Category : Content Marketing

M3 Publishing > Content Marketing
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.


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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.


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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.

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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.

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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.

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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.

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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


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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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don't be afraid to shout about yourself using contentContent – Who is writing about you?

Content – Who is writing about you?

At this point in time, we should all know that content writing can either make us or break us, no matter what line of business we are in. We now live in a world of communication where content is what catches the attention of our audience and brings customers towards us.

I have found that the most effective content is that which not only engages the reader but tells them a little bit more about who we are and, in particular, how we behave.

It doesn’t always mean shouting out to the world how great we are but rather telling prospective customers what it is that we are passionate about and what we can offer them.

Yes, it has become a bit of a cliché to hear “Content Is King,” but the fact of the matter is, content really is the supreme being on your website or social media page. Content tells your prospective customers what it is you do, how you think, what your products are and most importantly, what you can do to benefit their personal lives or their businesses.

Having worked in content marketing for over 15 years now, numerous business owners have told me that they find it uncomfortable to write about themselves in a really positive way – I think that is a particularly British thing – that we don’t easily brag about our own achievements. Other business owners just don’t find the time to sit down to write and consequently, have been unable to use content very effectively.

The first thing I do is to tell them they are not alone. No one likes to go about bragging about their victories and of course, most business owners are so wrapped up in the day to day issues of their company that they don’t have their eye on the ball when it comes to content.

Content Marketing – Use an expert to engage your audience

I believe that most, if not all businesses could benefit by hiring professional writers to handle this task for them. In the first place, writers have no qualms about ‘bigging up’ your image because they are not ‘bragging’ about anything they have personally accomplished.

Secondly, some writers are expert at creating content that can ‘engage’ your audience.

Using engaging content to attract and bring your customer to your door is a path that I refer to as your ‘Customer Corridor’. It is the route that a reader takes through your content all the way to sales conversion.

A very good writer will understand how to guide a reader through written content by using a practice known as ‘thought sequencing’ – This is where the reader’s thoughts are influenced as they read your content and they are subsequently prompted to respond via a ‘call to action’.

These are all tools of the Internet marketing sector and something you shouldn’t feel bad about lacking. Connecting with customer is a job that requires a special brand of expertise, so I suggest you let someone else do it for you.

It’s so much more effective when someone else is talking about you and your business and that’s what good writers can do.

David Lomas

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write good content to get your message rightAre you Sending Out the Right Message?

Are you Sending Out the Right Message?

Sharing good quality content with any audience surely makes good business sense, doesn’t it?  We all need to give out a valuable message to our audience to first gain their attention, in order to begin to engage with them.

This is similarly true when giving a speech or presentation, or even when we may make our 60-second introduction speech at a networking-style event.


It is Not About You

We must always try to grab the attention of our audience with a message or story that resonates with them.


If we start by talking about something that is relevant and ‘of value’ to our audience, then it provides us the opportunity, at a later stage, to ask them questions and use our stories to provide the answers that they may bee seeking to their individual challenges


The information you give out, initially, must stay relevant to your prospects’ current business issues, in order to catch their attention. It must not be focused or be directly relevant to your own product or service offering.

It is far better not to be talking about yourself at all. In fact the whole focus of your message must be on your prospects, not you!

This is exactly the same way that we should also position and focus our social media activity. Social media works far better when you try to engage with others and take an interest in them. The clue is in the name!


The Importance of Content

It is very important that the content that we push out to our contacts via social media has real value to our prospects. It must not be simply a blatant sales message about our products and services – we see too much of that already.


In this digital and social media world, asking questions and then sharing valuable information with others is the critical first stage of customer engagement


You need to ask the questions first to identify what information can be deemed ‘valuable’ to your prospect.

This sociable attitude will help you to initially discover the VALUE that your prospect will recognise and enable you to connect with them. At some stage they WILL want to hear more, I promise you.

Then, all you need to do, is to ensure that you have a supply of good quality, valuable content for your new audience!


David Lomas
CEO, M3 Media Publishing

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