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BUSINESS FIRST MAGAZINE

NORTHERN IRELAND ECONOMIC ANDINDUSTRY OUTLOOK 2015

INFORMATION FORCONTRIBUTORS

BUSINESS FIRST MAGAZINENORTHERN IRELAND ECONOMIC ANDINDUSTRY OUTLOOK 2015

You are invited to be a part of the tenth annual Business First Economic & IndustryOutlook.

With a lead article from the Department for Economy, Trade and Investment Minister, an

overview of the Northern Ireland economy from a leading economist and contributions

from champions of industry across the sectors, the Business First Economic & Industry Outlook sets the tone for business for the 12 months ahead.

And as always, the Business First Economic & Industry Outlook issue is the first

Northern Ireland Business Magazine to be distributed in the new year.

An outstanding opportunity to be seen as the leading commentator in your area of

expertise, the Business First Economic & Industry Outlook 2015 is seeking

contributions from sponsoring commentators in these sectors amongst others:

• Aerospace and defence

• Consumer products

• Exporting

• Finance

• Health care

• Insurance

• Life sciences

• Media and entertainment

• Energy

• Intellectual property

• Law

• Logistics freight and shipping

• Motor vehicles

• Pensions and Auto Enrolment

• Power and utilities

• Recruitment

• Renewable energy

• Retail

• Technology

• Telecommunications

• Tourism, hospitality and leisure

• Waste management

GENERAL INFORMATION

BUSINESS FIRST MAGAZINENORTHERN IRELAND ECONOMIC ANDINDUSTRY OUTLOOK 2015

As a Sponsoring Contributor to the Business First Economic & Industry Outlook 2015you are able to select from three value for money opportunities to confirm your position

as the leading commentator in your area of expertise.

These are exclusive offers which guarantee that yours will be the only contributionfrom your industry sector.

Option One• A full page (800 words) commentary on the 2015 outlook for your sector. Your

contribution will include a supplied contributors picture, your company logo and

company website address

• Your contribution will be included in the Digital Business First AND dedicated Digital

Business First Economic & Industry Outlook 2015

• Your sectoral exclusivity guaranteed.

• Discounted price: £495 (RRP Value £895)

Option Two• A full page (800 words) commentary on the 2015 outlook for your sector. Your


company website address.

• A branding strip or half page advert to accompany your contribution.


Business First Economic & Industry Outlook 2015.



Option Three• A full page (800 words) commentary on the 2015 outlook for your sector. Your


company website address.

• A branding strip PLUS full page advert to accompany your contribution.


Business First Economic & Industry Outlook 2015.



YOUR GUIDE TO BECOMING ASPONSORING CONTRIBUTOR

Ioften hear that the advertorial is dead.

That the public is put off by unashamed

sales messages disguised as a good news

story. That the engagement rate for

advertorials is considerably low. That

readers see through the, “this is why we’re

great” communication.

But as an ‘ad man’ for whom advertising is

his bread and butter, it would be somewhat

remiss of me to say that the advertorial, perse, has bid farewell to this fine world.

What is changing, and notably so, is the

way in which advertorials are effectively

delivered. Gone are the unashamed sales

techniques and the “this is why we’re

Number One!” messaging that so often

cause the audience to groan (and/or

essentially ignore the piece you’ve spent

time and money on.)

Today we have so many channels of

communication and so much more choice,

that in amongst all the noise, the only way

to be seen and heard is by producing

content that is engaging. An article that

makes you stand out from the crowd and

build your profile as a thought leader. Yes,

set out your stall but at the same time, build

your reputation as an authority in your

profession.

So, sales messages remain, but in aslightly different format. You are nowselling your business bydemonstrating and sharing yourknowledge, your expertise and yourinsight.

Rather than merely telling your audience,

“here are our services”, you’re saying,

“here’s why we’re good at what we do,

because we truly know what we’re doing.”

Great content works for youIt’s important to create content that makes

people want and choose to connect with you

and then make the sale. Pushing the sale right

from the beginning in an unwanted and

intrusive way will, more often than enough,

do more damage than good.

For example, would you rather read an

article on useful tips on keeping your car

efficient during the winter, or “we sell 15

different car brands so there’s so much to

choose from for all the family!”? I’m sure

many will have the same answer as myself.

The customer is kingNowadays we all know that consumers

are increasingly researching products,

companies and brands before they buy

goods and services. I don’t have to tell you

that people ‘shop around.’

No doubt all your corporate information is

on your website- if customers and potential

customers like your engaging advertorial,

then they will go to your web page where

they will find it.

In other words, you don’t have to tell

readers that your company started x-

amount of years ago every single time you

put something out to press, but rather

employ relationship marketing by imparting

relevant information to customers.

To demonstrate my point, research from

Fairfax Media shows that engagement for

sales-led advertorials is around 30 seconds,

while native advertising ( ‘content’

advertising) holds attention for three to four

minutes- a much better rate, in my humble

opinion.

So, what is the art of writing aneffective advertorial?

I think the main points to remember are

the right balance between story and sale;

start and end with the story- not the other

way round; use the paid piece to get in front

of the audience by using effective content;

and connect with customers on their level.

Be a thought leader for your business, not

a cheerleader for your company.

This article first appeared in the Novemberissue of Business First Magazine.

Here at Business First we’ve been telling our clients that great editorial content that engages with our readers is what builds profile andultimately sells products and services. But are we right? To answer the question we turned to the ‘Wardaddy’ of advertising in NorthernIreland, ASG Ireland’s Colin Anderson. Here are his thoughts on effective content marketing.

HOW THE NORTHERN IRELAND ECONOMIC & INDSUTRY OUTLOOK CAN BENEFIT YOUR COMPANY

Research from FairfaxMedia shows thatengagement for sales-ledadvertorials is around 30seconds, while nativeadvertising (that is contentadvertising) holds attentionfor three to four minutes -a much better rate, in myhumble opinion. Colin Anderson

STOP BEING A CHEERLEADERIT’S TIME TO BE A THOUGHTLEADER

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