In a previous blog post, Finding your voice: Content marketing dos, we mentioned the importance of content marketing, and how it is necessary to constantly publish content so that you are providing value to your clients, and so that search engines display your web content in organic search results. But, you may be wondering, “what should my content say?”
Trust me when I tell you, the excuses abound. Let’s see, “we don’t have time,” “don’t know what to say,” “can’t write,” “lack a good email list,” “don’t know what software to use,” “have no ideas,” “won’t be able to keep up with it,” “don’t know how to make it look professional.” Breathe. “Don’t have enough expertise,” “don’t see the point,” “don’t want to turn off our customers”, “don’t want to give away our secrets”, “think emailers get blocked anyway”, “aren’t creative enough,” and our favorite of all time, “I don’t want to bore people.”
Content marketing is nothing new. If you are a company that consults or advises, or deals with “selling the invisible,” you may already be considered a thought leader and have a paper trail of articles, speeches and case studies that you’ve shared with clients. But are you consistently producing and distributing material that is useful and engaging to your target audience? Are you seeing results in organic search or social media efforts?
Everyday billions of people use search engines to learn about a specific topic, solve a problem, find service providers, etc. How often have you done a search for a friend or favorite restaurant just because it was easier than opening up your contacts? Well, it turns out that even C-level professionals are doing much of their own search these days.
“‘Engage your audience.” We have all heard it a million times, and it can be quite frustrating! I get it, really I do. In order to capture an audience we have to get them talking. But please just tell me how!”
Insight180 would like to welcome Michelle Loeb to our team. Michelle will be interning with us over the summer, and we are happy to have her on board. Michelle is a recent graduate from University of Baltimore’s School of Communications Design and has an interest in marketing and advertising. She is especially looking forward to working on some brand research and content strategy for both insight180 and some of our clients.
Ever thought about learning more about a certain marketing topic? Now is your chance! Take time to read relevant blogs, books or magazines that address a business issue that you’ve been wanting to tackle. Fast Company comes to mind as one publication we regularly read or follow on Twitter. Some other good books on a topic many are asking about? Inbound Marketing by Brian Halligan and Twitter Marketing, by Hollis Thomases.
Here at insight180 we get a lot of questions from our clients regarding the importance of implementing social media into their marketing plans. Our answer is always “yes, invest time in this area.” Even if you’re just following and commenting on other blogs or using LinkedIn, social media is one way to stay relevant. However, the information you provide to others via your website, blog posts, LinkedIn communications and Facebook posts should be content rich and relevant. Make sure you are discussing something that followers can relate to or want to learn more about. Your followers are listening a lot more closely than you think, so say something worth hearing!
Experts are now saying that the best way to get your company found is by writing a blog. While blogging can take a great deal of time, the pay-off can be amazing. Chose a time frame. Write once a week, twice a week, three times a week—however often you’d like. Write about current topics, business buzz, or anything else that you think your clients would like to spend time reading about. The great thing about a blog is that internet surfers from all around may land on your blog by chance. Blogging helps your chances of being found on search engines —new content matching specific keywords will get you noticed.
Now is the perfect time to plan your editorial calendar. What will be in your next few newsletters? Now is the time to think about it. Perhaps branch out to see what your subscribers want to read about. By asking for advice you are jump-starting the conversation and opening communication with your clients.
Among our clients and colleagues, we’ve seen more activity and interest in, and asked a lot of questions about, what they might do better or differently in marketing this year. Many are downright giddy that 2010 has come to a close and are looking forward to marketing their companies with renewed vigor. Insight180 has compiled a list of tips to get you started on the right foot. The first is especially appropriate for the new year. . .
5 easy steps to boost creativity
