How to create Relevant Content?

Como criar conteúdo Relevante

What is content? Is it all relevant?

Content, in fact, encompasses all forms of creating information on a given topic or organization to share with all stakeholders. As explained in the E-book “Guide for Creating Content”, developed by BloomCast Consulting, there are several types of content, such as Podcasts, Webinars, Blogs, Infographics, newsletters, among others. These are diversified content using different creation bases that aim to achieve the same purpose: attract more consumers interested in the content developed by the organization.

What is considered relevant content?

We already know that content is considered relevant when several factors are met, namely: relevance, structure and usefulness. In this way, the contents must be built according to a specific audience and having their needs as a priority, in order to inform, captivate and retain that same audience, thus creating a positive perception of the organization.

How do you determine what is relevant content?

The idea of creating a content seems to be simple, since sometimes it’s thought that it’s enough to work on a theme and define how it will be disseminated, if, for example, by podcast or newsletter, but in reality it’s not that simple. Today, more than ever, it is necessary to consider what people are looking for, where they are looking and when.

In this sense there are some important steps to contemplate when making the decision of the content to work:

  1. Think like the costumer

It’s easy to fall into the presumption that we know what costumers think and want but is not always so straightforward. Since they are currently more demanding and change their needs and desires so quickly that we must be able to act accordingly.

How can we think like a customer who today seeks to know about X and tomorrow about Y? The answer is simple. In fact, questioning and asking customers for feedback can really make a difference. In 2019, 42% of companies did not ask their customers for any feedback. And that begs the question: how is it possible to say that a company knows what their consumer wants when they don’t really try to know? Although the present reality points to a greater concern on this matter by the companies, in seeking feedback and analyzing the happiness of the consumer with the monitoring services of social networks, there are still many companies that do not give due attention to this factor and the truth is that this is undoubtedly one of the best ways to perceive customer satisfaction with the product/ service and it is free.

  1. Define the approach to be taken

What is the real goal of understanding what costumers are looking to know or buy? The answer is simple. By knowing what is truly useful and interesting for the target audience, we can define an ideal approach to answer any questions that might exist, thus creating relevant content.

It’s essential that companies/ brands have in mind that, nowadays, time is one of the customers most valuable asset and no one will give it up to watch content that is not of interest to them.

  1. Use current trends to your advantages

It is important to note this step does not apply to all organizations.

Content on current issues, such as the Covid-19, which attracted countless people to seek and consume different types of information, is a very effective way to keep the organization’s channel up to date with an interested and loyal audience. But, on the other hand, it is important to analyse whether your organization can, in fact, work with these themes. If, for example, you can find and interesting angle that makes sense, then use it, as it will significantly increase the interaction but if you can’t, don’t invest in this action. Forcing current affairs to the wrong audiences can not only discredit your organization, but risk transmitting wrong information.

  1. Frequency

It is not so much a tip on how to build relevant content, but rather, how to attract people to consume that content. The frequency of publication is one of the most important points when planning the entire content process.

There are several questions that arise when faced with this planning phase: what is the best time, day, platform to publish? How often should we publish? These questions are legitimate, but the answer is not certain. For some organizations, for example, a weekly podcast may be the best frequency, but for others, three weekly publications are the ideal. It is important that we always keep in mind that the frequency depends on the type of content and the format we are thinking of developing.

However, there is a practice considered as undeniable: the more content developed and published monthly, the more traffic and engagement it will have. In this way, organizations that publish, for example, four weekly posts on their blog have five times more traffic than those that publish a weekly post or less.

  1. Quality vs. Quantity

it is not ideal to flood your social networks with content. If, so far, it is not your practice to publish content on a regular or massive basis, then you should not suddenly implement it, as it can lead to those looking for your organization for more information to quickly become saturated.

In this context, consistency is the most important, and ideally, you should start with a weekly publication to show that you create relevant content, monitor engagement metrics and evolve to three, four or even five weekly publications, but having always based your metrics. Thus, the important thing is to feel that the content you create is of interest to those who read it and that is bringing positive results for your organization.

Ways to create content more easily

 Creating content is a task that requires time, effort and knowledge f the areas and subjects of the moment. Fortunately, today it’s possible to have access to numerous online tools that facilitate our work.

In this sense, for the creation of content it is important to schedule what is published, and for this there are platforms that make this whole process more agile, namely:

  • If you use WordPress, Edit Flow is a free tool that allows your team to better manage material, starting with the publication calendar.
  • Oktopost, which allows, in addition to the publication calendar, a specific analysis for each post or campaign, realizing the return of your investment.
  • You can read more suggestions here.

In this way, creating content can prove to be an excellent communication initiative for your organization, since it allows you to be found by your target audience, positions it on the search engines like Google and, at the same time, strengthening and increasing your visibility and credibility. That said, it is essential to plan and structure before building, in order to avoid investing time in something that may not bring positive results for your organization.

To learn more about Contents, see our E-book “Guide for Creating Content”, which is part of the BloomCast Content Series. It’s a document developed by BloomCast Consulting with the aim of providing useful and easily actionable information to define the communication line that should be used in creating content. In it you can find the best practices for creating content, as well as some relevant statistics and facts in relation to the various formats.

Looking for more information to create content that makes sense for your business? Contact us and find out how we can help you innovate your communication.

Feeling the force: new world, new channels

Feeling the force: new world, new channels, new consumer

The upheavals of 2020 have led to some fresh consumer habits and the revival of some more traditional ones. Communicators must stay alert to change. By Rodolfo Oliveira.

“A great disturbance in the force” is under way.

This is probably one of the most well-known quotes from movies. It’s certainly a phrase that summarizes the situation we’re going through, given there is a consensus that this is a defining moment in modern history, where all existing assumptions are questioned and key pillars of society and economics are challenged.

If the ongoing trend of science and facts versus conspiracy theories, myths and fake news amplified through social media was not a big enough challenge, we are now faced with an upheaval of unprecedented dimension, with the current pandemic and the changes it has brought.

As the dust starts to settle, and from the first decisions around “being all together to face this challenge” at the beginning, we are witnessing some startling changes.

Online news spike

One of the areas where this change can be felt is in the traditional media space, which has seen a spike in online readership of news sites that is still going strong (as Comscore highlights) at about 28% above average before covid-19, even if there is not so much of a similar trend on ad investment, as brands shy away from the kind of news that people follow. Yet, more and more people are relying on these sources to provide validated information and insights as to what’s happening around them, and there is a growth in subscriptions for many news outlets, mainly digital.

There has also been a number of new sites and initiatives from the most credible media outlets to develop fact-checking initiatives that can cope with the flurry of fake news being published via social media and amplified in some extremist outlets.

In Portugal, that initiative started with Poligrafo in 2018, a site single-focused on the subject, but has since been replicated in many other publications.

Industries redefined

On the business side, we witness industries such as tourism being entirely redefined. Key trends include the acceleration of ecommerce to address lower footfall in retail spaces and telehealth suddenly becoming something normal. In Portugal, all major healthcare groups and the National Healthcare Service have engaged in developing solutions for distance medical appointments, including video support.

Commuting is being replaced by work-from-home scenarios, which further drives the growth of ecommerce referred to above. And, overall, consumers want brands to address their specific needs and requests, creating more meaningful and customized experiences.

This all-new landscape creates a challenge for companies, which need to adapt fast. Where do consumers now spend their time? What do they do while there? And what are their evolving expectations? These are all new challenges that completely void existing assumptions. It’s time to get back to the drawing board and redefine engagement and experience, as well as be ready to adapt as needed, mastering the new formats that are growing.

Public relations professionals and their customers need to ensure that their skillsets cover all these new fields, from branded content to digital skills, including podcasts (which are growing in terms of reach and total value of investment from brands), and to infuse storytelling in everything, while also being able to measure results effectively, showing the business value of the initiatives under way.

Rise of the podcast

The growing importance of the Podcast has been recognized in Portugal with the launch of a brand-new Podcast festival last year. Named Podes, it brings together the ecosystem of people developing them, educating visitors through workshops and recognizing the best podcasts across several categories.

Globally, Stitcher, one of the leading platforms (now part of SiriusXM), has seen the number of podcasts published skyrocket, with a growth of more than 129,000% since 2010. Also, there is a trend of shorter episodes and a rise in the mini-series format, with listeners tuning in to learn about a multitude of themes they are interested in. And there has been a clearer match of the population age to the listener base.

So, the fact that you’re putting yourself in isolation for a moment and given everything that is going on right now, having access to a focused audience is critical for brands who are trying to make sure that they’re top of mind. And as I said, there’s a lot of new listeners, especially younger listeners — people in their 20s who are building their domestic habits — so if you want to find a relatively clean environment where somebody is focused, listening and paying attention, podcasting is a great way to do it.

Traditional engagement

At the same time, traditional engagement methods such as email marketing have proven their resilience and enjoyed strong growth in 2020, with Open Rates up 21.8% and clickthrough rates up 22.5% worldwide according to data from Klaviyo published by AdWeek.

It is therefore critical to develop both strategic and tactical approaches since, as John Lennon put it so appropriately, “Life is what happens to you while you’re busy making other plans” (Beautiful Boy/Imagine).

So, make sure you have a masterplan that covers all your digital properties and tools, together with cohesive messaging. Yet be prepared and able to switch course if needed.

Enlist social listening to quickly identify trends and changing consumer behaviors, while also ensuring that social media is leveraged and has coherent messaging. Ensure that key messages are tailored for each audience. Diversify content to be able to match the patterns of information gathering, including infographics, video, audio and traditional written content, with adequate SEO support.

Be creative! Remember that people do not expect an answer to all the questions and that, at a juncture in time when uncertainty is the new normal, the focus should be on listening to customers. Practice flexibility and adapt, being with the customer and available wherever they are and in whatever channel they use.

Customers are eager to have someone they can trust, that has values and principles and strives to excel at them. That is what we should all look at. Above all, keep in mind that expecting the best while planning for the worst is always the best option.

May the force be with us all.


Initially published in IPRA. Opinion article by Rodolfo Oliveira, Managing Partner at BloomCast Consulting.

What is relevant content?

O que são conteúdos relevantes? relevant content

Currently, content and its importance for business is a theme increasingly addressed. But not all content is in fact relevant and that is the secret. For example, we all value our time because we consider it to be a scarce commodity, so we must make choices everyday about how best to use it. From the choice of the meeting we want to which conference we attend, but also the most relevant content and information we intend to read. In the latter case, a quick survey allows us to assess our interest and understand whether we want to continue. And it is in these short moments of analysis that companies must concentrate to be able to attract the audiences they intend to conquer for their content.

Thus, contents are an increasingly important and disputed asset. With the growth of digital marketing, it has taken on a much more strategic role: attracting as many audiences as possible and ensuring their loyalty. However, to be able to confirm this readability of the contents they must be relevant, structured, and useful to your readers.

It sounds easy, but it takes time, continuity, and analysis.

In this sense, in order to captivate potential readers, the relevance and quality of the content must be the main priority of the organizations and not their frequency of periodicity of publication, as these must depend on the objectives of the organization. They must be created to meet what the audiences need. Much more than creating content for all existing platforms, whether they are social networks, blog, newsletters, podcasts, webinar or even media, the most important is the positioning of this and the message we want to convey with it. Obviously, it is crucial to be where the readers are, but that is worthless if the content is not informative, objective and responds directly to the needs of those who consult the information. Creating empathy with the reader through their ability to clarify or captivate by the story presented is fundamental for our content to be a success.

This change is the result, among others, of the current facility for searching for information online. Costumers and consumers, when accessing the organization’s information, already have a reference and are looking for more specific, more objective information. That is, the content to be developed must respond to the type of information that costumers search for online. Another fundamental aspect is the coherence of the information in different channels, because the potential costumer can access it through the website, social networks, blogs or get information through the news published about the organization different messages, in different digital properties can lead to a loss of interest or to a perception different from that intended by the organization.

What are the vantages of creating relevant content?

Producing good content enables numerous advantages, both for the companies that develops it, since they start to be considered as experts on the subject, as well as for the public that reads it, because they now have access to the content they were looking for, namely:

  • Relevance in searches: as companies produce quality content, their relevance increases on Google Search Engine, allowing them to conquer the first search pages and consequently increase the number of visits and possible interactions. According to the Search Engine Journal, 93% of all traffic comes from a search engine and 60% of clicks go to the top three sites in the search results. On the other hand, 75% of users never click on links after the first page results, according to ImForza.
  • Longer browsing time on the website: the more relevant content there is, the greater the interest and browsing time of users. According to BrezzyHill, 47% of consumers see 3 to 5 pieces of content creates by a company before talking to the company.
  • Higher conversion rate: the more traffic and the longer a consumer is on the website of a given organization, the greater the chance of being able to generate leads or retain a costumer. Quality content is the key factor in any good SEO strategy, as well as improvements in content increase traffic by up to 2000%, according to Marketing Sherpa.
  • Reach and visibility: only through the production of relevant content, which the consumer is looking for, will be possible to retain it, since Google processes an average of more than 40000 searcher every second, translating more than 3.5 billion daily searches and 1.2 trillion annual searches worldwide, says Internet Live Stats.

Currently, due to the pandemic that we are experiencing, certain types of content have been boosted and are crucial to attract new readers and keep the old ones interested.

Different types of content?


Podcasts are a type of content that has been gaining prestige, even before the emergence of the pandemic. More and more, it is companies that have invested in this tool, because in addition to being practical, it is also relatively simple to create and has a good impact on listeners. In Portugal, more than 2.2 million people listen to podcasts regularly and seek to listen more and more. This is due, above all, to the possibility of being able to be heard anywhere, depending on the availability and willingness of each one. In this sense, companies should even consider betting on this type of content since it is yet another innovative way to reach their target audience.


In addition to podcasts, webinars have also seen an increase in their creation and use. These are a good platform for generating leads, captivating potential customers and, one of its biggest advantages, can be reused for other content such as e-books, related articles on blogs and posts for companies’ social networks. On the other hand, given the national scenario, this is an excellent initiative to avoid holding events, since if they are live, they work in the same way as an event, but online. There is a set date and time for your presentation, but it does not need to be cancelled.


With the huge growth that social networks had and the respective role they play today in generating leads and reaching the target audience, blogs ended up losing a bit of their traditional space, ending up reinventing themselves. Currently, a company blog is an excellent tool with relevant and in-depth content to attract readers who are looking for specific topics. When you want to search for certain information, as a rule, you search on Google and very rarely do you go past the 2nd search page. The advantage of a company having a blog it that, according to research cited by RUNNINGDIGITAL, there are 434% more pages on search engines and the more they publish, the more they will appear on the first pages of these. However, to get the best out of publications, as previously mentioned, it is essential to analyse and identify what type of content is of interest to the readers. Because the more useful the information, the more shares the bog will have, thus reaching many other readers.

That said, if the content produced is relevant and recurring, the company will begin to be recognized for its know-how and to gain notoriety for its good content and, consequently, will start generating leads. Regardless of the content format (social media posts, newsletter, podcasts, webinars, among others – there are so many other formats), if it is attractive and clear, it will certainly capture the attention of new customers and retain existing ones. The most important thing is not to create a text that boasts about how good the company it, but that shows it through its knowledge.

To learn more, see our Guide to creating content, which is a part of the BloomCast Content Series, is a document developed by BloomCast Consulting with the aim of providing useful and easily actionable information to define the communication line that should be used in creating content. In it you can find the best practices for creating the different contents as well as some relevant statistics and facts in relation to the different formats.

Looking for more information on creating content that makes sense for your business? Contact us and find out how we can help you innovate your communication

E-book: Content, a catalyst for your business

Guide for creating content

A content (E-Book) is a vague concept that can be materialized in various formats and interpreted in different ways but that, essentially, is reflected in all the methods of creating shareable information on a specific topic.

Regardless of its type, the goal is almost always the same, to have substance, relevance and create value for the organization. Regardless of the type of content they all serve a propose, be it informing the audience, improving the website’s SEO or even creating strategies for social networks, which is why it is so important to carry out a prior analysis in order to understand if the content produced and what you are thinking is in interest of your target audience, so that you can achieve the best possible results.

Currently it’s essential to be in digital and, in this sense, content has taken on a much more strategic role in allowing organizations to reach the maximum possible audience and ensure their loyalty. However, in order to confirm this reading adherence to the content, it must be relevant, structured and useful for its readers.

What is relevant content?

Creating uninteresting or inappropriate content is a decision to avoid, as it can tarnish the company’s reputation. The truth is that the relevance of this, be it a podcast or webinar, is the differentiating factor between yours and all possible content that already exists, within the half million pages created daily. Unfortunately, there is no standard that defines what is relevant content but there are some guidelines that should be used in the process of selection and definition of the content to be worked on. For example, developing an analysis of the trendiest subjects at any given time can help organizations to think about whether it makes sense to address this issue with their audience. Today, more than ever, it is necessary to consider what people are looking for, where they are looking for and when.

Content Types

There are countless types of content that are worth exploring, and with the digital innovations and creativity of marketers, the tendency is for them to appear more and more. From the classic email marketing, of which they are part as newsletters, to the recently discovered webinar. Thus, contents are a different way of presenting your know-how. Each has specific characteristics, such as the creative freedom that an infographic offers its creator or the interactivity and dynamism of a video, for example.

Today, more than ever, content is essential to retain and captivate an audience interested in what you can offer.

Tools to create content

Creating content is a task that requires time, effort and knowledge of the areas and subjects of the moment. However, professionals in this area do not have to develop and implement strategies without help, since a good job in this field can also come from the use of online tools and software. There are several free and paid platforms that are an important complement when writing online content, since they not only improve the result but also reduce the time spent on eventual changes, leading to a better use of it.

In this sense, we have outlined a guide with the best practices to adopt to develop the carious types of excellent content (blog, email marketing, newsletters, infographics, videos, webinars, podcasts and branded content). These indications must be followed, transversely, when they intend to proceed with the creation of any of the different content formats.

The Guide for Creating Content, which is a part of the BloomCast Content Series, is a document developed by BloomCast Consulting with the aim of providing useful and easily actionable information to define the communication line that should be used in creating content. In it you can find the best practices for creating the various contents as well as some relevant statistics and facts in relation to the different formats.

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Podcast or Webinar: Choose the Format that works best for your business

Podcast or Webinar

What is a Podcast or a Webinar?

At a time when digital content has gained more prominence, it is essential to capitalize on them as soon as possible. However, when we analyse the different types of content relevant to  date some questions arise that need to be clarified, namely: what will be most beneficial – creating a podcast or a webinar to present your brand or product to potential customers and interested parties? The truth is that both can help your business achieve its goals and attract new consumers.

But between the two, what is the format that can really help communicate the message in the best way? The similarities between a Webinar and Podcast are several. However, there are types of content that fulfill totally different functions and, therefore, it is crucial that before making the final decision, several relevant issues should be considered.

Before proceeding to choose the most suitable format for your organization’s goals, it is important to demystify these concepts and its vantages/ disadvantages for those who will implement them.

What is a Podcast?

Podcasts are a type of content that has been gaining prestige, even before the start of the pandemic. More and more, it’s been companies that are investing in this tool because, in addition to being practical, it is also relatively simple to create and has a positive impact on its listeners. In Portugal more than 2.2 million people listen to podcasts regularly. This is due, above all, to the possibility of being able to be heard anywhere, depending on the availability and willingness of each one. They are only in audio format, recorded before the broadcast, so that listeners have access whenever they wish. These files should be relatively small – we recommend between 5 to 15 minutes. In this sense, companies should even consider betting on this type of content, since it is yet another innovative way to reach their target audience.


  • Interest: in Portugal more than 2.2 million people listen to podcasts regularly and this number only tends to increase;
  • Without physical and temporal barriers: as previously mentioned, to listen to a podcast it is not necessary to be in a certain place at a certain time. This freedom is undoubtedly one of the podcasts’ strongest points;
  • Timeless: a podcast does not end the moment it is released; it remains to be heard over time. This allows for constant lead generation;
  • Equipment: a podcast does not need technologically advanced and sophisticated equipment. The basic equipment needed is a microphone and a recording program to build your podcast;


  • Target: unlike webinars, podcasts are unable to specifically target the audience;
  • Audience attention: the lack of interaction between host and audience, the lack of captivating visual elements and the fact that the audience is free to do other tasks while listening to the podcast can contribute to less attention to the content – making it less effective.

What is a Webinar?

Along with podcasts, webinars have also seen a huge increase in terms of creation and use. They are also known as web seminars or webcasts and are conducted online, and usually include audio presentation as well as a visual one (a PowerPoint presentation or a product demo, for example).

Participants, in turn, can follow the event in real time and ask their questions or can download the session later. These are currently a great platform to generate leads and captivate potential costumers and can also be reused for other content such as e-books, related articles on blogs and posts for companies’ social networks. A webinar usually lasts 45 minutes and allows an additional 15 minutes for questions and answers.

On the other hand, in view of the pandemic scenario, this initiative made it possible to avoid the cancellation of events, thus moving them to the digital panorama, allowing many companies to maintain the date and time that were already foreseen, changing only the format in which the presentation would occur.


  • Ease of recalling touched points: as the content s visual it ends up being fresher in people’s memory;
  • Real-time interaction: Through Q&A for voluntary participation by participants, the webinar offers real-time interaction between audience and host;
  • Organization: webinars are very simple and can be pre-recorded and launched on a specific day and time. This allows for much simpler and more practical planning and organization for those who create them;
  • Participants: on average, a Webinar can retain 40 to 50% of subscribers. It is a good value that tends to grow depending on the current topic.


  • Preparation: although they are simple to plan and organize, the preparation of all the material that will be exposed can be time consuming;
  • Little time flexibility: when it is a live webinar, people cannot move on to the topic they really wanted to see, and this can lead to their withdrawal.

After understanding the concept of each platform, it is important to understand how we can use each tool to choose the one that best fits your goals.

You can use podcasts to:

  • Have a panel of different guests in each episode to discuss various topics relevant to your organization;
  • Have one-on-one interviews with different guests. This model is a good way to attract interviewees ‘fans’ to your podcast;
  • Have a solo program where you share your vision, opinion or experiences with as important current topic or products;
  • Create a story, through storytelling. Guide listeners through a narrative, real or fictional and use each episode to add different parts of it.

And the webinar? You can use it to:

  • Give a proof of concept of your product or service remotely;
  • Interact directly with participants, helping them with their needs;
  • Make the organization known, inviting experts on an interesting and relevant topic for the webinar;
  • Generate leads. Webinars that focus on topics relevant to the business have the capacity to generate between 500 to 1000 leads.

Identify the organization’s specific needs

After clarifying each of the concepts and understanding how they can be used, it is time to analyse which is the best choice for the organization and which way we want to go when investing in one of these tools. In this sense, in a first phase, it is important to analyse what are the real needs of the organization. That is, why do we want to create these types of content and what do we really want to achieve with it? What audience do we want to reach? In fact, it is essential that this analysis be developed, since it allows us to begin to outline what will be the ideal path for the communication of the organization.

If we go first to the creation of the content without thinking about what really makes sense for the organization, we may be betting on a format that is not ideal and, consequently, will not reach the goals we have established.

That said, there are several types of content that exist, as well as formats, but not all are the most suitable for a communication strategy. Thus, the first step to be taken is to understand and determine what the objective is with the creation of this type of content, regardless of the format that mat be decided.

Identify the theme

The time has come when it is essential to define what subject we want to communicate, as the decision on which platform we should use depends on the message we want to spread. Will our audience need visual support to understand the topic of the message? If so and if what you are going to communicate is complex information, which needs good visuals to be understood or if you want to present a new product, then the webinar is the best option, as it can help to better clarify the message you want to convey.

If you don’t need any visual support and the message to send is simple, the podcast may be the right choice. Its biggest advantage is the lack of restriction to the place to listen, that is, a podcast can be heard anywhere while doing other tasks. This can bring another problem such as the lack of attention on the part o the listener, but even so, it is one of the most attractive points for those looking for it.

Metrics for evaluating the success of the platform

Metrics for post-launch analysis of a podcast or webinar vary. Most webinars ask the audience to fill out a form with certain personal details when registering. With this data it is very easy to analyse who this audience is and build approaches to make them costumers later. Unlike podcast, who need to ask the audience to provide this data to understand who their listeners are.

Regardless of the format chosen, content is the highest priority. Given this context, it is essential that the message is well delineated, as well as its presentation since the way you tell your story is as important as the platform on which it is shared.

To learn more about podcast, see our Podcasts Guidebook, which is a part of the BloomCast Content Series. It is a document developed by BloomCast Consulting with the aim of providing useful and easily actionable information to define the communication line that should be used in creating podcasts. In it you can find the best practices for creating a podcast as well as some statistics and facts relevant to the format.

Looking for more information to create amazing webinars or podcasts? Contact us! And find out how we can help innovate your communication.


The technological sector and the new frontiers of communication

Rodolfo Oliveira Managing Partner da BloomCast Consulting e o setor tecnológico

Moments of transformation are moments of redefinition. Tried and trueapproaches are of little relevance, as are face-to-face sessions, and digitalization is transforming all sectors of activity. Technology is in all areas of organizations, from social interaction to e-commerce processes, from operational management to business insights, from customer services to production and distribution systems. In this sense, the most advanced companies in  digital transformation, capable of managing their digital and  physical presence indistinctly (bionic companies, a term used by the Boston Consulting Group) will certainly have a greater role and growth in the future. A recent McKinsey survey of Business2Business decision makers in 11 countries indicates that organizations are far more likely to choose companies that offer an excellent digital experience as their suppliers.

At the centre of this process of change, companies in the technological sector from manufacturers to implementers and the reseller channels, have gained special prominence and relevance. And with this visibility they also gained increased responsibilities. It is expected that they will have the ability, together with customers, to identify new models of organization and team management, new paths for current businesses, and solutions that allow customers to be more closely monitored and that optimize and improve existing processes.

Walk the Talk

This leadership role in the sector also means showing knowledge and the ability to be a reference partner for organizations in times of uncertainty and redefinition. Firstly, showing the ability to achieve what they advocate, being able to adapt to their new operating paradigms in remote mode, at a distance, with priority on the safety and well-being of their teams and the communities in which they operate in. It is also necessary to integrate innovation and increasing flexibility in addressing the challenges presented.

It is necessary to take advantage of digital channels to reach customers with the necessary information and in a personalized way.”

Secondly, creating quality content with new and effective ways to reach customers, that allow communicating the strategic vision for technology at the service of the business and identify the best solutions for each challenge. Here  leadership must also be taken into account, in the capacity to take advantage of the new digital channels to arrive with the necessary information and in a personalized way for the customers who need it. From traditional communication to social networks, from collaborative tools to interactive formats, from videos to Webinars and Podcasts, all of these must be modernized in a manner consistent with what is advocated.

In times of uncertainty, the real risk will exist for those who are not able to present a solution to their costumers’ challenges.

Initially published in the August edition of Exame. Opinion Article by Rodolfo Oliveira, Managing Partner at BloomCast Consulting.

Social Media Content Creation Tools

Content for Social Media

Producing content for social media is more than building a simple text. Content marketing captures three times more leads than paid ads, so its essential to know the best tips for building relevant and organic content.

The idea of content marketing is increasingly present. 70% of marketeers invest in content marketing, 94% use social media to distribute it and 78% of organizations have teams composed of one to three content specialists for these specific situations.

However, professionals who create content for social media do not have to develop and implement strategies without any help since a good job in this field can also come from the use of online tools and software. There are several free and paid platforms (market analysis, social media management and analytics) that are an important complement when writing online content, since they not only improve the final result but also reduce the time spent on eventual changes, providing the possibility ofa better use forthat time.

The importance of market analysis to create content for social media

Before starting to develop content for social media and publishing it, it is essential to carry out a market analysis, in order to understand if the content produced and what you are thinking of producing is in the interest of the company’s target audience. In this way, there are several tools that can be interesting to understand, in greater depth, the research and information consumption trends, namely:

  • Google trends is a free search trend tool from google. Through this tool it is possible to perceive, in real time, what information people are looking for. This search can be done using four parameters: location, date, category and type of search. Based on these categories, the platform is extremely useful for marketeers, since it allows determining a point in time where research related to the company is most common, giving the possibility of creating an extra effort in communication campaigns for these times.
  • Answer the public, one of the best tools to define ideas for content you already have in hand. Although the free version has a limit on the number of searches (two per day), it is still an excellent tool to understand what is being researched about a certain keyword because the platform presents the main results related to “are”, “to what”, “why”, “who” and “how” of the selected keyword (for example: “What are B2B businesses?” being the keyword “B2B”).
  • Ubersuggest is a tool, mostly free, that allows you to intuitively analyse the market, keywords and search volumes. This tool allows you find out how many times, for example, a website is searched and in what locations. It is an excellent way to understand which strategies work, adopt and improve them, thus gaining an advantage.

How to manage social networks?

In addition to market analysis tools, social media management tools also play a key role in the success of the online campaign,since they  allow that the manual publication of content directly on the platforms to be optional. In other words, there are very effective tools that help in scheduling publications, videos or even stories, and through them we are able to suggest ideal times and days for publication. However, we must always keep in mind that scheduling publications does not damage the organic reach, but on the contrary, it may even enhance it, such as:

  • Swonkie is a very complete social media management tool, since, in addition to creating and scheduling publications for Facebook, Instagram and LinkedIn, it also has a platform for influencers. Additionally, it allows you to respond to messages on Instagram and Facebook, as well as the creation of very complete reports. To use this platform, a monthly or annual payment is required, but it is one of the most complete for social media management.
  • Socialbakers, one of the most used platforms worldwide, helps to build a better relationship with costumers and analyse the company’s position in relation to the segment’s market. Like Swonkie, Socialbakers also allows you to schedule publications and create reports on other companies in the same segment, evaluating the positive and negative points of the social media campaign in question. The platform has the option of a 14-day free trial, after which access is subjected to a monthly payment.

Data Analysis

It is crucial that companies are able to extract information and insights about how their target audience perceives or interprets your brand, which are the products or services that they most appreciate and even a comparison to the competition, but for that, it is important that they incorporate data analysis tools for social media.

In this sense, Analytics has several advantages. But first, it’s necessary to define what objectives you want to achieve with obtaining this data – for example, if you want to get feedback on a particular service, to boost public opinion about the company, among others.

  • Facebook allows you to use Facebook analytics. This tool is quite complete and allows you to analyse the profile of the target audience and how it behaves on social networks and responds to each type of post published.
  • Instagram also includes its own analytics that allow it to segment the audience of the page, in several aspects. Through analytics it is possible to monitor interactions and reach, as well as the performance of publications, stories and promotions. Although not as complete a tool as Facebook Analytics it is a great way to follow the activity of the Instagram
  • Youtube has a very complete analytics tool, Youtube Studio, which allows you to obtain data such as the number of unique views and global appreciation of the content. And it is a completely free tool.

Despite all these tools, it is important to always bear in mind that the success of content marketing is not only based on these tools. Like most of the digital innovations that are emerging in the world, these tools help and speed up the work to develop, but they do not do everything. There needs to be commitment, ideas and team unity to build the best possible social media content, attracting new customers in order to obtain the best results.

To learn more consult our Social Media Guide, which is part of the BloomCast Content Series, a document developed by BloomCast Consulting with the aim of providing useful and easily actionable information to define the communication line that should be used in the company’s social media. In it you can find the best practices for managing the various social media accounts, as well as some relevant statistics and facts in relation to the format of each one.

E-book: Podcasts, the new way to communicate at a distance

Podcasts, essencial para a comunicação

Podcasts (E-book) are audio content, made available through a file, which allows the listener to hear when, where and on the device they prefer. When was the last time you heard a Podcast? The likelihood that anyone in your close contacts has recently listened to a podcast is high. According to a 2019 study by Business Insider, more than three-quarters of Internet users in the United States heard content in digital audio format such as music (streaming) and podcasts, at least once a month last year. Additionally, 51% of the population has heard a podcast at least once and 26.9% are regular listeners of at least seven podcasts.

In the current context, with requires social distance for the benefit of all, and based on thisese data, there has never been a better time to start developing a podcast. The explosion of this format has attracted the attention of the public, which is increasingly receptive to listening to content this way. Companies like Apple, Google and Spotify are investing a lot in new tools for podcasters which addings value forto companies, which already looked at podcasts as something attractive and differentiating to incorporate in their strategies. If, on one hand, the podcast allows you to reach a new audience and create an individual experience,  thus providing greater proximity to all listeners, on the other hand, its portability allows it to be heard in any location, something that values the time of its listeners.

Still, developing a podcast is a complex process that involves more than putting ideas on paper and speaking into the microphone. Therefore, in order to create this content, it is important to consider certain details, such as: its purpose and format, the tone of communication and even the distribution platforms to be used.

In reality, this process is easier than most consider, since with the right indications, betting on the creation of podcasts can reveal a great return since it is still a little explored tool, when compared to other content channels, with only 900,000 active podcasts ( versus 500 million active blogs).

In this sense, we have outlined a guide with the best practices to adopt to develop podcasts of excellence. These indicators must be followed, transversally, when it is 21intended to proceed with the creation of the concept of the podcast itself.

The Podcast Guidebook, which is part of the BloomCast Content Series, is developed by BloomCast Consulting with the aim of providing useful and easily actionable information to define the communication line that should be used in the creation of podcasts. In it you can find the best practices for creating a podcast as well as some statistics and facts relevant to the format.

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TikTok, the real Success story during a Pandemic

TikTok the case of a pandemic success

TikTok is a Social Network that first appeared in September 2016, though, at the time, it was still mostly unknown since it was only available for the Asian market. It was never imagined that, four years later, the impact it would have on society would be this great.

In 2019 TikTok was the app with the most downloads worldwide, driven by the mandatory social isolation, due to the Covid-19 pandemic. Nowadays, this platform is in 9th place, being the most popular social network, according to Oberlo. With already 800 million active users, TikTok is much more than a network that allows the creation of short videos, using filters, music and effects, reproduced automatically; it is, in fact, a rapidly growing business. In this sense, TikTok had its biggest boom. According to a study made by Comscore, mentioned by eMarketeer, the application gained almost 20 million unique monthly visitors, representing an increase of 48.3% between January and March. In a span of months, TikTok has become a true case of success during a pandemic.

The world has changed and with it the habits of the population have also changed. In March, we became subjects of something never experienced: worldwide social isolation, which forced and encouraged people to look for new ways of communication and interaction with one another, even from a distance. And that’s exactly what TikTok represented to those who joined. However, this app is much more than a platform for young people. And, proof of that, is that in March, more than 70% of its users were aged between 18 and 24, but in April, this prevalence was reduced by 5.8% due to the entrance of users of all age groups, according to MediaKix.

Even though the TikTok market in Portugal is still relatively small, compared to the international market, with approximately 2 million users, there is still room to grow. Its trademark is the challenges and choreographed dances for instant reproduction that quickly go viral. With more time at the disposal of the Portuguese, the challenges are quickly adopted and its versions multiply, often with the presence of the whole family. Given this context, as with Facebook or Instagram, brands have also started to migrate to this new platform, since they realized that, on one side, this was where their target audience was (mostly Generation Z) and, on the other, because this is still a recent platform, in which they can bet on thedevelopment of innovative content and totally different from the other social networks.

However, developing content for TikTok is not the same as for other social networks and, although brands continue to bet on influencers in order to promote their product, they are also creating their own accounts and content themselves. And there are already several examples: Chipotle, an American fast food chain, started betting on the creation of short videos, in this application, to promote its menus and, currently, has 700 thousand followers. The National Basketball Association (NBA), has 11 million followers on its page, in which it uses TiktTk to demonstrate a totally different perspective from the one on their Instagram, for example. The objective is simple, when using informal and musical videos, they move away from their formal image, humanizing their athletes and, consequently, getting closer to their followers. The American Newspaper The Washington Post, was one of the first brands to enter TikTok, and despite being a formal and traditional newspaper, its Tiktok profile aims to be the opposite – informal and humorous, showcasing the behind the scenes of the newsroom. The lighter and informal tone fits in seemingly with this platform and the younger profile of the audience, whom they intend to reach.

In Portugal, the first brand to use TikTok to communicate was Disney, in 2019. Upon realizing that the younger generations (Generation Z) were no longer as present on the other social networks, such as Facebook or Instagram, they had to incorporate new ways of reaching them. In this way, the North American giant used Tiktok to promote the movie “Aladdin” aimed to a younger audience, between 14 and 18 years old.

But what are the reasons that make this social network so beneficial for a brand? The answer is simple and is related to its style: creativity and spontaneity. Contrary to what many people think, Tiktok is not just a network for children, in fact, on the contrary, the tendency is for more adult users to join.

However, it is important to emphasize some points. TikTok’s brand success is directly related to its own creativity. Simply copying what has already been done might not have positive results. After creating a video, it is important to look at it critically, and see whether it’s genuine. Look at who is in it and understand their body language, since discomfort is something easily noticeable. Finally, and perhaps the most important point: it’s essential to adjust the tone of the communication to the organization it represents. The NBA case works because it is associated with a sport. However, if a company taken as a formal and credible reference starts making informal videos with someone dancing, which has nothing to do with its core values, it may not have the best results and completely missthe established goals.

TikTok was, undoubtedly, very much driven by the pandemic, but it will not stop here. If the growth rates continue, in 2021 there will be more than 50 million users in the United States alone. Today, more than ever, companies must think smart and try to be where their customers are. If they don’t take advantage while its “trending”, certainly their competitors will.

E-book: social media, a crucial element for organizations

Social Media Ebook

The presence of a company in Social Media (E-book) has the main purpose of positioning it with an audience that seeks relevant information about its business, which is a “must” for all businesses regardless of their size. Every day, approximately one million users join the world of Social Media and currently 3.81 billion people, that is, 49% of the world population is already present on social networks and the trend is to continue growing.

However, it is not enough to have just one page on a social media network, it is also important that some good practices are followed and implemented, so that the organization can achieve the desired impact.

Thus, before moving on to implementing a strategy it is necessary to define it. Hence, in the first phase it is essential that the active social network accounts are identified, the objectives of the company for online presence need to be defined, as well as the audience that it intends to address.

On the other hand, nowadays, there are several platforms that exist that can make the choice more difficult. In this sense, we demystified the four networks that we believe to be the ones with the greatest potential for return on investment and the respective good usage practices to assist in the decision-making process: Facebook, LinkedIn, Twitter and Instagram.

While it may initially make sense to be present in all of them, this may not be true. And there may be platforms that do not make sense of the company’s presence, everything will depend on the objectives established.

After defining which platforms are most suitable, it’s necessary to define how to establish online communication, both textually and visually. And, for that, it’s essential to develop a market analysis, before starting to create and publish content, since it allows to understand if the produced content and what is being planned is of interest to the target audience.

However, it is crucial that companies when defining this strategy always bear in mind that, although each social network is intended for a specific target audience, communication should not be the same or exposed in the same way for all.

Creating content to feed social media can sometimes seem like a complex task, but to facilitate this process it’s important to define and take into account some good practices that end up being transversal to practically all networks, namely: the issue of tone of communication to be used, formatting, terminology, or even how links, hashtags or even emojis should be placed. In addition to the textual style, the visual part must always maintain the colour style and the same logos, regardless of the social network.

Being present in social media is more than having an account created, it requires care and attention in the way the brand/ company communicated, since it heavily impacts the public. For example, if the experience on social media is positive, 71% of customers are more likely to recommend the company to others.

Given this context and with these insights in mind, we have identified a set of tools that can be used to structured what you really want to communicate on your digital platforms.

The Social Media Guide, which is part of the BloomCast Content Series, is a document developed by BloomCast Consulting with the aim of providing useful and easily actionable information to define the communication line that should be used in the company’s social Media. In it you can find the best practices for managing the various social media accounts, as well as some relevant statistics and facts in relation to the format of each one.

Download Here! 

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