Six content marketing goals to build your business

Posted by on Mar 15, 2016 in Content Marketing, Copywriting |

The point of content marketing is to deliver high quality information to your customers, that educates them and ultimately brings their business and loyalty to you. So why is it some content that looks awesome, doesn’t actually do much to build your business? As great as the content may be, without business goals, it’s just content. You need to understand your marketing and business goals to create content that will serve them, not just pass on something for your customers to read. Without a strategic framework, you won’t get the most out of your content. Your blogs, podcasts, articles, email marketing or eBooks need to form part of the bigger plan, or you’re wasting valuable time. So here are six goals worth looking at and seeing if they fall into your bigger picture. Implementing just one or two could make a tangible difference. Build trust with your audience A very obvious use of content marketing, but an important one. With interesting, valuable and useful content, your audience learns to trust you, seeing you as expert in your field. Your potential customers get a sense of who you are, which makes a conversion easier. Attract new visitors Your content needs to be attention-grabbing, compelling and remarkable enough to attract links, social media shares and conversations. This is how your reach will expand and the only way your business will grow is with a steady stream of new prospects. Explore the pain points Understanding your audience’s problems is the key to solving them. Knowing what they fear, their irritations, annoyances and grievances will give you plenty of material for problem solving content. A good content marketing programme invites comment or questions – use these as a guide for future content. Illustrate the benefits Using your content to solve problems and provide solutions shows customers what they could get from working with you. It’s not about telling customers you have a solution; it’s about showing them. Create an experience Storytelling is a very effective strategy with content marketing. Providing an experience through your writing allows your audience to ‘try out’ the product or service before committing to a sale. Case studies work well here – people love a real life story. Build your reputation with search engines Search engines want content that provides value to their users. You need write content that readers find valuable enough to share. For more on content marketing and how it can grow your business, contact us. We can help create a strategy that meets all of these business goals and more. Please follow and like...

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How to determine the frequency of your blog posts

Posted by on Mar 3, 2016 in Blogging, Content Marketing |

There are several different schools of thought when it comes to the frequency of posting blogs. To find out the answer, you need to ask yourself some important questions about your blog. What you write about and how long it will stay relevant is a good starting point. If you write on breaking news or Hollywood gossip, you’d need to post daily or even more than once a day, to stay current. A hobby type blog, like cooking or home improvements may only require a weekly post to keep your followers engaged. A business blog may not have enough material to blog original content daily. Ask yourself: What audience am I trying to connect with and what information do I intend to share with them? When and where are they searching for this information? Can I stick to a frequent posting schedule? How much can I write in a week or month, that will produce good quality content? You can look at blogs similar to yours to see how often they post, but ultimately, you need to figure out what works for you and your site. Looking at the content of your blogs and planning the ideas for future blogs should also give you an idea of how much you can produce. If you can only come up with ten ideas in one sitting, then posting daily is probably too frequent for you. A key element though, to the success of your blog, is consistency. Once you have decided how often you can post, you need to stick to that plan. Erratic posting will not build a solid following and will also affect how the search engines rate your blog in the search results. In the end, consistent posting of quality content is better than frequent or irregular content that lacks substance. Short articles posted more often have a lot more effect than long musings that take days to write. While some people may be interested in your novelette, the majority of your followers have limited time for reading online. It’s also easier to write short articles, or even lists of tips or suggestions that you can create quickly and easily. Regular activity on a blog is way better for readers and search engines alike. For a small business owner, a regular once-a-week blog is enough to keep your readers interested. If you can update your blog once a week with an entry of about 1 000 words, after a year you will have a short book! This kind of writing will make you an expert in your niche and help you to learn more about your business, your customers and your goals. Your content volume will increase, improving...

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How to build your blog audience

Posted by on Feb 23, 2016 in Blogging, Content Marketing |

Social media sharing, like any aspect of marketing, requires a plan and a strategy to be successful. Building your blog audience to generate more traffic to your website is quite achievable, especially if you follow some basic guidelines. The starting point would be to identify which social network you want to focus on. More and more pop up each month, so it’s unlikely you’ll be able to feature on each one. Using too many networks can result in little interaction, so it’s worth singling out the platforms that you think most of your audience would use. Unsurprisingly, the Big 5 of social media sites are Facebook, Twitter, Google+, Pinterest and LinkedIn. A blog more professionally geared would get more traction on LinkedIn, but a visually heavy blog would get be better posted on Facebook, Pinterest or Instagram. There are a number of tools out there to assist you with automation of sharing. For sharing on multiple platforms, automation is an invaluable tool. WordPress Sharing, Buffer and Dlvr.it are all great tools for getting your new posts automatically shared to a few select social profiles, so you won’t have to do it manually. Repost your blog content – when you’ve been blogging a while, you will have a sizeable collection of articles, some of which will be evergreen. Reposting allows you to breathe new life into old content, especially if it was awesome the first time round. Change the headlines and check any details that may need updating. Putting social sharing buttons on your blog is an easy way for your followers to share your content, but limit yourself to three – any more than this will confuse the reader and slow down your page speed. Share lines or snippets of your blogs posts on Twitter or Facebook, without linking the full post. It’s a temptation thing – if the lines are good enough, people will go to your blog anyway. You can also share quotes, statistics or handy tips; the use of short and to the point posts without numerous attached links will be appreciated by your readers. Use hashtags. Identify popular and relevant hashtags for your blog post and use them. Hashtag.org is a useful service for finding well-liked hashtags. Viral Content Buzz is a free service to get social shares for your content. You join a community of people that help share blog posts. By sharing other people’s content, you build credits that you can then use to have other people share your posts. Hopefully, with this information, you’ll be able to build a bigger audience, and drive more traffic to your website. Contact us if you’d like to discuss more options on social media marketing. Please...

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How to prevent your email marketing from becoming spam

Posted by on Feb 18, 2016 in Content Marketing, Website Optimization |

It can be very disheartening to find out that your sales emails are ending up as spam, especially when you’ve taken the time to craft catchy subject lines and opening sentences. Email spammers keep getting smarter and as a result, the spam filters keep being improved. The good news is that if you follow the rules and build a good quality email programme, you’re likely to avoid being flagged as spam. This means you have to spend time and effort to ensure your emails are inbox ready. The first rule is to abide by the laws. The CAN-SPAM Act of 2003 became law at the start of 2004, and states that your promotional, or sales, emails must: Include your physical mailing address Provide an unsubscribe link Must not use deceptive subject lines, names or reply-to addresses The next is to learn all you can about the different email providers. Specific spam parameters vary between email providers, with the filters being regularly tweaked and updated. In general, email service provider spam filters will look at: Are you on a blacklist? Email service providers keep a blacklist of domains and companies that are automatically filtered out of the inbox. If you are on a blacklist, you need to start your email marketing from scratch. Usually, only serious spam offenders end up on blacklists. Are you on a white list? Opposite to the black type, whitelists are automatically approved domain names or senders, that are not subjected to spam filter reviews. If you can get on a whitelist, your email deliverability will improve enormously. Sender reputation This is a number or score assigned to your sending IP or source. If you are using a third party email marketing platform, ensure they have a high sender reputation. Domain reputation Email service providers have started tracking domain reputation as well. There is software now that identifies the domain associated with the email and assigns a spam score based on that domain’s email history. Consistently switching servers and IP addresses when sending mails to avoid the spam folder no longer works. Previous spam complaints Emails that have been previously flagged by your subscribers can lead to you being removed from a whitelist. Content of your email This can be a significant factor, so image use, content and subject lines all have to be carefully written and designed. Other rules include not sending your emails in bulk – rather send them out in stages. Ask to be added as a contact – these requests are often most effective if requested in preliminary or set-up emails. Avoid using spammy language, like ‘free’, or multiple exclamation points and writing in all caps. Provide value – the best way...

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How to get traffic from Twitter – tools and tactics

Posted by on Feb 17, 2016 in Social Media Marketing, Social Media Optimization, Twitter |

Twitter is a powerful tool when it comes to marketing your blog and getting more traffic for your content. There is still confusion about Twitter – why be limited to 140 characters, on a web that allows thousands of words and extensive multi-media? Misunderstood or not, Twitter has become a bite size multi-media stream and ecosystem, recognised as a brand facilitator, traffic driver and viral powerhouse. With so much already on Twitter, covering every subject known to man, you might find the prospect of using Twitter quite daunting, but it’s not as difficult as it seems. There are a number of tactics and tools to use to bring your tweets up to speed and getting the attention they deserve. Try a few of these and see if it makes a tangible difference to your volumes of followers. Use more visual content Studies show that tweets with image links get two times the engagement rate of those without. Vibrant images help your tweets stand out in text-dominated streams. Use your tweets as teasers, not explanations Don’t give too much away about the content in your tweet, or your readers won’t click on the link to read more. One way to tease an audience is to pose a question, which of course, you answer in the content. Repeat your tweets Often tweets are missed by your followers, so sharing the same content more than once is a good idea. Use different headlines, images or quotes that link to the same article. Pimp your bio Use your Twitter profile bio to link to your latest blog or article, rather than your website or blog home page. Use your Twitter community for ideas for new blogs Poll your followers by asking for issues; show an interest in other people’s challenges. When you get enough answers to identify a trend, you can use that as basis for your next blog. Write great headlines You have to grab the attention of your readers at the first glance. Use a promise (How to…), curiosity, controversy, intrigue. There’s an art to getting that all into 140 characters, but one worth practising. Use hashtags Tweets with hashtags receive twice the amount of engagement than ones without. Use hashtags that relate to the subject of your blog posts, so you’ll show up in searches. Don’t use more than three per tweet. Use quotes or stats from industry leaders People love thought-provoking quotes, so use ones from thought leaders, experts or recognised voices in your niche. Interesting statistics and figures are also eye-catching in the text heavy stream. Buy the right audience If your following is not yet large, you might want to consider paying to increase the visibility of...

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