I’ve said it once, I’ll say it again….and again, and again… You have to have a blog if you want to be effective in Content Marketing. There are so many reasons to have one it just doesn’t make sense to skip this important piece of a marketing strategy. For one, it builds trust. 81% of U.S. online consumers trust information and advice from blogs. It shows you are an expert and a leader in your industry.It also generates leads, which really is why you are marketing right? A small business that blogs gets 126% more lead growth than a small business that does not blog. Once you write 21-54 blog posts, blog traffic generation increases by up to 30%. Not to mention one blog post can generate a ton of other content that is meant to drive traffic straight to you. So why aren’t you blogging? Oh, right, it’s intimidating….fair point. Here are 4 infographics to help. The first is the step by step guide to getting your first blog off and running. The other three are daily, weekly, and monthly checklists for running a blog. Not all the items will be relevant to you but it at least gives a full view of what’s possible. Now get out there and BLOG!
We are almost through the first quarter of 2020 so you should have enough information to know if you are on track for hitting your goals this year. If Content Marketing is still in your strategy (and it should be) then take a look at this infographic for a little help.
Remember, one long-form blog post can generate 7 different pieces of content so it is an efficient use of time. Longer blogs also convert better and give your potential clients the reassurance that you are the authority in your field they want to work with. Aim for a couple long-form blog posts a month for maximum impact (or more if you can afford it).
If you need help formulating your Content Marketing strategy feel free to reach out.
Content Marketing has been around a long time, at least 280 years when Ben Franklin published Poor Richard’s Almanack to promote his printing business. It makes sense that it shifts over time and with changing economics. Let’s take a look at the new trends and what they mean for your Content Marketing Campaign.
Not Just Words
Not everyone wants their content delivered by a blog post. An increasingly diversified audience means an increasingly diversified delivery. Don’t abandon your blog as it is still the core of your campaign but you need to diversify. One solidly written blog post can produce a lot of other content. For example, infographics, videos, podcasts, quote blocks, tweets, and graphics can all come from the content you have already written. Don’t send it all out at once but dole it out as your content schedule dictates. Use complimentary topics from past blogs to fill out your content offerings. You need to find what your audience wants and deliver it.
Mobile is King
Every piece of content you produce needs to be mobile capable and hopefully specifically formatted for mobile viewing. I have talked about this before, that there is a great shift in viewing habits so you are losing viewers if your content isn’t mobile capable. Smaller picture size, mobile video, and mobile-friendly websites should be in your mind as you prepare your content. This is where trends are taking us, mobile is king.
Giving to charities and environmental causes is no longer an effective way to demonstrate corporate stewardship. Consumers now see it as a desperate plea for attention and not a demonstration of corporate values. Use video and social media posts to show them the inside of your company and the culture. This makes the donations and dedication to a cause genuine and not just a ploy. You can’t fake sincerity, it has to be real.
Live Video Takes Off
A study conducted by Livestream found that 80% of respondents said they would rather tune into a live video than read a blog post and 82% were more interested in watching live video from a brand than reading social media posts. It’s gaining traction and those who aren’t prepared to go live could be left behind. Live video shows off your brand and your company personality. It’s authentic and real which is what consumers are looking for.
A study by SmartBrief found that 74% of B2B buyers consider original research to be influential in the buying process yet only 34% of marketers are using it. Use your own research to answer questions your audience has with research no one else does. As business owners, every day is market research if we just collect the data and analyze it. Keep track of your metrics. Think of things your customers may want to know and use that for a research study. Create a Whitepaper with your findings to help drive traffic to your products.
Quantity Over Quality
It sounds counter-intuitive but CMI found 75% of the most successful B2B marketers always or frequently deliver content consistently compared to 59% of the overall sample. This means you should post frequently for your clients without worrying if you got it perfect. A good post today is worth more than a perfect post tomorrow. Your customers will decide what is good and what wasn’t. Don’t produce total junk, but don’t worry so much about perfection, just post!
I have heard over and over that content marketing is dead. It seems some businesses have the latest and greatest thing that makes content marketing obsolete but nobody remembered to tell content marketing that. In 2018 content marketing is coming on even stronger with more businesses making it a part of their marketing strategy and I suggest you join them. There are few marketing platforms where you can get so much mileage out of your time and money. One long-form blog post can provide content for a week including smaller blog posts, videos, infographics and social media posts. It’s also still very effective. Content Marketing Institute found that 77% of businesses who engage in content marketing find it at least moderately successful and 91% plan to start or continue. The keys are to have a strong voice and give valuable information as part of your strategy. Here is a quick infographic to explain more.
Content marketing is still a hot trend even in 2017. Why? For starters, content marketing leaders experience 7.8 times more site traffic than non-leaders. It drives engagement, traffic, brand awareness and sets you up as an industry expert. What’s not to like? Oh, yeah, the massive amounts of information required to maintain a Content Marketing Campaign. Of course, once you know all the tricks it really isn’t that hard. Talk to your coach and see if they can set you up on a Content Marketing program to ease your mind.
The last in the series guiding you through the daily, weekly and monthly life of a blogger. There is more to it but these three guides should give you a good start and serve to steer you in the right direction. Whether you blog as part of a Content Marketing plan, part of an affiliate program, to earn extra income or just because you like it, make sure you have some fun while you plug away at that keyboard.
Keeping your blogging consistent helps build readership. If you are dedicated to keeping up your blog you need to make sure these tasks are completed on a weekly basis. Some of them might not be relevant to you yet but it’s good to review them and keep them in mind.
Over the next 3 days I will put out checklists for daily, weekly and monthly things you should be doing for you blog. Of course, if your business doesn’t rely on your blog you can ignore them, but most content marketing strategies hinge on your blog being successful.
The key to any Content Marketing effort is your blog. Some people haven’t even started one so this week we will get them going and hopefully give some great tips for the rest of you. Welcome to blogging week.
There are tons of tools out there for you as a small business owner to market your business without spending money. The one thing you need to remember is that this is usually a trade off for time. The less money you spend typically results in more time spent so make sure to use a cost/benefit analysis before you decide it’s cheaper to do it all yourself. That being said, here are some tips to market your small business without spending money.
No matter what business you are in you should always be building your email marketing list. Email marketing has one of the Highest ROI and conversion rates so it is essential to small business. Use a free service to start and upgrade when the email list becomes profitable.
Blogging is the cornerstone of Content Marketing. There are many blogging sites you can use for free. Create your own unique content and publish it yourself and you won’t have to spend a dime.
Use social media platforms to reach your potential audience. Make sure to use only the Social Media channels that make sense for your business and the ones your target audience uses. Don’t waste time on Social Media Channels that don’t make sense. Here is a quick Guide for where your efforts should be.
- Facebook – Best for B2C Products
- Twitter – Good for B2B
- Instagram – Great for visual products
- Google+ – If your customers prefer this platform
- LinkedIn – Excellent for B2B
- Pinterest – Another fantastic option for highly visual products and services
- Tumblr – Short attention span theater
- Flickr – Another visual option
- Quora – Great for finding B2B leads and establishing thought leadership
- Meetup.com – Use this for local marketing
The number one way to get the word out about your business is Networking. It reaches fewer people but has the potential to create a richer client list. People buy from people they trust. Networking builds trust.