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No Content Strategy? 3 Ways it Could be Costing You

No Content Strategy? 3 Ways it Could be Costing You

If your content doesn’t resonate with the right audience, or if your ideal clients aren’t enticed by your offering, it’s time to develop a content marketing strategy or review your existing content strategy. There’s truth in the saying that without strategy, execution is useless. Even though 91% of Australian marketers employ content as a marketing tool, only 46% of them say their organisation has a documented content strategy in place to manage it as a business asset. To get the most out of your content investment, a solid content strategy could be exactly what you need to turn things around. What is a content strategy? A content or ‘content marketing’ strategy focuses on four key steps: strategising, planning, implementing and reviewing. This type of strategy encapsulates the entire content cycle – the who, what, when, how and why – in order to identify the right audiences, perfect your brand messaging and ultimately create high-quality content that will generate quantifiable results. A strategy can be developed in-house if you have the expertise, but it’s a task often outsourced to a content marketing agency, where an experienced content strategist can manage the project. If your current approach isn’t based on a sound strategy, here are 3 ways it could be costing you a fortune. 1. You’re throwing money at PPC  PPC (pay-per-click) marketing is essentially a way to ‘buy’ visits to your site rather than generating visits organically. It’s one form of search engine advertising, where you bid for ad placements in a search engine like Google’s sponsored links. Thanks to its simplicity, it’s highly popular. However, this simplicity can be a...
5 Reasons Your Website Isn’t Converting Visitors Into Customers

5 Reasons Your Website Isn’t Converting Visitors Into Customers

Business owners can no longer ignore the need to have a user-friendly, optimised website, and quality content – at least, not if they want to convert website visitors into customers and remain competitive. Yet every year we hear about startups failing to gain traction despite an innovative product and strong financial backing. And major corporations aren’t immune either. After failing to leverage the power of e-commerce in its early days, it was only last year that stuttering Toys ‘R’ Us announced a plan to revamp its website – part of a $100 million e-commerce strategy. But you might remember how that panned out. For many businesses, the website is often the first interaction a prospective client has with the brand. And it doesn’t matter what you sell – B2B or B2C, products or services – your ultimate goal is to convert the ‘potentials’ visiting your website into customers. If you aren’t converting visitors into customers, or views to sales, asking why should be a priority. Could it be something as simple as… You’re attracting (or targeting) the wrong audience This could be for any number of reasons. Does your website address issues more likely to interest small business, when your ideal clients are medium and large businesses? Are you building a young Instagram and Snapchat audience when your offering is more attractive to baby boomers? Setting up Google Analytics properly can provide valuable insights on your website visitors – their age, location, how they found your site, how long they stayed, the number of pages they visited. From there you can tweak your content or reconsider publishing platforms to...
The best internal communications strategy? Storytelling

The best internal communications strategy? Storytelling

Does your internal communications strategy incorporate storytelling as a tool? Prose that leads people to action can appear in the most unexpected places. A rare moment of poignancy from a tormented author. A whimsical sonnet scribed by a long-dead anonymous poet. Even a bare inner-city building can become a blank canvas for the literary-inclined – the legality of graffiti notwithstanding. Many of us hold a narrow view on where we should find moving phrases and flashes of verbal brilliance – in novels and memoirs, poetry and song. But what those people often forget is that we live in a hyper-digital world. Our pencil gave way to the keyboard years ago. Why, then, can’t we tell stories without pen and paper – why should it be reserved for fiction? Let’s go even further – beyond the explosion of online journalism, blogs, editorials and interactive novels. Why can’t we bring storytelling into the workplace? No one has ownership of business storytelling. And content marketing isn’t the only outlet to drive people to action. If you have a story to tell and you know how to tell it, why shouldn’t you drive that message home through your internal communications? After all, if a story about hobbits can lead universities the world over to create Lord of the Rings-specific courses, think what your business could achieve once you embrace storytelling. Internal communications can drive engagement The biggest corporate buzzword in recent years has been ‘engagement’. The C-suite wants every employee to be fully engaged while on the clock. Supervisors want to engage their teams on a personal level. But when you look at...