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By | Marketing

For many (myself included) the idea of running a craft beer business is a dream. Fascinating chemistry? Creative freedom? Getting paid to taste delicious beer? Yes, please.

But we aren’t alone. In fact, some studies suggest that the number of breweries operating in the UK has almost doubled in the past five years. This could be part of the reason why many assume that the craft beer gold rush is over…it is true that we have seen market growth slowing in recent years.

But has the opportunity to start a craft beer micro-empire really disappeared? We think not. We are now seeing the market level out. This means entry is becoming more difficult.

Sure, this sounds bad…but it isn’t. It means those who want to succeed are forced to focus on quality. Quality of the product, quality of the brand and indeed the quality of their customer service.

We can’t help much with customer service or the product (although we are more than willing to taste test). But branding and marketing is our thing. Here is our guide to marketing your craft brewery.


Craft Beer: The opportunity


You would be forgiven for thinking that the craft beer trend has had its day here in the United Kingdom. Yet recent figures from SIBA (The Society of Independent Brewers) have shown some surprising findings in the independent brewery space. For example, 2018 saw growth in artisan beer production of 0.8%. A modest increase for sure, but we have also seen some not-so-surprising shifts in consumer habits and perceptions:


“45% of consumers are happy to pay more for genuine craft beer.”

“24% of consumers would be more likely to visit a pub or restaurant if it had a good selection of craft beer”

“16% of consumers would consider switching where they do their shopping based on the craft beer selection a supermarket offers”


Although the same report also highlighted a 5% decline in people drinking beer more than once a week (from 26% in 2017 to 21% in 2019), the combined figures go to show that as a general rule consumers are drinking less beer, whilst simultaneously demanding better quality.




When it comes to marketing there are options. LOADS of options. So it can be difficult to know where to start.

Getting the right marketing mix for your craft beer business is a fine art which will take some time and testing. Here is how to get started:

Social Media


You won’t be surprised to see social media on this list. But just ‘doing social media’ won’t do much for your brand. A solid understanding of and strategy for organic and paid for social media is crucial for success.

craft beer sign

Organic Social

The first question to ask yourself when considering social media (or any digital marketing for that fact) is what do you want to achieve. Simply posting on social is unlikely to benefit you much. Ask yourself:

Who do you want to reach?

What do you want them to do?


Of course, delicious craft beer is for everyone (over 18). But developing a more specific idea of who you are marketing to will help focus your efforts. Take for example a typical target audience for a craft brewery:

Gender: Male

Age: 22-45 (although a growing audience in the 18-21 space)

Interests: Sustainability, Local Food & Drink, Socialising

Social Media Platforms

Taking this into consideration you can start to work out where those customers attention might be. Trying to reach the above audience may see you focusing on certain social media platforms. For example, with an estimated 42 million users in the UK, Facebook is a no brainer for the majority of businesses.

Instagram is often overlooked for craft beer producers. However, with roughly 59% of internet users between 18 and 29 using the platform it offers access to a huge proportion of a growing customer base. The platform is also becoming increasingly popular with an older audience, with 33% of internet users between 30 and 49 also using the platform. Instagram also lends itself to such an artisan trade as craft brewing. Allowing breweries to tell visual stories (brewing process, branding, community content etc).

Other platforms should also be considered carefully. Twitter is widely used by businesses, however, with engagement on the platform dropping drastically resources may be better spent elsewhere. Snapchat is certainly a powerful visual platform, yet with a much younger audience, it is unlikely to be that useful for in the craft beer space.

We may hate it, but selling directly to pubs is not as profitable as it used to be. We are seeing a shift for craft beer consumers drinking less, higher quality beer at home. For this reason, it is now more important than ever for craft breweries to develop strong relationships with retailers. LinkedIn may not seem like a natural platform for a craft brewery, but it can be a powerful sales tool. Although the majority of the effort on LinkedIn is likely to be from a personal point of view (sales managers), having a strong business page will support sales efforts online.

Call to action

So, once you have worked out who you are trying to target and which platforms you are going to use to reach them you need to work out exactly what you want them to do….

…ok, this question sounds pretty dumb…we want them to buy beer right? Well yes, but the likelihood of someone seeing some of your social media content once and then becoming a loyal customer is pretty low. Instead, you need workout which actions are valuable to your business. These may include:

Visiting an online store

Joining a mailing list

Following you on social media

Digesting a particular piece of content

Calling the brewery

When developing your call to action, you need to take two things into consideration. Firstly, you should not be looking for a direct result with every post. In fact, the majority of your posts should be informative or entertaining with no call to action (adding value). As a general rule, we use the 80/20 rule…for every 8 educational/entertaining posts we will include 2 ‘direct sells’. The 80% isn’t just wasted content, it is promoting engagement, building brand value and driving traffic to your profile…which should be geared for your valuable action.

social media rules

Paid Social

We won’t deny it. Although organic social media is a powerful and worthwhile tool…it’s a slow build. In fact, commercially savvy platforms like Facebook, Instagram and Twitter are making it increasingly difficult to earn substantial reach on their platforms.

Why? Because money…and lot’s of it. Facebook reportedly made $16.6 billion in ad revenue in Q4 of 2018.

Clever use of social media ads offer some substantial advantages to craft beer businesses. It allows you to reach your exact target audience with the right message at the right time…something which can be tricky with organic social media tactics (although you stand a better chance if you follow our tips above).

The advanced targetting on Facebook and Instagram ads means you target by demographics, interests and behaviours. So, in the case of a craft brewery, you could target men in your local area, aged between 22-45 who are interested in craft beer. You can even filter based on those that are engaged online shoppers, increasing chances of a purchase being made via your ad.

Social ads are particularly powerful when you have a key or new message to push. For example, to make a lot of noise about a new beer release or an upcoming event, paid social ads can be a great way to get that message in front of the right people in a timely manner.


Some industries are seriously blog heavy. Take digital marketing for example…this certainly isn’t the only digital marketing blog out there (but it probably is the best). I would be shocked to visit a marketing agency or platform website and not find some form of a blog. Other industries see very few blogs being created – craft beer is one of these.

Blogging may not seem an important part of promoting your craft beer business. But this isn’t the case for two key reasons:

  1. The majority of consumers love craft beer for the ‘art’. By creating a blog it enables you to position yourself as a leader in the craft beer space and educate your customers on why your products are so great…all without being too salesy.
  2. Consumers often turn to Google to find new and interesting craft beers to try…a regularly populated blog does wonders for your search engine rankings.

craft beer blog

Blogging can take a number of forms:

  • Written (like this) – great for SEO (search engine optimisation) and keeping your website fresh
  • Vlog (or video blogging) –  not always as good from an SEO perspective, but great for engagement, brand building and visual storytelling
  • Micro-blogging  – writing mini-blogs on platforms like Instagram is a brilliant way to build your audience and boost engagement…but again this isn’s quite as good from an SEO point of view.


Influencer marketing has taken the digital marketing world by storm. This has led to a bit of a free for all or as many in the industry call it ‘a shit show’. With so many options and news about fake followers, it can all be a bit disheartening.

But chill….we have your back.

Let’s be honest. A photo of Kim Kardashian sipping your beer is a bit irrelevant and wildly improbable. Influencer marketing doesn’t have to mean cringe-worthy celebrity ‘endorsements’. Instead, we suggest targetting the following types of influencers for your efforts.

Micro Influencers

The term micro influencer means different things to different people. For example, in the health and fitness space an Instagram influencer with 30K followers may be considered fairly ‘micro’. However, in the craft beer space an influencer who has a specific interest may have a much smaller number of followers…let’s say 5k for example.


craft beer influencer

Working with these influencers can be a great way to tap into the community, spread noteworthy news and even develop professional content which can be reused across all your marketing materials. In the case of working with micro influencers, you should take time to make sure they are a good match for your brand. You must also allow them creative freedom to ensure authenticity throughout their content.

Brand Advocates

Brand advocates should be the bread and butter of your marketing strategy. Although there is a lot of fluff around what is meant by brand advocates, we prefer a simpler definition…’very happy customers’. By creating delighted customers you are increasing the chances of positive word of mouth.

But this is just part of the equation of brand advocacy. It is all very well creating happy customers, but without giving them something to shout about it is unlikley to have much of a positive impact on your craft beer business. Doing this is actually quite simple. Here are a few ideas to help promote brand advocacy:

  1. Run events (beer tasting, tours, gigs etc), collect your own content and ask attendees if you can share their content…using an event-specific hashtag is a good way to do this.
  2. Make your product noteworthy. However delicious your beer is…it’s still brown liquid…this is where branding comes in. Creating awesome packaging, glasses, pump clips and even merch are a great way to give your brand advocates something to shout about.
  3. Reward awesome content. By providing an incentive for those that create great brand-focused content, you turn your top customers into brilliant (and cost-effective) content creators for your brand.
  4. Go above an beyond. Sometimes it as simple as being good at your job…great customer service often leads to great online content, especially in the case of online reviews.


Craft Beer Marketing


Craft brewing is an exciting space to break into. For those that have the drive, there are huge opportunities to create an awesome business that can be highly profitable. However, in such a competitive space, marketing will play an increasingly important part in successful craft beer breweries. Using a smart combination of social media, SEO, influencer marketing and brand advocacy will position your business for future success.




Owain Williams, Founder of MAKE IT MANA, has a passion for craft beer. Having spent two years helping grow a small brewery in the Midlands, Owain has since developed an expertise in digital marketing. As an agency, we have experience in working with up-and-coming breweries helping them to tap into the power of social media, grow their reach increase profit. 

If you think we could help you take your brewery to the next level get in touch with Owain directly on


By | Content Marketing

There is NOTHING more satisfying than completing a checklist. This is even truer when that checklist is going to quickly and easily help you get more from your copywriting and content marketing efforts.

That is why we have created the go-to checklist for the busy, entrepreneur, business owner and marketer. This guide takes you step-by-step through which questions you should be asking yourself to be creating awesome, highly engaging content.

Just type in your details below to download this free guide now.

O – and don’t forget to opt in for future guides, news and other helpful content.

Want to get more from your content marketing?
Download our easy to follow content marketing checklist now



By | Marketing


But we are not talking exclusively about digital marketing in this week’s blog…i’m sorry. But it will be worth it, trust me.

In fact, we are taking the opportunity to take a holistic approach to business and how one key focus could be an immensely powerful marketing tool for your brand.


Open any social media platform and you might be mistaken in thinking that the end of the world is legitimately just around the corner…

  • Global warming
  • Pollution
  • Single-use plastics
  • A host of supposedly insane people in political and commercial power.

It all seems like doom and gloom. But there is a positive message embedded in a lot of the media, a glimmer of hope. WE CAN DO SOMETHING to make a change, it ISN’T TOO LATE – but we do need to ACT NOW.

sustainable business problems

Take David Attenborough’s Our Planet series on Netflix. Sir David takes the opportunity to highlight the negative impact our actions are having on the planet. But the reason this message is being communicated is to provoke individual action in tackling these issues.

A similar theme has been present throughout mainstream media, with the recent Extinction Rebellion protests taking centre stage for both positive and negative reasons. Whether you agree with their methods or not, it is undeniable that the state of the planet is of concern and at the forefront of many peoples minds at the moment.

This presents a rather interesting opportunity for businesses.

Sustainable business: why?

The recent buzz around sustainability has seen many people make significant lifestyle changes for the good of our planet. From a rise in veganism to a backlash against single-use plastics, consumers are becoming increasingly eco-savvy. But it isn’t just individuals that are responsible for the future of our planet.

Businesses should be making consistent changes to their business processes, products and services to develop their sustainability. In fact, as entities that serve others, businesses should be leading the way when it comes to the drive towards sustainability.

The benefits

We admit it, it is all very well being an eco-conscious business. But you are still a business and therefore you need to continue making a profit….what if we told you that taking a sustainable business approach can pay dividends to businesses.

For example, our client That Luxe Life recently published their sustainability statement. This statement highlights exactly what they currently do and what their future plans are when it comes to creating an eco-friendly business. In turn, this has created a positive reaction from their current and potential customers.

The short term win of good PR is just part of the reason businesses should look to increase their sustainability. As we continue to see a cultural shift of consumers, we are likely to see the businesses they choose to work with come under scrutiny.

Where we have seen businesses boycotted or disfavoured in the past due to social issues. The same is likely to become more common with businesses that do not highlight their commitment to sustaining our planet.

Making your businesses intentions clear with regards to sustainability is also likely to turn customers towards your business as a way for them to feel good about themselves. Brands like TOMS have already built a vast number of avid fans by taking this approach.

Sustainable business: Examples

Big brands are already catching onto this opportunity to remain in favour with their target audience. For example, Adidas recently launched a trainer made from recycled ocean plastics and other businesses which provide food and drink services are looking to remove plastics such as straws from their products.

Adidas sustainable shoe


Wait, is this ok?

Ok, we get it. It might seem a little wrong to be using something like the health of our planet as a way to make customers buy more stuff from us. Shouldn’t we be doing everything we can to help the planet anyway? Not just because it might mean we can some extra cash?

But let’s look at this from a different angle.

The world is going to keep turning (for now anyway). Consumers will keep consuming and businesses will keep making money from this. Some of those businesses will be willing to make big changes for the better of the planet (yours). Some will do whatever they can to make more profit year on year, even if that means damaging the planet even more.

By making your planet-friendly actions clear and apparent you are giving eco-conscious consumers an easy option of who to chose. By doing this to grow your business, it lets you further invest in creating a sustainable business. It will also put pressure on your non-eco friendly competitors to get up to speed.

Ok, so how do I develop a sustainable business?

We aren’t telling you to ban meat from the office or build desks out of hay bales (especially not if you have hayfever). Building a sustainable business is a journey, not a one time change.

sustainable lifestyle

For much smaller businesses where profit margins are tight, you may not be able to make huge changes from day one. But you can take the opportunity to audit your current business processes and make small changes for the better. You can also use this time to work out exactly what you are planning to do in the future to further increase the sustainability of your business.

By publishing a sustainability statement, you not only attract those that share these values but also allow them to hold you accountable for what you have promised.

Here is that sustainability statement from That Luxe Life again as a reminder of what that might look like.



Clearly, sustainability is a big issue with a big following. Not only should businesses be focusing on moving towards greener practices, products and services as a matter of global urgency. But committing your business towards sustainability should be providing you with an opportunity to develop your relationship with customers and to make yourself appeal to other potential customers who share your values.

Want to take your business to the next level? Want to work with a marketing agency that takes sustainability seriously? Get in touch today.




By | Influencer Marketing

With super-uber-mega-celebrity influencers like Kylie Jenner reportedly demanding around $1 million per Instagram post, brands with more modest budgets can easily assume that influencer marketing just ain’t for them. In fact, leveraging the power of influencers is often seen as the reserve of super brands with seemingly endless marketing budgets.

But what if I told you it doesn’t have to be that way? What if I told you that smaller businesses, even start-ups, can benefit from the power of the influencer?

Enter micro influencers!

Micro-influencers are much like they sound. These are often niche influencers with a smaller following than the behemoths in the industry. Some define micro-influencers as those with followers roughly between 10k-100k. Personally, we would say this is more like 5k – 25k – although this varies widely on the platform and niche in which they specialise.

These types of influencer are often much easier for brands to approach and work with.

Forget reach

Don’t get us wrong. If your primary goal is to be seen by as many people as humanly possible, working with a celebrity influencer may be the best way forward. Some studies even suggest that businesses that work with multiple micro influencers may not see the same benefits in terms of reach than when working with macro and celebrity influencers.

So why bother working with micro influencers at all?

micro influencers outreach


The first reason businesses should consider working with micro influencers is due to the fact that they are simply much more accessible. This is for two reasons. Firstly, larger influencers are inundated with messages and requests to partner with brands. This can make it very difficult to physically grab their attention, often leading to businesses having to flash some serious cash to get noticed.

Secondly is the fact that larger influencers will often have agents or talent managers who deal with brands on their behalf. When you have the budget to do so, this can be very beneficial as they can make the whole process run a lot more smoothly. But for small and start-up businesses, this is an extra barrier in the way of working with influencers.

Micro influencers are a lot more receptive to outreach and are less likely to have barriers to access them.

Niche Insight

Micro influencers are often experts in their particular niche. This allows brands to not only tap into their influence but also tap into their industry expertise. This can be particularly helpful for brands when sound boarding new products. This is also useful when they are trying to get to grips with what their customers are currently receptive to.

influencer insight

Genuine Influence

Arguably, micro influencers hold more actual influence over their audience when compared to their larger counterparts. This is because those with smaller audiences are able to more easily communicate and develop relationships with their audience. For larger influencers, this just isn’t humanly possible at such a grand scale.

However, this is only true if that micro influencer ACTUALLY is putting in the time to build those relationships. After all, a smaller following is no guarantee of quality connections. That is why due diligence is always required when working with influencers, whether large or small.

Value Exchange

Paying influencers should never be off the table. After all, if they are ‘desirable’ enough for you to want to work with them then their skills are likely to be worth paying for. Yet, many micro influencers will be happy and willing to work with your brand in exchange for other types of value.

This value may be free products. But may also include access to events, early access to new products or exposure to a wider audience.


Working with micro influencers should be part of every brand’s strategy. Larger brands can benefit from working with smaller influencers when combining them with other influencer tiers.  This delivers a comprehensive approach to marketing campaigns. Smaller and start-up businesses may find that working with micro influencers may be the only option given restraints on budget. This also allows these businesses to build relationships with up-and-coming influencers. Ultimately allowing the influencer and the brand to support each others growth over time.


Ready to start working with micro influencers? We are experts at helping brands to leverage the benefit of these types of influencer. Get in touch with us to discuss your marketing goals and how we can help.  


By | Marketing

WhatsApp, the messaging giant owned by Facebook made a pretty significant announcement recently. With many businesses already using the platform to reach and engage their audience, the company are rolling out the WhatsApp Business app. This new tool is focused specifically on helping businesses grow their mobile marketing efforts.

To many, using WhatsApp is just another thing to think about when marketing your business. But the tool has more power than you might think. It often facilitates the spread of viral marketing campaigns.

For example, did you know that WhatsApp:

  • Has an average open rate of 98% – this is pretty impressive, even before you compare it to the measly open and engagement rates of some other forms of marketing
  • Average Click Through Rates (CTR) are 30%
  • It is also the second biggest social platform based on user numbers, bested only by their owners, Facebook.

So, arguably this announcement has created a big opportunity for early(ish) adopters of the tool to benefit hugely. The new WhatsApp Business app platform promises to help businesses both promote themselves whilst simultaneously streamlining communications.

WhatsApp Business App Profile

One new feature on the app is the ability to build a profile to represent your business. This will allow you to publish key information including your business address, a business bio/description, email address/contact information and a link to your website.

WhatsApp Business App

Rapid Replies

Inevitably, as your business grows and your customer base take up WhatsApp as a seamless way to communicate with you, dealing with enquires will become a more and more time-consuming task.

To remedy this, the new WhatsApp Business app tool will allow you to automate messages. As well as save common answers to enquires for rapid replies.

Contact Categories

Much like a good CRM. The WhatsApp Business app will also allow you to add labels to contacts. This will help you keep on top of contacts and their stage in the customer journey.

CRM WhatsApp


With Facebook’s latest focus on rolling out e-commerce features on Instagram, we predict that in-app purchases may be a natural development for the WhatsApp Business app. Seamlessly combining business to customer communications with opportunities to purchase directly is likely to see this new tool become a key part of many marketing strategies in the coming years.


By | Social Media

Social media completely reinvented the marketing landscape. From the slow-moving world of billboards, TV and magazine ads. Marketing is now one of (if not THE) fastest paced professions on the globe. Every week seems to reveal a new platform feature, a new tactic for earning attention, a new and accepted way of doing things and a set of new tools to help you do them.

Of course, that is just part of the reason we love social media. But it can also be a cause for great frustration. Constantly trying to stay up to date with the vast amount of content available. Reading the latest blogs, books, watching the latest webinars and listening to the latest podcasts is a huge undertaking.

Enter our saviour… social media events.

With agendas and speakers hand-picked by industry professionals. These engaging events offer unparalleled insight into the latest and best trends and strategies in the social media space. Not only do they provide us with the what’s what, but it also gives us humble marketers the opportunity to meet and network with the who’s who in the marketing world.

In this article, we run through some of our favourite social media events taking place in the UK this year. So dust off your diary, clear the calendar and mute the meeting requests – you’re going to want to free up some time for these.

B2B Marketing Expo


B2B social media event

The B2B Marketing Expo is one of the biggest and best marketing events in Europe. The event takes a holistic approach to digital marketing with strong themes of marketing strategy, content marketing, social media and marketing technology. The event also hosts a huge number of workshops and great networking opportunities for attendees.

The one to watch?

Dr Dave Chaffey’s talk ‘Practical B2B Digital Marketing Trends and Techniques‘ promises to provide some fantastic hands-on advice.


London, UK.


27-28 March



Youth Marketing Strategy


YMS social media marketingMarketing to the younger generation often allows for great creativity and fast-paced dialogue. But can also produce unique challenges for the professional marketer. That is why the Youth Marketing Strategy event was born, bringing together the industries professionals to gain insights and share experiences in this exciting space.

With speakers from Levi’s, Facebook, eBay, Vice and Monstor Energy the event promises to be a great one.


London, UK.


16-17 April


£1145 +VAT

The Brand Marketing Summit Europe


social media marketing event


One of the most comprehensive marketing events, The Brand Marketing (& Social Media Marketing) Summit promises a line up of thought leaders and frontline marketers from the top brands. Some of the best talks sheduled include ‘Leveraging social influencers to encourage brand engagement’ and ‘Measuring social media performance and attributing success’.


London, UK.


25-26 June


From £1195 +VAT



digital marketing eventSeptember kicks off with DigiMarCon, a vastly comprehensive marketing event covering everything from digital strategy and mobile marketing through to PPC, growth hacking and content marketing. This is a great event to attend if you are a multi-talented brand marketer looking to sharpen your skills across the board.


London, UK.


4-5 Sep


From £397 (conference pass) or £197 for a virtual pass

Festival of Marketing


festival of marketing social media events

The Festival of Marketing is THE star studded marketing event of the year. With speakers from all the top marketers with all the top brands and the odd celebrity thrown in. You’ll be spoilt for choice on which talks to attend. Marketing talent from Harrods, Deliveroo, GSK, Shell, TOMS, Virgin Trains and will all be sharing their experience and thoughts on the marketing landscape this year.


London, UK.


10-11 October


From £895 +VAT

Influencer Marketing Show


influencer marketing event

Here at MAKE IT MANA we have a special place in our hearts for the Influencer Marketing Show. This year it returns for its second instalment. Giving a much-needed platform for influencer marketing professionals and businesses that benefit from the tool to tackle the challenges and discuss best practices.

“The show offered a valuable opportunity for vendors, brands and practitioners to meet, share stories & push the industry further. Looking forward to 2019!”

Scott Guthrie, Influencer Marketing Consultant | Luxmoore Consulting

Great speakers & impeccable organisation, definitely going to go again next year

Cristina Canale, Brand Communications Director | CLUSE

Of course, this event doesn’t take a general approach to social media but instead focuses in its entirety to the skills and best practices surrounding influencer marketing. Co-located with the PI LIVE event, we fully recommend getting involved with the Influencer Marketing Show in 2019.



London, UK.


22-23 October


From £250

Social Media Week


social media week

The only event on our list dedicated in its entirety to the art of social media. Social Media Week is a fantastic event for those that want to get ahead of the game, learn from the masters and build their network in the social media space. With many different Social Media Week events being run across the globe, the London event being held between 31 Oct – 1 Nov is a flagship event and one of the biggest and best in the series.

Note: MAKE IT MANA’s home city of Bristol will also be hosting an awesome Social Media Week on the 10-14th June. Amongst many other reasons why you should attend this event, we will likely be in attendance this year.


London, UK.


31 Oct -1 Nov


Not yet available


Social Media Events: Why they matter

Social media events can be quite an investment, both financially and in terms of time. That is why it is important to assess the positive impact they can have on your business. In this article, we have laid out 7 of the best social media events happening in the UK this year. Each of which has proven their value to a vast audience of marketers already. If you have never attended one of the social media events we highlight above, we thoroughly recommend giving them a try.

If you are attending one of the events we have mentioned in this list, let us know. We will be attending many of them and would love to share a coffee (or beer) with you.


We get it, some business owners and busy marketers just don’t have the time to attend all the social media events, read all the blogs and digest all the other greatest and latest content out there. That is why so many businesses choose to partner with us, to help them keep ahead of their competition. If you think working with a leading social, influencer and content digital marketing agency could help you take your business to the next level, get in touch today.


By | Content Marketing

Many marketers and business owners know the feeling. We start the month with every intention of creating some kick-ass consistent content that is going to boost our search engine rankings and position us as leaders in the industry. Then a few meetings get booked, a few fires need putting out and suddenly the month is gone.

Total of kick-ass blog posts completed = zero.

Don’t get down on yourself. It isn’t easy prioritising something which on the surface doesn’t seem all that key to business success.  We know great content serves us well on search engines, which means more quality traffic. We know that it will help us grow trust and respect from our customers. But we can just do it next month, right?


Smart businesses make content creation a key element of their marketing strategy. Want to know how they get the job done? Here are the successful habits they use:

1. Develop content pillars

Creating content pillars makes your job easy when it comes to content creation. To put it in simple terms, content pillars are key subjects which your business focuses on throughout your content marketing. For example, our content pillars at Make It Mana are:

  • Influencer Marketing
  • Content Marketing
  • Social Media Marketing
  • Paid Advertising

We then create a list of the various topics which make up each, for example:

  • Influencer Marketing
    • Developing a strategy
    • Influencer discovery
    • Influencer outreach
    • Content
    • Monitoring results
    • Tweaking and making changes

This makes it super easy for us to find content which is both relevant and will naturally hit our target keywords.

2. Create a content plan

Using your content pillars you can create a simple content plan. Your plan will act as a guide and will help you keep on track with consistent content creation. The more detailed your plan is, the easier it will be to generate content from it.

Your plan should include aspects including content titles/concepts, draft deadlines, publish date, keywords, author and editor.

consistent content calendar

It is also a good idea to note who will be responsible for getting the content live. This shouldn’t necessarily be the author or editor. In fact, if possible have a separate individual responsible for chasing up when deadlines are not hit.

3. Gather feedback

Lack of direction is one of the biggest single causes for consistent content creation going down the pan. Gathering feedback can offer guidance on what is working and what is failing, this, in turn, provides focus and makes it much easier to stay on track.

Both qualitative and qualitative feedback can be useful in this process. Qualitative can be gathered from analytical tools such as Google Analytics or social analytics, showing which pieces of content are receiving the most clicks and engagement. Qualitative feedback can be gathered from talking to clients and other audience members and reviewing comments both on the blog post and via social media.

Double down on what is working and filter out those pieces of content which do not return results.

4. Outsource

At the end of the day, however easy you make content creation for yourself, creating consistent content can be a huge time eater. That is why it is a great idea to partner with a professional agency or freelancer to help you generate high-quality content over time.

By doing this you take the hassle of your plate and ensure that content will be created to a good standard and within in an agreed timeframe. Often this can be a much more cost-effective method than you think. For example, a highly professional content creator may charge as little as £70 for c.1000 of content. This is usually well worth the cost when it frees up a considerable amount of your time.

5. Treat yourself as a client

For those that opt to not outsource any or all of their content writing changing your mentality can have a big impact on consistency.

Developing consistent content can often be seen as a low priority, especially when other important customer commitments get in the way. However, this is unlikely to change until you boost the priority of content creation. One way to do this is to simply treat your business as a customer, hold yourself accountable for delivering content and work out some way to penalise yourself if those commitments are not adhered to.


Clearly, consistent content creation can be a hassle. However, the benefits of doing so can create untold opportunities for your business. By adopting the habits we have outlined in this article you will put yourself in the best position to create kick-ass content to a high-quality and consistently.


Need a little help creating awesome content for your brand? We are experts in delivering kick-ass content ideas and delivering high quality written content to our clients. get in touch to start a discussion about how we could work together


content strategy cycle


By | Content Marketing, Marketing Campaigns

Setting a content strategy may not be at the top of your list of things to do this year. In fact, many marketers take an ad hoc approach to content marketing, usually leaving it to ‘when they have some time’….which we all know, is never.

We don’t need to explain to you how important it is to rank well on search engines…they provide our websites with potentially limitless and highly relevant traffic. We also know that to improve our search engine ranking we need to take our content marketing seriously.

That is why it is a great idea to set a content strategy. Although it takes a little time to set up, ultimately it ensures the consistent creation and publishing of high-quality content. It also saves you time in the long run, meaning you don’t have to review past content and generate new ideas on a regular basis.

For super-busy marketers, setting a content strategy can actually save you a vast amount of time. Sharing your strategy and content plan with an agency or freelancer can mean you maintain control over marketing but can achieve autonomy of the delivery – taking a laborious task off your plate, letting you focus on the bigger picture.

(Yes, we can help you with that).

So, now you are likely asking:

‘How do I set a content strategy?’

Chill – we have you covered.

Goals. Goals. Goals.


Before you start investing any time, energy or financial resources in developing a powerful content strategy…you need to ask yourself why. What are you hoping to achieve from your content? Generate leads? Drive more traffic to your site? Position yourself as a thought leader?

marketing goals

The likelihood is that you will want to achieve many things with your content. By setting out your goals at the start of your strategy, you will ensure that every action you take contributes to achieving those overall goals.

Try and make your goals SMART as this will make it easier to measure your results as you continue to execute on your strategy. You can always adapt and change these as your strategy develops.

Who do you need to reach?


So, you know what you want to achieve. But who do you need to reach to achieve it?

At this point, you want to get granular with who your target audience is. Ask yourself:

Where are they based? What age groups are they in? What are their interest and past times? What is their social position? What are their current goals?

Finding this information will allow you to create 3-4 detailed buyer persona. These personas will allow you to sense check all your content marketing efforts, ensuring they appeal to those that matter most to your business.

Find your keywords


Keywords are the key to successful content marketing.

Finding the right keywords will help drive large and consistent amounts of traffic to your website. It will also ensure that the content you create is relevant once those individuals are on your page.

When creating your keyword list, start with your personas and goal in mind. Consider what your personas may be searching for in order to find the sort of information you want to supply them with.

Once you have created this initial list you can use a tool like Google Keywords Planner to understand how successful that keyword might be and generate new ideas closely related to your keywords. Other tools and methods can also be used to further increase keyword effectiveness.

Know your persona


Your research so far will have highlighted what you want to achieve, who you are marketing to and which keywords are going to help you reach them. Your buyer persona should also help you understand which platforms are best for your content marketing strategy.

Although you are most likely to host the majority of your content on your own website, you will also need to understand how best to promote that content. To do this you should seek to understand where your audience/buyer personas are ‘hanging out’ online.

buyer persona

When doing this you can certainly look at data on platform demographics to give you an indicator wh uses which platforms the most. However, by far the best way to do this is by simply asking as many of your current customers as possible where they go to find information. This could be anything from popular media sites and forums to social media sites.

Once you know where they are, create platform-specific content to target that audience and attract them to your content.

Tone of voice


Marketers LOVE talking about tone of voice. But what does it really mean?

Your tone of voice is how your business talks to your audience. For example, a business that specialises in sportswear may have a young, energetic and ambitious tone of voice. On the other hand, a business which deals in investments may have a sophisticated, authoritative tone of voice.

Deciding your tone of voice ensures both consistency and that each piece of your content is appealing to those you are trying to connect with.

Develop pillars


Inbound marketing experts HubSpot suggest that brands who want to smash their content marketing develop content pillars.

To put this simply, a content pillar is an area in which you want to rank for. For example, our content pillars are:

(You will also notice that these are our services)

To start, these content pillars offer a structure to your content marketing – allowing you to quickly and efficiently develop content ideas that help you rank as a leader. Ultimately, you can also use these pillar topics to create pillar pages which act as comprehensive sections on your website. This will further develop your ranking as a leader on those topics and boost your position on search engines.

Create a content plan


Finally, all the research and information you have gathered will allow you to create a comprehensive content calendar for your business. To do this you will need to ask yourself:

  • How often will I be posting content?
  • Who will write the content? In house or agency/freelancer?
  • How will I promote the content?

You can create a spreadsheet which should detail information including:

  • Content title
  • Date of final draft
  • Date of publishing
  • Author
  • Proofreader
  • Keywords

content plan

Ideally, your content calendar should be planned for no longer than 3 months. This time period allows you to remain efficient whilst maintaining relevancy and allows you to easily pick up on hot topics and trends as they appear.

Content strategy: In summary


Creating a solid content strategy for 2019 is going to help you take your content marketing to the next level. Following the simple steps we have outlined in this guide will take a little time investment initially, but ultimately will help you to save time and create consistency throughout your content campaigns.



Need a little help creating your content strategy? Have a great strategy, but need some support to deliver it? We have years of experience in developing powerful strategies and delivering high-quality content for our clients. We are also HubSpot Content Marketing Certified.

Simply get in touch to discuss your needs or follow us on Facebook, Instagram or Twitter to stay up to date with our latest helpful content. 


By | Social Media

Many businesses have one big marketing goal in 2019 – to post on social more.

It seems simple enough, right? But scratch the surface and all the questions come pouring out. What should I be posting? Which platforms should I be focusing on? Should I be tailoring content to each platform? How should I be interacting with consumers?

One question we often get asked here at Make It Mana is:

WHEN should we post on social media to get the best results?

Best time to post on social: generic

A recent study by CoSchedule highlighted some of the best days and times to be pushing out quality content on the top social media platforms. This is based on data found by the platform and offers a great starting point for those that want to optimise their social media channels.


Days: Thursday, Friday, Saturday, Sunday

Time: 9am, 1pm, 3pm

Hint: People are happier on Friday, so upbeat content works best.


Days: Wednesday

Time: 12pm, 3pm, 5pm, 6pm

Hint: Wednesday around noon and 5-6 are peak times to target those on their break or during a commute


Days: Tuesday, Wednesday, Thursday

Time: 7-8am, 12pm, 5-6pm

Hint: Typically, business people like to read LinkedIn in the morning to catch up on the latest business news


Days: Monday, Thursday

Time: 2am, 8-9am, 5pm

Hint: Aim to not post during working hours as this is usually when the platform is at its quietest.

Best time to post on social: specific

The times, days and hints we have highlighted above are a great way to benefit from generic trends in social platform traffic. However, once you have started to build the audience on your chosen social media platforms you can begin to use detailed analytics to guide you on the best times to post.


For those with an Instagram business profile (yes you REALLY need one of these), there is a wealth of information available right from the app.

Simply open your Instagram business page and tap the line which says ‘X profile visits in the last 7 days’.

post on social instagram

This will open your analytics page, offering you three tabs of data: activity, content & data. Pretty much all of this data can be used to improve your performance on Instagram. However, there are two key insights which will help you  find the best times to post.

The first insight can be found under ‘Activity’ entitled ‘Interactions’. This shows you when your profile is getting the most engagement including profile visits, website clicks, clicks to call and clicks to email. This is really useful, but be cautious of the fact that interactions are likely to be highest around the time of posting content…not necessarily the best times overall.

The second useful insight can be found under ‘audience’ entitled ‘Followers’. This section provides you with insight on the times and days on average when your audience is active on Instagram. Again, this is useful but you should take into consideration the fact that this only accounts for those already following you.

instagram analytics



For marketers that want to make the most out of their business pages on LinkedIn, the platform also offers some useful analytics when it comes to picking the best times to post. These are not quite as insightful as those available on other apps.

However, on the Admin View under the ‘Analytics’ tab you are able to view details on your best performing content. This can give you a general idea of which pieces of content you have posted which are working well.


In Facebook Business Manager you can find some serious insight into your audience and the engagement you are receiving. One piece of data which is particularly useful is ‘Engagement Metrics’ which highlight the top hours and days where people are engaging with your content. This is useful to show when people are actually finding and engaging with your content.


The Twitter platform also allows businesses to view analytics. Again, these are not quite as insightful as some other platforms like Instagram. But you can view information on which days of the week your tweets are getting the most impressions. This information can be cross-referenced with the times of day you are tweeting to decipher the best times to tweet.

Audience first

When deciding which times are best to post on social one of the most important questions you can ask yourself is ‘who am I actually trying to target’. For example, if you are trying to target business people when they are making business decisions, it could be sensible to post content during working hours (even if that isn’t the ‘peak’ time).

It is important to remember that is not just numbers which matter when it comes to successful social media. You can reach 10,000 irrelevant people and generate no profit, or you can reach 10 of the right people and increase profit by 200%.



It is clear that getting your social post timing is a great way to increase engagement and the overall success of your content. Using some of the generic information we have provided here in tandem with collecting your own data on the best times to post will offer you a high performing guide to when to post.


Need some help getting your social media working for your business? Make it Mana are experts in social strategy and execution. Simply, get in touch to discuss your needs or follow us on Facebook, Instagram or Twitter to stay up to date with our latest helpful content. 


By | Influencer Marketing

To many developing influencer relationships is a laborious and thankless task…don’t we all have better things to be doing?

However, as influencer marketing takes its rightful place in the marketing mix and many businesses start to scale their effort to leverage influencers in their campaigns we will see an increased need for efficiency.

Many believe that efficiency in influencer marketing will be achieved through the automation of the process, similar in many ways that we have seen the social media automation market explode in recent years. In some respects, this is true. Many aspects of influencer marketing can be automated through the use of smart tools. Yet trust and authenticity are the key aspects which make influencer marketing so powerful. Clearly, these benefits cannot be achieved without a strong relationship between the brand and influencer.

You may have guessed it by now. You cannot automate strong influencer relationships. But you can use some smart tactics to increase efficiency and build long-lasting relationships.

Start with the goal in mind

We have said it before and we will say it again. Influencer campaigns, nay, any marketing campaign is not going to be successful unless you start with your goal in mind. This means deciding exactly what it is you are going to be trying to achieve by working with influencers.

influencer relationship goals

Let’s make the assumption that we are talking influencer marketing (long-term) and not influencer advertising (short-term). In this case, you will need to decide whether influencers will be used to contribute to thought leadership, direct sales, content creation or product development. The likelihood will be that you choose a mix of these, but the overall goal must be decided first so you can provide a clear and transparent picture of what you are looking for from the outset.

“Businesses that start with a clear goal for their influencer marketing efforts will see huge benefits. These range from saving time on wasted effort to ensuring focus remains on the activities which bring the biggest contribution to the overarching strategic goals of the business” Owain Williams, Founder, Make It Mana

Knowing what you want out of a relationship will allow you to develop transparency, maintaining that all-important thing: trust.

Start strong

Take it from us, reaching out to an influencer who you are already aware of (and is even possibly aware of you) is infinitely easier than going in cold. It may seem a little obvious (we see plenty of people not doing it), but following, engaging and ‘researching’ your desired influencers is a great way to start a strong influencer relationship.

start strong influencer

Ensure you show you know your stuff when it comes to your initial outreach, show you have done your research.

“Find the influencers you want to know, follow them on social media and begin liking, sharing and commenting on their content you like. Message them and say you’re interested in working together. Be up front. Make sure you are clear about what’s in it for them. Also, tell them you prefer to build long-term, mutually beneficial relationships which can lead to many other opportunities” Tom Augenthaler, The Influence Marketer

Scale smart

When influencer campaigns scale it is easy to lose sight of your original goals (see tip one). This often leads to the loose selection of new influencers.  Meaning they often don’t really match your brand or help you achieve what you are hoping to. Although scaling certainly means finding new influencers, time and consideration should be taken over which influencers are best for your brand.

Selecting the right influencers and aiming for the long-term means businesses naturally select influencers which are going to be easy to build strong relationships with.

“Ditch the tactical and the temporary for the longer-term. Look to build mutually beneficial business-growth partnerships. Invest time and expertise in selecting the most appropriate influencer for your brand. Once onboard give them guardrails for the content they should create rather than prescriptive rules and scripts. Give them unique access to your brand so the content always feels fresh.” Scott Guthrie, Influencer Marketing Consultant

Influencer Relationships: What turns ’em on?

Just like building a relationship with your latest Tinder match (an analogy for the Millenials), building strong influencer relationships is all about knowing what will get the attention of your ‘match’. We often see businesses formulating incentives and blanketing those incentives on their entire influencer community.

influencer relationshipSure, this approach will work to an extent. However, truly understanding what turns your influencer on will allows you to benefit in a number of ways:

  • Providing more specific influencer incentives, usually leading to less resource being required
  • Speeding up communication and therefore making campaigns more efficient
  • Show interest and effort, leading to a stronger relationship.

” Remember that an influencer list is nothing without the ‘community’ to accompany it. Make friends and the rest will come.” David J Wing, Award Winning Influencer Marketing Expert

Keep consistent contact (in a non-creepy way)

Consistency is key when it comes to building any long-term relationship. That is why it is a great idea to create a plan for continuous interaction with your chosen influencers. In the B2C space, this can be as simple as ensuring that you comment in a meaningful way on the influencers posts.

The B2B space offers even more opportunity to brands that maintain consistent contact with influencers. Doing this allows you to stay at the front of the influencers minds. It also allows you to position yourself as a thought leader with their audience.

“If an influencer has posted a blog post, tweet, or status stimulating a series of follower contributions and questions, seek to actively get involved. If you see a question that you’re able to answer confidently, with the belief that it will be in line with the kind of response that they’d give themselves, take it upon yourself to add your 2 cents. Not only will they appreciate that you’re helping them out, but they’ll see that you’re also a like-minded knowledgeable expert.” Alicia Russell, Content & Product Marketing Manager @ Onalytica



We aren’t going to lie. Keeping strong and consistent influencer relationships is a time-consuming process.

However, by considering the process, smart marketers can make efficiencies and ultimately save time over the long term. This is especially true for businesses that want to benefit from influencer marketing moving into the future.

With the majority of effort being put in during the initial stages, the development of influencer relationships is front-loaded. Businesses that put an emphasis on maintaining relationships can capitalise on more efficient and smoother campaigns as time goes on.