If you believe that content creation and content marketing are the same thing, you are making a common, but costly, mistake. While content creation is an important part of content marketing, it is still just one part of the content marketing equation.
A great content writer is a wonderful asset. However, no matter how well your content is written, if it does not speak to your target audience, it won’t matter. Further, if it isn’t distributed properly, your target audience won’t be able to find it.
One of the biggest mistakes you can make as a content marketer is to expect your content to magically produce results without an overall content marketing strategy. Since great content can’t be created in a vacuum, here are some things you need to consider:
- What do you want to achieve with your content?
- How will you measure whether or not you have achieved that goal?
- Who is your target audience?
- What type of content is your target audience most likely to respond to?
- What are the most effective ways to distribute your content so that your target audience will see it?
If your content marketing strategy is not working the way you had hoped then you will have to consider all of these things again. Sometimes you will only need to tweak one or two things. In other cases, you will have to completely overhaul your content marketing strategy.
By the same token, even if your content marketing strategy is right on target, that strategy will fall flat if your content is subpar. Your content must draw the reader in and make them want to learn more.
If you are unsure exactly what constitutes outstanding content, whether it be blogs, podcasts, video or any other type of content, here are the most important qualities of outstanding content:
- It connects, educates and inspires its audience
- It uses thought-provoking headlines, striking photos and/or interesting graphics to grab attention
- It is original
- It is consistent with your brand
Useful, original and well-crafted content is essential to your content marketing strategy. Equally important, however, is knowing how to get that content noticed by the people you want to see it, namely new business leads!
Content Creation vs. Content Marketing
Content MarketingIf you believe that content creation and content marketing are the same thing, you are making a common, but costly, mistake. While content creation is an important part of content marketing, it is still just one part of the content marketing equation.
A great content writer is a wonderful asset. However, no matter how well your content is written, if it does not speak to your target audience, it won’t matter. Further, if it isn’t distributed properly, your target audience won’t be able to find it.
One of the biggest mistakes you can make as a content marketer is to expect your content to magically produce results without an overall content marketing strategy. Since great content can’t be created in a vacuum, here are some things you need to consider:
If your content marketing strategy is not working the way you had hoped then you will have to consider all of these things again. Sometimes you will only need to tweak one or two things. In other cases, you will have to completely overhaul your content marketing strategy.
By the same token, even if your content marketing strategy is right on target, that strategy will fall flat if your content is subpar. Your content must draw the reader in and make them want to learn more.
If you are unsure exactly what constitutes outstanding content, whether it be blogs, podcasts, video or any other type of content, here are the most important qualities of outstanding content:
Useful, original and well-crafted content is essential to your content marketing strategy. Equally important, however, is knowing how to get that content noticed by the people you want to see it, namely new business leads!
Happy Employees, Healthy Profits
BusinessIf you are a business owner in the unenviable position of dealing with unhappy customers you are likely working hard to find out why your customers feeling are this way. One place you might not be looking to as the source of your customer satisfaction issues—but should be—is the happiness level of your employees.
According to several studies, businesses whose employees are happy, motivated and engaged have almost twice the amount of revenues as those whose employees are unhappy, unmotivated and disengaged. It is not hard to understand why. After all, when was the last time you were motivated to do business with someone who seemed miserable?
So how can you make sure that your employees are happy and engaged? Many business owners believe higher salaries and better benefits will do the trick, but this is rarely the case. Instead, making sure employees understand the important role they play in customer satisfaction is often the key.
The happiest employees know their customers well because they have a great deal of information about their customers. This helps them to better understand their customers and feel more in control. They also are able to better relate to them. It makes sense. Helping someone you feel as if you know is much more satisfying than trying to please someone you know almost nothing about.
It is also important that specific customers are always directed to the employees that specialize in what these customers need and have a specific knowledge of the products and services they require. This allows employees to better do their job which leads to a satisfied customer. And satisfied customers are more likely to provide positive feedback. Positive feedback is a great motivator so employees who receive such feedback will work even harder. When this cycle continues to repeat itself, everyone wins—the customer, the employee and the business owner.
If you still aren’t convinced that happy employees are the key to increased profits, consider this: Profits at companies that were recognized by Forbes Magazine in 2014 as one of the top 100 companies to work for saw an increase in profits of over 22 percent from 2014 to 2015.
Investing in the happiness of your employees can send your employees’ spirits—and your revenues—through the roof. And that gives everyone something to smile about!
Mobile Advertising Critical to Connecting with Customers
BusinessMobile advertising allows businesses to connect with their customers anywhere and anytime. Despite this fact, many businesses have yet to capitalize on this booming trend.
While most businesses have made their websites mobile friendly, many have yet to make the leap into mobile advertising. This is unfortunate since mobile ads make connecting with customers and prospects fast, simple and effective.
Recent marketing studies show that 70 percent of consumers will contact a business after conducting a mobile search. A study by Google also shows that more than 80 percent of smartphone users will check competitor prices before making an in-store purchase.
To illustrate how far mobile advertising has come, consider that many brick-and-mortar stores are now incorporating mobile services into their physical stores. For example, interior GPS tracking allows retailers to offer promotions and information based on what aisle an individual is walking through at any given time.
If you are taking a wait-and-see approach to mobile advertising, don’t! Experts say that the use of mobile advertising is skyrocketing and will continue to explode in the very near future.
If you have yet to formulate a mobile marketing strategy, fear not. Listed below are some of the most essential mobile marketing techniques that you need to implement as soon as possible. By doing so you will be able to grab the attention of current and prospective customers wherever they may be!
Implementing a successful mobile advertising and marketing strategy that evolves with your customers can be challenging but the payoff is huge. Likewise, failing to implement a mobile strategy can have equally devastating consequences for your business.
The Benefits of Multi-Touch Marketing
UncategorizedIf you are overwhelmed at the idea of multi-touch marketing you are not alone. Many business owners are reluctant to embark on this type of marketing campaign. This is unfortunate since multi-touch marketing is easier than you may think. It also is a great way to reach out to prospects and convert sales leads.
With all of the different forms of marketing available today, connecting with customers and prospects has never been easier. Despite this, many business owners are understandably frustrated when they reach out to customers only to receive less than desired results. So how can these results be improved? The answer is multi-touch marketing.
No single marketing technique is 100 percent effective for every prospect. That’s why it is so important to use a combined approach that includes things like direct mail, social media, content marketing, email marketing, and even cold calling.
Research tells us that, on average, it can take eight touches before you start a substantial conversation with a prospect. Multi-touch marketing allows you to get to this point faster and more effectively. In addition to improving a marketing campaign’s performance, multi-touch marketing also allows you to better anticipate your marketing costs; speed up the sales cycle; and streamline your marketing strategy.
When embarking on a multi-touch marketing campaign, it is important to keep the following in mind:
Marketing campaigns that combine elements such as inspiring online content, powerful emails, thought-provoking blogs, social media, and direct mail inevitably involve a greater investment of time and resources. However, it is well worth the effort. These marketing campaigns are also a far better investment than single-touch campaigns because they allow you to better connect with prospects and increase sales.
Emotional Intelligence and Authenticity the Keys to Succeeding at Work
Business, MarketingOne of the factors critical to your success in the workplace is your emotional intelligence (EQ). Researchers have found that people with high EQ perform better and make more money than those with low EQ.
EQ is defined, in part, as the ability to recognize, understand and influence the emotions of others. In order to reap the benefits of a high EQ, however, you must be genuine, as well. In fact, as Travis Bradberry writes in his article, 12 Habits of Genuine People, EQ on its own won’t do anything at all when it comes to your job performance.
The article cites a recent study from the Foster School of Business at the University of Washington that found people are skeptical of EQ unless the person with EQ is authentic, as well. When it comes to farmers and ranchers, this is particularly true.
Farmers and ranchers have little time for slick salespeople who aren’t genuinely interested in what they need to succeed. While Bradberry’s article doesn’t touch on the Ag industry specifically, it is an important reminder for those who work in that industry.
It’s not enough to just go through the motions, trying to demonstrate qualities that are associated with emotional intelligence. You have to be genuine.
It is easy to see why farmers and ranchers are attracted to salespeople who have a high EQ but are also genuine.
Genuine people know who they are. They are confident enough to be comfortable in their own skin. They are firmly grounded in reality, and they’re truly present in each moment because they’re not trying to figure out someone else’s agenda or worrying about their own.
Bradberry lists the 12 habits of genuine people, including they treat everyone with respect; they are trustworthy; they aren’t driven by ego; and they aren’t hypocrites. If you want to be the best marketer or salesperson you can be, you would be well to develop these habits. Whether you are selling irrigation systems or electronics, without these habits it is unlikely that you will be successful doing it.