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Engaging All the Senses With Content Marketing Video

Engaging All the Senses With Content Marketing Video

Since moving pictures were first created they have been a very popular medium, and have also often been used as a highly effective form of communication. It’s also safe to say that more than any other medium, film and video have the capacity to reflect ‘real life’. They engage several of the senses at once, and when done well have the ability to deeply engage human emotions. MORE: Choosing the Best Channels for Promoting Business Content These days, of course, just about any of us can be our own film-maker, editor, director and scriptwriter without the need for a giant film studio, and video content can be used in a myriad of ways. Your videos can also be posted on your website or blog posts, used in webinars and SlideShares, hosted through YouTube, or shared by email or on a variety of social media channels. Whichever way your video content is utilised, the most important thing is that it supports your content marketing goals and delivers results – especially since this medium can often be a costlier form of content marketing than blogging, podcasts, or social media. Ideas for video content You can use your video content to: Present yourself as the ‘face’ of your business, and allow your audience to get to know you better. Tell a story about your brand, in turn increasing brand awareness. Promote and demonstrate your products. Provide tutorials or how-to instructions on products. Share case studies or success stories. Film and share interviews you have held with influential people. Raise awareness of an important issue. Respond promptly to trending topics. Invite people to a...
11 Tips to Run a Successful Webinar

11 Tips to Run a Successful Webinar

About six weeks ago, I held my first webinar, and I have run two more since then with another on the way. So far, the feedback has been excellent –attendees often ask if I will be running it again so they can invite others. I’ve never run any other marketing strategy where those involved actively do the marketing for me. Why do they do this? Because I’m not giving a marketing pitch. I provide useful, valuable information they can take away and apply in their businesses. Yes, I have a special offer at the end. But I think most people think that’s a fair deal. They appreciate the free content and understand it’s only fair that I make a special offer. A few people drop off when the pitch comes, and that’s totally fine. I trust they get great value out of the webinar and walk away with enough information to take their businesses further. So what’s involved in running a successful webinar? Here are a few key tips.   How to run a successful webinar   1. Answer burning questions My webinar is about search engine optimisation and is titled Cracking the SEO Code. It’s an area with lots of misinformation, bad advice and horror stories. That’s why I put this webinar together. It answers the burning questions I hear all the time when meeting small business owners and entrepreneurs. Running the webinar gives me the chance to answer these questions, one-to-many rather than one-to-one, so it’s saving me hour upon hour each week. I show attendees exactly what happens in the SEO world, and what strategies to apply...
7 Steps to a Winning Content Marketing Strategy

7 Steps to a Winning Content Marketing Strategy

According to Joe Pulizzi of the Content Marketing Institute, 2014 saw a slight drop in the number of Australian marketers who consider their company effective at content marketing – down to 29% from 33% last year. However, companies with a documented content marketing strategy in place fare better, with 44% of marketers saying they are effective at content marketing. For those going it along rather than engaging a content marketing service, here are seven basic steps to creating a winning content marketing strategy for your business. Step 1 – Determine your audience Create a fictitious persona of the type of person you’d like to engage with. Who are they, what are their interests, what challenges do they face, what are their goals in life? Step 2 – Set your goals Determine what you want to achieve from your content. Perhaps you’re looking to create awareness around a certain product or increase the number of leads from your website. Your strategy will be based around these goals. Step 3 – Determine what type of content to share Based on your buyer persona, what type of content will address their pain points? Perhaps your customers are after an e-book on effective time management. If your goals are to increase leads to your website, you may decide to publish this e-book offer on your social media channels, so your customers have to click through to your website to download it. Remember to share knowledge generously in order to build trust and your reputation for expertise. Step 4 – Identify your brand voice Determine the voice you will use throughout your content. This...

8 Ways to Use Your Content to Drive Organic Traffic

You might have a goal to drive organic traffic to your blog or website, but do you know exactly what methods you’re going to use to achieve it? Are your article writers creating the right type of content to achieve your goals? Here are eight ways that you can use your content to drive organic traffic. Have a content marketing strategy Before you start on any content marketing, you need to have a content marketing strategy in place. This plan should include information on who your target market is, what activities you will undertake to engage with them, when you will implement these activities, as well as KPIs and metrics so you can measure your progress. Create a buyer persona You can’t expect to drive traffic when you don’t know who you are creating content for. Your ideal buyer persona might include information on their: Background – education, hobbies, employment type, family. Demographics – gender, age, income. Goals and challenges – employing a new staff member, or poor cash flow for example. Once you have determined your buyer persona, you can more easily create content suited to your target audience. Optimise for keywords Optimising for keywords doesn’t mean keyword stuffing or writing a post based around a single keyword. It means writing content that is relevant to your audience, so that keywords fall naturally into the text. With Google moving into semantic search, longtail keywords are becoming very important. These are longer keyword phrases rather than single or typical two word keyword phrases. An example is the keyword ‘Android’. This keyword is much too broad even though it’s likely...

7 Reasons You Should Have a Business Blog

Are you yet to be convinced of the value of having a business blog? Here’s a statistic to set the scene, thanks to Neil Patel of Quicksprout. Companies that blog typically have 97% more inbound links than those that don’t, which means more search engine traffic. He has also stated that 61% of consumers have made a purchase based on a blog post they have read. Now that’s pretty impressive. So let’s focus on seven ways that putting some time into running a blog can contribute to these kinds of numbers, and benefit your business. Become a thought leader A business blog helps you to position yourself as a thought leader within your niche. It is a form of social proof, a way to show you know what you’re talking about and that you are up-to-date with the happenings in your industry. This is a brilliant way to build trust and confidence within the buyer cycle. Provide valuable information When it comes to content marketing, it is more about being social than pushing constant sales pitches. There’s only so much you can write about one product, so the key is to think outside the square and provide information your audience will value. For example, your company might sell paint. It’s very hard to continue publishing content on paint, so instead you could share an infographic on colour trends for 2015, offer tips for home renovators on applying paint properly, or write a how-to guide on selecting colours to make rooms look bigger. A blog drives traffic When you have a website without a blog, most of the time it remains...

Content Marketing Tools – ‘Fresh Web Explorer’ from Moz

Do you use email alerts and tools to get information on industry topics and news items or to track mentions of your brand or particular search terms or keywords? If so you might like Moz’s ‘Fresh Web Explorer’ tool (FWE). Moz claim to have developed FWE to combine many of the features of a bunch of other useful – but limited in scope – tools such as Google Alerts, SocialMention, Buzzstream and others. FWE attempts to overcome the limitations of Google Alerts and others by providing access to a very broad range of useful web information in one program.   What can you track with FWE? • Mentions of your brand across the web. • Backlinks to your site – could be particularly useful if you wish to do a link clean-up to remove backlinks from poor quality sites which could harm your SEO. • Social mentions of your brand on sites such as Facebook and Google Plus. • Articles, blogs and other content on a particular topic. • Mentions of / links to your competitors’ sites. • Use of particular terms, phrases or keywords. • What people are saying about a particular topic. • Content produced by a competitor on a topic that relates to you, giving you the opportunity to come up with a better offer or content version and so on. In other words, virtually any web content you want to find or track may be done through this tool. Advantages of Fresh Web Explorer • With FWE you have the option of filtering alerts in a very detailed manner, such as exact phrase matching, multiple...