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content creators

Content Creators: Are They Still Needed?

In an age when marketers are able to create their own content, are specialized content creators still needed?

These days, anyone can create content. Blog sites such as WordPress and Blogger make it easy to publish stories and articles, online tools like Canva make graphics development a snap, and videos can be easily shot and then edited on your own computer.

In other words, if you have a message, you have a platform.

Not only that, the myriad of social media channels allow these marketers to literally flood the Internet with messages, reaching thousands upon thousands of people at once.

Although this empowerment has allowed marketers to take content matters into their own hands, many content marketers feel that there is simply too much content out there. The focus has become in the quantity, rather than the quality, of the content produced.

This is because many marketers feel they need to constantly produce content to keep top of mind with their audience. That’s understandable, but I’d suggest that over time, these efforts will lose effectiveness as savvy consumers begin to see that the dearth of information they’re being exposed to may be substandard. The lack of quality may be due to marketers rushing content out for the sake of doing so, and by paying less attention to quality because they’re already tasked with so many other duties.

This might not be worrisome to large, well-known brands that already have a strong, loyal following. But what about the smaller organizations all fighting for attention in the same space? Shouldn’t they pull back on the quantity to focus more on quality and relevancy?

Of course they should. But how should they go about it?

I would suggest that marketers consider retaining freelance content creators who specialize in writing, images/graphics, and video production. Marketers can provide the freelancers with guidelines and templates to maintain consistency, and also serve as editors to ensure that the content meets set standards.

They can also arm the content creators with their organization’s business goals, to ensure that content creators submit work that is in line with these objectives. This will allow them to focus on other areas of their campaigns, while still having the final word over what content is published.

If marketers insist on creating their own content, they should at least seek out freelance editors, especially in the case of written content. Editors can make sure that the work is as concise, engaging, and error-free as possible. In this case, the marketer has more immediate control over the content, but better quality will be assured in the long run.

Do you create your own content, or retain freelance content creators? Tell me in the comments!

digital marketing month

October is Digital Marketing Month!

Digital marketing is key to the success of any company serious about growth. October is Digital Marketing Month, and there is no shortage of articles, events, and workshops dedicated to this ever-changing, multi-faceted practice.

So much has been written about digital marketing that budding entrepreneurs might find it hard to take it all in. Although I consider myself a somewhat savvy marketer, I’m constantly discovering new digital strategies that help identify potential customers, streamline CRM, and send relevant messages to finely-targeted audiences.

Even with the whole month of October dedicated to all things digital marketing, there seem to be enough topics to last a whole quarter!

Digital Marketing Month boasts a huge amount of online webinars and live workshops that cover various aspects of digital marketing, including mobile, content, and social media. There’s no better time to learn about new and innovative ways to engage with your customers.

Want to stay informed on all the best digital marketing events, workshops, and articles? Follow us on Twitter. We’ll be tweeting about all things digital marketing and believe me, you won’t want to be left behind.

If you know of anything happening within the realm of digital marketing, please tweet us about it, using #DMMonth, and we’ll spread the word to our followers.

Enjoy these last days of summer, and be prepared to learn about some great new digital marketing strategies starting October 1st!

source marketing

SOURCE Marketing: Kickstart your Content Strategy

SOURCE Marketing is a great new way of creating a content marketing strategy, with an eye on brand awareness and customer engagement.

Have you heard about content marketing?

Content marketing provides meaningful, relevant content to your target audience in order to raise brand awareness. And, unlike advertising, in which you’re simply pitching a product or service, content marketing invites customer engagement.

So how can you get started? Introducing our new content marketing system, SOURCE Marketing!

SOURCE Marketing is a simple six-step method of getting your content marketing strategy off the ground. You can use it for web pages, blogs, landing pages, or wherever you connect and engage with your audience.

Why do we call it SOURCE Marketing? Quite simply, SOURCE is an acronym for:

Simple English: Keep the language simple. When you speak to your audience in a way they understand and can relate to, your message will reassure the customer that you understand their needs. Learn more about using Simple English.

Opening Question or Statement: You need a powerful headline to draw people in. “Looking for a New Way to Increase Customer Traffic?” “Improve Search Results in 24 Hours!” “Stop Smoking in 7 Days!” Be exciting, enticing, and most of all, authentic.

[tweetthis]SOURCE Marketing enhances the customer’s online experience #contentmarketing[/tweetthis]

Unique Image: Your logo and headshot should be as unique as you are. But your page also needs an image which reflects and reinforces the page’s particular message. Use a sharp picture that demonstrates the benefits of working with you!

Rationale: What are your customer’s pain points? In a few short paragraphs, provide the rationale as to what makes you the best choice to help, and list the benefits of using your service. For example, will hiring you increase website traffic, improve search results, or simply raise awareness about their business? Whatever the benefits are, list them!

Call to Action (CTA): They’ve read your page. Now what do you want them to do? Signup for your newsletter? Download that eBook? Leave your site? Okay, definitely not that last one, but if you don’t have a strong CTA, that’s exactly what’s going to happen. Here are some tips to creating great CTAs.

Endorsements: A must-have for landing pages, proven social evidence of your skills go a long way to demonstrating that you’re the best person for the job. One or two testimonials from clients will do, and provide a back link to their website or LinkedIn profile. Learn more about social evidence.

Have questions about how we can help your web copy using SOURCE Marketing? Get in touch with us!

content checklist

Content Marketing Month: Are You Ready?

May is Content Marketing Month. Have you checked your web content lately?

Sometimes, we take our web content for granted. We publish some web pages and then move on to something else, leaving the website to take care of itself.

But as your business evolves, changes inevitably happen. Shouldn’t your online content reflect those changes?

With Content Marketing Month (#contentmarketingmonth) just around the corner, now’s the perfect time to revisit your web content, and make sure you’re getting the most out of your online investment.

What should you be looking for? Here are just a few things to check:

  • About Us Page: Anything new and exciting happening in your business? Is there a new philosophy you’d like to share? If your About Us page is more than a year or two old, it might be time to freshen it up.
  • Your Changing Audience: Are you reaching a whole new audience than when you first started out? Consider using a new voice to reach those customers, while preserving your original message.
  • Check your Browsers: Does your content appear the same between Chrome, Explorer, Safari, and Firefox? Sometimes, text doesn’t transfer very nicely between different browsers, resulting in weird spacing or unwanted word truncation. Have a look in as many different browsers as you can, and make any necessary fixes.[tweetthis]May is Content Marketing Month! Are you ready? #contentmarketing #contentmarketingmonth[/tweetthis]
  • Go Mobile: It’s also a great time to have a look at your mobile content. With the nicer weather, people are spending more time outdoors and relying on their mobile devices to stay connected. Is your website fully optimized for smartphones and tablets?
  • Landing pages: Of course, these should be regularly monitored if you’re running a campaign. But if you’ve left them static for a while, consider changing things up a little. Even a minor tweak can bring in huge results!

Keeping on top of your content will keep your messages looking fresh, improve search results, and increase reader loyalty and engagement.

If you need help assessing your online content, why not contact us for a free content report? There’s no obligation, and you’ll be getting a professional second opinion on a crucial part of your content marketing setup.

Happy Content Marketing Month!

blogging services, social evidence, call to action

3 Handy Tips for a Better Call to Action

Is your call to action giving you the results you need? If not, try these three handy tips.

It’s a relatively small amount of text, but your call to action (CTA) plays a huge role in your overall content strategy.

Why? Your reader was kind enough to click on the link leading to your landing page. Now that they’re hooked, will you reel them in with a strong CTA, or let them swim away because your “bait” was weak?

A compelling CTA will get the user to do something that helps you reach your end goal. Whether you want them to follow you on Twitter, subscribe to your newsletter, or retain your services, now’s the time for action!

Is your CTA getting your readers to do what you want them to? If not, try these three tips that I’ve used to maximize my own response rates.

  • Use Simple English: Anyone who’s worked with me knows what a strong proponent I am of Simple English. Your call to action is no exception. Lose the industry jargon and tech-speak. Write like you would to a good friend, addressing them directly (using “you”, if possible), and employ power verbs that create a strong image in the reader’s head. For example, instead of “improve”, try something like “supercharge”.
  • Rehash: This is the perfect time to remind the reader why they read your article in the first place. In all likelihood, they’re facing the same challenge you’re addressing, and your call to action will reaffirm why you’re the person to help. Some examples: “If you’re ready to stop suffering from repetitive strain injury…” or “Is your marketing automation strategy working for you?”
  • Affirm the Benefits: What does the reader get by visiting your online catalogue, downloading your pdf, or buying your product? How does it help them? Affirm the benefits clearly, in a few bullet points, and then close with one final, killer statement, such as, “If you’re ready to lead a smoke-free life…”

Remember, a simple “Like us on Facebook” probably won’t result in much, because the value proposition isn’t clear to the reader. They need to know what they’re getting in return for doing what you ask.

And when they do respond, you’ll be getting something too: the opportunity to make money.

What call to action tips or tricks work for you? Let me know in the comment section below!