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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...
4 Tips for Business Video Presentation

4 Tips for Business Video Presentation

Have you ever clicked off a video because the presenter just seemed too fidgety? Too wooden? Too arrogant? Too timid?  Video presentation is a great skill to learn, especially if you’re an executive or a business owner. Your manner, how you speak and how you dress are examined minutely, much more so than in real life. That’s because viewers are accustomed to watching professional actors and TV presenters, so they have high expectations of anyone who appears on their smartphone or TV screens. Whether you’re creating your videos for content marketing or training purposes, here are 4 tips to help you become a confident presenter. You are what you wear First impressions count for a lot, and are based on appearance. Even before you open your mouth, some people have made up their minds about you. The trick is to simply be yourself. Wear what you would normally wear when meeting with a client, not what you would wear to a special occasion. If the head of a not-for-profit organisation appears in a Chanel suit and pearl necklace, it might raise questions about her organisation’s priorities. (If you’re the editor of Vogue, it’s a different story.) Avoid wearing fabric with tight patterns, especially stripes and checks. Through the magic of television, these can cause a weird optical effect called a moiré pattern, where the fabric appears to ripple when you move. Don’t buy anything new for the video presentation – wear something familiar. You don’t want to discover that your new jacket is too tight around the chest just as you step in front of the camera. Speaking tips...
Brand Magazines: do they still work?

Brand Magazines: do they still work?

It’s a sign of the times. Cosmopolitan, the iconic lifestyle magazine for (mostly) women, will cease publishing in December after 45 years. It joins a long list of magazines considered no longer financially viable. But do brand magazines still work? Our increasingly digital lives have put paid to traditional publishing – at least that’s the reason usually touted for the life-threatening struggle of magazines. What was once read on paper is now readily available in myriad sites online. Not so fast. Some mastheads haven’t survived the onslaught of digital media, but others are bucking the trend. Many brands still swear by magazines, which continue to achieve their aim of staying in touch with customers, engaging staff, and driving demand for products. Magazines can still play an integral role in a brand’s marketing strategy, delivering a tangible link with customers that no other medium has yet subsumed. Brand magazines for customers Goals of brand magazines may vary, but building customer loyalty is typically a primary objective. They can help to cross-sell and up-sell, keep people up to date with new product or service developments, and contribute to brand image. And the strategy goes back further than you might think. Porsche sold its first sports cars in 1948. By 1952 the company had produced issue one of Christophorus magazine for Porsche owners. It has produced five issues per year ever since, and now boasts a global circulation of 514,000 for its 100-plus-page publication in 11 languages. Issue 388 is currently available. This is one of many examples – in fact, brand magazines are considered by many to be content marketing in its...
How to Plan and Write a Case Study

How to Plan and Write a Case Study

A content preferences survey in 2017 found that 78% of buyers prefer to use case studies over all other types of content when researching purchases. It’s easy to understand why they are such a valuable content format, but as many marketing managers could attest, the process of planning and writing case studies can be challenging. If you haven’t had to plan and write case studies before, or you’ve found the process challenging, I hope our seven tips below will make the task easier. How to plan and write case studies Click To Tweet What is a case study? A marketing case study is piece of content that showcases a successful project. It typically sets out the commencing situation, the solution recommended by the company creating the case study, how the solution was implemented, implementation actions, along with challenges encountered and how success was achieved. Why do case studies work so well? A case study provides an overview of a positive business transaction with a client. Unlike a testimonial, it’s not just a review or report from a customer who supports your business. It’s a success story. A detailed account of how you were able to successfully solve a problem your client faced. If you are targeting particular industries, writing case studies that resolve challenges unique or highly relevant to those industries, can help you gain the confidence of prospective clients. They’re often a key part of the content strategy for B2B products or services. Case studies can attract new customers, build trust in your business, and make the work of your sales team a bit easier. They also provide...
Humour in Marketing is Risky: here are 4 Aussie attempts

Humour in Marketing is Risky: here are 4 Aussie attempts

Marketers, ever on the lookout for unique ways to make an impact, sometimes attempt to including humour in marketing campaigns. Sometimes it works well. Other times…not so much. Here are four examples where marketers have tried to bring the funny – you be the judge! Humour in marketing – don’t get burnt! The Perth suburb of Cockburn might be pronounced ‘Coburn’, but a local aquatic centre used the way it’s spelt to create a sunscreen awareness sign that said, “It’s not called Cockburn for nothing”. While some people were not amused, others saw it as a clever way to draw attention to an important issue. Certainly demonstrates that your message can hit home, or not – depending on who’s listening! Daylight robbery When robbers broke into Ksubi’s New York store and stole $4,000 worth of clothing, the brand used an image of their getaway with the slogan “These guys robbed us last week but they were a week early….. Run Now” to promote their upcoming sale. Shows they have a sense of humour about the robbery. On the other hand, it could show their approach to being robbed is a bit too laid back – depending on how you look at it. Going too far? Brisbane brand YP Threads sent out emails to users saying it had ‘incriminating’ photos of them which they would publish unless they bought certain items.   In the age of online hoaxes and fraud schemes, this probably wasn’t the best idea! The backlash led to the brand’s founder calling it a “bad judgement call” and apologising. Despite all that however, it appears the campaign...
How to Create a Brand Communications Style Guide

How to Create a Brand Communications Style Guide

It is time to create a brand communications style guide for your company? When you want to create a strong brand identity, build trust with your customers and make sure your brand is instantly recognisable, consistency is the key. This is easy enough to achieve if you’re a one-person operation doing your own copywriting, but when you have external writers or design and content agencies working on projects for your company,  a brand communications style guide can become essential. A style guide lays out a clear framework for your communications, from the layout and font to the style and tone of the language used. A style guide can help you maintain a sense of consistency in your visual and written communications. A clear set of guidelines also makes it much easier for your writers and designers to do their job properly, resulting in better quality content, more recognisable brand values and a uniform message across different platforms. How to create a brand communications style guide Click To Tweet 7 things every brand communications style guide needs The idea behind a style guide is that it is as concise as possible – the easier it is to use, the more likely your team will refer to it rather than guesstimate what to do. While the details will vary depending on your brand, your style guide should include the following seven things as a minimum: Introduction: Always start with a clear introduction explaining the purpose of your style guide. Have headings for each section and include a contents page so people can find things quickly. Basic overview of writing guidelines: It might...