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3 of Our Favourite Aussie CEO Pulse Writers and Why We Like Them

3 of Our Favourite Aussie CEO Pulse Writers and Why We Like Them

Would you like to create the kind of content that draws in a crowd, generates engagement and results in new connections and opportunities? Of course you would! But how do you go about it? When you want to be a champion, one of the best things to do is to look to the real champions, and check out what they do and how they do it. Naturally you don’t want to plagiarise, but imitation is the greatest form of flattery after all, and there’s nothing wrong with picking up a few tips from the high flyers! CEOs who pull this off really well often have these things in common: They courageously tell it like it is – or at least how they see it. They use descriptive language to tell stories that people can relate to. They are generous in sharing their thoughts, ideas and experiences without asking for anything in return. They bring their personality with them so that you get a glimpse of it through their posts. To demonstrate, let’s turn to LinkedIn Pulse and look at three very different business owners who do this well, each in their own way – Mark Bouris, Moby Siddique, and Thang Ngo. Before we dive in, let me point out that Moby and Thang don’t yet have massive followings on Pulse, but they’re on the way with over 1200 and 1700 followers respectively, and if they continue to publish content with heart, (and in Moby’s case a little more often!) their followings are likely to grow substantially. As you might expect, with the advantage of being well known, Mark Bouris...
Blogging is an Awesome Content Marketing Tool

Blogging is an Awesome Content Marketing Tool

As a content marketing tool, blogging can be very good for just about any type or size of business. Business blogging can help you to better connect with your customers, to provide them with valuable information on a topic, and to inject fresh content into your website. However, while just about anyone can write a few paragraphs on a topic, successful blogging involves a great deal more than that. Business blogging must be planned well, done wisely, and provide real value to target audiences.   MORE: Choosing the Best Channels for Promoting Business Content   In the sections below we cover some of the benefits of blogging, and provide tips on how to blog successfully. Keep in mind that if you don’t have blog writers on your in-house team, it’s possible to engage a professional business blog writing service. 7 Benefits of business blogging Creates fresh content: Search engines make a point of giving preference to quality websites that show signs of being active. This means that while you are not likely to update or change your web pages very often, blogging can give you the opportunity to regularly inject new, relevant content on your site and create new pages for search engine indexing and ranking. This can help to increase the likelihood of your content showing up in SERPs (Search Engine Results Pages) than if your website was just left to go ‘stale’. Better connect with customers: Blogging allows you to create content that offers value to your target audiences and customers, and to connect with them by allowing comments, interaction and feedback. Provides opportunities for sharing and promotion: Your blogs can...
Content Creation Tools Used by Agencies and Pros

Content Creation Tools Used by Agencies and Pros

One of our highly regarded friends and professional colleagues has given Article Writers high praise in his latest podcast examining the Ultimate Content Creation Tools Used By Agencies And Pros (above). Moby Siddique, head of strategy at Red Pandas, agrees with us – quality content creation is a key weapon in every marketer’s toolbox. “Sometimes you can’t go past outsourced local writers. My fourth tool would be a friend of mine who runs a content marketing agency in Sydney called Article Writers,” he says. “I’ve actually used these guys in a previous gig. The value is you get to speak to an account manager, of sorts, who can either suggest a process for you, based on your objectives, or possibly work within the parameters of your own process.” We’ve embedded Moby’s podcast above and copied his summary below so you can quickly reference the key takeaways. 1. Content Ideation a. Upcontent What is it? Content discovery tool that finds content, influencers and relationships between other content topics. Pro-tip: push to buffer from here! b. Keyword.io What is it? It is a long tail keyword finder. Keyword io is more persona aligned, it’s more directed to the types of questions they are asking themselves, friends and Google. c. Google AdWords Keyword Planner (accessible only to account holders) Key with keyword planner is using the right filters. Keywords to include “directory” for instance, gave me (2) keywords. Date range, in our example for March 2016 says there was a 20%+ increase in search year on year. 2. Content Creation Some pro tips There are no shortcuts when it comes to content so you will still...
Google Micro-moments and Long Tail Keywords

Google Micro-moments and Long Tail Keywords

At the Sydney Hills Business Chamber breakfast this morning we were treated to a fabulous presentation by Tony Eades from The Brand Manager. In part, he talked about the increasing importance of mobile friendly content and creating content that satisfies the “micro-moments” of our potential clients. Oddly enough I only heard the term “micro-moments” recently, but the concept itself was certainly a familiar one – that of creating content that people find when they perform a search because they want to know something, do something, buy something or go somewhere. For a good while now we’ve helped clients to identify likely micro-moments (I think I like that term!) by undertaking keyword and topic research to identify “long tail keywords” that suggest a buying intention (present or future). It’s a process that helps ensure you’re creating content that your target audience are likely to be searching for in their moment of need – whether that’s a need for initial information, a need to compare, a need to buy, go, or do. What Google says The Google Guide to micro-moments mentions: “Ultimately, showing up gets your brand in the game to be chosen, not just seen. By being there, your brand has the chance to address consumer needs in the moment, help move someone along their decision journey and deepen their loyalty.” The Guide is well worth reading. You might also enjoy the Google micro-moments video. For those looking to increase the visitor numbers to their business website, we highly recommend creating this type of content when planning your content strategy, whether you’re focusing on blog content and social platforms, or...
Why Brand Storytelling Defines Marketing

Why Brand Storytelling Defines Marketing

Have you heard the story about the little green book? It was all set to revolutionise the way autistic children engaged with the world. But it didn’t have the clout of a scientific journal, the popular appeal of Harry Potter or the bright colours and textures of early learning books. And it was tiny. Sitting alone on a shelf beside a mass of other educational texts in a packed bookshop, its magic went undiscovered. If only they’d known. The real story of this book can be told long before a page is turned. It’s the story of why it came about, how it came about and precisely how the author sees this slender manual enriching the lives of countless children and their families in Australia. Maybe in the UK and USA. And quite possibly all over the globe. Which is quite something for a little book – green, tasteful and rather shy– to own. The tale of the little green book can be told in numerous ways. It’s just a question of knowing where to start. And understanding how the smallest volume can reach herculean heights if you know how to tell its story. MORE: Vital Ingredients to Create Visual Content With Wow Factor The digital marketing force “Every story, even the driest, has a human face. Draw it well and put it on display, for to readers it is a mirror and a magnet.” Francis Flaherty, The Elements of Story: Field Notes on Nonfiction Writing The best digital marketers thank the messenger – technology and software – but quickly move beyond it. Never taking their eye off the ball, they harness the...
The Anatomy of a Web Banner ad that Works

The Anatomy of a Web Banner ad that Works

Everyone hates advertising. Especially boring advertising that leads nowhere. Your target group puts on advertising blinkers every morning, and they just don’t see your ads. Consider this: You are driving down a busy freeway and you catch just the flash of a huge billboard or a shopfront sign as you drive by at 80 or 110km/ph. In those nanoseconds, you may notice the advertisement as a blur, and the message rarely registers with you – except perhaps in a subliminal way. You have other things on your mind, and for most of us those billboards are just an intrusive distraction. If the billboard is well crafted and communicates instantly, you may register the brand name and – in rare moments – remember the message or take an interest in the product. Abysmal click-through rates Online banner ads are exactly like a fleeting glimpse of a billboard in effectiveness. In fact, the average global click-through rate (CTR) of display banner ads across all formats and placements is a a meagre 0.06%. Shocking, but accurate, no matter what vested interests may say. However, with millions of views, this equates to 600 respondents in every million, and that multiplied by tens of millions of ‘opportunities to see’ (OTS), means that online ads are still a viable advertising option. In Australia, the latest stats from the Google Benchmark Tool show a much higher CTR of 0.49% – more than eight times higher or about 5000 clicks per one million views. To clarify, there are many different studies with most showing click-through rates of less than 0.1 percent and some that claim almost 0.5 percent or more. Whichever...