make you more ‘agile’ but at least you can reward yourself the next time you hear that ‘content is king’.

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It’s been just over one year since I ended my 15-year financial journalism career to enter the content marketing industry. Plenty of former colleagues are surprised when I say I have not once regretted making the move, but I’m willing to admit that the transition has not always been easy. So for those of you thinking of making the jump from journalism into content marketing, here’s what I’ve learnt along the way.

You know more than you think

As journalists, we spend our days gathering information — from research, interviews, events and so on — that can often be complex and technical in nature and then sifting through that information to turn it into a clear and compelling piece of writing. The result is that we often underrate how rare and valuable that set of skills is.

But since moving into content marketing, I’ve realised that the ability to interview someone, take that information and turn it into something that people want to read is a specialist skill: one that’s hard to come by and one that companies view as valuable. Add in the ability to meet deadlines, juggle multiple projects and build a rapport with people (especially with those who aren’t comfortable being interviewed), and those skills that seem normal in the newsroom become something that marks you out as an expert.

You know less than you think

Expert journalist you may be, but that doesn’t mean you won’t have lots to learn. Certainly for me, with a background in fast-paced financial trade publications, content marketing required me to adjust my writing style: less focused on getting down the facts and more focused on the narrative (hence our name!)

Plus, before this job I’d never written video scripts, put together an infographic concept, written a sales proposal or closed a deal (maybe less relevant if you take on an inhouse job or a less senior agency role), all of which required me to learn new skills.

And as with a move to any new industry, I’ve had to wade my way through a new set of jargon with all the bewilderment that entails. Pet peeves include ideation, marketing funnels, and omnichannel.

In addition, the dynamics of writing as a service provider rather than an independent journalist are very different, which brings me onto my next point…

It’s fun on the dark side

There’s no getting away from it: writing for an agency on behalf of a client can be quite different from being a journalist. I know it’s an area that many journalists struggle with when they change to the so-called ‘dark side’.

As a service provider, some of the autonomy you enjoy as a journalist is gone. That said, most clients understand that content marketing should be about sharing their insights and expertise and not about pushing a corporate message. The result is that I still get access to the top experts in their respective industries and to distil their insights into a piece of content I can be proud of. And as a consultancy, an important part of our role is advising clients on the best strategy for their content, and that inevitably means ensuring that a piece of written or visual content delivers market intelligence rather than a corporate message, ultimately helping the client reach their audience more effectively.

Have I had to write pieces of puff that are more advertising than thought leadership? Yes, for some stubborn marketers who don’t get it (and refuse to listen to the experts!) and no doubt I will have to again, but they tend to be the exception rather than the rule.

Variety really is the spice of life

Content marketing has given me the opportunity to write on a greater breadth of topics than I ever did as a journalist. Even with New Narrative’s focus on finance and professional services, in the last 12 months I have written on subjects that include blockchain, China’s Belt and Road Initiative, ESG, digital payments, family offices, healthcare technology and even K-pop.

The formats have ranged from white papers and blogs to videos, infographics and social media. And for each client you have to strike the right tone, complexity and message for their brand and their target audience. The result is that I am a sharper and more confident writer than before.

So what are my key tips for journalists wanting to make a move into content marketing?

  • Go for it! It’s a great career
  • Don’t forget the basics: journalists have all the skills and more needed for content marketing
  • Be prepared to have to rethink the way you approach writing (and to not get it right straight away)
  • By-lines and scoops will be a thing of the past. You will need to get used to seeing your work assigned to someone else
  • Finally, expect journalist friends to be amazed (and a little bit jealous) that you are enjoying yourself!
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Job title: Content Executive

New Narrative, Asia’s leading content consultancy, is looking for the newest addition to its editorial team. Full job details are below. Interested parties, please email a CV, cover letter and two examples of your writing to careers@new-narrative.com.

About the role

We are looking for a dynamic and ambitious content creator who will work to deliver written, visual and digital content across a variety of media, for a range of blue-chip clients.

As a core member of a dynamic and fast-growing editorial team you will be responsible for researching and producing top-quality content, from articles to infographic concepts to social media copy.

The appeal of the job lies in its constant variety: no two client briefs are alike. One week you might be researching a blog series on blockchain; the next you could be crafting tweets live from an asset management seminar in Shanghai; the next developing a social media strategy for ground-breaking European healthcare research.

This is the ideal role for an ambitious self-starter keen to develop their content creation skills in the new territory emerging between media and marketing.

About New Narrative

From our offices in Hong Kong and New York, New Narrative creates agenda-setting content campaigns on behalf of the world’s biggest companies in diverse sectors, from financial services to technology to healthcare.

Our clients rely on our unwavering dedication to editorial quality and our deep understanding of their businesses – and what resonates with their target audiences – to help them publish world-class research and thought leadership.

New Narrative’s management team has decades of experience in senior editorial roles in leading international media organisations. By joining our team you will get the chance to learn rapidly and work on high-profile campaigns in a fast-growing, vibrant and welcoming environment.

Skills/Experience:

The successful candidate should have:

• Experience or demonstrated interest in a journalism, marketing or research role, ideally with a focus on financial and professional services

• Experience producing content across a range of formats to tight deadlines

• Knowledge of the digital and social media aspects of publishing

• Strong research skills

• Impeccable English language skills; other languages (particularly Cantonese and Mandarin) preferred

What we offer:

• Unmatched opportunities for advancement, to develop new skills and to shape the future direction of a dynamic young business at the forefront of the rapidly expanding regional media and content marketing industry

• The opportunity to exercise and showcase your creativity on high-visibility projects for industry-leading clients

• A highly competitive salary to the right candidate, along with benefits such as a company medical plan and paid holidays

• The chance to be part of and learn from a diverse and global team of professionals with decades of combined experience in journalism, digital media and publishing

• A flexible, progressive environment where work-life balance is a priority

New Narrative is an equal opportunities employer.

Interested parties, please email a CV, cover letter and two examples of your writing to careers@new-narrative.com.

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Content marketing remains a nascent, if growing, industry in Asia so it’s always great to have to chance to hear the opinions of other professionals working in this area. That was one of the pleasures of a recent panel discussion I attended in Hong Kong (as well as the complimentary wine…) In addition to providing plenty of insight, it brought into sharp relief some of the miscommunication common between marketing teams and the agencies that serve them.

So in the interests of bringing greater harmony to Asia’s content market industry, here are some of the main talking points from the night and New Narrative’s assessment.

Budget or no budget in the brief?

This question produced the biggest divergence in opinion on the night. The agencies speaking at the event felt very strongly that clients needed to provide a budget when commissioning a project. If not a precise figure, then they needed at least to give a range or upper limit to give some sense about what the agency should be aiming for.

Marketers, though, were quite opposed to the idea. In part, this was borne out of their previous experience of agencies far exceeding the budget limits given to them. It also came from a feeling that agencies would inevitably pitch a solution that used up the whole budget regardless of whether it was justified.

New Narrative’s take: While an unscrupulous agency might be looking to squeeze their clients dry at every opportunity, the best ones are trying to build long-term, strategic partnerships. As part of that, they want to understand a client’s needs — and that includes budget. Having a budget allows agencies to recommend the correct mix of content at a price the client can bear. Otherwise they are left guessing, which means their proposals might be rejected multiple times before they meet a client’s requirements, leading to frustration all round.

Clients need to trust agencies to come up with the right solution at the right price. Likewise, if a budget is available up front, agencies need to accept that not every project needs to max it out to succeed. Of course, trust on both sides needs to be earned!

Information vs instruction

How much detail is the right amount for a project brief? A lively discussion on this was prompted by a question from the audience. For the agencies, it was felt that having as much information as possible about the context for the campaign meant they were able to present better ideas to the client.

More information doesn’t necessarily mean more instruction, though. Marketers and agencies agreed the key was for a client not to be too prescriptive in which ideas could be put forward. In addition, both sides viewed the process as one of evolution, where ideas can be discussed, adapted and revised until the best outcome is reached.

New Narrative’s take: Generally speaking more information is better, but let our creative juices flow! That’s what you’re paying for, after all. On top of that, we always advise clients not to view a proposal as the final say, but rather as the beginning of the conversation. As a strategic partner, we understand a client’s need for a flexible and collaborative approach and it’s also how we prefer to work.

Trust me, I’m an expert

Finally, during a discussion about pet peeves, one frustration clearly voiced by agencies was not being treated like the expert. This was less about ego and more about asking clients to recognise they had hired an agency for its expertise (and, as mentioned, its creative talents), and should listen to the offered advice rather than force through bad decisions that weaken rather than strengthen campaigns.

The marketers took this on board but didn’t look happy!

New Narrative’s take: This is one of the biggest challenges for agencies and marketers. At New Narrative, we always advise clients on what we think is the best course of action and will be clear if we think a decision will undermine the project objectives. This is especially crucial when it comes to creating a credible editorial voice, an issue content marketing (as opposed to plain old marketing) always has to grapple with.

But we also understand that marketers have internal relationships and pressures to manage that sometimes no amount of good advice can overcome. And we are always willing to help marketers craft a convincing argument to use with internal stakeholders to get the best outcome.

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2017 was a year of expansion for New Narrative with the launch of our New York office and three new team members in Hong Kong. And we’re continuing this growth into 2018. We are pleased to be hiring for a talented financial writer and editor to join our team. Full job details are below. Interested parties, please email a CV, cover letter and two examples of your writing to careers@new-narrative.com.

JOB DESCRIPTION

New Narrative, Asia’s leading financial and professional services content marketing agency, is expanding and looking for a talented financial writer and editor to join its growing team in Hong Kong.

From our offices in Hong Kong and New York, New Narrative delivers compelling content to the world’s leading banks, asset managers, law firms, fintech companies, consultants and others. Our clients rely on our unwavering dedication to editorial quality and our deep understanding of their businesses–and what resonates with their target audiences–to help them publish world-class research and thought leadership.

New Narrative’s management team has decades of experience in senior editorial roles in leading international media organisations, reporting on major events and producing commentary and analysis for an audience of senior decision-makers in the financial and professional services sectors.

Role: Editor, Financial Services

The company is looking for a dynamic and ambitious writer and editor to create content across a range of media for discerning and demanding clients. The role calls for a motivated and confident writer and editor with experience of covering financial markets, and the ambition to show what they can do at a young and fast-growing company in a new and rapidly evolving industry.

As Editor you will be responsible for producing content on a range of topics, in a range of formats, and to a range of deadlines. One week you might be writing a blog series on blockchain; the next you could be crafting tweets live from an asset management seminar in Shanghai; the next setting down to write the agenda for an event on the economics of the Belt & Road Initiative. The appeal of the job lies in its constant variety: no two client briefs are alike!

Skills and Experience Required

The successful candidate should have:

— A minimum of three years’ experience in an editorial role at a major publishing business

— Experience producing high-quality content across a range of formats, including long- and short-form written content, infographics, video and other digital formats (NB: we are looking for editorial quality; graphic design and video production skills are not required)

— Experience writing about the financial and professional services sectors for audiences of senior executives (samples of both unedited and published work will be required)

— Knowledge of the traditional, new and social media communications strategies of financial and professional services firms

— Impeccable written English skills and a commitment to editorial quality in everything you do, from text messages to tweets to treatises

— A network of contacts among marketing and communications decision-makers in these industries would be a distinct advantage

— The right to work in Hong Kong

— The willingness to travel overseas for work

Salary

The role offers a generous base salary, based on experience.

Other benefits include medical insurance, paid holidays and a company mobile phone.

Why work at n/n?

New Narrative offers a progressive working environment. While the hours don’t always fit easily into 9-5, we actively pursue a policy of work-life balance for all staff.

As a small but fast-growing company in a nascent industry in Asia, we offer unmatched opportunities for advancement. The right candidate can help shape the future direction of our business and the region’s content marketing industry.

New Narrative is an equal opportunities employer.

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There are reams of material written about the importance of content marketing for brand development. Unfortunately, most of it is not aimed at the people that need the most convincing.

These days most marketing professionals are alive to the advantages of thought leadership, but at New Narrative we have plenty of conversations with clients who have to work hard to convince ‘the business’ that it’s worth their time and effort.

This is especially true in financial and professional services, where support functions such as marketing and communications can be seen by front-line staff as a cost centre.

It’s quite common to hear reports of marketers being told by fee-earners that they resent having to spend time on something they don’t see as contributing directly to the bottom line. In some ways this isn’t surprising, as the fee-earners’ performance is measured in financial terms. But it’s also a mindset that has to change if a custom content plan is going to succeed.

To help, we have compiled our top tips for marketers looking to win over the cynics:

Engage early and often

One of the regular complaints we hear from finance professionals is that the marketing team only reaches out to them when there’s a deadline approaching and they are expected to drop everything to write an article.

As a marketer, you will be effective if you involve thought leaders and experts early in developing a content calendar. It’s then important to check in with them regularly to find out the ideas they are talking about with clients. This should help you develop a better relationship with them and should mean last-minute requests are less likely to be met with silence. It will also help improve the marketing team’s industry knowledge, which leads us on to our second point…

Do your research

As former journalists, at New Narrative we understand the importance of research before an interview. All it takes is single comment that shows an ignorance of the subject matter for an interview to go sour. It’s the same when engaging with your thought leaders.

As part of the in-house marketing team you will have a good understanding of the firm’s strategic goals but it’s also important to understand the specific business or practice area of the person you are talking to. This does not necessary mean hours of research, but a few questions based on the latest article in the business press or the most recent piece of research on the topic will get you off on the right foot. And it will also help with the third piece of advice…

Be specific

Nothing is more likely to infuriate your experts than asking them to write something where your topic suggestion is too general. For example, asking for an opinion piece on China will give the impression of a lack of industry knowledge within the marketing team and is also likely be met with a degree of frustration. But asking for something targeted — such as an article on the significance of China opening its financial markets or the impact of a rising renminbi on capital outflows — will encourage greater engagement.

Minimise the workload

Even with the best will in the world, there will be time when your expert will not have the time to generate the content you need by the deadline. But if she can’t spend an hour writing a blog post, maybe she can spare 30 minutes for a phone call? Or 15 minutes putting the main arguments in an e-mail? These can then be used as the basis of an article to be written by the marketing team or content consultants and reviewed by her later.

Use empirical evidence

It always helps to have some statistics up your sleeve to prove a point. This could be in the form of engagement metrics for a previous campaign. Alternatively, there are plenty of surveys on the effectiveness of content marketing. One of New Narrative’s favourites is the recent survey from Edelman and LinkedIn that asked 1,300 business leaders and C-suite executives how they viewed B2B thought leadership. The results include the fact that over 60% of the respondents think thought leadership is one of the best ways to vet an organisation and understand the caliber of its thinking. Armed with stats like that it should be easy to convince even the cynics that producing thought leadership is time well spent.

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The news of Anthony Scaramucci’s sacking as White House communications director after only ten days certainly grabbed the attention of us here at New Narrative. The drama at the White House is second only to that in the new series of Game of Thrones (never fear, this article is spoiler free) as we catch up over the morning’s first cup of coffee.

But once the shock had worn off, the discussion turned to the soundness of the move. The ‘Mooch’ may have only been in place for less time than it takes to learn how to spell his name correctly, but after his expletive filled rant in the New Yorker, it was clear this appointment was not a good fit and better to end it sooner than later.

And — tenuous link alert — it’s a lesson that CMOs can learn from.

Here at New Narrative we’ve lost track of the amount of conversations we have with marketers who struggle to make the most of relationships with their external partners and providers, including content agencies. Sometimes they have difficulty accessing the right people or expertise, or are sold a programme or campaign that fails in the execution phase; other times there are fundamental quality issues or the agency struggles to understand their business model or goals.

But despite months, and sometimes years, of wasted time, money and opportunities, there is at times reticence by CMOs to jettison practices, and agencies, that are repeatedly failing to deliver. That may seem a surprise when so much is at stake but inertia is not just limited to the customer experience – it’s a powerful force on companies when it comes to managing their marketing and agency relationships.

The reasons are understandable and are the same ones that lead us to put up with bad customer service from banks and mobile providers. Relationships or systems may seem too embedded to move on, or too much hassle to change. But if you’re a CMO it’s important to remember you are a customer, and that agencies and external partners can and should be held to account for the way they interact with you, and what they deliver.

From our perspective, when evaluating content agency relationships here are some of the key questions you should be asking:

  • Is this a genuine partnership — does the agency view the successes or failures of your content-driven marketing initiatives as their own?
  • Has the agency taken the time to understand your strategic and commercial goals and craft an overarching programme or narrative that supports those aims?
  • Does the agency help you navigate challenges and setbacks, whether they come from changes in the market environment or internal processes?
  • Has the agency helped you build a content pipeline and to keep it on track?
  • Is the agency producing content you are proud to publish?

If the answer to more than one or two of these questions is ‘no’, it may be time to reevaluate the relationship — either through a ‘reboot’ that reassesses communication processes and goals or targets, or by simply moving on.  There are arguably not too many good lessons that can be drawn from the Trump White House, but one is that when someone who’s hired to communicate on your behalf isn’t doing so effectively, inertia is not the answer.

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