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7 Tips for Thought Leadership Writing

7 Tips for Thought Leadership Writing

Are you aiming to write articles or blog posts that demonstrate thought leadership? It’s becoming a popular strategy for professionals, consultants and business owners, to increase visibility, build credibility, increase connections and even generate high level leads. But thought leadership writing isn’t as easy as it sounds, as you might have already discovered. The following 7 tips briefly cover some of the topics included in our recently launched Thought Leadership Writing Course for professionals, consultants and business owners. It’s the thought that counts – don’t forget to include yours   The term ‘thought leadership’ defines itself, but I’ve recently created my own definition: Thought leaders are individuals who are forward-thinking experts in their field, who by sharing their views and perspectives, have the capacity to change the way we see something. To be a thought leader means you must stand out from the crowd of topic experts, by having a unique perspective, or be sharing something of greater value than most ‘experts’ are sharing. That means you won’t be simply repeating other people’s ideas. It means you’re not locked on the current way of doing things in your role or industry. You want to improve the way things are done.  And you have an eye to the future. How are things changing? How might we be doing things in 5 years or 10 years from now? What changes or trends could impact our industry or the way we do things? How can we prepare for that? Back up your thoughts with facts – real ones     For some topics, your personal experience and some compelling logic might suffice...
Should your business be ‘capturing leads’?

Should your business be ‘capturing leads’?

If you’re a service based business without any means of lead capture on your website, then you’re probably allowing many prospective clients to slip away. Perhaps you’ve come across the term ‘lead capture’ while reading up on content marketing, but aren’t quite sure what sort of difference it would make to your business, or how you would implement it. Let’s take a look at what lead capture is, what the benefits are, and what’s involved in doing it. What is lead capture? Lead capture is the practice of inviting website visitors to register their details in order to receive content and/or further communication from you. In the simplest form, lead capture is that ‘subscribe to our newsletter’ or ‘subscribe for updates’ option you see on many sites. However, unless your content writers turning out  highly unique material and you have droves of people wanting to sign up, this doesn’t go far enough. One reason this isn’t sufficient for most service businesses, is that not all their prospective clients have precisely the same interests, challenges, pain points and buying motivations. Unless you’re able to segment your database into buyer types, and deliver the most relevant content to each, results with a newsletter subscription alone are likely to be mediocre. Another issue is in the timing. When someone subscribes to your blog or newsletter, that action doesn’t indicate what they’re interested in right now, or how you might help them. However, if they download an eBook related to a specific challenge, it’s a different story. What you have then is often a genuine lead – someone who has identified themselves as a...
How to Brief Content Writers for Inbound Campaign Content

How to Brief Content Writers for Inbound Campaign Content

You’ve got a new inbound marketing campaign to roll out and a hard deadline because the campaign is associated with a set event. You need to brief the content writer or your regular article writing service. But there are so many things to organise – the eBook, some related blog posts, landing pages, automated workflows and email copy. As always, you’ll have to fit it in around the other content marketing activities and internal meetings on your calendar. You think: that’s OK…the writer is switched on. I’ll just send a quick email letting him/her know what I need, and then I won’t have to think about it again until the content comes back. To be on the safe side, you leave a good few days between the content writer’s deadline and launch date, in case amendments are needed. Stop! If it all goes horribly wrong and ends up in a last-minute panic to make it right, chances are it will be because the writer didn’t understand your brief. Because there wasn’t one. Sure, you ‘briefed’ the writer, but you didn’t create a clear brief for the content. A clear writer brief saves time – and amendments Assign a clear content brief to a competent journalist and the first draft you receive is likely to be very close to the mark. Give the same writer a poorly thought out brief, and the result can be a frustrating series of amendments, as draft by draft you add instructions and information that really should have been communicated in the initial brief. Writers need a good brief, whether you’re outsourcing to a content marketing...
Australianising US Content: a guide for AU marketing managers

Australianising US Content: a guide for AU marketing managers

It’s a common challenge. The content team at US headquarters pumps out volumes of great content, and the US or global marketing director doesn’t understand why you want to engage an Australian content agency to create localised content. Can’t you just tweak it? Maybe, you reply cautiously. Some pieces of content can be easily touched up for an Australian audience. Other pieces will have so many issues you don’t know where to begin – or how to explain the problem to someone who might not understand how delightfully different we are Down Under. Aside from the Australian English versus American English issue, there are other factors that come into play, like differences in buyer motivation, cultural attitudes and the suitability of examples used in American content. Here’s a handy guide to help you identify the issues involved, or perhaps to more easily explain the scale of the content localisation problem to US HQ! How are we different? Let us count the ways: Spelling – American English vs Australian English Back in the 18th century, English spelling was somewhat inconsistent. Two influential chaps decided to put an end to that, and each published a dictionary. Unfortunately, they were different. The English began to favour one dictionary, but Americans favored the other, so now we have inconsistency on a global scale. Australia followed the English, as we often do. A few examples: OUR (AU) versus OR (US): Our Aussie humour can be a little colourful. We’re sure American humor can be colorful too, even if we don’t find all of it funny. ISE (AU) versus IZE (US): That wouldn’t stop Australians...
2017 New Year Content Checklist

2017 New Year Content Checklist

Heading into the New Year with a resolution to step up your marketing efforts? If you didn’t get the results you wanted in 2016, here’s a quick checklist you can use to identify weak spots in your content marketing. Assuming you’ve made some effort to publish content during 2016, here are the four top mistakes we see that diminish the results: 1. Putting Little Effort into Content Creation With so much content online, if you’re not making a big effort to create content that hits home with your audience, you might be wasting your time creating content at all. Short shallow articles that state the obvious won’t hold audience attention even if a catchy headline entices people to click through to read it. And what’s the point of attracting visitors to your website or LinkedIn article if they’re going to roll their eyes and click the back button? The bad news: good content takes time and effort to create. The good news: even one or two excellent articles a month, properly promoted on social channels, can increase your audience, and help you connect with prospective clients. If your team can’t devote the time, there are content writing services who will be happy to help! 2. Failing to promote content on social media Many business owners believe that simply publishing regularly on their blog will drive additional traffic to their websites and deliver extra business. If you undertake your keyword research and publish well optimised posts, you might indeed garner some extra traffic to your website. But you’ll bring in more if you’re drawing people’s attention to your content via social...
Great content strategy – but who’s going to implement it?

Great content strategy – but who’s going to implement it?

So, you’ve developed a content marketing strategy your competitors would envy, but will you be able to carry it out? Creating a content strategy or an inbound marketing plan will provide a solid direction, but it’s what comes next – planning your content – that will determine how well you implement. If you don’t have a comprehensive plan, don’t jump in an attempt immediate implementation. Your strategy is only the what and why. Now you’ll need to plan the who and how. It’s this planning phase that will allow you to streamline your activities for the best chance of consistent implementation. Perhaps your strategy involves: Researching to ensure you choose topics of greatest interest to your buyer personas Publishing high quality content consistently Optimising your content for discoverability Being highly active on the social media channels most relevant to you Curating outstanding content your audience will appreciate Regularly repurposing your own content assets into eBooks or other material Here is a breakdown of some of the tasks involved to help you decide on the who and how for your content plan. Topic and keyword research – taking the time to undertake keyword research not only helps you identify popular search terms and long tail keywords with potential, it helps to identify the type of information your prospective clients are looking for. The person most suitable for this task might be your content strategist, or any other team member from a writer to a marketing assistant who has a thorough understanding of your audience, and familiarity with the tools used to undertake keyword research. Writing – there are several potential solutions for...