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2017 New Year Content Checklist

2017 New Year Content Checklist

Heading into the New Year with a resolution to step up your marketing efforts? If you didn’t get the results you wanted in 2016, here’s a quick checklist you can use to identify weak spots in your content marketing. Assuming you’ve made some effort to publish content during 2016, here are the four top mistakes we see that diminish the results: 1. Putting Little Effort into Content Creation With so much content online, if you’re not making a big effort to create content that hits home with your audience, you might be wasting your time creating content at all. Short shallow articles that state the obvious won’t hold audience attention even if a catchy headline entices people to click through to read it. And what’s the point of attracting visitors to your website or LinkedIn article if they’re going to roll their eyes and click the back button? The bad news: good content takes time and effort to create. The good news: even one or two excellent articles a month, properly promoted on social channels, can increase your audience, and help you connect with prospective clients. If your team can’t devote the time, there are content writing services who will be happy to help! 2. Failing to promote content on social media Many business owners believe that simply publishing regularly on their blog will drive additional traffic to their websites and deliver extra business. If you undertake your keyword research and publish well optimised posts, you might indeed garner some extra traffic to your website. But you’ll bring in more if you’re drawing people’s attention to your content via social...
Great content strategy – but who’s going to implement it?

Great content strategy – but who’s going to implement it?

So, you’ve developed a content marketing strategy your competitors would envy, but will you be able to carry it out? Creating a content strategy or an inbound marketing plan will provide a solid direction, but it’s what comes next – planning your content – that will determine how well you implement. If you don’t have a comprehensive plan, don’t jump in an attempt immediate implementation. Your strategy is only the what and why. Now you’ll need to plan the who and how. It’s this planning phase that will allow you to streamline your activities for the best chance of consistent implementation. Perhaps your strategy involves: Researching to ensure you choose topics of greatest interest to your buyer personas Publishing high quality content consistently Optimising your content for discoverability Being highly active on the social media channels most relevant to you Curating outstanding content your audience will appreciate Regularly repurposing your own content assets into eBooks or other material Here is a breakdown of some of the tasks involved to help you decide on the who and how for your content plan. Topic and keyword research – taking the time to undertake keyword research not only helps you identify popular search terms and long tail keywords with potential, it helps to identify the type of information your prospective clients are looking for. The person most suitable for this task might be your content strategist, or any other team member from a writer to a marketing assistant who has a thorough understanding of your audience, and familiarity with the tools used to undertake keyword research. Writing – there are several potential solutions for...
7 Steps to Consistent Content Strategy Implementation

7 Steps to Consistent Content Strategy Implementation

There’s really only one way to get results from content marketing (or inbound) activities, and that’s to have a solid content strategy in place, and implement it with consistency. For businesses big and small, that requires a certain level of organisation and commitment. But as with most business activities, the better the planning, the better the output. Here are the 6 steps to consistency and results. Have a documented content strategy! If your company’s content strategy is all in someone’s head and not documented anywhere, I’d go so far as to say that planning and consistent implementation is impossible over the long term – either because that person won’t always be available, or the wheels will fall off when other tasks need to take priority. Document early and create consistent habits while you can. If you have the budget, turn to a content marketing agency for professional help. Conduct a content audit For the business that’s been publishing content for a few years without a documented content strategy in place, it’s a great idea to undertake an audit while you’re developing your strategy. A content audit can identify valuable pieces of content that can be repurposed or redistributed, as well as identifying outdated material that should be removed or updated. It will be a time consuming exercise if you have hundreds or thousands of pages of content, but if you’re able to make better use of the content you’ve already invested in creating, you’re likely to come out in front. Plan per quarter or year You might not be able to plan all your pieces this far ahead, but...
Boosting Your Social Strategy: Lists and Event Promotion

Boosting Your Social Strategy: Lists and Event Promotion

Does your social strategy need supercharging? This week we spoke to social business consultant Richard Wolff for his take on how to use social media to create business opportunities. He explains why it’s all about building lists and finding the right way to connect with your audience on each platform. Richard, what are the key areas of your consultancy? I do social media in a way that may not be your ‘101’ type of method. It’s to help people and organisations find out what about LinkedIn or Twitter or Instagram is special to them, and to use each platform to create a profile and find ways to truly engage with the community. It’s not about getting the most followers or the most posts. It’s about finding an authentic way to use each platform, not just to send out information, but to listen in on the communities they care about – their clients, their prospective clients and their business community. How do your methods work in the B2B arena? Let’s take the example of a business chamber I worked with. Their social media, their Facebook and Twitter, was as you would expect – just used for a few isolated posts such as their events. When I got involved, I said that if you can harness the energy of your 300-plus members when they post on Facebook and Twitter, we can pick some of that content to share and curate back to the other members. Likewise, if they start to follow our pages and set their notification settings higher, they can get updates in their feeds, engage with the chamber, and...
Building Better Sales Connections: HubSpot rep Thomas Moin talks strategy

Building Better Sales Connections: HubSpot rep Thomas Moin talks strategy

Following our recent interview with social selling consultant Tom Skotidas, we turn to another expert in the field of inbound marketing for some insight from a sales rep’s point of view. For the past two years, Thomas Moin has worked at inbound marketing platform HubSpot, and he is now a senior channel partner with the company’s agency partner program. His career has been dedicated to using online platforms for selling, and he spoke to Andrew Shaw of Article Writers Australia about how to develop marketing methods that work. Thomas, what was your introduction to inbound marketing? I’ve spent virtually my whole career in sales. I studied IT and English Literature then ended up in an IT integrator, a small business of around 15 employees. From there I went through to Macquarie Telecom, where I continued my sales career selling to organisations that gained all their revenue from their websites. While I was there I had exposure to a platform called Marketo and I helped with the campaign set up and some of the website work there. That was where my interest in the marketing automation industry was sparked, so I joined HubSpot when they opened here in 2014. I was approached by them on LinkedIn and was one of the first employees hired in Australia. Could you describe what you do at HubSpot? My role is on the partner side of the business. I work with agencies that are a good fit for our partner program, where they end up servicing their clients on HubSpot and we have a support mechanism for them. I now have a coaching role,...
How to Hire the Right People for a Content Marketing Team

How to Hire the Right People for a Content Marketing Team

Getting the right people into the right roles is always essential, but when it comes to your content marketing team, flaws or missing skills can drastically reduce the effectiveness of your content strategy and cost a fortune. When a business has only a small content or marketing team it’s not uncommon for them to be expected to be all things from content strategists to blog writers. This week we spoke with consultant, mentor and executive coach David Leahy from Directions Unlimited to explore what can go wrong on the content marketing team at a large company, and what’s to be done when you’re an SME and you need the skills of an entire content team, but can only afford to hire one person! So what can go wrong in a content team? According to David, most of the issues that arise can be pinned down to one of two things, no matter how big the company – the scope of the job, and / or the suitability of the job-holder or applicant. These need to be tackled from the outset if you want to ensure the effective implementation of your content strategy. Scope of the job Growing SMEs often have a broad range of content marketing related tasks that need to be completed, but only have the resources to engage one person. They may have a need for content writers, someone to manage the social media, a content strategist, and an analytics guru. The person chosen might have excellent skills in one or two areas, but limited knowledge in others. This can lead to the job occupant feeling overwhelmed...