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4 Signs that you’re Getting Positive Responses in your Content

Proofs to Validate that Prospects only Respond to Good Content

Businesses no doubt can never live without having good content at their disposal. If anything, content creates establishes the difference between success and failure. So, marketers should always keep their eye on content that actually works in acquiring high-quality sales leads.

But more than just creating content, businesses should also consider the complex task of knowing the kind of content that resonates with their target audiences. This, of course, involves a lot of observing and testing. It can even be challenging in the fact that it requires a certain level of expertise to analyze audience interactions and come up with crucial information for future content campaigns.

The difficulty, after all, lies in tracking these interactions across multiple channels. Positive interactions and feedback are not the only gauges of an effective content campaign. There is more to it than meets the eye. So, here are four ways to know if your content does get positive responses from prospects.


#1. Engagements


More than just interactions, engagements are a more accurate way of gauging audience interest. Prospects may skim over a pile of content but rarely do they get to engage a newsletter or a blog post that interests them. And this, of course, involves a good sense of knowing the information to include in your content. After all, you don’t create content just because you have to. You create content in order to secure extensive partnerships with clients who are willing to work with you in the long run.

Related: The Five Elements of Quality Content (According to an End-user)


#2. Inquiries


It’s difficult to determine whether a piece of content is engaging or not – unless you look at the comments section. Prospects are encouraged to key in an inquiry in the comments if they find something intriguing or relevant in your content. They want to know more. And by asking you via that little box below the blog article shows a desire to communicate with you in the long term.

Related: How to Reach Influencers and Grow Your Content Audience [VIDEO]


#3. High search engine visibility


Aside from comments sections, search engines are also your best friends in terms of keeping your campaign alive and kicking.An article that ranks high up at Google only shows that a lot of people have visited your site and read up on the content you just posted. It is just a matter of crafting content that is actually SEO-friendly on top of being relevant. Quality content always trumps quantity, and the more you churn out articles that are actually informative (with a dose of being entertaining), the higher your content ranks up in the search engines.

Related: Google Warns (Yet Again!) about Article Creation and Link Building


#4. Winning a social media follow


In today’s marketing world, the effectiveness of a marketing campaign is better measured by how many followers an enterprise acquires across multiple social media accounts. A follow from a COO, in fact, says volumes about how your content marketing is going. He or she wouldn’t have clicked on the follow button if your content isn’t that good at all.

Related: Stick to these Three S’s for Creating Viral Video Content

 

 

Learn more content marketing and lead generation tips at The Savvy Marketer’s Blog!

Love to know how we generate qualified leads?

Get in touch with our Marketing Consultant or Dial +1 888.810.7464  or 310.439.5814

 

 

Grab a copy of our FREE EBOOK, Why You Should Bet Your Money on Digital Marketing (And Win)! We brainstormed ideas, analyzed data, and interpreted recent developments vis-à-vis previous trends before coming up with a realistic view of this year’s marketing trends.

Why You Should Bet Your Money on Digital Marketing (And Win)

12 Tools to Hack Your Content Creation Workflow [Plus Free Content Calendar]

4 Signs that you’re Getting Positive Responses in your Content

Proofs to Validate that Prospects only Respond to Good Content

Businesses no doubt can never live without having good content at their disposal. If anything, content creates establishes the difference between success and failure. So, marketers should always keep their eye on content that actually works in acquiring high-quality sales leads.

But more than just creating content, businesses should also consider the complex task of knowing the kind of content that resonates with their target audiences. This, of course, involves a lot of observing and testing. It can even be challenging in the fact that it requires a certain level of expertise to analyze audience interactions and come up with crucial information for future content campaigns.

The difficulty, after all, lies in tracking these interactions across multiple channels. Positive interactions and feedback are not the only gauges of an effective content campaign. There is more to it than meets the eye. So, here are four ways to know if your content does get positive responses from prospects.


#1. Engagements


More than just interactions, engagements are a more accurate way of gauging audience interest. Prospects may skim over a pile of content but rarely do they get to engage a newsletter or a blog post that interests them. And this, of course, involves a good sense of knowing the information to include in your content. After all, you don’t create content just because you have to. You create content in order to secure extensive partnerships with clients who are willing to work with you in the long run.

Related: The Five Elements of Quality Content (According to an End-user)


#2. Inquiries


It’s difficult to determine whether a piece of content is engaging or not – unless you look at the comments section. Prospects are encouraged to key in an inquiry in the comments if they find something intriguing or relevant in your content. They want to know more. And by asking you via that little box below the blog article shows a desire to communicate with you in the long term.

Related: How to Reach Influencers and Grow Your Content Audience [VIDEO]


#3. High search engine visibility


Aside from comments sections, search engines are also your best friends in terms of keeping your campaign alive and kicking.An article that ranks high up at Google only shows that a lot of people have visited your site and read up on the content you just posted. It is just a matter of crafting content that is actually SEO-friendly on top of being relevant. Quality content always trumps quantity, and the more you churn out articles that are actually informative (with a dose of being entertaining), the higher your content ranks up in the search engines.

Related: Google Warns (Yet Again!) about Article Creation and Link Building


#4. Winning a social media follow


In today’s marketing world, the effectiveness of a marketing campaign is better measured by how many followers an enterprise acquires across multiple social media accounts. A follow from a COO, in fact, says volumes about how your content marketing is going. He or she wouldn’t have clicked on the follow button if your content isn’t that good at all.

Related: Stick to these Three S’s for Creating Viral Video Content

 

 

Learn more content marketing and lead generation tips at The Savvy Marketer’s Blog!

Love to know how we generate qualified leads?

Get in touch with our Marketing Consultant or Dial +1 888.810.7464  or 310.439.5814

 

 

Grab a copy of our FREE EBOOK, Why You Should Bet Your Money on Digital Marketing (And Win)! We brainstormed ideas, analyzed data, and interpreted recent developments vis-à-vis previous trends before coming up with a realistic view of this year’s marketing trends.

Why You Should Bet Your Money on Digital Marketing (And Win)

12 Tools to Hack Your Content Creation Workflow [Plus Free Content Calendar]

How to Reach Influencers and Grow Your Content Audience [VIDEO]

You spent ages crafting and perfecting your content marketing masterpiece, and then you hit the publish button. Hours, days, weeks go by, and yet your engagement metrics still haven’t breached the low double digits. So, you went back to the old drawing board and posted an even more compelling piece of content, but still got the same dismal results.

This is an all-too-familiar situation that many marketers face today. Consider this: 76% of marketers blog, while another 73% produce case studies. That’s just for written content. There’s an entire ocean of infographics, whitepapers, social media posts, videos, and other materials that your target audience has to navigate in order to find your content.

Influencers can give your content the needed boost to reach a wider audience and, more importantly, drive action. This video series gives an overview on influencer outreach, going over some quick tips and ideas you can use, plus a brief walk-through of how we were able to successfully work with influencers in one of our content projects.

 

Episode 1: Why Reach Out to Influencers?

Influencers are what your content needs to achieve escape velocity and generate the right kind of response. But before we talk about the “how” of influencer outreach, let’s first find out the “why”.


 

Episode 2: Knowing Who to Reach

In B2B marketing, it all starts with the list–and Influencer outreach is no exception. Knowing who to reach out to is the critical first step that determines your campaign’s success or failure. There’s obviously going to be a lot of factors that an influencer must meet to make it into your list. But it all boils down to three C’s: connections, context, and conversions.


 

Episode 3: Refining Your Message

It takes a special kind of message to get influencers interested in your content. In this video, I’ll walk you through a few things to consider in order to craft a compelling pitch that contain everything that influencers want to find in an outreach message.


 

Episode 4: Offering Value

If your pitch is what makes influencers take your request seriously, then it’s the value or benefit you offer that gets them to say yes. There’s one secret to making your offer impossible to refuse, and that’s what I’ll talk about in this episode.


 

Episode 5: Putting Into Action

It’s now time to apply what we’ve learned so far in this series with an actual example. I’ll go over how we were able to significantly improve the performance of one of our blog entries with help from influencers. Spoiler alert: It worked beyond our expectations.
 

 


 
 

Learn more content marketing and lead generation tips at The Savvy Marketer’s Blog!

Love to know how we generate qualified leads?

Get in touch with our Marketing Consultant or Dial +1 888.810.7464  or 310.439.5814

 

Grab a copy of our FREE EBOOK, Why You Should Bet Your Money on Digital Marketing (And Win)! We brainstormed ideas, analyzed data, and interpreted recent developments vis-à-vis previous trends before coming up with a realistic view of this year’s marketing trendWhy You Should Bet Your Money on Digital Marketing (And Win)

12 Tools to Hack Your Content Creation Workflow [Plus Free Content Calendar]

The Secret to Content Marketing Lies in Distribution [GUEST POST]

The Secret to Content Marketing Lies in Distribution

Companies, especially B2B companies, are investing tons of resources into their content marketing.


But, as stated by a SiriusDecisions survey, 60% of content created by B2B companies never get used.


So there’s clearly a problem. B2B companies are proficient in creating content, but aren’t able to utilize it effectively. Once a piece of content has been created, the entire process comes to a halt. The crux of the matter lies in distribution – how to get the content you created in front of as many eyeballs as possible.

Here are two distribution strategies that B2B companies should implement into the over marketing.

#1: Master the Art of Content Outreach

As mentioned in the intro, the content creation itself isn’t the problem. Marketing departments are well versed in content creation. The question is, in what stage of the process should the creation comes?

It seems that most companies follow this process:

  • Ideation – coming up with the topic
  • Research – gathering data and knowledge
  • Creation – the actual writing

Related: Outsourcing Content: Where To Look And Tips For Getting It Done [GUEST POST]

  • Distribution – pushing the published content through social media & content discovery platforms OR trying to get in published on third-party websites

The main problem identified in this process is that the distribution comes at the end. Let me explain.

Obviously you can’t distribute content on social media prior to creating it. But, if you’re aiming to have your content published on third party sites, you should definitely plan the distribution angle ahead.

 

Content Distribution

In certain cases, the value of publishing your content on third-party sites exceeds that of publishing on your own site. While publishing content on your own site helps drive traffic (assuming you promote it through social channels), having your content and byline on relevant, industry-related sites can give you a serious boost in credibility and brand awareness.

In order to achieve that, the best tactic for distributing content is contacting your target publications before you start writing. Reach out to the editor, introduce yourself, your background and your expertise and if you have previously published content, include links to your best work.

Offer the editor to write for their publication and make sure to indicate that you’ll customize your content to fit their audience. You can also ask if they have a specific topic they’re interested in currently.

When you get a response, that’s your time to pitch your idea. Include a title and a short summary of the main points you wish to cover. The editor will either approve your pitch, suggest adding this or that or tackling a different angle, or reject it all together, thanking you for your time. In case you get the green light, the editor will also direct you to their Writing Guidelines, which you need to follow.

Now it is abundantly clear why the distribution process should come before the writing itself. What are the chances that an article you’ve written without consulting the editor will fit their requirements? Pretty slim.

Related: Influencer Interview Series: Jan Barbosa Marries Content Marketing and PR

#2: Using Influencer Marketing to Enhance Your Online Presence.

Don’t mistake the term “influencer marketing” for mini-celebs posing on Instagram with products. These days, influencers are positioning themselves as valuable marketing material for the B2B sphere as well.


84% of marketers plan on using influencer marketing in 2017.


A mention from a thought-leader in your industry can deliver a massive boost to your brand awareness among a very segmented audience. But as every other marketing strategy, influencer marketing needs to be planned and executed with care.

The first step is to realize who is the best influencer to carry your brand message. You can do the Google thing or the LinekdIn thing, or you can use online platforms and find influencers using HYPR, a dedicated tool exactly for that (which goes to show you how this form of marketing has taken off.)

Related: The Five Elements of Quality Content (According to an End-user)

The next step would be to figure out how the influencer will introduce your brand. Most influencers – at the least those with serious influence – would be reluctant to promote a product or service they don’t firmly believe in; their professional integrity is on the line and it’s much more valuable for them then what you’ll pay them.

Also, don’t expect an “I use product X all the time and must say I mighty happy with it” – those days are long gone. Finding the right way to introduce your brand will take time and careful consideration. It should appear natural, and honest. So be patient with this, and work together to find the ideal place and context to promote your brand. It would work for your benefit as well; when folks feel that they’re being sold to they immediately turn on their defenses.

Related: Stick to these Three S’s for Creating Viral Video Content

* * *

These two content distribution strategies go hand in hand and are immensely effective in enhancing a brand’s online presence. As content is shaping up to be to go-to marketing strategy for B2B brands, it is crucial for marketers to understand better not just how to create content, but also how to distribute it among relevant, targeted audience.

 

Author Bio:

Assaf Dudai is the head of content for eTraffic, a Web marketing agency specializing in SEO and content for B2B companies. Assaf is writing on all things relating to online marketing, from content to personalization to distribution and personal branding. You can connect with Assaf on LinkedIn

 

 

Learn More about content marketing on The Savvy Marketer’s Blog!

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7 Ways File Sharing Tools Make Life Easier for B2B Marketers

3 Design Best Practices to Fine-Tune Your Next Content for Visual Learners

3 Design Best Practices to Fine-Tune Your Next Content for Visual Learners

Most of us are hardwired to absorb ideas visually. It’s a well-known fact that about 65% of the human race (that’s nearly 2 in 3 individuals) process and retain information better through pictures than with any other format. That’s why you’re simply doing a huge chunk of your audience a massive disservice if you’re not tweaking your content to appeal to visual learners’ sensibilities.

So, how do you see to it that the next piece of content you put out is able to meet the exacting demands of people who rely on visual stimuli?

There aren’t any hard-and-fast rules to make this happen, of course. But people in lab coats have given this some careful thought, ran some tests, and came up with a pretty decent sense of what works and what doesn’t when it comes to crafting content for a predominantly visually-oriented audience. Here’s a few ideas you should definitely consider trying out.

#1: Make text speak out, not just stand out

Just because visual learners prefer pictures over words doesn’t mean you should do away with text altogether. Yes, the brain supposedly processes images 60,000 times faster than it does text, but words provide meaning and context that graphics alone simply cannot.

3 Design Best Practices to Fine-Tune Your Next Content for Visual Learners

Toms instagram post layout showing proper text-image balance

To make sure your content really delivers a richer experience for visual learners, words and pictures should balance–not outweigh–each other. We won’t go into the details here, but good design practice requires that you take things like the content goals, audience expectation, weighting of elements and delivery method into account.

Related: The Five Elements of Quality Content (According to an End-user)

#2: Mix a healthy dose of minimalism with reductionism

Let’s say you’re putting together an infographic based on a recently-released Gartner industry report. There’s obviously going to be a lot of data points that your infographic might highlight, and there can be a dizzying number of ways to present these individual bits of information graphically.

3 Design Best Practices to Fine-Tune Your Next Content for Visual Learners

Gartner infographic with both minimalist and reductionist features

A reductionist method, in this case, might involve grouping related stats together into easily-digestible pieces (such as by topic area). A minimalist approach meanwhile might focus on lessening clutter and distractions in the imagery (font choices, color schemes, whitespaces, etc.).

Related: 6 Most Important and Untold Benefits of Repurposing Old Content

In other words, reductionism breaks down complex things into simpler parts, while minimalism is concerned with having just the right amount of everything. That said, these two design philosophies clearly go hand in hand when optimizing content for the visually-inclined.


Here are the Three S’s for Creating Viral Video Content


 #3: Hone in on the details, but don’t overlook the big picture

Visual learners grasp information at varying levels of granularity–from down in the trenches all the way to the 30,000-foot view. To make your content more engaging to this audience segment, it needs to reflect both detail-oriented and big-picture thinking.

3 Design Best Practices to Fine-Tune Your Next Content for Visual Learners Webpage content that includes both aesthetic and functional design

Webpage content that includes both aesthetic and functional design

This means that, when crafting your content, you have to carefully consider specific design elements (typography, colors, filters, and shapes) as well as how these items fit together (contrast, relative sizes, proportions, symmetry, and layout) in order to capture and hold your audience’s attention.

Even the subtlest change in a single detail can lead to a very different outcome for your content as a whole. In an age of dwindling attention spans, that can make all the difference in the world.

Related: You Can’t Hit Two Birds with One Stone: Creating Content for Demand Gen & Lead Gen

The Takeaway

In the Venn diagram of your content audience, visual learners occupy almost two-thirds of the entire thing. 

You risk disappointing a large portion of your audience if you don’t consider what turns visual learners on. So, before you unleash your next content idea onto the world, be sure to plan and design your material thoroughly while keeping these three guidelines in mind.

 

Author Bio:

Ralph is a content writer at Callbox. He closely follows developments in B2B marketing and occasionally looks back on interesting business stories. He enjoys reading, playing the guitar, and spending time with his pet cat.

 

 

Learn more content marketing and lead generation tips at The Savvy Marketer’s Blog!

Love to know how we generate qualified leads?

Get in touch with our Marketing Consultant or Dial +1 888.810.7464  or 310.439.5814

Why You Should Bet Your Money on Digital Marketing (And Win)

 

12 Tools to Hack Your Content Creation Workflow [Plus Free Content Calendar]

Digital & Paper: How Content Marketing Affects Consumers [GUEST POST]

In today’s world, more and more business owners are realizing the role that content marketing can play in helping them win new business. If you’re trying to learn more about how content marketing works, this is the article for you. Below you’ll find information regarding how common forms of digital and paper content marketing can affect your consumers:

#1: Blog Posts

One form of online content marketing that is incredibly effective is blog posts. As many advertising experts know, this form of marketing involves developing highly original, information-rich blog posts that help you connect with your target audience in a personal, more interactive manner. One of the most effective forms of blog posts is the Q & A style. This format involves you requesting your audience to ask specific questions regarding your brand. You then post their questions with answers in your post.

In addition to being incredibly interactive and therefore effective in optimizing the relationship-building process, blog posts are important because they can be shared. By placing Share Buttons on the web pages where your blog posts appear, you can forward your content to people on social channels like Twitter, Google+, Facebook, and more. When your content is forwarded this way, you’ll be able to reach more people and thereby increase your sales.

Related: The Five Elements of Quality Content (According to an End-user)

 

#2: Social Media Optimization

Social media optimization can be one of the most effective content marketing strategies you ever use. By producing content in the form of things like tweets or aesthetically appealing images, you can draw attention to your brand in an organic, immediate way that gets online audiences buzzing about your brand. There are a wide range of social media channels you can share content through. Some of them include:

  • Twitter
  • Facebook
  • Pinterest
  • LinkedIn
  • Instagram

There are multiple content marketing strategies you can use to make your brand more visible on these platforms. As noted in Social Media Examiner, one strategy you could use is a Twitter poll. These polls are a great way for you to post a question regarding your brand and then allow your target audience to respond.

Related: 5 Reasons Why Prospects Aren’t Responding To Your Social Media Posts

 

In addition to making your brand more visible, the polls function as a type of research through which you can gain more information about things like which products your target audience finds most cost-effective.


Latest on Content Marketing: 3 Best Practices to Fine-Tune Your Next Content for Visual Learners


#3: Poster Ads

Coleman Sleeping Bag Ads

Coleman Sleeping Bag Ads

One type of content marketing that can draw your consumers to your brand is the use of a poster ad. What’s great about poster ads is that they can be placed in a wide range of public settings, including schools, bus stops, laundromats, and any other arena that you know your target market will frequent regularly. The benefit of posters is that when you hang them, they’ll be visible to prospective customers for as long as they are up.

On the other hand, a print ad is typically trashed once the prospective consumer reads the newspaper or magazine. Another great benefit of the poster is that when you choose a high traffic display region, the audience may pass the ad repeatedly. This ongoing exposure can increase the likelihood of conversion.

Related: Stick to these Three S’s for Creating Viral Video Content

#4: Flyers

Photo Credit: Mcdonald

Another form of content marketing that can affect the way consumers view your brand is flyers. This traditional form of marketing can be incredibly effective because it impacts your audience in a visual manner. An aesthetically innovative or visually appealing image can catch your audience’s attention and get them interested in your product or service line. Flyers can also play an integral role in the brand recognition process which involves making your target audience increasingly familiar with your product or service line by ensuring that they see your company’s logo constantly.

Flyers are really simple for businesses to get a hold of as they just have to be made through a flyer maker app. Then, they are ready to be put in the waiting room of an office or be handed out at community events for potential customers to access.

If you’re serious about making your business as successful as possible, it’s important to tap into the power of content marketing. Use the information and advice found above to ensure that your online and offline advertising endeavors result in an excellent return on investment!

 

Author Bio:

Hannah Whittenly is a freelance writer and mother of two from Sacramento, CA. She enjoys kayaking and reading books by the lake.

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12 Tools to Hack Your Content Creation Workflow [Plus Free Content Calendar]

The Five Elements of Quality Content (According to an End-user)

The Five Elements of Quality Content (According to an End-User)

The problem with quality is that, it is subjective. Quality shoes, quality car, quality laptop, and so on. That makes quality content subjective, too. People just have so many ideas what quality something is to them, just as content marketers have a thousand thoughts on what makes content “quality”. If I had a dollar for every article that tried to teach me what quality content is, I’d have $81,800,000 – that’s the number of results I got when I googled “What is Quality Content?” – in coins, way too heavy for me to drag to the nearest bank. So forget those results. Here’s what quality content is for me, not as somebody paid to do SEO, but as an end-user. And these are non-negotiables.

#1: Original

Nothing created by man is really ever original. Almost everything is influenced by things around it, just as people who create things for a living are influenced by things or people around them. Everybody copies from somebody else. Sometimes it’s unconscious behavior. Sometimes, there is conscious effort to remember or take note of certain thoughts and ideas and we store them as hard or soft copy – we write them on paper or file the “memory” somewhere in our brain – and retrieve them when the need arises.

However, there are two kinds of copying: one is copying like a machine, with the intent to just reproduce something and pass it off as one’s own work; the other is to borrow and be inspired by an existing idea and modify it to make it even better. The first one is bad, obviously because it is done in bad faith. The second is something everybody actually does, and most of the time, we may even not know we’re doing it.

When I said quality content means original content, it doesn’t mean like it has to be something that has never been thought of before, like the wheel or the Pokemon Go app. It means it has to be in a voice that says, “You may have heard or thought of this before, but I’m saying this again with a few extra nuggets of helpful wisdom.” Your content may have been inspired by a book or article or an actual experience or a combination of all, but it still is original when your objective is to convey your own message and you do it in good faith.

#2: Focuses on customers

Never do hard sell when making a blog post or an article. Yes, the bottomline is to get somebody to buy your product or service, but that’s farther down the funnel. The purpose of the article or blog post is just to create awareness, to stir curiosity, to generate interest, to hype something, and you do that by focusing on the reader – the customer.

When I’m reading something, I always ask myself: What’s in it for me? Why am I spending precious time reading this? Will I get something of use from this article/blog post?

If the answer is No, then there’s no use reading. At the end of the day, the article or blog should at least make a connection with the reader – something that was not present before he or she read it. Once you’ve succeeded in creating some semblance of relationship with the reader through your material, then you can sell your product. Provide links to your merchandize or service at the bottom should the reader feel that you’ve won him over.  

Learn to create a specific content for lead generation and for demand generation.

#3: Informs and/or Inspires

Why do you go to Google or any search engine? Right. To find the answer to something. Sometimes, you don’t even have a question in mind. You just go there because there’s a thirst that needs quenching. Maybe you just need new information.  Maybe you need inspiration. Whatever it is, you’re looking for an answer.

It’s the same when you find yourself reading an article or blog post or listening to a podcast or watching some video. You want more knowledge than before you came upon that reading material or video.

Ultimately, that’s the question you ask yourself when you publish your work: Will my reader come out a better informed person than when he first stumbled upon this content? Did I answer a question in my target audience’s mind?

If you believe you were able to inform somebody, good. If you were able to inspire somebody, even better.

Related: How do B2B Marketers Craft an Industry Related Content

#4: Engaging

When you are writing a blog or making a video as a form of content marketing, you are not simply expressing yourself. You are communicating. Now, don’t get confused between the two. Expression is a one way street – one does not need feedback. Communication is a two-way thoroughfare where reaction is expected. Because communication requires feedback, it is important that the material engages the target audience. When I say engage, I mean it has to affect the reader in such a way that convinces him to make an action or a reaction.

One way is to make a catchy headline. It is popular knowledge that most people decide whether to continue reading an article or not merely by its headline. In other words, your headline makes or breaks it for you.

Another way to engage your audience is simply by framing your ideas in a thought-provoking manner.

But you can do even better. Research shows that people react more easily to visual stimuli. Add images or videos to your content. Your blog is full of numbers and statistics? Add infographics, charts, graphs, and so on (make sure they’re shareable, too). Your goal is to make it as aesthetically pleasing as possible. Aside from some mad writing, this is a sure way to engage your target audience.

Here’s one example I did for my Email Marketing Video Series.

How to Make your Emails Impossible to Ignore [Video]

Check out: How to Make your Emails Impossible to Ignore [Video]


Get the recipe of an Award-Winning Content Dish [INFOGRAPHIC]


#5: Easily understood

The title itself is easily understood. Still, I will explain.

Quality content has to be easily understood in a way that even the audience who have no idea about technical stuff will be able to grasp the concept. In other words, speak in the language the reader. Avoid jargon. Instead of helping, it will just create more problems for the reader.

Quality content is easily understood when there are no grammatical and spelling errors. It is coherent. There is order in the way it is written. It does not jump from one topic to another without proper transition.

Quality content is easily understood when it is factual. Claims should be supported by facts or figures from a legitimate source.

Lastly, the right font, font size, and number of words also contribute to an article being easily understood, and ultimately, being classified as quality content. One may take it for granted, but ask anybody if he’s ever going to read an article written using Algerian, font size 10. Or if he’s going to sit down and read a marketing blog with 15,000 words. No? I expected so.

For your material to be easily understood, settle with basic, simple fonts like Arial or Calibri. Don’t go any smaller than font size 12, and no bigger than font size 16. Based on experience, a good article is 800-1,200 words long — 1,500 tops when the topic is particularly interesting. Bottom line is, it should be easily understood, not sleep-inducing.

Related: Is Quality B2B Content Dead?


Conclusion

Sometimes, the kind of content you publish is all the difference between a “thumbs up” and a “thumbs down” from a prospective customer. Make poor content and you will not only discourage people to try your product or service – they may even spread the word. Make quality content and maybe, farther along the sales funnel, a reader remembers that he benefited from the content you published and decides to do business with you.

 

 

Get to know Matt Heinz: The Modern Marketer and a Content Marketing Expert

Influencer Interview with The Modern Marketer: Matt Heinz

Just in! The Savvy Marketer Earns a Spot on Top 100 B2B Marketing Blogs

 

Learn more lead generation lessons and tips at The Savvy Marketer’s Blog!

Love to know how we generate qualified leads?

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12 Tools to Hack Your Content Creation Workflow [Plus Free Content Calendar]

Influencer Interview with The Modern Marketer: Matt Heinz

Influencer Interview Series with The Modern Marketer Matt Heinz

In the Marketing Kingdom, Content is King. It’s easy to disregard everything and just focus on what the king says and does — after all, he’s pretty much unimpeachable, but doing so is a grand folly, and might even lead to the downfall of the realm. The same is true with content marketing. It’s not just about the storyline anymore. A successful content marketing campaign involves having a good strategy, knowing what loopholes to avoid, and finding out how to get the audience engaged.  

In this episode, The Savvy Marketer picked the brains of Matt Heinz on everything content marketing. Here’s what he has to say.

The Savvy Marketer: Why is it important to have a concrete content marketing strategy? Is it possible to do content marketing without a clearly laid out plan?

Matt Heinz: I don’t think random acts of marketing work very well.  I’m completely OK having an agile mentality around execution, but that must be centered under a solid sense for your objectives and success metrics.  And good content strategy is based on a deep understanding of your target personas as well as the stages of their buying journey.  For complex sales, you layer that on top of an understanding for how the buying committee works together internally.

So yes, strategy is critical.  But once you have it in place, once you have guiderails, you can get creative and agile and have fun on your way towards achieving those goals.


TSM: What are the things to consider when making a content marketing strategy or plan?

MH: Answer these questions and you’re on your way:

  1. What are my business objectives?
  2. How can I measure content’s contribution towards those objectives?
  3. Who are my buyers – who are each of the key personas I need to influence and mobilize?
  4. What are the distinct buying stages they go through – from challenging the status quo to justifying a decision?
  5. How do the members of the internal buying committee work together to build consensus and make a decision?
  6. What topics, formats and channels can effectively mobilize target buyers based on answers to the questions above?

TSM: What are the characteristics of an effective, lead-generating content?

MH: Great content is engaging, often emotive.  It draws you in by making you smarter, making you better, or sometimes simply entertaining you.  It makes you want to get, hear or learn more, and that’s the key. Great content earns attention and also earns more credibility.  And if the value provided is high enough, you can earn engagement within the buying journey and your sales process.

Related: You Can’t Hit Two Birds with One Stone: Creating Content for Demand Gen & Lead Gen


TSM: A solid, convincing storyline is a must in content marketing, but it’s not a guarantee your content marketing effort will pay off. What could possibly be the culprit if it fails?

MH: Too many great stories have no next step, no call to action.  What should the reader do next?  What should the viewer learn next?  What’s the natural next step that the original content compels, influences and earns to learn more?

It’s that lack of a compelling next step that kills the effectiveness of otherwise good, or at least promising, content.


TSM: Some people hate to go through content (especially if it demands time to read), no matter how well-crafted it is. How do you get people to give it a chance?

MH: Well, if your content isn’t good enough or targeted enough, it’s not worth an extra second of your reader’s time.  And sometimes you want to consider the right format & length/duration of content based on the role of your target, the context in which it’s engaged, etc.

In other words, great content earns attention.  Content in the wrong place, the wrong format, or the wrong context doesn’t have a chance.

Related: 6 Most Important and Untold Benefits of Repurposing Old Content


TSM: In your vast experience, what’s the secret sauce in content marketing that has always worked for you?

MH: Focus on your audience.  Intensely, repeatedly.  Create content for them, not you. Prioritize their objectives, not yours.  That’s it. Difficult to put in practice sometimes, but it’s what differentiates the great content creators from the high volume of garbage out there!

 

Matt Heinz on Callbox

Matt Heinz is President and Founder of Heinz Marketing, with 15 years of marketing, business development and sales experience from a variety of organizations and industries. He is a repeat winner of Top 50 Most Influential People in Sales Lead Management and Top 50 Sales & Marketing Influencers.

 

 

We are in the search for our next influencer interviewee,

we would love to read your suggestions. Comment below!

SOCIAL INFLUENCERS: The Powers-That-Be

Related: SOCIAL INFLUENCERS: The Powers-That-Be

Just in! The Savvy Marketer Earns a Spot on Top 100 B2B Marketing Blogs

 

 

12 Tools to Hack Your Content Creation Workflow [Plus Free Content Calendar]

The Recipe for an Award-Winning Content Dish [INFOGRAPHIC]

Blog content plays a very vital role in generating B2B leads as much as drawing awareness towards your product. Much like cooking stew worthy of Gordon Ramsay, mixing the right content maximizes the appeal of your blog, urging people to come back for more.

In this infographic, we explore the most important content types to add to your blogging recipe.

 

The Recipe for an Award-Winning Content Dish

1-2 Cups of Infographics

You can’t have a blog without producing visual material at least once a month. So, start researching for infographic ideas and share them across different social media.

Did you know? 40% of people respond better to visual information than plain text.

A Dash of Video

An informative video that is worth a prospect’s time is at any rate a good lead generation device. For best results, make it stand out and insert a highly engaging call-to-action.

Did you know? By 2017, 74% of total internet traffic will be video.


Here’s How to start creating your own infographic.


A Slice of Whitepaper

Too technical? Nah! Whitepapers are in fact effective in pushing potential leads to engage you. Just get your facts straight and your details hard.

Did you know? Whitepapers can also be shared with companies as reference material for industry research projects.

2 Tablespoons of Embedded Tweets

Using embedded tweets, promote yours and other people’s content. Aside from giving your engagement rates a boost, it also gains the affection of the influencers whose “tweets” you shared.

Did you know? About 34% of marketers use Twitter to generate leads. tweet this!

3 Pieces of Quality Articles

Delivering quality articles is no doubt an important strategy for increasing traffic. Pay attention to important keywords and focus more on solving problems than on merely giving your insights.

Did you know? At least 81% of B2B companies use blog articles for driving quality traffic. tweet this!

2 Servings of Case Studies

Narrow your case studies down to the most serious problems. Now, tell how your company was able to solve them by using a storytelling formula that leads from the problem to its corresponding resolution.

Did you know? Along with whitepapers and other technical documents, case studies are proven to increase your credibility and brand image. tweet this!

A Whole Lot of TLC

Don’t rush! Spend a great deal of time coming up with quality content ideas. Let them simmer for a while and take extra care to making them extra special just for your audience.

Related: Is Quality B2B Content Dead?

 

Have your hands full cooking quality content for your blog? Did we ever mention we are expert kitchen hands with experience in results-driven telemarketing and email? No? Take off your apron and let’s talk about that.

 

 

Learn more lead generation lessons and tips at The Savvy Marketer’s Blog!

The Ultimate Lead Generation Kit Ebook

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Get in touch with our Marketing Consultant or Dial +1 888.810.7464  or 310.439.5814

Why Use Slide Presentations for B2B Lead Generation Content?

Why Use Slide Presentations for B2B Lead Generation Content

Even before lead generation has exploded on the World Wide Web, business people have been using slide presentations in conferences and even in small office meetings. It’s no question that this medium is a great way of summarizing key elements of information so the audience can absorb them more efficiently.

Most of the time, slides are fun, too.

No wonder marketers have taken advantage of slides as a form of lead generation content. Aside from the usual benefits, Scott Schwertly, CEO of Ethos3 and author of How to Be a Presentation God, shares more reasons why slides are an effective marketing tool.

From ConvinceAndConvert.com:

You Have a Story Worth Sharing

Let’s first establish that you have a story to tell. This story will often take 500-750 words to communicate online but what if you can do it with one image or a series of images.

Enter the world of presentations.

Your product, service, or organization can easily be showcased through the medium of a presentation via sites like SlideShare and SlideBoom. Take advantage of the opportunity to tell a visually engaging story rather than defaulting to the written word every time.

Becoming a Thought Leader

People all over the web are looking for someone to lead them. They want expertise. They want new knowledge. They want something of value and benefit. A presentation will provide you with this opportunity to showcase your knowledge in a visually compelling way. The old Chinese proverb states that a picture is worth ten thousand words. Imagine how many stories you can tell through big images via a presentation? A ton.

Get Ranked

A strong organic search presence is what every great marketer desires. Luckily, sites like SlideShare are incredibly search-friendly. Their platform will automatically transcribe the copy from your presentation making it one of the web’s best hidden gems. The lesson for you: Build presentation content around the search terms your business dominates and you will win.

Lead the Way

If you are doing the marketing grind day in day out, you are probably focusing all that time around the main objective of capturing leads.

When you upload your presentation to the web, you can sit back, and watch the leads get captured through innovative lead capture forms tied to your presentations.

Share with the World

The best thing about a presentation on the web is that you can embed and share it everywhere. Just think YouTube but for PowerPoint. If you want to share a message with your LinkedIn Group, post your slide deck there.

Measure Your Success

Once you have done the hard work take joy in knowing that all your efforts were measured. Total views? Check. Traffic sources? Check. Social actions? Check. It’s a beautiful thing!

Read the full post at http://www.convinceandconvert.com/content-marketing-2/how-to-use-presentations-for-content-marketing/

The Stages of Content Marketing Maturity: How Young is your Strategy?

The Stages of Content Marketing Maturity - How Young is your Strategy

One grave mistake marketers make in engaging themselves into content marketing is that they try to do everything all at once. While there’s definitely nothing wrong with keeping high hopes early on in the game, it also pays to understand the phases that make up the evolution of content as a lead generation tool.

The Altimeter Group, a business research and advisory company, believes that there are 5 stages of content marketing maturity that each campaign has to go through to meet its maximum potential:

Stand

This is when you first venture into content marketing but only to “test the waters”. Marketers would put up a blog but would not post as frequent as regular bloggers; hence “standing” is without movement or progress. This is basically a means to get a feel of how it is to maintain a site with one’s business and authorship credentials.

Stretch

In this stage, a marketer would already consider employing a strategy towards producing and distributing content. This is the right time to ponder on what the campaign’s goals and objectives would be. Specific personnel may be tasked to carry out responsibilities wherein the first few steps moving forward would revolve around one or two initial platforms.

Walk

According to Altimeter, this is the stage at which a team “begins to take shape, strategy is more fully refined and tweaked, and the team begins to establish governance to scale and shape content processes.” In essence, the content creation and distribution processes become broader and more solid, touching a variety of avenues and channels.

Jog

This is where everything becomes serious. At this point, the type and culture of content being produced is already being noticed. Bloggers can now move from traditional and predictable content to something that’s experimental and more engaging. Business relationships will start to flourish and long term goals and ambitions begin to take shape. Expanding to broader horizons becomes the next big priority.

Run

Altimeter characterizes this as the stage of “monetizable content”. This is the ultimate phase of the maturity model, which, according to them, only a few companies have achieved. “In this phase, a successful, real-time integration of content marketing and curation is part of the fabric of nearly all aspects of branding,” the study further says.

The Altimeter Group’s full whitepaper on this model is available on this Slideshare

Don’t Be a Phony! Content Authenticity Lessons from Holden Caulfield

Don’t Be a Phony! Content Authenticity Lessons from Holden Caulfield

“What really knocks me out is a book that, when you’re all done reading it, you wish the author that wrote it was a terrific friend of yours and you could call him up on the phone whenever you felt like it. That doesn’t happen much, though.” 

The quote above was spoken by Holden Caulfield, the main character-narrator of the famous 1951 novel The Catcher in the Rye written by the late, reclusive author J.D. Salinger. The Catcher is included in Time Magazine’s 100 best English-language novels, and was also named one of the 100 best novels of the 20th century by Modern Library.

“At one point, the book became the most second most taught book in public schools in the United States.

The character of Holden Caulfield became famous and well-loved because of his strong contempt against people and things that are pretentious and fake, or “phony” as he liked to call them.

In the quote above, Holden expresses his grief about how “genuine” books – the ones that would move him as a reader – are no longer existent during his time. This brings us to one of the most important aspects of content that marketers should focus on: authenticity.

 

Credit: www.pinterest.com/pin/549228117026927686/

Source: www.pinterest.com/pin/549228117026927686/

“People always clap for the wrong things,” Holden once said.

Content marketing is driven by hype. Most of the time, blog articles and posts reach people because of its popularity and relevance, and those things are hardly correlated with quality. When bloggers write about celebrities or the newest headlines, they really don’t create content – they just “piggyback” on the short-term fame of popular culture.

Related: The Recipe for an Award-Winning Content Dish [Infographic]

To create true content, one must go out of his comfort zones and tap unmapped territories.

Take it from Holden:

 

Source: i.quoteaddicts.com

Source: i.quoteaddicts.com

“Lots of time you don’t know what interests you most until you start talking about something that doesn’t interest you most.”

If you just keep writing about stuff that other people talk about, there’s really no authenticity.

Related: Is Quality B2B Content Dead?

On a cold New York evening, Holden asked the taxi driver: “Where do the ducks go in the winter?”

This question is one that Holden got frustrated about several times in the novel. His mind works unpredictably that he just fixates on something he’s very curious about, and ponders on it for long time.

Source: thewritepractice.com

Source: thewritepractice.com

Content creators must also have that kind of curiosity towards the world so they can come up with something fresh and personal.

 

source: www.pinterest.com/pin/374291419013086056/

“How would you know you weren’t being a phony? The trouble is you wouldn’t.”

Holden believed that if you’ve been used to making stuff up in front of people, time will come when you could no longer tell whether or not you’re being a phony.

The solution for content marketers?

Every once in a while, refrain from reading other blogs. Create something fresh right off the top of your head.

Even though chances are your idea might have already been taken by other bloggers (most likely), at least you’d have a sense of fulfillment of being, for once ever so rarely, authentic – until it becomes a habit.

 

Read more interesting stories at The Savvy Marketer’s Blog

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