Leonie Wharton's Posts



Creative Inspiration: Content We Enjoyed this Spring

Event tie-ins galore

Every brand should have an event calendar; you should know when anniversaries, yearly celebrations and public holidays are taking place so that you can leverage them to your advantage.

At Distilled, the team have a broad range of passions and interests, which means the types of content we share cover a broad range of topics and formats, from a gif we saw on Twitter to a multi-million dollar TV ad, everything we share feeds into what we produce. Predominantly we share content via Slack, Dropmark and Pinterest.

When I start to write these posts each quarter, it is the content that has left a lasting impression that makes the cut, that brand’s content that I have already shared with my friends. By trying to break down how / why that content was so memorable, we can start to understand narrative patterns or methodologies to apply to our own campaigns.

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Unconventional Content: PR Stunts for SEO

 

Why would a stunt work for SEO?

SEO is ever evolving, and here at Distilled, we have been looking at more interesting and unusual types of creative to generate brand awareness.

We are growing our creative outputs as the Google Gods get ever more powerful and all-seeing. One of the ways we’ve done this is with PR stunts. A stunt is a great way to involve your target audiences, create a dialogue, increase social engagement and, contribute to your branded search volume.

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Creative Inspiration: Content We Enjoyed this Winter

Long format we love you!

In the age of everyone having a blog, highly stylised long format can be what it takes to make your written content stand out. At Distilled we often ask ourselves does something being a blog post make it immediately feel less valuable than say, a white paper or a comprehensive guide? Is turning something into a simple blog post selling yourself short, is that format right for your content? With written content coming in so many forms from microblogging in tweets, to company e-newsletters, it’s important to find the right format for what you want to say, of course, sometimes that is with a simple blog post.

Each quarter at Distilled we look back over the content that has made us tick. Content that made us laugh, start heated debates, WOW at how pretty it is, or feel flabbergasted by the conclusions.

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Creative Inspiration: Content We Enjoyed this Autumn

The internet is bored of graphs. Let’s show them what else we’ve got. 

Following on from our post this summer, where we talked through a range of exciting new content, from peace tributes to social adverts, we now turn to what has got eyeballs on a brand this Autumn.

There’s lots of talk in the industry right now about off-site ranking factors beyond links, and especially those related to brand. Take this post from Sistrix, this deck from Malcom Slade, or this post on Moz from our very own Tom Capper.

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The Distilled Yearly Creative Roundup: 2017 Edition

It’s been a year since our last creative roundup and I wanted to share what we’ve been working on in the last 12 months. As I started to collate our creative pieces, it’s become clear that we’ve tried our hand, and indeed had some successes, at new and exciting formats

This has partly stemmed from Google’s changing algorithm, as we can see the benefit in investing in content for brand awareness, with branded search carrying more weight than before. This creative freedom has led us to storyboard social ad series, shoot stylized photo essays and video social experiment stunts for brands too.

We’ve made pieces with regional angles, which have led to neverending press lists (a good thing), and one that focussed on the fear factor that ended up on the news.

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