Content Marketing: How to Make the Most out of Every Holiday

Posted by on Mar 5, 2020 in Content Marketing |

The holidays are an increasingly important time for brands. Those that thoughtfully plan and execute their content marketing efforts with precision constantly reap rich rewards. The goal and advice for you will be to not necessarily take advantage of people’s relaxed spirits during holidays to boost sales, though that is always the ultimate benefit.  Indeed, a more immediate goal and benefit can be to increase your brand visibility and awareness at a time people are more receptive to marketing messages. The reality, though, is brands don’t always get their content marketing right during holidays. This guide will make that right: Dress-Up Your Website to Capture the Holiday Spirit Capturing the emotions and setting the relaxed and jolly mood commonly associated with the holidays are essential for attracting consumer attention during holidays. By bringing a sense of joy and celebration to each and every webpage, you will ensure your visitors’ enthusiasm and keep them clicking on your website. Leverage the Magic of ‘Free’ and Incentivise Engagement With a Give-Away People love free gifts; even more so during holidays. What better way to leverage the allure of give-aways than to hold an online contest? The interest the contest generates will bring more traffic to your page, some of which will also convert as sales and subscribers. Optimize Your Social Media Content Around Specific Holiday Themes Statistics gathered by Sprout Social show that people are more likely to spend and connect with brands during holidays. For perspective, consider how conversations around Black Friday and Cyber Monday dominate social media. However, Sprout Social also advises creating content that’s irrelevant to the holiday your audience is celebrating. Create a post that showcases your product in each holiday’s true spirit. And, do not forget to add a link to your website. Share Some Useful Last-Minute Gift Ideas Gift buying can be a challenge when buying for certain people, and this often means that it is left to the last minute. By offering last-minute gift ideas you are not only giving your customers valuable advice, but you are also saving them from the embarrassment of not finding the right gift on time. Get Your Email Campaign in Shape for the Holidays  Customers are eagerly awaiting your emails that offer pre-holiday discounts, especially if they are celebratory in nature and incorporate beautiful images. Stay cool and simply time a few emails effectively. Here are a few more tips: Offer early-bird discounts a few months prior already, Offer online purchasing only discounts, Incorporate an exclusive discount code in the email, Create a sense of urgency by sending out the last chance for online ordering email, and Finally, with a few days remaining, send out a simple greeting with...

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What Lawyers Need to Know About Content Marketing

Posted by on Feb 4, 2020 in Content Marketing |

Content marketing is all about giving people the educational solutions or answers that they are looking for to make a decision. People looking for legal services should be able to find information about their particular issue and how your team of lawyers will assist them. Content Marketing Drives Results Not only do small law practices who have blogs on their websites show a 126% higher lead growth than those that don’t, content marketing results in conversion rates six times higher than other marketing methods. When looking for a lawyer, people want authority and authenticity. Your prospects want to feel connected to your firm before they commit. Well-crafted content shapes you as a go-to source for fresh insights, innovative solutions and legal trends in your clients’ industries. While search engine optimization and keyword research have tremendous value, content marketing pays long-term dividends, and therefore quality trumps SEO. Legalese is what puts regular folk off the law. Share your knowledge, processes and history in a way that is understandable by the layman, interesting and, where possible, constructed as a story. Online Reputation Management  No matter how great a lawyer you are, how you and your firm are perceived carries more weight than your track record. Social media has given a voice to anyone who wants to say anything about you, and positive and negative reviews, comments and conversations about your business abound. It is essential that you control and improve how your firm is regarded by others by encouraging feedback, constant monitoring, having a response plan ready, handling negative comments skilfully and following through. Digital Marketing Services for Your Law Firm Are you in the legal field and interested in digital marketing methods and strategies to boost your status and help you generate new leads? We offer a range of internet marketing techniques, including lead generation, online reputation management and Google reviews that can be customized for your firm. For more information, contact us today. Please follow and like...

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Content Marketing Rules to Follow When You’re a Real Estate Agency

Posted by on Nov 18, 2019 in Content Marketing |

The real estate industry is an ambitious market. So, if you want to stand out from your competitors, you need to employ content marketing to build your reputation. While new agencies attempt to enter the marketplace all the time, there are a few rules to follow in content marketing that will help you to establish your agency’s status.   Content Marketing Rules for Real Estate Agencies: Do the Research The first step is looking for questions that your audience might have. You’ll need to spend time researching your audience, their needs and how you can address those issues. The results of this effort will provide you with many possible topics that would be of interest to your audience. Once you have those topics, it becomes easier to focus your efforts on information that will be valuable and to provide good resources to your audience.  Provide Solutions Content marketing doesn’t stop at the research phase. The second step in the process is formulating answers to the questions you established in the first step. This is where topics are transformed into solutions for your audience. Always aim to add value for your audience, and be very careful to never add a “hard sell” approach to your solutions. The idea with content marketing is to educate and inform, not to peddle anything to your audience. Once you build up your agency’s reputation, audiences will be more receptive to your sales pitches and listings.  Upskill If you’re planning on being effective at content marketing, you’ll need to brush up on some aspects of digital marketing. Social media marketing, search engine optimisation, link building and quality web design are effective tools that you’ll need in your content marketing toolbox. You don’t need to become an expert at using these tools, but the more you understand the more empowered you’ll be to succeed at content marketing. Become the Local Expert People want homes and communities, not just a local building to live in. You need to become the expert in the neighbourhoods you operate in so you can give your clients the inside scoop on the place they might be calling home. Establish yourself as an expert on local life through good content marketing, and people will reward you with their loyalty. Local news and happenings are perfect topics to cover in your content marketing. And. it will solidify your agency’s reputation as part of the community.  Don’t Forget the Visuals The visual message in your content marketing is just as important as a clean, beautiful show house. By using your agency’s visual style not only in listings but in content marketing too, you’ll strengthen your brand message and help audiences to immediately recognise the...

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Drop the Pitch: How to Use Vulnerability and Honesty to Sell Your Brand

Posted by on Oct 17, 2019 in Content Marketing |

Make no mistake: your customers are an extremely savvy lot. People are trying to sell them something almost every minute of every day. They know the methods, they know the angles, they know the difference between a conversation and a sales pitch – no matter how well you try to disguise the one as the other.   Even the best copywriting usually comes in the form of a carefully worded pitch aimed at casting a brand in the best possible light and manipulating the way that brand is perceived. We work very hard on crafting the right topics, keywords, slogans and headlines, sluglines and taglines to make sure that the public gets the right message about our brands. We spin stories and polish the perfect turns of phrase. The aim is to project one specific aspect of our brand, to keep all eyes on “Oz the Great and Terrible”, while diverting attention from the man behind the curtain. Customers are used to this game and, thus, accept it for the most part, especially when you are selling them something they genuinely want.   With all of this content sleight of hand assaulting the public’s senses the majority of the time, nothing is more refreshing to cut through the clutter, than a dose of simple, straightforward honesty – and indeed, vulnerability. Don’t try to come across as perfect. Even your biggest fans know you’re not. Don’t act as if your products are developed in some problem-free vacuum and come out right first time, every time. Why not discuss your failures? Draw attention to the sweating that goes on behind the scenes to bring your products to the public. Have a few candid admissions about your humble origin story and the moments when the whole enterprise nearly went belly up. This will only make your customers appreciate your products even more.   Human beings are hardwired to relate to vulnerability. We are so used to people and brands trying to present themselves in the best light that an honest admission of so-called weakness can be very disarming and endearing. So, don’t be afraid to wear your heart on your sleeve about some of the struggles of your business – provided you have the confidence that there is a killer, must-have product at the end of your story, of course!   WSI OMS can help you to create excellent, SEO-beating, high-converting content. Contact us for help with your website copy, blogs, social media and more. Please follow and like...

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Signposts on the Buyer’s Journey: Using Content to Sell

Posted by on Oct 16, 2019 in Content Marketing, Ecommerce |

As a content marketer, you have a dual purpose. Yes, of course! You want to create original, attention-grabbing, well-written, quality content! But, you also want that content to serve the aims of your business. Your content needs to sell.   That sounds simple enough. But, how well is your content serving your sales really? How well have you strategised it towards that end? One way to guide your hand, and to ensure that content is geared towards sales, is to work to match content to the buyer’s journey. Let the content speak to the journey at all its stages. Let’s make this clearer by taking you through the journey and briefly looking at how your content can move with the customer.   • First Signpost: Offering Solutions for Specific Problems At this stage, potential customers are aware they have a need or a problem, and they need fulfilment or a solution. Perhaps they Google something like “affordable water purifiers,” for example. You, as a producer of competitively priced water purifiers, match them up with content that provides an answer to that need. You’ve met them at the first stage, you have their click, now you need to move them to the next stage.   • Second Signpost: Why Your Solution? Now the customer has found your water purifiers, but he/she wants to know why yours is better than anyone else’s. Your content should be filled with ready answers to that question so that, whether they follow internal links on your website or search Google for comparisons, you can provide the information they need to assess your value offering.   • Third Signpost: Sealing the Deal Your first and second signposts should have answered the initial questions satisfactorily. The customer knows that you are a better choice compared to your competitors. They’re ready to buy. All you have to do is make sure that your content, design and UX all guide them easily towards that final checkout.   • Fourth Signpost: Following Up Start off with an email confirming the purchase and thanking the customer. Then follow up with whatever is necessary to add even more value. Do you offer free delivery? Are there products that can be added on to your water purifier? How can customers contact you for after-sale service? All of this information needs to go in your website copy and/or in your emails.   WSI OMS can help you to create excellent, SEO-beating, high-converting content. Contact us for help with your website copy, blogs, social media and more.   Please follow and like...

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Does Quality Content Really Make a Difference to Your Traffic?

Posted by on Oct 15, 2019 in Content Marketing |

It’s very easy to lose sight of the importance of content when you become too focused on search rankings and traffic numbers. With this focus comes the perception that all that is needed to drive traffic, is a high quantity of content that pushes all the right buttons for SEO. While it is important to keep your content quantities high, as well as to check all the SEO boxes (keywords, etc.), you should never do so at the expense of quality.   Don’t take our word for it either. Google’s guidelines make it very clear that the search engine assesses content quality when calculating search rankings. It makes use of a series of fairly complicated algorithms to do so. But, to put it as simply as possible, Google measures your content in the light of the purported purpose of your website, as well as the audience’s reactions to it. Readers who are after certain content will find and return to websites that they find really useful, and Google will register that.   Google also measures what it calls your E-A-T rankings. In other words, how your website performs in terms of expertise, authority and trust. Google will rank your website higher if the content is demonstrably created by someone who is a proven expert in their field, if the website is endorsed by another recognised authority on the subject as well as when the site has established a high level of trust among readers on the basis of ratings and reviews.   So, it should be obvious why it is important to put a lot of energy into the quality of your content. Remember that, no matter how much content you serve to your users, they will soon lose interest and look elsewhere if that content is not useful and authoritative. Create content with your user in mind first – and the rest will follow.   WSI OMS can help you to create excellent, SEO-beating content. Contact us for help with your website copy, blogs, social media and more. Please follow and like...

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