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Category Archives: Content Marketing

Creating a total content system

By | Content Marketing, customer centric marketing, Small Business Marketing | No Comments

John Jantsch from Duct Tape Marketing has created an awesome video and audio on how to

John Jantsch - Online Marketing Approach

John Jantsch – Online Marketing Approach

create a Total Content System. This is so critical for a business today as our customers seek out content to solve their problems. As John states “The use of high quality, education based content has become an essential ingredient in creating awareness, building trust, converting leads, serving customers and generating referrals.” What I really like about John’s approach is it is integrated. All the touch points are working together to maximise the lead generation.

Key Take Aways for me are:

  1. Listening: Use tools to listen like google alerts.
  2. Content Foundation: What are your customers passionate about? What topics are you passionate about? Key content themes. John explains how to create a content system
  3. Sharable – John gives some great tools for sharing your content
  4. Point of View E Book – your process, how you do it differently
  5. Snack Size content – curated content, aggregating the good stuff
  6. Landing Pages – call to action and one purpose
  7. Email Marketing – with follow-up
  8. Social Profiles – getting them complete
  9. Social Integration – strategy to how you publish and what is your call to action. Don’t just pitch but share ideas.
  10. Conversions – measure what is working or converting into leads, views, downloads etc
  11. Mobile – how to create a mobile version of your site and SMS marketing.

Overwhelmed? Yes there is a lot to do, but also a lot of opportunities to build your online presence to grow your business. If you would like to discuss how you create an integrated sales and marketing system, we would love to hear from you. Next steps..

Content trends and what’s working

By | Content Marketing, Small Business Marketing, Social Media, Thoughtleadership and Content Marketing | No Comments

The Content Marketing Institute is a favorite resource for me and they have some great research into what B2B companies are using as great content format.


This is a really good article by the Content Institute. B2B businesses are really ramping up on content. My hope is that they are really using the content in context and not adding to the junk we have to shift through. Here is the full research from the Content Marketing Institute.

 

 

Tips from CMI
Content Marketing Institute Research

Content Marketing Institute Research

Synchronise your touch points or loose buyers on their journey.

By | Branding, Content Marketing, customer centric marketing, Customer experience, Small Business Marketing | No Comments

It is not sufficient to try one tactic and expect a campaign to work well. It usually takes a number of touch points for a customer to be nurtured, trust you and try what you have to offer. It is not like we want to get married on the first date, is it? Well, rarely anyway, and buying something whether it is health insurance, or a new chair, is no difference. Today,the conversation with our customers and prospects, never ends.

Source:desantisbreindel.com

A truly great marketing strategy leverages the appropriate marketing tactics in combination that is right for the intended buyer are well synchronised. Most businesses take a fragmented approach to marketing channels. This is becoming every more noticeable with new platforms entering the mix including mobile, apps, SEO, PPC, Social media like Pinterest and more.

In CRM, the focus is the technology organising and automating relationships with customers and prospective customers.It often has a focus upon efficiency rather than upon the customer experience.

Integrated marketing combines three elements that are closely related to service design; an understanding of consumer behaviour, focus upon brand and the link to customer experience. Integrated marketing takes a holistic view of services, in which coordination of touch-points is one major part of linking what is termed contact experiences to the brand:

As a savvy marketer, you need to be able to understand the behaviour of your audience to pick the right mix of tactics and use them at the right time. It takes excellent strategic skills and the ability to translate your marketing into the right messaging to each your target audience. All the data can be found out there but you need to understand it, analyse it and use it! More than this, it takes an empathy for customer buying behaviour that is often missing to ensure that the mix of touch points are appropriate. You need an inside out approach or customer centricity.

To own the buyers journey, we need to have a manageable set of critical touch points that allows us to focus and have a better impact on our customers perceptions. These touch points need to be distinctive, well conceived and synchronised. We need to break down the customer experience into distinct moments from the customers point of view according to AmicusBA whitepaper

  1. Customers’ most urgent needs, insecurities, expectations upon a an approach point?
  2. What transactions and interactions take place?
  3. How should touch-points draw people in?
  4. What products and services, enhancements speak to a customer segments aspirations, motivations and captures your customers attention?
  5. What information is captured?
  6. What knowledge is used and what is shared across other touch points?

Hilton Hotels touch-points they want to own:

1. owning the welcome

2. the guest room first impression

3. The complimentary breakfast offering

4. 100% guarantee of service

http://mcgladrey.com Talks of different types of touch points in a recent article: Touchpoints Defining various forms of contacts with members.

Company created touch points can be seen as those planned marketing messages. e.g website

Intrinsic touch points are those that are experienced while purchasing or using whatever is being sold.the “how of the experience”

Unexpected touch points are the unexpected references or information about the  prospect receives that cannot be directly controlled by the company. Personal communication, word of mouse communication.

Customer-initiated touch points are those that occur when a customer  contacts the club. ie social media.

 

How to keep your touch points synchronised – According to http://www.desantisbreindel.com

1. Keep the dialogue going and growing

“A dialogue about a company’s product or service on Facebook, for instance, can spill over to Twitter and overnight, lead to a far-ranging conversation with thousands of voices and lots of feedback. By understanding the dynamic and keeping the dialogue going, smart B2B companies can lead the prospect through the conversation to the sales sweet spot: consideration for his or her short-list.”

2. Connect multiple platforms

All touch-points feed one another and become connected in a web of conversation.”A print or on-line ad with a url can lead to a microsite where a corporate buyer can download a white paper or watch a You Tube video offering valued information and insight. Or an outdoor ad can invite corporate prospects to scan a QR code with their mobile device and take them to a microsite with more information.

3. Don’t forget employees!

Employees are a critical part of the customer touch-points for a company

“They are not only the face of the company in every interaction with clients and prospects, they are active in social media, business networking and society in general. Today businesses who empower employees with a compelling brand messaging platform, and help them to understand their importance in their companies’ and their own prosperity, can activate a consistently strong brand identity at thousands of touch points. These companies understand that it is important to link brand strategy with brand behavior so that you not only talk the talk but walk the walk.”

 

MacInnis Marketing does a customer centricity workshop and maps out the customer touch points based on the following concepts.

1. Mapping the existing situation

2. Identifying the current pain points

3. Which is the best sort of touch point in each case

4. How do all of these touch points create the best customer experience

5. What touch points need to be added or removed

6. Who or what owns each touch point

7. How do we synchronise all the touch points

8. How do we set up feedback systems

Is your content a commodity? Why you need to think like a producer.

By | Branding, Content Marketing, CRM and lead generation, Small Business Marketing | No Comments

“Marketing is broken. Social media won’t save it. Online ads won’t reinvent themselves. Google’s acquiring. Public relations is changing. The music industry is reinventing itself. The movie business is struggling. Newspapers are dying. Your email inbox is full. Your mobile device is always on. Your DVR is recording. Your iPad apps are updating. I don’t need to tell you that the media business is in flux.If you’re going to survive in a world where everything’s changing, you’re going to have to think differently.” Hard to argue, right?

As Andrew Davis book Brandscaping is a very interesting take on how we should approach marketing. Rather than the current fad of creating loads of content much of which is seen as a commodity he states we should all be acting more like producers and try to find the right content for our audience. “Brandscaping is bringing like-minded brands and their audiences together to create content that increases demand or drives new revenue for the products and services you sell.” I really like this approach because it is based on supporting those who actually create the content that your audience will love and support them.

There are four  great reasons why I love this approach. 

1. Most of us aren’t brilliant writers. Let’s face it we don’t run a copywriting business. So it makes sense to focus on what we do really well which is our product or service offering.

2. I don’t think outsourcing this to a marketing team or copywriter is the answer either because often they are good writers but don’t understand our business or don’t have the passion or creativity for sustained engaging content.

3. By aligning your business with a someone or an organisation that is already providing content for the audience that you serve. Support them. A perfect example of this is Ducttape Marketing support Hubspot because they create a lot of How too documents. The opportunity to build a brandscape is to position your business with a undiscovered talent that can create content to drive demand for the products or services you sell. Think like a producers not a marketer.

4. Just because you are creating content don’t assume your audience is consuming it! In fact if you create poor quality content it could have the opposite effect to consumption. The amount of information created is created at an unbelievable pace. The key is to find the most effective channels for reaching your own particular audience and to get them to consumer on a regular basis. You want a relationship, so focus on reach and quality and relevance.

I ask myself this question: If I stopped by blog today would anyone notice?

It would be fair to draw the comparison between films like the latest Bond Movie Skyfall and their obvious product placement to sell more of a brand but the distinction Davies makes is that the alignment needs to be authentic and have the same set of values for the audience to buy into the partnership and for the association to work as a marketing tool.

So if you want to leverage content as an asset rather than an expense. Creating content relationships and sharing audiences, tapping into multiple niches, pooling your resources with other brands that value the same audience makes sense.

Davis describes three elements to a successful brandscaper:

1. Confidence to back the content of others with a belief in them and their audience no matter how small, is valuable.

2. Show humility by understanding that your customers care more about just your products and services.

3.Willingness to pool resources and share your audiences will allow your marketing budget to go further.

I will add one more

4. Choose your partners carefully. Think “what would your customers also like.” Align around values.

Some potential partnerships:

Nespresso store in Chadstone and Apple. They both have the same audience and could work together around topics like convenience, design and quality.

Dan Murphy could have a wine TV show like Gary Vaynerchuk’s.

Business Bank with Marketing Critique of small businesses plan as a TV channel (just putting it out there!)

Lorna Jane fitness clothing  and chef Justine Schofield

How to make a start

1. Join a LinkedIn group that your audience is participating in and contribute frequently.

2. Seek out the best tools or resources share them with your audience. (name the source and get permission always)

3. Brainstorm a good hook. It could be critiquing something, creating interviews with industry experts, 10 top tips.

4. Identify and explore content holes in your market.

5. Look for a great idea to serve your market. Someone might have built and app your audience would love. Share it, promote it. Underwrite it. A start-up looking for a partnership?

6. Who already owns our audience?

7. Where does our audience live online?

8. What sort of talent can we work with to make our brand more relevant, more often?

9. What content does our audience already have a relationship with and how can we embrace it?

10. What products/ services do our customers buy before they have a need for us?

 

Your content strategy shouldn’t be like throwing spaghetti to see what sticks

By | Content Marketing | No Comments

No doubt you are like most businesses and furiously creating content to build a connection and earn your prospects and customers attention. 90% of all businesses realise that there is value in moving some of their advertising spend from a “paid” to an “earnt content strategy“. The next step of the evolution is planning out this content strategy. Building a vision of what you hope your content strategy will achieve is a great starting point.Content framework

I have heard and felt the scramble to create content for a blog at the last minute, seen the distress as admin and marketing staff chase sales for case study leads to write up. We have all been there. I guess the opportunity is before you think about the distribution strategy, what to create and and what form is a really important step. The Content Marketing Institute have some really good resources for planning out your content strategy. There how too guides are just brilliant for the SME. Download their great workbook to get started here.How toos

It is worth watching this video where Robert Rose explains how content marketing has evolved and how to do it better. Carla and Robert have just written a book on the topic called Experiences: the 7th era of marketing. So who are doing this strategy thing well? In my book, Aussiefarmers with their blog their new magazine and education on produce not grown in Australia.Kraft with kraftreceipes.com which generates more than $1 billion impressions per year and more data on a demographic cohort than a television station with more than 3 million subscribers.

Experiences-Cover

 

Talk to Humans

By | Content Marketing, Customer Insight | No Comments

Lesson learnedWhen was the last time you talked with your customers? It sounds simple but why do so many small businesses make assumptions? This book by Giff Constaple and illustrated by my fav cartoonist Tom Fishburne answers some of those key assumptions in Talking to Humans. So do yourself a favour, before you invest in marketing tactics please do a simple customer survey or better still pick up the phone and ask your customers why they decided to buy from you. And while you are at it, ask your staff why they work for you and see if you can uncover your true value proposition. This is the starting point for growing a successful business.

Download book here.

Talk to humans

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