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How to Succeed at Content Marketing in 2022
As marketers, you (and I) are not the story. As a brand, your company is not the story; neither are your products or services. Your customer now sits at the centre of her own universe and is only interested in you if you can involve her in that story. Last time we looked at why your … Read more
Why Your Content Marketing Demands Its Own Distribution Plan
The increasing requirement to maximize ‘reach’ means that you need to develop content distribution plan as well as quality content. Previously we covered the advantages of long form content versus short form content so it follows that we need to now look at why your content marketing demands its own distribution plan. There are a number of … Read more
Advantages of Long Form Content Versus Short Form Content
Are you ready to test longer written content? In the last article we discussed why Search Engine Optimisation is no longer optional. Now it’s important to cover the many advantages of long form content. In spite of the move towards visual content, and the rising popularity of visual content sharing platforms (like Instagram, SnapChat and … Read more
Why Search Engine Optimisation Is No Longer Optional. It’s Essential.
Search engine optimisation or SEO is the most essential investment you can make in your online marketing. Previously we found out what Google Micro Moments are and how they can inform your content strategy. However, if you don’t invest in optimising your content – copy, images, graphics, video and audio – with search-friendly keywords, you are probably … Read more
What Google Micro Moments Mean For Your Content Strategy
When Google published their research into online customer behaviour, Google Micro Moments entered the content marketers’ vocabulary. Read on to find out what Google Micro Moments are and how they can inform your content strategy since we learned how to define your value proposition and dominate your niche in the previous article. Based on the extensive data … Read more
Define Your Value Proposition and Dominate Your Niche
Your value proposition is the distillation of the benefits and value that your company promises to deliver to customers with your products and services, your niche is the segment of the market you best serve. The smaller, the better. It answers the ‘why us’ question and positions your brand clearly in the customers mind. Last … Read more
How to Create Content for Every Stage of the Customer Journey
As brands, we want to make it onto our target customer’s ‘short-list’. But we frequently don’t create enough content for every stage of the customer journey. Often, we focus on just one stage or a single content type. In the previous article we learned that developing a set of buyer personae or avatars for your … Read more
Your Ideal Customer Avatar: time to get up close and personal
As more and more content is published online, every second of every day, you may wonder how to get close to your target customers. In order to understand what makes them ‘click’, why not develop your Ideal Customer Avatar or Buyer Personas for your target audiences? Many marketers and agencies turn to marketing automation as … Read more
Creating a Marketing Plan
Planning and Preparation Prevent Poor Performance. This is one of the mottos of the marines, so we come back again to warfare. In the last article we looked at the marketing tactics to underpin your marketing strategy. This final article in The Practical and Unscary Guide to Marketing Strategy series uncovers the steps in creating a … Read more
Choosing Your Marketing Tactics
A customer typically looks at 12 different things to help them make a decision, whether it’s a testimonial, a video or a review. You need to know where they go so you can make sure they find you and not your competitors. Last time, we looked at a few different models you can use to … Read more