November 2, 2018
Video is quickly becoming a top choice for content marketers, and it’s easy to see why. Video works.
As humans, we want our information delivery efficient and spare. When browsing the web, attention spans are short and there is little room for extraneous details. Video works well because it is highly targeted and easily digestible. And, while video once had to be expertly produced, this is no longer the case. A smartphone, tripod, and Internet connection are you all need to make great videos for your brand.
October 18, 2018
Your blog is one of your company’s most valuable marketing tools. You use it to build trust with your customers, generate leads, educate consumers, and build brand awareness. In fact, it’s almost impossible to succeed in content marketing without creating regular, successful blog posts.
The best company blogs are engaging, deliver value, and align with the company’s business strategy. The content you develop for your blog will help you deliver a consistent brand message.
It can be a challenge, however, to consistently create valuable and engaging blog content that aligns with a company’s message. Follow these steps and you’ll get it every time.
Nail the Headline
A compelling headline goes a long way to hook your reader. According to advertising maven, David Ogilvy: “On the average, five times as many people read the headline as read the body copy.” And, Wishpond contributor James Scherer says, “recent studies show that while 80% of people will read headline copy, only 20% will read the rest.” A great title is of vital importance to a successful blog post. It truly means the difference between clicked on and clicked past.
A good headline is also powerful for SEO. These types of headlines speak right to the common web searches of your customers and are usually one of the following:
- The “Best” headlines – because who doesn’t want the best? For example, The Best Way to Write a Great Blog Post.
- Make My Life Easier headlines – we all want easier. For example, The Easiest Ways to Build a WordPress Site.
- It’s a Race headlines – everyone wants to be fast. For example, The Fastest Growing Cities in the US.
- If I Were You headlines – most people want to improve. For example, Why You Want to Use Facebook Ads.
- The List Post headlines – people love list posts. They are easy to read and easy to implement with specific action items. For example, 10 Great Headlines That Drive Traffic and Attract Readers.
- The Don’t Be Stupid headlines– everyone wants to be smart. For example, 7 Marketing Mistakes That Make You Look Like a Newbie.
Use a headline format such as one of the above and you’re more likely to nail the headline and grab your reader’s attention. You not only want them to love the headline, you want them to stay and read your post, so start with a bang, and continue with great content.
Know Your Audience
Writing good content means you’re writing targeted content. Good blog posts have a specific audience in mind. Decide who you are hoping to reach and what you are promoting before you start to write. Remember, you can’t be all things to all people, and that’s OK. You can, however, be the expert in your field, so promote your expertise.
If you are selling to decision makers in a certain industry, write a blog post that targets their specific needs. You want buyers to understand, on their terms, the benefits of using your services. Always remember to ask yourself “How will this help them?”
Know Your SEO
A great blog post follows basic search engine optimization (SEO) rules: the use of keyword optimized titles, a good keyword ratio, keyword anchor text, and the use of your targeted keywords. Make your content more relevant to targeted search engine users by mastering SEO practices.
Use Repurposed Content
You work hard for your content. All of it, not just blog posts. Think about taking the script from a podcast or video, or the data used in an infographic, and transforming it into an easy-to-read blog post. Your core content can certainly do double or even triple duty because it delivers your brand and message, you’re simply rearranging it for different audiences in a different package. It’s smart marketing and a great time-saver.
Create a Call to Action
Always end a blog with something that moves the reader to act. Be careful not to use blog posts to sell outright, but some call to action is OK (like an opt-in). This will increase your conversions. Often a coupon will encourage customers to go to your website and purchase your product, but make it a soft sell. Remember, your blog is about positioning you as a trusted expert in the industry not about getting the quick sale.
Great company blogs are on target with thoughtful content for a specific audience. They provide valuable, optimized SEO content with catchy titles on which readers are compelled to take action. Need help with your blog? Contact us for tips to help you craft great blog posts for your clients.
September 27, 2018
Thought leadership—knowing and even anticipating industry trends—is key to any company’s content marketing strategy. Every business owner wants success through thought leadership and one way to get there is by maximizing resources. How do you convince your team to engage in this practice?
Your team is one of your most powerful resources. And they are certainly qualified as thought leaders: they recognize industry trends, have unique customer insights and feedback as well as have great ideas and perspective.
July 30, 2018
How these disciplines overlap to maximize your marketing efforts
In digital marketing today, who doesn’t want maximized marketing performance? The question is, how do we get there? One way is by integrating the marketing disciplines of SEO and Content Marketing. While these two may appear different, they overlap and complement one another. First, it’s important to understand each of these critical marketing practices and then we see why one cannot stand alone.
June 29, 2018
The whole purpose of creating content on your website is to engage users and nurture leads. Passive pieces of content are rapidly becoming outdated and less preferred by target audiences across demographics. More than ever, individuals seek out interactive content that requires engagement to receive all of the information. Read More
June 15, 2018
With so many people attached to their devices all day, every day, organizations need content to feed this massive beast that is constantly consuming blog posts, pictures, video, and more. While branded content is a necessity for marketing any business, user-generated content plays a vital role as well. Unfortunately, high-quality user-generated content that can actually be used for marketing purposes does not grow on trees. It’s up to marketing teams to compel users to create their own content with click-worthy campaigns. Read More
May 31, 2018
Research indicates that email marketing delivers a median return on investment of 122 percent. Billions of people around the world use email every day, and that number continues to grow as time passes. This hugely effective tactic is imperative to marketing strategies for businesses in every vertical. It’s essential to learn common email marketing mistakes so you avoid making one in your campaigns. Read More
May 17, 2018
People are connected to brands 24/7. From a company’s Facebook page to its email newsletters, and everything in-between, users are in a constant state of evaluating and reevaluating businesses. Customer engagement measures the relationship between an individual and a brand. This qualitative metric should inform marketing strategies for any company, regardless of industry. Read More
April 30, 2018
From small businesses to international conglomerates, branding plays an essential role in connecting with leads and converting them into sales. When you develop a brand for your organization, you distinguish yourself from your competitors while creating loyalty among your target audience. Even though brand development seems like a monstrous undertaking, a few simple methods make it easy to successfully accomplish this imperative task. Read More
April 19, 2018
Webinars are a powerful content marketing tactic, playing invaluable roles in both the evaluation and conversion stages of the marketing funnel. A small upfront investment in good quality recording hardware and software along with well-crafted content makes it simple to create webinars that educate potential leads and build loyalty among current clients. In fact, research shows that upwards of 40 percent of webinar attendees converted into qualified leads. Now is as good of a time as any to learn how to host a webinar to market your small business. Read More