Author : David Lomas

M3 Publishing > Articles by: David Lomas
22Feb
linkedin content strategyHow Crucial is LinkedIn to Your Content Strategy?

How Crucial is LinkedIn to Your Content Strategy?

LinkedIn is a social media platform for business. It was launched in 2003, with a focus on career-development for its users. However, since then, things have changed.  What LinkedIn now offers is an excellent platform for B2B content marketing.

However, to use it effectively requires that you first have a content strategy.  If you do not, you risk treating LinkedIn too randomly, casually dipping in and out, without making any kind of impact, or, more importantly, the sort of connections that will mean more business for you.

 

What is Content Strategy?

A content strategy means working out how to use content to engage with others. Your content must have value for this to be effective, and you should be measuring the value of its effectiveness.

What is your strategy for?

 

You should be using content to achieve specific objectives, whether this is raising awareness of your brand, driving more sales or building useful relationships Click To Tweet

 

To meet these objectives with your content strategy requires you use certain tactics.

This is where LinkedIn can play a key role, as a social media channel to help you reach your objectives through the tactical use of content.

 

The Value of LinkedIn for Content

LinkedIn is not the biggest social media network, but it is full of business leaders, professionals and entrepreneurs. It is where you find decision-makers, people who are otherwise hard to reach.

How can you build relationships with these people? By engaging with them.

This is how to use your content on LinkedIn.

 

Your content is an asset, and it’s up to you to use it properly Click To Tweet

 

There are over 500 million LinkedIn users worldwide. On the one hand, that’s a lot of opportunity; on the other it presents a challenge. Where do you start?

The good news is that LinkedIn enables you to develop a targeted reach. Its members have profiles, CV details. You can set your parameters and filters. And you can connect with selected individuals.

Then you can strengthen these connections, and broaden your base, using carefully constructed content.

 

The right content can help position you as an authority in your field and help you attract interest from your target audience by addressing issues they are interested in Click To Tweet

 

Remember, LinkedIn is a platform especially for business people and professionals, therefore your content should be useful to them. Unlike on other social media platforms, business and work-related issues are the main reasons why they’re here. This should give you an in-built advantage with your content and how you shape and distribute it.

 

Visibility and Attraction

Being active means people are more likely to find you. This is a guiding principle behind using content online.  Fundamentally, creating content should give you greater visibility and attract people to your brand.

LinkedIn is a gift in this respect, because the more active you are on it, the more likely it is that prospects will find you.

Content will help them to do this, but first you must get it right.

 

The Tone of Your Content

B2B customers are people too. LinkedIn members are individuals, with emotional responses to content.  Just because LinkedIn is a social media platform for business doesn’t mean you should neglect the social aspect.

 

Your content must be engaging on a human, emotional level. Yes, it can still have weight, carry substance, but keep it readable and, most of all, make sure it resonates with its readers Click To Tweet

 

Posting content that reads like a dull, corporate report will not engage your target audience.  Content that makes them feel something, that stimulates their thoughts, will.

What are their pains and problems? What slant can you take on business issues that will appeal directly to their emotions, that will make them think you understand their needs?

Use your content to share the experiences that will be relevant to your target audience, inform and inspire them with your insight.

 

LinkedIn Users Trust Content

More people trust a brand’s social media content than its advertising, according to the Edelman Trust Barometer report of 2017.  Business Insider has reported that more users trust LinkedIn than either Facebook or Twitter.

People trust the information and advice given to them on LinkedIn. Trust is a powerful element when it comes to building business and winning new customers.

LinkedIn offers the opportunity to help build your reputation and build relationships on this kind of trust.

 

Content and Conversions

LinkedIn is neither a magic bullet nor a fast route to business success. It is, however, a hugely valuable platform from which to launch targeted content which can, in time, lead to sales conversions.

 

LinkedIn isn't about posting a single piece of killer content, but rather the cumulative effect of being consistent, and establishing a trustworthy presence on the platform Click To Tweet

 

This goes back to your content strategy. Treat content creation for LinkedIn as a long-term investment.

Be persistent, and patient, and then you will start to see significant returns.

To discuss how we can develop and turn your content into opportunities, please contact M3 Media Publishing.

 

For an additional read, please visit:

 

Read More
5Feb
brand influencingWhat Will Boost Your Brand Influence?

What Will Boost Your Brand Influence?

Is your online marketing making a difference to your brand’s fortunes? If it isn’t, what should you do about it?

Digital marketing and  social media presents significant opportunities but where should you start? Because, if you want things to change, you must start somewhere.

 

What Does Your Brand Say About You?

Exerting influence is not about blundering in and ordering people about.

Think about how the way a house is furnished says something about its owner’s personality. In the same way, online content says something about your brand and its values.

Taking this strategic approach to building your online presence takes patience, but also, crucially, it’s about finding the right platform to use.

 

Your online audience likes to feel they are thinking for themselves, making their own decisions, so attempting to direct them towards your brand cannot be your sole strategy. You need to let them find you

 

This is why brands increasingly use influencers online. Micro-influencers on social media especially have a grassroots reach, and therefore a potency when it comes to talking about a brand.

The idea is to be talked about, rather than be doing the talking. Micro-influencers are generally just regular online users who can spread the word about a brand to their followers. This creates a more organic sense of a brand’s presence.

 

Be Your Own Influencer

The right kind of third-party content, shared and distributed through the right platform can act in the same way on a brand’s behalf as micro-influencers.

 

Imagine being written about, being quoted as an expert on a subject that is close to your target audience’s interests. Then imagine this being published online in a credible, sector-specific publication with a targeted following

 

In the same way that micro-influencers share and spread content, so this newsworthy content is shared. And it is about you. It builds your credibility, your online presence and, ultimately, your influence.

It is not the whole story when it comes to a marketing strategy, but yes, it does work in attracting, engaging and connecting with your target audiences.

Written and distributed the right way, third-party content can help partially pre-qualify your prospects. And being your own influencer through content can yield tangible results.

To discover how you can use third-party content to influence your audience and generate opportunities, contact M3 Media Publishing.

 

For an addition read, please visit:

Read More
11Jan
content marketingContent Marketing: What is Your Interest Rate? 

Content Marketing: What is Your Interest Rate? 

The internet is awash with noise from the sheer volume of its traffic and content. Everyone is vying for attention, whether it’s via a website or one of many social media channels.

All this competition has generated a certain obsessiveness over search engine rankings. In fact, a whole SEO industry thrives on it.

But the fact is, the internet is not simply the digital equivalent of the market trader’s stall, that is just a lot of banter and customer engagement, based on shouting louder than the competition.

 

The internet is a great generator of interest and continues to have enormous potential to be exploited

 

Content has become something of a watchword. But what does generating content really mean?

 

Generating Interest Around your Brand

Content marketing creates an expanding sphere of interest around something. This isn’t an intellectual exercise, rather it’s common sense.

 

Successful marketing and promotion has always been about telling stories. Content marketing takes this principle, runs with it and in doing so, increases the interest generated

 

The importance of being found on Google is an established fact. The key is in how to be found.

The beauty of generating interesting content is that not only can it result in a higher ranking, but also once users click through, they will actually find something of value to read about. This makes them much more likely to stick around.

 

The Value of Content Marketing

Our clients achieve multiple listings on page one of Google, which can be attributed to the success of the content that we generate for them.

 

It is difficult to measure the actual sales impact of content generation, but given the evolving nature of Google’s search algorithms, and the established fact that online audiences respond positively to meaningful content, it has a clear value

 

The content in our portfolio of digital magazines also has, what we call, ‘currency‘ – it has intrinsic value.

The next time you hear about the possibility of interest rates going up, think about the other interest rate – the interest in valuable content that reflects in Google rankings, attracts clicks, conversions and customers to you.

If you want to attract interest from your target prospects, using content that is valuable to them, please contact M3 Media Publishing.

Read More
30Nov
digital breadcrumbs and your customer corridorWhere Does Your Trail of Digital Breadcrumbs Lead?

Where Does Your Trail of Digital Breadcrumbs Lead?

We all leave digital breadcrumbs behind from our online activity. Some will resonate more than others.  But what if you could determine what was in the trail that you’re leaving, for your target audience to follow?

 

Digital Breadcrumbs and Your Customer Corridor

At our recent Business Connections event held in Manchester, we talked about customer corridors and how, by bringing your prospects towards you, using digital breadcrumbs, you can help them to build a picture of:

  • Who you are, and your behaviour
  • What you did, to successfully benefit a business
  • How you can help them, based on that success

 

This process also pre-qualifies the prospects that arrive at your door.

We think it’s different than a sale funnel because it’s a subtler process, while still routed in a strategy that is designed to generate business.

 

Imagine your customer corridor as an actual corridor. You’re at the end of it and your target audience is drawn along it, prompted by signs and other information about you – your digital breadcrumbs – that encourages them to move further along and deeper into your world

 

In the digital realm, the consumer is king, and people searching the internet like to feel that they are in control of the choices they make.

The process of attracting them subtly and gently, compared with other, more direct marketing activity, will enable them to achieve this.

Most of all, your activities must focus on your target audience, and on their pain points, interests and needs.

 

The Power of Publishing

If you’re going to publish content online – your digital breadcrumbs – that will bring your audience down your customer corridor, how best to do it?

Clearly, you can publish your own blog, and share it through social media channels, to help point people in the direction of your website.  But is this enough? It’s highly competitive out there and somehow you need your content to differentiate you.

What about the platform you choose? What if you could be featured as an expert in a well-respected online publication with a strong digital following?

This works in several powerful ways:

  • it provides you with a solid, third-party recommendation
  • it enhances your credibility, highlighting your expertise in your chosen field; and
  • it addresses your audience’s concerns first and foremost, while connecting your name with the issues they are interested in

 

The prospects you seek are looking for something. M3 Media Publishing’s sector-specific portfolio of digital magazines and distribution channels can help them find it, by you leaving a trail of digital breadcrumbs and bringing them along your customer corridor, towards you.

Discover how, by contacting us.

 

For an accompanying read, please visit Have you Set out your Customer Corridor?

Read More
23Oct
customer corridorHave you Set out your Customer Corridor?

Have you Set out your Customer Corridor?

Imagine a prospective customer walking down your ‘customer corridor’ to reach your office for your first meeting.

Your office is carefully positioned right at the far end of this potentially valuable customer corridor.

This is to ensure that you have some influence over them when they arrive. (Not dis-similar to how the supermarkets work – getting you to follow a carefully-planned route around their stores).

On the way along this customer corridor, your prospects are enticed to follow your route where they will pass by a selection of subtle images and messages about YOU.

 

Written and visual messages can highlight the advice you have been giving to your customers, in turn, letting your prospects know about the things that you understand about their business issues and their sector

 

Maybe along the way, your prospect pictures the ways that other businesses, just like his (or hers) have benefited from your help and guidance in the past.

By the time he gets to your office, how do you think he now may be feeling about meeting you?

This is pure ‘influencing‘ not selling.  And it works very effectively.  Even moreso, if these messages come from a third party – which is a subtle form of endorsement – creating a very powerful content strategy for your business.

We refer to this concept of attracting customers via content, the internet and social media as laying a trail of ‘digital breadcrumbs‘.

 

How Can a Corridor Improve my Sales Conversion?

Ask yourself these questions:

  1. How, after travelling along your carefully-designed corridor, may the picture of what you do, have improved in the mind of your prospect?
  2. As your prospect should now know much more about you, would he (or she) feel that he did this all by himself and did not feel coerced?
  3. How much better are your chances of now getting that sale?

 

The more we know about someone’s business and behaviour, the more confident we are – and more likely – to make a sales decision.

67% of the information prospects gain about you, is found by them, BEFORE they even make contact with you.

Discover how you can create, and stay in control of, what they find, by contacting us.

Read More
25Sep
content marketing attractionContent Marketing: What are its Opportunities for Attraction?

Content Marketing: What are its Opportunities for Attraction?

Content marketing has its supporters but some of them, in their zeal to describe its benefits, may be over-selling it. It is not a magic bullet, and it is not the only marketing strategy you should ever consider.

There are lots of hidden benefits to content marketing but one criticism centres on the fact that its ROI comes in the form of increased engagement with target audiences, as opposed to dramatic sales figures.

 

Behind content marketing is the concept of pre-qualifying opportunities by building up a dialogue with them using content

 

While it does represent one strand of what should be a holistic marketing approach, it also has a unique quality in its ability to harness third party authority in pursuit of prospects.

 

The Means of Delivering Content

One of the key aspects of content marketing is the means of delivering it. Plenty of businesses write and distribute blogs designed to attract targeted visitors to websites and landing pages.

However, one of the most powerful forms of content is third party. It marks the difference between you doing the talking and you being talked about.

 

If content is presented in the form of a third-party article, blog or news story, it adds authority and credibility to the subject, and it has the potential to attract a wider audience

 

This brings added value, because along with a target audience, third-party content can attract interest from places you might not have anticipated.

 

Attracting Interest with High Visibility

While it’s true that, in part, content marketing is about devising means of attracting interest from target markets, it has other benefits in reaching further afield.

Earlier this year, we highlighted the growing debate on what should, or could, replace the current business rates system, which many see as deeply flawed.

Our article, on the alternatives to business ratesfeatured Paul Giness from The Beattie Partnership and was published in our Property Aspects Magazine.  The article caught the attention of contacts in both the Houses of Parliament and the Irish Government.

This is one of numerous occasions where our content has brought visibility to tangential links, and helped to crystallise connections.

 

Done well, content has a wide reach, and the potential to help you make powerful, and profitable, inroads into markets which might otherwise be closed to you.

To discover how you can generate opportunities, using third party content, please contact us.

Read More
12Jul
original contentOriginal Content – What are the Keys to its Success?

Original Content – What are the Keys to its Success?

Good content is the key to better SEO rankings and successful social media marketing. You may have already heard this elsewhere.  In fact, you may have heard it repeated lots of times.  But what does having good content actually mean?  The answer is that it needs to be original content.

The actual originality of online content is primarily about uniqueness, and this is where things get interesting.

Writing original content requires an ability to look at things with a fresh pair of eyes and, crucially, get this different viewpoint across to the reader.

 

Taking a Fresh Perspective

There are over 3 billion internet users worldwide and over 2 billion active users of social media. On WordPress there are 56 million blog posts published each month. How original can your content be in this context?

 

We know that the content we write is constantly competing for attention, so it has to stand out. But we can actually help it do this if it is about something people are already expressing an interest in.

 

Alot of the time, publishing original content is to do with taking a fresh perspective on existing issues.  Or drawing from a variety of information sources and putting material together in ways that will highlight particular points.

We are not simply reshuffling the deck.  We are identifying what your target audience is interested in, or can be attracted to, and shaping the content to fit.

 

Upping the Quality Factor

Making original content sound interesting is crucial. Unless you’re blessed with a topic that’s inherently attention-grabbing, talking about any subject requires a degree of inventiveness in order to make the material sing off the screen.

This is not simply some critical judgement about good writing.

 

Google measures the value of content by its uniqueness and quality. Quality is therefore measurable in very real terms, once published, as expressed in Google rankings.

 

We look to find a unique twist to a story or topic, because this is what really pays off, in terms of getting your content noticed.

 

Making it Shareable

What’s going to make your content spread like wildfire across your targeted social media channels? This is where our strategic thinking comes in.  If your content is original, is it also timely?  Does it connect with some burning issue of the day, or a particular trend?

 

Original content stands out and attracts interest. This determines how we write content at M3 Media Publishing.

 

The value of great, original content is not just in its uniqueness alone.  It is also in the when and the where, and the context in which we publish it.

To find out how we can create the right content to reach your audience and build your customer base, call M3 Media Publishing on 0161 922 8571 or contact us.

Read More
9Jul
content marketingCan Content Marketing Build Trust and Relationships?

Can Content Marketing Build Trust and Relationships?

Is content marketing a dubious concept? Some might think so, because it shifts the emphasis away from selling. However, this is precisely why content marketing can be so effective.

Content marketing is an essential means of building trust and relationships with prospects, contacts and customers in a digital age.

Imagine the traditional corner shop. It’s reputation in a neighbourhood may now be something of a cliché, but it can still be a place where the shopkeeper knows his customers well, where he has built face-to-face relationships with them, and where they trust him or her.

Content marketing helps to capture the essence of this corner shop experience and use it to help businesses reach out and connect with their target audience.

It uses three special ingredients to do this: personalisation, customer-focus, and value.

 

Make Content Marketing Personal

The digital experience, as a customer, can feel very remote and impersonal. However, using online channels can personalise what a business can offer, providing they use them in the right way.

Social media provides the perfect, organic marketing platform, providing you have the kind of content that can tap into your audience’s likes, needs and concerns.

Just like the shopkeeper talking to customers over the counter, ensure that your content makes your audience feel like you’re talking to them, directly and personally.

 

Concentrate on the Customer

Rather than attempting to sell something to your audience, your content should be empathetic, offers something of value and sees things from their perspective.

By making your audience know that you understand them, this allows them to build trust in you.

Good shopkeepers ask customers how they are, what ails them, what they’re interested in. It’s about the customer, first and foremost.

 

Give Good Value

If you give something extra, freely, people appreciate this. It’s a proven part of customer service and it works for content.

Content adds value because it addresses issues and recognises problems, and you can offer it as free advice to your prospects and customers.  What do you want in return? Enough to be able to build a dialogue with your audience.

Using certain tools and analytics, we know exactly who is taking an interest in us and, in some instances, know what their pains are before they have spoken to us.  This enables us to have a much focused dialogue.

Content marketing helps businesses build relationships and trust. By explicitly not selling, you’ll be surprised at the opportunities that you can generate.

To discover how content can build trust and relationships with your audience, call M3 Media Publishing on 0161 922 8571 or contact us.

Read More
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.

 

Read More
28Dec
mobile phone - mobile websiteMobile Websites: Keep Up or Get Lost

Mobile Websites: Keep Up or Get Lost

To some, this may sound like a rather rude headline.  It is not meant to be.

It is actually meant to catch your attention and enable us to tell you about a subtle but important change from our friends at Google.

A recent statement from them about it’s ‘mobile first index‘ will soon start to have an impact on those businesses that are not keeping up with technology.

It is predicted that by the end of 2017, three quarters of all internet searches will be performed on a mobile device. This is why Google is changing the way it assesses websites – by keeping results not only relevant to the subject of the search, but to the actual device being used.

This means that any business that has not optimised or made their website more readable on a mobile device, is going to suffer when it comes to website results by becoming effectively hard to find or “lost” in the world of the web.

This statement from Google is what changes the situation for the, shall we say, old-fashioned websites – and there are plenty of them out there.

The critical phrase from Google reads:

 

“Our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site”

 

This set of algorithms will be referred to as their ‘Mobile First Index‘.

Businesses that are still displaying an out-of-date website MUST now change the way they look at website optimisation.

Going forward, they should also consider the ‘content‘ aspect of their website and the way it is set out for prospective visitors. These factors are equally important for both driving visitors and holding their attention on your web pages.

If you wish to stay out of the web wilderness, please call M3 Media Publishing on 0161 922 8571 or visit m3publishing.co.uk.

Read More