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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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Published on January 7, 2021

How To Train Yourself When You Lack Attention To Details

How To Train Yourself When You Lack Attention To Details

Some people see the trees for the forest, and some see only the forest, meaning they lack strong attention to detail. But even if you’re one of the people who take a macro rather than a micro view, true professionalism requires balancing both.

If focusing on the fine points is not your forte, you will benefit from training yourself to pay attention to details. You will profit by saving yourself time, effort, money, and credibility.

Why Training Yourself in Attention to Details Pays Off

You add value to your organization when you make the effort to ensure that you performed your work thoroughly and effectively. This is why job postings often list “attention to details” among the required skills.

When you present your supervisor or client with well-completed, high-quality work the first time, it maximizes your value and minimizes wasted time. Detail-oriented people are also more adept at catching mistakes that could lead to costly blunders.

Moreover, attention to detail is an indicator of possessing other in-demand employee qualities, such as organization, thoroughness, and focus. In some professions, such as accounting, engineering, medical research, and more, you can only excel if you have trained yourself to pay attention to details.

In other professions, possessing strong attention to detail is the very quality that will get you promoted to a position where you will be asked to consider the big picture.

Finally, if you are the “go-to” details person, everyone else on the team can relax a bit. They know the project is in good hands and will likely throw you more projects as a reward. This will ultimately lead to your advancement.

3 Important Aspects of Becoming More Detail-Oriented

Here are the 3 important things you need to learn if you want to remedy your lack of attention to detail:

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  1. Respect deadlines
  2. Understand the work-flow plan
  3. Build in time to mess up

1. Respect Deadlines

Deadlines lend all projects a finish line. One smart idea is to take the given deadline and work backward from it, calculating when your piece of the project is due. Then, if you stick to the proscribed schedule for completing the mini-projects that you have, you will never miss a deadline.

One important note on this: It is smarter to stick to the deadline and turn in work that merits a “B+” than to blow the deadline with “A” work. Chances are, through revision and suggested changes from others on the team, you can bring up your B+ work to an A later. But if you disregard deadlines, you will lose the respect of your boss and fellow teammates.

2. Understand the Work-Flow Plan

Your team is developing work in conjunction with other teams who have projects and deadlines of their own. When you grasp the whole work-flow plan, you may be able to either add insight to the greater project or to your own smaller piece of it that others at the firm will consider valuable.

3. Build in Time to Mess Up

You can expect that “what can go wrong will go wrong.” Don’t overpromise on deadlines. Something likely will mess up, but when it does if you built in the time to fix it, those around you won’t freak out.

Chances are, you already give your attention to several details. Take heart. You can do this! You can overcome your lack of attention to detail and become more detail-oriented.

For starters, consider this: Most people take the time and put in extra effort into the activities or undertakings that matter to them most. Training yourself to become more detail-oriented can mean adopting a similar pattern of behavior.

Apply the same attention you give to your appearance. Are you a meticulous dresser? Do you pay attention to how you pair patterns and colors, and how you accessorize a particular outfit?

This is the same system to use when you lack attention to detail with your work. Give every item careful consideration so that each one contributes to the perfectly pieced-together whole.

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Assemble the ingredients the way you do when you cook. Cooking and baking from scratch require close attention to details as you measure and add each ingredient in sequence, and you time everything so that the meal comes together at the same time.

Similarly, your work product requires you to gauge whether all the ingredients have been added and that your final product is delivered on time.

Organize your business network like you do your social contacts. If you follow a broad base of friends and acquaintances on social media, you can apply similar skills to stay up-to-date on details associated with business acquaintances.

When you meet somebody who could be influential to your career or a resource for improving your skills, follow that person on social media. Respond to their posts to keep the lines of communication flowing.

12 Tips to Help You if You Lack Attention to Detail

Teaching yourself to take note of important details involves sharpening your perceptions and thinking ahead. The following tips will help you adopt these practices. Master these habits when training yourself to become detail-oriented.

1. Learn to Listen Well

You will pick up relevant information and needed nuance when you apply the skills of active listening. In conversations, train yourself to make eye contact, give your undivided attention to the speaker, and ask pertinent follow-up questions.

Training yourself to pay better attention to details in conversations includes learning to fully concentrate on what others have to say. If you find it hard, there’s no harm in taking notes on what they say.

2. Pay Attention to Social Cues

Make a point of noticing body language and facial expressions that provide insights into how others perceive a situation. Social cues offer details that give you an understanding of how words and actions impact others. The infamous character Michael Scott of the television show “The Office” epitomizes the consequences of not paying attention to others’ body language.[1]

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3. Follow Rules

Rules and protocols usually come about from lessons learned and are put in place to avoid further mishaps—whether from a safety or efficiency standpoint. If you’re given step-by-step procedures to follow, check them off as you go. Also, return to the rules at the project’s end just to make sure you adhered to them all.

4. Take Notes

Note-taking is a way to boost your retention and gives you something to refer back to when you need to keep track of pertinent details. You will also heighten your focus as you listen for relevant information. Review your notes shortly after the meeting or conversation and highlight the content that you intend to apply.

5. Prioritize What Needs Your Attention Now

When you have a full slate of work that demands your attention, take a few moments to sort assignments from most to least urgent. Keep a calendar, spreadsheet, or project planning software up-to-date with schedules and deadlines to help you stay organized.

As you tackle each urgent assignment, give it your full attention so no details are missed. Give yourself ample time—especially if you tend to be someone who waits until the last minute—as rushing can make you overlook important details.

6. Have a Detail-Oriented Assistant Check Your Work

If you lack attention to detail, then it makes sense to seek help from someone detail-oriented. If you have this option, take advantage of it. Two sets of eyes are better than one. Just be sure to credit your assistant for their help once the project is completed.

7. Learn the Rules of Writing Well

English is a difficult language, and grammar, punctuation, and spelling can all sabotage you unless you pay attention to detail. When in doubt, look it up. Free to use website services such as Grammarly can help.

8. Proofread Before You Hit Send

Nothing is perfect in its first draft. If you lack attention to detail, then put in the extra effort before submitting things. Before you send off any written work, check carefully not only for misspellings and incomplete sentences but also for improper tone, inappropriate colloquialisms, and inconsistent formatting. When your written communications are error-free, they will have their intended impact.

9. Minimize Distractions

It is impossible to stay focused when colleagues carry on conversations nearby or your mobile notifications ding you throughout the day. Do your best to limit distractions.

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If you are working where there is a lot of noise or side activity, try wearing noise-canceling headphones or seeking out a quiet corner. Disable your notifications when you need to focus, and resolve to only check them after you have completed your assignment.

10. Take Breaks

It may sound counter-intuitive to stop and take a walk, but it’s necessary. Walk away from the screen. Moving from one task to the next across the span of your workday is a recipe for brain fatigue. Give your brain a recess time when you come to a natural stopping place or after you complete one project and before you start the next. These short pauses are necessary for sorting through all the details needed for coming up with successful solutions.

11. Make Time for Reflection

At the end of a workday, take a few minutes to go over the day’s events in your mind. What was said or relayed in conversations? What is the status of the projects you worked on? What else occurred that you should pay attention to? Could there have been any details you might have missed that you should address tomorrow?

12. Keep a Detailed To-Do List

This simple organizational tool is your best ally for getting your work done on time and for paying attention to the details. If you are pressed for time (and who isn’t?), write your list to coordinate with dayparts.

Allot a certain number of hours to complete each task, do it, and then check it off. Nothing feels more rewarding than completing all the tasks on your list. But if you can’t finish them, then carry them over to the following day.

Final Thoughts

Details may seem small, but they can become a lot larger when they are overlooked. If you know you lack attention to detail, commit to training yourself to embrace the many facets that can help you consistently excel in the tasks you set out to accomplish.

When you begin to catch your mistakes in advance or apply the tidbits of information you gathered from paying close attention, you will know that you have trained yourself in the fundamentals of becoming detail-oriented. After that, you should start hearing the phrase “Great job!” more often.

More Tips on Boosting Your Attention to Detail

Featured photo credit: Cristina Gottardi via unsplash.com

Reference

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