Why PR Should be a Part of Your Content Marketing Strategy

January 21, 2015

Everyone today is so focused on Content Marketing that they may overlook an old standby, PR, that could help in getting that all-important content out there. Content marketing drives long-term thought leadership goals. PR can help you short-term to meeting these objectives. After all, both disciplines are working toward the same goals.

Here are a few reasons to use PR in conjunction with your content marketing program:

  • PR builds corporate credibility - Foster good relationships with key editors in your field and let them tell your story.
  • PR increases brand awareness - Use your new content to attract focused audiences and new leads.
  • PR makes your content team focus on your public - Instead of selling features and benefits, use fresh insights and angles on how others have solved similar problems. Be relevant and timely on issues.

If you like this post you might like:

8 Tips for Media Interviews

The Scary Side of PR


Do you have a B-to-B Video Strategy?

January 20, 2015

We are a visual society and it’s a fact that videos are a unique way of delivering your message to a targeted audience. B-to-B companies using this media sometimes are too set in the old ways (or another way of saying it, they want to present the facts and videos are boring). No wonder their videos aren’t being watched, those that are putting folks to sleep!

Videos can be a powerful tool for any manufacturer but they need to be done right. You need to have a video strategy before doing your first one. Don’t do them because your competitor is. Do them because what you have to say is relevant, timely and well done. Yes, people would like to be entertained a bit, but what they’re really looking for in our space is a solution to a problem.

I recently read a post by Jess Osteoff, managing editor of Convince & Convert, that talks about the 8 New BtoB Video Content Marketing Trends.

Here are some highlights:

  • It’s all about the experience - We need to capture the attention of the viewer.
  • People love to laugh - Think about the videos you’ve seen. I’ll bet most had some sense of humor included.
  • Problem solving - We must not get away from the real reason why they are watching.
  • Emotion trumps logic - Emotion captures their attention.

The key to a successful video program is first, have a strategy of what you’re going to say and how are you going to say it, and second, put yourself in the viewer’s shoes. Lighten up and make them memorable. Yes, it’s ok to have a sense of humor.


Landing Page Tips

January 13, 2015

Hopefully, as part of your strategy to move prospects along the selling cycle, you are using landing pages in order to deliver on what you promised. It’s also a great way to track responses. It could also be a way of losing a potential customer.

Here are some tips that might help results:

  • Keep it simple - Deliver on what you promised to get them there in the first place.
  • It’s not about you - How can you help them with a problem that got them there in the first place.
  • This is not an ad - They’re not looking for a sales pitch, but answers to specific questions.
  • Powerful content - Keep it relevant. Don’t focus on key words. Instead, make what you say useful and valuable.

Copybloggers infographic gives you some great pointers.

abcs-of-landing-pages-that-work-infographic

 

 

 

 

 


New Years Resolution: Get back to the basics

January 7, 2015

It’s a new year, and before we start doing the same old thing, we should take a minute to make sure what we’re doing is getting us the results we want. Makes sense, doesn’t it? We do it in our personal lives this time of year.

I recently read a post by Heidi Cohen that did just that. Here are some highlights:

  • Document your content marketing strategy - only 35% have a written plan that they can share with their team.
  • Know who you’re talking to – create personas to reach each of your targeted audiences.
  • Get other employees involved - both in creating and distributing content.
  • Expand your visual content - people like pictures and there are several options to help you deliver them.
  • Incorporate video into the mix - next to Google, YouTube is the most searched. Show your prospects why your product is better.
  • Get your audiences involved - ask them to share images or rate your product.

Heidi has others, but the point is, take a few minutes to evaluate what you did last year and improve on it this year. Make 2015 a good one.


What are you doing to build your “Proprietary Audience?

December 17, 2014

I had the chance to hear Jeffrey Rohrs speak at a WTWH Media event recently and subsequently read his new book, Audience.

Jeff’s take on social media and content marketing revolves around one thing – THE AUDIENCE.

Companies need audiences to survive – before they are customers they first have to be part of an audience. As we all are focusing on creating content, it won’t mean much if you don’t have someone to read and react to it.

And that’s his point, to build what he calls the “Proprietary Audience.” He defines it as ” a comprehensive, collaborative and cross-channel effort to build audiences that your company alone can access.”

He shows you how to build your database using paid, owned and earned media to identify your audience. He also shows you how to identify and communicate with Seekers (those that are looking for info), Amplifiers (those who have audiences that can share your info) and Joiners (those that are buyers).

The book is an easy read and I would recommend your marketing teams look at Audience as a new marketing discipline.


From MAGNET: How to Use LinkedIn to Promote Your Innovative Company

December 11, 2014

Each month we be feature a blog post from our friends at MAGNET (Manufacturing Advocacy & Growth Network). MAGNET’s mission is to support, educate and champion manufacturing in Ohio with the goal of transforming the region’s economy into a powerful, global player. You can visit MAGNET online at manufacturingsuccess.org.

How to Use LinkedIn to Promote Your Innovative Company

If you haven’t adopted LinkedIn as a means for promoting your company, now is definitely the time to do it. As of this week, LinkedIn has modified the format of company pages and this may prove to be especially beneficial for manufacturing companies. The change LinkedIn unveiled is the removal of the “Products & Services” tab of your company page in order to make way for showcase pages.

Showcase pages allow you to extend your company page presence by creating a dedicated page for your most innovative products and services. On these pages, you can share content just as you would with company page status updates. The new format helps your company build long-term relationships with LinkedIn members who want to follow specific areas of your business that interest them most. In addition, it can help you attract the hard-to-reach younger workforce by presenting your company as an innovative and lively company. As many manufacturing companies have a complex and vast array of products and services, each with different audiences, showcase pages allow you to address different markets with customized content. Whether on purpose or not, LinkedIn’s showcase pages provide the ability to segment your audience and these people can choose to subscribe to any of your pages in order to receive content that’s tailored to what they’re interested in. 

Keys to Showcase Page Success 

Showcase pages have a lot of potential and provide an opportunity to highlight what makes your company stand out. The key to getting the most out of this feature is to regularly post relevant and interesting information to each showcase page. There are many different types of content or information you can post, and here are just a few options:

  • Updates or revisions to products or services
  • Little known facts about each area of your business
  • Answers to some of the most common questions asked
  • Awards or recognition
  • Interesting applications of products
  • Industry news from authoritative sources
  • Trade show appearances, including where you’ll be and what you’ll be presenting

Part of being an innovative, leading-edge company is embracing change. And the most recent change to LinkedIn offers you an opportunity to deliver relevant content to prospective customers, partners or employees about the areas of your business that interest them most. Take advantage of this marketing tool to develop deeper relationships with your audience and “showcase” what makes your company innovative.

Click Here to read the original post.


What part of selling is the “Human Factor?”

December 9, 2014

I know everyone is so focused on social media and content creation, but that’s only the beginning of the sales cycle. When people identify themselves, who makes the sale – the internet or a person? I’d say unless you’re selling a commodity or selling on price, there needs to be interaction with a person(s) along the way. In other words, the Human Factor takes over.

I’ve been in the sales game for over 40 years and I’m here to tell you times have changed and if you don’t adapt, you’re going to be working harder, not smarter. More importantly, we all need to try to improve ourselves and those around us.

ToSellIsHuman

I just finished a great book by Daniel H. Pink titled To Sell is Human. It goes into who is selling now, how they should approach it and great tips on being more effective.

Here are some highlights that I got out of it:

  • The A,B,C’s of selling no longer apply - You can’t be always closing because folks will turn you off. You need honesty, fairness and transparency. No longer is it a buyer’s beware, instead it’s a seller’s beware landscape.
  • 25% of our waking hours are spent listening – That’s why God gave us two ears and one mouth. We need to learn how to ask better questions and then listen.
  • We spend 41% of our time trying to persuade someone to do something we want - that pretty much makes us all salesmen of one sort or another.
  • Non-selling is the key to success - instead of trying to upsell someone, try upserving them and see what happens. It will transform the mundane into something memorable, and guess who they are going to buy from?

The key to selling is being able to move others to your way of thinking and times have changed. The book is a good read. Enjoy.


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