Content

Creating a Content Marketing Strategy to Attract Your Target Audience

With the help of tablets, laptops, smartphones, and the Internet in general, more people are relying on the convenience of online shopping to find everything they need and want. CPC Strategy reported that mobile ecommerce growth has been steady since 2009, while ecommerce sales have grown by 10 percent a year. For this reason, marketers need to put a majority of their time and energy into creating compelling digital and content marketing campaigns that will intrigue potential customers to keep reading. There is more to digital marketing than just using social media and creating a blog when you get a chance; it takes dedication, strategy, and consistency to create a campaign that gets results.

Content is Still King

The phrase “Content is King” was never more true than it is today. According to the Content Marketing Institute, [Read more…]

6 Powerful Reasons To Use More Video In Your Marketing Programs

Adding a video component to your marketing strategy is a powerful way to increase the reach and impact of your brand. The statistics for online video views are staggering and continue to grow. Comscore reported that in March 2014 over 187 million people watched online video and the average American watched over 17 hours of online video in the month.

Most marketers today are faced with the challenge of driving more leads that turn into more sales. If you are not including video in your campaigns and leveraging them for SEO, you are missing a key component for success. One out of four marketers say they use video in email marketing campaigns, but 43% of marketers cited a lack of video content as a key reason for not using video in their marketing programs. [Read more…]

5 Most Popular Types of Content in a Content Marketing Program

 

Today, there are so many options for creating content for your content marketing program. From articles to white papers to video, there are so many types of content to consider, so how do you choose the best ones?

According to a recent survey by the Content Marketing Institute, B2B and B2C marketers ranked 27 different types of content that they use to find and build relationships with customers.

The top 5 types of content were used over three times more on average than the bottom 5 types. If you are going to plan a marketing program, it’s important to understand how to focus on the best.

Here are the 5 best types of content to use for your campaigns. [Read more…]

5 Important Reasons to Create a Content Marketing Program

Content-MarketingContent marketing has become a major trend in marketing today and organizations are spending an increasingly large portion of their marketing budgets creating and distributing content. According to the Content Marketing Institute, “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

In a world of competing demands for the marketing budget, why should an organization create a content marketing program? Here are five reasons it’s critical to create and Content Marketing program today.

1) The buying process has changed and customers are in control.

The Internet has dramatically changed the buying process. At one time, companies that sold goods and services controlled the flow of information to buyers. They provided product information through sales people in stores, at events, over the phone, and through outside sales teams in the form of brochures and other printed documents. Sellers controlled the buying process through the flow of information and buyers often faced an expensive and time-consuming task to get the information needed to make the best decision. The most important information such as reviews and real-life experiences from other customers was often the most difficult to get.

Today, buyers can get access to product and service information much faster on a company’s website, and they can also access articles, videos, reviews, white papers, e-books and other information that is provided by the sellers, their competitors, industry experts, amateurs, social media and even other customers.

Content Marketing lets you engage with potential customers by creating and distributing information that is important to your customers whenever they need it.

2) You need to get potential customers engaged early in today’s complex buying processes.

It’s no secret that the sales cycle for most B2B products is getting longer and that there are more people involved in the process. Since every organization is under pressure to make good decisions and keep costs low, buying committees are created and include people from disciples such as engineering, finance, marketing and IT. These committees develop purchase criteria and evaluate products over long periods of time to make good purchase decisions. Your sales team may only be engaged by the committee late in the process, but they are all consuming content to better understand your offering. If you wait until the end of the process when they are actually taking to vendors, you will miss the opportunity to influence the team as they set their decision criteria and even select possible solutions. By providing good and valuable content early in the process, you will be able to influence the team weeks or months before they reach out to your sales team.

3) It’s critical to establish thought leadership and set the purchase criteria schema so that you win.

Content-MarketingGood content is more than a nice product brochure or pretty web page. It can influence the buyer to establish decision criteria that positions you to win. Well-written white papers or e-books that help the buyer understand how to diagnose a problem or understand a technology can help them, can be delivered in a way that features your strengths in the marketplace. These thought leadership documents are not written to promote your product, but designs to help properly frame the question. If you are successful in creating the framework for their buying decision, you’ll be much more successful when you present your solution to the problem.

4) If you have content, you can leverage social media and search to cost effectively drive engagement, leads and sales.

Social Media and search marketing have become major tools for marketing professionals. By taking advantage of organic search traffic and social media sites, you can generate traffic to your website without paying for advertising, and this in turn makes lead generation much more cost effective. The key to success in social media and search is good content. Search engines such as Google highly value new, original content on your blog and website when they decide on search engine rankings. In social media, it is the marketers with engaging and relevant posts, articles and videos who are successful in turning likes and followers in to website visitors and sales.

5) If you don’t provide the content, someone else will control the conversation.

Buyers have many choices when they are searching for information to help them solve a problem. You may feel that if you stay out of the content marketing game, buyers will still engage with you as they did in the past. The reality is that they have too many choices to go back to the past. If you don’t provide the content that sets the agenda and influences complex buying teams early in the process, you may find that are you left out completely when it’s time for the buyer to actually talk to the sales person.

Why Google Authorship is so Important

If you work in the marketing field chances are you’ve heard the term “Google Authorship” before BUT you might not know exactly why it’s important or how to become Google Authorized. I’ll share with you 6 simple steps you’ll need to take in order to get Google Authorized and explain the many benefits of being Authorized on Google.google-authorship

As we all know there is plenty and I mean PLENTY of information on Google search results lately. One of the main reasons Google came up with the concept of “Google Authorship” is because it helps connect a piece of content with the Google+ profile of it’s author. The idea is that an author can build rank and trust (called Author Rank) based on the content they write all over the web. By providing “Author Rank,” Google is now able to filter out the duplicate content and now provide credibility to search results that include the author’s name.

Google already has a way to determine your expertise on those subjects and it is getting smarter at how it ranks authors and their content. For instance, if your content is constantly +1’ed and shared, it will be a strong signal that the content you create is of high quality and offers plenty of value. If you’re wondering why you should become Google Authorized — listen up!

Top 3 Benefits of Verifying your Google Authorship:

  1. SEO Benefits of Authorship — Develop an “Author Ranking” which results in a ranking boost to all content you write.
  2. Name Awareness & Industry Authority — Get your name out there to build your online authority. This will result in a much higher click-through-rate on Google!
  3. Increased Connection & Engagement between an Author & Online Audience — Helps facilitate engagement with your audience, as people will now be able to tell right in the search engine which content you’ve authored.

If you think the benefits listed above are important to you and your company then please follow the steps listed below to be on your way of getting Google Authorized!Google+1

6 Steps to becoming Google Authorized:

Step 1: Create a Google/Gmail Account if you don’t already have one, then add a Google Plus account: https://plus.google.com/

Step 2: Add your profile picture to your Google Plus account. (This is what’s used to display your photo in the search results.)

Step 3: Link your Google+ profile to your website: https://plus.google.com/authorship (Be sure to click the confirmation link in the email you receive.)

Step 4: Add the Google Authorship language to your WordPress website using a Google Author related plug-in (there are plenty out there, we currently use Google Author Link by HelpForWP).

Step 5: Send your web person your GooglePlus URL – So they can add it to your blog user name on the WordPress Blog.

Step 6: Verify that you set everything up correctly by using the Structured Data Testing Tool:

Happy Authoring!