Each fortnight, Croud Australia’s content team will round-up notable and #iconic content from around the web, and provide insight as to why these pieces are worth sharing.
This week we’re holding brands accountable for thinking outside the box when it comes to end of financial year (EOFY) content! The examples we’ve selected below prove that even with a subject like tax time, content can still be creative and worthy of a share.
Officeworks EOFYthing video
Office supplies and tax deductions aren’t the most riveting pieces of subject matter. However, Officeworks, Australia’s largest supplier of office and stationery products, totally nailed their annual video campaign – using catchy repetition and relevant context to resonate with audiences.
Having used the ‘EOFYthing’ theme in previous years, Officeworks adapted this year’s advertisement to be relevant to the current climate, with most Australians working from home over the past few months, buying many more claimable items than in normal circumstances.
This video works due to the catchy nature of the slogan, as well as the relevant and relatable elements of context like social distancing, increased online shopping and working from home.
Key takeaways: Regardless of dry subject matter, content can still entertain! Ideation should always involve research so you can truly understand your audience and understand what will resonate well with them.
BCF’s Video Campaign
It would come as no surprise that many Aussies have converted a small section of their home into makeshift office spaces over the last few months. This switch most likely involved purchasing a few claimable items, making working from home a bit more affordable. However, what falls under these deductible expenses isn’t always spelt out in black & white.
That’s where the genius of BCF’s EOFY video campaign comes in. The outdoor clothing and equipment store makes light of the vague and semi-applicable exceptions for what could be considered ‘working from home supplies’. For example, outdoor chairs could technically be office chairs and a four person tent could make for a spacious at-home boardroom.
Despite this questionable advice, with a disclaimer reading ‘probably not true’ during the duration of the advertisement, this is a creative and comical advertisement that brings BCF into the EOFY and tax time conversation whilst promoting their store-wide sale.
Key takeaways: Don’t wait for perfect opportunities to arise before creating content. Take public holidays, silly holidays, trending topics or seasonal events and make them work for your brand – even if they aren’t directly related. This tactic will resonate well with audiences after seeing you take part in a bigger conversation.
The Moneysmart blog
ASIC’s Moneysmart website is home to advice and resources for both the everyday consumer (most likely you, definitely me) and professional investors. Essentially, it’s just one big Government funded blog on steroids – and frankly, we love to see it.
This site is stunning. It’s laid out in such a way that even the technologically inept (looking at you mum) can easily navigate through the site to answer their questions about banking, loans, investing, super, insurance…or really anything related to your finances.
When you find the article you’re looking for, you’ll notice that it has all the UX easter eggs we as content creators/appreciators/enthusiasts dream about. Read time, a progress indicator, a drop-down contents menu and prominent CTAs stuck out to us. Then there’s the formatting, tone of voice, keyword integration and internal links that are all on point across the board.
Key takeaways: It’s all about quality over quantity, and if you provide your visitors with thoughtful copy and painless UX, you’ll bring down your bounce rate and nudge up your time on page. The people demand good content – give them what they want!
Prospa’s tax calendar
Here at Croud we’re sticklers for a good infographic. We’ve created our fair share and we know that there are a few non-negotiables when it comes to design and content.
- Guide the eye with copy placement and design layout
- Cite your sources
- Keep the graphic simple yet inviting
- Pair the infographic with an article or a landing page to optimise for Search
- Trim down the text (you don’t need to include everything)
- Don’t forget to tell a story
- Don’t send it to the client without checking it and checking it again
New Zealand small business lender Prospa ticks all the boxes with their tax calendar infographic that shows the key dates of tax season. The clean design, fun icons and obvious attention to branding detail struck us with this piece!
Key takeaways: There IS a formula for the perfect infographic but as soon as you cut one corner it’ll all come crumbling down… not to sound dramatic. Just remember that there’s no point in making it look pretty if the text is irrelevant, or making the copy immaculate if the design is too cluttered. It pays to get it right so that you can share it on socials and seek some backlinks with pride.
Yellow Pages EOFY Checklist
In the lead up to tax time, we generally ideate EOFY content for a bunch of our clients – especially those with a B2B business model. Long time client Yellow is a prime example of this, as their main clientele is made up of small businesses located around Australia.
With small businesses being some of the hardest hit from COVID-19, we wanted to ensure that we were providing financial tips in the lead up to the EOFY that were both accessible and actionable. After looking into trending search terms for this demographic, we found that these businesses were interested in how to maximise their tax returns for FY19.
Based on this article, we then worked closely with our Croudies to put together this infographic to provide an asset for lead gen and list building! If you’re not sure what you can claim this tax season, take a look!
That’s a wrap!
Before you go, remember our key takeaways from this wrap-up to help you boost your traffic, improve brand awareness, engage with your audience, increase your conversions or meet any other business objectives you’ve set.
- Ideation, ideation, ideation! Look into what your competitors are doing, spend the time doing the keyword research, scan relevant publications and you’ll have yourself relevant content in no time.
- Don’t be afraid to dip your toes into areas outside of your niche. More often than not, chiming into the conversation will be met with smiles!
- Someone wise (me) once said: “Having a blog with bad user experience is like having a digital strategy without a content team – what’s the point?”
- Don’t cut corners when it comes to design! It’ll end up costing you more in the long run when you have to fix your mistakes.
If you have a piece of content you’d like to share with us, send it through and we’d love to take a look. Alternatively, if you need assistance creating aspirational content like seen in the examples above, we’d love to help! Get in touch here.