Trends in Content Marketing

Posted on November 14, 2012 by admin

Content marketing is continuously occupying a more important role in professional marketing strategies. For three years now, the Content Marketing Institute (CMI) has partnered with MarketingProfs to present key trends in content marketing. The 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America is currently available, and findings indicate that content marketing is used by 90 percent of marketers.

One of the chief B2B trends in content marketing has been that spending is increasing. Content marketing expenditures are currently eating up about a third of the marketing budget, whereas such spending only took up 26 percent of the budget last year. This margin only appears to be getting wider, with more than half of respondents advising they plan to invest even more into content marketing in 2013.

Survey data also indicates that while marketers are still trying to evaluate the effectiveness of different content marketing channels, they continue to experiment with different tactics. In 2011, an average of 8 content strategies were used, but this year the average increased to 12 with social media (exclusive of blogs) coming in at the #1 spot with 87 percent usage. Last year’s trends in content marketing showed that articles were the most popular tactic, and while they no longer hold the top spot, they still boast an 83 percent adoption rate.

All tactics are gaining popularity, except magazines, which remained unchanged. According to information featured at Business 2 Community, videos, mobile content, and research reports experienced the highest rates of growth, however, marketers believe that in-person events are still the most successful channel with 67 percent perceived effectiveness.

One of this year’s trends in content marketing with regard to social media is that the popularity of LinkedIn has surpassed that of Twitter for B2B content with 83 percent to 80 percent usage respectively. Pinterest is also creeping up the ranks with over1in 4 B2B marketers admitting to its use for content placement.

Interestingly, those surveyed indicated that generating enough fresh content was a major challenge for them. If this sounds familiar, the experts at Susan J. Campbell Copywriting Services can help. Contact us today to create a plan for ongoing content that maximizes your return on investment.

 

Posted in Content Marketing, Marketing Strategy, Mobile Content Marketing, Newsletter Marketing, Nonprofit Marketing, Online Marketing, Pinterest Content Marketing, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , , , , , , | 2 Comments

How to Post an Effective Guest Blog

Posted on November 13, 2012 by admin

Being creative about getting your message out is one thing, but knowing the best sources in which to attach your brand could be invaluable. One way to do so is to guest blog on other websites. In order to do that, it takes some thought and creativity as well as being in good standing with the webmaster.

According to SEO-Hacker.com, link building through the post of an effective guest blog is one way to get your blog noticed. Stay focused on blogs that are in your industry and include quality content.

It helps to have some sort of relationship established with the webmaster of the site you are interested in, but you can simply introduce yourself to a site owner and seek permission to write an effective guest blog. Research about what is included on the site, topics discussed in the past and the elements that truly interest the audience. If your writing is within these boundaries, it’s more likely to be noticed and drive traffic back to your site.

Keep in mind the length of each piece you do. Keep your thoughts succinct and to the point, but at the length that is customary for the site. Too short and it’s hard to drive traffic; too long and readers may get bored before they learn who you are and why they should click through to your site. First impressions can mean a lot and as long as you can give the audience and the webmaster what they want, you have an in with an effective guest blog post. If not, acceptance on your chosen sites could be difficult.

In order for someone else to allow you on their site, you need to prove to them what you can do, by utilizing your own website. If your site needs some work, then the webmaster will most likely not want to link to you. Make sure you are showcasing quality work and the rest will follow.

Writing and posting an effective guest blog is just one more way to get your message and brand out in front of other audiences. If a potential client follows a site that you’re blogging on and learns about your product or service here for the first time, then you have opened yourself to a market that could be your next repeat customer.

If you’re ready to start blogging and want a little more insight, we can help. The team at Susan J. Campbell Copywriting Solutions can help you to identify the right sites for a blog post, and even write the post for you. It’s an effective online marketing tool, so what are you waiting for?

Posted in Blog Writing | Tagged , , , , , , , , , , , , , , , , | 2 Comments

From the Wall Street Journal to “ABC News”: Family Investment Center Puts St. Joseph on the Map with Unique Style

Posted on November 12, 2012 by admin

If you perform a Google search for Dan Danford or the Family Investment Center, you’re likely to find first-page articles from sources like the Wall Street Journal, the New York Times and “ABC News.” What’s the secret?  For one, the organization applies solid experience, honesty and a partnership philosophy in an industry that can sometimes be predominately guided by commission-based sales. (Plus, quirky things like mailing out $2 bills on client birthdays).

The Family Investment Center is putting the “family” atmosphere back in financial planning, and doing it without commission-based incentives – making the company a nationally-known name for expert advice and honest service, with article mentions from sources like the Chicago Tribune to Yahoo! Finance. The company also stands out for using terms like the emotions and feelings related to money to advise national sources, while looking at finances from a whole-family perspective.

Dan Danford, principal/chief executive officer, directs and leads the Family Investment Center of St. Joseph, a commission-free investment management firm serving individuals, families and non-profit organizations from a partnership viewpoint.  This means the Family Investment Center has to get to know a family or organization’s goals and then looks for the best matches between investment costs and outcomes. The results are all about Family Investment Center offering their top-level knowledge and creating an atmosphere of trust, minus the high pressure and emphasizing the direction a family or an individual truly wants to go.

Founded in 1998, Danford’s insights into the emotions and behaviors related to money were featured in the Wall Street Journal in 2011. A 2009 Wall Street Journal article outlined Danford’s unique birthday messages to clients, complete with a $2 bill. In 2009, Danford was quoted on “ABC News” for his insight into how parents can save and protect funds for their children’s college education.  The organization also recognizes that lives may be in flux when someone reaches out for advice, and promises to return calls within 24 hours.

Danford’s wisdom and experience spans more than 25 years across the financial planning and wealth management industry, and he has been featured as an instructor at Missouri Western State University, numerous national conferences and workshops and several boards and committees. Family Investment Center also offers custom investing information for women, or to meet the unique needs of families in transition – with team members consistently being called upon for numerous magazines, articles and media sources.

SJC is proud to recognize the work of the Family Investment Center to share high-value, quality information across multiple sources, and congratulates the organization for gaining a national following while doing what they do best: being themselves.

 

Posted in Monday Morning Coffee | Tagged , , , , , , , , , , , , , | 4 Comments

Link Building for Lead Creation: Fight Your Way Through Web Spam

Posted on November 9, 2012 by admin

Why is link building like the upcoming election? The more links you have to authority, high-quality sources in your content, the more likely your chances of being the selected as the top “candidate” on Google or other search engines that get great page rank.

With this in mind, it’s time to talk about the seriousness of building links so that you can achieve the measurable outcomes your company is striving for, such as meaningful leads and new customers. Since it’s estimated that well over 50 percent of web pages may contain junk or spam, you’ve got to focus on showcasing the quality content and quality services you offer.

Think like a buyer: To start, a recent Marketing Sherpa article reminds companies to think like a buyer. Buyers have varying degrees of readiness and product knowledge, so the same keyword phrase may not be most effective for every type of buyer. If you sell pet boarding services, for example, text with keywords geared toward a buyer who is just “browsing,” such as “what to look for in pet boarding” may be effective. You will also want to provide keyword phrases tailored to the buyer who is ready to act, such as “pet boarding weekend stay Atlanta, Georgia.”

Don’t waste keyword opportunities:  Second, don’t utilize keyword phrases like “go here” or “read here” when you could utilize precise keyword phrases for your service when building external links for lead creation.

Stay on focus with your content articles:  Google is more precise than ever in assigning page rank, and if you mix up your content with unrelated links, you will seem off target and not as appealing. Don’t cram several keywords into your content as soon as you post it; it’s more effective to build external links for lead creation when you add the keywords and links on a metered pace.

Maximize those images:  Tag every image you include in your blog or social media posts with keywords to help generate external links for lead creation. There are numerous affordable and diverse stock art photo services online, and you can be very specific in the type of photo you’re looking for.

Review and change:  Buyers’ activity changes over time, and by using tools like Google’s analytics options, you’ll be able to pinpoint which keywords are turning into real leads and which you may want to shift your focus away from. This is the fun part of content marketing – you can be very precise in your efforts.

A final note:  Like many other content marketing tools, link building works best when you place it within the context of an overall strategy that keeps driving home the main message.

Posted in Consistent Customer Communications, Content Marketing, Creating Links, Link Building, Marketing Strategy, Online Marketing, SEO, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , , , , , , , , , , | 1 Comment

Share the Journey

Posted on November 8, 2012 by admin

Newsflash: people genuinely are interested in the background of your company. Consumers truly want to know your roots. Where did you begin? How did you make it? Who helped you along the way? We are interested in knowing the story. It helps us, as buyers invest you your product, your tag line, your brand and your investment. Your passion matters as we as consumers slide our debit cards and bring your hard work home with us. Have you documented the story behind your success yet?

Posted in Brand, Video Marketing | Tagged , , , , , , , , , , , , , , | 3 Comments

Website Appeal Getting Stale? Why You Should Update Your Website

Posted on November 7, 2012 by admin

Most people view maintenance on their cars like routine oil changes and tire rotations as a necessity, so why is it when it comes to the longevity of website appeal we tend to think the site will take care of itself? The reality is, neglecting to update your website will lead to the same disarray that can occur with an unkempt vehicle.

There are many good reasons to maintain and regularly update your website. Here are three:

  1. Optimize Search Engine Rankings

Google has a reputation to maintain, too. When you update your website on a consistent basis, you get higher rankings with the search engine as it reserves top spots for the freshest, highest quality content available.

  1. Draw Attention

Maintaining website appeal with information that is both entertaining and informing is what will continually drive potential customers back to your site. A lot of content is just dry and boring; to avoid this pitfall, update your website regularly with fresh content, interesting text, informative videos, and graphics and pictures that are visually appealing. This will help drive traffic to your site and help establish you as a credible supplier.

  1. Ensure Proper Working Order

Maintaining website appeal not only keeps everything up to date but presents a good opportunity to check all links, images, and email options to make sure they aren’t down. Letting these things go gives the impression of poor quality and apathy, which reflects negatively on the company’s goods or services.

According to an article featured at Anywhere online, time needed to update your website depends on its size and could take in the neighborhood of several hours a week. Seeking an expert opinion such as that offered by Susan J. Campbell Copywriting Services is the best way to successfully maintain website appeal. Our writers can keep you from making costly spelling and grammar mistakes as well as keep your site text relevant, professional, and inviting. Call today to learn more about how to maximize your investment.

Posted in Consistent Customer Communications, Content Marketing, Website | Tagged , , , , , , , , , , , , , | 3 Comments

What Can We Learn from Print Ads about Content Marketing to Build Customer Trust?

Posted on November 6, 2012 by admin

Here’s an old school moment in the content marketing arena:  Whatever happened to print ads, and why did businesses buy them?

Print ads used to be the hallmark element of ad campaigns, especially for services offered to other businesses. As shared in a recent Content Marketing Today article, they were often placed in trade publications or industry-specific magazines, and an element of believability and reputation came along with using a distinguished type of publication. Content marketing to build customer trust was built-in to the ads, in many ways, because of the weight the publication name carried.

Today, content marketing offers a world – no, a galaxy – of options for specifically targeting customer groups, knowing their preferences and responding to them with real, actual dialogue. However, the trust/relationship factor is even more critical and more of a challenge than before. Companies must use content marketing to build customer trust in creative ways across multiple platforms, such as blogs that identify them as the expert; skilled use of keywords; consistent, valuable social media posts; and videos that not only engage, but show repeated real-world experiences with the product or service.

What can we learn about content marketing from old school print ad campaigns? 

– Like the print ad campaigns of yesterday, content marketing to build customer trust is still focused on giving customers real value in the information and real value in helping them understand how you can solve a problem they have.
– Content marketing today can’t just barge in … it is still most effective if it’s permission based and respects the customer’s desires. Approach this by offering high-quality, high-value information and not just “junk” to get website hits. Ask for permission with email marketing messages.
– Respond quickly and respectfully across social media posts and platforms when customers make a comment.
– Allow your own brand reputation and top-notch experience to create the open door before you make the ask.
– Social media and content marketing is above all about conversations – and these need to be genuine, consistent and valuable.

Content marketing to build customer trust isn’t really, in essence, that far away from the print ad campaigns that were once so popular. You have many more avenues for creating your message strategy, but they’re all connected by allowing the customer to get to know you first rather than assuming you already know what they want.

Posted in Brand, Consistent Customer Communications, Content Marketing | Tagged , , , , , , , , , , , , , , , , , , , , | 2 Comments

Monday Morning Coffee with the Applied Entrepreneurship Class and Rocky Mountain Chocolate Factory

Posted on November 5, 2012 by admin

One of the most exciting endeavors when an economic recovery is underway is the granting of opportunities for business success. While students throughout the world seek an education to better position themselves for achieving their career goals, the opportunities afforded by their educational institution of choice can often prepare the path. At Missouri Western State University’s Steven L. Craig School of Business, such opportunities are born of one man’s desire to enable the next generation of entrepreneurs.

Through a partnership with the Rocky Mountain Chocolate Factory, interested Missouri Western students and alumni can seek acceptance into the entrepreneurship program within the school of business. If accepted, they enroll in the applied entrepreneurship class. In addition to learning critical tools to prepare them for business creation and leadership, students also have the opportunity to compete for store ownership of a Rocky Mountain Chocolate Factory location.

Created and once financed by Craig Realty CEO and benefactor of Missouri Western’s Craig School of Business, Steven L. Craig, the program will now be financed by Rocky Mountain Chocolate Factory, with aggressive plans in place to multiply the number of stores in operation owned by Missouri Western business graduates. For those students willing to go after the prize, they will own their own business upon graduation.

“This unique entrepreneurship program transforms the lives of our graduates, and now both current students and business alumni can compete for stores,” Dr. Robert Vartabedian, Missouri Western’s president. “Several stores will be awarded in December, and we’ll offer additional stores in May 2013 at the completion of the spring semester Applied Entrepreneurship Class. We’re exceptionally proud of our store owners and look forward to expanding the circle of successful business owners from MWSU.”

In the St. Joseph area, the success of this program is already in action on Frederick Avenue. The new Rocky Mountain Chocolate Factory store and the new Aspen Leaf (a Rocky Mountain Chocolate Factory-owned brand) are both extensions of the current entrepreneurship program at MWSU’s Craig School of Business.

Currently owned by Leslie Oberg, competition winner and graduate of the Applied Entrepreneurship program, the stores not only cater to the local demand for quality chocolates and creative yogurt combinations; they also serve as a destination for training and demonstrations for students involved in the entrepreneurship program.

MWSU shared this slide on the program, demonstrating how a student makes the transition from program participant to store owner: ProcesSlide rev

To see all graduates of the program and store locations:  RMCF Map Rev

As a graduate of the Missouri Western school of business and an entrepreneur, I am excited about the opportunities Steven L. Craig has afforded our local students and our community. And, while not all students dream of owning a chocolate franchise, many still yearn for the opportunity to develop the skills and education gleaned in the entrepreneurship program. Given the success of the program and the stores now owned by MWSU graduates, expect to see increased intensity in competition among students and a growing demand for a MWSU education.

If you haven’t had the opportunity to do so, stop in Rocky Mountain Chocolate Factory and Aspen Leaf and see what the all the excitement is about. And, go hungry. The vanilla yogurt with peanut butter cups sprinkled on top is a great mid-day treat!

Posted in Monday Morning Coffee | Tagged , , , , , , , | Leave a comment

Pinterest Shopping – it’s in the Bag!

Posted on November 2, 2012 by admin

If you’re looking for a new platform to find customers, you need not go further than your computer. If you can pin down a few Pinterest followers, then you’ve created a new market of business.

According to a recent social media study, 70 percent of users of Pinterest are there searching for shopping ideas. They also use the site to find new brands and retailers. As a business, if you can have a presence on the sight, you’re bound to be seen by those who are Pinterest shopping or their friends.

The Pinterest faithful can help you get your brand to other shoppers. Users pin ideas and projects similar to how one would “like” on Facebook and share with their friends. If your company has been given the Pinterest shopper seal of approval by being pinned, then you’re on your way to a new host of potential buyers.

What better way to get your business in front of millions of potential new customers. The site connects users with common interests so the capabilities of your brand being passed from one person to a group to the next can gain you the exposure you’re looking for.

Pinterest is just another piece of the social media pie that has that amazing marketing ability to be spread through word of mouth. It allows users to serve as the marketers for your product. As long as your current customers are satisfied and they find your brand to be worth sharing, then reaching out to those who are Pinterest shopping could open up a host of opportunity.

As with any new venue to market your business, you need to keep your message clear, especially when having a presence on social media. You want to make sure the message others are sharing is the one you want communicated. So now is the time to get out there and shop for new customers!

Posted in Pinterest Content Marketing, Social Media Marketing | Tagged , , , , , , , , , , , , , , , | 3 Comments

Grab Your Brand

Posted on November 1, 2012 by admin

The definition of brand hasn’t changed, however the way one is developed sure has. Consumers receive perceptions from multiple sources, are you one of them? Enter the conversation with strong, consistent, caring content via social media. You won’t be sorry…in fact, you may be surprised!

Posted in Brand, Video Marketing | Tagged , , , , , , , , , , , , , , , , | 4 Comments