Tuesday Dispatch

2021, April 6

In our weekly roundup:

Can an editorial calendar help you get more from your content? Plus: why copycat designs can just be a coincidence, and cherry blossoms.

Editorial calendars, copycats and sakura marketing

HOW AN EDITORIAL CALENDAR CAN BENEFIT YOUR CONTENT MARKETING

Marketers are under pressure to deliver a steady stream of content. Most will charge into the fray, committing to publishing hundreds of words daily. They soon run out of steam and “Content Marketing” is judged a failure.
 
Part of our work in editorial design is to help clients structure their content so they can deliver a realistic, high-quality product. Core to planning is the “Editorial Calendar”, which helps structure and schedule content that’s relevant to your audience. We’ve published a brief introduction to them, including what they should contain and how to keep yours on track.

NOT A COPYCAT

If you see a copycat of your design it is tempting to rush to social media and complain. Before you do, consider if you’re a victim of coincidence.

It happens more often that you’d think.

HERO OF THE SUEZ CANAL

Much of last week was dominated by a super container ship getting stuck in the Suez Canal. Within a couple of hours, a tiny excavator appeared, valiantly digging away at the bank. The world looked on in amusement – and started sharing memes.
 
For the next few days, Abdallah Abdelgawad worked round-the-clock to help the salvage effort. Often putting his life on the line, his efforts were rewarded when enough silt had been cleared to refloat the vessel.

CHERRY BLOSSOM MARKETING

Two women, one in kimono, walk alongside a river in Kyoto with a canopy of cherry blossom overhead

The annual “Sakura” is almost over in Japan. It came a little earlier than usual this year, but marketers weren’t caught out. It comes every year, along with a steady stream of cherry blossom related messages and products.
 
This is why you need to plan your marketing in advance.

ICYMI: WHAT MAKES A GOOD MOBILE FASHION PRODUCT PAGE?

Person using a mobile phone to make an online purchase from a fashion retail website

Our review of 120 web pages from 50 fashion brands has shown what does – and doesn’t work for mobile ecommerce. From designing your hero images to presenting washing instructions, you’ll find what you need to include (or not) in our infographic.

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