Author : David Lomas

M3 Publishing > Articles by: David Lomas
2May
content marketing humans robotsContent: Are You Writing for Humans or Robots?

Content: Are You Writing for Humans or Robots?

Do you consider this a strange question?  It is not really, if you understand how the internet works.

When writing content, it is vital that you communicate with ‘people’ rather than ‘search engines’.

Over the last decade or so, Google has steadily been improving the way they respond to and, in turn, value well-written, natural content

We have come a long way from heavily-keyworded content, that did not make any sense whatsoever. These articles were written, in many cases, to accommodate the requests of the search engines.

We can still spot content that has been written “for SEO purposes” but they are sometimes uninspiring.

Grammatically, they may be well written, and contain the relevant keywords and phrases that will attract the search engines. But from a customer’s perspective, they are as dull as dishwater.

Who cares? you may ask. Well as website owners, we all should…

How Valuable is Engaging Content?

Next to unique & relevant content, Google also measures your website’s ‘popularity’.

We recently spoke to a business that was paying an agency for over 20 articles each month, to be published on their website.

On the face of it, this is partly what the search engines wanted to see. But when we looked at how many of these articles were actually being viewed and shared, the results were very disappointing.

From a count of say 50 articles, only half a dozen of them had actually been shared on social media and none of them more than twice.

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

Again, the content was informatively written, and served its SEO purpose but, frankly, it was dull.

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

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26Mar
M3 Media Publishing content in magazinesWhy is Third Party Content Marketing So Powerful?

Why is Third Party Content Marketing So Powerful?

The 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. In part, the helps towards their perception of you being a thought leader.

Prospects and customers need to learn about you first, before they consider whether to conduct business with you. They then need to ‘like’ what they see or hear 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, the last thing that they want to hear is a sales message from you. Instead, they want to hear and see your expertise.

They just want to hear solid advice and to see your understanding of their businessand 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.

One of the most important issues for decision makers is that YOU understand THEIR business sector, not just your own

This is what you must convey to your prospects and customers in your content whether in your articles or on your website.

If you get some third party content, published and positioned elsewhere, in front of your chosen target audience

All that remains is to complete the route to setting up a conversation by using conversion techniques that helps to trigger a response from your target audience.

To discover how we could position you as a thought leader in third party content in our portfolio of digital magazines, please contact us.

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16Jan
MSN 2019Marketing Aspects Magazine is Media Partner at MSN 2019

Marketing Aspects Magazine is Media Partner at MSN 2019

Marketing Show North 2019 (MSN 2019) was previously known as Prolific North Live, and is the largest marketing expo outside London, which covers the broad interests of marketing and media.

That makes it an ideal fit for M3 Media Publishing to partner with them, via our Marketing Aspects Magazine.

 

The Importance of Content in Marketing

We talk a lot about the importance of content, but that’s because it really does matter.

One of the topics we’ve discussed is the way that content and expos complement each other, and how digital and physical marketing activities dovetail to maximise opportunities.

MSN 2019 provides us with the opportunity to put our words into practice.

The expo provides professionals from across a range of marketing disciplines to come together. It’s also an excellent opportunity for buyers and suppliers to connect with different marketing businesses.

 

We aim to showcase the power of content, and the huge potential of content marketing in raising the awareness of target audiences and helping businesses engage and connect with them

 

In this, we have our own unique publishing platform in Marketing Aspects Magazine.

At the expo, you’ll find us in the Media Partner Zone.

 

About MSN 2019

Marketing Show North promises to be an unmissable opportunity for anyone connected to – or interested in – marketing and its various strands.

Expect to see key figures representing leading brands in the world of marketing. There’ll be seminars and workshops to attend, along with expert speakers and dynamic demos.

For its networking value alone, MSN 2019 is a key event in the marketing calendar, and a dynamic destination for making new contacts and meeting potential prospects and clients.

It is run by Prolific North, an independently-owned publishing and events company based in Manchester, and event specialists Don’t Panic Event Management.

Marketing Show North runs for two days, on 27 and 28 February 2019, in EventCity, next to the Trafford Centre, Manchester.

For more information about Marketing Show North 2019, or to register, please visit marketingshownorth.co.uk.

Discover more about MSN 2019

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16Jan
content marketingCan Content Marketing Boost Business Exhibition Success?

Can Content Marketing Boost Business Exhibition Success?

The marketing activity you do before a business exhibition plays a vital part in deciding whether it is successful. A content strategy is critical to this.

Business events are unlikely to be effective in simply selling themselves. Marketing is essential.

This means putting in the necessary work in advance, and much of this should focus on content marketing.

 

How Content Marketing Helps Events

The point of content marketing is to use content to raise awareness, both of the event and of its exhibitors.

This content should be shaped, refined and distributed with the aim of changing people’s behaviours and actions, to ensure they attend the event.

To do this, it must work to fulfill certain key objectives, such as:

  • Attracting more attendees to the event
  • Attracting prospects for the event’s exhibitors
  • Driving event attendees to specific exhibition stands
  • Cross-selling products or services, or highlighting opportunities on the back of the event

 

Exhibitions will typically have a broad range of exhibitors, with different target audiences, so it must be clear who this content is aimed at

 

What Kind of Content is Effective?

Content comes in a variety of forms, including videos, audio and written words. However, one kind of content that works across these different media and is highly effective is storytelling.

 

Making storytelling a focus for content means finding the hook that will attract audiences to you

 

This includes discovering your audiences’ pain points and how you demonstrate your understanding of them, and what you can do to ease them.

Content marketing is not about direct sales messages.

 

Distributing and Sharing Content

Which channels you choose to ensure your content reaches its target audience is also a hugely important decision.

It relies on you developing a clear understanding of your audience and where you’re most likely to be able to engage with them, including the social networks and platforms they use.

A useful way of making content attractive to target audiences is through the use of a third party platform.

This is where someone talks about you, and quotes you as an expert in your field, rather than you addressing your audience directly.

Our portfolio of sector specific magazines offers this kind of third-party platform for content marketing.

 

What Happens After the Event?

This is as important as preparation before the exhibition, and activity during it.

 

For following up leads, content can continue to add value by refining and repurposing it to help further engage and connect with leads, turning them into prospects

 

These follow-ups should be relevant and you should make them a priority.

It is important not to let your content go to waste. Use it as a vital strategic tool in marketing your business exhibition, and to support your exhibitors.

To discover how content can improve your chances of success before, during and after your next business exhibition, please click here.

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9Dec
marketing challenge pitchMarketing Challenge: Could You Become Pitch Perfect?

Marketing Challenge: Could You Become Pitch Perfect?

At our Marketing Challenge Breakfast events, we focus on real life marketing issues and use the actual problems that our attendees face as the basis for problem-solving discussions.

At our most recent event, held at The St James’s Club, in central Manchester, our guests had a lively, roundtable discussion looking at how to re-position an events and destination management company.

Why focus on one business’ issues?

Because, by looking at what kinds of issues are involved, and with the help of our marketing partners, we can help shed a light on various aspects of business and marketing strategies.

Making it real makes it more immediate, and accessible, for our attendees.

 

Our Marketing Challenge events are multi-faceted, not only looking at one business as a case study and discussing possible solutions, but also involving everyone attending looking at how they present their own business offering

 

Striking the Right Pitch

Another major aspect to the Marketing Challenge event is encouraging attendees to think differently about how they market themselves, and even what marketing means.

For example, what do you understand content marketing to mean?  Is it restricted to material you publish or broadcast online or in print, or can it encompass your own, personal business interactions?

What about when you pitch yourself to others? How can you stand out from the crowd?

Our answer: storytelling.

 

We encourage attendees to look at different ways of talking about or introducing themselves and their business; to focus not on job titles, or overused ways of describing their service or product but using a story about the value they bring to their customers

 

What challenge did the customer face? What was the result of your help? How did this impact their business?

The idea is to boil this down to something very concise, little more than a strapline, that can hook listeners in.

When we ask our event guests to perfect their own individual story as a pitching device, we’re really asking them to create and draw on their own content, as a valuable, personal marketing resource.

 

Are You Pitch Perfect?

Our Marketing Challenge events focus on how both business and marketing strategies can work in real situations. It’s not cold and theoretical. Ultimately, it’s about people coming together to learn from each other.

If you want to attend a future Marketing Challenge event, please contact us.

Read more about our recent Marketing Challenge event by visiting Marketing Challenge Event Champions Differentiation

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