m3 content marketing

29Jan

Concept of content marketing and Google algorithm

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

27Jan

By David LomasIn Content Marketing

Writing Your Content – Who will see it?

At M3 Media Publishing, we take care in writing content for our clients that will actually resonate with their customers, readers and web visitors.

Our journalists work closely with our clients to understand what issues and challenges they face, in order to attract their attention and engage with them.

However, after getting the content right, if nobody gets to see your articles, all this work may have been done for nothing.

So who can we get to see your content?

Well, YOU can choose who sees your content, up to a point.

Where to publish your content is sometimes down to you.

Most businesses have blogs on their websites and this is the obvious first choice for publishing your own articles.

However, if we can get your content published in other places, then we open up many wider opportunities for others to see what we have said about you.

Linkedin can help you publish content.

LinkedIn gives us all a very valuable social platform to have our articles published – via Linkedin Pulse and via your own and other groups.

Having said that, getting group managers to publish your content is not always easy. We do spend time working with group managers trying to understand what content they want to publish.

The well-managed groups will usually only publish your content if it is industry specific and informative and I applaud them for that.

This is the sort of content that we should all want to write and, more importantly, it is the sort of content that others want to share out!

If you can find the right audience and create valuable content, others will help you share it with all their Linkedin connections.

Social Media is the key to reaching a bigger audience

Once we have created some engaging content about you and your business, we set up a programme of distribution using twitter.

With our established reputation within three main business sectors, HR & Recruitment, Property & Construction and the Business Expertise sectors, we already have a network of content distributors in each sector.

Check out our 3 magazines within our portfolio HR Aspects – Property Aspects – Business Aspects

This gives us a massive advantage when working with our clients in each of these sectors, as we can use this extensive support network to help them reach a specifically targeted audience.

This is crucial to successful content marketing.

So distributing content can be quite daunting, but I hope this has helped.

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

27Jan

article marketing can help drive visits to your website

By David LomasIn Content Marketing

How can articles generate business for you?

Articles on their own, may not be enough to generate business for you.

The articles need to sit as part of the route that your prospective customer can choose to follow, that will eventually lead to your front door.

I refer to this route as the ‘customer corridor’ and your articles will work better when they form part of this route.

Very simply, you need to create a number of simple steps for your prospects to take to reach you.
If at each point, your prospect is given some idea that you can still be helpful to him, then the next step is for you to offer them another piece of valuable information.

Thus drawing the customer closer to you.

Think of this as if you were laying a trail of breadcrumbs for them to follow.

The final document should contain a little more ‘in-depth’ information for the reader, which follows the theme of your initial article. Thus retaining the focus of your prospective customer on whatever caught his attention in the first place.

This ‘teaser’ document, as I sometimes call it, should contain information that your reader really wants to see and it should ideally be placed within your website – and hidden from view.

This, critically, will then allow you to offer this information to your reader, in exchange for his email address.

Thereby completing the customers’ ‘route’ to your door and more importantly, providing you with a method of measuring and converting your reader into a partly-qualified prospect.

For help with writing articles that generate business, please contact me via: david @m3publishing.co.uk

David Lomas

Tag : m3 content marketing

Why is our content different?

Writing Your Content – Who will see it?

How can articles generate business for you?