Author : David Lomas

Why is 3rd party content so valuable?

M3 Publishing > Articles by: David Lomas
content marketing - are you getting it right?Content – Are you getting it right?

Content – Are you getting it right?

For someone who has worked creating and publishing content for over 15 years, I consider content and, may I say, its’ subsequent communication is essential to the success of any business.

However, content is only powerful if it gets seen or heard by the target audience at which it is aimed.

Content comes in many forms, of course. This can include video clips – in both real or animated format and it can include visual content such as images, logos, gifs and infographics.

With sites like Instagram, all these different types of visual images can be a powerful tool, especially for b2c marketers.

Audio content is also an option. e.g. sound bites – maybe your own voice recording or a radio interview for example. Audio clips may be particularly useful if your prospects spend a lot of their ‘research’ time driving in their car.


Written Content – Leave it to the experts

Then we come to good old written content. It never goes out of fashion and we can all write it very easily.  Is that maybe not quite true, dare I say?

It doesn’t go out of fashion –  that’s true, and maybe words and styles may change.

Do we all find it easy to write? No, that’s certainly not the case with the majority of people I talk with.

One of my first clients for content marketing asked me the question…

  • Client: “Do I have to write our content?”
  • Me: “No, we will do it for you”
  • Client: “Excellent, we’ll go with that!” he said, very relieved


I learnt very soon, that clients did not want to have to write their own content as it was time-consuming and not their area of expertise. They also did not feel very comfortable singing the praises of their own business.


Producing good content is one thing but getting the content right is an art in itself


What is the Best Type of Content for your Audience?

A recent study into content by global research specialists Nielsen, looked at the three main types of content that we, as marketers, produce.

These are:

  • Branded or company-generated content, which focuses on the facts about a business, maybe including case studies highlighting work being done
  • Secondly, testimonial type content or product reviews from customers
  • Lastly, there is what we refer to as ‘third-party expert’ content.


In the survey, it was found that the 3rd-party expert content had the most impact and influence on customers.


Why is Third Party Content so Valuable?

The implied endorsement of third-party experts holds much more weight to consumers than anything a company can say about itself.

This content needs to appear on some place other than your own website of course, otherwise it doesn’t quite achieve that critical 3rd party legitimacy. The website also needs to have credibility for your content to be taken seriously by your reader.

This third-party content can therefore be very powerful if used correctly, within your content marketing & communication strategy.

If you can position yourself as a ‘quoted’ expert with integrity, within your chosen sector, your authority and reputation can acquire a real boost.

Contact M3 Media Publishing about how you or your business could feature in one of their digital sector-specific magazines.

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public speaking - David Lomas M3 Media PublishingPublic Speaking: What is the Value in Facing your Audience?

Public Speaking: What is the Value in Facing your Audience?

Content marketing has great value, but much of the content we produce can only be effectively realised if you get the distribution right.

There is a wide choice of digital channels through which to distribute your message, but there is one key channel that predates the digital revolution and is one of the oldest means of communication.

This key channel is public speaking.

Facing your audience is a very powerful means of communication, and if you are capable of integrating it into your communications strategy, it can be really effective.


Putting a Face to the Name

Personalising your brand, and its’ values, is a desirable, if sometimes elusive goal. The idea is to engage with customers, to attract them. Networking is one way of doing this, but it can often lack focus, and you can be working against the competing noise of everyone else in the room.


Public speaking enables you to address an audience directly, with the express purpose of conveying your message to them, without relying on drinks and canapés as props. You are meeting everyone in the room, guaranteed, and you are giving yourself the opportunity to make a lasting impression on your audience


Strategically Speaking

Using yourself as a marketing tool by speaking in public should be seen as a strategic move.

Public speaking should not be about ego; it is actually much more about your audience, and in this sense the same rules apply as with other content: address your audience’s needs, give them something of value.

This is also a form of research. By speaking to an audience and interacting with people asking you questions, you can find out more about them. They will tell you about themselves and their needs, which can then help shape your future material.


Public speaking is a two-way portal: you are reaching your audience, face to face, and at the same time you are making yourself accessible to them, to their ideas and feedback


M3 Media Publishing’s approach has always been to combine personal interaction with digital publishing and other types of content marketing.

M3 Media Publishing’s Business Connections events are a perfect example of this. They are not simply networking opportunities, they are ways of engaging with an audience directly, talking to them and interacting with them, as a key way of doing business.

To discover more about our events, please click here.

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twitterTiming is Everything: How Can You Use Twitter Strategically?

Timing is Everything: How Can You Use Twitter Strategically?

Like all social media, Twitter has to be used strategically to be most effective. It is fast and it’s concise.  If you want your message to be seen, and shared, then tweeting it once is not enough.  The life of a tweet is short, under 20 minutes. The other thing to take into consideration is how Twitter works.

The Twitter Timeline Feature

In the interests of improving user quality, Twitter allows users to order the tweets they follow in order of those they are most likely to care about, as opposed to simply the most recent ones. These top tweets appear in reverse chronological order, followed by the remainder displayed as usual.

More than ever, using Twitter successfully as a strategic marketing tool requires building a loyal audience. Twitter believes that users of the new feature tend to retweet, and to tweet more.  This is why shareability of content is vital. But it is also crucial to get your audience’s attention, which is where repeat tweeting comes in.

Repetition and Content

If you’re reliant on Twitter’s standard chronology to get your tweets noticed you may want to think again. Whereas repeat tweets help address the issue of capturing your audience, you now have to take into account whether or not they will opt for the new algorithm preference.

Tweets may end up ranking higher depending on the level that their audience responds to them and interacts with them. Audience engagement is hugely important as interactions can also substantially extend a tweet’s lifespan.

Despite the limitations of the form, tweets are, like other content, dependent on engagement through the way they appeal to and intrigue an audience.

To use Twitter as a successful marketing tool, combine:

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communication: david lomas & johnny mharHow Does M3 Plan To Help Businesses With Communication?

How Does M3 Plan To Help Businesses With Communication?

We understand how crucial it is to reach out and connect with audiences. We also know that this is made more effective if it involves more than one channel of communication. We have a portfolio of digital magazines containing expert opinion on matters.  These include HR, recruitment and leadership, property, construction and finance, exporting and international trade.

We also host our popular, invitation-only, Connections Events, in association with Royal Bank of Scotland (Future Williams & Glynn).  These events provide opportunities for us to strategically connect local business owners and leaders together.

Now we want to enhance how we help businesses engage with their customers by creating our very own media centre in the heart of Manchester.

The Ideal Location

Our new Manchester city centre postcode is, naturally M3, at Via Offices’ serviced business centre, Halifax House, on Deansgate, which provides specialised business accommodation and communications.

Via Offices is part of Via Group, who also provide IT and telecoms solutions.  Via Group’s CEO, Johnny Mhar, sees us, in turn, as being right for Halifax House.

“Our approach is very much in sync with how M3 goes about helping local businesses develop.  Via Group provides the physical means for businesses to operate at a level that is right for them. M3, meanwhile, helps them communicate with their intended audience and expand their customer-base

Johnny Mhar, Via Group

We feel that working with Via Group is the right fit for us, because we share their enthusiasm for helping businesses grow. Being in Halifax House puts us in the heart of a dynamic city and its business culture, which is where we feel we belong.

Opportunity and Expansion

The move is all about us improving our service and preparing for positive future developments.  M3 Media Centre will provide a base for our expanded creative and administrative team.  It will also give us the opportunity to provide on-site support, guidance and resources to our business clients and the Greater Manchester community. We are also planning seminars, to assist businesses to understand how communication and storytelling can benefit them.

Our aim is to ensure that business communications are seen and heard via the channels that will connect with their targeted audiences.

If you would like to discover more about how the Media Centre can help you to communicate your stories to your audience, please call 08450 519 374.  Alternatively, you can fill in your details below and our team will contact you.

David Lomas
M3 Media Publishing

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M3 and All Survey StorytellingCan Strong Storytelling Accelerate Business Development?

Can Strong Storytelling Accelerate Business Development?

We talk a lot about the value of storytelling when it comes to engaging with an audience because we know that it works.  And storytelling has real power to open up business opportunities.

Uncovering the Asbestos Threat

All Survey is a business specialising in conducting asbestos surveys. Gemma Voaden is lead asbestos surveyor with All Survey and in this role she has built up a clear picture of the scale of the issue.

At a recent M3 Connections event, she told a story to illustrate her work and how asbestos is a potentially widespread threat. A chain of charity shops asked All Survey to inspect its stores but felt pretty confident that they were in the clear. Gemma and her team went in, and discovered asbestos in 176 of the shops. Three had to be immediately closed for safety reasons.

When she recounted the story, it clicked immediately with her audience. M3 developed and published the story and distributed it through social media.  Gemma continued to use it as a perfect example of the value in what her business does, and how asbestos surveys are very much in the public interest.


On the Accelerator

All Survey is one of 80 enterprises involved in the Entrepreneurial Spark business accelerator programme in Manchester. This is being run in partnership with NatWest and KPMG.

The programme recently ran a pitching competition called Acceler8 and All Survey was one of the winners. Gemma’s business is well suited to strong storytelling because it’s key subject matter, asbestos as an ongoing, hidden threat, has the potential to be immediately intriguing.

Gemma’s pitch was a bid for financial assistance in marketing All Survey so that her message about asbestos can reach key decision-makers.

“Asbestos is still around and it’s a deadly, hidden killer that kills over 5000 people per year in the UK today”, warns Gemma.  “We want to set up the first UK Asbestos Register to reach more people with this message”


Future Storytelling With M3

NatWest has awarded All Survey a cash prize for its successful asbestos pitch. This will help All Survey to continue its work with M3 in developing its marketing message.


“The team at M3 Media Publishing know about storytelling and we have compelling stories to tell”


“Alongside Entrepreneurial Spark’s help in focusing our energies, we’ll be able to move that much closer to realising our goals”, concludes Gemma.


If you would like some assistance in getting your stories to your audience please contact us.  Alternatively, if you fill in your details below, one of the M3 team will get in touch.

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headlinesHow Can Intriguing Headlines Help Your Stories Connect?

How Can Intriguing Headlines Help Your Stories Connect?

At our recent M3 Connections event, jointly hosted with RBS (Future Williams and Glyn), over 50 business leaders and directors discovered the real value of headlines. This invitation-only gathering, in Central Manchester, gave me the opportunity to talk about how to attract interest, through headlines that intrigue.

I spoke about how to engage an audience’s attention by using headlines that spark interest. I also explained the importance of headlines and how they are the key to engaging with an audience by attracting or even provoking them.

The object is to make readers want to read more. Treat them as people and not as prospects.  Give them something to think about, and don’t simply talk at them with facts.

Andrew Thorp, of MojoLife, fully complemented my talk with his follow-up session about the power and potency of storytelling. Andrew focused on how well-constructed stories can give an audience a sense of emotional investment in a particular subject or topic.

Everyone in this room is in the influencing business
Andrew Thorp, MojoLife

Andrew advised that turning dry case studies into stories with human interest was a valuable way of attracting and retaining people’s attention.

The talks were followed by a group workshop session where attendees shared stories, learned about shaping them to make them more dramatic; and then came up with dynamic headlines for them. This was a very practical way of putting the things, that Andrew and I had talked about, into practice.

RBS Relationship Director, Steve Taylor, commented on how the M3 Connections events have real value for making business connections. “These events combine valuable insights with supportive connecting and a proper exchange of views that can really spark inspiration for all involved”.

David Lomas
CEO, M3 Media Publishing


If you are director or business leader based in Manchester or the North West and would like to make quality connections at a future event, please call M3 Media Publishing on 08450 519374.

Alternatively, fill in your details below and one of the M3 team will get in touch with you.

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Business Name *

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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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Business: M3 Connections EventRBS Event Provides Business Connections Inspiration

RBS Event Provides Business Connections Inspiration

Royal Bank of Scotland (Future Williams & Glyn) hosted their recent Connections Event, in partnership with M3 Media Publishing. Over 40 business owners, leaders and entrepreneurs attended this popular, invitation-only, occasion in central Manchester.

RBS Relationship Director, Robert Taylor, talks enthusiastically about the potential of these events to unlock business opportunities.

“The purpose of the Connections Events is not to have banter and canapes.  We want to provide something of real benefit to our customers”, says Robert.  “The events bring serious decision-makers together and gives them an opportunity to explore relationships with like-minded people, in a relaxed but stimulating atmosphere”.

David Lomas, content marketing expert and CEO of M3 Media Publishing led an inspirational workshop on “The Value of a Click”.  He explained how the right kind of content, properly deployed, can lead to measurable business growth and success.

“People look for people, they don’t look for businesses.  These events are a great opportunity to get people together so they spark off one another, and see how telling their own stories can help them attract customers

David Lomas, M3 Media Publishing

“The room really came alive,” concludes David.  “Because the diverse group of people attending could see where their various interests and goals intersected, they were able to clearly express this to one another. It was a great night.”

The RBS and M3-hosted Connections Events are suitable for directors and business owners in the North West.  With attendance being by invitation only, thought-provoking ideas and lively discussions compliment the connections being made.

If you are based in the North West and  interested in attending a future Connections Event, please fill in your details below.

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click rate from your websiteHow do you assess the value of a click?

How do you assess the value of a click?

I am occasionally asked why clicks are important to the search engines and if they can be evaluated, as part of a Internet marketing strategy. They can, in my opinion but the way we value a click needs to be explained. Although the answer may sound a bit confusing at first, I will try to help you understand how each click through to your site represents a part of a potential sale.

Ranking highly with the search engines increases your chances of getting those coveted clicks and each time a searcher (or prospective customer) lands on your website, you have a valuable opportunity to generate a sale from that visitor.

How to calculate the value of a click? 

One of the issues I see in businesses is how to measure the results of marketing activity. This is particularly relevant when we come to the subject of Social Media.

I often hear the question “Social Media can’t be measured can it?”

Well, in my eyes it can and this is done by evaluating the ‘click through’ that we get from links from our blog posts or other published content. These clicks are invaluable, because they each provide us with an opportunity to grow our business.

The main issue I see after we help clients generate literally hundreds of clicks, is that they are not able to harness this valuable web traffic.

Also, depending on where you publish your content, each click can help you gain a better understanding of who your web visitors are and in what they are interested. You can calculate how much traffic you will need to generate to reach your predetermined target of new business. While the exact value of each click differs based on the actions the “clicker” takes upon arriving at your site, it is sometimes possible to calculate the average value of each click by doing a bit of analytical maths after you’ve received more than a few thousand visitors.

Below I’ll show you a calculation you can use to determine the approximate value of your clicks, based on the unique results of your own campaign:

    • Calculate Conversion Rate

What percentage of the people who click through to your site are actually performing a desired action (i.e. – buying a product, clicking an ad, opting into a newsletter, etc.)?

Let’s say one of your landing pages gets 1000 visitors, and out of that group, 50 are converted into customers. That would mean you are working at a 5% conversion rate.

    • Calculate the Revenue Earned from Converted Visitors

Now that you have a rough estimate of a conversion rate, you’ll need to calculate the combined cash value of all converted visitors. This is easier if you’re only selling one product or service at a fixed price.

Let’s say for example that the 50 visitors who were converted ended up paying your company £20 each, that would mean that the total value of all your converted visitors would be £1000 (50 converted visitors multiplied by £20 each = £1000).

    • Divide Number of Visitors by the Combined Value of the Converted Visitors

Finally, now that you know exactly how much revenue your converted visitors generated, you can then divide that number into the total number of visitors it took to earn that amount. This enables you to arrive at your estimated value per click.

So, in the example above, out of 1000 clicks 50 of the visitors spent £20 each, giving you a total revenue of £1000 out of 1000 clicks, which would give you an average value of £1 per click. Of course, this is an overly simplified scenario for example’s sake, but it should help you understand the basic maths involved.

If you’re selling more than one type of product, or a service that ranges greatly in price, the above calculation will not be nearly as useful. In such situations, I can honestly say it is nearly impossible to judge the value of a click, as one click might bring you a new long-term client, while another might generate nothing more than a nominal purchase.

As such, the value of a click largely depends on the unique actions of the person doing the ‘clicking.’

In the end, I suggest you focus more on conditioning and converting visitors to your site than in spending time evaluating each click. The key is to get them to your site with clicks from the first page of Google and from there you have the opportunity to convert them.

This is why I feel that clicks are invaluable. Each click represents a potential buyer and that is something that is worth its weight in gold.

David Lomas

Call me now on 08450 519374 for a free consultation on improving your website performance, social media measurement or your prospect conversion rate.

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