#Legsit: Are we making a stiletto out of a kitten heel?

No one could have missed the Twitterverse reacting to the Daily Fail’s recent headline coverage of Theresa May and Nicola Sturgeon’s Brexit meeting.

Rather than running an intelligent piece discussing the conflicts and tensions underlying it and current events, Sarah Vine opted to provide a “light-hearted verdict on the big showdown”.

The account was so “light-hearted” that she went on to say “what stands out here are the legs – and the vast expanse on show. There is no doubt that both women consider their pins to be the finest weapon in their physical arsenal. Consequently, both have been unsheathed.”

Vine even referred to Sturgeon’s legs as “altogether more flirty, tantalisingly crossed” and “a direct attempt at seduction.” At which point I confess I up-sicked a bit and had to lie down in a darkened room for 10 minutes.

There is absolutely no doubt that this headline, and the entire article for that matter, is utter tosh.  Forget triggering Article 50, it suddenly feels more like 1950; however, there is a Pavlovian response when it comes to the Fail and this popular bandwagon.

Forgive me if I am missing the point, but I honestly couldn’t give a monkey’s.  I’ve written about everyday sexism on multiple occasions, and yes, this is a prime example – but what do you expect from a paper of this quality?

They have deliberately taken the view that it’s important to offer a dumbed-down version of events for their readership. So, they have looked at their target audience, ascertained the political context of the meeting was too “adult” for them, and have had to turn it in to a piece about legs and apparently Sturgeon the Seductress.

No, sorry, feeling sick again now.

I get the disgust, I get the “not in our name” and I get the condemnation; however, it’s just adding fuel to the fire and giving them more air time than they actually deserve. Can you imagine how much they can add to their online advertising rates now you’ve all taken the time to click on their original story? A story you would never have read in a million years if it hadn’t courted controversy.

IPSO aren’t going to be investigating the complaints received as they have not been made by either of the individuals concerned, who are at the heart of this so-called “discrimination”.  Which makes me think we’d all do a lot better if we were a little more May and Sturgeon in this matter.

While they both might be appalled that their meeting has been reduced to a commentary on their pins, they both accept it is what it is.  The Fail has run equally stupid front pages in the past – I for one will never get the image of David Cameron in his swimming shorts out of my mind.

However, there is often less indignation when it is a man on the brunt of it – when their political story has been boiled down to an image of their flabby middle-aged paunch jiggling about in the waves.  It’s no less derogatory, and no less pointless. But it is apparently less jarring.

Don’t get me wrong, I despise the fact that papers can take an important issue and turn it in to something completely trivial.  I hate the way photos of anyone are taken and people feel it’s their right to pick the model apart, commenting on physical attributes rather than anything that has any real meaning. But I hate it more when people get their panties in a bunch because it’s a woman on the receiving end.

Say what you like about the Fail, as least they’re consistently shit.  They’re an equal opportunity offender in that sense.

 

 

 

What is content marketing?

One of the services we offer here at Time Saving Heroes is content marketing, and it’s something we bang on about quite a lot.  Lu loves writing, so if there’s a blog to be created, or a Press Release to be, well, released, she’s on it.

However, “content marketing” is one of those terms us guys use all the time, despite the fact you guys possibly have no idea what we’re talking about. Sometimes it’s hard to know what is and isn’t jargon.

For the benefit of those that aren’t too sure what content marketing covers, here’s a handy little reference.

According to the Content Marketing Institute, content marketing is:

…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action.

Strategic

The first thing we can pick out of this then is that content marketing is a strategic marketing approach. What that means is you’re not going to just haphazardly post random things to social media as and when you feel like it. Or, more likely, when you remember to.

A strategy gives you a clear idea of what it is you want to accomplish, and every piece of content you use is designed to help you accomplish it.

Audience

Your content needs to be valuable, relevant and consistent to attract the right audience, which means you need to know who your audience is.

Who do you want to read your posts?  What do they want or need?  What interests them, or concerns them?  Do they have questions they’re looking to you to answer? How does your product or service fit in to their lives? How can you help them find out what they need to know?

These are all things you need to think about for every piece of content you put out there – what purpose does it serve?  How will it help you build a relationship with your audience, or encourage new followers and prospects?

Customer action

The final point in the definition is that content needs to drive profitable customer action. Whilst it can of course relate to someone clicking on a link, ending up on your website, and converting to a sale, it’s important not to just see content marketing in these terms.

It is not about selling (though it can be a wonderful side effect, if done correctly).

A customer wants to know that you, the brand, understand them. That you get why they might want or need your product/service in their life.  Equally, they want to see that people just like them have used your brand before, and have had a positive experience.

They are looking for credibility, and good content marketing can do this for you.

When someone reads your content and shares it, they are giving it credibility. They are saying “this is good, this is worth paying attention to”. Every time that happens you are given another opportunity to demonstrate how you, as a business, can make a positive difference in the lives of your prospects.

 

Strong women: may we know them, may we be them, may we raise them

As anyone who has spent any length of time with me will attest, I like to talk. Actually, more specifically, I like to talk with people – not at them. I actually despise the sound of my own voice, so I try hard to ensure it’s never a one way thing. I have many conversations with many different individuals on any given day, but invariably the most challenging ones are those I have with my daughters.

They are currently 7 and 6, and one of the things I love most about children at this age is their ability to see things the way they are. Everything is so gloriously black and white, and when you’re so used to seeing all the different potential shades, it’s refreshing to have a frank conversation with someone who doesn’t have an agenda.

As a family we home ed all our children, and the girls have recently been studying the Titanic with me. We’ve touched on issues of class and social hierarchy, and of course equal rights for all has raised its head a few times. Last night, the eve of International Women’s Day, I found myself being challenged again.

My eldest asked why we still needed IWD – all women are surely equal now?

Sigh.

I love that she thinks like this; however, it makes me sad to realise it won’t be long before the real world shows itself to her and she understands the sad truth.

I explained that in some countries women were still not free to choose who they would marry. That, in Iran, three out of ten women don’t even have the right to choose what they wear. We discussed the forced hijab, we touched on domestic violence.

The conversation could have gone on for hours, but their shoulders are not that wide, and I don’t want them feel they have to carry the weight of their gender. Ever. Let alone right now.

I don’t carry it, and I refuse to. I have never thought of anything I have, or haven’t achieved, and attributed it to my gender (apart from childbirth, before any of you get cocky). If I have done something amazing it isn’t in spite of the fact I have a uterus. If I have failed, it was because I, Lu as a flawed individual was found wanting, and not because I didn’t have boy bits.

However, that doesn’t mean to say for one second my gender doesn’t come in to play during my interactions with others. Especially within the world of business. The problem is sexism permeates everything, and sneaks in through the language we use, often without people realising.

In the last week alone I have had a disagreement with a “gentleman” who ultimately referred to me as a bitch, purely because we conflicted on the best way to proceed over an issue. Had I been male, and our disagreement the same, I sincerely doubt name calling would have been part of the discussion. Certainly not to his face, for that is a sure fire way to instigate a fight. I confess to having broken three different people’s noses in the past, so in honesty, this was a bit of a risky move on the part of the name caller. Gentle, delicate, defencless little lady I sure as Hell ain’t.

I have also been labelled “bossy” because I asked another man to do something for me to help move a project forward. A man in the same position would not have been subjected to that. Bossiness has inherent negative connotations, in fact, the definition is “fond of giving orders; domineering”. Synonyms include overbearing, autocratic, officious, tyrannical, oppressive and harsh.

Bossiness is something that is ascribed to women who attempt to lead; who make decisions, who hold authority, who manage situations, who have the audacity to ask men to do something rather than do it themselves. It is not a word used to discuss men in the same position. A man would be admired for his leadership skills, and if challenged, he would be respected. Not called a bitch.

Finally, just yesterday I was in a situation where another man tried to intimidate me. Pulling me to one side, he positioned himself two steps above me so he would be able to lean down over me, and he shouted in my face. He would never have done this with another man, as it was so confrontational it would have resulted in a fight; but somehow, because I am a woman, this is OK. He knows he is “safe” because the worst I am going to do is cry.

Of course, I didn’t cry.

I did get a little bit of rage though.

My rage, as always, is more directed to the fact that for many they believe it’s OK to belittle, discourage, and intimidate women – as long as you don’t actually threaten them or touch them.

I assure you, it is not.

Stop.

Think about the words you use. Before you call a woman bossy, ask yourself if she is being unreasonable in which case challenge her, or are you simply put out because she is exerting control over the environment?

If you disagree, own that. Don’t resort to name calling, in any situation.

If you have a point to make, do so without trying to impose your height, weight or strength on someone smaller, lighter and physically weaker than you.

Be respectful to women. We constitute half the population, and we’re mothers to the other half.