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Should-You-Fire-Your-Social-Media-Agency-

Should You Fire Your Social Media Agency?

Should-You-Fire-Your-Social-Media-Agency-

If you want to increase your brand’s awareness, engagement, and sales leads through social media, then get ready to roll up your sleeves. In a time where things are always changing, especially in the digital world, it can be hard to stay up-to-date with everything you need to know. Social media marketing requires countless hours of brainstorming, developing new strategies and tactics, testing, experimenting, and measuring results.

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Creating a Blog Content Engine

Recently, I had the honor of giving a presentation to some of the smartest people in social media. Hosted by the Social Media Association of Michigan, sponsored by Tech Town Detroit, I was asked to “cram everything I know about blogging into a one-hour presentation.”

Well, it’s pretty difficult to condense 12 years of experience into one hour. Knowing that these are savvy marketers, I thought presenting the tools and systems for keeping the content engine turning would be the most helpful since this can be a daunting task for even the most well-seasoned content marketers.

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Why The Best Agency For You Might Not Be A Social Media Agency

Why The Best Agency For You Might Not Be A Social Media Agency

Why The Best Agency For You Might Not Be A Social Media Agency

Do you know who Danny Kaye is?

Danny Kaye - Jack of All Trades

I think I can be appropriately curmudgeonly in saying that most kids today don’t know who Danny Kaye, the great 20th Century entertainer, is (was).

For those of you who are unaware, he was a huge star of his time, incredibly well-rounded, with a career that worked through stage, screen, television, records, and food. He died in 1987, after giving us the classic films such as “The Court Jester,” The Secret Life of Walter Mitty,” and “White Christmas,” as well as a variety show and a handful of special TV shows. Kaye was a classic comic, too, always pushing the envelope even in serious situations.

A huge part of Kaye’s appeal was his incredible well-roundedness. No matter the situation, he was able to bring something to it: a little soft-shoe, his lovely singing voice, his wide variety of foreign accents, or his in-depth knowledge of food (especially Asian cuisine).

Kaye was a real, old-fashioned entertainment jack of all trades.

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Role of Images in Content Marketing

What Makes Visuals So Crucial to Content Marketing Success?

Role of Images in Content Marketing

There’s no denying that visual content has taken over our generation. With more than 3.7 billion internet users in the world and smartphone users expected to reach 2.32 billion by the end of 2017, from Snapchat to Facebook to Instagram, there is practically no end to our appetite for visual content.

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How to Use YouTube for Content Marketing

How to Use YouTube for Content Marketing

How to Use YouTube for Content Marketing

When you hear the phrase “content marketing,” chances are written text comes immediately to mind. However, blog posts and articles aren’t the only types of content you can use for content marketing. You can also create, publish and share your content in video format. YouTube provides a fairly easy-to-negotiate and definitely well-known platform for doing just that.

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3 Ways to Deliver Successful Content

3 Ways to Deliver Successful Content

3 Ways to Deliver Successful Content
Content marketing is the bridge between you and your target audience – it connects you to people you otherwise might never reach. The goal of your content is to get the audience so interested in your content that they can’t help but cross the bridge to your side. However, we all know that sometimes our content misses the mark and our audience isn’t interested for very long, or even at all! What’s keeping readers engaged? Your story is! What makes up your story? Your content!

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8 Simple Ways to Breathe New Life Into Your Content Marketing

8 Simple Ways to Breathe New Life Into Your Content Marketing

8 Simple Ways to Breathe New Life Into Your Content Marketing

8 Simple Ways to Breathe New Life Into Your Content Marketing was authored by Sharon Hurley Hall and Christina Strickland.

If you’ve been at content marketing for any length of time, you’ve discovered that it’s all too easy to become comfortable or even complacent. You know what you’re doing, you’re no longer a newbie, and things are running like clockwork, but are you doing all you can do? Could doing a bit more improve your results?

Yes, you are putting effort into producing compelling content, but there is always room for improvement. Why should you bother? Well, the bottom line is that even small improvements can prevent your audience from growing bored and losing interest while also providing your current followers with a reason to keep coming back for more. And you want new visitors, right? Taking the time to refresh and reinvigorate your content also encourages sharing and helps to draw new visitors in your direction.

8 Content Marketing Ideas for Brands

Take the smart approach to your content marketing efforts. Here are 8 tips to help inspire you:

  1. Manage Your Content

People have to see your content several times before you become top-of-mind, so be sure to fine-tune the actual pieces of content you will produce and work out when they should appear. To do that, you’ll need an editorial calendar and a content management system. The editorial calendar tells you what’s happening when on which platform and who is responsible for producing it. The content management system gets everything scheduled and ensures you have SEO information and images to go along with the content. Sometimes, both work together.


Two options you can use are Crackerjack Marketing’s free editorial calendar template or CoSchedule, an affordable paid option that integrates with WordPress.

  1. Vary Your Content

Often, people become really good at creating text content. The problem is, however, that such content may provide information an audience can use but become a bit dry after a while. Readers may become bored with the same old content style, and mixing things up a bit can refresh their interest. How can you mix things up? Here are some suggestions for varying your content:

  • Add photos–This can help boost readership, sharing and engagement.
  • Create and post slideshows.
  • Create and post video content.
  • Include infographics.
  • Add relevant memes to lighten the mood and capture interest.

Most businesses include blog posts (a proven lead magnet) and social media posts, at minimum. They may also include eBooks, webinars, slideshows and infographics. Learn more about the benefits of these content types in our two-part series on 7 Types of Content to Include in Your Strategy and Why.

  1. Get Inside Your Audience’s Head

It is all too easy to forget whom you are trying to reach with your content. Too frequently, business people/content producers get caught up in what interests them and focus too much of their content on that. When you’re trying to connect with customers, however, it is critical to make your content relevant and interesting for them. This means identifying your target audience, learning how you can reach its members, and then providing content that speaks to its needs. Incorporate how-to and question-and-answer content whenever possible. This type of content is not only helpful for your audience but also highly shareable.

  1. Work With Guest Bloggers

Your audience gets used to your voice and trusts in your expertise and unique perspective. While that is a good thing, you can shake things up a little by inviting thought leaders to guest post on your blog. This provides your audience with a fresh perspective and can translate into more sharing and exposure for both your blog and your guest blogger.

  1. Focus on Your Formatting

Sometimes it’s the little things that make all the difference. While what you have to say is the meat and potatoes of your content, your formatting is the presentation. And many people will pass up even the most hearty content if the presentation is just sloppy. Make your content clear, easy to read and attractive by using the following formatting elements:

  • Subheadings
  • Bulleted lists
  • Relatively short blocks of text
  • Fonts that do not detract from your text but do highlight concepts
  1. Listen to Your Audience

Use analytics tools to figure out who’s already visiting your site and blog and what content they find most interesting. That will help you craft new content to keep them coming back, and hopefully, sharing with others. Many analytics tools also include demographic reports, so you can get fine detail on your target audience. Add social analytics tools and social listening tools to this, and you will get a well-rounded picture of your customers and their interests.

7.    Make Sharing Easy

According to Pew Internet, over 76% of online adults use social networking sites, 64% of American adults have a smartphone and more than 45% own tablets. Your strategy must include content optimized for social sharing from mobile devices. Consider:

  • creating a mobile first website and blog design to make sure all visitors can navigate content easily
  • switching your email newsletter to a mobile first design
  • increasing your activity on the key social sites where your potential customers hang out (this could be LinkedIn, Facebook, Pinterest or somewhere else depending on your industry)

8. Revisit Your Strategy

Revisit and refine your strategy periodically. This means doing three things:

  • setting realistic goals
  • planning how to execute them
  • deciding how to measure them

Note that your goals have to be realistic. If your business plan has flaws, content marketing isn’t the bandage, and there’s no absolute guarantee of direct sales. What it can do is get more attention for your business and increase conversions, so that you can turn leads into sales.

Isn’t it great when you don’t have to guess at what to do next? Use these 8 smart tips to give your content marketing a boost. Then be sure to come back and share your results with us.

Ways to Generate Blog Post Ideas

Surefire Ways to Generate Blog Post Ideas

“Surefire Ways to Generate Blog Post Ideas” was co-authored by Stephanie Schwab and Christina Strickland.

Ways to Generate Blog Post Ideas

Sometimes the hardest thing about having a blog is figuring out what to post on it each week. Maybe you started with a bank of grand ideas, but as you used them up, your blog started to feel, well, a lot less fresh. Perhaps you’ve struggled for ideas since the very beginning. The good news is you can stop liberally applying your forehead to your desk.

Here are some of the best ways to generate blog post ideas:

Answer Questions

No matter what your business, it’s likely that you get a ton of questions each week. And the questions you get represent more than the inquiries of a mere few. They are questions hundreds or thousands of other people have about your products and services. These questions provide an easy way to learn what your customers want to know, so you can provide them with information they need. And since you get all of these questions anyway, why not translate them into blog posts?

Tips:

  1. Answer each question with a brief (or longer) post. You can even put the posts into a Q&A format (put the question at the top, then answer it below).
  2. Get your whole organization involved. Ask everyone in your organization to keep a record of the questions they get.
  3. Pay attention to the questions that come up repeatedly, but don’t ignore those that come up only once. If many people are asking the same question, you can be certain there’s an audience for the answer. So, then, why not just scrap those rare questions? Well, for every person who asks a question, there are many more out there who wonder the same thing.

 

Ask Your Own Questions

When it comes to creating good blog content, you really don’t have to reinvent the wheel, and neither do you need ESP. Stop guessing about what your readers want to read, and just ask them. This is another reason social media is so great. You can use that social contact to ask your followers what they are interested in reading.

What should you ask? Start with the following:

  • What they want to read about next
  • What their burning questions are
  • What they want to read more or less of
  • What they think of your recent content

Tips:

  1. Ask your readers what they’re interested in via the comments. This is the easiest way to get answers.
  2. Create polls. Many people enjoy participating in them, and they are a good way to gauge interest.
  3. Learn from the answers you receive. You will absolutely get blog ideas from asking these sorts of questions, but you may also get something else priceless–feedback! The answers you receive provide insight into what you’ve been doing right and where you’ve been falling short.

Read Your Existing Comments

Haven’t asked for feedback yet? You may already have a source of ideas at your fingertips. Your readers’ comments can give you great insight into what interests them and what they want to read. Notice which blogs and posts generate the most comments, and then read each comment. Often, readers will present a point of view that leads you to your next post.

Tips:

  1. Don’t rely on your readers to know you want comments. Encourage comments and sharing on every post.
  2. If you have some posts that do not get any comments, this doesn’t necessarily mean the topic was way off base. Still, it is revealing if most of your posts do get comments and you have a few with absolutely nothing.

Look for Industry News

Where do your readers go for relevant news about your industry? Why not become a reliable source of the news they seek? By updating your readers on your industry and the products and services you sell, you ensure that you have a ready source of blog topics and give your readers yet another reason to read your content.

 

 

Tips:

  1. Keep your readers interested by writing blog posts about changes and improvements not only in your industry but also within your company.
  2. Create behind-the-scenes posts as well. Most people love to read about the goings on at the companies they patronize, and many like to read about the people making it all happen.

Teach Them Something

Some of the best blog posts are those that teach the reader how to do something. These are really useful posts that people tend to save and refer to again and again, sharing them with others as well. Write how-to posts, or create photo and video tutorials, that teach your audience how to use your products or services.

Tips:

  1. Produce life hack posts that demonstrate how your products or services can make your readers’ lives easier, better, and/or more fun.
  2. Produce posts that share how real customers have used/benefited from your products and services (skip the blatant promotion, however). Think more human interest story than an advertisement.

Leverage Expertise

Chances are you have employees that are pretty much experts on some topics. Are those topics relevant to your audience? If yes, get them to writing. Having your employees (or you) cover these topics demonstrates that you are a leader in your industry.

Tips:

  1. Ensure that these posts tackle specific issues and are truly useful. This is not a big chance for the expert to blab about how much he or she knows.
  2. Avoid talking down to your audience or bad mouthing others in the industry. This will only turn your readers off.

Use Tools

You have a bunch of engagement-monitoring tools at your disposal, right?  Well, they’re not just there to look pretty. Use them to drum up blog ideas! All of those shares, likes, retweets, and favorites do more than just say you did a good job. They give you important insight into the type of content that really excites your audience. Use all of this engagement information to figure out which types of content to produce more of and which types you might want to pass up next time.

Which types of tools should you use? Go ahead and try these on for size:

  • Monitoring tools provided by social media sites
  • Site analytic tools
  • URL-shortening services

Tips:

  1. Be sure to analyze your click-throughs as well.
  2. Evaluate click-throughs that lead not only to your site but also to content on third-party sites.

 

With the above advice to hand, coming up with good ideas for your blog needn’t be an exercise in frustration. Just remember to mix up the types of blog posts you publish as too much of even a good thing can get, well, boring. How do you get new post ideas? Share your tips and tricks!

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user-generated-content-brand-marketing

How User-Generated Content Can Tell Your Brand Story

User Generated Content for Brand Marketing

Your brand story is so much more than a collection of facts about your business. It’s even much more than how you feel about your company and what makes it tick. It’s a unique, complex combination of the facts about your brand blended with the emotions your brand stimulates in its customers. Essentially, it’s a human-to-human representation of your business. Fans are already posting to Instagram and Facebook, why not empower them and harness their user-generated content for brand marketing?

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5 Ways to Use Google Analytics

5 Ways to Use Google Analytics

5 Ways to Use Google Analytics

You’ve probably heard plenty about the importance of tracking and monitoring in your online business. And while there are many tools designed to help you collect and analyze data about your online audience, Google Analytics is one of the most well-known.

Here are 5 ways you can use it in your business:

1. Get Juicy Browser Details:

So you know (okay, hope) that people are checking out your content. But just how are they checking it out? You can use Google Analytics to discover which browsers they’re using as well as which operating systems and devices they use to check out all your cool stuff. For example, you can figure out the percentage of visitors who use Firefox versus Internet Explorer and how much of your audience is viewing your content on a mobile device.

Why on earth does this matter? Sometimes the best content will look 50 shades of crappy in a certain browser or on a mobile device. With this information to hand, you can ensure that your content is optimized for however the bulk of your audience views it, providing the best possible experience.

2. Get a Search Engine Marketing Report Card (sorta):

If you’ve listened at all to what we have to say, you have put time and effort into choosing well-targeted keywords. But what good is that if you have no idea whether your efforts are paying off. With Google Analytics, you can easily discover which keywords are sending traffic your way. Did you hit the motherload of keywords or did your choices go splat, much like a sucky movie review on Rotten Tomatoes?

Why should you care? Content gets old, loses its luster, and eventually gets forgotten and ignored. Besides, you have other things to share, right? Knowing which keywords get you the customers means you can create the right new content to keep them coming. Totally bombed in the keyword department? It’s okay. It happens. Use these reports to switch gears.

3. Find out Who Is Helping You:

Thought it was only Google sending you traffic. Think again. If you have significant traffic, some of it likely comes from sites that link to yours. Google Analytics lets you know which sites are helping you get more visitors and how much referral traffic these sites are sending your way.

Does this really matter? Really? Of course it does. Let’s say you contribute to the big, beautiful Blog A as well as the smaller, less flashy Blog B. You probably thing Blog A is sending you tons of traffic. After all, bigger is always better, right? Silly you. You know better than that. Google Analytics may just reveal that Blog B is referring more traffic or that they’re both duds. You want to be where your audience is, and this information will help you decide where to go.

4. Discover Your Big Earners:

If you use Google Adsense to earn money, Google Analytics can help. You can use the report data to evaluate which pages of your site earn the most.

Why pay attention? If you’re all about the money, you’re going to want to watch which of your pages brings it in. Why spend all your time mashing up potatoes when it’s the salty deliciousness called French Fries that all the kids want? Use this feature to decide where to invest your time and effort, so when you say, “Show Me the Money!” it’s more likely Google will.

5. Track Online Sales:

The Goal Funnel feature helps you analyze e-commerce transactions and evaluate the level of success you’re experiencing. It may prove particularly helpful for figuring out why some people load up their shopping carts with your products and then bail out without buying anything.

Why does it matter? Duh! You want to stop your customers from window shopping on your site. Use this data to figure out how to turn more looks into buys.

Tips You Can Use:

  • Take a look at your bounce rate. This indicates the number of people who stop by and visit without bothering to look at your other pages. This information might spur you to develop content that grabs their attention and makes them stick around.
  • Filter out your own IP. Your numbers will go up if you visit your site multiple times per day and hit that handy dandy refresh button, but having your own visits included in your data won’t help you very much. Sorry.

Do you use Google Analytics for your business? What feature do you consider the most helpful? Share with us!

 

5 Ways to Use Google Analytics

types of content marketing

7 Types of Content to Include in Your Strategy and Why {Part 1}

types of content marketing

When creating content, a good rule is to make it deep and wide. That’s why you have to think beyond the blog when developing your content strategy. Don’t get me wrong; blogging remains one of the most important ways to increase your influence and authority and to grow both trust and traffic, but why stop there? To get the full benefits of inbound marketing, you need to create shareable content.

 

 

So how do you determine what’s sharable? BuzzSumo is a tool that tracks what content performs best on your site or your competitor’s site. (It’s a powerful tool!) When I performed a recent search there, I found that the most shareworthy content included articles, infographics and video.

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What Brands Can Learn About Social Media From Game of Thrones

What Brands Can Learn About Social Media From Game of Thrones

What Brands Can Learn About Social Media From Game of Thrones

Social media doesn’t just emulate life. In some ways, it emulates television too, especially good television like Game of Thrones. If you’re a fan, read on to learn what Game of Thrones has to teach those of us who work with brands who strive for social media success. Not a fan yet? There’s still plenty to learn here. Read up, avoid the spoiler (towards the end), and then start watching.

A Little Social Listening Goes a Long Way

Varys, aka The Spider, has little birds that bring him news. He can’t be everywhere at the same time, but his little birdies keep him on top of things. The same concept applies to social listening tools. You can’t be everywhere or listen to everyone on the Internet at all times. Skip the little birds, though, and use a social media monitoring tool, such as Radian6 or CustomScoop, to find out what people are saying about your brand and its products and services.

Step out of the Box and Try New Things

Life is pretty dull if you do the same things day in and day out. Jon Snow is a natural risk taker. First, he took up a post on The Wall, and in Season 3, he got frisky with Ygritte, a Wildling. He must later account for his actions (Season 4), but even then, he’s not content to settle for what’s always been done. Knowing that the Wildlings plan to strike Castle Black, with the White Walkers to up their odds, he argues for going on the offense rather than staying put to defend the castle. He also wants to seal the tunnel under Castle Black to keep enemies out.

Ser Alliser Thorne is adamant about staying put. His argument? They’ve never done it before, and they won’t do it now. Jon, on the other hand, is all about trying something new to get better results. Fortunately, for social media users, trying new things isn’t as risky as joining The Night’s Watch or fighting White Walkers. Be proactive about trying new initiatives in addition to continuing the tried and true. This is critical for reaching more of your target audience and keeping its members interested. As in the Game of Thrones, complacency has no place in social media.

Get a Great Team 

Daenerys Targaryen, or Khaleesi (whatever you choose to call her), has something going for her that every business social media user should have. No, it’s not the ability to walk through fire, though that could come in handy. Instead, it’s an awesome team. The Dragon Queen Ladyhas a translator, advisors, a community manager, and an entire army of advocates. That army? She’s not dragging it along for the ride or threatening it into submission. Her soldiers are with her voluntarily because she won them over. You can do the same with members of your own audience, and they will become advocates of your brand.

Be a Giver

Back in Season 2 of Game of Thrones, brave little Arya Stark made friends with Jaqen H’ghar and then managed to save his life. How did he return the favor (three times over)? Well, he offered to kill three people for her (because “only death can repay life”). While we certainly don’t advocate killing anyone, there is an important social media lesson to be learned from Jaqen H’ghar: Always give more than you get. Be generous with your retweets, shares, and promotion of your community’s content. Jaqen H’ghar received something valuable from Arya before he became a giver, but social media users should deviate a bit from his example. With social media, it’s important to start giving before you get anything in return. Still, the main principle is the same.

Show Them the Money 

There’s so much we could learn from Tyrion Lannister in terms of using wit. But since we are still awaiting his fate in the season finale (or perhaps the next season premiere), it’s too soon to draw any parallels here. One thing we can learn for sure, though, is that money talks and, well, you know the rest. This is especially true when it comes to advocates. Tyrion has paid Bronn handsomely for his services. In exchange, Bronn has been a loyal and dedicated protector. I know you’re probably thinking of how {Warning! Warning! Spoiler alert! Skip to the end if you haven’t made your way through this season yet!} Bronn has decided not to testify for Tyrion at his trial. The same lesson applies here, though. Bronn received a better offer, and again we see what happens when you show them the money. Keep in mind, too, that even though Bronn is no longer Tyrion’s paid advocate, he isn’t testifying against him either. The takeaway? Yes, it’s nice when we get something for free, but value your advocates and compensate them well.

There’s one more thing you can learn from the characters of Game of Thrones: Always seize the day. Apply these tips today to make sure you won’t miss a single opportunity to grow your social media network and meet your business goals.

What Brands Can Learn About Social Media From Game of Thrones

Content Marketing: 5 Goals for Your Business

Content Marketing: 5 Goals for Your Business

Content Marketing: 5 Goals for Your Business

When using content marketing for your business, you probably have one, very clear main goal in mind: making more sales. However, there are a bunch of other goals that help you achieve this one. Having a firm idea of what they are will help you gain perspective and make sure your content marketing efforts are moving in the right direction.

  1. Traffic: One of your main goals with content marketing should be an increase in traffic. You’ll need to get more people interested in your products or services if you want to sell more of them. Create content that helps you get as much traffic as possible.
  2. Engagement: Tons of traffic means little if the people who visit your page aren’t really interested in what you have to say. You want to create content that stimulates long, quality interaction. To do this, you’ll need to create content that is not only relevant to the audience you want to engage but also likely to capture and hold its attention. Keep in mind that a good design and layout can help you increase engagement as well. If your layout is crappy, many visitors won’ stick around long enough to read your content.
  3. Social Media Success:  Social media can help you get the word about your business out there, helping not only to improve visibility and increase traffic but also to boost your reputation. You want to create content that gets more followers, shares, comments, retweets, and likes.
  4. Backlinks: Many people, especially those just getting a feel for content marketing, underestimate the importance of backlinks. Others may simply theorize that they aren’t as important as they were in the past. Both of these positions are mistakes. Backlinks are important for two major reasons. First, they help you increase traffic. Second, they help boost your search engine authority, which ensures that more people see your pages in their search results. Of course, backlinks from just any site won’t do. You only want links from reputable sites.
  5. Conversions: Ultimately, you want content that helps you convert your traffic. Keep in mind, however, that this doesn’t always mean sales conversions. Often, you are directing your visitors towards another action instead. For example, you may want visitors to sign up for your newsletter or online course. Well-crafted calls to action help.


Keep these goals in mind as you create content for your business. And be sure to track your results. Monitoring what works and what doesn’t can help you decide how to proceed going forward.

Content Marketing_ 5 Goals for Your Business (1)

 

4-Steps-to-Creating-a-Content-Marketing-Engine

4 Steps to Creating a Content Marketing Engine

4-Steps-to-Creating-a-Content-Marketing-Engine

Once you’ve decided that inbound marketing is right for you, what’s next? As enthusiastic as you may feel, it’s only natural to puzzle over how you’re supposed to go from being an traditional, advertising-heavy company to a creator and distributor of content that attracts, engages, and moves your audience through the marketing funnel. The answer? You need to create a content marketing engine so that content creation becomes easy and seamless. Here’s how.

1. Decide whether to insource or outsource your content. You can absolutely create your own content, and many companies do, but this is where some companies often run into problems. Either they cannot create the type of content they need to produce real results, or they simply aren’t good at producing it. There is no shame in that, and outsourcing is a ready solution. Here’s when you may need to outsource:

  • Creating enough quality, engaging content is a challenge
  • The people on your team are just not natural content creators
  • With all that you have to do in the course of your busy week, content creation may migrate to the bottom of your to-do list

Of course, if you have great writers in house, you may not need to outsource your content creation. But they may also have “day jobs” which makes it difficult to meet the demands of a hungry inbound marketing engine, so having an outside person help them manage deadlines and editorial calendars might help them focus on the writing itself, not the management of it.

2. Decide how to outsource. So outsourcing sounds like it’s for you? Now you have to decide how to do it. Here are some excellent choices:

  • Hire (and manage) a dedicated writer to craft content tailored for your ideal customers.
  • Crowdsource content from your community. You can opt for paid or unpaid content or a combination of both. If you choose unpaid, use non-monetary types of recognition/rewards for the content producer.
  • Hire influencers/bloggers. As a bonus, you get to leverage their reach and engage their often considerable followers.
  • Hire an agency to manage some or all of the above types of outsourcing. This is the least time-consuming, most stress-free option.

3. Create an editorial calendar. Organization is key to getting anything done, and the same goes for content creation. An editorial calendar not only helps you stay on task and remember when to write and publish, but also helps you focus on the right themes for reaching and converting your prospects.

In your calendar, include not only planned blog posts, but also all of your other inbound marketing content, including whitepapers, newsletters, emails, eBooks, events, and social media. For some insight into just how important an editorial calendar is, consider this: My blog editorial calendar template is the top requested download on my site.
editorial calendar gfx

4. Develop content topics: This is a team effort. Gather every content marketing idea you and/or your team can brainstorm. Be broad and think outside the box! Here’s how to get the best topic ideas:

  • Listen to your customers: You’re trying to engage, convert and delight them, so give them what they want. They’ll tell you what they want via social media, through emails, and by asking questions and sharing concerns with your customer service team.
  • Make a list: Don’t you hate forgetting great ideas? This is how you avoid that.
  • Answer all of your audience’s questions: You don’t want them looking elsewhere for answers.
  • Research keywords: Targeting keywords in your content will help you bring in search traffic.
  • Be honest: Being open and genuine will help you win not only friends but also customers.
  • Brainstorm regularly: Don’t expect your original content topics to serve you indefinitely. Always work towards finding new and better ideas for reaching your audience.
  • Talk about it: Don’t be afraid to talk about the competition or even write about controversial subjects. Controversy boosts traffic. Just makes sure you don’t stray from your company’s general norms and policies.
  • Try writing articles in the “versus” and “bests” formats (You vs. a competitor, best things about….). They generate a lot of interest and get shares.

No more excuses! These four steps are all you need to create a content marketing engine. Please let us know how it’s going for you in the comments.

This post is fourth in a series on how to use inbound marketing in your company marketing efforts. You may also be interested in the first post, What Is Inbound Marketing, and the second post, Creating Customer Personas for Inbound Marketing, and the third post, 7 Key Assets for Inbound Marketing

4 Steps to Creating a Content Marketing Engine

Creating Content for Inbound Marketing

Creating Content for Inbound Marketing

Creating Content for Inbound Marketing

Content is at the core of what inbound marketing is – it’s what attracts people to your brand, product or service, versus you needing to go out and find them. Think of content as the honey which attracts the flies!


Because it’s easier to start something new when you have a process, I offer you this method of creating content.

Step 1: Brainstorm themes for your content

You don’t want to write only about your product or service – would you want to read three blog posts a week about your product? So your content will cover both your product/service and adjacent or related themes – in some distance outside of your core. How far out you go depends on your product and industry; in a highly specialized area you may want to keep things fairly tight, but in a broader marketplace you can go pretty wide and still maintain relevancy to your company.

Themes are not titles or specific posts, they’re the overarching ideas that all of your content will address.

For example – some themes for my business, a digital marketing agency, are:

  • Marketing to teens, tweens & parents
  • How to create content/inbound marketing & social media strategy
  • How to use specific social media platforms
  • How inbound and digital marketing intersect with other marketing
  • Examples of companies doing content & social media well

Step 2: Brainstorm topics for your themes

Now you’re going to drill down – you’re going to develop some draft titles and specific ideas for your content. Choose one of your themes and come up with as many different topics as you can for that theme.

Some of the types of content you might create include:

  • Make a list
  • Answer a question
  • Talk about the competition
  • Use the “vs.” format
  • Write about “the best”
  • Outline a process
  • Provide examples
  • Curate other people’s examples or content
For my theme of “How to create content/inbound marketing & social media strategy,” topics could include:
  • 4 ways to use inbound marketing to solve customer problems
  • How to involve your whole team in your content creation
  • Why content creation saves time & money vs. traditional advertising
  • How to use influencers in your content creation strategy
  • Why you shouldn’t use bloggers as your social media agency

Step 3: Determine content types

This part will probably be pretty easy – make a list of all of the content types you currently create/offer and those you know you want to create. Content types could include:
  • Blog post
  • Video (short-form, like Instagram and Vine, and long-form, like YouTube videos)
  • Images
  • Podcast topic
  • Email
  • eBook
  • Whitepaper
  • Facebook update
  • Tweet
  • Slideshare
  • Webinar

Step 4: Align topics to content types

For each topic that you create, assign it to a specific content type.

Now comes the really hard part: you have to create the content! Once you have a list of topics you like, and know what kind of content you want to create for that topic, add that topic + content type to your editorial calendar.

Get the Content Creation Worksheet

I’ve created a brand-new worksheet which can help you with the brainstorming and content alignment process. Download it here, and please let me know how it works for you!

Creating Content for Inbound Marketing

How to Use Content Marketing for B2B Lead Generation

How to Use Content Marketing for B2B Lead Generation

How to Use Content Marketing for B2B Lead Generation

Content marketing is a primary lead generation tool. In fact, close to 70 percent of marketers use content marketing for lead generation. Why? It’s been proven over the years that it’s effective and beats out many other efforts at attracting leads. For example, studies demonstrate that many consumers are unimpressed with the plethora of ads they see each day, say “no” to telemarketing calls, and trash carefully crafted marketing messages sent through the postal mail. If 86 percent of potential customers skip ads, you need another way to reach them, and compelling content consistently performs in this area.

Your content, such as a blog, video, or eBooks and whitepapers, can also offer more than just lead generation. Take advantage of great content to help you throughout your lead cycle, to nurture and convert leads. Good content can help many aspects of your B2B business by:

●    Showing your prospects that you understand their needs

●    Helping your prospects get to know and evaluate your company and its products/services

●    Helping your prospects through the decision-making process

●    Providing support after a purchase and during implementation and use

●    Building customer loyalty

●    Encouraging repeat purchases

Sometimes content success can be difficult to come by. It’s not a magic bullet and not everyone does it well. Use these guidelines to help plan your B2B content marketing strategy and you’ll have leads flowing in no time.

Plan Well for Content

In order to enjoy success, you have to know who, why, and how. Consider the following questions as you plan for content marketing:

●    What are your specific goals and objectives?

●    Who is your audience?

●    What does your audience know? What does it need to know? What are its goals?

●    What do you want your audience to do? How can you encourage the actions you want?

●    How do you differ from your competition? How can you use your content to demonstrate the differences?

Create Content That Meets Your Audience’s Needs

You have compelling information to share, but just waiting until you’re asked for it isn’t a very effective strategy. Instead, you need to learn what your market needs and wants, what it finds interesting, what it finds boring, and what its burning questions are. Once you have answers to these questions, write compelling content that speaks to your audience’s needs and wants, stimulates its interest, and answers its most burning questions.

While you’re at it, be careful with what you share. Avoid content that is overly promotional or focuses on too much on your business. Instead, focus on providing information about the industry and talking about your audience.

Now, this doesn’t mean you can never include promotional content. There is a time and a place for promotional writing. The important thing is to stroke your audience first, make sure you have its attention, and develop a strong rapport. Then, you can insert more promotional content. But keep it to a minimum, so you don’t lose the audience you’ve worked so hard to develop.

Customize Content By Lead Stage

Think about the content that will best serve your audience at each stage of the lead cycle. At the very beginning, informational blogs, e-Books, white papers, websites, etc. make a good fit. Your content should, of course, inform, instruct, interest, and problem-solve. Later, however, after you’ve gotten your prospects interested in engaging with you, you can present your products and services in a more direct way, focusing on providing the solutions they need and adding demos and trials into the mix.

Don’t forget that you can deliver content throughout your lead cycle via email, newsletters, videos, and microsites as well.

Be Consistent

Once you’ve created compelling content for your audience, don’t stop there. To be successful at generating leads with content marketing, and to nurture your leads and get conversions, you have to provide compelling content on a consistent basis. Let your prospects know when they can expect to hear from you next and make them comfortable by delivering quality content on a regular basis.

 

 

Share It

Building it and expecting them to come won’t produce the results you expect. Instead, you’ll need to apply a carefully planned strategy to sharing your content and making it easy to find. Include:

●    Social media, including social networking, bookmarking, video, and image-posting sites

●    Search engine marketing (use Google AdWords to drive traffic directly to your content)

●    Other online advertising

●    Email

●    Online news releases

Collect Lead Data

It’s not enough just to put great content on your website.  Create a form which is ready to collect data from the leads you generate via content marketing.

Make your lead generation form easy to find, complete, and submit. Request just enough information to get started with the lead, as many prospects will feel put off or offended if you ask too much right off the bat. You can always collect more information later. Often, a name and email address is enough to collect at first, and you can easily obtain that by offering a free downloadable report and requesting an email address to which to send the link.

 

Now go forth and create, and capture those leads! And please check back with us and leave a comment to let us know how you’re doing.

Photo: Flickr (Lisa_Yarost)

 

How to Use Content Marketing for B2B Lead Generation