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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 October 13, 2020

How to Get Promoted When You Feel Stuck in Your Current Position

How to Get Promoted When You Feel Stuck in Your Current Position

Have you been stuck in the same position for too long and don’t really know how to get promoted and advance your career?

Feeling stuck could be caused by a variety of things:

  • Taking a job for the money
  • Staying with an employer that no longer aligns with your values
  • Realizing that you landed yourself in the wrong career
  • Not feeling valued or feeling underutilized
  • Taking a position without a full understanding of the role

There are many other reasons why you may be feeling this way, but let’s focus instead on learning what to do now in order to get unstuck and get promoted

One of the best ways to get promoted is by showing how you add value to your organization. Did you make money, save money, improve a process, or do some other amazing thing? How else might you demonstrate added value?

Let’s dive right in to how to get promoted when you feel stuck in your current position.

1. Be a Mentor

When I supervised students, I used to warm them — tongue in cheek, of course — about getting really good at their job.

“Be careful not to get too good at this, or you’ll never get to do anything else.”

This was my way of pestering them to take on additional challenges or think outside the box, but there is definitely some truth in doing something so well that your manager doesn’t trust anyone else to do it.

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This can get you stuck.

Jo Miller of Be Leaderly shares this insight on when your boss thinks you’re too valuable in your current job:

“Think back to a time when you really enjoyed your current role…You became known for doing your job so well that you built up some strong ‘personal brand’ equity, and people know you as the go-to-person for this particular job. That’s what we call ‘a good problem to have’: you did a really good job of building a positive perception about your suitability for the role, but you may have done ‘too’ good of a job!”[1]

With this in mind, how do you prove to your employer that you can add value by being promoted?

From Miller’s insight, she talks about building your personal brand and becoming known for doing a particular job well. So how can you link that work with a position or project that will earn you a promotion?

Consider leveraging your strengths and skills.

Let’s say that the project you do so well is hiring and training new entry-level employees. You have to post the job listing, read and review resumes, schedule interviews, make hiring decisions, and create the training schedules. These tasks require skills such as employee relations, onboarding, human resources software, performance management, teamwork, collaboration, customer service, and project management. That’s a serious amount of skills!

Are there any team members who can perform these skills? Try delegating and training some of your staff or colleagues to learn your job. There are a number of reasons why this is a good idea:

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  1. Cross-training helps in any situation in the event that there’s an extended illness and the main performer of a certain task is out for a while.
  2. As a mentor to a supervisee or colleague, you empower them to increase their job skills.
  3. You are already beginning to demonstrate that added value to your employer by encouraging your team or peers to learn your job and creating team players.

Now that you’ve trained others to do that work for which you have been so valued, you can see about re-requesting that promotion. Explain how you have saved the company money, encouraged employees to increase their skills, or reinvented that project of yours.

2. Work on Your Mindset

Another reason you may feel stuck in a position is explained through this quote:

“If you feel stuck at a job you used to love, it’s normally you—not the job—who needs to change. The position you got hired for is probably the exact same one you have now. But if you start to dread the work routine, you’re going to focus on the negatives.”[2]

In this situation, you should pursue a conversation with your supervisor and share your thoughts and feelings to help you learn how to get promoted. You can probably get some advice on how to rediscover the aspects of that job you enjoyed, and negotiate either some additional duties or a chance to move up.

Don’t express frustration. Express a desire for more.

Present your case and show your boss or supervisor that you want to be challenged, and you want to move up. You want more responsibility in order to continue moving the company forward. Focus on how you can do that with the skills you have and the positive mindset you’ve cultivated.

3. Improve Your Soft Skills

When was the last time you put focus and effort into upping your game with those soft skills? I’m talking about those seemingly intangible things that make you the experienced professional in your specific job skills[3].

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Use soft skills when learning how to get promoted.

    According to research, improving soft skills can boost productivity and retention 12 percent and deliver a 250 percent return on investment based on higher productivity and retention[4]. Those are only some of the benefits for both you and your employer when you want to learn how to get promoted.

    You can hone these skills and increase your chances of promotion into a leadership role by taking courses or seminars.

    Furthermore, you don’t necessarily need to request funding from your supervisor. There are dozens of online courses being presented by entrepreneurs and authors about these very subjects. Udemy and Creative Live both feature online courses at very reasonable prices. And some come with completion certificates for your portfolio!

    Another way to improve your soft skills is by connecting with an employee at your organization who has a position similar to the one you want.

    Express your desire to move up in the organization, and ask to shadow that person or see if you can sit in on some of their meetings. Offer to take that individual out for coffee and ask what their secret is! Take copious notes, and then immerse yourself in the learning.

    The key here is not to copy your new mentor. Rather, you want to observe, learn, and then adapt according to your strengths.

    4. Develop Your Strategy

    Do you even know specifically why you want to learn how to get promoted? Do you see a future at this company? Do you have a one-year, five-year, or ten-year plan for your career path? How often do you consider your “why” and insure that it aligns with your “what”?

    Sit down and make an old-fashioned pro and con list.

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    Write down every positive aspect of your current job and then every negative one. Which list is longer? Are there any themes present?

    Look at your lists and choose the most exciting pros and the most frustrating cons. Do those two pros make the cons worth it? If you can’t answer that question with a “yes,” then getting promoted at your current organization may not be what you really want[5].

    The two most important days in your life are the day you are born and the day you find out why. —Mark Twain

    Here are some questions to ask yourself:

    • Why do you do what you do?
    • What thrills you about your current job role or career?
    • What does a great day look like?
    • What does success look and feel like beyond the paycheck?
    • How do you want to feel about your impact on the world when you retire?

    Define success to get promoted

      These questions would be great to reflect on in a journal or with your supervisor in your next one-on-one meeting. Or, bring it up with one of your work friends over coffee.

      Final Thoughts

      After considering all of these points and doing your best to learn how to get promoted, what you might find is that being stuck is your choice. Then, you can set yourself on the path of moving up where you are, or moving on to something different.

      Because sometimes the real promotion is finding your life’s purpose.

      More Tips on How to Get Promoted

      Featured photo credit: Razvan Chisu via unsplash.com

      Reference

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