A few weeks back I wrote an article called “How to write good blog posts for your audience and SEO and make sure they perform” in which I laid down the steps I used to 1. write good blog posts consistently, and 2. help them perform better. The above infographic is a great visual way to respond to #2.
How to promote your blog in 2015: should you spend 80% of your time at it?
Many influencers talk about the 80/20 rule: you should spend 20% of your time creating content and 80% of your time promoting it. Although I think this ratio really depends on your job, needs and company, it does capture one thing: if you write amazing content but don’t shout out your did so, no one will hear you.
And as far as promoting your blog goes, you can pick and choose on the list above the items that make most sense to your company. If for instance you work for a very technical B2B company and your target audience is above 50 years old, you might want to consider investing in LinkedIn rather than Facebook, leverage influencers and invest time in guest blogging. It all really depends on your audience, where they are and what they care about.
There is one very important point I’d like to add to this infographic: it’s not content repurposing (which I thing is one of the leanest way to do content marketing, it saves an incredible amount of time), it’s content recycling.
Promoting your blog regularly is the key.
Imagine if radio stations had played Michael Jackson’s Billie Jean only once: would it have become the 80’s biggest hit? Probably not. This is the same with your content. If you want it to be seen among others, you have to share it on a regular basis with your audience. Continue reading
Content marketing has a lot going for it. It’s 63% less expensive than traditional advertising. It’s an opportunity to build an audience in an authentic way. But it does require quite a bit of work and management if you want to see results.
These are the 6 phases of content marketing:
This week, we’ll go over the best content marketing tools to help you in your research phase.
In the content marketing game, getting people on your website is typically the main objective. Posting great content improves your reputation, increases your visibility, and can serve as a funnel for referral traffic, but inbound traffic numbers alone aren’t enough Continue reading
We are visual creatures. Our brains process images 60,000 times faster than text. And while we retain only 10% of what we hear and 20% of what we read, we remember 80% of what we see. For social media marketers, Continue reading
Content marketing is built on beautiful principles. Instead of interrupting people’s day to day lives with TV adverts, skyline-blocking billboards and glossy magazine ads, content marketers create useful resources for their customers and for each other. A strange mix of Continue reading
The marketing definition of conversion is “get the prospect to take action.”
How do you get someone to take the action you want? You need to make them comfortable.
Marketers are hard to trust, right? We brought it on ourselves because we were “full of it” for decades. Or, at least, we were full of ourselves.
So when a potential buyer arrives in your marketing den for the first time, they’re not exactly in a hurry to proceed to the bedroom. Or relax into a chair.
At best, they’re curious. Realistically, they’re anxious. And usually, they do just the opposite of what you want. They leave.
Why? Discomfort. It’s the almighty conversion killer—the meanest mutha’ in marketing.
So here’s what I propose: drop the transformation ambition and aim a wee-bit lower. Aim to overcome the causes of discomfort. You need to craft your content to put prospects in their comfort zone.
Who’s in charge of the comfort zone?
The copywriter is the chief conversion officer.
The copywriter’s output must seal the deal or at least write something compelling—and comforting—enough to start some sort of relationship. Continue reading
If you didn’t know that content marketing is your best bet to generate leads today, then at least I would have warned you!
No but seriously, if I didn’t convince you, here are a few facts that will.
Why it is better to generate leads with content marketing
– Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing. (Source: State of Inbound 2014, Hubspot).
– You have 758x more chances of closing an inbound lead (that came to you through your content) than an outbound lead (that you went to get with telemarketing, cold calling, etc.) (Source: Search Engine Journal).
What top marketing experts think about the topic
Small business owners aren’t usually on social media to share cat videos and indulge in celebrity gossip. They’re on social media for business. They do social media to gain exposure, but ultimately the goal is to get more business. Getting more business usually means getting more leads.
Unfortunately, getting leads from social media is not so easy. If you’re doing well at it, pat yourself on the back. Most marketers struggle with getting social media to work well for lead generation.
7 ways for small businesses to generate leads with social media
That’s what Ascend2 discovered when they tallied up the results of a lead generation survey of 300 marketers last month. Only 26% of the marketers they surveyed marked social media as among their more effective lead generation tactics. Continue reading
Content marketing is often proclaimed to be one of the most valuable, effective marketing strategies available. But there’s a critical caveat to that description; people have to read your content for it to be valuable in any way. Of course, content comes in many forms—when I say “read” what I actually mean is “consume”. A person would need to read an article in the same way they would need to watch a video or listen to an interview—the point is, if a person isn’t engaging with your material, your material isn’t worth anything. So why people aren’t reading your content?
There are several potential reasons that could prevent someone from reading your material, and learning to prevent or mitigate those reasons can help you improve your readership (and therefore your entire content campaign). Pay special attention to these seven potential reasons, which I have found to be some of the most common and most devastating. Continue reading
“There is nothing new under the sun.”
What do you think of that quote? Is it depressing? Dismissive?
True or not, that quote evokes a dilemma every content creator struggles with. We have a lot of content to create, and in one way or another, it’s all been created before.
Before you get on the defensive, let me explain what I mean by that.
Why we tend to create similar content
Our job is to create content that both serves our audience and meets business goals. To do that efficiently, we use proven formats (blog posts, white papers, tweets, etc). We answer common questions. We do this in ways that are familiar to our audience and easy for them to understand.
If we get too creative and too cutting-edge, we become hard to understand. As soon as our audience doesn’t understand us, they’re gone. The rest of the Internet – the easy-to-understand and endlessly diverting Internet – is only a click away. Continue reading