Content Management System

All posts tagged Content Management System

Be efficient: simple tools for Content Marketing

by Joanne Dolezal on 26th March 2017

The Seven Habits of Successful Content Marketers

Many of you will be using content marketing to grow your business, but it’s not your actual business. You don’t have all the time in the world, so you need to be efficient and pick simple tools to help with your Content Marketing.

Habit #3: Be Efficient and use your time wisely.

Don’t create content in a haphazard way. Try instead to think of the big themes you’re going to focus on this month or for the next quarter; do you have a big topic that you want to tackle this spring, summer or autumn?

What does the calendar look like in your industry

or your customers lives this year? Map out the key dates and seasons.

Nail down what you need to be talking about and when.

Schedule it in.

Consider the bigger picture and plan your topics, content types and key milestones.

Consider this as your “hero” content, something you’d invest a bit of time in.

This could be a video project or a course you’re creating, and use every aspect of it that you can. Go into intricate detail of it when you share it on social media.

Around that, you create much smaller blogs, Slide Decks or Slide Share and tons of social media posts. Small blogs can go onto LinkedIn or Facebook, all of which gives you greater reach from one big piece of work, which is a much more efficient use of your time.

Where will you put all of this information once you have your plan?

You’ll be pleased to know that even the great and good use a spreadsheet, because anything else is too hard to update, so Excel or Numbers is fine. Add in the key information, including the content type (blog, video, e-book, social media post, etc), timings and publishing plan (where, when and most importantly how often).

Make it easy for people to find and share what you create.

You may spend three weeks crafting a bigger piece of content, because you are busy or you find the creative process doesn’t come naturally. You’ve worked hard and want a good ‘bang for your buck’. Make sure the content is well-optimised (containing the keywords for what you do) and ideally, sits on your own website.

Make sure you share your content widely on social media.

You are leaving a little trail of links, invitations, suggestions and teasers to get people to come over to your website to enjoy the piece of content you’ve created – it’s essential!

Tools for Implementing Your Plan

Many of the publishing and management tools I use and recommend include a free version. They can help you manage costs when you’re starting out and investing your time or money in developing good quality content. A publishing or scheduling tool is essential if you’re going to put content out repeatedly over time and at the right time.

Consider the software tools and apps you’re using. Most of us start out using Hootsuite, Buffer or Tweetdeck and don’t move on from them. These are great tools to help you plan and schedule the posts and updates you want to go out at key times. They will help you deliver a steady flow of content to the audience you’re growing in social media but remember: you still need to drop by and say ‘hello’. This is your chance to thank others for acknowledging your messages and to ask something about them.

Don’t try to sell to people on social media. It’s a really big turn off. Take time to build a rapport and see if there’s a good fit between your offer and their needs.

Not So Simple Tools for Content Marketing

The bigger players often use marketing automation software. Some of the software the software is extremely clever but if you are a small business they may be a ‘sledgehammer to crack a nut’. The barriers for smaller teams are the cost and the high level of maintenance and input required, whether you are managing it in-house or working with an agency. For it to be a worthwhile investment, you need to aiming for sizable turnover. Do you have the human resources and skills in-house or the budgets to outsource – and still give your agency time, information and support.

Finally, Twitter is the best free social listening tool around.

Make the time, go in and ‘listen’: search hashtags and topics to see how people feel about the things you do or the problems you address. See what they’re talking about and the language they use to describe it.

What are the “Seven Habits of Successful Content Marketers”?

Tips and real examples from people who’ve inspired me over the last five years. They demonstrate, by using Content Marketing, how it has worked for the businesses they run.

We hope you’ve enjoyed the 7 Habits of Successful Content Marketers. Why not check out the other blogs in the series:

  1.  Tell them what they want to know – often
  2.   Follow the plan and pick the right tools
  3.   Be efficient – reduce, re-use, recycle
  4.   Master social media, especially TWITTER
  5.   The 80:20 rule: 80% theirs: 20% yours
  6.   Earn Active Passive Income with RITE content
  7.   Find your niche… the smaller, the better
  8.   Measure your content marketing, often

If you like video, check out our recording of this fascinating topic and learn from these amazing thoughtleaders.

Our new online programme Content Marketing Conquered is designed with you in mind. Based on our successful workshop programme and latest strategies, we guide you to the top in 6 easy steps.

Ready to take the next step? Download your free Content Marketing eBook today.

 

Photo by @BarnImages on Unsplash

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Joanne DolezalBe efficient: simple tools for Content Marketing

Content Marketing – Conquered

by Joanne Dolezal on 27th March 2016

Content Marketing ~ Conquered is a highly interactive full-day workshop designed to kick-start your Content Marketing journey.  Whether you’re an absolute beginner or have made a few false starts, learn how to get the ‘Content’ habit.

Content Marketing is fast becoming an essential skill for any business and with recent changes in Google, the question is no longer ‘if’ but ‘when’ are you going to start.

You will learn:

  1. why Content Marketing is now essential for your business
  2. how to create great content that works
  3. what Content Marketing can do for your website traffic, clicks and sales

Included in this 6 hour session:

  • the different types of content for B2B and B2C marketing
  • how each type of content works to promote you and your business
  • buyer personas v. customer segmentation
  • how to find your perfect ‘blogger’ type and get comfortable with creating content
  • essential copywriting skills – Expert Q&A (see below)
  • how to define your online value proposition or USP
  • how to use podcasts, webinars and video to promote your brand
  • Content Marketing for SEO – Expert Q&A (see below)
  • when to ‘buy in’ and when to ‘DIY’ content
  • ‘Paid, Owned and Earned’ Media – where to invest time and money
  • best content for different Social Media and Mobile Marketing
  • how to generate great content ideas every day

By the end of the workshop, you will have gained a clear understanding of how Content Marketing works and how to apply to your business immediately.

For more information or to find out if this workshop is ‘for you’ and your team, please call Joanne Dolezal on 07767 810 126 or email joanne@dolezalconsulting.com

This workshop can be delivered at your premises or a venue of your choosing.

This workshop will be delivered by Dolezal Consulting with support from Arttia Creative and Haydn Grey.

Joanne Dolezal is an experienced marketer who has presented on Content Marketing at NECC, ISMM, Cumbria, and North East Expo events and regularly applies it to clients’ marketing – to great effect. Joanne holds an MA Marketing and teaches Digital Marketing at NESMA.

Belinda White, Arttia Creative will be on hand to answer questions on SEO and Content for the web; Katherine Wildman, Haydn Grey will guide you through the fundamentals of copywriting for online content.

 

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Joanne DolezalContent Marketing – Conquered

Content Marketing The Next Level

by Joanne Dolezal on 22nd January 2016

Are you and your team ready to take your content marketing to the next level?  Content Marketing ~ The Next Level is a one-day workshop dedicated to developing the skills you need to become an effective content marketer.

You will learn how to publish engaging, useful and effective information that will build your business, raise your profile and boost your profits.

Content Marketing The Next Level

Part 1: Morning ~ Your 8-Step Content Marketing Journey
Where to start?
Is your website doing what you need it to do? Is it driving traffic and converting your visitors into leads and ultimately into paying customers? Is it working hard for your business? Or could it be doing more?

We’ll look at the bigger picture of your business online and then drill down to the key elements of content marketing that will help you get the best and most effective results from your site.

Step-by-step support
Step 1. Is your website user friendly?
We’ll show you what to look out for and what to avoid – and show you what content your users will love.

Step 2. Is your website Google-friendly?
We’ll help you identify elements that will improve your Google search results, making sure more people can find you.

Step 3. Is your website optimised? If yes, what’s it optimised for – and why?
We’ll show you how to improve your optimisation, and create fresh, original content that will engage your visitors and work hard for you.

Step 4. Where is your online business ‘home’ – is it your website or your social media platforms?
We’ll explain why the wrong answer to this question could kill your business.

Step 5. Who are you writing for?
Does your content stand out from the crowd? We’ll show you how to develop content that’s both useful and irresistibly shareable.

Step 6. What are the different content types you can create?
Learn what to use where – and why.

Step 7. What are content outposts and why do you need them?
We’ll teach you about content outposts and pinpoint which ones will work best to build your business.

Step 8. How can you use content to demonstrate why you’re the expert who can answer your customers’ problems?
We’ll help you develop authority in your industry and build your voice online.

Part 2: Afternoon ~ Your Journey Starts Here
Session 1: Keyword Research – What is it and why is it an essential part of your business?
What are keywords – and why do they matter?
Get the ball rolling and develop your own brilliant SEO strategy.
Create a clear structure and framework for your content to make publishing simple.

Session 2: How to generate your Content Plan
Sticky content – understand what makes a post both interesting and useful to your audience
Research skills – How to find great ideas for titles and articles
Creative writing – Generate 10 titles for the content assets you’re going to create

Session 3: How to create a killer publishing plan for Content Assets and links to ‘on page’ content on your website
The vital importance of repeated and regular sharing of links in Social Media
The next value of ‘blogger outreach’ – how to make your content ‘move’.

Learn how to increase your website traffic, leads and conversions, establish your voice as an industry authority and grow your business – all through content marketing.

For more information or to find out if this workshop is ‘for you’, please call Joanne Dolezal on 07767 810 126 or email joanne@dolezalconsulting.com

This workshop can be delivered at your premises or a venue of your choosing.

This workshop is delivered by Dolezal Consulting with support from Arttia Creative and Haydn Grey.

Joanne Dolezal is an experienced marketer who has presented on Content Marketing at NECC, ISMM, Cumbria, and North East Expo events and regularly applies it to clients’ marketing – to great effect. Joanne holds an MA Marketing and teaches Digital Marketing at NESMA.

Belinda White, Arttia Creative will be on hand to answer questions on SEO and Content for the web; Katherine Wildman, Haydn Grey will guide you through the fundamentals of copywriting for online content.

 

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Joanne DolezalContent Marketing The Next Level

What Digital Marketing Means for Business Owners

by Joanne Dolezal on 3rd October 2014

Digital Marketing (also known as Internet, Web or Online Marketing) is a collective name for marketing activity carried out online, as opposed to traditional marketing through print media, live promotions, TV and radio advertising.

The rapid growth of Digital Marketing is due to ever-increasing access to and speed of the Internet.  Digital Marketing channels are increasingly effective at generating revenue and raising awareness.

Compared to traditional marketing methods such as direct marketing, trade shows and advertising, Digital Marketing often requires a much smaller investment (important for small and medium-size businesses and start-ups).  It also allows for accurate targeting and excellent reporting, making it far easier for even the lay person to judge whether digital marketing activities are having the desired effect or not.

The differences between tradition ‘campaign’ style marketing and digital marketing are:

Circular versus Linear

Digital marketing encourages you to research, target, test, modify and repeat and tends to be a continuous circular process of learning and modification until you get it right.  Traditional marketing campaigns take a lot of planning, but once they’ve ‘left the building’ there’s nothing you can do to change them.

Targeted versus Broadcast

Over time it is possible to gather and analyse enough data on your target customers that you save considerable time and effort communicating with them.  Either via email or mobile marketing, you can send direct messages to your target and past customers to build trust and loyalty.  Imagine how much time, money and uncertainty this saves you as you can track opens, clicks and conversions online.

Flexibility versus Committed

Because you have more control over the who, what, when, where of digital marketing you can control and modify the start and end of any activities within reason, rather than finding you are fixed into a longterm commitment that is either not working for you – based on digital metrics – or not generating the ROI (Return on Investment) you require. Response times are much faster too and campaigns can be set up and delivered in hours, rather than weeks or months.

‘Low’ or ‘no cost’ versus Expensive!

Print and broadcast media, whilst still effective at brand building, are beyond the means of all but a few businesses.  The proliferation of TV networks and channels, online publications and even digital broadcasting have meant that it is ever harder to reach the whole population but who wants to anyway?  You want the ‘right customers’ for your business as they’re more likely to buy from you.  ‘Laser vision’ trumps ‘spray and pray’.

The benefits of incorporating Digital Marketing in your Marketing Mix

It allows for accurate targeting and excellent reporting, making it far easier for even the lay person to judge whether digital marketing activities are having the desired effect or not.

What does Digital Marketing include?

Digital Marketing covers everything to do with your website, including Search Engine Optimisation – getting found online – and measuring where visitors to your website are coming from, what they’re at and which pages are most popular, among other things.

Driving visitors to your website, especially an e-commerce website, is essential if you want to achieve a healthy level of sales.  Tactics include Search Engine Marketing – anticipating and targeting the language customers use to find products and services like yours – and Pay Per Click advertising – display adverts online.

Social Media is also a Digital Marketing tactic and works well to raise awareness of your brand and create weak links: it takes time, thought and regular effort to build trust with potential customers.

Email Marketing and Mobile Marketing allow you to send targeted communications to a (potential) customers inbox or mobile phone.  Both require the recipient’s permission and are just as effective for Customer Retention as for Customer Acquisition.

Mobile Marketing in particular has evolved from SMS (text message) based communications to encompass Mobile ‘friendly’ Marketing, with developments in smartphone and tablet technology.  If your website is hard to navigate or looks too small on a smartphone screen – and 40% of Google searches are made on a mobile device –  you may be losing a lot of custom unnecessarily.

So what could digital marketing mean for your business?

Get in touch to find out more

Joanne Dolezal teaches Digital Marketing for North East Sales and Marketing Academy (NESMA) for the Chartered Institute of Marketing (CIM) and the Digital Marketing Institute (DMI).

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Joanne DolezalWhat Digital Marketing Means for Business Owners

Which Social Media Platform is Right for Your Business?

by Joanne Dolezal on 7th August 2014

You can’t be everywhere.

In fact, you may waste a lot of time and energy trying to be everywhere.

Before you decide which social media platform to use, why not let your customers lead the way. Where are they actively using Social Media?  Where are they looking, following, liking?  They may not look like they’re doing a great deal, but may regularly check in to keep tabs on competitors, clients, industry bodies, etc.

You can become one of their trusted sources in time.  Show up regularly too, with useful, relevant, timely (and where appropriate, entertaining) content.

What might that content look like?  Well, it could be status updates about your company, services or products.  You may share the slide deck from a recent presentation. It could be a useful tip or tactic to help other people run their business.  You might share images, video or words in a wide variety of lengths, styles and on a range of topics.

Each ‘post’ as they’re known, should be appropriate for the platform you are sharing it on, or it may just look out of place.

Here is an overview of the ‘main’ social media platforms that most businesses would be looking at in the early stages:

Linked In

The most commonly used business 2 business social media platform.  You can have a personal profile, rather like an online CV, and a company profile page, like a mini website.  Linked In has been going since 2003, is well trusted and established, with over 300 million users worldwide.  It is great for connecting with business contacts, colleagues and networking connections and has groups and forums galore.

The paid accounts have added functionality and allow you to connect with people outside your immediate circles, so can be a business development tool too.  The new company pages enable you to have something akin to a mini-website on Linked In, great for promoting your brand and for search engine optimisation for your website – Linked In performs extremely well in online search.   There is also a paid advertising feature.

Facebook

With over 2 billion accounts worldwide, Facebook has achieved critical mass with users and brands alike.  Even if you are not active here, you will want to have a presence.

Increasingly Facebook acts as the ‘plumbing’ for a host of other online platforms and tools, including other social media platforms such as Pinterest and Instagram.  You will be given the option to log in via Facebook.  You can have a personal profile or a range of ‘professional’ profiles, depending on your status and requirements and it is still the most effective way to reconnect with old contacts online.

For businesses it is particularly effective in the retail or business to consumer sector, with very sophisticated and cost-effective targeting tools for paid promotions to existing connections and new target groups.

For business to business it works well for service providers as well as bloggers, coaches and trainers. However, Facebook only presents your status updates to connections (Likes), and only a small % will now see them for free.  As well as personal and business pages, you can set up groups and many communities live within Facebook.

Twitter

Twitter is part news feed, part social media platform and is especially popular with journalists, bloggers and media folks for breaking and sharing news stories and opinions.  It has over 255 million users worldwide and its 140 character limit favours brevity and clarity.  Recent additions include the ability to attach images and short videos to tweets as well as advertising either your twitter account to encourage followers or your tweets, to increase engagement.

Twitter is more informal, so it is a great place to interact, share and promote your ideas and news in real time with few barriers and minimal cost.  It is as common for business 2 business as business 2 consumer brands to be active on twitter and many are opting to use Twitter to support their customer service function.

YouTube

YouTube is an online video sharing social media platform and since its launch in 2003 has become, reputedly, the second most widely used search engine after Google, (by whom it was purchased in 2006).  It hosts a mind-boggling quantity and variety of video (and film) on any topic you can imagine.

It is extremely popular and closely linked to Google (who own it), so can help to drive traffic to your website if you have useful and/or relevant footage on YouTube.  You can have your own branded channel – an entry page branded to represent your company – and populate it with your own and others videos.

YouTube can be a great place to host ‘how to’ and trust building content for those at the early stages in your sales pipeline.

Google +

Google + was launched by Google fairly recently (in 2011) and sits somewhere between Facebook and Linked In.  You can have a personal profile and multiple company profile pages where you can share news and updates with your connections, organised into Circles.  This allows you to select where you want to put connections (groups) and also who you want to share updates with.

Another feature is Google Hangouts, online meetings on the Google platform, which can be made open to as many attendees as you like.  There are no paid advertising features as yet, but it is likely that these will be introduced in time.  It has the added bonus that because it is Google, it will help Google rankings for your website and online content, particularly if you are blogging or creating and sharing content to YouTube.

Pinterest & Instagram

Bought by Facebook in 2012, Pinterest is one of the newest platforms but has a respectable following and works well for tangible or visual brands.  Like Instagram, another visual platform, it is harder to find the best application except on a case by case basis.

For certain types of business it’s a clear choice, based on sector, target audience and location.

On Pinterest, you ‘pin’ image files to ‘boards’ that you create and name, which can be shared with your followers.

On Instagram, people take and share photos typically on a smartphone which they upload directly to Instagram with a bit of text.

It’s harder for brands to publish to Instagram, making it popular with a certain kind of user, but this will likely change as they look to monetise the platform.

Dolezal Consulting regularly helps clients to improve their usage of Social Media.  Either working with absolute beginners who need accounts set up and branded properly, then training on how to use them effectively and appropriately for their niche or helping to move proficient Social Media users into the ‘big league’, Joanne has coached and advised dozens of business owners in the past 5 years.

If you’re reviewing your own Social Media usage why not get in touch.

Check out our other blog on this topic Know the Right Place for Social Media Success.

If you like video, check out our recording of this fascinating topic and learn from these amazing thoughtleaders.

Our new online programme Content Marketing Conquered is designed with you in mind. Based on our successful workshop programme and latest strategies, we guide you to the top in 6 easy steps.

Don’t leave without grabbing your free eBook.

 

 

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Joanne DolezalWhich Social Media Platform is Right for Your Business?