# Zahra > Content that connects ## Posts - [CASE STUDY: How Gem used consumer insight to shape its next chapter](https://zahramediagroup.com/consumer-insight-research-for-food-brands-gem-case-study/): The brief Gem, one of Ireland’s most trusted baking brands, partnered with Zahra for a consumer insight research project designed to help the brand better understand today’s Irish home bakers — their habits, motivations, and needs. As part of Zahra’s consumer insight research for food brands, this work explored how shifting lifestyles, emerging health trends, and changing shopping behaviours are shaping baking in Ireland. The goal: to future-proof Gem’s brand strategy, product development, and marketing decisions with real, actionable insights. Partnering through our easyFood community, Zahra designed and delivered a bespoke research study revealing how Irish people bake today —... - [The Power of Nostalgia Marketing: Why Looking Back Helps Brands Move Forward](https://zahramediagroup.com/the-power-of-nostalgia-marketing-why-looking-back-helps-brands-move-forward/): In an era where digital content is endless and attention spans are short, nostalgia marketing has emerged as a powerful strategy for brands seeking to forge lasting emotional connections. It taps into the comfort of familiarity, reminding us of who we were and how certain brands were right there with us. By understanding how memory and emotion work together, brands can create campaigns that are both heartwarming and commercially effective. Let’s explore what nostalgia marketing really is, and why it works so well. What Is Nostalgia Marketing? Nostalgia marketing is the practice of using elements from the past, such as... - [The Making of a Super Brand](https://zahramediagroup.com/the-making-of-a-super-brand/): What makes a brand great? It’s more than just a catchy logo or a clever slogan. The most iconic brands—Nike, Lululemon, Adidas, Google, Amazon, Starbucks—share a kind of magic. They feel both personal and universal, familiar yet aspirational. Their “special sauce” is often a blend of consistency, emotional connection, cultural relevance, and a clear sense of purpose. These brands don’t just sell products—they sell identities, lifestyles, and values that people want to align with. When done right, a brand becomes more than a business; it becomes part of how people see themselves. A Recipe For Greatness So what’s in that... - [3 brand storytelling campaigns that nailed the link between message & product](https://zahramediagroup.com/brand-storytelling-campaigns-examples/): In a world of content overload, the brands that truly resonate are those telling authentic, emotionally resonant stories—and doing so with a clear link back to their product or service. In this blog, we spotlight three exceptional brand storytelling campaigns that didn’t just deliver creative magic—they stayed laser-focused on the brand’s core truth. The result? Content that cuts through, connects emotionally, and sticks in people’s minds. 1. Tullamore D.E.W.: “An Influencer Is Whoever Picks Up the Tab” In a saturated whiskey market, Tullamore D.E.W. stood out by staying grounded in Irish authenticity and social connection. This campaign brilliantly subverted influencer... - [The Power of Community-Led Growth: How to Make Social and Owned Channels Work Together](https://zahramediagroup.com/the-power-of-community-led-growth-how-to-make-social-and-owned-channels-work-together/): In today’s fast-moving digital world, brands know that building an audience is only part of the equation. The real magic happens when that audience transforms into a thriving, engaged community. But with social media algorithms shifting like quicksand and competition for attention fiercer than ever, relying on rented platforms alone isn’t enough. At Zahra, we’ve seen first-hand how the most successful brands strike a balance—leveraging social media for reach and discovery while using owned platforms to deepen relationships, gather insights, and drive long-term value. Here’s why an integrated approach is key to sustainable community growth and how brands can make... - [Food trends 2025: What’s next for the industry?](https://zahramediagroup.com/food-trends-2025-whats-next-for-the-industry/): In 2025, consumers are demanding more from their food—more convenience, more nutrition, more sustainability. At Zahra, we have a front-row seat to these shifts, engaging with Ireland’s largest food community, collaborating with brands and chefs, and staying ahead of emerging trends at industry events. So, what’s on the menu for 2025? Here are the five key trends shaping the way we eat, drink, and snack in the year ahead. 1. Waste-not menus & sustainable dining Sustainability is more than just a buzzword—it’s a necessity. Restaurants are moving towards ‘waste-not’ menus, ensuring that every part of an ingredient is used creatively.... - [Why Research Matters when it Comes to Content Marketing](https://zahramediagroup.com/why-research-matters-when-it-comes-to-content-marketing/): In the ever-evolving content marketing landscape, research serves as a powerful tool that can elevate your strategy and drive business results.  As a content marketing agency with robust research capabilities via our owned easyFood community, we understand that integrating research into your content strategy can be the key differentiator in achieving your marketing goals.  Here’s six reasons why leveraging research is not just beneficial, but essential for your business’s content marketing success. At the core of any successful content marketing strategy is a deep understanding of the target audience. Research provides invaluable insights into the demographics, behaviours, preferences, and pain... - [How the European Accessibility Act is about to change digital content](https://zahramediagroup.com/how-the-european-accessibility-act-is-about-to-change-digital-content/): There’s a big change coming to the digital world, and it’s called the European Accessibility Act (EAA). Starting from the 28th of June 2025, businesses will have to make sure their products and services are accessible to everyone, especially for people with disabilities. Whether you’re in retail, hospitality, or managing an online platform, the way you present your digital content needs to be carefully considered. This isn’t just about ticking boxes — it’s about creating a more inclusive online space, with access for all.  Whether you’re running an online magazine, developing websites, or creating content, this new act is going... - [Transformative Education and Content Marketing at The University of Sydney: Insights from Johanna Lowe](https://zahramediagroup.com/transformative-education-and-content-marketing-at-the-university-of-sydney-insights-from-johanna-lowe/): In the ever-evolving landscape of higher education, content marketing has emerged as a powerful tool for universities to connect with their diverse audiences. Recently, we had the opportunity to speak with Johanna Lowe, the Chief Marketing and Communications Officer at The University of Sydney, to gain insights into how the university’s content marketing strategy aligns with its broader goals of transformative education and impactful research. Aligning Marketing with Mission Sydney University’s content marketing strategy is deeply intertwined with its core mission. As Johanna Lowe explains, the university’s primary objectives are to provide transformative education that changes lives and to conduct... - [How to prepare when getting professional headshots taken ](https://zahramediagroup.com/how-to-prepare-when-getting-professional-headshots-taken/): Whether you’re updating your LinkedIn profile or contributing to your company’s website, a high-quality headshot can convey confidence, approachability, and professionalism. It often serves as a crucial first impression, and in many cases, it’s the first visual representation that potential employers, suppliers, clients, or colleagues will see. From corporate to creative industries, a well-done headshot can set you apart and help unlock new opportunities.  Preparation tips  1. Wardrobe selection  When you look good, you feel good – therefore, choosing the right outfit is key to feeling cool and confident on the day. Opt for solid colours and avoid busy patterns... - [Marketing to Generation Z - Who don't want to be marketed to](https://zahramediagroup.com/marketing-to-generation-z-connecting-with-digital-natives/): Understanding your target audience is the cornerstone of successful marketing. By identifying their unique characteristics, preferences, and behaviours, brands can craft strategies that resonate on a deeper level. This approach is especially crucial when marketing to Generation Z, a group that has grown up in a digital world and demands authenticity, personalisation, and social responsibility from the brands they support. Engaging Gen Z means meeting them where they are—on platforms like TikTok and Instagram—and speaking their language through memes, influencer collaborations, and purpose-driven campaigns. In this article, we delve into how companies like Nike, Wendy’s, and Patagonia are effectively connecting... - [Printing pointers in a digital world](https://zahramediagroup.com/printing-pointers-in-a-digital-world/): In an increasingly paperless world, it may seem like print is taking a backseat to online marketing tactics. However, when done correctly, print materials are a powerful and effective tool in your marketing arsenal. As a content marketing agency with a strong background in publishing, Zahra has learned a thing or two about creating impactful printed materials. Here are some pointers to keep in mind to stand out from the crowd. 1. Define your purpose and audience Before you even begin the process of designing and printing, it’s important to have a clear understanding of your goals and your target... - [Building brand advocacy: Strategies for cultivating loyal customers](https://zahramediagroup.com/building-brand-advocacy-strategies-loyal-customers/): We recently chatted with Gina Miltiadou, Co-Founder and Director of Zahra|Content That Connects, and Leanne Papaioannou, Founder and CEO of Chilli Pepper|Redefining Loyalty to talk about brand advocacy; how it nurtures emotional bonds, builds trust, and drives business growth. The secret? Ultimately, it all boils down to authentic connections made by aligning brand and customer values and offering personalised solutions. Read on to learn more about brand advocacy and strategies that will create lasting customer loyalty.  What is brand advocacy and why is it so important? According to Leanne, brand advocacy is an emotional connection driven by a whole lot... - [Content marketing 101](https://zahramediagroup.com/content-marketing-101/): In this blog post, we answer some of the most common content marketing-related questions. Get in touch if you’d like to know more. What is content marketing? In the words of marketing guru, Neil Patel, content marketing is a long-term strategy that focuses on building strong relationships with your target audience by consistently delivering ​ high-quality, relevant content that educates and, ultimately, sells. Instead of pitching your products or services, you are delivering information that makes your customers more informed before they decide to become a customer. ​ ​And, if you deliver consistent, ongoing, valuable information to your customers, they... - [Boosting sales: How content marketing powers your bottom line](https://zahramediagroup.com/how-your-content-marketing-can-drive-sales/): Whether it’s about building awareness, generating leads, or increasing the lifetime value of your customers, content is the most versatile weapon in your armoury. - [The ultimate brand boost: Why building your community is key](https://zahramediagroup.com/the-ultimate-brand-boost-why-building-your-community-is-key/): Article written by Gina Miltiadou, Director and Co-Founder of Zahra. In today’s digital age, establishing a brand community is no longer optional but essential for success in the market. As an owner of Zahra, a top-tier content and media agency in Dublin, I have seen first-hand – through the development of our own everymum and easyFood communities – the incredible impact that communities have on the development of a brand. This article aims to highlight the numerous advantages of brand communities and explain why teaming up with Zahra is the smartest move you can make. The Value of a Brand... - [Kicking off Zahra’s AI Journey: Leading the Way in Ireland ](https://zahramediagroup.com/kicking-off-zahras-ai-journey-leading-the-way-in-ireland/): Forward This article served as the ideal opportunity to leverage the power of artificial intelligence (AI). We utilised two excellent AI tools; Otter.ai and ChatGPT to craft this article. Otter.ai was used to transcribe our meetings and brainstorming sessions, capturing every valuable insight, while ChatGPT was leveraged to help generate ideas and structure our thoughts. While AI played a crucial role in streamlining our processes and enhancing our efficiency, the human touch truly brought this blog to life. Our team’s strategic input, creative vision, and ethical considerations were essential in shaping the final piece, ensuring it resonates with authenticity. This... - [Powerful storytelling: The key to content marketing success](https://zahramediagroup.com/the-importance-of-storytelling-in-content-marketing/): When you think of the names that have revolutionised storytelling, you think of writers and raconteurs, of artists and actors. Procter & Gamble aren’t likely to be top of the list. But who do you think put the soap in soap operas? P&G was cleaning up as early as the 1930s, when they saw the power of serialised daytime entertainment; something that would capture a loyal audience—specifically, and vitally, their target market of homemakers—and keep them coming back for more. First on radio, and then on television, they latched onto stories that could connect them to customers. A lot has changed since,... - [Decoding the difference: Advertising vs. Content Marketing](https://zahramediagroup.com/difference-advertising-content-marketing/): There’s a famous advertising joke, credited to department store magnate John Wannamaker, which goes: ‘50% of my advertising money in dollars are wasted, I just don’t know which half’. Advertising, many would argue, has always been more an art than a science where companies spend large sums on attracting the masses, without knowing which bits work and which bits don’t. Enter content marketing. Combining the creativity of traditional advertising with the science of data analytics, many experts agree that this is where the future of marketing lies. There’s one small snag though – most people don’t understand what it is.... - [Changing lives: The inspiring story behind RIZE Literacy Centre in Lusaka](https://zahramediagroup.com/changing-lives-the-inspiring-story-behind-rize-literacy-centre-in-lusaka/): In the heart of a township in Lusaka, stands RIZE Literacy Centre —a beacon of hope, education, and transformation. Founded with a vision to break barriers and ignite the flame of literacy, RIZE is more than just a centre for learning; it’s a sanctuary where dreams take flight and futures are shaped. Inspiration Behind RIZE: A Conversation with Neboth Chalwe The seeds of RIZE were sown in the heart of Neboth Chalwe, the visionary founder whose own journey of transformation began with a single word: “chair.” In a touching reflection, Neboth shares, “I was about 10 years old at school,... - [The transformative power of content in internal comms](https://zahramediagroup.com/great-content-for-successful-internal-comms/): When it comes to connecting with colleagues via internal comms, the power of content should not be underestimated. THE DARK PAGES From blogs and vlogs to social posts and syndicated campaigns, through podcasts, magazines, and plenty more besides, content marketers aren’t short of ideas on how to get a message across. By now, the majority of businesses recognise the value of a killer content marketing strategy, and have seen the results it delivers. But while external communication has been revolutionised, internal comms often look pretty similar to how they’ve always done; the send-all email, the hastily arranged Town Hall, and... - [Unveiling the dominant foodservice marketing trends of 2024](https://zahramediagroup.com/zahra-foodservice-marketing-trends-2024-insights/): At Zahra, we possess a unique ability to empower foodservice brands, guiding them to decipher and navigate trends and emerge as true thought leaders. Our expertise lies in crafting purposeful, human-centric content and experiences designed to resonate with the challenges confronted by professionals in the foodservice sector, transcending industry intricacies. A deep understanding of consumers and the hurdles faced by those in the service industry is pivotal for making a lasting impact. Let’s explore the pivotal foodservice marketing trends set to sculpt the foodservice landscape in 2024. Embrace the green revolution The plant-based food revolution continues to surge, with a... - [How to connect your content marketing strategy and ROI](https://zahramediagroup.com/how-to-connect-your-content-marketing-strategy-and-roi/): Google the term ‘how to measure content marketing’s ROI’ and 14,700,000 results are returned in 0.52 seconds. Ask most marketers how they prove their content marketing’s Return on Investment (ROI) and it will take them the same time to find the nearest exit! A recent CMO survey found that 65% of marketers can’t quantitatively measure the impact of their marketing on the bottom line. And while 43.8% of them have a good qualitative sense of the impact, they don’t have a specific, single number that will prove to their Boards that it has all been worthwhile. It’s not for lack of skill,... - [7 Innovative Content Marketing Strategies Revolutionising Healthcare Communication](https://zahramediagroup.com/innovative-content-marketing-strategies-in-healthcare-communication/): With patients increasingly turning to “Dr Google” for information about their health, pharmaceutical companies must adapt their marketing strategies to meet this demand in terms of healthcare communication. The challenge is that the pharmaceutical industry is one of the most heavily regulated industries in the world, which means that pharmaceutical marketers have to be extremely strategic and careful about the content they create and distribute. There is no such thing as a Pharma company sharing an opinion off the cuff or speaking to an industry or consumer trend. Everything has to be credible and compliant, which can make marketing very... - [Our top takeaways from the Irish Marketing Conference 2023](https://zahramediagroup.com/our-top-takeaways-from-the-irish-marketing-conference-2023/): Last week, we had the opportunity to attend the Irish Marketing Conference 2023, an event brought to life by Zendesk and TikTok, and while it might not have been revolutionary, there were certainly some noteworthy takeaways worth sharing. We’ve distilled a few key learnings that caught our attention. Let’s dive into them… ‘Jobs-To-Be-Done’ framework: A customer-centric approach The emphasis on a customer-centric approach was a reminder that understanding and fulfilling customer needs are fundamental to successful marketing. At Zahra, we’ve always championed this philosophy, ensuring that every piece of content we create addresses a customer’s pain point or need. Thanks... - [Everymum has been acquired by DMG Media Ireland](https://zahramediagroup.com/everymum-has-been-acquired-by-dmg-media-ireland/): DMG Media Ireland today announced their acquisition of Everymum, one of Ireland’s leading parenting websites, from Zahra Media Group.   Everymum, originally eumom, was founded in 2000 with a simple yet powerful idea – to create a community where parents can feel supported, informed and empowered through trusted expert advice and peer recommendations.   Under the stewardship of Zahra Media Group, Everymum.ie has grown to become one of Ireland’s most trusted digital pregnancy and parenting communities, with over 215,000 members, 500,000 monthly page views, 165,000 social media followers and 570,000 podcast downloads.   Offline, Everymum connects with parents through the Everymum Supervalu gift bag,... - [Winners of Ireland’s 10th Annual National Parenting Product Awards Revealed!](https://zahramediagroup.com/winners-of-irelands-10th-annual-national-parenting-product-awards-revealed/): Pictured are Aine Flanagan and Carol Foley of Aldi Ireland, and Cathy Donohue, Digital Publisher at everymum, at the 10th annual National Parenting Product Awards (NPPAs) hosted in Dublin’s Westbury Hotel on Friday, September 15th. Winners of Ireland’s 10th Annual National Parenting Product Awards Revealed Over 2,500 Parents Nationwide Vote on Best Products for Baby The winners of the annual National Parenting Product Awards (NPPAs) have been revealed at a ceremony hosted by Ireland’s specialist parenting publisher and content agency, Zahra. 2023 marks a major milestone as the 10th anniversary of the prestigious awards. The NPPAs are Ireland’s first and... - [New research conducted by Zahra shows the impact of the cost of living crisis on our diets, relationships and parenting](https://zahramediagroup.com/new-research-conducted-by-zahra-shows-the-impact-of-the-cost-of-living-crisis-on-our-diets-relationships-and-parenting/): Zahra launches the findings of its H1 consumer sentiment report Almost half (48%) have cut items from their diet due to price increases  Over three-quarters (78%) of people think it’s too expensive to eat healthily in Ireland 2023 to date: grocery shopping is the number one concern for two-thirds of respondents (66%) – supermarkets with loyalty programmes are preferred Current biggest concern is utility bills (76%), with 54% of people making sacrifices to pay the bills  Over half (51%) won’t holiday in Ireland this year as the majority (80%) believe it’s too expensive Pandemic effect: almost two thirds (65%) believe... - [How Focus Groups Can Help You Get To Know Your Audience](https://zahramediagroup.com/how-focus-groups-can-help-you-get-to-know-your-audience/): Knowing your audience is at the core of any type of content marketing strategy. When you really know your audience, the content you create will most likely resonate with the people that matter to your brand. While surveys, data and analytics can tell you a lot about your target market, focus groups can be a powerful way of gaining a deeper understanding of your audience. What is a focus group? The history of focus groups stretches back to the 1940s. The sociologist Robert Merton is widely accredited for inventing the term ‘focus group,’  describing a meeting held with a small... - [The TikTok Takeover: How Authenticity Can Fast Track Success](https://zahramediagroup.com/the-tiktok-takeover-how-authenticity-can-fast-track-success/): Let’s talk about the rise of TikTok—the world’s most-downloaded app right now. What was once a quirky online curio, or a source of escapism from the global pandemic (and, of course, the place to perfect a dalgona coffee recipe) is now a mega social media marketing player, with the world’s leading companies and celebrities recognising the benefits of showing a more human side to their brands.   - [Internships at Zahra Media Group](https://zahramediagroup.com/internships-at-zahra-media-group/): Internships can be a brilliant prologue to any career journey. They provide a solid foundation, give a real insight into the roles we wish to pursue and offer reliable support, guidance and mentorship when needed. Not to mention, they’re a great way to build up your CV and get ready for your next chapter. After all, you never know what a short-term internship might lead to – indeed, many of our previous interns at Zahra are now highly valued full-time employees! I myself started out as a Digital Editorial Intern working with the Food Team at Zahra back in 2019.... - [The importance of creating authentic content](https://zahramediagroup.com/the-importance-of-creating-authentic-content/): We’re wired to connect For the most part, we now live in a society that proudly supports authenticity; one in which we as individuals can proudly fully embrace ourselves and celebrate who we are. Being authentic enables us to make deeper and more meaningful connections, and, as humans, we are wired to connect. Some scientists like Matthew Lieberman, the Social Cognitive Neuroscience Lab Director at the UCLA Department of Psychology, Psychiatry and Biobehavioral Sciences, even go so far as to claim this need is as fundamental as our need for food and water. Consider your brand. What makes it special?... - [Ireland’s National Parenting Product Awards - Backed by Core Research to Uncover Best Products for Baby](https://zahramediagroup.com/irelands-national-parenting-product-awards-backed-by-core-research-to-uncover-best-products-for-baby/): Media Release – April 2023 Zahra, the content marketing agency and founder of the National Parenting Product Awards (NPPAs), has announced the appointment of Core Research as its official NPPA research partner for the next three years. The announcement coincides with the official opening of 2023 entries. The NPPAs are Ireland’s only independently-verified parenting product awards. 2023 marks the 10th consecutive year of the initiative, which aims to uncover the most trusted pregnancy and baby products in today’s market. Ensuring an expert seal of approval, NPPA winners are crowned using a robust, two-tiered research approach spearheaded by Core Research. This... - [Zahra’s Sustainability Initiatives – More Than Words](https://zahramediagroup.com/zahras-sustainability-initiatives-more-than-words/): These days, most people are looking to do their part for a more sustainable world. The same is true at Zahra—and has been for quite some time—but we realised we were yet to communicate it in one place, on the blog, on the website, to see it set out altogether. It’s fair to say sustainability has been a huge part of our mission for decades now, especially through our sister charity Zahra Helps, as well as several other initiatives that we have in place. We can always do better, and we want to do better, and that determination is a... - [AI, ChatGPT, and the future of content marketing: An Open Letter](https://zahramediagroup.com/ai-chatgpt-and-the-future-of-content-marketing-an-open-letter/): Colleagues, clients, concerned citizens: the robots have arrived. Since ChatGPT’s wide-scale launch in November 2022, it has rapidly gained popularity for its ability to generate written content in seconds. It’s widely considered to be one of the most advanced language models in existence—with ramifications that could stretch across the business world and beyond. This much, you likely already knew. The real issue at hand is what does it all really mean? Are copywriters and content creators about to be put out to pasture by this new technology? Is AI a tool to add to a creator’s arsenal? Is this the... - [Key Digital Marketing Trends](https://zahramediagroup.com/key-digital-marketing-trends/): Digital transformation is a key part of the post-pandemic recovery for many businesses – but for industries in which digital wasn’t a key function previously, it’s a vast and intimidating area to crack. It’s easy to feel inadequate when it comes to social media and new technologies, and things aren’t helped by the efforts of some ‘experts’ deliberately employing smoke and mirrors to overcomplicate the process. At Zahra, our goal is the exact opposite; we’re about demystifying digital marketing, and empowering our clients with the knowledge they need to create great digital strategies that facilitate real business goals. With that... - [Seven Steps Towards Nailing Your Video Production](https://zahramediagroup.com/seven-steps-towards-nailing-your-video-production/): When it comes to video production, like every other part of content marketing, it’s not merely about doing it; it’s about getting it right. - [Our favourite Super Bowl commercials of all time](https://zahramediagroup.com/best-super-bowl-commercials/): The Super Bowl is one of the world’s biggest sporting and television events—yet loads of people only watch it for the ads. Yes, the commercials have become as significant a part of the experience as the game itself, becoming a showcase for brands to strut their stuff while utilising the most expensive real estate in advertising. The year’s renewal sees the Rams and Bengals square off in SoFi Stadium—but if you’re more concerned with the sales pitches than the scoreboard, then there’s only one way to get warmed up. We’ve taken a look back at some of our favourite Super... - [The 12 most important food trends that have defined 2021](https://zahramediagroup.com/the-12-most-important-food-trends-that-have-defined-2021/): As the years draws to a close, we round up the biggest food trends that have made 2021 what it is. - [Zahra’s Winter Consumer Sentiment Report](https://zahramediagroup.com/zahras-winter-consumer-sentiment-report/): With Christmas fast approaching and Ireland’s booster vaccine rollout progressing, we asked our everymum and Easy Food Magazine communities how they’re feeling. With over 6,000 participants, the results have painted a clear picture of where consumers across Ireland are at – and the findings will provide plenty of food for thought for marketers in the months ahead. BOOSTER JABS Despite recent reports of high no-show rates for vaccine booster appointments, new research has found the majority (84%) of people across Ireland would avail of the Covid-19 booster jab if offered.The study shows the top three reasons for opposing the booster... - [How to create an award-winning annual report](https://zahramediagroup.com/how-to-create-an-award-winning-annual-report/): What does it take to create an annual report that is consistently considered best in class? Zahra has worked with the ESB to produce its annual report for the past 11 years, and in each of those years the report has struck Gold at the Chartered Accountants Leinster Society Published Accounts Awards. - [Showcasing your NPPA Win!](https://zahramediagroup.com/showcasing-your-nppa-win/): Congratulations—you’ve won a National Parenting Product Award! But what now? In your excitement, you’re probably going to want to stick that coveted award badge on your website right away, showing all your potential customers just how fantastic you really are—as well you should! Winning an NPPA gives you the authority to say that your brand is tried and trusted by Irish parents, and that’s something you certainly need to shout about. Here are some hints on the top ways you can spread the word… Product Packaging and Displays Incorporating your award in your product packaging and print collateral is one... - [NPPA 2021 WINNERS](https://zahramediagroup.com/nppa-2021-winners/): Need help showcasing your NPPA win, or want to learn more about what an NPPA can do for your brand? Then get in touch! Email us at hello@zahramediagroup.com - [Five ways professional food photography can win you new customers](https://zahramediagroup.com/five-ways-professional-food-photography-can-win-you-new-customers/): If you’re a food business, the key to grabbing your audience’s attention is with head-turning, scroll-stopping photography. Stock shots or self-taken snaps simply won’t cut it: as news feeds become increasingly speckled with high-quality food photos, savvy viewers won’t be impressed with run-of-the-mill imagery. Your visuals make or break customers’ interest in your brand, and taking shortcuts may seriously hinder your business. Low quality images can cheapen your brand in customers’ minds, or—even worse—could easily be associated with poor quality food. Investing in bespoke photography created by professional food stylists and photographers is an investment in your product and, ultimately,... - [Zahra's Consumer Sentiment Report](https://zahramediagroup.com/zahras-consumer-sentiment-report/): As restrictions continue to ease and Ireland’s vaccine rollout progresses, we asked our everymum and Easy Food Magazine communities how they’re feeling. With over 2,600 participants, the results have painted a clear picture of where consumers across Ireland are at - and the findings will provide plenty of food for thought for marketers in the months ahead. - [What’s it like to intern at Zahra?](https://zahramediagroup.com/whats-it-like-to-intern-at-zahra/): What’s it like to intern at Zahra? Hear all about it from those who did—many of whom are now permanent members of the Zahra family! - [Five benefits of backing your content marketing strategy with PR](https://zahramediagroup.com/blog-backing-your-content-marketing-strategy-with-pr/): If you’re investing time, resources and budget in creating a zero-waste content strategy, PR could very well open up new opportunities by reaching larger, targeted audiences, and winning new customers along the way. - [Content is the driving force – meet the brands who are investing](https://zahramediagroup.com/content-is-the-driving-force/): Most brands worth their salt will have some sort of marketing plan; the blueprint to bring their business to the next level. Increasingly, companies have embraced content marketing as the fuel to power their plans—and adjusted budgets, distribution and a whole lot besides to make the very most of that content, too. Of course, content marketing can mean different things to different people—and when you’re talking about brands across a wide variety of industries, utilising an almost endless range of formats to connect with their customers, even a veteran cat-skinner would marvel at the range of options. There are two... - [How Well Do Brands Actually Know Their Consumers?](https://zahramediagroup.com/how-well-do-brands-actually-know-their-consumers/): Gone are the days when consumer profiling meant a simple equation of age, gender and location, slotting customers into classifications like ABC1s, and defining them based on whether they read a broadsheet or the back of a cereal box. Before the advent of online marketing, brands used traditional metrics to understand and therefore target their customer; a simple, one-dimensional and—let’s face it—broad-strokes approach. It was a time when the ‘push-pull’ method was heavily weighted towards the push, and brands spoke at the customers; not to them, and certainly not with them. Things have changed since then—dramatically. Now, having a deep... - [Proving ROI – It’s Complicated](https://zahramediagroup.com/proving-roi/): Google the term ‘how to measure content marketing’s ROI’ and 14,700,000 results are returned in 0.52 seconds. Ask most marketers how they prove their content marketing’s ROI (Return on Investment) and it will take them the exact same time to find the nearest exit. A recent CMO survey found that 65% of marketers can’t quantitatively measure the impact of their marketing on the bottom line. And while 43.8% of them have a good qualitative sense of the impact, they don’t have a specific, single number that will prove to their Boards that it has all been worthwhile. It’s not for... - [The Power of Social Media Communities - A case study of everymum](https://zahramediagroup.com/blog-the-power-of-social-media-communities/): If there’s one thing we’ve all learned recently, it’s how important communities are to us. These days, many of our communities are online; that move was turbo-charged in 2020 by Covid. Without our regular real-world communities—from yoga mornings and meditation evenings to book clubs, beer clubs and baby groups—those relationships and activities were quickly relocated to Zoom, Facebook and Instagram. We craved connection and this was the only way to get it. But a surprising thing happened along the way; we realised that there are people like us in every town and village in Ireland. People looking for community. People... - [Zahra’s Q1 Consumer Sentiment Report](https://zahramediagroup.com/zahras-q1-consumer-sentiment-report/): As the country looks forward to the loosening of Covid-19 restrictions, we asked our everymum and Easy Food Magazine communities how they’re feeling. The replies revealed a lot of interesting insights into what’s now perceived as the ‘norm’, spending habits, and attitudes towards the home, travel, shopping, and a whole lot more… Over 4,000 survey responses allowed us to get a clear snapshot of where Irish consumers are at — and the findings will provide plenty of food for thought for marketers in the months ahead. Lockdown Living – and Loving Perhaps the most noteworthy finding is that more than... - [Celebrating Green Irish Business Initiatives on #EarthDay](https://zahramediagroup.com/green-irish-business-initiatives-earth-day/): Earth Day is a way for your company to stand up and say, ‘We’re part of the solution.’ here’s a handful of those who are getting it right… - [Top 5 April Fools’ Day Marketing Campaigns](https://zahramediagroup.com/top-5-april-fools-day-marketing-campaigns/): April Fools’ Day is a great opportunity to try something new, show off the fun side of your brand, and drive engagement with consumers. A well planned and executed idea could help your brand go viral, but it is important to make sure that if such a thing happens, it is offering positive coverage. Over the last few years, some pranks by companies have gone wrong and backfired. In 2016, Google experienced backlash after introducing a new feature on Gmail, which was blamed for users not receiving email replies. The negative publicity that can be generated from a prank gone... - [Three trends every content marketer needs to know for 2021](https://zahramediagroup.com/three-trends-every-content-marketer-needs-to-know-for-2021/): In a world that’s changed beyond recognition, what remains the same is our purpose as content marketers—to create and distribute valuable, relevant, and consistent content to attract and acquire a clearly defined audience with the objective of driving positive customer action.  There’s nothing quite like a pandemic to sharpen the minds (and pencils) of companies trying to create content that cuts through the digital clutter. That’s especially true right now, when cutting through could mean the difference between a business sinking or swimming, since digital is one of the only ways to reach your customers.  It was with this urgency... - [It's a rebrand new day... Zahra 3.0 has launched!](https://zahramediagroup.com/its-a-rebrand-new-day-zarah-3-0-has-launched/): “Come back to Ireland,” they said, “it’s the Celtic Tiger, the economy is booming, everyone’s making a fortune.” As luck would have it, 2003 was the recession that almost was, and we couldn’t find jobs for love nor money. By the time we were down to our last €70, it was time to invent our own future, or emigrate again.  Having both worked in publishing in London, South Africa and Australia—back in those heady days when publishers were like rock stars—we had grand notions of starting a publishing company. After all, The RTÉ Guide was selling almost 120,000 copies per... - [Our favourite creative lockdown content marketing campaigns](https://zahramediagroup.com/our-favourite-creative-lockdown-content-marketing-campaigns/): Let’s face it, these past few months have been quite extraordinary. And, that’s because it’s not often we experience something that affects us on a global scale. With the first utterance of the word ‘pandemic’, there was a crushing amount of uncertainty weighing down on marketers across the globe. The landscape created by COVID-19 introduced endless questions for marketers like where to focus resources, how to adjust marketing budgets and whether or not they should be promoting their business at all. But it wasn’t the time to stop marketing; instead, it was a time to be strategic with their messaging.... - [NPPA 2020 WINNERS](https://zahramediagroup.com/nppa-2020-winners/) - [How Content Marketing helps SEO](https://zahramediagroup.com/how-content-marketing-helps-seo/): That famous marketing wisecrack that the best place to hide a dead body is on page 2 of Google’s search results? It’s painfully true; if your audience can’t find your webpage on search engines, you’re immediately losing out on potential business and traffic to your site.  Acheiving a good search engine ranking can be a daunting task for any business, but when it comes to SEO—search engine optimisation, for the uninitiated—content marketing is your best friend. Content marketing and SEO can be viewed as two parts of one puzzle, going hand-in-hand for a successful digital marketing strategy. Mastering content marketing... - [What the hell is Content Marketing?](https://zahramediagroup.com/what-the-hell-is-content-marketing/): Content marketing has grown to the point where it’s now considered core marketing. It’s utilised by global conglomerates, small businesses, and everywhere in between; in fields from finance and pharma to food and fashion; B2B and B2C. Marketers everywhere agree that content marketing is changing the game…and yet there’s still some confusion as to what it actually is. What is Content Marketing? Put simply, content marketing is about creating relevant, valuable and purposeful content in order to connect with your audience.  It’s straight from the school of ‘show, don’t tell’. If traditional marketing involves shouting the virtue of your brand... - [12 content formats you can still create during COVID restrictions](https://zahramediagroup.com/12-content-formats-you-can-still-create-during-covid-restrictions/): While they might be lifting, the restrictions put in place to address the COVID-19 pandemic continue to limit the types of content that brands and agencies can create.  Luckily, there are lots of formats you can still produce to reach, engage, convert, and retain your customers. Here are 12 options that are performing well for our clients: 1. Webcam interviews Consumers no longer demand glossy, highly-polished interview shots; the subject matter is what’s most important. Audiences want videos to be more personal than polished, so brands should now focus on authenticity, not effects. A great example is an interview we... - [Insights for B2C marketers: What’s on consumers’ minds today?](https://zahramediagroup.com/insights-for-b2c-marketers-whats-on-consumers-minds-today/): Throughout the unprecedented circumstances of the past few months, consumers have been on a rollercoaster of emotions. First there was the initial shock and fear, and then the adrenaline comedown and fatigue.  And now? There’s certainly a glimmer of hope as restrictions start to lift—though tempered by frustration that the whole process will take so long, as well as financial and job security fears that many will have to live with for some time to come. So what’s on consumers’ minds? Taking a snapshot view, right now we know that a large portion of consumers are working, homeschooling, staying informed,... - [The 8 steps to nailing your content marketing during COVID-19](https://zahramediagroup.com/the-8-steps-to-nailing-your-content-marketing-during-covid-19/): While the importance of a content strategy hasn’t changed, a lot has. Your old approach may need tweaking; it may even need to be thrown out the window. The coming weeks and months won’t be business as usual, so your content marketing shouldn’t be either. Here’s an eight-step guide to getting it right. 1. Identify your business priorities Just as everything else in the world has changed, your business priorities have likely shifted too. So before doing anything, evaluate your position in this new landscape and set out your goals. What’s changed? What’s the same? Where are you today—and where... - [4 tips for marketers: how to get your brand’s voice heard during these uncertain times](https://zahramediagroup.com/4-tips-for-marketers-how-to-get-your-brands-voice-heard-during-these-uncertain-times/): COVID-19 has changed the entire world—and marketing is no different. Marketers have been understandably cautious with their messaging, scared to say the wrong thing. So they’ve all ended up saying the same thing and it’s difficult for audiences to discern one brand from another. If you’re a marketer, then now—more than ever—you need to find a way to differentiate your brand’s voice and make it heard. You need to shout for yourself (and for your budget) so that you can continue to keep eyes on the brand you are marketing.  Here are four ways to make sure you make the... - [How to choose the right words: 5 tips for improving employee comms during COVID-19](https://zahramediagroup.com/how-to-choose-the-right-words-5-tips-for-improving-employee-comms-during-covid-19/): With a dispersed workforce, internal comms take on a new level of importance within a business. The COVID-19 crisis means that, for many, digital channels are now the only option when it comes to reaching employees—so it’s vital that due care is paid to getting your communication right. Here are five tips to keep in mind during the coming weeks: 1. Semantics matter The World Health Organisation recently encouraged the use of the term ‘physical distancing’ instead of ‘social distancing’. It’s a perfect example of how seemingly minor details matter when it comes to mass communication. There’s a huge difference... - [The importance of customer retention during COVID-19](https://zahramediagroup.com/staying-connected-as-we-stay-apart-the-importance-of-customer-retention-during-covid-19/): The landscape created by COVID-19 has introduced no end of questions for marketers, such as how to adjust marketing budgets and where to focus resources, but one thing is certain: marketers need to place more importance on customer retention now than ever before.  Why customer retention matters It costs a lot more to attract a new customer than it does to keep an existing one; studies have suggested that acquisition costs up to five times more than retention. There’s also proof that existing customers are more likely to refer, try a new product offering, or increase their spend than new customers. Limiting... - [5 ways HR and Internal Comms can keep employees engaged in a work from home world](https://zahramediagroup.com/5-ways-hr-and-internal-comms-can-keep-employees-engaged-in-a-work-from-home-world/): HR and Internal Comms teams of today’s COVID-19 landscape need to adjust to the challenges of keeping a distributed team engaged, and many are dealing with this for the very first time. Never has strong communication been so important, so it’s vital to find ways to overcome the fresh obstacles and keep staff informed and engaged.  Here are five things you can do immediately: 1. Raise your game A weekly email, monthly newsletter, or quarterly magazine may have been sufficient when coupled with meetings, huddles, town halls, and all manner of other face-to-face communications. Without the option of the former,... - [5 ways marketers can adjust their budgets in a COVID-19 world](https://zahramediagroup.com/5-ways-marketers-can-adjust-their-budgets-in-a-covid-19-world/): The ‘where’, ‘when’, and ‘how’ of reaching audiences has changed overnight and marketers are scrambling to adjust their marketing strategies. Marketers need to act fast and redirect their budgets to tactics that will connect with prospects and customers in a COVID-19 world.  Here are five things you can do right away: 1. Pull budget from face-to-face events asap Don’t waste time sitting on paused budget, make that budget work for you as soon as possible through other channels. What spend had you allocated to conference attendance, conference stands, and networking events? Do an audit of all the spend you had... - [The Role of Print when Marketing to Parents](https://zahramediagroup.com/the-role-of-print-publishing-when-marketing-to-parents/): As marketers, you’ve undoubtedly been involved at least once in the on-going debate about where print sits in the world of publishing today. There is no denying how digital media has impacted on our behaviour and in how we all consume information. But when building new trusted relationships with excited, nervous and often overwhelmed parents, print media is an essential part of your media strategy. Tangible There is a lot to be said about customers being able to hold something tangible in their hands rather than just seeing it on a screen. There’s something special about enjoying content in ‘real... - [How Not to Lose Your Audience When Rebranding Your Business](https://zahramediagroup.com/how-not-to-lose-your-audience-when-rebranding-your-business/): When done cleverly and strategically, rebranding your business has untold benefits. However, the risks of rebranding certainly run high. One of the biggest dangers is alienating your current audience. So how do you rebrand without losing any of your followers or customers in the process? These are the things we were very careful with when rebranding our online parenting community from eumom to everymum: Finding the right name Never make any rebranding decisions without asking for actual input from your audience. Test new name and logo options with them to find out which they prefer. Promoting your rebrand It’s not... - [A New Magic Circle: Zahra Media Group Wins Publisher of the Year](https://zahramediagroup.com/zahra-media-group-publisher-award/): John Mullins, CEO of Zahra Media Group, talks about our win at the Irish Magazine Awards 2018 for our outstanding year in Irish publishing. What does winning ‘Publisher of the Year’ mean? First a little context… In 1439 Johannes Gutenberg invented the modern printing press and the mass consumer book industry was born. And when the first general interest magazine “the Gentleman’s Magazine” was published in London in 1731, the mass consumer magazine business model was born. For 290 years this model has been simple, easily understood and magical. Publishers created credible, purposeful content and put it on paper – this content... - [How to Successfully Rebrand Your Business on Social Media](https://zahramediagroup.com/socialmediarebrandforbusiness/): Kate Gunn, our Head of Social in the Parenting Division, reflects on our recent win at the Irish Magazine Awards 2018 for Best Use of Social Media, and explains how we successfully rebranded our business on social media.  We all want to add that all important “award-winning” label at the beginning of our brand, but in a competitive arena how do you go about standing out from the crowd and actually getting that gold? Here at Zahra we’ve won our fair share of awards, but each new one that we add to our ever growing trophy cabinet is special. This was... - [Three Key Takeaways About the Future of Video from Social Media Live](https://zahramediagroup.com/3-key-takeaways-about-the-future-of-video-from-social-media-live/):   It was a really great day at the RDS on Thursday October 25th for Social Media Live, the inaugural event organised by last year’s Social Media Summit. There was a big turnout of around 300 social media managers, brands, creatives and influencers. The speakers were great, a few highlights being Jana Damanhouri of Jungle Creations, Malachy Browne of the New York Times, influencer Alfie Deyes and Writer and Director David Schneider. The atmosphere was electric and the networking opportunities were a treat! The focus was on the future of social media and where are we going next? No longer... - [everymum our new name for eumom](https://zahramediagroup.com/everymum-our-new-name-for-eumom/): A new name for the changing face of motherhood Who is everymum? A brand with an 18 year legacy. A brand that supports 50,000 pregnant women a year through its exclusive relationship with the Irish Maternity Hospitals and that introduces mums to the best products for their families through our free gift bags through SuperValu nationwide. A brand who has a 98% recommendation rating. And a brand who at its core has the interests and wellbeing of its 165k members, members who are diverse, unique connected and who make up the changing face of motherhood.   As Ireland’s largest community... - [Content Marketing Award Winner 2018 - Virgin Media Play Magazine](https://zahramediagroup.com/cma-winner-virgin-media-play/): It’s time to celebrate! We’re absolutely over the moon to have our work with Virgin Media Ireland recognised in the Content Marketing Awards (CMA). The CMA is the leading international awards programme for corporate content creation and distribution, so for such a small Irish company, we’re punching well above our weight – competing on a worldwide stage with numerous other major players. The CMA is run by the Content Marketing Institute, a US company, based in Ohio, that’s mission is to advance the practice of content marketing, through education. It’s dedicated to setting the global standard for content marketing excellence,... - [6 Clever Research Tips](https://zahramediagroup.com/6-clever-research-tips/): Hayley Dorney is an Account Executive for Zahra Media Group’s Content Agency. She does a lot of writing for different clients and is well-suited to share tips on how to research unfamiliar topics. Time and time again, we’ve discussed the value of telling your audience not just what you want them to hear, but what they want to hear. When creating content that is going to prove truly useful and answer the questions your audience has, some time and effort needs to go into your preparation. Research is the key to this preparation. So how can you avoid hours and... - [Food Styling Tips & Tricks](https://zahramediagroup.com/food-styling-tips-tricks/): Our food stylist, Charisse van Kan, explains how she approaches her job of food styling, from the principles behind good photography to a few industry secrets that help to make the food look even more amazing. In her first post, Charisse talks about the basics of food styling, but there’s much more than props to keep in mind when styling food. She shares some of the technical knowledge that goes into creating a delicious-looking picture, along with a few more professional tricks that she employs regularly. COMPOSITION Good composition will help your photographs look considered and professional. The most common scientific... - [How Zahra Media Group got GDPR ready](https://zahramediagroup.com/gdpr-ready-set-go/): Camila Browne, our Member Recruitment and Data  Manager, talks about all the work that went into making both eumom and Zahra Media Group compliant with GDPR. She is our internal GDPR expert and defender of data integrity. At the end of last month, the new General Data Protection Regulation (GDPR) came into place. How many emails do we all remember receiving during the weeks leading up to the 25th of May? Countless, for sure. By now, we are all feeling a bit like GDPR pros. For most people, the buildup meant inboxes full of emails about updated Privacy Policies and Terms &... - [New Ireland's Women Returning to Work Survey (infographic)](https://zahramediagroup.com/new-ireland-women-returning-to-work-survey/): New Ireland wanted to find out how women felt upon re-entry to the workforce. There are many struggles associated with coming back to work after having a baby (mommy wage gap, anyone?) and it’s a common point of conversation between women. In fact, we recently wrote about this very thing on our blog. In order to get a sense of how women feel about this topic, New Ireland commissioned a survey through eumom to ask women about their attitudes and the challenges faced, when returning to work after maternity leave. 1,375 mothers who have recently returned to work, or are currently... - [Marketing to Pregnant Women](https://zahramediagroup.com/marketing-to-pregnant-women/): Suzanne Davis is Head of Sales at eumom, in addition to being a hockey player and mum to three children. She knows the intricacies of marketing to a group of women that are undergoing huge emotional and physical changes. There are key times in a person’s adult life when they reach a new stage and therefore start experiencing new things ie. becoming a 3rd level student, renting for the first time, first job, buying your own house, starting a family etc. Some, if not all of these, can be a bit daunting, none more than starting a family. When a... - [Top 10 Tips for Client Service](https://zahramediagroup.com/top-10-tips-client-service/): Olive Fogarty, a Zahra Media Group Board Member, has worked at many different agencies and is fluent in the language of client service. In this post, she shares how you can develop those important skills for yourself and your team. Good client service, like all good relationships, is based on the fundamental human values of trust, respect and decency. It may sound old fashioned in today’s digital world but actually, it counts even more now. Despite its old school nature, good client service has always been and always will be the basis of good partnerships and great work. And there’s... - [Interview with Anne-Claire Monde, Head of Marketing for John West](https://zahramediagroup.com/interview-john-west-head-of-marketing/): We’re excited that Anne-Claire Monde, Marketing Manager for John West, was able to take the time to talk with us about her job and the challenges she encounters while doing it. John West has been a Recipe Lab client for many years and one that we love working with. What does your day-to-day job entail? My day-to-day is about managing the John West brand as head of Marketing. So my job really is to make the John West brand as relevant as possible to our audiences. We are talking to busy young professionals looking for a quick healthy lunch option,... - [A Recipe for Repurposing Content (infographic)](https://zahramediagroup.com/repurposing-content-infographic/): If you’re a smart content marketer, then you know the best way to save time and energy is to take one piece of content and repurpose it into many different formats. We’ve talked about the importance of repurposing content before, but wanted to share an infographic we created that looks at repurposing content like a recipe. Think of it as one dish served five different ways, and a recipe that we have perfected in-house here with our own Recipe Lab.   Let us know if you’d like our help in slicing and dicing your content in order to create many fabulous... - [5 Inspiring Ways to Work with Micro-Influencers](https://zahramediagroup.com/5-micro-influencers-campaigns/): Sharon Tighe is our Head of Online Strategy & Insights and has worked with micro-influencers for eumom. She shares her extensive social media knowledge and provides a few ideas in this post. Once you’ve found micro-influencers to work with that are perfect for your brand, the next challenge is figuring out how to work with them. You can’t just hand your product over to a micro-influencer and hope for the best. (Well, you can, but we don’t recommend it.) Instead, check out the following ideas for campaigns that best suit a micro-influencer… 1. Honest Reviews Last year, Aldi Ireland, worked... - [Food Styling Tips](https://zahramediagroup.com/food-styling-tips/): Our food stylist, Charisse van Kan, is the one of the talented magicians that makes all of the food in our magazines look so good. As she explains in this post, there is much more to food styling than preparing a lovely dish and plating it nicely. Food styling is an art and a skill, but one that anyone can learn more about, if they’re interested. Getting the food to look just right is a combination of prep work, inspiration and luck. Having the space to store all of your props and a studio with lots of natural light are... - [The Importance of Offline and Online Presence](https://zahramediagroup.com/importance-offline-online-presence/): Ciara Morgan is the Business Relationship Manager and knows how important the link is between eumom’s offline and online activities. She details this in more depth here… Simply put, an offline presence builds our online eumom community and our content keeps it stable. The path of an eumom member begins offline with our hospital patient information packs. These packs are supplied by midwives to their maternity patients at their 12 week appointment. To have these packs in the hospitals, we have a strong bond with each hospital that we work with to ensure the ethos of both are adhered to... - [9 Tips for Setting up a CSR Programme for your Business](https://zahramediagroup.com/9-tips-csr-programme/): Gina Miltiadou is the Managing Director of Zahra Media Group and along with John Mullins, has successfully instituted the philanthropic causes we support here. From giving back to African schoolchildren to helping out the homeless of Bray, she is a knowledgeable resource on how your company can give back. Corporate Social Responsibility (CSR) is something that companies of any size can be doing. No matter how small or big your workforce, giving back to make the world a better place is a bigger mission than reducing spend or increasing profits. If you’re looking to get started with a CSR programme,... - [What Do Mums Want From Baby Care Brands?](https://zahramediagroup.com/what-do-mums-want-from-baby-care-brands/): Every mum wants the best for her baby. So it’s no wonder that baby skincare products are big business. So how does mum go about choosing which brand is best for her child? Is natural & organic always best for baby, or do mums see it as a marketing ploy? Is she concerned about whether a brand is dermatologically tested or for sensitive skins? How much does price factor into her choice? eumom surveyed mums on baby skincare brands to determine what were the deciding factors that helped them to make their purchase decision. When are mums choosing products? Almost 85% of mums used skincare products on their baby... - [What Are The Benefits of Internal Linking?](https://zahramediagroup.com/benefits-internal-linking/): Emily Elphinstone is a Digital Content Assistant here at Zahra Media Group, a former actor and a queen of linking internally. In this post, she explains the importance of linking to relevant content. One of the most useful (if bizarre) tips I’ve ever received, is that when deciding where to place signage and personnel in order to guide attendees into an event, imagine that you’re trying to guide a sheep. Anywhere you think a sheep might go off course, you need signage, and/or a member of staff. Ideally, you need a member of staff, standing in front of a velvet... - [Content Marketing in Ireland](https://zahramediagroup.com/content-marketing-ireland/): Content marketing in Ireland is booming. As more and more tech companies come here and open offices, the demand for experienced content marketers is on the rise. But it’s not just the tech industry that benefits from content marketing. Any company, in any industry, can use content as an effective tool in their marketing mix. Whether you’re looking to attract the attention of potential clients, hoping to close a deal or want ways to retain your current customers, content is the way to achieve these goals. But what is content? It’s a word that has taken over and that essentially... - [The Importance of Pre-Production](https://zahramediagroup.com/importance-of-pre-production/): Ruth Drury Byrne is a videographer and producer at Zahra Media Group. She understands the importance of pre-production and breaks it down in this blog post. When it comes time to make a video, there is much that needs to happen before the camera even begins filming. Pre-production is the most important stage in the production of a video. The time and money invested here will be worth it to ensure a smooth and successfully planned video. What exactly is pre-production? Pre-production is everything up to the day of the shoot. It begins as soon as the decision to make... - [Watch Your Language: 6 Tips For Getting The Point Across](https://zahramediagroup.com/tips-on-language/): Emily Elphinstone has taken a pretty hefty career change, from Actor/Theatre Front of House Manager to Digital Content Assistant. In this blog post, she talks about the transferable skills between these roles. Who knew a theatre background would be so useful? This former career has helped immensely with mastering communication in a new digital landscape. Beyond the added awareness of language, there are many ways in which how you communicate something can affect how it is understood. So here are 6 top tips for creating and delivering a presentation, that will truly engage your audience: 1. Pay attention to punctuation... - [The Power of Storytelling to Improve Content](https://zahramediagroup.com/power-of-storytelling/): As our Editorial Assistant and resident Friends expert, Hayley Dorney knows a good story when she sees one. She shares her knowledge in this blog post about how storytelling can improve your content. Chatting in the office with your co-workers about the newest addition to Netflix. Whiling away your commute with a podcast playing into your ears. Splitting your sides as a friend recalls the embarrassing encounter they just had. Unashamedly crying into your cushion as the latest supermarket/bank/insurance ad airs. What is the common thread here? In one way or another, it’s the art of storytelling. Thanks to the... - [The Value of Listening in Creating Content](https://zahramediagroup.com/value-of-listening-creating-content/):   With 20 years of agency experience, our account manager Mary Gordon is skilled at listening to clients in order to fully understand how she can be of service. She shares some of her tips on how businesses can be better social listeners in this blog post. In an overcrowded online space, making yourself heard can be a challenge. But often, the real challenge is to stop broadcasting and instead, take the time to hear what is being said. This is especially true when it comes to creating content. There is immense value to be had in listening, both as a means... - [Top Tips for Successful Content Migration](https://zahramediagroup.com/tips-for-content-migration/):   Facing an upcoming content migration? Mairéad Cahalan, Editor of eumom.ie, talks us through eumom’s recent redesign and content migration, plus shares tips on maintaining SEO traffic post-migration. In early 2017, we launched a newly designed eumom.ie website. The goal of this new design was to not only look better but to function better too. Our old website had become sluggish, and hard to navigate in comparison to other similar websites. The user experience had become frustrating, with no proper mobile optimisation, slow load times, and an unclear navigation. We needed to up our game. And in order for this... - [Picking a Content Marketing Agency in Ireland](https://zahramediagroup.com/picking-content-marketing-agency-ireland/):   When it comes to picking a content marketing agency in Ireland, there are many things to take into consideration. Content marketing is more than just the latest buzzword and with its growing popularity, every agency in town suddenly has content capabilities. But be warned, just because someone lists content on their Services page doesn’t mean that they have a strategic approach to content, employ writers or know anything about the best practices involved with creating content. Case in point: PR agencies. For years, they held the keys to getting media coverage with their targeted lists and writing of press... - [The Value of Awards](https://zahramediagroup.com/value-of-awards/):   As Head of Content, Ali Hartney has years of experience in helping clients win awards. In this post, she describes the many reasons that they are important for any business. We love helping our clients to shine. So it’s great when the work we do for them is recognised and rewarded. Here’s why we think entering awards is important: Peer recognition Winning an award is an endorsement from your peers that you are creating amazing work. That’s why we were so chuffed when the Content Marketing Institute named Connected Life a finalist at the 2017 Content Marketing Awards and... - [What Influence Do Kids Have On Family Spending?](https://zahramediagroup.com/influence-kids-family-spending/): Have you underestimated pester power? Pester power is the ability children have to make their parents buy something, by asking for it many times until they get it. Less than 50% of Irish parents tend to resist giving in to their children’s pester power, with 9 out of 10 parents reporting that their children demand things when out shopping together. According to a recent study by Facebook IQ, 62% of parents with teenagers believe their kids have more influence on their purchasing decisions than they had over their parents before them; and 71% of parents believe their kids hold sway... - [The What, Why & How of Mood Boards](https://zahramediagroup.com/why-mood-boards/): As the Head Food Stylist for Recipe Lab, Easy Food and Easy Gluten Free magazines, Charisse van Kan has 6 years of experience in putting together amazing photo shoots. In this post, she discusses the importance of mood boards and how they help her to do her job. What A mood board is an arrangement of images, materials, pieces of text, etc. intended to evoke or project a particular style or concept. Why Whether it is for Easy Food Magazine or for our food clients, I would always create one. Creating a mood board always helps to inspire and show... - [What Can Customer-Focused Events Do For Your Brand?](https://zahramediagroup.com/what-can-customer-focused-events-do-for-your-brand/):   Did you know that 73% of consumers say they are likely to buy a product after trying it? Only 25% say the same thing about seeing a television commercial.* With growing competition for your target customer’s attention on ever increasing channels, it is more important than ever to reach your consumers on a personal level. As part of Zahra Media Group, eumom and Easy Parenting run a wide range of events for moms and families. (You can read a case study about the recent National Parenting Product Award event we hosted.) These events reach your core audience face to face, while helping parents to engage with... ## Pages - [Gem Case Study](https://zahramediagroup.com/case-study/gem/) - [Content Experts](https://zahramediagroup.com/content-experts/) - [Newsletter Sign-Up](https://zahramediagroup.com/newsletter/) - [Meet the team1](https://zahramediagroup.com/meet-the-team-2/) - [Glenisk Case Study](https://zahramediagroup.com/case-study/glenisk-case-study/) - [Virgin Media PLAY Magazine Case Study](https://zahramediagroup.com/case-study-virgin-media-play/) - [Portfolio-new2](https://zahramediagroup.com/portfolio-new2/) - [Portfolio-new](https://zahramediagroup.com/portfolio-new/) - [Thanks](https://zahramediagroup.com/thanks/) - [Lidl](https://zahramediagroup.com/lidl/) - [Lidl Test4](https://zahramediagroup.com/lidl-test4/) - [Lidl Test2](https://zahramediagroup.com/lidl-test2/) - [Lidl Test1](https://zahramediagroup.com/lidl-test1/) - [Lidl Test3](https://zahramediagroup.com/lidl-test3/) - [Lidl Test](https://zahramediagroup.com/lidl-test/) - [SuperValu](https://zahramediagroup.com/supervalu/) - [Keelings](https://zahramediagroup.com/keelings/) - [Fyffes](https://zahramediagroup.com/fyffes/) - [everymum](https://zahramediagroup.com/everymum-2/) - [La Roche Posay](https://zahramediagroup.com/la-roche-posay/) - [John West](https://zahramediagroup.com/john-west/) - [Virgin](https://zahramediagroup.com/virgin/) - [Easy Food](https://zahramediagroup.com/easy-food-2/) - [New Ireland](https://zahramediagroup.com/newireland/) - [Kerrygold](https://zahramediagroup.com/kerrygold/) - [MSD](https://zahramediagroup.com/msd/) - [TransferMate](https://zahramediagroup.com/transfermate/) - [Easy Food](https://zahramediagroup.com/easy-food/) - [Water Wipes](https://zahramediagroup.com/waterwipes/) - [Heineken](https://zahramediagroup.com/heineken-2/) - [DID](https://zahramediagroup.com/did/) - [Bayer](https://zahramediagroup.com/bayer/) - [Aviva](https://zahramediagroup.com/aviva/) - [ESB](https://zahramediagroup.com/esb/) - [Case Studies Template](https://zahramediagroup.com/case-studies-template/) - [Skoda Case Study](https://zahramediagroup.com/case-study/skoda-case-study/) - [Heineken Case Study](https://zahramediagroup.com/case-study/heineken-case-study/) - [Virgin Case Study](https://zahramediagroup.com/case-study/virgin-case-study/) - [Case Studies](https://zahramediagroup.com/case-study/) - [Meet the team](https://zahramediagroup.com/meet-the-team/) - [Measuring Success](https://zahramediagroup.com/measuring-success/) - [Distribution](https://zahramediagroup.com/distribution/) - [Content Creation](https://zahramediagroup.com/content-creation/) - [Elements page - for testing](https://zahramediagroup.com/elements-page-for-testing/): [/vc_row_inner][/vc_column][/vc_row] - [audience segmentation](https://zahramediagroup.com/audience-segmentation/):   - [Strategy](https://zahramediagroup.com/strategy/) - [easyFood](https://zahramediagroup.com/owned-media/) - [Portfolio](https://zahramediagroup.com/zahras-portfolio/) - [Our Own Brands](https://zahramediagroup.com/our-own-brands/) - [Content Agency](https://zahramediagroup.com/) - [Careers](https://zahramediagroup.com/careers/) - [Privacy Policy](https://zahramediagroup.com/privacy-policy/): Our Privacy Policy Zahra Media Group (“ZAHRA MEDIA GROUP”, “we”, “us”, “our”) takes security and privacy seriously. 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