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Marketing

As of the latest research, B2B marketers, who blog receive 67% more leads, than those who
do not. Blogging should be an essential part of your content strategy.

BENEFITS OF BLOGGING

• Establish yourself as a thought leader in your industry;
• Creates brand awareness;
• Create a voice for your company;
• Generate leads at the top of your sales funnel;

BLOG DESIGN

Make your blog visual by using matching images and clear Call to Actions (CTAs). Create it
with your readers in mind, then make it appealing to them. Use both featured images – large, on top
of the blog, and in-post images that enhance your copy.
Furthermore, have visible paths to all social platforms – share, like and follow buttons. You
can even generate pre-populated tweets – when you take away readers’ frustration of coming
up with their own wording, they are even more likely to tweet.

CONTENT CREATING

• Blog Post Cadence – Decide how frequently you will post and stick to it,
so that there is consistency.
• Content Mix – follow the Golden Rule: 4-1-1. Include different types of
posts – best practices; thought leadership; light, fun content; bold, controversial
statements. You can even plan them ahead so that you have a schedule for every week.
For instance, you can post your light, fun content on Fridays and call it Friday Fun. You
can keep your best practices for Mondays and give it a suitable name as well, and so on.

WRITING A BLOG POST
Here is a step-by-step guide on how to write your first blog post.

1. Ideate

First things first, you need a topic to write about. If you struggle to find a suitable topic,
conduct a simple Google search. See your competitors’ content, then explore current industry
trends, examine related LinkedIn groups and recognize common questions you might have the
answer to.
2. Create an Outline

Once you established your topic, craft the main thesis. Then determine supporting content that
backs up your thesis.

3. Title


Compose an engaging and interesting title that grabs readers’ attention. Examples include:
How To…, Truth About…, Secrets of…, Why Your…, 4 Ways To…, etc.

4. First Paragraph


You could start your blog post by asking a question, which you later answer to. Or, noting a
fact, that you afterwords back up by supporting evidence. Or alternatively, state something
controversial that attracts attention. However you decide to start, make it interesting and
intriguing.

5. Scannable Text
The average person’s attention span is around 8 seconds. Most readers probably won’t engage
in “deep reading” you blog post, but that is fine.
A short post is easy to read, and doesn’t take much time, so you need to offer an effective
headline and clear, concise copy.
However, long copy should be written for people who scan – so you should offer clear
headlines and subheads, so readers can get a good idea of what the article is about and how the
information is presented. Moreover, use bullet points and numbered lists to allow readers
discover important information. In addition, format text with bolding, underlining and
italicising contributes to clarity by providing emphasis.
 
6. Add a Conclusion

Try to always include a conclusion at the end of your post. Summarize the information
provided, without adding any new material. Additionally, you can ask for comments, ideas or
questions, in order to create more engagement.

 

PROMOTING YOUR BLOG

In order to increase awareness, you can share your blog posts on social media after publishing
them – both on your profile and industry-related groups. Furthermore, you can include your
blog link in your social media accounts.
In addition, try posting at the absolute best time for your target audience. This will increase the
number of impressions.
CONCLUSION

By following the above steps, you can create a blog that will set you as a thought leader in
your industry and generate new leads for your business. Make sure the topics you cover are
interesting and therefore of use to your readers. Offer them valuable content, that is well presented and
easy to read.
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Marketing

It might be difficult for brands to get heard in the marketplace, owing to the abundance of information available to customers. Thus, you should get an understanding of how to develop a successful content marketing strategy.

While quality, expert content is, indeed, an important element, here are three essentials tips for running a successful digital marketing strategy.


An in-depth understanding of the Sales Funnel


The Sales Funnel is a theory, describing prospects’ journey to becoming customers.



Source: Pronto Marketing, 2018

 

Identify Customer’s Buying Journey:

 

In a perfect scenario, their journey would perhaps start by seeing an advertisement that brings them to your website (Attract). Hence, they are likely to share their contact information, in order to get a special offer that turns them into leads (Convert). Soon after, they could become paying customers (Close), who are loyal and likely to refer your brand (Delight).

When planning your Content Marketing Strategy, start by identifying your own customers buying journey as well as their questions and concerns at different stages. Get in their shoes and think about where would they look for that information – your website, social media, etc. and act accordingly.

It is suggested that the majority of educational content (thought leadership) is presented to people who are aware of your service, but not ready to buy yet, meaning they are at the Top-of-Funnel (TOFU).
Gating Strategy

 

Collect Contact Info


As your thought leadership is mainly presented to your new prospects at an early stage of their buying journey, it could be a good opportunity for you to collect their contact information by adding a form that asks for their name and email address, for instance.

So, it might not be a good idea to add the form straight after they visited your website, as they have not yet showed any intention of purchasing. However, once they want to access some of your educational content (high-volume content assets) that shows they are interested. That could be the moment to add a gating form. They are willing to provide personal information in order to get access.



Marketing Strategy Tip 3


Another tip includes placing your high-volume content assets on third-party websites, often gated with a form. However, always use reputable vendors, so that you maintain your customers’ trust.

That could get you many new Top-of-Funnel (TOFU) and Middle-of-Funnel (MOFU) leads, who could potentially become paying customers.

However, having downloaded the given paper/case study, they show interest in the industry, not in your particular products/services.

Thus, you should consider having a follow-up approach that could either focus on the content itself, your product or both.
A sales email, adapted specifically for content syndication could include:

Reference to the particular content asset;
Invitation to prospects to call/email with any questions;
Introduction of additional resources;
Inclusion of a further Call to Action (CTA).


Reference

Pronto Marketing. 2018. What is a sales funnel and why is it important? [image] Available from https://www.prontomarketing.com/blog/what-is-a-sales-funnel-and-why-is-it-important/

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Marketing

What is Content Marketing?


Content Marketing is the process of creating valuable, relevant content to attract, acquire and
engage your audience. Rather than forcing a sales pitch, the content should be focused on
presenting tips and best practices to readers (that could be buying from you).
The key word here is “educational”. Providing thought leadership instead of promotional
content on your website, blog and/or social media profiles.

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Why is Content Marketing so important?


By establishing your brand as a content marketing thought leader you build trust with your
desired audience at an early stage of their buying journeys. That consequently reflects in
Brand Awareness and Brand Preference.
Furthermore, that enables you to stand out by setting up your Brand’s:

• Voice – the feeling you want the content to convey;
• Tone – the way the content sounds;
• Style – the content type and structure.

Conclusion: How to put that into practice?
A “Golden Rule” to adopt is the so called 411 Rule, that suggests a content type pattern, which
is as follows:

First: Use 4 Educational Assets (tips, best practices, etc);
Second:  1 “Soft Promotion” (company reports);
Third: 1 “Hard Promotion” (sales data sheet, cheat sheets, etc.).

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