Repackage Your Material: Multiple Formats Increase Your Content's Marketable Reach

It's hard to get the attention of new customers. Even after you collect a lot of positive reviews, have customers that love your services, and optimize your offers to match your core target market, there's just too much competition to be seen.

That's why more and more companies are switching to inbound marketing strategies. Instead of sending interruptive ads to Internet users who match their target markets and might be interested in their services, these companies are creating high-quality content that customers will find once they have a problem or a need.

At first, that seems a bit counter to every marketing practice used offline. Waiting for customers to find you has always been a bad thing; name recognition and catchy ads are everything. But on the Internet, that strategy just doesn't work. Consumers have too much that can catch their attention at any given time, and they won't remember your message if it's not relevant. The medium itself is also different from traditional advertising platforms. New consumers can search online for the answers to the precise problem they have at a precise moment. They don't have to wait for an ad.

How can you be ready and waiting for consumers that you can convert into leads and customers?

In a word, content. Business blogs, white papers, and short ebooks all have the answers that different customer personas are likely to be looking for. The more answers you have, whether it's generalized overviews, technical answers to technical questions, or (even better) a combination of both, the more appealing your brand is to your preferred audience. 

Give away answers on a business blog.

There are a lot of different strategies for creating the right content that can draw in the most valuable prospective leads for your business, and all of them are valid. Many times, a business blog is a good fit for your business. You can post helpful how-to guides and tips for DIY solutions; this content establishes your company's helpfulness and reliability. You can also publish posts about industry updates and complex problems in your target market's world; this demonstrates your company's subject matter expertise. That's why a business blog is so useful for inbound marketing. You can fill up your posting schedule with any content you think prospective leads will be looking for, all in a centralized, interconnected hub of embedded links and recommended further reading. And there are a lot of different blog post styles you can use.

Once web visitors trust your brand, offer more content through a mailing list.

But a business blog isn't the only option. You can also create gated content, such as ebooks, checklists, or templates that help consumers solve more complex problems. Because you're offering more valuable and interactive content, you can use these pieces to build your subscriber list. This is a common trade that many consumers expect. They'll give you their email information and a certain amount of real estate in their inbox, but only if you provide helpful content now and seem likely to continue giving them valuable content in the future. As long as you keep up your end of the agreement, you can nurture your leads and start converting them to paying customers by continuing to build trust and offering high-quality products.

 

But that's a lot of content creation.

How can you create wide-reaching content without using up all of your marketing department's time and budget?

As you diversify your content from blog posts to subscription offers and paid packages, you're not starting from scratch every time. Most articles only scratch the surface of the information you know. That means you can easily turn a basic article into a more detailed step-by-step guide with tips and a few do's and don'ts. With a bit of organization, you can readily identify gaps in your content library and make a list of future topics. Many times, thinking about what to write next is the hardest part of content creation.

But even after that, creating content that reaches all of your prospective leads is challenging. There is a huge time investment into every article and video, especially if you want to make sure the wording is just right and your audience can enjoy the experience. So instead of spending all of your time creating new content, bulk up your library by repackaging your content.

Repackage it into list videos.

Videos are a lot of hard work. If you can make the process easier by using high-quality content you've already created, you're removing a major roadblock to the finished product. 

Your articles can form the basis of a script, or you can use the hours of research to more easily outline an entirely new product. If you have a long piece of content that is either a list or a detailed how-to, that can easily translate into an entertaining video that's easy for audiences to follow

Videos are the perfect content for your social media channels and your YouTube channel. YouTube is a relatively neglected search engine as far as business is concerned. Consumers know to go to YouTube for answers and tutorials, but it's one of the biggest blind spots on most company's digital marketing strategies. Building a library of informational videos means consumers have another engaging way to reach you.

Videos don't have to be flashy, well-directed films, either. You can have interviews, animations, or just someone speaking into the camera. The format of the graphical content doesn't matter so long as it's engaging and easy to follow.

Content creation is a process that involves a lot of steps. But once you get started, very little of your content creation starts from scratch. You'll build a long to-do list of good post ideas, and you'll know which topics to build on. Even better, you can reach new audiences and convert more leads with the exact same content and a bit of repackaging. If you want to get your content creation strategies off to an easy, organized start, BOLD Worldwide. We can help you get your brand noticed when your target market is ready to find you.

Growing BOLD – Docu-Series

Topics: Inbound Marketing Marketing Strategy inbound marketing strategy Digital Marketing Strategy

The Latest Video Trends To Enhance Your Marketing Campaign

Social video took the inbound marketing world by storm as it was found that content with video was far more likely to be seen and widely shared. Just as content with images sees an increase in interest from your audience, adding music and cinematography to the mix engages your online audience on several levels. You can also convey a lot more information through a short social video than you can with text alone.

As long-form videos and video-interactions rise in popularity, metrics are finding that online audiences will spend more time with a video than with other content. And now, technology is allowing videos to actively engage your audience. While the how-to videos and social media interviews of 2017 are still going strong, brands on the cutting-edge of social media marketing need to keep up with today's video trends. Here are six of hottest ways to use video in your social media campaign right now.

1) Shoppable Video Content

Inbound marketing in all its forms focuses on turning passive content into an interactive experience. Links can liven up a blog, social media posts can spark discussions, and marketers have been exploring what video can unlock. One recent development has been shoppable video content, a way to allow viewers to immediately shop for products that appear in your videos. This can be done with clickable links embedded in your video, something possible with YouTube marketing, or links outside the video through other platforms.

Some marketers are experimenting with 'swipe to buy' on the Instagram and SnapChat platforms after viewers look at specific ads, something that can make their ads more interactive and neatly encapsulates their own call to action. Give your viewers ways to follow up on the content of your videos and to interact with the video itself if possible. Of course, shopping for products isn't the only possible interaction. No matter what you want your audience to do, invite them to engage through interactive videos.

2) Integrate Your Platforms

There are so many social media marketing platforms available today, and your potential audience is spread across all of them in various distributions. Twitter and Facebook, Instagram and Snapchat, not to mention the wide variety of chat and social applications used primarily through mobile apps. Your social video needs to be able to reach out to as many platforms as possible, preferably in a clean, automated fashion.

Make sure you're working with a cutting-edge and flexible social media scheduler that can add new platforms as they roll out, because trends are hot and the best platform for your content may not always be the same. Don't forget to adapt your videos for each style of platform. Some communities like their videos short and suite, some like them long and involves, some absolutely require on-screen subtitles. Know your audience and work every social video for everything it's worth.

Strategically re-using content has become the name of the game, especially if you want wide-spread impact with a reasonable flow of content. The best marketers figure out how to re-use good content year over year in order to keep their page-rankings and online resources fresh. Consider looking back through previously successful content and turning it into multi-platform video this year.

3) 360 Video Tours and Adventures

360 video is quickly becoming one of the most effective forms of marketing video in the business world. The interesting thing is that it's not at all like your traditional form of video. 360 filming is traditionally used to create a virtual reality space, a defined area that viewers can explore by moving from point to point and click-dragging their view.

360 video is filmed by placing a special camera in the space you want recorded and allowing it to take a picture in almost every direction around itself. This gives video viewers the ability to 'look around' and see how the location or event would look if they were really standing where the camera was placed.

For real-estate and static displays like a virtual showroom, you can keep the room exactly the same and move the camera from point to point, allowing the viewer to essentially 'walk around' the tour area. This works much in the same way Google Maps does, with points you can stand and look from. The real estate and auto industries have found a great deal of benefit from 360 videos in offering virtual close-up tours of products for distant or busy customers.

However, you can also film events with a 360 camera, allowing viewers to stand in one place, like a stadium chair, and watch a show play out in front or even all around them. This can offer viewers an incredible experience of live or staged events and can even be used for placing the camera in unusual places a person might never stand.

4) Go Live for Longer Views

Live video has been growing in popularity for several years. It seems like every social media marketing guide you read these days suggests going live, as if we all haven't heard it before. But new metrics are in. Live video continues to grow in popularity and viewers will spend more time watching your video if they realize it is a live feed. There is something inherently exciting about watching something play out in real time, and you can take advantage of that simply by shooting a few live videos a week along with your normal stages and carefully arranged social video content.

Your best bet is to put together a more casual video series with personable hosts who do interesting off-the-cuff activities. This significantly reduces the risk of live feeds by making 'bloopers' an expected and enjoyable part of the show. Anything from flubbed lines to messy spills are part of the 'behind the scenes' fun of a live broadcast. This is also a great way to deliver longer-form content because viewers will be engaged and motivated to watch the entire video.

5) Online Hangouts

One major thing that is changing about social video is its passive nature. Audiences want to engage more one-on-one or even in shared group chat than they simply want to absorb push-media. Millennials and the Gen Z teens behind them are happier talking to representatives, each other, and chatbots than watching filmed commercials and marketers are responding.

Rather than filling your feed with images and social video (or in addition to doing so), you can open up a video hangouts room and invite audience members to join you for a bit of Q&A or even just shooting the breeze with community managers. With good moderators, you can even invite key audience members to cam-up with you and become part of the show.

6) Don't Forget to Archive

The primary focus of social video has always been to capture interest in the moment. You want to catch the attention of bored people browsing social media or make people laugh so that they share your promotional joke with friends. However, it's also important to realize that you're building a cumulative experience. The best social video series will start to build inside jokes and references to previous work, but this can also leave new viewers out in the cold.

To counteract this, make sure there is always a handy link nearby to an organized video archive. This is not only a great source of reference-clicks for you, but it can also allow your viewers to go back and watch their favorite social videos of the past on your website (instead of a third-party host) and for new viewers to catch up on anything they missed. Archiving is good for SEO, good for user experience, and allows you to easily call on content you've used in the past.

Social video is a constantly evolving medium for marketing and your team needs to be on their toes to keep up. With the right attitude and tactics, you can easily keep pace with the latest interactive video trends. In fact, you might even think up the next big thing. For more tips on how to build your local business marketing campaign, contact us today!

2019 Marketing Strategy Assessment

Topics: Inbound Marketing inbound marketing strategy social media marketing digital marketing

Integrating Account-Based Marketing and Inbound Marketing for Maximum Results

Integrated Marketing

Marketers like to focus on one style of marketing, believing that their technique is the best way. Such is the case with inbound marketers, who focus solely on content creation methods to attract customers and lead them through the buyer's journey. Likewise, account-based marketers focus their attention on their key accounts, in an effort to convert more leads to sales. If you're only putting your efforts into account based methods, you'll miss out. Many marketing professionals are realizing that when used in conjunction, these seemingly different approaches actually produce real, measurable results.

Topics: Inbound Marketing inbound marketing strategy Integrated Marketing account-based marketing

Getting Blog Clicks Without Decreasing the Reader Experience

Marketers have always had a touch of showmanship. Every commercial, ad campaign, and individual asset tells a story. Your efforts introduce passers-by to the brand experience. Marketing doesn't just get the attention of potential customers, it beckons them into the shop and shows them what it's like to be a favored customer. Good marketing campaigns make new customers feel welcome, eases their first shopping experience, and remembers them on future visits through a combination of technology and good customer service.

However, marketing isn't just about the customer anymore. There is also competition, SEO, and metrics to contend with. Not only do your blog articles and social media posts need to be welcoming and informative for new customers, they also need to be catchy, get lots of clicks, and create conversions. Metrics become everything, including how the value of your website is measured. You are obligated to continually raise your number of visits, views, clicks, and conversions as well as to provide a rewarding experience to leads and customers. While these goals can be worked toward together in most cases, sometimes there is a conflict of interest. The blog page is one of the most common examples.

Inbound Marketing and Anchor Text Links

The entire purpose of inbound marketing is to create a rewarding experience that potential customers want. The blog is built to provide information at every stage of the conversion funnel. From pre-leads who are just researching a topic to return customers with a new problem to solve, inbound marketing content is meant to inform and entertain.

Reader Experience

At the end of the article, the reader will have ideally learned something and feel positively toward the company that provided the content. A call to action can serve to qualify leads and begin the conversion process. For the inbound marketing process to work, the experience needs to be as smooth and enjoyable as possible. This creates momentum that can carry a satisfied reader through the lead qualification and conversion process as their interest is peaked.

Anchor Text

One way to enhance your content is to link to other articles and websites through anchor text. When this is relevant and offers readers optional in-depth detail about a mentioned subject, anchor text can be very useful. It allows you to reference complex subjects or topics you've covered in the past without leaving new readers out in the cold. As a bonus, you also increase the power of each page's SEO with each external and internal link. A health mix of anchor text is good for many articles, but this introduces a new element: clicks.

Getting Clicks from Inbound Marketing

Clicks are valuable. They are a measure of traffic through your site and, to a certain extent, the momentum of your content. Advertisers will pay for space on high-click pages, you can channel those clicks to specific pages or partners, and you can use your click velocity as a bargaining point in certain negotiations. So it's no surprise that marketing teams are often charged to increase click numbers overall and on specific pages any way they can.

While a few links can enhance the value and experience, these click-bait tactics are all-too-often used in ways that interrupt and decrease the quality of your reader experience. Anything that breaks the flow of reading or requires too much interaction from the reader can annoy your audience and makes it less likely that they will respond to your call-to-action.

It is possible to boost your click count through blog articles and other inbound content. The key is to always keep reader experience as your top priority and everything else will slide into place.

Blog Click Best Practices

Connect Only to Useful Information

When deciding what links to include embedded in your blog articles, there is one simple and easy to remember rule: The link must be useful. Affiliate marketing, internal product links, and landing pages can be useful links if used correctly, but don't let your desire for quick SEO and easy clicks lower the quality of your selection. Be very discerning about which words you anchor as well, look for phrases where the reader will be curious about further information.

Offer a Sidebar of Resources

There may be links you want available on every blog page, but there's no need to junk up your content by over-anchoring. Instead of trying to fit the same set of links into every article, create a well-spaced sidebar with links readers can follow. If your design is stable, consider referencing the sidebars in the text itself to make awareness of these resources part of the reader experience.

Tooltips

Clicks don't always have to open a new page. One way to collect more clicks without irritating readers is with polite, easy to dismiss tooltips. If a box pops up on hover or click containing more detailed information or a link to somewhere else, more readers will be able to curiously click through a blog without interrupting their experience of the core article.

Expand Instead of New Page

Many business blogs slowly multiply clicks by asking readers to 'open' content after they have followed the search engine link. In some page designs, this approach can make sense, indicating which articles in a composite page were read. But instead of opening an entirely new web page, creating a pageload delay, simply expand the current page. This improvement can be done both for article galleries and 'read whole article' functions.

Building Momentum

Finally, do whatever you can to help the reading experience build momentum. You want readers who start curious about a subject to be ready to make decisions by the end of an article. Excitement mid-read will lead to clicking on your anchor text while momentum at the end can result in more conversions after your call-to-action. Even customers who take several visits and blog reads to convert will be moved more effectively by enjoyable content experiences.

Use arc of storytelling to engage your audience and never forget that the conversion funnel is a higher priority than gathering more clicks. For more great digital marketing strategies, contact us today!

2019 Marketing Strategy Assessment

Topics: Inbound Marketing Marketing Strategy inbound marketing strategy digital marketing

Why the 'One Big Splash' Marketing Technique is Primarily a Big Businesses Strategy

When you're in marketing, it's easy to get excited and feel the temptation to create unnecessarily grandiose campaigns.  You see the big statement events and efforts made by international name brand companies and all too tempting to brainstorm. What would it be like if your brand created a hashtag by staging a flash-mob performance in Time Square? Or perhaps an edgy Twitter hashtag campaign about your favorite charitable cause?

Campaigns like this have gotten an incredible amount of press and applause for huge, bold stunts in the past. Their efforts rippled across countries and sometimes across the world with strategically coordinated displays, online events, and social media posts. No doubt, these 'big splash' campaigns were incredibly effective and for the brands in question, they were clearly the right choice. 

However, one interesting mistake often made in the business world is mistaking one brand and company for every brand and company. There is a hilarious idea that if you've seen one you've seen 'em all and they can each be compared one-to-one fairly. Everyone knows that factually this isn't true, but it still features often in arguments like which marketing techniques can be used to boost a small business to big success by mimicking the big brands.

Big Brands Make Big Decisions

The practical answer to the whole issue is remarkably simple, that marketers make choices based on the resources, circumstances, and brands they have to work with. Big companies make decisions that work for them and one of the circumstances they're counting on is incredibly widespread visibility.

When a big brand does something controversial or emotionally moving, the ripples are big and wide-spread. People hear about it even if they don't care that much about the brand in question because of that reach. Brands that everyone has heard of like Oreo or McDonalds have become not just companies but a part of our culture so it's only natural for people to share news about cultural icons

The other aspect of the big splash marketing method that works well for big brands is the ability to coordinate efforts. In the vast majority of cases, these events may look like flash mobs or trendy interactive art displays but they have taken months to plan, prepare for, coordinate, and enact. International brands can repeat the stunt to a wide multi-national and multi-lingual target audience and every social media community manager is poised to guide the online discussion.

While big brands are notorious for having trouble with memes and the more fleeting aspects of internet culture, making a big splash remains a great tactic for them just as it was before the advent of social media and inbound marketing.

Smaller Brands Make Strategic Decisions

But is the big splash technique right for small businesses? Should it really be held up as a shining example of "How It's Done" and how others should mimic if they want to succeed? All too often, this is the extent of logic used when looking for advice to give small business marketing teams. Just do it like the big companies, look where it got them.

Yes, the big brands have a lot of tactics that work well for them but these tactics were built for teams of marketers, a big wide-spread online community and public reputation, and possibly even multiple locations from which to enact marketing campaigns. Small businesses have to make decisions differently. Every marketing decision made by a small business needs to be about strategy.

Your actions need to take into account how to get the most new customers from the smallest percentage of your marketing budget at all times and while big stunt campaigns may look flashy, romantic, and successfully when implemented by the big brands, it's not going to work the same way for your small business.

The Limits of the 'One Big Splash' Campaign

In the marketing world, there are tactics that work for every kind of team, big or small, and tactics that are too specialized to share and try universally. As fun as big splash campaigns are to dream up and try to pull of, they're one of those tactics that works much better for big companies than for small ones.

For example, let's say your 'big splash' is the most efficient possible without a big display in town square and instead just a really profound push through social media, the website, and the blog. No matter how moving your content is, unless it goes viral, you are still likely to reach the same number of people you reach every time plus perhaps a few more looking for information on your topic of choice.

Even if your big splash did have the impact you were looking for, you would still need a large number of employees online handling the flurry of responses to your online event. If you've got a team of 3 marketers, this tactic simply isn't viable.

Throughout the internet and the business communities, there is a lot of talk about what could take a small business from "the bottom" to "the top" and often the examples used are hugely successful efforts made by the biggest name brands in the world. While this makes sense for inbound marketing, it's not actually good business advice. What is most important for your marketing strategies is what works for your company, your clients, and your marketing team. This means optimizing your campaigns not for how well they match other successes, but for how well they suit the abilities of your staff and the preferences of your audience.

Here at BOLD Worldwide, we believe in making a splash for your brand, but doing so with the right technique and strategy for your unique business and target audience. Mimicking the big brands may be helpful in principle, but when it's time to make logistically realistic marketing plans, keep in mind the scale of your business and the impact you really want to have. For more news on how to make bold marketing decisions that have the ROI and results your business is looking for, contact us today!

2019 Marketing Strategy Assessment

Topics: Marketing Strategy inbound marketing strategy marketing strategies advertising strategies

How to Generate Powerful Lead Magnets with Inbound Marketing

Inbound marketing is a complex game. It turns the entire traditional idea of marketing on its head by backing off, focusing on putting content onto your own web pages and social media feeds instead of buying intrusive banner ads and billboards to jump out at potential customers. You use SEO and enticing content to play coy with your audience and tempt them to 'chase you' into your own realm then impress them with how well your content is written and your website is built. In other words, inbound marketing is all about creating interest by letting the customer come to you. But how do you turn that interest and your growing online community into real leads and sales conversions?

Topics: Inbound Marketing inbound marketing strategy marketing goals

How to Supplement Your Inbound Marketing With a Comprehensive Advertising Strategy

You may have heard about inbound marketing, the content-based approach that promises success by moving away from the traditional and promotional push approaches to marketing to providing actual value. Efforts focus on SEO, blogging, and social media, and are largely unpaid. Done right, it has the potential for immense success.

Topics: advertising Inbound Marketing inbound marketing strategy advertising strategies

How to Create a Strong Inbound Marketing Strategy for Your Sports Blog

Your sports blog is one of the best ways to cement your name and position your brand as an authority within your sports niche. Blogging is at the heart of any strong inbound marketing strategy, geared towards attracting quality traffic to your website, capturing qualified leads and presenting opportunities for sales. Having a working blogging strategy for your sports digital marketing will yield amazing returns from your efforts.

Topics: digital sports marketing inbound marketing strategy Improve your Blog

Does Your Inbound Marketing Strategy Boost Your Sports-Related Brand?

Inbound marketing is one of the most critical strategies for building an audience and encouraging customers to visit your brand's website. Crafting content, from emails and blog posts to videos, infographics, and more, can allow you to bring in customers who are genuinely interested in the type of material that you're offering. It's important, however, to make sure your inbound marketing strategy is working for you. By asking these questions, you can refine your inbound efforts so that they are doing a better job of bringing more fans to your business.

Topics: sports brands inbound marketing strategy