Tag - Content Marketing

Business Blog: Often Overlooked Marketing Tool

Five Reasons You Should Start A Business Blog

Business blogs have become a common and cost effective way to market your business online. But there are still many businesses – especially small businesses – that are haven’t made the jump and started a business blog.

There are can be several reasons why small business owners don’t blog:

  • Blogging requires a commitment of time and resources that many small businesses can’t spare.
  • Many small business owners don’t know how to get started from a technical perspective.
  • It can challenging to develop a loyal and engaged following.
  • It can be difficult to consistently come up with interesting topics.

But starting a business blog doesn’t have to be intimidating. And once you’re up and blogging, the benefits will make effort worthwhile.

Here are five big reasons that every small business should start a blog.

1.    Target potential clients.

Even though business blogs typically don’t involve direct promotion of products and services, they are a great way to market your business. The promotion on a blog just comes in a more passive way.

You discuss the industry you work in, the general services that you provide, and the individual challenges that your target audience faces. This keeps your name in front of potential clients that may need and consider buying the products and services that you provide.

2.    Boost traffic to your website.

As a general rule, most business blogs are separate from a business’ website – either created as a different section or as a different site entirely. Creating a secondary location helps you target new visitors and move the traffic to your products and services, online store or contact pages through in-content links and/or links in your navigation.

3.    Establish yourself as an expert in your industry.

Sharing high-quality and relevant information with your readers demonstrates your expertise in a particular subject area or industry.  Eventually, you’ll become known as the go-to guy/gal that provides consistent and useful information that helps readers learn about new resources, solve tough challenges and even advance their own businesses.

4.    Create a unique community.

One of the best parts of a successful business blog is the sharing that can take place in the comments. You can facilitate an active comments area on your blog by posting and responding to comments That will help you create a community with shared interests, and you’ll learn a great deal about your audience in the process.

5.    Gives you valuable person-to-person connections.

A business blog doesn’t have to be all business. Occasionally injecting some of your personality, going off topic occasionally and using humor can help you avoid having a boring business blog. Give your blog a little individuality and it can make you more relatable and approachable by your readers.

These are just a few of the benefits that come with a successful business blog. Granted, creating a successful business blog takes time, dedication and patience. But once you get started, you’ll be on your way to realizing the many marketing benefits of blogging.

Viral Content Sharing

Sharing content through social networks

Content sharing platforms allows users to discover content they can share with friends, family and colleagues. By now, most companies have accounts on several content sharing sites that allow users to publish and share content. These sites include Facebook, Twitter, Instagram, and Pinterest, among others.

Online communities are formed around shared interests and specific topics. If you produce a large amount of good and interesting content, you’ll benefit from building a presence on a content-driven social network to build your profile, gain fans and followers, and increase your rankings on search engines. There are social networks that are suited for sharing larger amounts of content, including LinkedIn, Stumble Upon, Reddit, Technorati, and Digg, among others.

Users visit content sharing platforms to discover content they can share with friends, family and colleagues. Research shows that online sharing tends to take place through many small groups and not via the single status post or tweet of a few influencers. While influential people may be able to reach a wide audience, their impact is short-lived.

In short, content goes viral when it spreads beyond a particular sphere of influence by ordinary people sharing with others. Content spreads online through large numbers of people sharing with small groups. There is little data to support so-called influencer behavior in social marketing. Content sharing can be compared to word-of-mouth conversation. 

Content goes viral when lots of people engage with their normal social circles to share content. So the best way to “go viral” is to engage millions of users with great shareable content with the knowledge that they will share at interpersonal levels. 

Marketers and publishers should focus on content that will resonate and get people talking to their colleagues, friends and families. Content sharing is about engaging people in conversations that mirror the offline world. 

Content marketing strategy

Content Marketing Strategy Matters

The Power of Content Marketing in a Digital World

Content marketing strategy

Content marketing takes time and effort because you actually have to listen to your customers and know what their needs and challenges are.

You can no longer solve your marketing problems by just purchasing advertising, even if it’s a high profile space such as a Super Bowl ad. You must make a real connection to your current and potential customers by focusing on information that addresses their true concerns.  In today’s digital marketing world, what the customer wants is more important than what you have to sell. Your message across the board must be in sync with your niche.

So how do you achieve your marketing goals in today’s world of blogs and social networking?  The simple answer — and the not so simple answer — is content marketing.  For many businesses content marketing requires a whole new mindset.  For this reason alone, content marketing in the digital media age can be a challenge.

Here are a few points to better help you understand the power of content marketing.Content Marketing Strategy with Content Editor and Writer

Content is more important than the offer.

Customer relationships don’t end with the payment.

News and press releases are no longer just meant to be picked up by the press; Official statements should be compelling and help customers find your content on the web.

Permission transferred is permission lost.

Communicating directly with customers is ideal. Keep in mind, content marketing can impact your influence, authority, online reputation, and SEO search rankings.

Hiring a content editor is quickly becoming a must for many companies.

Most business websites talk a great deal about how great the company, products, or services are but they forget about the customer.

The blogging community can be just as influential, if not more than traditional media and news sources.

Collaboration is critical. Work with your teams — social media, branding, PR, marketing, design, and sometimes even your technical staff and customers — when developing key content and distribution channels for your content marketing strategy.

The old way of marketing is where businesses talked at customers, constantly interrupting their lives.  Content marketing and its top trends for 2014 point to the importance of connecting with customers. Neuro-marketing and native advertising principles can also affect content marketing.

You can experience content marketing first-hand by developing a content calendar, including your “owned media” in social media networks, starting a blog, white paper, and similar efforts.  Write information that your customers want to read instead of dictating to them.  You learn the lesson quickly by evaluating your insights and analytics. Content marketing is art and science combined.

media and content marketing

Owned Media: The Power of Owned Media Continues to Grow

Build brand presence with owned media content strategy

media and content marketing

The power of owned media as a marketing tool continues to grow. This trend will continue for the foreseeable future. Traditionally, there were two types of media.  

  1. Paid — where you paid for the placement of your message. This can be print ads, banner ads, television and radio ads, etc.
  2. Earned — you’re able to get your story placed in a news media outlet and have journalist talk about it.

Now, your company can produce your own content because of owned media. This is, in large part, thanks to the Internet. Owned media allows you to reach the same audience as those other media, but in a way that you completely control and that is more effective. Owned media involves content that you create, control and share. You write it, produce it, record it, publish it and market it to your audience.owned media and content

There are two types of owned media:

  1. Fully-owned media (like your website)
  2. Partially-owned media (like your Facebook or Twitter account)

Owned media is all about providing your own content on platforms that you own and control. Owned media helps you reach your audience when other media may not be doing the job. People are looking for answers to their problems. You can give them those answers. It is a great way to improve visibility and reach your target audience.

Owned media extends your brand’s presence beyond your web site so that it exists in many places across the web – social media sites, message boards and unique communities. The ability to communicate directly with your consumers (who want to engage with your brand) through long-term relationships is invaluable.

Content is what makes owned media work. When you create content that engages your audience, you build trust and, in turn, long-term relationships with your customers and prospects. Content creation can include blogs, white papers, eBooks, webinars, podcasts, video campaigns, and email marketing. In short, any medium that will effectively reach your audience.

With owned media, content that you create and own resides on something that you own and that you can then lend to outlying networks, such as Twitter, Facebook, and Google+.

Owned media isn’t just about creating a brand. It’s also about:

* Building your database

* Generating leads

* Converting leads into sales

That is why every piece of owned media content you create should have:

* A call-to-action (i.e. “Like” us, leave a comment, a link to your blog, etc.)

* Registration (such as email address and/or phone number) in exchange for some piece of content

Creating an owned media network with your own original content establishes your company as the hub in the wheel of information. It should be viewed as an investment, not an expense.

Digital Advertising and Local Advertising

Digital Advertising Leads to Huge Increase in Local Advertising

Go Digital in Your Local Market Advertising and Marketing

Digital Advertising and Local Advertising

If you’re looking for an effective place to invest you company’s advertising and marketing budget in the coming years, you should consider the burgeoning local online/interactive/digital advertising segment of local media advertising. 

BIA/Kelsey, a key adviser to leading companies in the local media industry, has released its U.S. Local Media Forecast for 2011-2016. The report forecasts that especially strong growth in the digital segment of local media advertising through the year 2016.

According to the firm’s forecast, local online/interactive/digital advertising revenues will climb from $21.2 billion in 2011 to $38.5 billion by 2016. This represents an annual growth rate of 12.7%. Figures include the rapidly growing field of mobile advertising. According to a BIA/Kelsey news release, the report forecasts total U.S. local advertising revenues at $151.3 billion in 2016, up from $132.8 billion in 2011.

BIA/Kelsey now predicts an annual growth rate of just 0.2 percent in traditional local media advertising revenue between 2011 and 2016. There are a variety of factors contributing to the downward revision. These include the European economic crisis and continued high unemployment in the U.S. Both factors have caused businesses to hold back on spending for goods and services, including advertising.

While traditional media growth appears to be slowing, the firm states that digital and interactive local advertising will see a large amount growth through 2016. The forecast shows that online/interactive/digital advertising revenues will see an annual compound growth rate of 12.7 percent, including revenue from the mobile market. The report pegs the digital segment at $38.5 billion in revenues by 2016, which would be up from the $21.2 billion in 2011.

Offsetting the lack of new revenue expected in the traditional media, accordingly, a greater percentage of local spending will be in digital advertising in each successive year. By 2016, digital will constitute 25.5% of all local advertising revenue, an increase of 16% from 2011.