Giving Your Audience What They Want

Giving Your Audience What They Want

Are You Keeping Your Audience Happy? Your audience has pressing questions they want answered. People have problems they want solved. By the click of a mouse, they chose you. The words you give them matter. Do you spend high valued blog real estate easing their pain, or do you spend it talking about yourself? There’s a big difference. Understanding your audience and providing the type of content they’re looking for is a big part of online marketing. People new to your website will literally spend a few split seconds determining if it’s the right location for them. If what they see is more about you than about them – they are likely going to move on to the next search result. What can you do? Create a Valuable Blog Let’s spend a quick second establishing what your blog is not. It is not a place to hammer home why people should buy your product 1,000 words at a time. It’s not a place to carry on in the same tone as a television commercial. It’s not a place to be you-centric. Instead, it’s a place to: Address the most common customer questions. You can think back to think back to the questions you’re asked in person, ask your customers, or conduct some simple keyword research to determine what your audience wants to know. Give away your best content. Routinely offer tips, tricks, strategies and how-to’s designed to make your readers’ lives better. Make your posts easy to read. This means reading and copy editing your work before you publish it. It means making your posts visually friendly with great...
Developing a Successful Content Marketing Plan

Developing a Successful Content Marketing Plan

Developing the right content marketing plan can play a significant role in the success of your marketing and business. Let’s back up for a minute and define content marketing, and talk about why you need it in your business. From Content Marketing Institute: Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Now, the way your customers consume is changing. The buying process within your industry probably looks nothing like it did five years ago, 10 years ago, 20 years ago. They have questions. They’re seeking the right information as much as they are the right business. They want to know how your product will improve their lives. They want to know what makes your service different and better than the other people who do what you do. They’re online, sifting through competitive websites, and they want to know why they should buy from you. This is where your content marketing comes into play. Website content, blogging, infographics, social media, brochures, and other potential avenues for reaching your customer can all become part of your content marketing plan. Questions to ask as you create your content marketing plan: How often am I going to blog? Your blog should be the cornerstone of any content marketing plan for a few reasons. The goal is always to attract more readers and potential customers to your website. Each blog post that you create serves as a window to your website. If someone Google’s the...
The Ultimate Copy Editing Checklist for Publishing The Best Content

The Ultimate Copy Editing Checklist for Publishing The Best Content

Why do you need a copy editing checklist for your marketing?  With WordPress it has never been easier to publish your own content. This opens up the gates for small to medium sized businesses with little marketing budget to be able to reach large amounts of people. This new capability is inherently a good thing, but great care has to be taken in the message. The whole time you’re writing, that publish button looms on the right side of your screen. It’s easy to just forgo the time and effort, and hit publish, pushing your writing out to the world before you’re ready. But publishing too early is a recipe for publishing material that is less than professional. Keep in mind that everything you publish represents your business to a new potential customer. Great care should be taken to make sure it will represent your business in a positive light. Below is a copy editing checklist with all the steps you need to produce top-notch content. Save a copy on your desktop. Print a copy. Refer back to it as you write your blog posts in the future. You don’t have to be a prolific writer, but you do have to take the time and make sure you are representing your business the way you truly want to be seen. Your Content Copy Editing Checklist It may take more than one read through of your content to ensure it is publishable. This is normal, especially for more in-depth pieces. Read for structure Your headline, lead paragraph and body content should all be in-sync. Your call to action should make...
9 Tips for Becoming a Better Blogger

9 Tips for Becoming a Better Blogger

Becoming a better blogger requires discipline and a commitment to change, but it is possible. Blogging can sometimes feel like an endless cycle. You work and work, and the results don’t always occur fast. Below are 9 tips for seeing those results. Make sure you are seeing results come into fruition. How to Become a Better Blogger Develop a Plan – What are your blogging and content marketing objectives? What do you hope to accomplish by consistently creating more content? If you are looking to truly stand out in your industry and become a thought leader, you may have to blog somewhere between 3-4 times a week and every day. If you are looking to provide your customers an answer to their questions, and create a better resource, once a week might be enough. Your content can also help with your larger marketing objectives. Now for instance, might be the time to start writing about your holiday offerings. Blogging requires a significant amount of effort. Make sure that your hard work is helping your larger business objectives. A few things you can do include: Brainstorm blog post ideas, do some basic level keyword research to understand what people are searching for, ask your customers and readers what kinds of topics they want to know about, and use an editorial calendar. All of these things can help keep you organized in your quest to become a better blogger.  Isolate Your Brain – We live in a world of distractions. At the end of the day, the process of sitting down at the computer and committing your ideas to the screen...
The Necessity of Flexible Marketing

The Necessity of Flexible Marketing

Here’s how flexible marketing can dictate your level of success. Hopefully you have some marketing goals. Hopefully you keep generating ideas on how your marketing can improve your business. But here’s the thing. There are so many platforms out there, it is tough to know what is going to work. What became a successful method for someone else’s business may not work for yours. It doesn’t mean your toast. It means you have to step back and look at the whole board. An Example From Politics   Are you completely sick of politics yet? Me too. But. Here’s a reminder. In 2000, Al Gore won the popular vote. Hillary Clinton won it this time. I don’t want to travel down the rabbit hole of what that means, but the electoral college is the reason neither of these two became president. So what can we as marketers take from this? It is always important to step back and look at the whole board. Don’t get caught up in the idea that there is only one pathway to meet your goal. If you want to make $100,000, maybe it’s time to supplement your hours with a product. Maybe it’s time to up your social media game in addition to blogging and search engine optimization. All these things can help you get to your goal. So make sure you don’t get trapped in “needing” false metrics in order to attain the one thing that ultimately matters. Flexible Marketing in Practice It’s always a good idea to evaluate the competition. It’s good so that you can figure out what’s worked for them, and...
8 Blogs About Blogging That Will Help You Write to Sell

8 Blogs About Blogging That Will Help You Write to Sell

If you’re feeling a bit stuck as a digital marketer, it may be time to check out a few blogs about blogging. Sometimes you know what you need to do, but you just need that gentle nudge. There are a lot of resources you can turn to, in the quest to become a better writer and digital marketer. Last week I published a list of 25 marketing influencers you should be following. This week, I wanted to give you more direction on places you can turn for learning and inspiration. Whether you are b2b or b2c, there are certain traits that are consistent across all successful blogs. Make sure that you are spending your time in the right places. These blogs will help you become a better writer, and understand what’s necessary in using your website and blog to grow your business. These Blogs About Blogging Improve Your Digital Marketing Skills Hubspot – Hubspot covers nearly everything about becoming a better digital marketer. Much of their blog is dedicated to why a business should blog, and how to do it in a way that will be productive and grow your business. If you’re trying to understand what your strategy should be with your website and your blog, give these guys some attention. Copyblogger – This blog is one of the first to cover how to apply traditional writing techniques in the digital space. Copyblogger is a great place to start for anyone looking to become a better writer, as they delve into telling their business story. This is a great place to look for finding winning strategies with your...