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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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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 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 m3publishing.co.uk.


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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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Concept of content marketing and Google algorithmWhy is our content different?

Why is our content different?

Many people might ask the question: “As we already have content on our website and on our blog, why is your content going to make a difference?”

It depends whether or not the content you have already written on your website is attracting or, more importantly ‘engaging’ with your web visitors. In many cases where I assess websites, I find the content to be rather dull and uninspiring. Your content should have an impact on the reader and grab their attention with both your words and, of course your imagery.

To create ‘effective’ content, you first need to know ‘who your visitors are’ and ‘where they have come from’. You need to understand what frame of mind they are in when they reach your content.

By this I mean, are they a first time visitor or have they come to you after already having read an article that covers a particular issue?

In other words: Are they just researching or are they now ready to buy from you?

We can’t always know these answers, but if we construct a ‘route’ for our prospective customers to follow, then we have  can better retain the focus of these prospects.

The way we write content is important but the overall solution for a successful content marketing strategy involves the creation of landing pages around your website, which focus on different customer types, or personas, and how to attract them to your door.

Allow me to explain…

Landing pages: How can they help to attract customers?

First you need to ‘connect’ with a possible target customer with a piece of information, a headline or an article, that is of interest to him.

It is critical that this content is published in a place relevant to your ‘chosen’ sector.

Your article needs to show an element of  ‘understanding’ by the writer and ideally it should contain some research, that the writer has done – in order for it to be perceived as credible.

The main focus of your article should be on the issue that is relevant to the customer and it should stay focused purely on this one issue.

I see too many businesses trying to get multiple messages into one article, thereby overloading the reader with too much information, and thus losing his attention.

Within the article, there needs to be some mention of you or your business as someone who understands the particular issue. There should also be a brief illustration of how you have successfully helped other businesses, in a similar position, in the past.

There should also be a link for the reader to gain quick information about you, your expertise and your credibility. (Read my article on ‘The Speed of Influence’ and how it will shape business on the internet in the future)

This is what I mean by ‘effective’ content and it should now have gained the attention of your reader.

Create a ‘downloadable’ document

The next stage is to offer this reader a more in-depth report or ‘whitepaper’ style document about the same issue.

This is very powerful if it is relevant to his particular sector.

This content should be sitting on your website on a landing page that is solely focused on this same sector, so when the customer reaches the page, YOUR expertise in HIS sector is reaffirmed.

This keeps him in the state of mind that ‘you are the person to go to’ as you understand his sector.

Finally, If the headline on your document is sufficiently tempting to him, then he is very likely to give you his contact details in return for a download of your information.

For help with getting cleverly-written content in front of your chosen target audience, please contact me via:  david @m3publishing.co.uk

David Lomas

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