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UK Global Screen Fund awards £3.3m to support global marketing efforts

The BFI has made a further 30 awards through its UK Global Screen Fund, backing seven new international co-productions and supporting 23 UK screen content businesses to boost their international marketing activities and enhance the success of their content globally.

Financed through the Department for Culture, Media and Sport (DCMS), the latest batch of awards sees over £1.3 million being allocated through the fund’s International Co-production strand and over £2 million being allocated through the fund’s International Business Development strand.

This latest round of International Co-production awards sees the UK co-producing with 12 territories and will be the first time the fund has supported collaborations with Hungary, Norway and Spain. The funding will also support partnerships with Belgium, Finland, France, Germany, Greece, Lithuania, New Zealand, Poland and Sweden.

The awards, in the form of non-recoupable grants, support UK independent companies as minority co-producers for feature films of all genres, and as majority and minority co-producers for TV projects in animation and documentary genres. This latest funding round supports seven feature films, including one documentary.

Financial support for International Business Development will provide the 23 companies from all over the UKwith funding via one of two tracks:

  • Film Transformation, for internationally-focused transformational business strategies related to independent UK films, with strategies spanning three to five years
  • General, for business strategies to create, acquire and/or exploit intellectual property (IP) across film, TV, animation, documentary and interactive narrative video games, with strategies spanning three years

The funding, awarded in the form of non-recoupable grants and ranging between £50,000 and £150,000 in total over a three year period, is focused on helping companies achieve new international business partnerships, enhance their profile and reach in the global marketplace, and increase revenue generation through export and international expansion.

Culture Secretary Lucy Frazer said: “The UK’s film, TV and video game firms are global trailblazers and we are determined to maximise their potential to drive economic growth and showcase their creative excellence across the world. Thanks to our investment through the UK Global Screen Fund, independent films – like the BAFTA-nominated Scrapper – are getting the support they need to develop international partnerships, attract investment and reach new audiences on a global stage.”

Denitsa Yordanova, BFI Head of the UK Global Screen Fund and International Funds, said: “This latest round of awards demonstrates the inspiring global ambitions of our unique independent screen sector, supporting companies across the UK to forge new international collaborations and implement exciting growth strategies. It is fantastic to also see such a strong slate of co-production projects, working with a diverse range of international territories, many for the first time. The UK Global Screen Fund is proud to back such a wide variety of ambitious plans for creating new content with international resonance and for developing business strategies to reach international audiences and I look forward to following these ambitious projects and companies as they reach their full potential in the global marketplace.”

Photo by Gordon Cowie on Unsplash

How to write compelling copy (that sells) 

By Cecilie Conradsen, Content Guru at Hyped Marketing

No matter your line of business, you’ll need to create engaging copy — the words you use to promote your services online.   

Whether you’re trying to catch the attention of passers-by with a poster, convert leads into customers with your website or improve your ranking on Google, your written content should represent your brand and help you stand out from the competition. 

But writing ‘good’ copy isn’t just about airtight spelling and grammar. A lot goes into producing something that adds value for you and your audience — from defining your tone of voice (TOV) to finding relevant SEO keywords.  

 So, where to begin?  

 A crash course in copywriting

With the market already saturated with bespoke marketing campaigns and trending content, you’ve got to make every word count.  

When done right, your written content can generate engagement from your target audience, leading to click-throughs and site visits that’ll (hopefully) turn into enquiries or purchases. Alternatively, poor-quality copy can confuse your audience and drive away potential customers.   

There’s no magic formula for writing compelling copy (we’re looking at you, ChatGPT…), but there are best practices you can follow to help you nail your niche. Here’s what you need to focus on to make sure your content performs…   


One of our top copywriting tips is this: when it comes to copy, consistency is key.  

Will you use contractions? Do you want to come across as helpful and friendly or corporate and high-end? Creating a recognisable TOV and deploying it across all your content — from social media posts to brochures — is one of the easiest ways to guarantee your business stands out.  

Additionally, your copy should always live up to high standards to make a positive impression on your audience. Failing to do a thorough quality check can leave inconsistencies in your messaging and lead to some pretty distracting — although admittedly sometimes hilarious — typos. (Who remembers the Pringles ‘multigran’ incident?)  


News flash: just because you find something interesting doesn’t mean your customers will. No matter what you’re writing, always keep the reader in mind.   

Are you talking to your audience in a way that they’ll understand and providing them with the information they’re looking for? Is the content you’re writing suitable for the platform you’re posting on, or might it perform better in a different format?   

Remember, what works for one audience might not work for another — don’t waste time barking up the wrong tree!  


A copywriter’s job is to evoke a reaction from their audience with the content they publish — from blogs and flyers to press releases and emails. So, to ensure you achieve the response you’re hoping for, it’s crucial to keep the purpose of your writing in mind at all times.  

Are you aiming to inform, persuade or entertain? Determining this will make a big difference to how you write and the language you use.  


Keeping up with the latest trends can be a little overwhelming, but ensuring your content is appropriate, original and topical will help you appear in the right searches and provide the most valuable insights for your audience.   

You should also conduct keyword research when writing blogs and website pages. Including relevant keywords with a good balance of significant search volume and moderate difficulty will boost your search engine optimisation (SEO) ranking, bumping you up on Google’s results pages.   

Plus, adding relevant hashtags to your social media posts can allow you to reach more of your target audience with the content you share.  


Never skip the plan. Whether you’re working on an article for PR or writing copy for a website, having a strategy in place can help ensure your writing doesn’t go off on a tangent and disengage the reader.  

If you’re writing long-form copy, work out a content plan that ensures each point flows into the next. Nailing the structure of your writing can be one of the trickiest things to get right, but it’s crucial for making your content interesting to read and easy to understand.  

Try to break up long bits of text into shorter, more manageable paragraphs. Not only will this make your writing more readable, but it’s also important for SEO; Google is likely to penalise a page with sections that are too long. The more you know…  

Call to action  

Struggling to convert page visits to sales? Your promotional content is probably missing a clear call to action (CTA).   

In today’s marketing landscape, it’s becoming increasingly difficult to capture the attention of your ideal customer as they scroll past countless ads every day. So, you need to ensure everything you’re producing has a strong CTA that points the reader towards their next steps.   

Often, less is more. Including simple buttons, snappy headlines and bold text can clarify the main message behind all your marketing activities and ensure you have the best chance of success.   

OPINION: Creating a trusted source of news

The pressure on media outlets to rapidly get good quality footage to support global news stories has never been greater. Understaffed news rooms are rushing to beat the competition – not just the vast number of global online, print, radio and television media but also the factories dedicated to creating fake news stories that are propagated through social media.

As trusted organisations, NGOs play a vital role in providing a news hungry global audience with fast access to verifiable footage. The challenges, however, are significant. Every day of the year, video content taken in the field, often at great risk, must be available within minutes in a ‘media ready’ format to support hard pushed journalists. It must be vetted to ensure the messaging is neutral and individual identify is safeguarded. It must be secure and continuously accessible to subscribers despite constant and escalating attacks from cyber criminals. And it must be trackable to provide the NGO with information to support funding and enable continuous improvement of the media content strategy. 

Guy Parry-Williams, Managing Director, Imedia8, explains why NGOs that embrace a better, faster, more secure and trackable way to manage the end to end content production and management process will play an ever more significant role in turning the tide on fake news, reinforcing their credentials and boosting awareness in the process…

News Confusion

The concept of ‘news’ has become tarnished and confused over the past few years. Fear and panic fuelled by the global pandemic, the war in Ukraine as well as global financial meltdown have escalated demand for immediate information. The problem is that immediacy now takes precedence over accuracy in far too many cases.

A news hungry audience is never without a device, but individuals lack discrimination – indeed many people struggle to distinguish fact from fiction. As Ofcom researchreveals, every minute sees 500 hours of content uploaded to YouTube, 5,000 videos viewed on TikTok and 695,000 stories shared on Instagram and more than a third of internet users are unaware that online content might be false or biased. With highly organised factories dedicated to creating fake news, backed up by video footage,  it has never been more important for trusted organisations to step up and provide a global audience with trusted information.

With media outlets operating on far smaller staff numbers than in the past, journalists need support.  NGOs such as the Red Cross and United Nations, play a valuable role in capturing and sharing video footage of their activity in the field – from war zones to natural disasters. Ensuring this content is ‘journalist ready’ makes all the difference. By providing not just the video but the full edited story, with transcripts, an NGO will reinforce its credential as not just a trusted source but also a ‘go to’ destination for the media.

Time Pressure

High quality mobile phones and ever increasing cellular coverage have transformed accessibility, enabling NGO staff on the ground to capture video content and reducing the need for dedicated camera crews. Getting this footage from staff on the ground back to HQ and into the right format to be shared with media outlets can take days, however. Given the immediacy of the news agenda, such delays will often mean the opportunity has been lost.

But there are no shortcuts – this is often highly sensitive information. NGOs must ensure the messaging is neutral, especially during conflict where it is vital to avoid any political affiliation. It must also remain anonymous: it is essential that individuals, including those who work for the NGO, are not exposed to any risk as a result of the coverage.

This is hugely challenging. The process is far more demanding than simply uploading to a video content platform. Content needs to be verified to confirm messaging and avoid any referenceable names. It needs to be presented to the media in a way that is immediately usable: including the presentation of a lightweight preview, as well as associated photos, graphics, infographics and story content.  Plus, it needs to be watermarked to enable the NGO to track the take up and usage of each piece of content across the world. Only then can it be uploaded to a site, and the global media outlet subscribers informed the latest content is available.

Feedback Loop

Achieving this in a timely fashion is tough for any individual organisation without round the clock staff. What happens if the story breaks on a weekend or Bank Holiday, over a religious festival or during the August holiday escape? Miss a deadline and the story will never get picked up; take a short cut, and the essential neutrality of the content could be compromised.

With the right, managed service approach every aspect of this process can be achieved in as little as 20 minutes, ensuring the NGO maximises the value of time sensitive information. It is, however, also important to time the content upload to maximise global exposure. Using intelligent planning to ensure the content timing reflects the likely audience and country/ continent specific news cycles will increase the uptake by media outlets. In addition, reports based on continual monitoring of content usage can provide vital insight to NGOs to inform the video content strategy.

Tracking subscriptions demonstrates who is watching and when, highlighting any news outlets that have looked at but failed to use the content. This information will help NGOs to understand the evolving news landscape and timescales, including the way media outlets want to consume content, providing a complete feedback loop and enabling a continual evolution of the content strategy.


Video content also plays a vital role in supporting future activity. With governments and high value donors facing escalating demands for support and the challenges of an inflationary economy, funding activity is key. For most NGOs there is a direct link between the amount of footage achieved across global news stations and income – content usage reports give NGOs with important evidence about both on the ground activity and the role played in improving awareness and understanding among the general public.

Plus, of course, some of this footage will have long term value. With an archive of footage stretching back over years, NGOs provide academics as well as media outlets with access to a valuable, deep resource.

Indeed, with a light touch subscription model, anyone in the world can access this resource, improving the quality of verified information in the public domain. And that is key: with a trackable archive of carefully curated, verified video content, an NGO can maximise public awareness and understanding while also leading the fight against the fake news factories.

Synergy between CTV and digital devices drives ad effectiveness, according to study


Your smartphone is a computer. And your TV, too. Nowadays consumers expect that their computers work together and provide a seamless experience, with cohesive and consistent messaging across screens. Marketers need to understand this synergy across screens and start to embrace the opportunity it provides.   

Streaming is an ideal way for advertisers to begin a lasting brand relationship. The big screen offers an immersive experience that helps create brand awareness and association. On the web, consumers lean forward. They’re curious, open-minded, and motivated. Streaming ads prompt inspiration, but they need to be followed by interactive, browser-based ads that facilitate exploration.’s research, “The Bigger Picture: Why Effective Video Advertising Requires a Synergy Across CTV, Desktop & Mobile Devices”, found that consumers are 2.5 times more likely to remember a brand advertised on the big screen than any other medium. The research also found that following a CTV impression with a desktop ad caused brand opinion to jump by a third, on average. For carefully considered purchases such as travel, auto, and even mattresses, purchase intent can more than double when CTV impressions are followed by interactive web impressions. A majority of respondents in the study rated these holistic, cross-screen campaigns as being more relevant, informative, and engaging than single-channel efforts.

Overall, the research noted that on average, the addition of CTV to desktop and mobile drove a 149.6% lift in brand awareness versus desktop and mobile alone. Likewise adding CTV to desktop and mobile resulted in a 36.9% lift in brand opinion and a 24.8% lift in purchase intent. 

Altogether, we call this the “Halo Effect”. 

A brand halo is earned by a marketing strategy that includes every screen in the house. A halo forms when computers are used to their full potential and in synchronicity with each other. Having your campaign meet each moment in a consumer journey means planning for consistent, responsive messaging across experiences that are adapted for each screen.

Where is your halo? Closer than you think.

You can download the study here.

Tech and media giants collaborate on content trust & standards

A group of influential technology and media companies has partnered to form the Coalition for Content Provenance and Authenticity (C2PA), a Joint Development Foundation project established to address the prevalence of disinformation, misinformation and online content fraud.

Founding members Adobe, Arm, BBC, Intel, Microsoft and Truepic seek to establish a standardized provenance solution with the goal of combating misleading content.

C2PA member organizations will work together to develop content provenance specifications for common asset types and formats to enable publishers, creators and consumers to trace the origin and evolution of a piece of media, including images, videos, audio and documents. These technical specifications will include defining what information is associated with each type of asset, how that information is presented and stored, and how evidence of tampering can be identified.

The C2PA’s open standard will give platforms a method to preserve and read provenance-based digital content. Because an open standard can be adopted by any online platform, it is critical to scaling trust across the internet. In addition to the inclusion of varied media types at scale, C2PA is driving an end-to-end provenance experience from the capturing device to the information consumer. Collaboration with chipmakers, news organizations, and software and platform companies is critical to facilitate a comprehensive provenance standard and drive broad adoption across the content ecosystem.

The formation of the C2PA brings together founding members of the Adobe-led Content Authenticity Initiative (CAI) and the Microsoft- and BBC-led Project Origin, unifying technical specifications under a single entity. The CAI is building a system to provide provenance and history for digital media, giving creators a tool to claim authorship and empowering consumers to evaluate whether what they are seeing is trustworthy. Project Origin has its roots in the production and distribution of news.

The effort has focused on tackling disinformation in the digital news ecosystem by attaching signals to a piece of content to demonstrate its integrity and making this information available to those using it. With the foundation of the C2PA, technical standards will be unified while these two entities continue to pursue adoption, prototyping and education within their respective communities.

The C2PA announcement builds on several recent advances in content provenance, including Project Origin’s efforts to develop a pipeline for signaling, certification and tracking the history of news content; the CAI’s first-ever end-to-end demonstration of provenance for captured media online; and Truepic’s development of the first native integration of hardware-secured photo capture smartphone technology.

Companies interested in joining the C2PA can apply through

WEBINAR: How to ensure you website & digital comms are legal and compliant

By Texthelp

September 23, 2020 was the final deadline for digital accessibility legislation. So it’s more important than ever that you ensure your website is compliant and inclusive.

Access an on demand webinar with Daniel McLaughlan, Accessibility and Usability Consultant, Sarah Richards, creator of GOV.UK website content strategy, and Donna Thomson, Marketing Manager at Texthelp for easy, practical advice on creating accessible digital content.

Register to access the presentation, slides and a suite of checklists and guides. Join us if you are a digital marketing professional, keen to improve compliance, digital communications and build more inclusive marketing and digital experiences.

Content Compass: A tool to power your Performance Content

By Kate Birtwistle, New Business & Marketing Director at agenda21

There is so much content being published every day. But how do you know what content to produce for your brand, what’s going to be interesting and relevant to your audience, and what impact it will have on your business?

Digital marketing agency – agenda21 – have developed a tool which answers these very questions, and is revolutionising the way brands approach content marketing. By using the tool – Content Compass – brands are able to deliver competitive, empowered content that’s created from the aggregation of an entire market’s search data. Rigorously filtered to reflect specific topics, the tool speeds up the research and ideation process to help get quality content over the line and published faster.

Originating as an SEO tool, Content Compass allows brands to find, use and sort all their competitors (and their) search query and ranking data to help build relevant, authoritative pages that will out-perform competitors on the search engine results page (SERPs). It can also see where direct competitors are under-performing and where there are other opportunities for content production.

By taking advantage of these opportunities, Content Compass helps brands to grow online visibility both by targeting untapped searches for information and improving topic relevance to help their website rank when people search to buy their products or services.

How does it work?

High quality content strategies begin and end with data. Content Compass ingests a huge amount of information, such as search queries, volumes, ranking pages and position. Included in this is competitor data, which allows us to easily benchmark how a brand’s site is performing within their market sector for a specific topic or single query.

The tool also allows the flexibility  to analyse each competitor page and see exactly why it’s ranking well. What does that mean for brands? It’s a clear insight into best practice content for their specific industry, exposing what their competitors do well, and opportunities that competitors are missing, that the brand can then capitalise on.

What are the benefits?

  • Quick to understand topic areas, saving valuable time on laborious research – that’s more time than can be spent on creating brilliant content!
  • Richer volume of data available from a larger competitor set, sorted using machine learning
  • Find untapped opportunities and spot gaps for content insights
  • Data updated monthly, so we’re always using recent keyword data and accurate rankings of how content is performing

If you’d like to find out more about how Content Compass can help your content marketing and SEO, please contact Kate Birtwistle, New Business & Marketing Director at agenda21 –

Is your brand’s content is working as hard as it can?

By Carrie Webb, Head of Content, The Bigger Boat

It’s no secret that a brand’s content is hugely important. It can mean the difference between and organisation being discovered online or not.

But so much more than that, quality content elevates brand perception, nurtures lasting relationships with an audience and enables companies to build authority and credibility.

In such a content-rich environment, it can be difficult to know how to grab consumers’ attention, drive real engagement, create conversations and ultimately increase conversions. Whether it’s via a well-designed infographic, a collection of helpful blog posts or a fully-fledged PR campaign, here’s how to give great content the best chance of surviving and reverberating in such a crowded place.

Build out a strategic approach

Don’t create content simply for the sake of posting something. There should be a sound detailed strategy behind it that takes into account many factors, but most importantly aims to create a connection between brands and consumers.

The first step is to identify the brand’s strengths and consider this alongside a competitor’s offering. Take a holistic view of how those in the same space behave, and look at the types of content they’re producing – what’s working and what isn’t and, crucially, how audiences are responding.

A structured, analytical approach is required to then apply learnings to the content strategy. This will provide internal guidelines and is the brand’s ‘why’ and ‘how’.

Begin by defining audience personas (include their needs, where they consume content and any challenges and pain points), the organisation’s story and messaging and nail down content purpose.

There should also be considerations for business-wide and content KPIs. Detail success metrics for every piece of content – traffic, views, shares, conversion rate, brand awareness, for example – and jot down outreach plans for them. Collating and assessing all this information leaves an overarching strategy that plans ahead for every aspect of the organisation’s marketing activity in an effort to produce the best results.

Consider shareability from the outset

Creating a fantastic piece of content that ticks all the boxes – for example, it’s user friendly, relevant, and has SEO coursing through its veins – is great, but it’s not enough to simply upload and sit back in the hope results will flood in.

If a business isn’t promoting its own content, it’s missing out on many outreach possibilities. There’s no harm in giving customers a helping hand in finding content. If there’s budget, look towards PR, consider paid promotion or use influencers to shout about the work.

Email marketing provides a good way to round-up and tease content on the brand’s site and, of course, sharing contentacross the relevant social platforms is always a winning tactic when looking to start conversation.

Finally, don’t underestimate the value of employee advocacy. If a workforce shares its content, this shows customers that staff members have bought into the brand – and its content is credible. It also ensures a much higher reach without having to put extra budget behind it.

Write for the desired audience

A business should know its audience better than they know themselves, and create content that perfectly tailors to their needs and behaviour. This is key to content success.

Provide answers to questions asked, offer a viewpoint on topics customers are interested in, and ensure the brand is operating in a space where the target market is digitally active.

Genuinely useful, purposeful content gains more traction and is more likely to resonate in a meaningful way. Knowing – and serving – an audience is vital in content marketing. After all, the goal isn’t always to simply clinch a sale – there needs to be an effort to work hard and gain their trust, and convert them into advocates. Consistent, quality content that provides for their needs should do just that.

Ensure CTAs are simple and structured

Find subtle ways to encourage an audience to share thoughts, move through to another piece of relevant content or perform a customer action. Whether it’s to download a PDF, buy a product or simply head on to another blog within the site, the call to action (CTA) should be well-designed and strategically placed, with clear and compelling text.

Use the right words to give the CTA an obvious thrust – the user must be left in no doubt as to what’s being asked of them, and what they’ll receive if they click.

Make it timeless

The best content is evergreen – it doesn’t have an expiry date. Its information is as useful and relevant now as it will be five years down the line.

‘How to’ guides are a great example of content that doesn’t date. While there will always be a place for seasonal, topical content, it won’t have much appeal once conversation around it has subsided and an organisation is left with an initial increase in traffic that will quickly fade.

During its 20th anniversary celebrations in September 2018, Google announced a selection of new search features. Among them was the ‘Topic’ layer in the search, which aims to recommend new content to the user after analysing the web for a topic and developing a huge range of subtopics. It favours the most relevant content, namely that which has shown itself to be ‘evergreen and continually useful, as well as [being] fresh content on the topic’.

Harness the power of analytics

Insights software provides invaluable data as to how content is performing and can help to make strategic decisions.

For each piece of content created, its objectives and goals should have been set out in the content strategy at the very beginning of the process – using analytics gives specifics of whether it’s meeting them. Find out what’s working and what’s not by measuring traffic, bounce rate, dwell time and engagement, for example.

If content isn’t doing too well, an organisation will gain insight into why that is, and should make changes accordingly to avoid making the same mistake with future content.

Using an analytics tool should be routine for content marketers – do it correctly and learn what makes users tick, where they’re coming from, what type of content they favour and easily pinpoint successes, and where improvements are needed.

Apply detailed consideration to the strategy behind content as well as its aftercare and ensure it works as hard as it can for the brand.

With time, effort and consistency in the approach, content will find its place with the right audience, help raise brand perception and generate the desired results.

Carrie Webb is head of content for The Bigger Boat – a creative digital marketing specialist business based in Yorkshire.

Short videos not always the best for engagement

Video marketing platform TwentyThree has published a new study detailing how people consume video content, with surprising results.

Perviously, many followed the rule that short, concise videos offered more engagement than longer videos.

However, the findings by TwentyThree show that while 80% of the videos produced and shared on social media are under five minutes long, they actually account for less than a third of video engagement.

The study found that videos over 15 minutes in length accounted for 50% of all engagement recorded – but are only 8% of all video content produced.

Sixty-six per cent of people watch an average of 03.56 minutes of video, compared to 23% of people watching videos with an average length of 00.58, and 14% watching videos of an average length of 00:20 on Facebook.

The study also revealed that click-through rates increase by 62% when a video is laced in the thumbnail of an email campaign.

The study was based on feedback from  300 marketing teams, 1.5 million videos, 1.7 billion impressions and 650 million video plays.

Facebook beats LinkedIn as content king for senior execs…

B2B content marketing agency, Grist has confirmed Facebook to be the ‘go to’ social platform for C-suite executives to seek business advice.

As a result of its new The Value of B2B Thought Leadership Survey – presenting the findings from more than 200 interviews conducted at FTSE 350 companies – Facebook was cited as the most popular social platform for senior executives to engage with business content (79 per cent), followed by Twitter (73 per cent) and LinkedIn (68 per cent).

Regards thought leadership, 84 per cent believe this plays an important part in adding value to their role. Meanwhile, two-thirds search for thought leadership particularly on a Monday and believe it fails to make an impact when it’s too generic (63 per cent); lacks original ideas (58 per cent); or doesn’t address the reader’s needs (53 per cent).

Andrew Rogerson, founder and managing director at Grist said: “This research is great news if you are in control of your firm’s marketing and communications programme. The C-suite clearly values thought leadership and is happy to receive it from advisers.

“However, we can also see that much of this content is below par. The C-suite is a sophisticated and demanding audience, and will not respond to rehashed marketing material. Instead, thought leadership must provide a return on investment (ROI), both for the firms that invest the money to produce it and the senior executives that invest time in reading it.

“Consider, too, that Facebook matters in business-to-business communications. The marketing department, content teams and agencies need to deal with the consequences of this and devise a compelling editorial plan that includes a wide range of channels and different perspectives.”

Format was also discussed, as 800-word articles (63 per cent) and 300-500-word blog posts are preferable to longer content pieces.

Access the full survey here

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