Posts Tagged ‘content marketing’
What You Want To Say Vs. What People Need To Hear
Every one of us has a story to tell—something we want someone to hear. So we begin crafting our messages by prioritising our need to be heard. The irony is the best way to make an idea resonate is not to start with all the things you need to get off your chest, but instead…Read More
How To Communicate Value Beyond Describing Features And Benefits
In an attempt to gain the trust of prospective customers we often resort to simply telling them about our product’s features and benefits. While describing value might seem like the easiest way to communicate it, the simplest strategy isn’t always the most compelling one. When value is demonstrated rather than described it immediately becomes more…Read More
What Are Your Words Designed To Do?
How often have you read website or marketing copy that uses words we’d rarely use in conversation? The real estate agent’s copy describing homes as abodes or residences. The jargon in the consultant’s brochure. The officious tone of the notices in the dentist’s waiting room. We’re often left wondering if the purpose of the language…Read More
The New Rules Of Email Marketing
The old rules are broken. Familiar email marketing tactics might enable us to extract one more sale, but they are definitely not designed to respect our customers—the people who pay our bills, the same people we hope to matter to. They are busy and smart. We should treat them that way. THE NEW RULES OF…Read More
Who Is This Marketing For?
Before holding the meeting. Before working on the strategy. Before choosing the medium. Before building the website. Before writing a single word of copy. Ask yourself, “Who is this marketing for?” If the answer is, “It’s for our shareholders, the board, my boss, or so we can feel safe doing what we’ve always done.”—go back…Read More
Two Simple Questions Most Content Marketers Forget To Ask
For fifty years marketing was all about pushing. We used advertising to get us closer to our end goal—which was more sales. Today marketing is more about drawing people closer. We use content (amongst other things) to help us build relationships with potential customers. And yet sometimes we forget that we’re no longer marketing like…Read More
How Should The Shift To Mobile Affect Your Marketing?
As the tag team of baristas was making my coffee one morning, I noticed the girl with the milk jug take her phone from her apron pocket and begin scrolling through her Facebook feed while she waited for her partner to pull the shot. More proof if I needed it that our mobile devices are…Read More
Great Content Marketing Doesn’t Feel Like Marketing.
“You have more chance of summiting Mount Everest than getting someone to click on a banner ad.” —Jonathan Perelman VP at Buzzfeed Getting the word out about your products and services can feel a bit like an Everest expedition. You and I know that traditional advertising doesn’t work anymore. We’ve known from as far back…Read More
Is Getting More Blog Traffic Really Your Goal?
As traditional marketing (read advertising) becomes less and less effective businesses are turning to content marketing. The metric of many content marketers, as it was of advertisers is still more. How can I get more traffic to my blog? How can we turn our unique visitors into pageviews? How can we get more Facebook likes,…Read More
5 Better Ways To Tell The Story Of Your Products And Services
I once heard a tea taster who tasted 1,000 cups of tea a day, explain that the secret to the perfect cup of tea was the water. He said that “water is the mother of tea”. That one phrase was enough to hold me still for a second longer. That’s something we all need to…Read More