The key to content marketing is understanding your audience

Posted by on Aug 21, 2014 in Blogging, Content Marketing |

Want to make sure your content marketing strategy is a success? Then you need to understand your audience. Seth Godin famously defines the ideal customer as a person who wants your product and has the ability to pay for it. Some of the most successful content marketing strategies zone in on only one subject or topic and focus on becoming the thought leaders, the ultimate go-to person, for information, advice and How To’s on the topic. Think of Copyblogger’s website – they focus on how to sell with copywriting, they don’t try to be seen as thought leaders in each and every aspect of digital marketing. It’s common for companies to want to define their ideal customer too broadly, such as “everyone in the Southern hemisphere between the ages of 16 – 65.”  While this will allow you to create a lot of diverse content, you’re not going to be able to focus on a niche that really appears to a specific target group. It’s important to remember that certain content gets good results in different communities. The most successful content marketing strategies are those that create content that gets shared by their followers. This is the best way to reach new people – by getting their existing social media connections to recommend your content. The best way to find your ideal audience is to create different audience profiles. Map out exactly who they are (what industry are they in? what are their job titles and background?) and figure out what challenges and problems they face. Focus your content around helping them with these problems in order to create a winning content strategy. Need someone to help you with your content marketing strategy? Contact us today. Please follow and like...

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The top four reasons why content marketing should be part of your digital strategy

Posted by on Aug 14, 2014 in Blogging, Content Marketing |

Everyone’s digital marketing strategies look different. Content marketing, however, should be a part of everyone’s strategy. While certain platforms (such as Instagram and Pinterest) work better with certain types of businesses and industry, virtually anyone can benefit from a solid content marketing plan. Here are the top four reasons to invest in content marketing: Drive new leads While PPC can give you immediate results, the ads disappear once your daily budget runs out. When you create blog post and articles, those remain online forever, giving you the ability to pay a once-off sum (either the time spent writing the blog post or the money invested in paying a copywriter to do it) and continue benefitting from the new visitors and leads it brings in. Build relationships and trust You’re not a reputable company unless the internet says you are. If somebody Google’s your brand’s name or your name – what will they see? If they come across a website, a blog, active social media accounts and other content about you, they will be able to trust what you are saying and consider buying from you. Be a part of the buyers journey According to Hubspot, customers now spend 70% of the buyers journey educating themselves instead of talking to sales people. This figure alone shows that you need to invest in content instead of sales people in order to reach your customers. Increase customer satisfaction Research company Gallup surveyed a million businesses and came to the following conclusion: in order to create customer satisfaction, you need to give customers advice. Giving relevant advice was cited as the most important factor in creating high customer satisfaction. Need someone to help you with your content marketing strategy? Contact us today. Please follow and like...

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Does your content marketing match your sales funnel?

Posted by on Jul 28, 2014 in Blogging, Content Marketing |

Blogs and pictures and videos are great – but at the end of the day, they need to serve a purpose. Some people might be interested in creating an army of a following, establishing themselves as an industry authority or taking on Justin Bieber as one of the top people to follow on Instagram. But most of us are executing a content marketing strategy in order to increase our bottom lines. One thing people fail to take into consideration is the type of content various potential buyers will need at various stages of the sales funnel. It’s all well and good to have an editorial calendar filled with infographics, tweet schedules and on Friday “post something about cats” ideas, but you need to take time to get back to basics and make sure you’ve got a golden thread running through your content marketing strategy  to ensure it overlaps with your company’s sales strategy. The first funnel tier is awareness. Make sure your reader knows what you do and what you’re all about. The type of content that works for creating awareness includes blog posts, social media updates or shares, infographics, press releases, newsletters and e-mails. The second tier is research. This is when your reader will start narrowing down their purchasing choices – and this is where you need to POUNCE like a lion, or at least provide compelling reasons why they should choose you. Content types that work well in this tier include Whitepapers, eBooks, webinars, know-to videos and presentations. The final tier of the sales funnel is purchasing. You need to create content that not only eliminates any doubts and fears they may have, but also creates a clear picture of options available to them. Types of content to consider here include special offers, packages and prices: brochures, case studies, sales sheets and product demo videos. Not only can we create all the content mentioned above, but we can do it with pizzazz. Contact WSI OMS today. Please follow and like...

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Where to repurpose your content

Posted by on Jul 21, 2014 in Blogging, Content Marketing |

We’ve written about the pains and strife involved in getting your blogs out there. You create a candle-lit, calendar-inscribed event out of writing a blog post (because we know this doesn’t happen during the day when the phone is ringing and clients are breathing down your neck), you’ve shared it on social media and you’ve even gone to the effort of finding a relevant picture because you read that your “content needs visuals”. So now what? If you’re creating good content and want to establish yourself as an industry authority, then you need to repurpose your content. Not only does this help with inbound marketing, but it means that tens of thousands of people could potentially read your blog (and not just your friends and Aunt Edna who troll your Facebook profile relentlessly). Here are a few places to repurpose your content: Inbound.com The entire goal of Inbound.com’s content repurposing is to help make sure great content gets read by people from all over the world. You can set up a free account and simply post a link to your blog. Well it isn’t that simple. They do have a pretty strict set of guidelines (as any good content repurposing site should), so make sure your blog post fits the bill. Inbound’s guidelines include being “cool” (we could probably help you with that as we’re pretty hip-and-happening) and not writing self-promotional material. Biz Sugar If you’ve got a small business and are set up educating your readers, then this is a great place to repurpose your content. The type of articles and blogs that get posted here are generally targeted at small business owners and they include tips, tricks and how-to types of content. Check out Biz Sugar. Reddit Reddit has become increasingly popular over the past few years. What makes this a great content repurposing site is the fact that users submit votes to promote stories to the front page. Need help with your content marketing strategy? Then Contact WSI OMS today. Please follow and like...

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Growing your blog’s e-mail list

Posted by on Jul 14, 2014 in Blogging, Content Marketing |

In our last post we explained why any blogger should consider creating an e-mail list. The answer is plain and simple and in retrospect it could’ve been summed up in one sentence: because more people will read what you’re writing about. Regardless, we didn’t give you all the tips you need about creating a winning content marketing strategy to make sure that people actually sign up to receive e-mails from you, so here are a few tips to make this happen: Give away a worthwhile freebie Everyone is giving away freebies to entice people to sign-up to their lists. You need to make your freebie stand out because a one-page pdf isn’t worth the data needed to download it in the first place. Find out what your target audience would need. A simple way to achieve this is: look at your blog’s statistics to find out which posts and topics are top performers. Create a whitepaper, free webinar or something cool that they would want that relates to this topic. Create a personalised welcome series Don’t copy and paste the standard welcome message that robots write for e-mail list sign-ups. Write a more personal message and say that readers are welcome to contact you for blog suggestions or with questions (and include your own e-mail address, because if a reader is willing to give you their personal e-mail address then you should do the same). This creates an invaluable open communication channel with your readers. Need help with your content marketing strategy? Then Contact WSI OMS today. Please follow and like...

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Why bloggers need to create an e-mail list

Posted by on Jul 7, 2014 in Blogging, Content Marketing |

If you’re blogging your heart out and investing blood, sweat, tears and precious time creating blogs, then you obviously want them to be read. Posting a blog doesn’t magically make the post go viral and even sharing the blog post on social media doesn’t always give your blog the traction it needs (and deserves – as we just mentioned, these things take time). Creating an e-mail list for your blog is a must-have. If you’re sharing knowledge and opinions that people find worthwhile, you need to let them know when you’ve posted a new blog. Creating an e-mail list can achieve this. Here’s a simple tip to help you populate this list: Make your subscriber pick-up line enticing Asking people to sign up to an e-mail list for no reason is like sending a Facebook request to a stranger and saying “Wanna have friendship with me?” It’s just not on. Actually, it’s off-putting. Blog readers aren’t mind readers (in fact, they’re there to pick your brain) so spell it out to them: why should they join your list, what can they expect and how often are you going to be sending them e-mails? People don’t like spam, so assure them that you’re not going to share their information and that you’re not a Rumpelstiltskin-like blogger that churns out hundreds of posts per week. You’ll only be notifying them if you’ve posted something that could, a) improve their business, b) give them new insights that would appeal to them or c) would win a Pulitzer prize (in which case you would probably also close down your blog and start working as a serious investigative journalist for the New York Times). Make it worthwhile. Need help with your content marketing strategy? Then Contact WSI OMS today. Please follow and like...

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