If no one will read your blog post, is it worth writing?
Hmmm. Now that’s a question for a content marketing guru, ninja, or king to answer.
Many marketers have met the challenge of finding and motivating co-workers, internal thought leaders, and executive leadership to write blogs. These subject matter experts (SME) are excellent reputation-building resources for a brand. This blogging ‘win’ is huge, since only a few years ago, finding in-house content creators was like finding a four-leaf clover.
Forrest Gump tells us, “Stupid is as stupid does.” If that is the case, we should stop being stupid with our annual content marketing planning. Rather, the new quote should be, “Simple is as simple does.”
Simplification is the new innovator. Simplification is the new disruptor. Simplification is the key to a deeper customer connection.
Content marketing or social selling success is not as easy as turning on a switch. Using content for sales plays to connect with audiences to drive specific results has proven successful for many marketers and sales organizations.
86% of customers say they would engage with vendors if they provided insights or knowledge about their industry, states LinkedIn. Blogging is an excellent selling strategy and platform to provide these insights.
You are in charge of your personal brand and your sales success. You don’t have to be an expert content marketer. You don’t have to be a social selling savant. You have to take ownership and find a way to connect with your customer on their terms. You are in charge of your destiny.
You can lead a customer to your brand with social media, but you can’t make them buy from you using social media. This is my B2B marketing advice.
In other words, social media does not fit neatly into a B2B marketing strategy and last-touch attribution. So, don’t think you can tweet and directly cause a million-dollar sale. However, you can get on the customer’s radar and start to build a relationship with relevant content and messaging.
Are you wondering how to start a blog? Do you have a blog and don’t know where start your next post? You aren’t alone! Here’s how to cure blogger’s block.
Maybe your first or next great blog post still in your formulating in your head. You know that blogging for your business, or personal brand, is a great idea. But, how do you start a blog? The number one question I receive from individual and brand bloggers is “What do I blog about?”
As the greatest rock and roll band of our time, The Rolling Stones, say … “Time is on our side”, especially when it comes to creating a winning content and marketing strategy. You can have the greatest blog posts, videos, infographics, slides or resources in the world, however if you do not consider the role of timing you may miss out!
Timing is something you have complete control over; deploying content, responding to an inquiry, and keeping the user experience as simple as possible. Timely response, execution, user experience and content delivery can help you build a strong foundational approach to your business’s content, customer service and business plan execution.
5 Tips To Create A Timely Marketing Strategy
1. Enable Your Content To Be Found Quickly. With 89% of people starting their purchase process using a search engine, you need to structure your content in a way that it is quickly found. SlideShare, blogging, YouTube videos and infographics all have keyword and structure nuances that will help increase their ability to be found more quickly. Help your potential readers save time and effort by using fundamental search strategies so they can easily find and engage with you.
2. Deliver Content On A Regular Basis. Whether it’s the evening news, the morning newspaper, or the Sunday Football games, we all expect content we know and love to be delivered consistently. We like our expectations managed so there is consistency in our lives. Leverage customer expectations by updating your social media channels and blogs. HubSpot notes companies who blog 15 or more times per month get 5X more site traffic. Now THAT is “return on consistency”!
3. Be A Quick and Easy Read To Save Your Reader Time. There is no right length for a blog post or a piece of content. However, a good rule of thumb is a 500-word blog post takes about 2 minutes to read. Two minutes seems to be the attention span of many readers. Also, readers like to skim content and get to the point that is relevant to them. If you need more words to get your point across, then use more words, but take your reader’s time into consideration.
4. Make It Easy For Readers To Share Your Content Quickly. Good content gets shared and reaches a relevant and incremental audience to your present network. ShareThis research indicates most content is shared on a mobile device, with consumers twice as likely clicking and sharing content through a mobile device, than a desktop device. On a mobile device, Pinterest and Twitter are the networks, aside from Facebook, where content gets shared the most. So your content needs to be mobile-optimized for reading and sharing to save time and reach more customers more quickly.
5. Respond To Content Inquiries, Comments And Affirmations In 24 Hours (within an hour if there is a complaint). When customers use Twitter to express a customer service concern, eConsultancy reports that 72% of them expect a response within an hour. And, when they ask a brand a question, 53% of them expect an answer in an hour. So, you can put time on the side of your marketing strategy by quickly building up a reputation for quick social media response!
Get the moves like Jagger and strategically think about the timing of your content, customer response and marketing execution. This approach will help you to create and manage the expectations of your readers. Time is on your side, yes it is …. so use it to your marketing and content advantage, and your customers will come running back … yes they will.
There’s a content marketing lesson packaged in the famous Christmas Story movie. Perhaps you’ve seen it?
Since 1983, we’ve been drinking up the Ovaltine content marketing story on The Christmas Story. Ovaltine almost pulled off the perfect execution of using storytelling to generate awareness, engagement, and generating a sale with Ralph!