Content Marketing – More Than Blogs

Content marketing shares valuable information to your customers and potential customers. It’s main goals include: drive site traffic, obtain brand recognition and get your company viewed as trusted source of industry knowledge, products and services.

Most companies automatically think blogs are the best tool to move their content marketing strategy forward. While it is a great tool, it isn’t the only option.

Nearly 60% of businesses find content marketing challenging.  Here are a few tried and true marketing vehicles to ensure your business is viewed as a thought leader and innovator.

eBooks/White Papers

Establishing your company as an authority in your field is essential. Factual and beneficial information packages offer businesses the opportunity to highlight industry knowledge and specifically how they stand out from the competition.

The white paper has served businesses for years. With the addition of eBook, many businesses find it challenging to know when to offer each of these great content tools.

These vehicles offer customers valuable content and businesses get customer insight. Obtaining customer information with a free download of these packages prove great lead generators for the company while providing quality content to the customer.

It’s not enough to develop these gems. Businesses must promote them through social media, newsletters and of course, the company blog if they want to gain a sizable audience.

Videos

In an age where virtually everyone has a YouTube channel, your content better offer something customers can use.

Live feeds with interviews and product demonstrations allow viewers a glimpse of what makes your company and products unique.

Businesses want the video content to engage customers, but these content pieces must be tracked and align with the overall marketing strategy.

According to the Content Marketing Institute (CMI), the future of video marketing tactics mean businesses must be able to measure the effectiveness and impact those campaigns had on your customers.

Infographics

With all the new media formats available, some businesses may question if the old favorite is still effective.

With nearly 60% of B2B marketing campaigns using infographics in their strategy, it’s safe assume the tried and true tool remains influential.

Consumers are busy. One of the best ways to reach your audience is with visual content.

SMA Marketing’s article on the importance of infographics also states ‘high quality infographics are 30x more likely to be read than text’. Note, high quality – seek professional graphics help or try platforms like Canva to achieve a professional graphic.

A combination of these tools provides a well-rounded content marketing strategy outline for you business. Keep in mind, ideas must convert to sales. Once you know which tools will bring in customers, take the time for research and development, goals and trackers and calendar implementation.

Contact me to discuss how professional copywrting contributes to your content marketing strategy. 

 

Add Holiday Greetings to Your Marketing Campaign

We’re weeks away from mailboxes overflowing with greeting cards.

While we sift through the piles of mail, most of us enjoy opening envelopes filled with messages of good cheer and well wishes for healthy and profitable new year.

We display those cards on the walls or on our reception desks. We invite our employees and visitors to take notice of them in our lobby areas.

But, do we catch the subtle marketing campaign?

Each business that sends out holiday greetings does so with purpose – to share good tidings and to keep their name and contact information in front of clients.

Market Your Business

The Consultant Journal provided a list of reasons businesses take the time to distribute greeting cards.

Tucked between the lines of Season’s Greetings and Thank You for Your Business is a subtle campaign to keep the clients aware of the company’s services. It’s also a tool to reengage with clients we haven’t worked with in awhile.

Like everything else that goes out with your company name on it, make sure your holiday cards are a proper reflection of your services and work.

Ensure your cards send the right message to clients by selecting high-quality products, addressing the cards by hand and personally signing the cards for top clients.

Stand Out in a Digital World

We’re all busy. We squeeze in as much as we can in every eight to ten hours we work daily. We multitask. We skim articles we don’t have time to read.

Sending a seasonal greeting card makes your firm stand out. It’s a physical reminder that someone took the time to select and send the perfect holiday message.

Lush, a boutique card design company, even suggests skipping sending December greeting cards and instead go for Thanksgiving or New Years.

Here’s the thing though – don’t make it a sales pitch!

The message should be sincere and meaningful for the recipient. Don’t spoil it with a hard sell pitch for your company. Keep your message on topic and send the card to the business address only.

Too Late for This Holiday

Developing your holiday card list, selecting a card and having it mailed may be cutting it close this season.

If you’re too late to get in on the holiday cheer with soft-sell marketing campaign to clients and potential clients, consider sending cards at these additional times:

  • New Client Welcome
  • Thank You for Recent Order/Referral
  • Birthday/Work Anniversary

Keep in mind when sending these greetings, these should always include a personalized, handwritten note and signature.

Yet another reason your clients will know, trust and value your service.

The greeting card should definitely be part of your marketing toolbox

A Messy Desk Isn’t Always a Sign of Genius

We’ve all seen the pictures of Albert Einstein sitting a messy desk and equate disorganization as a sign of genius.

Science has shown the correlation to be valid, but a sloppy work space isn’t always well received by customers, coworkers or management.

Work Space Debate

In the  majority of modern offices, private work spaces are few and far between. Coworkers, more often than not, are sharing a desk or table for their 40-hour work week.

For as many people who thrive in chaos, there are the same who require neatness to produce their best work.

Coworkers with sloppy habits can be doing harm by encroaching on shared work space and negatively affecting productivity.

Finding the balance for your business and your employees requires a group effort before important documents or information could be lost in the clutter.

How to Approach Sloppy Employees

Imagine a high-end client coming to your office for the first time. Would you cringe or would your office space be an accurate reflection of how your organization operates?

Dive deeper into CareerTrend tips on approaching employees who need clean up.

  1. Take a helpful approach – offer assistance with organization or time management
  2. Provide Organizational Tools – provide filing supplies or storage space
  3. Issue Corporate Directive – avoid singling any one employee
  4. Be Diligent but Flexible – recognize even the neatest employees may have a disorganized desk every so often

As a business owner or manager, you don’t want to spend time harping on your staff to keep their space clean. However, it is your responsibility to maintain standards and keep productivity on track.

Your Messy Desk Reflects Your Professionalism

Those of us who love working under deadlines, and have a method to our madness for desk organization, can function in the chaos.

On the flip side, it could make others lose confidence in our abilities to perform our jobs well.

One of the most known staffing agencies, Robert Half, offered insight into Office Team’s study about workplace tidiness.

When asked what was most distracting or annoying about employee work space, 54% of managers surveyed stated a messy or disorganized work space while only 10% said the same for a overly neat work space.

Additional stats from the survey by the Adeco group show 42%of Americans have judged a coworker more negatively if his work space is dirty. It’s not clear how many are managers in that number.

Sure, most people don’t swim in paperwork and Post-It Notes. I doubt the majority of workers dust their neatly organized desk weekly. We all work best in a happy medium of these extremes. Just remember, your work area is a reflection of you, your company and how you appear to clients – Keep it decluttered at best.

 

The Secret Weapon in Your Marketing Toolbox

Newsletters aren’t what they used be, and that’s a good thing.

Like many outreach methods, the newsletter evolved in order to survive the digital world.

Where social media allows immediate sharing of information reaching broad audiences, newsletters allow for prolonged exposure to targeted audiences with consistent messaging.

Savvy marketing professionals realize organizations can focus on specific, and useful, information throughout their newsletter campaign.

Share Useful Information with Clients

The key here is USEFUL information. Clients don’t want their inboxes flooded with junk and no marketer wants their hard work shifted to the spam folders.

Include newsletters as part of your direct marketing efforts with target clients through announcements of products, services and even to reinforce brand recognition.

Writing informative and engaging newsletters is an art. Messages for your customer, employees and board of directors are not the same. It’s vital to know your audience and tailor all messaging to be a consistent reflection of your organization.

Gain Contacts and Clients

Become a trusted source of useful information and your organization will see increases in site traffic and a jump in client engagement.

Newsletter readers spend 80% more time on the a company’s site according to content marketing writer, Megan Radogna.

Newsletters offer a vessel for visual content that engages clients with your message without it coming across as a hard sell.

According to imaginepub.com, email marketing is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders.

Internal Newsletters Keep Everyone in the Loop

Be sure this essential tool works for your organization internally as well. The importance of internal communication hasn’t faded.

With 73% of millennials identifying email as their preferred means of business communication, business leaders must utilize the internal newsletter to keep employees and investors abreast of company information.

Managers and business leaders can’t always know if their team is paying attention in a meeting or reading drafted memos. They can, however, check a read receipt for digital newsletters sent via email.

Changes in policy, personnel and even P&L statements can be shared at a glance with a monthly newsletter.

Managers can boost morale with news of employee promotions, sales wins and other good news through an organized format so that everyone remains in the loop.

While the newsletter has it’s place and benefits, it’s role is to be ONE of the tools in your arsenal, not the only one. Much like other platforms, newsletters work best when used in conjunction with other marketing efforts such as blogs, advertising and social media content.