Public Relations & Social Marketing Insight

This is not a blog post about writing. This is a blog post about creation. Creating content that actually matters. If you’re writing to increase conversion rates, then, yes, SEO matters. Proper grammar matters. Page layout matters. Verbal flourish might matter.

 

But those are all details – aspects of content writing that come only after you’ve answered the more fundamental questions. Whether you’re developing a content strategy for the first time or you’ve been writing to increase those conversion rates for years, it’s time to touch on some fundamentals. Before whipping up that next blog post, ask yourself these seven questions, and start creating content that actually impacts your audience!...

With social selling, you’re no longer simply pushing information about products and services out to your audience. Instead, you’re discovering what they’re passionate about, which can lead naturally—organically—into a discussion of how you can solve a problem or improve their lives, and why your company is the right choice to help them,” Nimble CEO Jon Ferrara said recently, as I was researching technologies that enable this kind of social approach.

 

Building a socialized selling strategy involves completing the following three basic stages: Research: This stage is all about identifying your ideal customer – also called your Buyer Persona – then finding out what their fears are when buying your product: Content: This stage is all about creating content that speaks to the buyer persona you identified in the first step. Distribution: This stage is about getting the word out about your content, then using the results to refine future content.

Tips for developing a SEO content marketing strategy for your business blog. You need great content and a plan to get that coveted top spot. The coveted #1 position in Google is sought by everyone with a business site. How are you going to beat out everyone jockeying for that number 1 spot? You can make it to the top with a strategic SEO content marketing plan. Do you know what that means? Not certain your strategy is working? I’m sharing my 5 five tips to developing a SEO content marketing strategy that will send your business blog to the top. ...

Delivering a positive user experience online through quality content and quality web assets creates a quality outcome for the brand.

 

...Google’s on-going quest appears to be to filter out the attempted nonsense by some marketers so that the user search experience produces valuable results. Poor search marketing and editorial practices are disenfranchised to this objective. Audiences are demanding it.

 

As a marketer, failure to deliver valuable content will ensure that Google and your audience will tune you out or worse, turn you off. Good content delivers a relevant connection that invokes a response through humor, shock, mystery, emotion and/or just plain valuable knowledge. My favorite article on quality content was written by Brad Shore with the Content Marketing Institute. He identifies quality content as being “jargon-free, written in an appropriate voice and style, stimulates a response and is properly structured.”

 

More importantly, he identifies the business value of quality content by emphasizing that it:

- Elevates the brand Increase brand awareness

- Helps generate leads and referrals Increases customer loyalty

- Differentiates your business in a powerful way...

Are you creating content to help your buyers? If not, you need to build a content marketing hub. Here are 8 steps to build a content hub that converts....

 

Before you can begin building your content marketing destination, you need to understand (and be able to articulate) that your role as a B2B Marketer is not to explain to the world what it is that you sell. But to show the world how what you sell helps your buyers. That’s right, B2B Marketing is not about promotion. It is about telling stories. Stories from your customer’s point of view on how what you sell has helped them.

 

In my presentation I present a brief history of how the world has changed for marketers. And yet, stories remain a critical component of marketing. Stories present an opportunity for B2B Marketers to not just meet the needs of our buyers, but to delight them as we enable them during the buying journey.

 

The Content Hub Business Case

The next step is to present your business case. To build a content marketing hub, you need to show how your current content marketing efforts fail to meet the needs of your buyers. A couple of ideas: Search metrics: show how your business is missing out on vital conversations happening in the earliest stages of the buying process. Web analytics: show how most visitors to your site already know who you are. Content analytics: show how the content you create is mostly late stage or isn’t being downloaded by anyone. Calculate the costs of this waste....