Tag : article writing

M3 Publishing > article writing
31Jan
content - wordpressContent: How Can You Convert it into Business?

Content: How Can You Convert it into Business?

Content is a serious marketing tool that can generate considerable sales results.  It is not a luxury or an add-on to your core business if, or when, you have the time or resources for it.

Content adds substance to a business’ online – and offline – presence and does so in such a way that it attracts interest.   It engages and, ultimately, helps to convert people into qualified prospects.

 

Attraction and Retention

SEO can get you ranked higher on search engines and it can encourage clicks onto your web pages.  Once you have attracted your audience to you, does your content keep them interested so that they don’t simply move onto something else?  Online attention spans are notoriously short.

Content works strategically.  It enables you to allow people find you online and, once they have found you, to want to find out more about you.  This provides you with opportunities to engage with those prospects.

 

M3 Media Publishing’s methodology is to combine high quality, powerful, content with psychological insight and the use of social media and other channels to distribute it, to attract customers

 

The essence of great content is storytelling.  This can make your brand and your business stand out from the competition, while exploring the kinds of issues and problems your customers have.

M3 Media Publishing’s sector-specific, authoritative, digital magazines publish stories that highlight business leaders’ expertise and creates powerful third party recommendations.

 

The Legacy of Successful Content

Peter Knight, is an expert property consultant, with Knight Morris.  He explains how the M3’s approach has helped his business.

“I wanted an innovative, creative and cost-effective way to raise my company profile,” he explains. “The results of my strategically-placed articles, in M3’s digital magazines, have exceeded my expectations.”

 

“M3 Media Publishing’s articles, coupled with engagement, offers an excellent return on investment.  One piece of business per year is all it has taken for us to surpass our spend with them”

Peter Knight, Lead Building Surveying Partner at Knight Morris

 

“The original content has allowed readers to explore issues that affect them and seek out my professional help and advice,” concludes Peter.

To discover how content can generate business for you, please call 0161 922 8571 or visit m3publishing.co.uk.

 

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20Mar
How engaging are your headlinesHow Important are Headlines?

How Important are Headlines?

Headlines are really the most important part of your article writing.  It is the first thing that can grab the attention of your reader or web visitor.

Your headlines, in effect, are your first real point of connection with your prospective customer, so you need to get them right.

Your headline is important to your reader as it is a great indicator of your true ‘behaviour’.  It should NOT try and sell to your reader, but should draw them towards wanting to continue reading the rest of your article.  Don’t try and say too much in your article – make one point and do it well!

Using a ‘question’ in your headline is the most effective way of doing this.  This is also something that the search engines like – especially when the rest of your article contains the answer!

A question, if written well, should be able to attract, intrigue or even to gently provoke your readers to want to read more.  Using more ‘interesting’ verbs will help you do this.

Here is a quick example of how we would aim to attract architects to an article about the benefits of using design software.  In this case, we use two powerful verbs – inspire and achieve.

New Software Inspires Architect to Achieve Top Award

The headline is not only intriguing, but it also alludes to the success or ‘legacy’ within the story.

Writing Headlines – Keep It Simple

There are different elements within any headline that readers will ‘connect’ with.  You can’t squeeze all of them in at once, otherwise you could actually lose the impact you are wanting to create.

Some people suggest headlines should contain no more than seven words, but we have had equal success with longer titles. We would, however, suggest you keep them as simple and ‘to the point’ as possible.

Here are some simple guidelines:-

  • Ensure the message in your headline is clear and ‘to the point’
  • Your headlines should highlight the ‘benefit’ to your reader of reading your article
  • Get your headlines to ‘resonate’ with your reader by showing that you understand their pains or particular business issues

 

 

For help with creating powerful and attractive headlines for your chosen target audience, please call us on 08450 519 374.  Alternatively, fill in your details below and one of our team will contact you.

Good Luck!

David Lomas, CEO
M3 Media Publishing

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29Jan
Concept of content marketing and Google algorithmWhy is our content different?

Why is our content different?

Many people might ask the question: “As we already have content on our website and on our blog, why is your content going to make a difference?”

It depends whether or not the content you have already written on your website is attracting or, more importantly ‘engaging’ with your web visitors. In many cases where I assess websites, I find the content to be rather dull and uninspiring. Your content should have an impact on the reader and grab their attention with both your words and, of course your imagery.

To create ‘effective’ content, you first need to know ‘who your visitors are’ and ‘where they have come from’. You need to understand what frame of mind they are in when they reach your content.

By this I mean, are they a first time visitor or have they come to you after already having read an article that covers a particular issue?

In other words: Are they just researching or are they now ready to buy from you?

We can’t always know these answers, but if we construct a ‘route’ for our prospective customers to follow, then we have  can better retain the focus of these prospects.

The way we write content is important but the overall solution for a successful content marketing strategy involves the creation of landing pages around your website, which focus on different customer types, or personas, and how to attract them to your door.

Allow me to explain…

Landing pages: How can they help to attract customers?

First you need to ‘connect’ with a possible target customer with a piece of information, a headline or an article, that is of interest to him.

It is critical that this content is published in a place relevant to your ‘chosen’ sector.

Your article needs to show an element of  ‘understanding’ by the writer and ideally it should contain some research, that the writer has done – in order for it to be perceived as credible.

The main focus of your article should be on the issue that is relevant to the customer and it should stay focused purely on this one issue.

I see too many businesses trying to get multiple messages into one article, thereby overloading the reader with too much information, and thus losing his attention.

Within the article, there needs to be some mention of you or your business as someone who understands the particular issue. There should also be a brief illustration of how you have successfully helped other businesses, in a similar position, in the past.

There should also be a link for the reader to gain quick information about you, your expertise and your credibility. (Read my article on ‘The Speed of Influence’ and how it will shape business on the internet in the future)

This is what I mean by ‘effective’ content and it should now have gained the attention of your reader.

Create a ‘downloadable’ document

The next stage is to offer this reader a more in-depth report or ‘whitepaper’ style document about the same issue.

This is very powerful if it is relevant to his particular sector.

This content should be sitting on your website on a landing page that is solely focused on this same sector, so when the customer reaches the page, YOUR expertise in HIS sector is reaffirmed.

This keeps him in the state of mind that ‘you are the person to go to’ as you understand his sector.

Finally, If the headline on your document is sufficiently tempting to him, then he is very likely to give you his contact details in return for a download of your information.

For help with getting cleverly-written content in front of your chosen target audience, please contact me via:  david @m3publishing.co.uk

David Lomas

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27Jan
article marketing can help drive visits to your websiteHow can articles generate business for you?

How can articles generate business for you?

Articles on their own, may not be enough to generate business for you.

The articles need to sit as part of the route that your prospective customer can choose to follow, that will eventually lead to your front door.

I refer to this route as the ‘customer corridor’ and your articles will work better when they form part of this route.

Very simply, you need to create a number of simple steps for your prospects to take to reach you.
If at each point, your prospect is given some idea that you can still be helpful to him, then the next step is for you to offer them another piece of valuable information.

Thus drawing the customer closer to you.

Think of this as if you were laying a trail of breadcrumbs for them to follow.

The final document should contain a little more ‘in-depth’ information for the reader, which follows the theme of your initial article. Thus retaining the focus of your prospective customer on whatever caught his attention in the first place.

This ‘teaser’ document, as I sometimes call it, should contain information that your reader really wants to see and it should ideally be placed within your website – and hidden from view.

This, critically, will then allow you to offer this information to your reader, in exchange for his email address.

Thereby completing the customers’ ‘route’ to your door and more importantly, providing you with a method of measuring and converting your reader into a partly-qualified prospect.

For help with writing articles that generate business, please contact me via:  david @m3publishing.co.uk

David Lomas

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27Jan
aim your article writing at people not GoogleHumans or Robots – Who are you writing for?

Humans or Robots – Who are you writing for?

Do you consider this a strange question?

It’s not really, if you understand how the internet works.

When writing content, I much prefer to communicate with ‘people’ rather than ‘search engines’.

If we follow the preachings of Google, and to survive on the internet, you need to pay attention, if not necessarily pay homage to them, we should be writing articles in a natural way.

Over the last 10 years I have seen the way Google has steadily been improving the way they respond to and in turn, value well-written content.

We have come a long way from all that heavily keyworded content, that in many cases made no sense whatsoever. These articles were written in many cases, to accommodate the requests of the search engines.

Things have improved from a Google perspective and good quality, informative content is now being deservedly recognised.

However, the majority of articles that I see on websites, that are written by ‘marketing or SEO agencies for ‘SEO purposes’ are dull and uninspiring, to say the least.

Grammatically, they may be well written, and I am sure that they contain the relevant keywords and phrases that will no doubt attract the search engines.

But from a customers perspective, they are as dull as dishwater.

Who cares? you may ask.

Well as website owners, we all should…

Why is it important to have ‘engaging content’?

Well, when you consider that, next to ‘unique & relevant content’, the most important factor that Google can measure on your website is ‘popularity’, then you may need to re-assess your content strategy.

I recently looked at one particular business who was paying an SEO agency for around 25+ articles each month – to be published on their website.

On the face of it, this is what the search engines wanted to see.

But when I looked at how many of these articles were actually being ‘shared’ by web visitors, the results were very disappointing.

From a count of say 50 articles, I only found a dozen of them had actually been ‘shared’ on social media and none of them more than 5 times!

When you realise that Google’s method of measuring the popularity or ‘value’ of a website is in the number of times ‘others share their content’, this is therefore a content strategy that is having a negative influence on their rankings.

The content was nicely written, but, frankly, it was dull.

So, if you are going to get your content written by others, ensure that they aim it at us humans and not just at the internet spiders.

Otherwise, enjoy your writing!

For help with using engaging content to gain the attention of your chosen target audience, please contact me via:  david @m3publishing.co.uk

David Lomas

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26Sep
Why is content from a 3rd-party so powerful?

Why is content from a 3rd-party so powerful?

web-site-contentThe real power in marketing yourself and your business using content, is to have it written and published by someone with real credibility in your sector.

If your prospects and customers can get to read and even see you, being asked for advice on issues relevant to them, it can create confidence in you and helps develop real trust.

All customers need to learn about you first, before they consider whether to conduct business with you. They then need to ‘like’ what they see in order to trust you.

It is actually your ‘behaviour’ that people are watching, even though many of us do not realise this.

More importantly, they prefer not to hear a sales message from you – they want to hear and see your expertise.

They just want to hear solid advice and to see your ‘understanding of their business’ and it will be much more powerful if it comes from an independent and credible source.

Within our portfolio of magazines, we are able to show your thoughts and your expertise with an assured confidence that sits comfortably with your audience.

It is the first step in attracting a customer – showing your expertise in their sector.

This is actually one of the most important issues for decision makers – that YOU understand THEIR business sector, not just your own.

This is what you must convey to your prospective customer in your content whether in your articles or on your website.

If you get some 3rd-party content, published and positioned elsewhere, in front of your chosen target audience, then all that remains is to complete the ‘route to the sale’ by using a ‘conversion technique’ that helps to trigger a response from your target audience.

I will cover the subject of ‘Internet Conversion’ another time.

Good luck with getting some 3rd-party content!

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