fbpx
1300 880 543
Business Blogging to Boost Visibility

Business Blogging to Boost Visibility

Are you planning to write articles to boost the online visibility of your business? When the pandemic shutdowns began, our ‘online’ world took on new significance. It’s left many business owners with a heightened regard for the value of a strong online presence. For some types of business, publishing articles is an excellent way to attract readers in the target market, start conversations and generate leads. But before you start writing (or paying content writers) it’s important to pin down your strategy and plan appropriate topics. The best place to start is to understand how publishing articles works (when it does) and the common mistakes that could prevent you from getting results. Let’s take a look at the basics. Choosing the right article topics A common mistake we see, particularly with small business owners who are just beginning to publish articles, is that they want to write articles that are about their businesses, or that directly attempt to sell products or services. It’s a rookie mistake. That type of content typically has little appeal to readers. To be blunt about it, ‘How Great is My Business’ shouldn’t be the recurring theme of your articles. So how do you choose the right topics? Thinking about how and why people find and read business blog content can be helpful in this regard. And one of the most common ways people discover content is by searching for information online. To generate suitable content ideas for discovery by search, it pays to understand how our search habits, the ‘buyer journey’ and the sales funnel come together. Searching online for a specific product or service...
How to transition your team to remote working

How to transition your team to remote working

The Coronavirus outbreak in Australia will impact almost every business in some way in the months ahead. But those with largely office-based employees may be able to continue operating and reduce the risk of employees contracting the virus by allowing employees to work from home. Many companies already have remote working guidelines and a communications structure in place, but others will be completely unprepared for this transition. As a content marketing agency, we’ve always worked from home as everything we do is in the digital environment. So combining our own experience working as a ‘distributed team’, with the expertise of some of our HR, IT and communication connections, we’ve put together this guide to help businesses transition their teams to working from home. There are 8 key things you’ll need to have in place to transition and support remote workers: A work-from-home policy OHS checklist & procedures for home-based workers Computers & related infrastructure Internet access for your workers A means of communication & collaboration Remote IT support A way to manage & monitor productivity A way to stay connected & maintain morale 1. Work from home policy Clare Long, principal consultant at Norgay HR Consulting, says businesses that have existing travel and flexible work policies should be reviewing them with the new and fast evolving coronavirus situation in mind. Those whose employees will be working from home for the first time should develop a policy as a matter of urgency. A work-from-home policy should outline the type of arrangements that can be made, and in what circumstances. It should also mention any limitations or conditions (for example, the...
5 mistakes that prevent freelance writers earning enough

5 mistakes that prevent freelance writers earning enough

The idea of working from home as a freelance writer is very appealing – you get to schedule your day your way, be your own boss, spend more time with family, and so much more. Yet many try to achieve the dream and fail – and head back to the safety of full-time employment all too soon. If you’re stuck in that dilemma now, you should know that it doesn’t have to go that way! Working with freelancers for over 10 years, here’s my take on the 5 mistakes that prevent freelance writers earning enough. 1. Not business networking Nothing comes close to topping ‘word of mouth’ when it comes to getting work. If you think ‘word of mouth’ is limited to people who’ve used your service and tell others, that misperception is probably costing you a fortune. Referrals can come from anywhere, and the best way to start them rolling is by networking. Networking is all about connecting and getting to know people. The more people you connect with, the more people will be able to mention you when someone in a room (or a social media group) asks, “Hey, does anyone know a writer?” But that’s not all – enquiries that come from referrals are much more likely to convert to sales. They’re also less likely to try to haggle over your quote. 2. Under-estimating and under-quoting If you have an ideal hourly rate, under-estimating the time involved in jobs you quote will ensure you don’t earn your goal rate. If you typically charge by word-count, chances are you’re not always getting paid for extra time spent...
How often should you publish on your blog?

How often should you publish on your blog?

One of the questions I’m asked most often by SME owners and marketing managers is: “How often should we publish on our blog?” There’s no one-size-fits-all answer to that question. If you’re just starting out, my advice will normally be: publish one or two articles a month until you’re able to see that your strategy is working, and your articles are reaching and resonating with your audience. On the other hand, if you’ve been publishing articles for some time, but aren’t getting the desired results, I’d recommend reviewing your content strategy before you worry about the number of articles you’re publishing. Some people are surprised when I recommend publishing so few articles. Once the decision is made to start publishing, they want to maximise the result, and are often considering a blog publishing schedule of 8+ articles a month. The problem with this, is that if you’re publishing quality in-depth articles and paying a blog writer or a content marketing agency to create them, that’s a substantial outlay. And it will be wasted if your articles aren’t finding an audience or aren’t resonating well with the desired audience. You can’t maximise the result until you know you’re getting one. The good news is that once you are confident your content is working and contributing to your bottom line, you’ll be able to review your content budget and turn up the dial to increase those results. The key to getting results with a business blog There are two key factors I find are often overlooked by businesses just starting out with their blog. When one or both are missed, the...
Australian Marketing Manager Survey

Australian Marketing Manager Survey

A marketing manager’s role is rarely easy. Are your doing a mountain of work with a small team? Having trouble getting approval for campaigns? We’d like to know about your content-related challenges in 2018. Please take 2 minutes to take our Australian Marketing Manager Survey....