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3 of Our Favourite Aussie CEO Pulse Writers and Why We Like Them

3 of Our Favourite Aussie CEO Pulse Writers and Why We Like Them

Would you like to create the kind of content that draws in a crowd, generates engagement and results in new connections and opportunities? Of course you would! But how do you go about it? When you want to be a champion, one of the best things to do is to look to the real champions, and check out what they do and how they do it. Naturally you don’t want to plagiarise, but imitation is the greatest form of flattery after all, and there’s nothing wrong with picking up a few tips from the high flyers! CEOs who pull this off really well often have these things in common: They courageously tell it like it is – or at least how they see it. They use descriptive language to tell stories that people can relate to. They are generous in sharing their thoughts, ideas and experiences without asking for anything in return. They bring their personality with them so that you get a glimpse of it through their posts. To demonstrate, let’s turn to LinkedIn Pulse and look at three very different business owners who do this well, each in their own way – Mark Bouris, Moby Siddique, and Thang Ngo. Before we dive in, let me point out that Moby and Thang don’t yet have massive followings on Pulse, but they’re on the way with over 1200 and 1700 followers respectively, and if they continue to publish content with heart, (and in Moby’s case a little more often!) their followings are likely to grow substantially. As you might expect, with the advantage of being well known, Mark Bouris...
How to Run a Successful B2B Workshop

How to Run a Successful B2B Workshop

Last week I shared my thoughts as a business owner on the opportunity of running workshops to generate B2B leads. To delve further into the logistics and viability of developing workshops, I spoke with Eyob Yesus from Memphis Events (Sydney) to glean his insights on using workshops as a lead generation tool. If you’re considering this approach for your business, I’m sure you’ll find his insights and suggestions helpful. How well do you think workshops and seminars work as a B2B lead generation tool? Really well! They create opportunities by offering more information and engagement. However, this needs to be backed by a strong purpose, good planning, and valuable service offering. What sort of results…conversion rates…have you witnessed in this space? With solid content and service offering, a workshop can offer a, 4-6 people conversion out of 10. Is there an optimum number of attendees or event frequency? This depends on the service and product however a typical workshop size is 20-30 attendees. Frequency will depend on your capacity to deliver the workshops, and the products and service offering. For example, fast moving products can run 2-3times a week. Often the frequency of B2B workshops is around once a month for service based businesses, and the workshops might be offered in a different location each month. What are the factors that most contribute to a successful workshop? The two biggest ones are the value participants gain from having strong content and engagement at the workshop, and the marketing strategy to attract and execute the workshop. The workshop content must have value to begin with, and the marketing must convey that...
Content Isn’t King for B2B Lead Generation – here’s what is

Content Isn’t King for B2B Lead Generation – here’s what is

If there’s one topic every B2B enterprise owner or marketing manager is interested in, it’s lead generation. In this post I’m going to do something pretty odd for someone who runs a content writing business – I’m going to explain why, for B2B lead generation, content often isn’t king. Event marketing is. Content and social media will still be part of the lead generation equation for most B2Bs, but having given this topic a lot of thought this week, I’ve come to the conclusion that many B2Bs (myself included) have become overly focussed on online lead gen, and might be better served by making event marketing the key plank in their strategy. A recent personal observation really clinched this for me. I’ve been thinking lately of putting together my own workshops, so I went along to one I knew had been run multiple times to see what I could learn from the presentation and approach. It was by no means the liveliest workshop I’ve ever been to, but I have no doubt it works a treat. Free personal consultations were offered at the very end, and it seemed that about 50% of attendees were ready and waiting to take up the offer. Yes, they were taking the next step in the ‘buyer journey’ – in droves. Of course, not all of those enthusiastic attendees will progress from the free consultation to a paid service, but I’m guessing there’s a pretty decent conversion rate and an excellent ROI. If 20 people attend a free personal consultation, and the conversion rate is only 25%, that’s still 5 new customers – and...
How to Create a Memorable Radio Commercial

How to Create a Memorable Radio Commercial

In today’s online obsessed world clients and agencies apparently think radio advertising does nothing to lift sales or improve brand perception, so they steer clear of using the medium.  They seem to believe that radio advertising is just a waste of valuable dollars. Why is this so, when more than half the population are listening every day? Unfortunately, most radio advertising is boring and annoying to listeners, and without an emotional spark between your radio commercial and the audience, you will never sell anything. Much like good content marketing, the most appealing and memorable radio ads are those that are insightful, tell a compelling human story and aim to create a strong bond with the audience. Although there are hundreds of creative spots written and on-air, only a very few have the magic ingredients needed to cut through the clutter, and those commercials can make your bottom-line jump with joy, as well as build your reputation. These gems are the ads that people remember. Whether sales promotion or image building, no matter what you’re selling, your target audience is listening and a remarkable radio idea is waiting to be born. Writing memorable radio advertising is only one part of the equation; writing a concise piece of communication that delivers both sales and higher brand awareness is even more challenging. With sound effects, music, brilliant scripting and creative production, a well-crafted radio spot can stir response like no other medium. Be Inspired. Dramatize the proposition Here is what you need to aim for as you develop your radio scripts. The entire thing should be framed as an experience for the...
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...
How to Engage an Audience and Get Your Message Across

How to Engage an Audience and Get Your Message Across

Rod Matthews has an international reputation as a leading authority on change and human performance and a highly engaging presenter. He spoke with Andrew Shaw from Article Writers Australia about how to make a dynamic presentation that engages your audience and delivers your message in a way that will be remembered, and how content writers can use these same principles to create engaging content online. Rod, how important is charisma when you’re making presentations? I would strongly suggest that you need both substance and style. Quite often, we ask the person who knows the subject the best to teach others. But that’s not necessarily the best way to go about it. The best player doesn’t necessarily make the best coach. It’s important to have the substance – to be smart, to know your subject area. It’s another thing to be able to get your message across in style. What do we mean when we say someone is good at engaging the audience? First of all, I think they recognise the difference between being self-conscious and being audience-conscious. There are two ways to do self-conscious – the nervous way, which is when you see someone standing up in front of a group of people, and they are worried about their sweaty palms and the heat rash coming up on their neck.   Then you can be self-conscious in an arrogant way. This is the person who is up there for their own benefit. The audience doesn’t even have to be there; they’re just spouting off! I think people who have charisma, the people who are good with style, are the people whose...