Who should write your blog and social media content? Content marketing requires skills that may have nothing to do with your core business. And let’s face it, many people struggle to write. Uber creatives are challenged by corralling all their great ideas long enough to type them into a document. Grammar-gurus sometimes have difficulty breaking free of the rules so their creative juices will start flowing. Having a writing team helps you harness the best of the best. And not just any writers. Our content writers have worked with the media for more than 30 years!
Websites built on WordPress enable you to post and share marketing content without needing an IT professional. Now the challenge is to populate your content stream. Before you enlist the help of someone fresh out of college, or assign this task to an already overworked employee, I’m challenging you to adjust your frame of reference. Instead of thinking of your blogs and posts as “content marketing”, think of them as brand journalism.
We are moving quickly from “content clutter” to “content saturation”. Social media platforms, such as Facebook, now direct stories into members’ news feeds based in part on how much time they spent recently on similar stories. This removes any doubt that you are going head-to-head with your competition. The right B2B content mix may make the difference between being seen and being buried.
Every business should demand effective, well-written marketing content. Unfortunately, it seems many are settling for second-rate writing. The differences between the two may seem subtle, but ignoring them may be costing you sales. I’ve written marketing content for close to a thousand clients, representing a huge range of industries including medical devices, clothing and remodeling, manufacturing and craft beer. I’ve identified three of the most common signs that your marketing content may be hurting your business.
Recently, Harvard Business Review Group Publisher Joshua Macht called the blurred boundaries between advertising and editorial content “groundbreaking”. His point was that the popularity of ad blockers is causing companies to use editorial content to communicate their messaging. That’s not really new. We’ve been helping clients do that for the last 28 years. It’s just that more marketers are sitting up and paying attention now that they are faced with so much content clutter.
Content marketing strives to inspire, influence and move people to action. But when you’re under deadline and staring at a blank screen, those lofty goals can seem insurmountable. When clients call us to help with these situations, we may use one of these five types of share-worthy content.
There was once a clear distinction between traditional media and social media. Then gradually the adage, “You can’t believe everything you read” morphed into “I read it on the Internet so it must be true.” You may laugh, but some of us wanted to believe it when friends recently shared the – unfounded – story about kale making people sick. Media-grade Content® restores credibility to social channels because it is written to pass the media’s tough litmus test for determining what’s newsworthy.
Today’s blog content is competing with nearly 50 billion other web pages on more than 634 million websites. As we advise our clients, for a blog to be an effective marketing tool, it must be interesting, informative, relevant and well written. Also keep in mind that the public’s hunger for new content is epic. Wait too long between blog posts, and your audience may go elsewhere.
We help our clients attract more blog followers by creating a steady stream of engaging content. While readers understand when they go to your website that you’re blogging to sell them something, they don’t want or expect all blog content to be product related. They want to feel smarter after they read your content, and maybe even entertained. We collaborate with our clients to create an editorial calendar that offers a balanced mix of topics.
Content marketing – your blogs, social media and web writing – is one of your most valuable strategic marketing assets. Our clients know that content marketing works best when it is integrated within their overall marketing strategy. We offer both on-call and Pay Per Post content writing services to fit their needs. They don’t have to move outside of their well-designed, integrated marketing plan to hire a freelance content writer.
As a hybrid agency, Media Relations has hands-on experience with every promotional channel. While you may associate agency writing with press releases and blogs, our clients quickly learn that our writers can create media-grade content to be used in interesting and unusual ways. This list may cause you to reconsider your need for more content marketing.