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In theory, marketing healthcare should be easy. After all, it’s something that everyone knows they need – whether it’s hospital treatment for an urgent condition, residential care for a loved one or sex therapy and education (ok, maybe that one’s a harder sell!).

But in reality, communicating what you do as a healthcare organisation can be as delicate and as challenging as a triple bypass.

You need to find the right way to promote the brilliance of what you do without promising benefits you can’t guarantee. You need to strike the right balance between your various audiences and stakeholders.

And above all, you need to help your audience find peace of mind that they’re putting their trust in the right team of experts.

Challenge 01: Compliance

When you put out any kind of healthcare marketing and content, the first challenge is always making sure it’s accurate and compliant. You’re not advising people on when to belt a swing dress or the right order to watch the Marvel movies – you’re helping them make decisions about their health and wellbeing.

That means whatever claims you make about your products or services are going to be scrutinised more than most, starting with the various regulations and codes of practice that govern healthcare marketing.

In the UK, for example, the Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP) have specific codes governing what claims you can make depending on what kind of medicine, treatment or device you’re marketing.

And the ASA is just one of many threads. Its codes on healthcare advertising are also supported by the Blue Guide from the Medicines and Healthcare products Regulatory Agency (MHRA), an agency of the Department of Health and Social Care. Then there’s the European Federation of Pharmaceutical Industry Associations (EFPIA) Code of Practice, which exists to hold up integrity and ethical practice in medical communications.

SEO for healthcare brands

Even if there wasn’t this tight regulatory lattice to navigate, there’s still the matter of SEO to consider. Sites like Google don’t particularly want to come under fire if users come to harm as a result of something they found in the search results, and so they set higher standards for pages covering healthcare topics.

In Google’s case, it’s about YMYL – ie Your Money or Your Life. YMYL is a phrase Google uses to identify pages that can have a significant impact on a reader’s health, happiness and safety. If they categorise a page as YMYL content, you have to work harder to prove that content is based on verifiable facts – and avoid overselling any unproven benefits – if you want it to rank.

We worked with a probiotic brand who faced this exact challenge. They weren’t able to make certain claims about their products because parts of the certification process were still ongoing. It didn’t matter that they were confident those benefits were there thanks to their own rigorous scientific testing – until the relevant body had approved it, it couldn’t be written down.

That shifted the marketing focus onto what we did know for certain – the results that could be proven with lab study figures. Potential customers were then able to draw their own conclusions about whether the probiotics would be beneficial for them, without the risk of them being misinformed.

Challenge 02: Diverse stakeholders

After compliance, the next challenge is knowing who you’re speaking to. With healthcare, you’re rarely talking to just one audience group at a time. Patients, practitioners, regulators, investors, researchers – your campaigns and content often have to speak to multiple groups of people, sometimes at the same time. Finding the right way to land your message requires a clear strategy.

The distinctions between audiences can be incredibly subtle, as we found when writing for a regional luxury care home client a few years ago. On the one hand, their campaign needed to speak to the elderly people who might become residents at the care home, showing what that life could look like for them.

But it also needed to address those residents’ children or other family members, who are often key decision makers when it comes to care home selection. They needed a slightly different set of questions answered – chiefly, “How will my loved one be looked after here?” and “Will they be OK?”

Other times, you might be serving a much broader spectrum of audiences, all with their own segmented needs and levels of understanding. When we worked with Health Innovation Network (formerly the AHSN Network), the innovation arm of the NHS, one of their key challenges was that their website needed to be a resource for everyone from patients and healthcare workers, to researchers and innovators.

Trying to find a way to speak to everyone at once would end up with content that didn’t really answer anyone’s needs. Instead, we advised them on the UX of their website and laid out their different audience groups clearly at the top of the home page, so that site users could go directly to the content and advice tailored to them.

Challenge 03: Trust

Lastly, we come to the challenge of trust. Trust is arguably the most important challenge on this list. Not just because you’re asking patients and customers to trust you with their wellbeing, but because the other challenges of navigating compliance and the diverse needs of your audiences feed into it as well.

But trust doesn’t only come down to getting those factors right. There are also the foundational elements that every brand, healthcare or otherwise, has to nail – consistent brand tone of voice and messaging.

Finding that consistency can be difficult in the healthcare industry. You might have some content that uses the common terms for conditions or symptoms (like “blood poisoning” or “fits”) and other content using medical terms (like “sepsis” or “seizures”). One campaign might refer to “patients” while another speaks about “residents”. If you’re a large organisation or network, you’ve also got the challenge of keeping consistency across multiple departments.

Also bear in mind that in healthcare, consistency in communication doesn’t just mean what’s written down – it’s about how everyone in your organisation talks about what you do. Take our previous care home client as an example again.

Imagine somebody reading through the care home brochures and website to find care for their loved one. But while the written copy talks about the care home’s “residents”, everyone they speak to on a visit says “patients” instead. It might seem like a small detail, but it’s enough to suggest a split between how the organisation wants to be seen and how it actually operates.

Getting healthcare comms right

Getting healthcare comms right starts where all good comms should – at the strategy stage. More than in any other sector, with such a big emphasis on transparency and trust, you need to truly understand your own brand (your value proposition, differentiators, limitations and so on) as well as your various audiences and your competitive landscape.

From there, it’s about creating brand voice and messaging guidelines that empower internal teams and external suppliers such as marketing agencies to be consistent throughout all of your comms, in any format and on any channel. And having a robust content strategy that allows you to build that brand messaging into a solid and lasting reputation that engenders the kind of trust you need to win your audience over.

At RH&Co, we’ve worked with healthcare brands from a small pharma startup to an international hospital group, from a healthtech app to a luxury care home group. If you need support with clarifying and communicating your message or building your brand reputation and authority, get in touch today.

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This article is based on a talk given by Rin at brightonSEO in April 2024. You can watch the recording below.

Sex therapy. Embedded finance. And buying land. At first, these subjects don’t appear to have anything in common. But actually they do – they’re all subjects the RH&Co team have helped our clients rank for on Google. 

Is that because our writers are experts in the subject? No – though they know a lot more about them now than they did before! Instead, we leveraged our clients’ subject matter experts and combined their knowledge and insights with our own expertise in communicating complex information in a way that is engaging, valuable and generates results.

Over the last two decades – since the advent of content marketing in the early noughties – expertise has, if anything, become more important. Why? Well, there are many reasons, but this article is about SEO and that means we need to look at EEAT.

TLDR:

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What is EEAT and why does it matter for SEO?

It was around 10 years ago that Google introduced EAT, very quickly adding another E to form EEAT, which stands for Experience, Expertise, Authoritativeness and Trustworthiness. Here’s how they define these attributes:

Strictly speaking EEAT isn’t a ranking factor. However, it is used to guide Google’s Page Quality Raters – the people who assess content and judge how useful it is. These individuals judge individual pages, websites as a whole, and content creators, and they’re looking at literally everything from whether there are SSL certificates to whether the content is actually any good. 

This information helps Google to understand whether its algorithms are doing their job. So feedback from Page Quality Raters is likely to have gone into the August 2022 Helpful Content update, which was all about penalising pages that are designed for clicks rather than to inform readers. And the March 2024 Improved Quality Ranking update, which was all about reducing unoriginal content.

Ultimately, Google’s mission is to “organise the world’s information and to make it universally accessible and useful”. That’s what EEAT is about and that’s why it’s important for SEOs. So how do subject matter experts fit in?

How to stand out in a world of AI generated content - follow link for free download

What is expertise and how does it relate to EEAT?

We’ve written a lot about what expertise is, why its important and how buyers perceive it. If you really want to dive into the subject, we’d also recommend reading two fantastic books (and giving them to your subject matter experts while you’re at it):

For SEO purposes, it’s worth looking at what expertise is as Google would, based on the EEAT definitions in the previous section. In this case, an expert is someone who has real life experience, knows more than the average person, and can demonstrate why we should listen to them and why we should trust them.

Expertise as a positioning strategy

It’s worth stressing that expertise is not a quick fix – it’s a positioning strategy. It takes planning and effort and commitment to get it right and to get results. You can’t simply stick a subject matter expert’s byline on a piece of content and hope that works. Remember, this isn’t about fooling an algorithm, it’s about providing genuine value to your audience and building a reputation over the long term.

Internal vs external experts 

Another thing to remember is that expertise exists in many places. Hopefully you will have subject matter experts within your business – your consultants, your CTO, your product leads, even your head chef, if you run a restaurant. Internal experts allow you to own that knowledge, experience, authority and trust as a brand.

But there are external experts that can be worth tapping into as well. These could be your partners, industry influencers, even your own users. Drawing on their knowledge and experience for your content makes you an expert by association.

How to work with subject matter experts on SEO content

So if you’re a marketer tasked with building a reputation for your brand, where do you start with EEAT? How do you actually work with your subject matter experts to create content that works for both your readers and for Google? Broadly speaking, there are three approaches.

Get your experts to create content for you

Advantages: 

The advantage of this approach is that it takes less of your time – in theory, at least (see disadvantages). As a result, it’s scalable: lots of experts = lots of content. And it’s pretty low cost because you’re not having to bring in any professionals to create that content for you.

Disadvantages:

Unfortunately, the reality is that coordinating experts whose main role (and skill) is not content creation is a lot like herding cats. Your experts – whether internal or external – are busy people with their own agendas, so content is likely to slip down the ‘to do’ list.

They’re also not marketers. They aren’t trained to look at what an audience will engage with, they don’t understand tone of voice, they’re not used to seamlessly weaving in appropriate keywords. As a result, you could end up with copy that needs so much rewriting you may as well have done it yourself.

How to do it:

If you are going to get experts creating content for you, the first thing you’ll need to do is to sell the benefits of them getting involved, or even incentivise them, especially if they’re external. 

You’ll also need to create some sort of editorial guidelines – tone of voice, content length and so on. And you’ll need decent briefs that explain exactly what you want each piece of content to contain, to achieve etc.

And you’ll still need that internal content champion – whether it’s you or someone else – who can do the “cat herding” and can also look after edits and amends to ensure that the content is consistent, that it’s on brief, and that it achieves its objectives.

Create content and get experts to sign it off

Advantages:

At the other end of the scale, this method involves writing the content yourself and simply getting your experts to approve it, which has some very attractive benefits.

First, you have full control of content. You can make sure it’s on brief, on brand, that it ticks the right keyword boxes and so on. You’re also not reliant on anyone, except in the final approval stages, which can be tricky still but not nearly as tricky as getting a busy subject matter expert to write something for you.

Disadvantages:

The downside is that unless you’re also a subject matter expert, any content you create is likely to contain little genuine and unique expertise – things like real life anecdotes or analogies that only someone deeply rooted in the subject would come up with. That means the content will probably be easily replicable. And if you want to increase the volume of content, you’ll need more writing resource.

How to do it:

Despite its limitations, this method of creating EEAT content for SEO purposes can be very effective. It’s how we helped our client Blueheart, a health tech scale up, increase their site visits by 300% within 6 months.

If you do go down this route, you’ll need to develop really good research skills. You’ll need to be able to sift the wheat from the chaff, especially when it comes to credible sources and authoritative citations – no linking to a Wikipedia page as the source of your knowledge. 

And ideally, draw on case studies so at least you’ve got some unique brand stories in there, even if you haven’t got personalised insights directly from your experts.

Work collaboratively with your experts

Advantages:

This is how we most often work with our clients – from global consultancies like TPC Leadership to fintech scaleups like Weavr. It allows us to get the best blend of our client’s expertise in whatever it is that they do, and our expertise as content creators.

Speaking directly to subject matter experts not only allows you to get factual insights but the juicy nuggets that make the best content uniquely appealing and valuable – experiences, anecdotes and analogies that bring those facts to life.

Disadvantages:

On the downside, it does take more time. You will need more writing resource, you’ll still need to convince your experts to prioritise time to give you their insights, and it may well be that the approval process is challenging, especially with internal experts. 

How to do it: 

As with getting them to do it themselves, you’ll need to sell the benefits and potentially incentivise your experts. You’ll also still need to create some sort of ‘prebrief’ so that they’re prepared and bring the right information to the interview process.

Speaking of which, you’ll need to develop your interview skills because, just as not all experts are great content creators, they’re not all great communicators either. Some will give too much detail, some not enough. Some go down rabbit holes and need constant pulling back to the subject at hand.

This is often why our clients call us in – it’s not just because we write well, it’s because we know how to wrangle subject matter experts and get the best out of them.

Beyond EEAT – maximising the ROI of expertise

So we’ve looked at three different ways to involve experts in creating content for SEO and you can see that what we said at the beginning is true – expertise is a positioning strategy. It’s not an easy-fix to all of your SEO problems. The good news is that there are so many added benefits to leveraging subject matter experts beyond SEO, especially if you’re using internal ones.

By helping them to clarify their thinking, you prepare them to do all sorts of things – take part in webinars, speak to the press, give talks at conferences. And you can repurpose that content on social media, in emails, in ABM campaigns.

Whether it’s sex therapy, embedded finance, buying land or any other subject that’s relevant to your brand and your audience, by leveraging subject matter experts you can create not only EEAT-boosting super content but an awful lot more besides.

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Remember when you were a kid and a letter arrived in the post, addressed to you? It was so exciting! Then you grew up and started getting lots of post and it quickly became less exciting because a) it wasn’t so novel anymore and b) it was mostly bills or flyers for things you didn’t want.

That’s exactly what’s happened in the world of content marketing since it first took off in the early 2000s.

At first, it was great to be able to read helpful articles and watch cool videos and listen to interesting podcasts. We could learn about how to overcome challenges at work and in life. We could stay up to date with the latest trends and get insights and opinions from influencers and experts.

But now there’s just so much content out there and most of it is rubbish, which is making us increasingly cynical about how valuable it actually is. And this noise and cynicism is only being made worse by AI.

So, does that mean content is dead? Of course not. Content can deliver enormous benefits for businesses, especially those looking to establish themselves as experts in their field. It just needs a far more strategic approach these days.

TLDR:

Pillar 01: Resonance – creating content your audience will actually want to read

The most common problem we see with content creation today is an incredibly simple one: brands creating content they want to create, rather than content their audience is actually interested in.

Like the SaaS brands that stuff blog posts full of detail about their features but don’t tie that detail to their customers’ challenges so they feel like adverts rather than valuable, educational content.

Ensuring that your content resonates with your audience starts with audience research. Your best bet is talking directly to them and asking them what they’re interested in. Customer interviews, focus groups, surveys and polls can all give you valuable primary insights.

Content tends to take a minimum of 6 months to start showing results, and often more like 12-18 months in terms of bottomline ROI.

There’s also secondary research you can do. What are the trending topics in your industry? Look at industry press and key influencers – what are they talking about? Social media is another place to dig. Pick a number of key personal accounts – current customers or clients, or people you’d like to work with – and see what they’re posting about or engaging with.

This isn’t about jumping on bandwagons, it’s about understanding what people care about. The goal is to take what you’ve learned about your audience’s interests and overlay that with your own knowledge, expertise and strategic business goals – be that “be seen as an authority on wearable healthtech” or “expand our reach into the US market”. In doing so you create a Venn diagram, the centre of which is your sweet spot for content creation.

Pillar 02: Reach – ensuring your content gets in front of the right eyes at the right time

Having established the topic pillars your content should be created around, you need to consider how you’re going to get eyes on that content.

The first question to answer is what format will your content take. Does your audience prefer written, visual or audio content? Long form or short form? Digital or in-person? Chances are your content will span several options but you’ll most likely major on one, especially if you have a smaller budget.

Now, what channels are you going to use to find your audience? You could take an inbound approach, creating articles and videos, hosting webinars, sharing posts on social media, and letting your audience come to you. You can also optimise your content and get visits through organic SEO.

Or you could be more proactive, and use advertising, email outreach, industry events. You could work with your sales team to create an ABM campaign that targets a list of individuals and companies that you want to build relationships with and send out relevant content depending on their specific needs.

Again, a combination of both is likely to be most effective, and different channels will suit different stages of the buyer journey. SEO is particularly effective for middle of funnel content where buyers are in research mode, whereas thought leadership is great for social media, webinars, conference speaking or as a way to follow up with a lead.

Whatever you decide, plan to give the strategy enough time to be effective. Content tends to take a minimum of 6 months to start showing results, and often more like 12-18 months in terms of bottomline ROI.

Pillar 03: Results – making a plan that connects your content to a bottom line result

While much of content marketing is about brand building, all marketing should be designed to eventually deliver qualified leads that are more likely to convert into sales. But that doesn’t mean you have to stick a “buy now” or “book a demo” CTA on every piece of content.

Content marketing is a long game, and it’s about building relationships. That means that rather than sell, sell, sell, your goal should be to move people forward in some way or another, towards a sale at some point in the future.

For example, if someone reads a top of funnel blog post, you might want them to read a middle of funnel post next, or sign up for a newsletter or a webinar. If they’ve downloaded a piece of gated content, you’ll need to have a nurture sequence ready, which might end with a “book a free consultation” CTA.

We recently helped a client in the employee recognition software space to do just this. First, we created a top of funnel blog about why data insights on workplace culture are useless if managers have no way to act on them.

The CTA and overall narrative led to the middle of funnel content, which was a gated playbook on what strategies HR can take to give managers more power and autonomy in recognising employee contributions, and how tech can help facilitate that. That last tech section then fed into the bottom of funnel blog on their software and how it’s built to empower managers rather than just give data insights to HR and the C-suite.

Ideally, you want every step in the buyer journey to be mapped out, and to know what the next desired action is for each piece of content you share, so that you can guide them accordingly and set meaningful metrics for success.

Bonus pillar: Repurposing – squeezing every last drop of value from your content

At this stage you should have a pretty good strategy for how to create content that resonates with your target audience, that reaches the right people at the right time, and that ultimately drives bottom line results.

Most likely, you’ll be using several different types of content and different channels at different stages of the buyer journey – which may leave you feeling overwhelmed by how much you need to produce.

But if you’re clever, you can ensure that the bulk of the work happens in one or two areas. After that, it’s about repurposing as much as you possibly can.

For example, you might commission a piece of research and create a white paper with input from your internal subject matter experts. This will take time, effort and budget. But you won’t just be left with one piece of content.

You’ll have core messaging themes on which you can build an entire campaign.

You’ll have quotes, stats and other snippets that you can use on social media, in emails, even in person.

You’ll have themes you can develop in further blog posts, and tie to your case studies.

And you’ll have findings your subject matter experts can discuss on podcasts, at events or in the press.

The harder you can make your content work for you, the more chance you’ll have of getting the right eyes on it. They might miss your white paper launch, but they’ll see its insights later in the week in social media snippets. Or perhaps they won’t have time to read a whole download, but will pop on a podcast to hear your SMEs talk it over.

This is why it’s important not to scrimp on content strategy and rush straight to the deliverables. Investing in the thinking up front means saving on wasted efforts down the line and gives you a far better chance of getting the results you want.

If you want to get your content working harder for you, get in touch to find out how we can support you with content strategy, campaign design and content creation services.

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Recently, we wrote an article about how generative AI tools like ChatGPT are increasing two problems that content marketers have been facing ever since that term became popular: noise and cynicism. There’s just so much content out there, we can’t possibly digest it all – and how do we know if we can trust it?

Another place where we’re facing information overload and a lack of clarity around what we can trust is in the subject of generative AI and ethics. Are the evangelists misleading us with their enthusiasm? Or are the naysayers overhyping the dangers? And how should we navigate the advance of these technologies, especially as values-led businesses?

At RH&Co, we’re keeping an open mind when it comes to generative AI. On the one hand, we’ve been experimenting with how useful it can potentially be to us and to our clients. But as a B Corp, we’ve also been looking into the darker side of AI, so that we can build out our own policies in a way that supports the planet and its people.

TL:DR

A caveat before we start

First, let’s clarify the language. This article by the Harvard Business Review does a great job of distinguishing between important AI terms such as generative AI, machine learning, natural language process and so on.

It’s important to understand that what we’re talking about in this article is the tools that respond to human prompts by creating content in one form or another. Tools like ChatGPT, Dall-e, Midjourney and so on.

Secondly, we’re not discounting the many ways people are finding tools like these helpful, from helping to overcome dyslexia when writing emails or internal reports, to creating summaries of meetings for quick reference.

Generative AI is changing rapidly, and to discuss the merits of individual tools and their current abilities would make this article redundant almost as soon as we hit publish. Instead, we want to look at the broader issues that underpin the use of this technology so that we can ensure that, as a user group, we call for a version of AI that doesn’t sit contrary to our values.

Environmental concern: generative AI’s use of electricity and water

Every time we use digital technology, we use energy. Not just the electricity that goes into powering our smart phones and computers, but the energy that goes into sending our emails, storing our documents and connecting our video conferences. As a result, every individual and organisation now has a digital carbon footprint.

Generative AI is adding to this footprint. There’s the energy needed to develop and train the models, not to mention the energy needed to complete a query. While there are no straightforward answers when it comes to how much energy AI uses – as this article by a Boston University computer sciences professor showcases – it’s clearly something we need to consider.

The same goes for water use, as this article in The Independent highlights. One of the studies referred to in the article, by researchers at the University of California and University of Texas, suggests that “training GPT-3 in Microsoft’s state-of-the-art U.S. data centers can directly evaporate 700,000 liters of clean freshwater”, and that “global AI demand may be accountable for 4.2-6.6 billion cubic meters of water withdrawal” by 2027.

This is not to say that we shouldn’t use generative AI. But using it arbitrarily when other options are available feels like an unnecessary way to increase our digital carbon footprint and water use. 

Misinformation: Hallucinations and fake news

Lying and misleading people isn’t a new phenomenon – it’s been around as long as the human species has. But it’s easier to mislead today than it’s ever been, and to do so at scale.

This study, published by Cambridge University Press, looks at the role of artificial intelligence in disinformation. In the abstract, the researchers state that AI systems “boost the problem [of disinformation] not only by increasing opportunities to create realistic AI-generated fake content, but also, and essentially, by facilitating the dissemination of disinformation to a targeted audience and at scale by malicious stakeholders.”

In some cases, people are deliberately using generative AI to create fake content, as with the video of Australian businessman Dick Smith supposedly promoting an investment opportunity – or the numerous examples cited in this Sky News article.

But there’s also the challenge of AI ‘hallucinations’, where tools like ChatGPT make up answers rather than admit they don’t know something. Read our article about how AI is increasing noise and cynicism for a prime example involving our very own James Matthews.

Again, although none of this means we should avoid generative AI entirely, it does pose the question of how we regulate it and how transparent we are about using it.

Human rights and ethics: what about the people?

How do you get an AI to decide whether text contains inappropriate or offensive subjects? Easy – just get humans to read the text and tell the AI whether it’s acceptable or not. Except imagine you’re one of those people. What’s that going to do to your mental health?

That’s the issue that faced content moderator Mophat Okinyi when he worked for Open AI (the creators of ChatGPT) in Nairobi, Kenya. The text and images he was required to review depicted a variety of scenes too unpleasant to go into here, leading him to become withdrawn and paranoid, and ultimately resulting in the breakdown of his marriage.

Obviously this is an extreme case but there are other ethical issues that we need to consider when it comes to generative AI. This quote from UNESCO’s Assistant Director-General for Social and Human Sciences, Gabriela Ramos sums up the breadth of the challenge: “AI technology brings major benefits in many areas, but without the ethical guardrails, it risks reproducing real world biases and discrimination, fueling divisions and threatening fundamental human rights and freedoms.”

For those of us in creative industries, a big concern is the way that generative AI is trained on work that human beings have produced and may not have shared reproductive permission for. Is training generative AI the same as an artist being inspired by viewing the works of others, or is it an infringement of copyright?

It’s not a straightforward answer. An article in Harvard Business Review stated that “the legal implications of using generative AI are still unclear, particularly in relation to copyright infringement, ownership of AI-generated works, and unlicensed content in training data.”

How should values-led businesses respond to generative AI?

We’d love to say that we had a simple answer to whether we should be using generative AI, particularly as a B Corp that believes in doing business as unusual. Unfortunately, the issues aren’t clear cut, not least because the technology and the regulations surrounding it are changing virtually every day.

So what should we do? Well, we can only say what we at RH&Co are doing, which is staying informed, actively seeking out a variety of viewpoints, experimenting and testing, and keeping an open mind.

Our plan is to draw up an AI policy in time, and when we do we will be sure to share it here on our website. If you have any thoughts, suggestions or resources to share, we would be very happy to receive them.

AI is not going to be the end of the world as we know it but it is going to have an enormous impact on it. Let’s work together to ensure that it is a positive one for our planet and all of its people.

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Another post about generative AI and content creation – yawn! Except this one isn’t really about AI at all. It’s about two key challenges that existed long before ChatGPT came on the scene, and which AI is simply going to exacerbate. Challenges that content marketers need to have firmly in their sights if they don’t want to become redundant. Here’s the context…

Ever since ChatGPT launched in November 2022, the debate around using generative AI in content creation has been raging. Some people are all for it, some people are convinced that it’s the end of marketing as we know it, some are sticking their heads in the sand and hoping it all goes away.

At RH&Co, we’ve been experimenting with how it could enhance the work we do for our clients – but we’re also keeping on top of the various environmental and social challenges that it AI presents.

The truth is that whatever argument you might make today will probably be out of date tomorrow, since the technology is changing so fast. There is one thing we can be pretty sure of though, and that is the fact that AI is going to exacerbate two problems content creators already face: noise and cynicism.

TL:DR

Noise: the rise (and rise) of content marketing

In ye olde times (ie the 20th century) content marketing as we know it didn’t really exist. In fact, according to the Content Marketing Institute, the term was first used in 2001. Back then, publishing content was by and large the preserve of media organisations, and only a fraction of businesses even had websites.

Then, in 2003, WordPress and Squarespace launched. Overnight, creating a website became accessible to pretty much anyone. Two years later, YouTube was born, then Twitter the year after that, and content creators had two new platforms through which to share their work.

Since then we’ve seen an explosion of tools and channels with which to produce and distribute content, each one adding to the noise. Today, the amount of content being published on a daily basis is practically unquantifiable. Millions of tweets, blogs, LinkedIn posts, Medium articles, Tiktok videos, Insta reels created and shared every month.

How AI is adding to the content noise

Generative AI tools – from Chat-GPT and Jasper to DALL-E and Runway – are making it easier to produce high volumes of content at speed. 

According to Hubspot’s ‘AI trends for marketers 2023’ report, 48% of marketers now use generative AI for creating content. Although 96% go on to edit the copy generated, it saves them an average of 3 hours per piece, meaning they can produce more.

Whether any of it is any good isn’t really the point – bad content existed before AI too. The point is that with everyone able to produce more content, more quickly, there’s more noise, which makes it even harder for marketers to make their brand’s voice heard.

You need people to trust that you know what you’re talking about, otherwise they’ll scroll straight past or click away without hesitation.

Cynicism: who are you to tell me?

A second side effect of the increasing ease with which people have been able to produce and distribute content over the last two and a half decades is the similarly increasing difficulty of policing all that content.

While traditional media has standards to which it has to adhere – at least in theory – those standards don’t exist in nearly the same way when it comes to social media posts, for example. If you want to create a meme and attribute the quote to Albert Einstein, who’s going to ask you to reference your sources?

Just look at the case of Instagram scammer Belle Gibson, who built a personal brand around the fact that she had supposedly “cured herself of cancer” through “clean eating”. Although she was eventually brought to justice, she built up a following of thousands and even launched an app before someone cottoned on to what she was doing.

Likewise, wannabe authors today no longer have to go through the rigours of a formal publishing process – they can simply upload their content to Amazon and use its print-on-demand service. If you want to get a sense of how this has lowered publishing standards, try searching “flat earth book” on Amazon and you’ll see.

In the face of all of this, it’s no wonder that people have stopped asking, “What can you tell me?” and started asking instead, “Who are you to tell me?”

How AI is adding to the cynicism challenge

Thanks to AI, we’ve now gone from a world of fake news to one of deep fakes. Images of public figures doing things they never did – like the video of Australian businessman Dick Smith supposedly promoting an investment opportunity. 

There’s an AI Instagram influencer making thousands of pounds a month even though she literally doesn’t exist in real life – and even reportedly getting asked out by celebrities who have no idea she’s not real.

And it’s not just the intentional misinformation that’s an issue. Like many others, we came across an example of AI’s willingness to play fast and loose with truth when our very own James Matthews asked a newly launched ChatGPT to recommend three episodes of his podcast, The Moisture Farm Report.

It selected three – except none of them actually existed. When challenged, rather than admit it couldn’t find any information – the podcast was launched in October 2021 and therefore wasn’t included in the data that iteration of ChatGPT had been trained on – it simply kept inventing new episodes.

Bad sources have always been a problem in content but blatant AI hallucinations are giving people more and more reasons to question what they read online.

How to create content that breaks through the noise and cynicism

Whether you use generative AI to help you in the content creation process isn’t really the issue – it’s how you cut through the noise and the cynicism that counts.

To do this, your content needs to be unique and it needs to be credible. You need to be able to add genuine value and you need people to trust that you know what you’re talking about, otherwise they’ll scroll straight past or click away without hesitation.

One of the best ways you can create content that ticks all of these boxes is to involve subject matter experts in creating content campaigns.

These subject matter experts might be internal – if you work within a consultancy firm then it’s your consultants, for a SaaS platform it might be the CTO or product lead, in a restaurant it’s the chef. Or they could be external – partners, influencers, users.

By harnessing their unique insights and experiences, your content becomes exclusive – something no other brand could produce. And the content becomes a platform on which you can layer other brand building activities, from media opportunities to speaking engagements, sales outreach campaigns and so on.

If you’re interested in learning more, read our guide on how to involve experts in content creation, or get in touch to see how we can support you to create content that cuts through the noise and the cynicism.

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A few weeks ago, we attended a marketing conference in Bristol. We made it roughly eight minutes into the initial coffee-and-hello part of the event before someone asked us The Question: “So, how much is AI impacting what you do?”

We get it; everyone wants to talk about ChatGPT and the ramifications for writers these days. Us included – barely a day goes by without at least one conversation about AI, from the ethical questions around its use to how it will make it more difficult to cut through noise and cynicism.

Having seen generative AI at work, we’ve always been pretty confident that it won’t be replacing great human writers any time soon. But while it might not be up to crafting an expert-led article or inventive web copy by itself, we didn’t want to write it off entirely without giving it a good faith go at showing what else it’s capable of.

So for the last few months, I’ve been experimenting with adding AI into the work we do – not having it produce content for clients but asking what other parts of the creative process it could help make more efficient. 

ChatGPT doesn’t have a creative bone in its binary code

Getting past the blank page

One of the first experiments I tried with ChatGPT was seeing if it could speed up the process of creating a blog outline. Not write a blog by itself – just to take our notes from a briefing or the transcript of a client call and order the key points into a skeleton we can then write from.

The results were mixed at best but let’s start with the positives. I was surprised at how well ChatGPT could identify the key points of a conversation from only a video call transcript and not only list them out but also provide bullet point summaries of what a client had said around each point.

But when it came to threading those points together into a blog outline, the limitations hit hard. For one, ChatGPT doesn’t have a creative bone in its binary code, so it couldn’t identify any narrative behind the key points it had picked out. It could only create an outline that followed the same course as the conversation, from one point to the next, neatly tucked between a school essay-style intro and conclusion.

It also struggled with the idea that each key point doesn’t need to be a separate section. If given little instruction, it would simply turn each element of the conversation into its own subhead. The result would be a dozen or more sections, plus intro and outro – way too many to squeeze into a +/- 1,000-word article.

If I got more detailed in my prompts, specifying 3-4 subheadings and asking it to group certain key points together to make one blog section, it would get confused. Sometimes it cut down its previous attempt to four subheads by cutting off the bottom eight rather than grouping things together. Other times it just hallucinated and returned any random number of subheads with an apology after for not being able to count to four.

To structure an article, you have to be able to discern – not just what was said in a briefing call but which points are most relevant to the topic at hand, and what narrative thread links them together in the way that’s most interesting to the person reading. And as it stands, that’s just not in ChatGPT’s wheelhouse right now.

The world’s most eager research assistant

Given that one of ChatGPT’s primary goals is to help people find information fast, I was curious how well it would function as a research assistant. Researching can sometimes be the longest part of writing an article. You know the right statistic is out there but finding it on a site that isn’t disreputable, out of date or, worse, a client’s competitor can be a slog. So any way that AI could speed that up would be a huge win.

There are two obvious problems to work around here:

But there was one other problem I didn’t expect to find when using ChatGPT to help with research. When it comes to research to support blogs, we’re not just looking for stats that back up what we want to write – we’re also looking for details we hadn’t considered before that spark new ideas and enrich the content.

For example, I was recently writing a blog about the importance of translation and localisation in the adoption of new tech products. When ChatGPT couldn’t return any relevant stats showing that localising marketing materials or UI does lead to greater adoption, I went searching myself. And while I didn’t find the stats I was looking for, I did find ones breaking down the proportions of non-English speakers in predominantly English-speaking countries.

It wasn’t the information I was originally looking for but it did lead me to a worthy point about the need for multilingual marketing even if you’re not planning to sell your products outside of one market  – for example, Spanish in the US or French in Canada. But because ChatGPT is designed only to reply to the prompts you give it, it would never have been able to join the dots like this and suggest an angle I hadn’t yet considered.

Optimising articles for SEO

So when it comes to outlining blogs and sparking ideas, ChatGPT isn’t the best. But what about when an article is already written and just needs to be garnished with SEO keywords?

I figured this would be a simple experiment. I give ChatGPT the text of the article and a list of the necessary keywords, ask it to pepper them throughout the blog at least once each, and see what it does. SEO optimisation isn’t a particularly time consuming task, but any way AI could speed that up would be helpful.

Or so I thought.

On its first attempt, ChatGPT returned the exact text of the blog I’d pasted into my prompt. No alterations, no keywords, nothing. Just a word-for-word replica, and the proud assertion that it was a revised version.

After I pointed out what had gone wrong the first time, ChatGPT tried again. And to its credit, it did at least include most of the keywords this time – although they were all added on to the end of random paragraphs and with no accompanying sentence or context. Just… keyword.

I wondered if my prompt was the problem. I’d originally asked ChatGPT to add these words with minimal alteration to the blog itself, so for the third attempt I specified that it could make changes to the body text, such as adding new sentences in the middle of paragraphs, in order to insert the keywords. Just to be on the safe side, I also explicitly asked it to insert the keywords into paragraphs and not tack them onto the end as it had done before.

Third time’s the charm, right? Except… not quite. My attempts to cover off any loopholes or confusion in my prompt just led to ChatGPT returning the exact same copy as it had in its second response. The same keywords in the same places as before. I gave up and did it myself.

My theory on why this went so wrong comes back to the fact that ChatGPT can’t discern like humans can. Inserting SEO keywords might look like a simple find-and-replace job, but there’s more to it than that. To weave in terms without them feeling intrusive to the reader, you have to be able to look at the wider context of a paragraph or whole section. You have to understand which phrases are relevant to which key points in the article.

In other words, you have to use judgement and a little creative thinking – and as we’ve already established, neither of those are qualities ChatGPT can boast.

So… was using AI ever any quicker?

As I’ve been experimenting with AI, there’s one question that keeps coming to mind. It’s not “Is ChatGPT good enough to do X, Y or Z for me?” Instead, it’s “Am I just using AI for the sake of using AI?”

Let’s go back to blog outlines for an example. While ChatGPT falls short when it comes to narrative structures, there are some other kinds of content where AI can actually help. When we’re writing longer form pieces with a focus on SEO, it can help to have ChatGPT lay out distinct talking points in a linear fashion. And because it creates its responses from scraping its banks of training data, the subheads it suggests are usually pretty SEO-friendly.

But structuring a pillar page or a longform SEO piece is rarely something that needs speeding up. Unless you’re writing about a topic that has genuinely never been covered before, it’s pretty evident what information readers need to see and how you need to order it.

So does AI actually make this process any faster? Not really, no – or at least not enough for us to change our entire workflow and become part-time prompt engineers.

We’re all asking questions about AI at the moment – is it good enough, is it ethical, is it the thin end of the robot apocalypse wedge? Often those questions feel like they’re way too big for an individual to answer.

But there’s one question we should all be able to answer, AI expert or not – is using AI for this task worth it? Are ChatGPT, Bard, Dall-e and the like helping you to do something faster, to free up time you can better use elsewhere? Or are you just using them because they’re shiny, they’re new and they’re available?

Because if artificial intelligence can’t help us be any more effective or efficient where we need to be, we might be better off sticking with the intelligence we already have.

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Back in the day, positioning yourself as a green / ethical / sustainable (delete as appropriate) bank or fashion brand or consultancy practice was a relatively straightforward thing to do, assuming you could back it up in some way.

These days it’s not so easy. With everything from ESG regulations to the explosion of the B Corp movement, having social and environmental values is no longer a differentiator – there’s just too much noise.

As business advisor and author David C Baker wrote recently about purpose-driven agencies, “There are a thousand firms claiming that space, and thus it has become a distinction without a difference.” He goes on to say that he’s a big proponent of being-purpose driven, but adds, “It’s a good thing, but it is not positioning.”

So should you bring your brand values into your positioning? Can it be done effectively, and if so, how? And are there any alternatives?

TL:DR

Just because it’s a feature, doesn’t mean it’s a brand

There are times when signalling a particular values-led product or feature is worth doing. For instance, a consumer will want to know if the toilet paper you’re selling is recycled or not, so by all means stick that on the packaging. But don’t be fooled into thinking that makes you Who Gives A Crap.

Who Gives A Crap oozes values from every pore. Not only is the product made of sustainable bamboo, they donate 50% of their profits to build toilets and improve sanitation in the developing world. They’re so passionate about their cause that one of their founders sat on a toilet in a warehouse and refused to move until their first £50,000 campaign was crowdfunded.

Crucially, because they were one of the first to really offer toilet paper that feels like a missional purchase, they could market it as exactly that.

However, if you were working at Andrex, and the company switched to using recycled fibres one day, you’d have a hard time convincing people you were the values-first choice. You’d be far better off sticking to your ‘soft as puppies’ message. Your recycled fibres alone would not give you the grounds to lead with a sustainability message.

By all means make ethical choices as a brand. But you only earn the right to build a value proposition around your ethics if they run uninterrupted through your business model.

As an aside: A glance at the Andrex site shows you their mission is “to leave a greener pawprint on our planet” which, while cute, doesn’t exactly ring true when you consider their parent company cut the use of recycled fibre from 29.7 in 2011 to 19.3% in 2021, and Ethical Consumer advised against buying their products in report published in May 2023.

To make this point with a B2B example, if you’re a commercial cleaning company and you use only environmentally friendly products, that’s absolutely something your clients might want to know. But it’s not enough to start marketing yourself as the green alternative.

By all means make ethical choices as a brand. But you only earn the right to build a value proposition around your ethics if they run uninterrupted through your business model. Because in this age of greenwashing, unless your values are near faultless, you’re going to be called out – or at the very least you’ll raise eyebrows from sceptical buyers (who might have given you a chance if you hadn’t embellished a feature and tried to hold it up as a sustainable brand).

From values to disruption: defining your cause 

So let’s imagine you work for a business that can hand-on-heart claim to be values-first. The problem you’re facing now is that too many other businesses are trying to lead with the same message. They’re all using the same language. 

Which means your value proposition needs to be built around a specific cause. You can’t just be a ‘people-first fashion brand’ or an ‘ethical HR tech platform’ or a ‘green manufacturer’. Be clear about how you’re disrupting your sector, whether that’s championing size and gender diversity, advocating for skills-based hiring to combat hiring bias, or making a circular economy possible in a given locality. 

If you can’t go big with a values-led message, your best bet for cutting through the noise is not to shout but to let others infer what you stand for from your actions.

For instance, Tony’s Chocolonely have built their entire business on “making chocolate 100% exploitation free”, rather than pitching their brand as “the ethical chocolate company”, a phrase that feels shallow by comparison.

Making chocolate 100% exploitation free isn’t just Tony’s brand positioning, it’s their business model. More than 9.2% of their retail price goes to cocoa farmers – more than the Fairtrade premium – and they work directly with farmer cooperatives, ensuring that premiums reach individual farmers.

If your brand is similarly cause-based, it can act a little like disruptive companies in the tech industry. And your marketing can cut through the noise using a couple of disruptive principles:

  1. Change the rules of engagement, showing people a new idea is true or possible, e.g. ethical clothing can be affordable if we do it at scale (see Yes Friends – “…it costs as little as 10p extra per T-shirt to pay workers a living wage in India, and as little as £1.50 per tee for fairly traded organic cotton”).
  2. Show empathy before you sell. Assume the consumer or client wants to do the right thing and they’ve simply been working with a broken system until now – they’ve been navigating greenwashing and social-washing, and maybe getting disillusioned too.

If you’re changing the way an industry operates, you can afford to bring your cause into both your value proposition and your communications strategy. You can be like Patagonia and only ever run awareness-campaigns instead of product ads, or you can create reports that urge further change in the industry, or you can hone a message that flips people’s perceptions on their head.

Understand your value beyond your values

So what about the brands that are genuinely doing their bit for People and Planet as well as Profit but can’t quite claim to be disruptive frontrunners? Should you still try and position yourself around your values?

Let’s explore this using a set of three imaginary IT companies. You’re the customer or client trying to pick one.

  • Option 01: Beige IT – Good performance, good price
  • Option 02: Surprisingly Digital – Good performance, good price
  • Option 03: Whatcha Gonna Do Consulting – Good performance, good price. Achieving a positive social impact.

Naturally you’d choose the more impactful business, PLT Consulting. However, we’re rarely in such a clear, clean cut scenario. You’re much more likely to encounter the following set of IT services companies:

If that’s all you’re choosing between, you’ll likely go for option 02. Until we add another company into the mix.

Suddenly PLT Consulting, the business that made a point about advertising their values, isn’t quite so appealing, is it? Those values have been overshadowed by the fact that Performance Wave can deliver exactly what you’re after.

Most of us want to make ethical choices wherever we can. But the truth is – unless a brand offers a disruptively ethical alternative – we’re rarely going to choose a company that appears to be values-based over a company that delivers exactly what we need. That’s true whether we’re talking about toilet paper or cloud infrastructure or legal services.

If your audience is primarily in the market for a HR consultant, you need to focus on how you’ve helped companies bring back their workforces from the brink. That doesn’t mean you shouldn’t talk about your fundraising efforts for your local conservation charity and your commitment to pay the Real Living Wage, but these things need to take a supporting role.

Because ironically, if you can’t go big with a values-led message, your best bet for cutting through the noise is not to shout but to let others infer what you stand for from your actions. Infuse your values throughout your marketing – share pics of your team doing charity work, create an impact report to showcase how you’ve been reducing carbon emissions – but don’t lean on them as central to your value proposition.

In all things, show don’t tell

So should you bring your brand values into your positioning? Only if it really is a central cause around which you’ve built your business, and which you can back up with evidence that even the most cynical aggressor would be hard pressed to deny. 

Can values-based positioning be done effectively? Yes, if you go beyond generic terms like ‘sustainable’ and ‘green’, and hone your narrative around a clearly defined cause that runs clearly through your entire business model.

And are there any alternatives? Absolutely. Because we can’t all be Patagonia or Tony’s Chocolonely or Ecolab. But we can and should be infusing our values through all that we do. And, if we follow the ‘show, don’t tell’ rule, that can absolutely include our brand marketing.

For more on how to market your impact, read the first article in our series on sustainability and ESG, which is all about greenwashing vs. greenhushing.

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If you want to be taken seriously for your ESG and sustainability commitments or your social impact, sooner or later you’re going to need to pull back the curtain on what you’re achieving. 

Enter the impact report. It’s a document that will be familiar to any B Corp, non-profit or company that has grown to the point where it needs to disclose its impact by law. 

TL:DR

Different types of impact report

There are many types of impact report, addressing different stakeholders and concerns:

In and of themselves, these reports can have great value for benchmarking and tracking progress in an organisation. That’s not all though. With the right thinking and narrative behind it, these reports can create an impact that’s all their own.

Business impact reports vs. charity impact reports

The fundamental difference between business and charity impact reports is that of stakes.

A non-profit’s impact report is justifying its existence. It needs to say, “Donors, this is why you should keep donating. This is what your partnership has accomplished. Here is the evidence this organisation is making a difference in the world.”

A business impact report, meanwhile, is evidencing its ethics. It’s shining a light on the impact – positive and negative – that the company has on the environment and / or other stakeholders.

For a business, the stakes will rise or fall depending on several factors:

Even if the stakes are low, that’s not to say your impact report can’t have an impact in and of itself. It can be an invitation to employees, partners or other stakeholders to go on the sustainability journey with you, or it can challenge others in your industry to take bolder action. With the right narrative behind it, it can become a key milestone in your organisation’s story.

How to create impact with your report

If you’re primarily creating an impact report because you have to do it, you risk overlooking the value it can bring to your organisation. When it’s firing on all cylinders, an impact report can achieve a whole lot more than compliance. So how do you make sure yours delivers on all fronts?

1) Make sure your impact is instantly clear and evident

Outcomes: 

In an age of greenwashing and greenhushing, an impact report will stand out if it’s candid and clear. It’s all too easy for an organisation to create an impact report that obscures the important details with vague statements, commitments and a showcase of non-critical action. But a report that is aware of its audience and speaks honestly to what they care about will build a better brand reputation.

If in doubt, focus on the outcomes to your actions rather than the actions themselves. Charities are typically great at this. They know if there is no qualitative or quantitative measure of impact, there is little point in reporting the action. For instance, don’t only say you launched a new D&I committee, show how that committee is already shaping your organisation’s policies and processes.

2) Weave smaller stories into a wider narrative

Outcomes: 

The story you tell through your impact report can also be a swing factor for people looking for reasons to become a donor, stay investing, keep partnering, renew their membership, or continue a client-supplier relationship.

That’s not to say your report should advertise your sustainable brilliance (unless you really can justify it), but you can showcase how your company is learning, facing up to its challenges, and building a future that fence sitters will want to be a part of.

Personal stories are key here. This might involve a case study demonstrating how your partners are working to protect mangrove forests, or interviews with the people impacted by the changes you’ve made to your health programme, or the small business owners your direct trade is supporting. Personal stories will make a statistic like “we supported our NGO partner with 352 pro bono hours” far more meaningful to everyone reading it.

3)  Don’t leave it all in the report – spread the message

Outcomes: 

Depending on the content of your report, you may also be able to use its quotes, case studies and statistics in your marketing campaigns. Not everyone will read the full impact report, but if you snip parts of it up into social posts, internal comms, executive summaries, emails and so on, your message can go far further.

If your comms paint a clear picture, your team, brand advocates and volunteers are also more likely to stay loyal to your cause. When they see what they’re contributing to, it can put fresh wind in their sails. 

Who do you need to write an effective impact report?

The answer to this question will depend a little on the scale of your operations and the stakes involved. If you’re a sole-trader, for instance, you could technically have a go at creating the whole report yourself. 

That said, if the stakes are higher, you’re unsure of where to start, or you want your report to have the greatest impact possible, you might want to make use of the following:

1) Sustainability & ESG consultants

If you’re a scaling company new to the annual report process, you’re not sure which ESG or sustainability framework to use (GRI, TCFD, SBTi, IRIS+, etc.) or you’re aware that your data collection has had too many gaps in the past, it can be helpful to work with a sustainability consultant. 

A consultant – or indeed an internal ESG and sustainability expert – can help you to understand what companies, investors and regulators will want to see. They can also facilitate stakeholder workshops to help map out the scope of what you should be reporting on, and how you can collect and present the data in a responsible way.

2) Subject matter experts

No organisation can create an effective impact report without contributions from people in charge of key areas. This might involve consulting with the professors in charge of key research, or receiving full case studies written by your technical team. You can also bring in the voices of external experts and partners to provide a broader perspective.

If parts of your impact report are written by subject matter experts, you’ll probably need to edit the tone of voice for the sake of consistency. If your wider audience is non-specialist, you may need to simplify some of the language too, without losing the nuance that specialist readers will expect.

To learn more about how to do this, see our guide to involving experts in content creation.

3) Content strategists and writers

Sustainability and ESG content specialists like RH&Co will ensure your report not only adheres to regulatory and ethical standards but that it also resonates with your audience on an emotional level – both line by line, and as a whole document.

We can help you to answer questions like: What’s the wider story we’re telling as an organisation? How can this impact report build momentum for our brand or cause? How can we launch this report as part of a wider campaign that attracts new members, hires, donors or clients? 

In other words, how can we ensure that, when we launch this impact report, it actually makes an impact?

At RH&Co, we’ve helped shape impact reports for global charities and nationwide non-profits like the AHSN Network and Animal Free Research UK, as well as for B Corp businesses like BaseKit. We also launched our very own impact report in 2023. To learn more about how we can support you with your impact report, don’t hesitate to get in touch. 

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First, let’s be real: the most effective protection against greenwashing is to have an environmentally sustainable business model. 

If your organisation is…

  1. Doing literally nothing to harm the planet
  2. Only producing a positive impact on the environment

…well, you’re probably in the clear.

Alas, we live in a world where this describes very few companies. We also live in a world where businesses that have a net-bad impact on the environment are frequently popping up in the news for claiming they are “the world’s most sustainable airline” or “at the forefront of sustainable innovation”. 

So most businesses are left in a carbon pickle.

TL:DR

Why we need to market our impact – and how it can go wrong

We want to talk about the good things we’re doing because a) it’s good for the brand, b) it can help customers choose brands that align with their values, and c) we need to celebrate positive environmental impact where it exists so that others follow suit. 

At the same time, we can’t resort to the standard marketing tactics of hyperbole, positive spin, and selling the future before it arrives. Otherwise we end up advertising “hydrogen-ready” boilers to consumers who don’t know that hydrogen won’t be a viable fuel till at least 2025, and who don’t realise all boilers have effectively been hydrogen-ready since the early 1990s. That’s a faux pax of CMA-clamp-down proportions.

So how can we highlight our positive environmental impact without losing face or falling off a regulatory cliff in the process? As some in the industry are starting to say, how do we navigate the space between greenwashing (embellishing claims) and “greenhushing” (no concrete claims at all). Greenhushing, depending on who you ask, is either brand shyness or another, even trickier, form of greenwashing.

Tearing your hair out yet? Let’s protect your scalp by exploring how you can market your environmental impact effectively. 

1) Be concrete in your language and claims

To begin with, you can throw out any urge to describe your products using the terms eco-friendly or natural. To be honest, in this age, it’s arguable whether you should even use the word sustainable. After all, Patagonia, the most recognisable fashion brand for this sort of thing, doesn’t use the word sustainable to describe any of their products. Instead, they opt for concrete terms:

And so on. There are times when it’s helpful to use the word “green” or “sustainable” to describe a product if it’s measurably more green than alternatives, and that’s its primary differentiator. But you’d better be able to back it up to the hilt with concrete reasons why it’s green (biodegradable, plant-based, made in a solar-powered factory, made of 100% recycled materials etc.). If your list of reasons is damage-control at best, steer clear. After all, plastic is recyclable and we don’t call that green.

2) Seek accreditations from independent bodies

There are plenty of pitfalls when it comes to self-disclosure and company commitments. For instance, what do the following statements have in common:

Any guesses? Well… they’re both misleading. Really, really, really misleading. 

The first statement was made by Amazon in an attempt to position the company as a climate leader. Turns out, according to a private report, the retail giant isn’t counting emissions associated with any third party products on their site – only Amazon branded products. That means when they’re talking about hitting zero-carbon, they’re only counting the carbon for 1% of their online sales.

The second statement is found in Boohoo’s Ready for the Future range. Nice name. But a CMA investigation is underway, since the actual amount of recycled materials included in a new garment might be as low as 20%.

And it’s not an isolated problem either. In 2020, an EU’s assessment of 150 product claims found that 53% used “vague, misleading or unfounded information”. Is it any wonder why consumers are growing cynical?

So what’s the antidote, other than being very vigilant about what you do and don’t claim? For many, accreditation from external bodies are the answer.

One of our clients, Davines Group, uses the platform Provenance to evidence the brand’s claims about its haircare products. Provenance uses blockchain data to fact-check claims about social and environmental impact against the company’s supply chain. So if they say a product has “widely recyclable packaging” or “supports biodiversity”, there’s an independent voice to back it up. The Davines brand itself is also a certified B Corp – so they have another independent voice on their side.

3a) Be transparent about mistakes…

“Be authentic” is an easy thing to say but it’s hard for many brands and businesses to pull off. For a start, most would rather only be candid if their honesty will be met with applause – the equivalent of a pop star wearing their heart on their sleeve. Authenticity that involves, say, how unsustainable your current practices are, well, that’s less sexy.

That’s why greenwashing exists, after all. It’s so much easier for a corporation to showcase the 1% of the organisation that’s conducting research into a net-zero transition than it is to be upfront about the 99% that’s contributing to a climate or ecological crisis.

However, if you are chasing a genuinely sustainable future, and not trying to keep an environmentally toxic business afloat, brutal honesty can help put your impact in perspective. 

When eyewear brand Ace & Tate became a B Corp in 2021, they could have announced it with green fanfare. Instead they announced it with the words Look, we f*cked up. Our bad moves, and proceeded to list all the ways in which the company had failed at sustainability, and what they were doing about it.

Within this they were clear to explain the limits of their carbon-reduction: “We can say we’re Carbon Neutral, but we still have a long way to go on the journey towards becoming net-zero.” They also showcased concrete errors: “We chose to produce a glasses case from Polyphenylene Ether (PPE) and bamboo fibre. It turns out, that’s not as sustainable as we thought.”

3b) …and about limitations

Even if you’re an engineering firm that only works with wind farms contracts, there are going to be limits to your positive environmental impact (possibly even a few downsides as well). And all companies can win more trust by sharing a little more than they do.

One of our own clients in HR consultancy was careful to do this in the promotion of a different kind of pension. We wrote an article for the company that had words to the effect of: For decades, our company recommended pensions that damaged the earth. Now we’re trying to change that. And yes in the interim, we’re partnering with companies that are offsetting rather than 100% carbon neutral. It’s not perfect but it’s a step in the right direction.

You might disagree with this brand stance on offsetting but at least you’re able to tell what the company is doing vs. what it isn’t. Whether or not they’re making the right move, at least they’re upfront about what they’re doing. And while transparency won’t endear a brand to everyone, it’s better than talking vaguely about being carbon neutral in a gambit for universal appeal.

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RH&Co founder, Rin Hamburgh, recently hosted an ‘Ask me anything’ webinar, answering your questions on all things B2B content strategy and planning for 2024. If you didn’t see it live, you can watch the video recording or, if you prefer your content in written format, have a look at the Q&A answer summaries below.

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TL:DR

What content should I prioritise if I have limited resources?

Deciding what content to produce all starts with your business goals. Different types of content (and the different channels through which you can share them) are effective in different ways. So it’s important to understand what you’re looking to achieve – whether that’s scaling brand awareness, breaking into a new market, or increasing SQL conversions – so you can focus on the most appropriate content and channels.

You also need to understand what resources different types of content will require. For example, running paid ads requires a financial commitment over an extended period of time. On the other hand, posting regularly on LinkedIn takes time (and skill) but doesn’t necessarily have to cost anything.

In terms of putting all of this together into a strategy, think about your content priorities and frequency in terms of what LinkedIn’s Purna Virji calls ‘hum, sing and shout’ content:

If you’re really pushed on resources and have to put all your eggs in one basket for the short term, think about where you can get the biggest wins most quickly. Do you have a large client database you could reach out to with a reintroduction or referral email campaign? Have you recently completed a prestigious project that you could use to create a case study or enter an award?

What types of content are best outsourced vs done in-house?

Naturally the biggest part of the decision about what content to outsource vs produce in-house is going to be what skills you and your team have. While many marketers have some practical delivery skills such as writing or design or videography, it’s likely you won’t be able to do all of them to the same standard as a specialist.

This might not be a problem. You’ll need to think about the standard required for your content. For example, if you’re filming an important explainer video, you might want a professional videographer involved. But if, like us, you’re doing a webinar Q&A, you can probably use the software on your laptop to film and edit it together on a shoestring. 

What many of our clients do is engage us to create the larger, more complex pieces of content such as white papers or thought leadership articles, and then do the repurposing of that copy in-house to create social media content. In a similar way, you would need to get a design or branding agency involved in creating your visual branding in the first place, but could then go on to use that branding yourself to create ongoing design assets in-house.

What’s the best way to measure how effective content is?

Measuring content effectiveness starts with setting goals and then defining what metrics make most sense for that goal. Each type of content and each goal will have different metrics that  you might want to track, so there’s no one best way. However, it’s important to think about two key things…

First, be specific. If you’re sharing thought leadership content on LinkedIn, don’t just look at how many impressions or engagements you’re getting. Think about whether you want those impressions and engagements to come from people in a particular industry sector or at a particular level of seniority, and track that.

Also, make sure your metrics are relevant. Taking the thought leadership example again, the likely goal for this is brand awareness. So measuring leads generated is probably a bit of a stretch. But if members of your expert or senior leadership team are invited to do a speaking engagement or be a guest on a podcast, that could be considered a relevant win.

Where should I publish blogs or articles – on our website or on a platform like LinkedIn, or Substack or Medium?

There are advantages and disadvantages to posting blogs or articles on a business website vs a social media platform like LinkedIn or a publishing platform like Substack or Medium. 

One key issue is ownership. You own your website and therefore have control over it. Whereas on Substack, for example, the platform might disappear tomorrow, or it may require you to pay money in the form of promotions in order to get your articles in front of more people.

Posting to your website is also a way to attract people to that site, whether through SEO or organic social posting, where they can be exposed to more of your brand, products or services.

That said, not everyone is going to be willing to invest the time to click through to a post on your site – which psychologically feels like more of a commitment – whereas you might hold their attention for that bit longer if they can read within the platform they’re already on.

Ultimately your choice should be linked to your goals. If that goal is to raise your profile and grow your network within a given community, posting your content within that community can be very powerful. If, however, you want to drive traffic to your site and get people exploring your offering further, you might be better off posting the articles to your site and then sharing smaller snippets on social media.

This two pronged approach offers the best of both worlds, giving the browsers a taste of your brand and messaging while still allowing you to reap the benefits of hosting the larger content on your own site.

What is the most common mistake you see people make with blogging (or content generally)?

The biggest mistake we see people making with content is not thinking strategically enough about it. Often this shows up as writing about what they want to write about rather than considering what their audience wants to read about.

Another common issue is being too sales focused at the wrong time. You can’t write a top-of-funnel thought leadership piece and then follow up with a sales CTA like ‘book a demo’. It’s important to see content as a way of moving people along the customer journey, step by step.

A third mistake is giving up before they’ve invested enough time in content as a tactic. Content marketing can take time to build momentum – online marketing guru Neil Patel says you need to give it at least 6 to 9 months, while Joe Pulizzi, author of Content Inc, writes that it’s more like 12 to 18 months. It’s also not always easy to see the results on the bottom line, especially when it comes to brand building content, so make sure you set realistic and relevant goals that you can track your progress against.

I’m struggling to get our technical experts involved in creating the content – do you have any tips? 

Getting subject matter experts involved in content creation can be difficult because they’re usually very busy and often feel they have better things to do. If they’re not sold on the idea of content, or marketing in general, you’ll need to start by making the case for why it’s important.

When they do get involved, make sure you’re not taking more of their time than you have to. Do your research and use whatever time they have available to get the information from them that only they can provide – the anecdotes, experiences and insights that are so important for expertise-based content. 

We have a lot more tips on this subject in our blog post, ‘Involving experts in content creation: a guide for marketers’.

Are case studies still useful content for B2B businesses, and if so, what format should they take? 

Absolutely. Case studies can be a very powerful tool for B2B marketers and sales people – particularly those in service businesses. They’re a way of demonstrating the value you offer in a real world context, and this is especially useful when your offering is complex or intangible.

Like testimonials, case studies let your customers talk on your behalf. If you say your product or services are effective, that’s one thing. If someone else says it, that’s much more impactful. 

Also because human beings love stories, case studies are that much more engaging to read than a process document.

In terms of format, there are four key elements you need to include:

A final point: if your case studies are long, it can be helpful to include a summary of key points at the top of the page.

We have a big bank of podcast content – can we turn it into a blog series, and if so, how?

Repurposing content by translating it into a different format is a great way to maximise your return on investment. You can absolutely turn a podcast into a blog, with a different approach depending on what type of podcast it is.

For a host plus guest podcast: Usually these podcasts follow a Q&A format, which translates perfectly into the written form. Depending on the length of the podcast and the guest’s answers, it’s likely you’ll need to edit both questions and answers, making them more concise and suitable for a reading audience, rather than a listening one.

For a panel podcast: This is where you have several people all chatting about a particular subject. In this case, the subject matter is front and centre, so think about writing a blog post that addresses the topic, and use pulled quotes from the podcast to highlight key points. This sort of blog post will feel a lot like a newspaper or magazine article. 

Using the full transcript: You can also publish the full transcript of the podcast. This doesn’t make it a blog post, but it can be helpful for those who have listened and want to go back to a certain point by searching for a keyword. It’s also super low effort – just get an AI translation tool and then go through to edit out the ‘ums’ and mistakes.

What kind of content should I be sharing in our company newsletter?

Newsletters are usually sent on a regular basis to a database of readers who have signed up to receive them, and the content tends to be informational, inspirational or otherwise valuable in some way, rather than overtly salesy.

In general, newsletters tend to fall into two main categories…

The first is the long form newsletter. This could include the whole text of a blog post, for example, so that those who are subscribed never miss a post. Or it could be a letter format written to the readership – essentially an article but with a more intimate feel, since it’s written for and to the members of a specific group.

The advantage of this sort of newsletter is that your reader doesn’t need to click through to a different location in order to read all of your content. All you have to do is convince them to open the email and start reading, and then keep them engaged.

The second type of newsletter is the roundup. This is where you have several different sections, each of which has a small amount of text and most likely a link or CTA button leading to more.

This is a great way to share on more than one topic without the newsletter becoming unwieldy. Your reader will feel that they can browse and choose just the items that interest them, clicking through if they are interested in finding out more. It can also be useful for personalising future content, using clicks as an indicator of interest.

Here’s what we include in the RH&Co’s The Right Words:

Have you got a question?

Get in touch and let us know. We’ll be sure to update this article with relevant questions as often as we can! 

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