Category : Content Marketing

M3 Publishing > Content Marketing
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.

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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.

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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.

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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.

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31Jan
content - wordpressContent: How Can You Convert it into Business?

Content: How Can You Convert it into Business?

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

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

 

Attraction and Retention

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

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

 

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

 

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

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

 

The Legacy of Successful Content

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

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

 

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

Peter Knight, Lead Building Surveying Partner at Knight Morris

 

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

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

 

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29Sep
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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3May
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”
GEMMA VOADEN

 

“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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15Apr
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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20Mar
How engaging are your headlinesHow Important are Headlines?

How Important are Headlines?

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

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

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

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

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

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

New Software Inspires Architect to Achieve Top Award

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

Writing Headlines – Keep It Simple

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

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

Here are some simple guidelines:-

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

 

 

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

Good Luck!

David Lomas, CEO
M3 Media Publishing

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26Dec
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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