5 Steps on How to Make Your Content Marketing Strategy Work

What Content Marketing Is?

It’s true, content marketing is hugging the spotlight recently. What really this exciting dynamo is basically a lovechild of traditional and digital marketing.

Being the younger sibling of other marketing efforts around, content marketing strategy contemplates the significance of creating truly engaging and great campaign that is hype-able.

As well as driving traffic to your site, content marketing is another way of sparking and inspiring people, especially your brand followers and prospects, to talk about your organization.

Content marketing options are here to stay. And the advantages for your company are immense in so many different ways.

Making your content inherently, however, shareable will benefit from gaining the support from the friend zone, namely social media, public relations and SEO strategies.

Is Content Marketing Just the Other Form of Branding?

Maybe not exactly so. But let’s find out by digging deeper.

As opposed to common notions that branding refers to the name of your company, the tagline and logo, it’s pretty safe to assume it’s a also one way that companies use to creating positive perception.

OK, here are other common definitions marketers ascribe to branding: a promise, an expectation of an experience.

But on a deeper look of it, the essence of brands can go beyond merely having the colors right or site design right.

The meaning of the brand is its very essence. Words have meanings as much as it also do matter.

If you are wondering how the Apple brand resonates, the secret did not lies from its logo or even its product design alone. But that heap of credits should go to the constant stream of Apple product reviews that blogs and online news sites publish on a regular basis.

Third-party party validation of the Apple brand communicated through third-party content and shares help built the brand over time. It’s sentiments and raves that people shared about Apple that created the meaning of that brand. Advertising from Apple aided in reinforcing the meaning.

So what’s that got to do with content marketing as the new branding?

As marketers, the challenge for us is to convince and influence people to talk about us or our client’s brand. That’s why we influence, convince them to generate content about our brands.

So for our subject brand, our task as marketers is to create an Apple-like experience where the brand’s meaning is derived from how our customers or prospects perceive us.

By publishing our own content, we inspire our customers with brand experiences and help shape conversation around our brand.

This same effort can be pursued through content marketing. It becomes imperative now to commit to an active role by publishing or propagating content worth talking about. In this game, abstaining can mean missed opportunity.

How to Make Content Marketing Strategy Work?

Brent Gleeson and Carrie Peterson wrote in “Savvy Marketing Mix = Social + PR + SEO” that there are five ways to achieve content marketing strategy success.

1. Set Clear Goals. The part we’ve already heard a lot of times but we need to pay attention. Ask questions that you’ll answer later on. Questions serve as guide in setting your goals. It is also at this stage to ask yourself what performance benchmarks you want to use in measuring overall success. Be specific with your goals. Is it direct sales you are after or new sign-ups? All these must be established and set before starting with anything.

2. Do Your Research. Keyword research is important and its role to get the best results from your content or campaign. Tap your SEO team to help identity specific keywords or areas of opportunity to drive traffic to the site. Find out from your social media and PR staff what content makes sense to promote based on your market’s demographic, industry trends. Be ready to spot upcoming potential PR opportunities. Now you can initiate brainstorming.

3. Create Great (Trackable) Content. Realize that it takes a lot of pain, sweat and blood to produce great content. To help you crack the best ones, use all available tools at your disposal. You can also leverage your team’s creative minds to help solve an issue or concern for your content marketing.

4. Build Your Web Network. Once you are ready with your content marketing options, start building the “web” where you’ll push out your content. In building your network, start identifying your target audience and understanding them better. Do you already know where they spend most of their time online? After knowing where they loiter, identify the influencers in the space. Tap bloggers, journalists or the savvy Tweeps to build your clout. Now, follow them with sincerity and follow their blogs. Engage in dialogues and adopt proper social etiquette. Once you earn their trust, there are hopes that your band of influencers will share your content with their followers.

5. Get The Word Out! It’s now time to make the world listen to your unique story. Keep in mind that content marketing must always stick to the facts, strategic and calculated. Leverage your social media to good use and tap the “web” of networks you’ve built for your outreach. Craft a pitch to the influencers. Make sure to match your pitch to the personality and followers of your influencers.That way, these people will naturally or volunteer to share your great content.

How about you, what’s your experience in integrating all the disciplines of social media, PR and SEO into your content marketing campaign?

Questions to Ask Your Web Design Company

Web Design Company

While many people set out to find a Web design Company that can create a website for their business, few understand that website design involves much more than aesthetics. By hiring a professional Web design company, you are choosing a business partner to create a website design that impresses its visitors with both its appearance and functionality.

Think of choosing a professional Web design company as you would a builder for your brick-and-mortar store – you want someone who has the experience, materials and tools necessary to get the job done right. When you’re ready to create a website for your business, there are several questions you need to ask your prospective Web design company before you begin:

Do you offer website design templates or customized website design?

While website design templates and customized website design can both be effective ways to create a website, the method you choose to use will depend on your online goals and your budget. A simple website with limited functionality requirements can easily be achieved with website design templates, while customized website design is typically necessary for more complex websites. Be specific when expressing your website design needs, and make sure that the professional Web design company can provide the services that your business needs.

How long until my website design is up and running?

Creating a website design is just like any other business project – a professional Web design company should provide a timeline and stick to it. Along with budget, your individual timing needs will often determine which Web design package choose.

Will you test my website design for cross-browser compatibility?

Visitors will view your website design from a variety of browsers, so you’ll need a professional Web design company to do cross-browser compatibility testing between the three most popular browsers – Internet Explorer, Mozilla® and Netscape®. By identifying and resolving issues before your website design reaches the Internet, your professional Web design company can help you make sure that your website reaches the largest audience possible.

Do you offer logo design?

Having a company logo can help you establish your identity, strengthen your brand and reinforce your credibility. Ask your Web hosting company if they can create a customized logo design for your website – and if they’ll provide that logo design in several file formats so you can keep your online presence and print marketing materials consistent. (Already have a logo design for your business? Ask your professional Web design company if it can be used in your website design.)

How often can I make changes to my website design?

A professional Web design company should know that changes are necessary to keep a website design fresh and, therefore, appealing to visitors and search engines. Ask your Web design company how often changes can be made — and how those changes will be implemented.

Can my website design support ecommerce?

If you are going to be selling products online – now or in the future – your professional Web design company must be able to support your ecommerce goals. Depending on your business, you may need a simple Pay Pal® button on your home page or a multi-functional ecommerce shopping cart.

Will my website design be search engine friendly?

Certain elements of website design can influence how the search engines will “react” when evaluating its content. Ask your professional Web design company if they use so-called “clean-coding” techniques such as semantic HTML and Cascading Style Sheets (CSS) when they create a website. Search engines view these techniques favorably, which may help to improve your rankings.

Will I get to speak to the web designer?

Website design should be a collaborative effort. When selecting a professional Web design company, make sure that you have the option of one-on-one interaction with your Web designer so that you can provide input and request revisions directly.

Choosing a professional Web design company doesn’t have to be an overwhelming process. As you consider candidates, be sure to get answers to these important questions before deciding who will create a website design for your business.

Branding and Logo Design

Iconic of a Logo

The world’s most successful brands all have something in common: a logo so iconic with the ability to generate an immediate association between consumer and organization. And just like flags, the best logos exert an overwhelming impact on people. A logo is a defining source for a brand, an element that requires precise execution. Not only are logos visual manifestations of brands, they are also a vehicle that transmits the personality, values and traits that define a brand in a powerful, succinct and memorable way. Traits that may exist within our context and surroundings and that evoke experiences that reinforce our views on a specific matter — in some cases even implying a historical or cultural reference. Quite a task, huh?

Ideal Logo

Designer Paul Rand once said, “An ideal logo is simple, elegant, versatile, practical and unforgettable.” It may not be more than an insignia, but one that acquires significance through time thanks to encounters. And even though a logo may change throughout the years, it must strive to maintain within the mind of a customer its union with the concept that originally gave meaning to it. Or as Complex.com states, “The visual identity of a logo can make or break a brand in the eyes of a discerning consumer. Throughout a single company’s history, various logos serve as indicators of values, loyalty, and togetherness. ”

In his book “How Brands become Icons”, Douglas Holt says, “Academic research demonstrates that the extraordinary appeal of the most successful cultural products has been due to their mythic qualities. Over time, as the brand performs its myth, the audience eventually perceives that the myth resides in the brand’s makers – its name, its design elements and its logo. The brand becomes a symbol, an embodiment of that myth. So as customers drink, drive or wear the product, they experience a bit of the myth. In modern societies, the most influential myths address people’s identities. Iconic brands function like cultural activists, encouraging people to think differently about themselves.”

Essentials of Logo

According to designs, five essential logo design characteristics are: simplicity, originality, memorability, clarity and brandibility. Other factors such as uniqueness, union between the brand name and aesthetics, instantaneous and visceral understanding, timelessness and scalability are also factors to bear in mind.

Why your BUSINESS Needs a Website

Websites Work.

No matter what your business or profession, a website can generate business, promote goodwill among customers and prospects, and deliver strong marketing messages – whether your business is small, large or in-between, well-established or brand-new.

People use the Web in greater and greater numbers, more and more every day. Even if you are a completely local small business, service, contractor or consultant, odds are people have used search engines to look for your web site – and if you don’t have a web site… well, you get the picture.

Your business Web page delivers that picture to your customers and prospects, and does it 24/7/365.

Perhaps the most common misconception about business websites is that they must offer products for purchase, accept credit cards and process financial transactions, and so on. Nothing could be farther from the truth.

While ecommerce websites are increasingly popular, the vast majority of business websites are still information and communication rather than purchase-oriented. If your business offers products and services appropriate for retail sale over the Internet, then by all means you should consider an ecommerce website.

But if, like most businesses, your products and services aren’t intended for Internet sales, you still need a Web page of your own. And you can get one quickly and economically.

The first thing you will need is a Web hosting service – that’s the address of your business Web page, and the company that actually stores your business’s website on its computers and makes it available to Web users. Many Web hosting companies offer both domain and hosting services. Here are some things to consider as you build a website for your business:

Choosing a Domain Name

Ideally the address of your website will match the name of your business, such as ABC.com; in reality, many addresses are already taken. If that’s the case for you, give some thought to an original Web page address/name that reflects your business: ABCmytownname.com, perhaps, or something similar. Remember: your Web page address should deliver your business’s name as closely as possible, as well as being memorable and distinctive. Your website’s address is a marketing tool too.

Hiring a Web Hosting Service

Look for a Web hosting service that’s well-established and has a reputable history. Compare fees and determine what services and features are provided for that fee. Also, don’t forget the future – you will find that your business Web site can easily be expanded, updated, grown. Make sure your Web hosting service can accommodate changes and additions, quickly and economically.

Finally, choosing a full-featured service is smart. Does the Web hosting company also offer website creation and website software? What other features, services and products are available or included?

Creating a Website Design

Creating a website is simpler than you might think. Website creation and website software make building a website for your business almost as easy as creating and sending an email. Using website templates, website software lets you accomplish building a website quickly, efficiently, and for a very small price.

Custom website design costs more than making your own Web page, so you’ll want to be sure that both your goals for your business website and the capabilities of your Web designer justify the cost of having a custom website.