Content marketing is a must in today's business world. There is no substitute for the kind of quality online information that builds your client's brand. Content comes in many forms, though. It's up to you to find cutting-edge and innovative ways to set your client's business apart from other companies. Standing out from the crowd is the name of the game in today's digital marketing world.
Don't use the same plan as everyone else
It seems that many businesses use the same blueprint to market their company. This cookie-cutter approach might get you some business but for your company to really shine in its marketing campaign you have to set yourself apart from your competition. There are some content marketing tips that you can use to get your clients noticed.
Content marketing tips - Set yourself apart
There are many innovative ways to market your client's brand. Be inventive in your marketing approach! This may require some intensive brainstorming and strategy sessions but it will pay off in the long run. Here are a few ideas for forward thinking in marketing your client's business:
- Less is often better - You need to provide information on all good and services in your marketing information. Make it orderly and organized, and consider the power of concise yet powerful content. Give readers small helpings--bite-sized nuggets of quality content such as short blog posts, tweets and links on social media. Let them digest what you provide little by little.
- Stories, not press releases - You probably use press releases to get information out especially about new products and services. But you know what? ... so does everyone else. This format does not really build any excitement. Use press releases for announcements, and get creative with the rest. Tell a story about the launch of a new product or service. Give some information, in the form of a story, on what made your firm decide to provide a new line of business. This will capture people's interest.
- Build a paid membership site - This can turn into a profitable business all by itself. Give your followers the option to pay for being a member of a site that is devoted to insider tips and information. Your regular site can be for anyone to see and gather general information about your products, services and industry news in general. Your paid site gives followers more detailed content that allows them to understand your client's brand better.
- Blog a book - Or is that "book a blog"? Take your best blog posts and compile them into a book. This can be a physical book or an eBook, or both. Make your book available on your website and in your store, along with having it on Amazon and other booksellers, even brick-and-mortar retailers, such as Barnes and Noble.
- Everything you do online is content - One of the best content marketing tips you need to remember is that all you do online is content. When you make comments or engage others online in forums, with guest blogs or in any other manner, this is still content. Make it interesting, relevant and meaningful. Always link back to your site so people can follow.
- Have a FAQ (frequently asked questions) section on the site - In the course of operating your business and website you are going to get questions. Compile these questions and make a FAQ section on the website. Chances are, if one person had a particular question other's will have it also. This is valuable content for everyone.
- It doesn't all have to be online - You can use some more traditional marketing to enhance your online information. Send some of your best customers a plain photocopy of some relevant information on your products and services. Don't use four-color, glossy paper for this. That makes your information look like an ad. A plain bit of paper looks like valuable insider information.
The tips listed above can give your clients a leg up on the competition. Be innovative in your approach to online marketing and you can set them apart from everyone else. They'll become the go-to source for help and information in their niche, the forward-thinkers consumers look to for answers.
Photo courtesy of Shutterstock
2014 is rapidly approaching, and it's time to get serious about your clients' content marketing campaigns. Going well beyond simple inbound marketing does more than just get customers to find them through a form of planned serendipity. Real content marketing is about creating useful information that gets customers to want to spend time with your client's brand and to value it, so that the relationship can turn into tangible sales.
Getting a campaign rolling requires three distinct steps: understanding your audience, creating content, and mobilizing it.
Understanding Your Audience
One of the most powerful tools that has come out of modern marketing is the buyer persona. Buyer personas take demographics, market surveys and studies to the next level. Instead of writing to a set of attributes, with a persona you get to write to a person. This helps your content creation team visualize its audience and can also help you to find subjects for testing content.
A persona is a detailed description of your intended target. For instance, instead of talking about an 18 to 21 year old college student at a Midwestern school, your persona could describe Cory, a sophomore at Grinnell College. Cory lives with two roommates, prefers to wear Tom's shoes, and listens to Eminem. He has an iPhone, but also carries a Galaxy Tab, and never buys bottled water. Next year, he's spending a year abroad in Botswana. This level of understanding of your targets is the first step in a successful content marketing campaign.
Creating Real Content
A successful content marketing campaign does more than just attract search engine hits. SEO and good keyword choice are still important parts of inbound marketing, since they get your content seen, but that's really all that they do. Great content marketing is the difference between getting hits and getting traction, since it's what convinces customers to stay with your business to consume its content and, through the content, its branding messages.
For many organizations, real content is expert-level tips, tricks, reviews and background articles. Knowing your personas helps you create content that touches on your brand while also going far enough afield to keep viewers interested. If your company specializes in wine, for instance, you don't have to focus just on discussing wine varieties and vintages. You can also touch on:
- Cellar designs
- Newly available cheeses
- Different shapes of glasses
- New wine destinations
- Finding good values at restaurants
As long as the content is something that is of interest to your persona, it's probably good content.
Mobilizing Your Content
During the first part of 2013, web visits from mobile devices grew at 10 times the pace of visits from desktop computers. Any content marketing campaign for 2014 that doesn't take mobile into account is going to miss out on marketing's hot growth opportunity. While mobile screens are growing larger, thanks to the growing popularity of tablets and of large phablet devices, they still aren't excellent devices for reading long documents. This means that the best mobile content is going to be short and scannable documents -- like blog posts with bullet points and headings -- and video.
Companies that want to maximize their success in content marketing will reap benefits from creating both types of content. They speak to different users and can be enjoyed at different times and in different ways. While some pundits have a greater focus on video, text-based content has real value in the age of mobile. It's easy to interact with, and it scales well to be fully viewable on both very small smartphone screens and on large tablets. The details in high definition video, on the other hand, can get lost.
The Ultimate Content Marketing Campaign Rule for 2014
More than anything, though, the key principle to content marketing in 2014 and beyond is simply to do it. Since the earliest discussions of permission, outbound and content marketing techniques, some aspects of the marketing world have focused on more traditional methods. Time has shown the effectiveness, value and ROI of content marketing once and for all. Whether your clients blog, make e-books, podcast, videolog, or do a combination of all of them, 2014 is their year to get their content marketing campaigns up and running.
Photo courtesy of Shutterstock
Given the broad reach of the Internet, almost any company needs to have a global content marketing strategy. However, while global business might be complicated, global content marketing doesn't have to be. Other than a few technical issues, content can be very similar as you go from place to place.
Here are five content marketing tips to keep in mind as you design your client's global strategy:
Tout le Monde Est le Même
A leaky faucet in Atlanta, Georgia probably needs the same thing as a leaky faucet in Tbilisi, Georgia -- a new washer. Babies in York and in New York both wear diapers, and cars and trucks in Kyoto and Kigali run on gasoline and diesel. The entire world watches the Super Bowl, as well.
While people are very much the same where ever you go, they don't speak the same language. If you were confused by a six-word heading in French, imagine how a French-speaking person feels when she encounters 600 words of English. With this in mind, while good content is frequently going to be good content anywhere, it need to be translated to be useful.
Create Highly Targeted "Niche" Content
The global market is large enough that you can add an additional step of specificity to your content. Instead of focusing on a niche, you can focus on a niche inside of a niche. You're not a graphic design firm, and you're not a logo design firm. Instead, you're a firm that designs logos for beverage companies.
Expanding your presence to serve the globe instead of the nation roughly quadruples the amount of business that you can do, and increases the number of eyeballs you can attract by a factor of 20. This means that you can be more focused and serve a more specific niche without shrinking your pool of prospects too much. Since research shows that people who have interests that fall towards the long tail of specificity are more likely to be motivated customers, you can turn this into an opportunity to convert more visitors into customers.
Treat Content As Your Business
If content marketing is a sideline for your business, the demands of the global market require you to give it more attention. Your business is providing your customers with products and services that help them serve their needs or desires. Successful global marketers look at their content as a product like any other one. While you might not need to go to the same extent as companies like Red Bull, the large global audience for your content justifies investing a little bit more into it.
While internationalizing your content is important, it's equally important to internationalize your search engine optimization processes. Having great content is meaningless if people can't find it. Furthermore, people in different countries may use different idioms to search for information and if you don't account for that, you could miss out on traffic. For instance, a truck driving school that expands to the UK won't get any traffic if it doesn't optimize its site for "lorry driver training" or "LGV driver training."
Video > Text
The rule of thumb that applies to content creation for domestic audiences is even truer for international ones: video trumps text. It's easier for people to view on mobile devices, and search engines treat it more kindly. Video can also make sense even if the viewer doesn't understand the soundtrack. Many video sites, including YouTube, allow multiple caption files, letting you easily internationalize your content.
Photo courtesy of Shutterstock
Writing email marketing content that grabs your prospects' attention is a finicky art. While email has been around for decades, the right ways to use it for marketing are still emerging. Here are five tips that can help your clients craft more effective emails that yields more clicks and, ultimately, more conversions:
1. Do Your Research
One of the challenges in writing email marketing content is that you have a different perspective on your product or service and on your industry than your audience. What you find interesting might not be what they find useful or worthwhile. With this in mind, do as much research as you can in the field before you start crafting topics. Knowing what their concerns and interests are lets you write the emails that they want to read, even if they aren't necessarily the ones that you want to write.
No matter how good your email content is, you have 75 characters to sell it, at most. Some mobile mail readers may only display 40 or so characters. If your subject line doesn't convince the recipient to read the email, your content is, by default, ineffective. The best subject lines avoid cliched words like "free" or "act now" while also using words like "achieve," "improve" or "learn" that motivate the reader. If you can also provide a clear summary of what's in the email while also demonstrating the benefit of reading your email the prospect, you'll be even better off.
3. Personalize Your Email Marketing Content
While researching the general market is a part of personalizing your email marketing content, you can also go farther. Identifying the particular interests of the group to whom your emailing can help you write a more effective message. At the same time, using the personalization tools built into some email systems allows you to insert a reader's name or information on their past purchases into the message, making it even more personal and compelling.
One way to create attention-grabbing email marketing is to write messages that tap into current events. Doing this requires that you have knowledge of the industry and that you have a fast lead time, but if you can send a country music-themed email on the day of or the day after the Country Music Awards, or be ready to discuss your new app right after Apple launches a new iPhone, your readers are even more likely to be interested in your message and to engage with it.
5. Responsive Design and Content
While a subject line determines whether or not your message gets opened, your ability to create a responsive design determines whether or not the recipient can even read your email marketing content. Responsive design refers to the concept of creating content that automatically adjusts itself for different media. In addition to varying monitor and window sizes on desktop and laptop computers, your email also has to take into account users that view it on full size tablets, mini tablets, phablets and smartphones of varying sizes. Designing it to be attractive and correctly formatted on every screen size will help your content get read.
You can be sure that your client's prospects are being inundated with email. However, prospects have also shown time and again that they are willing to read and engage with good email content. Following these five steps will help them to create email marketing content that speaks to their customers' needs. Doing this can help any company solidify its customer relationships and, ultimately, do more business.
Photo courtesy of Shutterstock
You know it, and you've probably told your clients: anyone can string a few sentences together and publish them on a blog or website. Businesses need a websites; in this day of mobile technology, customers will find your clients online before they find them any other way. So, they follow the advice, build the website, and expect new customers to start helping their bottom lines.
But the problem here is that not any old content will do. Run-of-the-mill, boring content will not help any business. In fact, it will likely hurt because it gives people a false conception of who your clients are and what they can provide. In order to take advantage of today's incredible online marketing opportunities, content has to be remarkable. When you succeed in publishing remarkable content, you'll realize the following benefits.
Remarkable Content Builds Over Time
One great blog post will generate an immediate buzz if it's properly advertised through social media. You'll probably get a spike in traffic the day of the posting, and this spike might just last a few days if the content is newsworthy and interesting enough. But if it's really well-written, informative, and interesting, and if it contains enough keywords to show up in web searches, that one blog post will faithfully bring readers to your client's website for years to come. And that's just the beginning.
If you consistently post remarkable content, each of your posts will draw visitors in over time. You don't know what news topics will be popular a year from now, but chances are that if you have consistently posted great content on interesting topics related to your client's business or industry, people will stumble across their blog or website as they search for whatever they need at the moment.
Remarkable Content Earns Followers
The term "web search" is telling. People go online to find things. And what is it that busy, modern people want? They want help. They want ideas that make their lives easier, happier, and more productive. They want expert help in a friendly, conversational package. If your content provides these things--help and tips in a friendly, confident tone--you'll gain followers.
Why do your clients want followers? Followers, whether they follow social media profiles or a website or blog, are your first line of marketing recruits. They'll see your posts as soon as their published, and if they like what they see, they'll spread the word. They might retweet your catchy phrase that leads people back to your remarkable blog content, and when something is retweeted, you don't know how far it can go, reaching customers you might never otherwise find.
And remember that your tweets will get retweeted more often if you simply ask for it. A study reported at Buffer showed that followers were 23 times more likely to retweet when specifically asked to "retweet," (by spelling out the word).
Remarkable Content Polishes Brands
In today's marketing environment, branding is key. When people see a logo or hear the name of a business, they immediately conjure up impressions and past experiences. For instance, if you're hungry and you see the golden arches out your car window, you might immediately start craving a Big Mac and french fries because the smells and taste are associated with the McDonald's logo in your mind.
You may not be able to make customers' mouths water when they see your client's logo (especially if they're not in the food business), but you can help customers come to expect excellent service, quality, and innovative thinking just by producing remarkable content. When your content is error-free, grammatically correct and well-written, people will automatically assume that the work your clients do is high-quality and that they take pride in their work. If content is sloppy, ill-conceived, and poorly executed, theirbrand will come to be associated with sub-par services and products.
Clearly, publishing remarkable content is worth the price and effort involved. It will stay around forever, and it will help those you reach through social media and web searches to know that your client's services or products are top quality and important to their happiness and well-being. Social Media B2B reports that 75% of buyers use social media in the purchase room, and 27,000,000 pieces of content are shared each day, according to an AOL & Nielsen content sharing study. Don't allow your clients to be left out of these amazing marketing opportunities!
Photo courtesy of Shutterstock
You know how important it is to have a blog. You also know it's important to keep it updated on a regular basis. Posting timely and relevant information on your client's blog has become essential to their success.
So you've taken all the right steps to employ blog content in your client's marketing plan. The numbers are there. Everything is working great. But you've been blogging for a while now. How are you going to keep finding new and original blog content to publish?
It's not hard to find ways to incorporate fresh and creative content. You'll have to become innovative, though. With the correct tactics and strategy you can keep the great blog content coming and your client's followers engaged.
Keep Great Content Flowing
Following are a few creative ideas that can help keep blog content fresh. These will help engage existing followers and hopefully grab the attention of new ones. Here are a few things you can do:
- Develop a weekly feature - Putting up some kind of weekly feature will give readers something to look forward to at the same time every week. This content may or may not be dealing with your business. Give your followers a place to go on a constant basis and they will automatically think about you. On a Friday you might post some kind of fun adventure for the weekend. You can feature a different song each week and explain why you like it. Changing up content once a week might attract new readers. And these readers might stick around to read you at other times of the week.
- It's not all about you - Many bloggers tend to write only about their business and themselves. This is not a bad idea but often it limits your blog content. Consider writing about things happening in your industry. People read blogs for information. You want to become a source for providing as much data as you can for followers. If you can establish yourself as an important industry source you will grow your audience big time. Write about new products in your industry, celebrities connected with your field and other timely and relevant facts that might interest them.
- Get personal - Readers will become much more than just followers. Over time they will become friends. One of the best ways to connect and engage followers and prospective customers is to tell stories. You know everyone loves a story! Do you or one of your associates have an interesting hobby? Does your company take part in volunteer programs? Write personal accounts of these activities. Readers want to get to know you on a personal level just as much as on a business one.
- Invite guest bloggers - Consider letting others guest post on your blog. This is a nice change of pace. Too much of you might get to be too much for some followers over time. You might let an associate write content on occasion. Or you might find an industry insider willing to contribute to your blog. For a real treat, find someone not connected to your industry and allow them to post blog content related to your field--but from a different perspective.
- Find sources for content - Realize that you don't have the market cornered on interesting blog content. You may not always be fully up to speed on industry news and trends. There are easy ways to find fresh and relevant content for you blog. Use sites such a Google Alert to send you emails about search terms you enter. You can get up to the minute information on your industry. There are many online sites that specialize in giving you information about keywords, trends and happenings in your field. Use these to generate ideas for online content.
- Blog feedback - When someone asks a question or makes a comment on your blog you have some great information at your fingertips. This is the ultimate in follower engagement! This interaction could provide you with ideas for a future post or even a range of blog postings. Follow any feedback you get closely and integrate this information into your blog.
The Blog is Key
You know your client's blog is essential to their business success. Keeping it fresh and relevant is vital in engaging current readers and grabbing new ones. Be creative with blog content and enjoy your client's continued prosperity.
Photo courtesy of Shutterstock
Does your client's website have the look and feel of everyone else's? Does their blog read like every other blog on every other site? To get ahead and set their website apart from others you have to get innovative with their web content. This is not as hard to do as you might think.
Escape from the crowd
To separate yourself from the pack you have probably been told to "think outside the box." To do so with your client's website and its content you may have to think like there is no box! All this means is that you have to really get inventive with your web content.
You may have done all the right things with your client's website and blog. You may have a great marketing plan in place. But, doing all the correct things does not guarantee success for your client's business. Many others are doing the same thing. You may have to get ingenious with your online content to really shine.
Innovative tips for your web content
Following are some actions you can take to get a website and its content noticed. The same old tactics you may have been using have probably kept your client running with the herd. Your goal is help them lead that herd. Here are some tips:
- Match marketing to image - Before getting too creative make sure you take into account what type of image you want people to have of your business. If you are a high-technology electrical company, a float in the Christmas Parade with all the latest bells and whistles in your industry would probably go over quite well. If you are the funeral home, probably not! Match your marketing to the type of image you want to portray. Keep this consistent on your website.
- More than one voice - Your brand needs to be consistent within your marketing campaigns. It is better to have more than one voice for the brand, though. In many advertising campaigns people get tired of the same person doing the spots. The company will change their spokesperson from time to time. Do so with your company blog and other content on your website.
Your company has a range of talent over all its departments. Enlist some of these people to add content to your site. Make sure they are not all in the marketing department. The exception to this would be if something goes viral on your site. If this happens ride the wave for as long as you can.
- Stories, not press releases - Does your web content read like a press release? Are blog entries nothing more than sales letters? Then do away with that type of content. Every company has a story. Tell it. Let people see your business through a storyteller's eyes. Engage your followers on a personal level. Everyone loves a good story.
- It's not always about the industry - Many websites have wonderful content about what is going on in their industry and how their company is excelling in their field of endeavor. Chances are all these sites look and feel about the same. Set yourself apart from the crowd. Did your company sponsor a Little League team? Write about it. Did your employees take part in a bike-a-thon? Let the world know about it on your website. Write a story about it and make sure to put plenty of visual aids for all to see. Show people your firm has a heart and soul.
- Do the unexpected - After a while your web content might get a bit predictable. Shake things up by doing the unexpected. Put up a piece of content that no one saw coming. It might not even be related to your industry or company mission. See what happens. Gather feedback from your followers and gauge what they think about the content. This could turn out to be just a delightful diversion or you might get some insight into new areas your company can market.
Don't be old and stale
Your client's website and web content have to be constantly updated to be truly effective. While you are updating this information don't just settle for what everyone else is doing. Take an innovative approach to the material on the site.
This creativity will be a key to your client's continued prosperity. Be innovative and be successful!
Photo courtesy of Shutterstock
Your clients have a blog and something to say. How do you get the word out about their great solution for customer service down times or post advocating using sustainable cotton for clothing?
You have the same content marketing channels open to you for your client's blog as you do for white papers, e-books, webinars, and other content you want to promote.
Promoting a blog is not the same as promoting a product or service. You are offering valuable content that solves people’s problems. You are not selling anything, you are offering information.
Here are 3 ways to promote your client's blog to increase your readership:
If you already send a newsletter to your customers and other subscribers, you have a perfect place to offer a sample of your blog. By putting a sentence or two of a post in a regular part of the newsletter with a link to the post itself you can drive visitors to your website and blog if their interest is piqued by your tease.
If you can make it a regular part of your newsletter you can also allow people to subscribe to your blog via email. By sending the entire entry to be opened within the email application you get the word out to people who might be too busy to visit your site or who may not be able to click through.
Social Networking Sites
Facebook is a good, general use networking site where you can post a portion of your blog entry and a link back to your site. If you have both a company and a personal page, consider posting on both.
Twitter is an excellent place for announcing new blog posts. With the help of an application like Hootsuite you can schedule tweets about your new content at times when your targeted audience is likely to see them. If you schedule multiple tweets change the titles. And don’t tweet about it 100 times…a couple of times on a couple of days should be sufficient.
Linked in is more business focused. If you are blogging about customer service or marketing your blog should fit right in. If your post receives enough shares it may be featured on Linked In Today, a targeted news blog customized by topic.
Pinterest and Instagram
Both of these sites are very visual. Including interesting images or video with your blog post will make it more likely to be shared.
Other Blogs and Articles
In the comments section of a blog post that is relevant to a post you just wrote you can add your commentary about the article or blog you just read and leave a link to your related blog post. Don’t go around doing this on every blog you read. If you leave a multitude of unrelated links, you will be labeled a spammer.
There is also the road not often taken. There are sites that are worth looking into for promotional potential. One is Quora.com, a Q&A type site that is business and academically oriented. Slideshare is a good place for an overview of your blog and posts.
Get Your Content Out There
There is no rule of social media etiquette that says you shouldn’t share your content. If you are thoughtful about where and how you share, your clients can gain new readers without causing a backlash.
Photo courtesy of Shutterstock
Search engine optimization, or SEO, is still the big buzzword around the blogosphere. Your clients have likely heard it but may not know how to incorporate good SEO content into their blogging strategy.
The blog is a key element of any Internet marketing success. Making the most of it will drive visitors to your client's website and increase their readership.
Why is the blog so important?
Updating a blog regularly and posting relevant and interesting content is the way for search engines to find your clients.
Many websites have blogs that are not updated often, or have no blogs at all. These sites generally rank low for SEO as their content is too static and/or outdated for the search engines to consider relevant.
There are several reasons why you should use blog content for posting SEO content:
- It gives you the chance to highlight your experience in your industry. People will see you as an expert and use your website for information.
- You can connect with customers easily with your blog. Your interaction with visitors to your website will show people you care about their concerns. When they have questions, concerns and issues you will be the go-to person they will get their information from.
- Getting personal with followers is easy with your blog. Telling stories, relating personal anecdotes and just sharing your story with everyone will keep them coming back for more. You will be seen as a person and not just a job title.
Make your client's blog an SEO machine
Following are a few tips to make a blog a magnet for people looking for industry information:
- Keyword search - Certain words excite search engines more than others. When you come up with a good blog topic see what popular keywords match your topic. Determine which keyword or keywords to use, remembering the highest ranked ones may increase competition for your blog.
- Blog length - While there is no ideal length for a blog entry there are some guidelines to consider. A good figure would be between 500-750 words. This makes your post long enough to not miss anything but not too long to bore your readers.
- Title is key - Make sure your title contains your keyword or your main thought. A fancy title that is witty and unique might be fun to think up, but keep in mind that anything misleading i.e. not matching the content, or so cute that it loses its meaning, will put readers off. Titles have to catch the attention of the search engines. Use keywords freely here.
- Justify your text - Neat margins make your blog easier to read. You should justify the words so that they look neat on both ends of the line.
- Visual content helps a lot - Don't just have text on your blog. Use visual content to attract and hold readers. Photos, videos, animations and infographics all add interest to your entries. Readers want to do more than just read text. If a picture is worth a thousand words, how much is a video worth?
- Use social media - Social media has basically transformed the way many people use the Internet. Make good use of sites like Twitter, LinkedIn and Facebook to get the word out. Each time you post a blog entry make sure your followers on social media sites get wind of it. Use them to help you spread your word.
- Post often - There are no hard and fast rules about how often to post. You will get a good feel for how often to do so as you write and interact with your followers. Post too often and you become a nuisance. If you don't post often enough people tend to forget about you. More is generally better.
- Quality SEO content is vital - Even if you follow all the right rules and guidelines for blogging, quality content is essential. Relevant and timely information win the day every time. Keep your followers coming back for more with great content.
The SEO machine
If your clients have a website with a blog, you need to use that blog to its full advantage. Valuable SEO content will position your client as an expert in their field and keep readers coming back time and again.
Turn the blog into an SEO machine and turn your client's business into a huge success.
Photo courtesy of Shutterstock
It's a fact: the world is drowning in content. Blog content, social media content, website content, emails, RSS feeds, posts, comments, blurbs, tweets.
You have to ask your clients: When you contribute to the Amazonian current of content, do you give people something to latch onto? A trusty nugget of witty prose that will lift their spirits and give them ample food for thought? A lifeline to useful information? Or does your content sink right to the bottom because it's boring, rehashed, and dull?
If their content is putting readers to sleep, try these 5 simple cures. Their content (and profitability) will rise to the top in no time.
Interview an Interesting Person
From time to time, include an interview on your blog or website. Don't interview just anyone. While Joe from Accounting is a thoroughly decent human being, he's not the most interesting guy around. Find someone who can tackle your industry from a new angle. Maybe there's a local celebrity who has endorsed your products in the past, or maybe you can find a customer who has overcome a serious problem. Interviews bring a human interest angle to your products or services that will bring readers to your site. Additionally, the interviewee will probably promote your blog post, bringing even more readers to your site.
Write Like You Talk
Forget ninth grade English class. It's okay now to write like you talk, including italics for when you really want to make a good point. When you write like you talk, your readers feel like they know you. And when they know you they can more quickly feel like they trust you. If you're uncomfortable writing like you talk, practice. Write a little each day, maybe in a journal or planner, until you feel like you can sit down and "talk" to your readers through your words on a screen.
Maybe you feel that you can't produce un-boring content because your topic is just plain boring. I have news for you. Even marketing databases and duct cleaning can be great topics when you infuse them with a warm sense of humor. You can still be taken seriously even when you use a little humor in your content, and your readers will definitely appreciate the break from all the dull content around them. Crack a few jokes, draw upon funny pop culture references, and incorporate some funny memes into your content.
Instant news feeds can make you feel like you're always behind the times. But they can also give you endless streams of content fodder. Customize your news feeds with keywords from your industry so you always know what's going on. Then address those topics on your social media sites and blog, and you'll be an industry leader in no time. When people want to know what's going on in your industry, they'll come to you because you always seem to know. When you take ideas from your news feeds, cite your sources and give your opinion about the new developments.
Let's say you're in the market for a new roof, so you go to a search engine and look for local roofing companies. Google kindly pulls up 2,354,874 hits for you, and you begin perusing your choices of articles. Which of these titles will you choose?
- New Roofs in Sacramento
- 7 Questions to Ask When Interviewing Roof Contractors
It's not a tough choice. The first title could lead you anywhere--or nowhere at all. The second title tells you exactly what you'll learn by clicking on the link. Now, to keep your credibility, you've got to follow through on a title like that. But if you do, you just might have an interested reader, which could translate to an eager buyer.
If you follow these tips, you'll produce interesting, timely, not-boring content that will enliven your clients' websites and enhance their online marketing efforts. Their content doesn't have to sink to the bottom of the Internet heap! It can be helpful, current, specific, and funny. And as it improves, so will your clients' business.
Photo courtesy of Shutterstock