5 Behind-the-Scenes Tactics for Reaching New Audiences with Your Content

Writing a good blog post isn't the only way to create good content. If you want to be seen by as many potential customers in your target market as possible, your content needs to be just as diverse as your audience. Textual, audio, and image-based content are all great ways to reach your audience. You can also reach your audience through email, social media, and on other people's sites. Both the material type and the platform can change to broaden your message. 

Topics: Content marketing Writing succesful content content engagement marketing strategies

Fill Out Your Email Marketing Content Without Filler: How to Make Meaningful Daily and Weekly Emails

Email marketing deserves your attention. Every email you send needs to be a step forward in educating your customers and helping them become more comfortable in your industry. If the leads on your subscription list don't feel comfortable choosing between different products or discussing the details of your niche, then they aren't going to make many purchases. Every email should be educational, entertaining, and another element of proof that you're a subject matter expert.

But emails can be even more than that. They're a direct line of communication between you and your most likely prospective customers, and, according to Forbes, they're one of the best ways to get leads. In fact, a good number of your subscribers will already have made a purchase from you. That means you have an interested audience to tell about your new features, upgrades, and upcoming events. Weave your promotions into customer-centric content to continue building that relationship.

The keyword there is content. If you don't have meaningful information to give your leads, you shouldn't be talking to them just yet. Here are four ways to ensure you always have that high-quality content your customer personas are looking for.

1. Use external sources and article links to build trust and authority.

Mailing lists are all built differently. You might have an email course that is 100% your original and educational content. You might have a daily or weekly email that shares thoughts and ideas to keep your community tied together. But if one of your email lists is strictly devoted to industry updates, you can include links to external articles and white papers.

While you want the majority of embedded links to direct traffic back to your site, sending it elsewhere is also good for business. Referencing industry experts and thought leaders better establishes your company as a knowledge base in your niche. It also helps educate your audience; a knowledgeable consumer is more likely to make purchases, and they are more likely to purchase from you if you're involved in their education. 

What else can you do with external content?

Build resources pages over time.

All audiences want their content curated for them. Instead of searching iTunes for all of the podcasts with a given topic and manually filtering through each one, listeners would rather search for recommendation lists. Instead of learning every facet of a marketable skill like coding or spreadsheet functions, people who want to improve their resume would rather have an organized course and list of vetted resources.

As you search for the right external content for your newsletters, you're going to come across resources that you think do an excellent job of explaining something technical. There are also going to be articles that resonate with your audience. If you're analyzing how to readers interact with your emails' links, you know what content your audiences prefer. So make a living list on your website.

Having a resources page won't stop people from joining your mailing list. It will encourage visitors to convert to leads because your company is providing value. External resources won't even stop visitors from reading your own content that covers the same topics. In the age of content consumption, visitors will binge on all available content over a topic.

Build ties with other companies adjacent to your niche.

So far, we've only talked about the benefits for your audience. But when you're linking to other people's content, you're benefiting them, too. Luckily, the Internet is not a zero-sum game. You're not giving them traffic at the expense of your own site. You're increasing the total amount of traffic, and everyone is benefiting.

To maximize your benefits, reach out to the people providing good content. Talk about the possibility of guest posts, with you providing content for their site and vice versa. Not only do link sharing and guest posts provide good feedback for search engine algorithms to read, you're building connections. Look for companies that provide adjacent services, rather than direct consumers, so you can also benefit from each other's leads without competition.

 

2. Know the future: build enthusiasm and customer knowledge for future events.

At the end of the day, email marketing is marketing. Creating good content and empowering your readers is certainly part of that, because knowledgeable leads turn into better buyers. But emails are also the perfect platform for promotional content. The readers have already demonstrated that they're interested in your company and they trust your expertise. If you have a new product release coming out or a future event, then you can prepare your audiences.

Sometimes your messages will be directly promotional: discounts, previews, and demos. But your email content can also be indirect. If you have a new product that solves a new problem, then talk about that problem. Your previous content may not have addressed the topic because you didn't have a ready-made solution, but now you can help your readers find the true cost of the problem, how to protect against it, and how different products or services help.

Prepare your audiences for future events with the same knowledge immersion. If your company is going to be at a tradeshow for a specific topic, talk about the subject in the weeks leading up to the event. This doesn't mean readers will be bored of the topic; it means it will be on their radar and they'll want more details. If you or someone from your company is presenting at an industry event, you can do the same thing so your readers feel like they have the inside scoop.

Each of these strategies reaches out to different audiences at different times. They use different tools, and they make use of content in different ways. But they all have the central premises in common:

  1. Plan out your emails ahead of time.
  2. Give readers the content they want, even if it's not fresh off of your printing press.
  3. Use email marketing in conjunction with the rest of your sales and marketing strategies.

If you think it's time to revitalize your subscriber lists with inbound marketing campaigns, we're happy to help. Go to BOLD Worldwide for the latest trends in content marketing, subscriber differentiation, and reading your email list analytics.

Topics: Content marketing Email Marketing Writing succesful content content engagement

How to Write Blog Articles With Organic Local SEO

Search engine optimization, or SEO for short, is the driving power of digital marketing today. Without SEO, there would be no inbound marketing because there would be no search engines to direct your content to the users. Search engines are like old-school phone operators. Users ask to be connected to the content they want and search engines do their best to make the connection. Only instead of one phone line, you get to choose from dozens of different websites that might be what you're looking for. 

Topics: Content marketing SEO SEO Tips Improve SEO local seo

How to Give Your Site a Strong SEO Foundation with a Web of Great Content

When you start your business blog, it can feel impossible on what to write first. Eventually, you and your content creators will hit a good stride. But then, once you run through your first list of brainstormed ideas and breaking news, there will be a lull. It can seem like you've written everything there is to be written about your business's core services. 

Topics: Content marketing Writing succesful content content engagement

3 Ways You Lose Money If You Don't Know Who's Reading Your Content

There are two main types of money loss your company can face. The first is by not reaching new audiences fast enough to get the revenue they represent. The second is by incurring expenses you don't need. 

Topics: Content marketing marketing campaign social media marketing

Content Marketing For The Modern Age

Having an online presence is becoming more and more important for businesses of all types. A website and social media profiles give your customers a convenient way to find out more information about who you are and what you do.

These can also be a fantastic way to get the word out about your business, spread your message, and show off what you have to offer. While having a great looking website is essential, it's also necessary to have the information that people are looking for available in a format that's easy to find and understand. You can use content marketing to help you create fantastic and effective content for your website, and draw in traffic to your site. Read on to learn more about what content marketing is and how it can work for your business.

Topics: Content marketing Marketing POV

Is Your Advertising Strategy Driving Your Content Marketing?

You probably know about content marketing, hailed throughout the industry as the future and better version of advertising. Rather than overtly promoting your products, you focus on building content that is valuable enough for your audience to follow and believe in your brands.

The idea is simple. Build up enough credibility, and your audience will come to you. Once they do, they'll keep you in mind by the time they actually need a product in your category. In an age where blocking ads online is more popular than ever before, is the perfect way to get to your audience and maximize your brand reach.

But here's the rub: too many brands are now embracing content marketing at the expense of paid advertising strategies. Doing so could be a fatal mistake. In fact, and when done right, your advertising strategy should drive, support, and elevate your content marketing. This is how you can do it.

Find Your Core Value Proposition

First things first: you have to make sure that you understand exactly what you actually want to communicate. Advertising strategies fail when they focus only on promotion, without a deeper underlying message that's closely connected to your brand. And of course, random content without that same connection tends to be unsuccessful, as well.

Be careful not to confuse your value proposition with your selling proposition, which is a common advertising tool. The goal here is not to find the most convincing argument for your audience to become a customer. Instead, it's the value your content promises that would draw your audience to read it, whether or not it's directly connected with your brand.

That might mean focusing on your niche expertise within a wider audience. It could also be the unique formatting your content uses that connects closely to your brand promise. Either way, finding your core value proposition can help you define both your content strategy and the audience you want to attract.

Define Your Audience For Both Channels

Speaking of which: what do you know about your target audience? Sure, as an experienced marketer, you might already be familiar with their demographic and geographic tendencies. But don't stop there. Instead, look to define your audience based on their behaviors, preferences, and underlying needs.

Paid digital ads can be invaluable in this area. You're able to target your messages towards a very specific segment of your audience. But you can only take advantage of that benefit if you actually know what that segment should be. Once you do, you can use your content as a driving force to fulfill needs while your ads are built specifically for your audience.

Use Your Ads for Content Testing

Many marketers underestimate the potential of paid ads to act as trial balloons for content marketing strategy. With little budget, you can push messages to your audiences that encourage them to click and engage. But what if you used that tool to actually test potential content?

The possibilities here are significant. Content marketing takes time and effort. Building high-value gated content, especially, will cost significant resources. If you can use your paid ads to test potential content topics and angles, you make an initial investment with the potential to pay off big in the long run.

Here's what that might look like: you're thinking about a topic surrounding a new development in your industry. But before you start building it, you run a short ad that highlights a single insight on that topic. If it performs well, you know that your target audience is interested in learning more. That's when you start building the long-form content with greater security.

Jumpstart the Awareness of Crucial Content

Advertising strategies, of course, can also work as supporting mechanisms for content after the fact. Any experienced marketer knows that it takes time to see the results of even the best content. Some estimates put that time at around 10 months. Paid ads can help you speed up the process.

In a way, it's the simplest form of digital ads. You have the content ready, so why not highlight it? Run ads not on your brand in general, but specific pieces of content. Direct your audience to a blog post or landing page for gated content. You can see traffic and the resulting leads in weeks and even days, compared to months of organic building.

Retarget Relevant Messages for Content Readers

Finally, don't underestimate the power of your advertising strategy after the initial audience exposure to your content. It's not just there to gain awareness. Done right, ads can also help keep your brand top of mind after your audience is exposed to your content.

The key to success here, of course, is retargeting. Build ads specifically to recent visitors of individual pages. You might choose to target visitors to your landing pages who did not become leads, or blog readers who might be interested in a long-form version of the piece they just consumed. Either way, you can set up custom audiences in most digital channels that easily help you reach those recent web visitors, and drive them closer to conversion.

Is Your Brand Ready for an Integrated Digital Strategy?

You might have noticed a theme throughout this post. When it comes to digital marketing, integration is the name of the game. Put simply, you cannot emphasize a channel (even one as successful as content marketing) at the cost of others. Only a consistent strategy that incorporates all of your digital efforts can be successful in sustainably growing your business.

That, in turn, means building an advertising strategy designed not just for its own sake. Instead, that strategy should drive your content marketing, ultimately leading to a singular, consistent experience and user journey for any member of your target audience.

This type of integration may sound complex. And we won't lie: in most cases, it absolutely is. But that doesn't mean you cannot accomplish it. Every business and brand, regardless of budget and size, has opportunities to better integrate their advertising strategies with their content marketing. Contact us to find out how you can, as well.

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Topics: Content marketing advertising strategies

How Drones Can Transform Your Content Marketing

A wedding photographer struggled to stand out in her competitive industry. Once he used drones, his business took off. A real estate agent couldn't get some of her available houses to sell. A few sessions with a professional drone operator later, potential sellers were knocking at her door.

Topics: Content marketing Marketing Strategy marketing strategies

Content Marketing Simplified

The face of content marketing is in a constant state of flux...

However, marketing in its simplest terms remains unchanged; only its focus and methods have changed. In order for marketing managers to be relevant in a digital age, they must understand the enduring changes taking place. Who is in charge of these marketing concepts, someone may ask? Through interaction and active participation, the customer is able to offer valuable suggestions which reference the needs and desire of a target market. The manager who listens and adjusts accordingly to what the public is saying about their brand is already ahead of the game. A manager who does not listen to visitors, followers, and customers is adrift in a sea of attrition. 

One goal of content marketing in the 21st century is to produce content that relates to a specific market need. The question is how to get this content in front of a specific market.

Inbound marketing experts agree that there are at least four components of a successful online marketing campaign that you need to know. Managers seek to attract, convert, close, and keep their customers happy. (Learn more about inbound marketing concepts here) Within each component are elements that make each part effective. Campaigns unite to attract a target market through the use of blogs, SEO, keywords, and social media. As visitors interact with your website, if you've done your research, consumers will pursue an ongoing relationship with you. A well-written call-to-action that lead to irresistible landing pages, and other creative content, visitors are drawn to be a part of your bigger family. Your brand is like a magnet attracting visitors because of your awesome content. Content is the reason visitors become followers. Pure and simple; there is no other reason. 

Marketing is not people seeking treasure but treasure seeking to be found. It's that glowing shiny pot of gold at the end of the rainbow that says, "here I am, here I am, I'm sitting right here, and I hold the secret to making your life more awesome than it already is."

For some reason, writers assume that they are doing such a wonderful job explaining what it is they want readers to know. That isn't always the case so here is a list of what it takes to attract followers.

  • Blogging is one form of content that provides hopeful solutions that improve people's lives.
  • SEO is an online marketing strategy that optimizes every page on your website to the needs and desires of your target market resulting in higher quality scores from search engines which result in higher page rankings.
  • Keyword Usage is the artful use of words and phrases that a marketer anticipates a searcher will use to locate the information they are searching for.
  • Social Media are various channels that marketers use to attract, retain, update, and maintain social connection with curious visitors and customers.

Those four elements are the tools used to begin a successful campaign that turns your wild horses into a stable of tame followers. The remainder of this article will focus on blogging.

There are no disadvantages to blogging. The only disadvantage is if you fail to blog. The topics you choose depend on the industry you're involved with. Whether you are video blogging or text blogging makes no difference in terms of topic dilution. At some point, you are going to feel that there is nothing else you could possibly say. Consider the following list of blog topic possibilities to get the juices flowing. It has been said before that one of the best ways to write blog posts is to create an FAQ page (which your website should include) of anticipated questions and write a 300-500-word blog post on each question. If someone presents you with a query of some sort, use that as an opportunity to amplify your answer in the form of a blog post.

One reason digital marketers hire content marketing teams is because of the massive amount of work involved in keeping a company moving forward. But you may not be in a position to hire a team of writers and like any other writer, you might be scratching your head for ideas on what to write about.

It is true that all content is at the mercy of the search engines as far as page ranking is concerned but if you really want to amplify your SEO standing, consider the reader first and the SEO second. If you're creating excellent content, the SEO ranking will follow.

What do readers want to read?

Consider the following:

  • Content that gives a sense of urgency that life is short
  • Content that provides perspective
  • Content that declares dreams do come true
  • Content that encourages people to never give up
  • Content that gets readers to believe in something bigger than themselves
  • Content that says you matter
  • Content that reminds us of our basic needs
  • Content that takes an unexpected turn
  • Content that tells a story
  • Content that makes us cry
  • Content that makes us laugh
  • Content that reveals secrets
  • Content that recognizes our sameness or our uniqueness
  • Content that leaves a mystery
  • Content that confirms what we thought was true
  • Content that challenges our belief
  • Content that educates while entertaining us
  • Content where the little guy wins
  • Content that places a fresh look on old themes
  • Content that inspires a call-to-action

Careful and painstaking research is imperative to the success of any content marketing program. Content is the lifeblood of your website. Opportunities to increase such things as your page ranking, thought leadership, influence, inspiration, encouragement, and guidance abound mightily. If you are faithful to execute excellence, even in the face of adversity and setbacks. No matter where you're at in your digital marketing program, once you've presented yourself to the public, the challenge is to maintain and increase your standing among competitors and customers alike. Get out there and show 'em what you've got.

What about you? Would you like to learn more or contribute to the conversation? There is a way you can do that! Just click this link -> contact us and let's put our heads together and brainstorm some bodacious blog topics for your brand. 

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Topics: Content marketing marketing goals

Tips to Write Good Content for SEO

If you are not thinking about search engine optimization, otherwise known as SEO, when you are writing your blogs and other content, it could be a big mistake. You need to do everything that you can to utilize your website and blogs. Otherwise, you could be wasting your time because no one is going to see them.

Topics: Content marketing SEO Tips Improve SEO Writing succesful content content engagement