Use this infographic to guide development of your marketing stories. Create more engaging stories, generate better results.
You have completed your persona research. Now you have a full understanding of your target market and the questions they ask related to your product category.
Now what? It’s time to create a content map.
A content map is a list of the questions that your prospects ask during their buying journey mapped to content topics that provide the answers. It ensures that you create content that’s useful to your target audience.
Use the content map template below as a guide to create your own. [Read more…]
According to Quote Investigator, a woodsman was once asked, “What would you do if you had just five minutes to chop down a tree?” He answered, “I would spend the first two and a half minutes sharpening my axe.”
The moral of the story is, preparation is the key to success.
Sometimes, however, we gloss over the groundwork as we rush to grow our businesses. This frequently happens in content marketing. A 2014 study by ITSMA reports that only 44% of B2B are currently using personas—vivid descriptions of their buyers’ motivations, buying cycles and decision-making criteria.
Those who are using personas to guide their content creation experience:
- More and higher quality leads
- Higher conversion rates
- Shorter sales cycles
So, what are the other 56% doing? [Read more…]
A potato chip. A jet engine.
While it’s competitive and costly to market potato chips, most marketers would agree that it’s far less complicated than marketing a jet engine. Why?
The key to potato chip marketing is massive exposure. So you could, perhaps, use good old-fashioned TV advertising to create awareness and convince customers to buy. But you don’t have to worry much about educating the consumer. Some may skim through the nutritional information. Most consumers, however, in potato chip buying mode are likely laser-focused on treating their taste buds to a flavor-rich wake up call. They buy a bag, rip it open, munch on some chips, and if all goes well, get hooked and buy again.
On the other hand, whether it’s a jet engine, information technology solution, professional service, 3D laser scanner or some other business to business (B2B) product or service, marketing B2B is a labyrinth of challenges.
Luckily, for B2B marketers today, content marketing is form-fitted to solve B2B marketing problems. [Read more…]
by Jake Magleby
Site traffic is the gold of the Internet. Without it, no matter how great your blog’s content or design, your site will sit unappreciated and unseen. Don’t let your hard work go to waste. Whether you are a new blogger or a veteran webmaster, you can learn the keys to driving great traffic to your website. Here are several factors that can ruin your blog’s traffic, and how you can turn it around.
1. Ineffective Post Titles
The titles of your posts are critical to getting people to read your content. Your title is the hook that draws the reader in and gets them to click your link. If your title is vague, general, irrelevant, or boring, you will lose traffic—even if the content itself is amazing. This is why it is so important to take time to craft an effective and catchy title. Don’t spend all your time writing a high-quality post only to create a lazy title at the last minute.
The best titles are specific, unique, urgent, arouse curiosity, and provide value to the reader. A good rule of thumb is: If the reader has to see the content to understand the title, the title is ineffective. You should also be wary of using clever or cute titles. Though they are fun, they are often hard to optimize and are less specific and informative. Since your titles will be seen in the search results and feed readers, you need to make them grab your reader right away, without getting bogged down in vague, clever quips. [Read more…]
For its 15th birthday Google gave itself a present — a brand new search engine algorithm. On September 27, 2013 Google announced the new Hummingbird algorithm. This update caught many people off guard, although Google had already been using the new algorithm for about a month by the time of the announcement.
Hummingbird was a subtle change for those less familiar with the intricate workings of Google. But for site moderators, the change meant a lot. [Read more…]
When I mention that I’ve been guest blogging for some of my clients, I sometimes get a blank stare from business associates. This tells me that while guest blogging is a hot topic in the internet and content marketing community, many business people are unaware of its potential.
Here are six reasons why you should be guest blogging. [Read more…]
Websites are more important than ever. Is yours doing its job?
Your prospects carry your website in their pocket or their purse. They can look at it in the grocery line, on the sidelines of a baseball field, while on a train, waiting for a doctor, or lying in bed. Your website now has the ability to interact with the people you want to reach any time of day or night, almost anyplace they are.
Can you say the same for a brochure? An ad? A radio spot?
That’s why I like to say your website should be the center of your marketing universe. It’s an essential — and always-accessible — hub that allows prospects to get to know what you offer, and what makes your company unique. [Read more…]
If your website copywriting was as engaging as Warren Buffett’s communications, do you think your website’s visitors might hang out longer on your website? What are his communication secrets? How can you steep your website copywriting in them and make it more magnetic?
To find out, read on. [Read more…]