One of the most important aspects of marketing is building trust with your audience. How can you achieve this?Read More
Content marketing is an effective way to attract customers to your business. But what are the rules that you must follow?Read More
Do you consider this a strange question? It is not really, if you understand how the internet works.
When writing content, it is vital that you communicate with ‘people’ rather than ‘search engines’.
Over the last decade or so, Google has steadily been improving the way they respond to and, in turn, value well-written, natural content
We have come a long way from heavily-keyworded content, that did not make any sense whatsoever. These articles were written, in many cases, to accommodate the requests of the search engines.
We can still spot content that has been written “for SEO purposes” but they are sometimes uninspiring.
Grammatically, they may be well written, and contain the relevant keywords and phrases that will attract the search engines. But from a customer’s perspective, they are as dull as dishwater.
Who cares? you may ask. Well as website owners, we all should…
How Valuable is Engaging Content?
Next to unique & relevant content, Google also measures your website’s ‘popularity’.
We recently spoke to a business that was paying an agency for over 20 articles each month, to be published on their website.
On the face of it, this is partly what the search engines wanted to see. But when we looked at how many of these articles were actually being viewed and shared, the results were very disappointing.
From a count of say 50 articles, only half a dozen of them had actually been shared on social media and none of them more than twice.
When you realise that one of Google’s methods of measuring the popularity or ‘value’ of a website is in the number of times others share their content, this is a content strategy that is having a negative influence on their rankings.
Again, the content was informatively written, and served its SEO purpose but, frankly, it was dull.
So, if you are going to get your content written by others, ensure that they aim it at humans and not just at the internet spiders.Read More
The real power in marketing yourself and your business using content, is to have it written and published by someone with real credibility in your sector.
If your prospects and customers can get to read and even see you being asked for advice on issues relevant to them, it can create confidence in you and helps develop real trust. In part, the helps towards their perception of you being a thought leader.
Prospects and customers need to learn about you first, before they consider whether to conduct business with you. They then need to ‘like’ what they see or hear in order to trust you
It is actually your ‘behaviour’ that people are watching, even though many of us do not realise this.
More importantly, the last thing that they want to hear is a sales message from you. Instead, they want to hear and see your expertise.
They just want to hear solid advice and to see your ‘understanding of their business‘ and it will be much more powerful if it comes from an independent and credible source.
Within our portfolio of magazines, we are able to show your thoughts and your expertise with an assured confidence that sits comfortably with your audience.
It is the first step in attracting a customer – showing your expertise in their sector.
One of the most important issues for decision makers is that YOU understand THEIR business sector, not just your own
This is what you must convey to your prospects and customers in your content whether in your articles or on your website.
If you get some third party content, published and positioned elsewhere, in front of your chosen target audience
All that remains is to complete the route to setting up a conversation by using conversion techniques that helps to trigger a response from your target audience.
In turbulent times, many businesses naturally respond by cutting back on their marketing budgets. Why could this be a damaging move?Read More
Marketing Show North 2019 (MSN 2019) was previously known as Prolific North Live, and is the largest marketing expo outside London, which covers the broad interests of marketing and media.
That makes it an ideal fit for M3 Media Publishing to partner with them, via our Marketing Aspects Magazine.
The Importance of Content in Marketing
We talk a lot about the importance of content, but that’s because it really does matter.
One of the topics we’ve discussed is the way that content and expos complement each other, and how digital and physical marketing activities dovetail to maximise opportunities.
MSN 2019 provides us with the opportunity to put our words into practice.
The expo provides professionals from across a range of marketing disciplines to come together. It’s also an excellent opportunity for buyers and suppliers to connect with different marketing businesses.
We aim to showcase the power of content, and the huge potential of content marketing in raising the awareness of target audiences and helping businesses engage and connect with them
In this, we have our own unique publishing platform in Marketing Aspects Magazine.
At the expo, you’ll find us in the Media Partner Zone.
About MSN 2019
Marketing Show North promises to be an unmissable opportunity for anyone connected to – or interested in – marketing and its various strands.
Expect to see key figures representing leading brands in the world of marketing. There’ll be seminars and workshops to attend, along with expert speakers and dynamic demos.
For its networking value alone, MSN 2019 is a key event in the marketing calendar, and a dynamic destination for making new contacts and meeting potential prospects and clients.
Marketing Show North runs for two days, on 27 and 28 February 2019, in EventCity, next to the Trafford Centre, Manchester.
For more information about Marketing Show North 2019, or to register, please visit marketingshownorth.co.uk.Read More
The marketing activity you do before a business exhibition plays a vital part in deciding whether it is successful. A content strategy is critical to this.
Business events are unlikely to be effective in simply selling themselves. Marketing is essential.
This means putting in the necessary work in advance, and much of this should focus on content marketing.
How Content Marketing Helps Events
The point of content marketing is to use content to raise awareness, both of the event and of its exhibitors.
This content should be shaped, refined and distributed with the aim of changing people’s behaviours and actions, to ensure they attend the event.
To do this, it must work to fulfill certain key objectives, such as:
- Attracting more attendees to the event
- Attracting prospects for the event’s exhibitors
- Driving event attendees to specific exhibition stands
- Cross-selling products or services, or highlighting opportunities on the back of the event
Exhibitions will typically have a broad range of exhibitors, with different target audiences, so it must be clear who this content is aimed at
What Kind of Content is Effective?
Content comes in a variety of forms, including videos, audio and written words. However, one kind of content that works across these different media and is highly effective is storytelling.
Making storytelling a focus for content means finding the hook that will attract audiences to you
This includes discovering your audiences’ pain points and how you demonstrate your understanding of them, and what you can do to ease them.
Content marketing is not about direct sales messages.
Distributing and Sharing Content
Which channels you choose to ensure your content reaches its target audience is also a hugely important decision.
It relies on you developing a clear understanding of your audience and where you’re most likely to be able to engage with them, including the social networks and platforms they use.
A useful way of making content attractive to target audiences is through the use of a third party platform.
This is where someone talks about you, and quotes you as an expert in your field, rather than you addressing your audience directly.
Our portfolio of sector specific magazines offers this kind of third-party platform for content marketing.
What Happens After the Event?
This is as important as preparation before the exhibition, and activity during it.
For following up leads, content can continue to add value by refining and repurposing it to help further engage and connect with leads, turning them into prospects
These follow-ups should be relevant and you should make them a priority.
It is important not to let your content go to waste. Use it as a vital strategic tool in marketing your business exhibition, and to support your exhibitors.
To discover how content can improve your chances of success before, during and after your next business exhibition, please click here.Read More
Differentiation can give your business a competitive advantage with prospects and customers, but only if you choose the right kind of differentiation and you have the right marketing strategy to achieve it.
For many companies, their focus is on making minor adjustments to products to try and differentiate them in the marketplace. This is very much a “new and improved” approach.
However, it is unlikely to yield lasting results. In fact it can become a one-hit wonder, and end up negatively impacting how target audiences perceive your brand.
There is a way to look at differentiation differently and to use dynamic content to turn it into something with lasting impact.
Raising Awareness and Changing Perceptions
If you tell your story powerfully and differently enough, it can help to attract your target audience while building your credibility.
This is differentiation through strategic positioning, using content marketing as the means to achieve this.
Good quality, properly targeted content has the potential to engage and connect with audiences and help build and shape a brand’s personality
This is likely to have a more lasting impact than individual product differentiation because it is about your entire brand and what it represents to your audience.
What does this involve? It means shaping narratives that are appropriate to your target audience, and that identify with their issues, needs, fears and pain points.
It is crucial to creating powerful story arcs that emphasise your expertise while focusing on what your audience wants to know
It is a measured, consistent process of disseminating information about you, creating a positive impression of you that stays in the minds of your audience. It is not a hard sales message, nor is it to do with publicising your achievements.
What will differentiate you is depth. The more your audience feels it knows you, the more it will feel it can trust you, and, ultimately, buy from you.
What Could Differentiation Mean For YOU?
M3 Media Publishing hosted one of their regular, dynamic breakfast workshops in Central Manchester, which explored how differentiation can help your business to thrive.
For more information about these events, or to book your place, please watch the video below or click here.
M3 Media Publishing’s recent Marketing Challenge event, held at The St James’s Club in Manchester City Centre, focused on storytelling as a prospecting tool.
Pitching to prospects, or even starting a conversation, can be an important part of your marketing strategy, and it should involve content.
The Marketing Challenges of Storytelling
What sort of introduction should you make when meeting potential prospects?
You might provide an answer that may just be a job title or role. You may describe the nuts and bolts of what you do. Instead, you should capture concisely how you help others.
The legacy of what you do is what counts. If you have substantially made a difference to a business, or saved or made them lots of money, that will immediately get your potential prospect’s attention
How does this translate into a narrative?
It’s like constructing a plot. How many films or books have you seen where they begin with something riveting and explosive? They might even begin with a climactic event, then work back to show you how this event has come to be.
In our recent Marketing Challenge event, we encouraged our guests to look again at how they communicate on a personal level, and how to leverage storytelling to help them become pitch perfect.
What Content Marketing Means
One of the marketing challenges is that people don’t always realise that certain aspects of their communication and interaction are marketing activities.
Content marketing is not restricted to words or images, or things posted online or put into print, as it can also be about the verbal delivery of content
This is one of the ways our Marketing Challenge events set out to challenge thinking: it’s about how marketing is integral to your business objectives.
It’s not simply to do with whether you choose to spend your budget on campaigns, or enlist specialist help.
You are marketing yourself whether you intend to or not, by the very act of communicating to others about your business
That means that it makes sense to make this marketing activity count.
What marketing challenges do you face? Contact us to find out how we can help you think differently about addressing them.
Alternatively, to discover more about our Marketing Challenge events, or to book onto a future event, please click here.Read More