Finding the Right Marketing Voice for Your Brand

12573212_mCompanies work really hard to maintain consistency with branding efforts so customers have a similar experience every interaction, regardless of channel. That’s why finding the right marketing voice is so important. Similar to an audible conversation, written copy has a “tone” that often conveys just as much as the copy beneath it. In the process of finding the right marketing voice, two key questions need to be addressed: 1) what does the written tone convey about your brand, and 2) is it consistent.

According to a blog by ABC Copywriting, a good way to go about finding the right marketing voice is to personify your brand – meaning, what traits would your brand possess if it were human? Then, determine the top three values this person would have and use those as a model for your tone.

Written tone is essentially your brand’s personality conveyed through text, and it should align with your values and mission. Let’s say you have shoe business, and your values are fun, funky, and affordable. A formal tone wouldn’t be appropriate, but coming off as funky could be tricky, too. Since being funky can mean different things to different people, you’ll want to ensure that your readers ‘get you’ and what you are trying to say.

A consistent tone of voice is important in business communications just as it is in personal communications. If we all of a sudden started coming off bubbly and gregarious when we have typically been reserved and formal, people would start to wonder if there is something wrong with us. As humans, we find consistency comforting because it helps us know what to expect. Consistency may even help build trust and is important for an ongoing relationship.

Finding the right marketing voice entails being able to effectively address different audiences across various mediums while conveying subtleties such as mood. If you’re ready to see how great copy can get the conversation flowing, give us a call.

Posted in Brand, Consistent Customer Communications, Copywriting, Marketing Strategy, Online Marketing, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , | 2 Comments

Building Your Brand with Copywriting Services for Real Estate

14417467_mThe real estate market, like so many others, has become flooded with competitors. Agents trying to make names for themselves have had to find unique ways to stand out from the crowd. With so many great properties and agents available, how do you convince potential buyers to choose you? Copywriting services for real estate may hold the answer.

Effective copywriting can be beneficial in many ways from making your properties more enticing to boosting site traffic and conversion rates. It can also help your ads pop and is able to draw buyers in through the use of catchy headlines. Utilizing copywriting services for real estate ultimately makes it easy to cater to select groups in order to elicit a response.

Creation of regular blogs, articles, agent newsletters, email blurbs, social media content, and website text are just few of the available copywriting services for real estate agents. Penning effective copy through any of these various channels can help keep you alive in the minds of your clients so that when the need does arise, they remember you. Strong copy can not only help build relationships, it can also drive referrals as loyal customers forward your information onto those in their inner circles.

Per an Ozio Media blog, good copywriting services for real estate can even drive prospective buyers out of the arms of the competition and direct them back to you. This can be accomplished through use of search engine optimization techniques in your blogs, articles, and social network content, which will ensure your content gets seen, increasing your amount of site traffic.

Any business is a brand, and real estate is no different. Don’t ignore the power of copywriting services for real estate in building your brand. To learn more about how effective copy can help you stand out from the masses, call or click today.

Posted in Blog Writing, Brand, Consistent Customer Communications, Content Marketing, Copywriting, Email Marketing, Marketing Strategy, Newsletter Marketing, Online Marketing, Real Estate Marketing, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment

Should You Outsource Your Content Creation this Year?

17320784_mA few conversations are likely to come up this year in small board rooms and large; similar questions popping up across teams of three and teams of 20 – should we keep using drip coffee, or get a Keurig for the office? Which tablet is best? And should we outsource our content creation this year or do it in-house?

The last question poses more weight and more potential than many others, because it opens the door to stronger brand loyalty and more increases in qualified leads during 2013.  For many organizations, it may seem possible to launch a few social media accounts for the business, start blogging and go from there with content marketing.

While it’s possible to carry out a few basic content marketing steps in-house, many experts agree that this approach may lead to lost time and resources, low level of results and overall frustration — concepts highlighted in a recent Digital Sherpa article.

Should you outsource your content creation this year? Ask yourself a few key questions to help make this decision.

1. Am I able/willing to prepare a detailed content plan within an overall content marketing strategy – one that’s on paper, week by week, and ties in all elements of our approach? Even more important, am I willing to carry out this strategy on a consistent basis even when things get busy? Without a detailed blueprint for content marketing, you may be floundering with random posts or updates that don’t achieve results or reach the right audience.

2. Can my team commit to carrying out our content marketing approach together as another element of our work load? If your team isn’t fully on board in sharing the content marketing work, you may only find frustration and disappointment as results don’t come to pass and content marketing falls to the bottom of many team members’ to-do lists.

3. Will I be able to provide new information, articles and blogs around fresh concepts week after week? To be successful at content marketing, you must keep feeding the “machine” with valuable, new material week after week. This is the foundation for establishing a targeted following, higher search rankings and new leads. If you will only be able to write a high-value piece or two as time allows, the results simply won’t happen.

4. Do you have the knowledge and tools for publishing content across multiple platforms – and do you know which of these tools is working, and which ones aren’t performing? Content marketing professionals can take advantage of numerous tools online to share your valuable information across multiple channels simultaneously. They also know how to evaluate what’s working and where changes need to be made to keep gaining results.

When considering the question “should you outsource your content creation this year,” consider the reality that investing in professional content marketing actually saves money over time because the tools build upon themselves as your audience grows. It’s well worth the investment, and allows you the freedom to do what you do best for your organization.

Posted in Annual Report Writing, Blog Writing, Brand, Consistent Customer Communications, Content Marketing, Copywriting, Marketing Strategy, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , , , , | Comments Off on Should You Outsource Your Content Creation this Year?

What is Your Content Marketing Formula?

16489150_mBy the time customers get ready to purchase, they’ve already conducted a thorough background investigation on the web. Content that is current, original, and relevant will stand out, while anything else will quickly fade into the background. In the content race, a lot of marketers struggle to balance quality with the constant demand for new material. However, by using an editorial calendar and having a solid content marketing formula in place, it is possible to manage demand and still produce captivating content.

According to an article posted by Social Media Today, a good way to divvy content is by following the 70/20/10 content marketing formula, which states that 70 percent of your content should be devoted to the core business, 20 percent to premier business content, and the remaining 10 percent to unrelated exploratory material that doesn’t tie into core activities at all.

In other words, the bulk of your material ought to showcase your expertise and demonstrate how that expertise meets customer needs. So if you’re in the home improvement business, for instance, maybe you host a weekly blog that provides DIY home improvement or decorating tips. This part of the content marketing formula is aimed at building credibility and trust, which will position your business as a market leader should followers need your services.

For the 20 percent devoted to premier material, invest the time to create high level content that will deepen followers’ awareness of how your services compliment their everyday needs. In the home improvement example, this could include posting videos of common household renovations such as bathroom or kitchen updates. Other possibilities include hosting a learning seminar or producing an eNewsletter on a popular topic.

The final section of the content marketing formula needs to explore other areas of interest. This is a spot allocated to experiment with growth areas and to identify unmet needs. Ice cream favorite Ben and Jerry’s recently partnered with Instagram, for instance, to promote its ‘Capture Euphoria’ campaign as a new means of broadening its fan base.

What does your content marketing formula look like? If you don’t have one, maybe it’s time to give us a call.

Posted in Consistent Customer Communications, Content Marketing, Copywriting, Email Marketing, Marketing Strategy, Newsletter Marketing, Online Marketing, Social Media, Social Media Marketing, Website | Tagged , , , , , , , , , , , , , , , , , , | 2 Comments

Monday Morning Coffee with U.S. Animal Health Association

USAHA Logo fullclr HRHealthy Animals, Healthy People: Group Connects Around Century-Old Roots

Picture it:  It’s the 1890s, and vast cattle ranches stretch across the southern states, particularly in Texas. Some ranchers tediously roll out the very “modern” invention of barbed wire to claim the longhorn herds and other breeds they called their own. Terms related to bovine tuberculosis, Texas fever and summertime bovine infection are circulating quickly, prompting livestock commissioners, ranchers and officials to get together to talk about the serious issues of preventing and managing livestock disease.

In this picture, it’s more than a century before email and Twitter, and the group relies on pulling together across the states and sharing the science and knowledge they have, collectively, to solve problems.

Today, the view is new – but the passion remains. A large group of livestock officials, researchers and interest groups still meets on a national basis to share the science behind healthy livestock and healthy people, operating under the name the U.S. Animal Health Association.

As a reflection of northwest Missouri becoming a hotbed of agricultural science and life science research, the U.S. Animal Health Association (USAHA) operates from St. Joseph, Mo., with a national and global reach. More than 1,100 individuals across the roles of animal health officials, state and federal representatives and individuals make up the membership of the USAHA, with representation in every state — plus 34 groups that work within both health and consumer arenas, such as the National Pork Producers Council and the National Cattleman’s Association.

USAHA works within the science of animal health to also help protect public health, forming partnerships with medical professionals and veterinarians. Executive Director Benjamin Richey explains that through a science-minded approach, they’re creating a combined effort referred to as one-health – meaning human and animal medicine working together to prevent disease, address food safety and be prepared for emergency.

“Animal health, like all agriculture, can be full of transition. We’re here to provide solutions and support that make the business as smooth as possible for the livestock industry,” says Richey.

Aside from the obvious reasons these endeavors are so important, USAHA explains that livestock disease cost farmers, ranchers and consumers at least $1 billion per year in resources. Each year, a national meeting calls together the best minds in animal health, including members and partner groups, to look at solving challenges and innovations across the animal health industry.

On a daily basis, members receive an email newsfeed from USAHA that highlights recent events across animal health and offers information for building a stronger knowledge base.

“It’s a privilege to serve our members,” says Richey. “They are dedicated and hard-working, and have a true passion for animal health. We’re here to support them in what they do for the greater good of agriculture and animal health, and to help feed the world.”

Today, SJC recognizes the work of the U.S. Animal Health Association to share critical news and coordinate the knowledge of hundreds of national groups and partners toward the common goal of healthier animals and healthier food. Thank a member of the U.S. Animal Health Association today.

Posted in Content Marketing, Copywriting, Email Marketing, Monday Morning Coffee, Newsletter Marketing, Social Media, Website | Tagged , , , , , , , , , , , , , , , , | 1 Comment

Drive Demand with Content Curation

16114964_mIn today’s content driven world, it can be difficult for marketers to keep up. The pressure to constantly feed fresh content through a variety of different channels has put pressure on companies to “crank it out” so to speak. The result has been a decline in high quality content in favor of speed.

The best way to combat this is to shift the focus to content curation. Just as a museum curator combines artifacts and memorabilia to create beautiful exhibits that convey a story, expert content curation helps meld information into something of interest and value. Mass produced content or content that is slopped together just to meet a deadline not only robs the consumer of unique value, it contributes to the sea of noise that already makes it difficult for you to break through and grab their attention in the first place. While McContent might be quick, it’s not going to win any taste tests.

Certainly there must be a balance between marketing automation and production of quality content, and content curation can help. According to a CEB blog, to stay relevant marketers need to create approximately 720 pieces of fresh content each year. This is necessary to regularly address the needs of various target audiences across the channels that matter most to them. Marketing automation does create a mechanism to streamline this process, but without content curation, you’re likely to join the band of clanging cymbals.

CEB research reveals that at most, a B2B supplier can hope to get about 12 percent of its customer’s attention during the buying process. Thanks to the plethora of resources available online, most B2B consumers are already well over half way through the purchasing process by the time they decide to enlist the help of a sales rep. Skillfully created content may very well be your only shot to get the attention of potential customers, engage them, and earn their trust.

Good content curation creates demand. Does your content do that?

Posted in Blog Writing, Consistent Customer Communications, Content Marketing, Copywriting, Marketing Strategy, Online Marketing, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , , | 1 Comment

Does Link Building Help Strengthen a Brand?

16255665_mLink building is a critical piece of content marketing, particularly in the area of search engine optimization. Perhaps now link building is more important than ever in light of changes with Google and increasing competition. But how does link building help strengthen a brand?

First, a brief review on what link building means. Essentially, search engines find and use links that are included in pieces of content to know if a website is of high value and if its popular. The quality of the links that one site is linking to reveal whether or not that information is valuable and can be trusted, as opposed to content junk. The more high-value links a piece of web content has that are pointing to it, and the more high value links it points to, the higher the chances of that piece of information being viewed by search engines as “expert” status.

A recent article on Search Engine Journal talks about specific tips toward link building that can also keep a brand’s strength in the spotlight.

How Link Building Helps Strengthen a Brand:

By posting content on the most highly-used online sources
– Incorporating the name of the brand often enough to resonate with readers
– Through working with the brand name, beyond just keyword sets, when making comments or creating a presence on active forums and conversation sites
– By providing meaningful information across dialogue and comments with readers
– Focusing on using the brand name with the link as a tool for reaching out to the audience, not just as a tool for higher search traffic
– By talking about things your brand has succeeded at doing in past quarters, or the year – this builds a sense of legitimacy and strength
– By using a unique graphic or image to further increase the possibility of your content being linked to and talked about, especially when this image is unique to your brand

Link building helps strengthen a brand across multiple channels, but all these efforts begin and end with meaningful, valuable content that readers deem worth their time to open and share. Start incorporating link building into your 2013 content creation strategy now.

Posted in Brand, Content Marketing, Creating Links, Link Building, Marketing Strategy, Online Marketing, Website | Tagged , , , , , , , , , , , , , , , , , | 2 Comments

Why we Treasure Copywriting

In everything we do to create the perfect marketing strategy, it’s all based on quality content. That content was born of copywriting. For that reason, this is still my favorite video produced by the SJC team. It’s quick – I hope you take a minute and enjoy. If you do, please share it across your networks.

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3 Tips to Inspire Social Media Marketing Wins through the New Year and Beyond

15873889_mAs we construct content strategies for 2013, it’s helpful to look back and examine social media marketing wins that stood out last year.  Just as history can help minimize repeat mistakes, a brief examination of previous social media marketing wins is beneficial to keeping the momentum into the New Year.

In a post about social media marketing wins and fails, guest blogger Nina Amir highlights the fact that social media is meant to wet the appetites of followers to learn more and eventually click-through to our websites. But Amir notes, to get people’s attention we must have something of interest to say. Our content should foster engagement and encourage fans to like us on Facebook, subscribe to our eNewsletter, or follow us on Twitter. By offering content of value, we gain trust, and it’s no secret that people buy from those they trust.

Here are three tips for building social media marketing wins in the months ahead:

  1. Make your Marketing Matter. Take a lesson from Facebook founder, Mark Zuckerberg: successful marketing starts with passion for your customers and a clearly defined purpose. Your vision, objectives and priorities should be plainly communicated. We have to form synergies with the right partners and inspire something greater than ourselves. We must not be afraid to take risks – just how different would life be if Zuckerberg allowed potential risks to smother his plans for Facebook?
  2. Harness the Power of Video. Never has the use of video been more important that it is today. Videos are can go viral and are highly shareable. Just make sure you use proper lighting and sound techniques – a poor quality video will only hurt your reputation.
  3. Blog a Book and Book Your Blogs. Why not compile blog posts into a book and distribute to followers to grow your mailing list? Another option is to blog a book – select a business relevant topic and break blog content down into short chapters to help showcase expertise.

If you’re ready for content that inspires social media marketing wins and success stories, we think we can help.

Posted in Blog Writing, Content Marketing, Marketing Strategy, Online Marketing, Social Media, Social Media Marketing, Video Marketing | Tagged , , , , , , , , , , , , , , | 3 Comments