owned and earned media

All posts tagged owned and earned media

The 80/20 Rule and Content Curation

by Joanne Dolezal on 25th January 2018

The Seven Habits of Successful Content Marketers

In this series we looked at how important mastering social media is if you want your content to move. This time we look at how important it is to curate and share others quality content.

Habit #5: The 80/20 Rule, or Curate and Share Content

Pareto’s Law applies to just about everything in life. As with all areas of marketing and business, it also relates beautifully to content marketing, only in this case, it’s about the ratios, 80% theirs : 20% yours.

It is possible to build a big audience on social media if you curate and share carefully-selected, good quality content that somebody else created.

We can’t all be good at absolutely everything, and that includes every kind of content.

You may not be cut out for a podcast or it may not work for your industry. You may not enjoy blogging, but love to get the video camera out and tell stories that way. We all have preferred styles, but our customers will also be looking for different types of content that fit their stage of the buyer journey. They may even have their preferred type of content.

You can fill the gaps in your content marketing skill set with the great content formats that other people have created.

If you do curate (collect with intent) and share someone else’s content, give them a shout-out or better still, share it from their own online platform. Trust me, they will appreciate it. Even if they are a popular blogger, content marketer or influencer, they still need to reach a bigger audience and they will be grateful to you for sharing their content.

It’s also good to engage with other people’s content and it is the first step to connecting with them. There’s a lot of reciprocity in the world of content marketing, because we’re all busy trying to reach our target customers, and they may already sit in someone’s Twitter list.

The 80/20 rule means you don’t have to do it all yourself

especially when there are so many talented people creating good-quality and beautifully finished content on the topics you want to discuss or share. Don’t worry that people will think they are the experts and not you, they’ll just be pleased you found it and shared it.

Remember, though, to always cite your sources! Put otherwise, do not, under any circumstances, pass other peoples content off as your own. Name-check and quote.

Mark W. Schaefer is a “globally-recognized speaker, educator, business consultant, and author who blogs at {grow} — one of the top marketing blogs of the world” – and he advocates the 4/1/1 rule:

The 4/1/1 rule (for every four pieces of other people’s good quality content you share, create one piece that’s informative about you and one piece that’s promotional) Mark W Schaefer

4/1/1 or 80/20, depending on the ratios you prefer, will ensure you never run out of fresh content for your social media feeds. 

It has given me a way of personally connecting with all of the key influencers in my industry. The influencers in your industry and target markets could do the same for you, and curate and share your content to their followers, which has terrific value.

Content curation, as with content marketing, is a long-term strategy.

You need to choose your topics, pick your sources and  curate and share content. But don’t forget to post, share, like, retweet, favourite, message and comment too. Regularly.

I’ve been curating and sharing other people’s content for the last five years. It has been a great way to grow my social media connections and following gradually, whilst I’ve been busy growing clients’ businesses. If you know that other people have produced really good content, relevant to your target customers and on your core topics, why hold back just because you didn’t create it yourself?

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.

Don’t leave without grabbing your free eBook.

 

 

Photo by rawpixel.com on Unsplash

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Joanne DolezalThe 80/20 Rule and Content Curation

Social Media – To Pay or Not to Pay Video

by Joanne Dolezal on 7th April 2017

Every day there are more and more social media channels… and more ways to reach your customers with paid and unpaid social media tools.

The days of free social media reach will soon be over, BUT where and when to pay for ‘reach’ is the question. Facebook, Linked In and Twitter all offer sophisticated targeting tools and you can potentially reach out to millions of people at a time. YouTube taps in to the Google advertising platform so has a powerful search marketing function.

You can achieve a lot without spending money but at some point, you may want to tap into the potential the paid features to achieve your goals:

  • Brand Awareness
  • Lead Generation
  • Customer Engagement
  • Customer Retention

In this video we take you through the pros and cons of social media advertising. We will share our experience of when it can be worth it… and when to stick with the free tools.

We want to be able to help business owners and marketers like you who are looking for a digital marketing consultant or sound advice, anywhere in the world.

In this video we take you through:

  • Should you ever pay for Social Media?
  • To Pay or Not to Pay for Facebook Advertising – Part 1 & Part 2
  • The Pros and Cons of Twitter Advertising
  • Linked In Paid Features and When to Use Them
  • The Power of YouTube Adverts versus Free SEO Tools
  • Top Tips for Creating Social Media Adverts

Check out the blog series that accompanies this video.

Questions answered included:

  1. Why do you have to set objectives in ad campaigns?
  2. How effective are paid Ads on Facebook?
  3. How do Twitter Cards work?
  4. Which platforms allow you to target by location?
  5. Are ‘one-off’ ads ever worth it?
  6. Are Linked In ads value for money?

If you enjoy our video, why not download our free guide:

“Quick Links to Ad Tools”

Look our for our online courses, starting Spring 2018. 

Sign up to our newsletter and be the first to know.

 

Photo by Christine Roy on Unsplash

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Joanne DolezalSocial Media – To Pay or Not to Pay Video

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

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.

 

 

read more
Joanne DolezalWhich Social Media Platform is Right for Your Business?