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Content Creation Tools Used by Agencies and Pros

Content Creation Tools Used by Agencies and Pros

One of our highly regarded friends and professional colleagues has given Article Writers high praise in his latest podcast examining the Ultimate Content Creation Tools Used By Agencies And Pros (above). Moby Siddique, head of strategy at Red Pandas, agrees with us – quality content creation is a key weapon in every marketer’s toolbox. “Sometimes you can’t go past outsourced local writers. My fourth tool would be a friend of mine who runs a content marketing agency in Sydney called Article Writers,” he says. “I’ve actually used these guys in a previous gig. The value is you get to speak to an account manager, of sorts, who can either suggest a process for you, based on your objectives, or possibly work within the parameters of your own process.” We’ve embedded Moby’s podcast above and copied his summary below so you can quickly reference the key takeaways. 1. Content Ideation a. Upcontent What is it? Content discovery tool that finds content, influencers and relationships between other content topics. Pro-tip: push to buffer from here! b. Keyword.io What is it? It is a long tail keyword finder. Keyword io is more persona aligned, it’s more directed to the types of questions they are asking themselves, friends and Google. c. Google AdWords Keyword Planner (accessible only to account holders) Key with keyword planner is using the right filters. Keywords to include “directory” for instance, gave me (2) keywords. Date range, in our example for March 2016 says there was a 20%+ increase in search year on year. 2. Content Creation Some pro tips There are no shortcuts when it comes to content so you will still...
Google Micro-moments and Long Tail Keywords

Google Micro-moments and Long Tail Keywords

At the Sydney Hills Business Chamber breakfast this morning we were treated to a fabulous presentation by Tony Eades from The Brand Manager. In part, he talked about the increasing importance of mobile friendly content and creating content that satisfies the “micro-moments” of our potential clients. Oddly enough I only heard the term “micro-moments” recently, but the concept itself was certainly a familiar one – that of creating content that people find when they perform a search because they want to know something, do something, buy something or go somewhere. For a good while now we’ve helped clients to identify likely micro-moments (I think I like that term!) by undertaking keyword and topic research to identify “long tail keywords” that suggest a buying intention (present or future). It’s a process that helps ensure you’re creating content that your target audience are likely to be searching for in their moment of need – whether that’s a need for initial information, a need to compare, a need to buy, go, or do. What Google says The Google Guide to micro-moments mentions: “Ultimately, showing up gets your brand in the game to be chosen, not just seen. By being there, your brand has the chance to address consumer needs in the moment, help move someone along their decision journey and deepen their loyalty.” The Guide is well worth reading. You might also enjoy the Google micro-moments video. For those looking to increase the visitor numbers to their business website, we highly recommend creating this type of content when planning your content strategy, whether you’re focusing on blog content and social platforms, or...
Why Brand Storytelling Defines Marketing

Why Brand Storytelling Defines Marketing

Have you heard the story about the little green book? It was all set to revolutionise the way autistic children engaged with the world. But it didn’t have the clout of a scientific journal, the popular appeal of Harry Potter or the bright colours and textures of early learning books. And it was tiny. Sitting alone on a shelf beside a mass of other educational texts in a packed bookshop, its magic went undiscovered. If only they’d known. The real story of this book can be told long before a page is turned. It’s the story of why it came about, how it came about and precisely how the author sees this slender manual enriching the lives of countless children and their families in Australia. Maybe in the UK and USA. And quite possibly all over the globe. Which is quite something for a little book – green, tasteful and rather shy– to own. The tale of the little green book can be told in numerous ways. It’s just a question of knowing where to start. And understanding how the smallest volume can reach herculean heights if you know how to tell its story. MORE: Vital Ingredients to Create Visual Content With Wow Factor The digital marketing force “Every story, even the driest, has a human face. Draw it well and put it on display, for to readers it is a mirror and a magnet.” Francis Flaherty, The Elements of Story: Field Notes on Nonfiction Writing The best digital marketers thank the messenger – technology and software – but quickly move beyond it. Never taking their eye off the ball, they harness the...
The Anatomy of a Web Banner ad that Works

The Anatomy of a Web Banner ad that Works

Everyone hates advertising. Especially boring advertising that leads nowhere. Your target group puts on advertising blinkers every morning, and they just don’t see your ads. Consider this: You are driving down a busy freeway and you catch just the flash of a huge billboard or a shopfront sign as you drive by at 80 or 110km/ph. In those nanoseconds, you may notice the advertisement as a blur, and the message rarely registers with you – except perhaps in a subliminal way. You have other things on your mind, and for most of us those billboards are just an intrusive distraction. If the billboard is well crafted and communicates instantly, you may register the brand name and – in rare moments – remember the message or take an interest in the product. Abysmal click-through rates Online banner ads are exactly like a fleeting glimpse of a billboard in effectiveness. In fact, the average global click-through rate (CTR) of display banner ads across all formats and placements is a a meagre 0.06%. Shocking, but accurate, no matter what vested interests may say. However, with millions of views, this equates to 600 respondents in every million, and that multiplied by tens of millions of ‘opportunities to see’ (OTS), means that online ads are still a viable advertising option. In Australia, the latest stats from the Google Benchmark Tool show a much higher CTR of 0.49% – more than eight times higher or about 5000 clicks per one million views. To clarify, there are many different studies with most showing click-through rates of less than 0.1 percent and some that claim almost 0.5 percent or more. Whichever...
Mastering the Art and Science of Business Blogging

Mastering the Art and Science of Business Blogging

At its best, business blogging is an art AND a science. The art is taking readers on a journey that both soothes their headaches and inspires their ambitions. The science is showing a clear path to where they want to go. Great art understands what an audience feels and makes an emotional connection. Sound science stands up to robust examination and creates new opportunities. In blogging, one won’t survive the acid test without the other. Achieve both and the possibilities are exhilarating. Finding the sweet spot We live in exciting times for businesses of all sizes to connect with clients in ways not thought possible a few short years ago. Some have mastered the art of communication. Others grasp the science of forging new relationships by freely sharing their skills and knowledge. Both get a tick from me. Ultimately, employing one technique or the other works to a point but soon runs out of steam. Few successfully blend both because, in business, finding good storytellers who also have an impressive story to tell is rare. Why does it all go wrong? Impatience, greed, poor advice, lack of planning, no strategy? Take your pick. They all apply. MORE: Why Your Content Marketing Strategy Isn’t Working For You The times are changing As one of the cornerstones of content marketing, blogging for business remains an ever-moving target and your content team and blog writers need to keep up. What works this year might not work as well next year. Constantly raising the bar is critical. Michael Stelzner, the founder of Social Media Examiner, explains. “You have to accept the fact that this (content...
A Content Manifesto Web Designers Can’t Afford to Miss

A Content Manifesto Web Designers Can’t Afford to Miss

Searching for advice to cure all your content headaches in under three minutes? If that’s what you’re looking for, you’ve landed on the wrong page. Commit to a new path and accept your quest requires a bigger investment than the time it takes to boil a kettle. Quick solutions to complex problems are as rare as white rhinos buying tickets to a poachers’ safari. And they come with the same huge risks. It’s no different for web designers jumping through hoops for clients with challenging projects. Where do they begin? Which pieces come first – the design or the content? What are the messages? Who is the audience? Where will it be seen (device, context)? How should it be presented? When does it need to be ready? Why is the website being created? What problems does it solve? Daunting, isn’t it? They are all big questions even the world’s best web designers struggle to answer on their own. Fear not, there is another way. Enter the content strategist, the concept of collaboration and White Label content services that can be sold onto your clients for a profit. What is content strategy? In simple terms, content strategy is the process of planning, developing and managing all content on a website. Content strategy is much more than a vital component of web design. It should be the starting point and its driving force. Content informs the design process throughout the entire life of a website. In his article Content Strategy Within The Design Process, marketing director and author Brad Shorr describes content strategy as “the glue that holds a project together”....