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Archive for March, 2014

Don’t be a copycat to boost social media shares

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Wondering why you aren’t getting more shares from your Facebook posts and blogs and re-tweets on Twitter? Maybe despite all your efforts to engage with customers, your content is missing the mark. After all, it’s not always easy to understand exactly what motivates followers when some of the most popular social media content involves cats and bacon, according to Marketo. The marketing automation firm estimates that there are 30,400,000 searches for cats each month on Google and 6, 120,000 for bacon – the sizzling kind not the actor.

However tempting it might be to populate your social media with lots of cute cats and bacon recipes, they aren’t going to do much to increase your sales over the long run, unless you’re Friskies or Hormel. You need to understand what motivates followers to share. A study conducted by the New York Times of 2500 medium/heavy online sharers indicated that:

  • 49 percent say sharing allows them to inform others of products they care about and potentially change opinions or encourage action.
  • 94 percent consider how the information they share will be useful to the recipient
  • 68 percent share to give people a better sense of who they are and what they care about.
  • 73 percent share information because it helps them connect with others who share their interests
  • 78 percent share information online because it lets them stay connect3ed to people they may not otherwise stay in touch with
  • 69 percent share information because it makes them feel more involved in the world
  • 84 percent share because it is a way to support causes or issues they care about

Plan ahead

Now that you know what motivates followers to share, put your content plan in place. Start by knowing exactly who your audience is and what they find of interest. Don’t make assumptions. Check out some of your competitor’s sites, if necessary, to see what they are posting and how well it’s being received.

Create an editorial calendar for content and stick with it.  You can supplement scheduled posts with other content as it becomes available – news or market reports for example. Also don’t spread yourself too thin. If you don’t have time to populate every social media channel with content, pick the ones that are most popular with your targets.

Take stock of interactions. Your followers will tell you what is meaningful to them by commenting and asking questions.

 

 

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Written by Barbara Kohn

March 19th, 2014 at 9:24 pm

5 Ways Blogging Will Help Your Business

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So many small business owners and entrepreneurs don’t think they need a blog. Blogging takes time and energy that would be better spent focusing on operational concerns or building the business, right? Wrong! The fact is, blogging is one of the least expensive and most effective marketing tools at your disposal

Whether you are selling B2C goods or B2B services, blogging will help you build your business. If nothing else, blogging gives you focus. The blog can become a focal point for your entire marketing program, forcing you to consider brand positioning and customer commitment as you tell your story in each blog post. Blogging keeps your brand fresh for prospects, customers, and employees.

Here are just a few of the reasons your business needs a blog:

  1. Promote your online brand – You can use the company blog as the launch pad for your online marketing program. A well-thought-out blog can support your inbound marketing campaign and your SEO strategy. It also gives you content you can reuse to feed social media channels, LinkedIn groups, Pinterest, and other social media channels. You can even use it in company newsletters and other customer communications.
  2. Establish your market credentials – The company blog is the perfect forum to talk about issues relating to your business and your market, and show the world what you know and why they should do business with you and not the competition. The blog is a soap box you can use to show your expertise about trends, challenges, regulations, and other issues that are important to your customers.
  3. Offer customer support – The company blog also is your forum to engage with customers. You can use the blog to explain what’s going on with the company, share good news, and bad, or to apologize for a problem. It provides a place where you can talk to customers in a more personal way, and show that the company cares in a very public way.
  4. Lead generation – You never want to use a blog as an overt advertising platform, but you can use it to engage with customers and talk about innovations, new products, and new trends. If you can engage with customers without a sales pitch, they will continue to follow you until they are ready to become customers.
  5. Build brand trust – Blogging promotes engagement with customers and interaction builds familiarity, and trust. By talking to your target market regularly you are building an online relationship; you become familiar. So when the time comes to making a buying decision, consumers will remember that relationship when they buy. They think first about brands they know and trust.

We know that blogging can be time consuming, and many executives don’t like to write. So just outsource it – that’s why we’re here. We can help you create a warm and friendly blog that puts the right face forward for your company, and engages with consumers so they keep coming back. Let us help you tell your story and show you how to make the most of a corporate blog.

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Written by Tom Woolf

March 10th, 2014 at 3:23 pm

Posted in Best Practice,SEO,Tactics

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