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Introduction to services - 2014
M2 Bespoke is a division of M2 Communications.
We’re a global pioneer in online publishing and we’ve been supplying
some of the world's leading news & information providers for over 20 years.
Who are we?
Delivering the World’s News TM
www.m2bespoke.com
These days, content is a critical part of any good marketing strategy.
But keeping up with the never-ending demand for online content, whilst ensuring the content is both
unique and thought-provoking is easier said than done.
We take away the headache, providing our clients with a regular supply of high quality, original content
for them to publish on their websites, blogs and social media channels.
We also manage social media activity, from strategy & planning, through writing & posting the content.
Our service is specifically designed to minimise the time required from you, along with the cost, without
compromising the quality and value of the content.
“Imagine having peace of mind, knowing that your website content will be refreshed on a regular basis
and you’ll have a never-ending source of engaging social media posts written just for you!”
What do we do?
For more details visit http://www.m2.com/bespoke/services/
www.m2bespoke.com
Why content?
www.m2bespoke.com
“76% of Twitter users are more likely
to buy from brands they follow”
“80% of business decision makers prefer to get
company information via a series of articles
versus an advertisement”
“78% of consumers believe that organisations
providing custom content are interested in
building good relationships”
“Blogs are 63% more likely to influence
purchase decisions than magazines”
“Our guidance to webmasters is the same as
always – we encourage original, high quality
content since that is what is best for web users.”
Content is becoming more and more important when it comes to winning Google’s trust.
Not just any old content will do; Google is becoming more and more ‘human’, and can now sense content
quality, relevancy, and even grammar.
Google views regularly updated content as a sign of credibility and relevance. ‘The Google Freshness
Update’ was an update to Google’s Caffeine algorithm, focusing on rewarding websites that offer fresh
content.
Authorship is also one of the hot topics of 2014. Google is pushing quality content by real people with a
body of work to their name, and it’s using Google+ as the benchmark.
SEO
www.m2bespoke.com
“The secret to "doing SEO" is rapidly becoming to not "do SEO“. If you're putting out great content
that's engaging, useful, has a purpose, and is shareable, SEO comes as a by-product of this.”
People prefer to deal with companies that they know, like & trust.
Providing quality, relevant, engaging content on a regular basis allows you to build relationships as
you interact, inform, and influence your customers and potential customers.
This interaction builds trust and the perception of your brand as ‘the expert in the room’ without bombarding
your audience with sales messages.
Drive visitors directly to your website when they click on an article that’s interested them.
Twitter and Google + also help significantly with Search Engine Optimisation, and will help you to rank higher
in the Google listings by creating natural links back to your website.
“Social media can be used from raising brand awareness/visibility right through to generating leads
and we’ll happily show you how.”
Social media
www.m2bespoke.com
Content strategy & planning - www.m2.com/bespoke/content-strategy/
A content strategy needs to be well-researched and planned with clearly defined objectives.
Quality, relevant and engaging content is vital when positioning your business as a leading
source of knowledge within your sector.
With numerous digital communication channels to choose from, it is crucial that you plan and
manage your content carefully to ensure you are engaging efficiently with your audience.
Bespoke News - www.m2.com/bespoke/news-stories/
Adding a custom news feed to your website is one of the easiest ways to generate fresh,
relevant and unique content on a regular basis. Once our writers are tuned-in, it effectively
drives itself! Simply ‘top & tail’, for an article that looks like you personally took the time to
share something relevant and topical, or we can do it for you.
Blog Posts - www.m2.com/bespoke/blog-posts/
Blogging introduces your personality, tone of voice, comments & opinions, which makes
people want to interact with what you’ve written.
This sparks debates and conversations that lead to your content being shared and talked about
through social media.
Services
www.m2bespoke.com
Evergreen and feature articles - www.m2.com/bespoke/evergreen-content/
Think‘how to’ guides, ‘top tips’, FAQs, and lists etc. These articles can subtly influence the
perception of your brand and instill trust and confidence but without being too ‘pushy.’ These articles are light, engaging, and popular to share.
Thought leadership - www.m2.com/bespoke/thought-leadership/
Thought leadership articles are experience-driven pieces, covering trends that influence an
industry, ‘hot’ topics or in-depth case studies. Thought leadership is about becoming an
authority on relevant topics, answering your target audience’s biggest questions and
demonstrating your skills, knowledge or experience. M2 have specialist writers on hand who
bring their own knowledge and experience to the project. Many are regular contributors to
industry publications in their sector.
Infographics - http://www.m2.com/bespoke/infographics/
Infographics can improve cognition by using graphics to appeal to the human visual system.
They present complex information quickly and clearly as they condense large amounts of
information into a form which is more easily absorbed by the reader.
Services
www.m2bespoke.com
Video / animation -
Web Videos can be used to show prospective customers what you do, how you do it and why
they should use your services or products. They present complex information quickly and clearly,
in a visually appealing format.
See our own animation at www.m2.com/bespoke/news-stories/
Social Media Management -
Services include:
• Strategy / campaign planning
• Daily management (Scheduling multiple posts and platforms via Hootsuite)
• Writing posts
• Sharing relevant external content to keep your social media profile active
• Daily interaction with discussions / comments
• Social outreach
Examples: www.facebook.com/WHSmithuk /
Services
www.m2bespoke.com
LinkedIn profile management –
LinkedIn addresses many of the typical challenges associated with lead generation:
• Who are the right companies to approach and who is the right person to speak to?
• When is the best time to make contact / when are they ready?
• What are they interested in?
• Where is the best place to reach them and make contact?
A content driven LinkedIn campaign can be used to cover all stages of the typical sales cycle –
• Raise brand awareness / Individual profiles
• Grow your network of potential clients
• Drive additional traffic to your website
• Build your reputation as a credible expert (brand and individual)
• Cultivate relationships as you interact, inform, and influence your audience
• Generate leads
• Continue to influence and retain relationships with existing customers
Services
www.m2bespoke.com
www.m2bespoke.com
Example: LinkedIn Publisher Platform
www.m2bespoke.com
Example: Build reach and credibility
www.m2bespoke.com
Example: WH Smith blog
www.m2bespoke.com
Example: WH Smith Social Media
www.m2bespoke.com
Example: Misco – Industry News
www.m2bespoke.com
www.m2bespoke.com
Example – Blog based on telephone interview (internal news)
www.m2bespoke.com
Example: Blog (Industry news with personalisation)
www.m2bespoke.com
Example: Linked-in (Driving traffic back to website)
www.m2bespoke.com
Example: Evergreen
www.m2bespoke.com
• Experience - 20 years supplying online content on a global scale means
you can relax knowing you're in safe hands
• We are content specialists - Unlike many suppliers, we deliberately
avoid getting involved in other SEO services. We are very clear about what
we do, and we do it well!
• No restrictions on use of content – content is yours to use as you see fit with no additional charges
for re purposing content. Some suppliers will charge for additional use in social media for example or
offline use
• Perpetual license – content is yours to use indefinitely, even if you are no longer a client paying for
the service. Some suppliers will insist that you take down all content supplied
• Flexible contract – While some suppliers insist on a 12 month contract with a lengthy notice period,
we simply ask you to commit to 3 months (as we don't charge set-up fees) and then move you onto a
rolling 30 day agreement
• Personal contact – When our service starts you’ll be assigned an account manager. We’ll be in
regular contact to get your feedback on content, monitoring the relevancy of the articles we’ve
supplied and making any adjustments that are required.
• Quality control – Every client is assigned a UK based writer and dedicated editor, who compares the
article to the brief, proof reads, checks sources and edits as required before delivery
Why are we different?
“We’ve been using the M2 Bespoke news service to feed our website
blog along with Twitter and Linked-in on a daily basis for over a year.
Having content that’s worthy of sharing delivered every day, makes the
process quick and easy.
Because of this our activity levels have increased, website traffic is up by 20% and our Twitter
followers have increased from 750 to 23,000 in that time!”
Sammy Mansourpour - The Agency Global
“Although we’ve always understood the importance of refreshing our website content and
engaging with our audience through Social Media on a regular basis, we were a little hit and miss
at times.
In the 3 months since we started using the Bespoke service,
we haven’t missed a day!”
Nick Dean – Adlib Recruitment
www.m2bespoke.com
Testimonials
www.m2bespoke.com
Testimonials
“PaperlinX identified a potential market for our materials, one which we
had not previously engaged with or targeted. We recognised that we would
need to build an audience and generate trust with that audience,
that’s where M2 Bespoke came in.
M2 provided expert advice and insight, even before we started work,
their research was pivotal to the success of the project. M2 drove our
content marketing campaign, and hit all the right notes, their copy was
delivered with just the right tone of voice.
M2 Bespoke have delivered a more engaging, and considerably more successful
campaign, than we could ever have managed without their expert help and support.”
Nick Stragnell – Head of Digital Marketing – PaperlinX
Industry News
www.m2bespoke.com
Number of stories per week Number of Words* £ Per story**
1-4 Stories per week
250-300
400-500
£30.00
£40.00
1-4 Stories per week
+ personalised intro & commentary
400-500
550-650
£45.00
£60.00
5+ Stories per week
250-300
400-500
£25.00
£35.00
5+ Stories per week
+ personalised intro & commentary
400-500
550-650
£40.00
£55.00
*Approximate
**Invoiced monthly
Other services
www.m2bespoke.com
Service Price (Ex VAT)
Blog post based on interview £15 per hundred words
Evergreen / feature article £15 per hundred words
Thought leadership (Specialist writer) £500 per thousand words
Infographics (Source material / concept idea supplied) £450
Infographics (No source material / concept supplied) £POA
Video / Animation POA
Social media posts (Shared across up to 4 platforms) £7.00 per unique post
Social media - Outreach (to grow reach/followers etc) £20.00 per 30 minutes
Social media - Audience interaction £20.00 per 30 minutes
Website page - based on brand/business objectives, tone of voice, competitor review +/- 300 £150.00
Full website review/audit and rewrite based on brand objectives, tone, competitors etc POA
Social media strategy / Content strategy & calendar planning / Client workshops etc POA
LinkedIn profile / campaign management £40 per hour
