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Creating a Winning Content Marketing Strategy in 2017

Creating a Winning Content Marketing Strategy in 2017

Online vendors take note: Content is key to conversions!

Content marketing is the process of developing and distributing valuable content that establishes a strong brand identity,which ultimately leads to shopping cart conversions. Capturing leads and nurturing them are critical to creating a winning content marketing strategy in 2017.

What is content?

Content can take the form of articles, blogs, infographics, press releases, games, videos, whitepapers, and any other formats of communication that are meant to inform, entertain, or promote your business.

“You want to view the content on your website as a living, breathing entity; the more you feed it the more it will grow,” says Jenna Mollard, Director of Business Development at Rand Marketing. She has managed over 30 employees when handling website design, development, and digital marketing amplification.

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Your articles, blogs, and videos will need to stand out over larger, more entrenched competitors. Here’s how to start strong, right from the beginning.

Sparking a conversation in a noisy room

Take an honest look in the mirror. Ask yourself if you have the type of product, service, or knowledge that can spark a digital conversation. Are web users likely to engage with, comment on, or share your content among their peers? If you do not have the type of product or service that draws a large search volume look to your team and see if you have the resources necessary to change the conversation around what you want to talk about.

History is filled with companies that have made the mundane into the extraordinary. Create exclusivity like Gray Poupon did with their Facebook fans. Create games in order to let users access content, such as Scrabble did with WiFi stops in Europe. Have a sensitive product? Take example from Squatty Potty who managed to sell $3 million just three weeks after airing.

“If you don’t like what’s being said, change the conversation.” -Don Draper

Share now!

When your article solves a real world problem that an individual is seeking relief from, that individual is likely to share their victory on social media, or send the article along to another friend going through the same issue. Keep in mind that every individual wants to be of value to their intimate social circle. Give them this power through content marketing and you will find that higher conversions are only a “Share” button away.

Soft sell > Hard sell

“Most visitors that go to your site are not ready to convert,” says Mollard. In fact, a 2016 DemandGen survey found that 47 percent of B2B buyers consume three to five pieces of content prior to engaging with a salesperson.

The soft sell will have to be used like a boxer uses the jab; it won’t do a lot of damage, but it is a reliable and consistent way to keep the fight going, while staying out of harm’s reach.

The number one mistake sales and marketing teams were making in 2016 was trying to close MQLs (marketing qualified leads) before they were ready. If it takes most buyers three to five visits to your website before they are ready to talk, the worst mistake is to go for the hard sell too soon. This alienates them from your brand, and instead of coming across as a potential partner, the message that you’ll send is that you’re heavy handed and just in it for yourself.

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“You can’t have sales staff immediately go for the jugular,” observes Mollard. You will have to wine and dine your readers through high-value content. By providing value first, then asking for the sale–almost as an afterthought–you are creating exclusivity by providing the reader with enough space. Give them room to roam, browse, and come back for seconds–only then do you go in for the sale.

You will find that slow and steady will win the content marketing race in 2017. Keep your eyes on your analytics, and try to obtain emails and point-of-contact information through a resource center.

Capture leads through a resource center

A resource center will provide your organization with the single most important key to success. A resource center keeps your most valuable content in a crystal vault: the only way inside is by the user providing his contact information. You can build this resource center as a separate webpage on a site, or smaller landing pages that link to exclusive, high-value content. The price of admission will be a name and an e-mail. If you’re feeling confident that your content merits more than this, feel free to ask for other metrics, including a user’s job title, company name, years in the business, and pain-points. Keep in mind that the more information you ask from a user, the higher the bounce rate on the page will be.

How do you create content for a resource center? Simple. Just do what you’re doing with your content creation but better.

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For example, rather than create another bland blog post, consider beefing it up with greater statistics, quotes from thought leaders, current statistics and calling it a white paper.

The difference between a blog post and a white paper is exclusivity. Readers will give out personal information in order to access the latter. This makes the difference between a captured lead and one that leaves your site for good. You want to be intelligent about how you distribute your materials; not all content should be given away for free.

Pro SEO Tip: This resource center should contain keywords your organization is hoping to rank for. Google and Bing’s search algorithms will crawl these sites, giving you prized SEO juice that will aid your other marketing campaigns.

Final thoughts

“Content really is key to conversions,” says Mollard, who is now leading efforts to create a Resource Center on her new clients’ pages. “You want to track your visitors and give them what they are looking for, but you never want to give all away for free. Always keep conversions in mind.”

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As you build out your content strategy for 2017, keep in mind this final piece of advice, straight from the lips of Claude C. Hopkins, the Father of Scientific Advertising:

“[Advertising] is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong” (Source).

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Alex Pop

Senior Content Writer

Creating a Winning Content Marketing Strategy in 2017

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Last Updated on November 19, 2019

Work Smarter, Not Harder: 12 Ways to Work Smart

Work Smarter, Not Harder: 12 Ways to Work Smart

I imagine that like me, you say that you never have enough time and that you just cannot cope with 60 dozen things all at once.

How on earth do you get out of that spiral?

Many people never sit down and look at how to work smarter, rather than harder and even longer hours. But not you, you’re smart enough to try to learn effective ways to work.

So how to work smarter not harder? Here are 12 smart ways you should be following:

1. Improve Your Time Management Skills

Easier said than done? Well, no actually, because there are a few simple rules that can really help you to manage time better.

For example, when setting up a top priority task, you need to switch off the phone and ignore your email first. Then you need to abandon any ideas of multitasking as that will slow you down and ruin your focus.

Finally, set a reasonable deadline and do everything in your power to meet it.

“When you’re born, you’re born with 30,000 days. That’s it. The best strategic planning I can give to you is to think about that.” — Sir Ray Avery

2. Speed up Your Typing and Use Shortcuts

These days we’re all keyboard slaves. So why not speed up your typing and try to get rid of the two finger syndrome. In fact, when you save 21 days per year just by typing fast!

This is exactly what I am doing now, so I cannot honestly say I am practicing what I preach!

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But help is at hand. Try some of these apps and games to help you type fast: 8 Most Effective Games and Apps to Learn to Type Fast

Using shortcuts on the keyboard is another time saver and can speed up your work.

For example, press F2 to rename a selected file, while CTRL + I will put selected text in italics.

There are so many of these. If you make the effort to learn them, they really can be helpful.

3. Learn How to Use Productivity Tools

It is well worth downloading all the useful tools and apps that can highly boost your productivity. Take a look at these 18 Best Time Management Apps and Tools and install whatever fits your needs.

Now that is really a great way of working smarter, not harder.

4. Use Your Phone Wisely

Instead of writing emails, sometimes it’s better to pick up the phone and talk to the person responsible. It saves time, especially for important or urgent discussions.

If that colleague works in the same office, it is even better to go and talk to him or her. It gives you a break, you get some exercise and you actually make human contact which is becoming quite rare in this electronic world.

5. Keep a Tab on Your Tabs

If you are like me, you might well find that you have a ton of tabs open at the top of your browser.

In order to find the one you want, you have to search for them as they are off screen. Having all these tabs open slows down your browser too.

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One solution is to use OneTab which can keep a neat list on the screen of all these tabs when you want to quickly get to one of them or you want to remind yourself which ones you have open.

6. Use a “To Don’t” List

We all know about to do lists and I find that they are generally great. They give me a great sense of achievement as I cross off the tasks done.

But often, I find that we are doing non-essential tasks or ones that can easily be postponed. That is why many people recommend the to don’t list.[1]

Some people prefer to savagely prune the to do list while others prefer to have two separate lists, to do and to don’t. You just have to work out what works best for you when you are trying to save precious time to become more productive.

7. Expect Failure and Fight Paranoia

When failure rears its ugly head, some people get a bit paranoid and fear that this may become a trend.

Projects will go wrong and failure should be expected rather than feared. Learning lessons from failure and analyzing what went wrong is the best way forward.

“Do not be embarrassed by your failures, learn from them and start again.” — Richard Branson

And here you can find 10 Great Lessons Highly Successful People Have Learned From Failure.

8. Be Concise

Rambling on at meetings, in emails and even when introducing yourself to new clients can waste a lot of people’s time.

One way is to practice and sharpen your “elevator speech,”[2] which tells people in 30 seconds or less why they need your skills and how they can benefit from doing business with you.

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Just think of the many situations where this could be useful:

  • Making new contacts
  • Talking about yourself at a job interview
  • Meeting people at conferences or parties
  • Phone calls to new clients

9. Ask the Right Questions

“You can tell whether a man is clever by his answers. You can tell whether a man is wise by his questions.” — Naguib Mahfouz

How do you get feedback? The secret is to ask the right questions at the right time.

When you do this, you are gathering the information you need to help in decision making. This will save you time and you will be able to cut meetings to a minimum.

Forbes magazine reports on research that they carried out on asking the right questions.[3] When that happens, the positive effects are increased by 400%. There are also other benefits in staff motivation and a positive impact on the company’s bottom line.

Lifehack’s CEO Leon has shared about how to ask for feedback to learn faster: How to Learn Quickly And Master Any Skill You Want

10. Learn as Much as You Can

You should always be on a steep learning curve. Look at your skills profile and determine where you need to fill a gap. Talk to important connections and network in your niche.

Keep up to date on trends and developments. It is a fact-changing world. When an opportunity arises, you will be the best equipped to seize it because you have never stopped learning. Just another way of working smarter.

“Live as if you were to die tomorrow. Learn as if you were to live forever.” — Mahatma Gandhi

11. Look After Your Greatest Resource

No, your greatest resource is not time. It is YOU.

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If you do not get enough sleep, exercise and relaxation, you find that you become less and less productive. You begin to work longer and longer hours, which is the exact opposite of what you want.

What you should be doing is making sure you are in the best shape. It is useful to remember that you need a break of 15 minutes after every one and a half hours of work.[4]

Taking breaks and getting fresh air and exercise is one of the best ways of working smarter, not harder.

12. Don’t Fall into the Trap of Working Smarter and Harder

As a society, we are obsessed with doing everything smarter so we are more efficient and we save time all around.[5]

But the most important thing to remember is to accept when we are ready to switch off that computer and not fill up the time with even more work!

The Bottom Line

The key to greater productivity is to work smarter, not harder. Working smarter saves precious time and energy for the things that really matter — your life goals, your personal growth, your health and your relationships.

Stop working for more hours and start working smarter!

More About Working Smart

Featured photo credit: Unsplash via unsplash.com

Reference

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